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Samir is recognized through his extraordinary commitment to next-level marketing tactics. He’s passionate about testing new advertising strategies, post-click experience, and conversion funnels that have generated over $100 million across dozens of industries. He founded Fetch & Funnel in 2017, growing the agency to $100K in MRR within a year. 

In this AMA, he’ll answer questions about:

  • How to advertise during a pandemic

  • How to profitably scale on Facebook & YouTube in 2020

  • Successful customer acquisition and conversion strategies that will grow any business, in any industry, at any point in time

So speak up, and learn from the guy that has run ads and been featured by Kissmetrics, Neil Patel, Tim Sykes, Larry Kim, and The Gadget Flow.  

Aside from media buying, Samir & his wife Rose were featured on Puppy Bowl XV (2019) for their work saving street dogs.

  • GN

    Gustavo Nunes

    4 months ago #

    Hi, Samir. Thank you for taking the time to do this with us.

    1) With the new scenario that we're living, do you think that companies will spend less with ads or this shouldn't be their strategy?
    2) What are your tips for companies that are trying to promote an event through Youtube videos?
    3) At last, could you tell more about your work saving street dogs and what differences have you observed since the world started to stay home?

    • SE

      Samir ElKamouny

      4 months ago #

      1) Many companies are already spending less money on ads, we’ve seen significant budget cuts across most industries. However some of which occurred as a result of temporary actions taken at the beginning of March. At this point, budgets have been cut, and now we’re seeing positive regression.

      Since the 2009 financial crash, there’s a lot of research into the aftermath of reducing marketing budgets in a downturn. Research has shown that businesses that cut marketing spend experience slower revenue growth in the two years afterward (recovery phase).

      When your competitors cut ad budgets, they are voluntarily reducing revenue, and they are also creating a void that can be filled by another company. And because of this, with the right strategy, I believe it can be significantly easier to gain market share during a downturn.

      Now for some context, if you’re a fitness gym, well sure, you probably should pivot your online strategy and spend less right now. But if you’re selling a product, service, or anything that’s online this is a great time to be advertising.

      The latest trend we’re seeing is that advertising is getting cheaper, and internet usage is off the charts. As a result, we’ve seen several businesses achieve record sales in March of this year, and no, it’s not industry dependent. (ie. Zoom riding the increased demand wave). People are spending so much time on social, it’s kind of mind-boggling to me.

      BUT, in order to succeed (or even justify increased investment) you HAVE to change the way you’re advertising. Brands must connect with, and relate to their customers' emotional state.

      2 Share
    • SE

      Samir ElKamouny

      4 months ago #

      2) I think YouTube can be great for events, just make sure you target the right people. I’d test audiences ahead of the event, so that you have it dialed in when it counts. Your Ad Copy has to be on point and it has to grab attention. One of my favorite YouTube ad outlines is this: Call out your target market (don’t try to get everyone’s attention, just your specific customers). In the first 5 seconds tell a story, create curiosity, and depending on the situation maybe you don’t reveal exactly what you’re going to be giving away, or what you’re going to be selling, or offering. Speak to the benefits, the result, the change or transformation that will occur. When done correctly, it creates curiosity. Make sure to put your CTA in the first 45 seconds (or less). I prefer shorter ads, but this is situation.

      Get your traffic off YouTube, and try to ensure continuity when you do. If I’m watching YT vids, and you take me to a product selection page it breaks continuity. I’m not ready for it, I want to continue watching interesting videos...which is why I clicked on yours in the first place. So maybe make sure to have sales videos on the landing page (VSL). The initial video can be short to grab attention and interest, and once they land on your website give them a longer video, explaining the event and all of the benefits. It’s jarring to have someone who wants to be watching videos land on your website, and not be able to watch videos.

      Another great tactic is to swipe your competitors’ traffic. Grab Lookalikes off competitor’s websites and another great one is don’t add channels, add trending videos.

      2 Share
    • SE

      Samir ElKamouny

      4 months ago #

      3) Great question! Unfortunately, street dog adoptions are down because they can’t fly dogs to new destinations, and thus many shelters are over-run right now. One of my favorites is https://www.soidog.org/. One of my dogs is from this shelter, and I volunteered there for a few months. I’m hoping that with so many people being home, adoptions are increasing. I run the marketing for https://www.cartagenapaws.com/ and we are seeing great engagement and high donations which is really helpful and we're launching new initiavite with that to save more dogs, so there are good things coming out of people being home, bored, and feeling empathetic.

      2 Share
  • ES

    Ed Soehnel

    4 months ago #

    Thank you Samir for your time and your knowledge contribution in this AMA!

    1. Do you have any favorite cart funnel sequences you can share for selling consumer products BC2/DTC (how many steps after the main product has been added to cart, upsell/cross-sell/downsell offers, etc )?
    2. What are your most useful/valuable third party services/tools you use for your business?
    3. Are you using AI/ML in your business and if so, how?

    • SE

      Samir ElKamouny

      4 months ago #

      1) You always want to minimize the amount of steps to as few as possible. If you’re selling one product, there is no reason to send people to the cart, send them directly to the checkout page after they add it to their cart. Shopify is my preferred platform for ecommerce, and their checkout process is standard for all clients. But if you want the best funnel sequence to analyze, you know where to go...Amazon!! You know damn well they are always testing based off data. Amazon has no shortage of available data to use. Look at everything they have. Recommended products, subscription models, etc. They are always my favorite to look at. Also, look at what your most successful competitors are doing. Read anything Russel Brunson talks about. Purchase your competitors' products and analyze every step of their funnel, then funnel hack it.

      As far as upsell or cross-sell offers go, you want to make it as easy as possible for someone to find another product they like. Pick your 3 best-selling products. Those that purchase A, recommend B & C. Those that buy A & B, recommend C. If you’re not doing this, you’re making your customers do the work. Rather than bringing products to my attention, you’re asking me to go back to your website and somehow find another product that I like. Just like I said above about the fewest checkout steps possible, make it easy as hell for your customers to discover products they like and you’ll get more sales.

      1 Share
    • SE

      Samir ElKamouny

      4 months ago #

      2) We are fully remote and have been fully remote since the beginning, so our favorite tools are some of the obvious ones: Slack, Trello, Evernote, Todoist, GSuite. Once I’ve found particularly helpful recently is Shift it’s all my favorite apps in one. As far as tools go for advertising I love checking out Facebook Ads Library (spy on your competitors and brands that are crushing it 😉), Answerthepublic.com Lastly, I love listening to music, always helps me concentrate (I’m listening to some right now!) and I have really nice speakers that quality is important to me, so I use Tidal a lot (lossless audio, better quality than Spotify), and I also still love Pandora (since 2005).

      Oh, and I’m a huge fan of Ahrefs. Those guys make a killer product, and they’re amazing at educating their users. I love everything they do!

      1 Share
    • SE

      Samir ElKamouny

      4 months ago #

      3) Every day. But maybe this is less obvious, but in our business the most impactful way we can utilize AI/ML is knowing how to leverage Facebook & Google’s algorithms for our customers.

      At this point in time, Google & Facebook AI has become so effective, that if you’re trying to game the system or manually outperform you’re inevitably going to lose. Think about all of the bid management tools like Marin, Kenshoo, etc. These guys are literally trying to outperform Google & Facebook’s own AI/ML. It’s 2020, this just isn’t going to happen anymore. I suggest we all embrace AI/ML when running campaigns. Old school tactics no longer work.

      If you think you’re smarter than them, well, you’re wrong. And you’re in for a major battle if you decide to take this path. I’ve tested almost every Google and Facebook advertising platform out there and rarely have I found one to outperform Google and Facebook directly. A great example is Facebook’s Power 5, this is mostly reliant on their AI and algorithms to do the heavy lifting for you. Check out Dara’s post on The 2020 Guide To Facebook CBO: Best Practices & Advanced Strategies (That Scale).

      1 Share
  • DS

    Divya Saravanakumar

    4 months ago #

    How does one create a strategy that sticks even when the tactics don't work out, especially while on an agile, iterative path? How do you pivot in time, when your next steps depend on whether your current tactics are working or not?

    3 Share
    • SE

      Samir ElKamouny

      4 months ago #

      When you understand how your metrics work throughout the entire funnel, you can usually make iterative decisions at the top of funnel easily and know what effect it will have further down the funnel. That being said, sometimes you have to let things follow through the entire process before making decisions on quality, etc. The best thing is to have as much tracking in place as possible to be able to make calculated decisions based off of data.

      2 Share
  • AB

    Aristide Basque

    4 months ago #

    How were you able to get that many clients for your agency?

    • SE

      Samir ElKamouny

      4 months ago #

      Prospecting, getting out there, and content. When you’re able to properly assess marketing performance, you can then have a genuine conversation about what’s possible, about the real opportunities that exist. You don’t need to sell, you just need to be able to communicate a clear vision of how to get to where your prospects want to be. Do your research, dig deeper than every other agency. That’s what your customers are looking for in the first place, right?

      I never turn anything down as far as getting out there. It started small, a podcast here, a webinar there, but once you show you can add value then you can ramp up to larger events. You’ll also have a track record to land these gigs in the first place. Right now, Fetch is way behind on branding. It’s our highest priority this year, we’re going through a full rebrand right now. We’re doubling down on our content strategy as well. Most agencies do a terrible job at both of these, but try it for yourself. You’ll see results.

      2 Share
  • RG

    Robert Guice

    4 months ago #

    Hi Samir, thank you for taking questions!

    With a limited budget, how would you quickly test a variety of ads across multiple platforms and get metrics on them all when you have a limited budget? Mediums generally have different conversions based on the topic or industry, do you know of any sites or tools for this?

    • SE

      Samir ElKamouny

      4 months ago #

      One of the big things is to look at micro-conversions and other data and make decisions quickly. If you’re selling a product look at how much the cost per add to cart is if you haven’t gotten a purchase yet from an ad. Also, always be looking at engagement metrics, CPCs, CTRs, CPMs, these can be telltale signs of how that ad will perform. I can turn an ad on and look at it a few hours later and usually tell you if it’s going to perform well or not based on those engagement metrics. If i have a high CTR compared to the other ads I know it’s doing well (anything above 3% I usually 😍), CPMs below $15 is what I’m usually shooting for as well at least on the prospecting side, and CPCs certainly always vary and you have to keep in mind if you’re optimizing for conversions then CPCs become less relevant, just make sure they’re not too high compared to other campaigns/ads that are performing well.

      As far as best platforms or mediums for topics or industries, you really need to think about where your target market is spending their time. B2B can work well on LinkedIn, targeting a younger crowd (under 35 years old) Snapchat is a great place to be, a product that requires discovery but you can target people based off search queries and content they are absorbing then YouTube could do really well. Just look at where your competitors are and then go there but think outside the box on how you can do a better job then they are.

      If there’s demand for your product, try and start with Google Search. Target specific searches, not broad intent. Generate some revenue, and expand into Facebook.

      Personally, I LOVE YouTube. You might not be there yet, but it’s the promised land. Video creative can be challenging for most businesses, which is why this channel is underserved (and will continue to be for a while). It’s got a natural barrier to entry, which makes it that much more rewarding.

      1 Share
  • PT

    Paul Tranter

    4 months ago #

    Hi Samir,

    It's the one Golden Nugget!

    Organic growth is no longer a strategy ... or is it?

    If so and taking into account the The Pareto principle (80/20) Where is time, energy and cash best invested

    3 Share
    • SE

      Samir ElKamouny

      4 months ago #

      Great question. Organic growth is absolutely still a strategy, don’t listen to anyone that tells you otherwise! 😉

      My take on organic growth as a strategy, is to deploy the following:
      1) Looking into the future, “brand” is everything. Build a brand, or perish down the road.
      2) Focus on organic content and video creation. It will pay dividends, I guarantee it.
      3) Test everything. And if you’re not testing things that could result in a giant leap forward, you’re playing it too safe. You can’t hit a homerun when you’re bunting.
      4) Paid media will then amplify any organic growth or traction you’ve achieved. It can specifically be used to do so.
      5) BONUS: paid advertising is not a business model. If you’re almost entirely reliant on advertising to acquire customers, you’re walking on thin ice. And the earth is heating up.

      3 Share
      • PT

        Paul Tranter

        4 months ago #

        Great answer to a great question :) Just started on the organic growth strategy at fortyanddeuce.com. Wish us luck :)

  • LS

    lasse smithson

    4 months ago #

    Hi Samir, thanks for sharing your knowledge. I‘m curious on how you would create a real good acquisitian-funnel for a basket worth 13k€ for something, which in fact, is for a lot of people not obvious at all it makes sense to invest in the beginning - a photovoltaic system. And what kind of channel and distribution platforms do you see out there next to SEA and FB and Taboola?

    Would be happy to have a share of your thought. Best, lasse

    3 Share
    • SE

      Samir ElKamouny

      4 months ago #

      A great strategy would be just trying to get as much top of funnel traffic as possible for the lowest cost. So certainly native is a great place for this (Taboola, Outbrain, etc.). Right really good content like a blog article, and get people to click through. Make it relevant and specific to that target market. E.g. “You’ll never believe how this couple in Boston got a Tesla for half the cost” (target people in Boston with it obviously) and the article is about how they got rid of their electricity bill and are also getting paid in credits and they used the money they saved + earned to pay their monthly payments on a Tesla. I’D READ THAT! Then once you get the traffic you need to retarget them heavily!

      You have to have a really strong retargeting funnel. YouTube and Facebook/Instagram are the best places to retarget IMO. Check out our article on How To Build A Bulletproof Facebook Retargeting Funnel

      YouTube is a great place to educate people, get them interested, and then retarget them there as well.

      Also, make sure to work on your organic marketing as well. You have to rely on an education play so the more content you can produce the more value you can add. Create a long email flow educating people about the benefits of photovoltaic and yours specifically. Then make it your goal to get as many email subscribers as possible.

      Lastly, and maybe most importantly, don’t forget to get them on the horn! Too many businesses think their website will do all the selling and forget to rely on good ol’ phone sales. Nothing beats a conversation or even better a free in-person consultation. So as you’re collecting email subscribers, collect phone numbers too and build an SMS subscriber base and pick up the phone and call some of those prospects!

      1 Share
  • NS

    Nitesh Sharoff

    4 months ago #

    If you had a B2C product that was under 30usd but added value and you were a recognised in your industry (B2B), how would you create an online strategy that didn't burn your margin on PPC and knowing it was a one off purchase (not a consumable) how would you achieve profitable sales?

    • SE

      Samir ElKamouny

      4 months ago #

      Use your recognition to drive inexpensive or free top of funnel traffic. Then retarget everyone that has not purchased. Check out our article on How To Build A Bulletproof Facebook Retargeting Funnel. Remember to keep your retargeting windows short though. Don’t retarget people for 60 days for a $30 product… Most of your money will come from 7 days of retargeting I’m sure, and then split up further out date ranges to see where the profitable drop off point is (e.g. 7-14 days, 14-28 days, etc.). I’m going to assume it’s around the 14 day mark. Only widen it out if you have an extremely low amount of traffic which will help keep CPMs low.

      2 Share
  • CS

    Clint Smith

    4 months ago #

    Hi Samir, thank you for sharing your wisdom and experience with us.

    1. What tech stack/strategy do you use to create "successful growth in any business & economy, industry, or points in time"?
    2. Who do you feel can be helped most now with your strategies?
    3. What does the current landscape of media buying look like to you?
    4. What is your favorite ad media to buy right now why?
    5. If a younger version of yourself were to ask how to get started successfully in media buying what would you tell him to do?:-)
    6. How do you market during covid?
    7. How can people best support you right now with "saving street dogs" and any other important projects you are working on?

    • SE

      Samir ElKamouny

      4 months ago #

      1) Understand and identify your ideal customer. Create the perfect bait. Create an offer, and a guarantee that can’t be refused. Use these to generate a ton of leads (even if you’re ecomm), and design a funnel to nurture and convert these leads.

      If you’re selling a product or service that people want to buy, a powerful guarantee has the ability to explode your growth. Think about www.purple.com, this business was built on an amazing guarantee. This guarantee is responsible for hundreds of millions of dollars in sales. It removed all risks for the customer, they had nothing to lose.

      2) Nearly any business that already has a proven business model, that wants to start advertising, or profitably scale existing channels. You must be willing to invest in long-term success.

      3) This is a broad question so I’ll keep it current. Right now, advertising is getting cheaper. Costs are dropping, and competition is regressing. It’s a very good time for those willing to get aggressive and capture market share. In the middle of this pandemic, last month we had three clients reach all-time highs. Biggest month in the history of their business. And no, they weren’t selling essential goods. One was an electric skateboard that costs $1,600...completely discretionary purchase, in the middle of a pandemic and stock market crash.

      4) Facebook/Instagram because it usually drives great results, YouTube for scalability, and Snapchat for lowest costs.

      5) Watch lots of YouTube and try and launch a drop-shipping website (and then I’d wish them good luck with that).

      6) Speak directly your customers, be empathetic, increase your level of investment, and do not continue doing what you were, prior to covid. We’re releasing a guide next week. But in the meantime, we’ve published several articles on our blog...check them out!

      7) Donate, volunteer, adopt, or my personal favorite all three! 😉

      2 Share
  • IW

    Ian Walton

    4 months ago #

    Hi Samir, in your opinion, what is the best lead generation strategy for early stage B2B tech startups selling to SME businesses?

    2 Share
    • SE

      Samir ElKamouny

      4 months ago #

      Dig deep and identify who your customer is, and identify exactly what they need. Write great content, and give them precisely what they want. You have to be able to offer something of value, that they can’t get elsewhere.

      1 Share
  • MH

    Mark H

    4 months ago #

    Samir, thanks for giving us an opportunity to ask questions.

    Funnels seem majorly helpful for ecom and SaaS. But how, in your opinion, can a funnel come in handy in service based businesses where cross-device tracking due to multiple stakeholders and longer sales cycle create murky waters?

    • SE

      Samir ElKamouny

      4 months ago #

      Funnels are helpful for any time of business, in any industry. The key is not to think about them on such a macro level. Think about having one broader funnel across the business...top, middle, bottom of funnel. The overarching goal is to facilitate downward movement.

      But there are many different things happening throughout each section of this funnel. Start to think about where your bottlenecks are. And this is usually a good place to start building mini funnels, or funnels within the funnel.

      You want to track data and performance to the best of your ability. But just because you lose attribution in one area or another doesn’t mean you can’t get great results, just make sure the bigger picture goal is consistent across all stakeholders.

      If you want to leverage a sales funnel, build many different ones, around smaller goals. Track specific data that alleviates bottlenecks, rather than trying to tackle a really complicated attribution problem. If you do this, you’ll improve performance.

      Easy example...you’ve got email marketing, a sales team, Facebook Ads, Google Ads, etc. This is all part of a bigger funnel...but Facebook needs its own campaign funnel (top, middle, bottom). If I don’t have a mini funnel within FB, I’m not going to get the results I need...and now I’ve got a bottleneck.

      1 Share
  • SE

    Samir ElKamouny

    4 months ago #

    Thanks everybody for the great questions! Make sure to connect with me on LinkedIn: https://www.linkedin.com/in/samir-elkamouny/ and we have chat on our website as well, so feel free to ask my team and I anything here: FetchFunnel.com (we've got a great newsletter too, sign up on our Blog page)

  • JN

    Jayakrishnan Nair

    4 months ago #

    Hi Samir,
    Hope you're safe, healthy and doing well. Thank you for your time with the AMA.
    Do you believe that martech has been successful in driving customer acquisition in B2B world? Why / why not?
    If yes, why is it becoming more & more important to 'humanize the conversations' with customers in B2B?

  • AD

    Arti Dinesh Prasad

    4 months ago #

    Hi Samir,

    What is the best ad media to buy right now why? With limited budget, which platform should one focus more if the goal is demand generation?

    • SE

      Samir ElKamouny

      4 months ago #

      My favorite is still Facebook/Instagram. No one beats their algorithms, the barrier to entry is so low, and it’s easy to spy on your competitors. You can also test very quickly with low budgets.

      If you’re a product that people are searching for Google is an obvious one as well. Make single keyword ad groups using bid stacking (one keyword on Modified Broad and another on Exact match). Then make the ads extremely relevant to the keywords and focus on your landing pages!

      If you want really cheap traffic my recent favorite is Snapchat. If you need scalability then YouTube is the best, but it requires budget to find winning and scalable campaigns/audiences/ads.

      Don’t forget about the customer experience once they hit your website. Make sure your website conveys benefits and has good sales copy. There’s a thin line between too salesy and not salesy enough while talking about benefits over features.

      1 Share
  • OC

    oliviero carlini

    4 months ago #

    Hi Samir. Thanks for your availability.

    I work in a consulting company that provide services of innovation for medium and large enterprises.
    We have five offering and I want to ask you how you would build a strategy to generate qualified leads for the company.

    Thanks in advance.

    • SE

      Samir ElKamouny

      4 months ago #

      Sign up for ClickFunnels then watch the free video at Secret Funnel Strategy. Then read everything ClickFunnels has to say. Build a funnel using one of their pre-built consulting funnels. Then make a really great YouTube video ad (check out my second response to Gustavo Nunes 👆above and have a video on your landing page (first step of your funnel. You can also run LinkedIn although you will get high CPCs, so make sure to add value. Maybe use something like https://meetalfred.com/ and connect with your target audience for free and then send them some value maybe via a video into your sales funnel. Once you start getting some profitable ads, call Fetch & Funnel to help you scale. If you do all this correctly then you’ll be able to scale to the moon.

      2 Share
  • SR

    Samuel Rizk

    4 months ago #

    Hi Samir,
    Thanks for your time. I work in the MENA region and currently Facebook is my best platform when it comes to CAC which is 2.5 USD. From your experience will Youtube give me the same price range?

    Another question, I am launching a new SaaS product targeting physicians. How should my B2B strategy differ from the normal B2C one I am using?

    1 Share
    • SE

      Samir ElKamouny

      4 months ago #

      YouTube and also Snapchat can possibly get the same CAC as long as your creative is attractive for those perspective platforms. YouTube is larger than Facebook, and thus it can theoretically be scaled farther. Snapchat is really awesome for lower costs CPCs and CPMs and if done correctly can even produce lower CACs than Facebook.

      Getting physicians attention is hard, because they are so busy. But look at leading CMEs providers and how they’re advertising as you have the same target audience as them. Facebook/Instagram is a good place, YouTube is really great as well as there are certainly videos, channels, and search terms that only physicians are looking at.

      Right now, physicians are looking at Facebook and YT. They communicate and share knowledge in FB Groups, and via video on YT.

      1 Share
  • JT

    José Timarchi

    4 months ago #

    Hi Samir! Got a question here:

    What would you consider to be the best acyclical conversion strategies and why?

  • SA

    saleh aladwani

    4 months ago #

    Hi Samer

    In the e-commerce field
    What are the most important skills you need to learn?

  • VV

    Vlad Vulchev

    4 months ago #

    Hello Samir,

    I'm grateful to be here. I've just got results from my 8-9 month of hard work on my SEO. So I already get some traffic to my website. I was wondering, do you think that it's a good approach to remarket the visitors that have landed on my coaching/sales page in order to increase the chances for conversion? I am looking for a really budget-friendly tactic right now. Working on multiple channels to build up the traffic, but I believe, I will need some remarketing in order to be more successful in gaining new clients.

    Thanks a lot!
    Vlad

  • BR

    Billo Rani

    4 months ago #

    Wow!
    This is a great article.Nice Post..Keep going the good work..Love your site and love your post..
    https://youtubemp3converts.com/

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