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I've been working on a project with similar CPA targets:
My method: Through some research I identified the type of content the target audience loves.
1) I'm now producing Tofu content relevant to the audience and will be using paid distribution channels to draw visitors.

The landing pages have been set-up to capture emails but I expect a few people to give their emails after reading one piece of content.

2) The people who visit the website would be tagged and retargeted on Facebook and Twitter with a free ebook offer.

3)The first two steps are designed to fill my funnel with people interested in the ebook, I would use "lookalike audience" to target people similar to those who downloaded the ebook.

4) Compare cpa of those who read a post before being shown an ad to those who were targeted with the free ebook directly.

5) If all fail, go on fiverr and buy 10,000 "Highly Engaged" email signups and celebrate my accomplishments.

  • DM

    demetrius michael

    about 5 years ago #

    Do you want to be this guy: "I've spent $12,000 to acquire 3000 targeted emails. Here's how [link]"

    Or this guy: "I've spent $12,000 to make over $12,000 in revenue. Here's how [link]".

    ?

  • VV

    Visakan Veerasamy

    about 5 years ago #

    Let me try to answer the question directly without questioning-the-question (which is what I'd actually do- I think "millenial female" is too vague)– I guess you could break it down.

    1: Say your challenge is 3000 emails of millenial women. So break it down into the problems that millenial women have. Career. Dating&Relationships. Friendship. Fitness. Travel. Etc. Come up with 6-12 major categories and pain points.

    2: I'd go on /r/askwomen and /r/twoXchromosomes and other forums where these folks hangout and see what the most popular discussions are.

    3: Then use Brian Dean's Skyscraper Technique to build the best possible content pieces summarizing all of those things. Figure out influencers you can reach out to, flatter them, maybe have a lucky draw or giveaway of some sort.

    4: Breaking it down to say, 15 pieces of content that have to get 200 emails each- that's less daunting. Create a Twitter account, Instagram, fill it up with content relevant to these folks, then add and follow relevant people at large.

    • HW

      Hannah Wright

      about 5 years ago #

      Totally agree with your suggestion, @visakanv. Going to Reddit and other websites to find trending content and building off that is a good idea.

      If the product/platform is lifestyle related, /r/twoxchromosomes could really help you out with this demographic. Specifically text-based posts that briefly tie in a personal reflection/thought and a headline that isn't spammy. You've probably noticed that link posts with no text or commentary tend to get downvoted into oblivion on that subreddit (most of the time).

      Also, commenting on relevant subreddits can be beneficial in some cases. When promoting articles in the fashion industry for a specific website, I went to /r/femalefashionadvice and provided outfit suggestions by leaving comments on posts, linking to about 3 different articles to better explain my feedback, and making sure 2/3 of those articles were hosted on different, high authority sites. That way it wasn't suspicious because each link went to a different site. Then the traffic would flow in.

      And the surprising part was that people would respond saying, "Thanks for posting links with examples in your comment."

      Something similar to this Reddit comment I just found. All of her links go to different product and blog pages, yet it looks organic (well, it probably is): http://i60.tinypic.com/2q3vnnn.jpg

      Strange what works sometimes :-P

      • MB

        Morgan Brown

        about 5 years ago #

        Great feedback. If you make those links Primeloop links you can add people who visit those 3rd party sites to your retargeting lists and recapture them at a later date.

    • JQ

      jesse quist

      about 5 years ago #

      very nice.

      On the persona: I didn't want to give too much detail since it may reveal what I'm working on. I know it's hard to get a straight answer while the question itself is vague but I do not have permission to share anything. The numbers and details are held back. I do have a pretty robust persona here with me that I'm working with. Her name is Anna lol.

      I like the process you developed, it's exactly the type of answer I was looking for and can glean some tips from to add to my strategy.

      • VV

        Visakan Veerasamy

        about 5 years ago #

        Glad to be helpful! I totally understand your POV re: giving away too much detail.

        A thought I'd share is- you'd be surprised how often you can share your ideas without losing out. The benefits you get from the contributions of smart people (who are too busy working on their own thing to steal your project) exceed the loss of lousy competitors who jump onto your idea simply because you shared it. Those guys are usually doing it in a cheesy, opportunistic way.

        If you face really good competition, chances are they would've gotten into it regardless of your sharing. If your sharing breeds competition, it's usually really shitty competition you can safely ignore (while enjoying the benefits of building relationships with people, building awareness, etc).

        Just my $0.02, I could be totally wrong about this. Everybody needs to make the calls that they're comfortable with, that makes sense for them.

        Best of luck! I'd love to hear how your stuff works out, tweet/message me or post here more about it as you go. :-)

  • AA

    Austen Allred

    about 5 years ago #

    I would do this http://austenallred.com/user-acquisition/book/chapter/twitter/

    Then this http://austenallred.com/user-acquisition/book/chapter/instagram/

    And pay myself $13,000 :)

    It gets my startup an average of 3,000 targeted signups per week.

  • MB

    Morgan Brown

    about 5 years ago #

    $4 CPA is pretty generous. You can probably just go out and get a $4 CPA deal w/a publisher who targets your audience directly. You can probably do better than $4 CPA as well.

    1) Find publishers who target your audience
    2) Come up with offer for the audience + landing page/etc.
    3) Negotiate CPA and performance expectations
    4) Launch campaign, optimize, etc.

  • SM

    Stuart McKeown

    about 5 years ago #

    $12k is a fairly decent budget. However I'd take a step back and ask what the purpose of collecting 3k emails is? It's easy to get hung up on chasing a number (like FB Likes) without thinking about what the end outcome needs to be.

    I would probably:

    - Run a giveaway with some publishers that meet the target demographic I'm looking for.
    - Do a combined ebook/autoresponder series but bring in other authority figures in the niche so you can drive more exposure then just your own contacts.
    - Think about ways I can drive the MOST value to acquire an email address.
    - Invest in content for the long term, we do this and number of emails continues to increase every month
    - Create a weekly digest of exciting content in your niche that people might subscribe to (Follow.net do a great job here)

    In summary I'd be wary of going all out agressive spending all the budget on traffic, and probaly invest it more in the content/education.

    Good luck!

  • FR

    Flavio Rump

    about 5 years ago #

    Interesting question. Can you share a bit more specifics as to who the target audience is and what the offer is? What are the emails for? I don't think what you really want is emails, but ultimately customers for a specific product or service?

    I think the first important step is to do the persona analysis - who exactly are the target audience (age/gender/socio-economic status) and where do they hangout (FB/Twitter/Instagram/Blogs) like the excellent post by Austen http://austenallred.com/user-acquisition/book/chapter/instagram/
    Maybe include 'How do they make purchase decisions'?

    Later you can probably test a few paid marketing channels as well as hire content writers (if applicable) out of your budget. you can play reddit and social channels as well as SEO with that.

    would be cool if we as a community can crowdsource the solution and see how it works :)

    • JQ

      jesse quist

      about 5 years ago #

      Hey @flaviorump

      The target audience is a millennial female. We know that about 3% of people that sign up for the E-book go on to become customers and that is factored into the customer acquisition cost.

      I have a thorough persona built and have also done some research to know they are mostly on Facebook. Through the research and a bit of testing, I'm pretty confident in the strategy I proposed. I want to hear from other marketers to see how they would approach such a project, which channels and strategies they would focus on if all they had to do was get people to sign up for a free ebook.

      • FR

        Flavio Rump

        about 5 years ago #

        Millenial female is a very broad target audience. I would try to narrow that down a bit more. Are you sure that a push approach will be more effective than a 'pull' approach (ie adwords/seo)?

        I would be a bit careful with the 3% number. where is that from? push traffic can behave VERY differently from pull/organic traffic. People clicking on display ads are just kinda browsing around. conversion rates to actual paying customers are usually much much lower than pull traffic. people searching for stuff are looking to get something done.

        I think the lookalike stuff is good, could potentially get you really targeted users, will help you further refine the actual target group within your current target demographics.

        The other thing that I would try out is capturing why or why not people are signing up once on the landing page.

        What are people's biggest objections?
        - value proposition not clear/not enough value provided to sign up
        - not enough social proof
        - ... ????

        what would make them sign up?

        if you have a live chat such as olark running on the site, you will learn a tremendous amount about the people who land on your page. what are their main objections etc.

        you can of course also use qualaroo from @sean et al to do some of that work.

  • AG

    andrew gale

    about 5 years ago #

    1) Build a landing page with a relevant offer to the targeted audience
    2) Use display ads to drive trafic
    3) Pocket the extra 6k+

  • MB

    Matthew Barby

    about 5 years ago #

    Hey Jesse,

    I definitely think you need to fine tune your targeting a little, which I'm sure you've realised by now. What you're currently doing seems good, but there's a few other things that you could look at doing to get a good ROI + relevant data.

    1. Partner up with relevant online publications to run a data capture campaign. This could be simply to promote your ebook/downloadable asset to their own email list. If the audience is right and the data is good, you could get some really good results.

    2. Run competitions where you give away something really relevant to your target market. Don't just give away an iPad because you'll end up with a ton of data that is just from people who want an iPad and aren't likely to generate any revenue afterwards. I always make sure that the thing that I'm giving away would only interest my target market - for example, I ran a campaign targeting plasterers recently and we gave away a month's supply of plaster product - it had some great results.

    3. Keep doing what you're doing with the remarketing on FB/Twitter - this is fantastic for capturing data from already engaged users.

    4. Use Reddit. Build out some interesting content and host it on your site with a clear CTA. Share this within a really relevant subreddit and you should start bringing through traffic that converts well (if the content is right).

    Hope this helps.

  • MT

    Michael Taylor

    about 5 years ago #

    $4 CPA is super easy. Should be able to get there with targeted Facebook Ads alone in a couple of days (if you can't, it's an indication something is wrong with your targeting, creative or landing page). Use this as an opportunity to learn more about your audience - split test different messages in the Ads and on the landing page to see what gets the best response. I would seriously test whether an ebook is the right incentive here though - is that really what Anna lol wants? Do you even need to offer an incentive or can you get emails on the strength of your product alone? For that matter why not pre-sell your product and (like demetrius says) be the guy who "spent $12,000 to make over $12,000 in revenue". Let us know how it goes!

  • RP

    Rafael Perez

    about 5 years ago #

    I faced the same challenge 3 months ago and ... failed.
    I was able to get 9,000 subscribers, but was initially expecting 30,000.

    One big mistake was not implementing a referral system, like this one: http://fourhourworkweek.com/2014/07/21/harrys-prelaunchr-email/

    Unfortunately, I decided to do the coding by myself, even having more than enough budget to hire a ruby developer. The time went by, and I couldn't finish the setup to put the system up.

    Anyway, I think the referrals are the way to go for new campaigns.

    • MH

      Mark H

      about 5 years ago #

      What would you have needed coding for? There's plenty of tools that can accomplish these things, right?

  • CP

    Chamal priyadarshana

    about 5 years ago #

    As you mentioned that your target audience is hanging on Facebook, you can create a FB fan page and set up a lead generation page (using static HTML app for any other service).

    Then create a Facebook ad campaign and target your audience. As you don't redirect people away from Facebook, you could get a click just for penny, not dollar.

    And save money... :D

    • TK

      TaeWoo Kim

      about 5 years ago #

      Question: Have you personally run this? If so, what did your CPA back out to? Penny clicks are good, unless they start clicking on other things

      Comment: FB tab page doesn't work on mobile (you get error/404) . You'll need a redirect off facebook for mobile.

  • PK

    Pallav Kaushish

    about 5 years ago #

    I would like to add a small little thing. If you're going full throttle on advertising then it's often very relevant to target your competitor's audience as well.

    There are various ways how you can go about implementing it but enticing them through interesting content could work really well and would also sync up with your content and SEO strategy.

  • KN

    Kulwant Nagi

    about 5 years ago #

    launch a middle priced product (let's say $97 or $197) and give 80% commission to all affiliates.

    Do proper planning for the launch and pitch some big affiliates.

    They'll promote as they are getting 80% commission and you'll get laser targeted mails. ;)

    • TK

      TaeWoo Kim

      about 5 years ago #

      Great tactic. But this is way too advanced for most marketers.

      No smart affiliate would drive traffic to a non-proven offer / marketing funnel. If you can't prove your EPCs, good luck getting them to run your offer.

  • RT

    Rogier Trimpe

    about 5 years ago #

    If you have an existing Facebook page with a lot of likes, a great channel for getting leads with a specific demographic would be to use Facebook sponsored posts.

    I just ran a campaign for my mom's course for about 6 days in total and got a $0.20 cost per lead, including Name, Email and Phone numbers.

    The campaign was centered around winning a single course, valued a few thousand bucks.

    The trick for me was to create a Facebook link and modify the image and call to action underneath, and then making this post sponsored.

    So far this has proven to be vastly more successful than any other campaign I've run on Facebook.

    • JQ

      jesse quist

      about 5 years ago #

      care to elaborate a bit on what you mean by creating a link and modifying the image and call to action?

  • JB

    Jason Bedunah

    about 5 years ago #

    $4 per targeted email is extremely generous. To get to big numbers you are talking $400,000 for 100,000 emails!

    This all depends on the niche but I often use cold emailing to get a lot of quick email collection done fast. I purchase via http://www.limeleads.com and then write an initial email sequence that goes out to prospects via a service like QuickMail. If you get a 10% optin from the Cold Email List to your Targeted List from that you are at $1 per targeted email (LimeLeads are 10 cents each).

  • NG

    Niklas Goeke

    about 5 years ago #

    As others have said, that budget is extremely generous. Switch the numbers, that'd be challenge. Get 12,000 emails with $3k. I know a guy who bought a forum, yes, an entire forum, for $1800. User count: 10,000. Are there any forums where your audience hangs out? Any big ones? Maybe you could buy it and have another platform to grow. That way you can also refer people from your site to the forum and back, it'll be a nice catalyst.

    Good luck!

  • DR

    dave rigotti

    about 5 years ago #

    I bet you can accomplish this with Twitter lead generation cards and a simple but optimized content download landing page and LinkedIn media.

    • MB

      Matthew Barby

      about 5 years ago #

      The only thing that I find with Twitter lead cards is that the emails you get are often to personal accounts that rarely get checked or have a lot of spam coming to them. For example, I use an email to sign up to all social networks that I never check.

      Just worth bearing in mind.

    • SD

      Sh Duraid

      about 5 years ago #

      Aren't Twitter lead generation cards free anymore? I just read a tutorial from 3 months ago on how to create one for free, and when I tried to do the same on twitter, it requires that I enter a daily budget (which cannot be $0). I'm asking because I couldn't find any articles to explain this, which is unusual for such a big change.

      • PK

        Pallav Kaushish

        about 5 years ago #

        @duraid, There are two types of twitter cards. The one you're talking about are free and can be implemented on your website with meta tags and the other ones are lead generation cards which comes under twitter advertising which work how any other advertising would work.

      • DR

        dave rigotti

        about 5 years ago #

        @duraid You are right that you can create lead generation cards for free. I just tried and it still works.

        Just develop the lead generation creative as normal. Then click the compose button and select "Standard" instead of "Promoted-only", write your tweet, then publish.

  • AH

    Aditya Herlambang

    about 5 years ago #

    I would go about creating a blog focusing on long tail keyword focusing on your niche. Do keyword research really well and then have a popup that shows up immediately after the user lands on that page. Writing 500-ish articles twice a day. That would probably take < 6 month in getting 3000 targetted emails. Varies depending on your SEO effort

  • SG

    Sergey Gusev

    about 5 years ago #

    It depends on the product/service you provide.

    A few people already mentioned that giveaways could help you growth your email list.

    I would join their recommendations. Our startup has built 60k list in about 2 months running 4 giveaways during this period. We use www.gleam.io and www.viralsweep.com

    You just need to provide a valuable prize and attract a few partners (media or products/services) the higher the value the better (in our case it's about $2k). Last time we gave away trip to Florida and gained 25k emails. The prize was splitted between 4 partners.

    In total, we spent less than $2k and gained 60k emails
    Here is an example of our Valentine's Day Giveaway https://www.scentbird.com/valentines_day

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