Ryan discusses the complexities of managing advertising during the holiday season, particularly for B2B SaaS companies. He explores whether to pause ads, the implications of doing so, and strategies for maintaining engagement through top-of-funnel content.

Takeaways

• Turning off ads can save budget but may hurt lead generation.
• Keeping ads running can lower cost per click due to less competition.
• Meta platforms see increased usage during holidays.
• Consider switching ad focus to top-of-funnel content during holidays.
• Avoid the learning phase by reducing budget instead of pausing ads.

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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

Ryan dives deep into the bottom of the funnel, the final stage in the buying journey. He discusses the importance of creating effective content that addresses objections, the significance of landing pages, and the need for segmentation and targeted messaging. Ryan emphasises the necessity of clear calls to action, the role of A/B testing, and the importance of measuring success to optimise conversion rates. He also shares examples from leading B2B SaaS brands and concludes with strategies for creating a full-funnel flow to drive leads and conversions.

Takeaways

• Content should focus on overcoming objections and creating urgency.
• Landing pages are the main asset at the bottom of the funnel.
• Segmentation is crucial for effective landing pages.
• A/B testing is necessary for optimising landing pages.
• Pricing pages must be straightforward and effective.
• Urgency and limited-time offers can drive conversions.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io

Ryan delves into the middle of the funnel content strategy, explaining its importance in bridging the gap between brand awareness and decision-making. He outlines effective content types, such as case studies and lead magnets, and emphasises the need for credibility and engagement. Ryan provides actionable steps for creating engaging content, nurturing leads, and measuring success, ultimately guiding listeners on how to effectively move prospects through the funnel.

Takeaways

• Credibility and consideration are key goals of this content.
• Case studies and testimonials are essential for building trust.
• Engaging content should be longer and more in-depth.
• Personalisation is crucial for targeting different audience segments.
• Actionable advice keeps prospects engaged and invested.
• Segmenting your audience improves content relevance and effectiveness.

Join the SaaS Marketing Weekly Newsletter here: https://saasmarketingweekly.com/

Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/

Send podcast guest pitches to: info@rocket-saas.io