Pasta, meet wall. If it sticks, it’s cooked.
That is how we discovered a few of our largest progress channels in 2024.
Though not fully random, I’ve discovered there’s a lot benefit (and enjoyable) to working progress experiments in an organization you actually consider in.
I wrote in regards to the interview collection we began at MyFBAPrep as an experiment in genuine, AI-proof (for now) content material. It was profitable gas for our content material engine, and the repurposed content material items that got here from each interview recording carried out effectively sufficient that we started working stay interviews as effectively that viewers needed to register for.
At present, I’m right here to present you a recap of some different progress experiments at MyFBAPrep.
How I picked our noodles: Deciding which experiments to run
Working progress experiments helped us discover which channels had been price investing in, and which weren’t. Nonetheless, it was nonetheless necessary to choose the correct channel, focus, and strategies to check.
To assemble my record of “noodles,” I checked out our strengths and weaknesses, focusing on every with a distinct sort of experiment.
Coaching experiments
I pinpointed the large weaknesses on our group to dive into. There have been sure channels that I couldn’t ensure weren’t working for us due to the channel or our execution/degree of information.
Instance:
- Social media – We haven’t been in a position to execute social media effectively sufficient to generate leads, however this could possibly be largely because of the lack of time we needed to put money into it, and talent we needed to leverage it effectively.
- Paid digital – I’m all-in on natural acquisition, and at all times have been. Anytime a consumer had a paid technique, it was run by my counterpart, relatively than myself.
- Neighborhood – We additionally didn’t have any present neighborhood technique. I used to be testing the channel out by posting just a few (hopefully useful) feedback on related subreddits that largely fell on deaf ears.
For these weaknesses, I launched into coaching experiments. These are experiments the place I’d herald an knowledgeable to arrange, strategize, optimize, and refine our channels whereas instructing us the reasoning and procedures behind their choices. These experiments lasted just a few months, and on the finish the group can be geared up sufficient to:
- Decide whether or not or not the experiment was a hit, and if we needed to proceed investing within the initiative
- Know whether or not to outsource, rent an knowledgeable in-house, or rent somebody to coach
- Have the ability to prepare somebody to do it for us, both as a contractor or in-house
Testing experiments
These experiements associated to areas we had been already sturdy in, the place we needed to check alternative ways to create, distribute, or handle our present assets.
Instance:
- Content material – We’ve got a powerful content material arm that usually produces partaking content material in several mediums.
- Publication – Our publication is a robust nurture channel, from which we recieved 5 leads simply this previous week (Oct 10-15).
- Partnerships – We’ve got a big associate database that we usually do co-marketing with, together with visitor blogs, publication spotlights, social media swaps, and occasions.
After figuring out what we’re good at, I checked out alternative ways to leverage or strategy these areas. For instance, since we had a fantastic publication we determined to check publication sponsorships to develop our record. These experiments had been designed to:
- Higher leverage our strengths to multiply the outcomes
- Enhance or optimize the channels that had been already working effectively for us
- Improve our understanding and skill inside our core competencies
A number of experiments from 2024 and what we discovered
Testing: Interview collection
The aim of this experiment was to create distinctive, fascinating content material that we might repurpose into totally different mediums for various channels to interact our viewers. You may examine how this went beneath.
Conclusion: This has been nice for getting BOFU content material that converts, and we are going to proceed to run pre-recorded interviews and repurpose the content material for a number of channels in 2025.
Testing: Sponsoring newsletters
Since our publication was performing effectively for model recognition and leads, we determined to look into methods to develop our subscribers. We thought of webinars, asking our companions to share it, and having our outbound electronic mail service add it as a CTA to their outreach.
In the long run, we determined to check out just a few publication sponsorships, as a result of:
- A publication reaches the kind of viewers that’s serious about newsletters
- When talking with prospects, lots of them talked about staying up to date with business newsletters
- It will give us some management over how we offered/positioned our publication (since it will be a paid placement)
We tried one widespread business publication that had a reasonable attain (35k subscribers) and one broader publication that had an additional attain (65k subscribers). We obtained 17 clicks from the previous and 15 clicks from the latter within the first few days after ship. In whole, we acquired 15 new subscribers within the two weeks following.
Curiously, we noticed a bump involved type submissions following the initiative, beginning the week we sponsored the newsletters. The pink line beneath reveals when our sponsored newsletters began going out.
Conclusion: Publication sponsorships are good for driving model site visitors and leads, not essentially a CTA to enroll in our publication. We paused in 2024 and determined to position a devoted effort behind sponsoring newsletters (and doubtlessly podcasts) in 2025.
Coaching: search engine optimisation
MyFBAPrep has a robust content material arm that runs like a well-oiled machine. In an effort to higher distribute the content material (blogs, webpages, movies, and many others.) we labored so exhausting on, we knew we needed to make investments extra in search engine optimisation.
June of this yr, we introduced on an search engine optimisation guide who was in a position to consider our technical and on-page search engine optimisation, and assist us stand up to hurry with accessability. We met usually to go over the preliminary report, labored collectively on the fixes alongside our net developer, and I used to be in a position to discover ways to consider what a well-optimized web site appeared like. We went over the fundamentals, reminiscent of Core Internet Vitals, to deeper dives into instruments like Semrush.
Our content material has been on a gentle upswing since I began with MyFBAPrep, and it was necessary to make sure it was simply found and consumed.
We additionally work to remain on high of accessibility!
Conclusion: Natural search brings in high quality leads and site visitors, constructing on years of effort into content material creation, and offering compounding returns. At present, we proceed to put money into our technical and on-page search engine optimisation to make sure we don’t have any key phrase gaps and our web site passes all of the efficiency and accessability checks.
Testing: Customized equipment webpage
In each consumer dialog and interview, I hear time and again that our white glove service is what units MyFBAPrep aside. I’ve heard reward for our account managers, and appreciation for the management to be prepared to customise every logistics setup to cater particularly and specifically to the consumer, relatively than making an attempt to suit their processes right into a field. No pun supposed.
In an effort to point out relatively than inform the world how invested we’re in buyer success, I construct a webpage that includes totally different FBA prep equipment that we’ve acquired and make the most of on behalf of purchasers.
We use this web page usually on the subject of associate communications, author briefs, and outbound comms to showcase how far we go for purchasers. The web page has been visited persistently since publish, usually by direct go to (adopted by referrals, then natural search).
Conclusion: Though not a part of our search engine optimisation technique, this web page will get visits from natural search along with referrals and direct site visitors. This tells us that there’s constant curiosity so long as we are able to get the web page in entrance of individuals.
Testing: Location pages
Initially, we had one web page for our warehouse community that featured a map of the totally different nations we had warehouse nodes. We determined to check out including pages for particular warehouse places, beginning with California, Texas, Florida, and New Jersey.
These had been simply launched earlier this month, so we solely have roughly two weeks of information. Nonetheless, the pages have already begun rating for a few of our goal key phrases. Listed below are the early key phrase rankings and outcomes of our NJ location web page.
Conclusion: We are going to proceed to watch the efficiency of those key phrases earlier than deciding so as to add additional location pages.
Replace: One in all our location pages has made it to the highest rising three rising pages in Google Search Console.
Coaching: LinkedIn thought management
Coming as no shock to anybody in B2B, LinkedIn was one among our stronger channels for outreach. Nonetheless, we weren’t utilizing it in addition to we might, specifically sharing extra interactive content material like movies, and leveraging our co-founder’s profile.
We began testing this channel with two issues; MyFBAPrep interview clips on our firm LinkedIn, and thought management posts on our founder’s LinkedIn.
I made up my mind which matters and titles to write down about primarily based on:
- Requests from management
- Buyer conversations
- High clicked blogs on Google Search Console
- Longest time on web page in line with GA4
I wrote the preliminary draft, which was then refined by our co-founder and PR lead earlier than posting to LinkedIn.
Our firm web page:
I began posting extra thoughtfully on our firm web page in January, however there have been ebbs and flows in how a lot time I dedicated to the channel. Beginning this month, I’m bringing on an business veteran to handle our social profiles, with a give attention to LinkedIn, to see how a lot additional she will be able to take us.
In terms of our founder profile, I can solely say anecdotally that I’ve heard we obtained good ends in the type of extra profitable outreach and inbound leads and queries. Our new social media contractor may even take over the thought management efforts, as she has prior expertise and “is aware of how the sausage is made.” One of many targets in her contract is to coach our inside group on methods to generate extra leads from social.
Conclusion: This channel reveals promise, however wants just a little extra funding. I ended up bringing on a social media supervisor who has had 10+ years within the eCommerce business to strengthen this initative in 2025.
Testing: Neighborhood (Reddit)
This could ideally have been a coaching experiment in increase a neighborhood then working advertisements with a trusted profile, however I ended up contributing to subreddits myself. Then after I determined to see what the UI was like, it was surprisingly simple to stand up and working.
I plan to run just a few totally different exams to see which advertisements carry out the perfect, then reallocate our price range to whichever is doing the perfect.
Ultimately, we’ll work out which viewers filters carry out finest, and I’ll be capable to arrange a marketing campaign then add totally different advertisements underneath it.
Replace: Outcomes are in! Right here’s a deep dive.
Testing Reddit Advertisements for a B2B eCommerce Logistics Firm
Coaching: Paid digital (LinkedIn, search: Google and Bing)
Since paid acquisition just isn’t a energy of mine, I needed to work with an knowledgeable who might clarify the technique behind these channels.
I began my search by on the lookout for referrals throughout Slack communities I’m a part of and from colleagues I had workes with prior to now.
After just a few interviews I narrowed our decisions all the way down to the next:
1) Advisor, enterprise proprietor
- 3,000/month + 3000 min advert spend
- 4 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google/Bing)
2) Company, working with the paid media director
- 1,000/month + 4,000 beneficial advert spend
- 3 months minimal
- 3 x 1 hr conferences monthly
- 2 channels = LinkedIn + Search (Google)
3) Advisor, freelance
- 2,500/month + 3000 beneficial advert spend
- 5-6 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google)
In the long run, we decied to go along with the company possibility. It was not probably the most inexpensive possibility, however their month-to-month fee was aggressive and so they had the benefit of getting a LinkedIn knowledgeable along with search. I like that their group had different LinkedIn campaigns to be taught from (from different purchasers) and one of many company’s core worth’s is “academics at coronary heart.”
That is in progress, and I’ll replace as soon as the outcomes are in!
Mid-test replace: One factor I seen is that as a result of an company has a number of supporting roles, I didn’t get a instructor who knew the set-up of GA4 because it associated to Google advertisements. This didn’t have an effect on us launching the advertisements, however would have an effect on our monitoring, and is an effective cause to go along with a solo-operator coach who has achieved all of it.
I made a decision to finish the LinkedIn + Google coaching discovered a strong basis, after which convey on a specialist guide in 2025 who will begin off with Meta, since that channel provides the quickest suggestions and we’ve a restricted price range. I’ll proceed to run LinkedIn exams whereas we arrange Meta. I haven’t determined whether or not we are going to pursue Google advertisements simply but.
Replace: LinkedIn outcomes are in!
Testing LinkedIn Advertisements and Audiences for a B2B eCommerce Logistics Firm
Testing: Stay occasions with registrations
I had numerous success with webinars with a earlier consumer, which is why I used to be prepared to visitor on associate webinars regardless of figuring out at the moment’s audiences are fatigued. The primary occasion I did was attended stay by a grand whole of three folks, however the recording gave us some good content material to work with. The associate has been good with referring leads over (and vice versa) as effectively.
Conclusion: I’ll proceed to hitch stay associate occasions in 2025, however will focus extra on post-event technique and utilizing the recorded property relatively than counting on a stay viewers and huge registration record. These occasions can also be considered as fostering associate relationships, from which we acquired glorious leads and referrals from being on associate pages and of their newsletters.
What’s subsequent?
My subsequent focus is deciding what course, certification, or coaching I ought to do subsequent. I attempt to be taught one thing new each different quarter, and have uncared for these studying targets thus far this yr. When you have any strategies, let me know, or see which programs I’ve achieved prior to now.
It’s been a enjoyable yr thus far, and I’m trying ahead to our This fall experiments.
P.S. I’ll replace this submit on the finish of the yr with the outcomes from our paid digital, Reddit, and occasion experiments.
Printed: October 16, 2024
Up to date: December 9, 2024
Pasta, meet wall. If it sticks, it’s cooked.
That is how we discovered a few of our largest progress channels in 2024.
Though not fully random, I’ve discovered there’s a lot benefit (and enjoyable) to working progress experiments in an organization you actually consider in.
I wrote in regards to the interview collection we began at MyFBAPrep as an experiment in genuine, AI-proof (for now) content material. It was profitable gas for our content material engine, and the repurposed content material items that got here from each interview recording carried out effectively sufficient that we started working stay interviews as effectively that viewers needed to register for.
At present, I’m right here to present you a recap of some different progress experiments at MyFBAPrep.
How I picked our noodles: Deciding which experiments to run
Working progress experiments helped us discover which channels had been price investing in, and which weren’t. Nonetheless, it was nonetheless necessary to choose the correct channel, focus, and strategies to check.
To assemble my record of “noodles,” I checked out our strengths and weaknesses, focusing on every with a distinct sort of experiment.
Coaching experiments
I pinpointed the large weaknesses on our group to dive into. There have been sure channels that I couldn’t ensure weren’t working for us due to the channel or our execution/degree of information.
Instance:
- Social media – We haven’t been in a position to execute social media effectively sufficient to generate leads, however this could possibly be largely because of the lack of time we needed to put money into it, and talent we needed to leverage it effectively.
- Paid digital – I’m all-in on natural acquisition, and at all times have been. Anytime a consumer had a paid technique, it was run by my counterpart, relatively than myself.
- Neighborhood – We additionally didn’t have any present neighborhood technique. I used to be testing the channel out by posting just a few (hopefully useful) feedback on related subreddits that largely fell on deaf ears.
For these weaknesses, I launched into coaching experiments. These are experiments the place I’d herald an knowledgeable to arrange, strategize, optimize, and refine our channels whereas instructing us the reasoning and procedures behind their choices. These experiments lasted just a few months, and on the finish the group can be geared up sufficient to:
- Decide whether or not or not the experiment was a hit, and if we needed to proceed investing within the initiative
- Know whether or not to outsource, rent an knowledgeable in-house, or rent somebody to coach
- Have the ability to prepare somebody to do it for us, both as a contractor or in-house
Testing experiments
These experiements associated to areas we had been already sturdy in, the place we needed to check alternative ways to create, distribute, or handle our present assets.
Instance:
- Content material – We’ve got a powerful content material arm that usually produces partaking content material in several mediums.
- Publication – Our publication is a robust nurture channel, from which we recieved 5 leads simply this previous week (Oct 10-15).
- Partnerships – We’ve got a big associate database that we usually do co-marketing with, together with visitor blogs, publication spotlights, social media swaps, and occasions.
After figuring out what we’re good at, I checked out alternative ways to leverage or strategy these areas. For instance, since we had a fantastic publication we determined to check publication sponsorships to develop our record. These experiments had been designed to:
- Higher leverage our strengths to multiply the outcomes
- Enhance or optimize the channels that had been already working effectively for us
- Improve our understanding and skill inside our core competencies
A number of experiments from 2024 and what we discovered
Testing: Interview collection
The aim of this experiment was to create distinctive, fascinating content material that we might repurpose into totally different mediums for various channels to interact our viewers. You may examine how this went beneath.
Conclusion: This has been nice for getting BOFU content material that converts, and we are going to proceed to run pre-recorded interviews and repurpose the content material for a number of channels in 2025.
Testing: Sponsoring newsletters
Since our publication was performing effectively for model recognition and leads, we determined to look into methods to develop our subscribers. We thought of webinars, asking our companions to share it, and having our outbound electronic mail service add it as a CTA to their outreach.
In the long run, we determined to check out just a few publication sponsorships, as a result of:
- A publication reaches the kind of viewers that’s serious about newsletters
- When talking with prospects, lots of them talked about staying up to date with business newsletters
- It will give us some management over how we offered/positioned our publication (since it will be a paid placement)
We tried one widespread business publication that had a reasonable attain (35k subscribers) and one broader publication that had an additional attain (65k subscribers). We obtained 17 clicks from the previous and 15 clicks from the latter within the first few days after ship. In whole, we acquired 15 new subscribers within the two weeks following.
Curiously, we noticed a bump involved type submissions following the initiative, beginning the week we sponsored the newsletters. The pink line beneath reveals when our sponsored newsletters began going out.
Conclusion: Publication sponsorships are good for driving model site visitors and leads, not essentially a CTA to enroll in our publication. We paused in 2024 and determined to position a devoted effort behind sponsoring newsletters (and doubtlessly podcasts) in 2025.
Coaching: search engine optimisation
MyFBAPrep has a robust content material arm that runs like a well-oiled machine. In an effort to higher distribute the content material (blogs, webpages, movies, and many others.) we labored so exhausting on, we knew we needed to make investments extra in search engine optimisation.
June of this yr, we introduced on an search engine optimisation guide who was in a position to consider our technical and on-page search engine optimisation, and assist us stand up to hurry with accessability. We met usually to go over the preliminary report, labored collectively on the fixes alongside our net developer, and I used to be in a position to discover ways to consider what a well-optimized web site appeared like. We went over the fundamentals, reminiscent of Core Internet Vitals, to deeper dives into instruments like Semrush.
Our content material has been on a gentle upswing since I began with MyFBAPrep, and it was necessary to make sure it was simply found and consumed.
We additionally work to remain on high of accessibility!
Conclusion: Natural search brings in high quality leads and site visitors, constructing on years of effort into content material creation, and offering compounding returns. At present, we proceed to put money into our technical and on-page search engine optimisation to make sure we don’t have any key phrase gaps and our web site passes all of the efficiency and accessability checks.
Testing: Customized equipment webpage
In each consumer dialog and interview, I hear time and again that our white glove service is what units MyFBAPrep aside. I’ve heard reward for our account managers, and appreciation for the management to be prepared to customise every logistics setup to cater particularly and specifically to the consumer, relatively than making an attempt to suit their processes right into a field. No pun supposed.
In an effort to point out relatively than inform the world how invested we’re in buyer success, I construct a webpage that includes totally different FBA prep equipment that we’ve acquired and make the most of on behalf of purchasers.
We use this web page usually on the subject of associate communications, author briefs, and outbound comms to showcase how far we go for purchasers. The web page has been visited persistently since publish, usually by direct go to (adopted by referrals, then natural search).
Conclusion: Though not a part of our search engine optimisation technique, this web page will get visits from natural search along with referrals and direct site visitors. This tells us that there’s constant curiosity so long as we are able to get the web page in entrance of individuals.
Testing: Location pages
Initially, we had one web page for our warehouse community that featured a map of the totally different nations we had warehouse nodes. We determined to check out including pages for particular warehouse places, beginning with California, Texas, Florida, and New Jersey.
These had been simply launched earlier this month, so we solely have roughly two weeks of information. Nonetheless, the pages have already begun rating for a few of our goal key phrases. Listed below are the early key phrase rankings and outcomes of our NJ location web page.
Conclusion: We are going to proceed to watch the efficiency of those key phrases earlier than deciding so as to add additional location pages.
Replace: One in all our location pages has made it to the highest rising three rising pages in Google Search Console.
Coaching: LinkedIn thought management
Coming as no shock to anybody in B2B, LinkedIn was one among our stronger channels for outreach. Nonetheless, we weren’t utilizing it in addition to we might, specifically sharing extra interactive content material like movies, and leveraging our co-founder’s profile.
We began testing this channel with two issues; MyFBAPrep interview clips on our firm LinkedIn, and thought management posts on our founder’s LinkedIn.
I made up my mind which matters and titles to write down about primarily based on:
- Requests from management
- Buyer conversations
- High clicked blogs on Google Search Console
- Longest time on web page in line with GA4
I wrote the preliminary draft, which was then refined by our co-founder and PR lead earlier than posting to LinkedIn.
Our firm web page:
I began posting extra thoughtfully on our firm web page in January, however there have been ebbs and flows in how a lot time I dedicated to the channel. Beginning this month, I’m bringing on an business veteran to handle our social profiles, with a give attention to LinkedIn, to see how a lot additional she will be able to take us.
In terms of our founder profile, I can solely say anecdotally that I’ve heard we obtained good ends in the type of extra profitable outreach and inbound leads and queries. Our new social media contractor may even take over the thought management efforts, as she has prior expertise and “is aware of how the sausage is made.” One of many targets in her contract is to coach our inside group on methods to generate extra leads from social.
Conclusion: This channel reveals promise, however wants just a little extra funding. I ended up bringing on a social media supervisor who has had 10+ years within the eCommerce business to strengthen this initative in 2025.
Testing: Neighborhood (Reddit)
This could ideally have been a coaching experiment in increase a neighborhood then working advertisements with a trusted profile, however I ended up contributing to subreddits myself. Then after I determined to see what the UI was like, it was surprisingly simple to stand up and working.
I plan to run just a few totally different exams to see which advertisements carry out the perfect, then reallocate our price range to whichever is doing the perfect.
Ultimately, we’ll work out which viewers filters carry out finest, and I’ll be capable to arrange a marketing campaign then add totally different advertisements underneath it.
Replace: Outcomes are in! Right here’s a deep dive.
Testing Reddit Advertisements for a B2B eCommerce Logistics Firm
Coaching: Paid digital (LinkedIn, search: Google and Bing)
Since paid acquisition just isn’t a energy of mine, I needed to work with an knowledgeable who might clarify the technique behind these channels.
I began my search by on the lookout for referrals throughout Slack communities I’m a part of and from colleagues I had workes with prior to now.
After just a few interviews I narrowed our decisions all the way down to the next:
1) Advisor, enterprise proprietor
- 3,000/month + 3000 min advert spend
- 4 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google/Bing)
2) Company, working with the paid media director
- 1,000/month + 4,000 beneficial advert spend
- 3 months minimal
- 3 x 1 hr conferences monthly
- 2 channels = LinkedIn + Search (Google)
3) Advisor, freelance
- 2,500/month + 3000 beneficial advert spend
- 5-6 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google)
In the long run, we decied to go along with the company possibility. It was not probably the most inexpensive possibility, however their month-to-month fee was aggressive and so they had the benefit of getting a LinkedIn knowledgeable along with search. I like that their group had different LinkedIn campaigns to be taught from (from different purchasers) and one of many company’s core worth’s is “academics at coronary heart.”
That is in progress, and I’ll replace as soon as the outcomes are in!
Mid-test replace: One factor I seen is that as a result of an company has a number of supporting roles, I didn’t get a instructor who knew the set-up of GA4 because it associated to Google advertisements. This didn’t have an effect on us launching the advertisements, however would have an effect on our monitoring, and is an effective cause to go along with a solo-operator coach who has achieved all of it.
I made a decision to finish the LinkedIn + Google coaching discovered a strong basis, after which convey on a specialist guide in 2025 who will begin off with Meta, since that channel provides the quickest suggestions and we’ve a restricted price range. I’ll proceed to run LinkedIn exams whereas we arrange Meta. I haven’t determined whether or not we are going to pursue Google advertisements simply but.
Replace: LinkedIn outcomes are in!
Testing LinkedIn Advertisements and Audiences for a B2B eCommerce Logistics Firm
Testing: Stay occasions with registrations
I had numerous success with webinars with a earlier consumer, which is why I used to be prepared to visitor on associate webinars regardless of figuring out at the moment’s audiences are fatigued. The primary occasion I did was attended stay by a grand whole of three folks, however the recording gave us some good content material to work with. The associate has been good with referring leads over (and vice versa) as effectively.
Conclusion: I’ll proceed to hitch stay associate occasions in 2025, however will focus extra on post-event technique and utilizing the recorded property relatively than counting on a stay viewers and huge registration record. These occasions can also be considered as fostering associate relationships, from which we acquired glorious leads and referrals from being on associate pages and of their newsletters.
What’s subsequent?
My subsequent focus is deciding what course, certification, or coaching I ought to do subsequent. I attempt to be taught one thing new each different quarter, and have uncared for these studying targets thus far this yr. When you have any strategies, let me know, or see which programs I’ve achieved prior to now.
It’s been a enjoyable yr thus far, and I’m trying ahead to our This fall experiments.
P.S. I’ll replace this submit on the finish of the yr with the outcomes from our paid digital, Reddit, and occasion experiments.
Printed: October 16, 2024
Up to date: December 9, 2024
Pasta, meet wall. If it sticks, it’s cooked.
That is how we discovered a few of our largest progress channels in 2024.
Though not fully random, I’ve discovered there’s a lot benefit (and enjoyable) to working progress experiments in an organization you actually consider in.
I wrote in regards to the interview collection we began at MyFBAPrep as an experiment in genuine, AI-proof (for now) content material. It was profitable gas for our content material engine, and the repurposed content material items that got here from each interview recording carried out effectively sufficient that we started working stay interviews as effectively that viewers needed to register for.
At present, I’m right here to present you a recap of some different progress experiments at MyFBAPrep.
How I picked our noodles: Deciding which experiments to run
Working progress experiments helped us discover which channels had been price investing in, and which weren’t. Nonetheless, it was nonetheless necessary to choose the correct channel, focus, and strategies to check.
To assemble my record of “noodles,” I checked out our strengths and weaknesses, focusing on every with a distinct sort of experiment.
Coaching experiments
I pinpointed the large weaknesses on our group to dive into. There have been sure channels that I couldn’t ensure weren’t working for us due to the channel or our execution/degree of information.
Instance:
- Social media – We haven’t been in a position to execute social media effectively sufficient to generate leads, however this could possibly be largely because of the lack of time we needed to put money into it, and talent we needed to leverage it effectively.
- Paid digital – I’m all-in on natural acquisition, and at all times have been. Anytime a consumer had a paid technique, it was run by my counterpart, relatively than myself.
- Neighborhood – We additionally didn’t have any present neighborhood technique. I used to be testing the channel out by posting just a few (hopefully useful) feedback on related subreddits that largely fell on deaf ears.
For these weaknesses, I launched into coaching experiments. These are experiments the place I’d herald an knowledgeable to arrange, strategize, optimize, and refine our channels whereas instructing us the reasoning and procedures behind their choices. These experiments lasted just a few months, and on the finish the group can be geared up sufficient to:
- Decide whether or not or not the experiment was a hit, and if we needed to proceed investing within the initiative
- Know whether or not to outsource, rent an knowledgeable in-house, or rent somebody to coach
- Have the ability to prepare somebody to do it for us, both as a contractor or in-house
Testing experiments
These experiements associated to areas we had been already sturdy in, the place we needed to check alternative ways to create, distribute, or handle our present assets.
Instance:
- Content material – We’ve got a powerful content material arm that usually produces partaking content material in several mediums.
- Publication – Our publication is a robust nurture channel, from which we recieved 5 leads simply this previous week (Oct 10-15).
- Partnerships – We’ve got a big associate database that we usually do co-marketing with, together with visitor blogs, publication spotlights, social media swaps, and occasions.
After figuring out what we’re good at, I checked out alternative ways to leverage or strategy these areas. For instance, since we had a fantastic publication we determined to check publication sponsorships to develop our record. These experiments had been designed to:
- Higher leverage our strengths to multiply the outcomes
- Enhance or optimize the channels that had been already working effectively for us
- Improve our understanding and skill inside our core competencies
A number of experiments from 2024 and what we discovered
Testing: Interview collection
The aim of this experiment was to create distinctive, fascinating content material that we might repurpose into totally different mediums for various channels to interact our viewers. You may examine how this went beneath.
Conclusion: This has been nice for getting BOFU content material that converts, and we are going to proceed to run pre-recorded interviews and repurpose the content material for a number of channels in 2025.
Testing: Sponsoring newsletters
Since our publication was performing effectively for model recognition and leads, we determined to look into methods to develop our subscribers. We thought of webinars, asking our companions to share it, and having our outbound electronic mail service add it as a CTA to their outreach.
In the long run, we determined to check out just a few publication sponsorships, as a result of:
- A publication reaches the kind of viewers that’s serious about newsletters
- When talking with prospects, lots of them talked about staying up to date with business newsletters
- It will give us some management over how we offered/positioned our publication (since it will be a paid placement)
We tried one widespread business publication that had a reasonable attain (35k subscribers) and one broader publication that had an additional attain (65k subscribers). We obtained 17 clicks from the previous and 15 clicks from the latter within the first few days after ship. In whole, we acquired 15 new subscribers within the two weeks following.
Curiously, we noticed a bump involved type submissions following the initiative, beginning the week we sponsored the newsletters. The pink line beneath reveals when our sponsored newsletters began going out.
Conclusion: Publication sponsorships are good for driving model site visitors and leads, not essentially a CTA to enroll in our publication. We paused in 2024 and determined to position a devoted effort behind sponsoring newsletters (and doubtlessly podcasts) in 2025.
Coaching: search engine optimisation
MyFBAPrep has a robust content material arm that runs like a well-oiled machine. In an effort to higher distribute the content material (blogs, webpages, movies, and many others.) we labored so exhausting on, we knew we needed to make investments extra in search engine optimisation.
June of this yr, we introduced on an search engine optimisation guide who was in a position to consider our technical and on-page search engine optimisation, and assist us stand up to hurry with accessability. We met usually to go over the preliminary report, labored collectively on the fixes alongside our net developer, and I used to be in a position to discover ways to consider what a well-optimized web site appeared like. We went over the fundamentals, reminiscent of Core Internet Vitals, to deeper dives into instruments like Semrush.
Our content material has been on a gentle upswing since I began with MyFBAPrep, and it was necessary to make sure it was simply found and consumed.
We additionally work to remain on high of accessibility!
Conclusion: Natural search brings in high quality leads and site visitors, constructing on years of effort into content material creation, and offering compounding returns. At present, we proceed to put money into our technical and on-page search engine optimisation to make sure we don’t have any key phrase gaps and our web site passes all of the efficiency and accessability checks.
Testing: Customized equipment webpage
In each consumer dialog and interview, I hear time and again that our white glove service is what units MyFBAPrep aside. I’ve heard reward for our account managers, and appreciation for the management to be prepared to customise every logistics setup to cater particularly and specifically to the consumer, relatively than making an attempt to suit their processes right into a field. No pun supposed.
In an effort to point out relatively than inform the world how invested we’re in buyer success, I construct a webpage that includes totally different FBA prep equipment that we’ve acquired and make the most of on behalf of purchasers.
We use this web page usually on the subject of associate communications, author briefs, and outbound comms to showcase how far we go for purchasers. The web page has been visited persistently since publish, usually by direct go to (adopted by referrals, then natural search).
Conclusion: Though not a part of our search engine optimisation technique, this web page will get visits from natural search along with referrals and direct site visitors. This tells us that there’s constant curiosity so long as we are able to get the web page in entrance of individuals.
Testing: Location pages
Initially, we had one web page for our warehouse community that featured a map of the totally different nations we had warehouse nodes. We determined to check out including pages for particular warehouse places, beginning with California, Texas, Florida, and New Jersey.
These had been simply launched earlier this month, so we solely have roughly two weeks of information. Nonetheless, the pages have already begun rating for a few of our goal key phrases. Listed below are the early key phrase rankings and outcomes of our NJ location web page.
Conclusion: We are going to proceed to watch the efficiency of those key phrases earlier than deciding so as to add additional location pages.
Replace: One in all our location pages has made it to the highest rising three rising pages in Google Search Console.
Coaching: LinkedIn thought management
Coming as no shock to anybody in B2B, LinkedIn was one among our stronger channels for outreach. Nonetheless, we weren’t utilizing it in addition to we might, specifically sharing extra interactive content material like movies, and leveraging our co-founder’s profile.
We began testing this channel with two issues; MyFBAPrep interview clips on our firm LinkedIn, and thought management posts on our founder’s LinkedIn.
I made up my mind which matters and titles to write down about primarily based on:
- Requests from management
- Buyer conversations
- High clicked blogs on Google Search Console
- Longest time on web page in line with GA4
I wrote the preliminary draft, which was then refined by our co-founder and PR lead earlier than posting to LinkedIn.
Our firm web page:
I began posting extra thoughtfully on our firm web page in January, however there have been ebbs and flows in how a lot time I dedicated to the channel. Beginning this month, I’m bringing on an business veteran to handle our social profiles, with a give attention to LinkedIn, to see how a lot additional she will be able to take us.
In terms of our founder profile, I can solely say anecdotally that I’ve heard we obtained good ends in the type of extra profitable outreach and inbound leads and queries. Our new social media contractor may even take over the thought management efforts, as she has prior expertise and “is aware of how the sausage is made.” One of many targets in her contract is to coach our inside group on methods to generate extra leads from social.
Conclusion: This channel reveals promise, however wants just a little extra funding. I ended up bringing on a social media supervisor who has had 10+ years within the eCommerce business to strengthen this initative in 2025.
Testing: Neighborhood (Reddit)
This could ideally have been a coaching experiment in increase a neighborhood then working advertisements with a trusted profile, however I ended up contributing to subreddits myself. Then after I determined to see what the UI was like, it was surprisingly simple to stand up and working.
I plan to run just a few totally different exams to see which advertisements carry out the perfect, then reallocate our price range to whichever is doing the perfect.
Ultimately, we’ll work out which viewers filters carry out finest, and I’ll be capable to arrange a marketing campaign then add totally different advertisements underneath it.
Replace: Outcomes are in! Right here’s a deep dive.
Testing Reddit Advertisements for a B2B eCommerce Logistics Firm
Coaching: Paid digital (LinkedIn, search: Google and Bing)
Since paid acquisition just isn’t a energy of mine, I needed to work with an knowledgeable who might clarify the technique behind these channels.
I began my search by on the lookout for referrals throughout Slack communities I’m a part of and from colleagues I had workes with prior to now.
After just a few interviews I narrowed our decisions all the way down to the next:
1) Advisor, enterprise proprietor
- 3,000/month + 3000 min advert spend
- 4 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google/Bing)
2) Company, working with the paid media director
- 1,000/month + 4,000 beneficial advert spend
- 3 months minimal
- 3 x 1 hr conferences monthly
- 2 channels = LinkedIn + Search (Google)
3) Advisor, freelance
- 2,500/month + 3000 beneficial advert spend
- 5-6 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google)
In the long run, we decied to go along with the company possibility. It was not probably the most inexpensive possibility, however their month-to-month fee was aggressive and so they had the benefit of getting a LinkedIn knowledgeable along with search. I like that their group had different LinkedIn campaigns to be taught from (from different purchasers) and one of many company’s core worth’s is “academics at coronary heart.”
That is in progress, and I’ll replace as soon as the outcomes are in!
Mid-test replace: One factor I seen is that as a result of an company has a number of supporting roles, I didn’t get a instructor who knew the set-up of GA4 because it associated to Google advertisements. This didn’t have an effect on us launching the advertisements, however would have an effect on our monitoring, and is an effective cause to go along with a solo-operator coach who has achieved all of it.
I made a decision to finish the LinkedIn + Google coaching discovered a strong basis, after which convey on a specialist guide in 2025 who will begin off with Meta, since that channel provides the quickest suggestions and we’ve a restricted price range. I’ll proceed to run LinkedIn exams whereas we arrange Meta. I haven’t determined whether or not we are going to pursue Google advertisements simply but.
Replace: LinkedIn outcomes are in!
Testing LinkedIn Advertisements and Audiences for a B2B eCommerce Logistics Firm
Testing: Stay occasions with registrations
I had numerous success with webinars with a earlier consumer, which is why I used to be prepared to visitor on associate webinars regardless of figuring out at the moment’s audiences are fatigued. The primary occasion I did was attended stay by a grand whole of three folks, however the recording gave us some good content material to work with. The associate has been good with referring leads over (and vice versa) as effectively.
Conclusion: I’ll proceed to hitch stay associate occasions in 2025, however will focus extra on post-event technique and utilizing the recorded property relatively than counting on a stay viewers and huge registration record. These occasions can also be considered as fostering associate relationships, from which we acquired glorious leads and referrals from being on associate pages and of their newsletters.
What’s subsequent?
My subsequent focus is deciding what course, certification, or coaching I ought to do subsequent. I attempt to be taught one thing new each different quarter, and have uncared for these studying targets thus far this yr. When you have any strategies, let me know, or see which programs I’ve achieved prior to now.
It’s been a enjoyable yr thus far, and I’m trying ahead to our This fall experiments.
P.S. I’ll replace this submit on the finish of the yr with the outcomes from our paid digital, Reddit, and occasion experiments.
Printed: October 16, 2024
Up to date: December 9, 2024
Pasta, meet wall. If it sticks, it’s cooked.
That is how we discovered a few of our largest progress channels in 2024.
Though not fully random, I’ve discovered there’s a lot benefit (and enjoyable) to working progress experiments in an organization you actually consider in.
I wrote in regards to the interview collection we began at MyFBAPrep as an experiment in genuine, AI-proof (for now) content material. It was profitable gas for our content material engine, and the repurposed content material items that got here from each interview recording carried out effectively sufficient that we started working stay interviews as effectively that viewers needed to register for.
At present, I’m right here to present you a recap of some different progress experiments at MyFBAPrep.
How I picked our noodles: Deciding which experiments to run
Working progress experiments helped us discover which channels had been price investing in, and which weren’t. Nonetheless, it was nonetheless necessary to choose the correct channel, focus, and strategies to check.
To assemble my record of “noodles,” I checked out our strengths and weaknesses, focusing on every with a distinct sort of experiment.
Coaching experiments
I pinpointed the large weaknesses on our group to dive into. There have been sure channels that I couldn’t ensure weren’t working for us due to the channel or our execution/degree of information.
Instance:
- Social media – We haven’t been in a position to execute social media effectively sufficient to generate leads, however this could possibly be largely because of the lack of time we needed to put money into it, and talent we needed to leverage it effectively.
- Paid digital – I’m all-in on natural acquisition, and at all times have been. Anytime a consumer had a paid technique, it was run by my counterpart, relatively than myself.
- Neighborhood – We additionally didn’t have any present neighborhood technique. I used to be testing the channel out by posting just a few (hopefully useful) feedback on related subreddits that largely fell on deaf ears.
For these weaknesses, I launched into coaching experiments. These are experiments the place I’d herald an knowledgeable to arrange, strategize, optimize, and refine our channels whereas instructing us the reasoning and procedures behind their choices. These experiments lasted just a few months, and on the finish the group can be geared up sufficient to:
- Decide whether or not or not the experiment was a hit, and if we needed to proceed investing within the initiative
- Know whether or not to outsource, rent an knowledgeable in-house, or rent somebody to coach
- Have the ability to prepare somebody to do it for us, both as a contractor or in-house
Testing experiments
These experiements associated to areas we had been already sturdy in, the place we needed to check alternative ways to create, distribute, or handle our present assets.
Instance:
- Content material – We’ve got a powerful content material arm that usually produces partaking content material in several mediums.
- Publication – Our publication is a robust nurture channel, from which we recieved 5 leads simply this previous week (Oct 10-15).
- Partnerships – We’ve got a big associate database that we usually do co-marketing with, together with visitor blogs, publication spotlights, social media swaps, and occasions.
After figuring out what we’re good at, I checked out alternative ways to leverage or strategy these areas. For instance, since we had a fantastic publication we determined to check publication sponsorships to develop our record. These experiments had been designed to:
- Higher leverage our strengths to multiply the outcomes
- Enhance or optimize the channels that had been already working effectively for us
- Improve our understanding and skill inside our core competencies
A number of experiments from 2024 and what we discovered
Testing: Interview collection
The aim of this experiment was to create distinctive, fascinating content material that we might repurpose into totally different mediums for various channels to interact our viewers. You may examine how this went beneath.
Conclusion: This has been nice for getting BOFU content material that converts, and we are going to proceed to run pre-recorded interviews and repurpose the content material for a number of channels in 2025.
Testing: Sponsoring newsletters
Since our publication was performing effectively for model recognition and leads, we determined to look into methods to develop our subscribers. We thought of webinars, asking our companions to share it, and having our outbound electronic mail service add it as a CTA to their outreach.
In the long run, we determined to check out just a few publication sponsorships, as a result of:
- A publication reaches the kind of viewers that’s serious about newsletters
- When talking with prospects, lots of them talked about staying up to date with business newsletters
- It will give us some management over how we offered/positioned our publication (since it will be a paid placement)
We tried one widespread business publication that had a reasonable attain (35k subscribers) and one broader publication that had an additional attain (65k subscribers). We obtained 17 clicks from the previous and 15 clicks from the latter within the first few days after ship. In whole, we acquired 15 new subscribers within the two weeks following.
Curiously, we noticed a bump involved type submissions following the initiative, beginning the week we sponsored the newsletters. The pink line beneath reveals when our sponsored newsletters began going out.
Conclusion: Publication sponsorships are good for driving model site visitors and leads, not essentially a CTA to enroll in our publication. We paused in 2024 and determined to position a devoted effort behind sponsoring newsletters (and doubtlessly podcasts) in 2025.
Coaching: search engine optimisation
MyFBAPrep has a robust content material arm that runs like a well-oiled machine. In an effort to higher distribute the content material (blogs, webpages, movies, and many others.) we labored so exhausting on, we knew we needed to make investments extra in search engine optimisation.
June of this yr, we introduced on an search engine optimisation guide who was in a position to consider our technical and on-page search engine optimisation, and assist us stand up to hurry with accessability. We met usually to go over the preliminary report, labored collectively on the fixes alongside our net developer, and I used to be in a position to discover ways to consider what a well-optimized web site appeared like. We went over the fundamentals, reminiscent of Core Internet Vitals, to deeper dives into instruments like Semrush.
Our content material has been on a gentle upswing since I began with MyFBAPrep, and it was necessary to make sure it was simply found and consumed.
We additionally work to remain on high of accessibility!
Conclusion: Natural search brings in high quality leads and site visitors, constructing on years of effort into content material creation, and offering compounding returns. At present, we proceed to put money into our technical and on-page search engine optimisation to make sure we don’t have any key phrase gaps and our web site passes all of the efficiency and accessability checks.
Testing: Customized equipment webpage
In each consumer dialog and interview, I hear time and again that our white glove service is what units MyFBAPrep aside. I’ve heard reward for our account managers, and appreciation for the management to be prepared to customise every logistics setup to cater particularly and specifically to the consumer, relatively than making an attempt to suit their processes right into a field. No pun supposed.
In an effort to point out relatively than inform the world how invested we’re in buyer success, I construct a webpage that includes totally different FBA prep equipment that we’ve acquired and make the most of on behalf of purchasers.
We use this web page usually on the subject of associate communications, author briefs, and outbound comms to showcase how far we go for purchasers. The web page has been visited persistently since publish, usually by direct go to (adopted by referrals, then natural search).
Conclusion: Though not a part of our search engine optimisation technique, this web page will get visits from natural search along with referrals and direct site visitors. This tells us that there’s constant curiosity so long as we are able to get the web page in entrance of individuals.
Testing: Location pages
Initially, we had one web page for our warehouse community that featured a map of the totally different nations we had warehouse nodes. We determined to check out including pages for particular warehouse places, beginning with California, Texas, Florida, and New Jersey.
These had been simply launched earlier this month, so we solely have roughly two weeks of information. Nonetheless, the pages have already begun rating for a few of our goal key phrases. Listed below are the early key phrase rankings and outcomes of our NJ location web page.
Conclusion: We are going to proceed to watch the efficiency of those key phrases earlier than deciding so as to add additional location pages.
Replace: One in all our location pages has made it to the highest rising three rising pages in Google Search Console.
Coaching: LinkedIn thought management
Coming as no shock to anybody in B2B, LinkedIn was one among our stronger channels for outreach. Nonetheless, we weren’t utilizing it in addition to we might, specifically sharing extra interactive content material like movies, and leveraging our co-founder’s profile.
We began testing this channel with two issues; MyFBAPrep interview clips on our firm LinkedIn, and thought management posts on our founder’s LinkedIn.
I made up my mind which matters and titles to write down about primarily based on:
- Requests from management
- Buyer conversations
- High clicked blogs on Google Search Console
- Longest time on web page in line with GA4
I wrote the preliminary draft, which was then refined by our co-founder and PR lead earlier than posting to LinkedIn.
Our firm web page:
I began posting extra thoughtfully on our firm web page in January, however there have been ebbs and flows in how a lot time I dedicated to the channel. Beginning this month, I’m bringing on an business veteran to handle our social profiles, with a give attention to LinkedIn, to see how a lot additional she will be able to take us.
In terms of our founder profile, I can solely say anecdotally that I’ve heard we obtained good ends in the type of extra profitable outreach and inbound leads and queries. Our new social media contractor may even take over the thought management efforts, as she has prior expertise and “is aware of how the sausage is made.” One of many targets in her contract is to coach our inside group on methods to generate extra leads from social.
Conclusion: This channel reveals promise, however wants just a little extra funding. I ended up bringing on a social media supervisor who has had 10+ years within the eCommerce business to strengthen this initative in 2025.
Testing: Neighborhood (Reddit)
This could ideally have been a coaching experiment in increase a neighborhood then working advertisements with a trusted profile, however I ended up contributing to subreddits myself. Then after I determined to see what the UI was like, it was surprisingly simple to stand up and working.
I plan to run just a few totally different exams to see which advertisements carry out the perfect, then reallocate our price range to whichever is doing the perfect.
Ultimately, we’ll work out which viewers filters carry out finest, and I’ll be capable to arrange a marketing campaign then add totally different advertisements underneath it.
Replace: Outcomes are in! Right here’s a deep dive.
Testing Reddit Advertisements for a B2B eCommerce Logistics Firm
Coaching: Paid digital (LinkedIn, search: Google and Bing)
Since paid acquisition just isn’t a energy of mine, I needed to work with an knowledgeable who might clarify the technique behind these channels.
I began my search by on the lookout for referrals throughout Slack communities I’m a part of and from colleagues I had workes with prior to now.
After just a few interviews I narrowed our decisions all the way down to the next:
1) Advisor, enterprise proprietor
- 3,000/month + 3000 min advert spend
- 4 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google/Bing)
2) Company, working with the paid media director
- 1,000/month + 4,000 beneficial advert spend
- 3 months minimal
- 3 x 1 hr conferences monthly
- 2 channels = LinkedIn + Search (Google)
3) Advisor, freelance
- 2,500/month + 3000 beneficial advert spend
- 5-6 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google)
In the long run, we decied to go along with the company possibility. It was not probably the most inexpensive possibility, however their month-to-month fee was aggressive and so they had the benefit of getting a LinkedIn knowledgeable along with search. I like that their group had different LinkedIn campaigns to be taught from (from different purchasers) and one of many company’s core worth’s is “academics at coronary heart.”
That is in progress, and I’ll replace as soon as the outcomes are in!
Mid-test replace: One factor I seen is that as a result of an company has a number of supporting roles, I didn’t get a instructor who knew the set-up of GA4 because it associated to Google advertisements. This didn’t have an effect on us launching the advertisements, however would have an effect on our monitoring, and is an effective cause to go along with a solo-operator coach who has achieved all of it.
I made a decision to finish the LinkedIn + Google coaching discovered a strong basis, after which convey on a specialist guide in 2025 who will begin off with Meta, since that channel provides the quickest suggestions and we’ve a restricted price range. I’ll proceed to run LinkedIn exams whereas we arrange Meta. I haven’t determined whether or not we are going to pursue Google advertisements simply but.
Replace: LinkedIn outcomes are in!
Testing LinkedIn Advertisements and Audiences for a B2B eCommerce Logistics Firm
Testing: Stay occasions with registrations
I had numerous success with webinars with a earlier consumer, which is why I used to be prepared to visitor on associate webinars regardless of figuring out at the moment’s audiences are fatigued. The primary occasion I did was attended stay by a grand whole of three folks, however the recording gave us some good content material to work with. The associate has been good with referring leads over (and vice versa) as effectively.
Conclusion: I’ll proceed to hitch stay associate occasions in 2025, however will focus extra on post-event technique and utilizing the recorded property relatively than counting on a stay viewers and huge registration record. These occasions can also be considered as fostering associate relationships, from which we acquired glorious leads and referrals from being on associate pages and of their newsletters.
What’s subsequent?
My subsequent focus is deciding what course, certification, or coaching I ought to do subsequent. I attempt to be taught one thing new each different quarter, and have uncared for these studying targets thus far this yr. When you have any strategies, let me know, or see which programs I’ve achieved prior to now.
It’s been a enjoyable yr thus far, and I’m trying ahead to our This fall experiments.
P.S. I’ll replace this submit on the finish of the yr with the outcomes from our paid digital, Reddit, and occasion experiments.
Printed: October 16, 2024
Up to date: December 9, 2024
