Hannah Johnston

$600k ARR to $3.1M ARR in under 24 months. I was able to scale one of my ecommerce clients pretty quickly (quickly NOT easily!) It wasn’t using some fancy tool or system or hack. It came down to something more fundamental. Understanding your ideal customer. Not personas. I mean the real reason why somebody would choose and purchase your product or service. How? The “Jobs To Be Done” framework. I’ve successfully applied this across a range of ecommerce, service, SaaS and B2B companies. I took JTBD and put my own spin on it. Perfecting it over time. Mixing this with a team KPI measurement process like OKRs is pure gold. I’m going to be running a live online session on this soon. For free. I’ve only got 15 spots. DM me or leave “JTBD” in the comments. More to come next Monday. PS: the first person to tell me why I posted the image of the book “Competing Against Luck” gets a free 1hr individual coaching session with me. #Founders #Marketing #Ecommerce

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Week 15 of Scaling a CBD Brand to $20,000 a day on Meta. Current Spend: $6,700 per day. Current 7 Day Average CAC $53. Current Issue: The CAC tends to be rather erratic in some markets, making it hard to consistently keep it in the $40 - $50 range. Solutions: 1. I'm setting up rules that will dial up the budget for the day if that market is doing well, or dial back the spend if the market is doing poorly. This will help us be opportunistic, and should give us a better average result. 2. I'm going to start personally making 2 UGC videos every week. One of the best performing ads of all time, with most longevity is that I wrote and acted in. So it just makes sense. 3. I'm going to experiment with using A+ for ads that have already burned out in the regular sales campaigns, or for any videos that didn't work in the regular campaigns. 4. Lastly, we're moving the goal from a $50 CAC to $40 CAC. This well help mentally and will drive the whole team to work harder. I'll let you know how those things work out after a couple of weeks.

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Week 5 of scaling a CBD brand to $5,000 a day in spend on Meta. We took our time getting from $0 to $1,200 a day, but today I added $1,100 all at once. This is a stress test. If it works, we can scale WAY more aggressively. If it doesn't, I'll have to cut back and wait for it to stabilize. As of this writing, the daily CAC is at $68.79. The benchmark is $50 or less, but I'm not really upset with the increase. When you do something like this, it's a shock to the system, and it always takes a while to stabilize. We'll give it a couple of days and see where it lands. (the CAC also gets a little better as the day goes on)

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I've managed Meta Ad Accounts spending $50/day to over $5,000/day. These two things are consistent inside successful accounts at any spending level... 1. Simple Campaign Structure Your campaign structure doesn't matter as much as you think it does. Most brands could be scaling performance with 1 or 2 broad targeting campaigns. Full-funnel campaign systems with complex ad sets are officially a dated "best practice". Test audiences for yourself, but keep your campaign structure simple and don't spread your daily budget too thin. 2. Consistent Creative Output & Testing of New Ads Creative is the name of the game right now. You need consistent quality and diversity of new ad assets. Every great media buyer needs to think like a creative strategist to figure out which angles, copy, and static or video are delivering the best results. Your campaigns should be getting new ads published on a weekly or bi-weekly basis to find the next winner. Whether you just launched your first campaign or you are trying to improve the efficiency of your budget at scale, these two factors are hugely important. Keep it simple and create new ads every week. When you find an ad concept or angle that works, lean in!

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Agency owners get it backwards: They want to charge high prices and have the least amount of clients possible. But if you’re under $100k/month revenue Focus on how do you get MORE clients. My agency does $2M-$3M a month revenue. We optimise for volume and getting everybody in. This pricing strategy has helped me sign 100+ clients: Actual cost of doing the work (staff time + expenses) + 30% (goal profit margin) = Price What’s your pricing strategy? Let me know in the comments ⬇️ ps. This is the right way agency owners should be thinking about it if they want to get their business off the ground. _________________ Hey, I’m Shan. I grew my business to 100+ staff and millions/month building brands with the world’s top creators. If you liked this, you’ll love my free email course on the 7 ways to sign clients: agencyinsiders.io/emails

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If you’re a marketer who hasn’t spoken to a customer in the last 30 days, stop what you’re doing. Shut this app, and do it NOW. Knowing your customer isn’t a one-time formality - it’s a privilege. And the rent? It’s due every month.

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Viral wins aren’t the ones that grow your business (or lead to happiness). The DTC space in 2025 needs less of: - Chasing the perfect ROAS on Meta - Bragging about revenue spikes over short periods - Obsessing over email open rates that hit an all-time high And more: - Sharing where things went wrong and what we learned - Admitting when things are down and asking for help - Opening up about the messy journey that led to what worked—even if it took years of trial and error and may not apply to everyone What’s your 2024 REALLY been like, DTC? Share if you want to, I’m here for it.

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I grew 57k followers and a $2.5M business in 18 mths On LinkedIn from content and sending DMs → Tomorrow I'm hosting a FREE event → At 7.30am AEDT where for 90 mins → I'll walk you through how I did it. How you can generate leads on LinkedIn. Click Here to register - https://lnkd.in/gypVw-Uu It'll include → How to send DMs that turn into calls → How to write client attracting content → How to create a lead converting profile And so much more. It's the same process how... → Tim Keen closed $70k in 5 weeks → Mando doubled his revenue in 3 mths → Keenan booked 25 meetings from 1 post → Pranjal made $100k in 10 mths at only 24 → Roy closed £120k in 7 days with offer campaign I could go on, but 400+ testimonials simply won't fit... So if you want to learn how to generate → Leads for your business using LinkedIn Click Here to register - https://lnkd.in/gypVw-Uu And I'll see you there legend! PS - During the event I'll pick 2 random people → To give free access to our program. → Comment "LEADS" to go into the running → And I'll give you a FREE gift for attending too :)

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Daniel Rees co-founded a $50 million ARR company. If I were him, here is the exact content strategy I'd use to build his personal brand. Currently, he is the CEO of Demandly, so this strategy will attract ideal customers and Influencers who help in decision making... (By the way, I love his content—highly recommend checking it out) Here is the Target Audience I'd go after: • E-commerce founders • Supply chain consultants And the Content strategy:  WEEKLY: 1/ Actionable or Niche-Viral content, twice or thrice a week Content specific to e-com founders: • Tips, mistakes, and lessons learned scaling Ruroc. • Mistakes he made while forecasting demand.  • Crazy demand surge or drop experiences. Content specific to Supply chain consultants: (Stealing this hack from Anthony & Robert—who did the same with Product marketers). • Pick 2 or 3 e-com companies that went bankrupt due to poor supply chain management (do a detailed breakdown).    • Talk about demand sensing (making decisions with data + gut).    • Break down companies that succeeded only because of a great supply chain management. Use visuals for more engagement. 2/ 1 X Opinion piece • Venture funding, Culture in US vs Uk.  • Steps to build a $10 million e-com company. • Controversial opinions that attract founders. 3/ Things that just happened. • Convert customer conversations into posts.  • Handle subtle objections or insights learned from sales calls. BIWEEKLY: 4/ 1 X Sharing his personal life outside of work • Family time, trips taken.  • Do cool things, talk about it. • Things you're proud of! 5/ 1 X Building in Public • Sharing everything that happens within the company. e.g. Current revenue, Increase/Decrease in Churn, problems you're actively tackling, like acquiring customers, hiring the right people etc. 6/ 1 X Case-study + Storytelling post • Share Before → After transformation case-studies....   Before using Demandly →After using Demandly. • Tell a story: Pain-points, state of mind before using Demandly → Ideal situation after using Demandly. And that's a wrap. -- Hope this helps. Which of these points resonated most? Let me know in the comments!

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I've hit $500K ARR in 7 months at 28 with agency services. This is brutal, honest advice for agency owners who want to win. Here are my 3 tips for overdelivering your services to keep your clients happy (and paying) 1. Be a consultant, not a service provider. Your role is to educate your clients on best practices, no matter how mundane or 4th-grader-like they feel to you. You live in a bubble–your clients live in theirs. Remember: You're the expert, and your clients pay you for your knowledge. Reduce their thinking, help them choose based on your suggestions, and do the heavy lifting for them. Sure, ask them what they think, but give them a max of 3 options to choose from afterward. They pay you the big bucks for a reason. 2. Clients are humans, not Gods. Just because your clients pay you doesn't mean you should put them on a pedestal. I've learned this over many years: Treat everyone you meet on the same level as you. This doesn't mean inflating your ego to appear bigger or diminishing yourself to be smaller. It just means being human, approachable, and curious. Treat your clients like you would a stranger on a first date–and you'll have a great business relationship. Practically, this means asking questions (even if it makes you look dumb), probing towards uncomfortable truths, being intellectually stimulating–and most importantly–being relatable and genuine. Take the time to remember the small details about your client's life, recall the details from previous conversations, and ask follow-up questions that dive deeper into their psyche. The better you become at living life through your clients' eyes, the more they will trust you and the more business you'll get from them. 3. No one has their shit together... ...so, stop putting so much pressure on yourself. Yes, overdeliver. Yes, do your damn best. Yes, stay up late to make sure you keep your promise. BUT–never beat yourself up for "not being enough." That's a fallacy, a belief, a negative thought not worthy of your mental space. Focus on becoming better. Focus on making the lives of your clients easier. Focus on delivering a service that is worthy of a referral. That's how you win. This is how I helped one of my clients go from 6K followers on LinkedIn to 17K in <6 months. DM me if you want to learn more about what I do and how I can help you win on LinkedIn.

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You know what’s usually a red flag to me instantly when I see a Google Ads account? No naming conventions. I truly don’t care how you name your campaigns, but please use a naming convention that gives meaning to your ad account structure. If I can’t tell with one quick look what this campaign is all about and what its purpose is, this is usually a telltale sign for what’s going on in that account. #googleads #ecommerce #marketing

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Week 10 of scaling a CBD Brand to $5,000 a day. We got hit with a big setback at $3,300 a day. Our page got banned and the ad account got super finicky to the point where we had to open a new one. Reason for the Ban? Our best guess is a new landing page that read more like a testimonial than an advertorial, therefore not meeting Meta's requirements. We're currently at $3,700 a day, after having to slowly rebuild things in the new ad account. I'm trying a different structure in the new ad account. In the old account we were heavily reliant on Advantage Plus, but it came at a cost, ads were burning out REALLY quickly. This was annoying and made it hard to scale. With the new ad account, I put EVERYTHING into one campaign. All markets and some of the creative testing. The result? First Week CAC: $200 Second Week CAC: $70 Third Week CAC: $53 (so far) AND, so far creatives don't seem to be flaming out nearly as quickly. Advantage Plus has it's place, but I think because it's nature of going after the lowest hanging fruit all of the time, it can't actually scale like a regular sales campaign on broad. I think it still has it's place. For instance I've seen videos bomb in my regular account but go crazy in an A+, but I'm pretty convinced A+ is not as incremental. Shoutout to Charles Tichenor IV for putting out amazing content / training on how to use A+ properly.

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In 2025, I'll launch three agencies and scale them to $1M+ ARR. Here’s my growth plan. LinkedIn Full Court Press - Organic content + connections + ads - Using Influent Social’s proven process on each GM plus me - We’ll be positioning each of them as go-to thought leaders in their specific niche (basically creating a bunch of mini Adam Robinson's) Outbound Email + Social DM’s - Contemporary, outbound messaging sequences for each agency via email, LinkedIn and X - Clay, Instantly.ai, Findymail, Salesloft, RB2B, etc. - Reaching out to ICP with contextual, value-additive messaging - Layering on inbound-led outbound - This is the service agency number two will offer, so heavy dogfooding - 50k messages per month per agency Partnership Program - All our agency’s have huge TAM’s - We’re positioning towards fractional CXO’s, consultants and thought leaders - They get a cut of our revenue and a happy client (it’s a win-win) - Build this at scale with a Partnership Manager + tech Podcast Tour - Using PodPitch to identify and message top podcasts in our spaces - Positioning each agency's GM as a thought leader in their specific domain via someone else’s audience - Each GM to go on one pod per week = millions of impressions per year - Borrowing other people's distribution by adding value to their audience = win/win Test and Triple Down - We’ll be testing another dozen marketing channels tripling down on those that work - We’re looking at review sites (Clutch, G2), webinars, in-person events and X, among others - Each will get a test budget, and a rigorous analysis (capital efficiency and channel efficacy)  - Those that show good results will get a 2X budget and further analysis

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I recently got hired by arguably the best Facebook Ads expert in all of Australia with $2billion in recorded sales since 2009 Here's how it happened. Ben: Hey 𝖵𝗂𝖼𝗄, I'm looking for a new Copywriter to join my team we are expanding, can you write two Facebook ads for this event? Vick: Sure, give me two days. Ben: Okay no qualms. Two days later... Vick: Hey Ben, here are your ads. let me know how they go. The following day. Ben: Hey man this look insanely good let's get you on board ASAP. I'll send Jodie to send you a NDA contract right away so we hit off from there. Vick: Cool can't wait to join the team When you sit down to understand something it shows on a collosal scale. The true mark of a champion or anyone obsessed on a craft or business is hard long work drenched in sweat when no one was WATCHING. I'm not better than you, I only go the extra mile where it's less crowded. Happy Monday Friends 🥂 Follow Victor Odey for more content like this on copywriting and marketing 𝗜 𝗵𝗲𝗹𝗽 𝘆𝗼𝘂 𝗴𝗲𝘁 𝗺𝗼𝗿𝗲 $$$$, 𝗮𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 𝗮𝗻𝗱 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗼𝗻 𝘆𝗼𝘂𝗿 𝘀𝗮𝗹𝗲𝘀 𝗼𝗿 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿.

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Hook vs Click-bait - how are they different? 𝐇𝐨𝐨𝐤: Captures your target audience with the right message at the right time. 𝐂𝐥𝐢𝐜𝐤-𝐛𝐚𝐢𝐭: Tries to capture everyone with the wrong message at the right time. Example - 𝐇𝐨𝐨𝐤: 3 things you need to know before investing in Sydney. 𝐂𝐥𝐢𝐜𝐤-𝐛𝐚𝐢𝐭: This man lost $100K after investing in Sydney...click to know more. How will you differentiate between the two? #copywriting #adcopy

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Most UGC ads are disasters. But there’s a secret to creating UGC that actually converts. After countless tests, I’ve cracked the code. Here are the 5 ingredients that will turn your UGC ads into money-printers. ↔ Customer Connection: UGC is all about real people using and loving your product. You have to build that connection with your audience. How can you encourage customers to share their experiences? How can you get customers to spill the tea on their experiences? ↔ Lighting: Good lighting makes your videos pop! How can you nail it without fancy and expensive gadgets? Film indoors in bright spots like the kitchen or your cozy workspace. It’s all about that homely, relatable vibe. ↔ Casting: Casting is everything! How do you find relatable people who resonate with your brand? Are you looking for influencers, everyday users, or a mix? Who’s your perfect match? ↔ Captions: Captions add context and information. But keep them concise! How can you balance text with visuals? Short, easy-to-read captions that enhance, not distract from, the video content. ↔ Editing: Editing can make or break UGC. How can you create engaging, polished content? Edit for each platform, ditch the HDR, and focus on actions like website clicks and purchases. What strategies have you found most effective for encouraging customers to create UGC? #UGC #Advertisement #Ads #Marketing

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We have generated $80m+ in Google ads revenue in less than 2 years Here’s what makes a great Google ad campaign... 1. Attention-Grabbing Headline Your headline is the first thing users see, so it needs to capture attention immediately Use clear language that’s easy to understand and leaves the reader wanting to learn more TEST multiple too - you’ll never find the perfect headline on your first try 2. Ad Description This should elaborate on the headline and provide more context Highlight unique selling points and the result people will get from buying your product (focus on the pain point your product solves) 3. Strong CTA Use verbs in your CTA (e.g. “Buy”, “Learn”) Try to stay away from really common CTAs though - sometimes it can be advantageous to try something new and stick out Just like your headlines, TEST these frequently 4. Keywords Incorporate relevant keywords throughout your ad This helps improve your Quality Score and ensures that your ad resonates with users’ search intent Also use negative keywords to filter out poor quality traffic Another thing you can do is add your competitors names to your negative keywords if you’re just starting out - you don’t want to be competing with them if you’re just starting and they’re spending $100,000s on Google ads 5. Ad Extensions Utilize ad extensions to enhance your ads and provide more information This can include: - Site links - Callouts - Structured snippets - Location extensions These can increase visibility and CTR significantly 6. Make your ads relevant Make sure you’re showing ads that reflect the buying journey of your customer If they’ve never heard of your brand, show them why they should trust you If you’re re-marketing to someone who’s bought from you before, show them why they should purchase again The more relevant your ad is to someone the more likely they are to buy 7. Mobile Optimization You’d be surprised by how many people forget this Most users are searching Google on their phone You need to be using responsive search ads to ensure your message displays effectively across different screen sizes That's it We have generated $80m+ for ecom brands using Google ads If you want to learn more about how we can help you scale, check out our company page → https://lnkd.in/gKPht3DY

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