Pasta, meet wall. If it sticks, it’s cooked.
That is how we discovered a few of our greatest progress channels in 2024.
Though not fully random, I’ve discovered there’s a lot advantage (and enjoyable) to working progress experiments in an organization you really imagine in.
I wrote concerning the interview collection we began at MyFBAPrep as an experiment in genuine, AI-proof (for now) content material. It was profitable gasoline for our content material engine, and the repurposed content material items that got here from each interview recording carried out nicely sufficient that we started working dwell interviews as nicely that viewers needed to register for.
Right now, I’m right here to offer 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 have been price investing in, and which weren’t. Nonetheless, it was nonetheless vital to choose the precise channel, focus, and strategies to check.
To assemble my listing of “noodles,” I checked out our strengths and weaknesses, focusing on every with a unique kind of experiment.
Coaching experiments
I pinpointed the massive weaknesses on our workforce to dive into. There have been sure channels that I couldn’t make certain weren’t working for us due to the channel or our execution/stage of data.
Instance:
- Social media – We haven’t been capable of execute social media nicely sufficient to generate leads, however this could possibly be principally because of the lack of time we needed to put money into it, and talent we needed to leverage it nicely.
- 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, moderately than myself.
- Group – We additionally didn’t have any current neighborhood technique. I used to be testing the channel out by posting a couple of (hopefully useful) feedback on related subreddits that principally fell on deaf ears.
For these weaknesses, I launched into coaching experiments. These are experiments the place I’d usher in an knowledgeable to arrange, strategize, optimize, and refine our channels whereas instructing us the reasoning and procedures behind their choices. These experiments lasted a couple of months, and on the finish the workforce could be geared up sufficient to:
- Decide whether or not or not the experiment was successful, and if we wished to proceed investing within the initiative
- Know whether or not to outsource, rent an knowledgeable in-house, or rent somebody to coach
- Be capable of prepare somebody to do it for us, both as a contractor or in-house
Testing experiments
These experiements associated to areas we have been already robust in, the place we wished to check other ways to create, distribute, or handle our current sources.
Instance:
- Content material – We’ve got a powerful content material arm that repeatedly produces partaking content material in numerous mediums.
- Publication – Our publication is a strong nurture channel, from which we recieved 5 leads simply this previous week (Oct 10-15).
- Partnerships – We’ve got a big companion database that we repeatedly 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 other ways to leverage or strategy these areas. For instance, since we had a terrific publication we determined to check publication sponsorships to develop our listing. These experiments have been designed to:
- Higher leverage our strengths to multiply the outcomes
- Enhance or optimize the channels that have been already working nicely 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 purpose of this experiment was to create distinctive, attention-grabbing content material that we might repurpose into completely 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 nicely for model recognition and leads, we determined to look into methods to develop our subscribers. We thought-about webinars, asking our companions to share it, and having our outbound e-mail service add it as a CTA to their outreach.
Ultimately, we determined to check out a couple of publication sponsorships, as a result of:
- A publication reaches the kind of viewers that’s keen on newsletters
- When talking with prospects, lots of them talked about staying up to date with trade newsletters
- It will give us some management over how we introduced/positioned our publication (since it will be a paid placement)
We tried one fashionable trade publication that had a average attain (35k subscribers) and one broader publication that had an additional attain (65k subscribers). We bought 17 clicks from the previous and 15 clicks from the latter within the first few days after ship. In whole, we obtained 15 new subscribers within the two weeks following.
Curiously, we noticed a bump in touch kind submissions following the initiative, beginning the week we sponsored the newsletters. The crimson line beneath exhibits when our sponsored newsletters began going out.
Conclusion: Publication sponsorships are good for driving model 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 probably podcasts) in 2025.
Coaching: search engine optimization
MyFBAPrep has a strong 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 onerous on, we knew we needed to make investments extra in search engine optimization.
June of this yr, we introduced on an search engine optimization guide who was capable of consider our technical and on-page search engine optimization, and assist us stand up to hurry with accessability. We met repeatedly to go over the preliminary report, labored collectively on the fixes alongside our net developer, and I used to be capable of discover ways to consider what a well-optimized web site seemed like. We went over the fundamentals, equivalent to Core Net Vitals, to deeper dives into instruments like Semrush.
Our content material has been on a gradual upswing since I began with MyFBAPrep, and it was vital 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 visitors, constructing on years of effort into content material creation, and offering compounding returns. Right now, we proceed to put money into our technical and on-page search engine optimization 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, moderately than attempting to suit their processes right into a field. No pun supposed.
In an effort to point out moderately than inform the world how invested we’re in buyer success, I construct a webpage that includes completely different FBA prep equipment that we’ve acquired and make the most of on behalf of purchasers.
We use this web page usually in terms of companion communications, author briefs, and outbound comms to showcase how far we go for patrons. The web page has been visited constantly since publish, usually by direct go to (adopted by referrals, then natural search).
Conclusion: Though not a part of our search engine optimization technique, this web page will get visits from natural search along with referrals and direct visitors. This tells us that there’s constant curiosity so long as we will 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 completely different nations we had warehouse nodes. We determined to check out including pages for particular warehouse areas, beginning with California, Texas, Florida, and New Jersey.
These have been simply launched earlier this month, so we solely have roughly two weeks of knowledge. 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’ll proceed to watch the efficiency of those key phrases earlier than deciding so as to add additional location pages.
Replace: Considered one of 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 considered one of our stronger channels for outreach. Nonetheless, we weren’t utilizing it in addition to we might, particularly 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 decided which matters and titles to write down about based mostly on:
- Requests from management
- Buyer conversations
- High clicked blogs on Google Search Console
- Longest time on web page based on 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 trade veteran to handle our social profiles, with a concentrate on LinkedIn, to see how a lot additional she will be able to take us.
With regards to our founder profile, I can solely say anecdotally that I’ve heard we bought 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 objectives in her contract is to coach our inner workforce on the way to generate extra leads from social.
Conclusion: This channel exhibits promise, however wants a bit of extra funding. I ended up bringing on a social media supervisor who has had 10+ years within the eCommerce trade to strengthen this initative in 2025.
Testing: Group (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 a couple of completely different checks to see which advertisements carry out the very best, then reallocate our finances to whichever is doing the very best.
Finally, we’ll determine which viewers filters carry out greatest, and I’ll have the ability to arrange a marketing campaign then add completely different advertisements below 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 will not be a energy of mine, I wished to work with an knowledgeable who might clarify the technique behind these channels.
I began my search by in search of referrals throughout Slack communities I’m a part of and from colleagues I had workes with up to now.
After a couple of interviews I narrowed our selections 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 advisable advert spend
- 3 months minimal
- 3 x 1 hr conferences per 30 days
- 2 channels = LinkedIn + Search (Google)
3) Advisor, freelance
- 2,500/month + 3000 advisable advert spend
- 5-6 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google)
Ultimately, we decied to go together with the company possibility. It was not essentially the most reasonably priced 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 workforce had different LinkedIn campaigns to be taught from (from different purchasers) and one of many company’s core worth’s is “lecturers 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 trainer 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 efficient motive to go together with a solo-operator coach who has completed all of it.
I made a decision to finish the LinkedIn + Google coaching discovered a strong basis, after which deliver on a specialist guide in 2025 who will begin off with Meta, since that channel offers the quickest suggestions and we’ve a restricted finances. I’ll proceed to run LinkedIn checks 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: Reside occasions with registrations
I had quite a lot of success with webinars with a earlier consumer, which is why I used to be prepared to visitor on companion webinars regardless of figuring out immediately’s audiences are fatigued. The primary occasion I did was attended dwell by a grand whole of three folks, however the recording gave us some good content material to work with. The companion has been good with referring leads over (and vice versa) as nicely.
Conclusion: I’ll proceed to hitch dwell companion occasions in 2025, however will focus extra on post-event technique and utilizing the recorded property moderately than counting on a dwell viewers and huge registration listing. These occasions might also be considered as fostering companion relationships, from which we obtained glorious leads and referrals from being on companion 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 objectives up to now this yr. In case you have any options, let me know, or see which programs I’ve completed up to now.
It’s been a enjoyable yr up to now, and I’m wanting ahead to our This fall experiments.
P.S. I’ll replace this publish 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
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Pasta, meet wall. If it sticks, it’s cooked.
That is how we discovered a few of our greatest progress channels in 2024.
Though not fully random, I’ve discovered there’s a lot advantage (and enjoyable) to working progress experiments in an organization you really imagine in.
I wrote concerning the interview collection we began at MyFBAPrep as an experiment in genuine, AI-proof (for now) content material. It was profitable gasoline for our content material engine, and the repurposed content material items that got here from each interview recording carried out nicely sufficient that we started working dwell interviews as nicely that viewers needed to register for.
Right now, I’m right here to offer 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 have been price investing in, and which weren’t. Nonetheless, it was nonetheless vital to choose the precise channel, focus, and strategies to check.
To assemble my listing of “noodles,” I checked out our strengths and weaknesses, focusing on every with a unique kind of experiment.
Coaching experiments
I pinpointed the massive weaknesses on our workforce to dive into. There have been sure channels that I couldn’t make certain weren’t working for us due to the channel or our execution/stage of data.
Instance:
- Social media – We haven’t been capable of execute social media nicely sufficient to generate leads, however this could possibly be principally because of the lack of time we needed to put money into it, and talent we needed to leverage it nicely.
- 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, moderately than myself.
- Group – We additionally didn’t have any current neighborhood technique. I used to be testing the channel out by posting a couple of (hopefully useful) feedback on related subreddits that principally fell on deaf ears.
For these weaknesses, I launched into coaching experiments. These are experiments the place I’d usher in an knowledgeable to arrange, strategize, optimize, and refine our channels whereas instructing us the reasoning and procedures behind their choices. These experiments lasted a couple of months, and on the finish the workforce could be geared up sufficient to:
- Decide whether or not or not the experiment was successful, and if we wished to proceed investing within the initiative
- Know whether or not to outsource, rent an knowledgeable in-house, or rent somebody to coach
- Be capable of prepare somebody to do it for us, both as a contractor or in-house
Testing experiments
These experiements associated to areas we have been already robust in, the place we wished to check other ways to create, distribute, or handle our current sources.
Instance:
- Content material – We’ve got a powerful content material arm that repeatedly produces partaking content material in numerous mediums.
- Publication – Our publication is a strong nurture channel, from which we recieved 5 leads simply this previous week (Oct 10-15).
- Partnerships – We’ve got a big companion database that we repeatedly 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 other ways to leverage or strategy these areas. For instance, since we had a terrific publication we determined to check publication sponsorships to develop our listing. These experiments have been designed to:
- Higher leverage our strengths to multiply the outcomes
- Enhance or optimize the channels that have been already working nicely 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 purpose of this experiment was to create distinctive, attention-grabbing content material that we might repurpose into completely 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 nicely for model recognition and leads, we determined to look into methods to develop our subscribers. We thought-about webinars, asking our companions to share it, and having our outbound e-mail service add it as a CTA to their outreach.
Ultimately, we determined to check out a couple of publication sponsorships, as a result of:
- A publication reaches the kind of viewers that’s keen on newsletters
- When talking with prospects, lots of them talked about staying up to date with trade newsletters
- It will give us some management over how we introduced/positioned our publication (since it will be a paid placement)
We tried one fashionable trade publication that had a average attain (35k subscribers) and one broader publication that had an additional attain (65k subscribers). We bought 17 clicks from the previous and 15 clicks from the latter within the first few days after ship. In whole, we obtained 15 new subscribers within the two weeks following.
Curiously, we noticed a bump in touch kind submissions following the initiative, beginning the week we sponsored the newsletters. The crimson line beneath exhibits when our sponsored newsletters began going out.
Conclusion: Publication sponsorships are good for driving model 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 probably podcasts) in 2025.
Coaching: search engine optimization
MyFBAPrep has a strong 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 onerous on, we knew we needed to make investments extra in search engine optimization.
June of this yr, we introduced on an search engine optimization guide who was capable of consider our technical and on-page search engine optimization, and assist us stand up to hurry with accessability. We met repeatedly to go over the preliminary report, labored collectively on the fixes alongside our net developer, and I used to be capable of discover ways to consider what a well-optimized web site seemed like. We went over the fundamentals, equivalent to Core Net Vitals, to deeper dives into instruments like Semrush.
Our content material has been on a gradual upswing since I began with MyFBAPrep, and it was vital 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 visitors, constructing on years of effort into content material creation, and offering compounding returns. Right now, we proceed to put money into our technical and on-page search engine optimization 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, moderately than attempting to suit their processes right into a field. No pun supposed.
In an effort to point out moderately than inform the world how invested we’re in buyer success, I construct a webpage that includes completely different FBA prep equipment that we’ve acquired and make the most of on behalf of purchasers.
We use this web page usually in terms of companion communications, author briefs, and outbound comms to showcase how far we go for patrons. The web page has been visited constantly since publish, usually by direct go to (adopted by referrals, then natural search).
Conclusion: Though not a part of our search engine optimization technique, this web page will get visits from natural search along with referrals and direct visitors. This tells us that there’s constant curiosity so long as we will 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 completely different nations we had warehouse nodes. We determined to check out including pages for particular warehouse areas, beginning with California, Texas, Florida, and New Jersey.
These have been simply launched earlier this month, so we solely have roughly two weeks of knowledge. 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’ll proceed to watch the efficiency of those key phrases earlier than deciding so as to add additional location pages.
Replace: Considered one of 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 considered one of our stronger channels for outreach. Nonetheless, we weren’t utilizing it in addition to we might, particularly 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 decided which matters and titles to write down about based mostly on:
- Requests from management
- Buyer conversations
- High clicked blogs on Google Search Console
- Longest time on web page based on 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 trade veteran to handle our social profiles, with a concentrate on LinkedIn, to see how a lot additional she will be able to take us.
With regards to our founder profile, I can solely say anecdotally that I’ve heard we bought 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 objectives in her contract is to coach our inner workforce on the way to generate extra leads from social.
Conclusion: This channel exhibits promise, however wants a bit of extra funding. I ended up bringing on a social media supervisor who has had 10+ years within the eCommerce trade to strengthen this initative in 2025.
Testing: Group (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 a couple of completely different checks to see which advertisements carry out the very best, then reallocate our finances to whichever is doing the very best.
Finally, we’ll determine which viewers filters carry out greatest, and I’ll have the ability to arrange a marketing campaign then add completely different advertisements below 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 will not be a energy of mine, I wished to work with an knowledgeable who might clarify the technique behind these channels.
I began my search by in search of referrals throughout Slack communities I’m a part of and from colleagues I had workes with up to now.
After a couple of interviews I narrowed our selections 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 advisable advert spend
- 3 months minimal
- 3 x 1 hr conferences per 30 days
- 2 channels = LinkedIn + Search (Google)
3) Advisor, freelance
- 2,500/month + 3000 advisable advert spend
- 5-6 weeks
- 1 x 1 hr assembly per week
- 1 channel = Search (Google)
Ultimately, we decied to go together with the company possibility. It was not essentially the most reasonably priced 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 workforce had different LinkedIn campaigns to be taught from (from different purchasers) and one of many company’s core worth’s is “lecturers 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 trainer 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 efficient motive to go together with a solo-operator coach who has completed all of it.
I made a decision to finish the LinkedIn + Google coaching discovered a strong basis, after which deliver on a specialist guide in 2025 who will begin off with Meta, since that channel offers the quickest suggestions and we’ve a restricted finances. I’ll proceed to run LinkedIn checks 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: Reside occasions with registrations
I had quite a lot of success with webinars with a earlier consumer, which is why I used to be prepared to visitor on companion webinars regardless of figuring out immediately’s audiences are fatigued. The primary occasion I did was attended dwell by a grand whole of three folks, however the recording gave us some good content material to work with. The companion has been good with referring leads over (and vice versa) as nicely.
Conclusion: I’ll proceed to hitch dwell companion occasions in 2025, however will focus extra on post-event technique and utilizing the recorded property moderately than counting on a dwell viewers and huge registration listing. These occasions might also be considered as fostering companion relationships, from which we obtained glorious leads and referrals from being on companion 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 objectives up to now this yr. In case you have any options, let me know, or see which programs I’ve completed up to now.
It’s been a enjoyable yr up to now, and I’m wanting ahead to our This fall experiments.
P.S. I’ll replace this publish 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
