Jump 450

What is the goal of your landing page? - To capture leads? - To guide visitors to take an action? - To drive sales? So often marketers neglect landing page strategy, putting all of the creative testing focus on the ad level. But different types of creative and messaging resonate with different types of people. So A/B testing landing pages can be essential to unlocking conversions. Here are some basic styles of landing pages that we see perform: Long-Form and Short-Form Advertorials like… - Comparison pages (us vs them) - Listicals (5 Reasons Why) - Native feeling blog posts (personal stories) - Testimonials - Reviews For more information about how you can optimize your landing page strategy, listen to Jump’s podcast “Growth Mentors.”

Experimenting with Google AI in your ad campaigns? The new Conversational Experience in Google Ads is a chat based feature that offers to speed up the creation of search campaigns. But what does it do well? What does it do poorly? There is very little information available. Our own Zachary Larimer, Director of Media Strategy at Jump breaks down his first hand experiences with the tool and shares our recommendation’s for the best and worst use cases. The tool was rolled out in late 2023 and only works on starting new Google search campaigns. It cannot be applied the pre existing campaigns. The conversational experience offers to - Create new search ad headlines and descriptions. - Generate relevant keywords - Suggest images and site links. But the conversational experience does NOT take historical campaign performance into account and therefore struggles to generate sufficient key words. The best use we have found for it thus far is in generating copy. It will generate ad copy for you that Google ranks as excellent which is worth while. It is a best practice to always have at least one ad running that Google ranks excellent. Using the tool holistically in its current iteration to cut corners in efficient campaign creation may be detrimental to your success. Follow for more snack-able tips, strategies and updates from the “Growth Mentors” podcast by Jump 450.

A successful founder keeps their fingers on the pulse of the details. Andrew Masanto took his crypto currency unicorn, Hedera to a $6B valuation in between 6 and 12 months. What was his unfair advantage? He had his fingers on the pulse. Andrew saw the excitement building early on around distributed consensus computing but when he was ready to start his company, he found that others did not share his beliefs. He was turned away by all of the Venture Capitalists and decided instead to do it himself. His confidence came from intimately understanding the market and its users. “I was in the communities, I was executing, I was on the ground level, I was a user and I knew the audience.” He explains. He was talking to the people that would become his customers. He knew what they wanted and he knew how they thought. His bet paid off quickly and within 6-12 months Hedera Hashgragh was raising money at a $6B valuation. Follow for more founder’s stories from the “5 Minute Founders” podcast by Jump 450.

Incrementality Tests Explained Who really is responsible for your conversions? There are lots of channels taking credit but you never know until you test. Are you spending your precious ad dollars in placements that actually move the needle? Or burning through spend on channels that are taking credit for someone else’s reach? Incremental tests remove the bias and act as the medicine you need to keep your marketing efforts healthy.

Tried a strict carnivore diet…started 2 companies. “A lot of times you get hit in the face by the thing you’re suppose to be doing.” says Brett Ender. Brett’s health scare with Ulcerative Colitis caused him to go through a transformation both personally and professionally. When traditional western medicine told him his disease was incurable and offered drugs, Brett took matters into his own hands and found relief with a carnivore diet. “I was diagnosed with essentially being medically cured. I thought there was something special to this.” Brett says. His passion grew and before long his mission was clear… Brett Ender is now the Co-Founder of both Noble Origins and The Meat Mafia Noble Origins as an all beef protein powder and The Meat Mafia is a podcast where Brett and his Co-Founder Harry lead a conversation in dissecting what has gone wrong with our food system over the last 50 years. Listen to Brett’s full interview on the 5 Minute Founders podcast by searching Jump 450 on YouTube for actionable strategies on how to build a community around a company.

Brands with easily measurable (and fewer) goals scale faster and spend more. What are the benefits of focusing on North Star metrics? We compared roughly 50 of the brands that we work with and found that our brands operating with easily measurable goals (simple goals) and fewer goals scaled faster and spent much more than the brands with too many complex goals to count. Don’t tie yourself down in the minutia. Allow it to be easy. Focus on North Star metrics and scale.

How do you go viral on LinkedIn? Kevin Chiu Co-Founder of the #1 platform for Customer-Led Growth, Catalyst Software answers this question in this week’s episode of the “5 Minute Founders,” podcast. Kevin has gone viral consistently on LinkedIn for writing long-form content aimed directly at his customer. He describes how it all started… “I was almost ruthless in my LinkedIn writing. There wasn’t anything that I was afraid to speak of.” This meant discussing topics like his own performance review or his company’s performance review. It was thoughtful, unfiltered behind the scenes journalism of a founder and people loved it. Here are Kevin’s 3 tips to growing your following on LinkedIn 👇 1️⃣ “Be authentic, and be different and be yourself.” He says. 2️⃣ Be consistent. Post 5 days a week. 3️⃣ Nail your format. Start with a hook and aim to teach something. Answer these questions when determining your ideal format: - Who is your audience? - What do you want them to learn? - Who do you want to be? Broad topics create reach and volume but niche focused posts work best for lead generation. Kevin’s biggest post was a tear down of a confidential VC memo that garnered millions of views and 10k+ likes. Other tear downs have worked well for him too, analyzing other companies, their performance and quarterly earnings reports. He also writes evergreen Customer Success content and often times these are the posts that make the biggest impact in generating leads for Catalyst. “I’ll have the Chief Product Officer of a publicly traded organization tell me that my CS post is flying around in their executive slack channel. Those are the ones that you want.” Growing his following on LinkedIn has provided many meaningful results for his business like brand building, recruiting, selling, sales, leads and honing his vision for the business to name a few. Check out the full conversation with Kevin Chiu by searching Jump 450 on YouTube.

Which paid channels or placements really are responsible for your conversions? You never know until you run an incremental test and you may be surprised by the results. eBay famously once tested turning off brand search and found that their organic listings and SEO were in turn pushed to the top and therefore did not affect traffic or conversions. It was a huge unlock for them at the time and they were able to confidently cut down on their brand search efforts. But incremental tests need to be run periodically to ensure accuracy and effectiveness. AND what is incremental (or not) for one brand is not necessarily true for another. It can feel risky to run these tests. They will affect immediate performance but they are essential to any brand spending valuable ad dollars on digital channels.

What is the impact of a strong financial model? Adam Wellington Founder of Neon Flux describes this as one of the biggest growth levers they provide to brand partners. “A strong financial model builds clarity to decision making and allows you to back into the biggest growth lever is which is your ability to create the funnel, ie campaigns and offers.”

This incremental channel often times gets overlooked because it never shows up in a last touch medium. No one buys directly from Pinterest but many people will begin their long search cycle there and eventually purchase elsewhere. What have you seen succeed on Pinterest? What other incremental channels do you think get overlooked?