In 48 hours, I created 20 video ads: 5 selfie ads, 3 case study ads, 3 workflow ads, and 9 competitor comparison.
Here’s why I’m going ALL IN on paid ads for RB2B and a FULL BREAKDOWN of our funnels and campaign strategy across LinkedIn, Meta and YouTube.
Table of Contents
The Origin
In 2020, my wife Helen and I did a weekly 60 second Facebook ad for GetEmails (now Retention.com). Anybody on LinkedIn remember seeing them?
My basic idea was:
- Two trustworthy-looking people answering
- The sales questions everybody asked in a
- Funny, light-hearted way, using
- Dumb props w/ different backgrounds every time
The campaign took on a life of its own… They ended up being hilarious, inflammatory, and created an EPIC amount of awareness in our TAM… And it ended up being a major reason GetEmails got off the ground.
———
Fast forward to 2024… Organic LinkedIn was the weapon of choice because of the author-audience-platform fit I enjoy with our base of prospects. I never even thought of going outside of LinkedIn, until I saw what Ryan Allis was helping people put together at SaaSRise … It’s basically cold email + audience match and retargeting ads across platforms.
I also saw how well Instantly has been doing with the strategy… and I wanted to see if we could get something similar going.
The Catalyst
So…I called in Understory, who are the kings of ALLBOUND. I told them what I was trying to do, they said “no problem, all we need is content”.
They dropped what felt like a HUGE ask:
- 5 videos talking about something about RB2B
- 3 motion-graphic workflow-style videos showing the software
- 3 testimonials of customers talking about how they use it and ROI
After recording these videos, something clicked. I remembered what it felt like to record those Facebook ads almost 5 years ago.
And the strategy I used would probably still be relevant:
- People ask the same six sales questions
- Make selfie videos about them
- Run them as web retargeting ads
My wife’s pretty face would not be part of them, but I think that’s now offset by the fact that I was totally unknown in 2020 and lots of people now recognize me from my video first personal brand. We’ll see…
The Bottom Line
Sometimes the best strategies are the ones that worked before. Those Facebook ads from 2020 proved that authentic, direct video content cuts through the noise. Now with RB2B’s growing recognition and a multi-platform approach, we’re betting big that the same playbook will work even better.
The 20 videos are live, the funnels are built, and we’re about to find out if lightning strikes twice.
Want the full breakdown of our campaign strategies and funnels across LinkedIn, Meta, and YouTube retargeting? Click here to connect with me on LinkedIn.