Digital Marketing Strategy & Tactics with Dekker

Master profitable Facebook ad campaigns focused on sales using the Facebook pixel, manual campaigns, and scalable budgets. Balance bottom-funnel tactics with awareness to drive long-term growth.

Learn to master Meta Facebook ads by balancing broad and narrow targeting to achieve long-term growth, contrasting paid advertising with organic marketing, with real-world reach and cost results.

Set up a broad Facebook Ads Manager awareness campaign, optimize for reach on Facebook and Instagram, with a daily budget and US audience targeting road running.

Explore broad Facebook advertising and its emphasis on broad targeting that reaches all product category buyers, future buyers, out-of-market and in-market shoppers, including current and heavy buyers, to maximize growth.

Leverage AI-powered social media to attract hundreds of new customers by generating tailored ads and posts with Elsa AI from M1 Project, using advanced ICPs and multi-platform content creation.

Grow more oranges on Facebook by mastering demand generation, brand marketing, performance marketing, lead generation, direct response advertising, and awareness marketing to beat top 1% and B2B vs B2C dynamics.

Maximize reach to expose potential buyers and build top of funnel awareness, treating reach as king and laying the foundation for long-term growth in Facebook ads.

This lecture argues that awareness, not positioning or messaging, is the key growth constraint, and emphasizes maximizing reach on Facebook to boost exposure and sales.

Explore how enduring brand advertising shapes purchase decisions over decades, distinguishing brand memory from immediate ads, and learn strategies for launching new brands with broad reach and memorable identity.

Advertising works by subtly influencing minds, not by engineering clicks; clicks fail to predict ad recall, brand awareness, or purchase intent, while broad ads create long-term gains across many people.

See how click data and proxy KPIs distort revenue attribution amid delays and marketplaces. The United States earns most revenue despite India’s higher clicks, showing clicks are unreliable proxies.

Discover how profit growth hinges on acquiring new customers through market share and economies of scale, as Facebook ads drive growth more than retention or transaction size.

Prioritize reach over frequency on broad Facebook ads, aiming for about two impressions per week, with an even year-round budget to improve recall, purchase intent, and recency.

Identify inaccuracies in Facebook brand awareness targeting, noting that about a third of inferred interests are off, and assess placements, interest targeting, and global reach to optimize campaigns.

brand advertising offers asymmetric advantages over narrow direct response, delivering short-term sales and long-term revenue and profitability by building market share and economies of scale.

Audit awareness reach campaigns in the Facebook ads interface by analyzing reach, cost per result, engagement, video plays, and breakdowns by country and placement to assess targeting and memory impact.

Maximize reach on Facebook by optimizing for reach rather than chasing granular targeting. Observe how broad audience strategies, estimated daily reach, and frequency shape actual reach and yield.

Master reach in Facebook advertising by selecting placements that capture attention and enter memory, avoiding junk inventory and low quality mobile app placements.

Evaluate Facebook ad data reliability through Media Rating Council accreditation and independent CPA audits, noting past scandals, Nielsen suspensions, and ongoing checks against inflated metrics.

Explore narrow Facebook ads by focusing on in-market buyers and retargeting, using intent data and trigger events to drive conversions while upselling current customers.

Learn how to identify in-market shoppers and deploy a multi-channel retargeting funnel—lead-gen on Facebook, purchase-focused retargeting, and weekly email nurturing to convert prospects.

Compare retargeting and lead generation to optimize cost and reach. Weigh retargeting's lower friction against lead generation's email CPM advantages to shape your strategy.

Set up a consumer lead generation campaign on Facebook with standard targeting and instant forms, selecting budgets and audiences, while including a clear privacy policy and data usage explanation.

Set up lookalike lead generation campaigns by crafting tight ad set targeting with 1% lookalike audiences from lead forms and paying customers, using custom audiences and CSV uploads.

Explore two-step retargeting strategies that complement email campaigns and nurturing content, including awareness and bottom-of-funnel offers, while avoiding bottlenecks in lead generation.

Set up a Facebook retargeting campaign by selecting the sales objective, configuring the pixel for conversion events, and building broad audiences from 10-second video watchers and page engagers.

Discover how to import a customer list into Facebook audiences using a CSV file, map fields like first name and country, and create lookalike audiences for scalable growth.

Create lookalike audiences from a custom audience by editing the ad set and targeting United States and India. Check size and readiness in the audience manager.

Use Lead in Force to build custom audiences from Facebook groups, page likes, and influencer signals across Facebook, Instagram, and LinkedIn, then analyze and save for retargeting in Ad Manager.

Capture conversions with instant experiences—Facebook micro websites that load faster, require no coding, and are easy to create using templates, enabling precise retargeting and smoother in‑app experiences.

Create instant experiences by editing ads, selecting templates like sell products without a catalog, adding media, product details, prices, and URLs, and saving a microsite.

Explore off-the-shelf and custom instant experience templates for digital campaigns, featuring customer acquisition and storytelling layouts with call-to-action buttons, carousels, videos, and customizable components.

Explore narrow marketing concepts such as direct response, performance marketing, and retargeting, focusing on physical availability and harvesting demand to activate sales and measure roi with leads and pipeline revenue.

Explore how B2B facebook ads use awareness, consideration, and conversion objectives to match buyer stages. Learn to educate across problem, category, and product awareness without forcing a funnel.

Lead generation drives B2B Facebook ads, complemented by video views, traffic, and brand awareness to move audiences from cold to hot, via the sales force 3 to 1 framework.

Explore Facebook ads objectives for brand awareness, reach, traffic, engagement, lead generation, and conversions; learn to maximize scale across the total addressable market with ungated content.

Master advanced Facebook targeting with LeadEnforce to create custom audiences from followers of influencers, group members, competitors, and LinkedIn data, boosting cost-effective brand awareness and lead generation.

Learn to use Facebook lead gen forms with a free accounting consultation, optimize with minimal fields, and nurture leads after submission through lead center and CRM integrations.

Learn to build a high-volume Facebook lead gen form with targeted copy, minimalist fields, and a second call to action that schedules a 15-minute demo, integrated with your CRM.

Employ message conversation ads on Facebook to start real-time conversations with prospects inside Messenger, bypass booking frictions, and drive pipeline by designating messages as the campaign objective.

Explore Facebook lookalike targeting by turning a source list into similar audiences, using 1% to 10% reach powered by Facebook data.

Learn to use native and detailed targeting for business-to-business Facebook and Instagram ads, balancing demographics with job titles and geography, and leverage corroborating evidence across platforms to influence buyers.

Explore Facebook native targeting for B2B, emphasizing work demographics (employers, industries, job titles) and layered approaches with interests and behaviors, including custom audiences, while noting limitations versus LinkedIn.

Learn to run bottom-funnel Facebook lead ads with offer-centric messaging, navigate strict text rules, test CTAs like get quote or free consultation, and use calendar links instead of landing pages.

Identify and test three direct response elements—targeting lists, creatives, and offer positioning—to maximize B2B Facebook ads, with examples like demo offers and gift-card incentives.

Match offers to the audience’s level of awareness using retargeting and behavioral insights. Use multiple offers, including education and limited-spot demos, to educate and convert.

Explore ethical group demos as a scalable, low-pressure alternative to traditional sales pitches in business-to-business marketing, including live or on-demand formats and scheduling strategies.

Retarget users who abandon Facebook lead forms with follow-up emails and multi-channel campaigns to convert engaged prospects into demos or consultations.

Measure Facebook ad success beyond vanity metrics by linking on-platform metrics to your CRM analytics, using leading indicators like MKL, SQL, pipeline, and one deal.

Master retargeting on Facebook to segment audiences without gating content, using website activity, video views, and lead form engagement.

Explore how retargeting builds over time, with bottom, middle, and top funnel ads, and use the exclude option to avoid audiences who already requested a demo.

Install the Facebook pixel using the event manager to enable conversion tracking and retargeting, adding the pixel code to your site or via partner integrations like WordPress and WooCommerce.

Align content with funnel stages, using infographics, case studies, roi calculators, and demos across blogs and videos to accelerate speed and scale.

Click Up demonstrates how brand awareness and brand recall are built through distinctive visuals and color, while distinguishing brand marketing from product marketing and demand generation.

Create Facebook video ads with captions and headlines, use tools like subtitle or Canva, and optimize for through play video views with a learn more call to action.

Explore why Facebook video ads command higher cpm than images, despite better engagement, due to the algorithm balancing content types across placements for conversions and brand awareness.

Explore how brand marketing differs from performance marketing and why a $5 million revenue inflection point shifts KPIs to long-term brand awareness, emotional messaging, and bold execution.

Explore how frequency drives brand recall and purchase intent in Facebook brand campaigns, revealing a sweet spot around two exposures per week and diminishing returns beyond that.

Explore reach and frequency in brand marketing, emphasizing repetition to build long-term recall. Learn optimal exposure ranges, influencer targeting, cross-platform measurement, and insights from Nielsen data.

Analyze a million-impressions brand awareness campaign that prioritizes video and image views to boost brand recall, with consumer-led, entertaining ads and metrics like reach, frequency, and ad recall lift.

Explore real world b2b Facebook ads for veterinary clinics, highlighting cost per view, branded infomercial style demonstrations, and strategies that generate leads and free trial signups.

Explore how B2B branding uses bold mascots and brand personality to evoke emotion, build long-term memory, and influence the 95% of buyers not in market.

Discover why B2B brands should pursue fame over awareness, using bold creative and emotional messaging, influencer partnerships, and word-of-mouth to become the no-brainer choice.

Learn how B2B branding targets out-of-market buyers with memorable, emotional messaging that builds brand awareness and salience, balancing long-term brand building with short-term activation.

Explore how Facebook engagement surpasses LinkedIn for business audiences, enabling rapid Messenger conversations that nurture prospects into the sales funnel by addressing questions in the inbox.

Set up automated rules and notifications to speed lead follow-up on Facebook and email. Use Zapier and CRM integrations like Copper or Salesforce to notify sales teams when leads arrive.

Compare native Facebook targeting with custom audiences built from LinkedIn Sales Navigator and Lead In Force to lift leads and lower cost per lead in B2B campaigns.

Learn how ad quality ranking shapes Facebook ad auctions through bid, estimated action rates, and ad quality. See why engagement, conversion, and frequency influence feedback and long term brand performance.

Spot and guard against fraud in digital marketing by recognizing bot traffic on TikTok, noting that Instagram is more likely to be human, and avoiding partner networks.

Apply the reach plus frequency plus memorability formula to grow brand value, use video ads to increase reach, retargeting to boost frequency, and a mascot to boost memorability.

Discover why email marketing drives profits by enabling conversations that convert. Learn to design relevant nurturing sequences and effective lead magnets across platforms.

Automate cold emails to win big contracts by prioritizing replies over meetings, building credibility, and boosting open rates with targeted lists, direct mail, and warm domains.

Master Lemlist basics to build campaigns, personalize emails with variables, connect providers, import leads, and track opens, clicks, and replies with multi-step follow-ups.

Learn ecommerce email marketing using Omni Send, focusing on high-value order confirmations, abandoned cart recovery, and welcome sequences. Leverage automated campaigns, SMS, and push notifications to maximize revenue.

Learn to set up MailChimp email automation using journeys and prebuilt templates. Trigger the nurture flow with a tag, such as SaaS 2023, and send time-delayed welcome and follow-up emails.

Master cold email strategy by following a five-step Harvard Business Review framework, measure success, scale with automation, and optimize deliverability through list management, warm-up routines, and tested campaigns.

Tailor cold emails to the recipient to stand out, using scalable or manual personalization, follow-ups improve reply and open rates, and test tailoring approaches across channels like email and LinkedIn.

Validate yourself to establish credibility in cold emails and secure meetings with high-value prospects. Leverage social proof, mutual connections, and clear value like free advice and demo requests.

Understand how GDPR centers on personal data, not email regulation, and learn to balance legal and reputational risk with compliant, value-driven cold outreach.

Keep cold emails short, personal, and actionable. Address the recipient’s problem, not a long sales pitch, and avoid paste-like content with too much product detail.

Learn to maximize cold email response rates by prioritizing personalized, handcrafted emails over templates, while recognizing exceptions for onboarding, payment confirmations, and low lifetime value messages.

Avoid generic cadences in automated outreach; tailor one-to-one emails by analyzing prospect behavior and content engagement, augmenting tools to increase personalized relevance without forcing phone calls.

Explore the PAS formula for email marketing—problem, agitate, discredit, solve, and proof—leveraging value propositions and loss aversion to craft compelling, evidence-based messages.

Meet customers at their level of awareness to tailor cold emails, guiding them from problem unaware to product aware with education, case studies, and offers like a short demo.

Learn to craft value-driven partnership marketing outreach, not generic cold emails, by empathizing with partners, defining a clear value proposition, and using credible incentives like guaranteed returns.

Explore a successful cold email campaign, including AB testing subject lines, CPA credibility, and a free three month trial to drive signups at scale.

Track real outcomes by using unique utm parameters for each email to tie campaigns to signups and customers in your CRM, beyond vanity metrics.

Learn to boost mass cold email deliverability by using a separate domain and a 30-day warm-up, gradually increasing daily sends with a program like LEM List.

Improve email deliverability by warming new addresses and monitoring bounce, open, and reply rates, while building high-quality LinkedIn-based lists with personalization and avoiding attachments and spam triggers.

Analyze post signup email nurturing strategies through examples like FreshBooks and Toggl Track, emphasizing welcome emails, brand visibility, deliverability, and multiple actionable CTAs for quick value.

Explore how InVideo uses AI to generate complete videos in minutes—from scripts and voiceovers to B-roll and subtitles—via six preset workflows for YouTube Shorts, TikTok, and Instagram Reels.

Develop a bold, viral YouTube strategy by leveraging the YouTube formula to craft short, clear titles and face-focused thumbnails, delivering a strong why and what for audience engagement.

Learn to front-load keywords for YouTube SEO and use 12 thumbnail techniques to boost clickthrough and retention. Apply giveaways, edutainment, and playlists to attract sponsorships and grow on YouTube.

Learn to study trends and successful creators in your niche, stay consistent with your content and brand message, and blend organic growth with paid ads for broader reach.

Focus on humans over keywords on YouTube, optimize for viewer experience, and use storytelling formulas—from hooks to goosh—to engage and grow your audience.

Leverage Reddit to test video ideas with audience feedback, optimize titles, thumbnails, pacing, descriptions, and keywords, and combine paid and organic strategies to maximize YouTube recommendations.

Explore YouTube studio analytics to optimize growth by analyzing CPM, RPM, and watch time, export data to CSV, and inform strategic decisions.

Learn to conduct YouTube keyword research using YouTube studio's research tab, assess search volumes with Google Keyword Planner, and uncover content gaps with high demand and low supply.

Create a YouTube ad campaign in Google Ads, focusing on video reach and budget for US and Canada. Set targeting, frequency caps, final URL, and call to action.

Learn to place video ads on specific YouTube channels and videos by refining campaigns with placements, keywords, topics, and negative targeting, including exclusions.

Explore YouTube audiences with precise targeting options, including in-market and life events segments, detailed demographics, affinity groups, similar audiences, and custom combinations to craft highly targeted ads.

Explore YouTube custom audiences, targeting by interests, purchase intent, and specific site visits, plus Google keyword signals. See how intent-based YouTube ads outperform generic Google ads.

Combine YouTube audience segments to expand or narrow reach, using in-market and custom segments, and tailor mixes like Udemy or Coursera visitors for targeted digital marketing.

Navigate the audience manager to organize data segments, audiences, and custom and combined segments, then create new audiences using keywords, site and app visits, and exclusions for precise targeting.

Create a YouTube ad campaign to gain subscribers by using a video campaign, setting engagements as the goal, and featuring a subscribe call to action.

Set up and run an AB test for YouTube video ads by creating two campaigns with distinct videos and a 50% traffic split to compare conversions and cost.

Learn to manage YouTube campaigns by mastering filters and search, including campaign status, to avoid hidden items. Switch to all campaigns and all time to reveal expenditures.

Monitor placement quality and targeting for brand awareness on YouTube using insights to review when and where ads show, and exclude misaligned channels and languages.

Question platform recommendations and balance on-platform advertising with off-site goals; track conversions, monitor frequency, and spread budgets for steady growth, prioritizing new customer acquisition.

Audit video ads by analyzing impressions, views, view rate, and CTR. Customize KPIs like engagement and watch time to optimize retention.

Increase campaign reach by adjusting bid and device targeting; raise target CPM from $5–$6 to $9 and broaden device types to boost impressions and secure premium placements like CNN.

Audit your YouTube ads campaign by reviewing settings, audiences, placements, and content; refine targeting, devices, languages, and KPIs to optimize spend, and avoid overreliance on platform recommendations.

Start with app store and marketplace optimization for quick results, then expand to Google and Bing. Focus on relevant content, credible backlinks, and keyword research-driven ranking tracking.

Explore a real seo project from keyword research to backlink strategy, using Semrush or Google Keyword Planner, balancing relevance, volume, and difficulty to target marquee keywords with buying intent.

Write SEO landing page copy using ChatGPT as a starting point, tailoring the tone to styles like David Ogilvy or Dan Kennedy, and edit in WordPress to highlight product advantages.

Plan and optimize SEO through buying-intent keyword research, content ideas, competitive spying, and actionable tactics from Google and Moz, including crawl accessibility and schema markup.

Leverage seo by securing features on ranking sites' top listicles for competitive keywords, via paid placements or outreach, to capture traffic without direct backlinks to your site.

Discover how seo goes beyond your pages by leveraging YouTube videos with guest posts to boost Google rankings, and optimize marketplace listings as seo landing pages on WordPress.

Learn how to set up Twitter ads, choose awareness, consideration, or conversion objectives with reach focus, set budgets and frequency, and target by keywords, lookalikes, and interests.

Discover how Twitter's algorithm rewards conversation velocity and early engagement, use multi-account identity isolation to drive reach, and craft conversations that spread beyond your followers.

Analyze Twitter ad campaigns by tracking impressions, spend, and budget, then assess reach, frequency, and cpm to optimize link clicks and website traffic.

Learn to create a Twitter ads campaign in the ads manager that targets website traffic with a link-click objective, a daily budget, and English-speaking audiences across select countries.

Treat attention as an asset by investing in underpriced platforms and rising influencers, then create engaging content, test ruthlessly, and scale agilely for durable results.

Master direct response with Dan Kennedy to craft the ultimate sales letter and a sequence that uses lead magnets, addressing objections, social proof, and guarantees.

AI in marketing rebrands long-standing machine learning, showing three uses: segmentation with cluster analysis, predictive analytics via RFM, and next product buy forecasts for both large and small businesses.

Break through the noise by crafting shareable, emotional videos that leverage five key emotions to raise awareness and social capital, using a strong seven-second hook and trend riding.

Explore direct response marketing strategies and infomercial tactics that drive high return on investment, including when the unique selling proposition matters, pricing, and effective advertising structures.

Discover bottom-of-funnel LinkedIn marketing with message and conversation ads, sales navigator outreach, and image, video, and text ads focused on lead generation and demand capture.

Learn to create a LinkedIn message ad campaign with bottom-funnel targeting, audience attributes and list upload, plus lead capture forms and a demo call to action.

Conversation ads embed an image and offer multiple calls to action, giving prospects agency to choose their path and boosting ROI with incentives like gift cards.

Learn to create a LinkedIn conversation ad for lead generation, target IT directors in the US, use templates and calls to action, and troubleshoot with the flowchart.

Learn bottom-of-funnel image ads on LinkedIn, focusing on offer-driven copy, visuals, and incentives. Apply native forms, testing, and strong targeting to boost CTR and leads.

Master image ads by separating product positioning from advertisement positioning and crafting use-case driven messages with personalization and localization. Use precise targeting and social proof from brands to boost conversions.

Walks through creating a LinkedIn image ad with lead generation objective, targeting marketing by company size, setting a budget, using manual bidding, and configuring a lead capture form.

Analyze LinkedIn single-image ads to optimize bottom-of-funnel offers, test targeting, and move audiences up the funnel with specific, problem-focused messaging and brand marketing.

Explore bottom-of-funnel video ads for lead generation, showing quick, low-cost production and in-ad lead capture on LinkedIn, with objections addressed and targeted, proof-backed messaging.

Create LinkedIn video ads by selecting the video ad format, setting targeting and bidding, adding headlines and a URL, and using subtitles for mute viewing while analyzing performance metrics.

Examine LinkedIn text ads, a pay-per-click style format, focusing on bottom-of-funnel conversions via clear offers, landing pages, website conversions, and conversion tracking.

Explore LinkedIn's 2022 targeting options, including geographies targeting, audience attributes like company size, seniority, job title, and demographics, and advanced audiences such as lookalikes, retargeting, and custom audiences.

Plan and build matched audiences on LinkedIn by uploading contact or company lists, retargeting with pages, events, lead gen forms, video engagement, website activity, and look-alike audiences.

Explore top and middle of the funnel LinkedIn campaigns, focusing on awareness and consideration objectives such as brand awareness, website visits, engagement, and video views.

Discover how bold, memorable branding creates a distinctive association between a brand and the webinar need, using a Wistia mascot wizard and retro visuals to drive long-term brand recall.

Discover how to run thought leader ads on LinkedIn personal pages, including campaign setup, audience targeting, and promoting high‑performing posts to boost personal branding and thought leadership.

Allocate your marketing budget across top, middle, and bottom funnel stages, prioritizing brand awareness and education; measure memory and action, not just clicks, through integrated campaigns and economies of scale.

Discover how bidding on impressions and reach lowers costs versus views or clicks, with LinkedIn examples. See how email, LinkedIn ads, and direct mail integration drives pipeline and revenue.

Raise brand awareness at the top of the funnel by prioritizing brand marketing with memorable ads. Use a five-step method—video on your page with hashtags, boosting, engagement, and cross-channel reach.

Post a video on your LinkedIn company page with a descriptive write-up and hashtags, then boost for engagement using campaign manager, targeting, budgeting, and a learn more call to action.

Create and optimize three campaigns for engagement, video views, and reach, adjusting bidding and budget to maximize video views and brand awareness while managing frequency.

Choose between video views campaigns and awareness reach campaigns to optimize retargeting groups from a webinar, drive lead generation, and keep frequency low with simple associations and quality control.

Learn to test LinkedIn bidding strategies, comparing CPV video campaigns, cost per impression, and brand awareness, then boost brand recall with frequency control and distinctive branding like mascots.

Sell the problem at the top of the funnel to problem unaware buyers, using urgency and social proof to show why the issue matters and how your product fixes it.

Position your category as the solution to customer problems by crafting problem-focused LinkedIn ads, educating product-unaware audiences through webinars and events, and building social proof.

Create a LinkedIn event on your company page, set online format with an external link, add speakers, post, invite connections, and use engagement ads to build social proof and momentum.

Spy on competitors for ad inspiration and gated content. Leverage LinkedIn website demographics to optimize awareness, video ads, and cross-channel audiences.

Master LinkedIn matched audiences, retargeting options, and lookalikes, with CRM lists and video views, to drive precise business-to-business campaigns across channels.

Leverage direct response social media to drive sales with time-sensitive offers, lead magnets, and clear CTAs, while tracking ROI via landing pages and unique URLs.

Learn to set up Google search, display, and video campaigns, analyze CPM and CTR, use exact and phrase match keywords with negatives, and test responsive search ads with diverse headlines.

Explore brand awareness and reach campaigns in the Google Display Network, using in-market audiences, keywords with custom intent, and domain-based intents to broaden reach and impressions.

Analyze a YouTube ads campaign by examining an ad group's impressions, views, view rate, and CPM, then preview, edit, and track with UTM codes for skip skippable in-stream ads.

Target audiences with Google Ads by using in-market signals, keywords, websites, and apps to form custom and combined segments. Run display, YouTube, or search ads to reach intent-driven shoppers.

Explore building targeted Google audiences using custom segments, keywords, and website signals. Learn to combine segments like Coursera and Udemy to reach precise or broad reach audiences.

Learn to use Google in-market targeting and life events to reach users actively researching products, by selecting audience segments like accounting software and other end market options.

Explore six YouTube ad types—skippable, on skippable, in feed, bumper, out stream, and masthead—and choose campaigns by objective (awareness, conversions) and subtypes (driving conversions, video reach, ad sequence, shopping).

Set up a YouTube advertising campaign in Google Ads, selecting brand awareness and reach with a video reach campaign, using target CPMs, audience segments, including custom keyword segments.

Explore Bing keyword research using Bing Webmaster Tools and Microsoft Advertising keyword planner to compare impressions, average monthly searches, competition, and bid costs, highlighting lower cost per click than Google.