5 builders who never spoke to each other

Put the ad budget into content instead

Five builders ran paid, measured it against what they were already doing, and moved the money. One tested ads against the content and outreach he had running and saw no additional engagement at all, so he dropped them. Another abandoned both paid social and paid search because acquisition cost too much at his price point, and a third marketed an entire first year on free channels alone before spending anything. If repeated tests never work for you, the honest move is to cut the channel and put the hours where they do.

The method

1. 01

   A social media strategy built on community can beat pay per click for a bootstrapper. Kahl ran paid ads at FeedbackPanda, saw no engagement lift over the content and outreach they were already doing, and dropped them.

2. 02

   Paid social and paid search are not compulsory. If the acquisition cost does not work at your price point, stop and put the money into content.

3. 03

   Paid advertising is the wrong first channel for a self funded maker: getting the creative and platform combination to a positive return costs both time and money.

4. 04

   Do not spend on advertising until you are sure the product fits the market. The free channels are enough to carry a first year.

5. 05

   Some people never make paid social work no matter how many tests they run. Cut the channel and put the time into the one that does work for you.

What it returned

• FeedbackPanda tested paid ads and saw no additional engagement versus existing content marketing and outreach, so they doubled down on content

• Seomator tried both social advertising and Google AdWords and abandoned both: acquisition cost too much at their price point.

• Every instrument Viewst used to market itself in year one was free and the growth was entirely organic.

• The founder has tested Facebook funnels repeatedly and calls the hours and money spent wasted, and has given up on selling courses at volume to concentrate on niche sites.

Sources

• Spreading the Word: How to Do Marketing on a Shoestring Budget – The Bootstrapped FounderArvid Kahl · thebootstrappedfounder.com · Your Most Effective Marketing Strategy: Helping Your Tribe · 2020-06-11
• How Ron Makes $10K/Month With 6 Different WebsitesRon Stefanski · failory.com · Which are your greatest disadvantages? · undated
• Growing a SaaS to $4k/month in a Highly Competitive MarketNick Sawinyh · failory.com · Which were your marketing strategies to grow your business? · undated
• Building a No-Code Ad Production & Design Tool to $50kVictoria Duben · failory.com · Which were your marketing strategies to grow your business? · undated
• 10 lessons learned launching 7 SaaS and generating $200k+ total revenuesLuca Restagno · solopreneurtofreedom.com · Paid ads are not the holy grail · 2024-01-18