How to do Stuff: Online Marketing

3-Step Business Plan

To run a business, there are things that MUST be…

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Retargeting and Pixeling

Retargeting (where ads are displayed to people who have previous visited a website ) is cheaper than running a first…

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A Simple Digital Marketing Checklist

Checklists save you time ! The checklist down the bottom of this post should help if you need a starting point…

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How to increase activity on your website without drastically increasing your spending.

Once you get people to your website, the ideal situation is to have them hang around, come back again &…

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Are Marketing Experiments Spooky ?

It may sound spooky, but running online marketing experiments on people isn't really that bad. [feature_block style="icon" overall_style="icon" columns="1" icon_style="2"…

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Web Analytics Tools: tracking website visitors for decision making

How to KILL your website What's the best way to have a dead website ? ... to not…

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Cost Effective Leads

Getting a new lead, who’s interested in the things your business has to offer can be expensive, but there are ways to get good leads at a reasonable cost.

Here’s one way …

Getting good leads is probably cheapest & easiest at present on Facebook ( FB ).

This is because they are charging less than Google or Linked In and because FB provides incredible options to show your add only to people who like particular things.

Here’s an example of a campaign we set up 12 hours ago. You may be able to base one of your own on it.


Here’s what the ad looks like …


It goes to this landing page …

Landing page for beef jerky recipes.

Clicking the ad sends people to a landing page that asks for their email address so they can download the PDF. It’s costing us $1.36 per lead, and these leads are interested in camping, so from experience, they will likely buy something from us up the track.

Things to measure

You need to know how much it costs to get an email address. It’s really important to keep track of your costs so you don’t overspend or pay way more for your leads than you make back on sales.

We get the cost per lead by dividing the total cost of the campaign by the number of people who give you their email address. We had 5 people opt in, so $6.82 / 5.

We measure …

  • Total Cost. In this case $6.82
  • Click through rate ( CTR ) … 2.26%
  • Opt-in Rate ( also called conversion rate ) which is 20% at this point.
  • Cost of each lead.


Promotion is all about collecting the contact information of people that you can offer your products or services to. On the internet it’s usually called list-building, where you collect email addresses of people who have some interest in what you have to offer.