David Schloss – Social Stratification
David Schloss, an industry-leading marketing and conversion guru, embodies the cutting edge on social advertisements designed for webinar campaigns. He maintains a comprehensive knowledge on how Facebook, YouTube, and Instagram serve as platforms through which social ads can generate massive revenue for opportunistic and diligent webinar entrepreneurs. His website, Convertroi.com, represents a consolidation of years of experience on turning registration tactics and trafficking strategies into results. Recently, David appeared on my podcast to discuss his years in the industry. Within the span of forty-five minutes, we reviewed and dissected a wide range of strategies and approaches in the social media field. Our discussion of traffic sources and advertising mediums serves as a foundation for anyone interested in launching into the webinar sphere.
David’s background speaks to his ingenuity within the digital marketing space – a tale of a college student who used money that was set aside for tuition to fund a SEO and video marketing start-up. Over time, David grew discouraged with clients who increasingly showed a lack of patience and trust due to the slow processes and tedious nature of the business. Therefore, he transitioned his start-up into paid social advertisements on Facebook (which itself was a fledgling service at the time). Once he recognized the opportunity, he began to expend all his time and energy on social advertisements. He went all-in on paid ads in 2014 and hasn’t looked back.
We kicked off the conversation with a discussion on delineating the differences between webinar ads and other forms of promotion on Facebook. Here, prospective solopreneurs can learn important strategies on engagement and the concept of “forcing” potential customers to participate. This takes the form of two important points – the content of the webinar ads as well as efficiency/money-saving strategy. David’s understanding of the concepts of appealing to a broad market (his example is an advertisement for a golf product – which garners the interest of roughly 30 million people) and the tactic of creating a half-conversion, half engagement campaign are efficient methods to lower cost and generate interest.
Listeners should heed his advice – the components David outlined prevent users from leaving Facebook and therefore have helped him to avoid the premiums that Facebook charges for this circumstance. Additionally, his phrasing on stopping individuals in their tracks by delivering content directly to the newsfeed and then initiating conversation ties back into an essential theme: the message must align with the people the advertisements are targeting. David has excelled in his business through his use of long-form ads on Facebook.
His employment of video content on Facebook piqued my interest in YouTube, a medium which David described as an “interesting beast.” As he pointed out, YouTube and Facebook have very different audiences and many factors contribute to this division. Attention span and presentation are night and day between the two platforms – the Facebook audience has little-to-no interest in entertainment-focused, narrative-style content. However, as David put it, “with YouTube, people tend to align more with a story.” The importance of an engaging narrative (such as a Billy Jean video storyline about going into a dealership to buy a car) in an advertisement is essential to YouTube content, as such storylines build up the impression of success based upon smart business ventures.
David has also devoted considerable time to understanding different efficiency tricks when it comes to YouTube advertising. For example, he anticipates the nuances when it comes tailoring an ad to a specific kind of device. Far more people view YouTube via their tablet or phone as opposed to a desktop or laptop, and a mobile webinar registration maintains far different requirements than one designed for more antiquated means of access. Mobile registrations should be quick and to-the-point, whereas desktop and laptop registrations should be presented in a lengthier format. Designing these registrations for the specific device creates convenience for the registrant and provides a smooth experience – an experience that will promote higher registration numbers.
Cost-cutting strategies also pop up within the YouTube sphere. As he mentioned,
“…with golf videos, if you’re doing an ad, the ad has to be to the point. The first ten seconds . . . you’re saying, ‘hey in the next minute I’m going to show you how you can drive this ball an extra thirty yards with just two simple techniques. But you have to stay on the video. If this isn’t interesting to you, click skip.’”
Much like his conservative strategy with regards to Facebook fees, this dialogue is designed to prevent unnecessary charges, as entrepreneurs will accrue fees if a potential customer stays on the video past the ten-second mark regardless of the customer’s desire to watch the remainder of the clip.
In terms of Instagram awareness, David maintained that the platform offers two useful formats in terms of advertisement: a slideshow video and a live-action demo. Both are made more accessible through Instagram’s built-in call-to-action feature that grabs the attention of the individual using the app. By splicing together the testimonials of satisfied customers, his organization creates “mash-up” videos that, to use his language, “edify” who the advertiser is in the mind of the consumer. Fifteen-to-twenty satisfied clients each telling his/her story creates a perception of authority and knowledge on the part of the individual providing the experience.
As voices within the industry, both David and I are heavy advocates of working to build an audience over time and putting in the effort to diversify content over multiple platforms. While discussing YouTube, he touched upon the slow burn of building up a channel from scratch and developing interest. He mentioned that the grind of building up a subscriber base can be draining and that the entertainment aspect is key in order to build up the numbers on a channel. A statement from someone so established within the industry is especially encouraging when one remembers that David built his own organization from scratch in his college apartment.
Additionally, we’re both in favor of observing what the competition is doing and finding alternate routes to achieve greater success. To put it simply, we love the concept of “doing it the opposite way.” A prime example is David’s unique approach to advertising webinars in terms of content. He prefers not to nurture an audience into hopping on a webinar. We agree that alignment with audience is key – a different approach that displays ingenuity and a deep knowledge of the field. I’m optimistic that our broad-reaching conversation will become indispensable listening for anyone hoping to make a name in the industry, and I hope to continue to have interesting and informative guests like David on the podcast.