I'm Flo, a paid and organic marketer. I build what sits behind your enrollment. Ads that bring in real inquiries, follow-up that books admissions calls, and content that keeps future students finding you.
For seven years, I grew businesses with the right SEO and content marketing strategies, through endless Google updates and several changes in search behavior.
Naturally, in the process, I wanted to learn more about other parts of marketing, like paid, email marketing, and implementing automations.
Today, I bring all my experience to schools and high-ticket course programs to fill their next and then-next intakes. My philosophy is that all marketing channels (paid, organic, email marketing) should work towards one goal together rather than being treated separately.
Ad leads: flat 🥲
Organic leads: +80% 📈
Most people would call that a bad ad week.
You’ve probably been there. You open your ads dashboard, see a handful of leads for a lot of money, and start wondering whether ads even work for your business.
Here’s what I almost missed last week. Leads from ads didn’t move. But “organic” leads jumped from 5 to 9.
People rarely click an ad and enquire on the spot. They see it, scroll on, see another ad a few days later, and then decide to Google your company. On average, users need 7-15 impressions to consider taking action.
Here are 3 things you can check/do while running your ads:
🔎 Look at searches for your brand name in Google Search Console. Do they rise when your ads are running?
📝 Add “How did you hear about us?” to your inquiry form. People will tell you what your tracking can’t.
📊 Compare your organic leads in weeks with ads against weeks without. Your ads might be working better than your dashboard says.
#DigitalMarketing #PaidAds #MarketingAttribution #LeadGeneration
Assuming is easy. Knowing is hard.
You build pages based on assumptions about what visitors want to read first. But visitors don’t follow your assumptions. They jump straight to what they care about, and if they can’t find it fast, they will leave.
The only way to know what they care about is to watch what they do.
Here are some learnings I gathered over the last couple of weeks:
📸 Check what they look at first
If everyone opens your gallery before reading a word, your photos are doing the selling. Put them near the top, not at the bottom -> test and iterate
🗓️ See which details they dig into
If people go straight to the schedule or specs, that’s what's driving their decision. Make it impossible to miss -> test and iterate
🔀 Watch whether they jump between pages
If they switch back and forth between your offers, they’re comparing. Save them the work and build a simple comparison -> test and iterate
💸 Read what they ask in your forms
If people keep asking about price, they didn’t find it. Move it to where they’re already looking
-> test and iterate
A free tool like Microsoft Clarity and an hour of watching session recordings will show you more than you think.
Find the pattern, change one thing at a time, and test it. Keep what works and drop what doesn’t. Testing and iterating are the most important principles in marketing.
#DigitalMarketing #ConversionRateOptimization #LandingPageOptimization #UserBehavior
$2,794 in ad spend. 2,967 visits. 47 leads.
Most people look at the 47 leads only; I care about the 2,967 visits. Here's why:
⚡️ The Problem
Most companies treat ad spend as a one-off cost. They install the Meta pixel and the Google tag, start the ads, and let them run. After the campaign budget is spent, they switch off the ads, close Ads Manager, and reopen it when they need to run a new campaign.
Since they believe they have tracked every user, what they have tracked in reality is a "website visitor". Nothing else.
🕺 The Solution
To make the most use of every $/€ you spend on Meta and Google, do these things:
1️⃣ Define, for example, a "warm" and a "hot" audience. Meaning, what actions does a person need to do on your website that are so meaningful that you would consider them as "interested" or "very interested"
2️⃣ Based on your criteria, tag your website on GoogleTag for Google Ads and Meta Ads.
3️⃣ Create Custom Audiences on Meta and Google Ads. This allows you to put the "warm" audience in one bucket and the "hot" audience in another.
4️⃣ Monitor each custom audience to see if your criteria are working properly
5️⃣ Use these buckets for retargeting campaigns or future campaigns
Once you have enough people in your bucket, every €/$ you spend on ads goes to people who know you and showed interest, which hopefully means better CTRs.
If you need any help setting up your campaigns or defining a strategy, feel free to send me a DM 💌
#DigitalMarketing #LeadGeneration #MetaAds #ConversionTracking #PaidAdvertising
I work primarily with schools whose focus is to help people start a career in an industry where they see their passion. From time to time, I also help high-ticket online courses build their long-lasting marketing infrastructure.
A Good Fit
✓Programs from roughly €5k upwards
✓Fixed intake or cohort dates
✓Sales-Led approach
✓A director, founder or admissions lead who decides
Not A Fit
✕Low-ticket online courses
✕Physical product marketing
✕Looking for the cheapest option
04 / 6
How I Can Help.
Most schools and online courses are running behind on new leads for the next intake. I can help build a marketing infrastructure that sells future intakes more efficiently.
Read on LinkedIn 
