launch & learn programHands-On IG & FB Marketing for E-Comm Business Owners
You know there’s potential in Instagram and Facebook marketing for your business. Maybe you’ve worked with an agency or tried to run campaigns yourself, but you ended up wondering, am I setting this up correctly? What do my campaign results even mean? Am I just lighting money on fire?
We help you get those answers. In our program, you’ll learn how to run Meta campaigns, analyze their performance, then use the resulting data to determine if this channel is worth the investment.
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- Understand how the platform works and how the algorithm “thinks”
- Set up and run a live campaign
- Use the data to better understand your customer base
- Feel confident you know what your money is getting you
- Create a long-term strategy with clear next steps for FB & IG
6-8hrs per wk for 7 weeks
Live, small group size
Min. $5k budget for ad spend
What you'll learn
In the 7-week program, you’ll get hands-on right away planning, launching, and analyzing a real, live marketing campaign. By the end, you’ll have the skills and confidence to manage your own Meta Marketing to grow your business.
Intros & the Customer Experience
Program overview. Meta’s strengths and weaknesses, its role in your channel mix, and how you can use it to answer key business questions. Creative assets and testing messaging. Creating the experience your customers expect.
Laying the groundwork to receive & convert visitors
Tracking implementation, dashboard overview, optimizing the customer experience on your website.
Campaign build-out and launch
Core metrics for e-comm. Structuring your campaigns, deciding on placements and targeting. Uploading creative.
Data analysis and campaign evaluation
Early read on your campaigns. Intepreting the data. Digging into seasonality.
Understanding real impact
Building a custom attribution model. Calculating real ROI.
Learning & Optimization
Answering business questions using data. Audience insights. Testing and optimizing — the levers you can pull.
Scaling your digital marketing
Throwing gas on the fire. Testing into new channels. Evergreen vs. seasonal campaigns.
Program fee: $2400
Your investment gets you access to:
- Small cohort of other e-comm business owners
- 7 sessions and weekly office hours
- Up to 3 hrs of live 1:1 support from the instructor
- Technical support as you set up your campaigns
- Step-by-step guides and other resources
- Post-program support as you optimize your campaigns
Want to join us?
We require an application so we can make sure this program is a good fit for your business and your goals. It takes 2-3 min to fill out. We’ll get back to you with a decision within 2 business days.
If you’re accepted, you’re then able to buy a seat in the next cohort for $2,400.
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
Meet Austin, your instructor
Austin Smith, originally from Palo Alto, CA, has helped companies big and small grow their revenue through digital marketing channels. After several years of consulting, he found his happy place: advising small business owners as they get serious about digital marketing for the first time. Yes, it’s gratifying to watch these companies’ sales grow, but even better is helping business owners better understand their customers, their messaging, and their business as a whole. And entrepreneurs are just more fun to work with.
When he’s not behind a computer screen, Austin is usually hanging out with his family, experimenting with ambitious cooking projects, or trying to learn to be handy so his 200+ year old farm house stays standing. If you want to distract him, he’ll happily talk with you for hours about Arsenal, the San Francisco Giants, and The Lord of the Rings mythology.
Program Details
Live sessions
Each week, meet for a live session on Thursday evenings at 6pm EST. Most will last 2-3 hrs.
Office hours
Weekly office hours on Sunday to dive deeper into any specific questions or challenges you have.
Small group
Seats are limited — you’ll get to know one another. The cohort is restricted to other e-comm business owners.
Discussion-driven
This is not a cameras-off lecture-style course. You’ll be talking & asking questions throughout.
1:1 sessions
The program includes 3 private sessions so you can get 1:1 support specific to your business when you need it.
Tech support
We have experts to help you through things like tracking implementation if you get stuck.
Cohort 1 dates
Begins Thursday, January 25th and meets weekly on Thursday evenings at 6pm EST through March 21st. No class on 2/15 or 3/7. Office hours are Sunday at 3pm EST.
For businesses getting started with digital marketing, our program is a cost-effective approach.
Marketing Contractor
10 hrs / week- + Hands-off, saves time
- + More affordable than an agency
- + Dedicated time, personalized support
- – Paying the same rate for strategy and on-going management
- – Need to be knowledgable to manage a contractor well
DIY + Our Program
One-time fee- + Hands-on learning empowers you to truly understand your marketing
- + Learn to build a big-picture strategy and interpret results for yourself
- + Conserve your marketing budget for actual ad spend
- + Gain the knowledge confidence to manage a contractor or agency as you scale
- – Requires your time
Marketing Agency
Monthly retainer + % of budget- + Most hands-off
- + Scales quickly
- + Dedicated tech, creative, ops support
- – Overkill for businesses new to digital marketing
- – Incentives not aligned as agencies charge based on overall budget
Is this program right for you?
Who should apply
+ You run an e-commerce business with at least 6 months of sales
+ In addition to the course fee, you can commit at least $5,000 of marketing budget to the campaigns we’ll launch in the program.
+ You have a functioning website on Shopify or WooCommerce. You can still apply if you’re using a different platform but we will not have tech support available.
+ You have an existing Facebook Business Manager account linked to your business’s Meta accounts.
+ You can dedicate a minimum of 6 hrs a week to this program. This includes 3hrs of sessions plus time to do the work.
+ You’re new to Meta Marketing, have created simple ads on FB or IG before, or have dabbled in creating campaigns using FB Business Manager.
Who should not apply
– You run a service-based business. We may offer future cohorts of this program so contact us if you’re interested.
– You’ve recently launched and have no sales data yet. If that’s the case, you can apply now and enroll in a future cohort when you have sufficient sales data.
– You don’t have at least $5,000 of marketing budget to dedicate to running Meta campaigns.
– You can’t commit to attending every session and probably can’t carve out an addition 3 hrs a week to do the work.
– You’ve run several successful campaigns using FB Business Manager and are very familiar with the platform and best practices. If so, this program will be too basic for you.
Ready to grow? Click below to apply.
FAQ
If you have a question that’s not answered on this page, get in touch. We’re happy to jump on a call and discuss if the program is a good fit for you and your business, too.
Can I take this program with my business partner?
Yes, of course, and they can join at a very discounted rate. Contact us to discuss.
Is it really feasible to DIY my own marketing?
Yes, especially when you’re just getting started. As both Meta and Google continue to leverage AI, there is less need for a full-time human manager of your campaigns. The algorithms need guidance and we will show you how to shepherd them to grow your business.
Aren't there free resources to learn this?
Yes, Meta has lots of free resources, most focused on the technical aspects. However, you can imagine what their incentives are — to get you to spend money on their platforms. Our program goes beyond the basics (and beyond the technical) to help you really understand what’s going on behind the scenes and how to think strategically. As business owners ourselves, we get the value of your business’s capital and know how frustrating it is to funnel money into a black box.
Our program also lets you ask questions in real time and we provide 1:1 support when you get stuck.
Do I have to share confidential business info?
No. You’ll only be expected to share basic business info like your products, target market, previous marketing efforts, etc. We’ll have discussions about financial topics like cost-per-acquisition and ROI where you’re free to share whatever you’re comfortable with.