The 3 Ways to Qualify Webinars

We get requests from folks all the time to speak on their webinars on the subject of digital marketing.
If we said yes to every single one of these, we’d have no time to run our business! Over time, however, we’ve developed a few criteria that are tried and true to qualify.
Before saying yes, you must ask yourself the following 3 questions:

What is their audience size?

If they aren’t reaching 10k people, you should politely decline. The ideal viewership is 50k+ for the hour of your time to worth it. Ideally, you’re able to share knowledge in such a way that it’s reaching a large audience that resonates best with your message.

Maximize impact by using speaking opportunities to educate the greatest number of people on your process.

Do they have a process in place?

When organizers have a process in place for speakers — a checklist of items that you must submit and have submitted within the few days before the event — this is a sign of experience.

You want to avoid technical difficulties and complications that result from being a part of someone’s “first rodeo”.

If you lost audio, or don’t receive a shareable link, the webinar loses efficacy, since it’s then just a one-time event that others won’t be able to learn from.

The idea is to create a piece of training for future specialists, clients, or partners in the future.

Obviously, you’ll want to ask for a list of questions and decide whether or not those can be answered via an FAQ.

Where’s the social proof?

Finally, you’ll want to investigate their site and engagement on posts. A good litmus test is to see how many people engage with their previous events and comparing that to their claimed viewership.

What use is high reach if it’s not high-quality right?

Remember that this isn’t to be Machiavellian and to deny everyone that won’t make you famous. This is to ensure that both parties are getting the most out of the experience.

Ultimately, the goal is to educate, so optimize to the experiences and event that allow you to do that best.

5 Tips To Make Facebook Your Lead Driving Machine

Facebook’s lead generation capabilities are powerful. With the right strategy, you can drive warm prospects to landing pages, registration forms, or checkouts for no more than $1.

And yes…

It's possible

… it’s possible.

Tip 1: Get your plumbing in place.

What’s Plumbing?

It’s the term we use for tracking. This includes analytics and tracking pixels aka “tags” that you can add to your site using Google Tag Manager.

Without tracking, there’s no attribution of conversions to specific ads or landing pages. This means lost revenue, since you’ll be paying for ads without knowing which ones are driving sales.

Plumbing is critical for analytics, driving more revenue from abandoning audiences, and for creating lookalikes (to find similar customers). By putting users into buckets you can remarket to them, creating a personalized customer experience – a step in nurturing folks through funnel logic.


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Pro Tip: Use the Facebook pixel instead of the Conversion Tracking pixel, since Facebook has shifted away from it.

We have a do it yourself guide with checklists to help with implementation.
Tip 2: Boost to audiences that are warm.

Use custom audiences (your email list or your website traffic). They’ve already opted in and consume your content, so they’re more likely to want to hear more or buy.

You can build lookalike audiences from these lists to find similar customers too.

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Website Custom Audiences (WCAs) are retargeting audiences who have visited other pages, but have not ended up on your “success page”. This “bucket” is typically full of folks right at the bottom of your funnel who need only a nudge to convert.

You must have plumbing in place first– otherwise Facebook can’t do the targeting for you.

Tip 3: Create similar ads to choose “winners” and boost evergreen

Ads manager allows you to “create a similar ad set”. When targeting audiences, start off with interest, workplace, and even behavioral targeting, but don’t do these all at once. Create similar ads with a few specific interests and boost them all at once.

Once the ads start picking up traffic (over 500 impressions), pick out the interests that are performing the best (low Cost per Engagement (CPE), high relevance, high engagement).

Start combining effective interests together to start building saved audiences that you can boost to directly from future posts.

This “scientific method” of targeting is great for discovering ad/audience combinations that can be boosted evergreen.

When a piece of content drives consistent engagement at a CPM of $2 or less, set it as “ongoing”, so it can continuously push traffic through your funnel (this can be done on Twitter and LinkedIn too).

Alison Herzog is an expert marketing strategist, thought leader, and figurehead for women in the workplace. We promoted an article about her on our Facebook page using this method.

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We promoted against 5 different interests and compiled an ultimate “engagement” audience, which made a massive jump from a max of 27 engagements to 119. The relevance score sat at 8 for some time with a CPE of $0.17 (before the audience started to burn out), indicating or goals, content, and targeting were all aligned.

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Tip 4: Video. Video. Video.

Have you scrolled through your news feed lately? Video is hot on social and with Live being Facebook’s latest release, it gets favored in the news feed.

Use every opportunity to create video content, because it will drive excellent engagement for a fraction of a penny.

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Tip 5: Micro-targeted ads

Some of these companies that are spending 20k a day target broad audiences and lose money doing spray and pray advertising.

Facebook lets you micro-target using the Dollar A Day strategy– the biggest bang for your buck on social.

Hint: you can do this on Twitter and LinkedIn too!

Because you’re targeting audiences of less than 1,000 people, you stretch your ad spend for maximum impact – hitting just the influencers.

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Do you have complaints about the new iPhone? What would you like to say to Tim Cook?

Or perhaps you’d like to avoid the round and round with customer service like we did with Uber.

We have a guide on this featuring stepwise checklists, so you can do it too. This is the ultimate form of lead generation, since you incept the executives and influencers at the companies that you’d like to work with.

Who’s your dream client? Write a blog post or article on a high authority site and micro-target them.

Then let me know, so I can applaud you for it!

Have you used Facebook for lead generation? Let me know how in the comments below (tell me about your saucy lead ad tips).

How To Claim Your Facebook Page

You’ve created a public figure page or someone has done it for you in, but you haven’t claimed it in your ad account yet.

Perhaps you don’t have an ad account. If not, you’ll need to create one.

Step 1 – Create an ad account with Facebook at



When you’re done click “finish” to create the account.

Step 2 – Log in and navigate to the pages tab in “Business Manager Settings”.


Step 3 – Select “claim page” from the add page dropdown and claim your public figure page.



If you made the page yourself, Facebook will automatically claim it since you’re the owner. Otherwise, you’ll need to wait for approval.

Happy personal branding!

How to Find A Basecamp Classic Thread in Basecamp 2

If you’re new to BlitzMetrics and working in operations, or you just didn’t know and are interested, we used to use Basecamp Classic.

Only a few internal people need access to the original Basecamp, since most of the threads were migrated.

This tutorial outlines how to revive a Basecamp Classic thread that’s been migrated. Although it will seem simple enough, it’s not exactly intuitive, ergo this brief training.

NOTE: Any time you see a training here, it’s because someone (in this case me) ran into this issue several times and thought it would be good for others to learn how #LDT…also #CCS.

Step 1 – Type the name of the old thread into BC2 search and click. 



Step 2 – Dig, dig, dig.

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I won’t attach a GIF explaining this one, because it would feature me scrolling for however long (or using comm + F) to find the exact title.

You’ll come to realized that Basecamp’s search feature is archaic compared to the intelligent search that Google has spoiled us with.

That being said, happy digging and reviving– you’re now equipped to resurrect Basecamp Classic threads!

Congratulations! You’re a BlitzMetrics Specialist :)

Welcome to the team!

You’ve passed the qualification and 6-week test phase and now you’re ready for a hands-on learning experience in Digital Marketing and Social Media Advertising.

To help you get off to a productive first week, I’ve prepared a new specialist “starter kit”.

Starter Kit


Internal Resources

  • Asset Manager - where all of our training guides live– study these carefully and reference them often.
  • Content Library -  where we house personal branding documents and the BlitzMetrics article library (over 1,000 for you to study during your time at Blitz). In due time, you may work with partners to help them collect brand mentions, so cruise over to the endorsement tracker to get a feel for what that entails.
  • Additional Training Links - hours upon hours of valuable video content– don’t get overwhelmed. The idea is to practice LDT in little pieces every day to round out your understanding between the tactical, conceptual, and strategic.
  • Access Writeboard - if ever you don’t know what the password is, reference this document. If it isn’t in the document, your team lead will probably know where to find it.
My recommendations are that you download Chrome — for many reasons — if you’re not using it already, and to add these links to your bookmarks.
Chrome Extensions
After downloading chrome, install the following extensions:
We use these to “diagnose” plumbing. You’ll find that most people don’t have the proper pixels in place, and if they do, they aren’t configured the right way.
Disclaimer: This resource is for internal members and most of the links below can only be accessed by Blitz employees. Please let me know if you have questions about our onboarding process and I’ll gladly oblige.

How To Use Facebook’s Pixel Helper

What many don’t realize is that they’re missing a huge opportunity to curate custom audiences just by implementing Facebook’s Universal pixels.

This doesn’t even factor in the 9 Standard Events that allow marketers to find valuable data about their site visitors, based on parameters that they set.

Whenever, I’m working with a potential client, I like to evaluate their digital plumbing as we call it here at Blitz using the Chrome Facebook Pixel Helper extension.

In two steps, you can be a pro at this too:

Step 1 – Install the plugin.

Pixel Helper 1
Add the plugin on chrome.


Step 2 – Navigate to the site you’d like to audit and open the pixel helper. 

Pixel Helper 2

You can see here that The North Face is firing two Page View tags, which would have to mean they’re running off of two different Ads Accounts. This could be because they outsource their digital marketing to an agency.

You actually don’t want to do this for various reasons, which North Face may or may not know. That’s the power of a simple Facebook Pixel analysis.

Have you tried this on any sites? Did you find anything interesting? I’m sure you did :) Let me know in the comments below.

Joining Your Basecamp Project

This tutorial will lay out how to join your Basecamp project in 3 easy steps.

Step 1 – An invitation has been sent to your email. Open it and click on the “Accept this invitation to get started” link.

Step 1

Step 2 – Create your profile. You don’t have to add an image, but we’d would love to see your smiling face! Type your name. For the purpose of this tutorial, I used lowercase.

That being said, I encourage everyone capitalize proper nouns ;)

Step 2

Step 3 – Welcome to your Basecamp project! You’re now equipped to collaborate and communicate with both your team and the Blitz specialist(s) assigned to your project.

Step 3


To include additional members of your team, please contact your project manager or point of contact.

For additional questions, you may reach me via email: (ads, analytics, and operations)


10 Awesome Facebook Marketing Resources for Pros


Looking for some tools to you give you an edge for your clients?

The perks of working with Dennis Yu include learning tips and tricks that you usually have to attend workshops to get, but I get to share them here with you!

Believe the hype, these marketing tools are Awesome with a capital “A”.

Happy marketing!

6 things I learned from Troy McClain

Yesterday I attended a conference held by the Minnesota/St. Paul chapter of the IIBA – a top notch event stacked with world class speakers.

But if you ask me, the highlight was actually after the event.

I had the opportunity to sit and chat with keynote speaker Troy McClain, CEO of The McClain Companies. You may recognize him from season 1 of The Apprentice, or any of his numerous TV appearances (The Tonight Show with Jay Leno, Larry King Live, Dateline…the list goes on!)

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 He’s been featured on KTVB, so you definitely know him if you’re from his hometown of Boise, Idaho (#thisisboise).


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Let me tell you…

Troy is a treasure trove of knowledge and business acumen. It would be selfish of me not to share, so here are some of the most valuable lessons that I learned from spending time with him:

1. Take notes voraciously.

Each speaker was given an IIBA notebook and folder– Troy’s was exploding with notes. When people speak, he listens actively.

I’m not sure if he noticed, but I was actually taking notes on my phone (didn’t have pen and paper) under the table while we were all sitting there.

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Herein lies the difference between consuming information and absorbing it.

When you consume, it comes in and goes out. To absorb is to store and be able to apply.

Now most people know that writing increases retention of information, yet it’s amazing how many refuse to do it. I know, I know….

“But I don’t need notes, because I have a photographic memory and I’m an aural learner.”

That’s great and all, but the reality is that MOST people who SHOULD be taking notes DON’T.

We could all take a page out of Troy’s book, but certainly not his notes. You’ll have to take your own.

(I know that was a terrible joke. If you think you can do better, post it in the comments).

2. Never say “wait”.

We all drove to the airport together. Dennis and I walked with Troy to the light rail that took him to his terminal. During our conversation (moments before he left), Troy told me this:

“I never say wait.”

There are many reasons why you shouldn’t do this. One is that most people agree with Paula Cole

They don’t want to wait.

The other is that it’s a lazy thing to do, and if you’ve done this, you know it’s true. When you ask someone to “wait”, you’re assuming they need to slow down to accommodate you.


The weight is on you to accelerate– take responsibility and apply yourself first. It’s like doing your math homework. If you don’t know how to do something, there are thousands of videos that explain the concepts on YouTube.

Asking someone to wait and explain is like going straight to the back of the textbook for the answer– you haven’t really put in the effort to understand, so you haven’t learned anything. 

Guilty as charged? Don’t worry, because we don’t live in the dark ages. Google exists and it’s glorious.

We have so much information readily available at our fingertips and it’s amazing that, usually, your answer is right there on the first page.

Think about it. In the same amount of time it takes for you to say “wait”, ask for clarification, and have someone explain to you, you can do research yourself and take notes as necessary– much more valuable.


There’s a site called that’s a bit passive aggressive, but very funny. It stands for “let me google that for you”.

Curious about how long it takes to google something? lmgtfy.

Don’t wait! Accelerate and learn.

3. Learn to Earn

Something that I admire about Troy is his expansive knowledge of names, stories and events. Within an evening, he must have referenced 20-30 entrepreneurs, philosophers, military men, etc. 

It’s really quite impressive  - a sign of a well read person. Contrary to what you may think, this doesn’t mean you need to start reading a ton of books (although that’s not a bad idea).

There are countless mediums to learn on, video being Troy’s favorite.

Just remember…whether you’re reading, watching, or listening, absorb don’t consume. 

The  more knowledge you have, the more powerful you become. It’s something that nobody can take from you. An asset that can’t be liquidated, because it’s priceless.

When you educate yourself, you round out your understanding of different subject matters. This makes you better at communicating and seeing the big picture, which is a trademark of many successful entrepreneurs.

4. Don’t be afraid to go against the grain.

I’m 20 years old, which doesn’t hold weight in the world of business. Tell me I’m wrong…you can’t. 

So imagine the surprise on my face when, at a table of high tier Business Analysts (who I’m sure were questioning my status), Troy walks up and bridges the gap by drawing me into the conversation. He asked me where I was from and I told him.

“I was born in Tehran, Iran.”

Within minutes we went on about Persian culture and his experience with it. Later we talked about the cultural pressures exerted on young adults like me to be a doctor or engineer (this is prevalent among Iranian families).

His advice to me, a budding entrepreneur and digital marketer, was that it’s ok to do what you want to do and concluded his point by saying this:

“Entrepreneurs are the only ones who trade a 40 hour work week for an 80 hour work week, just so they don’t have to work for someone else.”

Awesome right?

5. Don’t be an “expert”.

We’ve all seen the Facebook ads and spam on these experts who claim to have all the answers about all things X and if you buy their course, you can have it too!

You know exactly who I’m talking about (*cough* Brendon Burchard *cough*).

It really boils down to this.What’s the most important trait you can have as an entrepreneur? Ok. How about as a person in general?

The ability to learn and grow continuously. Was that your answer?

It should be.

Now how is that a problem for experts?

Well, if you’re a self-proclaimed expert, you’ve closed the doors. Your way is suddenly all there is and your strategy is the “best”, but the issue is that you’ve now closed your mind and stopped learning.

Troy made a point that he surrounds himself with intelligent people and that instead of becoming insecure and closed around intellectual peers, he opens up and asks questions.

To accept that we don’t know everything is to cope with reality. Once you do this, you open up a world of possibility.

Ask and ye shall receive. This is how mentorship works.

6. Love the hustle.

Being a millennial, I get automatically categorized into several buckets by those senior to me: hipster, entitled, and lazy. It’s unfortunately backed by obvious reasoning that many others my age can’t seem to see.

Troy, a true expert at relating, explained to me that he had a humble beginning and unlike other professionals at his caliber, he wasn’t handed any of what he has.It was earned – the fruit of his efforts.

You always hear about these stories, but man…when you sit at a table with Troy McClain and hear it straight from the source, it’s an entirely different experience.

I was inspired and motivated by the words of someone who doesn’t wax poetic about these lofty ideas. Troy gave me value from real stories and business experience.

He’s no phony. All you need is to watch him speak to see that.

The greatest lesson that I picked up from Troy was to appreciate and work with what you have, because it’s all you’ve got. If you sit around expecting success to happen, you’re setting yourself up for failure.

The truth is, I am a millennial, yes. Do I think I know everything? No…I promise.

When you meet someone as genuine as Troy, you see that hustle isn’t watching Gary Vaynerchuck yell at you via YouTube videos until you feel inspired and then cracking open a beer and calling it a day. Hustle is building. It’s working that extra 2 hours when everyone else leaves the office, sacrificing weekends, and simply put…doing the work and not complaining.

As a college student, you don’t get prepared for the intricacies of the business world. There’s much more to becoming an entrepreneur than knowing finance or excelling in any one specialization.

The clear pattern with those that I see who have achieved success is a keen ability to adapt, which stems from a hunger to learn.

That being said, my top nugget to share is this…

Always be learning and never ask for people to wait. 

It’ll take you far.

A big thanks to Troy for sharing a snapshot of his extensive list of stories with me. I’ve already started using these tips and suggest you do too.

Which one of these spoke to you the most? Are you already doing any of these? Let me know in the comments below!

Key to success: shoot first, apologize later

There are infinite analogies to describe work habits, but one resonates with me most: shoot first, apologize later.

The easiest thing to do with the task at hand is nothing. Sometimes, I’ll have a completed draft ready to turn in on any of our articles, guides, or pieces of content, but simply fail to submit. What’s the remedy? Just turn it in. Shoot first, apologize later.

You may feel overwhelmed. It may seem like there are so many hurdles to jump to get to the end goal, but alas…

The only hurdle is fear– fear of messing up in one of many ways. This mentality is rooted in “perfectionism”. While seemingly noble, it’s actually an inhibitor of learning and progress.

Don’t let the root word “perfect” in that ambiguous excuse deter you from understanding what it really is – fear of failure (often times of the most insignificant nature).

You’ll never learn if you never try. The more important theme is an opportunity lost is always a failure.

I’ve recognized this in my own work as an irrational fear of not getting something splendidly correct on the first pass through.

It’s so bad that I’ve come close to completely dropping the ball on an article here, an interview there. These things add up and the price to pay only increases with added responsibility.

Embedded in the seemingly harmless goal of wanting to do a project justice the first time around is a frame of mind capable of depleting your efficiency and impeding progress.

Lesson of the day: perfectionism is neither sustainable, nor a valid excuse.

Work and responsibility piles on itself and the only thing that can lessen the load is increased efficiency. Without efficiency, the stack of reports, list of emails, or daily “grind”, if you will, is insurmountable.

It’s simple – the more you can do in less time, the more you can fit into a day. I’ve heard legend of people having upwards 300 emails per day and each one a task to be done or followed up on. That’s right, not just the cold call emails that we’re all so *cough* fond of.

Do I know how this is done? Yes. Can I do it myself? Not yet…but here’s why I’m en route.

My biggest hang-up in work is, self-admittedly, taking action without oversight. When producing content, hardly does one generate a piece of gold from the first 20 minutes of writing.

The key to scalable success is iteration – many shots on goal and understanding the purpose of doing this. If you’re iterating, you’re learning and growing based off of the feedback of your more senior co-workers and mentors.

Remember, they want your success too, since that’s a win for them as well. You’re all playing for the same team.

I’ve rid myself of the “hero” mentality of getting a massive project done on the first try after a caffeine-fueled all-nighter.

This won’t work as you level up in your career. You may suddenly realize there have been weeks or even months to complete a task, but you’ve been so afraid of getting it wrong, that it’s no longer timely…your window has closed.

This is why you must shoot first and apologize later. Give it a go, and fix it if it’s wrong. You’ve got chance after chance to work on something until the due date rolls around.

The truth is: many micro-failures > dropped ball irrevocable fail.

Are you a “perfectionist”? How has that affected your work? Does it still work for you at scale? Let me know in the comment section below!