Google Ads For SaaS Businesses: Everything You Need To Know In 30 Minutes Or Less

On this episode of the podcast, Dean Denny shares the exciting benefits of using Google Ads for SaaS businesses. He dives into the power of reaching targeted audiences through platforms like Search, Display, and Video campaigns. He emphasizes the cost-effectiveness and tracking capabilities of Google Ads, as well as advanced bidding strategies like CPC and automated bidding. He also highlights the importance of conversion tracking, remarketing, and conversion rate optimization for maximizing results. With optimization techniques such as AB testing, clear call-to-action, and unique value propositions, businesses can achieve better performance. Dean stresses the significance of analyzing trends, audience insights, and negative keyword lists to improve ROI, and the importance of continuous testing and staying informed on Google Ads changes for business growth.


[00:02:41] Maximize growth with Google ads.

[00:04:54] Cost-effective pay per click advertising for SaaS businesses. Target keywords, demographics, and interests effectively.

[00:10:54] Google ads offers CPC and CPA bidding. Automated bidding strategies optimize for conversions. Remarketing and conversion rate optimization are key for success.

[00:18:07] Optimize landing pages, ads, and keywords.

[00:22:56] Establish ROI metrics, optimize campaigns, track conversions.

Lessons Learned from the Podcast

  1. Understanding Google Ads Fundamentals: Google Ads offers immense reach and visibility, making it a powerful tool for SaaS businesses. Leveraging Google Ads allows you to target potential customers actively searching for solutions, maximizing growth and return on investment.

  2. Effective Targeting Strategies: Utilize precise targeting methods such as keyword targeting, demographic targeting, and interest/behavior targeting to ensure your ads reach the most relevant audience. Understanding customer intent and developing keyword lists aligned with their needs is essential.

  3. Bidding Strategies and Optimization: Familiarize yourself with bidding strategies such as CPC (Cost Per Click), CPA (Cost Per Acquisition), and automated bidding. Continuously optimize your campaigns based on performance metrics, conversion tracking, and ROI calculations to maximize efficiency.

  4. Advanced Tactics: Remarketing and Conversion Optimization: Implement advanced tactics like remarketing to re-engage with potential customers who have shown interest in your product. Focus on conversion rate optimization, ensuring clear and compelling landing pages aligned with ad messaging.

  5. Continuous Monitoring and Adaptation: Stay updated with Google Ads platform changes and trends. Regularly analyze performance insights, conduct A/B testing, refine targeting strategies, and optimize campaigns to improve efficiency and ROI over time.

This is Open Source Growth, Australia’s number one SaaS marketing podcast hosted by me, Dean Denny, founder and director of Owendenny Digital. Get ready to deep dive into a world of direct response advertising. Unlock the mysteries of digital marketing, master the art of copywriting and drive massive revenue growth with cutting edge customer acquisition strategies, from product led growth to sales led growth. We’ve got it all covered, and that’s not all.

Join us as we sit down with some of the brightest minds in our industries, founders, CMOs who’ve been where you are and have made it to the other side with stories to tell and wisdom to share.

We’re not just about the strategies in the how to’s, we’re here to fuel your drive with a heavy dose of motivation because in the world of SaaS, it’s not about knowing the path. It’s about charging down with all you’ve got. Whether you’re looking to double, triple, or even 10X your SaaS company this year, Open Source Growth is your ticket to the big leagues.

So plug in, turn up the volume, and let’s get your SaaS rocketing to new heights. Because here it’s not just growth. It’s exponential growth served with a side of fun and a sprinkle of the extraordinary.

Welcome to Open Source Growth. Let the adventure begin.

It’s Dean here! Welcome to Open Source Growth.

And in today’s episode, I’m going to give you everything you need to know about Google ads and growing your SaaS business in 30 minutes or less.

So let’s just get straight into it. So, It’s 2024, and if you’re a SaaS business, You will constantly face the challenge of standing out.

In the crowded online marketplace, commanding attention, driving traffic to your website and driving people into free trials or demos for your business.

Now Google ads, as you can imagine, is an incredible platform for you and your business because it drives people who are actively looking for your products and services are your software company in any given market. And it enables you to tap into the people who are already looking for a solution to drive them to your solution. To essentially help them on their way and achieve their customer goals.

So in this episode, I’m going to dive into everything you need to know about using Google ads to grow your SaaS. From setting up your first campaign to advanced optimization techniques. I’m going to cover all the key strategies to help you maximize growth and improve your return on investment from your Google ads campaign in 30 minutes or less. So let’s just get straight into it.

Google ads, as you can imagine, generally refers to the advertising.

When you search something in Google and when you see your results page, the top three placements our ads because companies like yours are paying to rank for particular keyword search terms who wish to essentially drive traffic of those users who have what we call search intent to their website, to get them to participate in their products or services.

Now, Google ads has like this real three-pronged effect. And this is why it’s such an absolute game changer for most SaaS businesses. Number one, the reach and the visibility you get from Google ads is immense. It’s immediate and it’s the world’s largest search engine, meaning that there are more people looking for software solutions on. That search engine, being a Google ads. Then anywhere else on the planet.

Youtube, Dock Go, being nothing comes close to the Google platform when it comes to people, looking for answers to help them. Google ads because of its unique approach of targeting. Key words, which is different to say Facebook where you target either interests or audiences or demographics or locations enables you to have a very precise means of targeting people based on their keyword, alongside their location ,alongside the device that they’re searching fromand more. To ensure that all your ads are shown to the relevant audience. And what’s really powerful about Google ads too, is that depending on the niche you’re in, and again, there’s a real big caveat. We’re here really depends on the niche you’re in is quite cost effective. It’s not like that. You have to go about dropping $10,000 on a billboard every month and you can’t track the performance with pay-per-click advertising. SaaS businesses only pay when someone clicks on their ad.

So it’s quite cost effective. If you’ve got a campaign and you’re targeting some really obscure keywords, maybe it might be like dog washing company operations software. Hypothetically. There may only be a hundred clicks that you could generate at any given month, and you may be only paying 30 cents per click.

And just so you play, you want to go out on a limb and say, oh I want to see if we can acquire customers who are dog washing studios or sell ons. You only are paying when people are clicking on the ad. So at the end of the day, it’s very cost-effective. You can dial it up or dial it back to generate the results that you want when you start using some general metrics. So not only with Google ads that it focus on those ads that you see on those search engine results pages.

Google has a suite of platforms and the big three. Search, which are the ones that you, everyone knows, loves, which are again, what do you see at the top of the Google search engines results page. We have display campaigns, which are essentially remarketing campaigns, which can be text-based. They can also be image based and they’re quite powerful. That’s on what we call the Google display network. We’re not going to go too much into that today, but again, that is something that you can explore.

And what Google also offers is a video campaigns also known as their YouTube ads platform which enables you to engage with potential customers with compelling video content about your platform. And it’s really ideal to run YouTube ads when it comes to explaining complex products, because you have a longer form approach to tell your story again. Don’t really want to go too much into this one today, but it is worth mentioning.

Now, when it comes to targeting your audience, where do you start?

The beautiful thing about Google ads is that it all comes down to the keywords. What are people actively searching in your market that you can help them out with. Now, when it comes to grouping your keywords, there’s many different ways you can look at it. Now, one of the things that we love to use inside of our marketing agency is what we call the UPSYD framework.

U P S Y for yellow D for door. So it’s like unaware of a problem, aware solution, aware your solution, where, and deal and offer aware. Now. Google ads is really powerful when it comes to that stages of customer awareness of people that know they have a problem or they’re looking for solutions.

So for instance, you may have a problem. How do I track where all my cust, where do I track all my leads? And essentially. That is a problem statement or a problem question. Which you can then go about targeting Google ads with so you can really focus on that problem. Solution style dynamic ad. But you can also focus on ads, which are more around the solution.

So just say you have a dog salon operations software. You may be able to target things like dog, dog wash, dog wash software, dog opera, dog cell on studio software. pet business, operation software in Melbourne. There’s some many different ways you can go about targeting people and it can come down to commercial intent, transactional intent, information intent, or navigational intent. When it comes to developing out those keyword lists, though I’d strongly urge you to investigate a tool like SEM rush and a hatred. The refs to go about building this out, but most importantly, through developing your right ideal customer profile avatars. You’ll have an understanding of what people are looking for.

What other software are they looking at? What other things that they purchasing in? What are the conversations they’re having with their friends and family and their vendors about what do they do? What they don’t like, what do they hate, et cetera, et cetera. So if you understand what their general conversation is you more than likely going to get it right when it comes to developing at your keyword. Lists, which you can target from. So that’s one way of building out those lists and also determining a way in which you can place your ads in front of people who are actively looking for you and your products and services.

Now there’s also demographic. Targeting way you can focus on people on a particular age group, a particular gender. A particular income and more too, so you can reach the demographic.

That’s most likely to convert now. Is this always the best way when you’re playing with small budgets? Definitely not. But if you’re playing with bigger budgets, save your spending over the $50,000 a month. This is where this can come really handy and for more complex. Google ads strategies. Now there’s also what they call interest and behavior targeting, where you can target people based on the websites they frequent and what style of websites and what interests they have, which could align with your software business to like, Hey, this is quite possible.

So again, these are more complex, a more sophisticated bidding approaches other than keyword targeting. And it’s worthwhile playing with this. If you’ve got a more long. Form slash a massive investment in PPC. You can play here in these realms, but when you get started, not necessarily the best thing to do.

Now let’s talk about the essentials or bidding strategies, because I know bidding strategies get spoken about all the fricking time.

When it comes to Google ads. Are you doing more automated bidding? Are you doing manual bidding? Are you doing super your suit? Like it’s really crazy. And from my understanding, And from my experience as a Google partner, there’s really only three things you can look at.

There’s you’re either bidding on clicks, you’re bidding on acquisition, or you’re letting Google do its thing with an automated bidding strategy. So you can bid. For what they consider CPC or manual CPC, which enables you to track how much you spend per click. Because at the end of the day, that’s how Google gets paid. It’s for every click that they could generate for you. That’s what you get paid for. And again, you determine the budget as to how much you want to spend. So you can go about pushing the cost of your clicks up or down. If you want more traffic, you’d be bidding higher. If you’re wanting less traffic, you’d be bidding lower. And then again, you can look at your ROI. Whether it comes from your revenue reporting or your CRM to see how these are things that performing. So again, that’s one thing you can go about exploring.

The next thing you can go about exploring and this is a more sophisticated strategy, which is CPA bidding or cost per acquisition bidding, which focuses only on conversions. Pain. When a user takes a specific action, like signing up for a free trial or booking a demo or calling your company. These are really powerful. And this is what can be a semi-automated bidding strategy which enables Google to do its best to suggest rate the results that you want. And then finally there are automated bidding strategies that uses Google’s AI in a full gas kind of way to optimize for conversions or conversion value.

And this is great for maximizing the results with less manual management. For instance, just say, you want to transition your campaign from maximum clicks, which is an automated bidding strategy to say maximum conversions, which is another automated bidding strategy. That enables Google to be like, okay, cool.

All we’re trying to do is generate as many leads as possible for this person. Now, in order for this to work, though, you do need to have the conversion data in built. So it’s absolutely critical that you get your conversion tracking setup. So well from the start.Then you’re able to track all that information and then feed it back to Google so then you can go about getting better and better results as things go on.

One of the things that I do like about HubSpot in this sense is that HubSpot plugs in pretty well with your Google ads campaign, or can often take care of a lot of this for you. I’d still urge you to go about getting a professional team like us to go about establishing your conversion tracking stack for your, have a go at this on your own. But again really crucial get this happening. And that’s, what’s really going to give you the edge when it comes to making things working

Now, these are like the basic ins and outs that you need to know when it comes to the Google ads platform itself. But what if you want to go be on the basics? Let’s talk about some advanced strategies. That’s really powerful.

For Google ads experts and companies who are looking to really push Google ads beyond the limits. Now. The first things we were speaking about, believe it or not. That was really the inside of Google ads. I want to talk now about not only advanced strategies inside of Google ads, but I also want to talk about the things that we really get to completely geed up at Owendenny Digital which is where you actually driving the traffic to. Because at the end of the day, nearly anyone can write a pretty good Google ads, ad copy and get a campaign up and going and whipped up and driving it. But if you’re driving it to a dog shit landing page, nothing is going to convert.

So let’s unpack some of the more advanced things that you can be doing to get your Google ads campaign to freaking saw online.

So let’s just start off with something which I freaking love, recommend absolutely everybody and it’s the power of remarketing. What you need to do in order to get the business who don’t convert to re-engage with your brand. So why would you be doing remarketing?

First things first, it increases your conversion rates. When you’re targeting users, who’ve already been on your website, who’ve already shown interest. What that will do is actually drive the hottest traffic that you have inside of your entire marketing funnel back to your website. To go about signing up to that free trial or to booking that demo. It’s a freaking amazing thing that you can do.

The other powerful thing about remarketing is it increases this thing, what we call brand recall, which is a fancy way for saying, do users remember your brand? And it keeps your brand top of mind, encourages them to come back to your website when the making decisions does all sorts of amazing stuff. And the cool part about remarketing, especially when you’re using display ads, or even if you do something really tricky where you run your ads to get people to your website via Google, but then you do remarketing on social enables you to create tailored ads based on the user’s previous interactions, ensuring that the messaging is super relevant and super persuasive.

So for instance, just say, they’ve been on a page. Which is a particular niche feature of your dog wash software which is about booking a calendar feature within your dog wash software. Basically what’s freaking amazing here is then you can go about targeting people all over the internet, whether it be on the Google display network or the Facebook ads audience network. With content around how easy it is to book people into your workflow.

So then you can essentially have dogs coming in left, front, and center and booking appointments and getting haircuts all day long. So you can do some really powerful things for remarketing. And I totally recommend you go about doing it.

Now, when it comes to remarketing, that’s one side of this, but the thing that really gets overseen all the freaking time is the conversion rate optimization for your software company and the key thing.

And I’m going to say the most important thing here that you need to get is the landing page. If this landing page, isn’t clear, it’s not aligned with your ads messaging. It doesn’t have a great user experience. It doesn’t have a really solid transformation. It really paints what your software does in a really clear, succinct way.

So people go, oh shit, no wonder. I want my app to be engaging. XY.Zed app for my business. It’s game over. It’s freaking toast. So you really need to ensure that. So you’ve got to have an insanely good landing page to ensure that when you drive traffic to your website, there’s no conversion bleed points the click off to other websites or other pages on your website, because it’s going to just not encourage the user to do anything of value at that point.

So again, you need to ensure that your landing pages are optimized to generate the conversion event that you want, whether it’s free trials, phone calls, booked calls, demos purchases, like whatever the hell it has to be. It needs to be doing that.

Then you’ve got AB testing. Now, AB testing is a more advanced thing where we go about testing different elements of your ads at different elements of the landing pages to find out what works best over time. If you’re spending big money here, the AB test makes sense. Or if you’re spending not so much money, but you’ve got long amounts of time to test particular tests for that’s.

Okay. We can do that here. The big things that you want to go about testing with an AB test are themes that scream, not the things that whisper. So headlines, videos, whatever happens above the fold. They’re like the main three things that you need to see on your landing pages and test them over a period of time to go about driving your customer acquisition costs down. Now, one of the key things about ensuring that your landing pages are good and your ads are good.

Not only to ensure that you’ve got congruency between your ads and your landing pages, but to ensure you’ve got a really clear call to action, which makes. Sense. It has to be compelling. It guides the users on what’s going to happen next. And it’s. It’s just like super crucial for conversions. Now. Finally what’s actually, no, it’s not so fun.

And they’ve got a couple more things to Mount and talk to you about today. What’s really key here as well, is that you need to then think about, okay we’ll get the landing page optimized. How do we really ensure that these ad copies are good? Now. When it comes to these ad copies. You’d need to ensure it’s compelling.

And the way we do that is ensuring that we’re focusing on the benefits. I either transformation. How are you improving the problems in the user’s life? Like how are you giving that? Oh, wow. My life is so much better. The more you just list features. The more you talk about yourself and no one wants to hear about you. They want to know about how you can help them remember WWI, FM.

It’s literally the most listened to radio station on the planet. Why? Because it’s called what’s in it for me, FM, if you know what I’m saying? So get that right. Now I can get that done. You want to ensure that you can embed some form of emotional triggers into your ads. So incorporate those emotions that make your ad relatable. Make them persuasive and ensure that they drive action. And then finally ensure that your value prop is crystal clear.

And I really want to say that you need to clearly articulate the unique value that you and your software company bring to the marketplace. And how do you set yourself apart from those competitors?

Now step four from the advanced tactics are utilizing some high level keyword research to refine your targeting and increasing your relevance.

I did say at the start that as a basic thing, you should at least use like the Google keyword planner. And if you can’t afford to spend the money on SCM rush and IHF reps. But what you also want to consider is what are your competitors doing? What are they spending money on? How can you understand and uncover the targeting that they’re using?

So you can identify unique opportunities for you and your own strategy. And that’s going to make a massive difference. When you get to a more advanced level, you start focusing on longer tail keywords, longer phrases, things that are more specific. So you can capture leads with even greater intent than before. Instead of choosing a keyword, which may just be like marketing, CRM marketing software, it might be. And dog wash CRM marketing software, or CRM marketing pricing CRM marketing reviews, go deep on those longer tail keywords so you can increase the intent.

And when you’ve got really high intent and you’ve got really the spark searches and very cool Gruin matches between the search and the landing page. He had some insane results with Google essence and very low cost. Customer acquisition costs whilst having extreme. Customer lifetime value. That’s a recipe for scale, by the way.

And then finally, and this is what the power of working with a world-class agency like Owendenny Digital is that you need that continuous optimization. I regularly update and refine your keyword list. Constantly evaluate your bidding strategies and then constantly improve your on your performance status so you can ensure that you’re increasing your relevancy and your efficiency at every step.

Now. Once you start going through obviously the basic steps and then you were advanced steps. What can you do in terms of like, how do you measure success? First things first. You need to set up conversion tracking now at the start of this call and parts of this call. It’s a podcast. The thing is at the beginning, you need to ensure you got your conversion tracking set up properly. You need a Google tag manager, google analytics, you need to track your conversions from Google ads. Not just importing your tracking from your Google analytics and then importing that into Google ads.

That’s a last case scenario. Google ads and Google outer lakes aren’t best friends. They’re relatives, but they’re not best friends. So you need to go about tracking your conversion tracking. Using the Google ads, conversions tags. And not just Google analytics. So first things first, you need to get that established, right?

When it comes to setting up your conversion tracking, the next thing you need to do is then determine what does the ROI look like for you and your campaign. So if you can establish some form of ROI calculation . If I’m spending $2,000 on Google ads and I want to make, say $5,000. What sort of metrics do I need to hit?

How much do I need to be paying per lead? How many dollars do I need to be paying per demo? How many leads do I need to generate, et cetera, et cetera. And then you can start to figure out exactly what your metrics must be. When to go and when to say no to running and spending more money with big alphabet. The second thing you want to consider as well is how do you go about optimizing the campaigns to ensure what’s driving conversion?

So when you’re looking at your ads, you don’t just want to go spend willy nilly. You want to see, okay, cool. Cause we’ve set up the conversion tracking. We know how much we’re spending. We knowing how many conversions you’ve got and we know how many phone calls this is turning into. That’s fantastic.

So once you’ve got all that, you can then properly allocate your budgets. Now, when it comes to conversion tracking as well, we do strongly recommend that we use something like a CRM to manage this as well. We’re massive advocates for HubSpot. Why? It’s dead simple. With HubSpot, you can essentially track all of the contacts and all the booked calls that come through your Google ads campaigns in a very integrated way. So if you do have HubSpot, if you do run Google ads, campaigns, that is the shit that you need to do is freaking amazing.

Now. When you start looking into that, you probably want to pay a deeper layer. Because you’ve got conversion tracking, you figuring out ROI using HubSpot and you starting to see contacts coming through.

This is all great. But then how do I really understand what’s going to be happening in the next three, six to 12 months? It’s pretty simple. You need to go deep and look at your performance insights. You need to look at your trends analysis and you need to understand your audience insights. Why?

First things first with your performance enzymes, you can then go about looking into which ads keywords and targeting options are performing better. So you can, okay these things perform really well for our brand. You can then look at your trends. What happened over the last three months, six months, 12 months, three years.

So you can understand what’s happening over time. That’s affecting your campaign performance and can guide strategic adjustments. And then finally your audience insights. See Who’s converting. Why are they converting? And what can you do to ensure that you can generate some more targeted marketing efforts, which can just get you more results?

It’s pretty, pretty simple. Once you’re doing all this analysis. It’s no good. Just like sledding it, sit there and think, oh, I can’t do anything now. No, you can’t. This is when you get into it. This is when you go about implementing new strategies to improve your return on advertising spend or your ROI and reducing the wasted spend because you will, through this process, find campaigns that are performing. So this is the time when you really go deep on your negative keyword list. Add negative keywords on a monthly basis, prevent ads from showing to people who are totally irrelevant and reduce your ad spend.

So then. Reducing your wasted spend. So you can then go put more money back into those performing campaigns. What’s another really cool expert feature here is scheduling your ads to run at the right time. Now, this isn’t so much. A problem with software companies. But I do know that this is really powerful when it comes to say you’re all like a pizza shop and you’re only open from say midday through to 8:00 PM.

You don’t want to be running ads at eight o’clock because he can’t take orders. So that’s something that I would say is really interesting. I would go about leaning into ad scheduling and see what you can do if you’ve got so customer support and stuff like that, they’re doing around the clock.

Yeah, fine. But sometimes you may just want to run the ads whilst your team is in the building. Just a thought. And then finally, there’s this thing, what they call the quality score improvement. This is a metric that you can evaluate with Google and optimizing for the Google’s quality score. It can reduce the cost per click, which can improve the ad positioning.

And then more importantly, And more enticingly enhance your overall ROI. Now. There’s a lot here and things change and things move all the time. So I think it’s really crucial to ensure the Google ads. You are like staying and keeping up to date with all of Google’s updates. And the best way to do that is ensuring that your sign up like the Google partners newsletter, or any of the Google newsletters that come through. There is courses which Google make available for free for good people like yourself to get started on this. There are always changes in this platform like all media buying platforms. For some reason, the platform has just don’t want things to stay the same for the next five years. They are constantly doing things and they’re doing things and doing things, but. Apart from trying to listen to a guru like myself or one of the other people that you’ve probably listened to on a podcast.

I really do want to encourage you just to be testing and experimenting with this platform all the freaking time. Get into it. Haven’t been a fun. Look what these new. Bidding strategies or platforms and these new placements can provide for you because at the end of the day, the more tweaking you do, the more unique opportunities you may be able to uncover.

And if you can uncover a really good, unique opportunity, your business could explode. So guys that is everything you need to know. About Google ads and helping your SaaS business succeed in 2024.

If you want anything else from me, if you want to book a call with us at Owendenny Digital see how we can leverage everything you’re doing in your Google ads campaign and take your campaign from one X to save five X in 2024.

We are just a click away. All we need to do is to jump into the show notes and click the book of meeting now link. I’m not entirely sure what the CTA. It is. Oh, it should be. The marketing person should know that, but anyway, it will be there, but you know what, if you are looking to grow your SaaS business in 2024, 2025 and the rest. Hit us up. We’re Australia’s number one, SaaS marketing agency. For a reason, jump into the job notes, click any of those links, book a call with me and we’ll get to helping you and your business succeed in 2024.

I hope this has been massive. And may you have your best year yet? I’ll talk to you soon, bye bye!


Connect with Dean Denny, host of Open Source Growth and Director at Owendenny Digital

Owendenny Digital, Australia’s #1 SaaS Marketing Agency


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Breaking Free_Overcoming Excuses to Unleash Your Potential

Join Dean Denny on Open Source Growth as he reveals the secrets to overcoming excuses and challenges for personal and professional growth. Through captivating stories of triumph over adversity, Dean showcases the transformative power of perseverance and self-awareness. From encounters with American Express representatives to roadside assistance workers, these stories inspire listeners to identify and challenge their own excuses. Dean emphasizes the importance of setting clear goals and seeking accountability partners to stay on track. Discover the mindset shifts and strategies that will help you focus on what you can do, rather than what you can’t.

[00:01:47] Excuses limit us from potential. Podcast.
[00:02:47] Unexpectedly positive phone call experience. Human resilience.
[00:05:34] Flat tire, one-armed man saves day.
[00:07:52] Excuses are fear-based defense mechanisms.
[00:12:13] Excuses hinder growth, take action now.

Lessons Learned from the Podcast

  1. Excuses Hold Us Back: Excuses are described as subconscious defense mechanisms that prevent individuals from facing their fears and stepping out of their comfort zones. They often stem from a fear of failure or a fear of how others will perceive us during the learning or beginner stages of new endeavors.

  2. Excuses Prevent Goal Achievement: When individuals rely on excuses, they hinder their ability to reach their goals. Excuses may manifest as blaming others or external circumstances for one’s own shortcomings or lack of progress.

  3. Excuses Are Addressable: Excuses can be identified and challenged through self-awareness and introspection. By examining the validity of excuses and considering alternative perspectives, individuals can break through mental barriers and take action towards their goals.

  4. Accountability is Key: Having an accountability partner, whether it’s a spouse, friend, or colleague, can help individuals stay on track and hold them to their commitments. Accountability partners provide support and encouragement while also providing constructive feedback when necessary.

  5. Shift from “Can’t” to “Can” Mentality: It’s important to shift mindset from focusing on limitations and what can’t be done to focusing on possibilities and what can be achieved. Goals should be used to drive actions rather than allowing circumstances to dictate inaction.

  6. Take Action and Make Greatness Happen: The podcast emphasizes the importance of taking action and overcoming excuses to achieve greatness in both personal and professional endeavors. By challenging excuses and committing to growth, individuals can unlock their full potential.

This is Open Source Growth, Australia’s number one SaaS marketing podcast hosted by me, Dean Denny, founder and director of Owendenny Digital. Get ready to deep dive into a world of direct response advertising. Unlock the mysteries of digital marketing, master the art of copywriting and drive massive revenue growth with cutting edge customer acquisition strategies, from product led growth to sales led growth. We’ve got it all covered, and that’s not all.

Join us as we sit down with some of the brightest minds in our industries, founders, CMOs who’ve been where you are and have made it to the other side with stories to tell and wisdom to share.

We’re not just about the strategies in the how to’s, we’re here to fuel your drive with a heavy dose of motivation because in the world of SaaS, it’s not about knowing the path. It’s about charging down with all you’ve got. Whether you’re looking to double, triple, or even 10X your SaaS company this year, Open Source Growth is your ticket to the big leagues.

So plug in, turn up the volume, and let’s get your SaaS rocketing to new heights. Because here it’s not just growth. It’s exponential growth served with a side of fun and a sprinkle of the extraordinary.

Welcome to Open Source Growth. Let the adventure begin.

Hey. How are you going? It’s Open Source Growth and welcome! You’re speaking with Dean, Founder and Director of Owendenny Digital.

In today’s podcast I don’t want to get into marketing. I don’t wanna get into sales. I don’t want to get into anything to do with software, and I want to get deep into the heart of what is holding us all back and these evil little insidious forces that lie within each and every one of us that limiting us from reaching our full potential and you probably guessed it.

I want to talk about excuses today. But before we do, I want to tell you why this podcast has come at this time. I’m recording this on the 5th of March, 2024. A couple of weeks back. I was in the car and I got a phone call and I was sitting in the car with my wife, Hannah. And if those who follow along. You all may know, Hannah is my beautiful wife and she’s also a copywriter at Owendenny Digital, our marketing agency. And, we received a phone call from American express. I know. I want to just be fully transparent with you guys here. I’m human. And I believe that you listening to this podcast are human too. And when I received the phone call from American express. I wasn’t entirely sure. What. To pick up. And I remembered as I picked up the phone. That all know I’ve I forgotten to pay my credit card in full this month.

I pick up the phone expecting it’s going to be a very hard conversation for this American express rep to have. Not because of the fact that we haven’t paid the credit card down. It’s more a case of. Or not even just so much paid the credit card down, but just forgot to pay. But the often grueling conversation that I can only assume other people who receive phone calls like this from American express, what this situation can play out and be, and how the person on the other side of the phone could take it.

Now, if you’ve received phone calls like this in the past, normally. The person on the other end of the phone is very much thesis, the way things are. You need to pay your stuff. Otherwise, this will happen to you. Very fear, uncertainty, doubt. Little empathy. Towing the company line. And generally very competent when it comes to communicating on the phone.

But when I picked up, I heard this incredible human being who started very incessantly battle through a phone call. He’s stuttering. Didn’t really improve throughout the phone call at the beginning, it was very bad. I can only assume anxiety and stress must have made it very difficult, but this fine gentlemen with his own set of challenges battled through that from cool and put up a marvelous fight and not only a marvelous fight delivered one of the most incredible American express experiences that I had received as a customer of theirs for over five years.

Now, why am I telling you this? It just made me think that. Against all odds, human beings can be amazing and they can overcome the most incredible things that are put in front of them on this planet. This young man with a startup was doing essentially almost a sort of phone sales job. And was making it happen and he was doing. Bang up job, all that. See, If you’re afraid of making phone calls and you don’t have a starter, that’s one gift that you’ve been given by God. There’s also in my local area.

I live in the Geelong region of Australia. There’s also a very famous roadside safety man, that works for the RACV, which is the biggest insurance company in Victoria. And, I remember one day, my old car, my Volkswagen golf had a flat tire and I had to get someone to help me out because for some reason The locks were seized and there was a couple of other issues with the car at the time.

And I called the RACV company and they were going to send some person out and they did send some personnel and I was in this car park. In the back of the shopping center in Geelong and the guy came across. Little did I know the man had one arm. So here I have been in my life where I’ve received a call with a flat tire. And the man that fixed, it was a one-armed man who knew automotive’s back to front and was able to literally get the car up, take the tire off. Unseized the bolts, put it back on, get everything sorted, organize all the paperwork, everything with a single arm.

And he did it. Magically, in fact, this man is famous inside of the area. I don’t know his name exactly, but if you’re in Geelong and you call RACV, you could be likely helped with their roadside assistance situation with this man. But then also I’ll call him John from American express who was able to battle through that tough and challenging situation. And was able to deliver incredible service with a starter. In what is essentially. Phone roll. What does that tell you?

It tells you that they are people who make excuses and go no there. And then there are people who battle with the adversity and they overcome their excuses. And they get the job done. And what camp are you in? I was looking into this online and I was looking, where does the word excuse come from? And believe it or not, the word excuse is a Latin word.

X meaning “out” causa (“a charge”) , and then the Latin word “excūsāre” is to free from blame and which was then adopted in the old French word of excūsō. There, which then became excuse in the times of English and it’s really funny to be free of blame.

And, often with these peculiar insidious forces of excuse. What we are trying to do here is get a way from blame. Not only making excuses to avoid blame. So for instance, we don’t wish we’ve been given a job. Something went wrong. We point the finger and we blame others and we make any, we create an alibi or an excuse.

But what’s often at the very bottom of these things, these insidious forces called excuses is that, excuses are the subconscious defense mechanisms that prevent individuals from facing their fears and stepping out of their comfort sirens. And once you understand that, You will have these knee jerk thoughts or these knee-jerk ideas you will be. And once you start to look inwards and identify that you’re saying certain things to yourself that only smoke. Like maybe these aren’t so true. Maybe these aren’t so real. And when you look at your big goals and you ask yourself, why haven’t I achieved this right now? And you write down all the reasons, all your excuses, why you haven’t reached your goals. How many of these. 100% real.

And more often than not excuses are made because we cannot deal with the fear, but we also can not deal with how people will perceive us to be going through that beginner stage.

Once again, when you, when someone asks you to go do something adventurous that you don’t feel you’re comfortable with doing. What, what will happen? Just say for instance, I don’t like skiing because I’m not very good at it. And if my friends asked me to go up to the slopes, Mount Buller and I was “Hey Dean, and want to go skiing this weekend, it’s no, man, it’s cold.

I don’t want to hurt my knees and all that sort of stuff. There are bullshit excuses. Purely because of the fact that I don’t want to look like the worst skier on the slope, I could be. Acknowledging it’s like, Hey, it might hurt my knees. I might get cold. I don’t really have all the right equipment.

These are all excuses, but I’m going to give it a go anyway. You could try that you could push yourself moving forward. And what if you didn’t, what if you actually looked at your excuses? Blasted through them. How different would your life look?

It’s just so magnificent when you can push through your, all the bullshit that you’re telling yourself. And see what your life truly looks like. It’s really funny in my own business. I used to think that I was the only way that could. Things could be done, but when I started to hire smarter people than me, I started leaning back and letting the smart people take care of problems that I once handled.

And guess what? I let guard, I became better. I had to find a new challenge purely because the fact that I wasn’t enabling great people below me in my business to great work. And that enables the entire business to scale effectively. It’s really powerful. Once you can start looking into these excuses.

Because excuses prevent us reaching our goals.

What were you set on planet earth to do? When you were born was too. When you were born, like you knew no excuses. When you were born, you knew nothing but growth. When you’re a little baby, you start out as an embryo, then you become a bigger baby and then you become a child and then you become an adolescent and then you become a teenager. or youth or whatever. And then you become a full-blown adult. Like you have always been growing and you’ve always been aspiring and you’ve always been achieving it’s society. That’s taught you how to make excuses. And it’s your own self-awareness to recognize that these excuses are holding you back.

For instance, if you thought, oh, I’ll never be able to make it to America and you’d be like, why would you never be able to make it to America?

You live in Australia, you can get on a plane. Oh, I’m scared of airplane security. It’s like, why are you scared of airplanes, security? Go deep into it. And a lot of the time it’s this emotional handbrake that you have on yourself which realistically just needs to get blasted through or pushed through. Through the use of whether you go see a psychologist or a life coach, or you have a conversation with a strong friend who will support you. Regardless of how things are going. Because here’s the crazy thing.

If you keep on making excuses. You’re not going to grow.

And if you keep making these excuses and you’re not growing, guess what’s going to happen your business isn’t going to grow, your relationships isn’t going to grow, your finances aren’t going to grow. Everything is not going to happen and your life will start to become not from a growth phase, but it will start to enter a decay phase. And you simply do not want this in your life.

So now that we’ve gone through the psychology behind excuses. What will this have on your growth and your development? Let’s come up with some strategies to overcome excuses and to take action.

So, the first thing you need to do in order to overcome your excuses is to develop some practical steps to identify and challenge your own excuses. One of the easiest ways to do this is by setting some well, having a look at your goals, first things first don’t even second, have a look at the goals that are in front of you that are existing there.

For instance, just say you want to make $150,000 this year which is a noble goal for so many of you and I damn well respect every single one of you I’ve been there. I’ve done that. I know how tough that can be. Now. When you try to go about generating your first hundred $50,000, you’re gonna make a lot of excuses.

I don’t have the network. I don’t have that, this, I don’t have that. I don’t have this. But I bet that. I don’t have the money. Great. Now you have those excuses. Now then go about looking at every single one of them. And ask why this is true.

Go through those exercises, go through all those excuses, write down why you think these might be true. And then, on the other side of that ledger asked, why could this be false? And then lament on that really invest some time and energy to developing what could be false.

Because you want to focus on what you can do and not so much what you can’t do. And that’s when it always helps to have some form of accountability partner. In your corner. See, one of the best accountability partners you’ll have in your life in the married men in the room will understand that is having a wife in your life. Like my wife has been the most incredible accountability partner I have ever seen, and she will call me out on my shit.

Every single day. Hannah is phenomenal. And often you need to have someone ruminating around you or living near you or being in that same room as you to see what you’re saying and see what you’re doing. And to essentially be like, Hey, you said you were going to do this. You didn’t do it. Look. It’s happened.

Look at the impact of your of your word not being on it. There is a problem here. You need to fix it. That will change the way you do things it’ll force you to level up because at the end of the day, your excuses are preventing you from leveling up for someone to meet you. Head on. To hold you accountable to hold you to your word. That’s going to change things.

And, more importantly, you need to make the mindset shift where you can do. Not so much, you can’t do. You need to use goals to drive actions, and not your circumstances to prevent them.

So guys. What is your excuse? I want to know what you guys can work on this week to help you. Overcome the internal voice of no, you can’t do it. And I want to see. What you’re going to be putting in place to overcome that because I cannot wait to see it. I cannot wait to see what you guys are going to do, what you’re going to implement, what you’re going to lay down and how you are going to take life by the Scruff of the neck and make greatness happen for you.

Guys, it’s been a pleasure. Thank you for tuning into Open Source Growth. My name is Dean. Having an amazing week. Bye bye.


Connect with Dean Denny, host of Open Source Growth and Director at Owendenny Digital

Owendenny Digital, Australia’s #1 SaaS Marketing Agency


Two options:

1 – If you *already* know you need an expert to help you build predictable and scalable customer acquisition solutions to scale your MRR.

To get started, book a Free Growth Diagnostic using the link below and let us show you how we can help.

⁠⁠⁠⁠⁠Get Your Free Growth Diagnostic⁠⁠⁠⁠⁠

2 – If you *do not yet know* if you would benefit from our services, book a FREE 10-min chat with Dean directly and let’s talk about your business.

⁠⁠⁠Have a friendly 10-minute chat with Dean⁠⁠⁠

We look forward to hearing from you! ⁠⁠⁠

LinkedIn Ads For SaaS: Everything You Need To Know To Book Demos, Free Trials and Scaling Your MRR

On this episode of the podcast, Dean Denny shares practical insights on maximizing the potential of LinkedIn ads for B2B SaaS businesses. He discusses strategies for demand generation and lead generation campaigns, emphasizing the importance of careful consideration of unit economics. Dean highlights targeting options, campaign setup, and optimization techniques, stressing the value of clear targeting, lead forms, and gated content for effective lead generation. He also emphasizes the significance of tracking conversions using Google tags and the LinkedIn insights tag to enhance campaign effectiveness.


[00:00:04] SaaS marketing podcast by Dean Denny.

[00:03:32] LinkedIn ideal for B2B SaaS platforms.

[00:06:28] LinkedIn ads for B2B sales growth.

[00:09:54] Increase video views, drive traffic, target ICP.

[00:13:40] Build lead magnet, invest in landing page, optimize LinkedIn ads.


Lessons Learned from the Podcast

  1. LinkedIn’s Potential for B2B Growth: Recognize LinkedIn as a potent platform for B2B businesses to acquire quality leads, trials, demos, and recurring revenue due to its professional user base and robust targeting options.

  2. Cost-Effectiveness Alignment: Ensure that your average order value (AOV) or customer acquisition costs (CAC) align with LinkedIn’s higher traffic costs to achieve a reasonable return on investment, especially for businesses employing a sales-led growth approach.

  3. Strategic Objective Differentiation: Understand the distinction between demand generation (building brand awareness and engagement) and lead generation (booking demos and filling the sales pipeline), tailoring campaigns and assets accordingly to meet specific business objectives.

  4. Effective Targeting and Optimization: Utilize LinkedIn’s diverse targeting options based on job titles, industries, company size, etc., and optimize campaigns based on your ideal customer profile (ICP) to maximize results and minimize wasted ad spend.

  5. Continuous Monitoring and Adaptation: Implement proper tracking mechanisms, monitor campaign performance regularly, analyze key metrics, and adjust strategies as needed to optimize results, emphasizing continuous learning and improvement for sustained growth.

This is Open Source Growth, Australia’s number one SaaS marketing podcast hosted by me, Dean Denny, founder and director of Owendenny Digital. Get ready to deep dive into a world of direct response advertising. Unlock the mysteries of digital marketing, master the art of copywriting and drive massive revenue growth with cutting edge customer acquisition strategies, from product led growth to sales led growth. We’ve got it all covered, and that’s not all.

Join us as we sit down with some of the brightest minds in our industries, founders, CMOs who’ve been where you are and have made it to the other side with stories to tell and wisdom to share.

We’re not just about the strategies in the how to’s, we’re here to fuel your drive with a heavy dose of motivation because in the world of SaaS, it’s not about knowing the path. It’s about charging down with all you’ve got. Whether you’re looking to double, triple, or even 10X your SaaS company this year, Open Source Growth is your ticket to the big leagues.

So plug in, turn up the volume, and let’s get your SaaS rocketing to new heights. Because here it’s not just growth. It’s exponential growth served with a side of fun and a sprinkle of the extraordinary.

Welcome to Open Source Growth. Let the adventure begin.

Hey, how are you going? It’s Dean here. Welcome to Open Source Growth.

And in today’s episode, I want to give you the lowdown on running LinkedIn ads for your SaaS business. I want to give you everything that you need to know. To book demos, free trials and to scale your monthly recurring revenue. So if you’re at home, pick up a pen, get your journal or a piece of paper or get ready to tap out some notes on your notepad. Purely because of the fact that I want to give you so much here that you can literally get straight to it and generate leads by the end of this call.

Now, let’s just give a brief overview of LinkedIn and talk about exactly why you would even consider running LinkedIn ads for your SaaS business now? LinkedIn, as we all know is essentially the Facebook for professionals. Every single person who has a job or has some form of business benefits from having a LinkedIn profile.

LinkedIn profiles for the users enable users to share their professional journey. Enables them to prospect for new opportunities whether it be a new jobs or to go about acquiring new customers. If you’re a sales rep and enables you to connect and follow other people’s careers.

There’s a very social element to see like what certain businesses are doing or what certain teams inside of businesses are doing there. It’s a place where, social and societal issues are discussed around the way we do work and so many different things.

LinkedIn has truly evolved over the many years. And, it was only up until, about, I think it was about seven years ago when the LinkedIn ads platform came about. I might even do a quick Google search whilst I’m in this podcast to tell you exactly when LinkedIn ads became a thing. And LinkedIn ads gave businesses who offer mostly business to business services the opportunity to target your ideal customer profiles in many different ways, shapes or forms.

And what LinkedIn has as a platform is quite similar to Facebook in many different ways, but there are some key nuances that you need to know before you get into it. Now, with over 700 million people on LinkedIn, LinkedIn can be a gold mine for your SaaS business to generate those quality leads, trials, demos, and ultimately monthly recurring revenue.

But how do you navigate this vast ocean of potential without getting lost in the sea of complexities? Now if you have a SaaS business, this platform is fantastic.

If it is a B2B platform. So a B2B SaaS platform, a B2B SaaS platform could be something like At a larger level, it could be like, but it’s not a tool such as Strava, which is like an online athlete tracking tool, which goes directly to the consumer. So if you have a business that is B2B in nature that you sell from business, your business sells to another business to provide a service, to help their business, to run. LinkedIn is something you really need to explore in your business.

The second thing, and this is like any ad platform that we recommend to our clients here at Owendenny is that the unit economics need to make sense now.

From my experience, from what I have seen. LinkedIn traffic costs across the board is generally a lot more expensive than other platforms such as Facebook or TikTok or Google display ads. And because the traffic costs are so high, you need to ensure that your average order value. So your monthly average order value of your SaaS platform can sustain the costs or that, your customer acquisition costs and your customer payback period. To ensure that you’re able to get a good return in a reasonable time, according to your own internal company benchmarks.

If you are running LinkedIn ads and you say your average order value for our customer is. I don’t know, maybe you just, it’s $50 a month. LinkedIn ads is probably not going to be the place that you need to go to, unless you can confirm that people are using your software for 10 or 20 years. You’re running LinkedIn ads to go about acquiring a customer for a 50 or a 50, or even a 20, or even as much as a hundred dollar a month platform, if that’s your average order value.

Not like the peak value or the low value. I would be earning on the side of caution. As to whether we use a LinkedIn ads strategy.

Just to give you some context here, what we often see with LinkedIn ads is that if you are a product led company, and you are expecting users to self-serve and then use the platform and scale up that way. We’ve found that LinkedIn ads are not the perfect way for your SaaS business to grow. In fact, it’s too cost prohibitive. But again, if you have a product led approach, which drives people to spend over 300 to $500 a month with you, LinkedIn ads could be a winner. But at this level, from what we see, LinkedIn is the better platform for those who are optimizing and using a sales led approach where the whole goal of your revenue team is to book demos.

So, if you have a sales led growth approach, so you’ve got a much higher average order value per year. LinkedIn ads is definitely the way to make things happen. So now that we’ve got that out of the way, LinkedIn ads is amazing for B2B businesses who offer a sales led growth approach. To book the demos, to get things to work. What do you need to make this work?

So with LinkedIn ads, what we do find is that there are two or three different ways to approach the cat. You can go down the demand generation approach, or you can take the lead generation approach. With demand generation, there are so many different ways you can skin this cat and there’s nothing wrong with any of them. But when you do use the demand generation approach, you just need to be very careful about how you go about optimizing for your ads.

Now with LinkedIn, there’s amazing things that you can do when it comes to your demand generation play. You can upload audiences from email lists, you can then create, look like audiences, which essentially duplicates and re- creates additional prospects based on the list that you upload. You can target via companies you can target via third-party data.

There’s other means of targeting. You can also target people by their profession or where they live, or how old are they? What level of management they are in what companies they belong to. There is so many different ways you can go about targeting there’s different optimization objectives as well with LinkedIn, you can build brand awareness.

You can generate website visits, you can do engagement ads, video views, lead generation website conversion campaigns as job application campaigns as well. There’s just so much stuff here. So before I get like way too excited and confused the living daylights out of you on this podcast today, I want to talk quickly about if you’re going down the demand generation approach with demand generation, you’re building brand awareness a lot of the time, but you’re also building engagement on your LinkedIn.

Now. You generally, when you run a demand generation campaign, you’re building an obscene amount of awareness, and you’re trying to build an obscene amount of engagement around the problem that you serve. So when it comes to your demand generation campaigns being wildly successful to build out those high intent revenue opportunities, we need to increase the video views of your organic content that performs well. We need to create engagement on that organic content that performs well, and we need to drive traffic to your website to expand upon the problems here. Now as a rule of thumb that sits within the consideration objectives within LinkedIn.

And if you’re going to go about running and creating copy and creating creatives for that, go for it right now. And then with demand generation, brand awareness, even though it’s not like a direct, let’s go about booking calendar things right here. Right now you do need to consider this now with a demand generation campaign, because it’s multifaceted.

You also need to consider a hurricane. How are we going to capture these leads? And by setting up either a lead generation campaign or website conversions campaign, you can go about capturing those leads. Now. When you want to use. I’ve say a lead generation lead form like on Facebook, LinkedIn has this offer and you can go about utilizing this within the lead generation section of LinkedIn.

You can set these campaigns up beautifully. I can get moving right away and they can really go about generating some amazing results for you. Using LinkedIn ads, you could also send people to your own landing pages using website, conversion campaigns, and then tracking them based on the thank you page.

So that works really well. So again, demand generation you use essentially all of the different objective style campaigns, and you can do all the different types of optimization here. As well. Now again, when it comes to then going about targeting your ICP, you need to be clear cut with who you target.

Do you know the demographics? Do you know their psychographics? And then do you have. Email lists or look like audiences that you can build. And ensure that you can get them straight in there. To ensure that you’re targeting your right people. Like the one thing that LinkedIn has going forward and I have to give it, its props is that you can really go about targeting via job title and you can target people in particular industries.

And that’s really beneficial. Especially if you are looking to go about working with a particular avatar or something like that. So that’s why LinkedIn is really powerful. In terms of the assets that you need to pull off a demand generation campaign, that’s going to be beyond the scope of this one podcast. So before we divert into the lead generation campaign, what you do need, what you don’t need, et cetera, et cetera.

If you want any more information on demand generation, feel free to hit me up. My email is . We can set up a call and go through the ins and outs of demand gen together. But now with thinking of lead generation, what would we do differently? So if you are looking to go about booking demos and leads, to essentially fill your pipeline full. So your sales teams can get right in there. LinkedIn is an absolute, no brainer for those in the B2B environments, like marketing agencies. Yes, companies, whatever. Now. What campaigns do you roll out?

First things first. If you haven’t got the landing pages rollout, a lead generation campaign, and just get some lead forms going to ensure that you can validate your concept and your idea. When it comes to building out a lead generation campaign LinkedIn does really well with gated content.

So if you are looking at building a lead magnet or an e-book or a case study, or a free report or whatever to build out your email list. Get into it with a lead form approach and get the thing tested that way. So then you can validate which of your lead magnet ideas are actually going to do, go about building out your database. Once you identify what is actually working there. Then go invest the money into creating a proper landing page. With all the things that you need on that landing page, all the bells and whistles.

So you can then give it a more cohesive customer experience. We’ll increase the quality of your leads and everything will be much better for you. So again, that’s what I would consider doing right away. If I was going to go about building out a campaign now, in terms of actually booking. The those demo calls and things like that two approaches capture the phone number, so you can get an then use your SDR or your sales development representative. To pick up the phone and close the deal. But if you are sending them to a particular landing page, you can then go about securing them into a demo call. On the upsell page, it’s a very waterfall Ryan Deiss, digital marketer. King Kong funnel.

You know what I’m saying? If you do need some additional assistance with this, again, hit me up and we’ll take care of itself on that with us. So again, that’s there, the assets you need in order to make things work.

Now, when it comes to getting your LinkedIn ads to work. When it comes to writing these ads, just focus on the pain points. Don’t go too much. Into the super long form ads. People are on LinkedIn. They’re in a hurry. They’re flicking through it. They’re really not there to spend time, relax and engage. I love long form ads. It pains me to go about writing short form ads for my own personal LinkedIn campaigns. But that’s generally what I would. Articulate here.

If you are a company, just get straight to the point. And, keep the content short. The next thing that I would be recommending you do with these creatives as well, is that keep them short again, 30 seconds to a minute. For the videos use very, very clear graphics, which can really demonstrate the either before or after, or, demonstrate what the promised land looks like. In terms of running these campaigns and managing these campaigns ensure that before you hit the button, that you have very realistic customer acquisition costs and average order values. All that stuff.

None of that beforehand. When we optimize LinkedIn campaigns, we don’t really like to do more than two to five optimizations a week. So please don’t go about fiddling with your campaigns, especially when they just kick off. A lot of the LinkedIn reps that we work with recommend that you don’t actually touch things from the first two, even three weeks of running a campaign. Again, we think that’s a little bit haphazard. But again, we like to ensure that we don’t over optimize things when things kick off, because LinkedIn does take a while to get going. In terms of the conversions and stuff that you need.

You do need to go about implementing your LinkedIn conversion so they will need to be a full Google tag manager tracking, set up to make this work effectively. And, the other thing you’ll need to do apart from tracking your conversions individually is implementing the LinkedIn insights tag. Now, this is its own unique superpower.

It’s super, it’s a little data warehouse of all the LinkedIn people who hit your website. And essentially, if you’ve got the LinkedIn insights tag, you can then unpack who is actually hitting your website, where are they coming from? What sort of industry are they in, et cetera, et cetera, it’s really going to make a massive difference to you and the intelligence that you. Acquire to ensure that things are phenomenal.

When it comes to getting things moving again inside of your businesses. Guys, I think that’s all I need to really tell you today. Best of luck with running LinkedIn ads. And if you do need assistance running your LinkedIn ads, feel free to hit me up And we can go through what you’re doing inside of your business to see how we can go about scaling up your demos, your free trials and scaling your MRR.

So let me know if we can help you out and I hope you enjoy today. Talk soon!


Connect with Dean Denny, host of Open Source Growth and Director at Owendenny Digital

Owendenny Digital, Australia’s #1 SaaS Marketing Agency


Two options:

1 – If you *already* know you need an expert to help you build predictable and scalable customer acquisition solutions to scale your MRR.

To get started, book a Free Growth Diagnostic using the link below and let us show you how we can help.

⁠⁠⁠⁠⁠Get Your Free Growth Diagnostic⁠⁠⁠⁠⁠

2 – If you *do not yet know* if you would benefit from our services, book a FREE 10-min chat with Dean directly and let’s talk about your business.

⁠⁠⁠Have a friendly 10-minute chat with Dean⁠⁠⁠

We look forward to hearing from you! ⁠⁠⁠

The 1-3-1 Rule For Leading Marketing Teams At Scale

On this episode of the podcast hosted by Dean Denny, discover the powerful ‘one three one rule’ for leading marketing teams. Learn how this rule can streamline meetings, empower team members, and drive business growth. Find out how to maximize team productivity and efficiency in marketing leadership roles. Explore strategies for clear problem-solving and decision-making processes to accelerate progress and minimize time-consuming discussions.


[00:02:25] Leverage team for successful marketing campaigns.

[00:03:52] Marketing meetings can spiral out of control, but implementing the 1-3-1 rule can help streamline discussions and decision-making.

[00:05:35] One three one rule for problem-solving.

[00:07:02] Implement 1-3-1 rule . Empower, leverage, move faster, get most out of people.


Lessons Learned from the Podcast

Key Components of the 1:3:1 Rule

1. Define the Problem (The One): When a team member presents a problem or challenge, the first step is to clearly define the specific issue at hand. It’s crucial to focus on identifying the core problem rather than getting sidetracked by multiple issues.

2. Develop Three Solutions (The Three): Once the problem is defined, the team member is tasked with generating three potential solutions. This encourages creativity and critical thinking, providing multiple options to address the identified problem.

3. Recommend the Best Solution (The One): Finally, the team member selects and recommends the most suitable solution from the three options presented. They must justify their choice, providing rationale and insights behind their decision.

This is Open Source Growth, Australia’s number one SaaS marketing podcast hosted by me, Dean Denny, founder and director of Owendenny Digital. Get ready to deep dive into a world of direct response advertising. Unlock the mysteries of digital marketing, master the art of copywriting and drive massive revenue growth with cutting edge customer acquisition strategies, from product led growth to sales led growth. We’ve got it all covered, and that’s not all.

Join us as we sit down with some of the brightest minds in our industries, founders, CMOs who’ve been where you are and have made it to the other side with stories to tell and wisdom to share.

We’re not just about the strategies in the how to’s, we’re here to fuel your drive with a heavy dose of motivation because in the world of SaaS, it’s not about knowing the path. It’s about charging down with all you’ve got. Whether you’re looking to double, triple, or even 10X your SaaS company this year, Open Source Growth is your ticket to the big leagues.

So plug in, turn up the volume, and let’s get your SaaS rocketing to new heights. Because here it’s not just growth. It’s exponential growth served with a side of fun and a sprinkle of the extraordinary.

Welcome to Open Source Growth. Let the adventure begin.

Hey. How you going? It’s Dean here. Welcome to Open Source Growth. And in today’s episode, I wanna go through the 1-3-1 rule with you when it comes to leading marketing teams.

Now the 1-3-1 rule is classic rule that you can go about implementing inside of your one on one and your one to many conversations that you have with your marketing team.

It doesn’t matter whether you’re talk, but you’re talking with your media buyers or your content creators or your direct marketers or your email marketing coordinators. This strategy works so so well as a CMO or a Head of Growth or a Chief Growth Officer or whatever your marketing management title may be to ensure that you get the most out of your team members.

See, when you hire people and you hire team members, you wanna ensure that you are getting the best bang for a buck out of them. You’re investing your company’s hard-earned energy time, resources, and money into making sure that you can pat out an excellent marketing team with incredible people on the inside so that we can do bigger and better customer acquisition campaigns or bigger and better brand awareness campaigns. So when you have brilliant people underneath you, you can do these amazing leveraged, full blown campaigns.

Now there is a downside to this when you have more people and that involves more conversations. When you’re the Chief Marketing Officer or Marketing Manager or the Head of Marketing or the Chief Growth Officer. So let’s just go with you’re in marketing leadership. Let’s just use that for today’s episode because the more people there are, the more personalities there are, the more likelihood that you’ll have that there will be a difference of opinion between one member of the marketing team and another. There will be conflict.

There’ll be all sorts of junk that you need to go about resolving as the marketing leader to ensure that everyone is matching forth towards the north star of your business. And, obviously, every business has their own north star objective. I’m not going to tell you exactly what yours should be today, I can hint, grow your business. It’ll do the best thing for you in your life. It’ll change everything for you. Anyway, that’s is my personal opinion.

But, what can happen when you’ve got so many people underneath you is that a marketing meeting, which is normally 30 to 45 minutes can turn either to an hour or a two and a half hour discussion because you go down a rabbit hole. You open a can of worms. Everyone wants to have their opinion. And everyone’s got an idea and not only will they have one idea, they may have three ideas and they then want to cross-pollinate that with each other.

And it can turn into a freaking nightmare. Everyone forgets about the agenda that you set for the meeting. Then luckily you’ve got those AI note takers, so everything’s captured, but it can be a real shemozzle. I would argue it can be a true shit show.

Now, you’re probably thinking how can I get around this and how do I get myself? How do I get myself in a position where I can get away from having these long-winded technical conversations. How can I get my team to package everything so we can make the best decisions to move forward faster?

To move forward with greater precision and to ensure that half-baked ideas are simply not just like spat out at a meeting and we go on a gigantic merry-go-round. And what we’ve implemented is from a book called Buy Back Your Time by Dan Martell.

And the main premise of the book is don’t hire for skills, hire to buy back your time as the founder of the business or the marketing leader of the business to ensure that you can play a more leveraged game. And build a fantastic business. We’re implementing in head to toe inside of our agency, and it’s doing massive things for us, but where this 1-3-1 rule comes into its own is truly in marketing meetings with your team members.

Now it doesn’t necessarily have to be one to many, but it can also be a one to one. And I like to use this approach in the one to one. So let me just go through it. Here’s the 1-3-1 rule. The first thing you do when you’re talking with a team member and they provide you with a problem or a scenario, which they need to overcome. You gotta go.

The first thing you do is the number one. Just say you’re talking to John. John, I need you to clearly define the problem we are trying to solve. Not three problems, not seven problems. The one problem. So then you get John to go about defining what that problem is specifically. The second thing you asked, John is John I need three solutions for this. I need you to develop three solutions for this problem. What would you, what are the three solutions you would come up with? What are my three options?

And then get John goes out. Comes up with these three options.

And then finally.

The one. John. Which solution do you recommend and why?

Guess what happens when you actually deliver this? John goes to his own drawing board. John picks up a pen. He picks up his laptop keyboard. You’re right. He thinks it through. John then brings it back. Comes to you, you see his rationale in clear sight on paper. And you can make a decision to move things forward that saves you having to resolve your situations.

Not only does the 1-3-1 rule enable you to get away. From having to do the thinking for him, it enables you to step into your power as a marketing leader, to do the higher leverage activities and enables you to move faster. It enables you to get the most out of your people. And it enables all these incredible things for your organization. People feel happier because they’re dictating the way things are moving in the business. They feel like you’ve got genuine buy-in with their view and how they see the world. And it’s just incredible.

When you start to get this to work at scale, you can use this in a one-to-many environment. You can use it in a one-on-one setting. I think a one-on-one setting is where it’s really good, and you can use it in all areas of your business. So if you liked this episode today, I really do encourage you to subscribe. I do encourage you to implement the 1-3-1 rule inside of your business.

And I always, always encourage you to have the most remarkable day.

I’ll talk to you soon. Bye bye.


Connect with Dean Denny, host of Open Source Growth and Director at Owendenny Digital

Owendenny Digital, Australia’s #1 SaaS Marketing Agency


Two options:

1 – If you *already* know you need an expert to help you build predictable and scalable customer acquisition solutions to scale your MRR.

To get started, book a Free Growth Diagnostic using the link below and let us show you how we can help.

⁠⁠⁠⁠⁠Get Your Free Growth Diagnostic⁠⁠⁠⁠⁠

2 – If you *do not yet know* if you would benefit from our services, book a FREE 10-min chat with Dean directly and let’s talk about your business.

⁠⁠⁠Have a friendly 10-minute chat with Dean⁠⁠⁠

We look forward to hearing from you! ⁠⁠⁠

Your Business Needs a Podcast. Here’s why…

On this episode of Open Source Growth, Dean Denny discuss the benefits of podcasting for SaaS companies. He highlights how podcasting can help build a strong brand and engage with the audience. He also provides insights on setting up a podcast, including equipment recommendations and publishing platforms. The host suggests talking about valuable topics like software marketing and lead generation to attract customers. He emphasize the importance of adding personal touches and sharing personal experiences to create a unique brand. Stay tuned for future episodes on audience engagement, storytelling frameworks, guest interviews, and metrics for measuring success.


[00:00:07] Podcasting is an effective tool for SaaS companies.

[00:01:53] Podcasting is effective for marketing.

[00:03:30] Podcasts can help build a likable brand.

[00:06:50] Calculate podcast ROI with long-term commitment.

[00:11:58] Informed marketing agency talks about everything.

[00:13:58] “Add personality, don’t overthink, just do.”

[00:15:30] Focus on the next step, overcome obstacles.

Lessons Learned

Here are the top 5 lessons learned from the podcast:

Lesson 1: Invest in Resources: Allocate resources, both financial and human, to ensure the quality and consistency of your podcast. Invest in basic equipment like microphones and editing software.

Lesson 2: Content Strategy: Develop a content strategy that resonates with your audience’s interests and pain points. Share valuable insights and experiences relevant to your industry. Infuse your personality into the content to humanize your brand.

Lesson 3: Long-Term Perspective: Understand that podcasting is a long-term endeavor that requires consistent effort and dedication. Focus on providing value to your audience over time, rather than expecting immediate results.

Lesson 4: Brand Building: Use podcasting as a tool to build a brand that goes beyond your product or service offerings. Cultivate a likeable, relatable brand persona that resonates with your target audience. Establish trust and credibility through consistent and authentic communication.

Lesson 5: Measure Success Holistically: While ROI is important, don’t solely focus on immediate financial returns. Consider other metrics such as audience engagement, brand awareness, and community building as indicators of success.

Welcome to Open Source Growth, and you’re here with Dean, founder and director of Owendenny Digital, Australia’s number one SaaS marketing agency. In today’s episode, I want to go through the power of podcasting. Why it’s an effective tool for your SaaS company? How your podcasts can help you in building a powerhouse SaaS brand.

We’ll talk about some of our own success stories from this year on our own podcast and why it worked for us, and how to properly analyze the ROI of your podcast. Then in the second half of this podcast, we want to talk about how you would go about setting up your software companies very own podcast. What equipment do you need to get started? What sort of content strategy do you need to consider, and what should you talk about?  We’ll even discuss what platforms you want to run and launch your podcast on, and tips for recording and editing your first episodes. We’ll talk in a future episode about how to grow your audience, and how to promote your podcast. But to begin with, let’s just talk about why you need to do it.

See in 2024, Our agency, Owendenny, we decided to launch a podcast. And we were really, hesitant to do so. I remember dabbling with Anchor FM many years ago when it came to this whole concept of micro podcasting, And since having a crack at that in say like 2018 and 2019. I started to recognize it’s time to take things seriously.

What I’ve found is that by doing things in half measure, your entire life,  unfortunately, everything becomes half done. And half-done bridges don’t get you anywhere in life. So we thought, you know what? Let’s actually put some money into some resources behind our podcast this year. So, then what did we actually do?

Our agency, we bought this microphone. We found great editing software,  like Descript. We used our webcam, or we recorded without a webcam because we simply didn’t have either the lighting, the confidence, or the expertise to do things well. That’s how we got started in our podcast. And throughout this year, and this journey, it has been really instrumental for our agency when it comes to becoming that authority beacon in software marketing.

It enabled us to nurture our sales leads without us having to speak to them or our marketing-qualified leads. It enabled us to reach out to our, this more via email marketing and enabled us to create amazing short-form content to support all of our demand generation efforts, whether it be on LinkedIn or Facebook or Instagram or whatever. So it really opened up a massive potential for us in our business and we can only emphasize the same things for you in your software company.

Now. Why is it so effective? Why is it so powerful?

Let’s look into like how we consume content nowadays. We’ve  read content on blogs. We watch visuals and short-form videos on Instagram and Facebook and TikTok and then sometimes we put on YouTube, we crack open a beer and we sit on the couch and we have a look at everything. But then when we’re in the car, we’d like to listen to things, and as humans, we’re more isolated than ever before. And we really want to be able to consume that longer form content instead of just belting at your favorite tracks in the car. And that’s why it’s so effective that you have that podcast, which can then be repurposed in many different ways.

And what’s really interesting here is that if your software company say offers a CRM solution, there are many other CRM solutions on the market. And what can be the differentiating factor other than the features and benefits in the end of the day. Is whether or not they like the brand and what your business stands for.  So podcasts can just do more than create heaps of short-form content and how you can go about clipping that and then repurposing it across your entire content distribution ecosystem.

But it can help you build a brand which is likeable, which is fun, which is fresh, which is vibrant. And it’s everything your customer buys into. Remember, apart from  benefits and features, humans want three things they want. A healthy relationship. They want health and they also want financial abundance.

But other than that, there’s this other thing that is at play and we’re all selling identity at the end of the day.  For instance, if you’re watching this podcast on say YouTube or on Spotify. If I look like a slob and I’m not presented well, and you’re listening to what I’m saying, and you’re like, Hey, I don’t agree with this guy. I don’t wish to be this human being some consciously at the end of the day, you’re going to be like, Hey, I can’t listen to you anymore. This isn’t for me. This brand’s not for me. And even though we may offer the best marketing agency solution for a software company like yours, you may not want to be involved with us. And that’s, what’s really crucial here that it can enable you to build out a brand, which is bigger than yourself.

And if you’re thinking about really expanding your software company and building out a quote-unquote brand podcast is one of the best places to start. It’s really funny. This year we’ve acquired clients simply through our podcast. We’ve had traffic from all over the world. We’ve attracted four blistered entrepreneurs, simply through the storytelling narrative our podcast and it’s, changed the way we think about it. So it’s quite, it’s one of those things where if you commit to it and you optimize well with your podcast, you can really start to build out a loyal following of great customers or great prospects, even who may even consider buying with you, but just, you can’t think of it like a direct response activity. See as a direct response advertiser, we are impatient a lot of the time in the sense that we’re expecting a return on investment. In say one month, two months or three months. What the podcast has forced us to do.

And this has been that opportunity. At Owendenny. To expand and become bigger and better than we’ve ever been before.  It’s enabled us to focus on. Okay, let’s do this for the long run, and let’s play an infinite game. Where we do this because it’s the right thing to do. And that the community needs to hear our voice. And not to participate in the noise. But to participate in the growth of the software industry. And that’s the way we look at it.

So when it comes down to analyzing the ROI  of your campaign. You could do it in a very brutal means. You could calculate the number of times. Now the number of hours spent recording the number of hours spent strategizing the number of hours entertaining. You are basically aggregating that total pool of resources, and then looking at that as your marketing costs, and then you could consider the cost of distribution, applicate amplification of your.  Of your podcast, whether it be on social media or SEO, or if you’re doing podcasts notes or whatever. And then you could then look at the total amount of revenue generated from your podcast. And then basically get a rough ROI on that.

My suggestion to you though. If you’re planning to go down this route. My recommendation is very simple. And it’s this don’t look at this with a three to six month.  Time step. You need to look at this with a long-term view. And show up every single week or every single month.  But the ROI based on those numbers for us in our first year of semi-committing to this.  Has been astronomical for our business. Now. When it comes to actually setting up a podcast, you’d be really shocked with what you need.

Today’s podcast. Believe it or not has been done on a $30 microphone. I picked up from Amazon. And the quality of this microphone is unfreaking believable. But we’ve enhanced this podcast whole lot more than you could ever believe.  You know what we’re using as well. We’re using my old iPhone 12 as the video recording system, and we’re using the connectivity feature of the iPhone to connect with my Macbook Pro. And then recording both of these tracks at the same time using Descript.

And that’s how literally we have started our podcast and the quality as you can see today is pretty damn good. Like we don’t have to go about investing in a, say like a $2,000 webcam or,   super-duper broadcasting microphone from Shure.  You don’t really need that much to get started.

In fact, you could even take it to a whole new level and just use your latest version iPhone.  And not even use this microphone, but just use the AI features, which are now found inside of descript. Believe it or not to enable what they call studio noise or studio voice. And then optimizing with the AI feature.

So the eye contact is made throughout the entire podcast. It’s actually amazing for you when it comes to doing everything for you. We are huge advocates here at Owendenny for using Descript because it just does so many amazing things, which your SaaS company and your editing team cannot live without. And I can assure you that.

Now, what about publishing your podcast? Now we use a couple of different apps here and I want to really give you some amazing insights into what we use for editing.  We used Descript and that’s what adds all the captions. That’s what does the show Nards that’s what turns this into a blog post.

And we are really hard there, but then we’ll use a second app called to develop amazing show notes. Headlines.

Everything that we need to ensure that these podcasts look really, good. In the eyes of Spotify, because one of the key areas we grow our podcast is by having STR-optimized show notes for each of the platforms. So we can attract a new audience every week based on the titles and the contents of our show. Notes or. The description of the podcast episode, and that makes massive, difference. Oh just have my dog visit me.

How cool.  I’m going to ask you to say hello there.  You can see or hear you guys, if you’re watching the video, her name is Zoe. She’s a poodle. She’s really, really beautiful. Um, You can see a little head here.

She just said, alert everybody.

So, yeah, like that’s what I would be looking into using to optimize your show notes. So then that headache of, when you say outsource this to a video editor, that they can just get the show notes done for you right away. Um, That’s really, really simple. So use Descript for editing.  Listener.FM for your show notes.

And then for publications we use the Spotify podcast feature. I think it’s called podcasting for Spotify. Um, Again, just check the show notes. That’ll all be resolved there. And then um, to go about distributing and syndicating this content across all the different platforms, from my understanding, it publishes these podcasts on like six to seven different platforms in one go. And it’s freaking amazing. Now.

Once you’ve syndicated and you’ve published stuff. You probably gonna ask me like, whoa, what the.  Well, You’ve shown me how to do it, why it’s important, but like, what do I actually talk about on my podcast? Well, you know, It’s really interesting.  We just talk about our lives at Owendenny Digital, but we do it in an informed way.

See. Marketing and sales is a way of life to us at our marketing agency. Like we, we, we live and breathe it. See, we see marketing and sales tactics take place in the day-to-day. Through our interactions with people at our cafes. Through interactions that I have with my dog, believe it or not, that same dog runs split tests on me with different toys.

She does offer testing and she does split testing. Um, And she does optimization strategies to get my attention. Like she’s the best marketer in the household, our little poodle and she’s probably the best salesperson. In our household too, when you think of it that way. So. When it comes to like what you talk about.  Obviously, you need to talk about what your customers value.

For instance, we’re a software marketing.  Agencies. What do we talk about? We talk about software marketing, that’s direct response advertising. You know how to make the most of your lead generation efforts. How to explore Facebook, LinkedIn, Google ads, YouTube ads. That’s what we’re going to be talking about. What do you need to do on a landing page to get the best? Performance. On your signup pages on your software company. What does your customer segmentation need to look like in order to achieve a flawless go-to-market strategy? What sort of things do you need to consider when working with marketing teams and sales teams and aligning them to achieve revenue goals?

Like, there are a lot of things you can talk about. In our world to add massive value to the software founders and whoever is listening to this podcast today. So when you think about it, there’s so many. Massive options for you when it comes to what you should talk about. If you know your customer’s pain points, their desires, what keeps them up at night, what they really want, what do they struggle with?

What are their daily tasks? What are their goals? What are their massive dreams and aspirations? You’ve gotta be completely fine.  Because that’s what you need to talk about, but then here’s the X factor that you need. You need to add your arm damn personality in there too.  Like I talk about my day-to-day.

I talk about the fact that I’ve quit caffeine.  I talk about the facts. That I’m changing my morning. I’m essentially biohacking my system. I’ve got an episode coming up soon. I’m going to do it with my wife. Hannah. And we’re going to be talking about how I haven’t for the first time in my entire existence. I’m 33 years of age. I didn’t get sick this year.  And that’s a massive win. And I want to really share with you the process that I went through to go through that. But like, you need to add your own personality to it. Don’t just make it about your marketing, make it about things that mean a lot to you.

Because again, that adds to the brand that you’re trying to build.


Word of advice. Just make sure that you pick a quiet room in your house. You don’t need perfect lighting. You can do a lot of that post-pride in Descript but have some relatively decent lighting. If you can afford a light ring, we’ve bought one. It’s just down there. We’re not even using it for this episode, but that was like $30 at the nearest office works or like a Home Depot or Kmart, right?

Like, you do not need expensive stuff to make your first podcast a massive success, but all you need to do is just get off your button. Do it. Like it’s a real.  It’s a really crazy thing. And.  The more I get into entrepreneurship and the more I get into marketing and the more I get into pushing myself through this ongoing personal development program, the more I’m starting to realize is that the bigger we make the obstacle in our head, the more paralyzed we become. And often, and this is one of my personal floors, which I have worked a very, very long time this year.  In overcoming, is that the more I give any gravity to a goal, the less likely it comes to its fulfillment. Whereas, what you need to do is just simply focus on the next step and just plot the next step plot, the next step plot, the next step.

I just work towards it and just do the damn thing.  Because as soon as you start to do the damn thing, that illusion of like the goal,  which is paralyzing, you start to simply fade  away.  And that’s what you need to do when it comes to your podcast. Or any of your other marketing or sales efforts for that matter?  And. Then my tips.  For today in a future episode, I’m going to talk to you about how we’ve engaged our audience and how we’ve grown our podcast, especially getting those first thousand views.

It’s really, really, really challenging to do that, especially if you’re not really investing in paid traffic and you just need to rely on the small organic audience. We’ll talk about that in our next episode, how we’ve used like storytelling frameworks um, you know, we want to also talk about how we’ve incorporated guest interviews and collaborations. And the metrics that we use to measure the success and impact of your episodes in your podcast in general. So guys, if you liked this episode, please do subscribe to the podcast on the platform that you are listening to.

We do endeavor to release at least two to three of these every single month to help you and your software company achieve your T two D three goals. That’s it for me. If you’ve got any further questions, feel free to hit me up via email. You can find my email in the job notes. And we’ll talk to you very, very soon.

I can’t wait to speak with you. On our next episode. Peace.


Connect with Dean Denny, host of Open Source Growth and Director at Owendenny Digital

Owendenny Digital, Australia’s #1 SaaS Marketing Agency


Two options:

1 – If you *already* know you need an expert to help you build predictable and scalable customer acquisition solutions to scale your MRR.

To get started, book a Free Growth Diagnostic using the link below and let us show you how we can help.

⁠⁠⁠⁠⁠Get Your Free Growth Diagnostic⁠⁠⁠⁠⁠

2 – If you *do not yet know* if you would benefit from our services, book a FREE 10-min chat with Dean directly and let’s talk about your business.

⁠⁠⁠Have a friendly 10-minute chat with Dean⁠⁠⁠

We look forward to hearing from you! ⁠⁠⁠

Landscaper Marketing Strategies Revealed: How To Leads For Your Landscaping Business Fast

Every homeowner requires landscaping services every now and then. The landscaping industry, in general, is on the way towards expansion. With a strong home sector, the landscaping industry is gaining momentum faster than any other home service industry. Hence, every business owner are now starting to maximize their landscaper marketing efforts.

So, if that’s the case, why has your phone been silent recently? Why haven’t you been getting the landscaping leads?

Let us explain. A landscaping business relies on an effective landscaper marketing strategy to get more leads which in turn can help them to book more appointments, connect with new customers, and get more sales.

It’s a very competitive online marketplace and to get more leads for your landscaping business means you need to make smart moves to make sure your brand stands out from the competitors.

To get continuous leads, we suggest you follow the tips given below.

Build A Website For Your Landscaping Business

A website will probably be the first interaction between a potential customer and your company. That’s why your website must be interactive and must be able to grab the attention of a visitor. Remember, your website is your sale representative and must be functional 24/7.

To achieve that it must have the following features:

  • Quick: If your website takes more than 4 seconds to load, the visitor is most likely to close your web page.
  • User Friendly: An average web user does not prefer a website with a complicated user interface. So make sure your website is easy to navigate through and everything a visitor needs is just a few clicks away.

You can incorporate shortcuts and a FAQ section on your website.

  • Must Be Mobile Friendly: More than half of the searches for a landscaping business are done using a smartphone. So, make sure your website is accessible through a smartphone.
  • Must Be Secure: Nobody prefers to stay on a website that is not secure so your website must be HTTPS and not HTTP.
  • Must Encourage The Customer To Take Action: People do not call for landscaping services until and unless it’s an emergency. On your website include call-to-actions, your contact info, and contact forms asking for the customer’s information.
  • Improve Search Engine Optimisation (SEO)

 Improving SEO means that when someone searches for a landscaping service, your company’s name or website must appear at the top of Google search. More often than not, a person would probably click on the top three or four links of his Google search results. So, your company must be on the first page of Google search results.

To get continuous leads, the content on your website and social media platforms must have the top-ranked keywords related to the landscaping business. In your content, use keywords that specify your location for example try using “Landscaping in LA”.

When someone searches for a landscaping service, the Google algorithm displays the most geographically relevant results. So even if you are a small business, improving SEO can get you an edge over your competitors.

You can also use Google local services to advertise your landscaping business on Google. If someone searches for a landscaping service in your area, your local service ad shows up and the customers can contact you directly.

  • Use Pay-Per-Click(PPC) Ads

Mastering SEO is a timely process and takes time to generate leads. A faster way is to use PPC search ads.

PPC ads help you target users searching for specific keywords and helps you to focus on a particular geographical location.

Due to the keywords you choose, the link to your webpage shows at the top of page 1 of Google’s search result. This ensures quicker results.

The advantages of PPC are visibility and relevance. If you traditionally advertise your landscaping business, you will interrupt the user’s online experience and he will only get frustrated and might block your ad. PPC, on the other hand, does not block a user’s online experience but displays your ad in front of users already searching for a landscaping business.

  • Manage Your Reviews

What you claim about your business holds lesser weight as compared to what others say about it. This makes reviews and testimonials very important. So, always request the customer for a testimonial after you have completed the landscaping job.

Just a few years before, referrals used to be offline but now social media platforms such as Facebook, Instagram, and YouTube are used to drop reviews.

To get leads for your landscaping business, you must have a strategy to get more reviews. Try using the steps given below:

  • After the job, ask your customer for a review.
  • You can send an e-mail or a quick message asking for a review.
  • Add a custom Google review link to your website.
  • Add call-to-action on your website and ask for a review.
  • Use a review generation tool.
  • Make Helpful Content as part of your Landscaper Marketing

One of the most popular methods to attract new customers and expand your business is content marketing. It’s a very simple idea: your content must teach a customer how to solve a problem on their own.

Now, if you make content that just talks about your business the customer will quickly lose interest. A better way is to make DIY landscaping content.

There is a slight disadvantage to it:

  • Article will be read by people across the globe. You need people specific to your location.
  • It attracts people who will not contact you rather they will solve the problem on their own.

So to improve the strategy, your content must be specific to a particular location. This may sound counterintuitive, but such content help in trust building with your community.

If someone needs a landscaping service, you will be the first to cross their minds.

The Bottom Line

The competition online is tougher than ever and to connect with your customer you need to up your landscaper marketing strategy. Investing a little time to improve your digital marketing skills can surely generate leads for your landscaping business. The tips shared above are neither costly nor very complicated to implement. You can give them a shot and most likely you will see growth in your business.

Digital Marketing for Gardeners: Easy to Follow Guide

If you have trouble finding ways to market your gardening services in today’s era, well, that’s quite big trouble! Nowadays, almost all kinds of businesses, whether products or services, are being promoted in digital marketing platforms, and gardening services are not an exception! Methods of digital marketing for gardeners have evolved through time because of technology and this current situation.

The use of social media platforms for work, shopping, and even to find services is on the rise. That’s why in this article, you’ll find out how digital marketing for gardeners should work, not limited to the pandemic crisis, moreover, because of the competition among those who offer gardening services as their income-generating business.

Why do I need to Adapt Digital Marketing for My Business?

There have been radical innovations, high-tech gadgets, and superb services in every field where science and technology is applied. Not a single business is left behind when it comes to the use of technology. At this point, traditional marketing is no longer effective and relevant.

And you, being an aspiring gardening tycoon, must not be left behind with these significant changes in the gardening industry—the perfect reason, below are some incredible ideas you might do for your business. Adapting is the key to your success!

Incredible ideas about digital marketing for gardeners

The way of marketing is one of the reasons why a particular business may flop. So it would really help if you put significant consideration into this thing.

Since gardening is hitting the spotlight during this pandemic, you can take advantage of this, like a pot of gold at the end of the rainbow, snatch it.

Here are some incredible ideas about digital marketing you may consult at;

  • Promote your business on Facebook

Facebook is nothing but one of the best social media tools of this era. Facebook has reported that during the first quarter of this year 2021, almost 1.88 billion people were active users.  Wow! These are a wide range of your business’s prospects. Plus, there is more than just a word Facebook; it has so many avenues that you can utilize for a lit service promotional.

Below are the Facebook avenues you may utilize for your success;

  • Facebook Profile

You have your profile where you can say what you feel. Start promoting your business right from your profile. Add more friends, and share it with them. A little tip, add friends that are interested in gardening, so it will be favorable for you. Go for gardening enthusiasts!

  • Facebook Page

According to, a Facebook page is a public profile perfectly created for businesses, brands, celebrities, causes, and other organizations. It would be great if you can create a well-rounded page for your gardening services. Dig deeper into what they like and post it on your page for more fans to support you

  • Facebook Groups

A vast number of Facebook groups are available online right for your kind of offering. Just give them your ultimate service captions for posting, and surely more will engage into it. Join groups, don’t ever forget!

  • Facebook Advertising

Facebook has emerged as a breakthrough application since people of this generation can no longer distance themselves from this lit app. That’s why utilizing Facebook through advertising is exceptional when it comes to marketing. Look how genius Facebook can be for your business success.

  • Create a powerful website

Your website is the go-to destination of all customers. Make an impact by making a great website to hook your target personas up. However, to develop the best website perfect for gardening services marketing, put news-letter, blogs, and videos upon it.

Why? Here are some reasons why to put up these items on your website:

  • Newsletter

What would be greater than being transparent to the public. Tell them more about your business in the form of news. Build impact and soon earn a profit.

  • Blogs

Blogs are influential because they cause traffic to your website. Plus, posting blogs related to your business will somehow help your viewers to know more about your services and tell them why they need them.

  • Videos

What trends today more are videos. Engaging videos hook the viewers. Make sure to post videos that your prospects would love to see. Help them engage with your service through your unique and impactful videos.

  • Take advantage of SEO

There are so many ways that you can generate traffic to your website. If you offer gardening services, be sure to use SEO-friendly keywords. Companies offering Google AdWords and SEO services are there to help. This type of marketing strategy will help you put your business right before others. Manage more deals and receive more inquiries with SEO.

Below are some platforms where you can use SEO for your utmost benefits;

  • YouTube SEO

For serious YouTubers, this is the ultimate SEO tool. By finding perfect keywords, collect views and likes on your channel. However, to make sure that your keywords are in low competition to benefit from your keywords solely. SEO success depends on the right keywords.

  • Instagram SEO

The goal of Instagram SEO is to help your profile rank higher in search results by optimizing your content. Among the famous social media platforms in today’s world is Instagram. Getting a bit more focused on prospects would be a great help. So, it’s important to make your Instagram profile searchable rather than your account to reduce searches.

Google Ads: how do they work?

Google AdWords (formerly Google Ads) is an online advertising platform where advertisers bid on the rights to display ads, service offerings, product listings, and videos to web users. With the Google Display Network, advertisers can place ads on websites other than search engines like Google Search (not included in the Google Search Network), apps, mobile websites, or videos (not included in the Google Search Network). The services are offered on a pay-per-click (PPC) basis.

Whenever a user performs a keyword search such as gardening tips and ideas, Google Ads performs an auction system. In order for your Google Ads advertisement to appear for relevant keywords, you will need to optimize your Quality Score and the bid amount. Your landing page should be relevant to your advertisement.

Your decision matters!

The above-mentioned extraordinary ideas about digital marketing for gardeners are yours to promote and use. Businessmen who are successful started from one great decision before reaching the position they are in today. Decide on making that one big decision of yours and believe that you will succeed. This battle is not a one-man show.

We at Owendenny have the same goal as you, dear gardeners. And that is to transform your business into its blooming form, and soon you may harvest. Grow your business with us today!