Business Growth Blog

John Pate, Chief Marketing Scientist

John Pate, Chief Marketing Scientist
John is owner and founder of Cohort Marketing. He is a regular contributor to various online media and is a featured speaker at key marketing events in the Raleigh - Durham area.

Recent Posts

Web Design

How to Know if Your Website is Google™ Compliant in 30 Seconds or Less

[fa icon="calendar'] Dec 20, 2019 | by John Pate, Chief Marketing Scientist

Your company website still is the best lead-generation tool you can have. While Facebook™ ads can give you quick wins, measured in ROI, your website still will offer the best bang for you buck.

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Marketing

The 2016-2018 PPC Bubble, How It Affects You, and How to Fix It

[fa icon="calendar'] Dec 4, 2019 | by John Pate, Chief Marketing Scientist

Have you ever asked yourself: "I'm spending all this money in advertising. Why isn't it working?" 

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Facebook

The Anatomy of a Successful Facebook™ Ads Campaign

[fa icon="calendar'] Nov 21, 2019 | by John Pate, Chief Marketing Scientist

You've read posts from people saying, "Facebook™ doesn't work." That's like saying, "Advertising doesn't work." You can call FB, "social media" if you want. It's really an ads delivery system. Think billboard on steroids.

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Facebook

The Facebook™ Campaign Objectives and Why You Should Care

[fa icon="calendar'] Nov 13, 2019 | by John Pate, Chief Marketing Scientist

Anyone and everyone who's ever run an ad on Facebook™ has been faced with choosing a campaign objective. This choice causes the most confusion of all the other choices you can make. And for good reason: Your choice of campaign objective can make or break your success in advertising. 

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Facebook

How to Put Any Competitor Out of Business

[fa icon="calendar'] Oct 1, 2019 | by John Pate, Chief Marketing Scientist

You can put any competitor out of business just by exploiting their weaknesses over time. It takes guts, and you may lose some sleep over it. What would your level of satisfaction for such a victory?

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Facebook

Want to Run Facebook™ Ads? Learn a Lesson from FB

[fa icon="calendar'] Sep 24, 2019 | by John Pate, Chief Marketing Scientist

Facebook ran over 45 ads variations just in the month of September, 2019.

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Facebook

Magazine Display Ads vs. Facebook™ Ads

[fa icon="calendar'] Sep 24, 2019 | by John Pate, Chief Marketing Scientist

It's tempting. That nice local magazine. They're in every city. You see them in supermarket stands, dental offices, and shops.

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Facebook

How to Forecast ROI and Profit from Any Facebook™ Campaign [Video]

[fa icon="calendar'] Jul 29, 2019 | by John Pate, Chief Marketing Scientist

 

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Facebook

The Importance of Knowing Your Facebook™ CPA [Video]

[fa icon="calendar'] Jul 23, 2019 | by John Pate, Chief Marketing Scientist

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Facebook

Our Hyper-3 High Performance Facebook™ Funnel

[fa icon="calendar'] Jul 22, 2019 | by John Pate, Chief Marketing Scientist

I'm giving away some “secret sauce.”

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Facebook

The Three Most Common Mistakes Facebook™ Marketers Make

[fa icon="calendar'] Jun 7, 2019 | by John Pate, Chief Marketing Scientist

My hope is you can avoid some of the stuff we see all the time that holds back companies. Following are top three mistakes FB marketers make. We see these all the time. 

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Facebook

How to Create a Killer Audience for Facebook™ Ads

[fa icon="calendar'] May 30, 2019 | by John Pate, Chief Marketing Scientist

Creating the right audience is about 75% of any potential success you’ll have with Facebook™ Ads. Conversely, creating bad or non-performing audiences will kill your marketing efforts and help you waste a ton of money.

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Facebook

How to Win with Facebook™ Ads for $1 per Day

[fa icon="calendar'] May 28, 2019 | by John Pate, Chief Marketing Scientist

Of the 80 million Facebook™ Business Pages in the U.S., only 13% of those companies are doing paid advertising on FB.

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Marketing

Your KPI’s Don’t Lie, but You Can, and So Can Everyone Else

[fa icon="calendar'] Apr 17, 2019 | by John Pate, Chief Marketing Scientist

In this article I’m simply reacting to a shift we’ve seen for Q2, 2019.

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Digital Marketing

The 4 Facebook™ Advertising Mistakes That Destroy Success

[fa icon="calendar'] Mar 19, 2019 | by John Pate, Chief Marketing Scientist

Despite your KPIs, numbers, margins, dreams of success, product to market, prior marketing success, or the 1,000 blogs you’ve read, there are some PPC (Facebook™ marketing) mistakes that will destroy any hope for success.

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Marketing

When Too High an ROI Is Bad for Facebook™ Ads

[fa icon="calendar'] Mar 15, 2019 | by John Pate, Chief Marketing Scientist

Who would ever think such a thing? Of all the KPIs, ROI often is the measuring stick of success with Facebook™ ads and for  business in general.  But sometimes too high an ROI may not be best for you. Here's why:

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Marketing

How an AOV-Based Company Can Have Success with Facebook™ Marketing

[fa icon="calendar'] Mar 7, 2019 | by John Pate, Chief Marketing Scientist

Using KPIs to predict your success with digital marketing eliminates guesswork when planning your marketing budget.

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Marketing

How to Forecast Your Facebook™ Marketing Success Using Your KPIs

[fa icon="calendar'] Feb 27, 2019 | by John Pate, Chief Marketing Scientist

By far, Facebook™ marketing is the most sought after way to generate leads within digital marketing. But no matter what channel you choose, you can use your KPIs to forecast both budget and ROI-based success.

KPIs or Key Performance Indicators are just that: everyday metrics and real math your business generates you can use to show both current performance and your Facebook™ marketing budget to increase your bottom line.

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Marketing, Digital Marketing

Facebook™/PPC vs. Organic/SEO platforms: Which is Better?

[fa icon="calendar'] Jan 18, 2019 | by John Pate, Chief Marketing Scientist

Where should you put your precious advertising dollars? Into PPC: Facebook, IG, Adwords, etc? Or toward organic: ramping up your website, fixing your SEO, publishing SEO blogs?

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Digital Marketing

The 4 Paths to Launching A Top-Converting Digital Marketing Plan

[fa icon="calendar'] Dec 13, 2018 | by John Pate, Chief Marketing Scientist

To have any level of success in digital marketing, you're first step is to take off your jaded glasses. 

If you tell us, "I'm having great success (in one or more digital channels)," we'll always ask, "What's your checking account look like?"

If you are having cash flow problems, getting junk leads, or otherwise can't grow, something really is wrong.

Your solution is to nail one or more of the 8 channels in digital marketing:

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Facebook, Marketing

Avoiding Facebook™ Ads Burnout - Jody Milward

[fa icon="calendar'] Dec 11, 2018 | by John Pate, Chief Marketing Scientist

Editor's note:
Originally published in a private, for agency owners, Facebook group. Re-posted here by permission.

You may have heard people say that running Facebook Ads is not a job for ONE person.

And they are right.

I worked as a full time In House Ads Strategist for 18 months. The company (a start up) did great. Generated over $2m in revenue during this time, built a team and onboarded THOUSANDS of students for their coaching program.

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Facebook

The Dirty Dozen Keys to Success with a Paid Digital Marketing Ads Campaign

[fa icon="calendar'] Aug 24, 2018 | by John Pate, Chief Marketing Scientist

Finding success with Facebook™ or Adwords marketing or some other channel is not just about running some ads or boosting some FB posts. Digital requires a different process than traditional marketing.

Finding success with Facebook™ or Adwords marketing or some other channel also is not about the "deal" you get from the ad agency either, it's about the results and ROI.

If you've not had success with PPC Facebook™ ads or another channel, you've got plenty company. While your plight is common, the solutions to your plight are even more common.

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Facebook

The Gurus Weigh In: How to Grow and Scale a New E-Comm Store

[fa icon="calendar'] Aug 13, 2018 | by John Pate, Chief Marketing Scientist

Launching, growing, and scaling a new e-commerce store can be a challenge for a variety of reasons. If you’re in a niche market, you can relax—for now. But if you’re competing in a tough vertical, like women’s fashions, you’d better gear up as if you’re going to war.

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Facebook

4 Foundational Keys to a High-Converting Facebook™ Ads Campaign

[fa icon="calendar'] Aug 7, 2018 | by John Pate, Chief Marketing Scientist

Trying to generate leads for your company through Facebook™ ads? We know this can be a frustrating experience.

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