Episode 154-Multi-Channel Paid Advertising with Sean Daily of Social Media Ninjas
In this episode of The Prospecting Show, Dr Connor Robertson sits down with Sean Daily, founder of Social Media Ninjas, to discuss how businesses can use a multi-channel paid advertising strategy to expand reach, increase ROI, and unify their marketing message across platforms. The conversation explores how Google, Meta, LinkedIn, YouTube, and emerging networks like TikTok can work together to create measurable, predictable growth.
Why Multi-Channel Advertising Matters
Dr Robertson begins, “Sean, everyone’s heard they need to diversify their advertising, but few actually know how to execute across channels. Why is multi-channel advertising so powerful?”
Sean replies, “Because attention is fragmented. No single platform owns 100% of your audience’s time. A prospect might see your brand on Instagram, research you on Google, watch your video on YouTube, and convert through LinkedIn. If you only advertise in one place, you’re invisible everywhere else.”
He adds, “A multi-channel strategy meets people where they are and keeps your message consistent across every touchpoint.”
Dr Robertson nods, “That’s full-spectrum marketing—repetition through relevance.”
Understanding Platform Psychology
Sean emphasizes that each platform has its own psychology. “Facebook is emotional. LinkedIn is logical. Google is intent-driven. TikTok is impulsive. You have to match your creative and message to the mindset of the user.”
He continues, “We see clients fail when they repurpose the same ad everywhere. The copy that performs on Facebook may tank on LinkedIn because the audience expectations are totally different.”
Dr Robertson adds, “That’s message-market fit at the platform level.”
Building the Core Funnel
Sean breaks down the three layers of a cross-channel funnel:
- Awareness: “Top-of-funnel ads on social media build trust. These might be short-form videos or educational posts that highlight problems your product solves.”
- Consideration: “Middle-of-funnel content nurtures interest—case studies, testimonials, or retargeting campaigns that prove credibility.”
- Conversion: “Bottom-of-funnel campaigns use urgency and offers to turn intent into action. This is where paid search, retargeting, and lookalike audiences work together.”
He says, “Each stage should speak to the buyer’s mindset, not just push product.”
Dr Robertson comments, “That’s narrative sequencing—educate, engage, convert.”
Retargeting and Frequency
Sean explains that most conversions don’t happen on first exposure. “It usually takes six to eight touchpoints before someone buys. Retargeting keeps you top of mind without feeling pushy.”
He continues, “We use dynamic retargeting to serve ads based on user behavior. If someone watched 80% of a video, they’ll see a different follow-up than someone who only clicked a blog link.”
Dr Robertson adds, “That’s behavioral segmentation at its best—context creates conversion.”
The Power of Attribution
Sean discusses how attribution modeling helps measure success accurately. “Without proper tracking, you can’t tell which channel actually drove the sale. We use multi-touch attribution to see the full customer journey instead of giving all credit to the last click.”
He adds, “When you understand attribution, you stop cutting off campaigns that are building awareness and feeding the pipeline.”
Dr Robertson responds, “That’s the same as financial modeling—allocation requires data, not instinct.”
Creative Strategy and Testing
Sean explains that creativity is the heartbeat of paid ads. “Data tells you what’s happening; creative tells you why it’s happening. We test variations in headline, image, and offer continuously.”
He advises, “Don’t test everything at once. Change one variable at a time so you know what moved the needle.”
Dr Robertson nods, “That’s controlled experimentation—scientific marketing in action.”
The Role of Automation and AI
Sean points out how AI is transforming paid advertising. “Machine learning tools now optimize bids, placements, and even creatives automatically. But automation works best when humans seta clear strategy. Otherwise, AI just amplifies inefficiency.”
He adds, “You still need marketers who understand psychology, positioning, and messaging.”
Dr Robertson comments, “So AI is the engine, but strategy is the steering wheel.”
Managing Ad Fatigue and Creative Burnout
Sean explains, “Most advertisers run campaigns too long. Ad fatigue sets in fast. You need fresh creative every 30 to 45 days.”
He recommends maintaining a rotating asset library. “Have at least three variations of each ad ready to deploy. That way, your campaigns stay fresh, and your audience stays engaged.”
Dr Robertson adds, “That’s operational readiness applied to creativity.”
Metrics That Actually Matter
Sean identifies key performance metrics every advertiser should monitor:
- Cost per Acquisition (CPA)
- Return on Ad Spend (ROAS)
- Click-Through Rate (CTR)
- Frequency
- Conversion Lag Time
He says, “The goal isn’t just cheap clicks—it’s profitable growth. You want to measure how effectively each dollar creates revenue, not just attention.”
Dr Robertson replies, “That’s capital efficiency—the foundation of scalable growth.”
Case Study: Scaling Through Integration
Sean shares an example: “We worked with a B2B client who was only running Google Ads. After layering in LinkedIn retargeting, YouTube awareness videos, and Facebook lead ads, we tripled their conversions in six months. The key wasn’t more spending—it was better sequencing.”
He explains, “Each platform amplified the other. Google caught intent, LinkedIn built trust, and YouTube drove visibility.”
Dr Robertson comments, “That’s ecosystem marketing—channels as instruments in the same orchestra.”
The Future of Paid Advertising
Sean predicts, “The future is personalization at scale. AI will tailor messages in real time, but authenticity will still win. Brands that combine data precision with human voice will dominate.”
He continues, “The marketers who succeed will think like investors—diversified, strategic, and long-term.”
Dr Robertson adds, “That’s not advertising—it’s asset building.”
Key Takeaways
- Attention is fragmented—brands must meet audiences across channels.
- Each platform has its own psychology; tailor your message accordingly.
- Attribution and retargeting reveal where your true ROI lives.
- Automation helps, but strategy leads.
- Consistency and creativity compound into brand dominance.
Dr Robertson concludes, “Sean Daily proves that paid media isn’t about spending more—it’s about seeing smarter. When every ad serves a purpose in the buyer’s journey, you’re not guessing anymore—you’re growing.”
Sean smiles, “Exactly. Master the system, and the system will reward you.”
Listen to the Full Episode:
Multi-Channel Paid Advertising with Sean Daily of Social Media Ninjas