Action Playbook
Each marketing-session initiative distilled into a goal, the steps, and what to confirm with Sherrod before running. Guidelines, not hard rules — optimize toward the goal.
1 · US LinkedIn Profiles for the Africa Team
Goal
More US-based LinkedIn reach
LinkedIn reaches decision-makers better than email; more profiles = more qualified outreach, faster.
Steps
Stand up US-based profiles for Africa-team members
They keep their real prior experience and make the profile strong. Give multiple people LinkedIn access to send to employers.
Confirm
Whose profiles, tooling, compliance with LinkedIn ToS
How many seats, what outreach cadence, and how sends are tracked.
2 · Executive Search & Recruiting Partners
Goal
Partner with small staffing agencies
They already have employer customers but don't do visa sponsorship. We bring the international talent.
Pitch
You bring employers, we sponsor the talent
Split the recruiting fees with them; we take our fee from the talent side when they get their visas.
Build
Automation to find + approach small agencies
Find small talent/recruiting firms with employer relationships and no sponsorship offering, then run outreach.
3 · Job Search — Seed the Portal
Goal
Always-on relevant jobs in the portal
So signed-up talent never feels like there's nothing for them.
Steps
Scrape jobs from employers we already contacted
Use the employers from website scraping / portal intake. Free posting / claim-your-profile for those jobs.
Watch out
Not giant generic companies
Last time the jobs were too same-y. Get varied, real jobs and organize them nicely through the matching algorithm.
4 · New Landing Pages & Ad Copy
Goal
Ads ready the moment pages go live
Aaron builds the landing pages next week with predictable URL slugs.
Steps
Pre-write ad copy against anticipated slugs
Performance Max (video/image assets) or search. Place copy + URLs now so it's ready to go.
Budget
$1/day each to start
Lowest spend while setting up, so we can see which converts best before scaling. Geography + copy are guidelines.
5 · Conversion Tracking
Goal
Know if ads actually convert
Right now: lots of impressions, few clicks, can't tell if conversion tracking fires correctly.
Key nuance
Two properties
o1dmatch.com (marketing) and app.o1dmatch.com (the app). Different actions to track.
What to track
The page AFTER the landing page
Form submission (get-your-free-score / claim-my-founders-rate) and/or the Stripe webhook for payment. Start with o1dmatch.com forms.
Standing Rules from Sherrod
Optimize toward the goal
Guidelines, not hard rules
Do what we're trying to do, not exactly what it says. If you see something better, do it.
Test cheap, then scale
$1/day, measure, expand
Don't blow the budget while setting up; let conversion data pick the winners.
You're professionals
Trusted to make it better
Improve copy, region, and targeting as you go.