James: James Schramko here from SuperFastBusiness.com. I have with me Ilana Wechsler from TeachTraffic.com. Hello, Ilana.
Ilana: Hey James, how are you going?
James: Good. We’ve been answering a few questions relating to traffic campaigns, in particular paid traffic, which you’re somewhat of an expert. Your story is you actually had a big background in data. So you know how to crunch the numbers, and you get excited about spreadsheets and things.
Ilana: Don’t you, James? I know you do.
James: I can tell from your smile. You know, doesn’t everyone?
So one question you get asked a lot, and rarely, on a Facebook group, I’ll see people say, Hey, the industry I’m in has a really high cost per lead or cost per acquisition, or the lifetime value is often high, whether it could be an injury lawyer, or someone selling high-ticket items, or they might be in just a really popular space, like business coaching, dentistry, so forth. They’re going to have a high acquisition cost. And sometimes when they’re starting out, they might have a small budget.
And this is the classic scenario, Hey, I don’t have a lot to put towards this and it’s really expensive when we do. If we could only do one thing, where would our best focus be? So how do you approach that question?
Ilana: It’s a tough one. And I think it really depends, ultimately, on the kind of industry, number one. So if you’re an injury lawyer, for example, I guess the big picture, your two options would be Google search, where somebody types in injury lawyer Sydney, for example. And that you’re probably looking at least $50 for a click for that. That’s probably not the best place to start for people.
So Google search is one option or you might want to do social media ads where you’re identifying who might be your target customer, and you might be sort of promoting some kind of content. If you decide to go down the Google search kind of route, I’d say I would pick a really tight location targeting, a very small region. And I would only run kind of like, exact match so very tight keywords.
James: Like the emergency ward in the hospital.
Ilana: Maybe, exactly. Probably a good one.
And I would go after what’s called long-tail keywords. So, lots of words in the search term. They become much, much less competitive. So, you don’t have to pay the $50 cost per click. You’re not bidding on injury lawyer Sydney. Maybe you even go down to the suburbs, that kind of stuff. So, I’d go long tail.
So if we go down the social media route, let’s say, if you’re a mortgage broker like that’s a really typical one, where you’re competing against the big banks. I’d say, I wouldn’t even bother. I would promote content on social media, to get them to your home, as you would say, you know, own the racecourse. Send the traffic to your website, pixel them, and then you can follow up with them on Google where it would typically be more expensive.
James: Right. This is the perfect interplay between the two platforms. It’s like the sporting metaphor where one person in the team gets the ball and then passes it down to the rest of the team. And then they score.
Ilana: That’s exactly right, that’s called an assist.
James: An assist, and you’re doing that. At TeachTraffic.com, you’re teaching both Facebook and Google traffic techniques, so that you can work together and I think that’s unique.
A lot of people are just focusing on one platform. And that’s like they’re running around the field with the ball and then they have to score, as well. Or they have to run it to the end and score, that gets exhausting. But you could really leverage by using those two different platforms among your other campaigns, of course. Throw in a bit of SEO and a couple of videos on YouTube, you got yourself a bit of marketing happening.
Ilana: That’s exactly right. I’m a big believer in optimizing for the customer, rather than the specific platform, you know? Like, think about who’s your target customer, where are they online? Is this the same person on Facebook going to then Google searching something? So, it’s about getting in front of them at the right time and on that right platform.
James: Great! Well, that’s some really good tips. So long-tail, geographic targeting. That’s a huge one that I don’t often hear talked about. I did hear about how people are using that creatively at a private event that I went to. And when you understand how powerful that is, that’s just like, pooof! That’s a big one. So think about where are your specific customers and how could you just put a little geographic fence around them. So, as far as the person in that zone is concerned, you might as well be as big as a bank. And people outside that, you’re not paying for so it makes a lot of sense.
Ilana: Yeah. Awesome, so good luck!
James: Well, I’m sure you got a few other little tricks under your hat there at TeachTraffic.com. Thanks for coming and sharing this, Ilana.
Ilana: Thanks so much, James.
James: See ya.
Ilana: See ya.