Ilana: Okay, so now that you’ve really identified what type of business you’ve got, you know exactly who your business services, the customer avatar, and you’ve identified an offer that particular potential customer is potentially interested in.
The next thing you’ve got to do is, so as you touched on, James, I’m a big, big believer in not investing in just one ad platform, diversifying your traffic sources, so leveraging up Facebook and Google. Now, I don’t want to suggest to your listeners that I suggest, let’s say Facebook ads is like, the primary way that you generate leads to have that budget and put the other half in…
James: Never do that. It’s like, I see people, if you’ve got a traffic source that can turn $1 into $1.20 or $1.50, don’t turn it off because you found one that turns $1 into $5. Have them both.
Ilana: Exactly, exactly. You might find for your business that you’ve got, you know, a leg in the Facebook ad camp but a toe in the Google camp. That’s okay. You’ve tapped into another traffic source.
Ilana: And by no means does that mean that, you know, you chop that Facebook leg off.
James: This is one of the most important points, and it’s a crazy thing that marketers do. And I’ve had this, I’m seeing, at least a dozen times on coaching calls where people will actually start switching off a performing traffic source because they found a better one. But why don’t have them both?
James: There’s no reason not to.
Ilana: This is where it really touches on your point before, James, of knowing your numbers. As long as that cost per lead is below that threshold of whatever it is you’re prepared to spend on a lead, then I’m of the belief it doesn’t matter if one other platform’s costing you a little bit more, as long as it’s still under that threshold. You’re in the money.
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