Mike Pereira: Welcome back to the Top Marketing Strategies Podcast. I’m Mike Pereira.
Troy Broussard: And this is Troy Broussard.
Mike: All right, we just finished wrapping up the organic traffic series on our last podcast, which was about ten or eleven podcasts I believe, right Troy?
Troy: Yeah, quite a bit.
Mike: Now, we’re actually going to be migrating from organic traffic into paid traffic, so today’s podcast is going to be an intro into paid traffic and we’re going to be discussing a lot of the reasons why the features behind the paid traffic and why you should be looking to using paid traffic as well.
Troy: Then we’re going to follow it up just like we did with the previous round of podcast episodes. We’ll follow it up by going into a lot more detail of the various types of paid traffic and how to get the most out of them in your small business or, uhh..
Troy: Troy’s first blooper of the day.
Mike: Yes, don’t worry. Troy will edit it out.
Mike: Somehow, it’ll become my blooper.
Troy: Then in the weeks to come, we’ll go into each of those areas of paid traffic in specific details in each episode in the upcoming podcasts. I’m not sure how many we’ll do here in this segment or in this series of paid traffic, but there are a lot of different types of paid traffic and Mike and I have tested just about everything under the sun over the last few years.
Mike: I could see it going close to ten again. What’s going to be interesting about this paid traffic series is we’re going to be bringing in some experts on some of these podcasts.
Troy: Yeah, and as always is our mantra, you can’t be an expert in everything, and though Mike and I have put significant time and a lot of money into virtually every single one of these different traffic strategies we’re going to talk to you about, it doesn’t mean we’re capable of being the expert on each of them, and there’s just no way that anybody can do that.
So what we want to do is give you the best content in these upcoming episodes. We’re going to partner up and team up with some good friends of ours that are truly the experts in some of these individual areas, bring them in and we’ll do some of our take on it, interview with them on their take and give you some great info.
Today, let’s just dive into this, Mike, and talk about why we’re talking about paid traffic in the first place. I think a lot of people mistakenly identify Mike and I as just the SEO guys, but the reality is, we’re really more just about traffic in general. Organic SEO is something we’ve always loved and put a lot of emphasis in our business, but the reality is, we’ve always done paid traffic all along in our business in various forms of paid traffic.
Traffic, marketing and advertising can really be broken up and sliced and diced in a lot of ways, and I think that pigeonholing yourself into just one form of traffic, organic Google traffic for example, is just not a wise way to run your business. That really brings us up to the first benefit of paid traffic, which is just really diversifying your traffic sources, right Mike?
Mike: Absolutely. Diversifying your traffic sources is really the number one reason that we have migrated over to paid traffic. As of last year, we’re actually putting a lot more emphasis and focus into paid traffic than we are with the organic when it used to be the other way around. That’s why we have been known in the past as the SEO guys. Like Troy said, we’ve done both. We’ve just switched it around to focus from one to the other a little bit more, which leads us to the real reason behind it, which is diversification, as Troy said.
Troy: And you know, it’s not different. In any small business, when you talk about traffic, whether you talk about online or offline, there are a lot of different forms of advertising and paid traffic is just a form of advertising. Honestly, organic traffic is just a form of advertising. It has a cost associated with it for creating the content, getting the rankings and all the effort there, but it really comes down to traffic and advertising.
If you run a small local business, then you’re probably advertising in the local yellow book, with the chamber of commerce, on some local newspapers and some other media flavors. Well, paid traffic is the same thing. It’s just another form of advertising in a lot of different channels.
So obviously, we’ve talked about the diversification angle, but there are some other really big benefits of using the paid traffic model that many people aren’t familiar with. Mike?
Mike: One of them being that it’s scalable. The one problem that you would have with organic traffic is that you can only grow that so large. Whereas with a paid traffic campaign, once you get something functional, working and converting for you in one paid traffic mechanism, there are literally dozens of other paid traffic avenues that you can take your same campaigns to and just keep growing. You can expand your budget and reach, and by that, I mean you can go from Google to Bing to 7Search to a whole plethora of pay-per-click options. Just pay-per-click alone places, then from there, you can migrate to a whole bunch of other forms.
Troy: Yeah, scalability. I think that people think of SEO traffic and only think of Google and they tend to associate that Google owns traffic on the internet.
Mike: Every does. It’s like you Google things, everybody just thinks of the same thing when you’re discussing traffic.
Troy: And it’s the biggest myth out there, because when it comes to traffic on the internet, Google really isn’t a drop in the bucket. When you look at the paid traffic stuff that you can do with these paid traffic networks, banner-buys and media-buys, you can spend fifty, sixty, seventy, or a hundred thousand dollars in a day without any problems buying up traffic from all of these different sources. One of the guests that we’re going to bring on in the weeks to come is somebody that spends over $50,000 a day on paid traffic and has experience at that level.
So when you think of traffic and the scalability of it, you have to really think much beyond the limitations of Google because there’s a lot of traffic out there. There is a lot of people who never go to Google, they’re on CNN.com and they’re checking out their news and they’re doing all of this other stuff searching around and never even bounce on to Google. The volume of that traffic out there that you can advertise to with paid traffic is just phenomenal.
Mike: You know, what’s interesting is with paid traffic, I tend to go to Google last. Whereas when you’re doing organic traffic, SEO and link building, you’re doing all that stuff for Google. Everybody is link building for Google, let’s not kid ourselves, but when doing paid traffic campaigns, I usually start everywhere else but Google.
Troy: Staying away from Google is kind of our criteria. But there’s a reason for that. Google can be one of the most difficult ones to get along with. They have so many limitations and restrictions for their quality scores and all these other crazy things that you don’t face with other networks on the unpaid traffic side.
Mike: And we come back to Google last. That’s the whole form of the scalability.
That’s just the way we do it. I’m not saying Google is last. Some places live and die by Google pay per click and just do Google AdWords campaigns, but for us personally, Google is really somewhere we expand to or scale to once we’ve gone through other avenues on the scalability metric.
Troy: There are some other benefits of why you want to look at paid traffic and one of them is that it’s controllable. I think this is something a lot of people miss out on. When you start building a new business and new site up, you need to know what you can get for your budget. You need to be able to control that, and paid traffic one way you can really do that.
You can control what your ad spend is, see what it’s getting you in terms of traffic, put all the tracking in place so you know what your ROI is on that traffic, and then you have a very predictable, scalable and controllable solution for your traffic, even though you’re a brand new business and perhaps don’t have a lot of exposure to your blog or website yet.
Mike: And you know what, it’s not just the budget that’s controllable, it’s the traffic as a whole that’s controllable because you can turn it off and on. Some of the campaigns we’ve run, we’ve run for businesses that only operate between the hours of 7am and 7pm per se. So I can turn the traffic on at 7am and turn it off at 7 pm and it’s not going to run anymore.
Troy: And not even that, it’s selectable. You can select what domains you want to accept this traffic from and filter out and exclude domains from other traffic sources that you know do not align well with your particular product, service or offering. You have the controllability all the way down to the domain level of filtering out and adding in traffic. You can specifically target your competitors’ sites for example. There are some really neat sly forms of paid traffic that really…
Mike: Like geo. Geo-targeting. We can just specifically target a zip code per se. If you have a local business, then you only want to target people in your zip code because you know you will only usually get walk in business. We can target just that as well. It is so controllable, it’s actually…
Troy: It’s really powerful and most people don’t think of it because most people think of paid traffic and think of Google AdWords. Again, it’s just a drop in the bucket. You’re going to see in the weeks to come as we get into all these different episodes of paid traffic and types of paid traffic that PPC is not even something we even focus on now that much.
When you look at the geo-traffic, that’s just incredibly powerful, because instead of now having to know the keywords and all of this research that goes into that, you can instead target people in broad strokes within a specific locality and close by and use coupon codes, retargeting, and some other tricks to bring those people to your site or local business.
Mike: Another reason for paid traffic is pure and simple speed – the speed at which you can get traffic.
Troy: Yeah, absolutely. Or speed at which you can churn through a lot of money if you don’t do it right.
Mike: You can go through your child’s college tuition, yes. Really, you can literally turn on traffic immediately. If you’re starting up a business or website or want people at your door today for your local business or something to that effect, you can go out and pay an SEO company, we can build some links, and we can do some things to get you organically ranked, but it’s not going to happen immediately. Or you can come to us and say I need traffic tomorrow by 6 or 7am and I can do it. I can have it at your door by 7am. So really, the speed of it is one of the most important aspects of using paid traffic.
Troy: Right, and what goes hand in hand with that is research as well. For example, one of the things that we just went through with an SEO client starting a large campaign, they really needed to find out what their keywords were. They were a brand new site with a brand new product, and although they know their demographics, it was a whole other investigation finding out which keywords made sense for them.
So one of the things that we did was talk to them about how to use paid traffic not to look at it as an ROI or convert x amount of traffic into x amount of sales, but really as a research and marketing tool to go out and identify what types of keywords would even generate sales, not if they were profitable yet, but just finding out which keywords would actually convert. That in itself is a really good marketing exercise.
Mike: And this one actually went against the grain of what we said, because when we’re doing paid traffic for keyword research, niche research or market research, we actually did start with pay per click on that one because it’s much easier to use the Google marketplace to get keyword research using pay per click.
From that perspective, we would use Google first, but that’s probably the only time so I just wanted to make sure we weren’t going against what we said earlier. Google’s last except for research.
Troy: But from that sense, it can be very useful. A lot of times, if you’re trying to determine a particular product name that you want to use or a domain name for your business or things to that nature, there are a lot of neat, clever tricks that you can do with paid traffic to test things out and run a split test and see which type of domain or product name gets better clicks and then you can give away something to the person that’s clicking through to that page or whatever, but using it as a marketing research tool.
There are some other things outside the box like that where paid traffic is really useful. It’s really ironic that one of the best ways to have a successful SEO campaign is to start it off with paid traffic, but it’s true. [laughs]
Mike: You know, we’ve been saying that for years. I know when we said that a long time ago, some people thought we were crazy. But in summary of why to use paid traffic, we got scalability, it’s controllable, predictable, for diversification, it’s fast, and it can be used for research. Did we cover all the bases there? I just wanted to show I’m taking notes. [laughs]
Troy: [laughs] He’s got a sideline startup coming up. So where do we start? Where do you start as a small business owner that is out there to bring more profit into your business, get more traffic to your site and make more sales? Where is it that you should start?
Mike: We covered where we don’t start a little earlier. That’s Google. [laughs] It’s interesting. As a small local business, when we work with clients on local campaigns, we typically start on geo-targeted type campaigns. And the geo-targeting is going to be zip code targeted, not necessarily just one zip code, maybe just surrounding zip codes or within your surrounding counties. We’re just targeted up to a tight area within a local business.
Troy: Yeah, and there are a lot of neat little tricks that we can do with that as well. With local businesses, the phone is really important. Most of the local clients that we work with get 70% of their transactions done over the phone. When you’re using an online source with phone numbers, there are different ways that we can do that with geo-targeting and having multiple phone numbers that are tied to an individual location off a zip. That way, we can test and evaluate different localities and how they’re converting compared to the others.
And you may find that a specific zip code has a higher demographic, higher income per capita in that particular district or area, and converts better for you. You’ll get really good ROI from your advertising there.
Then you may find that another zip code doesn’t convert very well so we can scale that down or even eliminate it from the campaign. The ones that do produce really well can be a good indicator for other types of traffic expansion. It could be radio ads or anything else at that point, but the geo-targeting has a lot of benefits for small business because you can really zoom in on your demographics and areas that work well.
Mike: Yeah, absolutely. You know with the local stuff, it’s not just getting phones to ring, but for a lot of local businesses it’s about people walking into their store, just walking in the door. Because the likelihood of somebody making a purchase when they walk in that store, if they searched you out and specifically walked in your store from an ad you had, chances are, they’re going to purchase something.
They want to get people in there and the way we entice them is through some kind of coupon offer, principle coupon offer or something to that effect. But get them in the door with that coupon, nine times out of ten you got yourself a buyer.
Troy: Yeah, absolutely. It’s a great way to get going. Then one of the things that we piggy back onto any type of paid campaign, whether you’re doing pay per click or CPV, banners, geo-targeting or whatever, all of the things we discuss in the next few weeks, the one common denominator that we always bundle with it is a retargeting campaign.
A retargeting campaign – we probably haven’t talked about it before and I don’t want to go into a lot of detail, but I’m sure you’ve gone to a site before and checked something out. Then as you go away from that site and navigate to other sites on the web, you start seeing banner ads from that site that you had visited and they seem to follow you around everywhere. They’re virtually stalking you.
Mike: They do. And some of the campaigns that we’ve done with retargeting, we’ve actually placed it on the banners where we say we’re following them and it catches people’s attention.
Troy: Absolutely. So a retargeting campaign is just a way of setting some specifics up so people that come to your site once can be marketed to with ads and banners across other sites on the internet as well. That allows you to retarget those individuals. So no matter what type of traffic, even if you just only have Google organic traffic and aren’t doing any paid traffic whatsoever, setting up a retargeting campaign is really smart because it allows you to get multiple exposures to your traffic and try to bring them back, recycle them and get them to come back to your site for the people that maybe came once and got distracted by the kids crying, the husband coming home for dinner or something and walked away from the computer and never came back.
Mike: You know what’s interesting, our topic that we started talking about a few minutes ago was about where to start, so you’re listening to the retargeting discussion and thinking why would we start with retargeting? You actually should start with retargeting. You want to start grabbing cookies from the people that are on your site right away even if you’re doing other paid traffic mechanisms and organic traffic mechanisms, you want to do the retargeting in parallel with that because it’s going to scale up with the traffic that you’re bringing to it. You want to start them all at the beginning. So it does actually go hand in hand with where would I start.
One of the questions was where do you start with local campaigns. We kind of covered earlier that if you’re actually doing research or development, we recommend using pay per click, which is the easiest way to get the keywords. Something else if you’re starting, a lot of people do affiliate marketing and they want to know where to start with that stuff. And I don’t know how you feel about it, but the media as an affiliate marketer, one of the best is probably PPV or CPV.
Troy: Or solo ads. It depends on what your niche is. If you’re in one of the big three, if you’re out there in finance, health, relationships, or any of these types of niches that are the big niches out there, there is a ton of solo traffic available.
Solo ads are just people that have newsletters that sell an ad that you can send to their newsletter. You can bring a flood of traffic in a hurry through newsletter marketing through solo ads. That’s another option. It depends on what niche you’re in if that makes sense for you or not, and we’re going to cover that in the weeks to come as well.
Mike: What’s interesting is we’re listing all these things, but for people who are not in the know, there are various forms of paid traffic. There’s PPC or pay per click, PPV-CPV which is basically the same thing (pay per view or cost per view). There’s solo ads, banner ads, there’s social like LinkedIn, Facebook and Twitter ads, email marketing as well.
So there are various forms of paid traffic when we’re discussing paid traffic, so that’s why we’re throwing all these out there. We’re not just going to end the podcast and say all right, let’s go get paid traffic. We’re actually going to delve into each one of these individually in separate podcasts outside of this one and give actionable items on how to start each of them as well. Just want to make sure everybody’s aware that we’re not just out here throwing out acronyms.
Troy: Right, so back to the question. Where do you start? As a small business owner, where do you start today with paid traffic? I think the first thing you have to understand is there are lots of different forms of paid traffic, so you need to isolate in on one form, and what works with one form of traffic is not necessarily going to work with another. For those particular reasons, we highly suggest that you start with one form of traffic first.
And as I just said, if you’re into one of the big three niches with health, finance or relationship advice etcetera, then solo ads might be a great place for you to start. There is a lot of advertising that you can get in there and you can also do it very affordably. That’s one option.
If you’re a local business, we talked about using geo-targeted ads and dialing into a particular zip code and getting people with a coupon code to walk in the door to your small business.
If you’re a national business and chain, then you might want to look at banner traffic at a higher level or, depending on your budget, the keywords and the cost of those keywords, pay per click. But again, it’s something you should pick one area and start with before you start expanding and get that to work before you move into another form of traffic.
So before we bring this podcast to a wrap, we wanted to talk about two last things. These are two traffic and profit accelerators that you should be doing when embarking on any type of paid traffic campaign.
The first is something we’ve already talked about a bit, which is retargeting. Anytime you’re doing any type of ad spend, you’re spending money to bring people into your site. You should be retargeting. You want to get the most bang for your buck, right Mike?
Mike: I agree. [laughs] I mean, I agree. What else can I say? I agree wholeheartedly? You always catch me. It’s like you know when I’m sleeping.
I agree, and as I covered earlier, retargeting actually should be something that you’re starting your campaign off with. When we start a lot of our paid campaigns, I make sure the script is on our site already to start capturing traffic.
It’s actually a way of double-dipping in your traffic. Say you’re doing solo ads, pay per click and organic, pay per view and all sorts of traffic and sending all these to your landing page, site or whatever place you’re sending them to, now you’re also grabbing their cookies and you’re going to follow them around with the banners. So now you’re going to get a second chance with these people because a lot of the traffic and people that come to your site leaves, and they don’t bookmark you, they didn’t subscribe, and they’re not going to remember you.
Troy: And that’s exactly why we call it an accelerator – a profit accelerator – because it’s going to give you that ability to make multiple first impressions so that’s a great resource.
The other thing that we haven’t mentioned yet but is something we always recommend and goes hand in hand with paid traffic is probably the single biggest mistake that most small businesses make when they embark into paid traffic is not list building at the same time. Many times you’ll see people go in and look at their campaign and say we’re spending $12,000 a month and it’s just not working when they go in and look at the campaign, and they’re just sending traffic to their home page.
If you’re not sending that traffic to a targeted landing page and not capturing an email so that you can follow up with those people and bring multiple opportunities, then you’re really throwing a lot of your advertising dollars away.
Mike: That’s actually THE biggest mistake I see clients come to us and want us to analyze their traffic campaigns is really that they are just sending traffic to their home page. That’s it. You can have an e-commerce store selling tires and you’re going out there and paying for traffic and sending right to your home page. That is so uninspiring.
If I’m out there and I’m specifically searching for a very specific keyword or product and I’m just dropped on your home page, I’ve got to go search again. Chances are I’m going to leave and go back to the search engine and try to find what I was looking for in the first place.
That’s key. And it’s not so much just the list building. It’s really creating a landing page for them. You should have list building integrated, but the whole landing page that is focused on how you got them there is really the key element.
Troy: Yeah, and hand in hand with the list building many times goes a free giveaway. If you want to build a list through this paid traffic and have the ability to get multiple exposures, email them and broadcast information to them, then you need to give them something in exchange for that. A targeted giveaway can work very well.
And if you have multiple categories on your site and multiple types of products, sometimes you need, as Mike just said, different landing pages and perhaps different giveaways for those different areas of your site that make the most sense. The more you can connect with that target traffic that’s coming in and keep your message the same, the more effective you’re going to be.
So let’s wrap this up just to restate, those two traffic and profit accelerators are list building and targeted landing pages, with a giveaway if possible, then retargeting. Those are the two things you’ve got to be doing on anything you do with any form of paid traffic.
All right, so that is a wrap today for our introduction to paid traffic. There’s going to be a lot more coming in the weeks to come and we’re going to tackle all these subjects in much more detail and bring some experts in as well. So Mike, do you have anything else to add?
Mike: Yes, for those that don’t know, we do handle paid traffic management.
Troy: Good point. [laughs] We’ve been doing a lot of this and if you have a small business and are looking to set up a retargeting campaign, we have some very affordable services, done-for-you services, for both paid traffic, campaigns at the larger scale, as well as the smaller scale and retargeting campaigns. So hit us up on the email@example.com and we’ll be glad to put something together for you if it makes sense.
Pick the Brain
Troy: All right. The Pick the Brain session is your chance to ask Mike and Troy any questions you have and we randomly pick some that make the most sense and feature you on the podcast. Now, we can’t feature everybody and can’t answer everybody, but we will answer all of the questions submitted directly. We may not put you on the podcast, but we do answer them all. So this week’s question Mike?
Mike: Unless our wives start leaving questions, then we’re going to have to answer all of them.
Troy: [laughs] Those questions definitely aren’t coming on the podcast.
Mike: [laughs] Today’s question is from Steven in New York. I run a site-seeing company that focuses on walking tours but also offers food and bike tours, and I wanted to know if it was best in the long run to keep all traffic to one website or branch off our food and bike tours onto different sites.
Well, my take on that is to try and accomplish both goals. I would create one site that focuses on both the food and the bike tours and have more of an authority type site, then I would create other smaller EMD sites that focus on each individual aspect of it and try to use them to bring traffic to the main site. Really, it’s tackling it from all angles, so why leave traffic out there by just having one site? Why not get all of it? That’s really my opinion on that one. What’s your take on that Troy?
Troy: I think it depends on the traffic volume, whether it makes sense and what your demographics for people are, if you see a lot of crossover between them. You’ve got three different things. You’ve got walking tours, food along the way en route to those different tours, and the bike tours as well.
The question is, if there’s good crossover and the traffic’s the same, I would probably just keep it all in an authority site and then like Mike said, I would go after some long tail keywords with some EMD domains and bring those back into your main site.
But if it’s very different types of traffic – the people that are interested in walking tours are nowhere going to be associated with people going on bike tours, then…
Mike: But they might be. They might be walking and might be hungry. Or they might be walking and they really don’t want to walk anymore and now they want to go ride a bike.
Troy: So I think it just depends on the demographic and your user profile. I think the food combines with both of those very easily, but whether the walking tours combines with biking tours, you may have two very different segments of markets there that don’t align well, and if that’s the case, then keep them separate. But if you see a lot of overlap between them, then certainly, you’re always better off to build a larger authority site if you can, then go after some EMD sites just to bring in more long tail traffic from other sites.
Mike: Based on his question, he says is it best in the long run to keep traffic to one website, which leads me to believe he already has one website for this. So I would by no means go and break that website up. I would definitely keep it exactly the way it is and try and enhance that.
Troy: And he does have just the one site right now, he sent that in the email, I just didn’t want to read that on the air. So start with what you’ve got, and then the easiest way to test that would just be to go out and create some exact match domains, some EMD mini-sites or micro-sites, targeting some of those others and just see how the traffic responds to it. If you’re getting good traffic through that, then there’s no sense, like Mike said, there’s no reason you shouldn’t do both in that case.
Mike: None. Get all the traffic you can. It’s yours, you deserve it.
Troy: Thanks for submitting that in, Steve. And for anybody else, just feel free to go to AskMikeAndTroy.com, submit in your questions, and if we like you, we might even answer. [laughs]
Random Thought From Mike
Mike: My random thought today is about link building and anchor text. Something that we have been doing a lot lately is co-occurrence or co-citation type linking, which means in essence, we aren’t necessarily linking anchor text back to a specific keyword. We’re actually linking a variation of anchor text along with a brand name. The logic behind that is something I believe Rand Fishkin actually had to find from SEOMoz back in October, November or something.
But it’s something I’ve been doing for a couple of months now and testing with some success. We’re actually building links with our anchor text and a brand. So let’s take our Top Marketing Strategies for instance. We’re trying to rank for the word podcast, then we’ll put check out the podcast at TopMarketingStrategies.com and then we’ll actually have a co-occurrence of the word podcast with our brand of TopMarketingStrategies.
The logic behind that is that Google is intelligent enough to see that and piece it together and know that when you type in the word podcast, it is kind of synonymous and goes along with Top Marketing Strategies. We’ve been doing that both by linking the terms like podcast TopMarketingStrategies, and we’ve actually been out there just syndicating some content and just using those terms and variations of those terms and not even putting a link back. It’s really at that point just a citation, but getting a mention of our site out there.
Troy: Yeah, and there are some interesting studies on this. We’ll provide a link in the transcription and the resources for this podcast for some of those that you can check out yourself. But the reality is here, you’re mixing in citations and text around where you would insert a link so that you’re leveraging Google’s ability to see that related content.
They’re not just looking at the anchor text. They’re looking at how that is used and the context that it’s used, so these co-occurrences and co-citations are creating additional context. One of the things that they’re showing is that you can actually get rankings through this process without even putting link building into those particular anchor text words.
Mike: Right, the majority of them don’t even have a link. It’s just a pure citation – a citation of your brand along with specific keywords or variations of those keywords.
Troy: And clearly, if that’s the case, then Google’s taking that contextual content around where the link is coming from quite seriously. We’ll put that link in there so you can check it out.
- Prediction: Anchor Text is Weakening…And May Be Replaced by Co-Occurrence- Whiteboard Friday
- Not All Anchor Text is Equal and other Co-Citation Observations
- It’s Not Co-Citation.. but it’s still awesome! (Or what’s really going on in the SERPs?)
Random Thought From Troy
Troy: My random thought today is kind of a tip. It’s something that we’ve been doing for a long time and more of lately, and we’ve been getting some really good results, so I just wanted to pass this along. Everybody uses auto-responders in their business and there’s this mentality of automating everything, but what really builds a business is relationships. Something that Mike and I have always done extremely well on is forming good quality relationships with key clients.
One of the tricks we use to do that is that we will randomly throughout the day reply in person to people who opt in our list. So we get lots of opt-ins every day and we’ll just pick a few during the day as we’re going and reply with a personal email and point out that this is not an auto-response – personal email from Troy or personal email from Mike – and offer to have a free call with somebody, a free consult, which is something that we normally charge for, just to get to know somebody and see if there’s a way we can help them out in their business.
I can tell you that half of them go ignored. People don’t respond back. But the ones that do, there’s a high degree of success with those clients in turning it into some type of a service or backend area that we can help them with, whether it’s coaching or anything else. I’ve got to tell you, that’s something I think that is so easy to do and most people don’t do, and that personal relationship really makes a difference.
Mike: It’s been amazing how many people we’ve personally reached out to or responded back to us and we’ve talked to, and actually, they became customers that spent a significant amount of money. We’re talking about clients that come to our site or visited us and spent ten or twenty bucks or something on an article, then they respond to you when you reach out to them and the next thing you know, you’ve got a customer that’s spending a few thousand dollars. So it’s interesting in that aspect as well.
Troy: Yeah, so don’t forget the old school stuff. We’ve talked about it before but pick up the phone, and I’ve got to tell you, people want results. That’s ultimately the end that they’re looking for. If they’re coming to your product or service, they’re looking for a solution and when you take time to get on the phone with them and talk with them one on one about their business and needs and how you can help them – and people know what’s genuine or not; they know if you’re trying to sell them or not – but if you’re genuinely trying to help somebody, that comes through. The trust and rapport that’s built on those calls can be huge for growing your business.
Mike and I have brought in multiple people that are literally six-figure clients through this particular strategy just by reaching out and building a relationship.
Mike: It’s become a tactic in and of itself. We should probably write a book on it at this point.
Troy: Yeah, absolutely. It has become a tactic and we employ it each and every day, and it’s one of the reasons we were able to create a seven-figure business off such a tiny list. We get extremely high yield out of our clients through this personal communication. So that’s my random thought of the day.
Mike: Mine too.
Troy: [laughs] There goes Mike, piggybacking my thought because he can’t come up with his own.
Mike: [laughs] All right, and that’s a wrap for this week’s podcast. I’m Mike Pereira.
Troy: And I’m Troy Broussard, both here in sunny Orlando, Florida.
Mike: Make sure you join us next week when we dive deeper into our paid traffic series.