You're listening to path to purchase a podcast for passionate and committed business owners and marketers, Oli Billson and Tom breeze are here to give you the tools and knowledge you need to grow your business and take decisive action. Welcome to the episode.
Speaker 2: (00:14)
Hey, how you doing? This is Oli Billson and I am with mr [inaudible].
Speaker 3: (00:20)
So embrace I only, how are you doing?
Speaker 2: (00:22)
Let's see. Fancy introductions. Yeah, I'm good. Thank you now this, this podcast episode is, if you want a continuation of the previous, and we're going to be talking about the types of ads that you should be creating with YouTube to fit the correct targeting options and it was w w we thought that it was a big enough topic that we wanted to make it to the podcast episode events I'm going to talk a little bit about where we're going to take the traffic to afterwards and you're going to talk about the right fit between the audience and the type of art that we're creating. So, let's, let's kind of kick off with, those different options that are available to us in summary and then get into the, the types of apps that we want to start creating for those audiences and targeting.
Speaker 3: (01:15)
Yeah. Cool. Okay, perfect. So I think in the last episode we spoke about three different types of traffic that you can generate from, AdWords, which will be both YouTube and Google so the first one we spoke about, the previous episode was the search traffic. So you're advertising to people based on when they are either typing in a particular keyword into the search bar, they're on YouTube or Google and you want to make sure you're there when they're searching for it. And you know, they're in research mode. I'm looking for information on a particular topic. You want to be there if you're a business owner, or it could be that they're going to certain videos on YouTube about your content because I'm looking for information on what you do. Or they go into certain websites based on looking for information about what you do for your business topics so to speak.
Speaker 3: (02:09)
And you want to be there as well. So that will be done by placements, either the URL or the website or it'll be the URL of the video on YouTube. So you can literally decide to advertise in front of people's videos on different websites knowing that people are in that research mode. So that's the search mode or the research mode. And search traffic will either be done by keywords or they'll be done by placements. So that's kind of one type of traffic you can get. The next time the traffic spoke about was a slightly hotter audience. And this is going to be those people that have already engaged with you in some way. So maybe they've watched a video of yours, maybe they've been to your website, maybe they're already on your list, where you can take those, all those three different types of people and you can have those audiences either upload them into AdWords, should they be on your database already or if they'd be on your website and have not yet opted in or bought your products through your remarketing pixels, you can create those audiences inside your AdWords account, meaning that you can advertise those people.
Speaker 3: (03:14)
Again, those people are probably closer to a buying decision. They already know who you are, you've had a good X. If they had a good experience with it, they can likely like you and trust you as well. To a certain extent, it'll be so much closer to a buying decision. So they've almost moved away from the research mode before you go and buy a products. Like we all go through this psychologically we kind of like being in that research mode. Then we're moved to more, more a buying decision and then we're starting to make more of a decision. We don't want any more options at that stage. We don't learn any more information about the topic. We're kind of like saying, right, I'm going to buy this TV or going to buy this TV or we're going to buy this car or that car we're going to for this company or that company.
Speaker 3: (03:51)
And you're kind of, at that point it's a hot audience that as an advertiser you want to try and get in front of those people as best as possible as well. So there's that type of traffic you can get in front of. And then you'll also have, a third of the traffic and it doesn't necessarily follow the right order, which, but it's easier to explain it this way, but the thirds of the traffic is what we call, what I call algorithmic traffic, like the ones which are based built off, Google's data basically so you'll basically get in front of people based on their interests, based on, what kind of like interest Google can give you it might be like an affinity audience, which is where they say, right, these people go to these types of websites quite a bit.
Speaker 3: (04:36)
So they might likely be interested in what you do and that can be a customer. Then it's the audience where you've, you choose your own websites that you want them to make a list of keywords you can do it through as well. So you can say, I want to build an audience are kind of like going to these types of websites, please build that for me and we'll advertise to that audience it could be based on topics again, if you have a, if Google creating a topic that is relevant to what your business does, great, you might want to advertise there as well. But a really good one that I think is a nice way to advertise as well is like based on that information that we had earlier based on people's interactions with your videos or your websites or its own, your database like that remarketing audience, and all other types of audience as well.
Speaker 3: (05:21)
What Google will do is I'll build a similar to audience based off that data as well. So say based on all the people that are buying your products at the moment or in your database or going to your website will profile that audience and build more or give you more people like that as well. And typically they're quite large audiences and they tend to perform quite well as well when it comes to advertising so that's kind of like, you know, likely to be interested but they're not necessarily motivated just yet to find out more and then not necessarily kind of in that frame of mind to be motivated about your products or their or anything like that. But we know that the right sort of demographic, they kind of fit our customer profile and they're likely to be interested in if we put a really good offer in front of them.
Speaker 3: (06:07)
So based on that, we have those three different types of audiences and so we have the interest, we just spoken about that we then have the people that own that research mode so they're not only interested, but they're kind of like gathering information and keen to find out more so they're more motivated. And then you have those people that kind of know you, you've got in front of them already and they're motivated and you know, they like, like your stuff. So at that point you've got a thorough, very hot audience. So it kind of is, there's different types of audiences that are out there and typically I'm not, these are the official stats, but you tend to find that with the remarketing type audience, that smaller one is that I'll make up like 3% of your whole big audience and another 10% will be built out with those research type audience. And then the rest of it, the 87%, will be that people that are in that interest moment, but they're not necessarily motivated to find out and research what you do just yet, but they just fit our customer profile and we can emphasize those people as well. So that kind of like wraps up the type of traffic that you can get through AdWords and through video. So that'll be on YouTube as well.
Speaker 2: (07:13)
Yeah, certainly well I think what we should talk about really is kind of the, the content and the structure of the, those types of adverts that we're, we're, we're using, to, to put into our apps the way that we can, that using those different targeting options. We can go out. So, we can, we can go out to, so let, let's talk about the, the, the, the, the first type of targeting, in terms of search and, and talk a little bit about how we might construct an advert. What are the key things to be in, what kind of calls to action, that we would be taking them, we're getting them on that journey with us and then I'll pick up a little bit about when the part, then where we have, we've essentially got the click, from the traffic, then what happens next?
Speaker 3: (08:08)
Yeah. Okay, cool. So, we'll normally break down a video or, I mean it's all about mainly video here, but like this will go the same sort of experience, whether it be a text ad or an image ad as well or any other types of ads you can run on Google as well. Like there'll be a, it's trying to connect with the customer psychology of what they're going through at that moment in time so say for example, and they were in a research mode, they're going to websites, they're on YouTube, they're looking up videos, they're trying to gather information before they make a purchasing decision. At that point, they're looking for useful information. So if we're going to go at them with like a real hard sales pitch, they're going to turn off to that. They're not going to be interested. You might be kind of a few, but you'll be lucky.
Speaker 3: (08:52)
What you want to do is to really connect with that audience at that point in time. You need to, what we do is like demonstrate value. We won't just kind of go out there and tell people how good we are and why we're so good. We actually demonstrate it and actually give value and that's really important to do that. We sometimes call this education as well. So you're running an ad but you're kind of educating your audience as well. But this goes for e-commerce type businesses as well as service based businesses you want to go with something that's gonna provide value to your user or to your potential customer. And if it's an eCommerce type products, you might want to show the products and demonstrate exactly what it does and why it's so powerful and, and show all the features that are already already good about it sort of thing.
Speaker 3: (09:37)
So like I'm looking for a TV all of a sudden, and they're doing their TV research or is you can show them an ad about your TV and why it's so good and how it comes up in the reviews and what people are saying about it gives them like a story about that particular TV so they can feel like, Oh, maybe this is the best one in the market. They then earmarked it to be like, all right, I'm not necessarily ready to buy just now, but you're definitely my shortlist. I'm definitely not gonna forget about you. And if you, if you then in the video also have a call to action at the end of it to be like, Hey, look, if you want to find out more about this particular TV, why don't you watch our free demonstration video, for example. And or whatever other content you might have the amount of to give away about that particular TB, you might offer that in the video itself. So you've got that kind of call to action in the video.
Speaker 2: (10:24)
I think the key, I think the key at the point where, you know, you're, you're moving them that then forward further towards you, is that there's some common groups in where they come from and on some level of appreciation that they've taken the next step in the, in the customer journey so you know, when you, when you're thinking about this, [inaudible] that can be, you know, it can be quite specific. So you know, often these types of adverts, when people in those particular types of moment, the, the fact is that you're not necessarily going to do a great job at capturing their information. If you're the value exchange that then you, you ultimately lead them to once you've got the click isn't congruent with what they've actually seen in the advert. Even though you may be educating them, that's probably not going to be enough for them to actually then, you know, get to the next step that you want them to take.
Speaker 2: (11:30)
So I think for me, and I'll just give you my little tip bits as we kind of go through this process is you know, the, the, the obvious and simple things that you want to do. If you are taking them to download a checklist for example, as a result of them going through that first video, you want to make sure that there's congruence. You also want to make sure that you are building a remarketing list for people that actually get to the page, but don't take the action that you want them to. Only so many people that click the ad and get to the landing page essentially are actually then I'm going to give you their details in exchange for that checklist. So you want to build a remarketing list from those people that then you can use on different channels, possibly on Facebook, possibly again through, for YouTube through Google to then drive people back to either that author or maybe another author that may resonate with the more.
Speaker 2: (12:36)
And then of course those people that do opt in, you typically want to be giving them some kind of low barrier to entry offer that could potentially liquidate some of the costs at the front end that would again have show some congruence to what they've actually opted in for as well and one thing that we might not have mentioned this as well is in the advert, in that first advert that they're watching, as you're saying avocation, you can also build an audience from them watching that video as well. So even if they don't click, you know that they've engaged with you.
Speaker 3: (13:15)
Precisely. Yeah, exactly. That's exactly the way to do it. I mean like I think that it, and this is, you can pull it into the next type of traffic as well because that's kind of like where we'd go next with them as well. Yeah. I wish this is beautiful. So I'm like, so you start off with this like idea that okay, we want to get in front of some traffic that are already searching for information about what I potentially offer. So like, okay, great. That's a great audience to get in front of. Now you can be clever about that little bit as well. So say for example, it's me setting a YouTube ads course. For example, I might even go a little bit off kind of like site offsite. If people are looking for an SEO strategy that still could be my potential audience.
Speaker 3: (13:53)
So I can send up your new research module. Basically looking to get SEO to build your business, get more customers. My product kind of resonates with that because I'm going to show you just a different method it was to get there. I know I probably won't get quite as good a result that people are looking for YouTube advertising courses, for example but I know if they're looking for SEO, they're kind of in the same sort of ballpark. They kind of speak my language to a certain extent. They know about conversion rates and things and based on that I can advertise to those people as well. But I might tweak the tweak the video itself. I might decide like, all right, here's three reasons why we shifted our focus from SEO to advertising because that would be a real better, that'd be a much better ad to show to that SEO audience for example.
Speaker 3: (14:36)
And so they might be interested in that. People that are fed up with it, like those people like look up like, Oh, how do I disavow a link? Now that's a technical term in the SEO world, but like that's people getting fed up with SEO. That's kind of like a perfect audience for me if I'm selling a YouTube ads course for example, and so there's kind of like, you've got to think about things carefully and think, right, that's still search traffic and they're going to websites and they're going to YouTube for information and we definitely want to run ads to them based on that information. So you start to spread out your reach a lot more. I just being clever about the psychology of people where they're at and things but then coming through, you want to have a call to action as you rightly say, that kind of resonates with what you've just been speaking about.
Speaker 3: (15:18)
So it might be something like, so one of the funnels that we're building right now is like, is video ads or is actually YouTube ads right for you, so that makes it an easy call to action. It's not look at my great webinar that I've got coming up, even though that would work really well as well. But for me, it fits my personality to be like, I could talk about why we moved from an SEO agency into an ads agency and why we, what we focused our attention on ads instead of SEO. While we did that, then I can say, and all these great benefits of video and I, at the end of the video, my call to action can be something like, look, before you start getting too excited about advertising with video online going psycho survey or go and take our quiz, it will take you through five questions, really easy to answer. And it'll tell you not only whether it's gonna work for you or not, but also what sort of campaigns or build from the start. So, so it's a very customer focused, questionnaire, but I know that's going to resonate really well with those people that are searching for information. Cause I'm not promoting some things with them. I'm almost being that doctor and helping them diagnose what this going to be right for them or not.
Speaker 2: (16:25)
Yeah, definitely. One thing that I was just wanting to chip in with was, which is, which is a slightly different kind of, add away from kind of diagnosis lab where you're actually trying to articulate to them in advance with your education, really where they are man now as in that before and way where they could be in terms of that after. So in those early stages of people searching, you know, there may be some intent behind it, but I think that sometimes we get caught up and get confused with, you know, this podcast really is about distilling. Some of this is, you know, actually what we're trying to do is articulate to them where they are now and the move between where they are. So what's that before, what's their Asda? And so we, the way that we do this and, and, and kind of give you a bit of a framework to think about it more than anything else is in these kind of adverts, especially when you're bringing it out, like you just mentioned, that kind of an advertorial kind of way is that even in those early stages, kind of seeding to them, you know, what they have now, what they have after you know, what they feel and what they feel after and even down to kind of what's that average day now and what's their average day after, you know, what's their status now, what's their status after we use this kind of before and after grid.
Speaker 2: (18:08)
To be able to discern where people are, what kind of adverts we might want to create. And I know that you go through this kind of whole psychological kind of profiling if you want to consider where they are and what's actually going to resonate with them in order to get that attention from them, even if it's intent, even if there's some intent behind that cert, because really what people are buying when I say buying, I don't just mean what they are, what they are and what they're going to engage with is that, that, that movement from, from w you know, somebody actually understanding what they're actually looking for and what they're actually trying to achieve, you know, problem, solution.
Speaker 3: (18:57)
Do you know what one of the things that we do in a lot of videos is, for the people in the research phase, we'll start the video off with something like, so in this video I'm going to share with you the five things that are going to crush it on YouTube ads. I've got one out. Let's talk about that so we'll say that. And then we're four with three words are really important, which is like, so you can, and then what they'll do is paint a picture of the before and after, which it's all about that. So you can stop having this problem and you can start having this solution and so you can start having this problem and so you can start having a solution. So it might be like, in this video I'm going to show you the five steps to crush it with YouTube ads so you can stop worrying about generating leads every single day by doing SEO and spending loads of time and instead build a campaign that works on evergreen is continues to drive you quality traffic and customers. So you can start focusing on actually building your business and building your teams and focusing on what you should be focusing on as an entrepreneur. Something so you kind of like, you start building that, that image and that kind of like picture and someone's had to be like, y'all love it. If I didn't have to sit there and worry and keeping pressing refresh in my emails, wondering where the next customer's going to come from and instead be out there advertising and getting these customers myself and being in control of the whole process.
Speaker 2: (20:14)
Could I just stop you? I think that for anybody listening they should probably just rewind 20 seconds, that bit of narrative that because it's so applicable to getting, if you just are just re listen stat is absolute gold as far as marketing is concerned on so many different levels, actually you, you, you have to be able to articulate in the shortest time possible because is something that's very difficult to get exactly what you're going to give somebody in that moment and, and I think that this just leads very well into talking about the nets kind of targeting and what kind of ads that we might think about and then why we may take them. So to me, we just talk a little bit about that and then I'll move into the further down the funnel.
Speaker 3: (21:13)
Yeah, for sure. I mean like I think that like one thing, just to continue where we left off with the, with that video is like, I'm so I often say, here's what I'm going to give you in this video. So it feels like for the person who's watching it within the first two seconds, I'm like, okay, that sounds like it's gonna be interesting for me. So it's like they're going to be thinking, what's in it for me all the time. There's so you can three words reemphasizes the benefits to that person. So like, Oh cool, yeah, this is exactly what I want and then the next question that normally got in their head is like, well why should I listen to you, now if you frame it as a case study, that always works well. So because you can really blow your own trumpet in a subtle way.
Speaker 3: (21:51)
So you can say, here's how I managed to get this result for this client sort of thing by using three different strategies with YouTube ads, for example, that is a really good one, especially if you can name drop the client. If it's a famous person for example, they'll be like, Oh wow, like there's some credibility in there within 10 seconds. And I'm going to find out all this information. This is crazy. This is exactly what I want but if it's always like that and you want to go a different route, then having the, so you can paint a picture of the benefits and the, and the, what they miss out on if they don't do it and then what I normally do is I normally try and I normally don't try actually sending all the time pretty much I'll give them a hint to the call to action.
Speaker 3: (22:31)
So it'd be like, like, Hey look, before we get into this, just to let you know, just to give you some context. I actually want an agency doing this for a hundred different clients all over the world running lead generation campaigns and only get paid when we get successful clients, by the way. So this stuff actually works and I've actually got a whole document that I'll give you later that will show you step by step so you don't have to make notes right now. I'll give that to you later in the video as you can kind of see this call to action early on and it sounds completely cool. It's kind of like you're saying, Hey look, you're listening to me cause it's worth it and I've also got something for you coming up. And by doing that early, it means that people are kind of like, Oh, I'll hang around.
Speaker 3: (23:08)
Then I'll hang around for the rest of the video. And then you just get straight into the really concise content that still provides amazing value and demonstrates value. So someone actually gets value from it, not just like, and then we did something special here. Don't do that. If that's kind of like be really concrete about exactly what you did because it's that it sounds counter intuitive, but give the tactics up front. Because if you, even a short video, if they feel like, well that's just three minutes or five minutes with you, they like, if I actually go and buy your products for God's sake, that'd be amazing. So that type of, it's a very, very different way of advertising, but we're advertising the video. Advertising on YouTube are looking for information and if you try and tease it out from them, they're just gonna get frustrated.
Speaker 3: (23:50)
We've tried to out with so many different types of video ads and it just never works, that sort of audience. But that does bring us into the next type of audience, which is the remarketing audience. Now that audience that have already watched your video and didn't decide to click back to your website or dead and didn't sign up, or that audience, they were already on your list, for example, who already know you, like you, trust you, they've kind of taken and taken an interest in you, and you've got something coming up like a webinar for example. Now you don't need to go to that all those lens of creating a really big, kind of education video or a, a case study video or a demonstration video about your products. For example. Now you could just go straight into, Hey, we got a sale this weekend.
Speaker 3: (24:34)
I'm taking note of this, I'm taken out of this or this is the deadline for it. You have to sign up here to get your code, for example but then on Sunday we close the doors, but everything's 50% off until that date. It depends on what you're selling of course. But then you don't have to have a really long video. They already know you, like you, trust you, you've done a lot hard work up front, but now you can just hit them with a real quick ad. It just like peaks their interest and gives them a reason, gives them that urgency or that scarcity to take action there. And then, so that could be an upcoming webinar. It could be an event, it could be a sale happening this weekend or something along those lines. It can be a lot more direct with people at that point because you've done the relationship building earlier on and they work really, really well to, to, to talk about audience with so with that audience already know that I can trust you just don't worry too much. I'd be a lot more direct response type advertising methods work really well for that sort of audience.
Speaker 2: (25:29)
Yeah, we, we find as well, and certainly with remarketing, we, we tend to find that, using something that is more like getting them into an automated webinar or a sales presentation or get into the [inaudible] schedule, the call. You know, there's lots of ways now that we're thinking this is more what do these people warm? They do know, like, and trust those. And obviously, you know, we can now go directly into great. So this Thursday at 7:00 PM, I'm running this webinar, I think it's a great fit for you because, or if you are looking to, or if you considered, because we already know they considered, because I've taken those steps and you should definitely go ahead and register for this or it can be something that's more like, you know, very much more, maybe it's an offline sale.
Speaker 2: (26:25)
So what you actually trying to do is to get them on the phone. We find the best way of doing that is to have a conversation with us, the gaps to learn more about you. This is a complementary strategy call, diagnostic call, however you want to frame by our, by the way, we're going to you, [inaudible] to go away with them as an added bonus. Then, you know, go and sign up. You know, you've already got that. You've already had their attention, you've remained, you know, you've, you've, you've then, if you want, you're aggregating, that, that audience knowing exactly why they are at that moment, intent of the decision process. And as you said, you know, very effectively, it can just be putting into in some kind of perpetual sale, it can be putting them into some kind of evergreen offer, that you're putting in there. It could be just driving them back to that note splinted first purchase, like a bit of a trip wire or a self liquidating offer, something of a low barrier to entry. Maybe it's like seven to $20 or seven to 25 pounds, whatever it may be so to get them to that point. So there's a few ideas there for why we could take them.
Speaker 3: (27:37)
Exactly. Yeah. And it, and I think that there's so many different ideas you can come up with. I mean, even when you're speaking there, I was thinking, right, okay, well if people didn't just, if people watch my first video and it was like five minutes and then it's, but didn't take call to action, I know that I've watched more than 30 seconds. That's the rule of Creighton, that remarketing audience of that video, I could then follow up with like, okay, it seems like the survey wasn't something that you were interested in. What about if I run you a webinar tonight and showed you exactly what we do with clients, that type of thing. So it can be a slightly different offer to that same audience. I haven't run ads, not myself like that. We've run very similar type of ads not with the same tonality of voice. I just said that, but more a case of like, well this audience didn't convert here. Maybe if we showed them this video ad instead there'll be interested in this offer. And that's what's particularly well I think, whether or not when we're in that moment, there's a case of there's a good case for spending a lot of time on creating that kind of rotation of offers you know, maybe they don't register for the webinar. Well then we might then show them an opportunity to get the, you know, the th th the low hanging kind of, you know, cheap kind of entry point until you know, some part of the system. Maybe it's the first few videos of the, of the training course or whatever it may be or even, and I know a lot of people use surveys as a great cold, cold lead generation mechanism, but you could give them a quiz because maybe at the first point of an interaction in terms of their search process, maybe you've got multiple avatars and actually the next part of that customer journey is to actually, because maybe it's a little bit more elongated and there's a few different strands to it. Maybe then put them into some sort of quiz or survey to then get more information about them because they, you know, then you can be more direct about the outcome that they're going to get as a result of that engage gagging with you again to get them to the next step.
Speaker 3: (29:35)
Precisely. Yeah, exactly. That's always, yeah, I think that like covering what we've spoken about so far with that search traffic gives them content, gives them a case study, gives them a five step plan, give them a demonstration of actual value, gives them that kind of content, followed with a good call to action. Now the trick with this is if you want to be really clever about this is that call to action that you have you can create that. You can almost like love that off the end of the video and use that specifically for your remarketing video. So, so you would like, say for example, you have to search traffic audience. You've given the five steps or the three steps or case study or demonstration video, and then then it have some sort of, graphic in the video that would look like an animation type thing just to kind of clean it up a little bit.
Speaker 3: (30:24)
And then you would start with, okay, so tonight we're running a webinar or, okay, so very soon we're running a webinar. Or, it could be like, whatever. You've got to offer that point you want to promote at that point, you can then later on, take that same call to action and just use that part of the video as a remarketing video. So it means you'd have to create loads of videos. You just a clever about how you edit the video basically, which means that you've got a video for either setting one for search, one for remarketing, but it kind of the same video, just that last bit taken away from that, that search based video, which works particularly well, not so awesome. So, so the third and final, type of targeting that we talked about, if I'm not mistaken, was, the idea of creating a kind of overlays of different audiences and customer affinity with DMCs, with, with, with YouTube and Google. So what with Google docs, kind of data points [inaudible] talk a little about those types of adverts and how they might differ and how we can think about and how we could take some action on that. Yeah. Cool. Okay. So when it comes to any buying decisions, someone goes through, normally something that's gonna before we have a, let's say for example, you're booking a holiday for example, before if you rewind back, the thing that triggered you might be thinking, Oh, it's kids kind of like holiday in a couple of months time, but, organize a family holiday or some sort or it might be your on the tube in London and you see an ad on the tube and you think, Oh my God, I'd love to go to Aruba. Or something like that. Or maybe, just a friend's conversation. Someone said, Oh, what are you doing this summer? So it can be anything. Some something triggers you and that's the thing is it's that trigger that starts you then thinking about that holiday.
Speaker 3: (32:13)
Now if you're advertising and you know, you're in front of potentially interested people, that's what you need to be the trigger. The actual ad needs to be the trigger. So you need to do something that sparks that interest in. It actually stimulates people to be like, all right, yeah, let, let's find out a little bit more information about this. Then now depends on your audience, depends on different ways of going about it sometimes you'll see ads all over the place and now that, you know, that's what people are doing to you. But like, it's kind of like one of the ones that I quite like is, did you know, so start off with a video like, Hey, look, did you know that advertising on YouTube is five times cheaper than SEO? Now that's made up on the store. That's probably not the truth, but, but do you see what I mean?
Speaker 3: (32:56)
You kind of like, you kind of, you know, they're interested in marketing, you know, that potentially our website or whatever your kind of like, targeting is going to be, you know, what they're interested in and you know where they are and things like that. And you know who they might be as well. Males, females, locations as well around the world and at that point you kind of might think, right, well, if we're going so slightly older audience, you could even be clever. Say like you could say, right. If it's a much older audience of, I don't know, I'm not sure what audience, I don't mean, you know what I mean? Like I'm just being compared to 18 year olds. Put it that way. Say for example, it was like 50 year olds. Oh, that's the stage of older, like say 60 to 65 year olds for example. Now they're going to go through a certain period in their life where they really enjoyed, let's say the Beatles for example. And now I might say something like, now let me tell you why YouTube ads is actually rather like the Beatles that's more likely to resonate with them than an 18 year old. And if I was advertised an 18 year old, I might say, let me tell you why YouTube ads are rather like Justin Bieber.
Speaker 3: (33:55)
I'm pretty much like the most out of touch person when it comes to pop culture. But, I'm, I've heard of Justin Bieber, he must be pretty good but that sort of kind of like the idea that you can invite thinking about who are we targeting, what am I going to say to peak their interest? We know certain things about them and what they're interested in. We're not yet, they're not even researching as content moment. So we've got to peak their interest and did you know, starts with video it's normally quite a good one and, and it's just having a think about what's gonna grab their interest in that moment in time. Like a pattern interrupt can work really well as long as it's, it's relevant to what your topic is, bounce, and maybe starting a story can work really well. It captures people's attention and that way as well.
Speaker 3: (34:37)
So there's a lot of different ways of doing it, telling people on YouTube just to stop. I've done that one before in the past. That works pretty well so it just grabs their attention and or it can be, an one that Frank Kern did was, when he was saying, it's like, Oh, he got chucked out of the nightclub on a Monday at two o'clock in the afternoon and it made you just mind goes into different places. But, their whole reason behind that is because he was there doing a cold call, on that business for example. And he says, and I said to myself, never again. That's when he learned how to start advertising more effectively and having funnels in his business. That pattern interrupt works and it's got the storyline that kind of connects with that.
Speaker 3: (35:21)
But then it's like, Oh, I'm interested now. And he's like, then he might go and say, so let me show you the five things I did to stop cold calling and instead start generating leads on tap something. And that comes back to the same research video again. So we can do this whole process where we have a bit more of an intro to the video that connects to those people that are in their potentially interested mode. Yes. Then we go straight away back into that same research mode. They're like, they're at that point saying, okay, well I'm interested. Tell me a little more, demonstrate value to me. And you can go back into the same video that you have before.
Speaker 2: (35:55)
Wow. And, you know, you're talking to him people on those interests that you can overlay and you can create affinity matches too. And stuff like that is like, affinity audiences with is like, you know, for me at that point, really a good next step for them. If we were looking at that from the traffic perspective would probably probably probably be appetite me to some kind of blog content or something that's of high value premium kind of, learn, continue the conversation, and get, you know, get some more value. It really ungated kind of content. I rarely to kind of solidify the authority that the, you know, the celebrity, the expert status, whatever it might be that so that you can, you can drive people to, and of course then, you know, the moment they start scrolling through that premium kind of blog article, you know, you know, that, you know, that they're going to get further value from that.
Speaker 2: (36:57)
We already know what their interests are, we already know what the, their affinity is. And so you could create lots of the, the benefit with the blog thing is that you could create lots of those different blog articles and just turn some of the copy and turn some of the content very specifically dialed into some of those audiences. That would probably have to be fairly broad, but you could probably take three to five of some of the broader audiences, drive them into that content, and then as a result of that content, either get them into your database as a result of maybe a pop up as I've gone so far down the page or maybe a right hand side banner or maybe something at the bottom of the pace that they could opt in from. Or maybe we then just say, no, we don't want to do that. Now that we know that they engage with that content, we then just want to fire a pixel based on a time on that page to then continue to then remarket to them and then bring them back into that second time of traffic or deems that we've already spoken about to get them to the next step so that next step for them, and that goes for like, I mean it was in speaking mainly about video video here, so like you can have time with someone on a video but yeah, like if you're, if you're showing an image ad or a text ad, you're going to use that kind of like peak the curiosity so you could do like, this product versus this product. Find out which one is best for your company or, or best your health for example, or whatever it is that's going to be relevant or, does this really work question Mark sort of thing. And so you're peaking the curiosity from people. So if they click that you can, they go straight to your blog post or straight to your ungated content and there you're going to like basically the same video but in, Oh, you can actually have the video of that.
Speaker 3: (38:39)
I suppose you could have the video straight there but you could also have like lots of copy there. And then knowing that if they go to that page, they can just going to consume that data there, that information that as opposed to, on your on your video. So it's very, it's very similar psychologically in terms of how much time do you need to spend with someone in order to not only just peak their curiosity and make them remember you and once it gets to know you and things, but it's actually kind of like the more time they spend with you I thought we've spoken about this before, so I have Velcro idea. You can have like really sticking to their head and then mine. So it's like, then they don't, they can't forget you but like we can't forget some of the childhood TV as we watched some of the much younger, but it's that same thing.
Speaker 3: (39:22)
Like we're really making an impression on somebody that we Mark things and have such a much, much more powerful impact. They do lots of email that's not like the left would dislike. It wasn't that blog post amazing. It's the best thing I've ever read actually, or this is that video. I wasn't the best things I've ever seen. So it doesn't matter how far, like when, if he provides such a good experience. I know my list is incredible for for taking action. Anytime I do a promotion of like I'm speaking at an event and they all go that way to go and check out that event and go and buy tickets or they go and buy some of the products I've been promoted by a, that promoters are always like, wow, you've got such a good list as pro very high quality and keep on buying stuff.
Speaker 3: (40:01)
And I'm like, I don't really email that often but I know that when I do something, it's always for the content first and then might be a set off the back of it. And I'm lucky enough that my business doesn't rely on online sales or anything. I run the agency and so that's where our money comes from. But like it means I can build this relationship in that way. But that's, that's what you're doing here. You'll start off that relationship in the right way. You're building that content, building that know like, and trust conversion rates might not be through the roof compared to a really hyped up offer for sure. But that's the name of the game. It's like, I'm not interested so much in like how much a lead costs. I'm more interested in like how much return on investment I'm getting from not only this campaign, this funnel, but ongoing for lifetime as well. And that all starts with the right relationships to begin with. I think it makes a big, big impact.
Speaker 2: (40:48)
So I think, I think really what we've been able to break down there, and it really comes back to that kind of customer journey that, that, that, that, that you're trying to take them through and the experience that you can provide as a result of a dynamically being, you know, very progressive as people move through your funnel from rarely that, that, those, those early moments, all the way through to, you know, getting further engagement and then also thinking about, you know, overlaying different interests to target people as a result of what we already know, the data points are telling us. So I think it's been real valuable episode and I hope people have got a lot of, a lot out of this. So, I appreciate it, Tom. It's been good. Easily. Excellent. Thanks a lot. See you guys again saying.