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Perpetual Traffic

Perpetual Traffic is a weekly podcast produced by DigitalMarketer and hosted by Ralph Burns (Tier 11) and Molly Pittman (teamtraffic.com). The duo shares cutting-edge strategies on acquiring leads and sales for your business through paid traffic. Paid traffic is the act of putting your product, service, or message in front of your target audience… it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buying expert or you’ve yet to create your first Facebook or Instagram ad, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the paid traffic strategies developed at DigitalMarketer with the real-life agency experience of Tier 11 and teamtraffic.com. Listen to real stories of business owners just like you and how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.
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Now displaying: June, 2019
Jun 25, 2019

This week we’re talking about one of the most important, and difficult, parts of ad campaigns—the copy.

In this episode, expert copywriter Alex Cattoni sits down with Molly to talk about the 6 copy secrets used by top marketers, how to scale your campaigns by adding different angles, and why all marketers need to understand the basics of psychology.

 

IN THIS EPISODE YOU’LL LEARN:

  • Alex’s copywriting reverse engineering process of defining the features, benefits, pain points, core pain point, and the reason why a consumer hasn’t been able to solve their pain point(s) in the past
  • The 4 emotions to use in your ad copy: nostalgia, history, pride of knowledge, and schadenfreude
  • Why you need to be using visuals and video in your ad creative
  • The importance of brand guidelines and how to use congruence to lower your acquisition cost

 

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Alex on YouTube

Ad Copywriting Tutorial: How to Write Ad Copy for Google Adwords, Facebook Ads & Display Campaigns

It's Not About the Nail

The 5 Levels of Customer Awareness | Cartoon

Numerologist.com | Facebook

The Cosmo Headline Technique for Content Inspiration by Brian Clark

How to Write Magnetic Headlines by Brian Clark

52 Headline Hacks by John Morrow

Episode 205: The Secret to Hooking the Right Customer

 

The Tier 11 Copywriting Book List:

Breakthrough Advertising by Eugene Schwartz

Influence: The Psychology of Persuasion by Robert Cialdini

The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires by Roy H. Williams

How to Write a Good Advertisement by Victor Schwab

On Writing Well by William Zinsser

My Life in Advertising and Scientific Advertising Claude C. Hopkins

Tested Advertising Methods (fourth edition) by John Caples

The Adweek Copywriting Handbook by Joe Sugarman

Positioning: The Battle For Your Mind by Al Ries and Jack Trout

Ogilvy on Advertising by David Ogilvy

 

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.


iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

Jun 18, 2019

How do we grow brand awareness? By meeting your audience in the right place, at the right time.

 

Learn to do just that with  Mike Rhodes, Founder and CEO of Web Savvy, as he teaches you how to approach customers based on how well they know your brand. Molly and Mike discuss how to segment your audience, what search terms your website needs to rank for, and which of Google’s features to use for specific campaigns.

 

IN THIS EPISODE YOU’LL LEARN:

  • The 5 levels of awareness on Google and how to use them to reach your customers
  • How to combine your brand competitor and non-brand search campaigns
  • How to bid on competitors without lowering your quality score and the 2 questions to ask before bidding
  • Mike’s #1 recommendation for marketers looking to reach their cold traffic

 

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Breakthrough Advertising

Adbeat

Episode 194: The Google Ad Profit Curve with Mike Rhodes, Live from T&C 2019

Episode 202: Merging the Worlds of Facebook, Google, and Amazon Advertising

Episode 205: The Secret to Hooking the Right Customer

Web Savvy

Mike on LinkedIn

 

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.


iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

Jun 11, 2019

This week we’re talking about something in advertising that gets glossed over too often and isn’t focused on enough. Creating the right hook for the right audience.

 

One of the most important—yet forgotten—elements of a Facebook ad is the hook. In this episode, Ralph and Molly talk about how to create a hook and why it all starts with the customer avatar. They’ll walk us through their case studies, explain their strategies for deep diving into avatars, and go over the importance of testimonials.

IN THIS EPISODE YOU’LL LEARN:

  • An example of creating a hook for different yoga enthusiast avatars
  • Why market-centric businesses and product-centric businesses can’t have the same type of hook
  • How to research your avatar and use Facebook to find their interests
  • The hooks Molly is using for her client selling planners
  • How long you should be doing customer avatar research and why it’s the bread and butter of marketing
  • Two places to find hook ideas: previously successful Facebook ads and Facebook page posts
  • The 3 primary hooks Molly uses: average day, emotion, and logic

 

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Breakthrough Advertising by Eugene M. Schwartz

Customer Avatar Worksheet

The Modern Publisher’s Customer Persona Canvas

The Before & After Grid: 20 Minutes To Boost Your Sales & Marketing Copy

Episode 33: The Ad Grid: How to Build Campaigns that Convert and Scale

 

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.


iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

Jun 4, 2019

Are you still confused on how to use bots to get conversions? Don’t worry. This week’s episode will help clear some things up.


In this episode, Molly interviews CEO and Founder of Messenger Funnels Mary Kathryn Johnson. They talk about the common pain points marketers have with bots, why you can’t approach bots like you do email marketing, and how to turn ordinary marketing into extraordinary conversations.

 

IN THIS EPISODE YOU’LL LEARN:

  • Why Mary sees less interest in bots in 2019 than there was a few years ago
  • What expectations to set for your bots, and what 2 metrics to analyze—conversions to sales page and sales
  • The differences between writing copy for bots vs. for social media campaigns, landing pages, etc. and why you can’t talk about your product
  • Mary’s bot copywriting formula—talking about your avatar (not your product), and breaking down an email into 1 sentence, and then into 1 word
  • How to take that 1 word and create a back-and-forth conversation between bot and prospect
  • The future of bots and the open-app companies developing chatbots outside of platforms



LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Smart Passive Income | Pat Flynn

Marketing Rebellion: The Most Human Company Wins

This Is Marketing: You Can't Be Seen Until You Learn to See

Messenger Funnels

Mary on LinkedIn

 

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.

iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

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