The Value of Pay-Per-Call And The Lead Generation Game

Pay-per-call
With Harrison Gevirtz, founder of Ringba, at the Lead Generation World Conference

At the Lead Generation World conference, I recently met with Harrison Gevirtz, founder of Ringba, the call-tracking solution provider and arguably the smartest man in the internet marketing space who sets the highest standards for himself and his team.

We discussed the pay-per-call space and his company.

Pay-per-call space continues to grow and evolve. People have been buying leads for 20 plus 30 years.

Why buy a lead when you can buy an engagement; when a warm, hot lead is on the phone, ready for you?

When Harrison Gevirtz first started Ringba, people would go, “Calls? Nobody picks up. Nobody calls.” However, people now realize that’s not the case. People are calling way more, and while the call space is growing, the lead space is declining because they see the value in those warm, engaged, ready-to-purchase customers.

Factors Behind Ringba’s Growth

First and foremost, credit for the growth goes to their ambitious team, who always tries to find new clients to become part of the Ringba community.

They have a huge trade show presence and built their business around sponsoring and participating in these trade shows around the country and in different categories.

When you’re a new software company and go to a trade show, the first year, everyone walks past your booth. No one’s interested. The second year they go, “Oh, they’re still in business. That’s interesting.” And the third year, they go, “Maybe I’ll talk to them next year.”

And after three years, when people want to come on board and see what you’re doing, now.

Ringba has been around for six years and has almost become a money gun.

So, if you own a software business, you can’t just judge one trade show when you’re looking at the revenue you generate from the show.

Using Authenticity to Succeed on Social Media

Your social media is failing because you’re not showing yourself doing the thing you actually do.

If you’re a garage door technician, show yourself working on a garage door.

If you’re a health and wellness practitioner, show yourself treating patients.

You can certainly have talking-head videos as voiceovers on top of the actual doing.

Social Media
Succeed on Social
Use “Authenticity” to Succeed on Social Media

Recipe to Succeed on Social Media

Showing what you’re doing is trickier for digital marketing agencies. Because who wants to see Zoom calls and emails?

So my agency friends do the following things:

  • Show high-authority content on social media. Show yourself hanging out with leaders that people in your industry respect.
  • Publish a book, interview people on your podcast, and then turn it into a book.

People fear that AI will ruin marketing, but only for those who write generic articles that a robot can write.

Therefore, show real stories of what you do with your clients on social media.

AI uses a sample of the world’s collective knowledge to create content. I learned from interviewing top AI SaaS founders that AI is not fundamentally designed to map relationships and events.

Facebook is closest to this approach, but they are trying to beat TikTok by showing users the ‘best’ content instead of just what your friends are doing.

I believe that Facebook will continue to outperform TikTok in generating local leads because it lets friends and neighbors know what other people are up to.

So, if you show what you do, you will win.

Influencers and Their Lies

Digital marketing is all about connecting and building relations.

These influencers are everywhere, trapping as many people as they can.

Yes, I’m talking about the FAKE financial gurus and influencers. They are on fire and trending these days.

They are showing their luxurious lifestyle to gather all the attention they can to trap all the wantrepreneurs and make quick money.

They are always flashing their wealth to sell you the CRAP they call coaching/courses or training.

Whatever they call it, it’s all FAKE; they want to make a profit.

If they make more money from selling courses or coaching than an actual product or service, that’s a clear sign that it’s completely baseless. 

People who don’t even know the basics of digital marketing are selling their courses.

They try their best to show that digital marketing is super complicated and are the only ones who know the GREAT SECRET to succeed.

The lies they come up with!

Here are the top 10.

1) Generating attention = more money.

I know many folks with over a million followers and blue checkmarks. But, unfortunately, they are flat broke, driving Uber to pay rent they’re late on.

2) Go LIVE every day.

Well, that’s what they do, But we are business owners who don’t make a living on social media, selling social media. Instead, social media is a channel we use to drive us more clients.

3) If you don’t hop on the latest trend, you’ll miss out, 

FOMO – Fear of Missing Out – is powerful. I’ve talked about the TikTok craze– where TikTok itself is hot, but the courses are pure trash.

4) You need to go viral.

If you’re teaching a course, you better have proof. But if you’re a real estate agent, lawyer, dentist, or chiropractor– you need only clients and patients. Ranking in local search in your city is what matters– not global stardom.

5) The “secret” technique.

I have oceanfront property in Nevada to sell you. If you believe this, the next time you see a heart surgeon or a pilot, ask them if there’s a “secret” to what they’re doing.

6) Fake it till you make it.

Pose like you’re successful and you’re 90% there. I met the founder of Voodoo Donuts last night in some sleepy beach town in Costa Rica. You’d never know. That guy you see with the Lambo is probably broken. And the Lambo is rented.

7) You’re just one funnel away, one lottery ticket away from millions.

They use this because it’s the trap that wantrepreneurs fall for– and will continue to fall for decades. 

8) If you keep making content, eventually, you’ll win.

That donkey isn’t going to turn into a unicorn, no matter how many miles it runs on a treadmill. Sheer force won’t open the vault. But systems, processes, good people, and a solid product/service will, over time.

9) Rags to riches (also known as the “hero’s journey”).

The classic story of how they were struggling, just like you– but then stumbled across a magic lamp (everyone has their version of the secret object). And now– BOOM! Lambos, boats, and mansions!

10) Anything with “figures” seven, eight, etc.

I know some folks who generate seven figures in revenue– but when you factor in ad costs and labor, they are losing money. 

I’ve been in this field for decades, trained countless people, and made countless courses and training. So, when I see all this fake stuff going on, it infuriates me. So then the question is, how can we succeed in digital marketing?

I’ve already explained, very simply and clearly, how we can do successful digital marketing. It’s not a money game anymore.

Digital marketing is all about connecting and building relations.

It’s not one of those manifesting secrets; if you believe it, it will happen to you. So building up these meaningful connections will give you that multiplying power.

Recently I’ve talked about the top 5 ways we can build meaningful relationships. Marketing isn’t rocket science. So much of it comes down to people and how you interact with others.

Your brand needs to relate more deeply to those you’re trying to attract. Anyone promising a shortcut is undoubtedly trying to sell you something.

And we all know how many get-rich-quick marketing “gurus” are out there.

Marketing “hacks” are nothing but a buzzword. But, unfortunately, there is no such thing as a single action that can grow your brand overnight. These things take time.

I thought I should share some of (what I call) the hard truths about what is going on these days. Of course, this is just the tip of the iceberg, but I promise we will cover everything in the future.

You can visit us at BlitzMetrics.com to see what we do and how we do it. 

So what are some of the most common lies you know about? I would love to hear from you guys. So you can let me know in the comments. Thanks!

Marketing Is What People Say About You

When I opened my laptop this morning and saw this comment, I got pink.

Marketing
HotSpot Commented

Your marketing should be what others say about you, like HubSpot is sharing the Dollar a Day Strategy. Everyone should know Dollar-a-Day Facebook Ad Strategy.

So, stop blowing your own horn.

Almost everyone gets this wrong.

Reframe your view of “marketing” from YOU cranking out stuff to promoting what others say about you.

You do 90% of the work if you have customers that love you.

You need to collect, repurpose, and amplify these assets, so they can continue to live forever.

Hence, the whole point is to uplift others, not just shameless self-promotion.

And then your Content Factory will continue to operate without you needing to “launch campaigns” all the time.

What do you think of this strategy?

The Myth of Overnight Success

It’s 1:26 am and I’ve just gotten through my email and messages– over 600 per day.

Now, to re-film a presentation I gave at CEO Lawyer Summit. Believe it or not, someone ran off with the camera equipment that had the recordings.

So, I won’t be done until about 3 am– but there are deadlines to hit, and the buck stops with me.

It may look like I live the “4-hour workweek” life– if you see only the highlights on social media.

People want overnight success.

The reality is that I’ve been at this for over 30 years. When I started, I ate off the dollar menu at Mcdonald’s to save money. 

I stayed in fleabag motels because I couldn’t afford a nice conference hotel. I stuffed food in my pockets to eat later.

I borrowed money from friends to help me make payroll.

And I still don’t believe I’m “successful” as an internet, digital, or social media marketer.

Entrepreneurship looks easy until you factor in the unexpected problems that always come up.

Overnight Success
Hidden Secrets behind Overnight Success

Secrets behind Overnight Success

Yesterday, I interviewed someone who made $87 million as an “overnight success”. 

And by overnight success, we mean 8 years of credit card debt up to his eyeballs, which he paid off just last month.

Don’t be discouraged if you haven’t “made it” with overnight success as quickly as some of the people you see on the internet.

They either aren’t telling you the whole story, or you might not realize it’s taken them 10 years to get to that point.

We are all so unique that it’s important to take notes on what we need and want.

It’s also important to remember some of those people who “made it” bought their following, PR, verifications, etc. 

Never compare yourself to others getting overnight success, especially on social media, where so much of it is artificial.

So many people get discouraged and quit so early. Get good at one thing and stop it with shiny object syndrome.

You might be thinking, at what point do you consider someone “made it”? 1M per year, 10M, 100M? Being fulfilled with what they do?

It depends on the person but rarely is it monetary.

This year one of my friends marks his 16th year working. I couldn’t tell you how many years were 80-hour workweeks to get to the 5 or 6-Figure workweeks. 

If you’re not willing or able to work for what you want, then entrepreneurship isn’t for you.

The vision is larger and much more desirable than the work it takes to get there.

Also, one of my friends used to stay up 24hrs every Sunday to blast 20,000 email addresses because they couldn’t afford the few hundred dollars for a legit mailing system.

Persistence is key. Read the success stories but let them inspire you rather than define you

Keep going. Keep trying. Remember you are doing this so you can serve the people you need to serve. You might consider closing your doors many times over the years.

The best tip for struggling entrepreneurs is to think about the consequences of stopping.

People want overnight success, but what would life look like if you shut down the business and got a job?

Would you be ok?

Could you rebuild the business on the side of the job?

It’s about understanding opportunity cost. Not everybody is meant to be an entrepreneur, and that’s ok.

But many hold themselves back unnecessarily. Sometimes you lose money and lose sleep to handle that emergency, even if out of scope.

The best tip is to understand that this is your journey. Stop comparing with others, just like Tony Robbins says 

“Energy flows where attention goes”

People will remember you for your character, generosity, and integrity in the long run on this long journey of entrepreneurship, as you exemplify.

So, even if someone is struggling as an entrepreneur, I’d say just trust that the goodwill and relationships you have planted and nurtured by doing the “right” thing will come to fruition one day, and you will receive many times over what you’ve given.

This too shall pass, but the relationships will last.

Here is some wise advice;

Doing the right thing always pays off eventually– call it “karma”, the law of reciprocity, or whatever.

The good guys win in the end.

The best tip I have – only two things will keep you from achieving success

  • If you quit trying to be successful and give up on your dream
  • You die before you become successful

The first one you control, and if you quit, you’ll never know how close you were to being successful.

The second one won’t matter because you won’t know you failed.

You need to focus. Sometimes you’re the windshield, sometimes you’re the bug.

Most days, I’m doing what I choose…even though it might feel like hell at that moment. You’ve got to be able to play the long game. It’s not for everybody, but it is for anyone that wants it.

Overnight successes average 10-20 years.

My advice is to know what you want. Aspiring to achieve that. Others shouldn’t have to be your driver. If you have a strong vision of what you want and the why behind it, you will have the motivation and perseverance to overcome challenges. One of my old time partners Slotogate is a perfect example for this, as it is a site for those who love playing diverse games as there are different themes, top providers, the best payment methods like https://slotogate.com/deposits-method/paypal/ and all of this for you to have the most exciting experience while playing!

If you’re reading this, perhaps this message was meant for you — to give you that little bit of encouragement you need.

I’d love to hear your best tip for struggling entrepreneurs on the journey upward to overnight success.

TikTok Ads – 16 Useful Tips

TikTok Ads
Sharing the secret to TikTok Ads

What do you think if I say, “Every Facebook ads consultant out there is now suddenly a TikTok ads expert?” People usually watch for the flood of courses with the “secret” formula to massive viral success and $1 leads. ByteDance, the parent company of TikTok, reached out to me last year, asking for help in building a proper course on TikTok ads. We’ve been testing hundreds of campaigns and looking at the results shared by our friends in real estate, e-commerce, agency, legal, and so forth. 

 I’ll save you the $2,500 course and tell you the “secret” right here:

Short Video Recipe

  1. It’s in your simple, vertical video shot from your phone– that doesn’t look like an ad, has a “Hook” in the first second to capture attention, has big text so people know what it’s about, and tells a “Story”.

Algo-Does the Job. 

  1. No crazy targeting or sophisticated campaign set-up is necessary– the super smart algorithm uses your content’s performance. Same for spark ads, where you boost someone else’s post (called “creators” no longer “influencer”).

What about hiring an agency for TikTok Ads?

  1. Hiring an agency makes ZERO sense unless they can actively coach you through making 15-second videos.  The campaign set-up is relatively easy, as long as you already have your digital plumbing (pixels, tracking, data) in place.

TikTok is the Next Big Thing. Right?

  1. The frothy white waves of hype about TikTok being the next tsunami of traffic are true — just like we saw with Google and Facebook.

How much does it Cost?

  1. Traffic is about 1/4th the cost on Facebook on the paid side (because base CPMs are about $2.50, meaning CPC, CPL and CAC are correspondingly lower). Of course, you’re optimizing to the objective (the algorithm is so smart), using base traffic cost as one of many diagnostic measures.

Don’t Rush Because of FOMO

  1. But make sure you’re not jumping in just because of FOMO (fear of missing out)…..but because you’re shoring up the fundamentals of collecting your client stories in 15-second videos, have a process to process these within your operations, have your digital plumbing properly in place, and are putting money on the winners.

How  smart is TikTok Algo? 

  1. I was at Jake Paul’s house making 15-second videos for our social media marketing course for young adults.  One of the videos leaked out and got half a million likes.
  2. It had nothing to do with our course and wasn’t even on his TikTok account– but one of the guys helping film. But the TikTok algorithm recognized it was Jake Paul’s house in the background of the video, showed it to fans of Jake Paul– and then it went viral.
  3. You’ll see more stuff like this blow up out of nowhere on TikTok, almost exclusively on the organic side. But these are unlikely to be the posts you will be boosting as an extension of the Dollar a Day strategy.
  4. Instead, you’ll find that the same themes that worked for you on Facebook will work on TikTok, adapted to their format of storytelling via 15-second videos.
  5. It’s the same algorithm as Facebook and Google (fight me on this), which seeks to optimize your chosen objective based on conversion data you allow it to see.

Do I really need a strategy for TikTok ads?

  1. TikTok didn’t want me to tell you that you can absolutely reuse Facebook strategies– since they want you to make TikToks only for their platform and know that most existing videos suck too badly to be repurposed.
  2. But if you’ve found success with the fundamentals of the Dollar a Day strategy, I’m pretty sure you’ll find success on TikTok– when repurposing videos, extending your conversion tracking/remarketing, and starting testing at $10/day.

What About Dollar-a-Day?

  1. There’s no better time to implement or refine your Dollar a Day process across Facebook, TikTok, Twitter, LinkedIn, and all social networks.
  2. We are seeing a growing convergence on the data and ads side of social platforms– since they are all dependent upon the same optimization algorithm that balances user experience with ad monetization.

Most Importantly

  1. Remember this each time you see a breathless pitch on how you need to jump on TikTok ASAP– to buy their secret before you forever miss the boat.

These Tips will help you make decisions for your TikTok journey. However, if you want a more detailed insight, check out my best-selling book, The definitive guide to TikTok Advertising