The Customer Acquisition Show: Recent Episodes
Tier 11
The ‘Customer Acquisition Show’ will help you acquire more customers and scale your ad spend across channels so you can make more money! Because the truth is: you don’t need more traffic, you need more customers. You’ll learn how to acquire more (AND BETTER) customers by maximizing your budget so you can get as many ideal customers as possible. Each episode will dive give you strategies and the tools you can use to improve your paid marketing campaigns on platforms like Meta (Facebook), Instagram, Google, YouTube, and Tik Tok. Tune in each week so you can develop and optimize a multi-funnel strategy that utilizes as many channels as possible, no matter what changes come in the marketplace.
Learn more about us at https://tiereleven.com/
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In this episode of the Customer Acquisition Show, Landon and Nick discuss the impact that chat GPT (Generative Pre-trained Transformer) could have on marketing and customer acquisition. They explore the various ways in which chat GPT can be utilized, such as generating content, debugging code, conducting research, summarizing data, and even creating virtual assistants to handle mundane tasks like making grocery lists or writing blog posts. While acknowledging that chat GPT may replace some jobs, they also highlight the potential for new job opportunities for those who know how to effectively use the technology. Overall, the duo expresses their enthusiasm for the potential of chat GPT to increase productivity and efficiency.
IN THIS EPISODE, YOU'LL LEARN:
- 00:00:00 - Leveraging Fiverr to create more job opportunities for Facebook Ads through brainstorming
- 00:02:32 - Giving small creators a competitive edge with copywriting automation
- 00:08:53 - Gaining perspective through feedback and iteration
- 00:13:13 - The potential of AI for automating instructions and scripts
- 00:16:36 - Similar inputs leading to similar outputs in copyrighting
- 00:21:28 - Using a personal VA to automate tedious tasks
- 00:22:54 - Google's AI projects and their role in simplifying search
- 00:26:58 - Success with chat: no engineering skills required
- 00:31:01 - Automating small tasks with local storage
- 00:35:02 - Embracing new technology like Google's Ad Platform and AI capabilities
- 00:36:51 - Accepting complexity and preparing for change
- 00:38:27 - Boosting productivity through human innovation
Links and Resources:
Tom's LinkedIn
Tiereleven.com
Get your queries answered here: hi@tiereleven.com
This episode discusses the use of an app called Captions and how it can help create titles for videos. The group then goes on to discuss how to use audience targeting in performance marketing, and how it can be used to improve the performance of campaigns. He then talks about how Google Ads has changed this year, with the introduction of Universal Analytics and GTA4. He also mentions that Google no longer creates expanded text ads, and now allows for 15 headlines and four descriptions in each ad. Finally, he talks about how using Universal Analytics can be beneficial for those who want to do their own research.
IN THIS EPISODE, YOU'LL LEARN:
00:00:00 Adapting To Change And Learning From Teammates: My Experience With Machines As Friends And Enemies
00:06:39 Maximizing Performance With In-market Audiences
00:15:17 Google Ads Performance Max: Goodbye To Digital Marketing In 2022
00:16:46 Lack Of Time For Small Business Owners To Keep Up With Rapid Changes
00:21:09 Conversion Farming: A Feedback Loop For Website Value
00:26:31 Maximizing Performance For A Strong Finish In 2022
00:31:26 Google's Big Change In Data Management And Targeting
00:34:31 Google's Ability To Identify Intention Behind Search Improving
00:37:58 Decreasing People's Use Of Channels For Improved Clarity
00:42:27 Maximizing YouTube Potential With Data Analysis
Links and Resources:
Ralph's LinkedIn
Tom's LinkedIn
Tiereleven.com
Get your queries answered here: hi@tiereleven.com
This episode of the Customer Acquisition Show discussed how a customer was spending too much time in the conversion phase of their customer acquisition path and not enough in the awareness and consideration phase. Meta showed data that proved that this is the strategy moving forward, and that it is important to consider awareness as well as consideration when rethinking an overall strategy. The customer was able to get CPMs at a dollar for their consideration campaigns, but their conversion campaigns were around $30.00 with a combined blended CPA that was scaling and growing. To take the next step toward growing your customer base, visit Tier 11 for more information on how to optimize your customer acquisition path strategy.
IN THIS EPISODE YOU'LL LEARN:
00:00:47 Competition Heats Up: Rising CPAs Reveal Shocking Advertising Strategies
00:01:18 Company Reevaluates Customer Acquisition Strategy After Unusual Spending Habits Revealed
00:01:48 Maximizing Advertising Dollars: Capturing Video Views And Retargeting For Conversion
00:03:08 Tier 11 Sees CPMs Drop After Implementing High Value Content And Retargeting Strategy
Links and Resources:
Ralph's LinkedIn
Tiereleven.com
Get your queries answered here: hi@tiereleven.com
This episode discusses the importance of crafting effective ad copy for Facebook ads. It explains that the most important part of the ad copy is the two or three sentences that appear above the fold, as this is what will get people to click and read more. It also emphasizes not using acronyms and big words in this section, as it can be an instant turn off. The video then goes on to discuss how to craft effective ad copy, such as introducing a problem and leveraging current events. It also mentions different Facebook groups that can be helpful for aspiring copywriters. Finally, it emphasizes the importance of balancing evergreen copy with topical events in order to create effective ad copy.
IN THIS EPISODE, YOU'LL LEARN:
00:00:00 Maximizing Productivity As A Copywriter: Tips From The Customer Acquisition Show
00:06:14 The Importance Of Above The Fold Copy In Facebook Ads
00:12:08 Bypassing Policies And Using Stories For Persuasive Copywriting
00:22:35 Introducing Writing As A Career Option To Unaware Individuals
00:28:41 Finding Success With Ad Swipes
Links and Resources:
Tom's LinkedIn
Tiereleven.com
Get your queries answered here: hi@tiereleven.com
What marketing framework do the guys at Tier11 use to successfully manage $100M in annual Digital Ad spend?
On today's episode, Ralph Burns and Tom Meridith break down the Customer Acquisition Framework (CaAMP). Tom explains that search algorithms are really good at finding the right people for your business. You just have to feed them the right content - and that's where CaAMP comes into the picture.
Tune in to hear the duo reveal how they use CaAMP to get more customers, increase their lifetime value, and drive business revenue. Remember, to succeed in marketing, you need a robust and multi-funnel strategy. Platforms evolve quickly, and short-term "hacks" won't cut it if you want to stick around long-term.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
02:00 The fundamentals of the CaAMP framework
03:21 Nugget: The love sandwich and the power of testimonial videos
07:09 The birth of the CaAMP framework
09:49 The hardest parts to crack in the 7 levels of awareness
13:31 How many times should you 'touch' a potential buyer?
14:32 Why organic and paid search should always work together
16:38 CaAMP is all about raising awareness for your products or services
18:19 The continual evolution of the CaAMP framework
21:29 Linking the levels of customer awareness to your marketing goals
26:55 The Creative Lab and what it's all about
28:44 How to give your customers reasons and opportunities to buy
31:01 The Traffic Harmonizer and why it's so effective
33:40 The main idea behind the Customer Acquisition Show
35:09 Conversion architecture and after the click optimization
37:06 Understand that every good offer has a shelf life
41:35 Parting thoughts
Links and Resources:
Ralph's LinkedIn
Tom's LinkedIn
Customer Acquisition Amplification
Tiereleven.com
Get your queries answered here: hi@tiereleven.com
Do you believe in your marketing strategy? Can it double a client's revenue and increase their booked calls by 230%, all in less than 3 months?
On today's episode, Ralph breaks down a recent case study where they helped a coaching client increase their booked calls by 230%, drop the cost per booked call by 54%, and grow their revenue by 107%, all in less than 3 months. The framework they used is what the guys over at Tier 11 use to help businesses scale, grow and enhance a client's long-term value.
Tune in to hear Ralph share how he used the Customer Acquisition Amplification(CaAMP) to attract and convert more customers and what you can do to drive similar results in your business.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
01:30 Client profile and the goal of the campaign
02:07 Deep dive research and why it's important
03:29 How the Creative Lab can help fix your messaging
04:58 Creating messaging that resonates with your ideal client avatar
05:51 How to uncover the real goal of your ad campaign
07:33 Effective ways to increase show-up rates on booked calls
09:55 The effectiveness of testimonial mashup videos
12:10 The beauty of using the Customer Amplification Framework
Links and Resources:
Ralph's LinkedIn
Customer Acquisition Amplification
What is the most important question to ask when building a new marketing campaign?
Hint - it's not "what am I selling?" or "features and benefits." Yes, these are critical questions that need answering. But as a marketer, the most important question to ask is, "who are my customers and how aware are they of the problems I'm trying to fix?" Only then can you create messaging that will most likely generate the greatest results.
In today's episode, Tom Meridith sits down with Ralph Burns, Aaron Crocker, and Rachel Hoxmeier to discuss ad traffic levels and how marketers can use the "5 levels of customer awareness" to create successful marketing campaigns.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
00:54 Ad traffic levels: the foundation of all marketing campaigns
02:50 The 5 levels of customer awareness
05:04 How to engage with prospects at different levels of awareness
07:53 Empathy is a marketer's most important trait
11:10 Customer problems are markets, and solutions are products
13:37 Target specific markets with customized ads
15:45 Before you sell, understand the 5 levels of awareness
18:10 The two main types of messaging in every ad copy
23:20 How to target "Solution Aware" customers
27:00 How to present the benefits and uniqueness of your product
30:00 Elements that make your marketing claims more believable
33:46 Ways to communicate the value of your product
37:09 Hardest level in the 5 levels of traffic
40:50 The 5 levels of awareness in one piece of messaging
43:50 The basics of awareness-level copywriting
45:21 Understanding the levels of customer intent
48:41 Marketing success is all about trial and error
51:30 What is a Trojan Horse video?
56:00 What to do with a non-performing ad
58:10 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Tiereleven.com
Get your queries answered here: hi@tiereleven.com
Breakthrough Advertising by Eugene M. Schwartz
What to know how to get the most out of Performance Max? Here's some news for you: how Performance Max is supposed to work is completely different from how it actually works.
Even with Google's Performance Max set to celebrate its first anniversary, many marketers still don't know how to get the most out of it. You see, Performance Max is not a magic bullet that you deploy and all your problems disappear. It's amazingly powerful, but it was designed to complement keyword-based search campaigns across all of Google's advertising channels.
In today's episode, Tom Meridith sits down with members of Tier 11's Google Advertising Division to answer some of the more pressing questions about Performance Max, how it compares to other campaigns, and how to use it to unlock new audiences and drive results.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
00:56 Biggest takeaways from P-Max since its launch
04:17 Understanding what not to do with P-Max
06:02 Why you should never follow Google recommendations on how to run ads
07:50 How Google ads are supposed to work versus how they actually work
10:26 P-Max's inability to target specific locations
11:55 Flawed assumptions about P-Max campaigns
14:25 Focusing on the right metrics for Google ads
17:45 How to settle on the right conversion events for Google Ads
20:20 Can you use P-Max to increase a customer's lifetime value?
23:54 How to run P-Max and Google search ads simultaneously
26:45 Reasons why you need to optimize your site
28:22 Use SEO and P-Max together to become unstoppable
30:46 The death of video display keyword targeting
34:14 How to split your budget for P-Max and search campaigns
35:00 Assets and Creatives For Black Friday, Cyber Monday
42:07 Never change things that are already working
43:30 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Tiereleven.com
Maria's LinkedIn
Get your queries answered here: hi@tiereleven.com
What is an offer - and how can you create and optimize high-converting offers?
On today's episode, Tom Meredith talks to Aaron Crocker and Lynn Swayze. Aaron is the Copy Chief at Tier 11, and Lynn is a Direct Response Copywriter & Offer Consultant at Tier 11. They discuss the basic construct of an offer and what it takes to create a strong offer that differentiates your products from the competition.
Although there is no wrong definition of an offer, most people assume that an offer is nothing more than the price. However, as Aaron explains, your offer is what you're selling at all stages of the buyer's journey. Tune in to learn more about offers as well as how you can use the 5 levels of awareness to create offers that influence people to take action.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
01:34 What is an offer?
03:31 Offers at every stage of a sales funnel
05:21 Premiums in an offer explained
07:53 Steps to successfully delivering an offer
09:26 How to get buyers to take action
13:45 The Hero's journey and the 5 levels of awareness
15:36 How customer awareness levels change
18:57 How mechanisms of delivering an offer evolve with time
20:35 Common offer mistakes marketers make with offers
24:10 Things digital marketers can learn from direct mail marketers
26:50 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Tiereleven.com
Get your queries answered here: hi@tiereleven.com
Tom's LinkedIn
Aaron's LinkedIn
Lynn's LinkedIn
This passage discusses the importance of understanding customer needs and wants in order to optimize conversion rates and increase revenue. It explains the difference between extracting value (advertising costs) and giving value (user experience). The author suggests that the most important step towards designing for user experience is to know who your customer is. This includes understanding their age, location, likes, dislikes, and pain points. Additionally, it is important to understand who is actually purchasing from you as this may be different from who you are marketing to. Finally, the author emphasizes that once you can get past any fear of talking to customers or non-customers, it will help improve and optimize your entire business.
In today's competitive market, businesses must understand their customers in order to succeed. Knowing who your customer is and what they want or need can help optimize conversion rates and increase revenue. To do this effectively, businesses should consider their customer's age, location, likes, dislikes, and pain points. Additionally, it is important to understand who is actually purchasing from you as this may be different from who you are marketing to.
The key difference between extracting value (advertising costs) and giving value (user experience) should also be taken into account when optimizing a business's funnel or product. Extracting value focuses on reducing advertising costs while giving value focuses on the user's needs and wants being met with pleasure during their experience with a website or phone application.
Finally, businesses should not be afraid of talking to customers or non-customers as this will help improve their entire business. Understanding customer needs can help businesses create better products that meet those needs while also increasing revenue through optimized conversion rates. By taking these steps into consideration when optimizing a business's funnel or product, businesses can ensure they are providing an optimal user experience while also increasing their bottom line.
IN THIS EPISODE, YOU'LL LEARN:
00:01:43 Marketing Degree, Ux Masters Degree Helping Professional Bridge Gap Between User Experience And Marketing
00:05:10 Businesses Must Be Selective When Crafting Funnels To Reach The Right Audience
00:07:35 Exploring The Difference Between Cr Conversion Rate Optimization And Uxo: Optimizing The User Experience For Maximum Conversion
00:09:06 Unifying Performance Marketing Strategies: How Uxo, Xo, And Cro Work Together To Increase Conversions
00:11:17 Exploring The Benefits Of Data-driven Decision Making: Examining The Impact Of Uxo On Business Trust
00:12:02 New Approach To Extract And Give Value Streamlined For Maximum Efficiency
00:12:47 Uxo: The Key To Customer Retention Through Exceptional User Experience
00:13:57 Creating A Positive User Experience: The Keys To Brand Building And Efficiency
00:17:48 Designing For User Experience: Intuitive For Designers, Crucial For Efficiency
00:21:26 Designing For Different Generations: Crafting The Perfect Sock For Everyone
00:25:46 Uncovering The Difference Between Your Target Audience And Your Customers: How User Experience Can Help
00:27:41 Uncovering The Secrets To Understanding Your Customers: How To Optimize Your Business For Success
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Tiereleven.com
Get your queries answered here: hi@tiereleven.com
In order to understand profitability, it is important to understand what profit is. Profit is the revenue minus all expenses and what is left over. Different industries have different standards when it comes to profitability or net operating income, ranging from 40% on the high side to 5% or even single digits in some cases. To have a successful and growing business, three things must be done: new customer acquisition, getting customers to buy more frequently, and increasing the average order value of customers.
One way to get customers interested in a product or service is to create a lead generator or transitional call to action. In an inflationary economy, prices can be increased but typically more value must be given as well. Upsells are another way of increasing average order value and can have conversion rates between 5-20%. Increasing the frequency of purchases is also important for businesses.
When trying to acquire more customers, it is important to understand what a customer is worth for the business. This can be done by looking at sales data from CRM systems or Shopify stores and dividing total revenue by total customers over a 12 month period. This will give an understanding of how much each customer contributes to the business and how much can be spent on acquiring new customers without losing money in the process.
IN THIS EPISODE, YOU'LL LEARN:
00:01:07 Understanding Profit: What Every Business Owner Should Know
00:04:20 Uncovering Your Ideal Customer's Biggest Problem: The Key To Increasing Your Number Of Customers
00:06:39 Boost Your Profits In An Inflationary Economy: Leverage Upsells To Increase Average Order Value
00:07:40 Unlock The Power Of E-mail Sales Follow-up Sequences To Increase Customer Retention
00:11:36 Businesses Can Increase Profits By Calculating The Value Of Each Customer Over 12 Months
What advertising strategies are working right now in Meta?
On today's episode, Tom Meridith talks to two advertising wizards from Tier 11 - Kobi Topaz, the Director of Performance, and Jonathan Floril, one of the company's senior media buyers. The trio introduces a recurring episode where they'll be talking about what's currently working in Meta and all other social advertising platforms.
Tune in to hear some of the smartest marketing minds discuss the things that are working on Meta today, how Facebook is trying to counter the recent iOS14 update, and the benefits of multi-channel ad testing.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
00:24 How to get the most out of Meta's lifetime budget feature
03:07 Running ads without a call to action
04:19 Comparing native versus polished ads
06:00 The effectiveness of broad versus custom match ads
08:38 What are "instant experience" ads?
11:45 Facebook's solution to iOS14
14:29 Are Nextdoor ads the best way to gain local customers?
19:04 The basics of Pinterest advertising
21:00 Buyer sentiments for Black Friday, Cyber Monday
23:36 The right way to use lifestyle images
25:40 How to balance your ad budgets
28:44 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Tom's LinkedIn
Tiereleven.com
Want to learn how to acquire more and better customers without increasing your marketing budget?
On today's episode, Ralph Burns breaks down Tier 11's Customer Acquisition Amplification (CaAMP) framework - and how you can use it to get more customers and increase their long-term value. If you're struggling to scale your business, you only need to learn one thing - how to convert cold traffic. The more successful marketers and business people know how to turn total strangers into paying customers.
Tune in to hear Ralph break down how the CaAMP framework can help you maximize ad budgets and get as many ideal-fit customers as possible, from as many channels as possible.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Tier 11's Ad Amplifier System
01:58 Breaking down the Customer Acquisition Amplification system (CaAMP)
04:11 Different messaging for different levels of traffic
05:30 The basics of using the Creative Lab
06:32 The three types of traffic in the traffic harmonizer
09:32 What is the conversion architecture?
11:13 Using email marketing campaigns to re-engage cold leads
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Ralph's LinkedIn
Tiereleven.com
Tier 11's Google Division talks best practices, overcoming issues, and how to get the most out of Google Performance Max as we near the end of 2022.
Nick Miller - Director of Google Platforms, Tier 11
Tom Meredith - VP of Marketing & Innovation, Tier 11 https://twitter.com/tomdmeredith
Kobi Topaz - Head of Performance, Tier 11
Oli Liboy - Performance Max & Google Ads Expert, Tier 11
Rachna - Certified Google Ads Specialist, Tier 11
Santosh Kumar - Google Media Buyer, Tier 11
Aaron Crocker - Copy Chief, Tier 11
What is Customer Acquisition Amplification, and how can you use it to scale your business?
On today's episode, Ralph Burns breaks down Tier 11's Customer Acquisition Amplification (CaAMP) framework - and how they use it to get more customers and increase their long-term value. If you're struggling to scale your business, here's something you should know: You don't need more traffic, you need more customers. Traffic is essentially useless if you cannot convert them into paying customers.
With $100 million per year in managed ad spend, Ralph and his team know a thing or two about maximizing ad budgets and getting as many ideal-fit customers as possible. Tune in to hear him share how the CaAMP framework can help you get more customers from as many channels as possible while sticking to your budget.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
01:12 Tier 11's Ad Amplifier System
03:15 Breaking down the Customer Acquisition Amplification system (CaAMP)
08:30 The three types of traffic in the traffic harmonizer
11:55 What is conversion architecture?
13:34 Getting the most out of email marketing campaigns
15:08 Case study - 6x increase in ad spend and 25x increase in ROAS
18:05 How to deploy CaAMP
23:30 The deep dive research + analysis framework
26:14 How to run your research through a messaging lens
29:01 Using the customer avatar to clarify your message
32:27 How to use the Kaizen Kreative to build advertising unicorns
34:37 The "transformational story" video ad formula
36:44 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Ralph's LinkedIn
Tiereleven.com
Does your offer prove itself as valuable? And not just to your customers, but to your business as well?
Tom Meredith - VP of Marketing & Innovation, Tier 11
Olha Olashyn - Cornerstone Lead, Tier 11