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Perpetual Traffic

Tier 11

Helping marketing directors and CMOs master paid traffic and conversions!

  • 25 minutes 32 seconds
    (Part 2) From One-Man Show to Growth Engine: The COO Transformation with Ryan Hodges

    In part two of Ralph Burn’s discussion with Ryan Hodges, the Chief Operating Officer of Tier 11 and founder of Simplaphi, they dissect the art of thriving amidst change. Ryan shares his personal experiences and professional wisdom on navigating life's inevitable shifts with a blend of humor and grit. In today’s episode you’ll learn how embracing change can open doors to unexpected opportunities and personal growth. Tune in for a dose of inspiration that’s perfect for anyone looking to master their own life transitions.

    Chapters:

    • 00:00:00 - Kickoff with Perpetual Traffic: The Brains Behind the Operation
    • 00:00:44 - Why Rush? The Mighty Merits of Methodical Moves
    • 00:01:30 - Decoding Delays: How Slowing Down Keeps You Ahead
    • 00:03:15 - Step by Step: The Strength of Strategic Pauses
    • 00:05:45 - The Art of Anticipation in Process Optimization
    • 00:07:39 - Command Central: Constructing a Leadership Team That Scales
    • 00:10:22 - Blueprints for the Big Time: Constructing a Core Leadership Team
    • 00:13:38 - Meet the Integrator: Your Business Growth's Secret Weapon
    • 00:15:05 - Integrators 101: Aligning Vision with Operational Reality
    • 00:17:29 - Operational Orchestrators: Why Every Business Needs an Integrator
    • 00:19:20 - The Wrap-up: Integrators, Impacts, and Next Steps
    • 00:21:00 - Signing Off: Connections and Conversations to Continue

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    26 April 2024, 8:00 am
  • 39 minutes 24 seconds
    From One-Man Show to Growth Engine: The COO Transformation with Ryan Hodges

    Ralph Burns and Ryan Hodges discuss the power of effective leadership and how critical it is to understand business fundamentals. With Ryan making his debut on the show, they unpack the challenges and triumphs of navigating business growth through strategic insights and personal anecdotes from their journey at Tier 11. The duo discusses the major importance of aligning a company’s vision with its operational execution and culture, explaining how necessary it is for leaders to step back to propel their enterprises forward. Tune in for not only a masterclass on scaling businesses but also a candid exploration of the personal growth that comes from embracing change and fostering a supportive corporate environment.

    Chapters:

    • 00:00:00 -  Startup Signal: Meet Ralph & Debutant CEO Ryan Hodges on Perpetual Traffic
    • 00:00:37 -  Mastermind Marvels: Unveiling the Potency of Elite Business Networks
    • 00:02:15 -  Hidden Gems: Decoding the DNA of Successful Masterminds
    • 00:04:32 -  Stagnation to Elevation: Solving the Founder’s Puzzle
    • 00:06:09 -  Expert’s Angle: Ryan’s Recipes for Revamping Enterprises
    • 00:08:47 -  Twisting Paradigms: Ryan's Radical Approaches to Business
    • 00:11:34 -  The Haji Wheel: Spinning Strategies for Stellar Standards
    • 00:13:58 -  Full Circle: Diving Deep into the Haji Wheel’s Core
    • 00:16:23 -  Metrics that Matter: Evaluating Success Beyond the Bottom Line
    • 00:19:41 -  Revamp & Recharge: Tactical Tales from the Corporate Trenches
    • 00:22:09 -  Workshop Wonders: The Art of Business Makeovers
    • 00:25:02 -  Scaling Summits: Strategic Insights on Elevating Operations
    • 00:28:16 -  Leadership Lore: Scaling Peaks through Vision and Values
    • 00:31:45 -  Visionary Victories: Cultivating a Culture that Conquers
    • 00:35:10 -  COO Chronicles: Merging Minds for Monumental Growth

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    23 April 2024, 8:00 am
  • 33 minutes 56 seconds
    (Part 2) What’s Working (And What’s Not) Now on Meta and Google Ads With Nick Miller

    Join Ralph Burns and Kasim Aslam, along with the media buying wizard Nick Miller from Tier 11, as they dissect the latest shifts in media buying strategies, focusing particularly on the transition from Ad Set Optimization (ABO) to Campaign Budget Optimization (CBO). This trio unpacks the complex jargon of digital marketing and talks about practical tactics to leverage algorithms for improved campaign effectiveness. Whether you’re a seasoned marketer or just dipping your toes into the digital waters, this discussion will not only clarify the buzzwords but also enhance your understanding of the digital advertising landscape, all delivered with a healthy dose of wit. Prepare to have your marketing myths busted and your strategy skills sharpened in one insightful session.

    Chapters:

    • 00:00:00 - Kickoff: Meet the Hosts & Telegram Tactics
    • 00:01:15 - Strategy Session: Unpacking CBO & ABO
    • 00:02:25 - Target Practice: Audience Selection and the Algorithm Advantage
    • 00:06:00 - Automation Insights: Delving into Campaign Adjustments and Algorithm Updates
    • 00:10:54 - Creativity in Campaigns: Engaging Your Audience Effectively
    • 00:13:00 - Engagement Essentials: Discussing the Impact of Creative Content
    • 00:15:08 - Top Funnel Tactics: Using Non-Sales Content Strategically
    • 00:18:30 - Content Strategies: Driving Traffic with Top-of-Funnel Tactics
    • 00:20:15 - Algorithm Mastery: Adapting to Evolving Ad Platforms
    • 00:22:32 - Future of Ads: The Rise of Google TV and Integrated Advertising
    • 00:28:48 - Closing Thoughts: Summing Up with Sneak Peeks and Special Invites

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    19 April 2024, 8:00 am
  • 42 minutes 3 seconds
    What’s Working (And What’s Not) Now on Meta and Google Ads With Nick Miller

    Ralph Burns and Kasim Aslam, alongside guest Nick Miller, are discussing what’s working now in the nuanced world of media buying, specifically focusing on the latest strategies and pitfalls in digital marketing. They’re exploring the effectiveness of Facebook's Advantage Plus and Google's Performance Max campaigns, offering you a blend of expert insights mixed with a dash of humorous banter about life’s random musings—from marathon running to sushi critiques. The trio is giving a peek into the high-stakes realm of advertising algorithms and audience targeting, making it a must-listen if you’re eager to navigate the twists and turns of online marketing with a winning edge.

    Chapters:

    • 00:00:00 Intro Sparks: Meet the Hosts & The Buzzing Telegram Community
    • 00:01:23 Event Horizon: Sneak Peek into Upcoming Attractions & Personal Revelations
    • 00:03:10 The Nick Miller Chronicle: A Journey from Avid Listener to Visionary Leader
    • 00:06:50 Unveiling Media Magic: Mastering Advantage Plus for Market Domination
    • 00:07:30 Strategy Session: Analyzing New Customer Acquisition Tactics
    • 00:08:45 Tech Talk: Unpacking Algorithm Changes in Advantage Plus
    • 00:10:10 Behind the Scenes: Exclusive Client Success Stories
    • 00:14:05 Audience Architects: How to Sculpt Your Perfect Audience
    • 00:15:20 Data Deep Dive: Exploring the Intricacies of Audience Data Integration
    • 00:18:10 Future Forward: Leveraging Trends for Tomorrow's Campaigns
    • 00:22:45 Strategy Sync: Deciphering the ACC Model in Digital Marketing
    • 00:24:31 Metrics Made Easy: From Basic Shopify Insights to Advanced Analytical Strategies
    • 00:26:16 Omni-Channel Overhaul: Why ROAS Falls Short in a Multi-Platform World
    • 00:28:21 Balanced Marketing: Seeking Equilibrium in Media Spend and Strategy
    • 00:33:02 Ethical Edges: The Contentious Debate Over Digital Advertising Practices
    • 00:37:10 Parting Thoughts: Looking Ahead to New Adventures in Marketing Mastery

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    16 April 2024, 8:00 am
  • 45 minutes 6 seconds
    The Ultimate Google Performance Max Masterclass with Tier 11's John Moran

    Ralph Burns and John Moran are going over past episodes where John was a guest on the show. What was working then vs. what works now. Join them as they peel back the layers of the digital marketing onion, exploring the seismic shifts in strategy since those older episodes. This isn’t just another tech talk—it’s a spirited dive into the future of marketing, challenging preconceptions and offering advice you can use right now. Tune in to sharpen your digital prowess and perhaps, change the way you think about your next move in this fast-evolving landscape.

    Chapters:

    • 00:00:00 The John Moran Timeline: Tracing His Ascension in Digital Marketing
    • 00:04:02 Inside the Toolbox: Unpacking Performance Max’s Utility
    • 00:07:51 How Google’s Performance Max Scales the Unscalable
    • 00:09:12 The Inner Workings of Performance Max: Tactics for Today's Marketers
    • 00:11:34 Advanced Strategies: Optimizing Performance Max for Maximum Impact
    • 00:13:58 Case Study Insights: Real Results from Implementing Performance Max
    • 00:17:01 Performance Max Case Study Breakdown
    • 00:21:33 Why Talking Across Platforms is Key to Marketing Success
    • 00:24:53 Charting the Maze: Today’s Marketing Strategy Complexities
    • 00:26:17 The Wild West of Paid Traffic: Unraveling the Chaos
    • 00:29:13 Ground Zero: Marketing Insights from the Field
    • 00:32:42 Data-Driven Strategies: Making Metrics Work for You
    • 00:37:46 Why Historical Data is the Marketer’s Crystal Ball
    • 00:40:22 Sign-Off: Reflections and What’s Next on Perpetual Traffic

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    12 April 2024, 7:30 am
  • 47 minutes 13 seconds
    Win the Day, Win the Week, Win Your Life: Mastering Prioritization for Big Goals

    Ralph and Kasim sidestep the usual business banter to explore the hidden corners of entrepreneurship, where insights come wrapped in personal stories and therapy sessions rather than spreadsheets. Ditch the conventional roadmap; our journey dives into how unexpected moments shape the essence of business and personal growth. Whether you're navigating the early chaos of startup life or looking for the sweet spot between professional achievement and personal fulfillment, this conversation is your guide to the less traveled paths of success. Join us as we uncover why the real magic of entrepreneurship lies in embracing the unpredictable, finding depth in the dialogue, and laughing all the way to your goals. Get ready for a mix of wisdom, wit, and a fresh perspective on what it means to build something truly impactful. Welcome to a world where business meets life, minus the script.

    Chapters:

    • 00:00:00 - Kickoff: Unconventional Wisdom Ahead
    • 00:02:23 - Therapy's Role: Navigating Personal and Professional Growth
    • 00:05:21 - Legacy & Laughter: The True Marks of Success
    • 00:07:25 - The Real Entrepreneurial Adventure: Beyond the Balance Sheets
    • 00:11:47 - Embracing the Chaos: How Unpredictability Fuels Innovation
    • 00:16:25 - Rethinking Morning Rituals: A Blueprint for the Day Ahead
    • 00:18:57 - Discovering Purpose in the Puzzle of Entrepreneurship
    • 00:22:23 - Why We Create: Tapping Into Our Innate Drive
    • 00:24:33 - Creativity: Not Just a Luxury, But a Necessity
    • 00:27:15 - Mastering the Art of Delegation for More Creative Freedom
    • 00:29:42 - The Secret to Turning Downtime Into Growth Time
    • 00:32:08 - Building a Support System for Entrepreneurial Success
    • 00:34:34 - The Power of Priorities: Work, Life, and Everything in Between
    • 00:37:50 - The Significance of Self-Care in Sustaining Success
    • 00:42:19 - Wrapping Up: Your Turn to Dive In

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    9 April 2024, 8:00 am
  • 41 minutes 7 seconds
    The #1 Mistake Businesses Make with Sales & Marketing (Don’t Be Like Them!)

    Ralph Burns and Kasim Aslam are discussing the intricacies of integrating sales and marketing strategies within businesses. The duo focus on real-world applications and challenges, and unravel the often complicated relationship between these two critical departments. Today’s conversation goes beyond traditional tactics, touching on the essential role of customer retention and the dynamic between operations and client success. By leveraging their expertise and personal experiences, Ralph and Kasim offer great advice about structuring sales and marketing to drive business growth and ensure long-term success. This episode is a must-listen for business owners and marketers alike, offering strategies to not only attract but also retain customers, thereby fostering sustainable business development.

    Chapters:

    • 00:00:00 - Kickoff: Welcoming Listeners to the World of Perpetual Traffic
    • 00:01:40 - Synergy or Silo? Debating Sales and Marketing's Best Fit
    • 00:03:55 - Digital Marketing Maze: Navigating Complexity for Success
    • 00:05:01 - Align for Impact: Why Sales & Marketing Need to Be In Sync
    • 00:09:29 - Evolving Roles: Adapting Sales and Marketing for Growth
    • 00:12:37 - Seamless Handoffs: Bridging Sales to Operations for Efficiency
    • 00:18:35 - Unified Incentives: Crafting Harmony Across Departments
    • 00:21:27 - Retention Mastery: Keeping Customers in the Long Run
    • 00:22:08 - Meet the Retention Specialist: Your Business's Best Friend
    • 00:24:11 - The Personal Touch: Revolutionizing Customer Retention
    • 00:26:15 - Client Success Revolution: A Department Dedicated to Keeping Customers
    • 00:30:27 - Retention Systems: Building Effective Strategies for Loyalty
    • 00:36:57 - Wrapping Up: Key Takeaways on Retention and Achieving Business Excellence

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    5 April 2024, 8:00 am
  • 34 minutes 1 second
    Why nCAC Is ‘The New ROAS’ in Digital Marketing With Scott Desgrosseilliers

    Tune into this episode where numbers do more than just add up; they tell tales, reveal truths, and sometimes, lead us on merry chases around the digital marketing maypole. Join Ralph Burns and Kasim Aslam, your guides through the numerical wilderness, along with Scott Desgrosseilliers, the mastermind wizard behind Wicked Reports. Together, they embark on a quest to unravel the enigmatic realm of New Customer Acquisition Costs (NCAC), throwing the gauntlet down at the feet of the age-old marketing monarch, Return On Ad Spend (ROAS).

    With wit sharper than a spreadsheet's edge, they explore the alchemy of accurate attribution, transforming raw data into golden insights for scaling and nurturing your business garden. This episode is a pilgrimage to the holy grail of marketing metrics, offering a fresh map to navigate the digital age's growth landscapes. Tune in to elevate your marketing metrics wisdom, decode the mysteries of customer acquisition, and perhaps, find the secret passage to sustainable growth. This is a must-listen for anyone looking to conjure up business success without falling for the illusion of misleading metrics. Welcome to the grand tour of the future of marketing, where data dazzles and insights inspire!

    Chapters:

    • 00:00:00 - Setting the Stage: Meet the Voices Behind the Mics
    • 00:02:07 - Metrics Unmasked: Diving Deep Without the Deep End
    • 00:03:28 - NCAC Revealed: More Than Just Alphabet Soup
    • 00:05:18 - View-Through Conversions: Seeing Through the Marketing Mirage
    • 00:08:11 - The Balancing Act: Juggling NCAC and CAC Without Dropping the Ball
    • 00:11:19 - Tool Time with Wicked Reports: The Sherlock Holmes of Marketing Data
    • 00:15:05 - Wicked Reports Unwrapped: Peeking Behind the Curtain of Data
    • 00:17:20 - Journey Mapping: Where Data Tells a Story
    • 00:19:45 - The Duel: NCAC vs. CAC in the Ultimate Showdown
    • 00:22:30 - Ad Platforms on Trial: Judging the Numbers
    • 00:25:15 - Tales of Triumph: When Data Leads to Victory
    • 00:28:37 - Peering Into the Crystal Ball: The Future of Attribution Analytics
    • 00:30:40 - The Final Bow: Leaving You Smarter and Ready for Action

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    2 April 2024, 8:00 am
  • 43 minutes 28 seconds
    Why ‘The Law of Inverse Profitability’ Is The #1 Way to Scale Your Business

    In this episode of Perpetual Traffic, Ralph and Kasim discuss the importance of customer acquisition and how to make more money with less profit. They delve into the concept of lifetime value customer (LTV) and cost per acquisition (CAC), which are crucial data points for determining profitability ratios. They also touch on the law of inverse profitability, which states that businesses cannot scale if they still want a high net operating income. They provide examples from companies like Tesla and Apple to illustrate their points. Additionally, they share their own experiences with testing new theories on themselves and discuss the benefits of organic social media over paid traffic. Overall, this episode offers valuable insights for businesses looking to increase revenue and profitability.

    Chapters:

    • 00:00:00 Déjà Vu Intro: Kicking It Old School with a Modern Twist
    • 00:00:48 The Price of Fame in Business: Deciphering the Da Vinci Code of Costs
    • 00:05:54 The Great Scale Debate: Why Bigger Isn’t Always Richer
    • 00:08:39 The Happy Accident: When Marketing Missteps Turn into Gold
    • 00:17:07 Jay Abraham's Encore: The Trinity of Business Growth, Reimagined
    • 00:21:39 LTV Unleashed: The Epic Saga of Customer Value
    • 00:24:25 Traffic Wars: The Organic Rebels vs. The Paid Empire
    • 00:26:11 The Growth Conundrum: When Scaling Feels Like Tightrope Walking in Heels
    • 00:29:17 Smart Scaling Tactics: Ninja Moves for the Ambitious Business
    • 00:36:03 From Garage to Glory: The Rollercoaster Ride to Big Business
    • 00:38:51 Growth Hacking Mastery: Turning Inverse Profitability Into Your Secret Weapon

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    29 March 2024, 8:00 am
  • 42 minutes 47 seconds
    From Votes to Views: The Election’s Effect on Ad Spend

    Kasim and Lauren getting into the intricate world of marketing during an election year. Focusing on the unpredicted impact of political campaigns on advertising costs and inventory, they’re discussing the challenges and opportunities that come up for digital marketers. Kasim and Lauren explore the dynamics of audience temperament and receptivity towards advertising messages amidst the election fervor. The conversation also veers into strategic insights on navigating the competitive ad space, leveraging the peculiarities of the electoral cycle to fine-tune marketing approaches. If you’re a marketer aiming to create strategies that withstand the turbulence of political seasons, ensuring your message remains strong and persuasive despite the clutter of election-year advertising, don’t miss out on this episode!

    Chapters:

    • 00:00:00 - Welcome Aboard the Perpetual Traffic Express with Kasim Aslam and Lauren Petrullo
    • 00:01:52 - Election Years Meet Advertising: An Unlikely Romance
    • 00:03:29 - Politicians on the Roasting Rack
    • 00:08:55 - Mark Your Calendars: Dates That Dictate Ads
    • 00:09:30 - When Politics and Pixels Mix
    • 00:11:45 - The Digital Tug-of-War: Ad Space in Election Season
    • 00:14:31 - Farewell Old School, Hello Digital Frontier
    • 00:17:07 - Tomorrow's Ads Today: The Smart TV Revolution
    • 00:20:43 - Capturing Moments: When Culture Fuels Campaigns
    • 00:23:27 - Lauren's Korean Age Quandary
    • 00:26:46 - The Art of the Share: Content That Catches On
    • 00:32:07 - Black Friday Planning: Beat the Election Bump
    • 00:35:48 - The Groupon Effect and Black Friday Blues
    • 00:38:55 - Parting Wisdom: Laughs, Lessons, and Goodbyes

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    26 March 2024, 8:00 am
  • 55 minutes 44 seconds
    The Promptless NON-ChatGPT AI Tool To Build The Perfect VSL with Jon Benson

    Ralph and Kasim explore the fascinating world of AI in copywriting with Jon Benson, a pioneer in the field known for his significant contributions, particularly in the creation of Video Sales Letters (VSLs). Jon introduces Benson AI, a groundbreaking tool designed to revolutionize copywriting by leveraging AI to generate high-quality, persuasive content quickly and effectively.

    Jon shows us how Benson AI works, demonstrating its ability to dissect and understand the core elements of a product or service to create compelling copy. Jon showcases the tool's capabilities by applying it to various scenarios, including generating ads and VSL leads, illustrating its versatility and power in crafting messages that resonate with target audiences. Kasim expresses his concern about the potential homogeneity in copy generated by widespread use of AI tools like Benson AI. Jon addresses this and you’ll have to tune in for his answer. Overall, Jon gives us a compelling look at the future of copywriting, showcasing how AI can augment human creativity to produce impactful marketing materials. Benson AI represents a significant leap forward, promising to enhance efficiency and effectiveness in the ever-evolving landscape of digital marketing​​.

    Chapters:

    • 00:00:00 - AI Meets Copywriting: Introducing Jon Benson
    • 00:01:07 - From VSL Innovator to AI Pioneer: Jon's Journey
    • 00:03:22 - The Genesis of Video Sales Letters (VSLs)
    • 00:06:15 - Enter Benson AI: Revolutionizing Copywriting
    • 00:09:04 - The Mechanics of Benson AI: Understanding Product Essence
    • 00:12:38 - AI in Action: Generating Engaging Ads
    • 00:15:20 - The Versatility of Benson AI: From Email Campaigns to Social Media Content
    • 00:19:06 - Live: Unveiling Benson AI's Copywriting Magic
    • 00:21:14 - Generating Ads with AI
    • 00:23:47 - Real-Time Creation: Creating Compelling VSL Leads
    • 00:26:32 - Addressing Copy Homogeneity: Ensuring Distinctiveness in AI-Written Content
    • 00:29:55 - Merging Creativity with AI for Copywriting Excellence
    • 00:35:41 - Masterclass: Crafting Video Sales Letters with Benson AI
    • 00:38:54 - Creativity x AI: Keeping Copy Fresh and Original
    • 00:42:43 - Beyond Text: Expanding AI's Copywriting Horizons
    • 00:50:37 - Looking Ahead: The Impact of AI on Future Copywriting

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    New Ecommerce Strategies Webinar

    22 March 2024, 8:00 am
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