RYB 959: Strategy for Using Paid Content To Drive Customers (Recent Coaching Session)

By Scott Voelker •  Updated: 03/15/21 •  9 min read

Today we are going to highlighting a recent coffee talk that I had a little while back. I'm going to share with you all some advice that I gave to a new friend of mine that I recently met. So don't miss out! If you want to join us live for our weekly coffee talks, I'd love to have you join us. It's totally free, and you just have to show up, and you'll be able to get your own questions answered.

You'll also be able to surround yourself with some incredible people who have similar goals of growing their own business. As an added bonus, you'll also have access to our free player. It makes it super easy to search for a specific keyword and find every instance where that topic was mentioned in all of my past podcasts. 

What you're going to learn today is going to help you grow your business as long as you take the time to apply what you learn. It'll make it so much easier to create content, especially when you're looking to use paid traffic. It'll also help you understand how online businesses work and help you grow your own business in the process. So get ready to take some notes because this is going to great! 

As I mentioned before, today, I'm doing something a little different. I'm sharing a conversation I had with someone I recently had coffee with at Starbucks. I met him at my daughter's volleyball game. He had some questions about what he should do to grow his business and asked if I would give him a few pointers. Of course, I said yes, and was happy to chat.

I hope that you find our conversation helpful too! The advice I shared with him could mean thousands, if not hundreds of thousands of dollars for his business as long as he takes the advice. This could work for any business. The business we're talking about today is focused on reaching people on a local level, but I use this strategy for all my businesses, including my online businesses. These techniques and tips really do work. 

Keep in mind that what you're learning right now is a skill set that you'll have and can use for years to come. When you're communicating a message that someone is already having in their mind, you have a much better chance of being successful. This is a strategy on how to use paid ads to get customers.

How to Attract The Right Person

A little back story on the person I interviewed for this coffee talk. He's an insurance broker. He shops for the best insurance policies that fit a person's particular needs. Because everyone's plan is different and has different needs, this is a great way to make sure his customers get what they actually need. 

He wants to start going after people that have more than just a house to insure because those are bigger policies and will bring in more revenue. The best way to do this is to get these people's attention and repel other people who don't fit these criteria. Most people might suggest doing billboards. However, I think it's a waste of money because you can do it so much cheaper while reaching the right people. At the same time, making sure that you're reaching a targeted audience

You basically want to put out content that attracts the right person. Something that will grab their attention. You have to figure out what people would stop and look at. What is a hook that people are searching for, or what would get their attention long enough to notice your brand? It's important to take some time to think this through so you do it right the first time. 

Most of the time, conventional marketing is old school. It can work, but it's much riskier. If you're ready for a new approach, you have to create content. While you're advertising, it's important to be authentic and show people that you genuinely care about them. You need to show your audience that you're a real person and have their best interest at heart. The goal here is to build trust. You should also share your own experiences to help connect with people. 

Start By Running Engagement Ads On Facebook 

When you make videos for your brand, you're going to start by running them as Facebook ads. Get the videos filmed and upload them to Facebook as a post. From there, you'll turn those into an engagement ad. This means that Facebook is focused on getting you views and engagement, such as likes and shares.

You'll be able to get engagement views for 3-10 cents a piece which is really affordable. After a few weeks, you'll have a clear picture of what messages are connecting with people and which ones aren't. That way, you're not spending a lot of money on the videos that aren't doing well and can focus on creating more content that your audience wants. 

The best part is you can start to retarget your audience on Facebook once you know what people interacted with your videos. You can start sharing with them other content that you create that they care about. It's really that simple. This is a great way to identify who is actually interested in your brand and would like to reach out. I would start with three videos. Like I said earlier, keep them simple and personal. You could do this for any type of brand. 

When you're doing local ads, you can blanket your area for cheap and be seen a lot. It's a little more expensive if you're trying to reach people all over the country for an online business. 

Create Videos For Your Content

Do you have a piece of content on your website that you want to make a video for and drive people to that content? 

I've done this in the past myself. Right now, I'm promoting two of my online courses. I've taken past coffee talks where I talk about related topics and take out a piece that I want to create an ad for. I turned these into video engagement ads on Facebook. That's how I can take my content and get people interested by viewing and interacting with me. From there, they become apart of my audience that I can show more content to. 

It's easy to make a sale when you're able to provide and give value. You can do this at scale by running Facebook and creating videos from the content that you create.  

How to Attract And Repel 

If you're running an ad, your subject line needs to get attention and explain what the video is all about. In a sense, it should be a sneak peek of what to expect. You want people to see from the very beginning that you're providing value and explaining what you can do to help them. 

If you're writing an email, sales page, or ad, you'll use this same technique. It's literally so simple.

As a quick recap, you should use content to grow your business. This could be videos or images and writing. Make sure that you always touch on multiple angles so you can test and see which connects with people the most. Once you know what people are interested in you can focus on creating more content that is similar. 

Like I mentioned earlier before you run any ads, you should always post the content on your Facebook business page first. This will make it easy to run an affordable engagement post for multiple pieces of content when you're ready. Always make sure that you include an easy to follow the call to action that will convince people to reach out. 

Remember, this will apply to any brand, no matter what product or service that you offer. The key is to keeping it simple and creating content that connects with the people in your market. You only want to attract people who are interested in what you have to offer. 

Thanks For Tuning in!

“Remember, I'm here for you, I believe in you, and I'm rooting for you! Now it's time for you to take action and go rock your brand”! 

Take-Aways From Today’s Episode

  1. How to Attract The Right Person (6:07)
  2. Start By Running Engagement Ads On Facebook (11:35)
  3. Create Videos For Your Content (17:33)
  4. How to Attract And Repel (22:34)


“You basically want to put out content that attracts the right person. Something that will grab their attention”. 

Scott Voelker

Over the years I’ve helped thousands of people TAKE ACTION to UNLOCK their true potential on building their ultimate freedom business, by developing the skills to make them resilient, confident and FUTURE PROOF. I’ve clocked my 10,000 hours over the years working in the trenches myself and helping others build and grow their brands. I know the power in TAKING ACTION better than anyone and I’ve seen people lives changed as a result of it...including my OWN!