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Cory Warren is CEO of C4 Social, a digital marketing agency with an innovative take on eCommerce and digital strategy. Since founding his company in 2014, Cory has been committed to helping businesses of all sizes develop more effective digital marketing practices and creating a positive difference for society as well. He is the host of Marketing With Morals Podcast which features thoughts and conversations with inspirational leaders who are changing the digital landscape for marketing.
Hey, everybody. What's going on? Corey here from c four Social. Just wanted to say thanks so much. It's been a minute, but I'm happy to be back.
Speaker 1:And today, we're gonna be talking about the four areas to drive traffic to your website. So there's four areas, four ways that you can drive traffic to your website. We're gonna talk about all of them, especially as we go into q four for Black Friday, Cyber Monday. You gotta know about these. Alright?
Speaker 1:The first one is going to be your owned audience. Owned audience is gonna be your email list. Your email list of people that you've been marketing to for a while, the people that know who you are, they love you. And for your own audience, what you wanna do is you wanna provide value. You wanna provide maybe if you have a food brand, some kind of recipes, maybe some kind of like note from the founders kind of thing.
Speaker 1:You know, I have a brand that was on Shark Tank, and they sell peanut butter, and they're incredible. And the founder, the owner, he writes a note to his people, like, every week. Like, holy cow. It's start of football season, or holy cow. My kid just went off to fifth grade.
Speaker 1:And that really, like, humanizes the person because as you've always heard, people connect with people. They don't connect with brand names. Right? So something to think about. That's your owned audience.
Speaker 1:Your borrowed audience is gonna be your partnerships with influencers. Now influencer partnerships are interesting. Right? Because I've had an influencer ask me to compensate them for the one hour they shot in their house for air conditioning. Right?
Speaker 1:I mean, just pause for a second. You're like, what? Air con I'm paying for air conditioning usage in your house? I so it's a little strange. But if you find the right influencer and you find the right person that, you know, believes in your brand and knows what to do, then they they're a good fit.
Speaker 1:So that is going to be leveraging kind of their audience to help drive traffic to your brand. One thing that's really important is gonna be like an outside link or some kinda, like, backlink. Maybe you can do something on their website, especially if they're a nonprofit. Those have a very high kind of domain authority. So sending a really good solid backlink back to your website is gonna be key.
Speaker 1:And then, of course, you know, just trying to sell something straight up, like, on someone's organic channel is not gonna work very well. So I caution you on that, but just think it through, you know, make sure there's proper alignment, make sure it's longer term. Maybe it's just not a one off. Maybe it's something that you do over time through different ways. Maybe you can access their email list as well.
Speaker 1:Right? Tap into their owned audience. Right? The third way of driving traffic to your site is going to be paid. Now with paid, you're probably gonna have the clearest KPIs.
Speaker 1:With your paid, acquisition, whether it's a consumable product or maybe an education based product, you wanna make sure that you are establishing an acceptable CAC or customer acquisition cost for that product. So for instance, if you have something that is a $50 average order value, you know, people pay $50 on average when they come to the site, then a $50 customer acquisition cost is going to be a breakeven. It's probably gonna be a loss when you factor in, you know, all of the cost of goods and services associated with that $50 purchase. But let's just assume for right now it's going to be a breakeven. That breakeven could make sense for some brands and could not.
Speaker 1:The thing that's going to matter the most is going to be how often do those customers come back. If it's a consumable product, are they fit spending $50 every month, every thirty days? Right? Because that second purchase of $50 is gonna be pure pure profit, you know, other than the cost of, obviously, the the product itself. But it's gonna be no additional acquisition cost.
Speaker 1:If your ads are set up right, you are retargeting new customers, people that have never bought from you before. You're not targeting the people that are already in your own audience ecosphere. Right? So that's something to think about as well. We've talked about owned, borrowed, paid, making sure you have a proper CAC and understanding your numbers to make sure that paid traffic makes sense.
Speaker 1:Of course, we're talking about Google, TikTok, Facebook, you know, meta platforms, all that stuff. Even YouTube, you know, part of Google, and there's others as well. So paid. Owned, borrowed, paid, and now we've got organic. Organic social is gonna be very strong.
Speaker 1:I love organic social because you have an opportunity in this order is what I would look at. YouTube, Pinterest. Yep. I know. Shocker.
Speaker 1:TikTok, Instagram, and Facebook. So here's why I I say lean into those. Because in that order, YouTube, Pinterest, TikTok, Instagram, and Facebook, in that order, that is going to be how people go and search and find your product. And you can use the search bars, like the native search bars in any of those, and you can find what people are looking for. Google is gonna be number two behind traditional Google search.
Speaker 1:And I say I should say YouTube is going to be number two behind Google because it's owned by Google. So people actually go to YouTube and type in search terms, and they're searching for education based content or any kind of content. So leading into YouTube, shorts, you know, podcasts like I'm doing right here, and short form video, taking the long form video, putting it into short form, cutting it up, and stuff like that. All that stuff is gonna be perfect. So lean into your organic social.
Speaker 1:Make sure you have the keyword research done. Use a Google keyword planner, Google search insights. Use these things to find out how people are finding your site. That's Google search insights. And then keyword planner can help you discover some keywords and their search volume around your brand, although that's kind of vague.
Speaker 1:But those are two free tools that you can use when you're building your organic strategy. So hopefully, those have helped. We've got owned, borrowed, paid, and organic four ways to drive traffic. If you ever need anything, you know where to find me over at c4social.com. That's a letter c, the number four, social dot com.
Speaker 1:Till then, thanks so much, and we'll see you soon.