Ever wondered how to make your paid ads work harder for you? The Empathy Firm, led by brothers Grant Lira and Gavin Lira, has the answer. By strategically leveraging online media features, businesses can attract more attention and reduce their cost per acquisition. This approach ensures that your ads do more than just display—they convert.
The Influence of Credibility
Standing out in a world saturated with ads requires more than just eye-catching visuals. Potential clients often want to learn more about your company before engaging. When running lead generation ads on platforms like Facebook, Instagram, TikTok, or YouTube, your website’s organic traffic can increase as users research your brand after seeing your ad. This research phase is crucial; your online presence must reflect credibility and trustworthiness.
The Role of Google Searches
When potential clients see your ad and decide to research your company, they typically use search terms like “YOUR COMPANY NAME” or “YOUR COMPANY NAME Reviews.” These searches must yield high-ranking, credible articles and reviews about your business. This visibility not only builds trust but also lowers your cost per acquisition by making it easier for clients to find positive information about you quickly.
Tactical Advice for Ad Creation
Visuals
Using visuals from credible publications in your ads can significantly boost their effectiveness. If you’ve been featured in major publications such as Forbes, Entrepreneur, or USA Today, incorporating an “As Seen On Forbes” badge in the corner of your ad creative can add instant credibility. This technique is effective for both video and photo ads.
In video advertisements, you can verbally mention your features, “such as This is the same system that got us featured in Forbes,” while displaying a screenshot of the article. This strategy provides proof of credibility and keeps the audience engaged with visual content.
Utilizing Podcasts
If you’ve appeared on notable podcasts, use clips from these episodes as ads. Targeting audiences familiar with the podcast or host can increase the ad’s impact. Familiar voices and contexts can make your message more memorable and trustworthy.
Effective Ad Copy
The written part of your ad, or the copy, plays a critical role in leveraging media features. Quoting prominent publications or notable podcast hosts can lend authority to your message. For example:
“And this is why our 6-step system is gaining national recognition. Here’s what Forbes had to say about us: ‘This can best be achieved through a six-step process that industry leaders Kat Maningo, Grant Lira, and Gavin Lira from The Empathy Firm have used to help create notable personal brands.'”
For podcasts, you can add more context:
“And this is the same process that I’ve discussed on the top 100 ranked podcasts, [PODCAST_NAME].”
Optimizing Landing Pages
When directing traffic to a landing page, it’s beneficial to include an “As Seen On” section showcasing the logos of medium to significant publications and podcasts where your company has been featured. This section boosts the landing page’s conversion rate by instantly building credibility and trust with potential clients.
Final Thoughts
The Empathy Firm’s insights reveal that leveraging online media features in paid ads is a powerful strategy. Integrating credible media mentions and testimonials into your ads can enhance their effectiveness and drive better results. This approach ensures potential clients find positive, trustworthy information about your company, making them more likely to engage and convert.
For businesses looking to optimize their paid ad strategies, these methods can provide the extra push needed to turn prospects into committed clients. By following the advice of Grant Lira and Gavin Lira, companies can make their ads not just visible but compelling and convincing, ultimately driving tremendous success in their marketing efforts.
Published by: Khy Talara
