Meltem Kuran Berkowitz: preference

Transcript context

…Once you got past that phase, where maybe you started doing some paid ads and other things, where did you find you could invest more resources? Once we covered the basics of your big four or five ad platforms, we started looking into the long tail places. So those are the platforms that individually never contribute a significant enough chunk for you to individually care about it. But if you add them up, it diversifies your lead flow such that it ends up being about 30% of your overall lead flow that's coming in. Those could be things like review sites or much smaller outlets that could also run ads, newsletter ads, podcast ads, all of those things. When you run an individual podcast ad, yeah, you're probably not going to get 2000 customers from one podcast. But you run 10 of those and then it starts adding up. So really long tail is where we focused on. And we started going very niche with websites that have maybe 50,000, a hundred thousand visitors a month, which isn't all that much when you're thinking about your paid ad strategy. But all of those places add up and they're oftentimes overlooked because they're not as easy, you have to take the time to set up from scratch to run it on everything. Our paid ads team, they spent just as much time running Facebook and Google ads as they do running those third party, much smaller platform ads. It takes the same effort, but you need to have a diversified source of your leads. Huge fan of podcast ads over here, and maybe this would be a good time to cue the mid-roll ad, maybe, I don't know, it happens.…

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