Elliott Botterill starts growth strategies with paid ads because they give immediate control over audience reach. You buy impressions, convert them to clicks with direct-response creative, and learn what works before investing in organic growth. He uses Meta but says spend where your customers actually are.
There are really two elements to driving traffic in the modern age. We do have paid ads, but also we now have to invest in organic. And let me talk about the two and the relationship between them. I believe you should do paid ads first because paid ads give you control. You exchange money for a set amount of eyeballs and we're able to turn it into clicks through nice direct response creative. And you've got to think of your paid ads as the mechanism that drives the vast majority of action, of clicks. That's really key. We are spending a lot on Meta right now. That's our primary channel and we love it. But you will need to spend in the places your ideal customers are hanging out the most.
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