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Hello everyone, this is Jeff Hopp with Mile High Mobile Marketing. Today I have the pleasure
of being joined by Talor Zamir, who is a renowned expert in online lead generation for attorneys.
Hi Talor, thanks for joining us today. Hey thanks Jeff, happy to be here.
So, to start this off, tell us a little bit more about you. Who is Talor Zamir?
I have been a full time, I guess you would say, internet marketer, internet entrepreneur
since 2007. So, my background before that was in real estate. I actually was one of
the first people who kind of predicted the real estate downturn and started thinking
to myself "Hey, well how can I profit when the market's going down?" And so I was one
of the first people doing short sales, and I actually had a team negotiating over a hundred
short sales back in 2007 and after that I actually created a training program teaching
real estate agents all over the country how to do short sales. And so, I actually launched
that training program and started doing internet marketing to market that training program
and actually ended up doing very well with it and loving internet marketing, and getting
better and better at it, and partnering with other business owners and working on their
business, and their internet marketing, driving lots of traffic using Google Adwords which
is something I know we're going to talk about today as well as some really important things
like copy writing, landing pages and things that I just kind of found a system, and a
way that really works and I've been fortunate enough to be able to not have to work a J.O.B.
and be completely self employed and do what I love helping people increase their business
over the internet since 2007. So, I love to be able to, you know, I'm here right now in
my home office. I have two little daughters and a wife and I love to kind of be able to
make my own schedule and spend a lot of time with them and also get great results for my
clients. So I guess at this point I would call myself really, I'm a very, I guess you
would call it a direct response marketer, a pay per performance type marketer where
you know, I'm only interested in a win-win, so I know I put my money where my mouth is
and everything I do gets real, measurable results, so everything is completely tracked.
There's no question, it's not like I'm some big ad agency doing a TV and billboard campaign
for McDonald's where you know, no one really knows exactly how much business that campaign
is bringing in. Everything I do is very targeted, very real measurable results, and so there's
no question about it. My clients can see you know, that, here's how much you spend, here's
how many leads came in, here's how much money you made, and so, that's what I really pride
myself on. I'm really not just someone who's going to charge you for some social media
or charge you for something else. And all those things are fine, and needed, but I'm
really focused on building businesses very quickly, specifically using Google, almost
always as the top resource for doing that. I know dozens and dozens of businesses that
have created multi million dollar businesses just out of Google alone, Google and a couple
simple landing pages. It's really quite amazing. I know we're going to talk about that in just
a minute. So I don't want to get too ahead of myself but you know, this is what I do.
This is what I do for a living. I enjoy it and I'm happy to share some great tips and
strategies that have worked for myself and many of my clients here today.
You talk a little bit about being able to really determine the return on investment
for money on advertising and the other thing that I really picked up on is that you've
got a knack for identifying opportunities. So, what would you say is the greatest opportunity
for attorneys to generate new leads with online marketing right now?
To me there's no question when it comes to attorneys and other local businesses as well.
You know I've worked with cosmetic dentists, mortgage brokers, I've worked with dozens
of different types of local businesses and attorneys are definitely my favorite and I've
had consistent results over and over with attorneys, so that's something I'm very proud
of. In general though, you know, Google, it's hands down the number one way to generate
new high quality leads that turn into clients. I mean it's just, it's really that simple.
If someone is looking for a personal injury attorney in Dallas, if they're searching on
Google for that search term, they're probably looking to hire a personal injury attorney
in Dallas that week. You know, if someone's searching for a criminal defense attorney,
if someone's searching for a D.U.I attorney, whatever the case may be, you're meeting people
who are already in the mindset of a buying process. They're looking to make a decision.
They're much further along than someone who just sees a T.V. commercial or a billboard,
or some other type of interruption advertising, I like to call it, as opposed to someone who's
actually looking for you. Really, anyone who's been involved in any type of sales or marketing
or growing a business, they know that there's a huge huge difference between you trying
to cold call someone or try to search for a business, and between people who are actually
searching, finding, and calling you. It's night and day, and obviously the best way
is to have people searching, finding and calling you. And when you can put yourself in that
position. You have to know what you're doing, I will say, and we'll get into a little bit
more of the details here in a little bit about Google Adwords and some of the really important
details and things that you need to know about and know how to do. But, in general, Google
is not going anywhere anytime soon, let's put it that way. I mean, they are going to
be the number one search engine for many, many years to come, there's no question about
it, and in fact, Bing and Yahoo, which are other Microsoft ads platform, with Bing and
Yahoo search engines, those combined are pretty much trying to copy the Google Adwords platform.
If you essentially look at those platforms, and still, they're only, depending on the
niche, probably only about 15-20% of the search volume that you're getting from Google. So,
for example, if someone is spending $10,000 a month on Google, which, by the way, if you're
spending $10,000 a month, it probably means that you're making a lot more money than that,
because you wouldn't be spending that much if you weren't making a lot more than that,
so sometimes when I say, oh yeah, I have clients that are spending you know, $30-40-50,000
a month, people are like, "No way! that's unbelievable, how do people have that kind
of ad budget?" And it's like, well, when you spend $10,000, you make back $20,000-$30,000
or $40,000 or whatever the numbers work out to be, and it all varies by niche and location
and all that, but when you have a positive return on investment, you want to spend as
much money as you can. There is no advertising budget. So, that's the beauty of it, and what
I really love about Google is, specifically, for attorneys and local businesses, there's
huge advantages that Google gives to attorneys and other local businesses, and not only is
it the highest quality lead, but you can actually test on a very small scale. See, many attorneys
go spend tens of thousands of dollars on T.V. production and buying T.V. spots or radio
or billboards that lock you into a six month or one year contract and they don't even know
if it's going to work. With Google Adwords, what's amazing is, you can literally do a
test, you can test, hey, I'm going to spend $100 a day for 5 days, and for $500 you can
stop and see at the end of that week, say hey, how many clicks did I get, which keywords
are people clicking on, how many leads were generated through the tracking number? Always
use tracking numbers so everything is completely tracked. It's very real measurable results,
and there's really three things that could happen.You do a $500 test run and your potential
upside is huge. So, either you do extremely well, you spend that $500 and make back way
more than you invested and at that point you're like alright, let's turn on the faucet, let's
jump that budget up to 5 grand, 10 grand, how much can we spend? You know, I have clients
that say to me, "Hey, can we spend more? Are our ads running 24 hours a day?" You know,
and that's another good benefit, Google allows you to schedule when you want your ads to
run, how you want them to run, which locations you want to target, you can have it bid higher
in certain times of the day, you can have it bid higher or lower in certain locations,
do you want to bid on mobile devices or not, I mean, it's just the most amazing platform
ever created. And of course, you have to know what you're doing but the results are really
phenomenal. Either you'll get incredible results, or you won't get incredible results. You know
when it comes to local businesses I see a lot of the time that they get really good
results with Google Adwords, assuming that the other pieces of the puzzle are all in
place that we're going to talk about here in just a little bit. Or let's say that you
kind of break even, you do that test run and you break even. Then, that's an opportunity
to say ok, well, these keywords seem to have worked and these keywords don't seem to be
working and then you kind of fine tune. I mean, if you can break even in Google on your
first week, then chances are in week two, three, four, five, six you can turn that into
being extremely profitable. Now, many people are profitable in their first week, which
just means sky's the limit. That's just some of the things that I love without going on
for too long, those are some of the reasons why I love Google, specifically for attorneys
and for other local businesses. It sounds like Google Adwords is the opportunity
for leads because it is very targeted buyers, you're able to track your results, and effectively
do some testing. So it sounds like a tremendous opportunity and obviously, you're an expert
when it comes to using Adwords to generate leads for attorneys. What are some of the
ways with you, or how can people learn more about what you have learned in helping attorneys
generate leads online with Adwords? Well, how can I learn more? We'll talk about
some of things on this Hangout and obviously I do webinars, and I do have a training program,
and you know, I do offer, obviously, my services. Specifically right now, my focus is on attorneys,
just because I feel like they have a huge upside potential. Let me go into a little
bit more of the reason why that is. It's because an attorney can operate, for example, a mortgage
broker does mortgages, right? An attorney can operate in multiple different areas of
the law, so there's very high upside potential and very high room for growth. So an attorney
is let's say, a D.U.I. attorney and they can have success as a D.U.I. attorney, and then
they can say ok well now let's start using the Google Adwords campaign for criminal attorney.
And then they can start a campaign for that and they say well that's working out, how
about we go into personal injury, and they say that's good, that's working out, well,
why don't I hire an immigration under my firm and start immigration practice? You know it's
almost like the sky is the limit and again, you're upside is so huge and your risk is
so small, right, you can do such a small test run and see what the results are and decide
if you want to continue on that path or not without having to drop tens of thousands of
dollars like in other types of media that you do. That's what I really love about it
is, that you can, I can work with an attorney and have great success with them and the smart
ones, the ones that are really entrepreneurial, they will want to continue to grow and start
in other areas of the law as well and continue to grow those other areas of practice. So,
it's just hugely beneficial. If you think about years ago, it's pretty amazing actually,
years ago, direct mail was the most common form of direct response marketing. And that's
what I call, I guess if I have to call what I do direct response marketing where, everything
is real measurable results, and you know how much you spend, how many leads you got, how
many new clients you got, you know, all that kind of stuff, very clear measurable. It's
very very important to know. I am, I don't want to say I'm against branding, I'm not
against branding, I understand that you know, branding is something that is in many case
needed, especially for the big businesses as they continue to grow, but I'm not interested
in just doing branding campaigns that you know, brand you as a certain person. Yeah
oh yeah, I just want to brand myself as this type of person in this area and then over
the course of the next several years I'm sure I'll make my money back, you know, and most
of the times they don't. So, I'm not into that, I'm into, you spend a dollar here today,
I want to make sure that you're getting back five dollars or ten dollars in return. So
very important to really recognize that, and years ago, with direct mail, you'd have to
buy a list of targeted prospects, you'd have to create a direct mail campaign, you'd probably
have to spend, you know, you're going to be a few thousand dollars into it, and then you're
going to send out this campaign and then it's going to be a few weeks or months for you
to even for all the calls to come in and for you to track the results. And so, you're looking
at like a month's worth of time, minimum of a few thousand dollars to see the results
of this campaign whereas today, with Google, you can do a five day test run and spend $500
and then know if you've got to switch things up, right? So with direct mail if something
didn't work after a month and a few thousand dollar spend, then you go back and maybe tweak
the letter or try a different list or do some different kind of things, and with Google
you can just do that so easily and so quickly, and you can pause it, un pause it, it's just,
to me, it's the greatest thing ever invented for advertising and marketing and for me,
most of the real deal marketers that I know, the ones that are really getting results for
themselves and their clients, you know, Google is a big part of it. I don't see how anyone
can be in marketing or want to grow their business and not be focusing on the number
one search engine in the world that's only growing more and more, and that all your hottest
prospects are searching on. I don't understand anyone who's not interested in pursuing that
and taking advantage of that. So, clearly, Google and Google Adwords is
one of the best opportunities for generating leads. On our next video we're going to talk
a little bit more about some of the specific techniques and tricks that people can use
to improve their results through using some of these Adwords campaigns. Thank you very
much for sharing what you have so far in helping us to understand this huge opportunity that
we all have available to us. Cool. Appreciate it.