President & Founder of ParaCore
How To Still Educate Your Audience When They
Don’t Want To Learn Your Skillset
About This Episode
In this episode of The Content Coalition, we interview Adam Arkfeld, President and Founder of ParaCore.
ParaCore is a pay-per-click lead generation agency in Phoenix, Arizona. Founded in 2009, ParaCore niched its focus to PPC in 2015 and has grown to manage millions in ad spend annually with a roster of clients ranging from home service companies to online retailers. In 2017, the agency spun off a sub-brand called Outdoor Adventure Marketing that services tour and activity operators throughout the world.
Adam serves on the board of Entrepreneurs’ Organization and is President of Arizona’s EO Accelerator program, an organization to help entrepreneurs grow their businesses to a million dollars and beyond.
Tune in as Adam shares the exact content and email strategies he’s implemented at ParaCore that further solidifies him as an authority figure in the PPC space.
What You’ll Learn
- [01:51] Learn Adam’s strategy that grabbed the attention of his target market while presenting himself as the PPC authority figure
- [03:27] How ParaCore gets a ton of qualified leads in their niche by creating content based on third party platforms
- [06:33] ParaCore’s content strategy from A to Z
- [08:48] 1 actionable thing to implement within the next 48 hours
- [12:43] Adam’s formula for creating impactful emails with their highest open rate
- [18:31] 2 major partnerships that ParaCore developed and how those led to exponential growth
Shaina Weisinger is the Founder and CEO of Repurpose House, which turns long-form content into optimized videos and images for high engagement social media strategies. Shaina has a background in video production for digital marketing and is on a mission to show content creators the untapped potential and repurposing power of the content that they already have. She has taught about content in many publications including DigitalMarketer, Inc., and Startup Nation, and continuously offers valuable takeaways by interviewing industry experts from world-recognized brands such as GoDaddy, HubSpot, MarketingProfs, and more through her video podcast, The Content Coalition. She loves to laugh loudly, be obnoxiously competitive on the volleyball court, treat her dogs as her kin, and recover from tripping on or running into almost everything within a five-foot radius. Learn more about Shaina here: ShainaWeisinger.com
Adam: One thing we were talking about before is the content. Like when I first started, I was just creating a lot of content about the industry and it was just like everywhere and it’s like no, no purpose. And then I started creating these like we call them content rocks. And so now every, now I’m cutting content, I’m creating it for various reasons. So like I’ll take the 20 CallRail videos and I want to sell them. So I’m going to sell them somewhere somehow. I haven’t created them yet. And then I’m also gonna use them as training for my company. And then I’m also using them in this email. And so the same videos live on youtube and actually the the tray, the content we’re going to sell is all going to be fully available on my youtube channel, but it’ll just be in like a more organized format. So the the but the training component also for my employees internally, like I, I wasn’t really thinking about every time something comes up at Paracore I write it down and then I film a video and then it goes on youtube and then it goes in our internal train. You will for Chris, Ron’s you fans out there.
Shaina: I’m Shana. I love dogs. I trip a lot and I had to have a knack for making pretty sweet videos for businesses, but the more videos we made, the more questions I got about how video and other content can be leveraged to make a bigger impact in their marketing. I mean 44% of marketers say that producing content is their biggest challenge, that content marketing is 62% less expensive than outbound and produces three times more leads. Now I know a lot, but I certainly don’t know it all. So I’ve made it my mission to talk with content, kings, queens and bosses to learn as much as I could about crushing content marketing. And I’m taking you along with me. Welcome to the content coalition. Cool.
Shaina: Hey guys, welcome to another episode of the content coalition. Today I am here with Adam Arkfeld of Paracore, and they are a PPC for him here in Phoenix, Arizona. You guys are in Chandler now, right? [inaudible] what does Phoenix, that’s technically Phoenix, technically Phoenix, Arizona. And I’m, we’re going to talk about rockin some content. All right. I want to Redo the intro. We can, no, I love that. Right. That’s terrific. There’s nothing about that. I want to change. Okay. Okay. So one thing that we were talking about prior was that’s creating educational content is a little bit tough whenever what you do is not that exciting to your audience, right? Yes. So let’s talk about like PVC and how you were trying to do content, why it wasn’t working, and then how it kind of led you into what you’re doing now.
Adam: Yeah. So earlier last year or two years ago, I decided obviously content was a way that I wanted to market. And as I started marketing more, I realized that my target market being business owners and you know, high level marketers didn’t really care about the PBC content I was creating. Right? So I needed to do something that was more valuable to them instead of just sending them a bunch of PPC content, which just was not valuable and it took me a while to get there. But I started sending a weekly email that had business advice or tips because they’re business owners and marketers, that’s more around mindset or like, you know, something that’s going on, you know, as, as far as business owners go. And so that content was a lot more valuable. And so I get a lot more feedback from my list with that content. And then at the bottom of that content, I will link to like a youtube video or youtube videos that remind them that I’m the authority in this space. So essentially I do create the content for PPC, but I don’t actually push that very, it’s like a secondary pushed my target market, which is business owners and marketers can just took me forever to get there because I’m an idiot.
Shaina: Well the problem is you were just like, I want to tell people how I do what I do so that I’m clearly the authority and that’s the obvious. But when it doesn’t work, you’ve got to come up with a plan B. So what types of things were you, were you doing video? Where are you doing written word? What kind of things were you doing then?
Adam: Yeah, so I just started cutting a bunch of video content and then realizing that people weren’t really reading it. And so that all goes to youtube. I create all that content posted on youtube, do all the SEO stuff. And then for my actual clients, I’m sending an email once a week and, and that’s really, and then some social stuff too. But really it’s the email and then trying to build that list and then supporting it with the PPC content. Yeah.
Shaina: Gotcha. That’s the main stuff. So some of the stuff that I saw you were doing, like I don’t know if it worked or if it didn’t. I just know what I kept seeing online. Was you with the Teddy Bear? Was it the Oh yeah, yeah, yeah. What was that campaign? Talk about what you were doing there.
Adam: Yeah, that was another way to, yeah, that’s a good question. So
Shaina: first of all, what was it? Who were you helping? Like what were you,
Adam: yeah. All right. So also we are creating all this content, just like blasting it out, right? So when I first started creating, I’m like, oh, here’s like an adwords versus Facebook. Right. And it was like stupid. It was just like kind of generic and it was everywhere. So then we, we wanted to focus it around like this idea of like content rocks. So in that case we use that prop, which is a huge teddy bear wearing a CallRail tee shirt. Yeah. And we created like 12 videos around just the call rail interface and platform. And so the idea is where PPC marketing agencies, so anyone that’s fairly deep into PPC, not at anyone. Many people that are fairly deep into PPC are looking for call rail or looking at unbounce. And so they’re searching for support on those platforms and then they run across us educating them on those platforms. And so then when they realize that they need help, then they contact us as the authority. Gotcha. So what does call rail? Just to kind of get some backstory? Yeah. Callrail is a a call tracking and monitoring system that we use a lot in paid media.
Shaina: Gotcha. Yeah. Okay. And unbalances landing page plot. Okay. Yeah. Lenny Pitchbuilder. Yeah, I know this. I just don’t know if everybody knows. No, it’s okay. Go ahead. Continue on.
Adam: So that was incredibly valuable. And I would say most of our leads on youtube come from most of our leads for parakore come from Youtube and our call real content. Okay. Just very narrow down. Yeah, it does work. Absolutely. Because people don’t really Google like PPC agency and then the people that are googling like how to run PPC ads are like usually freelancers or someone. It’s actually that are actually doing them right. But a lot of times people that are doing it on their own and like crossing the threshold of this is too advanced for me. Or googling like how to incorporate call rail, how to build landing pages with unbounce. And so then when they see a PPC agency educating them, it’s it, it’s just there. Then they reach out. It’s a natural extension
Shaina: smart. So that was actually a way for you to vet the people who were seeing your content also because they understand PPC enough yet to be in that like more advanced stage. So you don’t have to like start from scratch
Adam: and I’m not competing and I’m also not competing against other PPC agencies. Right, right, right. Not really competing as anybody. Like sorry, Call Rail. I love you guys, but you don’t have any content on youtube. You know, like, like I think I filled the void. I think I’m more of the authority on Youtube. Youtube. Then they are with CallRail because I pushed so much content out there and so anyone looking for help with call reel, which is a large call tracking system, runs across parakore
Shaina: all day. That’s awesome. Quickly. So that really worked for you then?
Adam: Yeah, that’s definitely our, we’re, we’re putting more resources into that.
Shaina: So you, you’re using that not as just like organic search through youtube and Google. Are you doing any paid behind that or did you
Adam: we did, yes. We did some discovery ads on youtube. Yeah. Behind that. We recently turned them off, but we’ll probably turn it back on. Yeah.
Shaina: So you see a dip when you turn them off or what’s the,
Adam: we saw a dip in traffic while we started getting more organic traffic to our youtube page. Yeah. So we saw a dip dip in traffic, a big increase in watch time. So we, we were just investing in like another and some other things to try it out, but I think they’re going to, money’s going to go back to that.
Shaina: Gotcha. Yeah. Very cool. So walk me through the process then of like a good content campaign that you’ve created that actually like a to z. They watched, they get hit somehow with it and then it takes them to you guys.
Adam: Good content campaign. Yeah, I mean I think kind of what we described to a large degree, I mean basically someone’s generally entering our ecosystem through something like a paid ad on Facebook or a paid out on youtube, organic youtube. Like those are kind of the areas where people start to discover us and then they’ll see a video and they’ll either see a video on youtube or we take the exact same, he doesn’t put it on our website. So they’ll see if it didn’t, one of those two places end up on our website, get a retargeting pixel, and then there’ll be followed in nurtured for a while and at some point they will generally convert in some way and then they get dropped on our email list, which then pushes him the business owner email content. Gotcha. So yeah, I think that’s,
Shaina: I think that’s right. Yeah. That’s a nice little journey. Yeah. What’s your nurture campaign? Look like
Adam: right now it’s just those weekly emails. Gotcha. Yeah, I haven’t, I haven’t built out like a like a strong value proposition campaign.
Shaina: Yeah. Yeah. Okay. So one thing that we are telling everybody at the end of every episode, this is not the end, but I’m just wanting to get it on your brain. It’s all right. So because it brings up a lot of like other stuff that I have like awesome questions about because I’m like Ooh, tell me more. Because that when implemented is in the next 48 hours that people are listening, watching whatever. I want them to be able to implement something that doesn’t require like a huge team, anything crazy but just like a one step thing that they can actually do in 48 hours that will put them ahead of where they are now in their content. Like what would you suggest to somebody listening who may be in a situation like where you were in? That’s like the stuff that I do, nobody wants to learn about, but I’m also a valuable asset. How do I make my content push forward?
Adam: I bar none. I would say the weekly email to some sort of an email list. It has been totally a game changer for me as far as relevancy, staying in front of people. I had, I had I s I got an email the other day that one of my emails that I had sent out was forwarded to another group of entrepreneurs that I knew. And then day 40 emails me saying like, Oh, I didn’t know you were such a bad ass. Like you know, like kind of sarcastic like that. And you know, that’s not the point. The point is that I sent an email out that was shareable enough. Yeah, because it was business strategy. It has nothing to do with PPC, but all the entrepreneurs in that, in that group, you know a lot of know who I am, but it was, it made it shareable content and PPC is like not really shareable content. So I would say the email list, if you have any sort of lists or can build any sort of, mine’s only 900 people, it’s not like you need 20,000 now my next step is how do I grow that list as much as possible because now I have a relationship with those people every single week. I can ask them to give me feedback and they more, they most likely will and it has to be every single week.
Shaina: Okay. How are you going to be building your list moving forward? Like what’s the game plan on that? Okay.
Adam: Yeah. I don’t have a incredibly defined game plan. Sure. But it’s probably going to be some aspect of a, I don’t think I’ll buy or scrape a list, which I’ve done with another business. It’ll probably be some type of Facebook lead ads I would guess because they’re super cheap or you know, just like some sort of downloadable asset. We’re, we’re, we’re putting together like a 20 video series that’s very comprehensive on CallRail. And so it might be, you know, someone opts in to get a portion of those videos and then they’ll get on the list.
Shaina: Yeah, absolutely. So when I was talking to will, he was saying that in the, I don’t know where that episode lands here, but anyway, you’ll see here about will’s strategy and a little bit, but he was talking about how the more information he asked for one of his like video assets, the more often he got, like he was asking for email, he, he was getting emails and then he was like, oh no, it’s per phone number to see how this does. He goes, the more fields he put on there that people would have to fill out to as gated content. Like the more people would often, yeah, it’s like the opposite of what I said. I was like, I see fields that I need to fill in all like Ooh. But apparently for him it was a complete, completely different situations. So that’s, that’s not a bad way to go with it. Especially if it’s a series that you’re creating and they’re like, okay, well if you want to see video for, yeah, you know, yeah, he’s frail it on and be like, edit next week’s video. Then
Adam: I hope to sell that series too. So one thing we were talking about before is the content. Like when I first started I was just crying a lot of content about the industry and it was just like everywhere and it’s like no, no purpose. And then I started creating these like we call them content rocks. And so now every, now I’m cutting content, I’m creating it for various reasons. So like I’ll take the 20 CallRail videos and I want to sell them. So I’m going to sell them somewhere somehow. I haven’t created them yet. And then I’m also gonna use them as training for my company. And then I’m also using them in this email. And so the same videos live on youtube. And actually the, the content I’m going to sell is all going to be fully available on my youtube channel, but it’ll just be in like a more organized format. So the, the, but the training component also from my employees internally, like I wasn’t really thinking about every time something comes up at Paracore, I write it down and then I film a video and then it goes on Youtube and then it goes in our internal train. Uil for Chris. Ron’s you fans out there? Hey,
Adam: my affiliate code, well toward the bottom of this one called it,
Adam: we do, we fit it in a train, you’ll and then anyone that’s onboarding has all these videos so they don’t have to go to my Youtube channel and like try and like figure out the resources and then like longterm vision I might sell access to like
Adam: that’s sort of a resort. Yeah, just thinking that. Yeah. So they can go through the training themselves that you’ve already created. Yeah, I talked to Veronique about that. So when you do your podcast on Monday, tell her she has to buy everybody’s gonna be like train will train you on podcasts and we’re done. Yeah, right on. That’s awesome. Yeah. Very cool. Yeah. I built a course on click funnels at one point, which is a lot of fun. And it’s just like the, the trail platforms and a lot better than training. Yeah. Okay. So back to the email strategy then. How do you, what’s your formula to create an email that’s like impactful and that people were actually sharing, let alone something that people open? You know what I mean? Yeah,
Adam: yeah. The, the last email that I wrote was, it was just very shareable content cause it’s kind of unique. Like in that email, I’ve read 30 minutes a day for the last three and a half years. And so it was about like, all right that ends up being like 36 bucks a year and like some like 8,000 pages. But this year I stopped doing that. I’m transitioning into a new routine was like wake up warrior whenever. So yeah, it was all about the idea of like out with the old in with the new, what got you here won’t get you there. And like I was sacrificing other parts of my life. So that was just a very personal experience that just happened to be transitioning at that time. And so I found that if I share something that’s really personal that lends itself to a business mindset, like I can’t tell how many times I’m with my three year old, I’m like, oh my God, this is like something that she’s doing like reminds me of like work or business or employees or something.
Adam: Thank, I dunno. Yeah. But they’re all sitting out there. Yeah, sorry.
Adam: No, but so I think for me the content, my entire purpose behind that content is to provide value to other business owners. And I think a lot of what, and we’ve interacted on social about this is that like you get like the highlight reel on social media, which is so annoying. Yeah. I mean it’s great. Like I want to celebrate successes with my entrepreneur friends, right. But I like if something’s going poorly with me, like I feel like shit. And it’s like even when I know that I’m like doing the work and doing the right thing. Yeah. So a lot of the content that I share is around like mindset or like, you know, just something about like challenges or whatever, but more personal stuff and more like if someone says to me, I would have never written that in an email. I feel like I’ve won. Yeah. You know, like that feels like a win to me.
Shaina: That to me is probably one of the biggest battles that I face is just being actually like really transparent about especially struggles. Like he can be transparent transparency like he said about the awesome stuff. Yeah. You know, or the goofy stuff, but like to actually share like struggles and personal stories that you can read. The stuff that we all go through this with other people go through. So like to hide it and pretend it doesn’t happen is ridiculous. Yeah. Yeah. And like he was saying, he had a couple of posts about like business stuff that we’re not exactly successes, they were failures. And when I saw it on my feet I was like, nobody does this, this is amazing. And it was like, I was like, that’s Shitty and I’m so sorry. But also, thank you so much because like I, it was just so I was, I was having a rough week. I remember cause I was just like, it was the first time I went on social media for like a half a second and I was like, wow, that’s like I’m not the only one. And like it, it also had like a positive upswing, you know, in it like, Hey, I’m just sharing to share. And it was just really helpful to me in my lifespan. Positive. Coming out of that post though, I think the positivity was like, Hey, I’m just being,
Adam: yeah, if you’re having a hard time, I’m right there next to you. But like it was a shitty post that was like, yeah, yeah, you’re right. Yeah. Yeah. But that’s like the thing, like why, why didn’t you like put a lipstick on a pig? Like it was a shitty post. And so for me, I think that’s like valuable. Yeah. Yeah.
Shaina: Getting closer. Valuable. I shouldn’t put that on the, that’s another quote card for this office.
Adam: Yeah. Yeah. So I’ll take my email content and then I might repurpose it into social. So like I’ll have one topic for the week. And then that’s also been helpful. Like conceptually it’s a knock at too many like messages going out all at the same time. Yeah. As far as my writing and things like that, that’s been helpful too.
Shaina: How much time do you spend a week writing content? Personally? Not like a copyright. It’s rising or just producing guns? Well let’s say writing for emails because if you’re saying that like the stories that you create for your emails or something that you then kind of puts a social like what, how much time do you spend on just your weekly email?
Adam: Yeah, weekly. And they’ll start to finish this 45 minutes. Wow. And that’s faster for me. Yeah. Well I get he used to take longer. Yeah, it’s a 45 minute email. I mean they’re like, they’re, they’re, they’re, it’s like heavy content and then the social posts for me with images and the writing, the posts, they’re probably 30 minutes of post. Nice. That’s awesome. Cause they take a bit to get a good image and write an interesting post. It takes a while. I know, right? Yeah. Yeah. So, but I, but I was only doing like two posts a week that were like that and yeah. But then video, we do a lot more. So
Shaina: have you tested length of emails? Like how long are you emails generally?
Adam: I don’t know the exact number of words, but my guess is that they’re, they’re kind of like a very short blog about their 600 words. That’d be 500 600 words.
Shaina: Yeah. I struggle with that too. Cause it’s like if it’s too short or you’re not giving enough, it’s too long. Is Anybody gonna pay attention for that long? So yeah,
Adam: like sends like a, like really, really short one every like every day or something. Yeah. And it’s just like thought provoking. But I don’t do that. I can’t. Okay. I can’t tell us the story aspect. Like there’s context and like, right. You know, I want people to, and, and my clients get it so they get to know me better as the owner. I don’t even talk to most of my clients, but they know who I am then. Yeah, and I’m just always there.
Shaina: Well Netflix, that relationship, that’s what humanism to your business and that’s that. That’s literally what everybody is saying and their content, it’s like have a story and be human because people want to do business with people. Yeah. Wow, that’s awesome. I did not know that. I like that. Right. Why would I hold? Anybody wants to be on the list. We all work in the office, sign up, portraying portray annual then so yeah, that’s going to be good. No seriously working on, they sign up for email list though. I don’t have a link right now. It’s clients and you’ve got to the pair car website and you fill out the contact form. That’s how you get on the list. Right. Okay. But I don’t have like a legit, and by the time we go live with this, there will be a link in the show notes. You can go and get opted into this amazing email list that I’m very excited to read a chair. Well. Is there anything else that you wanted to share with the whole wide world because the world is watching, just watching. Yup.
Adam: No, those are, I’ve, I’ve only been doing content for probably a year and a half or so. Like really dedicate like focusing on like doing a lot of video and things like that. So those are just the things I’ve learned a year and a half.
Shaina: So, and with all of like this, these vast wealth of content that you’re creating for these other businesses are, is that helping relationships with them? Like how was that working between you and them also?
Adam: Yeah, that’s a good question. When we created the series originally, we actually reached out to the company and said, hey, we’re doing this thing. Do you want to be on it? Like as a Webinar? And so that got us connected with the companies and Unbounce did it. I don’t know why with CallRail didn’t happen for some reason or we didn’t ask him, I don’t remember. But as we did more of the videos for the different platforms, now we just have a pretty good working relationship with them. So we write blogs, we, we’re like for CallRail, we’re part of their community advisory board and an hour a call real agency partner and their affiliate program and we’re going to be creating more content for them. So it’s, yeah, I mean just being able to create relationships with them as Ben, it’s like, I don’t know, you’re just basically marketing them love you.
Shaina: Like don’t market or stuff like just around the hill. Yeah. [inaudible] I should do a train y’all. Yeah, you just said just start building big business off off other people and not in any of my own stuff. Well, so yeah, exactly. Yeah, yeah, yeah. That’s
Adam: been really good too. And then even like, so the community advisory panel or counsel for Callrail, like that’s a thing, you know, we’re
Adam: kind of involved in different Beta tests and conversations and like I contribute on the, on the forum a little bit more and people will call and they’re like, they will literally hire us because of our call real expertise because they’re just like nobody else. Like does that, like nobody else is like really an expert at this third party platform. Right. You know, like we’re using Unbounce like I need an expert in and I’m like, people don’t advertise themselves at experts at platforms a lot of the time. Right. I mean click funnels is an exception. Sure. So that’s actually worked out really, really well for us. That’s awesome. I know that we kind of, we went through a lot, like for me the email stuff is really helpful because when people think content, like they’re always like video or blogs or you know, just how they’re promoting stuff on social media.
Shaina: So that was the first time, literally anybody’s talked about email because I don’t know how really successful it is for a lot of people. It’s just like something they know they have to do. So having it get shared to your own group in a circle and come right on where they’d like newsletters and all that shit and like nobody cares about that. Right. It’s because there’s not any value. Yeah. Right. And so my, my entire thing was how do I stay in front of the people that have reached out to me already? Like these are my leads. Like people that have come in on a regular basis and like the only way that you can do that consistently is through email. Like you can’t do it on Facebook because they’re not on Facebook, but they’ve all given you their email and basically everyone reads their email.
Shaina: Like I get it, we get a lot of emails, but my open rates are, I don’t know, like somewhere between 18 and 25% and that’s a decent number. People opening the email. Yeah. Yeah. At what, eight, 900 people. Yeah. That’s not bad. Yeah. So when I figured how to grow that email list, I’m going to come back on your podcast and talk about that. There’s going to be a real coffee and I want to watch your strategy. That’s going to be amazing. Yeah. Cool. Well thank you. This has been, this has been awesome. Thank you very much. It’s funny because every time I’m sitting here talking to somebody, like I get more excited about stuff I want to do and I’m like, it’s going to be a challenge for myself with the whole like evil can’t pay thing. Cause I’m really excited to do that. Also, we’re going to become an expert and somebody else’s stuff that’s happening to them. Awesome. Thank you, Adam. Thank you guys. Have a great week and we will talk to you or see you next time.
Shaina: Thank you so much for checking out this episode of the content coalition. Now, whether you’re listening or watching, make sure that you subscribe to the Youtube Channel and to whatever platform you’re listening to it on because you’re not going to want to miss out on the incredible things that I’m learning with these amazing content marketing froze. So make sure you subscribe and we will talk to you next week. Yeah.