Perpetual Traffic

• The 100% Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 2)

  Hiring the right people is the single most impactful decision a business can make. In this episode, Ralph Burns and Josh Hill break down Tier 11’s time-tested hiring system, sharing how to attract, assess, and secure top talent—without wasting hours on the wrong candidates. From leveraging LinkedIn outreach to using automation tools like JazzHR, they reveal how to streamline the hiring process while keeping it personal. Learn why a sniper-like approach to recruiting outperforms traditional job boards, how to use knockout questions to filter applicants, and why discovery calls are essential in evaluating culture fit. Whether you’re hiring your first employee or scaling a global team, this episode will help you hire smarter, faster, and more effectively.Chapters:00:00:00 - Kicking Off: Hiring Smarter, Not Harder00:00:56 - Meet Josh Hill: The HR Sniper Behind Tier 11’s Hiring Strategy00:02:45 - The Secret to Hiring Right: Why Core Values Matter More Than You Think00:04:02 - Finding Rockstars: The LinkedIn Recruiting Playbook00:06:33 - How to Craft Outreach Messages That Actually Get Responses00:07:46 - The Discovery Call Hack: Filtering Candidates Without Wasting Time00:16:21 - Automating Your Hiring Process: How JazzHR Saves Hours00:26:49 - Stop Wasting Time: How to Eliminate Bias in Hiring00:27:08 - The Must-Ask Questions That Reveal True Experience00:28:20 - AI & Automation: The Hiring Game-Changer You Need00:29:51 - AI vs. Human Judgment: The Future of Recruitment00:30:43 - Why Discovery Calls Are the Make-or-Break Hiring Step00:35:43 - Simulation Tasks: The Ultimate Test for Candidate Success00:42:44 - The Hiring Cheat Code: Using Data to Make the Right Decision00:50:31 - Onboarding Done Right: How to Keep A-Players Once You Find Them00:52:04 - Wrapping Up: Next Steps to Transform Your Hiring ProcessLINKS AND RESOURCES:JazzHREpisode 674: Use This Foolproof Framework to NEVER Make a Bad Hire Ever Again!Episode 663: How to Make Your Present Better by Making Your Future BiggerEmail JoshTier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on

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• (Replay) New Customer Acquisition: How Much Can You Afford to Pay?

  How much can you really afford to pay for a new customer? The answer isn’t as simple as your Facebook ad spend. In this episode, Ralph Burns and Amanda Powell break down customer acquisition cost (CAC) and customer lifetime value (CLV) to uncover what businesses should actually be spending to scale profitably. They discuss how marketing costs go beyond ad spend, why your marketing team and operational expenses matter in CAC calculations, and how to use a 3:1 CLV-to-CAC ratio as a benchmark for growth. If you’re struggling with ad budgets, profitability, or scaling your business, this episode is a must-listen.Chapters:00:00:00 - Welcome to the Episode: How Much Should You Pay for a Customer?00:00:44 - Why Knowing Your Customer Acquisition Cost (CAC) is Crucial00:06:20 - The Simple Formula for Calculating Customer Lifetime Value (CLV)00:08:15 - How to Calculate CLV Using a Basic Formula00:10:45 - Breaking Down CLV for Different Business Models00:12:10 - How Long Does It Take to Earn Your CLV?00:14:50 - Fast vs. Slow CLV Payback Periods & What They Mean00:17:54 - Transition to Determining Customer Acquisition Cost (CAC)00:26:40 - Finding the Right Balance Between CLV and CAC for Growth00:29:52 - Key Takeaways: The 3:1 Rule for Scaling ProfitablyLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:AppSumo - 13% off with code traffic13Tier 11 Data Suite

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• [eComm Business Audit] How to “Fool” Amazon on Google & Grow Your Business to Make More Profit

  In this episode of Perpetual Traffic, we take an unprecedented deep dive into a real business audit, revealing critical insights that could redefine your e-commerce strategy. From the importance of balancing new customer acquisition cost (NCAC) with lifetime value (LTV) to leveraging Amazon as a customer acquisition tool, this discussion uncovers how scaling a brand goes beyond just increasing ad spend. Discover why subscription models, churn rate analysis, pricing optimization, and a strategic Amazon approach are key to long-term profitability. Tune in for a tactical breakdown of how to identify and fix common pitfalls before turning on the paid traffic spigot.Chapters:00:00:00 - Breaking Down a Real Business Audit00:00:27 - Protecting Confidential Business Insights00:01:07 - The Hidden Challenges of Scaling E-Commerce Brands00:01:38 - The Crucial Metrics That Drive Profitability00:04:05 - Subscription Models & Amazon Strategy: A Case Study00:07:02 - Actionable Fixes to Increase Profitability00:09:00 - Identifying Churn Patterns and Retention Challenges00:10:45 - Analyzing Customer Behavior and Subscription Drop-Offs00:12:30 - Strategies to Improve Subscription Retention00:14:15 - Pricing Adjustments for Profitability00:16:00 - The Role of Amazon in Customer Acquisition00:18:20 - Balancing Direct Sales and Amazon Growth00:20:05 - Leveraging Google-to-Amazon Ads for Increased Sales00:22:30 - Optimizing Amazon Best Seller Rank for Visibility00:25:00 - Implementing a Sustainable Paid Traffic Strategy00:27:45 - Email and Organic Strategies to Boost LTV00:30:10 - Preparing for Scaling Without Losing Profitability00:32:22 - Final Takeaways: The Roadmap to Scaling SmartLINKS AND RESOURCES:Episode 666: The 5 Step Formula to Determine Your nCACEpisode 668: Part 2 – The 5 Step Formula to Determine Your nCACGet Your Marketing Performance IndicatorsTM Checklist Now!Tier 11 on YouTubeTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on

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• How Meta Ads Manager Is Lying to You & What You Can Do About It

  Ralph and Lauren are getting into the nuances of Meta’s audience segmentation and why relying solely on in-app metrics could be costing you big. They break down how Meta categorizes audiences into "new," "engaged," and "existing" and why that distinction is crucial for optimizing ad spend. If you’ve ever wondered whether your ad dollars are actually bringing in new customers or just retargeting the same warmed-up leads, this is the episode for you. Plus, Lauren shares an eye-opening moment from a recent mastermind, telling us just how many high-revenue brands are still dropping the ball on AI-driven customer engagement. Get ready for some critical insights, a little beachside humor, and the one Meta Ads setting you must double-check today​.Chapters:00:00:00 - Enter the Perpetual Traffic Arena00:01:58 - Digital Marketer & The Founder's Board Blueprint00:05:24 - Masterminds: The Hidden Growth Accelerator00:06:06 - AI’s Customer Service Takeover00:15:27 - Data: The Make-or-Break Factor00:18:02 - Meta’s Audience Segmentation Secrets00:26:44 - The Ad Set Performance Lab00:27:51 - Audience Segmentation vs. Attribution Windows00:29:38 - Ads Manager: Audience Setup Masterclass00:31:33 - Data Integrity & Attribution Warfare00:36:50 - Meta’s Attribution Minefield00:39:42 - Tier 11 Data Suite: Your Competitive Edge00:49:53 - The Final Word: What’s Next?LINKS AND RESOURCES:Episode 362: META Solution Engineers Tell All: The REAL Truth Behind the iOS 14 UpdateEpisode 363: How META and Facebook Plan to Solve the iOS Crisis: Part 2 with Sean Bedford and Ben Lampert from METAEpisode 673: Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It Episode 666: The 5 Step Formula to Determine Your nCACEpisode 668: Part 2 – The 5 Step Formula to Determine Your nCACGet Your Marketing Performance IndicatorsTM Checklist Now!Tier on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic Survey

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  56:59
• Use This Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 1)

  Hiring is easy—said no smart business owner ever. In this episode of Perpetual Traffic, Ralph and Lauren sit down with Josh Hill, Tier 11’s VP of Employee Success (or whatever his title is this week), to break down the real way to find and keep A+ players. Forget the “gut feel” hiring disasters—you’ll get the step-by-step playbook for building a team that actually scales your business. Whether you're looking to offload the 80% that’s draining your soul or you just want to stop hiring people who “seemed great” but ended up ghosting you in three months, this episode is your new best friend. Oh, and there may or may not be some good-natured roasting of Josh’s Australian pronunciation of "HR."Chapters:00:00:00 - Welcome to Perpetual Traffic00:00:47 - Flashback Files: What You Missed00:01:59 - Enter Josh Hill: The Hiring Architect00:02:46 - Military Precision Meets HR Strategy00:04:23 - Hiring Without Core Values? Good Luck00:07:35 - The Blueprint for Hiring Excellence00:12:19 - The Three Phases You Can’t Skip00:16:12 - The Map That Prevents Hiring Chaos00:18:35 - Emotion vs. Logic: The Ultimate Hiring Battle00:21:14 - Employees as Subscribers, Not Just Hires00:22:49 - The Clone Trap: Hiring Yourself Over & Over00:25:33 - Gut Instincts vs. Process: The Hiring Gamble00:28:17 - AI, Automation & The New Hiring Reality00:29:48 - Hiring Regrets: Expensive, Inevitable, Avoidable00:32:46 - Your Best Recruiters Are Already on Payroll00:38:22 - The Job Board Mirage vs. The Headhunting Goldmine00:40:02 - How to Win Over Passive Candidates00:42:30 - Keep This Conversation GoingLINKS AND RESOURCES:Email JoshTier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:Tier 11 Data Suite AppSumo - 13% off with code traffic13

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