Tune in to episode 111 of The Creative Impostor podcast, hosted by Andrea Klunder. We will show you how to amplify your message(Podcast on The Creative Impostor, August 9, 2020)
Episode 111. “In this phase of growth, it feels weird. It feels nebulous. It feels like this molting bird… Sometimes it takes as long as it takes, you know, it's not the enlightenment Olympics.” ~Tina Dietz
This episode is for the birds. Or rather, about birds. More accurately, how much creative humans have in common with molting parrots.
Hang with me; this episode isn't wall-to-wall ornithology talk. I recorded my conversation with Vocal Leadership Expert and Podcast Host Tina Dietz way back in the before-times. Still, her message about self-acceptance and faith in our creative evolution rings doubly true at a time when putting our trust in anything is a struggle.
She just happens to equate this transition with shedding feathers.
As founder and CEO of Twin Flames Studios, Tina molds (not molts) experts into influencers, teaching clients how to amplify their message. Whether it's through their own podcasts, as guests of other shows, or as in-demand speakers, Tina's vocal leadership expertise goes beyond the simple correction of speech mechanics.
Transitions rarely come without challenges. There's the macro level, global shifts taking place right now, and then there are the awkward personal doubts and missteps.
You're not wrong for feeling vulnerable. Massive life changes force us to question our personal and professional identities.
Tina Dietz talks to Lisa and Eric Pezik about online lead generation strategies for non-salesy folks that actually generate leads.Facebook Live, 2020
Tina Dietz talks to Lisa and Eric Pezik about strategies non-salesy folks can use to increase their visibility, draw in new audiences, and just overall generate more leads:
The important difference between lead generation and sales
How lead generation is often a long-term process
What looking for instant results can cost you in the long run
How “not-so-perfect” ads work better than professional ones
Why perseverance is key to lead generation success
Watch here:
Today, what we're talking about is this big old buzzword we've been hearing it in business constantly. It's gotten really intense this last year: Lead generation – online lead generation.
And particularly with a big surge in interest in LinkedIn. That's been where there’s been a lot of the lead generation conversation. But it ties in with conversations about Facebook ads, and Amazon ads, and Google AdWords and all of these places, so we're going to be talking about lead generation—what you really need to know, particularly if you're not a salesy person.
If you're somebody who has an established business, but the online world doesn't quite work for you, you're more of a relationship kind of person, you're more interested in “belly-to-belly” conversations, but you'd like to be developing more business online in a way that feels good—that feels like you, that doesn't feel like markety marketers marketing to marketers, as I often say.
I have here Lisa and Eric, my beautiful colleagues, hailing from the southern Ontario area—someplace I miss very much, that I used to spend an awful lot of time in. They have an absolutely gorgeous, gorgeous marketing agency that we've been sharing with our clients and colleagues, because I'm just so impressed with the work that you guys do. So thank you for joining me.
Aww! Thank you for having us!
Yeah! You guys have a number of different links—a number of different websites—so we'll put those in the comments as we go along. Please note that I tagged both Lisa and Eric on their respective pages in the description of this video as well. So that's all I want to say about that; let's get into chatting about some good stuff here.
Actually I would love to have the audience get to know you guys during this conversation, rather than ask you what your background is and what you do. They can look you up—you’ve got an about page, all that good stuff.
Let's get to the meat of the matter, which is, let's talk about the difference between lead generation and sales, because I run into this in conversations with people all the time. They don't know the difference between lead generation and sales. So Eric, would you start us off with that?
Yeah, absolutely. It's such a common thing that people talk about, and I really connect with this. I don't think that sales is sales—when it's really not a sale. What I mean by that is, you say, “Eric, I'm going to be in your neck of the woods, and I'm looking for a really great sushi place.” I'm going to refer you to the sushi place that I love, and I'm gonna say, “You gotta check it out! this restaurant, it's amazing. You'll love it, they have killer sashimi, they have amazing rolls, here's my favorite roll.”
Am I being salesy? Not at all. That’s sales, right? The lead gen side of that is the complete opposite. Now it's, “Okay, well, how do I get someone as the restaurant owner into my sushi place?” Completely different. Right now, you need to build trust, you're gonna have to be in front of people when they're looking for sushi, and they're googling for sushi. And that’s totally different. That's the lead gen side.
I feel like what Tina was talking about, how people want to be belly-to-belly, and they feel like there's the either/or: They feel like you're either belly-to-belly, or you're salesy. You're either a relationship marketer, or you do lead generation. They feel like lead generation has no belly-to-belly “relationship personality.”And that's what we do! We're not just going to grab random people off the street and throw them in the sushi restaurant and say, “Hey, I hope you like this.” We do all the legwork to get those people who love sushi, who love Toronto, who love the culture, who love the type of sushi—there—and then as the business owner, is to do what you do best, which is serve the pants off people and build those relationships. Serve the sushi pants off people!
Sushi pants!?
Maybe that's a thing!
It probably is. #SushiPants. Let's do it.
But people don't get to serve the sushi pants off people. They're so busy trying to find those people that want sushi pants, who come few and far between.
That's where this whole, “Lead generation didn't work for me, it's too much money, it's too much effort” idea comes from. No, lead generation works—with people that know what they're doing. What drives me crazy is the, “You’ll learn how to set up an ad and one hour and you'll be up and you'll be making money,” and everyone makes it sound so easy.
Yeah, so it's the salesy part. This is—I'll say it again, markety marketers marketing to marketers. It sounds like the fitness industry, you know—“Start a business in 30 days,” “Write a book in a weekend,” “Start a podcast overnight,” “Generate leads in your sleep”—all of these things can be done, but there is a quality conversation here.
It depends on what you are trying to create, both short-term and long-term. It also depends on what you already have in place. So I think it's important for us to take a look at what is necessary before you start lead generation. What do you already need to have in place?
For example, I work with a lot of authors, and I don't recommend lead generation, because all they have is a book. They don't have a product, they don't have a back-end yet. They're publishing a book for credibility, and there's a lot you can do with that in terms of book marketing, but there's a difference between book marketing and business marketing. So when you're working with people, what are some of the pitfalls that you run into? What should people have ready?
You don't know what you don't know. People come to us and they're like, “We want to run an ad to this, and we're like, “Okay, where's your landing page?” “Oh, I don't have one.” “Where's your social account?” “Oh, I don't have one.” “Where's your website?” “Oh, I don't have one.” “What are your products?” “I only have a book.” “Okay, then what if no one wants your book? Where are we going to take them?” Because lead generation is not a once and done, throw up some ads for 30 days, make you a million dollars. It is an ongoing process, that only gets better and better the longer you stick with it.
Everyone's comfort level is different. So for me, I'm okay to spend $500 one month and $500 the next month and have zero sales, knowing that in the third month, I'm going to make two, three, four thousand dollars in sales, or I'm going to make that thousand dollars. I'm okay to hang with it longer, knowing that I'm building relationships. Other people are like, “If I spend $500, I want $500 back that same day. I spent $5 today, I want a $5 sale that day.”
And most business doesn't work like that. Let's face it, it really doesn't work like that. You have to test, you have to find out what people want, what lands, what works, what doesn't work, and you can only do that by doing it.
Right! That's me—I don't want to waste your dollars testing. I want to take your ad spend dollars and go. So you've got to know clearly who you are, what you do, what you offer, and have somewhat already established a brand, a business, a tagline, a voice, a message, a product, that you’ve somewhat trialled and run through on.
I like to say on Facebook, for example, people have got to see you. You’ve got to go live, you’ve got to be serving, and giving, and showing up, and being visible. You're like a ghost and then all of a sudden, you're like, “Buy my s***!”
Exactly! People are like, “Who are you? Why are you here? What are you doing?” Particularly if it's a personal brand. Do you think we have a little bit more leeway on a product than a personal brand? I see new products pop up in my Facebook feed all the time.
That comes more down to if it's a product, you really want to talk about the pain points and the benefits. Why are you different? It's very similar. It's just when you're a personal brand, it's about you. People buy on you, versus buying the product—”Why should I buy this product over that product? Here's why.”
And the product is the experience! Nobody cares that the drill can drill into the hole in three seconds flat. People care that if I'm going to do a DIY project, I'm not going to kill my child when the playground system comes falling down on them, because this drill works so good. Or my honey is gonna love me, because I get this nice thing done in a day, as opposed to a year because I can't figure my stuff out.
The product is the experience. The service is the experience, but it's more the experience with a person. So people see you, they feel you, they know you, they understand you.
Yeah, so in both cases, it is a storytelling experience. You guys talk about this on your website, I talk about it all the time in my work. What's the story that you're telling? What's the journey you're taking people on? But yet, even if you're telling a personal story, the story really isn't about the storyteller, it's about how it relates to the people that you're talking to, and what's important to them. It's creating that connection. All storytelling, the purpose is to create connection and to draw people in into you.
So I think that the preparation of that, what you're talking about—do you already have something proven? I think a lot of newer entrepreneurs get scared by this, because they have had all these messages that, “Oh, if you build authority by writing a book, or if you suddenly become a coach,” (We'll talk about that another time!)—but really, “What are you good at?”
There's a little bit of chicken or egg thing that happens when you don't have a proven track record yet of doing that kind of thing. And I think that's where building a network and building referrals—a lot of the relationship work—the podcast guesting we help people with. Certainly, the book side of things can help with all of that, but it has to be paired with all kinds of other things. And I know that you guys have a full service agency, so some of these things—the website building, the storytelling, the branding, all of that—if someone's not ready for lead generation, you’ve got to back it up and help them with all of those things first. But what it really comes down to is, can you deliver on what you say?
Yeah! And being realistic. If you don't have all that figured out, but you know this is gonna work, you know you're gonna follow through, then be realistic that the first two or three months that we're driving leads to you, we're doing that “figuring out process” for you, which is worth every penny. It might take us three months, but it might have taken you three years.
Oh, definitely.
So even though maybe you're not making sales, even though your ROI is sales, it's figuring out what's landing with your audience—and you're getting more clarity in the process. So it shouldn't keep you from doing it, because either way, it's a win-win. It's just you’ve got to be realistic with, “What is that win?” Everybody goes to money in their pocket. That's the only thing that they say makes it work or doesn't work. But you’ve got to change your mentality when it comes to that new generation.
And being realistic with what is the lifetime value of the client. We get that a lot. They don't realise that you might work with us for three months and say, “Oh my God, I haven't had a sale,” but then three months later, you might have fifty or a hundred sales that happen because that person followed you, and then when they decided to actually buy whatever you're offering, you were the one that was there from the beginning six months ago, when they had that thought, “I'm gonna play in my backyard, I'm gonna do a landscaping job.” Well, you don't just flick a switch and go, Oh, yeah, I'm gonna invest $30,000 in my backyard. It’s a six month, twelve month process.
Yeah! We had a lot of that with this current state of as we're filming this, we're still in the middle of the pandemic, and everyone's like, “Shut down my ads, I'm done. I can't run ads.” We're like, “Wait, what? Why?” “Well nobody's doing nothing. nobody's buying nothing. Shut ‘er all down.”
So not true.
Yeah. What's gonna happen if you all of a sudden disappear, and then you all of a sudden want to reappear again?
Then you’re messing with people’s heads.
A lot of people are spending time on their social media in front of their computer, researching. Planning. You don't want to run ads? Says who? So again, you gotta think about what's the end game? What's the end goal? That lifetime value. They might not be ready today to purchase your service or buy your product, but six months from now, they may be!
It's a whole thing about sticky branding, right? People do remember things. They're more likely to look things up that they've seen in the past, or they've heard in the past, or that have been endorsed by other people that they do trust.
If you've already got an ad campaign going, and it has been producing results, it's the people that I've seen in the last six months, as we've been dealing with this pandemic, who have really doubled down and pivoted appropriately, depending on their industry, and really made it even more about relationships, even more about serving people, even more about being helpful, that have done really, really well.
I know you guys have seen an expansion in your company, we've seen an expansion in our business. We're in a position, being fully online businesses, we're used to doing business online, that are in a position to help companies do things that aren't in-person. That is something that has been a little nerve wracking for some of the companies that we're working with, because they are highly professional and financial companies, private equity, very sensitive areas.
It may take a little while for them to make the leap, but once you get into a groove, once people start to trust who you are and what you're saying, there's a flow that happens with these lead generations. People can tell when you're being authentic, and when you're not. Even when it might be some type of automation or nurture campaign that may go out automatically. The storytelling that you guys do is so conversational, and so transparent, and I think that's what makes the biggest difference in making what would normally look like marketing or advertising, feel good. That's what we all want. We need to feel good when we see this.
Yes! And that is knowing your client. Like when you hear the word “agency,” we run a social media agency, we run a marketing agency, we run a done-for-you agency—at the beginning, I remember when you were saying that, “I don't want to be called an agency! I don't even want to be associated with that word.”
Because that's like a production factory. Get you in, get you out, charge you astronomical amounts, good luck trying to get ahold of somebody. There's no belly-to-belly personalization. That's the complete opposite of us! We're so individualized, we’re so deep-dive, and I think that's where the best ads come from. When you know your client, you deep dive, you take the time to learn their stories, their brand emotions.
The not-so-perfect-ads tend to do a lot better than the perfectly makeup scripted, in front of my computer… The messy hair, walking down the street ads—people tune into because they're real. And they're relatable. You don't have to be anyone you're not, you don't have to speak like you're not. You just have to be you. And the right people connect to that.
Yeah, it comes across. It's like connecting with people that you talk to for the first time. It's either you're gonna instantly feel that compassion, if they're genuine people, or you're just gonna be like, “No, forget it. I don't relate.” And that's totally fine.
And that's why lead generation isn't a start and stop kind of initiative. You don't ever want to have that, “Oh, I'm gonna do that, I'm not gonna do that for two months, I'm gonna do another month, I'm not gonna do another one.” You’re not getting anywhere when you start and stop.
So I think when you're in that position, that lead generation is right for you, have the budget for it. How many times do we say, “Okay let's go,” and they're like, “I have no budget.”
Well, what's the budget that somebody might consider starting with? What would be, you know, a good range to start with? What should they set aside for, say, six months or a year? Just the ad spend is what I'm talking about.
We would start at like $500, and then we would scale it based on success,
Based on success, right. And so yeah, so from a $5,000 [total] marketing budget, that makes sense to me, because there's a lot of done-for-you: The iterations, the testing, the research, the keywords, the audiences. There's a lot of friggin details in the back end of that. I took a couple of classes on Facebook ads, because who hasn't? And just the back end, the interface, was enough to make me want to go blind. That is not my world.
Yeah, like we tell people—we have a team of Facebook ads experts, and that is their job, to stay current, to stay around. If you are going to run ads on your own, $500 is a great ad spend to start with. You then have to be the one every single day going in there looking, testing, tweaking, staying on top of it, because you will burn through that if you don't know what you're doing. You'll burn through that $500 faster than you clicked the button to put the ad on.
Some of the most successful people I've seen advertise on Facebook, particularly who were on the service side of things—you guys have a really fantastic specialty working with online businesses, but also working with local companies: Everything from local colleges, to gyms, to medical practices and things like that.
I think that's really impressive, because that's a big gap in the market—those types of companies. Clearly you're able to do both, but I remember in a Q&A session with this person, because they very much had an “anyone can do it” conversation. And it was like, how much are you spending on ads on a daily basis?
They were spending $700 a day on ads, and they had a team doing it. It's the same thing with these major launches, when you see all these people’s success, really important, prominent people. Jeff Walker—classic, right? The big launch guy, fantastic work, amazing work. It will take you six months to a year and $60,000 to run a full Jeff Walker launch campaign. Period.
The guy that I was learning from said, if you don't have $5,000 a day to spend on ads, you're not even playing in Facebook Ad Land. And I was like, “Did he say five dollars a day? Did he—he said $5k a day!?” I'm like, this isn't my seat, because we started with $250 a month when we started running ads to my courses and programs.
What I like is why you don't just want to guess and do it yourself, is our experts watch it. They're very quick to say, “The $500 is your budget. We've already spent like 300 bucks, it's not working. We need to try something different, we need to go somewhere else.” Like I said, you can burn through money. And that's why people say Facebook ads don't work. No—it's you didn't know what you're doing, and you burn through your money, and now you got a bad feeling about that.
Yeah, even with just building our pages on Facebook. We have a page we built organically, we've got about 200,000 followers, and it's a massive pain in the butt because Facebook is constantly changing things, so there's a lot to it.
You know, you've mentioned a couple times, the value of done-for-you services, and my company with audiobooks and podcasting—we provide done-for-you as well. One of the reasons I decided to go in that direction was a survey I ran on audiobooks when I first started experimenting with audiobook services, because like most people coming out of the consulting world and the coaching world, my first thought was, “Oh, I'll do a course, and people can do it themselves.”
I ran a survey with a bunch of my colleagues, about 50-60 people, ran them through it. There was a question that I put in there that said, “Which are you more likely to do? A. Take a course and do it yourself, B. Hire someone to do it for you, or C. Take a course, realize how much it is, then hire somebody to do it for you.” Almost everybody answered C, and put a note in about that question of, “Thank you for asking this because it actually brought to my attention that this is what I actually do.”
That's when I decided I’ve got to do done-for-you services instead. Best decision I ever made as a business owner, both because it's been great to develop the company and find out what's needed, but also because it got down to an actual need that people had.
That’s it! A necessity. The people that understand done-for-you realize the cost of an action, the cost of trying to muck through and figure it out on your own—you're not going to do it. It’s a necessity to move that mission bigger. That makes people go, “I gotta stay in my lane. I have no business tinkering around in the back end or Facebook ads thing. I have no business trying to do my own audio book thing and like, I gotta stay in my lane.” The people that make it a done-for-you service—they're good at what they do! They're not just random newbie developers; they are the best of the best of the best. It's like, “We get you where you want to go—you don't have the time. You can waste so much money so much time so much energy.”
I've done it myself, trying to do a lot of stuff myself. Let's face it, we're really smart people—we can figure a lot out. But doesn't mean you should.
And that's hard. When you're Type A, you're driven, you're good, and you're like, “I can do this—tell me I can't, I’ll show you I can,” and that's the curse of being really good. You can figure it out. You're smart, you're resourceful. You know how to ask for help. It's like that badge of, I'm gonna sit here for 27 hours. figure this out, and then for what? And it's like yeah is that battle you should be entering into—
—Or should you be spending that 27 hours having conversations with people that you could be helping, having them sign on to work with you, or bring them into your business or your company, and then having your clientele fund the done-for-you services, your marketing team, your PR your audio branding, whatever it is that you're doing, so that you don't have to.
I can't tell you how many people are like, “I have $10,000. I need your help. But oh, well, I can't work with you though, because I decided to put this into my book. Or I decided to put this into, I'm going to speak on stage—I paid to play and I'm going to speak on a stage, or I'm going on this TV interview.” The one shot wonder. There is no such thing as overnight success.
Media is so important. Having a book is important. All of these things are important. But they have to be in order.
Correct!
They need to be in order. Unfortunately, I see it a lot, too. That being said, this morning, wrote a couple of emails, referring some of my close colleagues to you guys, because I'm like, “You know what, they could really work with you guys, because they're at a point in their company—they need to not be doing it themselves, but it doesn't make sense to hire like a single marketing person.”
A single person can't do everything on their own. Having the backing of a team is really important, and finding a good marketing agency is—that’s one of the reasons why I wanted to bring you on this live today—is that I only have a few companies that I will refer people to for marketing services. That's based on my 20 years in business and having been burned and being really very suspicious—very suspicious Type A over here—on things.
I even have a referral partner of mine—today, they sent me some information about information they wanted me to put out there. And I sent it back to them some feedback: I'm like, your terms and conditions aren't clear, and your disclaimer, it actually isn't legally responsible for you to say some of those things. So I can't promote this, because my people are going to have questions that I can't answer, and you're not giving me an opportunity to send them to anyone to answer questions. You just want them to click “Buy Now.” And I'm never gonna send somebody to a “Buy Now” button that's five to fifty thousand dollars, without the opportunity for somebody to have a conversation. I wouldn't do business like that.
Yes. People don't want to take the time. You have to take the time. You have to treat it like it's your business—like that business decision is a decision that you would make in your business. And if you don't like being rushed, why would you rush somebody else?
Exactly.
Give people all the information. It might not seem like a life or death, make it or break it conversation to you, but it may be for that person staring back at the screen. We never push our people into making decisions. We educate and we take as much time as we need till they feel comfortable one way or another.
I've seen you do it! For sure.
Well, I wanted to see if I could kind of wrap up some last words of wisdom here and circle back around to this whole idea of a checklist or a couple of pieces that people need to actually make online lead generation effective. What are a few things that we really want people to know—that they ought to have, or ought to work on, and obviously they can reach out to you guys too, or reach out to me for more.
A few things. Definitely have multiple offers. Think about how you can take one particular thing and make it three different things, but yet, it's still the same thing. That's critical, because we get that a lot, where you say this thing's 99 bucks, and you think that everyone's gonna buy it because you think it's the greatest thing. At the same time, maybe that 99 bucks, instead of saying it’s $99, you turn around and say, “You know what, I'll give you free shipping.” So there's two offers right there. So think of it that way. Crafted uniquely, so when you put it out there to the public, you’ve got places to go and different things to try.
Because a lot of people will say, “It didn't work.” “What did you try?” “I put it on for 99 bucks, nobody bought it. It's the price, but this thing's worth a million bucks.” So I'd say that's number one.
Number two is, make sure you have proper branding. Make sure you have something that someone's gonna trust. We always find that people think that people aren't paying attention because they didn't click like or because they didn’t comment. Biggest BS! People are always watching. People are always paying attention. You probably have the same friends like we do where all of a sudden, we won't see friends for six months. Next thing you know, they're like, “Hey, yeah, I saw that you had oysters yesterday! Where'd you get those oysters from?” You're like, “What?!”
So just remember a big takeaway from Eric. They're always watching. It's true, though. It's absolutely true, and I think that goes back to your analogy from the beginning of our conversation about the sushi restaurant as well. You not think about having sushi for three, four or five months at a time, but when you have a craving for it, you know exactly where to go because of that recommendation that you got from a friend, or because of the ad that you saw, or the coupon you got in the in the paper or the recommendations you saw on TripAdvisor. It sticks with you, and that goes by just what you said—that sticky branding. It's about that branding that stays with you over time. Anything else?
My last thing, no matter what you think is or isn't working, stay at it. Stay at it, and get out of your own way, because you're not the one that gets to decide that. It's your buyers, it's your audience—they're the ones who will decide for you. So just stay in your pay lane and keep doing what you're doing, whatever that is. It'll end up paying off dividends in the long run. We see people give up really quickly—they'll try for two weeks, three weeks, and then we’re like, “No, no, you gotta give it like, three years before you can really say something did or didn't work.”
I give it six months.
I agree.
I know if I'm gonna say yes to running an ad, any campaign, any process, I know I'm in this for six months. It's too early to bail on it—to say it worked or didn't work. You don't have enough data.
And I was gonna say make sure everything matches. If you run it, and it doesn't look and feel—it looks and feels and sounds one way, and then they hit your landing page or your website, and it looks and feels and sounds a different way—that's going to cause an instant, people are gonna be like, “Whoa!”
Oh, no, that will cause an instant pivot to everything. I'm actually in the midst of a fitness program right now, and I know the fitness industry. I have a hard time joining programs with it because of the marketing that gets done with that. This company is no exception—I won't name them. Their products are good, and it's like, “Oh, I'm going to show you in 30 seconds how to do something,” and it takes you to a 15 minute sales webinar. Every day, an email that's like that, usually selling a supplement, selling a meal plan, it's like, “Oh, we're going to give you everything you need, we're going to give you the recipes, we're going to give you this, we're going to give you that.”
No. They're going to give you one list of recipes, and then they're gonna sell you a personalized meal plan every damn day. So this is why this personal connection and taking the time with people, and managing expectations is so important, particularly in this realm. I know we agree that transparency is so important.There's lots of places that you can go out there, my dear friends out in Facebook Land, where people are going to tell you where you want to hear. Your friends will tell you what you want to hear. Don't ask your friends for feedback on things. Ask people that you respect, that are successful, for feedback.
Go out and ask three marketing agencies to give you feedback and see what the commonality is between the three. You'll find the intersection of where you're falling down on the job. But when you're talking about doing business with a company, make sure they're willing to take the time with you. (I mean, be respectful of their time of course, we don't have all damn day!) But nonetheless, someone that's willing to work with you and is willing to shoot straight with you and say, “You're not ready for this yet. This is actually where you need to be.” It's not because they necessarily want to sell you something more, it's because they want your initiative to be successful.
Yeah, hundred percent. Lastly, I would say have a process in place for follow-up. Because even though everyone thinks lead generation equals automated sales—
—That's a story, tell the story!
Okay, so we have this lovely client who we love dearly, and she worked at a gym. She's a nutritionist, and people were just giving to her, as part of the package, amazing testimonials, a ton of success stories. A perfected process: Check, check, check. Now she's running ads to a webinar to an application to work one-to-one with her so she wants to do it on our own. Because helping all these people, getting paid X amount at the gym—that's how you know you're an entrepreneur when you're like, “Wait a second—”
“I’m pretty sure I can do this better on my own! Shouldn’t I get paid more for this?”
Right! But the legwork was done for those people—the trust was built, the qualified leads were already there, whether they liked it or not. There were people that were saying to her, “I don't even know why I'm in this office with you. I'm here because I have to be. I don't really want to do this.” They end up being her best testimonials.
But now you know, we have over 100 people that have watched that webinar and we're like, “You got a goal, but the sales—‘Oh well?’ You got to go back to those hundred people! You got to go back and say, Hey, the belly-to-belly! The personalization! What was the biggest thing that made you click into that webinar? Was there anything in there that resonated with you, anything that didn't resonate with you? What are you looking for? What are your worries and your fears about hiring someone like me? Like you? What do you need to know for us to be able to help you?”
Instead of the “Watch the webinar, do the application, click it, buy it.” You can't duplicate the same process—well you can, but there's more legwork and belly-to-belly work that has to be done. You have to follow up. So even though everyone leading to you was automated, when it's a service-based high ticket, sometimes there's a conversation that's required. When you've got 100 people that want to work with you, And you're the lag in your own way, because you don't want to have a conversation, come on.
That's a problem. You’re really shooting yourself in the foot.
Yes. You have to do this much. Don't let this be the month that makes it not work.
Yeah, you might be missing the office. Right? Like you think about the analogy behind that. The reason why her biggest success was at the gym was because she got people into her office. And that office they got a relationship, into intimacy. We all get nutrition, we all get health. We all get that we need to work out, eat better, and drink water. But you know, you need that next level—you need someone to tell you how to do it.
You need to trust someone enough to say “Yes, I'll do it with you.”
That's very true. There's a lot of choices out there. There's a tremendous amount of information.
How much money have we spent on health products? MLM. Training. And she makes the claim which is valid, and I believe her, that “I want to be the last nutritionist you ever work with.”
I love that.
“I teach you about how to do it for life. I teach you how to truly live in tune with your body.” I'm like, “And then there's 100 people that need you! Get your butt on the phone!”
Yeah, so maybe my next one of these Facebook Lives I’ll do something on closing! Because that's one of my favourites. Lead gen and sales—remember this—not the same thing. Also your website, your offers, your products—not the same thing as your marketing in your lead generation.
So all of these things are pieces of a puzzle—they're like Legos. You're building a house as colourful and as interesting and as weird as you want it to be, but that doesn't mean you don't need the architecture. So if you're looking for more architecture, for your business, and to help with the marketing, to help with the lead generation, and you really want someone who's going to tell you—”Do this, don't do that”—talk to Lisa and Eric. They'll tell you what you need to know. And I do trust wholeheartedly that you'll be fully taken care of.
I appreciate you guys being here today and joining me for this collaboration conversation here on Facebook Live. And we'll be also sharing this out with our other networks as well. So I'll see you all over “the Internets.”
Thank you so much for having us!
Oh, my pleasure. We'll talk to you soon, guys. Thanks!
Lisa Pezik
Eric Pezik
Lisa, her husband Eric Pezik, and their team specialize in done for you services with branding, content creation, funnels, and websites, with their agency Infinite Design House. They also offer SEO, blogs, social media, and lead generation with their Sales Booster Program. They do all the things you don't know how to do or don't want to do in the online space!
Podcasting has exploded in the B2B realm. During this episode of the B2B Marketing Exchange Podcast, we talk about all things podcasts.(Podcast on B2B Marketing Exchange, June 3, 2020)
Podcasting has exploded in the B2B realm. We’ve seen brands across industries and of all sizes use podcasting to share their unique thought leadership and interview experts in their field. But how is this area of the media landscape evolving as more brands create podcasts, and as more buyers rely on them? During this episode, we sit down with Tina Dietz, Founder of Twin Flames Studios, to get her take on how podcasting is evolving. Together, Tina and hosts Alicia Esposito and Klaudia Tirico go through:
New podcasting formats and approaches;
Creating strategies for the middle and bottom of the funnel;
No one was ready for influencer marketing. Almost overnight, through the power of social media, everyone from fitness models to grumpy cats had millions of eyes on them. Here's how to make influencer marketing work for you.
No one was ready for influencer marketing. Almost overnight, through the power of social media, everyone from fitness models to grumpy cats had millions of eyes on them. Best of all, they did it with a $600 smartphone and an internet connection.
Companies rushed to capitalize; the newly minted “influencers” rushed to monetize; companies spending millions on 30-second Super Bowl ads were left scratching their heads.
What Is Influencer Marketing?
Influencer marketing refers to promoting a brand by partnering with an “influencer”—a person with a popular personal brand and a large social media following.
Many companies that play the influencer game do it wrong because they don’t understand the new unspoken rules. As influence marketing matures into the commercial landscape, here are five new rules to engage influencers in your content marketing.
1. Pick the Right Influencers
It used to be that hundreds of thousands of followers on Facebook or Instagram was enough of an indicator of influence. This is no longer the case. Users can and do pad their follower count to make themselves look more popular.
Instead, look for user engagement. A social media personality has millions of followers? How many people have liked or commented on his/her recent posts? Do people respond when they ask questions in their stories? How fawning and enthusiastic are the replies?
If you identify a genuine influencer, make sure your brand resonantes with the influencer’s brand. Otherwise the influencer will not want to do business with you.
“But I’ll pay you” doesn’t cut it with an influencer. If their followers see them as inauthentic or a shill, a pitchman for off-brand products, their image will be tarnished, their influence decreased. Influence is lightning in a bottle, and a true influencer won’t risk losing it for a little bit of money.
2. Give First, Then Get
Reciprocity is key to cultivating influencer relationships. Remember, an influencer doesn’t need to help you. They have to want to help you.
Before you ask favors of an influencer, like social media mentions or a collaboration, give back first. Start by engaging with their social content—likes, comments, views, etc. Engage with multi-word comments.
Give them anything of value you can—freebies, tips, exclusive access … especially if it’s something they can turn into content for their audience. Engaging content is the gold standard of social media influence.If the influencer sells products or services, consider becoming a customer. Reciprocal business is big in the influence game.
3. Deal With Them Directly
Even if it seems like the appropriate point of contact, influencers don’t want to deal with your PR department. They want to deal with you, the founder, the CEO, the senior manager, the beating heart of the organization.
Influencers build brands by sharing freely of themselves in public. They attract engaged viewers by being authentic. Give of yourself authentically, and you are speaking their language.
PRO TIP: Try for facetime with an influencer. See they publicize their upcoming attendance at an event, convention, party, or meetup. Can you attend as well? Nothing engages an influencer like face-to-face contact. In fact, that applies to everyone, not just influencers.
4. Give Them a Good Story
Influencers aren’t impressed by great marketing copy; they want to tell a story.
Social media channels are like personal TV channels. People watch them for the programs, not the commercials. You want to be one of the influencer’s programs, not one of the commercials.
You can do that by offering the influencer your brand’s story or narrative. Whether it’s the story of your founding, a recent milestone, a customer interaction or other breakthrough, influencers can use interesting stories to provide value to their audience. That’s what they remain relevant.
5. Make Them Look Good
Many influencers make their bones by being “cool” or “hot” or “aspirational,” or at the very least authentic. Don’t undermine that, or they won’t be interested.
When you start asking an influencer to collaborate or pitch your product, make sure you present yourself in a way that flatters them, not just you. They should look savvy and “in the know” because of their involvement with you.
Interested in developing a strategy to play the new influencers game?
Podcasts' popularity has the potential to open doors for every company, including B2B. Here are three ways B2B enterprises can leverage podcasting
The most popular podcasts are businesses unto themselves. From interview formats to history lessons to true-crime storytelling, long-form spoken content has captured the imagination of the public. A staggering 165 million Americans have listened to a podcast at some point. Top podcasts earn millions of viewers and attract top-paying advertisers.
If you operate a business-to-business enterprise, this may seem to have nothing to do with you. Your warm market is not millions strong—you may only be a few thousand appropriate prospects in the world. Even if all of them became avid listeners, it wouldn’t attract big advertising dollars.
Still, a successful podcast isn’t just about direct revenue. Podcasts are relatively easy, cheap, and even fun to produce, and their popularity has the potential to open doors for every company, including B2B.
Here are three ways B2B enterprises can leverage podcasting.
1. Establish Yourself as an Authority
Producing an authoritative podcast makes you an authority. Podcasting can up your cache in your industry, even if your content does not specifically target your B2B warm market.
If your podcast resonates with the consumer base of your B2B vertical, B2B prospects will take notice. It could lead them to favor your brand over competitors as their B2B vendor. They might agree to be guests on your podcast, establishing their own authority and forming a bond of reciprocity that could blossom into a business relationship.A quality podcast could open the door to speaking engagements, exclusive invitations, and VIP industry insider status. No convention MC is mad about including “Host of the popular podcast XYZ…” when they list the credentials of the keynote speaker in their introduction.
2. Laser-Target Your Warm Prospects
The smaller size and specialization of your warm market is a good thing when it comes to podcast promotion. There may not be many of them, but all of them will be interested in what you have to say. There may only be a handful of podcasts targeted directly to their needs. You could target your prospects with paid search or email campaigns with your podcast as the content.
Consider—a prospect may spam-file a marketing email or scroll right past a social media ad … but a podcast with an attractive subject matter specific to their industry? That may go on the Bluetooth media player of your prospect’s car on the drive to work. Talk about making a warm prospect even warmer.
3. Hone a Brand Message
To cut through the noise in a crowded marketplace, you need a brand message that sets you apart. B2B companies probably already know this, but they may not know how to communicate that voice to the world.
One of the keys to the podcast boom is the unique ability of the format to humanize the podcaster. Like FDR’s fireside chats (arguably the original podcast), it’s a chance for listeners to dive deep into an aloof public persona and find the genuine person beneath.
Podcasts allow you to tell your story—articulate the journey that led you to your position of expertise. Even if a mass audience does not gravitate to your content, it’s an opportunity to forge a personal connection with the B2B prospects who will resonate with your message.
It’s a chance to be edgy, honest, unflinching and authentically you, to put your brand purpose out into the world and see what comes back.
Ready to put into the world your voice and your brand's purpose?