I’m not farming out social media to other people, I’m doing it all myself.
I’m creating audiences, I’m developing communities. A second thing is, I like to think of it as the white glove treatment, and that’s providing excellent customer service and being very transparent with budget spends, with reporting and communication, I like to think that’s kind of what set me apart other companies.
So welcome back to the prospect and show where each week we talk about tips, Corin methods, we’re growing an amazing A Small Business fight off.
I’m your host, Dr. Fon a. Robertson on this podcast, you can expect segments on communication, sales prospecting enclose, thank you to everyone who is supporting my 100 episodes in 100 days goals going to 2020, enjoy the show, but… We’ll come back to the prospecting show today. We have R. Hubert from Pittsburg, gonna show. How are you today?
The extent he…
I wanted to thank you very much for having me on the prospecting show, Connor.
Absolutely, thank you for coming on. So just to get started today, maybe you could give the listeners a little bit of background where you’re from, what you do, and we could talk a little bit about the burg here and kind of fill everybody in on what’s going on.
Sure, you know Pittsburg is doing big things. And in 2019, I created a digital marketing company here, it’s called BT digital consulting.
If you wanna find out a little more information, it’s just his… Both digital dot com, on Facebook and Instagram, it’s just at HT digital consulting.
Awesome, and so give us a little bit of background, like, where did you start, how you end up in Pittsburg? Give us some framework as to what you’re doing…
I gotta give a shout out to my wife. Her name is Taylor, we were living in Tampa, Florida, and she was going to an online MBA program at CMU, so we moved up here for her second, third year for the networking aspect of it, and I’m a Pitt graduate, but I was gone for 10 years. So we get back to Pittsburg in 2017, and she’s finishing her MBA, and then I’m like in the corporate marketing world for 10 years, and I thought, You know what, time to go out on my own, I’m ready to bring my value to clients near and far.
Yeah, and that’s a transition. I think a lot of people make… They develop some skills, they start learning something about a skill set in their profession, and then they realize, Wait a second, the only difference between what you’re doing and doing it on your own is really the business and sales side of things, so… What would you say was the most important thing that you learned in the corporate space before you went off on your own, how to sell… First of all, how to sell, even getting a project done internally, how to push it forward, and then how to create and set goals, as you know in the corporate world, it comes down to the dollar and hitting timelines, and so just learning how to follow that path. It just transitions over to your own company, and with your own company now, you’re doing a similar service, but you kinda have all these different hats that you’re probably wearing in your business. What thing do you think you had to learn the fastest when you went out on your own… Pick it niche. So in digital marketing and specifically search engine marketing and social media advertising, just being able to dial in your targeting and creating strong ads that make people wanna click, call visit, just perfecting that call to action and focusing on what you’re good at. I’m not trying to do everything, I’m not trying to create TV commercials, I’m not trying to create billboards, I’m not a graphic artist. I can do a little bit of videography work, but focus on what you’re good at. Yeah, absolutely, and that’s really important too, ’cause if you try to be a generalist in too many different ways, usually that ends up sacrificing some quality along the way, so what do you do that… What makes you different than some of the other competitors, I know the whole SM… May social media marketing agencies been around for a while now, and you see people coming out of the woodwork who say that they’re doing marketing, but there’s a lot of people who don’t actually deliver on those results, so what is it that you pride yourself on or the things that you do differently to make sure that your clients get the result they’re looking for…
I love it.
First, I like to think of myself as an extension of their team, so I’m not farming out social media to other people, I’m doing it all myself.
I’m creating audiences, I’m developing communities. A second thing is, I like to think of it as the white glove treatment, and that’s providing excellent customer service and being very transparent with budget spends, with reporting and communication, I like to think that’s kind of what sets me apart from other companies, you’re not gonna get passed around from a high level of person like me who’s been doing it for 10 years to someone who may just be out of school, which is fine, everyone needs to get their start, but you’re not getting that, you’re getting a high level company to do the work.
Yeah, and that’s really important too, especially with some of the agencies that are out there that have five, six, maybe 10 people on the team that the customers end up getting passed around and then the client experience is generally not as ideals, it should be. So given that, where do you think that a customer should start if they wanted to learn more about me and some of the social techniques that you’re doing, like how would somebody sit there in their business and say, We’re growing right now, we’re looking to spend money on marketing, where do they start?
You need to be open to that conversation, some people don’t know where to start, so they go to Google and they say, create a strategic marketing plan, or how does your digital marketing… And that’s where my ad could pop up ’cause I’m doing lead generation on Google, on being on Facebook, so you need to be on the channels that people are searching for, that’s also why I… Recommends writing content. So, so on blogs, you need to be providing value, it’s not just writing the Top Three Reasons, everyone needs to be on Facebook, you need to provide an actual path that people can follow to being successful so that if they wanna do that on their… On their own way, they can. But if they wanna go the more expert outsourcing route, they can do that as well.
Right, and if someone had to, they had maybe a more limited budget and that the fact that they’re starting and they’ve never really done any social marketing or content marketing or anything like that, where would be the easiest place in your mind for them to start ’cause they can’t possibly do everything at the beginning, right… Where would they focus? I would try to… Right, I would try to understand where my clients are coming from, so immediately just start tracking where your leads are coming from and what channel… So if I know I’m getting the most engagement, mostly that a Facebook, I would start putting my money and money and time there, I would not be broad in the approach, I would get highly, highly detail. I wanna know if your customers are 35, 45-year-old men who live in the Northeast Region, supporting AFC football teams, are the Steelers, shout to them, but know who your customer is, is using your product, and then just dial in the marketing and then speak to them so don’t be broad, be exactly to who your customer is, and so that they can be aware of your product and service and then they make a sale.
Right, and I definitely agree though, that that’s a hugely important component of targeting is getting that right audience for those people that don’t have a lot of leads themselves, so let’s say you’re a small business, they’ve grown over the last one, two, three years, and they’ve done a lot of referrals and maybe some trade shows or someone on-one networking and they don’t necessarily have this data yet, where would they start at that point, how to transition into this… A marketing space.
So I would recommend working your network, finding out… So I’m very active on LinkedIn, I highly recommend it.
My suggestion would be, if you haven’t spoken to somebody in a while, if you haven’t made a call or an email reach back out to that person, it could be even three, five years, I’ve started talking to people in high school, and that was… I’m gonna think myself here 18 years ago, so basically what you’re gonna wanna do is start reaching out to people, start asking about them, what are you doing?
How are you helping? What’s your business? Can I be of service to you in some aspects? One recommendation is to start with a problem, see if you can help solve that problem, which could and may lead to more projects and maybe even a retainer and a huge client, and then asking them, Hey, do you know anybody who may need this service, can you do a warm introduction.
And half the time people are very receptive to that, I would definitely recommend you utilizing your network.
Yeah, and that’s a really good point. A lot of the work that we do in our business is what we consider a second degree referral, in the way that that ends up working as we reach out to people. And instead of saying, Hey, are you interested in X? We say, Do you know anybody that would be interested in at?
And that kind of framework, I think, makes a huge difference for customers when they’re prospecting, either when they’re trying to do professional services or sell a product or whatever it is. Now, with these small businesses that you’ve worked with in the past, who do you normally interact with, is there a some kind of social manager on their team? Or you worked with the CEO, who do you work with?
So right now, my clients are lawyers, I have an e-commerce company, some non-profits, I work directly with the owner. So these are companies that are 1 to 15 employees and they don’t have a marketing department, so they are focused on entirely what they do, and I’m an extension of their team, so I’m working with the owner of the CEO and doing strategy first and that execution data tons of sense. What about the individuals when you start with them, so you execute a contract and you start working with them, how long does it typically take or how long do you recommend a testing period so that the customer can have a really good understanding of what the next steps are who they’re going after. How will you test that along the way? Is it three days? Three months, how long does it take?
That’s a great question, can… So my contracts, I try to lock people in for three to six months, it’s really hard to see results, day one, day, two weeks even a month, so we’re… Depending on what services they want with PPC lead generation, we can turn on an ad they want, it’s gonna be computer learning for a week, and then you’re gonna be refining and testing so that you’re gonna see some leads come in from week one through three, but really… You gotta have something going for one to three months to really start to see results, so my recommendation is, if you don’t see results on day one or the first week or three weeks, that’s pretty normal, you’ll see engagement, you’ll see leads come in, but really the dialing in of the campaign, the perfecting things is one to three months, so I recommend you don’t give up on somebody or a campaign right away, there’s always a refinement period and tweaking and then really dilate is… Yeah, and that’s what I think a lot of customers have a difficult time with it, is understanding they’ve never done the process before, it’s not gonna be fully optimized in the first week, it’s not gonna be perfect for them, and the more input that they give you as the vendor partner, the better you’re gonna be able to do your job long parent.
Yeah, so if somebody wanted to start generating leads, we first fall it, what do you like to work with? What kind of customers are idea… I know you talked about the non-for-profits, so you talked about some lawyers, are you more interested in professional services or products… Where do you like to spend your time and effort?
Oh, really? It’s B-2C, I think, and professional services, and like companies that have already been having sales and success and sort of understand who their customer is, that’s kind of who I like to work with, and also somebody who has a marketing budget…
I can make recommendations if you don’t have a marketing budget, but it helps… The Small Business Administration suggests that a company spend five to 10% of gross profit on marketing, so that’s buying the ads, it could be the services provided by a consultant, but really you have to have some money coming in to really, one actually execute some marketing.
Right, and when somebody spends, let’s say, 1000 or 1000… Never really doesn’t matter.
Let’s pick a thousand. Just make it easy.
How long would it typically take for most customers to get that thousand back and then some typically…
I spend what they’re selling, if they’re selling the choke for 2, it’s gonna take a lot, but one law client, the average lock Lane could be worth up to 300 to 5000, so I… They might need two clients and they’re back to that 10000 really fast. So it all depends on the product and service. Sales is a big aspect of it. We can bring you all the leaves all day, and if you don’t have the sales team to close, if you’re not following up on the leads in a timely manner, there’s gonna be issues, so everything needs to sort of work together.
Yeah, and I definitely agree with that if you don’t leads or just leads without sales, you have to have somebody in there, even if the owner, a salesperson, the sales team, and they have to be able to get used to converting somebody from a cold traffic opt-in to an actual customer and that skill set, it is a little bit different than what I think some other people have. We have clients ourselves that have been selling one-to-one referral for a long time, and when they work with some agencies like yourself, the difficulty that they have is they don’t know how to convert those people, so with your agency and your work that you’re doing, do you coach them at all during implementation or ongoing on how to actually convert that into business, or is that really up to them in their business to figure out how to do that?
No, there’s definitely best practices that I can share. One thing that I’m really into right now is the CRM and automation, so we’ll bring them a lead, they’ll know right away when that lead comes in, and then we’ll try to get that lead into a CRM and then have email automation going out as well, so just for example, one campaign that I’m doing with the lawyer. When a lead comes into the CRM, they get an immediate response.
So taking for your interest in such a sad company will be in touch. We’re really excited if you wanna book an appointment right now, do so at this link, and then we have a day three in a day even email, so it’s all about engagement, it’s all about keeping that lead warm and then working it… Right, and that follow-up process is kind of one up over a lot of other agencies right now, I know there’s this transition in the marketing space away from with you service, and now it’s kind of like a done for you in the sense that you’re doing the follow-up, you’re sending out emails, if you’re collecting the phone number, some people are even doing unless voicemail or text message confirmation, and I think that helps convert people right into the next step for your clients. So I think that’s super useful. Now, do you had start to a…
They just swear professional too, it’s… It’s kind of like closing the gap, you hit submit on a lead form, you wanna make sure that the person gets it, you wanna make sure that they respond and… First impressions are everything, right? If you make a great first impression with that lead, it’s pretty likely that they’ll be client there, if you show them that you care and that you could provide that service, it’s a highlight is that you can convert… Yeah, that makes sense. What other factors or what other recommendations do you have for people who are trying to get into the marketing space for their business that they wanna start using some social marketing… You know what?
YouTube’s gonna be your best friend. A lot of people may not understand pixels. pixels are tracking components. Do you understand how people around on your website and what actions they took, so learn about pixels, go to YouTube, watch some videos, learn how to install them, learn how to test them, make sure they’re firing, and that’s gonna be great, ’cause then learn Google Analytics, learn the reporting, learn about how people arrive on your website, the behavior they take, how long they spend, what pages they’re going to, and that’s just gonna make you more informed so you can have better decisions.
Yeah, and I definitely think that that’s important to have that kind of analytic data, so before somebody works with you, what do you want them to do typically, do they need to be educated on social media marketing, are you gonna take it down that pathway, do you need to teach them what steps need to happen before they end up working with you in their space, I wanna know their goals, I want another budget, I wanna know who their target customer is, bring that information to the table and then we can have a great conversation. We can learn and also I’d like to know your history, what channels have you done marketing and advertising on what traditionally has worked for you?
Another thing I want the business to think about is What offer are we going to make marketing, I would say Great. Or the 50% is the call to action to offer… What are you offering? People figure out what makes people tick, what services you provide, find out what people want, and then let’s think of a great call to action, and then we are going to figure out what channels that works the best on, and then we are gonna blow it out of the water.
Yeah, and that strategy component is definitely the most important to make sure that people can actually get the result and have that foundational result, so that they can continue to work with you and grow their business over time.
So what do you think, just as a takeaway for this session on the podcast, what is it that people should be doing right now as they prepare to work with someone like yourself… I know you talked about the data that they need to get together. But should they have a dedicated person, should they be just open to marketing, do they need to design collaterals? Is there anything else that they should be thinking about or considering before they actually pull the trigger and start working with you?
Sure, this is gonna be big for a lot of businesses, always be creating and testing, so I just wanna give one brief example on this, so for a previous client, I tested two post cards for lead generation. It was a standard for x 6 postcard on post card, a guy had a nice picture of a book, very creative-driven, with a call to action Call for this book with a unique phone number postcard to… Looked like it was a handwritten postcard from someone’s grandma, What’s the same sort of call to action… Call for a career. I wanted to see your career succeed, call for this career booklet called this number, and then we tracked postcard A and B, I thought the glossy on the high graphics one would perform the best. It looked beautiful, right?
Well, we could track the phone numbers and the leads that came in, and it turned out for this specific campaign, the second postcard performed better, the hand-written on… You would never have thought about that had you got tests, that you might have put all your money into post-card and… So my recommendation to clients and businesses always be testing, you never know what’s gonna perform the best until you launch it, refine it, and then perfect it.
Yeah, and that’s definitely a good learning point for a lot of businesses who are just starting to get into marketing, and her wanting to work with the company is the vendor that you choose really needs to be conscious of that split testing, AB testing kind of methods. So that you can make sure that you can spend a little bit of money to start, find out which direction to go, and then start actually going that way, as opposed to just throwing stuff out there and hoping that it’s gonna work. Right, you definitely have to test that, so… What’s a looting strategy?
Yeah, it is. It’s definitely losing, triaging, it’s one of those ones where it’s actually unpredictable, it’s unpredictable in the sense that you might win one time, right, if you have two split tests, you’ve got an A and a B and you just put it all on a… Mit’s like, Ryo might win, you might lose, but you don’t wanna be gambling like that, you wanna be testing and making sure that you have… Have the best chance of success as a recap here for everybody, how can they reach you and what’s the best way for them to interact with you, and what do you offer to your clients so that they can start talking to you and get engaged and maybe you can do an assessment for them. How… How does that work?
Yeah, well, thanks, confirm, you are doing big things in Pittsburg, and I love the prospecting show. So thank you first for… Have me on second.
If you wanna know more, go to BT digital dot com, both digital dot com, or visit my social profiles on Facebook or Instagram. It’s just at BT digital consulting. For your listeners, I’m offering everybody a 30-minute free strategy session, so if anybody, even personal businesses or people, do you wanna learn more about strategy about marketing, hit me up on the website, I’d be more than happy to give a free consultation…
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