January 2, 2023 • 16 mins
A 6-Part Series about growing your business in 2023 and beyond. Josh unpacks what he learned at two major marketing conferences recently. On this episode, Josh gives his "Reader's Digest" notes so you can learn fast and prepare for the future. Listen to this episode and learn more about all of the ways Josh and his team can help you. Then you should connect with Josh at GoSocialExperts.com
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Episode Transcript
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Speaker 1 (00:03):
And welcome to the Ghost Social podcast with Josh high Tower.
Go Social is a relaxed and unedited conversation with marketing
expert Josh high Tower.
Speaker 2 (00:11):
Josh is an author.
Speaker 1 (00:13):
And the owner of multiple businesses, including Go Social Experts.
Josh can help you create a thriving business using the wisdom, strategies,
and experience he's gained through the years. Prepare yourself to
enjoy the next few minutes as we chat with online
marketing expert and business growth strategist Josh high Tower.
Speaker 2 (00:38):
Josh, how's you day, go on, sir?
Speaker 3 (00:39):
And fantastic about you?
Speaker 2 (00:41):
Well, I was gonna say fantastic, unbelievable, I'll change believable.
Speaker 3 (00:44):
Yes, it's really good.
Speaker 2 (00:45):
So we're in a we're in the middle of a
six part series. This is episode number three, and you
went to a couple of conferences. Conferences downloaded some great information.
Now you're sharing them at our level, which I appreciate.
We did three things you must do to grow your
business in twenty twenty three, and on last episode was
three trends to watch for and then this episode is
really the three solutions related back to those trends. I
(01:08):
guess right. Three solutions for business growth. So let's talk
about solutions today.
Speaker 3 (01:13):
I didn't want to leave you hanging with just here's
all these problems you got to solve for good luck,
you know, and that's that's kind of not cool. But
even on the last one, we talked about some solutions,
kind of a teaser to here's what's coming. And a
big one was that deadlines and incentives, where that's an
easy way to shorten the cell cycle. But this is
a quick recap. You know, the trends that we're seeing
and I heard about it at Trafficking Conversion San Diego
(01:35):
from Ryan Dice was you know, the subsidized customer acquisition
costs are really going away by big tech, meaning they're
not going to help us pay for getting leads anymore.
Number Two, we need to really maintain and build that
relationship with leads and customers. Number Three, the cell cycles
are getting longer, So what do we do about it?
One thing that Ryan and I'd seen this begin to
(01:57):
get implemented by some smart marketers, so I tried to
follow and see and funnel hack for a lack of
a better description, is and model. I'd seen this already
and it ties in with our qualified and unqualified leads.
And the way Rhyme described it, which he always comes
up with clever names, but it's the he called it
the ready now funnel. And then maybe in the show notes,
(02:20):
I'll had a picture of what that looks like because
I've mapped it out for me and my clients to
make it all sense. So there's the ready now funnel
is really segmenting your leads into two categories by asking
two questions, are they a qualified lead? And are they
ready to buy now? And typically what we do as
(02:43):
marketers and it's it's wrong, but it's more important now
is we show you come in as a lead, and
I'm going to show everybody the same offer. That's easy,
you know, and it's it's not a mistake. It's better
than nothing. But I'm showing you, I'm showing everybody the
same offer. Alternatively, what you have to do is ask
(03:05):
a qualifying question in that follow up somewhere in that
cells and I won't even say, I'll say funnel, but
ideally on a web page, you have your opt in
form and you have some kind of qualifying question that
you can ask to see how qualified are they and
how ready are they to buy now. Depending on that answer,
(03:26):
I will then take them two different paths. If you
remember the old choose your own adventure books back down
in the eighties. So if you want Sally to go
chase in the woods, to go to page three hundred,
if you wanted to run into the bar and go
to page four hundred. You know, we're kind of aging
ourselves by describing that they were revolutionary at the time.
(03:47):
But you choose your own adventure. We're allowing our prospects
to do the same thing. We're having them self identify
am I qualified? And am I ready to buy now?
And by asking a question, Now, that question is going
to be different for everybody, and that's where we kind
of have to have a conversation. But start somewhere.
Speaker 2 (04:07):
Yeah, oh that's good, that's good, and that's that takes
some thinking on the business owner's part, and it takes
some guts, but I think it's really good because it
puts it puts your prospect in one of two camps
really to go. Well, if this and this, are you
ready to buy today?
Speaker 3 (04:25):
Well?
Speaker 2 (04:25):
Yeah, that's okay, great, let's have a conversation. But no,
I'm just researching. Great, I'm glad you're here, go down
this path and let me educate you until you're ready
to come back into the other path.
Speaker 3 (04:36):
So that's exactly right. So what we do is, if
they're qualified and they're ready to buy now, ideally we
take them right into booking and appointment. So if you
think back to our previous episodes, we really want to
accelerate the sales cycle as much as possible. So if
they're qualifying and ready by now, let's go right to
(04:58):
booking and appointment. But if they're not qualified, we show
them our lowered ticket offer. They book an appointment, they
should see the higher ticket offer. If they're not qualified,
we show them the lower ticket offer. And according to Ryan,
which I tend to believe, those lower ticket offers that
we're showing to the unqualified audience or not so qualified
(05:21):
is still generating a fifty to seventy five percent return
on ad spend for anybody that sees the lower ticket offer.
But now we're able to show our higher ticket offer
to the qualified ready, our lower ticket offer to the
unqualified or not ready, and we're still monetizing both. Where
we make Where we make a mistake is we take
(05:45):
somebody that's qualified and ready and we show them our
lower ticket offer. I just love money on the table. Yep.
By not segmenting them, that's good. You create the problem.
It was I heard this and I'm just you know,
I'm just like scratching my head going.
Speaker 2 (06:03):
Duh, duh. Yeah, everybody needs to go back and re
listen to White. Josh just said, Wow, Now that's that's powerful.
There's money there, money there for sure.
Speaker 3 (06:15):
And so yeah, it's it's a big it's a it's
a it's a small shift, but it's a little hinge
that swings a big door. That's right. And so ties
in with the second and third step that I'm bringing
up here. So so we've identified somebody that's qualified and ready,
we want them to ideally have a conversation with somebody.
(06:35):
And that was the next big step was to sell
in private. So which is, let's book a call. Let's
get on as you mentioned, like a fifteen minute discovery call,
qualification call, however you want to call it. But I'm
going to take you off of social media. I'm going
to take you off of and we're going to have
a zoom. We're gonna have a phone call. We're going
(06:55):
to have person to person, belly to belly, whatever your
sales mechanism is, We're going to do that in a
private setting. I'm going to then show you my higher
ticket offer. Because you've identified as qualified and you're ready.
Why would I show you anything else? If I can
help you the most by showing you my higher ticket offer,
(07:16):
why would I not start there?
Speaker 2 (07:17):
That's right, that's right, that's brilliant. Don't work up to it,
work down from it.
Speaker 3 (07:23):
Yep. So, and if they don't, if they don't buy
the higher ticket, then you put them right into that
sales follow up system which you should have already built,
you know, and h But if you get on the
phone with them and then you determine like for whatever
reason they were mis segmented, they weren't qualified, they're not
ready to buy. Now, guess what, you can always down
sell them in back into the lower ticket offer to
(07:45):
offset the ad spend, which we talked about months ago
in a previous episode, trying that you have to monetize
the every lead that comes in, because you get your
money back from the ad spend that you spent giving
Facebook or social media, and then you can reinvest that
back into your digital ad. It's going to get more leads.
That's right.
Speaker 2 (08:03):
Yeah, it's thinking through your whole system and cycle is
not I spend this to get a lead. Well yeah,
but it's the conversion that's I guess why that is
called traffic and conversion, right, It's about building the relationship,
understanding people, and how do we monetize the leads we're
getting because there might be ways to do it through
the whole, whether they're going to buy our big ticket
(08:24):
or not. You should have a medium ticket and a
small ticket, but you don't always show your cards to everybody,
is what you're trying to say.
Speaker 3 (08:29):
I think it's exactly right. Yep, that's exactly right. You're
you're selecting about, you know, your your shoesure.
Speaker 2 (08:37):
And one of the reasons is confusion. When you confuse,
you lose. And if you've got a prospect on the phone,
you said, well, I've got this program, but I've also
got this other program. I got this one, and here's
what they do, and then they get beer in the
headlights and they're like, I don't know what to do
versus if I have one offer this, Josh, I've heard
where you are, I heard what you want to do.
This is the program for you. Here's what you're going
(08:57):
to get. Are you ready to get started?
Speaker 3 (08:58):
Yep? Instead of which of these sixty five offers do
you want?
Speaker 2 (09:03):
You know now they're looking to you as a business
owner to lead them and guide them. They really are.
Do it gently, do it rightly. But they stop and
I had to tell myself that, Michael, shut up. One thing.
I should know enough about you by the time I'm
done with that fifteen minute call, Josh, you know, here's
the program that's best for you, Here's what you need
to do.
Speaker 3 (09:23):
It becomes a prescription. You know, we're prescribing the solution
because we know are we know what's right for them
based on we should know, based on the conversations we're
having and the questions we're asking. Here's here's the right answer,
Here's here's where I want to start you. But don't
don't downsell them. Even if they just give up little
price objection initially, you know, you know what's best for them,
(09:44):
and if they unless they have an objection that you
can overcome, then at that point you downsll them. That's fine,
that's fair because you still want to help them out
and monetize them. But don't sell yourself short by showing
those lower ticket offers to ready and qualified where you
could have you know, gotten more. So one pro tip
that I heard, and this is a metric that that
(10:06):
I've started, you know, collecting and uh one key performance
in an indicator KPI. One number that we should all
be tracking is, you know a lot of times we
talk about cost per acquisition, cost per lead, all that stuff.
A new metric is cost per conversation. So you want
to begin to track how many meaningful, real conversations are
(10:27):
we having every day? How much are we spending to
get those conversations to happen. So that's a big metric
that you know, if we have a sales team or
anybody that has anybody that has a sales team, you
have to begin to track. It's not just about how
many leads do I have, It's how many meaningful conversations
do I have? As it results to or relate to
(10:49):
how much MAD spend I have.
Speaker 2 (10:50):
That's right, and then take it to the next levels tracking. Okay,
I had six conversations this week, whatever, how many of
those closed, how many didn't want and did they go
to a second call because that sales cycle, right? Or
did they bail. And just when you track that over time,
you start looking back and go, maybe I don't have
a marketing problem. Maybe I have a sales problem, but
(11:13):
you don't know unless you track it. So that yeah,
just a simple Excel spreadsheet to track that to begin with,
and it's really easy to go who. And the other
aspect of that that we track is lead source. Where
did this lead come from? Because as we go back
and say, okay, going forward, where's our at where do
we need to increase our AdSpend or decrease our asspend
or our marketing dollars? We go back and say where
are most of our clients coming from? Well, well let's
(11:35):
put some more money there. So it's all of that's
because of a simple spreadsheet we keep track event. It's
really simple and it's not rocket science.
Speaker 3 (11:43):
Yeah, yeah, and most people were complicated in a spreadsheet
or pen and paper if anything. But also gives you
that link to the sales cycle. So maybe it's taking
you sixty days. Well, if you go back and you
look at what plan am I introducing it a deadline
or incentive to get somebody to buy? Now if I
can shorten that cell cycle, now, this sudden, I'm able
to monetize that quicker and reinvest it in the business. Yep.
Speaker 2 (12:03):
And you can make up deadlines and incentives all day long, right,
just like Prime Day, and just like everything else. It's
you know, hey, this is this is going to stop
on Valentine's Day, this is going to stop on my
child second birthday. Whatever, it doesn't matter. It's made up.
Speaker 3 (12:17):
It's made up.
Speaker 2 (12:18):
It causes your people to go, really, okay, I better
decide yet.
Speaker 3 (12:21):
Yeah. I typically would say by next Friday. I don't
know which Friday that is. It says evergreen, but it's
always Friday. And so now I can make it in
my it makes it evergreen. And the emails that are
write so now it's my next Friday or the end
of the month, or at the end of next week,
it's evergreen. I didn't say it's in the next week,
like October whatever, you know. So it's great. Yeah, so cool.
(12:46):
The third the third solution, and it this ties in
with kind of an overarching theme we've been talking about
is making email social again. So we typically will make
one email and it's a broadcast email. We send it
out out and we either hope nobody responds, or we
don't write it in a way where we're asking for feedback.
(13:06):
We should be thinking of it that we're just sending
out receipts. It's just transactional, not relationship building. So we
want to ask questions your email, ask your audience engaging
questions and ask them that we respond, create that dialogue
with them. So this this series that I'm sending out
that I've been creating sending via email as well, I'm
getting a ton of feedback people that were at the
(13:28):
event or people that miss the event, and they're asking questions,
clarifying questions. It's been great to have that dialogue with
people back and forth, Like you know, it gives me
insight to their lens of how they're looking at the content.
But it's also a lot more fun too, instead of
me just writing an email in a in a vacuum
and like I don't know if anybody's reading it or not,
(13:48):
But now I'm having the dialogue. So but engaging those
conversations I'm asking, you know, the next step is you're
asking how can I help them know what questions? Where
they stuck? And one of my favorite questions and I've
heard is like you know, how can I help you
move faster? And I didn't say your stuff's broken, I
(14:10):
didn't say you need my help. I'm just asking. And
that little change of words, you know, make the matters.
Speaker 2 (14:18):
That refrains everybody, because that's what we want to do,
is get get faster and stronger and better and make
more sales and shorten that sales cycle that, as you
said and you've learned, is actually lengthening for many of us.
And we've got to We've got to find ways to
build that, you know, shorten that and a lot of
it comes through relationships. Just like you said. When you
build relationships people, when you show up authentically, when you
(14:39):
show up in a variety of ways, Emails a great
way to do it, people.
Speaker 3 (14:44):
Get used to you.
Speaker 2 (14:45):
And when you understand that, when you understand what these
trends are, the solutions that are out there, and how
to implement them. Again, you're not talking about really complex things,
but it's it's doing it. And I think a lot
of business owners are so inundated with so many things
of running their business, just doing their things, they don't
have time to think and about these and actually implement them.
And that's where you and your team come in. So
(15:07):
I mean this is episode this is part three of
a six part episode we're doing with Josh, and just
don't wait till the end to reach out to him.
Reach out to him now, go back and listen to
what he did in this episode. There was some gold
in this episode. But go back and start at the
beginning of a couple episodes ago. It's part one of
six and just learn about the things you've got to
know now to grow your business in the future, the
(15:27):
trends that we're seeing, the solutions that are out there.
And reach out to Josh and have conversations about how
he can help you grow your business in the turbulent
times that we're in now. Because it's cyclical, it's going
to happen, and Josh can help you have a more
profitable business that grows consistently over time, just because he's
got a lot of a lot of assets and resources.
(15:49):
So reach out to Josh. Go Social Experts dot com
and Josh, I'll look forward to part four of our
six part series here coming up pretty soon.
Speaker 3 (15:56):
Thanks.
Speaker 1 (16:01):
Social media marketing should be part of your overall business
growth plan. Josh high Tier can help you leverage the
power of online marketing without wasting your time or money
on hit or miss tactics.
Speaker 3 (16:13):
Learn more about how Josh.
Speaker 1 (16:14):
And his team can help you by reaching out to
them at Gosocialexperts dot com. Be sure to subscribe to
this podcast so each new episode will be sent to
you automatically when it's released. Thanks for listening to the
Go Social Podcast with Josh high Time
And welcome to the Ghost Social podcast with Josh high Tower.
Go Social is a relaxed and unedited conversation with marketing
expert Josh high Tower.
Speaker 2 (00:11):
Josh is an author.
Speaker 1 (00:13):
And the owner of multiple businesses, including Go Social Experts.
Josh can help you create a thriving business using the wisdom, strategies,
and experience he's gained through the years. Prepare yourself to
enjoy the next few minutes as we chat with online
marketing expert and business growth strategist Josh high Tower.
Speaker 2 (00:38):
Josh, how's you day, go on, sir?
Speaker 3 (00:39):
And fantastic about you?
Speaker 2 (00:41):
Well, I was gonna say fantastic, unbelievable, I'll change believable.
Speaker 3 (00:44):
Yes, it's really good.
Speaker 2 (00:45):
So we're in a we're in the middle of a
six part series. This is episode number three, and you
went to a couple of conferences. Conferences downloaded some great information.
Now you're sharing them at our level, which I appreciate.
We did three things you must do to grow your
business in twenty twenty three, and on last episode was
three trends to watch for and then this episode is
really the three solutions related back to those trends. I
(01:08):
guess right. Three solutions for business growth. So let's talk
about solutions today.
Speaker 3 (01:13):
I didn't want to leave you hanging with just here's
all these problems you got to solve for good luck,
you know, and that's that's kind of not cool. But
even on the last one, we talked about some solutions,
kind of a teaser to here's what's coming. And a
big one was that deadlines and incentives, where that's an
easy way to shorten the cell cycle. But this is
a quick recap. You know, the trends that we're seeing
and I heard about it at Trafficking Conversion San Diego
(01:35):
from Ryan Dice was you know, the subsidized customer acquisition
costs are really going away by big tech, meaning they're
not going to help us pay for getting leads anymore.
Number Two, we need to really maintain and build that
relationship with leads and customers. Number Three, the cell cycles
are getting longer, So what do we do about it?
One thing that Ryan and I'd seen this begin to
(01:57):
get implemented by some smart marketers, so I tried to
follow and see and funnel hack for a lack of
a better description, is and model. I'd seen this already
and it ties in with our qualified and unqualified leads.
And the way Rhyme described it, which he always comes
up with clever names, but it's the he called it
the ready now funnel. And then maybe in the show notes,
(02:20):
I'll had a picture of what that looks like because
I've mapped it out for me and my clients to
make it all sense. So there's the ready now funnel
is really segmenting your leads into two categories by asking
two questions, are they a qualified lead? And are they
ready to buy now? And typically what we do as
(02:43):
marketers and it's it's wrong, but it's more important now
is we show you come in as a lead, and
I'm going to show everybody the same offer. That's easy,
you know, and it's it's not a mistake. It's better
than nothing. But I'm showing you, I'm showing everybody the
same offer. Alternatively, what you have to do is ask
(03:05):
a qualifying question in that follow up somewhere in that
cells and I won't even say, I'll say funnel, but
ideally on a web page, you have your opt in
form and you have some kind of qualifying question that
you can ask to see how qualified are they and
how ready are they to buy now. Depending on that answer,
(03:26):
I will then take them two different paths. If you
remember the old choose your own adventure books back down
in the eighties. So if you want Sally to go
chase in the woods, to go to page three hundred,
if you wanted to run into the bar and go
to page four hundred. You know, we're kind of aging
ourselves by describing that they were revolutionary at the time.
(03:47):
But you choose your own adventure. We're allowing our prospects
to do the same thing. We're having them self identify
am I qualified? And am I ready to buy now?
And by asking a question, Now, that question is going
to be different for everybody, and that's where we kind
of have to have a conversation. But start somewhere.
Speaker 2 (04:07):
Yeah, oh that's good, that's good, and that's that takes
some thinking on the business owner's part, and it takes
some guts, but I think it's really good because it
puts it puts your prospect in one of two camps
really to go. Well, if this and this, are you
ready to buy today?
Speaker 3 (04:25):
Well?
Speaker 2 (04:25):
Yeah, that's okay, great, let's have a conversation. But no,
I'm just researching. Great, I'm glad you're here, go down
this path and let me educate you until you're ready
to come back into the other path.
Speaker 3 (04:36):
So that's exactly right. So what we do is, if
they're qualified and they're ready to buy now, ideally we
take them right into booking and appointment. So if you
think back to our previous episodes, we really want to
accelerate the sales cycle as much as possible. So if
they're qualifying and ready by now, let's go right to
(04:58):
booking and appointment. But if they're not qualified, we show
them our lowered ticket offer. They book an appointment, they
should see the higher ticket offer. If they're not qualified,
we show them the lower ticket offer. And according to Ryan,
which I tend to believe, those lower ticket offers that
we're showing to the unqualified audience or not so qualified
(05:21):
is still generating a fifty to seventy five percent return
on ad spend for anybody that sees the lower ticket offer.
But now we're able to show our higher ticket offer
to the qualified ready, our lower ticket offer to the
unqualified or not ready, and we're still monetizing both. Where
we make Where we make a mistake is we take
(05:45):
somebody that's qualified and ready and we show them our
lower ticket offer. I just love money on the table. Yep.
By not segmenting them, that's good. You create the problem.
It was I heard this and I'm just you know,
I'm just like scratching my head going.
Speaker 2 (06:03):
Duh, duh. Yeah, everybody needs to go back and re
listen to White. Josh just said, Wow, Now that's that's powerful.
There's money there, money there for sure.
Speaker 3 (06:15):
And so yeah, it's it's a big it's a it's
a it's a small shift, but it's a little hinge
that swings a big door. That's right. And so ties
in with the second and third step that I'm bringing
up here. So so we've identified somebody that's qualified and ready,
we want them to ideally have a conversation with somebody.
(06:35):
And that was the next big step was to sell
in private. So which is, let's book a call. Let's
get on as you mentioned, like a fifteen minute discovery call,
qualification call, however you want to call it. But I'm
going to take you off of social media. I'm going
to take you off of and we're going to have
a zoom. We're gonna have a phone call. We're going
(06:55):
to have person to person, belly to belly, whatever your
sales mechanism is, We're going to do that in a
private setting. I'm going to then show you my higher
ticket offer. Because you've identified as qualified and you're ready.
Why would I show you anything else? If I can
help you the most by showing you my higher ticket offer,
(07:16):
why would I not start there?
Speaker 2 (07:17):
That's right, that's right, that's brilliant. Don't work up to it,
work down from it.
Speaker 3 (07:23):
Yep. So, and if they don't, if they don't buy
the higher ticket, then you put them right into that
sales follow up system which you should have already built,
you know, and h But if you get on the
phone with them and then you determine like for whatever
reason they were mis segmented, they weren't qualified, they're not
ready to buy. Now, guess what, you can always down
sell them in back into the lower ticket offer to
(07:45):
offset the ad spend, which we talked about months ago
in a previous episode, trying that you have to monetize
the every lead that comes in, because you get your
money back from the ad spend that you spent giving
Facebook or social media, and then you can reinvest that
back into your digital ad. It's going to get more leads.
That's right.
Speaker 2 (08:03):
Yeah, it's thinking through your whole system and cycle is
not I spend this to get a lead. Well yeah,
but it's the conversion that's I guess why that is
called traffic and conversion, right, It's about building the relationship,
understanding people, and how do we monetize the leads we're
getting because there might be ways to do it through
the whole, whether they're going to buy our big ticket
(08:24):
or not. You should have a medium ticket and a
small ticket, but you don't always show your cards to everybody,
is what you're trying to say.
Speaker 3 (08:29):
I think it's exactly right. Yep, that's exactly right. You're
you're selecting about, you know, your your shoesure.
Speaker 2 (08:37):
And one of the reasons is confusion. When you confuse,
you lose. And if you've got a prospect on the phone,
you said, well, I've got this program, but I've also
got this other program. I got this one, and here's
what they do, and then they get beer in the
headlights and they're like, I don't know what to do
versus if I have one offer this, Josh, I've heard
where you are, I heard what you want to do.
This is the program for you. Here's what you're going
(08:57):
to get. Are you ready to get started?
Speaker 3 (08:58):
Yep? Instead of which of these sixty five offers do
you want?
Speaker 2 (09:03):
You know now they're looking to you as a business
owner to lead them and guide them. They really are.
Do it gently, do it rightly. But they stop and
I had to tell myself that, Michael, shut up. One thing.
I should know enough about you by the time I'm
done with that fifteen minute call, Josh, you know, here's
the program that's best for you, Here's what you need
to do.
Speaker 3 (09:23):
It becomes a prescription. You know, we're prescribing the solution
because we know are we know what's right for them
based on we should know, based on the conversations we're
having and the questions we're asking. Here's here's the right answer,
Here's here's where I want to start you. But don't
don't downsell them. Even if they just give up little
price objection initially, you know, you know what's best for them,
(09:44):
and if they unless they have an objection that you
can overcome, then at that point you downsll them. That's fine,
that's fair because you still want to help them out
and monetize them. But don't sell yourself short by showing
those lower ticket offers to ready and qualified where you
could have you know, gotten more. So one pro tip
that I heard, and this is a metric that that
(10:06):
I've started, you know, collecting and uh one key performance
in an indicator KPI. One number that we should all
be tracking is, you know a lot of times we
talk about cost per acquisition, cost per lead, all that stuff.
A new metric is cost per conversation. So you want
to begin to track how many meaningful, real conversations are
(10:27):
we having every day? How much are we spending to
get those conversations to happen. So that's a big metric
that you know, if we have a sales team or
anybody that has anybody that has a sales team, you
have to begin to track. It's not just about how
many leads do I have, It's how many meaningful conversations
do I have? As it results to or relate to
(10:49):
how much MAD spend I have.
Speaker 2 (10:50):
That's right, and then take it to the next levels tracking. Okay,
I had six conversations this week, whatever, how many of
those closed, how many didn't want and did they go
to a second call because that sales cycle, right? Or
did they bail. And just when you track that over time,
you start looking back and go, maybe I don't have
a marketing problem. Maybe I have a sales problem, but
(11:13):
you don't know unless you track it. So that yeah,
just a simple Excel spreadsheet to track that to begin with,
and it's really easy to go who. And the other
aspect of that that we track is lead source. Where
did this lead come from? Because as we go back
and say, okay, going forward, where's our at where do
we need to increase our AdSpend or decrease our asspend
or our marketing dollars? We go back and say where
are most of our clients coming from? Well, well let's
(11:35):
put some more money there. So it's all of that's
because of a simple spreadsheet we keep track event. It's
really simple and it's not rocket science.
Speaker 3 (11:43):
Yeah, yeah, and most people were complicated in a spreadsheet
or pen and paper if anything. But also gives you
that link to the sales cycle. So maybe it's taking
you sixty days. Well, if you go back and you
look at what plan am I introducing it a deadline
or incentive to get somebody to buy? Now if I
can shorten that cell cycle, now, this sudden, I'm able
to monetize that quicker and reinvest it in the business. Yep.
Speaker 2 (12:03):
And you can make up deadlines and incentives all day long, right,
just like Prime Day, and just like everything else. It's
you know, hey, this is this is going to stop
on Valentine's Day, this is going to stop on my
child second birthday. Whatever, it doesn't matter. It's made up.
Speaker 3 (12:17):
It's made up.
Speaker 2 (12:18):
It causes your people to go, really, okay, I better
decide yet.
Speaker 3 (12:21):
Yeah. I typically would say by next Friday. I don't
know which Friday that is. It says evergreen, but it's
always Friday. And so now I can make it in
my it makes it evergreen. And the emails that are
write so now it's my next Friday or the end
of the month, or at the end of next week,
it's evergreen. I didn't say it's in the next week,
like October whatever, you know. So it's great. Yeah, so cool.
(12:46):
The third the third solution, and it this ties in
with kind of an overarching theme we've been talking about
is making email social again. So we typically will make
one email and it's a broadcast email. We send it
out out and we either hope nobody responds, or we
don't write it in a way where we're asking for feedback.
(13:06):
We should be thinking of it that we're just sending
out receipts. It's just transactional, not relationship building. So we
want to ask questions your email, ask your audience engaging
questions and ask them that we respond, create that dialogue
with them. So this this series that I'm sending out
that I've been creating sending via email as well, I'm
getting a ton of feedback people that were at the
(13:28):
event or people that miss the event, and they're asking questions,
clarifying questions. It's been great to have that dialogue with
people back and forth, Like you know, it gives me
insight to their lens of how they're looking at the content.
But it's also a lot more fun too, instead of
me just writing an email in a in a vacuum
and like I don't know if anybody's reading it or not,
(13:48):
But now I'm having the dialogue. So but engaging those
conversations I'm asking, you know, the next step is you're
asking how can I help them know what questions? Where
they stuck? And one of my favorite questions and I've
heard is like you know, how can I help you
move faster? And I didn't say your stuff's broken, I
(14:10):
didn't say you need my help. I'm just asking. And
that little change of words, you know, make the matters.
Speaker 2 (14:18):
That refrains everybody, because that's what we want to do,
is get get faster and stronger and better and make
more sales and shorten that sales cycle that, as you
said and you've learned, is actually lengthening for many of us.
And we've got to We've got to find ways to
build that, you know, shorten that and a lot of
it comes through relationships. Just like you said. When you
build relationships people, when you show up authentically, when you
(14:39):
show up in a variety of ways, Emails a great
way to do it, people.
Speaker 3 (14:44):
Get used to you.
Speaker 2 (14:45):
And when you understand that, when you understand what these
trends are, the solutions that are out there, and how
to implement them. Again, you're not talking about really complex things,
but it's it's doing it. And I think a lot
of business owners are so inundated with so many things
of running their business, just doing their things, they don't
have time to think and about these and actually implement them.
And that's where you and your team come in. So
(15:07):
I mean this is episode this is part three of
a six part episode we're doing with Josh, and just
don't wait till the end to reach out to him.
Reach out to him now, go back and listen to
what he did in this episode. There was some gold
in this episode. But go back and start at the
beginning of a couple episodes ago. It's part one of
six and just learn about the things you've got to
know now to grow your business in the future, the
(15:27):
trends that we're seeing, the solutions that are out there.
And reach out to Josh and have conversations about how
he can help you grow your business in the turbulent
times that we're in now. Because it's cyclical, it's going
to happen, and Josh can help you have a more
profitable business that grows consistently over time, just because he's
got a lot of a lot of assets and resources.
(15:49):
So reach out to Josh. Go Social Experts dot com
and Josh, I'll look forward to part four of our
six part series here coming up pretty soon.
Speaker 3 (15:56):
Thanks.
Speaker 1 (16:01):
Social media marketing should be part of your overall business
growth plan. Josh high Tier can help you leverage the
power of online marketing without wasting your time or money
on hit or miss tactics.
Speaker 3 (16:13):
Learn more about how Josh.
Speaker 1 (16:14):
And his team can help you by reaching out to
them at Gosocialexperts dot com. Be sure to subscribe to
this podcast so each new episode will be sent to
you automatically when it's released. Thanks for listening to the
Go Social Podcast with Josh high Time
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