October 24, 2023 • 31 mins
Are you ready to turn your business around in less than a year? This episode is an absolute must-listen! We reveal not one, not two, but seven proven methods to acquire clients swiftly. Unearth the power of blogging and discover how it can drive organic traffic towards your business. Learn about the magic of chatGPT and how it can revolutionize your content creation process by reducing time and effort. Remember, consistency is key, and we'll show you exactly how to achieve it.
Step into the exciting universe of video content creation and experience its potential to amplify your social presence. We'll guide you through the advantages and potential pitfalls of video content, and how to engage your audience visually. We'll also discuss the art of building a thriving community, the importance of moderation, and strategic time investment. Learn how to grow your community from scratch, starting from offering free membership to gradually introducing a nominal fee.
Finally, let's talk about customer acquisition. Get insights into how interactive content can be your secret weapon in capturing leads and creating engagement. We'll share data-driven strategies to inform product and service development. Uncover the potential of a referral program and the challenges it brings along. We'll also examine the cost of customer acquisition and how to make it a win-win situation for your customers and your business. Wrapping up, we'll share secrets of using podcasts as a medium for facility management marketing. Learn about the benefits and drawbacks of subscribing to an email list for growing your business. Buckle up for this journey as we unfold the many facets of business growth in this episode!
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What's going on, everyone?
Welcome to another episode.
As you know, I'm your host,javier.
All right, so we're gonna diveinto this now.
So I'm gonna be teaching youseven ways to get clients in
less than 12 months.
Speaker 2 (00:14):
So you're probably asking yourself how to
successfully grow a facilitymanagement company in today's
digital age while stillremaining profitable.
You know that marketing shouldprobably be in the mix, but you
may not know the best approach,the new strategies or which
digital platform is market on.
So how do you use marketing togrow your effer business today?
That is a question, and thispodcast will give you the
(00:36):
answers.
My name is Javier Lozano Jr andwelcome to the facility
management marketing podcast.
Speaker 1 (00:41):
Okay, now it's gonna take some work.
I'm just gonna let you knowright now.
But these seven ways to getclients in less than 12 months,
they all build off of each other, and if you have a team in your
facility or property companythat understands how to work
together but they know how to dolike, oh, I can do that piece,
or I can do this piece, or I'dbe willing to do that, and
you're able to distribute thedifferent tasks, the seven ways
(01:04):
on how to do this, it's going topay off significantly.
Don't just lean on one personto do it all, because then the
whole thing is gonna fail andyou'll be like Javier, this is
complete.
You know horseshit, this isn'twork, and so it works.
Trust me on this.
Okay, I do this all the timeand I've done this for other
companies, maybe not all at once, but it's all worked before.
(01:27):
Now imagine if you did all sevenof these things, seven of these
things, in a span of threemonths.
You, like, you implemented eachone, like, maybe it was like
one per week, like, all right,we're gonna start off with this
one, then we're gonna start offwith this one, and by week eight
, everything's kind of firing.
You're in a rhythm and you kindof have a system and framework
kind of going on.
All of a sudden what's going onfrom there is that now you're
(01:49):
just executing upon thatframework or system that you've
created, okay, and then you justkeep doing that over and over
and over and over and over, andthen you'll start seeing results
and customers will find youjust understand this like you've
gotta do a little work, yougotta put a little bit of
mustard in this or elbow greaseinto this, but it does work.
(02:09):
I've seen it before, I've doneit myself.
All right, and several avenuesand aspects of this all right.
So number one is you might behere in Thunder right now.
We've been having a lot of rainhere in Colorado, which is kind
of nuts, like we get rain butlike this has almost been
excessive, to the point whereI'm like man, am I like in
Washington or Portland?
right now Like cause this isweird, all right.
(02:30):
So number one is starting ablog, and so this is where
you're gonna just share yourthoughts, insights, expertise
with your target audiencethrough just content writing,
all right, and so there's somegreat things on why starting a
blog is gonna be huge, right.
Number one is gonna help driveorganic traffic.
When you're researching andyou're looking for topics to
(02:52):
talk about, you can use chatGBTto help you with this kind of
stuff.
But, like when you'reresearching topics to talk about
and you're looking for, likebasically search intent what
people are typing in into Googleto find information on this is
gonna be a great tool to kind ofget traffic to your site.
It also starts buildingauthority, because if you start
writing about it, youessentially have some sort of
(03:15):
knowledge or like stance on theunderstanding of this, so that
basically kind of tellseverybody like man, this company
or this guy really knows whatthey're talking about when it
comes to XYZ and managing theirfacilities, or when it comes to
ABC and maintaining theirproperties and stuff like that.
So by building authority,you're also gonna be
(03:35):
differentiating yourself fromeverybody else.
Now you could also be saying,like, well, other people write
blogs in my industry, correct,other people do that.
But what can you do?
That's better.
How can you level it up?
How can you take this to thenext level, to where it's
different?
Or you put your own style to itor you put your own brand to it
, so kind of get what I'm saying.
And then this is also where youget to showcase your expertise.
(03:58):
I mean, you might run an IFMright now, right, but your
expertise might be HPC andplumbing, and so you can really
like get nitty gritty into that,where some facility managers
might eat this up and they canbe like man, this is really cool
.
These guys really understandHPC and plumbing, they get it,
(04:19):
and so they are gonna startpositioning you as, like, these
are the guys that you talk towhen it comes to this.
Now, the cons to running blogsthere's always a con to
everything is that it's timeconsuming.
It's gonna take you, it takestime.
It's gonna take you anywherefrom 30 minutes to an hour to
write this content.
But this is where you leveragechat, gpt, where you have them,
you have the AI.
(04:39):
Write out the outline of whatyou want and then you have it
also.
Then say, okay, give me aframework of what this is gonna
look like and then you can go inthere and you can start
building upon that and startdiving into those things Like
there's a lot of ways that youcan leverage chat GPT to help
cut this from an hour down to,say, 30 minutes.
Or, instead of you sittingthere staring at a blank page on
(05:01):
your Google Doc or Word doc,you're looking at like structure
that you can kind of build offof.
Now the other con is thatconsistency update.
I'm sorry.
Consistency is needed all thetime, and so you need to be
updating your blogs constantly,not the ones that you just wrote
, but you need to be writing newblogs on a regular basis.
(05:21):
You can't just be writingwhenever you feel like you're or
when you have time.
It has to be on a schedule, andI say this for two things.
Number one is to train thismuscle, which is your muscle, to
actually do this exercise,doing this on a regular basis,
week after week or every otherweek or whatever that is like.
It has to be consistent.
It can't be sporadic and random.
(05:43):
So if it's the first of everymonth, then make it the first of
every month.
If it's every two weeks, thenmake it every two weeks, every
Tuesday or every other Tuesdayor something like that.
But be consistent.
And the last con is that itdoes have it's a slower result.
This is a long play game, soyou are not gonna see a ton of
traction like instantaneously.
Once you just launch a blog andall of a sudden boom, you have
(06:05):
like 100 leads coming in.
It doesn't work like that andit never has and let me rephrase
that it never has for now,several years.
Back then you would do this intraffic and instantaneously
start coming to you because ofhow the algorithms were designed
back then, and now things havechanged.
So this is gonna give youslower results.
But think of it like this youput in the efforts now.
(06:26):
In 12 months from now, you'regonna be thankful that you've
put in the focus and effort intobuilding out this whole thing
on blogging.
All right.
Number two is creating videocontent, and so video content is
a really great way to kind ofshow who you are.
It's captivating, it's gonnaget your audience really
interested.
It can be very visuallyengaging.
(06:49):
I mean it could be as much aslike you taking someone through
a PM program and how you woulddo it.
And again, like you might bethinking like well, I'm just, I
don't wanna give away my secretsauce.
Trust me, I'm pretty surethey've seen all this shit.
Okay, it's like I almostguarantee there's nothing that
they haven't seen.
When it comes to doing a PMprogram for, like, hvac, now you
(07:10):
might just give them a highlevel and say, hey, if you want
more in depth in what we do,what makes us different, contact
us and we'd be happy to helpyou See, that's different.
You got a teaser there.
So the pros of having videocontent is that it's gonna
engage your audience, I'd say,quicker and more visually,
because people tend to just, youknow, watch video more often.
(07:31):
It's gonna boost your socialpresence as well, too.
So you can take this content,you can chop it up and you can
actually put it into like yoursocial media.
So it's gonna boost yourpresence when you chop it up and
you use it in differentchannels.
We do this with all of ourcontent.
When it comes to, when it comesto our customer stories, we
(07:51):
chop that up and we sharestories like these little
snippets of 10, 15, 20 seconds,30 seconds max, of what our
customers are saying, and we putit on social media to get
people engaged with what we'retalking about, and that's just a
great way to kind of helpreally kind of set you apart,
and it makes it shareable aswell too.
It's an easy thing to share,okay.
(08:13):
So video content is one ofthose things like oh, this is a
really cool video because itcovers this, and so you do it
right, and then you can just putit into YouTube, and YouTube is
gonna be there forever whereyou can start using it in
different ways.
And now, with the power ofYouTube Shorts, you can take
your long form content, chop itup into smaller micro content
and then you can use it in yourYouTube Shorts as well too.
(08:34):
Now, the cons of this is that itcould be very expensive.
Now I'm gonna argue that youcan go as cheap as just using
your basic iPhone and getting abasic mic.
You can do those two things.
Everyone probably has an iPhonethat records at a very good
quality, okay, and you can spend20, 30, 50 bucks on a nice
lapel mic and then you can kindof start going through what
(08:56):
you're doing.
You don't have to go all ballsout and have everything perfect,
okay, but it can be expensive,and then the editing piece of it
does get a little, can bepricey, and so you're gonna have
to find someone to do theediting for you, or you know, or
you can do it in-house, whichis time consuming, but you can
find people on Fiverr that cando this editing for them.
(09:17):
As long as you have, like asystem on how it's done, they
could just whip these out at arelatively nominal price.
All right, it's gonna requiresome editing skills, okay.
So, as I said, this is one ofthose things that it's just.
It's part of the process and,quite frankly, it's gonna be
harder to update.
And so, since it's gonna beharder to update, that means
(09:38):
that, like, once you make thecontent, it kind of lives and
dies there unless you delete itor you say, okay, what I said
four months ago it stillpertains to this, but there's an
update to what we're doing now,or because the technology has
been advanced or there's beennew installments in this, like
do you see what's going on here?
So it's not like a blog whereyou can just go in there and
just change a few lines and makeit up to date again.
(09:59):
Like this is this stuff likelives and forever unless you
delete it, which you shouldnever do.
All right, so all right.
Number three is building acommunity.
There is so much value inbuilding a community.
It is crazy.
I mean, think of it like thislike the organizations such as
Kinex and Rifma and essentiallyall those other facility
(10:24):
companies or, sorry, facilityorganizations they all have a
community in different ways.
Yes, they host an annualconference.
Yes, they host road shows.
Yes, they host different things, but there's also parts where
some of them are actuallybuilding communities online and
those communities live on like aforum, okay, or maybe in a
(10:46):
Facebook group or maybe in aLinkedIn group, and there's
other opportunities where youcan build a community on a
third-party community platform.
Okay, and these third-partyplatforms are kind of like a
forum, but it's like your ownapp and you can have people pay
to be part of this community,and so there's so much value
(11:07):
here.
This is a great way to foster aloyal group following the people
that are actively engaged, thatwant to support not just your
brain, but maybe support theindustry, grow, learn those sort
of things, and so some of thepros behind this is that you're
gonna be able to build a loyalfollowing, okay, I mean, there's
so much to be said aboutbuilding a following of people
(11:28):
that really believe in whatyou're doing, you'll be able to
do peer-to-peer marketing asexcuse me, peer-to-peer
marketing as well too oh, excuseme, apologize.
And so this peer-to-peermarketing is gonna be an
opportunity to kind of not justexpand your brand but possibly
gain some new business, becauseyou'll be able to kind of
(11:50):
interject yourself, kind of likeput yourself in there or create
these introductions and all ofa sudden you're that person that
created these introductions andthen they want to do business
with you.
Like there's a lot of greatopportunities there.
And then really, you can startgenerating a testimonial process
as well, too, where maybe youstart a community and they're
all part of this like these arecustomers, possibly, that you've
kind of gained over the pastseveral months, or even past a
(12:12):
few years, and then you bringthem onto this online community.
Here you can get testimonialsand then share them, and then
take those testimonials and thenshare them to the public after
you ask for permission.
Obviously, now, the cons to thisis that it demands a moderator.
There's always a moderatorneeded because, let's just face
it, you're dealing with humans.
(12:32):
It's just what.
It is okay.
And then it's also timeinvestment.
You're gonna have to have this,you or somebody else invested
into giving this daily attention.
It can't be like I'll look atit next week.
It has to be anywhere from 20,30 minutes, maybe as much as an
hour per week.
Maybe like 20 minutes a day,okay, like that could probably
(12:56):
that could go a long ways.
Or 15 minutes a day, that cantake you a long ways.
But to make sure you'reengaging and you're posting
stuff and you have to probablydo some pre-planning there.
So there is some timecommitment there.
But this community piece isworth so much, okay.
And then it could also bechallenging to grow, and so, in
my opinion, the easiest way togrow this is to, like you can
(13:19):
either create a free communityat the beginning, to where it
kind of builds a little traction, and then you can slowly start
charging for it.
Maybe it's a small nominal,like 10 or $20 per month or
something like that, but withinthat you're sharing knowledge
that is only inside of thatcommunity and that's it.
And so then you use that as aform of like growing your brand.
(13:41):
I can tell you right now that'sexactly what I do.
I don't do it from our company,but I'm a part of a group
that's a bunch of marketingleaders, okay, and it's called
Exit 5, and it's the Exit 5community and you know, everyone
pays, I think, like 10 or 20bucks a month to be a part of
this community.
But everyone is asking veryin-depth, very, like you know,
(14:02):
specific kind of questions,strategic questions, tactical
questions.
And then there's people thatare trying to be like, oh, you
should do this, you should trythat, and there's so much value.
Anytime I stumble uponsomething, that's the first
place I go to is to either lookfor information or ask a
question.
Okay, all right number.
What are we on?
I think four.
(14:22):
All right number.
Four, four, five, six.
Yeah, we're on number four Allright, number four sorry guys,
hold on a second clicking ishost of podcast.
Okay, so this is obvious.
Okay, I have a podcast.
I'm a huge believer in podcasts.
I do them for several reasons,but this is gonna be a way for
(14:44):
you to establish an industryconnection, reach new listeners
and be able to discuss onrelevant topics.
I've been approached severaltimes for people to come on my
show and I kid you not when Isay this, probably on a
bi-weekly basis where, like, hey, how are you?
Let's be a guest on yourpodcast.
I can be teaching your audienceabout the importance of, you
(15:04):
know, updating your roads andkeeping your pavement.
You know, looking nice, I'mlike, dude, that's awesome,
that's great, but that hasnothing to do with my podcast.
I don't even think you evenread the title.
I think you literally just sawfacility management and then you
just assumed that we care aboutpavement.
Okay, I'm not being a dick bysaying this, but like, at the
end of the day, like, thediscussion points that we're
(15:27):
talking about is is marketing,that's what we're discussing
here and, yes, we talk aboutsales, because they kind of
overlap a little bit.
But what I'm getting to is isthat, like, that's what we focus
on now.
There are other facilitymanagement podcasts out there
that do talk about those thingsand they're great Podcasts, but
that's the right platform totalk about those things.
(15:49):
Those are great.
You know channels to use and sojust Understand that if you're
gonna start a podcast, stay ontopic, Stick to something that
you want to focus on, and youcan start a podcast even for
your local community.
So, like you may not be like anational brand where you're
covering the entire UnitedStates for you know, hvac,
(16:09):
plumbing, whatever, or for allfacility services.
Maybe you just cover, likeTexas or just a region.
That's fine, you can still dothat and you just name your
podcast of that region or thatstate or something like that.
Like a guy that I follow OnLinkedIn a lot like, back in the
day, he started a podcastcalled tech in Boston.
Guess what?
(16:30):
The people that downloaded thatpodcast were people that were
in Boston, that were interestedin technology.
It can be as simple as that.
Okay, now, pros about this isthat you can build an industry
connection.
This is gonna get you closerinto the industry, where people
are like you know, like they getyou, like, oh man, you totally
(16:50):
understand us.
Like are you get me?
That's gonna build thatconnection.
There's so much value behindthat.
I cannot tell you like thispodcast has done that for me.
Okay, you can, you'll arereaching new audience.
The other piece that I loveabout this is about me doing
this podcast.
Is that I'm going out literallylooking and scouring the, the
interwebs of LinkedIn andlooking for people in the
(17:12):
facility services industry Toconnect with and then introduce
them to this podcast.
I do this on a weekly basis.
I'm making my outreach is everysingle week.
I do this on purpose Okay, toeducate, but they're also to
grow this podcast.
But this is a way of getting tonew people and a lot of people.
They're like man, this isgenius.
Like we've been waiting for oneof these.
(17:32):
This is great.
I'm so thankful.
Literally, those are thecomments that people say and
it's on the go consumption.
Oh, I read a stat somewhere,something along the lines that,
like, some of the smartestpeople are most intellectual.
People listen, I'm listening topodcasts and they do radios,
and then like there was like ahigh percentage and I'm like, if
you think about this, likethose are the people that you
(17:52):
want to do business with.
You want to do business withthe Intellectuals, the really
smart people that get something,and so if they're listening,
consuming podcasts, then they'regonna probably value something
more so than somebody else.
That's just like you know.
Listen to heavy metal orsomething.
I'm not knocking heavy metallike.
I love music.
I listen to music all the time,but that's kind of my point.
Like when I'm driving to work,I'm always listening to a
(18:15):
podcast.
Very rarely I'm listening tosports radio or just any kind of
music.
I'm always listening to somesort of podcast.
That's just kind of enrichingmy brain, okay, and it gets me
in this work mode.
I'm like, okay, this is a goodidea, I need to talk about this,
or I need to start thinkingabout this, or I need to
implement that.
Like that's how my brain startsworking.
All right, all right.
Some comments technicalknowledge is needed.
(18:35):
Now I did launch a podcast Idon't remember it was sometime
last year in September, soyou're gonna have to look for it
on how to launch a podcast.
Like I literally give you thegame plan.
I think it's even a two-partseries.
It might be, I don't remember,but it's a relatively long
podcast and it tells you exactlywhat you need, everything from
equipment To like what you need,like what it's gonna cost.
(18:56):
It's a lot cheaper than whatyou really expect.
Trust me on this right Numbertwo, you need time for
interviews now, or not justinterviews, but you need time to
like Publish, okay.
So if you're gonna have aninterview based podcast, then
you need to go find those people.
If you're gonna have like asolo podcast, like what I've
been doing for almost the pasttwo years, then you need to
actually put time into actuallyrecording this, this content,
(19:19):
and so the important part aboutthis is that it's not just an
easy thing to do.
You've got a plan for thisright.
And then the last con here isthat it's competitive market.
Now, for the facility space, Iwould argue that it's not as
competitive.
Okay.
So for facility management, ifyou're trying to educate your
facility managers, quite frankly, you could probably niche Into
(19:39):
like a very segmented piece likeyou could almost go into like a
region, and if you're like,well, I'm a national brand, have
your.
That's cool, that that works.
There's probably something thatyou can still niche down to
like another level.
Okay, you just got to thinkabout it, all right, but just
understand that just becausethere's like six or seven other
podcasts out there.
It doesn't mean that it'sdominated by you know all these
(20:01):
podcasters and that you'll belost in the world of podcasts.
The like, I think, 99% ofpeople that have a podcast I'm
sorry, 99% people that havelaunched a podcast quit after 20
episodes by 20 episodes or less.
So if you have a podcast thatgoes beyond 20 episodes, you're
a top one percenter.
(20:21):
We're on the verge of hitting200 episodes.
I think it's kind of a coolthing like and this is a staff
of my Joe Rogan that he foundsomewhere like so this is, it's
legit.
All right, all right.
Number five is writing a book.
Now, this one is a littlechallenging but Creates a ton of
authority.
All right, it's gonnademonstrate your industry
knowledge.
It's gonna solidify yourpersonal brand.
(20:42):
I mean, this is one of thosethings that if you can write a
book and if, even if it's asmall book, it doesn't have to
be like 500 pages.
It can literally be like ahundred book page.
I'm sorry, hundred page book.
Okay, it doesn't have to bethis dense thing, but there is
something that you probably didor have done in the facility or
property space that really setsyou apart that people Like man.
You should write about this, oryou should document this.
(21:04):
This is really cool.
I didn't know that you can dothat.
You probably have those stories.
There's a way of doing it.
Now I can't tell you how towrite a book because I have not
done that, so I'm not gonna tellyou how to do it, but I'm
pretty sure there's enoughGoogle stuff out there that
teach you how to do it, and ifnot, then just chat, gpt it
Right.
So some pros behind this is thatit's a long-term credibility
(21:24):
play Like this is like legit,gonna give you some really
big-time creds, because when youwrite a book, there's all.
There's this Authenticity wherethey're like man, this person
has authority, and so someonetold me this I did an interview
about almost two years ago.
They said that the term, theword author, derives from the
(21:47):
word authority, and so typicallya person that writes a book, an
author, is going to naturallygain and get authority, and so
that's where author came fromauthority.
I didn't know that and I'm likethat makes complete sense,
cause, like all you're missingis the I, t, y and so, anyways,
(22:08):
that is kind of cool.
So just food for thought there.
Another thing is that this isgoing to help build your
personal brand.
Like this is going to buildyour personal reputation within
the facility space, all right,and then this is going to be
passive income.
Now, I can tell you this rightnow the people that I listen to
on podcasts that have writtenbooks, they're like it is not
one of those where you're goingto just retire by tomorrow
whenever you publish books.
It's one of those where it'sgoing to give you that long term
(22:30):
kind of credibility and thatpersonal branding.
And, yeah, you'll make a fewextra bucks, but it's nothing
that you can go by an islandwith and I'm like, okay, that's
cool, so don't think that you'llbe buying an island next year.
Okay, all right, some conzo.
This is a lengthy process.
Okay, I don't know what'sinvolved in running the book,
but I could tell you thateveryone that I've listened to
on podcasts that have writtenbooks are like this is demanding
(22:51):
and is it paying the ass?
Where they're questioningthemselves and why the fuck they
wrote a book.
Okay, you need editors, youneed publishers, like it's just
stuff like that.
And then you need to just, youknow, promotional, necessary,
like you need to promote thisstuff, and so what you can do to
help you, kind of you know withyour book is that if you're
doing all these other thingsonline, building your brand in
(23:14):
other ways, your book can beleveraged by what you've done in
other, in other areas, withyour community, with your
network, with the conferencesand events that you're going to
like that sort of stuff whereyou can use this book as a way
of educating and giving peoplesome really cool knowledge, all
right.
Number six is createinteractive content.
(23:34):
So this is going to be anythingfrom like quizzes, polls,
surveys, personality tests, thatsort of stuff.
Like there is a website, whatwebsite is it?
What website is it?
It's a service channel.
Service channel does a test.
They're like hey, how do youcompare?
I forget exactly.
It's a quiz.
And like they ask you all theselike facility questions and
(23:58):
then they give you like a ratingof like what you are as a
facility manager or yourfacility or something like that.
Like just something like that.
That's genius.
I don't know what the resultsare out of it, but just high
level.
That's huge.
That's a set and forget, easyway to capture leads and then
you can basically like submittheir information to them.
Like from our.
You know 900, you know peoplethat have come through us.
You know and they've given usinformation, you seem to be in
(24:22):
the bottom 98% tile and thereason is like so you can do
that, or like you seem to be inthe top 26% tile, like whatever
that is, but it's, it's valuablethere.
Okay, it's going to create somegreat engagement.
It's going to be a viralpotential, like, like I said,
like this is this could reallytake off.
Like you can put some timebehind this and it's a great way
(24:43):
to collect data.
You're like man of the 1000people that we've actually
surveyed or that took quizzes.
This is what we're learning.
This is insane.
And then you can start buildingproducts and services based off
of those learnings.
Like this is free informationthat people are just given to
you.
Okay, that you can leverage.
This is huge.
Okay, a lot of SaaS companiesdo this, a lot of tech companies
(25:05):
do this, but I feel like themore brick and mortar service
type providers miss out on this.
Okay, so some conzo, it can bea complex process to create.
I have not created a like aquiz like thing before, not that
I don't want to, but it's.
It seems challenging.
Okay, there's ongoing updatesand then there's also the piece
(25:26):
that you have to have liketechnical expertise you might
have to use, like you know, atype form or something like that
and integrate it correctly andthen know how to like structure
your quizzes and stuff like that.
Like there's some pieces to itthat could be challenging, but
again, I'm pretty sure a fewGoogle searches, a few YouTube
videos, you can figure it outpretty quickly.
Okay, all right.
Last one is developing referralprogram.
(25:48):
So by developing a referralprogram, this is going to
incentivize your customers tospread the word about your you
know, your company, and so thisis a great way to generate
quality leads, because if peopleare referring your business,
they're probably going to bekind of like your customers that
are already kicking ass thatyou already like and then they
already hang out with thosekinds of people already too.
(26:09):
But you got to make this a youknow, a win, win, win for them.
Okay, not like when for you,when for them and when for the.
You know it should be one foreverybody.
But really make this about thecustomer.
Okay, not the new one, but likethe one that's referring you
because you didn't have to payfor that customer.
Okay, it might cost you 500bucks, a thousand dollars, to
(26:31):
gain a new customer.
You should really make it worthyour customers while to share
your business information, andso it's going to incentivize the
whole word of mouth process.
Um, it's cost effective.
I mean technically speaking,like if it costs you a thousand
bucks, 2000 bucks, to gain acustomer, you should be able to
easily drop a $250 Amazon giftcard to that customer.
(26:53):
Okay, and you're like that's alot of money, so like, would you
rather pay a thousand or wouldyou rather pay 250 to gain a
customer?
And that's the difference.
Like, think of it like that.
Like you should be paying yourcustomers a fair chunk of change
for the efforts that they'reworking on.
If you know what your customeracquisition cost is.
Okay, and it's going to deliverthe highest quality leads.
Like literally be highestquality leads.
(27:15):
That's like that's what you'relooking for.
And the cons behind this is thatthere's tracking challenges and
it can be challenging to dothis.
Like we kind of have a referralprogram.
It's very, very loose, but wedon't have anything like truly
and you know like created and weneed to.
Okay, and this is a, you know,marketing slash, customer
(27:36):
success Strategy that we need toactually get into it.
All right, and then it's, itcan be.
It can cost money, you know, tokind of get it going because
you got to pay to to pay thesecustomers, but it's totally
worth it.
And then there's, you know,last part is there's fraud
potential behind this wherepeople can kind of cheat the
(27:57):
system.
You know, and and and I havenot experienced anything like
this, but I'm just kind ofgiving you some warnings from
the research that I've been kindof seeing like it can happen.
So just be wary on how you'regonna structure this and be
smart.
So, anyways, these are the sevenactivities or seven ways that
you can actually try to gain newcustomers in less than 12
(28:17):
months.
If you start, you know,implementing one strategy per
week, even if it's one strategyevery other week, all right,
that's gonna take you threemonths to do that.
You essentially now have thetail end of the year, right.
You have nine months to justkind of like leverage all these
other things.
You know, all these things thatyou're doing.
Every two weeks you launchsomething new of these pieces.
(28:41):
You do these seven things andyou can, you know you can
outsource it to people, you canoutsource to your teammates, you
can, you know, have some folkssay okay, you're gonna focus on
these two items.
I'm gonna focus on this oneitem.
We're gonna hire out thesethree items and then in 12 weeks
we're gonna have you knoweverything kind of built out
where there's a cadence behindit.
(29:01):
That's the idea.
If you can do that, you arewell ahead of the game to where
you are gonna start gettingcustomers because of all this
stuff that you're doing, allthese Activities.
So, anyways, I hope this iskind of helpful.
Hope it's kind of like turningyour brain.
Be like man.
This is a really good idea.
I need to do this, I need to dothat.
That's kind of what the goal is, because if you can take a
(29:21):
nugget here and take a nuggetthere, you're gonna start
learning on ways of how tocreate your own nuggets of like
huh.
Speaker 2 (29:29):
I see what these guys are doing.
Speaker 1 (29:30):
I'm gonna do that model to my business and then
just change this, tweak this andit's gonna fit perfect like
this.
But all you need to do was likethat thing that give you that
idea, that's, that's that givesyou that that moment of like,
totally get it.
So if you can do that, that'sgonna be super helpful.
Anyways, three things beforethe end of my podcast I always
ask.
Number one Please give us afive star review on Spotify or
Apple podcast.
(29:51):
Number two please connect withme on LinkedIn, send me a DM,
tell me what you've beenenjoying.
We're working on a podcast, thatepisode you'd love me to cover.
And number three the biggestcompliment that I could ever get
is you Sharing this podcastwith somebody else.
That's how our podcast has beengrowing, and this is it's been
growing 100% organically and youare.
The reason why it continues togrow is because you've been
(30:12):
helping this podcast grow.
So if you do those three things, they'd be great.
Other than that, hope you havea wonderful day and I'll talk to
you later.
All right, guys, thanks fortaking a listen to our facility
management marketing podcastsecrets.
This is your host, javierLozano Jr.
Speaker 2 (30:25):
One other ask I've got for you guys is to subscribe
to our email list.
You can go to boulder mediasolutions com slash email and
that way you can get updates onsome marketing trends that I'm
seeing, some strategies that I'mexecuting and, more importantly
, I'll be actually launchingsome webinars and training
that's gonna help your company.
Speaker 1 (30:44):
Use marketing strategies to essentially grow
your business.
Speaker 2 (30:48):
We'll be doing some training, offering some courses
that sort of stuff, so you canalways unsubscribe to that email
list.
It's no big deal, it's notgonna hurt my feelings.
This is more for facilitymanagers, and so facility
management companies that wantto grow their business by using
marketing.
All right guys, thanks a lot.
Have a great one.
What's going on, everyone?
Welcome to another episode.
As you know, I'm your host,javier.
All right, so we're gonna diveinto this now.
So I'm gonna be teaching youseven ways to get clients in
less than 12 months.
Speaker 2 (00:14):
So you're probably asking yourself how to
successfully grow a facilitymanagement company in today's
digital age while stillremaining profitable.
You know that marketing shouldprobably be in the mix, but you
may not know the best approach,the new strategies or which
digital platform is market on.
So how do you use marketing togrow your effer business today?
That is a question, and thispodcast will give you the
(00:36):
answers.
My name is Javier Lozano Jr andwelcome to the facility
management marketing podcast.
Speaker 1 (00:41):
Okay, now it's gonna take some work.
I'm just gonna let you knowright now.
But these seven ways to getclients in less than 12 months,
they all build off of each other, and if you have a team in your
facility or property companythat understands how to work
together but they know how to dolike, oh, I can do that piece,
or I can do this piece, or I'dbe willing to do that, and
you're able to distribute thedifferent tasks, the seven ways
(01:04):
on how to do this, it's going topay off significantly.
Don't just lean on one personto do it all, because then the
whole thing is gonna fail andyou'll be like Javier, this is
complete.
You know horseshit, this isn'twork, and so it works.
Trust me on this.
Okay, I do this all the timeand I've done this for other
companies, maybe not all at once, but it's all worked before.
(01:27):
Now imagine if you did all sevenof these things, seven of these
things, in a span of threemonths.
You, like, you implemented eachone, like, maybe it was like
one per week, like, all right,we're gonna start off with this
one, then we're gonna start offwith this one, and by week eight
, everything's kind of firing.
You're in a rhythm and you kindof have a system and framework
kind of going on.
All of a sudden what's going onfrom there is that now you're
(01:49):
just executing upon thatframework or system that you've
created, okay, and then you justkeep doing that over and over
and over and over and over, andthen you'll start seeing results
and customers will find youjust understand this like you've
gotta do a little work, yougotta put a little bit of
mustard in this or elbow greaseinto this, but it does work.
(02:09):
I've seen it before, I've doneit myself.
All right, and several avenuesand aspects of this all right.
So number one is you might behere in Thunder right now.
We've been having a lot of rainhere in Colorado, which is kind
of nuts, like we get rain butlike this has almost been
excessive, to the point whereI'm like man, am I like in
Washington or Portland?
right now Like cause this isweird, all right.
(02:30):
So number one is starting ablog, and so this is where
you're gonna just share yourthoughts, insights, expertise
with your target audiencethrough just content writing,
all right, and so there's somegreat things on why starting a
blog is gonna be huge, right.
Number one is gonna help driveorganic traffic.
When you're researching andyou're looking for topics to
(02:52):
talk about, you can use chatGBTto help you with this kind of
stuff.
But, like when you'reresearching topics to talk about
and you're looking for, likebasically search intent what
people are typing in into Googleto find information on this is
gonna be a great tool to kind ofget traffic to your site.
It also starts buildingauthority, because if you start
writing about it, youessentially have some sort of
(03:15):
knowledge or like stance on theunderstanding of this, so that
basically kind of tellseverybody like man, this company
or this guy really knows whatthey're talking about when it
comes to XYZ and managing theirfacilities, or when it comes to
ABC and maintaining theirproperties and stuff like that.
So by building authority,you're also gonna be
(03:35):
differentiating yourself fromeverybody else.
Now you could also be saying,like, well, other people write
blogs in my industry, correct,other people do that.
But what can you do?
That's better.
How can you level it up?
How can you take this to thenext level, to where it's
different?
Or you put your own style to itor you put your own brand to it
, so kind of get what I'm saying.
And then this is also where youget to showcase your expertise.
(03:58):
I mean, you might run an IFMright now, right, but your
expertise might be HPC andplumbing, and so you can really
like get nitty gritty into that,where some facility managers
might eat this up and they canbe like man, this is really cool
.
These guys really understandHPC and plumbing, they get it,
(04:19):
and so they are gonna startpositioning you as, like, these
are the guys that you talk towhen it comes to this.
Now, the cons to running blogsthere's always a con to
everything is that it's timeconsuming.
It's gonna take you, it takestime.
It's gonna take you anywherefrom 30 minutes to an hour to
write this content.
But this is where you leveragechat, gpt, where you have them,
you have the AI.
(04:39):
Write out the outline of whatyou want and then you have it
also.
Then say, okay, give me aframework of what this is gonna
look like and then you can go inthere and you can start
building upon that and startdiving into those things Like
there's a lot of ways that youcan leverage chat GPT to help
cut this from an hour down to,say, 30 minutes.
Or, instead of you sittingthere staring at a blank page on
(05:01):
your Google Doc or Word doc,you're looking at like structure
that you can kind of build offof.
Now the other con is thatconsistency update.
I'm sorry.
Consistency is needed all thetime, and so you need to be
updating your blogs constantly,not the ones that you just wrote
, but you need to be writing newblogs on a regular basis.
(05:21):
You can't just be writingwhenever you feel like you're or
when you have time.
It has to be on a schedule, andI say this for two things.
Number one is to train thismuscle, which is your muscle, to
actually do this exercise,doing this on a regular basis,
week after week or every otherweek or whatever that is like.
It has to be consistent.
It can't be sporadic and random.
(05:43):
So if it's the first of everymonth, then make it the first of
every month.
If it's every two weeks, thenmake it every two weeks, every
Tuesday or every other Tuesdayor something like that.
But be consistent.
And the last con is that itdoes have it's a slower result.
This is a long play game, soyou are not gonna see a ton of
traction like instantaneously.
Once you just launch a blog andall of a sudden boom, you have
(06:05):
like 100 leads coming in.
It doesn't work like that andit never has and let me rephrase
that it never has for now,several years.
Back then you would do this intraffic and instantaneously
start coming to you because ofhow the algorithms were designed
back then, and now things havechanged.
So this is gonna give youslower results.
But think of it like this youput in the efforts now.
(06:26):
In 12 months from now, you'regonna be thankful that you've
put in the focus and effort intobuilding out this whole thing
on blogging.
All right.
Number two is creating videocontent, and so video content is
a really great way to kind ofshow who you are.
It's captivating, it's gonnaget your audience really
interested.
It can be very visuallyengaging.
(06:49):
I mean it could be as much aslike you taking someone through
a PM program and how you woulddo it.
And again, like you might bethinking like well, I'm just, I
don't wanna give away my secretsauce.
Trust me, I'm pretty surethey've seen all this shit.
Okay, it's like I almostguarantee there's nothing that
they haven't seen.
When it comes to doing a PMprogram for, like, hvac, now you
(07:10):
might just give them a highlevel and say, hey, if you want
more in depth in what we do,what makes us different, contact
us and we'd be happy to helpyou See, that's different.
You got a teaser there.
So the pros of having videocontent is that it's gonna
engage your audience, I'd say,quicker and more visually,
because people tend to just, youknow, watch video more often.
(07:31):
It's gonna boost your socialpresence as well, too.
So you can take this content,you can chop it up and you can
actually put it into like yoursocial media.
So it's gonna boost yourpresence when you chop it up and
you use it in differentchannels.
We do this with all of ourcontent.
When it comes to, when it comesto our customer stories, we
(07:51):
chop that up and we sharestories like these little
snippets of 10, 15, 20 seconds,30 seconds max, of what our
customers are saying, and we putit on social media to get
people engaged with what we'retalking about, and that's just a
great way to kind of helpreally kind of set you apart,
and it makes it shareable aswell too.
It's an easy thing to share,okay.
(08:13):
So video content is one ofthose things like oh, this is a
really cool video because itcovers this, and so you do it
right, and then you can just putit into YouTube, and YouTube is
gonna be there forever whereyou can start using it in
different ways.
And now, with the power ofYouTube Shorts, you can take
your long form content, chop itup into smaller micro content
and then you can use it in yourYouTube Shorts as well too.
(08:34):
Now, the cons of this is that itcould be very expensive.
Now I'm gonna argue that youcan go as cheap as just using
your basic iPhone and getting abasic mic.
You can do those two things.
Everyone probably has an iPhonethat records at a very good
quality, okay, and you can spend20, 30, 50 bucks on a nice
lapel mic and then you can kindof start going through what
(08:56):
you're doing.
You don't have to go all ballsout and have everything perfect,
okay, but it can be expensive,and then the editing piece of it
does get a little, can bepricey, and so you're gonna have
to find someone to do theediting for you, or you know, or
you can do it in-house, whichis time consuming, but you can
find people on Fiverr that cando this editing for them.
(09:17):
As long as you have, like asystem on how it's done, they
could just whip these out at arelatively nominal price.
All right, it's gonna requiresome editing skills, okay.
So, as I said, this is one ofthose things that it's just.
It's part of the process and,quite frankly, it's gonna be
harder to update.
And so, since it's gonna beharder to update, that means
(09:38):
that, like, once you make thecontent, it kind of lives and
dies there unless you delete itor you say, okay, what I said
four months ago it stillpertains to this, but there's an
update to what we're doing now,or because the technology has
been advanced or there's beennew installments in this, like
do you see what's going on here?
So it's not like a blog whereyou can just go in there and
just change a few lines and makeit up to date again.
(09:59):
Like this is this stuff likelives and forever unless you
delete it, which you shouldnever do.
All right, so all right.
Number three is building acommunity.
There is so much value inbuilding a community.
It is crazy.
I mean, think of it like thislike the organizations such as
Kinex and Rifma and essentiallyall those other facility
(10:24):
companies or, sorry, facilityorganizations they all have a
community in different ways.
Yes, they host an annualconference.
Yes, they host road shows.
Yes, they host different things, but there's also parts where
some of them are actuallybuilding communities online and
those communities live on like aforum, okay, or maybe in a
(10:46):
Facebook group or maybe in aLinkedIn group, and there's
other opportunities where youcan build a community on a
third-party community platform.
Okay, and these third-partyplatforms are kind of like a
forum, but it's like your ownapp and you can have people pay
to be part of this community,and so there's so much value
(11:07):
here.
This is a great way to foster aloyal group following the people
that are actively engaged, thatwant to support not just your
brain, but maybe support theindustry, grow, learn those sort
of things, and so some of thepros behind this is that you're
gonna be able to build a loyalfollowing, okay, I mean, there's
so much to be said aboutbuilding a following of people
(11:28):
that really believe in whatyou're doing, you'll be able to
do peer-to-peer marketing asexcuse me, peer-to-peer
marketing as well too oh, excuseme, apologize.
And so this peer-to-peermarketing is gonna be an
opportunity to kind of not justexpand your brand but possibly
gain some new business, becauseyou'll be able to kind of
(11:50):
interject yourself, kind of likeput yourself in there or create
these introductions and all ofa sudden you're that person that
created these introductions andthen they want to do business
with you.
Like there's a lot of greatopportunities there.
And then really, you can startgenerating a testimonial process
as well, too, where maybe youstart a community and they're
all part of this like these arecustomers, possibly, that you've
kind of gained over the pastseveral months, or even past a
(12:12):
few years, and then you bringthem onto this online community.
Here you can get testimonialsand then share them, and then
take those testimonials and thenshare them to the public after
you ask for permission.
Obviously, now, the cons to thisis that it demands a moderator.
There's always a moderatorneeded because, let's just face
it, you're dealing with humans.
(12:32):
It's just what.
It is okay.
And then it's also timeinvestment.
You're gonna have to have this,you or somebody else invested
into giving this daily attention.
It can't be like I'll look atit next week.
It has to be anywhere from 20,30 minutes, maybe as much as an
hour per week.
Maybe like 20 minutes a day,okay, like that could probably
(12:56):
that could go a long ways.
Or 15 minutes a day, that cantake you a long ways.
But to make sure you'reengaging and you're posting
stuff and you have to probablydo some pre-planning there.
So there is some timecommitment there.
But this community piece isworth so much, okay.
And then it could also bechallenging to grow, and so, in
my opinion, the easiest way togrow this is to, like you can
(13:19):
either create a free communityat the beginning, to where it
kind of builds a little traction, and then you can slowly start
charging for it.
Maybe it's a small nominal,like 10 or $20 per month or
something like that, but withinthat you're sharing knowledge
that is only inside of thatcommunity and that's it.
And so then you use that as aform of like growing your brand.
(13:41):
I can tell you right now that'sexactly what I do.
I don't do it from our company,but I'm a part of a group
that's a bunch of marketingleaders, okay, and it's called
Exit 5, and it's the Exit 5community and you know, everyone
pays, I think, like 10 or 20bucks a month to be a part of
this community.
But everyone is asking veryin-depth, very, like you know,
(14:02):
specific kind of questions,strategic questions, tactical
questions.
And then there's people thatare trying to be like, oh, you
should do this, you should trythat, and there's so much value.
Anytime I stumble uponsomething, that's the first
place I go to is to either lookfor information or ask a
question.
Okay, all right number.
What are we on?
I think four.
(14:22):
All right number.
Four, four, five, six.
Yeah, we're on number four Allright, number four sorry guys,
hold on a second clicking ishost of podcast.
Okay, so this is obvious.
Okay, I have a podcast.
I'm a huge believer in podcasts.
I do them for several reasons,but this is gonna be a way for
(14:44):
you to establish an industryconnection, reach new listeners
and be able to discuss onrelevant topics.
I've been approached severaltimes for people to come on my
show and I kid you not when Isay this, probably on a
bi-weekly basis where, like, hey, how are you?
Let's be a guest on yourpodcast.
I can be teaching your audienceabout the importance of, you
(15:04):
know, updating your roads andkeeping your pavement.
You know, looking nice, I'mlike, dude, that's awesome,
that's great, but that hasnothing to do with my podcast.
I don't even think you evenread the title.
I think you literally just sawfacility management and then you
just assumed that we care aboutpavement.
Okay, I'm not being a dick bysaying this, but like, at the
end of the day, like, thediscussion points that we're
(15:27):
talking about is is marketing,that's what we're discussing
here and, yes, we talk aboutsales, because they kind of
overlap a little bit.
But what I'm getting to is isthat, like, that's what we focus
on now.
There are other facilitymanagement podcasts out there
that do talk about those thingsand they're great Podcasts, but
that's the right platform totalk about those things.
(15:49):
Those are great.
You know channels to use and sojust Understand that if you're
gonna start a podcast, stay ontopic, Stick to something that
you want to focus on, and youcan start a podcast even for
your local community.
So, like you may not be like anational brand where you're
covering the entire UnitedStates for you know, hvac,
(16:09):
plumbing, whatever, or for allfacility services.
Maybe you just cover, likeTexas or just a region.
That's fine, you can still dothat and you just name your
podcast of that region or thatstate or something like that.
Like a guy that I follow OnLinkedIn a lot like, back in the
day, he started a podcastcalled tech in Boston.
Guess what?
(16:30):
The people that downloaded thatpodcast were people that were
in Boston, that were interestedin technology.
It can be as simple as that.
Okay, now, pros about this isthat you can build an industry
connection.
This is gonna get you closerinto the industry, where people
are like you know, like they getyou, like, oh man, you totally
(16:50):
understand us.
Like are you get me?
That's gonna build thatconnection.
There's so much value behindthat.
I cannot tell you like thispodcast has done that for me.
Okay, you can, you'll arereaching new audience.
The other piece that I loveabout this is about me doing
this podcast.
Is that I'm going out literallylooking and scouring the, the
interwebs of LinkedIn andlooking for people in the
(17:12):
facility services industry Toconnect with and then introduce
them to this podcast.
I do this on a weekly basis.
I'm making my outreach is everysingle week.
I do this on purpose Okay, toeducate, but they're also to
grow this podcast.
But this is a way of getting tonew people and a lot of people.
They're like man, this isgenius.
Like we've been waiting for oneof these.
(17:32):
This is great.
I'm so thankful.
Literally, those are thecomments that people say and
it's on the go consumption.
Oh, I read a stat somewhere,something along the lines that,
like, some of the smartestpeople are most intellectual.
People listen, I'm listening topodcasts and they do radios,
and then like there was like ahigh percentage and I'm like, if
you think about this, likethose are the people that you
(17:52):
want to do business with.
You want to do business withthe Intellectuals, the really
smart people that get something,and so if they're listening,
consuming podcasts, then they'regonna probably value something
more so than somebody else.
That's just like you know.
Listen to heavy metal orsomething.
I'm not knocking heavy metallike.
I love music.
I listen to music all the time,but that's kind of my point.
Like when I'm driving to work,I'm always listening to a
(18:15):
podcast.
Very rarely I'm listening tosports radio or just any kind of
music.
I'm always listening to somesort of podcast.
That's just kind of enrichingmy brain, okay, and it gets me
in this work mode.
I'm like, okay, this is a goodidea, I need to talk about this,
or I need to start thinkingabout this, or I need to
implement that.
Like that's how my brain startsworking.
All right, all right.
Some comments technicalknowledge is needed.
(18:35):
Now I did launch a podcast Idon't remember it was sometime
last year in September, soyou're gonna have to look for it
on how to launch a podcast.
Like I literally give you thegame plan.
I think it's even a two-partseries.
It might be, I don't remember,but it's a relatively long
podcast and it tells you exactlywhat you need, everything from
equipment To like what you need,like what it's gonna cost.
(18:56):
It's a lot cheaper than whatyou really expect.
Trust me on this right Numbertwo, you need time for
interviews now, or not justinterviews, but you need time to
like Publish, okay.
So if you're gonna have aninterview based podcast, then
you need to go find those people.
If you're gonna have like asolo podcast, like what I've
been doing for almost the pasttwo years, then you need to
actually put time into actuallyrecording this, this content,
(19:19):
and so the important part aboutthis is that it's not just an
easy thing to do.
You've got a plan for thisright.
And then the last con here isthat it's competitive market.
Now, for the facility space, Iwould argue that it's not as
competitive.
Okay.
So for facility management, ifyou're trying to educate your
facility managers, quite frankly, you could probably niche Into
(19:39):
like a very segmented piece likeyou could almost go into like a
region, and if you're like,well, I'm a national brand, have
your.
That's cool, that that works.
There's probably something thatyou can still niche down to
like another level.
Okay, you just got to thinkabout it, all right, but just
understand that just becausethere's like six or seven other
podcasts out there.
It doesn't mean that it'sdominated by you know all these
(20:01):
podcasters and that you'll belost in the world of podcasts.
The like, I think, 99% ofpeople that have a podcast I'm
sorry, 99% people that havelaunched a podcast quit after 20
episodes by 20 episodes or less.
So if you have a podcast thatgoes beyond 20 episodes, you're
a top one percenter.
(20:21):
We're on the verge of hitting200 episodes.
I think it's kind of a coolthing like and this is a staff
of my Joe Rogan that he foundsomewhere like so this is, it's
legit.
All right, all right.
Number five is writing a book.
Now, this one is a littlechallenging but Creates a ton of
authority.
All right, it's gonnademonstrate your industry
knowledge.
It's gonna solidify yourpersonal brand.
(20:42):
I mean, this is one of thosethings that if you can write a
book and if, even if it's asmall book, it doesn't have to
be like 500 pages.
It can literally be like ahundred book page.
I'm sorry, hundred page book.
Okay, it doesn't have to bethis dense thing, but there is
something that you probably didor have done in the facility or
property space that really setsyou apart that people Like man.
You should write about this, oryou should document this.
(21:04):
This is really cool.
I didn't know that you can dothat.
You probably have those stories.
There's a way of doing it.
Now I can't tell you how towrite a book because I have not
done that, so I'm not gonna tellyou how to do it, but I'm
pretty sure there's enoughGoogle stuff out there that
teach you how to do it, and ifnot, then just chat, gpt it
Right.
So some pros behind this is thatit's a long-term credibility
(21:24):
play Like this is like legit,gonna give you some really
big-time creds, because when youwrite a book, there's all.
There's this Authenticity wherethey're like man, this person
has authority, and so someonetold me this I did an interview
about almost two years ago.
They said that the term, theword author, derives from the
(21:47):
word authority, and so typicallya person that writes a book, an
author, is going to naturallygain and get authority, and so
that's where author came fromauthority.
I didn't know that and I'm likethat makes complete sense,
cause, like all you're missingis the I, t, y and so, anyways,
(22:08):
that is kind of cool.
So just food for thought there.
Another thing is that this isgoing to help build your
personal brand.
Like this is going to buildyour personal reputation within
the facility space, all right,and then this is going to be
passive income.
Now, I can tell you this rightnow the people that I listen to
on podcasts that have writtenbooks, they're like it is not
one of those where you're goingto just retire by tomorrow
whenever you publish books.
It's one of those where it'sgoing to give you that long term
(22:30):
kind of credibility and thatpersonal branding.
And, yeah, you'll make a fewextra bucks, but it's nothing
that you can go by an islandwith and I'm like, okay, that's
cool, so don't think that you'llbe buying an island next year.
Okay, all right, some conzo.
This is a lengthy process.
Okay, I don't know what'sinvolved in running the book,
but I could tell you thateveryone that I've listened to
on podcasts that have writtenbooks are like this is demanding
(22:51):
and is it paying the ass?
Where they're questioningthemselves and why the fuck they
wrote a book.
Okay, you need editors, youneed publishers, like it's just
stuff like that.
And then you need to just, youknow, promotional, necessary,
like you need to promote thisstuff, and so what you can do to
help you, kind of you know withyour book is that if you're
doing all these other thingsonline, building your brand in
(23:14):
other ways, your book can beleveraged by what you've done in
other, in other areas, withyour community, with your
network, with the conferencesand events that you're going to
like that sort of stuff whereyou can use this book as a way
of educating and giving peoplesome really cool knowledge, all
right.
Number six is createinteractive content.
(23:34):
So this is going to be anythingfrom like quizzes, polls,
surveys, personality tests, thatsort of stuff.
Like there is a website, whatwebsite is it?
What website is it?
It's a service channel.
Service channel does a test.
They're like hey, how do youcompare?
I forget exactly.
It's a quiz.
And like they ask you all theselike facility questions and
(23:58):
then they give you like a ratingof like what you are as a
facility manager or yourfacility or something like that.
Like just something like that.
That's genius.
I don't know what the resultsare out of it, but just high
level.
That's huge.
That's a set and forget, easyway to capture leads and then
you can basically like submittheir information to them.
Like from our.
You know 900, you know peoplethat have come through us.
You know and they've given usinformation, you seem to be in
(24:22):
the bottom 98% tile and thereason is like so you can do
that, or like you seem to be inthe top 26% tile, like whatever
that is, but it's, it's valuablethere.
Okay, it's going to create somegreat engagement.
It's going to be a viralpotential, like, like I said,
like this is this could reallytake off.
Like you can put some timebehind this and it's a great way
(24:43):
to collect data.
You're like man of the 1000people that we've actually
surveyed or that took quizzes.
This is what we're learning.
This is insane.
And then you can start buildingproducts and services based off
of those learnings.
Like this is free informationthat people are just given to
you.
Okay, that you can leverage.
This is huge.
Okay, a lot of SaaS companiesdo this, a lot of tech companies
(25:05):
do this, but I feel like themore brick and mortar service
type providers miss out on this.
Okay, so some conzo, it can bea complex process to create.
I have not created a like aquiz like thing before, not that
I don't want to, but it's.
It seems challenging.
Okay, there's ongoing updatesand then there's also the piece
(25:26):
that you have to have liketechnical expertise you might
have to use, like you know, atype form or something like that
and integrate it correctly andthen know how to like structure
your quizzes and stuff like that.
Like there's some pieces to itthat could be challenging, but
again, I'm pretty sure a fewGoogle searches, a few YouTube
videos, you can figure it outpretty quickly.
Okay, all right.
Last one is developing referralprogram.
(25:48):
So by developing a referralprogram, this is going to
incentivize your customers tospread the word about your you
know, your company, and so thisis a great way to generate
quality leads, because if peopleare referring your business,
they're probably going to bekind of like your customers that
are already kicking ass thatyou already like and then they
already hang out with thosekinds of people already too.
(26:09):
But you got to make this a youknow, a win, win, win for them.
Okay, not like when for you,when for them and when for the.
You know it should be one foreverybody.
But really make this about thecustomer.
Okay, not the new one, but likethe one that's referring you
because you didn't have to payfor that customer.
Okay, it might cost you 500bucks, a thousand dollars, to
(26:31):
gain a new customer.
You should really make it worthyour customers while to share
your business information, andso it's going to incentivize the
whole word of mouth process.
Um, it's cost effective.
I mean technically speaking,like if it costs you a thousand
bucks, 2000 bucks, to gain acustomer, you should be able to
easily drop a $250 Amazon giftcard to that customer.
(26:53):
Okay, and you're like that's alot of money, so like, would you
rather pay a thousand or wouldyou rather pay 250 to gain a
customer?
And that's the difference.
Like, think of it like that.
Like you should be paying yourcustomers a fair chunk of change
for the efforts that they'reworking on.
If you know what your customeracquisition cost is.
Okay, and it's going to deliverthe highest quality leads.
Like literally be highestquality leads.
(27:15):
That's like that's what you'relooking for.
And the cons behind this is thatthere's tracking challenges and
it can be challenging to dothis.
Like we kind of have a referralprogram.
It's very, very loose, but wedon't have anything like truly
and you know like created and weneed to.
Okay, and this is a, you know,marketing slash, customer
(27:36):
success Strategy that we need toactually get into it.
All right, and then it's, itcan be.
It can cost money, you know, tokind of get it going because
you got to pay to to pay thesecustomers, but it's totally
worth it.
And then there's, you know,last part is there's fraud
potential behind this wherepeople can kind of cheat the
(27:57):
system.
You know, and and and I havenot experienced anything like
this, but I'm just kind ofgiving you some warnings from
the research that I've been kindof seeing like it can happen.
So just be wary on how you'regonna structure this and be
smart.
So, anyways, these are the sevenactivities or seven ways that
you can actually try to gain newcustomers in less than 12
(28:17):
months.
If you start, you know,implementing one strategy per
week, even if it's one strategyevery other week, all right,
that's gonna take you threemonths to do that.
You essentially now have thetail end of the year, right.
You have nine months to justkind of like leverage all these
other things.
You know, all these things thatyou're doing.
Every two weeks you launchsomething new of these pieces.
(28:41):
You do these seven things andyou can, you know you can
outsource it to people, you canoutsource to your teammates, you
can, you know, have some folkssay okay, you're gonna focus on
these two items.
I'm gonna focus on this oneitem.
We're gonna hire out thesethree items and then in 12 weeks
we're gonna have you knoweverything kind of built out
where there's a cadence behindit.
(29:01):
That's the idea.
If you can do that, you arewell ahead of the game to where
you are gonna start gettingcustomers because of all this
stuff that you're doing, allthese Activities.
So, anyways, I hope this iskind of helpful.
Hope it's kind of like turningyour brain.
Be like man.
This is a really good idea.
I need to do this, I need to dothat.
That's kind of what the goal is, because if you can take a
(29:21):
nugget here and take a nuggetthere, you're gonna start
learning on ways of how tocreate your own nuggets of like
huh.
Speaker 2 (29:29):
I see what these guys are doing.
Speaker 1 (29:30):
I'm gonna do that model to my business and then
just change this, tweak this andit's gonna fit perfect like
this.
But all you need to do was likethat thing that give you that
idea, that's, that's that givesyou that that moment of like,
totally get it.
So if you can do that, that'sgonna be super helpful.
Anyways, three things beforethe end of my podcast I always
ask.
Number one Please give us afive star review on Spotify or
Apple podcast.
(29:51):
Number two please connect withme on LinkedIn, send me a DM,
tell me what you've beenenjoying.
We're working on a podcast, thatepisode you'd love me to cover.
And number three the biggestcompliment that I could ever get
is you Sharing this podcastwith somebody else.
That's how our podcast has beengrowing, and this is it's been
growing 100% organically and youare.
The reason why it continues togrow is because you've been
(30:12):
helping this podcast grow.
So if you do those three things, they'd be great.
Other than that, hope you havea wonderful day and I'll talk to
you later.
All right, guys, thanks fortaking a listen to our facility
management marketing podcastsecrets.
This is your host, javierLozano Jr.
Speaker 2 (30:25):
One other ask I've got for you guys is to subscribe
to our email list.
You can go to boulder mediasolutions com slash email and
that way you can get updates onsome marketing trends that I'm
seeing, some strategies that I'mexecuting and, more importantly
, I'll be actually launchingsome webinars and training
that's gonna help your company.
Speaker 1 (30:44):
Use marketing strategies to essentially grow
your business.
Speaker 2 (30:48):
We'll be doing some training, offering some courses
that sort of stuff, so you canalways unsubscribe to that email
list.
It's no big deal, it's notgonna hurt my feelings.
This is more for facilitymanagers, and so facility
management companies that wantto grow their business by using
marketing.
All right guys, thanks a lot.
Have a great one.
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