October 31, 2023 • 17 mins
Are you falling into the trap of overselling your product capabilities and benefits, without considering the actual needs of your clients? Today's episode is all about shifting that perspective, moving away from a self-centric view to a customer-centric approach. We dig into the common pitfalls that facility property management companies often stumble upon, and how you can sidestep these errors. We discuss how by understanding and highlighting the 'pain' your product can alleviate, you're able to demonstrate its true value. We also touch upon the importance of ensuring that your company's image is consistently reflected in customer reviews, adding credibility to your brand.
We further delve into how content marketing can act as a powerful tool to build and nurture relationships with potential customers. Recognizing customer pain points and creating personalized content not only fosters connection but also aids in better decision making. We shed light on the non-linear journey of buyers and the importance of simplifying the purchase process with valuable content. Wrapping up the episode, we share some secrets to keep you updated with facility management marketing trends, strategies, and resources. Whether you're an industry veteran or a budding entrepreneur, today's discussion offers valuable insights to help you navigate the digital marketing landscape for facility management effectively. So, tune in and let's get started on empowering your business growth.
Mark as Played
Transcript
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.
I'm your host, javier.
All right, I'm going to begoing over three content
marketing mistakes that yourfacility property management
company is going to be making,and probably has already made,
that you want to avoid.
Speaker 2 (00:16):
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 effort business today?
That is a question and thispodcast will give you the
(00:38):
answers.
My name is Javier Lozano Jr andwelcome to the facility
management marketing podcast.
Speaker 1 (00:44):
So you don't learn the hard way.
Three content marketingmistakes that I see all the time
that facility propertymanagement companies make that
you want to avoid.
All right, you do these threethings and your content is going
to improve.
I'm going to take a swig,because I just did a 45 minute
podcast before this one, allright.
So number one is not sellingthe pain enough, and I cannot
(01:09):
emphasize this enough.
I get hit sometimes by peoplesaying like I just don't like
being negative.
Negative is just I don't likebeing negative, I don't want to
be negative.
I can tell you right now no onesold a lot of stuff.
Or let me rephrase that thosefrying pans that you know
(01:31):
basically has no eggs that stickto it and cheese and stick to
it.
That wasn't sold because likehey, this is a cool frying pan,
you should buy it.
It wasn't sold because you'rehappy.
It was sold because they soldlike the pain.
They sold the pain so bad thatyour life was going upside down
because your eggs were stickingto the pan, like that's what
(01:52):
they sold.
So rushing to show thecapabilities or even the
benefits is a bad habit, notonly in sales but also in
content marketing.
So if you're a sales expert,you should know that you
shouldn't be selling on likebenefits and capabilities Like
no one gives a shit about that.
You got to sell on the painLike what is this worth to you?
(02:14):
Whenever you can't do this,what does this mean whenever
this can happen to you?
What does this mean to yourteam whenever this happens?
What does this mean on yourweekends, whenever you get a
phone call that your HPC unit isout again for the fifth time
this week.
What does that?
do to you.
You've got to drive the painRight, because the reality is,
(02:36):
is that pain is going to driverevenue?
So you've got to agitate thatpain like a mother, okay.
So make sure you don't.
You don't focus on the benefits, because no one gives a shit
about benefits and capabilities,because now, all of a sudden,
you're the same thing.
Think of it like this If BMWsold that there, like, hey,
(02:59):
we're just another car that hasfour wheels, we have leather
seats and it's really nice, areyou?
Are people going to be buyingthat?
No, like you know, does it payyou to drive your kids a car in
a you know white sedan thatcan't go fast?
(03:21):
Is it annoying?
And all of a sudden, likethey're building this, like pain
, like I don't know I had this,like I need this and like I can
tell you right now, like Isometimes feel that, like I'm
like man, I need that nice car.
All right, so unless people thatresonate with let me phrase
(03:41):
this again people typically aregoing to resonate with pain.
They don't care how cool yourproduct is.
So, for the most part, anytimeyou agitate, bring up pain, you
make things like just bad.
If you will, they're gonna findsome sort of like okay, I get
this.
And it's just more evident thatin the current you know
(04:04):
economic times, people aremaking decisions not on like
benefits and capabilities, buton like what they're going
through, what the pain is, whatthe suffering is, that's what
people are making theirdecisions on All right.
I can tell you that right now,like we make buying decisions as
a company based off of thepains that we currently are
(04:25):
going through, so, like weinvested in Zoom Info.
The reason we invested in ZoomInfo is because the pain for us
was like, man, we have a reallygreat product for this industry
and we can't find all thosepeople.
We need someone to be dedicatedto this and we need to give
them a tool to help them findmore of these types of people.
(04:47):
Oh, zoom Info does that amazing, and so that.
And it was so painful for usbecause we were like we're
leaving all this money on thetable, like this is an
opportunity that's killing us,and so what we decided to do is
invest in a software product tohelp us do that.
It's no different from likeyour CMMS.
You can position your CMMS as aproduct that is solving this
(05:13):
painful thing, this painfulproblem.
Okay, and you just gotta getthat All right.
Number two is not understandingyour customers enough.
Not understanding yourcustomers enough, like and this
is tough because a lot of peopleare like well, this is what our
customers are like, are they?
(05:34):
Because your reviews about yourcompany from your customers is
not saying it doesn't equal thesame thing what you're telling
me, what you're describing, andso, like what you describe
should be the same thing.
That is like what you hear yourcustomers say about your
company in the reviews.
Hopefully they're both positive, okay.
(05:56):
So if they describe that yourcompany is crap and you guys are
bunch of A-holes, hopefullythat truly is not true.
But if they keep saying thatmaybe you need to change some
things that you're doingoperationally or something like
that, right, but I digress.
But you gotta understand yourcustomers and so ideas here,
(06:19):
things that you can do, is youcan try to demo products or
services to prospects, ifpossible, like you can talk to
prospects that are looking foryour facility or property
management services and you cansay, hey, I'll let you
experience our service for 30days, just so you have an
opportunity to kind of learnmore about how we handle stuff.
(06:42):
I won't charge you anything,and so then you'll be able to
understand what their questionsare and what they're looking to
solve.
And so by you understandingthem, it's gonna give you some
great content ideas that willtouch them in the heart, if you
will.
So, like you're like huh Cause.
Like if you let someoneexperience your product or
(07:04):
service for 30 days, yes, I knowthat you're losing out on money
, but then, on the flip side,you're gaining so much knowledge
and insight from that customerthat you're like, if we could do
X, y and Z, would this make youhappy?
Oh, really Interesting.
And so if we remove this andthis and this, how would that do
(07:25):
for you?
And also, that person is gonnastart kind of like wow, you
totally get me.
They start feeling like youunderstand them.
You can start writing yourcontent in ways where you get
feedback from these people thatare trialing out your product or
service.
Okay, you get direct feedbackfrom them.
(07:46):
And then you're like okay, I'mgonna start marketing my brand,
my product or my service likethis, and so that anytime a
facility manager is looking formy stuff, they feel like that we
understand them and they knowthat we know what their pains
(08:09):
are as well too.
And so your content startsshaping more to be more personal
.
So example is like we find waysevery way possible to
personalize the experience forour customers at Ratmates.
So first we anchor in on painbig time and then we try to find
(08:29):
ways to personalize things so,like, if you came in and you're
interested in a truck, you'regonna get content about trucks
or wrapping trucks.
Okay, oh, that's let me re yeah, yes and no, because we do kind
of that but we kind of don't dothat.
(08:49):
So let me rephrase that If youcome in and you're interested in
wrapping a vehicle for yourbusiness, you're gonna get
content on wrapping your vehiclefor your business.
If you come in and you getinterested in wrapping your
personal like Corvette orwhatever your personal vehicle,
you'll get content on yourpersonal vehicle.
We are working on creatingcontent for, like, your truck
(09:12):
and your van and your sedan andyour trailer.
You know stuff like that.
So, but we're understanding ourcustomer more and more and more
, so it becomes morepersonalized, and then so we
also create content on ourwebsite.
That is the same thing.
So, like, interested inwrapping your truck?
So then they learn informationabout wrapping their truck and
(09:33):
then so if they click on that,they go through a truck flow and
they understand how to get allthat stuff done, and so this is
gonna help, basically, yourcontent be is gonna help your
content resonate with yourfuture customers, and so what
you want is that you want yourcontent to be useful so that
they wanna share also with theirteam as well too.
(09:55):
So again, creating thatpersonalization and
understanding your customers ishuge.
This gives you a leg up onanyone in the competition, okay,
so you gotta get this right,all right.
Number three is, then, notunderstanding the decision
matrix.
So I've said this before, I'mgonna say it again Buyers don't
(10:19):
buy in a straight line.
Buyers buy like by like.
I'm gonna go, I see them at aconference.
Excellent, I got theirinformation.
They call me, they email me.
I'm not gonna reply back.
I'm gonna go to their website.
I'm gonna read their reviews.
I'm gonna talk to all theirfacility managers.
I'm gonna go to anotherconference and see what other
people say.
I'm gonna go to this communityonline community group that
(10:40):
there's all that.
Facility managers on LinkedIn.
Oh, I see an ad here.
Oh, I'm gonna download thisthing.
Okay, I'm gonna opt into thislittle thing that they have so I
get some more information.
Oh, I'm gonna read their emails.
You know what?
I'm gonna schedule a demo.
Oh, I'm gonna be a customer.
Now, that journey is different,and it's just always different.
(11:01):
So, not understanding thedecision matrix.
So that's one piece of it.
Is that how they buy iscompletely different.
The other piece of this is thatit doesn't.
It's not a great story when youdon't understand how they make
their buying decisions.
So creating stories that matterto them and that solve their
(11:23):
problems and then focusing thecontent on a few things I got my
notes here Focusing the contenton a few things High impact and
there's a must have, so answerthe questions the buyers might
have.
And then high impact, but thebuyer wasn't even thinking on
(11:48):
those lines like wow, factorstuff.
So what I'm saying here is thatyou gotta understand that your
buyer is jumping around indifferent things and their
decision matrix and how theymake their buying decisions.
You've gotta solve those things.
So it could be like, okay, I'mlooking for these eight things
(12:08):
and these things it has to solve, and so you have to basically
hit each one of those pieces aswell too.
Okay, you understand this.
So if you know that, like yourbuyer does these things, that
they jump around to differentthings to find out more about
your company, then you need tomake that as part of your
decision matrix.
So like, okay, we have thesefacility managers that are using
(12:33):
our product or services.
Okay, and the reason they usethese product and services
because they were facing X, yand Z.
So that's part of your decisionmatrix.
And you could also, you know,see what they've reviewed us on
on Google.
Okay, and so, like, you getwhat I'm trying to get to.
So what you want is that youwant your content to where, if
(12:57):
you know how your buyers maketheir buying decisions, like
they like I got to check thisbox off.
I got to check this box off, doit for them so that it's all
there and I don't make a fuckingbox on a blog or whatever, and
like, and this is how you knowwe're better, don't do that.
But like, and Joey wasexperiencing this.
And when Joey contacted ourfacility company, they realized
(13:20):
that you know, they, you know,had to be able to do this, and
so we were able to reveal thisother thing and also saved them
a half a million dollars and allthis other stuff because of
this.
And so, not only you know isJoey happy, but we saved the
money and we saved him time andyou know he loves us.
Like, those are things like that.
You got to check this box off.
(13:41):
You got to check this box off.
You got to check this box off.
You got to help them make thesedecisions a lot easier as well,
too.
So you got to understand thatyour buyer is jumping from thing
to thing to figure out aboutyour company instead of them
having to jump everywhere.
Make it all in one place sothat it's easy for them to get
all that content, all thatinformation in one place and
(14:04):
understand it.
Okay, this could be done on asales page, this could be done
in an email.
This could be done in differentways in a video that you, that
you recycle, like.
There's different ways in howyou can do this, but
understanding your buyers,understanding how they make
their decisions, is huge.
It's critical.
So those are the three, threemistakes that facility
(14:32):
management companies are goingto make when it comes to content
marketing.
Okay, and so I asked that youdon't make these mistakes
because they can affect you in abad way.
Like you won't close any moredeals probably you can lose that
on revenue, but really, like,if you fix on, like if you get
better at agitating pain, if youget better understanding your
(14:54):
customers and if you get betterunderstanding the buying
decision that they, that theyhave their process, you can
expedite and also set yourselfas an authority as a
knowledgeable person on onclosing these deals, and so the
content that you create shouldbe supporting your sales team.
So then, like, if your salesteam is experiencing issues here
(15:18):
, you should be like okay, I'mgoing to use these three things
as my outline, I'm going toprovide this to the sales team
and hopefully this helps thesales team push some more deals
over the, over the goal line, orat least get the you know more,
more demos into the books ormore appointments into the books
.
Like this should be tools thatyou can use.
They can be PDFs, they can besales pages, they can be actual
(15:40):
pages on your website thatthey're hidden but they're only
accessible to the sales team sothey can leverage it for other
opportunities.
Like, there's different waysthat you can use this thing, all
right.
So, anyways, I hope you foundthis valuable.
Three things that I say on mypodcast number one please give
us a five star review on eitherSpotify or Apple.
Podcast Number two please takethe time to connect to me on
LinkedIn.
I know that I connect with alot of people on there and, like
(16:03):
share with me what was yourfavorite episode or if there's
something that our content or atopic that you want me to cover,
let me know.
And then number three pleaseshare this podcast with somebody
else.
Like this is how our podcasthas been growing month over
month is because of you.
You share it with somebody andthen they download it and they
experience it and they learn abunch of cool stuff.
(16:24):
But like the idea here is likeI'm trying to get people to kind
of see how you know all thiskind of works and how this whole
marketing stuff is really.
It's challenging, but likethere is a game plan, there's a
strategy and how marketing canreally help your facility or
property company really startkind of growing and exploding,
if you will.
So if you do those three things, that'd be great.
(16:46):
Other than that, I hope youhave a wonderful day and I'll
talk to you all later.
All right, guys, thanks fortaking a listen to our facility
management marketing podcastsecrets.
This is your host, javierLozano Jr.
One other ask I've got for youguys is to subscribe to our
email list.
Speaker 2 (17:00):
You can go to boldermedia solutionscom slash
email and that way you can getupdates on some marketing trends
that I'm seeing, somestrategies that I'm executing
and, more importantly, I'll beactually launching some webinars
and training that's going tohelp your company use marketing
strategies to essentially growyour business.
Speaker 1 (17:20):
We'll be doing some training, offering some courses,
that sort of stuff.
Speaker 2 (17:23):
So you can always unsubscribe to that email list.
It's no big deal, it's notgoing to hurt my feelings.
This is more for facilitymanagers, I'm sure facility
management companies that wantto grow their business by using
marketing.
Speaker 1 (17:35):
All right guys, thanks a lot.
Have a great one.
What's going on everyone?
Welcome to another episode.
I'm your host, javier.
All right, I'm going to begoing over three content
marketing mistakes that yourfacility property management
company is going to be making,and probably has already made,
that you want to avoid.
Speaker 2 (00:16):
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 effort business today?
That is a question and thispodcast will give you the
(00:38):
answers.
My name is Javier Lozano Jr andwelcome to the facility
management marketing podcast.
Speaker 1 (00:44):
So you don't learn the hard way.
Three content marketingmistakes that I see all the time
that facility propertymanagement companies make that
you want to avoid.
All right, you do these threethings and your content is going
to improve.
I'm going to take a swig,because I just did a 45 minute
podcast before this one, allright.
So number one is not sellingthe pain enough, and I cannot
(01:09):
emphasize this enough.
I get hit sometimes by peoplesaying like I just don't like
being negative.
Negative is just I don't likebeing negative, I don't want to
be negative.
I can tell you right now no onesold a lot of stuff.
Or let me rephrase that thosefrying pans that you know
(01:31):
basically has no eggs that stickto it and cheese and stick to
it.
That wasn't sold because likehey, this is a cool frying pan,
you should buy it.
It wasn't sold because you'rehappy.
It was sold because they soldlike the pain.
They sold the pain so bad thatyour life was going upside down
because your eggs were stickingto the pan, like that's what
(01:52):
they sold.
So rushing to show thecapabilities or even the
benefits is a bad habit, notonly in sales but also in
content marketing.
So if you're a sales expert,you should know that you
shouldn't be selling on likebenefits and capabilities Like
no one gives a shit about that.
You got to sell on the painLike what is this worth to you?
(02:14):
Whenever you can't do this,what does this mean whenever
this can happen to you?
What does this mean to yourteam whenever this happens?
What does this mean on yourweekends, whenever you get a
phone call that your HPC unit isout again for the fifth time
this week.
What does that?
do to you.
You've got to drive the painRight, because the reality is,
(02:36):
is that pain is going to driverevenue?
So you've got to agitate thatpain like a mother, okay.
So make sure you don't.
You don't focus on the benefits, because no one gives a shit
about benefits and capabilities,because now, all of a sudden,
you're the same thing.
Think of it like this If BMWsold that there, like, hey,
(02:59):
we're just another car that hasfour wheels, we have leather
seats and it's really nice, areyou?
Are people going to be buyingthat?
No, like you know, does it payyou to drive your kids a car in
a you know white sedan thatcan't go fast?
(03:21):
Is it annoying?
And all of a sudden, likethey're building this, like pain
, like I don't know I had this,like I need this and like I can
tell you right now, like Isometimes feel that, like I'm
like man, I need that nice car.
All right, so unless people thatresonate with let me phrase
(03:41):
this again people typically aregoing to resonate with pain.
They don't care how cool yourproduct is.
So, for the most part, anytimeyou agitate, bring up pain, you
make things like just bad.
If you will, they're gonna findsome sort of like okay, I get
this.
And it's just more evident thatin the current you know
(04:04):
economic times, people aremaking decisions not on like
benefits and capabilities, buton like what they're going
through, what the pain is, whatthe suffering is, that's what
people are making theirdecisions on All right.
I can tell you that right now,like we make buying decisions as
a company based off of thepains that we currently are
(04:25):
going through, so, like weinvested in Zoom Info.
The reason we invested in ZoomInfo is because the pain for us
was like, man, we have a reallygreat product for this industry
and we can't find all thosepeople.
We need someone to be dedicatedto this and we need to give
them a tool to help them findmore of these types of people.
(04:47):
Oh, zoom Info does that amazing, and so that.
And it was so painful for usbecause we were like we're
leaving all this money on thetable, like this is an
opportunity that's killing us,and so what we decided to do is
invest in a software product tohelp us do that.
It's no different from likeyour CMMS.
You can position your CMMS as aproduct that is solving this
(05:13):
painful thing, this painfulproblem.
Okay, and you just gotta getthat All right.
Number two is not understandingyour customers enough.
Not understanding yourcustomers enough, like and this
is tough because a lot of peopleare like well, this is what our
customers are like, are they?
(05:34):
Because your reviews about yourcompany from your customers is
not saying it doesn't equal thesame thing what you're telling
me, what you're describing, andso, like what you describe
should be the same thing.
That is like what you hear yourcustomers say about your
company in the reviews.
Hopefully they're both positive, okay.
(05:56):
So if they describe that yourcompany is crap and you guys are
bunch of A-holes, hopefullythat truly is not true.
But if they keep saying thatmaybe you need to change some
things that you're doingoperationally or something like
that, right, but I digress.
But you gotta understand yourcustomers and so ideas here,
(06:19):
things that you can do, is youcan try to demo products or
services to prospects, ifpossible, like you can talk to
prospects that are looking foryour facility or property
management services and you cansay, hey, I'll let you
experience our service for 30days, just so you have an
opportunity to kind of learnmore about how we handle stuff.
(06:42):
I won't charge you anything,and so then you'll be able to
understand what their questionsare and what they're looking to
solve.
And so by you understandingthem, it's gonna give you some
great content ideas that willtouch them in the heart, if you
will.
So, like you're like huh Cause.
Like if you let someoneexperience your product or
(07:04):
service for 30 days, yes, I knowthat you're losing out on money
, but then, on the flip side,you're gaining so much knowledge
and insight from that customerthat you're like, if we could do
X, y and Z, would this make youhappy?
Oh, really Interesting.
And so if we remove this andthis and this, how would that do
(07:25):
for you?
And also, that person is gonnastart kind of like wow, you
totally get me.
They start feeling like youunderstand them.
You can start writing yourcontent in ways where you get
feedback from these people thatare trialing out your product or
service.
Okay, you get direct feedbackfrom them.
(07:46):
And then you're like okay, I'mgonna start marketing my brand,
my product or my service likethis, and so that anytime a
facility manager is looking formy stuff, they feel like that we
understand them and they knowthat we know what their pains
(08:09):
are as well too.
And so your content startsshaping more to be more personal
.
So example is like we find waysevery way possible to
personalize the experience forour customers at Ratmates.
So first we anchor in on painbig time and then we try to find
(08:29):
ways to personalize things so,like, if you came in and you're
interested in a truck, you'regonna get content about trucks
or wrapping trucks.
Okay, oh, that's let me re yeah, yes and no, because we do kind
of that but we kind of don't dothat.
(08:49):
So let me rephrase that If youcome in and you're interested in
wrapping a vehicle for yourbusiness, you're gonna get
content on wrapping your vehiclefor your business.
If you come in and you getinterested in wrapping your
personal like Corvette orwhatever your personal vehicle,
you'll get content on yourpersonal vehicle.
We are working on creatingcontent for, like, your truck
(09:12):
and your van and your sedan andyour trailer.
You know stuff like that.
So, but we're understanding ourcustomer more and more and more
, so it becomes morepersonalized, and then so we
also create content on ourwebsite.
That is the same thing.
So, like, interested inwrapping your truck?
So then they learn informationabout wrapping their truck and
(09:33):
then so if they click on that,they go through a truck flow and
they understand how to get allthat stuff done, and so this is
gonna help, basically, yourcontent be is gonna help your
content resonate with yourfuture customers, and so what
you want is that you want yourcontent to be useful so that
they wanna share also with theirteam as well too.
(09:55):
So again, creating thatpersonalization and
understanding your customers ishuge.
This gives you a leg up onanyone in the competition, okay,
so you gotta get this right,all right.
Number three is, then, notunderstanding the decision
matrix.
So I've said this before, I'mgonna say it again Buyers don't
(10:19):
buy in a straight line.
Buyers buy like by like.
I'm gonna go, I see them at aconference.
Excellent, I got theirinformation.
They call me, they email me.
I'm not gonna reply back.
I'm gonna go to their website.
I'm gonna read their reviews.
I'm gonna talk to all theirfacility managers.
I'm gonna go to anotherconference and see what other
people say.
I'm gonna go to this communityonline community group that
(10:40):
there's all that.
Facility managers on LinkedIn.
Oh, I see an ad here.
Oh, I'm gonna download thisthing.
Okay, I'm gonna opt into thislittle thing that they have so I
get some more information.
Oh, I'm gonna read their emails.
You know what?
I'm gonna schedule a demo.
Oh, I'm gonna be a customer.
Now, that journey is different,and it's just always different.
(11:01):
So, not understanding thedecision matrix.
So that's one piece of it.
Is that how they buy iscompletely different.
The other piece of this is thatit doesn't.
It's not a great story when youdon't understand how they make
their buying decisions.
So creating stories that matterto them and that solve their
(11:23):
problems and then focusing thecontent on a few things I got my
notes here Focusing the contenton a few things High impact and
there's a must have, so answerthe questions the buyers might
have.
And then high impact, but thebuyer wasn't even thinking on
(11:48):
those lines like wow, factorstuff.
So what I'm saying here is thatyou gotta understand that your
buyer is jumping around indifferent things and their
decision matrix and how theymake their buying decisions.
You've gotta solve those things.
So it could be like, okay, I'mlooking for these eight things
(12:08):
and these things it has to solve, and so you have to basically
hit each one of those pieces aswell too.
Okay, you understand this.
So if you know that, like yourbuyer does these things, that
they jump around to differentthings to find out more about
your company, then you need tomake that as part of your
decision matrix.
So like, okay, we have thesefacility managers that are using
(12:33):
our product or services.
Okay, and the reason they usethese product and services
because they were facing X, yand Z.
So that's part of your decisionmatrix.
And you could also, you know,see what they've reviewed us on
on Google.
Okay, and so, like, you getwhat I'm trying to get to.
So what you want is that youwant your content to where, if
(12:57):
you know how your buyers maketheir buying decisions, like
they like I got to check thisbox off.
I got to check this box off, doit for them so that it's all
there and I don't make a fuckingbox on a blog or whatever, and
like, and this is how you knowwe're better, don't do that.
But like, and Joey wasexperiencing this.
And when Joey contacted ourfacility company, they realized
(13:20):
that you know, they, you know,had to be able to do this, and
so we were able to reveal thisother thing and also saved them
a half a million dollars and allthis other stuff because of
this.
And so, not only you know isJoey happy, but we saved the
money and we saved him time andyou know he loves us.
Like, those are things like that.
You got to check this box off.
(13:41):
You got to check this box off.
You got to check this box off.
You got to help them make thesedecisions a lot easier as well,
too.
So you got to understand thatyour buyer is jumping from thing
to thing to figure out aboutyour company instead of them
having to jump everywhere.
Make it all in one place sothat it's easy for them to get
all that content, all thatinformation in one place and
(14:04):
understand it.
Okay, this could be done on asales page, this could be done
in an email.
This could be done in differentways in a video that you, that
you recycle, like.
There's different ways in howyou can do this, but
understanding your buyers,understanding how they make
their decisions, is huge.
It's critical.
So those are the three, threemistakes that facility
(14:32):
management companies are goingto make when it comes to content
marketing.
Okay, and so I asked that youdon't make these mistakes
because they can affect you in abad way.
Like you won't close any moredeals probably you can lose that
on revenue, but really, like,if you fix on, like if you get
better at agitating pain, if youget better understanding your
(14:54):
customers and if you get betterunderstanding the buying
decision that they, that theyhave their process, you can
expedite and also set yourselfas an authority as a
knowledgeable person on onclosing these deals, and so the
content that you create shouldbe supporting your sales team.
So then, like, if your salesteam is experiencing issues here
(15:18):
, you should be like okay, I'mgoing to use these three things
as my outline, I'm going toprovide this to the sales team
and hopefully this helps thesales team push some more deals
over the, over the goal line, orat least get the you know more,
more demos into the books ormore appointments into the books
.
Like this should be tools thatyou can use.
They can be PDFs, they can besales pages, they can be actual
(15:40):
pages on your website thatthey're hidden but they're only
accessible to the sales team sothey can leverage it for other
opportunities.
Like, there's different waysthat you can use this thing, all
right.
So, anyways, I hope you foundthis valuable.
Three things that I say on mypodcast number one please give
us a five star review on eitherSpotify or Apple.
Podcast Number two please takethe time to connect to me on
LinkedIn.
I know that I connect with alot of people on there and, like
(16:03):
share with me what was yourfavorite episode or if there's
something that our content or atopic that you want me to cover,
let me know.
And then number three pleaseshare this podcast with somebody
else.
Like this is how our podcasthas been growing month over
month is because of you.
You share it with somebody andthen they download it and they
experience it and they learn abunch of cool stuff.
(16:24):
But like the idea here is likeI'm trying to get people to kind
of see how you know all thiskind of works and how this whole
marketing stuff is really.
It's challenging, but likethere is a game plan, there's a
strategy and how marketing canreally help your facility or
property company really startkind of growing and exploding,
if you will.
So if you do those three things, that'd be great.
(16:46):
Other than that, I hope youhave a wonderful day and I'll
talk to you all later.
All right, guys, thanks fortaking a listen to our facility
management marketing podcastsecrets.
This is your host, javierLozano Jr.
One other ask I've got for youguys is to subscribe to our
email list.
Speaker 2 (17:00):
You can go to boldermedia solutionscom slash
email and that way you can getupdates on some marketing trends
that I'm seeing, somestrategies that I'm executing
and, more importantly, I'll beactually launching some webinars
and training that's going tohelp your company use marketing
strategies to essentially growyour business.
Speaker 1 (17:20):
We'll be doing some training, offering some courses,
that sort of stuff.
Speaker 2 (17:23):
So you can always unsubscribe to that email list.
It's no big deal, it's notgoing to hurt my feelings.
This is more for facilitymanagers, I'm sure facility
management companies that wantto grow their business by using
marketing.
Speaker 1 (17:35):
All right guys, thanks a lot.
Have a great one.
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Therapy Gecko
An unlicensed lizard psychologist travels the universe talking to strangers about absolutely nothing. TO CALL THE GECKO: follow me on https://www.twitch.tv/lyleforever to get a notification for when I am taking calls. I am usually live Mondays, Wednesdays, and Fridays but lately a lot of other times too. I am a gecko.