November 2, 2023 • 46 mins
Imagine skyrocketing your company's organic search and social revenue by a whopping 1100% in a year! That's not a figment of imagination, but a real-life feat I, Javier Lozano Jr, have achieved. In this thrilling episode, I'll pull back the curtain on the exciting journey to this extraordinary triumph, revealing the marketing strategies and digital tools that propelled us to such dizzying heights.
Ever wondered how to optimize content for blog growth or keep your social media strategy fresh and effective? Together we'll explore how consistent, SEO-friendly content can be your golden ticket to driving organic traffic and social revenue. From revamping your social media game to drawing better quality leads, I'll share how strategic posting and advertising can be instrumental in maximizing revenue. Plus, there's a goldmine of practical advice on developing a winning marketing campaign, just like the one that gave us that 1100% growth!
But wait, there's more! Strap in as I walk you through the creation of an outline for 300 posts in a year, and guide you on how to develop categories and topics for your marketing team. If you're keen on staying ahead of marketing trends, strategies, webinars, and training, this episode is your one-stop solution. Subscribe to our email list for facility managers and ride the wave of success with us!
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Transcript
Episode Transcript
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Speaker 1 (00:00):
What's going on everyone?
Welcome to another episode.
I'm your host, javier, so todayI'm gonna be telling you
exactly what I did to grow ourorganic search and organic
social revenue by over 1100% inrevenue.
Speaker 2 (00:18):
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, theapproach, the new strategies or
which digital platform is marketon.
So how do you use marketing togrow your effort business today?
That is a question and thispodcast will give you the
(00:40):
answers.
My name is Javier Lozano Jr andwelcome to the facility
management marketing podcast.
Speaker 1 (00:46):
All right, I'm gonna say that one more time.
I'm gonna tell you exactly whatI did to grow our revenue 1100%
in organic search and organicsocial In just 12 months.
Now, I'm gonna preface this,and I always preface everything.
Your mileage may vary.
You might actually get morethan what you think, you might
(01:09):
get less, but also all dependson how you track stuff as well
too.
So I'm gonna tell you how I didit, I'm gonna tell you who I
did it for and I'm gonna tellyou kind of what you need to do
for your facility and propertymanagement company to have this
same success.
(01:30):
Okay, so first of all, I didthis for the company that I'm
currently employed by, which iscalled RappMate.
All right, so we do vehiclewraps on a national scale.
So we wrap vehicles all overthe country.
So I'm not gonna go into detailabout that, but we implemented
an organic SEO strategy back inMarch of last year of 22, and
(01:55):
then we implemented a organicsocial posting strategy back in
March, april of 22,.
Took a break, tried to do somemore things, took a break,
reassessed and then basicallyre-looked at it again at the
beginning of this year and it'sjust taken off.
(02:15):
So I'm still like mind blown.
To be quite honest, it's notconsistent every single month,
but we're seeing numbers thatI've never seen in my life.
It's pretty insane to see someof these numbers.
So, anyways, let's kind ofdiscuss this.
(02:38):
So let's kind of break it downinto both of them 1100%, it was
roughly almost 500%, and whatwas it?
Hold on a second, sorry, it wasalmost 500% for organic search
(03:02):
and almost 650% for organicsocial.
As far as the revenue that wegenerated, I'm not gonna tell
you exactly what revenue we madeback then and then what we're
making now from it, and I candisclose that, but I will tell
you that is the percentagegrowth that we did.
So, when it comes to organicsearch, I would say that one of
(03:23):
the reasons why we were able toreally kind of grow that number
high really and at one point iteven capped out in May at a
really high number that wouldprobably make this almost at
1,000% for one month.
Kids, you know what I'm sayingthis?
(03:43):
Okay, I'm looking at thenumbers as we speak and it would
probably be into that.
So let's think about this.
The first thing is that you'vegotta have some sort of posting
strategy.
So you've gotta be posting on aregular basis, week over week,
month over month, and so yougotta be posting blogs, and it
(04:06):
has to be rich content.
When I say rich content, it hasto be things that is
information-based, that'sinformation-rich, that people
are gonna sit there and wannalisten to and I'm sorry not
listen to, but wanna read, learnmore about, click, that sort of
stuff.
You can't just have chat, gpt,write something and then you
(04:27):
slap that onto your page andexpect it to rank immediately.
Okay.
So that is the wrong way ofdoing this.
What you can do, and what youshould do, is you need to have a
game plan, and I've got severalepisodes that teach you on how
to write SEO content, and youjust gotta go back into episodes
(04:49):
from last year, maybe some eventhis year, but I've got tons of
episodes that tell you on howto write blogs, how to write
SEO-rich content, how to getranked and actually get to the
first page of Google, likethings that I've done for other
companies, like how to do allthese things, and, honestly, you
can do this for yourself.
(05:09):
So I'm just gonna give you aquick tidbit of how quick
overview of how to do this.
You're going to do some researchon what people are searching
for for your facility orproperty company.
So, for instance, if you'relocated in, let's say, the South
and you only do work in Florida, georgia, tennessee, alabama,
(05:34):
and that's kind of it, likethat's all you do, right, and
your facility company is called,like, the Southeast Facility
Services Company or somethinglike that, southeast Facility
Services, let's just call itthat, all right, then what
you're going to do is you'regonna start thinking about okay,
(05:55):
I'm in the Southeast, have weservice these states?
Where are some problem areasthat are always going?
On Florida, there's alwaysissues with HVAC, okay, and then
a lot of those states probablyall have issues with HVAC.
And then every now and thenthere's gonna be those cold
(06:15):
snaps that take place.
And then maybe there's likeother things that you might
wanna look at, like if you guysdo HVAC, like you look at your
different services, like, oh,you offer plumbing, okay, then
you look into that.
Or you offer, like you know,pavement and repaving and
concrete services, then you canlook into creating content for
that.
Where I'm getting to is thatyou've gotta start thinking
(06:36):
about the content from a way oflike the services that you offer
.
So make a list of all theservices that you offer in the
region, or if it's national, ifyou're all over the country,
then that's fine too.
But make a list of all theservices that you offer and then
find Things that people aretyping, and you can use Google
(06:57):
search, just literally typing inwords for those services, okay,
and just see what pops up fromGoogle, because what they'll do
is they'll send, they'll giveyou some stuff and then, at the
very bottom you scroll down,they'll give you all the search
intents as well too.
You know you could people alsosearch for this, and people also
search for this, and peoplealso search for this.
And you keep doing that and youstart thinking about okay, this
(07:19):
is a great topic to use, or Ican write about this, oh, this
is a really good idea.
And then what you could also dois you can find and you can use
this like Google console tohelp you with this, and you can
also use Google AdWords to dothis as well too.
But if you have Google consoleinstalled into your website,
then you can see what thequeries that people are typing
(07:39):
in that might find your site,like, like the impression of
like, then finding your site,but they don't click on your
site.
So like, you show up in thesearch results but you may be
very, very low and you can belike oh, wow, a lot of people
are typing for this kind ofstuff.
I show up in the queries butI'm so I'm ranked so low they're
not going to click on me.
I should probably start writingcontent around this, so you
(08:03):
keep doing those sort of things.
I did this for a facilitycompany for like facility
management certification orsomething like that, or facility
manager certification maybe itwas facility manager
certifications or like topfacility manager certifications
or something like that wherethey they basically they rank
number one.
Now, okay, you can figure outwho the company was after you do
(08:24):
a few few searches.
So, with that said, what whatyou want to do is is that you
are gonna make a list of likekeywords and it's not just a
word, it's like a phrase thatpeople are typing in for your
services, so like, break it out.
So if you offer five servicesso let's say HVC, plumbing,
(08:45):
handyman, electrical and roofing, let's just say those five if
you have five services, thenyou're gonna type in like for
like handyman, like how to hirea commercial handyman contractor
, or tips to tips to like seetips to preventative maintenance
(09:10):
for your HVC systems in Florida.
You know something like thatlike you're gonna kind of start
thinking about like how yourfacility manager thinks on how
they find stuff and you startfinding like these phrases, and
then you'll you'll see like, oh,people search for this, and
then you can use those key wordsas ideas.
(09:32):
You could also go into GoogleGoogle AdWords or Google Ads is
what they call it now and youcan use their keyword finder and
and just Google this.
You can watch YouTube videos tohelp you with this.
And then you can type in likekey words like so, like, if it's
HVAC or you want to usecommercial HVAC so you don't get
, you know, stuck with aresidential, because you'll
never, you'll never rank, butyou want to do commercial HVAC.
(09:55):
And then what you'll startdoing is that you'll start
seeing like other suggestions,like or a commercial HVAC in
Florida, and like, oh,interesting, there's not a lot
of competition for thiscommercial HVAC in in Alabama,
commercial HVAC.
And then you start thinkingabout commercial HVAC in Alabama
for preventative maintenance oror, you know, for RTUs or
(10:17):
something like that.
Like you start, you know, startkind of putting these words
together and you start findinglike these phrases.
You're like, wow, there's liketen key words I can have written
for commercial HVAC, so that'sgonna be one piece that you'll
start using each one, and sothen you'll write a blog for
each of those key words of thoseten, those, those ten keywords,
and so essentially, you'll haveten pieces of content and you
(10:40):
repeat the process for, like,plumbing and electric,
electrician or electrical androofing and handyman.
You could do that process andyou might come out with like ten
, you might come out with five,you might come out with eight,
but whatever the case is thatyou come out with that, the goal
is that you do something foreach one of those services that
you offer, and so this is what Idid for one of the companies
(11:04):
that I was doing some SEO workfor is that we basically took
one keyword for one of theservices that they offer, we
made a landing page out of thatand then we then wrote content
around some of those keywordsand we would point things in
different directions, etc.
So that is a very, very goodstrategy to implement, and so
this is what we did at Ratmateis, we essentially had an agency
(11:29):
come up with the keywords forus and then we had them and I
approved the keywords.
I was like, okay, this makessense, this makes sense, this
makes sense.
And then we had them write thethat, the actual blog content,
and then I would review it.
I actually know they write theoutline of the blog content like
, okay, yes, I like this, likethis, like this, and then they
would then write the content.
(11:49):
And then, as they wrote thecontent, they would start
sending links to different pagesof our website, and so that was
kind of the strategy that weimplemented and then so I would
have them write batches and then, once we no longer use the
agency, I just managed the wholething.
(12:09):
So I had a strategy and how Idid it.
I just explained it to you verysimple.
We have a spreadsheet okay,this is a keyword that we need
to write content for.
This is a structure, how wegonna do this.
So what we'll do is like thiskeyword is gonna be, you know,
roofing, commercial roofing, forinstance, and then I, you know,
would basically come up with atitle and then subtitles.
(12:34):
Now, with chat GPT, you canactually leverage chat GPT to
give you an outline of how youwant this thing to be, look to
look like.
I mean, you're gonna have tofigure out the prompts, but
you're gonna say something alongthe lines of like hey, chat GPT
, pretend that you're aworld-class expert in writing
SEO content and blogs.
You know, and I'm gonna beusing, I want you to use
(12:56):
commercial roofing in Floridaand I want you to give me a
title, subtitles, I want you togive me a meta description.
I want you to give me a titletag and this is the keyword and
like and give me an outline ofwhat the of what the blog could
be about, and then they can giveyou an outline and then you can
(13:17):
use that and then you can givethat outline to a content writer
and say, hey, this is theoutline that I need written now.
Can you start writing on this?
And then they'll start writingit and they'll probably charge
you 75 bucks, a hundred bucks,200 bucks, depending on how good
of a writer you're.
(13:37):
You're looking to hire and youcan find these writers on like,
on a fiverr, or you can findthem on what's the other one
that I use all the time up work.
You know there's others and youcould also use chat GPT.
If you end up using chat GPT towrite your content again, don't
just slap the content onto yourblog, go in there and then
(14:00):
massage it.
Make sure the content makessense and it flows a certain way
, and that's how you wouldactually write.
Like you know, sometimes theywrite chat GPT writes in a way
that's like this makes nofucking sense and so you're
gonna have to go in there andrewrite it and rethink about it.
So use that as an outline andif you use chat GPT, make sure
(14:22):
you proofread it and then youadd your own tone to it, you add
your own style to it, likethat's what you're trying to do.
So you do that for each keywordthat you're trying to rank for
and then you publish on a weeklybasis, or you publish on a
bi-weekly basis, ideally weeklyat the very least.
(14:42):
I mean at the very the veryleast is probably one or two
times a month, but ideallyyou're publishing once a week,
okay, and so this is why you doall this research ahead of time.
And then, once you have all thiscontent written, and then you
just start putting them intointo your blog and then you
schedule the blog like so ifyou're using WordPress, you can
(15:04):
schedule these blogs intoinfinity, essentially.
So you would schedule like save.
You have like 12 blogspre-written and you're
submitting and you're postingthem every two weeks, bi-weekly,
then you would have essentially24 blogs.
That would get you throughalmost halfway through the year,
and so that's a great start.
Right there and take a drinkreally quick, sorry.
(15:26):
So what I'm saying here is thatthat strategy alone was one of
the reasons why we were able togrow our organic surge revenue
by almost 500% and even, onemonth, by probably over a
thousand percent, and it'sexactly what this strategy I
(15:50):
just explained to you.
So it's about posting regularlycontent that people care about.
Now the next thing you're goingto do and this is also what I
did at Ratmate is then old blogsthat you've written.
You're going to go back tothose old blogs and you're going
to update them.
And so you're going to updatethe old blogs and you're going
(16:14):
to make sure that the content isrelevant.
So maybe you take the contentand you just copy it all, you
put it into JattGPT and you say,hey, pretend you're an SEO
expert, rewrite this content sothat it's fresh and up to date,
and so they're going to takeelements of what you already
(16:35):
have and then they're going toadd a few new things in there.
Doing that is going to get thesearch engines to come back and
crawl your site again, and whenthey do that then you've got
like stuff that's workingcorrectly.
The other thing that I did is Iwent in and updated all the alt
tags because there's a lot ofimages that had no alt tag.
(16:56):
An alt tag is basically whereif an image shows up broken
which happens sometimes onwebsites then there's going to
be a little box with like an Xor a question mark or something.
But then that box is going tohave a description and a lot of
times the description is likeimage12769.jpg and it's because
(17:17):
no one updated it.
And the alt tag is there forpeople that have learning
disabilities and so they may notbe able to like the computer
could read, like it could bereading it to you and then it'd
be like image broken and then itwould tell you what the image
alt tag is.
And so if you have like the alttag is like image12769.jpg,
(17:41):
it's going to be that.
But then if you describe whatthe image is like image of man
changing or working on RTU unityou know or not RTU, but RTU in
Florida and then that could belike someone that's blind.
They can't see it.
They're like, oh, it's a dothis working on an RTU in
Florida?
Okay, that makes sense, and itkeeps reading the blog and
(18:03):
whatever.
You need to update the alt tagswith keywords that you're trying
to rank for.
That's one.
And then you also want toupdate the image file name as
well, too.
This is something that mostpeople miss as well, too,
because the image file name isgoing to be like you know,
image12762.jpg.
Update that image to a keywordthat you're trying to rank for.
(18:23):
So it might be like RT or likecommercialHVACinFloridajpg or
likecommercialHVACinFlorida-01.jpg,
something like that, becausethat's like a keyword that
you're trying to rank for, forinstance.
So you use the keyword, notlike this entire phrase, but
(18:46):
like a keyword that you'retrying to rank for, and then you
use that as your image file.
Okay, so you said you're goingto change the image file name.
Okay, that's something elsethat I did.
And then I also went in andupdated a bunch of the title
tags to make sure that they werecorrect and they had our, the
SEO keyword that we were tryingto go after, and they also
(19:06):
updated the meta description.
That's what you see in thesearch below the blue whenever
you're searching for somethingthat the description in your
searches like for each of thoselinks that you click on, that's
the meta description.
I updated those as well too,and I did this for a bunch of
blogs.
And so I did this for a bigreason, because I knew that by
(19:27):
updating this we would have moretraffic for our search engine
or for Google to come back andstart seeing what's going on.
So that alone posting weekly andI can tell you right now we
have not posted new content inalmost one year.
I would say it's like 10 months.
(19:48):
We've not posted new content,and it's hurting us.
I'll tell you right now thatI'll be the first one to tell
you that.
I know for a fact that it'shurting us.
But, with that said, I knowthat updating old content to
make it relevant is even it'smore about, not more about.
(20:08):
It was just as valuable aswriting new content, and that's
what I was doing at thebeginning of the year, middle of
this year, and then I'll goback and start updating some
more content here shortly againas well too, especially after
seeing some of these numbers.
You do that if you post contenton a weekly, bi-weekly, at the
very minimum monthly.
But if you post content on aweekly basis and you're updating
(20:29):
your blogs and you're makingsure that the old tags are
updated correctly and the imagefiles are updated correctly, the
tag, the title tags are updatedcorrectly with the key where
that you're going after and themeta descriptions updated
correctly with the key wherethat you're going after, then I
can tell you right now, in about12 months, you should be able
to start seeing some of thestuff, start growing your
(20:51):
traffic to your blog, to yourwebsite, and then eventually you
should start seeing not justtraffic growth but like revenue
growth as well too.
Now again, this is not going tohappen overnight.
It's going to take time.
We started this strategy back inMarch, april, and we weren't
(21:13):
seeing a ton of traction.
And I know at one point our CEOis like is this even worth it?
I'm like it's totally worth it,man.
Like you just got to give ittime and then you look at it
like and then you don't look atit for a while and then you look
at it now.
You're like holy shit.
So that's how we did it fororganic search.
It's that simple.
It's nothing groundbreaking,it's honestly just consistency.
(21:35):
That's all it is Okay.
Now for organic social.
This is how it was donepreviously, before I became the
CMO of the company.
Basically, it was whenever Jeff, who was our at the time
director of marketing, wouldhave time to make posts on
Instagram or Facebook, and itwas just whenever he had a
(21:57):
moment.
He'd just like post this andpost that, and then there'd be
like two months nothing and thenthree weeks nothing, and then a
week nothing, and then likefour or five days in a row.
It was just very inconsistentand sporadic, how most people
probably post.
So that was that's a big no-no.
So, again, you need to createconsistency.
So what I did is like okay,there's this gal that has a
(22:21):
course.
I can tell you what the courseis called.
Give me one second, hold on,let me find it in the computer.
Where is it?
Where is it?
Oh man, I don't remember.
Her course is organicacquisition.
(22:48):
It should be in here.
Ah, rachel Miller.
There we go.
Her name is Rachel Miller.
All you're gonna do is you'regonna Google Rachel Miller
social media posting.
Just Google that and you'llfind her course.
The course is like $27, $37.
(23:10):
It's like really nominal.
And so what she does is shegives you an outline on how you
can write essentially 300 postsin a year.
It's like legit outline, likeon a spreadsheet or on a piece
of paper.
If you wanna do it, it'd be agiant piece of paper.
Put it on a spreadsheet andthen it gives you like
categories and topics and thenlike what you would be posting
(23:32):
for like each of these things,and then you know what you would
post.
It's really cool, like it'svery well thought out, very well
how it's planned out and stufflike that.
Like honestly, I should probablybe taking the time to do this
for my own personal posting.
It's just a matter of me liketaking a Sunday and just be like
, all right, fuck it, I'm justgonna crank out four hours of
(23:54):
just doing this.
So what I did for Ratmate was Idecided to use the same
strategy and so we createdcategories and then we created
topics.
So the first go around.
I kind of let my director ofmarketing take this and he did a
pretty decent job.
At the beginning I was like,okay, this is good, and it was
(24:16):
just 100 posts and we were justgonna evaluate to see how it did
, and we were getting moretraction, like we were getting
more impressions.
We were getting some morefollowers and stuff like that
and we were getting a little bitof sales here and there, but at
the end of the 100 days,essentially just shy of just
over three months, I mean it waslike, nothing like it could
(24:39):
have been better, it could havebeen better executed.
There's things that I feel likeJeff missed the boat on, but I
was like, all right, I'm justgonna let him run with this.
And then there are things thatI think, just in general, we
missed the boat on as a strategyand I'm not trying to throw him
under the bus by any means,because ultimately this falls on
me because I'm the CMO, it's myproblem.
But what I'm getting is that islike we were trying something
(25:03):
new.
So there are some things I'mlike, okay, I'm gonna go this
and see what happens.
And there's other things I'mlike, fuck, I should have gone
with my instinct and dosomething different or whatever.
And it is what it is.
But we were again testing tosee what this was gonna yield us
, and so what it told us is thatas we're posting more actively
(25:25):
on social, we are getting moreactivity.
So we were getting moreimpressions and more reach and
we're getting more followers andslowly seeing some revenue come
in from it.
We're like, huh, that's kind ofinteresting.
And then it went back to likebeing kind of sporadic.
So I wanna say that we launchedthis like in either April or
May, I feel like.
(25:46):
And then so that took usthrough, like, let's say, it was
April, so May, june, july, ittook us to like the beginning to
middle of August, I believe.
And so after that we just kindof like put it back in the back
burner where we weren't reallyposting much.
And then I realized I'm like wegotta do something, dude, we
(26:06):
gotta rethink this whole thingagain.
So this was in the midst of,like, our director of marketing
he was about to leave and so I'mlike, okay, I'll rethink this
next year.
So then I rethought it thefollowing year, basically 2023,
I use the same formula thatRachel Miller gives us.
And then I recreated newcategories and I recreated new
(26:29):
topics.
And then what I also did is Iimplemented new videos.
So I took all of our customerstories and then I chopped up
the customer stories intosnippets of 10, 15, 20, 30
second videos that wouldhighlight something.
Maybe it was highlighting acustomer experience, maybe it
was them recommending us, maybeit was whatever it was, it was
(26:49):
something, it was an experiencethat was going on, and so that
ended up giving us like roughly75 videos.
I'm like, man, this is prettytight.
And then the other piece is thenwe started, like rethinking
about the content within what wewere writing.
So then I would you know, I waswriting some of these pieces of
(27:10):
content very short, sweet tothe point, and this was me
before using any of chat GPTCause again, not that I didn't
trust it at the time, it wasjust like all right, I'm in the
middle of this.
I'm not going to implement anew tool to figure this out, I'm
just going to run with what Igot going on right now.
So I basically use the outlinewhere, every other day, there
would be a post of either animage or a video, and an image
(27:32):
would highlight maybe one of ourwraps, or talk about the value
about getting a vehicle wrap, orit'd be like hey, this small
wrap right here that you see isworth 12, is starting at 1250,
or this full wrap is starting atyou know, $4,000, whatever it
is.
And we would go through likedifferent things, we'd say like
and like, here's a customertestimonial, and then we'd also
(27:53):
have videos, and so we wouldkind of share these things.
And then we were going afterlike hashtags as well too, and
then we would post on all socialplatforms, knowing that
Instagram and Facebook weregoing to be our two big ones.
Okay, so then, basically, Iwrote content and all the
content was the same.
So I didn't change anything.
(28:13):
What was posted in Twitter wasthe same thing on Facebook,
which was the same thing onInstagram, which was the same
thing on LinkedIn, all the wayacross.
I did this on purpose, just tokind of see how it was all going
to work out, get this so far.
So we did that and then wewrote out all the content.
We had about 200 or so poststhat were all prewritten.
(28:36):
We tied a post with an image ora post with a video.
We loaded all the images andall the videos into HubSpot.
We put everything into aspreadsheet and then we did a
bulk upload into HubSpot.
And then this took me a fewtimes to get it right because
HubSpot wants it in a certainway.
So I got it all done in acertain way and then HubSpot
(29:00):
finally took it in and then itscheduled everything Like I had
it all like in the spreadsheettells you how to have everything
set up Like this is for thischannel and posting on this day,
at this time, and this is whatthe content is going to be and
this is where it's going to pullthe image or the video from
like all the way across, and itjust did that for all the posts
(29:20):
Doing that strategy was launchedthe end of January, like
January 30th or something likethat, and it ran through the
middle of August.
That's when it ended.
That started getting us a ton oftraction, like insane.
And when I say insane, likeeventually we were getting like
(29:42):
you know, at first it was likefour or five likes here and
there, and then it was like 10,15.
And then like a bunch of shares, comments, and then people
calling us or people listening,or getting a call from our sales
team and say, hey, I'm on yourFacebook page, I want you to
wrap my card like this, and sothey would.
And they were talking about,like you know, what we had on
(30:04):
Facebook or on Instagram, andthey were relating to those
things.
I'm like man, this is nuts.
And this goes on on a dailybasis, even today.
So we did that.
And then we were growing ourfollowers, we were growing our
impressions Like more.
So I would I think I was doingsome, you know, research.
Our followers have grown bylike.
(30:26):
I want to say like 50 to 100%,like in like five months.
Okay, I mean, I think lastmonth we had on Instagram over
300 followers, which is insane,if you ask me.
And so this posting strategy,this cadence of posting every
single day, and this took time.
(30:48):
This took me, like to edit thevideos and then get the right
images that I wanted, it tookabout a week.
And then to like, do theposting, like strategy, get
everything written and then putinto spreadsheets, that took
about another half a week.
It was about a week and a halfprocess.
It was grueling and but it waswell worth it.
(31:09):
And so we reimplemented thesame strategy in the middle of
this month.
This right now is the end ofAugust, so we relaunched it the
middle of August and we retweetcertain things.
We re-approached it.
I have a podcast I launchedrecently.
I don't know which episodebecause it's not well, if you're
(31:31):
listening to this episode rightnow, it is not launched yet.
If you're listening to thisepisode or let me rephrase that,
if you're listening to thisepisode right now, it is already
launched, but I'm recordingthis episode, so in batches that
I don't know what episode it is, because right now has not
launched at the moment that I'mat right now, if that makes
(31:52):
sense.
Ok, so where I'm getting to isthat we realize that the posting
strategy worked.
We realized that the videocadence and the image cadence
worked.
We realized several things Nowthat, right, there was one of
(32:13):
the other reasons why we wereable to increase our revenue for
Organics Social by I don't knowwhat.
Did I say?
450%, 640%, something like that, I forget.
Now one more thing we run ads.
We run a lot of ads.
(32:34):
Most of our budget sits inFacebook, with a little bit of
our budget in Google.
So this time last year we werespending about 75% 60% on Google
and about 25% or 40% onFacebook, and we started
flipping that money intoFacebook more because data was
(32:57):
revealing that we were gettingmore better quality leads on
Facebook.
And then by the end of the yearof 22, we were putting about
75% into Facebook and 25% intoGoogle, and that kind of stood
true through the beginning ofthis year, where we were putting
(33:19):
more money into Facebook, andthen we went almost more full
tilt into Facebook.
This the past two months whereI took budget away from Google,
where now we only run one ad onGoogle and it's a brand ad.
That's all it is, and then therest of the budget is sitting in
Facebook and did this onpurpose.
(33:39):
So now I don't like putting allof our budget into one place,
but that's just kind of howwe're doing it right now until
we get some things mapped out.
Anyways, the fact that we'rerunning ads is helping, because
what's happening is that peopleare seeing the ad.
They may not click it, but theygo to our Facebook page.
(34:02):
And then they look at ourFacebook page and they're like
oh, that's interesting.
And then they go from there.
They might click on the ad,they might go back to the ad and
they click on the ad and go toour website.
Or they go to Googlecom type inratmatecom, go to our website,
(34:22):
or they see the ad, they clickthe ad, they don't opt in, they
go back, they go to the Facebookpage, they look at that, they
go back and then they go to thewebsite.
They've already been cookiedand so we have traction on that.
So Facebook sees that we'rerunning a ton of ads, we're
spending a ton of money in there, and so what they're doing now
(34:45):
is they're like OK, you'rerunning all these ads, we're
going to give you a little bitmore juice, if you will, on your
organic social.
Well, what that's doing is thatit's getting people to start
going into different channels tofind us different ways, like
the buying journey is neverstraight, and so they see our ad
and then, all of a sudden, theysee maybe one of our they like
(35:09):
our page or something like that,or they like our ad and they
don't do anything.
And then they see somethingfrom one of our posts that shows
up in their feed.
So they click into the feed andthen they start seeing all of
our stuff and then they actuallyend up becoming a lead by going
through our website.
It's stuff like that.
Anyways, what we've seen isthat as we increase our ad spend
(35:31):
and Facebook social, we getmore leads in organic social
like a ton more, and so whatwe're also seeing is that we're
getting more quality leads thatare closing at a very high
clipping rate pretty crazy.
And so the same thing goes onwith Google search.
Now, mind you what this is.
(35:52):
What's really interesting isthat the past two months we
actually have flow word.
We have flow word, our Googlesearch volume of paid on there,
but because all the efforts thatwe put into actual organic on
Google, it's still seen prettysteady.
(36:14):
So where I guess I'm trying toget to in all of this is that by
implementing a posting strategy, by implementing for both
social and for, you know, search, so you know blog posts and
then like, posting on LinkedInfor you, whatever, and running
ads okay, that will get trafficto your site is going to help
(36:38):
you so you might wanna considerrunning Facebook ads and then
posting right on Facebook.
Again, I know that youraudience is probably not always
gonna be on Facebook, butthere's ways in how you can work
this.
If you have a list with goodemail addresses that are valid
and you have like over, I think,a thousand of them, you can
(36:59):
upload that list into Facebookand then start running ads to
those people Like.
This is a great strategy to do,and then you can start building
that out.
But if you don't have any ofthis all mapped out, this is
where I would start, excuse me.
I would start with postingblogs on a bi-weekly basis at
the bare minimum, or on amonthly basis, a very, very bare
(37:23):
minimum.
If you can do that, then try togo bi-weekly, but ideally you
wanna go weekly, but postingblog posts on a weekly basis
would be ideal, right?
So you do that, get into thatcadence.
It's good.
And then you start doing thesame thing for social posts.
You start kinda creating theframework using Rachel Miller's
(37:44):
guide and you start having thisframework of posting 100 posts
and then you evaluate everythingafter 100 posts and that's
gonna get you through a quarteressentially.
And then you rethink everything, like okay, this made sense,
this didn't make sense.
And you just keep doing thatover and over and over again.
And then you have these thingsgoing independently.
(38:04):
That's when you start thinkingabout running paid social on
this or paid search, so runningPPC ads on Google or running
paid ads on Facebook orInstagram or LinkedIn.
Again, you have to determinewhere your audience is gonna be,
and so you use yourestablishment that you've been
(38:25):
doing for this organic stuff andthen you kinda piggyback off of
like that's kinda doing itsthing and now we're gonna put
some actual marketing dollars inthis area.
And then, over six to 12 monthsI would probably say more on
the 12 month side you're gonnastart seeing revenue growth.
Now, the key thing here is thatyou need to make sure that
(38:45):
you're tracking this.
Now, if you're using Salesforce, that might be an option.
I don't know if Salesforce hasany kind of attribution software
, like we use HubSpot and so wehave like the HubSpot, like
Pixel, whatever cookie thing.
And so when people come in,like it essentially says, like
(39:07):
this person came in through this.
Now I'll tell you this.
It is not 100% accurate, like Ibang my head half the time
because of the junk that Isometimes get out of it, but
it's not 100% accurate andthat's fine, it is what it is.
However, it is enough accurateto tell you okay, I can make
future bets in this channelbecause I'm getting more leads
(39:29):
in here, I'm getting morecustomers here, I'm getting more
revenue here.
So don't use it as your end allbe all kind of thing, but use it
as a way to make betterdecisions for where you're gonna
put your efforts and attention.
So, for us, we use it, weevaluate it, like okay, this
makes sense, and we start seeinglike all right, when we pulled
(39:51):
this lever, three thingshappened over here.
That's really interesting.
Now what happens if we let goof this lever?
And then three things breakover here Like huh, okay, don't
do that again.
Let's pull this lever here,these three things, you know, do
this and let's, you know, yankthis other lever this way and
see what happens this way, andwe continue to do that until we
(40:11):
find the formula.
And so HubSpot is gonna help youtrack where these people are
coming in.
Like this person came inthrough direct traffic where
they literally typed in you knowyour websitecom okay, and
that's great.
Okay, they're going to Google,they're typing it in and that's
(40:31):
good for them.
Others are gonna do it from,like, clicking on the ad or
whatever.
But what's nice about howHubSpot does this is that they
can tell you how they're comingin and for the most part, it's
accurate and you can see what'shappening.
You're like, okay, this makessense, and you can start kind of
drawing lines to differentthings.
Like this is generating thismuch revenue.
(40:53):
Huh, I wonder, if I put more,how it's gonna turn out and you
just keep doing that over andover and over again.
Speaker 2 (41:02):
So that's kind of how I did it Like.
Speaker 1 (41:04):
This is a very long podcast, very in depth.
Did not expect this to be goingat this length, to be quite
honest, but you know it is whatit is.
So, with that said, I hope thiswas helpful.
I hope that you kind of lookedat it and you're like man, this
(41:26):
actually kind of makes sense,like this.
This leads me down the rightpath to understand, like, how to
handle organic and followingthis.
Like I would almost say thatyou could increase your, your
revenue by a thousand percent in12 months, 18 months, if you
did it like, fully executed itcorrectly.
(41:51):
And the key word here is fullyexecute, like.
If you half-ass this shit, youcan't expect a full ass of like
a thousand percent ROI like notgoing to happen.
So don't half-ass it like.
Map out the plan and just justbuild it out from there and, as
you map it out, execute upon theplan, cause everyone has got
(42:14):
great ideas and good intentions,but no one cares until it's,
until it has to be executed.
And so when you execute it, youcan truly, truly put like it's
where the rubber meets the roadand you can really see, like
what is working, what's not, butexecuted a hundred percent Okay
, and so this strategy it shouldyield a big return and it
(42:36):
becomes where, eventually, youcan have this kind of like
almost in a system or framework,where then you hire a marketing
coordinator and be like allright, listen, this is our
framework.
You are going to build upon thisframework.
Your entire job is to postblogs, post social content,
(42:58):
reply to content and engage withpeople and find ways and how
you can expand our brand on adaily basis, not like whenever
you have time.
Like this is you do this dailyand you're finding ways and how
to post, you know, blogs on aweekly basis, like you do, and
(43:18):
this is a framework you follow.
Here you go, you do that andyou invest.
Say, like you know I don't knowsomeone making $50,000 a year
to be your marketing coordinatoror marketing strategist.
It's gonna yield you bigreturns.
Okay, you may not get a crapton of leads, but like if one of
(43:39):
those leads that you get getsyou a $250,000 ROI, like because
that's the contract that theysigned, was it worth hiring that
marketing strategist ormarketing coordinator at 50K a
year?
Fuck yeah, it was you just 5Xto what your investment was.
Now try to get them to be moreefficient and see what they can
do on making things better, andthen do this more for like
(44:02):
another six to 12 months and seewhat happens.
All of a sudden, you startgetting like you know a handful
of these that are a quartermillion dollar contracts.
Next to you know, this thing'spumping out a million dollars in
one channel on organic.
You see what I'm saying Likethis is for real.
This could truly truly happen.
Okay, like this is not like afluke kind of thing.
(44:23):
Like this can truly trulyhappen.
So that's what I'm trying tokind of express and share is
that this is an opportunity thatI think could help any facility
or property management company.
But this is how I did it.
I've done this exact samestrategy in different variations
(44:43):
for facility management.
Okay, and now, right now, forthe company that I'm CMOing at
for right now, and you do this,you should see results.
All right.
So let me know if you have anyquestions.
Three things that I ask in mypodcast.
Number one please give us afive star review on it, either
Spotify or Apple.
Podcast.
Number two please connect withme on LinkedIn.
(45:05):
Tell me what was your favoritepodcast.
Hope, this is one of them.
Actually, this was a reallygood one, or like what would you
like me to actually cover?
And then, number three pleaseshare this podcast.
The biggest compliment that youcould ever give me is you
sharing this podcast withsomebody else.
Like that would be huge.
So if you can do that for me,that'd be great.
Other than that, have awonderful day and I'll talk to
(45:25):
you 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 (45:37):
You can go to boldermediasolutionscom slash
email and that way you can getupdates on some marketing trends
that I'm seeing, somestrategies that I'm executing
and, more importantly, we'll beactually launching some webinars
and training that's gonna helpyour company use marketing
strategies to essentially growyour business.
Speaker 1 (45:56):
We'll be doing some training, offering some courses,
that sort of stuff, so you canalways unsubscribe to that email
list.
Speaker 2 (46:02):
It's no big deal, it's not gonna hurt my feelings.
This is more for facilitymanagers.
I'm sure facility managementcompanies that want to grow
their business by usingmarketing All right guys thanks
a lot and have a great one.
What's going on everyone?
Welcome to another episode.
I'm your host, javier, so todayI'm gonna be telling you
exactly what I did to grow ourorganic search and organic
social revenue by over 1100% inrevenue.
Speaker 2 (00:18):
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, theapproach, the new strategies or
which digital platform is marketon.
So how do you use marketing togrow your effort business today?
That is a question and thispodcast will give you the
(00:40):
answers.
My name is Javier Lozano Jr andwelcome to the facility
management marketing podcast.
Speaker 1 (00:46):
All right, I'm gonna say that one more time.
I'm gonna tell you exactly whatI did to grow our revenue 1100%
in organic search and organicsocial In just 12 months.
Now, I'm gonna preface this,and I always preface everything.
Your mileage may vary.
You might actually get morethan what you think, you might
(01:09):
get less, but also all dependson how you track stuff as well
too.
So I'm gonna tell you how I didit, I'm gonna tell you who I
did it for and I'm gonna tellyou kind of what you need to do
for your facility and propertymanagement company to have this
same success.
(01:30):
Okay, so first of all, I didthis for the company that I'm
currently employed by, which iscalled RappMate.
All right, so we do vehiclewraps on a national scale.
So we wrap vehicles all overthe country.
So I'm not gonna go into detailabout that, but we implemented
an organic SEO strategy back inMarch of last year of 22, and
(01:55):
then we implemented a organicsocial posting strategy back in
March, april of 22,.
Took a break, tried to do somemore things, took a break,
reassessed and then basicallyre-looked at it again at the
beginning of this year and it'sjust taken off.
(02:15):
So I'm still like mind blown.
To be quite honest, it's notconsistent every single month,
but we're seeing numbers thatI've never seen in my life.
It's pretty insane to see someof these numbers.
So, anyways, let's kind ofdiscuss this.
(02:38):
So let's kind of break it downinto both of them 1100%, it was
roughly almost 500%, and whatwas it?
Hold on a second, sorry, it wasalmost 500% for organic search
(03:02):
and almost 650% for organicsocial.
As far as the revenue that wegenerated, I'm not gonna tell
you exactly what revenue we madeback then and then what we're
making now from it, and I candisclose that, but I will tell
you that is the percentagegrowth that we did.
So, when it comes to organicsearch, I would say that one of
(03:23):
the reasons why we were able toreally kind of grow that number
high really and at one point iteven capped out in May at a
really high number that wouldprobably make this almost at
1,000% for one month.
Kids, you know what I'm sayingthis?
(03:43):
Okay, I'm looking at thenumbers as we speak and it would
probably be into that.
So let's think about this.
The first thing is that you'vegotta have some sort of posting
strategy.
So you've gotta be posting on aregular basis, week over week,
month over month, and so yougotta be posting blogs, and it
(04:06):
has to be rich content.
When I say rich content, it hasto be things that is
information-based, that'sinformation-rich, that people
are gonna sit there and wannalisten to and I'm sorry not
listen to, but wanna read, learnmore about, click, that sort of
stuff.
You can't just have chat, gpt,write something and then you
(04:27):
slap that onto your page andexpect it to rank immediately.
Okay.
So that is the wrong way ofdoing this.
What you can do, and what youshould do, is you need to have a
game plan, and I've got severalepisodes that teach you on how
to write SEO content, and youjust gotta go back into episodes
(04:49):
from last year, maybe some eventhis year, but I've got tons of
episodes that tell you on howto write blogs, how to write
SEO-rich content, how to getranked and actually get to the
first page of Google, likethings that I've done for other
companies, like how to do allthese things, and, honestly, you
can do this for yourself.
(05:09):
So I'm just gonna give you aquick tidbit of how quick
overview of how to do this.
You're going to do some researchon what people are searching
for for your facility orproperty company.
So, for instance, if you'relocated in, let's say, the South
and you only do work in Florida, georgia, tennessee, alabama,
(05:34):
and that's kind of it, likethat's all you do, right, and
your facility company is called,like, the Southeast Facility
Services Company or somethinglike that, southeast Facility
Services, let's just call itthat, all right, then what
you're going to do is you'regonna start thinking about okay,
(05:55):
I'm in the Southeast, have weservice these states?
Where are some problem areasthat are always going?
On Florida, there's alwaysissues with HVAC, okay, and then
a lot of those states probablyall have issues with HVAC.
And then every now and thenthere's gonna be those cold
(06:15):
snaps that take place.
And then maybe there's likeother things that you might
wanna look at, like if you guysdo HVAC, like you look at your
different services, like, oh,you offer plumbing, okay, then
you look into that.
Or you offer, like you know,pavement and repaving and
concrete services, then you canlook into creating content for
that.
Where I'm getting to is thatyou've gotta start thinking
(06:36):
about the content from a way oflike the services that you offer
.
So make a list of all theservices that you offer in the
region, or if it's national, ifyou're all over the country,
then that's fine too.
But make a list of all theservices that you offer and then
find Things that people aretyping, and you can use Google
(06:57):
search, just literally typing inwords for those services, okay,
and just see what pops up fromGoogle, because what they'll do
is they'll send, they'll giveyou some stuff and then, at the
very bottom you scroll down,they'll give you all the search
intents as well too.
You know you could people alsosearch for this, and people also
search for this, and peoplealso search for this.
And you keep doing that and youstart thinking about okay, this
(07:19):
is a great topic to use, or Ican write about this, oh, this
is a really good idea.
And then what you could also dois you can find and you can use
this like Google console tohelp you with this, and you can
also use Google AdWords to dothis as well too.
But if you have Google consoleinstalled into your website,
then you can see what thequeries that people are typing
(07:39):
in that might find your site,like, like the impression of
like, then finding your site,but they don't click on your
site.
So like, you show up in thesearch results but you may be
very, very low and you can belike oh, wow, a lot of people
are typing for this kind ofstuff.
I show up in the queries butI'm so I'm ranked so low they're
not going to click on me.
I should probably start writingcontent around this, so you
(08:03):
keep doing those sort of things.
I did this for a facilitycompany for like facility
management certification orsomething like that, or facility
manager certification maybe itwas facility manager
certifications or like topfacility manager certifications
or something like that wherethey they basically they rank
number one.
Now, okay, you can figure outwho the company was after you do
(08:24):
a few few searches.
So, with that said, what whatyou want to do is is that you
are gonna make a list of likekeywords and it's not just a
word, it's like a phrase thatpeople are typing in for your
services, so like, break it out.
So if you offer five servicesso let's say HVC, plumbing,
(08:45):
handyman, electrical and roofing, let's just say those five if
you have five services, thenyou're gonna type in like for
like handyman, like how to hirea commercial handyman contractor
, or tips to tips to like seetips to preventative maintenance
(09:10):
for your HVC systems in Florida.
You know something like thatlike you're gonna kind of start
thinking about like how yourfacility manager thinks on how
they find stuff and you startfinding like these phrases, and
then you'll you'll see like, oh,people search for this, and
then you can use those key wordsas ideas.
(09:32):
You could also go into GoogleGoogle AdWords or Google Ads is
what they call it now and youcan use their keyword finder and
and just Google this.
You can watch YouTube videos tohelp you with this.
And then you can type in likekey words like so, like, if it's
HVAC or you want to usecommercial HVAC so you don't get
, you know, stuck with aresidential, because you'll
never, you'll never rank, butyou want to do commercial HVAC.
(09:55):
And then what you'll startdoing is that you'll start
seeing like other suggestions,like or a commercial HVAC in
Florida, and like, oh,interesting, there's not a lot
of competition for thiscommercial HVAC in in Alabama,
commercial HVAC.
And then you start thinkingabout commercial HVAC in Alabama
for preventative maintenance oror, you know, for RTUs or
(10:17):
something like that.
Like you start, you know, startkind of putting these words
together and you start findinglike these phrases.
You're like, wow, there's liketen key words I can have written
for commercial HVAC, so that'sgonna be one piece that you'll
start using each one, and sothen you'll write a blog for
each of those key words of thoseten, those, those ten keywords,
and so essentially, you'll haveten pieces of content and you
(10:40):
repeat the process for, like,plumbing and electric,
electrician or electrical androofing and handyman.
You could do that process andyou might come out with like ten
, you might come out with five,you might come out with eight,
but whatever the case is thatyou come out with that, the goal
is that you do something foreach one of those services that
you offer, and so this is what Idid for one of the companies
(11:04):
that I was doing some SEO workfor is that we basically took
one keyword for one of theservices that they offer, we
made a landing page out of thatand then we then wrote content
around some of those keywordsand we would point things in
different directions, etc.
So that is a very, very goodstrategy to implement, and so
this is what we did at Ratmateis, we essentially had an agency
(11:29):
come up with the keywords forus and then we had them and I
approved the keywords.
I was like, okay, this makessense, this makes sense, this
makes sense.
And then we had them write thethat, the actual blog content,
and then I would review it.
I actually know they write theoutline of the blog content like
, okay, yes, I like this, likethis, like this, and then they
would then write the content.
(11:49):
And then, as they wrote thecontent, they would start
sending links to different pagesof our website, and so that was
kind of the strategy that weimplemented and then so I would
have them write batches and then, once we no longer use the
agency, I just managed the wholething.
(12:09):
So I had a strategy and how Idid it.
I just explained it to you verysimple.
We have a spreadsheet okay,this is a keyword that we need
to write content for.
This is a structure, how wegonna do this.
So what we'll do is like thiskeyword is gonna be, you know,
roofing, commercial roofing, forinstance, and then I, you know,
would basically come up with atitle and then subtitles.
(12:34):
Now, with chat GPT, you canactually leverage chat GPT to
give you an outline of how youwant this thing to be, look to
look like.
I mean, you're gonna have tofigure out the prompts, but
you're gonna say something alongthe lines of like hey, chat GPT
, pretend that you're aworld-class expert in writing
SEO content and blogs.
You know, and I'm gonna beusing, I want you to use
(12:56):
commercial roofing in Floridaand I want you to give me a
title, subtitles, I want you togive me a meta description.
I want you to give me a titletag and this is the keyword and
like and give me an outline ofwhat the of what the blog could
be about, and then they can giveyou an outline and then you can
(13:17):
use that and then you can givethat outline to a content writer
and say, hey, this is theoutline that I need written now.
Can you start writing on this?
And then they'll start writingit and they'll probably charge
you 75 bucks, a hundred bucks,200 bucks, depending on how good
of a writer you're.
(13:37):
You're looking to hire and youcan find these writers on like,
on a fiverr, or you can findthem on what's the other one
that I use all the time up work.
You know there's others and youcould also use chat GPT.
If you end up using chat GPT towrite your content again, don't
just slap the content onto yourblog, go in there and then
(14:00):
massage it.
Make sure the content makessense and it flows a certain way
, and that's how you wouldactually write.
Like you know, sometimes theywrite chat GPT writes in a way
that's like this makes nofucking sense and so you're
gonna have to go in there andrewrite it and rethink about it.
So use that as an outline andif you use chat GPT, make sure
(14:22):
you proofread it and then youadd your own tone to it, you add
your own style to it, likethat's what you're trying to do.
So you do that for each keywordthat you're trying to rank for
and then you publish on a weeklybasis, or you publish on a
bi-weekly basis, ideally weeklyat the very least.
(14:42):
I mean at the very the veryleast is probably one or two
times a month, but ideallyyou're publishing once a week,
okay, and so this is why you doall this research ahead of time.
And then, once you have all thiscontent written, and then you
just start putting them intointo your blog and then you
schedule the blog like so ifyou're using WordPress, you can
(15:04):
schedule these blogs intoinfinity, essentially.
So you would schedule like save.
You have like 12 blogspre-written and you're
submitting and you're postingthem every two weeks, bi-weekly,
then you would have essentially24 blogs.
That would get you throughalmost halfway through the year,
and so that's a great start.
Right there and take a drinkreally quick, sorry.
(15:26):
So what I'm saying here is thatthat strategy alone was one of
the reasons why we were able togrow our organic surge revenue
by almost 500% and even, onemonth, by probably over a
thousand percent, and it'sexactly what this strategy I
(15:50):
just explained to you.
So it's about posting regularlycontent that people care about.
Now the next thing you're goingto do and this is also what I
did at Ratmate is then old blogsthat you've written.
You're going to go back tothose old blogs and you're going
to update them.
And so you're going to updatethe old blogs and you're going
(16:14):
to make sure that the content isrelevant.
So maybe you take the contentand you just copy it all, you
put it into JattGPT and you say,hey, pretend you're an SEO
expert, rewrite this content sothat it's fresh and up to date,
and so they're going to takeelements of what you already
(16:35):
have and then they're going toadd a few new things in there.
Doing that is going to get thesearch engines to come back and
crawl your site again, and whenthey do that then you've got
like stuff that's workingcorrectly.
The other thing that I did is Iwent in and updated all the alt
tags because there's a lot ofimages that had no alt tag.
(16:56):
An alt tag is basically whereif an image shows up broken
which happens sometimes onwebsites then there's going to
be a little box with like an Xor a question mark or something.
But then that box is going tohave a description and a lot of
times the description is likeimage12769.jpg and it's because
(17:17):
no one updated it.
And the alt tag is there forpeople that have learning
disabilities and so they may notbe able to like the computer
could read, like it could bereading it to you and then it'd
be like image broken and then itwould tell you what the image
alt tag is.
And so if you have like the alttag is like image12769.jpg,
(17:41):
it's going to be that.
But then if you describe whatthe image is like image of man
changing or working on RTU unityou know or not RTU, but RTU in
Florida and then that could belike someone that's blind.
They can't see it.
They're like, oh, it's a dothis working on an RTU in
Florida?
Okay, that makes sense, and itkeeps reading the blog and
(18:03):
whatever.
You need to update the alt tagswith keywords that you're trying
to rank for.
That's one.
And then you also want toupdate the image file name as
well, too.
This is something that mostpeople miss as well, too,
because the image file name isgoing to be like you know,
image12762.jpg.
Update that image to a keywordthat you're trying to rank for.
(18:23):
So it might be like RT or likecommercialHVACinFloridajpg or
likecommercialHVACinFlorida-01.jpg,
something like that, becausethat's like a keyword that
you're trying to rank for, forinstance.
So you use the keyword, notlike this entire phrase, but
(18:46):
like a keyword that you'retrying to rank for, and then you
use that as your image file.
Okay, so you said you're goingto change the image file name.
Okay, that's something elsethat I did.
And then I also went in andupdated a bunch of the title
tags to make sure that they werecorrect and they had our, the
SEO keyword that we were tryingto go after, and they also
(19:06):
updated the meta description.
That's what you see in thesearch below the blue whenever
you're searching for somethingthat the description in your
searches like for each of thoselinks that you click on, that's
the meta description.
I updated those as well too,and I did this for a bunch of
blogs.
And so I did this for a bigreason, because I knew that by
(19:27):
updating this we would have moretraffic for our search engine
or for Google to come back andstart seeing what's going on.
So that alone posting weekly andI can tell you right now we
have not posted new content inalmost one year.
I would say it's like 10 months.
(19:48):
We've not posted new content,and it's hurting us.
I'll tell you right now thatI'll be the first one to tell
you that.
I know for a fact that it'shurting us.
But, with that said, I knowthat updating old content to
make it relevant is even it'smore about, not more about.
(20:08):
It was just as valuable aswriting new content, and that's
what I was doing at thebeginning of the year, middle of
this year, and then I'll goback and start updating some
more content here shortly againas well too, especially after
seeing some of these numbers.
You do that if you post contenton a weekly, bi-weekly, at the
very minimum monthly.
But if you post content on aweekly basis and you're updating
(20:29):
your blogs and you're makingsure that the old tags are
updated correctly and the imagefiles are updated correctly, the
tag, the title tags are updatedcorrectly with the key where
that you're going after and themeta descriptions updated
correctly with the key wherethat you're going after, then I
can tell you right now, in about12 months, you should be able
to start seeing some of thestuff, start growing your
(20:51):
traffic to your blog, to yourwebsite, and then eventually you
should start seeing not justtraffic growth but like revenue
growth as well too.
Now again, this is not going tohappen overnight.
It's going to take time.
We started this strategy back inMarch, april, and we weren't
(21:13):
seeing a ton of traction.
And I know at one point our CEOis like is this even worth it?
I'm like it's totally worth it,man.
Like you just got to give ittime and then you look at it
like and then you don't look atit for a while and then you look
at it now.
You're like holy shit.
So that's how we did it fororganic search.
It's that simple.
It's nothing groundbreaking,it's honestly just consistency.
(21:35):
That's all it is Okay.
Now for organic social.
This is how it was donepreviously, before I became the
CMO of the company.
Basically, it was whenever Jeff, who was our at the time
director of marketing, wouldhave time to make posts on
Instagram or Facebook, and itwas just whenever he had a
(21:57):
moment.
He'd just like post this andpost that, and then there'd be
like two months nothing and thenthree weeks nothing, and then a
week nothing, and then likefour or five days in a row.
It was just very inconsistentand sporadic, how most people
probably post.
So that was that's a big no-no.
So, again, you need to createconsistency.
So what I did is like okay,there's this gal that has a
(22:21):
course.
I can tell you what the courseis called.
Give me one second, hold on,let me find it in the computer.
Where is it?
Where is it?
Oh man, I don't remember.
Her course is organicacquisition.
(22:48):
It should be in here.
Ah, rachel Miller.
There we go.
Her name is Rachel Miller.
All you're gonna do is you'regonna Google Rachel Miller
social media posting.
Just Google that and you'llfind her course.
The course is like $27, $37.
(23:10):
It's like really nominal.
And so what she does is shegives you an outline on how you
can write essentially 300 postsin a year.
It's like legit outline, likeon a spreadsheet or on a piece
of paper.
If you wanna do it, it'd be agiant piece of paper.
Put it on a spreadsheet andthen it gives you like
categories and topics and thenlike what you would be posting
(23:32):
for like each of these things,and then you know what you would
post.
It's really cool, like it'svery well thought out, very well
how it's planned out and stufflike that.
Like honestly, I should probablybe taking the time to do this
for my own personal posting.
It's just a matter of me liketaking a Sunday and just be like
, all right, fuck it, I'm justgonna crank out four hours of
(23:54):
just doing this.
So what I did for Ratmate was Idecided to use the same
strategy and so we createdcategories and then we created
topics.
So the first go around.
I kind of let my director ofmarketing take this and he did a
pretty decent job.
At the beginning I was like,okay, this is good, and it was
(24:16):
just 100 posts and we were justgonna evaluate to see how it did
, and we were getting moretraction, like we were getting
more impressions.
We were getting some morefollowers and stuff like that
and we were getting a little bitof sales here and there, but at
the end of the 100 days,essentially just shy of just
over three months, I mean it waslike, nothing like it could
(24:39):
have been better, it could havebeen better executed.
There's things that I feel likeJeff missed the boat on, but I
was like, all right, I'm justgonna let him run with this.
And then there are things thatI think, just in general, we
missed the boat on as a strategyand I'm not trying to throw him
under the bus by any means,because ultimately this falls on
me because I'm the CMO, it's myproblem.
But what I'm getting is that islike we were trying something
(25:03):
new.
So there are some things I'mlike, okay, I'm gonna go this
and see what happens.
And there's other things I'mlike, fuck, I should have gone
with my instinct and dosomething different or whatever.
And it is what it is.
But we were again testing tosee what this was gonna yield us
, and so what it told us is thatas we're posting more actively
(25:25):
on social, we are getting moreactivity.
So we were getting moreimpressions and more reach and
we're getting more followers andslowly seeing some revenue come
in from it.
We're like, huh, that's kind ofinteresting.
And then it went back to likebeing kind of sporadic.
So I wanna say that we launchedthis like in either April or
May, I feel like.
(25:46):
And then so that took usthrough, like, let's say, it was
April, so May, june, july, ittook us to like the beginning to
middle of August, I believe.
And so after that we just kindof like put it back in the back
burner where we weren't reallyposting much.
And then I realized I'm like wegotta do something, dude, we
(26:06):
gotta rethink this whole thingagain.
So this was in the midst of,like, our director of marketing
he was about to leave and so I'mlike, okay, I'll rethink this
next year.
So then I rethought it thefollowing year, basically 2023,
I use the same formula thatRachel Miller gives us.
And then I recreated newcategories and I recreated new
(26:29):
topics.
And then what I also did is Iimplemented new videos.
So I took all of our customerstories and then I chopped up
the customer stories intosnippets of 10, 15, 20, 30
second videos that wouldhighlight something.
Maybe it was highlighting acustomer experience, maybe it
was them recommending us, maybeit was whatever it was, it was
(26:49):
something, it was an experiencethat was going on, and so that
ended up giving us like roughly75 videos.
I'm like, man, this is prettytight.
And then the other piece is thenwe started, like rethinking
about the content within what wewere writing.
So then I would you know, I waswriting some of these pieces of
(27:10):
content very short, sweet tothe point, and this was me
before using any of chat GPTCause again, not that I didn't
trust it at the time, it wasjust like all right, I'm in the
middle of this.
I'm not going to implement anew tool to figure this out, I'm
just going to run with what Igot going on right now.
So I basically use the outlinewhere, every other day, there
would be a post of either animage or a video, and an image
(27:32):
would highlight maybe one of ourwraps, or talk about the value
about getting a vehicle wrap, orit'd be like hey, this small
wrap right here that you see isworth 12, is starting at 1250,
or this full wrap is starting atyou know, $4,000, whatever it
is.
And we would go through likedifferent things, we'd say like
and like, here's a customertestimonial, and then we'd also
(27:53):
have videos, and so we wouldkind of share these things.
And then we were going afterlike hashtags as well too, and
then we would post on all socialplatforms, knowing that
Instagram and Facebook weregoing to be our two big ones.
Okay, so then, basically, Iwrote content and all the
content was the same.
So I didn't change anything.
(28:13):
What was posted in Twitter wasthe same thing on Facebook,
which was the same thing onInstagram, which was the same
thing on LinkedIn, all the wayacross.
I did this on purpose, just tokind of see how it was all going
to work out, get this so far.
So we did that and then wewrote out all the content.
We had about 200 or so poststhat were all prewritten.
(28:36):
We tied a post with an image ora post with a video.
We loaded all the images andall the videos into HubSpot.
We put everything into aspreadsheet and then we did a
bulk upload into HubSpot.
And then this took me a fewtimes to get it right because
HubSpot wants it in a certainway.
So I got it all done in acertain way and then HubSpot
(29:00):
finally took it in and then itscheduled everything Like I had
it all like in the spreadsheettells you how to have everything
set up Like this is for thischannel and posting on this day,
at this time, and this is whatthe content is going to be and
this is where it's going to pullthe image or the video from
like all the way across, and itjust did that for all the posts
(29:20):
Doing that strategy was launchedthe end of January, like
January 30th or something likethat, and it ran through the
middle of August.
That's when it ended.
That started getting us a ton oftraction, like insane.
And when I say insane, likeeventually we were getting like
(29:42):
you know, at first it was likefour or five likes here and
there, and then it was like 10,15.
And then like a bunch of shares, comments, and then people
calling us or people listening,or getting a call from our sales
team and say, hey, I'm on yourFacebook page, I want you to
wrap my card like this, and sothey would.
And they were talking about,like you know, what we had on
(30:04):
Facebook or on Instagram, andthey were relating to those
things.
I'm like man, this is nuts.
And this goes on on a dailybasis, even today.
So we did that.
And then we were growing ourfollowers, we were growing our
impressions Like more.
So I would I think I was doingsome, you know, research.
Our followers have grown bylike.
(30:26):
I want to say like 50 to 100%,like in like five months.
Okay, I mean, I think lastmonth we had on Instagram over
300 followers, which is insane,if you ask me.
And so this posting strategy,this cadence of posting every
single day, and this took time.
(30:48):
This took me, like to edit thevideos and then get the right
images that I wanted, it tookabout a week.
And then to like, do theposting, like strategy, get
everything written and then putinto spreadsheets, that took
about another half a week.
It was about a week and a halfprocess.
It was grueling and but it waswell worth it.
(31:09):
And so we reimplemented thesame strategy in the middle of
this month.
This right now is the end ofAugust, so we relaunched it the
middle of August and we retweetcertain things.
We re-approached it.
I have a podcast I launchedrecently.
I don't know which episodebecause it's not well, if you're
(31:31):
listening to this episode rightnow, it is not launched yet.
If you're listening to thisepisode or let me rephrase that,
if you're listening to thisepisode right now, it is already
launched, but I'm recordingthis episode, so in batches that
I don't know what episode it is, because right now has not
launched at the moment that I'mat right now, if that makes
(31:52):
sense.
Ok, so where I'm getting to isthat we realize that the posting
strategy worked.
We realized that the videocadence and the image cadence
worked.
We realized several things Nowthat, right, there was one of
(32:13):
the other reasons why we wereable to increase our revenue for
Organics Social by I don't knowwhat.
Did I say?
450%, 640%, something like that, I forget.
Now one more thing we run ads.
We run a lot of ads.
(32:34):
Most of our budget sits inFacebook, with a little bit of
our budget in Google.
So this time last year we werespending about 75% 60% on Google
and about 25% or 40% onFacebook, and we started
flipping that money intoFacebook more because data was
(32:57):
revealing that we were gettingmore better quality leads on
Facebook.
And then by the end of the yearof 22, we were putting about
75% into Facebook and 25% intoGoogle, and that kind of stood
true through the beginning ofthis year, where we were putting
(33:19):
more money into Facebook, andthen we went almost more full
tilt into Facebook.
This the past two months whereI took budget away from Google,
where now we only run one ad onGoogle and it's a brand ad.
That's all it is, and then therest of the budget is sitting in
Facebook and did this onpurpose.
(33:39):
So now I don't like putting allof our budget into one place,
but that's just kind of howwe're doing it right now until
we get some things mapped out.
Anyways, the fact that we'rerunning ads is helping, because
what's happening is that peopleare seeing the ad.
They may not click it, but theygo to our Facebook page.
(34:02):
And then they look at ourFacebook page and they're like
oh, that's interesting.
And then they go from there.
They might click on the ad,they might go back to the ad and
they click on the ad and go toour website.
Or they go to Googlecom type inratmatecom, go to our website,
(34:22):
or they see the ad, they clickthe ad, they don't opt in, they
go back, they go to the Facebookpage, they look at that, they
go back and then they go to thewebsite.
They've already been cookiedand so we have traction on that.
So Facebook sees that we'rerunning a ton of ads, we're
spending a ton of money in there, and so what they're doing now
(34:45):
is they're like OK, you'rerunning all these ads, we're
going to give you a little bitmore juice, if you will, on your
organic social.
Well, what that's doing is thatit's getting people to start
going into different channels tofind us different ways, like
the buying journey is neverstraight, and so they see our ad
and then, all of a sudden, theysee maybe one of our they like
(35:09):
our page or something like that,or they like our ad and they
don't do anything.
And then they see somethingfrom one of our posts that shows
up in their feed.
So they click into the feed andthen they start seeing all of
our stuff and then they actuallyend up becoming a lead by going
through our website.
It's stuff like that.
Anyways, what we've seen isthat as we increase our ad spend
(35:31):
and Facebook social, we getmore leads in organic social
like a ton more, and so whatwe're also seeing is that we're
getting more quality leads thatare closing at a very high
clipping rate pretty crazy.
And so the same thing goes onwith Google search.
Now, mind you what this is.
(35:52):
What's really interesting isthat the past two months we
actually have flow word.
We have flow word, our Googlesearch volume of paid on there,
but because all the efforts thatwe put into actual organic on
Google, it's still seen prettysteady.
(36:14):
So where I guess I'm trying toget to in all of this is that by
implementing a posting strategy, by implementing for both
social and for, you know, search, so you know blog posts and
then like, posting on LinkedInfor you, whatever, and running
ads okay, that will get trafficto your site is going to help
(36:38):
you so you might wanna considerrunning Facebook ads and then
posting right on Facebook.
Again, I know that youraudience is probably not always
gonna be on Facebook, butthere's ways in how you can work
this.
If you have a list with goodemail addresses that are valid
and you have like over, I think,a thousand of them, you can
(36:59):
upload that list into Facebookand then start running ads to
those people Like.
This is a great strategy to do,and then you can start building
that out.
But if you don't have any ofthis all mapped out, this is
where I would start, excuse me.
I would start with postingblogs on a bi-weekly basis at
the bare minimum, or on amonthly basis, a very, very bare
(37:23):
minimum.
If you can do that, then try togo bi-weekly, but ideally you
wanna go weekly, but postingblog posts on a weekly basis
would be ideal, right?
So you do that, get into thatcadence.
It's good.
And then you start doing thesame thing for social posts.
You start kinda creating theframework using Rachel Miller's
(37:44):
guide and you start having thisframework of posting 100 posts
and then you evaluate everythingafter 100 posts and that's
gonna get you through a quarteressentially.
And then you rethink everything, like okay, this made sense,
this didn't make sense.
And you just keep doing thatover and over and over again.
And then you have these thingsgoing independently.
(38:04):
That's when you start thinkingabout running paid social on
this or paid search, so runningPPC ads on Google or running
paid ads on Facebook orInstagram or LinkedIn.
Again, you have to determinewhere your audience is gonna be,
and so you use yourestablishment that you've been
(38:25):
doing for this organic stuff andthen you kinda piggyback off of
like that's kinda doing itsthing and now we're gonna put
some actual marketing dollars inthis area.
And then, over six to 12 monthsI would probably say more on
the 12 month side you're gonnastart seeing revenue growth.
Now, the key thing here is thatyou need to make sure that
(38:45):
you're tracking this.
Now, if you're using Salesforce, that might be an option.
I don't know if Salesforce hasany kind of attribution software
, like we use HubSpot and so wehave like the HubSpot, like
Pixel, whatever cookie thing.
And so when people come in,like it essentially says, like
(39:07):
this person came in through this.
Now I'll tell you this.
It is not 100% accurate, like Ibang my head half the time
because of the junk that Isometimes get out of it, but
it's not 100% accurate andthat's fine, it is what it is.
However, it is enough accurateto tell you okay, I can make
future bets in this channelbecause I'm getting more leads
(39:29):
in here, I'm getting morecustomers here, I'm getting more
revenue here.
So don't use it as your end allbe all kind of thing, but use it
as a way to make betterdecisions for where you're gonna
put your efforts and attention.
So, for us, we use it, weevaluate it, like okay, this
makes sense, and we start seeinglike all right, when we pulled
(39:51):
this lever, three thingshappened over here.
That's really interesting.
Now what happens if we let goof this lever?
And then three things breakover here Like huh, okay, don't
do that again.
Let's pull this lever here,these three things, you know, do
this and let's, you know, yankthis other lever this way and
see what happens this way, andwe continue to do that until we
(40:11):
find the formula.
And so HubSpot is gonna help youtrack where these people are
coming in.
Like this person came inthrough direct traffic where
they literally typed in you knowyour websitecom okay, and
that's great.
Okay, they're going to Google,they're typing it in and that's
(40:31):
good for them.
Others are gonna do it from,like, clicking on the ad or
whatever.
But what's nice about howHubSpot does this is that they
can tell you how they're comingin and for the most part, it's
accurate and you can see what'shappening.
You're like, okay, this makessense, and you can start kind of
drawing lines to differentthings.
Like this is generating thismuch revenue.
(40:53):
Huh, I wonder, if I put more,how it's gonna turn out and you
just keep doing that over andover and over again.
Speaker 2 (41:02):
So that's kind of how I did it Like.
Speaker 1 (41:04):
This is a very long podcast, very in depth.
Did not expect this to be goingat this length, to be quite
honest, but you know it is whatit is.
So, with that said, I hope thiswas helpful.
I hope that you kind of lookedat it and you're like man, this
(41:26):
actually kind of makes sense,like this.
This leads me down the rightpath to understand, like, how to
handle organic and followingthis.
Like I would almost say thatyou could increase your, your
revenue by a thousand percent in12 months, 18 months, if you
did it like, fully executed itcorrectly.
(41:51):
And the key word here is fullyexecute, like.
If you half-ass this shit, youcan't expect a full ass of like
a thousand percent ROI like notgoing to happen.
So don't half-ass it like.
Map out the plan and just justbuild it out from there and, as
you map it out, execute upon theplan, cause everyone has got
(42:14):
great ideas and good intentions,but no one cares until it's,
until it has to be executed.
And so when you execute it, youcan truly, truly put like it's
where the rubber meets the roadand you can really see, like
what is working, what's not, butexecuted a hundred percent Okay
, and so this strategy it shouldyield a big return and it
(42:36):
becomes where, eventually, youcan have this kind of like
almost in a system or framework,where then you hire a marketing
coordinator and be like allright, listen, this is our
framework.
You are going to build upon thisframework.
Your entire job is to postblogs, post social content,
(42:58):
reply to content and engage withpeople and find ways and how
you can expand our brand on adaily basis, not like whenever
you have time.
Like this is you do this dailyand you're finding ways and how
to post, you know, blogs on aweekly basis, like you do, and
(43:18):
this is a framework you follow.
Here you go, you do that andyou invest.
Say, like you know I don't knowsomeone making $50,000 a year
to be your marketing coordinatoror marketing strategist.
It's gonna yield you bigreturns.
Okay, you may not get a crapton of leads, but like if one of
(43:39):
those leads that you get getsyou a $250,000 ROI, like because
that's the contract that theysigned, was it worth hiring that
marketing strategist ormarketing coordinator at 50K a
year?
Fuck yeah, it was you just 5Xto what your investment was.
Now try to get them to be moreefficient and see what they can
do on making things better, andthen do this more for like
(44:02):
another six to 12 months and seewhat happens.
All of a sudden, you startgetting like you know a handful
of these that are a quartermillion dollar contracts.
Next to you know, this thing'spumping out a million dollars in
one channel on organic.
You see what I'm saying Likethis is for real.
This could truly truly happen.
Okay, like this is not like afluke kind of thing.
(44:23):
Like this can truly trulyhappen.
So that's what I'm trying tokind of express and share is
that this is an opportunity thatI think could help any facility
or property management company.
But this is how I did it.
I've done this exact samestrategy in different variations
(44:43):
for facility management.
Okay, and now, right now, forthe company that I'm CMOing at
for right now, and you do this,you should see results.
All right.
So let me know if you have anyquestions.
Three things that I ask in mypodcast.
Number one please give us afive star review on it, either
Spotify or Apple.
Podcast.
Number two please connect withme on LinkedIn.
(45:05):
Tell me what was your favoritepodcast.
Hope, this is one of them.
Actually, this was a reallygood one, or like what would you
like me to actually cover?
And then, number three pleaseshare this podcast.
The biggest compliment that youcould ever give me is you
sharing this podcast withsomebody else.
Like that would be huge.
So if you can do that for me,that'd be great.
Other than that, have awonderful day and I'll talk to
(45:25):
you 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 (45:37):
You can go to boldermediasolutionscom slash
email and that way you can getupdates on some marketing trends
that I'm seeing, somestrategies that I'm executing
and, more importantly, we'll beactually launching some webinars
and training that's gonna helpyour company use marketing
strategies to essentially growyour business.
Speaker 1 (45:56):
We'll be doing some training, offering some courses,
that sort of stuff, so you canalways unsubscribe to that email
list.
Speaker 2 (46:02):
It's no big deal, it's not gonna hurt my feelings.
This is more for facilitymanagers.
I'm sure facility managementcompanies that want to grow
their business by usingmarketing All right guys thanks
a lot and have a great one.
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