June 26, 2025 • 44 mins
Launching a business isn't just about flipping the "open" sign – it's about orchestrating a symphony of marketing elements working in perfect harmony. In this enlightening episode, Bryan Acosta, CEO of Advent Trinity Marketing Agency, breaks down why so many businesses fail during the critical launch phase and provides a masterclass in launch strategy.
Ever wonder how much you should really be spending on marketing? Bryan drops the truth bomb that most businesses should allocate 5-12% of their total revenue to marketing efforts – and explains exactly how to distribute that budget for maximum impact. With 30-40% going to advertising, 20-30% to content creation, 10-20% to influencer partnerships, and 10% to contingencies and analytics, you'll have a blueprint for success rather than shooting in the dark.
The concept of "launch velocity" – the speed and momentum of acquisition and engagement – emerges as a crucial factor in launch success. Bryan explains why both paid and organic strategies must work together, with paid providing immediate reach while organic builds sustainable trust. Through real-world success stories, including a coworking space that increased leads by 3,000% and a law firm that tripled daily inquiries, Bryan illustrates how proper strategy transforms outcomes.
Perhaps most valuable are Bryan's warnings about common pitfalls: emotional decision-making without data, premature campaign adjustments, and over-reliance on digital channels. As he colorfully puts it, "You live by the walk-in, you die by the walk-in" – emphasizing that successful businesses need both inbound and outbound marketing strategies. With the sobering statistic that 80% of product launches require post-launch pivots, Bryan's insights on maintaining flexibility and analytical focus provide essential guidance for entrepreneurs and marketers.
Whether you're launching a new business, product, or campaign, this episode delivers actionable strategies to ensure your marketing orchestra plays in perfect harmony. Ready to transform your approach to launching? Visit AdventTrinity.com to schedule a consultation and take your business to the next level.
🎙 Market It With ATMA Podcast
Brought to you by Advent Trinity Marketing Agency
www.adventtrinity.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:16):
Welcome back to Market it with Atma, where we
share the tips, tools andstrategies to help your business
be successful.
Thank you for joining episodethree of the live podcast series
.
We are joined today by BrianAcosta, ceo of Advent Trinity
Marketing Agency, and he isgoing to help us learn how to
(00:37):
not make mistakes during one ofthe most critical parts of your
business strategy the launchphase.
Welcome back, brian.
Speaker 2 (00:44):
Hey, hey, hey, thank you guys for having me again.
Speaker 1 (00:46):
Appreciate you Thank you for joining us.
So I'm excited about thisportion and I want to kind of
just dive in.
Let's start big.
So why is launching so muchmore than just going live?
Speaker 2 (00:58):
Yeah.
So you know, going live,everybody wants to go live and
especially if you're a businessowner, uh, most business owners
they're, they're eager to golive.
Why?
Because, uh, the return oninvestment, right, they're
trying to get out there so thatthey can uh start to see the
business flow, start to see theleads come in and, um, the
(01:19):
excitement right.
And so I always have to kind ofreel the business owners in and
investors and be like, hey,okay, listen, we've got to reel
you back in and remember,everything is about strategy,
everything is about making sureeverything is aligned and
working properly.
So, you know, when you launch,it's not just about launching,
(01:39):
and we talked about this earlier.
Speaker 1 (01:41):
You know, it's more like an orchestra right it is,
but I can see the the interestin in having revenue come in.
I mean, that's all businessowners are thinking about is
when will my revenue come in?
Speaker 2 (01:53):
yes, so here.
Here's why I I referenced theorchestra, though okay, so
imagine an orchestra uh wantingto play, they get excited.
What happens when people getexcited?
They let their emotions takeaway.
They're not listening to theconductor, uh errors start to
happen out of sync absolutelyeverybody starts to get out of
sync, right, and then you,you'll notice very quickly, uh,
(02:17):
you know if something's wrongwith the music and you know, um,
if, if things don't sound right, um, that's what happens in
marketing a lot of time you haveto make sure that every
component is launched properly,effectively, and everything is
in sync.
And I think it's funny I chosethis because I actually have a
music background.
I was a Dallas Cowboys drummerright, was in drum line, played
(02:42):
in orchestra.
I actually played in orchestrapercussion, right, and so, uh,
this kind of touched base withme is this you have to make sure
that the music you, you know,when you go and listen to
orchestra, you want to listen tosomething beautiful, you want
to tap into emotion that's thesame thing with marketing.
You have to make sure that everycomponent is working properly,
(03:02):
so that the music right and it'scompletely engaging with the
audience.
So making sure that you'reorchestrating each phase of the
marketing during the launch,which is awareness, engagement,
conversion, delight andadvocation.
And sometimes you have to focuson one phase of the business,
(03:23):
one phase of the journey, thecustomer journey, you know,
during different phases of theseasons.
Speaker 1 (03:30):
Okay, okay, because there's ebbs and flows with any
industry, right?
Speaker 2 (03:33):
There's ebbs and flows, so when do you turn on
the gas to try to get more leads, or when do you pull back to
say, okay, listen, they're notready to convert.
Let's try to get you know ourword out there, let's get,
there's get their.
I had to say but we do, wecollect, data right, getting
them to the website, gettingthem to engage on social media
getting them to engage so thatwe can retarget them to convert
(03:53):
later right, absolutely, and sojust make sure your launching
involves preparation.
Okay, okay and this goes back tothe strategy and the build
phase.
If you haven't listened to thepast two episodes, you're
starting to see why those phaseswere so important the
preparation of ensuring that youhave the right creatives and
(04:15):
you're able to measure, you havethe right content, you have the
right events set up.
It's also not just about youknow, know, ensuring that you
have a campaign and you have theright content.
Do we have the right event setup so that you can track the,
the customer?
You know, did they like, didthey turn into a lead?
What pages did they?
(04:36):
They jump on?
Speaker 1 (04:37):
right with that point .
What are the most effectivechannels to launch a brand today
, would you say, and how do youhelp clients choose which
channel?
Speaker 2 (04:45):
so that's a great question, because, um there,
there's no silver bullet okay,and a lot of businesses.
They want that silver bullet.
I want the secret, the secretsauce, the secret cabi patty
sauce yes uh, you know, look howthat's going for plankton, that
that's a seamless plug forSpongeBob.
I'm so sorry, but anyways, youcan tell I'm a millennial.
(05:07):
It's all right, it's all right.
Speaker 1 (05:09):
So how do you choose?
Speaker 2 (05:11):
So how do you choose, is you know?
You go back to the data, andhere's some data.
Here's some interesting datathat we pulled from HubSpot.
Hubspot is amultimillion-dollar company,
right, and so pull a lot of datafrom their CRMs and their
studies for B2B.
So if you're business tobusiness, you know one of the
top things that you should bedoing is SEO and website, and
(05:31):
I'm gonna spend some time onthis, so give me a second, okay.
Speaker 1 (05:34):
Okay, I was ready to ask my next one.
Speaker 2 (05:36):
SEO and website.
Okay, the reason why that's soimportant is making sure you
have blogs is, when you go tob2b, you think about it right.
Businesses are are as likeconsumers.
So b2c consumers buying shoes,and you know when you're buying
things for business, it's abigger investment.
Yes, also, not only is it justa bigger investment.
(05:57):
You know, um, you're makingdecisions for the business right
, so you want to ensure thatyou're you're choosing the right
product.
You're choosing the rightproduct.
You're choosing the rightvendors right, because you don't
want to be that person thathired a vendor or a product and
it didn't work right and it allfalls on you.
So there's all thatconsideration.
(06:17):
So, seo, website we focus onmaking sure that you, as the
business, are credible.
Speaker 1 (06:24):
The decision maker in the business right.
Speaker 2 (06:27):
Well, the.
The website is designed toensure that whoever's looking at
the website is is this businessthat I'm looking at?
Is it credible?
Is it credible?
Um, do they know what they'retalking about?
Uh, can I trust them?
So there's a bigger, there'salmost a longer process when it
comes to b2b.
Another thing is paid socialfor B2B.
Speaker 1 (06:45):
Okay.
Speaker 2 (06:46):
Paid social is huge because paid social you know
investing in things likeLinkedIn and Facebook right,
because you're dealing with,you're most likely dealing with
business professionals.
You know they're rarely goingto.
I mean, they may be on TikTokand me on Instagram, but they're
not there for what?
They're not there for business.
They're not looking for thingson Instagram, facebook, uh, I'm
(07:09):
sorry, instagram and TikTokthey're looking for answers.
So usually they're recruitingon LinkedIn.
Uh, looking at blogs, you knowthey're looking for resources or
solutions to a problem.
Right, exactly, um.
And then you got B to C.
Okay, so B to C.
I have some some interestingdata here I just found right.
(07:30):
So email marketing is still oneof the biggest things you could
do for B to C.
Speaker 1 (07:33):
You know it doesn't surprise me, honestly, because
it takes six to eight touchpoints.
Speaker 2 (07:39):
Right, it's for someone to see it consistently,
yep so email marketing is thebiggest you know return on roi
channel for b2c.
You got paid.
Social, of course, right, uh,and content marketing, um, but
content marketing is differentwhen it comes to b2c.
It's more about the product andwhat does it do?
right and what you know problemsis to solve right.
Um.
So you know, you've, you got um.
(08:00):
And here's some globaldiscovery channel.
Um, you know analytics here,search engine, you would say 33%
people make decisions on thesearch engine.
Tv ads are still alive,everyone.
Speaker 1 (08:12):
Wow.
Speaker 2 (08:12):
At 32%.
Okay, and when we saw TV adswe're talking about, like now,
people with TV ads it's nolonger just TV ads, it's
streaming ads.
Speaker 1 (08:23):
That's what I was going to ask.
So if you're watching Paramountor if you're watching freebie
or any of those, I'm watchingAmazon and I see that ads all
the time.
Speaker 2 (08:32):
You know, um, you got social ads, of course, right,
social media and then the brandside itself.
So social ads is 30%, brandsites is 26%.
So here's, here's the tip,right, um, you have to know
where your audience is.
You have to know where youraudience is, uh, and that goes
back to ensuring that you dostrategy and you do research, uh
, so that you can be more, uh,ensure that you're engaged with
(08:54):
them.
Um, so, uh, and making surethat you're conversion ready.
So, let's say, for a sasprogram, right, a software as a
service, you should be doing SEOand LinkedIn.
Right.
When it comes to directconsumer, which is B2C, you
should be doing Instagram, emailmarketing campaigns and any
paid social.
(09:14):
That where your audience lives.
So, it goes back once again.
It goes back to strategy.
You have to define your target,demo right, and you have to
flow out your buyer's journey.
What does that journey looklike, right and so?
Uh, and then, once you havethat, then you map out the
channels okay, so we've talkedabout channels a little bit.
Speaker 1 (09:36):
Let's talk about budget, um so how much?
How much should I, shouldpeople or a business owner be
spending on the launch phase,and where should they be sending
it?
Speaker 2 (09:47):
All right.
So here is where it getsfinicky.
Not finicky, I'd say, it getssensitive, because people they
get lied to a lot on socialmedia.
Well, my friend didn't spend alot of money on social ads and
things of that nature.
Lot of money on social, youknow ads and things of that
nature like listen.
The reality is this data thatI'm about to give you comes
(10:08):
straight from all the peoplelike sba, small business
administration a lot of in a lotof research has been done, but
marketing budgets typically areanywhere between it should be
should be.
Speaker 1 (10:19):
It's a very important part of this.
Speaker 2 (10:21):
Anywhere from five to twelve percent of total revenue
.
Speaker 1 (10:24):
Total revenue meaning .
Speaker 2 (10:26):
Total revenue as in, not before expenses.
Speaker 1 (10:29):
Okay, we're talking like total revenue.
Speaker 2 (10:31):
So let's just you know, I don't have a calculator
on me.
Do you have a?
Speaker 1 (10:34):
calculator.
I do not have a calculator onme.
I got my phone.
We're not going to go into toomuch calculation, but what
you're saying is there's apercentage, right?
Speaker 2 (10:44):
calculation.
But what you're saying is,there's a percentage, right, you
already got it up.
So here we go, I'm gonna, I'mgonna just do one million
dollars, right, okay, uh, andI'm gonna do that.
Uh, five percent here.
Um, so you know, I want to be amillionaire of course everyone
does.
Speaker 1 (10:55):
Everybody wants to be a millionaire.
Speaker 2 (10:56):
I want my business to be a millionaire.
Okay, so you know.
Speaker 1 (10:58):
You know, according to this data, you should be
spending about at least minimumfifty thousand dollars a year so
if they're projecting to togain at least a million dollars
in revenue, that's how much theyshould be spending on marketing
dollars to make it to thatlevel.
Yes, yeah.
Speaker 2 (11:13):
So I mean you've got and that was on the low end
right 5 to 12 percent.
And then you have industriesyou know varying, so you've got
manufacturing 5 to 7 percent.
Business services like this oneis 10 to 12%.
Speaker 1 (11:27):
So what do we do if we don't have that budget from
the start?
Speaker 2 (11:36):
You gotta go get funding.
You know it's it's, it's hardto say, uh, you want to do
traditional, you know networkingand things of that nature that
will help, but, uh, you want tohave a proof of concept and
proof of business, and thenyou're going to have to, uh,
either find an investment uhpartner or, you know, get, you
know uh credit from the business.
You know the, the banks.
I'm sorry, uh, because you haveto have funds and and once you
have the funds cause I want togo into how you allocate those
(11:59):
funds right.
Once you have those funds, Okay.
So this is where now we havehow you allocate them.
Okay, once you have those funds, okay.
So this is where now we havehow you allocate them.
Okay.
So if you were to allocate,here's kind of a simple guide
you want to allocate 30% to 40%on ads, especially if you're a
startup.
Speaker 1 (12:13):
And then that's on ads, not management fees,
correct, not management fees.
Speaker 2 (12:17):
So you're talking Google ads, facebook ads, tiktok
ads, tv ads, radio ads,anything that you're paying to
be be broadcasted.
Okay, you want to spend 20 to30 percent on content.
So email blogging, landingpages, right?
Uh, here's an interesting thing.
Okay, because the credibilityis huge now.
Now you can either do if youhave customers and they're
(12:40):
willing to do testimonials it'sthe best way way to do it but if
you don't, you want to spendsome serious, some 10, at least
10 to 20 percent on influencerand partnership ads.
Speaker 1 (12:50):
OK, that was going to be my question later on in the
show.
Why influencer and partnershipads?
Speaker 2 (12:55):
Because everything is about credibility.
You know, we can say all wewant about our product and
service.
We have the best customerservice.
Right, we have the best service,right, the best you know
product in the world, and thisand that, and you know, as as
the owner, uh, and as thecreator of our intent.
It tends to happen where webelieve we are the best and
we're passionate.
(13:16):
Um, but the the market is notabout what you think, it's about
what the market thinks right,and so if you're going to
influence the market, you haveto have people, other people
speaking on behalf of yourproduct or service right to
create that trust and validationright?
yes, and here here's the lastthing to 10, because this is
(13:36):
important, because a lot ofpeople don't factor this in.
10 needs to be on contingencies, like if something goes wrong,
and analytical tools to trackwhat you're doing when you're,
because you don't just want tothrow money into the market and
not know how it's performing.
And a lot of people do that,yes, so they're just like.
You know, excuse me, they'lljust go on and they'll throw
(13:59):
facebook ads, they'll do googleads and, and you know, you ask
them if it's working and theyhave zero idea.
Well, I've got some likes andcomments on my page, right, but
they have zero idea of how thatis actually turning into a
monetary value for theirbusiness, right?
Speaker 1 (14:13):
And that's important, because if you don't have those
funds, especially contingency,don't start spending money on ad
spend right, would you agree?
Speaker 2 (14:20):
Exactly, and it's all about you know, uh, uh, you,
you want to tie everything backto you know how, how aggressive
do you want to be, and in yourvelocity right?
And so you know your velocitydepends on on you know how
you're launching this and howyou're you're managing those
funds and where you're going so,and I was going to ask um can
(14:42):
you explain what it means forsomeone to have velocity in
their campaign?
Yeah, so launch velocity has asimple formula right Launch
velocity equals the speed andthe momentum of the acquisition
and engagement that you'retrying to accomplish during
launch.
Okay, how many likes do I want?
How many people do I wantwatching these videos?
(15:02):
How many people do I wantcommenting?
How many people do I wantfollowing?
How many people do I wantwatching these videos?
How many people do I wantcommenting?
How many people do I wantfollowing?
How many people do I wantinquiring?
So here's something that Ithink different in my head,
because when you're dealing withmarketers, they're talking
about conversions, conversions,conversions right.
And we talk.
We talk about cost per lead, wetalk about cost per acquisition
(15:24):
.
So what is the cost per lead?
It's the cost per.
You know if they put theirinformation in and ask questions
, right?
And then the cost peracquisition is did they actually
come in and tour?
Or you know, you do a freetrial those acquisitions.
How much did it cost to acquirea new customer?
Okay, so here's my deal.
Leads to me are not conversions, they're engagement.
Speaker 1 (15:49):
That's important to know.
Speaker 2 (15:50):
Yes, because here's, here's what happens.
You know, to me, leads, they'reinquiring, they're engaging,
but they haven't converted yet.
You know, right, a conversionto me is did they actually pay
you money, okay, and so you haveto kind of know the and we
(16:11):
talked about this in the firstis like 3% actually.
It's what?
Three percent actually, youknow, convert, right, that's a
scary number.
Ok, so how many leads do youneed in order for you to get a
true acquisition?
Speaker 1 (16:25):
How many?
Yeah, you have to figure thatout, right?
Yeah, for sure.
Speaker 2 (16:29):
And so when you know when you're, you're launching in
your velocity, you kind of haveto figure out that formula for
your business, right?
Okay, you have to take a lookat your authority.
You know, how do you stand inthe market.
Have you taken a look atcompetitors?
How do you rank against them?
How many customers do they havecompared to you?
(16:49):
Right, and how do you buildthat authority?
Because, at the end of the day,that's how you rank on Google
too, is it's about relevance,right?
Speaker 1 (16:58):
So I do have a question for you, now that
you've said that I get askedthis question all the time.
What's the difference betweenlaunching with ads versus
launching organically withoutads?
Speaker 2 (17:08):
Oh, that's a good question, because you know
there's a difference betweenposts and ads, and we get that
all the time when it comes tosocial media.
Yes, so paid ads is how you'repaying.
If you're paying directly tofacebook and google to uh,
promote your, your post, yourbusiness, your page, uh, your
website, you're paying.
And and the thing about paid is, it's predictable, uh, and you
(17:29):
can scale with it.
Uh, it's immediate and that'ssomething that a lot of people
don't understand.
Is that, uh, because we'regoing to talk about organic and
it's immediate?
And that's something that a lotof people don't understand?
Is that, because we're going totalk about organic and it's not
that organic isn't important,it's just the reality about
organic, and I hate to say thatthat this is a sensitive topic,
especially in the marketingindustry, because everybody has
their thoughts, but I believeyou gotta do both.
But you get immediate reachwith paid.
(17:51):
It's measurable cost per action, so you can actually see your
measurability.
Okay, uh, and honestly, it'sthe best thing to do when you're
starting a business isadvertise, because that's how
you launch, that's how you getpeople aware and engaged with
your business, right, yeah,organic, okay, so I didn't pay
facebook, I didn't pay google.
(18:11):
But now, um, I'm posting on mypage and I'm posting and I'm not
seeing a lot and I get this alot you know, I'm not seeing
enough.
I post on my social mediaplatforms but people just aren't
engaging, and I'll post on mypersonal.
By the way there's, you have tounderstand that those are two
different algorithms.
Speaker 1 (18:27):
Very different algorithms.
Speaker 2 (18:29):
Yeah, and so you know organic is about trust.
It's about credibility youthink about.
You know organic is about trust.
It's about credibility.
Think about what we're doingwith this podcast.
We didn't spend any ad dollarson this podcast, right?
No, but we're using thisorganically to establish trust,
credibility, and then whenpeople convert, it tends to have
a lower cost when it comes toconverting, yes, because it was
(18:51):
less, you know, budget spent onadvertising and things of that
nature, but the thing is thatit's it's it takes longer,
absolutely, it's a longer push,and they both go hand in hand,
though you can't do paid and youcan't.
You can't just do paid becausethat's a lot of money and you
(19:12):
can't just do organic.
So the goal when starting abusiness is to start pushing
with advertising, use organic tobuild trust, right, and then,
as both of them start to goparallel, your cost per lead and
cost per acquisition starts togo down because people trust you
more.
Think of it If you're a startupbusiness with a new product, a
new solution, and people areskeptical, right.
(19:32):
They're going to be like do Ireally want to do this?
So your cost per lead is what?
Speaker 1 (19:36):
Higher, of course, right.
Speaker 2 (19:38):
But the more and more people start to use it, which
is the organic right, the moreand more people that actually
start to use it and the organicposts and stuff like that.
The more people start toorganically start to research,
you organically start to go toyour website.
Now the cost per lead starts tocome down, cost per acquisition
starts to come down right andnow that spend that
(20:00):
traditionally that you weregetting, you know cost per lead.
If my cost per lead andacquisition is up here now it
starts to go back down to your,your original goal and then
eventually, as you build bigbrand, a big business now.
Speaker 1 (20:11):
That gets extremely low that's important to know
because, like you said in thebeginning, having that budget's
important because it looks likeinitially you're always going to
be a little bit higher and thenit'll start to level out on the
ad spend and things like that,right I?
Speaker 2 (20:25):
think the biggest thing is like expectations,
especially when starting abusiness, is that you have to
you and, and my mentor, you know, um, and he's an investor.
Okay, he's always remember,remember he's, he's actually
invest in stocks, right, and uh,he always says if you're
investing and in a flip you'realready lost right because
(20:48):
eventually you'll start to makemistakes.
You always have to think longterm.
The bigger, the the biggestinvestors out there that they
they invest strategically forthe long term okay.
Speaker 1 (20:59):
Okay, with that being said, um have, can you tell us
any recent campaigns that you'vehad that have been successful?
Put your money where your mouthis.
Speaker 2 (21:08):
I guess you could say yeah I got two actually, um,
it's funny.
Um, no, actually, wow, I justthought about it.
I got like three or four.
Now, okay, uh, let's, let'sstart with the.
Yeah, okay, let's start with um, the, the, uh, the one in-house
here, okay, it's a nuva deskco-working, okay, so, um, so
that one believe it or not tooka while.
(21:29):
Okay, uh, it took two years forit to finally take off wow but
once.
But once it did it blew up right.
And then one thing that we did,one campaign that we
strategically did that kind oflike you know really pushed, it
was when we launched events.
Speaker 1 (21:48):
Interesting.
Speaker 2 (21:49):
So coworking, just kind of background, coworking
spaces, you know, like coworkingoffice spaces, shared desk, you
got this podcast room, mediaproduction room but once we said
, hey, we're going to do eventswhere we bring the outside
community in for networking andfor lunch and learn, but you
know, most coworking space,believe it or not, what they'll
(22:09):
do is they'll do events, butonly for the members.
What we did was we did public,right, interesting events, but
only for the members.
What we did was we did public,right, interesting, and um, we
did public because the goal wasnot, uh, hey, we just want
members to be involved.
The goal was lead generation.
We wanted people in thefacility the brand awareness,
the trust so the lead generation?
I kid you not, this is crazy.
(22:31):
The lead generation from oneyear without events to the other
was 30 000 percent increase ohmy goodness yeah 30 000 percent
astronomical.
So we went from like a thousandemails in our in the crm to
like I think we're they're inlike eight thousand nine
thousand emails in the crm wow,that is incredible, is
(22:53):
incredible.
Speaker 1 (22:54):
So what was your second?
Speaker 2 (23:03):
The second one, uh, was a law firm.
Okay and uh, believe it or not,they actually launched without
us first.
Right Interesting, you knowabout this and you're saying
interesting.
Speaker 1 (23:08):
Because it is interesting.
I love hearing it from someoneelse, but this is an important
story to tell because this iswhere most of our clients come
from, from this kind ofnavigation through the marketing
world.
So I'll let you elaborate.
Speaker 2 (23:20):
So, oddly enough, it was funny because they came to
us and this goes back, this goesback to the launch point about
ads versus organic.
Yeah, here it is.
So this is a startup law firm,right, absolutely, their budget
was backwards, okay.
So so what happened was theycame to us and I said this
doesn't make sense, right, youguys are on your law firm and
you're doing more organic andnot enough ads, like it doesn't
(23:43):
make sense.
So so we took their strategy.
We still did discovery.
I want to understand, uh,specifically, how to help them.
And once we flipped the budget,miraculously, they not, I mean,
they went from three, fromthree leads a week to three
leads a day.
That's a massive difference,right?
Speaker 1 (24:02):
That was within the first couple of months.
Speaker 2 (24:04):
The first couple of months they were like I'm
completely bugged.
What am I doing?
Which is good.
I like those stories.
Speaker 1 (24:09):
Running out of time and space, but it's a great
problem to have.
Speaker 2 (24:13):
And another one.
The final one I have an exampleof is we actually had an
ultrasound company right and youknow it came to us and part of
the problem was that they hadone division service that was
doing well but the other oneswere like kind of blank.
Speaker 1 (24:31):
Right, you know non-existent.
Speaker 2 (24:32):
And then, once we built the right campaigns, we
built the right strategy, goesback to strategy and bill phase.
So we have the right assets andthen we launch properly to
target the other segments.
Now, all of a sudden, they'regetting phone calls for these
different services that they'reproviding and, honestly, I
believe they doubled their phonecalls right.
Speaker 1 (24:54):
Yes, and they had been in business for 20 plus
years, 25 years before all ofthis actually came to
fruitration within their area.
Speaker 2 (25:02):
So it's funny, it doesn't matter how long you've
been in business, that's right.
It it goes back.
Did we strategize?
Did we build the right contentand, um, you know assets right?
Was the website optimized?
Was?
Do I have the right, you knowvideos to get people engaged, to
get people asking questions, toget people to convert?
(25:23):
Do I have those assets preparedand ready?
And now we launch.
Speaker 1 (25:27):
Right, right, absolutely Well.
Thank you for sharing thosewith us.
So let's let's get back to tomake sure our listeners and our,
our owners understandcompletely what's one common
launch misstep that cancompletely kill your momentum.
Once you launch, you think yougot it all in order.
What's one common misstep?
Speaker 2 (25:48):
I mean, it really goes back to did I look at the
data before I even started totouch anything?
Um, oh, you know, big one bigmistake is that the launch it's
not working.
It's not working.
So they start freaking outbecause, no matter what you look
at it, you know people are like, well, you know, I'm very
strategic and I have a lot ofpeople that think that they're
very analytical and but theproblem is that they, um, they
(26:10):
get overexcited uh or they getuh over, like they allow
emotions to consume thedirection of the business.
And we get it because, whendealing with money and people
are like, well, I don't do makeemotional decisions, I don't
care who you are, you could tellme you don't make emotional
decisions.
Buddy, you are the biggest liarin the entire world when it
(26:32):
comes to money, I'm gonna beemotional when it comes to money
.
Okay, when it comes to money,you have to keep your emotions
in check to your best ofabilities, because what happens
is they'll try to pivot, they'lltry to change a campaign
mid-campaign they, they havezero data.
You know, they, they.
The only thing that they see isthat we're not getting leads,
(26:55):
but they don't know exactlywhat's going on in order for
them to make a strategicadjustment to actually make it
start working.
Speaker 1 (27:01):
Right.
Speaker 2 (27:02):
So that's one of the biggest mistakes is that they
try to optimize without evenknowing what the data is telling
them.
Okay, right, so, which is whyyou need to make sure you have
analytical tools to be able totrack that.
80% of product launches requirepost-launch pivot.
Lack of flexibility killscampaigns.
This is a big one.
So 80% of product launches.
(27:23):
If you don't have flexibilitywhich goes really back to the
build phase, if you don't haveenough assets to make
adjustments like what happens isI launch a campaign, but I only
want to launch one campaign.
I don't have any backupcampaigns ready oh no.
Speaker 1 (27:41):
So what if the market doesn't like that one campaign?
Speaker 2 (27:44):
then that's the 80 that you just you were part of.
Speaker 1 (27:46):
Well, I wouldn't say me, but, yes, I completely
understand it.
Okay, well, that's that's veryimportant to understand more if
you want no, I mean you can giveus a couple more.
Okay, okay, here we go.
So I got three more, here we go.
Speaker 2 (27:59):
You know, pausing ads early.
So this is, oh my gosh.
I think you know Ruben, who'sour SEM person, could have like
literally an entire tantrum overthis, because it's Well, you
know what?
Turn it back on, pause it.
(28:21):
You want to turn it back on?
Wait, pause it.
So, guys, if you're listeningto this, you are dealing with
artificial intelligence, you'redealing with algorithms.
Okay, when you turn it off, youmess with the algorithm.
It doesn't matter if it'sFacebook, it doesn't matter if
it's TikTok, don't turn, turnoff campaigns for how long?
Speaker 1 (28:43):
how long should they leave a campaign on before?
They consider it three months,three months, three months
that's a long time.
It is a long so before youlaunch it.
Speaker 2 (28:52):
That that's part of the importance of making sure
you have everything set upcorrectly you've got a plan
before you execute yes and so um, you know, typically you can
probably get away with monthlyright, making monthly
adjustments but at least 30 daysyeah but what happens is like
people want to make huge shiftsand huge changes mid uh, mid
campaign and it really kills acampaign.
(29:15):
Wow, it really does.
Um, you know, another error isrelying on uh, digital ads and
ignoring the other stuff.
Right, the direct mailers andjust the organic networking and
things of that nature, organicnetworking, referral-based.
So I always tell people I'm asalesperson too.
(29:36):
And we have a phrase in the gymindustry Story's laughing
because I think she knows what'scoming.
What do you think my phrase is?
Speaker 1 (29:45):
No, I'm not going to say I'll let you be the one to
divulge it.
I think I hear it a lot though.
Speaker 2 (29:49):
You live?
Speaker 1 (29:52):
oh, you're just okay, I'm going to make him say it.
Speaker 2 (29:54):
You live by the walk-in, you die by the walk-in,
and that is so true.
So if rely on digital marketingand advertising to grow your
business and you're like, hey,that's like you know putting
your eggs in one basket and thenyou know praying to god
something you know works uh, andthe thing is, you live by the
walk-in, you die by the walk-in,right?
If you don't have and this is alot of people will just, you
(30:18):
know, I'm just gonna rile ongoogle, I don't have anything
else, and in that I have.
I've heard it so many times andI'm like listen, that is not a
good business model.
Speaker 1 (30:27):
Absolutely not.
Speaker 2 (30:28):
You have to have inbound and outbound marketing.
Okay, you have to have somebodyout there representing your
business.
You have.
I mean, think about how westarted our business.
We're a digital marketing firmand yet we were out there in the
chamber, we were out therenetworking.
Speaker 1 (30:42):
We're still out there networking.
We're still out there, we'restill exactly.
Speaker 2 (30:44):
We're still out there because relationships is still
number one.
Advertising is definitely goingto give you leads, you know, uh
, but we're not, we're not.
We're not going to allow uh,even with slumps like this right
in the summer, because peopleare on vacation.
You guys are probably onvacation right now listening to
this on the beach or somewhereright.
I'm over here working.
Good for you.
Speaker 1 (31:04):
You're optimizing it, though You're downtime.
You're optimizing.
Speaker 2 (31:07):
Optimizing for content creation, organic right,
and so you know those are justa couple of things that I see
that are errors, that peoplejust at the end of the day,
they're just emotional.
Because it's an emotional timeLaunching a campaign, I want to
make sure it works and becauseit's an emotional time Launching
(31:27):
a campaign, I want to make sureit works and they're making
emotional decisions instead oftactical and data decisions.
Speaker 1 (31:31):
Wow, so to your point .
What you're saying is ifsomebody were to be launching
today or tomorrow, what's thefirst thing they should do?
Just to reiterate what you kindof just went over if they're
launching today, what's thefirst thing they should do?
Speaker 2 (31:44):
you have to make sure you understand what your goals
are right.
What are your goals?
What are you trying toaccomplish?
Well, you know, is it, is itlead generation?
Is it engagement?
I think where do I start?
And at the end day, it startswith awareness, right?
absolutely can't expect peopleto convert if people don't know
who you are.
Right, you have to, you have toset goals of what those costs
(32:07):
per acquisitions are.
You know, do you understand theindustry standards in your
industry and how much thosecosts per lead, is Right.
So, setting goals, making sureyou know you yourself understand
how much those leads are goingto cost, you yourself understand
how much those acquisitions aregoing to cost.
Right, doing that research.
You have to do the research,understanding the audience,
(32:29):
understanding who you're tryingto target.
Making sure, is it Facebook, isit Instagram?
Is it TikTok?
Right, you have to create ablueprint, right, how you're
going to scale.
Are you going to lean on emails, seo, social-based testimonials
?
You know you have to actively,actively track what's going on
(32:53):
through your portal, right?
What kind of portal do you haveand are you tracking your
dashboards?
Are you tracking your Googleads, your Facebook ads, ads?
Um, are you tracking and canyou truly tell if I, if I were
to sit down with you and I sitand I sit down with you and I
say, hey, what is your cost perlead?
Right?
How much does one lead cost you?
Speaker 1 (33:13):
and do you know?
Speaker 2 (33:13):
and do you know?
And how much does one customercost you?
And do you know?
And if you can't do that, it'sbecause you don't have the right
tools in place to track that onan ongoing basis.
Speaker 1 (33:24):
Right.
And when you have thoseanalytical tools, to your point
about campaigns, do you have thefunding to shift the campaign
Right, exactly.
Speaker 2 (33:31):
Which goes back to that 10% contingency Right, you
have a 10% contingency plan,right.
And so, yeah, it really boilsdown to if you didn't listen to
the first two episodes, I wouldrecommend you go back and listen
to strategy.
Did you strategize and did youbuild the right assets to
properly launch?
(33:52):
Because your goal for thelaunch and let's just be
completely honest here, yourgoal for the launch is just two
things Can I get them to engage,which is inquire and ask you
questions.
And can I get them to engage,which is, you know, inquire and
ask you questions.
And and can I get them toconvert into customers.
That's what the launch phase isabout.
It's it's how do I get out intothe market, how do I get them
asking questions and in thedoors and you know, so that we
(34:16):
can, you know, treat them or,you know, give them the product
or service and convert them froma prospect you know, somebody
who doesn't know who you are toa actual customer.
Speaker 1 (34:27):
Right and the launch phase.
With that being said, you haveto sustain that phase for a
while to understand where youneed to shift to, where you
don't need to shift to, beforeyou even move on to grow correct
, Yep.
Speaker 2 (34:39):
You can't even you, we didn't even you.
Know, most people don't evenhit the grow phase until
sometimes even year two or three.
Speaker 1 (34:48):
To really optimize your strategy.
Okay, great.
Well, you've given us someactionable insights today, brian
, and I want to turn it over tosome of our questions from the
audience.
Speaker 2 (34:58):
Take it away.
Speaker 1 (34:59):
Are you ready for all these questions?
Speaker 2 (35:01):
Sure.
Speaker 1 (35:02):
Okay, so the first one I've had up for a while and
I wanted to make sure Iaddressed it is I'm launching a
new product, but my audience issplit between two platforms.
Should I double efforts or pickone to focus on first?
Speaker 2 (35:15):
Okay, great question.
If you are just launching, youneed to double up.
And here's why you double upBecause, yeah, I know, but how
do you know what channel?
You don't.
You don't know what channelbecause you haven't, you haven't
spent any money.
Until you have real data, youcan, you can uh, you can think,
you know, you can have theoryright in theory.
A lot of people do theory andthey don't make it right.
(35:37):
You have to test, you have tohave the funds to do it.
So go ahead and get both of thecampaigns up, uh, test for
about a month, 30 days, 30 days,okay, right, and then see what
happens.
Uh, and then be like, okay,which one got the most
engagement?
Which one, which one is?
Are people actually inquiring,which one?
Are people asking questions andcommenting?
And then you kind of it's it'sthe rule of ab testing.
(36:00):
Are you doing ab testing?
That's why it's called abtesting okay.
Speaker 1 (36:03):
So if one is doing much better, you want to
increase your funds to thatcampaign and decrease the other.
Speaker 2 (36:10):
Yep, and it's just like stocks.
Think about it, the stockmarket.
You move one stock to anotherright, mm-hmm.
Same thing in marketing.
Speaker 1 (36:16):
Okay, great, that was a great answer to that question
.
Now question.
Now I have a second question.
Is it better to build hypebefore a launch or to focus more
on?
Speaker 2 (36:30):
follow-up emails and follow-up information after yeah
, it's kind of, you know that'sa, that's funny, but you got to
do both, uh, okay.
So here's what happens is, um,you have to build the hype, uh,
to get people to uh get excited,because everything's about
emotion, right.
And then you launch, right, andbecause what you're asking is
leading into the next episode,which is the grow phase, which
(36:50):
is what happens when you haveall this inquiries, what happens
when you have all these peopleasking questions.
What happens when you have allthese leads?
What do you do and how do younurture those, those contacts?
Because they might inquire withyou but they aren't ready to
actually buy and make a bettingdecision.
So we'll talk about that nextepisode, but you should be doing
both.
You have to build a hype becauseyou have to get excitement and
(37:12):
everything's about emotion.
But here's the deal If you justfocus on excitement the front
end and you don't focus on theback end, what ended up
happening is people, people,buyer remorse is real guys it
really is and it's the worstthing to have a client have.
Yep is more and by the way, it'sgonna happen.
It always happens actually.
(37:33):
So it doesn't matter whatindustry you in, by remote, is
real and if you're not nurturingthose relationships also, you
know people aren't.
People are, you know, not proneto make a decision on the first
inquiry okay, see, those aregreat points to remember.
Speaker 1 (37:50):
Even I needed to remember those at some points
because sometimes we slack offon that follow-up.
But we'll discuss that more onthe next show.
A third question I have do yourecommend using influencer
marketing?
Influencers are a big deal, itseems like this day and age.
And how do I pick the rightinfluencer for my?
That's a great question.
Speaker 2 (38:09):
So influencer is here , guys, is important.
You know, influencing is soimportant to influencing the
market.
Huh, okay, marketing, market.
I'm gonna say that a lot of myway during this podcast.
At the end of the day, the rootword of marketing is Market,
market, which is why we call itMarketing with Atma.
So you have to be able to knowhow to influence the market and
(38:32):
the only way to do that is youas a business owner.
You get excited all the time,even a manager I've got the best
product, I've got the bestservice, we're the greatest of
all time.
You saying that is differentthan somebody else saying that,
absolutely.
So influencers, there's allforms of influencers.
(38:53):
So let's dive into this, andinfluencers could be a couple of
groups, right, okay, the firstone is what everybody wants to
be when they grow up.
They want the big influencers,they want the mammoth
influencers, they want theDwayne, the Rock Johnson type
influencers, wouldn't we all?
love that.
Yeah, so you got the Lord.
(39:14):
Obviously, there are a lot ofmoney, right, they're gonna cost
you millions of dollars, okay,so let's, let's turn it back
here.
Let's not it back here.
Now let's go into theinfluencers micro influencers.
Micro influencers are those whoare local, maybe more industry
specific, okay, and they'regoing to cost you a lot less.
(39:35):
They have a following, butthey're here to help you.
They might not get all theconversions you want, but
they're going to help you getthe credibility.
They might not get all theconversions you want, but
they're going to help you getthe credibility.
Okay.
Now the influencers that peopledon't think about your
employees, right, so youremployees, you yourself and your
employees, getting theminvolved, doing you know,
(39:55):
talking points and making themthought leaders and doing stuff
on LinkedIn and Facebook andstuff.
And then, finally, yourcustomers influencers.
Speaker 1 (40:04):
Why not?
Speaker 2 (40:05):
right, getting them to do testimonials right, that's
great.
And so people don't realize theamount of levels of influencers
.
They're just thinking about thebig mammoths.
But you have to get creative,especially if you have a low
budget, and you have to kind ofhave a strategy of both using
multi-influencers I would.
(40:26):
As a small business, I wouldfocus on micro-influencers if
you don't have any customers.
If you have customers, I woulddo micro-influencers, customers,
and if you have employees, Iwould do all three.
Speaker 1 (40:36):
Oh nice, those are good tips I hadn't thought about
before.
So last question, guys, if youhave any more, feel free to put
them in the chat.
But this for so.
Last question, guys, if youhave any more, feel free to put
them in the chat.
But this is the last question Ihave for now.
If my last launch flopped, howwould I recover and relaunch,
relaunch, without losing thattrust?
Speaker 2 (40:53):
so that's a good question.
So if your last, uh, if yourlast campaign flopped, it goes
back to hey, you're gonna haveto take a step back and go do a
strategy first.
So go listen to the strategypodcast, strategize.
Do a plan and then you'reprobably most likely going to
have to rebuild most of yourassets, because what happened
(41:16):
was, if it didn't work, itwasn't the money you spent or
what was spent.
I would say 80% of the timeit's.
You just did not get yourmessage across.
Speaker 1 (41:26):
Okay.
Speaker 2 (41:27):
And it goes back to the assets.
Do I have the righttestimonials?
Do I have the right content?
So ensure that you have go back, re-strategize, rebuild and
then relaunch.
Speaker 1 (41:37):
Wonderful.
Well, thank you for giving usso much insight, Brian.
Is there kind of a summary youcan give us of what our business
owners or entrepreneurs shouldreally take away today?
Speaker 2 (41:48):
Yes.
So you know, one key point islaunch equals.
You want to make sure that it'sa full orchestra, okay, right,
don't go back to the music.
Okay, so go back to the music.
Is everything in tune,everything working together?
You're not just going live justto go live, you know.
And did you choose the rightchannels and did you strategize
to ensure that you have the bestROI?
Did you create a smart budget,right, an adjustable budget that
(42:13):
aligns with how you're spending, but also, is it flexible?
Can you move it around?
And then, did you create ablueprint for velocity, right?
How are you going to speedthings up?
How are you going to speedthings up?
How are you going to slowthings down?
Because the thing aboutvelocity is, when we think about
velocity, all we think about ishow fast we're going.
But in any kind of race right,there are turns, there are hills
(42:35):
.
Right, think about the motor.
You know these NASCAR and youknow different types of racing.
You know motorsports, right,there are going to be curves,
these NASCAR, and you knowdifferent types of racing.
You know motorsports right.
There are going to be curves,there are going to be turns.
How do you adjust to thoseturns?
You've got to slow down, thenspeed up, then slow down then
speed up.
Right.
So velocity is, how are youcontrolling that velocity?
Okay, Are you blending paid andorganic, Because you just can't
(43:00):
just do one and I don't care, Iknow, and you know I'll
probably get bad mouth.
You're like you don't run anorganic crop earlier, this and
that, and you know a lot ofmarketers.
They have this, this internalbattle because, there's ad bit
and there's ad marketing, butbusinesses and then there's just
organic and the reality is youneed both.
A true business needs both,okay.
True business needs both, okay.
(43:20):
Okay.
Make sure that you're lookingat data and you're preparing, so
you're going to have pitfalls.
Speaker 1 (43:28):
Yes.
Speaker 2 (43:29):
Okay, you're going to have flat tires.
Look at NASCAR.
I like how I'm just using theseanalogies, right.
Speaker 1 (43:34):
But the pit crew is important, right.
Speaker 2 (43:37):
We're here, Okay, but you know you're going to have
pitfalls.
Are you able to adjust?
But at the end of the day, itstarts with clarity Did you
strategize?
Make sure you strategize.
Make sure you have a plan ofaction, a budget to launch to
the proper channels.
Speaker 1 (43:53):
Wonderful, great advice.
Great advice, brian, and thankyou so much for showing us how
to launch with impact.
Intention and the whole packageof how to make your business
grow To our audience out there.
Intention and the whole packageof how to make your business
grow To our audience out there.
Please, if you have an interestin really taking your business
to the next level, go toAdventTrinitycom and schedule an
(44:13):
appointment with us and untilnext time we will see you.
You.
Welcome back to Market it with Atma, where we
share the tips, tools andstrategies to help your business
be successful.
Thank you for joining episodethree of the live podcast series
.
We are joined today by BrianAcosta, ceo of Advent Trinity
Marketing Agency, and he isgoing to help us learn how to
(00:37):
not make mistakes during one ofthe most critical parts of your
business strategy the launchphase.
Welcome back, brian.
Speaker 2 (00:44):
Hey, hey, hey, thank you guys for having me again.
Speaker 1 (00:46):
Appreciate you Thank you for joining us.
So I'm excited about thisportion and I want to kind of
just dive in.
Let's start big.
So why is launching so muchmore than just going live?
Speaker 2 (00:58):
Yeah.
So you know, going live,everybody wants to go live and
especially if you're a businessowner, uh, most business owners
they're, they're eager to golive.
Why?
Because, uh, the return oninvestment, right, they're
trying to get out there so thatthey can uh start to see the
business flow, start to see theleads come in and, um, the
(01:19):
excitement right.
And so I always have to kind ofreel the business owners in and
investors and be like, hey,okay, listen, we've got to reel
you back in and remember,everything is about strategy,
everything is about making sureeverything is aligned and
working properly.
So, you know, when you launch,it's not just about launching,
(01:39):
and we talked about this earlier.
Speaker 1 (01:41):
You know, it's more like an orchestra right it is,
but I can see the the interestin in having revenue come in.
I mean, that's all businessowners are thinking about is
when will my revenue come in?
Speaker 2 (01:53):
yes, so here.
Here's why I I referenced theorchestra, though okay, so
imagine an orchestra uh wantingto play, they get excited.
What happens when people getexcited?
They let their emotions takeaway.
They're not listening to theconductor, uh errors start to
happen out of sync absolutelyeverybody starts to get out of
sync, right, and then you,you'll notice very quickly, uh,
(02:17):
you know if something's wrongwith the music and you know, um,
if, if things don't sound right, um, that's what happens in
marketing a lot of time you haveto make sure that every
component is launched properly,effectively, and everything is
in sync.
And I think it's funny I chosethis because I actually have a
music background.
I was a Dallas Cowboys drummerright, was in drum line, played
(02:42):
in orchestra.
I actually played in orchestrapercussion, right, and so, uh,
this kind of touched base withme is this you have to make sure
that the music you, you know,when you go and listen to
orchestra, you want to listen tosomething beautiful, you want
to tap into emotion that's thesame thing with marketing.
You have to make sure that everycomponent is working properly,
(03:02):
so that the music right and it'scompletely engaging with the
audience.
So making sure that you'reorchestrating each phase of the
marketing during the launch,which is awareness, engagement,
conversion, delight andadvocation.
And sometimes you have to focuson one phase of the business,
(03:23):
one phase of the journey, thecustomer journey, you know,
during different phases of theseasons.
Speaker 1 (03:30):
Okay, okay, because there's ebbs and flows with any
industry, right?
Speaker 2 (03:33):
There's ebbs and flows, so when do you turn on
the gas to try to get more leads, or when do you pull back to
say, okay, listen, they're notready to convert.
Let's try to get you know ourword out there, let's get,
there's get their.
I had to say but we do, wecollect, data right, getting
them to the website, gettingthem to engage on social media
getting them to engage so thatwe can retarget them to convert
(03:53):
later right, absolutely, and sojust make sure your launching
involves preparation.
Okay, okay and this goes back tothe strategy and the build
phase.
If you haven't listened to thepast two episodes, you're
starting to see why those phaseswere so important the
preparation of ensuring that youhave the right creatives and
(04:15):
you're able to measure, you havethe right content, you have the
right events set up.
It's also not just about youknow, know, ensuring that you
have a campaign and you have theright content.
Do we have the right event setup so that you can track the,
the customer?
You know, did they like, didthey turn into a lead?
What pages did they?
(04:36):
They jump on?
Speaker 1 (04:37):
right with that point .
What are the most effectivechannels to launch a brand today
, would you say, and how do youhelp clients choose which
channel?
Speaker 2 (04:45):
so that's a great question, because, um there,
there's no silver bullet okay,and a lot of businesses.
They want that silver bullet.
I want the secret, the secretsauce, the secret cabi patty
sauce yes uh, you know, look howthat's going for plankton, that
that's a seamless plug forSpongeBob.
I'm so sorry, but anyways, youcan tell I'm a millennial.
(05:07):
It's all right, it's all right.
Speaker 1 (05:09):
So how do you choose?
Speaker 2 (05:11):
So how do you choose, is you know?
You go back to the data, andhere's some data.
Here's some interesting datathat we pulled from HubSpot.
Hubspot is amultimillion-dollar company,
right, and so pull a lot of datafrom their CRMs and their
studies for B2B.
So if you're business tobusiness, you know one of the
top things that you should bedoing is SEO and website, and
(05:31):
I'm gonna spend some time onthis, so give me a second, okay.
Speaker 1 (05:34):
Okay, I was ready to ask my next one.
Speaker 2 (05:36):
SEO and website.
Okay, the reason why that's soimportant is making sure you
have blogs is, when you go tob2b, you think about it right.
Businesses are are as likeconsumers.
So b2c consumers buying shoes,and you know when you're buying
things for business, it's abigger investment.
Yes, also, not only is it justa bigger investment.
(05:57):
You know, um, you're makingdecisions for the business right
, so you want to ensure thatyou're you're choosing the right
product.
You're choosing the rightproduct.
You're choosing the rightvendors right, because you don't
want to be that person thathired a vendor or a product and
it didn't work right and it allfalls on you.
So there's all thatconsideration.
(06:17):
So, seo, website we focus onmaking sure that you, as the
business, are credible.
Speaker 1 (06:24):
The decision maker in the business right.
Speaker 2 (06:27):
Well, the.
The website is designed toensure that whoever's looking at
the website is is this businessthat I'm looking at?
Is it credible?
Is it credible?
Um, do they know what they'retalking about?
Uh, can I trust them?
So there's a bigger, there'salmost a longer process when it
comes to b2b.
Another thing is paid socialfor B2B.
Speaker 1 (06:45):
Okay.
Speaker 2 (06:46):
Paid social is huge because paid social you know
investing in things likeLinkedIn and Facebook right,
because you're dealing with,you're most likely dealing with
business professionals.
You know they're rarely goingto.
I mean, they may be on TikTokand me on Instagram, but they're
not there for what?
They're not there for business.
They're not looking for thingson Instagram, facebook, uh, I'm
(07:09):
sorry, instagram and TikTokthey're looking for answers.
So usually they're recruitingon LinkedIn.
Uh, looking at blogs, you knowthey're looking for resources or
solutions to a problem.
Right, exactly, um.
And then you got B to C.
Okay, so B to C.
I have some some interestingdata here I just found right.
(07:30):
So email marketing is still oneof the biggest things you could
do for B to C.
Speaker 1 (07:33):
You know it doesn't surprise me, honestly, because
it takes six to eight touchpoints.
Speaker 2 (07:39):
Right, it's for someone to see it consistently,
yep so email marketing is thebiggest you know return on roi
channel for b2c.
You got paid.
Social, of course, right, uh,and content marketing, um, but
content marketing is differentwhen it comes to b2c.
It's more about the product andwhat does it do?
right and what you know problemsis to solve right.
Um.
So you know, you've, you got um.
(08:00):
And here's some globaldiscovery channel.
Um, you know analytics here,search engine, you would say 33%
people make decisions on thesearch engine.
Tv ads are still alive,everyone.
Speaker 1 (08:12):
Wow.
Speaker 2 (08:12):
At 32%.
Okay, and when we saw TV adswe're talking about, like now,
people with TV ads it's nolonger just TV ads, it's
streaming ads.
Speaker 1 (08:23):
That's what I was going to ask.
So if you're watching Paramountor if you're watching freebie
or any of those, I'm watchingAmazon and I see that ads all
the time.
Speaker 2 (08:32):
You know, um, you got social ads, of course, right,
social media and then the brandside itself.
So social ads is 30%, brandsites is 26%.
So here's, here's the tip,right, um, you have to know
where your audience is.
You have to know where youraudience is, uh, and that goes
back to ensuring that you dostrategy and you do research, uh
, so that you can be more, uh,ensure that you're engaged with
(08:54):
them.
Um, so, uh, and making surethat you're conversion ready.
So, let's say, for a sasprogram, right, a software as a
service, you should be doing SEOand LinkedIn.
Right.
When it comes to directconsumer, which is B2C, you
should be doing Instagram, emailmarketing campaigns and any
paid social.
(09:14):
That where your audience lives.
So, it goes back once again.
It goes back to strategy.
You have to define your target,demo right, and you have to
flow out your buyer's journey.
What does that journey looklike, right and so?
Uh, and then, once you havethat, then you map out the
channels okay, so we've talkedabout channels a little bit.
Speaker 1 (09:36):
Let's talk about budget, um so how much?
How much should I, shouldpeople or a business owner be
spending on the launch phase,and where should they be sending
it?
Speaker 2 (09:47):
All right.
So here is where it getsfinicky.
Not finicky, I'd say, it getssensitive, because people they
get lied to a lot on socialmedia.
Well, my friend didn't spend alot of money on social ads and
things of that nature.
Lot of money on social, youknow ads and things of that
nature like listen.
The reality is this data thatI'm about to give you comes
(10:08):
straight from all the peoplelike sba, small business
administration a lot of in a lotof research has been done, but
marketing budgets typically areanywhere between it should be
should be.
Speaker 1 (10:19):
It's a very important part of this.
Speaker 2 (10:21):
Anywhere from five to twelve percent of total revenue
.
Speaker 1 (10:24):
Total revenue meaning .
Speaker 2 (10:26):
Total revenue as in, not before expenses.
Speaker 1 (10:29):
Okay, we're talking like total revenue.
Speaker 2 (10:31):
So let's just you know, I don't have a calculator
on me.
Do you have a?
Speaker 1 (10:34):
calculator.
I do not have a calculator onme.
I got my phone.
We're not going to go into toomuch calculation, but what
you're saying is there's apercentage, right?
Speaker 2 (10:44):
calculation.
But what you're saying is,there's a percentage, right, you
already got it up.
So here we go, I'm gonna, I'mgonna just do one million
dollars, right, okay, uh, andI'm gonna do that.
Uh, five percent here.
Um, so you know, I want to be amillionaire of course everyone
does.
Speaker 1 (10:55):
Everybody wants to be a millionaire.
Speaker 2 (10:56):
I want my business to be a millionaire.
Okay, so you know.
Speaker 1 (10:58):
You know, according to this data, you should be
spending about at least minimumfifty thousand dollars a year so
if they're projecting to togain at least a million dollars
in revenue, that's how much theyshould be spending on marketing
dollars to make it to thatlevel.
Yes, yeah.
Speaker 2 (11:13):
So I mean you've got and that was on the low end
right 5 to 12 percent.
And then you have industriesyou know varying, so you've got
manufacturing 5 to 7 percent.
Business services like this oneis 10 to 12%.
Speaker 1 (11:27):
So what do we do if we don't have that budget from
the start?
Speaker 2 (11:36):
You gotta go get funding.
You know it's it's, it's hardto say, uh, you want to do
traditional, you know networkingand things of that nature that
will help, but, uh, you want tohave a proof of concept and
proof of business, and thenyou're going to have to, uh,
either find an investment uhpartner or, you know, get, you
know uh credit from the business.
You know the, the banks.
I'm sorry, uh, because you haveto have funds and and once you
have the funds cause I want togo into how you allocate those
(11:59):
funds right.
Once you have those funds, Okay.
So this is where now we havehow you allocate them.
Okay, once you have those funds, okay.
So this is where now we havehow you allocate them.
Okay.
So if you were to allocate,here's kind of a simple guide
you want to allocate 30% to 40%on ads, especially if you're a
startup.
Speaker 1 (12:13):
And then that's on ads, not management fees,
correct, not management fees.
Speaker 2 (12:17):
So you're talking Google ads, facebook ads, tiktok
ads, tv ads, radio ads,anything that you're paying to
be be broadcasted.
Okay, you want to spend 20 to30 percent on content.
So email blogging, landingpages, right?
Uh, here's an interesting thing.
Okay, because the credibilityis huge now.
Now you can either do if youhave customers and they're
(12:40):
willing to do testimonials it'sthe best way way to do it but if
you don't, you want to spendsome serious, some 10, at least
10 to 20 percent on influencerand partnership ads.
Speaker 1 (12:50):
OK, that was going to be my question later on in the
show.
Why influencer and partnershipads?
Speaker 2 (12:55):
Because everything is about credibility.
You know, we can say all wewant about our product and
service.
We have the best customerservice.
Right, we have the best service,right, the best you know
product in the world, and thisand that, and you know, as as
the owner, uh, and as thecreator of our intent.
It tends to happen where webelieve we are the best and
we're passionate.
(13:16):
Um, but the the market is notabout what you think, it's about
what the market thinks right,and so if you're going to
influence the market, you haveto have people, other people
speaking on behalf of yourproduct or service right to
create that trust and validationright?
yes, and here here's the lastthing to 10, because this is
(13:36):
important, because a lot ofpeople don't factor this in.
10 needs to be on contingencies, like if something goes wrong,
and analytical tools to trackwhat you're doing when you're,
because you don't just want tothrow money into the market and
not know how it's performing.
And a lot of people do that,yes, so they're just like.
You know, excuse me, they'lljust go on and they'll throw
(13:59):
facebook ads, they'll do googleads and, and you know, you ask
them if it's working and theyhave zero idea.
Well, I've got some likes andcomments on my page, right, but
they have zero idea of how thatis actually turning into a
monetary value for theirbusiness, right?
Speaker 1 (14:13):
And that's important, because if you don't have those
funds, especially contingency,don't start spending money on ad
spend right, would you agree?
Speaker 2 (14:20):
Exactly, and it's all about you know, uh, uh, you,
you want to tie everything backto you know how, how aggressive
do you want to be, and in yourvelocity right?
And so you know your velocitydepends on on you know how
you're launching this and howyou're you're managing those
funds and where you're going so,and I was going to ask um can
(14:42):
you explain what it means forsomeone to have velocity in
their campaign?
Yeah, so launch velocity has asimple formula right Launch
velocity equals the speed andthe momentum of the acquisition
and engagement that you'retrying to accomplish during
launch.
Okay, how many likes do I want?
How many people do I wantwatching these videos?
(15:02):
How many people do I wantcommenting?
How many people do I wantfollowing?
How many people do I wantwatching these videos?
How many people do I wantcommenting?
How many people do I wantfollowing?
How many people do I wantinquiring?
So here's something that Ithink different in my head,
because when you're dealing withmarketers, they're talking
about conversions, conversions,conversions right.
And we talk.
We talk about cost per lead, wetalk about cost per acquisition
(15:24):
.
So what is the cost per lead?
It's the cost per.
You know if they put theirinformation in and ask questions
, right?
And then the cost peracquisition is did they actually
come in and tour?
Or you know, you do a freetrial those acquisitions.
How much did it cost to acquirea new customer?
Okay, so here's my deal.
Leads to me are not conversions, they're engagement.
Speaker 1 (15:49):
That's important to know.
Speaker 2 (15:50):
Yes, because here's, here's what happens.
You know, to me, leads, they'reinquiring, they're engaging,
but they haven't converted yet.
You know, right, a conversionto me is did they actually pay
you money, okay, and so you haveto kind of know the and we
(16:11):
talked about this in the firstis like 3% actually.
It's what?
Three percent actually, youknow, convert, right, that's a
scary number.
Ok, so how many leads do youneed in order for you to get a
true acquisition?
Speaker 1 (16:25):
How many?
Yeah, you have to figure thatout, right?
Yeah, for sure.
Speaker 2 (16:29):
And so when you know when you're, you're launching in
your velocity, you kind of haveto figure out that formula for
your business, right?
Okay, you have to take a lookat your authority.
You know, how do you stand inthe market.
Have you taken a look atcompetitors?
How do you rank against them?
How many customers do they havecompared to you?
(16:49):
Right, and how do you buildthat authority?
Because, at the end of the day,that's how you rank on Google
too, is it's about relevance,right?
Speaker 1 (16:58):
So I do have a question for you, now that
you've said that I get askedthis question all the time.
What's the difference betweenlaunching with ads versus
launching organically withoutads?
Speaker 2 (17:08):
Oh, that's a good question, because you know
there's a difference betweenposts and ads, and we get that
all the time when it comes tosocial media.
Yes, so paid ads is how you'repaying.
If you're paying directly tofacebook and google to uh,
promote your, your post, yourbusiness, your page, uh, your
website, you're paying.
And and the thing about paid is, it's predictable, uh, and you
(17:29):
can scale with it.
Uh, it's immediate and that'ssomething that a lot of people
don't understand.
Is that, uh, because we'regoing to talk about organic and
it's immediate?
And that's something that a lotof people don't understand?
Is that, because we're going totalk about organic and it's not
that organic isn't important,it's just the reality about
organic, and I hate to say thatthat this is a sensitive topic,
especially in the marketingindustry, because everybody has
their thoughts, but I believeyou gotta do both.
But you get immediate reachwith paid.
(17:51):
It's measurable cost per action, so you can actually see your
measurability.
Okay, uh, and honestly, it'sthe best thing to do when you're
starting a business isadvertise, because that's how
you launch, that's how you getpeople aware and engaged with
your business, right, yeah,organic, okay, so I didn't pay
facebook, I didn't pay google.
(18:11):
But now, um, I'm posting on mypage and I'm posting and I'm not
seeing a lot and I get this alot you know, I'm not seeing
enough.
I post on my social mediaplatforms but people just aren't
engaging, and I'll post on mypersonal.
By the way there's, you have tounderstand that those are two
different algorithms.
Speaker 1 (18:27):
Very different algorithms.
Speaker 2 (18:29):
Yeah, and so you know organic is about trust.
It's about credibility youthink about.
You know organic is about trust.
It's about credibility.
Think about what we're doingwith this podcast.
We didn't spend any ad dollarson this podcast, right?
No, but we're using thisorganically to establish trust,
credibility, and then whenpeople convert, it tends to have
a lower cost when it comes toconverting, yes, because it was
(18:51):
less, you know, budget spent onadvertising and things of that
nature, but the thing is thatit's it's it takes longer,
absolutely, it's a longer push,and they both go hand in hand,
though you can't do paid and youcan't.
You can't just do paid becausethat's a lot of money and you
(19:12):
can't just do organic.
So the goal when starting abusiness is to start pushing
with advertising, use organic tobuild trust, right, and then,
as both of them start to goparallel, your cost per lead and
cost per acquisition starts togo down because people trust you
more.
Think of it If you're a startupbusiness with a new product, a
new solution, and people areskeptical, right.
(19:32):
They're going to be like do Ireally want to do this?
So your cost per lead is what?
Speaker 1 (19:36):
Higher, of course, right.
Speaker 2 (19:38):
But the more and more people start to use it, which
is the organic right, the moreand more people that actually
start to use it and the organicposts and stuff like that.
The more people start toorganically start to research,
you organically start to go toyour website.
Now the cost per lead starts tocome down, cost per acquisition
starts to come down right andnow that spend that
(20:00):
traditionally that you weregetting, you know cost per lead.
If my cost per lead andacquisition is up here now it
starts to go back down to your,your original goal and then
eventually, as you build bigbrand, a big business now.
Speaker 1 (20:11):
That gets extremely low that's important to know
because, like you said in thebeginning, having that budget's
important because it looks likeinitially you're always going to
be a little bit higher and thenit'll start to level out on the
ad spend and things like that,right I?
Speaker 2 (20:25):
think the biggest thing is like expectations,
especially when starting abusiness, is that you have to
you and, and my mentor, you know, um, and he's an investor.
Okay, he's always remember,remember he's, he's actually
invest in stocks, right, and uh,he always says if you're
investing and in a flip you'realready lost right because
(20:48):
eventually you'll start to makemistakes.
You always have to think longterm.
The bigger, the the biggestinvestors out there that they
they invest strategically forthe long term okay.
Speaker 1 (20:59):
Okay, with that being said, um have, can you tell us
any recent campaigns that you'vehad that have been successful?
Put your money where your mouthis.
Speaker 2 (21:08):
I guess you could say yeah I got two actually, um,
it's funny.
Um, no, actually, wow, I justthought about it.
I got like three or four.
Now, okay, uh, let's, let'sstart with the.
Yeah, okay, let's start with um, the, the, uh, the one in-house
here, okay, it's a nuva deskco-working, okay, so, um, so
that one believe it or not tooka while.
(21:29):
Okay, uh, it took two years forit to finally take off wow but
once.
But once it did it blew up right.
And then one thing that we did,one campaign that we
strategically did that kind oflike you know really pushed, it
was when we launched events.
Speaker 1 (21:48):
Interesting.
Speaker 2 (21:49):
So coworking, just kind of background, coworking
spaces, you know, like coworkingoffice spaces, shared desk, you
got this podcast room, mediaproduction room but once we said
, hey, we're going to do eventswhere we bring the outside
community in for networking andfor lunch and learn, but you
know, most coworking space,believe it or not, what they'll
(22:09):
do is they'll do events, butonly for the members.
What we did was we did public,right, interesting events, but
only for the members.
What we did was we did public,right, interesting, and um, we
did public because the goal wasnot, uh, hey, we just want
members to be involved.
The goal was lead generation.
We wanted people in thefacility the brand awareness,
the trust so the lead generation?
I kid you not, this is crazy.
(22:31):
The lead generation from oneyear without events to the other
was 30 000 percent increase ohmy goodness yeah 30 000 percent
astronomical.
So we went from like a thousandemails in our in the crm to
like I think we're they're inlike eight thousand nine
thousand emails in the crm wow,that is incredible, is
(22:53):
incredible.
Speaker 1 (22:54):
So what was your second?
Speaker 2 (23:03):
The second one, uh, was a law firm.
Okay and uh, believe it or not,they actually launched without
us first.
Right Interesting, you knowabout this and you're saying
interesting.
Speaker 1 (23:08):
Because it is interesting.
I love hearing it from someoneelse, but this is an important
story to tell because this iswhere most of our clients come
from, from this kind ofnavigation through the marketing
world.
So I'll let you elaborate.
Speaker 2 (23:20):
So, oddly enough, it was funny because they came to
us and this goes back, this goesback to the launch point about
ads versus organic.
Yeah, here it is.
So this is a startup law firm,right, absolutely, their budget
was backwards, okay.
So so what happened was theycame to us and I said this
doesn't make sense, right, youguys are on your law firm and
you're doing more organic andnot enough ads, like it doesn't
(23:43):
make sense.
So so we took their strategy.
We still did discovery.
I want to understand, uh,specifically, how to help them.
And once we flipped the budget,miraculously, they not, I mean,
they went from three, fromthree leads a week to three
leads a day.
That's a massive difference,right?
Speaker 1 (24:02):
That was within the first couple of months.
Speaker 2 (24:04):
The first couple of months they were like I'm
completely bugged.
What am I doing?
Which is good.
I like those stories.
Speaker 1 (24:09):
Running out of time and space, but it's a great
problem to have.
Speaker 2 (24:13):
And another one.
The final one I have an exampleof is we actually had an
ultrasound company right and youknow it came to us and part of
the problem was that they hadone division service that was
doing well but the other oneswere like kind of blank.
Speaker 1 (24:31):
Right, you know non-existent.
Speaker 2 (24:32):
And then, once we built the right campaigns, we
built the right strategy, goesback to strategy and bill phase.
So we have the right assets andthen we launch properly to
target the other segments.
Now, all of a sudden, they'regetting phone calls for these
different services that they'reproviding and, honestly, I
believe they doubled their phonecalls right.
Speaker 1 (24:54):
Yes, and they had been in business for 20 plus
years, 25 years before all ofthis actually came to
fruitration within their area.
Speaker 2 (25:02):
So it's funny, it doesn't matter how long you've
been in business, that's right.
It it goes back.
Did we strategize?
Did we build the right contentand, um, you know assets right?
Was the website optimized?
Was?
Do I have the right, you knowvideos to get people engaged, to
get people asking questions, toget people to convert?
(25:23):
Do I have those assets preparedand ready?
And now we launch.
Speaker 1 (25:27):
Right, right, absolutely Well.
Thank you for sharing thosewith us.
So let's let's get back to tomake sure our listeners and our,
our owners understandcompletely what's one common
launch misstep that cancompletely kill your momentum.
Once you launch, you think yougot it all in order.
What's one common misstep?
Speaker 2 (25:48):
I mean, it really goes back to did I look at the
data before I even started totouch anything?
Um, oh, you know, big one bigmistake is that the launch it's
not working.
It's not working.
So they start freaking outbecause, no matter what you look
at it, you know people are like, well, you know, I'm very
strategic and I have a lot ofpeople that think that they're
very analytical and but theproblem is that they, um, they
(26:10):
get overexcited uh or they getuh over, like they allow
emotions to consume thedirection of the business.
And we get it because, whendealing with money and people
are like, well, I don't do makeemotional decisions, I don't
care who you are, you could tellme you don't make emotional
decisions.
Buddy, you are the biggest liarin the entire world when it
(26:32):
comes to money, I'm gonna beemotional when it comes to money
.
Okay, when it comes to money,you have to keep your emotions
in check to your best ofabilities, because what happens
is they'll try to pivot, they'lltry to change a campaign
mid-campaign they, they havezero data.
You know, they, they.
The only thing that they see isthat we're not getting leads,
(26:55):
but they don't know exactlywhat's going on in order for
them to make a strategicadjustment to actually make it
start working.
Speaker 1 (27:01):
Right.
Speaker 2 (27:02):
So that's one of the biggest mistakes is that they
try to optimize without evenknowing what the data is telling
them.
Okay, right, so, which is whyyou need to make sure you have
analytical tools to be able totrack that.
80% of product launches requirepost-launch pivot.
Lack of flexibility killscampaigns.
This is a big one.
So 80% of product launches.
(27:23):
If you don't have flexibilitywhich goes really back to the
build phase, if you don't haveenough assets to make
adjustments like what happens isI launch a campaign, but I only
want to launch one campaign.
I don't have any backupcampaigns ready oh no.
Speaker 1 (27:41):
So what if the market doesn't like that one campaign?
Speaker 2 (27:44):
then that's the 80 that you just you were part of.
Speaker 1 (27:46):
Well, I wouldn't say me, but, yes, I completely
understand it.
Okay, well, that's that's veryimportant to understand more if
you want no, I mean you can giveus a couple more.
Okay, okay, here we go.
So I got three more, here we go.
Speaker 2 (27:59):
You know, pausing ads early.
So this is, oh my gosh.
I think you know Ruben, who'sour SEM person, could have like
literally an entire tantrum overthis, because it's Well, you
know what?
Turn it back on, pause it.
(28:21):
You want to turn it back on?
Wait, pause it.
So, guys, if you're listeningto this, you are dealing with
artificial intelligence, you'redealing with algorithms.
Okay, when you turn it off, youmess with the algorithm.
It doesn't matter if it'sFacebook, it doesn't matter if
it's TikTok, don't turn, turnoff campaigns for how long?
Speaker 1 (28:43):
how long should they leave a campaign on before?
They consider it three months,three months, three months
that's a long time.
It is a long so before youlaunch it.
Speaker 2 (28:52):
That that's part of the importance of making sure
you have everything set upcorrectly you've got a plan
before you execute yes and so um, you know, typically you can
probably get away with monthlyright, making monthly
adjustments but at least 30 daysyeah but what happens is like
people want to make huge shiftsand huge changes mid uh, mid
campaign and it really kills acampaign.
(29:15):
Wow, it really does.
Um, you know, another error isrelying on uh, digital ads and
ignoring the other stuff.
Right, the direct mailers andjust the organic networking and
things of that nature, organicnetworking, referral-based.
So I always tell people I'm asalesperson too.
(29:36):
And we have a phrase in the gymindustry Story's laughing
because I think she knows what'scoming.
What do you think my phrase is?
Speaker 1 (29:45):
No, I'm not going to say I'll let you be the one to
divulge it.
I think I hear it a lot though.
Speaker 2 (29:49):
You live?
Speaker 1 (29:52):
oh, you're just okay, I'm going to make him say it.
Speaker 2 (29:54):
You live by the walk-in, you die by the walk-in,
and that is so true.
So if rely on digital marketingand advertising to grow your
business and you're like, hey,that's like you know putting
your eggs in one basket and thenyou know praying to god
something you know works uh, andthe thing is, you live by the
walk-in, you die by the walk-in,right?
If you don't have and this is alot of people will just, you
(30:18):
know, I'm just gonna rile ongoogle, I don't have anything
else, and in that I have.
I've heard it so many times andI'm like listen, that is not a
good business model.
Speaker 1 (30:27):
Absolutely not.
Speaker 2 (30:28):
You have to have inbound and outbound marketing.
Okay, you have to have somebodyout there representing your
business.
You have.
I mean, think about how westarted our business.
We're a digital marketing firmand yet we were out there in the
chamber, we were out therenetworking.
Speaker 1 (30:42):
We're still out there networking.
We're still out there, we'restill exactly.
Speaker 2 (30:44):
We're still out there because relationships is still
number one.
Advertising is definitely goingto give you leads, you know, uh
, but we're not, we're not.
We're not going to allow uh,even with slumps like this right
in the summer, because peopleare on vacation.
You guys are probably onvacation right now listening to
this on the beach or somewhereright.
I'm over here working.
Good for you.
Speaker 1 (31:04):
You're optimizing it, though You're downtime.
You're optimizing.
Speaker 2 (31:07):
Optimizing for content creation, organic right,
and so you know those are justa couple of things that I see
that are errors, that peoplejust at the end of the day,
they're just emotional.
Because it's an emotional timeLaunching a campaign, I want to
make sure it works and becauseit's an emotional time Launching
(31:27):
a campaign, I want to make sureit works and they're making
emotional decisions instead oftactical and data decisions.
Speaker 1 (31:31):
Wow, so to your point .
What you're saying is ifsomebody were to be launching
today or tomorrow, what's thefirst thing they should do?
Just to reiterate what you kindof just went over if they're
launching today, what's thefirst thing they should do?
Speaker 2 (31:44):
you have to make sure you understand what your goals
are right.
What are your goals?
What are you trying toaccomplish?
Well, you know, is it, is itlead generation?
Is it engagement?
I think where do I start?
And at the end day, it startswith awareness, right?
absolutely can't expect peopleto convert if people don't know
who you are.
Right, you have to, you have toset goals of what those costs
(32:07):
per acquisitions are.
You know, do you understand theindustry standards in your
industry and how much thosecosts per lead, is Right.
So, setting goals, making sureyou know you yourself understand
how much those leads are goingto cost, you yourself understand
how much those acquisitions aregoing to cost.
Right, doing that research.
You have to do the research,understanding the audience,
(32:29):
understanding who you're tryingto target.
Making sure, is it Facebook, isit Instagram?
Is it TikTok?
Right, you have to create ablueprint, right, how you're
going to scale.
Are you going to lean on emails, seo, social-based testimonials
?
You know you have to actively,actively track what's going on
(32:53):
through your portal, right?
What kind of portal do you haveand are you tracking your
dashboards?
Are you tracking your Googleads, your Facebook ads, ads?
Um, are you tracking and canyou truly tell if I, if I were
to sit down with you and I sitand I sit down with you and I
say, hey, what is your cost perlead?
Right?
How much does one lead cost you?
Speaker 1 (33:13):
and do you know?
Speaker 2 (33:13):
and do you know?
And how much does one customercost you?
And do you know?
And if you can't do that, it'sbecause you don't have the right
tools in place to track that onan ongoing basis.
Speaker 1 (33:24):
Right.
And when you have thoseanalytical tools, to your point
about campaigns, do you have thefunding to shift the campaign
Right, exactly.
Speaker 2 (33:31):
Which goes back to that 10% contingency Right, you
have a 10% contingency plan,right.
And so, yeah, it really boilsdown to if you didn't listen to
the first two episodes, I wouldrecommend you go back and listen
to strategy.
Did you strategize and did youbuild the right assets to
properly launch?
(33:52):
Because your goal for thelaunch and let's just be
completely honest here, yourgoal for the launch is just two
things Can I get them to engage,which is inquire and ask you
questions.
And can I get them to engage,which is, you know, inquire and
ask you questions.
And and can I get them toconvert into customers.
That's what the launch phase isabout.
It's it's how do I get out intothe market, how do I get them
asking questions and in thedoors and you know, so that we
(34:16):
can, you know, treat them or,you know, give them the product
or service and convert them froma prospect you know, somebody
who doesn't know who you are toa actual customer.
Speaker 1 (34:27):
Right and the launch phase.
With that being said, you haveto sustain that phase for a
while to understand where youneed to shift to, where you
don't need to shift to, beforeyou even move on to grow correct
, Yep.
Speaker 2 (34:39):
You can't even you, we didn't even you.
Know, most people don't evenhit the grow phase until
sometimes even year two or three.
Speaker 1 (34:48):
To really optimize your strategy.
Okay, great.
Well, you've given us someactionable insights today, brian
, and I want to turn it over tosome of our questions from the
audience.
Speaker 2 (34:58):
Take it away.
Speaker 1 (34:59):
Are you ready for all these questions?
Speaker 2 (35:01):
Sure.
Speaker 1 (35:02):
Okay, so the first one I've had up for a while and
I wanted to make sure Iaddressed it is I'm launching a
new product, but my audience issplit between two platforms.
Should I double efforts or pickone to focus on first?
Speaker 2 (35:15):
Okay, great question.
If you are just launching, youneed to double up.
And here's why you double upBecause, yeah, I know, but how
do you know what channel?
You don't.
You don't know what channelbecause you haven't, you haven't
spent any money.
Until you have real data, youcan, you can uh, you can think,
you know, you can have theoryright in theory.
A lot of people do theory andthey don't make it right.
(35:37):
You have to test, you have tohave the funds to do it.
So go ahead and get both of thecampaigns up, uh, test for
about a month, 30 days, 30 days,okay, right, and then see what
happens.
Uh, and then be like, okay,which one got the most
engagement?
Which one, which one is?
Are people actually inquiring,which one?
Are people asking questions andcommenting?
And then you kind of it's it'sthe rule of ab testing.
(36:00):
Are you doing ab testing?
That's why it's called abtesting okay.
Speaker 1 (36:03):
So if one is doing much better, you want to
increase your funds to thatcampaign and decrease the other.
Speaker 2 (36:10):
Yep, and it's just like stocks.
Think about it, the stockmarket.
You move one stock to anotherright, mm-hmm.
Same thing in marketing.
Speaker 1 (36:16):
Okay, great, that was a great answer to that question
.
Now question.
Now I have a second question.
Is it better to build hypebefore a launch or to focus more
on?
Speaker 2 (36:30):
follow-up emails and follow-up information after yeah
, it's kind of, you know that'sa, that's funny, but you got to
do both, uh, okay.
So here's what happens is, um,you have to build the hype, uh,
to get people to uh get excited,because everything's about
emotion, right.
And then you launch, right, andbecause what you're asking is
leading into the next episode,which is the grow phase, which
(36:50):
is what happens when you haveall this inquiries, what happens
when you have all these peopleasking questions.
What happens when you have allthese leads?
What do you do and how do younurture those, those contacts?
Because they might inquire withyou but they aren't ready to
actually buy and make a bettingdecision.
So we'll talk about that nextepisode, but you should be doing
both.
You have to build a hype becauseyou have to get excitement and
(37:12):
everything's about emotion.
But here's the deal If you justfocus on excitement the front
end and you don't focus on theback end, what ended up
happening is people, people,buyer remorse is real guys it
really is and it's the worstthing to have a client have.
Yep is more and by the way, it'sgonna happen.
It always happens actually.
(37:33):
So it doesn't matter whatindustry you in, by remote, is
real and if you're not nurturingthose relationships also, you
know people aren't.
People are, you know, not proneto make a decision on the first
inquiry okay, see, those aregreat points to remember.
Speaker 1 (37:50):
Even I needed to remember those at some points
because sometimes we slack offon that follow-up.
But we'll discuss that more onthe next show.
A third question I have do yourecommend using influencer
marketing?
Influencers are a big deal, itseems like this day and age.
And how do I pick the rightinfluencer for my?
That's a great question.
Speaker 2 (38:09):
So influencer is here , guys, is important.
You know, influencing is soimportant to influencing the
market.
Huh, okay, marketing, market.
I'm gonna say that a lot of myway during this podcast.
At the end of the day, the rootword of marketing is Market,
market, which is why we call itMarketing with Atma.
So you have to be able to knowhow to influence the market and
(38:32):
the only way to do that is youas a business owner.
You get excited all the time,even a manager I've got the best
product, I've got the bestservice, we're the greatest of
all time.
You saying that is differentthan somebody else saying that,
absolutely.
So influencers, there's allforms of influencers.
(38:53):
So let's dive into this, andinfluencers could be a couple of
groups, right, okay, the firstone is what everybody wants to
be when they grow up.
They want the big influencers,they want the mammoth
influencers, they want theDwayne, the Rock Johnson type
influencers, wouldn't we all?
love that.
Yeah, so you got the Lord.
(39:14):
Obviously, there are a lot ofmoney, right, they're gonna cost
you millions of dollars, okay,so let's, let's turn it back
here.
Let's not it back here.
Now let's go into theinfluencers micro influencers.
Micro influencers are those whoare local, maybe more industry
specific, okay, and they'regoing to cost you a lot less.
(39:35):
They have a following, butthey're here to help you.
They might not get all theconversions you want, but
they're going to help you getthe credibility.
They might not get all theconversions you want, but
they're going to help you getthe credibility.
Okay.
Now the influencers that peopledon't think about your
employees, right, so youremployees, you yourself and your
employees, getting theminvolved, doing you know,
(39:55):
talking points and making themthought leaders and doing stuff
on LinkedIn and Facebook andstuff.
And then, finally, yourcustomers influencers.
Speaker 1 (40:04):
Why not?
Speaker 2 (40:05):
right, getting them to do testimonials right, that's
great.
And so people don't realize theamount of levels of influencers
.
They're just thinking about thebig mammoths.
But you have to get creative,especially if you have a low
budget, and you have to kind ofhave a strategy of both using
multi-influencers I would.
(40:26):
As a small business, I wouldfocus on micro-influencers if
you don't have any customers.
If you have customers, I woulddo micro-influencers, customers,
and if you have employees, Iwould do all three.
Speaker 1 (40:36):
Oh nice, those are good tips I hadn't thought about
before.
So last question, guys, if youhave any more, feel free to put
them in the chat.
But this for so.
Last question, guys, if youhave any more, feel free to put
them in the chat.
But this is the last question Ihave for now.
If my last launch flopped, howwould I recover and relaunch,
relaunch, without losing thattrust?
Speaker 2 (40:53):
so that's a good question.
So if your last, uh, if yourlast campaign flopped, it goes
back to hey, you're gonna haveto take a step back and go do a
strategy first.
So go listen to the strategypodcast, strategize.
Do a plan and then you'reprobably most likely going to
have to rebuild most of yourassets, because what happened
(41:16):
was, if it didn't work, itwasn't the money you spent or
what was spent.
I would say 80% of the timeit's.
You just did not get yourmessage across.
Speaker 1 (41:26):
Okay.
Speaker 2 (41:27):
And it goes back to the assets.
Do I have the righttestimonials?
Do I have the right content?
So ensure that you have go back, re-strategize, rebuild and
then relaunch.
Speaker 1 (41:37):
Wonderful.
Well, thank you for giving usso much insight, Brian.
Is there kind of a summary youcan give us of what our business
owners or entrepreneurs shouldreally take away today?
Speaker 2 (41:48):
Yes.
So you know, one key point islaunch equals.
You want to make sure that it'sa full orchestra, okay, right,
don't go back to the music.
Okay, so go back to the music.
Is everything in tune,everything working together?
You're not just going live justto go live, you know.
And did you choose the rightchannels and did you strategize
to ensure that you have the bestROI?
Did you create a smart budget,right, an adjustable budget that
(42:13):
aligns with how you're spending, but also, is it flexible?
Can you move it around?
And then, did you create ablueprint for velocity, right?
How are you going to speedthings up?
How are you going to speedthings up?
How are you going to slowthings down?
Because the thing aboutvelocity is, when we think about
velocity, all we think about ishow fast we're going.
But in any kind of race right,there are turns, there are hills
(42:35):
.
Right, think about the motor.
You know these NASCAR and youknow different types of racing.
You know motorsports, right,there are going to be curves,
these NASCAR, and you knowdifferent types of racing.
You know motorsports right.
There are going to be curves,there are going to be turns.
How do you adjust to thoseturns?
You've got to slow down, thenspeed up, then slow down then
speed up.
Right.
So velocity is, how are youcontrolling that velocity?
Okay, Are you blending paid andorganic, Because you just can't
(43:00):
just do one and I don't care, Iknow, and you know I'll
probably get bad mouth.
You're like you don't run anorganic crop earlier, this and
that, and you know a lot ofmarketers.
They have this, this internalbattle because, there's ad bit
and there's ad marketing, butbusinesses and then there's just
organic and the reality is youneed both.
A true business needs both,okay.
True business needs both, okay.
(43:20):
Okay.
Make sure that you're lookingat data and you're preparing, so
you're going to have pitfalls.
Speaker 1 (43:28):
Yes.
Speaker 2 (43:29):
Okay, you're going to have flat tires.
Look at NASCAR.
I like how I'm just using theseanalogies, right.
Speaker 1 (43:34):
But the pit crew is important, right.
Speaker 2 (43:37):
We're here, Okay, but you know you're going to have
pitfalls.
Are you able to adjust?
But at the end of the day, itstarts with clarity Did you
strategize?
Make sure you strategize.
Make sure you have a plan ofaction, a budget to launch to
the proper channels.
Speaker 1 (43:53):
Wonderful, great advice.
Great advice, brian, and thankyou so much for showing us how
to launch with impact.
Intention and the whole packageof how to make your business
grow To our audience out there.
Intention and the whole packageof how to make your business
grow To our audience out there.
Please, if you have an interestin really taking your business
to the next level, go toAdventTrinitycom and schedule an
(44:13):
appointment with us and untilnext time we will see you.
You.
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
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
NFL Daily with Gregg Rosenthal
Gregg Rosenthal and a rotating crew of elite NFL Media co-hosts, including Patrick Claybon, Colleen Wolfe, Steve Wyche, Nick Shook and Jourdan Rodrigue of The Athletic get you caught up daily on all the NFL news and analysis you need to be smarter and funnier than your friends.