Why Your Social Media Marketing Strategy Is Failing Your Business

Almost every business is on social media.  If you're not, that should be step one. Get on social media.

However, the approach to social media marketing and branding has evolved over the past few years. Especially with the emergence of personal branding.

In this episode you'll learn how to best approach your social media marketing strategy. 

Which social platforms makes sense for your business to be active on. 

And, how to properly position and leverage company brand and personal brand.

So, if you're ready to give your home services social media marketing a boost, this is the episode to tune into.

Episode Transcript

Javier Lozano, Jr. (00:01):
Marketing in the home services industry has
changed so much over the pastfew decades. Now even more rapid
pace these last few years almostto a point it's impossible to
keep up with what's trending.
Ever felt like marketing intoday's economy is like flushing
money down the toilet. That'swhere we come in and help honest
Home Services companies justlike yours, learn and understand
some of the most effectivemarketing strategies today,

(00:22):
strategies used by some of thetop home service companies
around the world. My name isJavier Lozano Jr. and welcome to
the trust tipping pointMarketing Podcast.
Hey, guys, welcome to anotherepisode of the trust tipping
point Marketing Podcast. As youprobably heard at the intro, I
am your host, Javier Lozano Jr.
With anchor wave. So what I wantto go next into is our fourth

(00:47):
trust tipping point that we'regoing to be talking about. So
over this kind of little miniseries of the kind of explaining
more about what the trust ofendpoint is. And then the other
part of it too, is thatdifferent, you know, different
things that we consider as partof the trust tipping point. And
so we've covered some pretty,pretty big topics over the past

(01:08):
three. So right now we're onnumber four. I'm sorry, we're on
number five and SMC? No, we'reon number four. All right, sorry
about that. So, you know, whatwe've covered in the past is,
you know, we covered the firstthing is, is your website,
making sure that your website isprofessional, it's,
it's modern, it's got, you know,great copy, and all this other

(01:30):
stuff. It's got, you know, goodphotography. And if you haven't
listened to the episode, goback, like, I don't know what
episode it is, but go back a fewepisodes and listen to that
episodes, you know, how yourwebsite should be, should be set
up, right? There's, there's away that this works. And we've
launched over 1300 plus websitesover the course of 18 years. And

(01:51):
we basically compiled all thatdata, talking to all of our
clients that are they're superhappy with how we design their
site, and got a lot of feedback.
And then we started kind ofsaid, you know, what the most
successful sites look like this.
Okay. And then our next trusttipping point tip for the second
one is reviews and how to getreviews and, and why reviews are

(02:11):
important. But some people justlook at reviews as just like
someone, you know, giving you afive star review, or a four star
or whatever it is, but theydon't realize that even people
typing in, like, you know, theirfeedback on the review, those
things are important. And thenactually replying back to these
reviews, and where these reviewsare going, like the review sites
and stuff like that all thisstuff plays a big role on you

(02:33):
know, part of the trust tippingpoint. So you need to have some
sort of reputation managementsystem. Alright. When I say
system, I'm talking about like,automated system where it just
works, okay. You know, peopleleave you reviews on a regular
basis, that is going to startturning into business, I promise
you that because there's a lotof people that don't make
purchases unless they readreviews from multiple people.

(02:55):
Okay. The third trust ofemployee that we covered was
performing a variety of Googlesearchers searches. So you know,
this is more about like, SEO,okay, making sure your site is
optimized correctly. Alright,not just like copy and images,
but like using certain local SEOstrategies using certain things
within your website. And sothere's ways and how to set up

(03:18):
your site so that it is going toshow up in the search engines
because people are going to bedoing searches to find your
business that they can't findyou on Google, guess what, you
don't exist, you're not abusiness that people are going
to be wanting to find becausethey can't find you. Alright, so
now we're moving into the fourthtrust tipping point. And this is
where people are going to beresearching about you on social

(03:40):
media. And I find thishysterical because my wife, I
like to use her as an example incertain things, because she
knows what I do. She sherespects it, you know, she
doesn't find any joy in itwhatsoever. I explained all the
cool things that are doing allthe stats, and she's like, Oh,
that's cool. And that's about asfar as it goes. Does it mean
that you know, she's not happyfor me? It doesn't. But you

(04:03):
know, it's just, I start goinginto this Oh, technobabble,
like, this is amazing, and howthis is working. And then and
for her, she's kind of like, notreally her thing. But what's
interesting is I will getfeedback from her, or she'll
show me something. And one time,we were looking for a specific
service, and we're living inthis town called Pablo West, and

(04:23):
she couldn't find the biz. Likesomeone recommended it on
Facebook, like he should contactso and so landscape or something
like that. That's what it waslandscaping company. And so she
started looking for it, couldn'tfind a website, go to find them
on social media, but yeah,someone recommended them and to
her, she's like, huh, yeah, no,if you don't exist on is this
this was her logic. She's like,if you don't have a website and

(04:45):
you don't exist on social media,then you don't exist to me. I
don't even care if someonerecommends you and says I should
use your services. And so thatsays a lot, okay. And I think in
today's day and age, we all haveto understand something that's
really important is that Yoursocial profile like and this is
on everything that you are onactively, okay, not just having

(05:07):
a social profile just to haveone because everyone else does
actively on your social profilefor your for your business
should be relatively active, itshould be relatively having
some, you know, good contentbeing pushed out on a regular
basis. And there's ways in howyou can do this. And so I'm
going to kind of go and go on atangent, cuz I don't have this

(05:28):
on my notes right now. But soyou've got your business
profile, and then you've gotyour personal profile. And we
are in a day and age right now,where personal branding is very,
very important, okay. And ifyou're not having good personal
branding about your, you know,on yourself and your business,
then what's going to happen is,is that it's not gonna, it's not

(05:49):
gonna really fly, it's going tobe very challenging for you
know, your business to kind of,I'm not gonna say grow, but to
get legs because the reason Isay this is a personal profile
is the face of your business.
And you might say, well, what ifwhat if, you know, so and so
leaves, they leave your personalprofile should not be your

(06:09):
personal profile, you know,it's, it's, you should allow
your employees and your staff tocreate their own brand. And, and
so the reason I say this isthat, that is what people are
going to connect with, I cantell you this right now, if you

(06:30):
are a home services business,okay? And you're just posting
stuff on your business profile,no one connects with your
business profile, no one, like,because I can tell you right now
that most business profiles,they don't respond to comments,
they don't respond to, you know,to people that say, you know,
say, hey, this was a great postor whatever, they don't respond
to that they just post andthat's it, and then leave it

(06:52):
alone. Okay, it's, it's notsomething that's engaging and
interacting. And so you, we haveto understand that your personal
profile is different, versusyour business profile, am I
saying don't post anything onyour business profile, I'm not
saying that. I'm simply sayingthat, in today's day and age, if
you have team members that apart of your, you know, part of

(07:14):
your home services, business, oreven any business in reality,
then they should have theopportunity to create their own
brand, within reason of, youknow, your company culture.
Okay. So a great example is, youknow, I work for anchor wave,
I'm the CMO for anchor wave, Ihandle all of the, the marketing
efforts and direction. But thething is, is that I spend a lot

(07:37):
of time on LinkedIn. And I do alot of personal branding on
there. I don't talk aboutmyself, I talk about marketing,
I talk about improving, youknow, websites, I talk about
strategy, I talk about differentthings, storytelling, whatever
it is, I talk about thesevarious things, okay. And when
people start looking into who Iam, what I do, guess where they

(07:58):
go, they go to my profile page,guess what they see where I
work, they see that, oh, thisguy works for anchor wave, oh,
they offer website designservices, oh, they do digital
marketing, or just what I'mtrying to say, people will start
doing research. And so they willresearch social media. All
right, so you need to allow yourteam. And if and if this is new

(08:21):
concept to you, you're justgonna have to start kind of
letting them do it. All right,let and don't follow what
everyone else in the industry isdoing. Because everyone else in
the industry doesn't necessarilydo it, right. Follow what other
people are doing in differentniches, and follow those people
that are going to be like,industry leaders in their niche,

(08:41):
okay. And so allow your team,your staff, to build a personal
brand, okay? to help solve theproblems that they're people
that your class your customersare facing, to basically help
solve their problems by creatingscenarios by telling stories by

(09:03):
asking questions by engagingwith the community. Do you see
what's going on here. And so asocial profile, it needs to have
basically a soul, it needs to besomething that people want to
connect with. Okay? And sothat's where I'm trying to get
to when it comes to this part ofsocial media is that people are

(09:25):
going to research your business,your landscaping business,
they're going to research it,okay. And when they research
your landscaping business,what's going to happen is that
they're going to start digging,and they're gonna type in like,
you know, ABC landscaping, andthey might see that john smith,
who's your marketer or whateverworks for ABC landscaping, you

(09:46):
know, maybe on Facebook, theymight find it and they might
look at john Smith's profile, belike, Oh, cool. This is the
stuff that they've done. He hasshown before and after pictures,
and you're like, well, it's onthe personal profile wasn't on
the business one because peopleengage with those people, they
know it's a human being,okay? Most people don't engage
with a business unless you'relike Coca Cola, or Wendy's,

(10:06):
where they literally have aperson that they hire to
typically engage with thatcommunity. But you know, most of
most home services companiesdon't have a social media person
that engages all the content,that posts all the content has a
strategy and all that stuff likemost, it's, and so this is how I
would envision what most homeservices companies should do.

(10:29):
Alright, you should have, youknow, probably two or three
people, if you can, you know,one is fine, but two or three
people have that will be likethe personal brand of your
company, right. And then your,your business profile is like a
ticker, okay? of just like yourpost once a week or twice a week

(10:51):
on good relevant content. Maybeit's a blog post that you have,
maybe it's before and after,maybe it's a question that you
get all the time, maybe it's ascenario, maybe it's a, hey, we
got this phone call yesterday,and this is how we handled it,
maybe it's one of your texts, oryour or your you know, or the
people that are out in the, youknow, out and working the

(11:14):
fields, whatever. And they tella story of a situation how they
fixed it. But what I'm gettingto is, is that you do this, and
what it does is it createscontent. And so people when
they're researching yourbusiness, they'll see it, okay.
And then if things are gettingscared by say, like the personal
profile, like, Hey, this is whatwe shared on our, you know,

(11:35):
Facebook business page aboutthis. And then they see that
john smith, is one of thosepersonal brands for your, you
know, your landscaping company,your HVC company, your plumbing
company, all of a sudden, theystart seeing that, and they'll
start researching john smith,and like, oh, wow, they talked
about this, and, oh, he's afamily person. And oh, cool. Do
you see what's happening? Now,this business of yours has a

(11:56):
soul, this business actually haspeople and and humans that can
relate to okay. And they'll seethat
people research everything tomake sure they're doing business
and spending money in the rightplaces, with, you know where
it's going, because they don'twant to get screwed over. And

(12:18):
that's the thing that we have tounderstand is, is that, you
know, in today's day and age, wehave to be as transparent as
possible, as much as we want tocreate the separation of
business, and then everybodyelse, we can't do that. When I
was running my company for overa decade. I had a business coach
at the time, and I did notengage with clients or prospects

(12:42):
on my personal Facebook page.
And eventually, my, my coach waslike, You can't do that anymore.
I'm like, What are you talkingabout, he's like, you are a
person of the community, youhave to engage with people in
the community, I'm like, I'mlike, Nick, I can't do that,
like, you know, this is mypersonal page, I don't I don't
do that kind of stuff, he'slike, he's like, you have a
business, you have to startdoing that, you have to start

(13:03):
engaging, you have to startshowing that you are a person,
and that your business is thisand they need to start seeing
this because they emotionallywill get attached to you, or, or
whatever it is, and eventuallystarted seeing it. And then I
started actually doing it. Andso I would start you know,
connecting with people onFacebook, and also their stuff
and, and start realizing likethis is important. And so what

(13:24):
I'm getting to is that you wantto make sure that your business
is doing something like this,okay? Whether it's the owner,
whether it's the, you know, oneof the executives, whether it's
one of your sales leaders,whatever it is, your branding,
on social media, there needs tobe a personal branding, and
there's a business branding,okay. And they both have to have

(13:45):
a certain type of strategy.
Alright, and so it's importantthat we understand this, because
that's gonna, that's going tohow it's going to set your
business apart from everybodyelse. Because if you only post
on your business page, and thatis it, and there's no engagement
on there, people are gonna seethat they're gonna be like, Oh,
they had this before and afterpicture, and two people liked

(14:06):
it. And you're gonna bewondering, Well, you know,
Facebook doesn't, you know,doesn't, you know, push my
business content out there?
Well, of course, because theywant you to spend money on ads.
And so if you want people toengage with it, you're gonna
have to run ads on it. And sothe best way of doing this is by
using personal branding, it'sfree, okay? When people post
things, like I've tested stuffon this, I where I can post

(14:28):
business related certain stuff,and it kind of flops at times,
it doesn't get all the attentionit deserves, but all of a
sudden, I post something that'skind of like a little
controversial or funny orwhatever. And then I get like,
you know, 30 comments, you know,and so there's, there's things
that you got to understand onthis is that personal branding
does work, and especially if youtie it together with your

(14:49):
business, okay, so again, I dothis on LinkedIn, you can follow
me on LinkedIn, just literallytype in Javier Lozano Jr.
Alright. You will Find me onLinkedIn. And you will see that
I use how I use content on thereis to bring up scenarios and
questions and how to market and,and how to do you know, web
design and what to look forwardall this stuff. Okay. And I do

(15:12):
this because I'm looking forpeople to engage. And I see
that, you know, in my stuff, andthere's other things where it
doesn't work as well. I mean,one thing I joke about this with
my wife is that when I tellstories, I'll have a picture and
involves her, I'll have apicture of her or I'll have a
picture of us in the family willhave a picture of her on the
kids, right? Those images get567 100 views like that, all of

(15:35):
a sudden, I put a picture ofmyself, and it doesn't get
nearly as much engagement. Andso I laugh because I'm like, I
guess I need to have morepictures of my wife and talk
about cool stories about how youknow, this works and how it
relates to marketing and havepictures of my family. And not
me, you know. So it works. AllI'm saying is, it does work. So

(15:57):
allow your team to do this. Nextthing want to kind of point out
to you is you need to be activeon different platforms that you
will be active on. So I see thisa lot. I see companies that have
like a Pinterest, best socialmedia handle, or they have a
YouTube channel or they haveLinkedIn or Instagram or

(16:18):
Facebook and or they have Gosh,tick tock or they have all of
them. And you're like, well, yougot to be on all of them. Well,
here's the thing. All of thosesocial media channels are like
your normal channels on TV. Solike ABC, NBC, CBS, ESPN, MSNBC,
HGTV. And here's here's what Iwant to get to. Do you think the

(16:44):
content that is on HDTV? Wouldthat fly on ESPN? No, you can't
do that. You have to havedifferent content on HDTV, and
different content that that goesto those that audience in
different content that goes onto ESPN. Okay, because whatever
content you have on ESPN thatwon't fly on MSNBC, probably, or

(17:05):
it won't fly on HGTV, or it'llfly on the Food Network. Do you
see what I'm saying? So thesedifferent social media channels
are like actual channels on TV.
So what people do is they willproduced one piece of content,
and just blast it on everysingle platform, every single

(17:28):
channel. And they say like,well, Twitter doesn't work for
us, or LinkedIn doesn't work forus. Well, it does. But you're
speaking incorrectly or usingthe right the wrong type of
content for the channel thatyou're on. Okay, so there's
certain things that you need tounderstand like Instagram, live
a younger demographic, right?
Like image heavy stuff. I mean,you don't really do a lot of

(17:50):
copy on that. That'd probably begreat for like landscaping.
Okay, like before and after,that would be amazing. Okay, or
like, Facebook is kind of, it'skind of like your has different
channels, because you've gotyour video you've got you got
you know, your stories, you'vegot your regular posts, you get
Yammer, you have all that stuff.

(18:13):
YouTube, what would be great isif you're a landscaping company,
and if you did, like a, I don'tknow, this is just an example of
a time lapse of your project.
Okay, maybe you're getting thebackyard done. Okay, for some,
some client and you did a timelapse of it, and how it all
looked, and then all sudden is aslow, like, this is what it
looks like. Now, the time lapsewould make everything shorter,

(18:34):
people will be able to seeeverything where I'm getting to
is that that time lapse may notfly on LinkedIn. Okay, but it
might fly perfectly on YouTube.
And so you need to know whatyou're posting on to these
different channels. So you canpost the same thing but change
the content a little bit thestrategy around it. So it speaks

(18:54):
to that audience. Okay. Theother part is that

Ad (18:58):
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(19:18):
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Javier Lozano, Jr. (19:54):
My recommendation find one, two,
maybe three. Okay. To thatyou're going to be active on for
sure. Alright, and you can dothat. That's great.
So our company, we're relativelyactive on a couple of channels.
And then personal branding, I doall my stuff on on LinkedIn, and
grow my network that way. Andthen so as far as like Facebook,

(20:18):
you know, I do some things onthere. But I'm not as active on
on Facebook, for that kind ofstuff as I am on LinkedIn. And
then our company, we do a couplethings on Facebook, we do some
things on Twitter, and and thenjust a little bit on LinkedIn,
for the company brand. So whereI'm coming from is that big
channels are going to be activeon and post regularly on, okay.

(20:40):
And that way it allows you to,to make sure that you're you're
out there, because people aregoing to do research on you,
they're going to try to findyou, they're going to see what
you're doing. And if you'resaying, Well, you know, I'd love
to have a YouTube channel, but Ijust don't have time to edit
this stuff. Hire an editor.
Okay, you can outsource thisstuff. So you can record it.
Just pull out your iPhone,literally, I record majority of
my content just with my iPhone.

(21:04):
Okay, I don't. And you're like,well, Javier, you have this big
mic. Yeah, so this sounds goodon podcasts. That's why
otherwise, I record most of mystuff on an iPhone when it comes
to the video. Okay, and rightnow, I'm just recording on my
computer for this via zoom. Andwe'll be using this content
different ways, we'll take thevideo, we'll take the audio,

(21:27):
we'll take clips and snippets,like we'll do a whole bunch of
stuff with it. But my point is,is that I'm finding ways in how
to repurpose this stuff. Butwhat I'm getting to is, is that
hire someone, if you don't havetime to do the video editing for
you and tell them what you want.
Okay, if you have like amarketing person, or an intern,
or someone that can do this,easily do this with iMovie. Very
simple. There's other otherother things out there. But

(21:50):
hiring, you can hire afreelancer, you can hire a
college, you know, collegeintern, or whatever it is Be
creative on this. Like, there'sdifferent ways you can do this.
But leverage today's technology,like, in my opinion, you as a
business should be striving notto be as the best landscaping
company is the best plumbingcompany, the best electrician in

(22:11):
your community, you should bestriving to become the best
media company in your town. Andyou're like, what do I mean by
media company, I mean, thislike, you should be producing
the most in the best in thefunniest and the most engaging
content in media, if you focuson being a media company, which
is basically free, if not, likerelatively free, okay? Very
inexpensive. Alright, sometimesthere's just time, sometimes a

(22:34):
little bit of money investment,alright. But point being is that
if you focus on becoming a mediacompany, what that does is it
allows you to have more stuffout there, and people are gonna
say, Man, they're on this, andthey're posting this and show me
how to do this. And they'redoing that and like, these guys
must be the only solution forHVC. And that's what's gonna
help your brand grow. And nowimagine if you had wings or legs

(22:57):
on this, and you let yourpersonal branding take off,
okay? Not just your businessbranding, then you have like
more legs making this thingmove. And so understand that
social media, people are goingto be researching your business.
Okay, this is part of the trusttipping point, they're looking
at elders, they're like, youlike your future customers are

(23:19):
doing like many attorney things.
Let's see if they have this.
Let's see if they have this.
Because if they find out thatthe owner is a jerk, okay,
they're not gonna want to dobusiness with them. Or better
yet, let's say this, let's sayit's a single mom, okay, looking
for an HVC company. And then shefinds an ABC Company, she sees
that it's a women owned, okay,and she sees the values of that

(23:42):
business stands for, and shesees that that person relates to
her story, guess what thatsingle mom is going to do?
They're going to contact thatcompany, because they saw not
just the business on the on thebusiness brand. But it's a
personal brand. And theyresearched on this personal
brand. They're like, wow, thisperson is amazing, inspiring,
she seems trustworthy. I'm goingto call her business so that

(24:05):
they can do service for my HVCsystem.
So where I'm coming from, be alittle different on social media
don't just be you know, justgeneric, you want to stand out
right? Next thing is, is thatand this is a topic that I have
on here, but it's now kind ofhold because of what's going on
right now with iOS 14 andFacebook. Okay, if you're not

(24:27):
aware with what's going on withiOS 14 for this is Apple's
updated software, operatingsystem software for for all
iPhones. They're essentially notallowing you to track any data
on people that visit pages, orwebsites or whatever, to allow a

(24:48):
business to retarget with ads.
Okay. And so that's kind of beenlike ixnay unless someone says,
Yeah, it's cool, you can targetme. So there are other
strategies and we're going to goover that. Today on how to work
on retargeting your, your peoplefor your for your Facebook page,
okay, but best way I can explainthis is this is that if someone
visits your business page, likeyour website, okay? And they're

(25:12):
engaging with it, they'reclicking whatever, you should be
running ads, okay, on socialmedia like Facebook relatively
inexpensive to retarget thosepeople to bring him back to your
websites, maybe there's an offermaybe it's just like, Hey, you
know, if you have questionsabout this service, let us know
or Hey, like, here's a beforeand after picture of one of our,

(25:32):
you know, happy customers orhere's a test ammonia from a
customer that had really a greatexperience working with us,
whatever it is, you should bebringing those people back to
your website, you can do thatwith social media, you can do
that with Google, there's a lotof different ways of how this
can be done. Okay, but where I'mgetting getting to is, is that
on social media, on Facebook,Instagram, relatively easy,

(25:55):
okay, if you don't know how todo it, hire a marketing agency.
Okay, anchor wave, we're amazingat this. This is one of the
things that we do really, reallywell at, okay, we call these
things Boomerang ads, and wecall them billboard ads. And we
would help your team do that foryour company. And so you want to
be getting in front of yourfuture prospects, okay, your

(26:16):
future customers on a regularbasis. So they see your brand,
and they see it and then all ofa sudden, they'll be like, you
know, I do need that. Oh, Sirijust turned on by accident. So I
do need that service or, or thatOh, yes, right. I needed this.
And also I need, you know, Ineed HBC service, or I need a

(26:37):
landscaper, whatever it is, yousee what's what's, what's
happening here. But you canretarget these people to come
visit back to your websites tore engage with your business.
That's what you want. Okay. Makesure that that's what I have no
Zapier. So social platforms arebecoming its own search engine.
Okay. So I use LinkedIn quite abit to find people to research

(27:01):
executives to research VPS, andowners and CEOs of these home
services companies. And I dothat to engage with them to
invite them to the podcast, I dothat too, to connect with them
on LinkedIn to see what they'reposting that sort of stuff. So I
can eventually start buildingtrust with them. And then maybe
that, you know, maybe they mightbe interested in doing work with
us, whatever the case is. Usesocial media, like a search

(27:25):
engine, there are different waysin how you can search for stuff
like Facebook has this opera,this way of doing searches,
okay. LinkedIn has his ways ofdoing searches, like LinkedIn
even has a third party toolcalled are the same, the third
party tool, it's still theirproduct, but it's called Sales
Navigator, where you can startliterally narrowing down on on
how you want to find certaingroups of people. Okay, so yes,

(27:48):
you might be a home servicescompany. But maybe you cater to
a specific demographic, maybeyou cater to women only, maybe
maybe you cater to, to, toexecutives, I don't know, I'm
just I'm just throwing theseideas out there. Where I'm
getting to is that there aretools that allow you to dig
deeper into finding your idealcustomer. And so, you know,

(28:10):
Google is used as a searchengine to find things Facebook,
or YouTube is used to like findlike how tos, like how to fix
your sink, and how to fix yourplumbing and how to fix like the
suit I'm saying. And so, like,create how to videos on YouTube,
because that is a great way tofind, you know, business. And if

(28:30):
you're wondering, Javier, whywould I create a how to video if
I want to be hired for it?
Because you want to be thesolution? What's going to happen
is that someone's going to findit. And then you're like, Man,
this is way too hard. Or thismakes complete sense. But I know
I'm going to screw something up,I'd rather hire the person that
told me how to do it. Becausethey gave me the guide, I

(28:53):
trusted them. I was almost thereby I didn't feel comfortable to
pull the trigger. I'm going tocall them
if you give them ways and how tofix their yard, how to improve
their plumbing how to, you know,clean their HVC unit, like if
you showed them how to do it?
And they're like, Yeah, great. Ican do some of these things
myself. But there's certainthings I cannot do. Because

(29:15):
you've given me so much valuablecontent, I'm contacting you
first. And so these social mediaplatforms are now many search
engines. And you need to usethem and leverage them the right
way. Don't be afraid of like,man, like I don't want to give
away too much information.

(29:36):
Really, you don't want to giveaway too much information.
Because like it's it's free outthere. There's plenty of content
out there to where they canresearch enough to find out how
to do it themselves. And ifyou're not the person giving
them the guide that had tofigure it out, they'll find
somebody else that is that'sgoing to help them and they're
going to give money to them. Sobe that company that says hey,

(29:57):
I'm going to teach you how toproperly grow grass. your
backyard whenever you have deadspots, okay, I'm going to teach
you on how to, as opposed tohaving, you know, Joe Smith down
the street that's like myneighbor that, you know, works
full time in it. And he figuredout how to you know, lay stones,
okay, and you know, it's notcorrect. But that's what you're
going to be getting, you'regoing to be getting that person

(30:19):
that's like, well, I kind offigured it out. And you're
probably watching like, Man,this video is junk, we'll teach
people how to do it correctly,be that leader in that. And so
when you do these things you arenow again, you're creating your
branding. And people are gonnastart following that they're
gonna start seeing, like, Man,this is amazing content, this is
this is great, and they'll starttrusting you, again, this is

(30:41):
part of the trust tipping point,give stuff away, so much value,
give 95% of your stuffinformation, because most people
aren't going to take action, Ipromise you that. Okay, I
remember someone telling methis, when I was before I got
this job, as the CMO for anchorwave. I was telling these
companies, you know, try to getinterviews going on things, and

(31:05):
then what they do to fix ontheir website or their business,
etc. And one of my colleagues,she said, Javier, you shouldn't
be given away all thisinformation. And I'm like, Why
did she goes because, like,you're just giving them all this
stuff like, this is valuablestuff. I mean, I totally, it
totally is. But imagine if, if Ididn't give them anything,
they're not going to want tocontact me, here's the flip side

(31:27):
of this, too, is think of itlike this, if if I want to be
different, I need to give awaysome great stuff. But if they
want this thing to be executed,they need to hire me. Do you see
what I'm saying. So that's whatwe did at seeing a you know, as,
as a CMO anchor wave, I had togive them strategies on what I
would do as part of my videointerview process, and lay it

(31:49):
all out. And essentially, that'swhat sets me apart from a lot of
people. And I was given thisinformation away because they
can find it somewhere else. ButI'm the one that's executing it.
So if you want this to work, yougot to hire me, you can't just
It doesn't work that it doesn'talways work that easily. I mean,
how many times have peoplestarted a project? And then

(32:11):
they're like, yeah, I screwed uphalfway through. And then they
had to hire you, your company tofix, you know, your, your
clients jacked up or messed up,you know, thing, that happens a
lot. Okay, so be that person tojust guide them, help them
figure it out, someone's goingto screw something up, they're
going to break something, andthen all sudden, they're like,
you know what I was trying tofollow what you were doing the

(32:32):
video, and this broke, or thishappened, and this didn't work.
And since you helped me thisfar, can you come fix the rest.
There's nothing wrong with that.
Like, that's good. You earned abusiness, you earn trust, that's
what you want. Okay. And thenthe last thing is that buyers do
read your Facebook reviews alot. And so reviews are becoming

(32:54):
a big part of the buyingdecision. And so this is why
again, you need to be active onyour social media platforms, on
Facebook, on LinkedIn, orwhatever those platforms are
that you decide to be on. Butyou have to be active on them.
You got to you got to make surethat you're you're reading the

(33:14):
review, you're responding tothem if they're bad review on
it. Don't sit there and arguewith these customers that are
upset. Okay? If it's a fakereview, and you're like, yeah,
we've never spoken to you, youcan report that. But what I'm
getting to is, is that Don't bethat person that lays out their
dirty laundry on social media.

(33:38):
Because people will find it. Andthey will see what you do. And
they'll see how you respond.
Don't believe me? Look how howathletes are essentially like,
just attacked for how they reactto certain things.
You get a walk a very fine line.
Okay, look at LeBron James, lookat what's your face that stepped

(34:01):
out of these last two tennistournaments. She's like, half
African American, half Japanese,I forget her name. But she the
reason she she stepped out ofthese two tournaments is because
she couldn't take the pressureof these of the reporters
questioning all of herdecisions. Okay, and she didn't

(34:22):
say anything. She just steppedaway from the game. And she's
still getting ridiculed. But howyou react and respond to stuff
matters? How you say things to amistake that you may have not
made matters. Alright, I'm notsaying that customers are always

(34:42):
right. Don't believe in that.
Don't believe in that saying. Iused to say this in my own
company is that the customer isalways right, unless they're
wrong. And they can be wrong alot. Okay. But if someone has a
legitimate complaint and youscrewed up on it, like hey, We
messed up really sorry. How canwe make this up to you give me a

(35:04):
call on my personal cell phone,reach out to support, have them
contact me. Something like that.
Okay, so this is, again, this ispart of the trust tipping point,
this is how people start gettingtrust on your brand. Okay, so I
hope this was really helpful. Ihope you guys understand why
this is all important. Why wewant to create that brand of

(35:25):
trust, why we are looking for,you know, your business to be
active on social media, becauseif it's not, you're almost non
existent. Okay? If you find thisstuff valuable, and in this
information I just shared today,like, like, share this podcast
episode with friends, I wouldlove for you, that would be the
biggest thank you that I couldever hear. Like, just the other
day, I used to. I used to hostanother podcast for a different

(35:48):
industry. It was called, whatwas it called? facilities,
facilities and propertymanagement secrets radio. That's
what I called it. Okay. And I'mpretty sure people still
download this thing. Anyways,some dude, messaged me two weeks
ago, three weeks ago onLinkedIn, because I have here, I
read your pot, I've beenlistening to your podcasts. He's

(36:10):
like, your content is amazing.
It's inspiring. It's great. Ilove it. And I'm like, Oh, cool.
And he goes, I'm going to thistrade show called riff Ma, which
is restaurants FacilitiesManagement Association, out in
Charlotte. And he's like, I'dlove to see you do some pointers
on how to best you know, try toget engaged with some of the
some prospects. And I'm like,Wow, so a still listens to my

(36:34):
podcasts. And I haven'tpublished anything in over a
year beam reaches out to mebecause I'm an authority in that
industry, apparently, and Imean, not in it anymore. See,
he's willing to engage with meand ask me some questions, and
then asked me for the follow upquestions. kind of crazy. Okay,
so my request if you find this,great, share it with people, I

(36:58):
don't care if you're in the homeservices industry or not. Okay,
share it. Because if we can makethis you know, make the tide
rise and all ships rise as thetide rises, then the industry
grows, okay, and everyone willbe at a higher level of standard
expectations. Alright, hope youguys enjoyed this. I'll talk to
you guys later.

Outro (37:18):
Thanks for joining me on this episode of the trust
tipping point marketing podcast.
I'm your host, Javier Lozano,Jr. A lot of home service
companies come to us at anchorway meaning help with their
overall marketing strategy andtheir digital presence. So what
we ended up doing is creating acustom marketing playbook to
help businesses just like yours.

(37:39):
The Home Services space have aimproved digital marketing
roadmap for 2021. One of thehighlights during this Home
Services custom playbook is theimportance of having a marketing
hub, which we call a websitekiller. And I'll be honest here,
today's websites are dead,outdated, ineffective. After 17
years in 1300 plus websites,discovering the best approach to

(38:01):
customer activity. And to winmore business is by having a
marketing marketing hub willhelp set your home services
business apart from yourcompetition. Place us in your
space. To learn more about whata marketing hub is schedule a
free Custom Home Servicesplaybooks by going to anchor
wave.com slash playbook. We'regonna answer seven simple

(38:22):
questions, and we'll give youfree access to this playbook.
Again, go to android.com slashplaybook to get free access to
our home service and digitalmarketing playbook.