Join Matt and Chris for another thrilling episode of the Best SEO Podcast, where they discuss what an email drip campaign is, and why your business should be setting up these campaigns!
Chris: Hi and welcome to the SEO Podcast: Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.
Matt: My name is Matt Bertram…
Chris: The soon-to-be CEO? And when I say soon, I mean like really soon. You should stay tuned because it’s about to happen.
Matt: There’s a crowning ceremony.
Chris: Yes, it is about to happen. This is SEO Podcast #450. You guys have found us. I wanted to start it off–
Matt: This is a good podcast to have this happen on.
Matt: Yeah, I like this.
Chris: It’s like a transition. And then like so at 900 maybe something else happens? I don’t know.
Matt: Oh. Yeah, yeah.
Chris: That would be good. So I’m going to read this review, this is awesome. It calls out one of our team members, so we are–
Matt: Boom! Calling you out Alyssa!
Chris: I already shared it with Alyssa. Los Angeles Fence Builders: it is of course–
Chris & Matt: 5 stars!
Chris: “I sat down with Alyssa who helped me with my website. Wow! She pointed out some really awesome pro tips and things my site could improve on. I’ve been listening to your podcast for about a year now, and really appreciate all the SEO help you have given me. Punch in the face to you.” Punch in the face to you Los Angeles Fence Builders, we really appreciate the review.
Matt: So we are starting to rank nationally.
Matt: For a number of terms. So we’re getting calls in nationally. Alyssa, you’re doing a great job handling the influx of calls.
Chris: Yes, yup.
Matt: You’ve really grown a lot, we’re really proud of what you’re doing.
Chris: Knocking it out of the park. Is that the right phrase?
Matt: Knocking it out of the park, yeah.
Chris: Is that the right phrase?
Matt: So, definitely call in. We are adding a lot of value. Talk to one of our internet marketing experts today.
Chris: Yeah, just go to the website and fill out the form where you get a free website analysis.
Matt: It’s not really a form, it’s like a button. But we’re going to add a form.
Chris: There’ll be a form. There’s a button, and the button goes to a form.
Matt: Yeah, yeah, yeah.
Chris: Somewhere there’s a–
Matt: Yeah, yeah, yeah.
Chris: Just do it. Alright? Just do it, alright? Please remember we are filming live here from Houston, Texas, and Matt and I, we are your–
Chris & Matt: Results Rebels.
Chris: If you’re tuning in for the first time to this podcast: howdy, welcome.
Matt: Howdy, yeah.
Chris: Welcome to the podcast, we’re glad you’re here.
Chris: We’re doing the– It is rodeo time here in Houston. We’re doing what’s called the potatoes of the podcast. We’re going to get into the meat here shortly. And the meat is going to be really interesting today because we’re going to kind of make it up.
Matt: We’re Ad libbing today.
Chris: About email drips.
Chris: And what you should be doing.
Matt: We couldn’t find any articles we thought were like just stellar.
Chris: Worthy. Worthy.
Matt: Okay, worthy. Okay.
Chris: Hopefully we don’t offend anyone there, yup.
Matt: No, there’s good stuff out there. We just didn’t see anything that spoke to us. So we’re going to speak to you.
Chris: Yes. We’re going to speak to you. What I realize is no one can see the hat until it’s up front. Alright, if you’re tuning in again, thank you for tuning in. And you know that we run a contest each and every time we do our podcast, and that–
Matt: You used to say, “Each and every week!” But as you know, if you’ve been watching, we’ve had to skip a few because things have been a little crazy.
Chris: Yeah, we’re moving into a new facility.
Chris: I wish we had the picture that was hanging up.
Matt: For you Youtubers, yeah.
Chris: Yeah, we’re moving into a new facility. It’s just up the street, and it’s awesome. What’s the whole square footage?
Matt: 30,000 square feet.
Chris: 30,000 square feet that we’re moving into. Training center, podcast center, media room. Yeah, it’s pretty awesome. We’re really excited about what’s happening.
Matt: Don’t forget the meditation pods.
Chris: Yeah, they used to be called nap pods, but apparently–
Matt: You can’t sleep in the buildings.
Chris: Yeah, you can’t condone napping in buildings. Yeah, so each and every time we have a podcast, we run a contest and that contest looks like– if we get 10 shikos–
Matt: A share, a like, or a follow.
Chris: If we get 10 shikos and we get a review – and you just heard me read the review – then we skip the part where we tell you how to leave a review for us to the end. So we’re doing that. That’s on the end now, that’s what’s happening there. If you’re also listening to our podcast, or if you’re listening to our podcast, you might also be interested in tips you can get from us, because hopefully that’s why you’re listening to the podcast.
Chris: You can get those tips by going to eWebResults.com/tips. Actually you can get– we’ve got like what? Little mini guides and references.
Matt: Yeah, we got all kinds of tools now under the resource section. It just continues to grow, come check it out. A lot of good stuff for you.
Chris: Oh we’ve got t-shirts. I’m wearing one of them, this is one of our t-shirts if you’re watching there. Hello Youtubers! And Facebookers!
Matt: What does it say on the back?
Chris: What does it say on it? I don’t know.
Matt: No, on the back.
Chris: On the back. It says, “Making marketing great again!”
Matt: As you can guess what the shirt might imply.
Chris: Be related to. Yeah.
Matt: There is a hair swoosh.
Chris: Yeah, a big hair swoosh.
Matt: Yes, yeah.
Chris: Alright. I think you can figure it out, you guys are smart because you listen to this podcast. Alright, so we’re going to jump into the meat of our podcast. Oh wait! Before we jump into the meat, we would ask you to share this with three of your friends. Go ahead and tweet it. You should #SEOPodcast, this is Podcast #450. @BestSEOPodcast, @eWebResults, @MattBertramLive, @eWebChrisBurres or @ChrisBurresEweb. That’s why we’re hanging this up.
Matt: You can Direct Message me and I will respond.
Chris: Before we get into– that’s good. Before we get into the meat of the podcast, this is the official handing off. We’re having the throning ceremony. Here we go. And there we go. It’s now officially: Matt is the CEO of eWebResults!
Chris: Boom! Well done sir, I hope you take all the responsibilities.
Matt: It’s heavy. It’s a heavy hat.
Chris: It’s falling off. I will become the CRO, the Chief Results Officer. Matt will be the CEO. He will be driving the business and couldn’t be happier with this transition, because he’s just knocking it out of the park. New facility: Matt. Better results: Matt. Growing team: Matt.
Matt: I thank you.
Chris: You deserve it, and I’m excited that we’re going down this path together.
Matt: Yes! Me too.
Chris: And excited for things to come. And so now if you were thinking about addressing an email towards me, you should send that to Matt. Who apparently responds through Twitter. Alright, so let’s get into this. Some of the most valuable things that we–
Matt: Have it your way.
Chris: Oh yeah, make sure you have it– you’re with Matt, you can have it your way! Results.
Chris: We figure you want results. We’re delivering results. That’s probably your way, but you know. If you have any modifications to that: less mustard, more ketchup, just let us know.
There’s a couple of things that are really, really valuable. What are the first two things you should do if you’re getting digital, if you’ve started a business, if your business needs to start doing some digital stuff. And one of them without a doubt – and we talk about this regularly – is remarketing, right?
Matt: Yes, absolutely!
Chris: And really the fundamental overriding principle is: make sure the people who are aware of you, and find you, and visit you, actually you follow. Like you take the most advantage of those people as possible.
Matt: Well, I can tell you that the data says 94% of people will go to your website, leave and never come back again.
Chris: And never take an action, yeah.
Matt: Never take an action. So you’re talking about targeting the 6% of people, potentially, that are going to come back. What if you can widen that number through remarketing, going after those mist window shoppers.
Matt: Remarketing, retargeting: people use different terms out there.
Matt: Super easy to set up, you need to have at least I believe, 100 people per month coming to your website, and then you can get it implemented. You can implement it across LinkedIn, Quora, Facebook, Twitter, and 4 million+ Google sites and banner ads. This is what Amazon used to do. It used to chase you around the internet. A lot of companies are doing–
Chris: And still does, yeah.
Matt: Yeah. A lot of companies are doing really great, and you can do it too.
Chris: Yes. You could be great. Making remarketing great again. So that’s 1, right? So those people who have just visited your website, they didn’t interact with you at all. The next is: make sure you get their email for those people who do come to your website. Try and increase that from what? The 6% who actually take some sort of action. Increase it and make it really simple. Offer something of value so you get their email, and then we’re going to talk about Email Nurture Drip Campaigns. Not just from the website, but in general.
Matt: Well, think about your website, it’s now not just a digital brochure. Someone checking and make sure you’re online, then they’re calling you. Because 84% of people are already through their sales process by the time they pick up the phone and call you.
Chris: Let me say that again. So break that down. When you pick up the phone and they’ve called you, right?
Chris: You’re thinking often that you’re starting the sales process. What Matt’s saying, what the data says, is that there are already 84% through the sales process by the time they pick up the phone and talk with you. So think about what that means, that you need to be doing prior to them calling.
Matt: Well, I mean there’s a few businesses out there like commercial real estate where the vestiges of business to business contacts still happens. But I can tell you they still go check out the website. I can tell you same thing with lawyers and the references out there. A lot more people are finding people online, and it’s not just through referrals. You’re like, “Oh, it’s not me. It’s just referrals.” The transition’s changing, the new guards coming in. More people are using the internet than ever before as part of their sales process. So you got to think of your website as more of a sales funnel than just a landing page.
Chris: Right. Or maybe one of your sale’s team members.
Chris: Like think of it as one of your–
Matt: I think it’s your best salesperson.
Chris: Yup. Your most efficient sales team member if you do it right.
Matt: That’s the kind of budget you should be putting towards it. What it would cost to hire an actual sales person. If you put that kind of marketing in your website, you’re going to get tenfold what any salesperson could do. I have a sales background. When you create the leverage online with the marketing: the sky’s the limit, okay?
Matt: So the first line of, I guess attack. I don’t know, maybe. Line of attack as a salesperson is the retargeting, remarketing because you’re hitting them again and you can have a conversation, you can build custom audiences versus different pages. You can change the sequence of hitting someone ten times the first day, you can change the next day, the week, the month. You can hit them for 540 days. You can have that one-way conversation with them, all you got to do is get them to your website.
Matt: So that’s absolutely the most important thing, but the second thing that you need to be doing that a lot of people don’t. Everybody goes for that free consultation right out of the gate. You haven’t provided enough value yet, people are a little unsure. You want a low barrier of entry for them to kind of get to know you, engage you, where not high pressure, so that next step is capturing the email. And a lot of people in internet marketing or that do internet marketing or look at all the shiny new stuff out there with social media, if you look at the data: email trumps it all by a ton.
Chris: A lot, yeah.
Chris: All the time.
Matt: So you really need to be building your email list. That needs to be the second thing that you do, and that’s what we’re going to dig into here.
Chris: Yeah! And so this is the perfect time. Let’s segway a little bit because yes, email’s what we’re going to talk about: Drip campaigns. Let’s first talk about kind of the sales process and how a business typically starts, right?
Chris: So a business typically starts out networking, or you’re meeting people, you’re making contacts with people. You get business cards, right? Why do you get a business card? Because you’re probably going to meet somebody face to face and you’re going to hand them a business card. I know a lot of it ends up being digital, and I’m bumping into more and more people who are like, “I don’t really have a business card. Here, let me send you my digital card.”
Matt: Right. Yeah, yeah.
Chris: The reason you even do that though is because you want to follow up. Sometimes you go to networking meetings and you have like 30 seconds or less to like give a card to somebody or exchange your digital card, what do you do after that? Because the chances of getting a sale from a 30 second introduction at a networking event is pretty much zero. But if you have a drip campaign in place, and that drip campaign you go back to your office, then you enter their information or digitally just add them. And now you start getting them information. So I’m going to share one that we have. Because we have whole bunch of drips here for that particular purpose. One of the ones that I’ve had forever in a day–
Matt: It works really good.
Chris: It works really good, and I’ve actually learned it– Punch in the face to [12:48 – Joe Orseck?], he’s the guy I learned this from. Basically I come back to my office, I’ve met you. Maybe we’ve had a 20 minute conversation, maybe it’s been a 30 second conversation, and I enter it and it says– and you get an email and it says, “Hi, it was great to meet you. I feel like I never have enough time to talk about what my business does. One of the things that’s important to our business is communication. In fact it’s so important, I’m going to have my cofounder and the director of our–” my phone’s doing weird stuff. “And the director of our graphics department, contact you within 24 hours. Javier, he’s going to reach out to you.” Javier in 24 hours, not surprisingly, almost as if it were automated.
Chris: Sends you an email and says, “Hey! Chris asked me to make contact. I’m a cofounder, I’m the digital guy.” And then he introduces himself and then goes on and introduces the next person, right? So that next person gets another team member. “Hey, Javier told me to reach out.” But that’s 7 days out. So now we’ve got 2 months of contact, right? Top of my contact that has happened potentially because of a 30 second drip campaign.
Matt: And that really– what people want to do business with is people they know, like and trust, okay? So how do you develop that? That’s why you’re going to the networking events, so you can meet someone face to face. You always send that email, “Hey, great to meet you,” and then the follow up is kind of where it kind of falls off. One that you can do with these emails is to create that one on one touch point and that personalization, and then letting them get to know who you are a little bit better, because if people don’t know who you are, they don’t care what you can do for them. They want to know that you can care, and you can tell your story in this way through automation where it comes across something that you absolutely want to do, we just don’t have time to do it.
Matt: So we all know what we want to do, and how we want our sales process to go, and what the buyer journey should look like for each of our clients in a perfect world. And that’s what automation helps you do is create that process and make it as best a perfect world for the follow up process as you can.
Chris: So making it the best, one of the things that you can do really well in an email that sometimes is harder to do if you don’t have really strong training in this area: is making sure you’re communicating to those people the way they like to be communicated to.
Chris: And one of the things that we focus on here at eWebResults is DISC profile. So we know the DISC profiles of our team members. And if you’re not familiar I’m going to talk a little bit about it. But we know the DISC profiles of our team members and we want to understand the DISC profiles of our customers because it’s kind of like if you speak a foreign language. It’s not as dramatic as that, and if you can speak in their language–
Matt: I know what it’s like. Sometimes we get reviews of people that just say, “Get through the potatoes already. Get right to the meat.”
Chris: That’s going to be a D-style.
Matt: That’s going to be a D.
Chris: D-style. Yeah, so DISC: we’re going to break this down in a couple of quadrants. So if you’re a D or an I, you’re typically more outgoing. If you’re a C or an S, you’re typically more kind of– we’ll say introverted. For some that has a bad connotation. Introverted just means like you get reenergized by alone time. That’s the best way to say it.
Matt: Yeah. Other people get energized by people. Some people get energized by– yeah.
Chris: By alone time.
Chris: And what’s interesting actually – just a quick little segway – they did a psychological study where they had “introverts” and “extroverts” interact with people, like arranged it. And you would’ve thought that the introverts would have been less happy with the interaction, right? So they controlled all this. It turns in a post-analysis, both introverts and extroverts really liked engaging with people. So it’s not that they don’t like engaging with people, it’s that they reenergize by not being around people.
Matt: So I was listening to a study on tape, I don’t know exactly where, but it was talking about introverts are more – oh now I remember – engaging online than they are in person. And they’re more willing to share, and the relationships – which is interesting – online actually speed up and progress a lot faster–
Chris: For introverts.
Matt: For introverts–
Matt: Online, because you’re a little more protected, I guess.
Matt: Oh, sorry. And you’re allowed to be a little more open.
Chris: Right, right.
Matt: Right? So there’s really a lot of data out there. I think I’m more of an introvert, but I’m told that I’m an extrovert.
Chris: Yeah, he’s wrong. Not that often, but he’s wrong about that. He’s an extrovert. Your profile came out I, right?
Matt: Yeah, it came out pretty strong.
Chris: So it’s interesting because I have like IS tendencies, right? So that’s I and then S is–
Matt: IS tendencies.
Chris: No actually, IC. So I is kind of extroverted and very people-focused and C is very task and detail focused. So I have a little bit of both. And even though conversation is not a problem, getting in front of a camera, not a problem, parts of me feel that I’m kind of introverted and so–
Matt: Yeah. Okay, let’s segway into what that means of how you should communicate to that person.
Chris: Perfect. So if you’re a D, right? So D is really decisive, and all they really care about are the results, right? So you want to share with them really short sentences about great results you’ve delivered to people.
Matt: Bullet points. Pwooosh!
Chris: Bullet points, just get it done, right? An I– so these are both of the extroverts. They want it to be exciting, they want it to be fun, they want to know about their business exploding, right? We’re going to help you explode your business.
Matt: They want relationships too. They’re usually the relationship people that are more focused on who you are, and I want to be your friend, and we want to do business together, than they are about necessarily the results. That’s important–
Chris: If there’s no results, that’s not going to happen.
Matt: Yeah, yeah. But excitement and relationship, I think. Yup.
Chris: What resonates with them is– and I use this regularly. Like when we got a new exciting project, I’m like, “Wow! This is going to be fun!” It’s not like, “Wow, it’s going to deliver great value.” It’s not going to be fun if it doesn’t deliver great value.
Matt: If you’re not having fun, yeah.
Chris: But my first thought is, “Is this going to be fun?”
Chris: So that’s D’s and then I’s, right? S’s so they are typically introverted and relationship-focused. So they’re looking for how do we build the long term relationships. So you want to make sure you have verbiage that’s related to like: how long have you had your customers? Because they just want things to be nice and steady in the long run. S for steady, right?
Matt: That’s probably why I’m an IS because I blend those two a little bit.
Matt: Yeah, yeah.
Chris: Yeah. Both of them very people-focused, not very task focused, yeah. And then finally C, so they’re the introverts who are very task-oriented.
Chris: And they just want data, right? So you want to have lots of data. And so you may have bullet points at the beginning of it, and then, “Get started here,” and then you may have like all of this data and lots of information, and lots for them to read because they’ll take– they’ll print out like really long webpages and take them home and read them, and then come back on Monday and make a decision.
Matt: Yeah, no. For sure.
Chris: So when you’re writing emails you want to kind of understand these profiles and put in pieces of each of those communication styles into those emails. And it’s a lot easier to do when you sit down and compose the emails then, if you’re just like off the cuff thinking about things.
Matt: So if you look at that as a quadrant, okay? So you’re looking at that, and then the other thing that people typically fall into buckets with is time, quality or cost.
Chris: Okay, so what motivates them overall?
Matt: Yes, so you’re looking at how you’re communicating with them, and then what motivates them. So time, quality or cost, you can put in these different buckets.
Matt: Right? So I mean like maybe like maybe give an example.
Chris: I feel like I get the hat back if I– So time is like: how are you saving time? Like how is it going to be more efficient? If we’re talking about internet marketing, then we’re going to be talking about: hey, you don’t have to allocate your team’s time to this process.
Matt: Well also if you’re urgently trying to get a project up.
Matt: So we have an account, we have a franchise that’s launching a new location, and we’re like, “Hey, yeah. We’re going to get this up for you.”
Chris: They need marketing yesterday. Yeah.
Matt: Really quickly. And I was talking in like seven business days, and they were like, “Oh, we thought really quickly it was like tomorrow.” Okay? And so we got to move some stuff around in our production calendar, but that’s the kind of client that needs something now, now, now, now, now.
Chris: Yeah, they’re time focused.
Matt: Yeah. And also that syncs up with the type of marketing they probably need, right?
Matt: So they probably want PPC because PPC is for quick urgency. Get it up, they don’t have time to wait for the SEO.
Matt: So you understand if they click on that tab, or if you link that to a certain blog post, you understand when you’re talking to them based on the lead score, if you’re doing that, or if you’re just kind of eyeballing it, where it’s working. What?
Chris: It says, “Irish SEO Rockstars.”
Chris: It’s the Irish Fair and Music Festival. Punch in the face to you.
Chris: And I’ve got my Irish bling on here.
Chris: Luck of the Irish.
Matt: And if that’s Randy, thank you Randy. Shout out to you. Congratulations.
Chris: You got your green on too.
Matt: I got my green on, I don’t want to get pinched. So that’s one. Quality, right? So we’re big proponents of quality. We sell quality, we deliver results. A lot of people that come to us have used multiple agencies in the past.
Chris: Yeah, I’ve been burned by multiple agencies.
Matt: I mean that’s really one of the things about this industry is the transparency. So through this podcast and what we do, hopefully you can resonate. We do know what we’re talking about, and this is the framework in which we’re going to–
Chris: And we deliver.
Matt: We are going to build your campaign. So people want quality. Other people call around, right? And this goes for all industries. What’s the cost? What’s the cost? They’re just price shopping.
Chris: Yeah, how much are you?
Matt: They think it’s a commodity. Also you can think about that too. What type of client would you want?
Matt: Do you want people that are seeking quality? Cost? Urgency? You’re going to have a tendency to be able to deliver in one of those areas better–
Chris: But not all three, yeah.
Matt: But typically not all three.
Matt: Also, you know how to communicate with that person and you know the type of services they’re interested. So it gives you a little bit more of a road map if you know how to communicate with a person and also what’s important to them on how to have that conversation.
Matt: And you can see that by their actions through what they do online. And you can create some lead storing, custom lists, all kinds of like advanced stuff around that. If you want to know more about that, you can give us a call.
Chris: Yup. So let’s go to the next drip and then we’ll get some more details about what should be in the drip. The next one– so first one was like sales. You were at a networking event, you flipped a card, gave a digital card, and how do you follow up?
Chris: Make sure you have that follow up because you can expand that short conversation into a couple of months of interaction. Next is, “Post Presentation.” So let’s say you get them into your process and you actually get them to the point where they’re doing– maybe in our case it’s a 15 to 30 minute call, we’ve got a drip after that. Or we get them actually to what’s called our profit plan, we’ve got a drip after that. What do you want to have in a post presentation email drip?
Matt: Well, a lot of times, right? Or even when you connect with somebody and you have that initial kind of call after the meeting potentially or wherever they are in your funnel, typically you want to follow up with that person to get them to the next step in your process and a lot of people, almost every person we’re talking to – and that’s why we’re doing this podcast – is doing it manually.
Matt: They’re sending a text, they’re sending an email, they’re Facebooking the person.
Chris: When they remember. Yeah.
Matt: When they remember. It’s not–
Matt: It’s not consistent and you got all these other things on your mind so why not figure out what that process is and build the automation of what you’re going to say. You could say, “Hey, here’s a testimony of a past client.”
Matt: “Here’s a case study of some results.”
Matt: “Hey, are you still interested in this?”
Chris: “Here’s the certifications we have.”
Matt: Yeah. I mean anything that’s going to move the process forward that you think they need to hear. And you know basically 80% of the time you’re going to say or say something similar or you’re going to have similar templated emails or something like that that you’re going to use why not create that into an automation? Make your life more simple so you create one touch point when you initially put them into the drip, and now they get five more touch points.
Matt: So the average amount of touch points that is needed to close the deal, yeah, it’s 7-8 touch points.
Matt: Okay? To–
Chris: Oh, you can use 11 from time to time.
Matt: Well, it’s gone up. I’s gone up.
Chris: The short attention span that we’re in, yeah.
Matt: Yeah. I mean, so this is old data, but you’re needing to touch that person so many times to move them forward. And the data also suggests – this is a little dated – that 90% of sales people stop after the third follow up.
Matt: Most of the sales are made on the 7th to 8th follow up, 11th follow up. You can see where that gap is. Let automation help–
Chris: Fill that gap.
Matt: Fill that gap. Yeah.
Chris: Yeah, absolutely. Let’s talk a little about when you’ve got these emails, what maybe you want– what action might you want them to take? Right, so you might have them, depending on where they are in the process. “Hey, call me out. Call me to– is it still– is that presentation I gave you still important to you?” Right? So that’s an email that you’ve been using. “Is SEO still important to you?” Ask them and call me. Let’s setup that next step. And you’ve–
Matt: I send everyone to a calendar link. And it’s really working effectively and I’m starting to see more people that I’m interacting with starting to use it too, because it speeds up the sales process.
Chris: Whole process! Yeah.
Matt: And the worst part I feel like, is like scheduling a time, and back and forth, and give me some dates. And what happens a lot of times is it just drops through the window.
Matt: Or you know, whatever.
Chris: Off the radar.
Matt: And so if there’s a clear, definable action of who’s going to take the next step and do that.
Matt: Or I say, “Hey, send me a link to your calendar and I’ll schedule it.” Whatever it is, you know? But you want it to be clearly decides on who needs to do what to get to the next level. And you need to kind of do it then, because people get busy, people forget, people get distracted. Same thing with like UXUI, people love to put their social media links at the top of their page, above the fold. And I don’t know why you do it, because do you want somebody to give you their information, call you, or do you want them to check out your Facebook page, see what else is fun on Facebook and disappear?
Chris: And disappear forever.
Matt: You really don’t want to take them off. You want to drive them to that next step. And whatever it is, be crystal clear about that because people do have a very short attention span. In my book I talk about Microsoft study. I think it’s back in 2012, 2013. A goldfish has the attention span of what is it?
Chris: Seven. I thought it was seven seconds. No, nine.
Matt: I thought it was nine.
Chris: Yeah. We have–
Matt: Like seven or eight.
Matt: It’s really bad and it’s getting worse.
Chris: So we have a shorter– like the summary of the study: we have a shorter attention span than a goldfish.
Matt: Which is scary, right?
Matt: And really, all these apps and all these new sites, everything is meant to grab your attention.
Matt: So really that’s the new currency. The new currency is attention of people, right?
Chris: Yup. Alright, so let’s get back into one of– we talked about a sale, we talked about a post and presentation. I feel like to nurture a sale, really has a lot of parallels with post presentation. Is there anything that you would necessarily do different for nurturing that longer sales process.
Matt: Well, you know, the post presentation drip is I think is more to get them to take that next step. Okay? If they don’t take that next step, you’re putting them into kind of–
Chris: A longer term, yeah.
Matt: A nurture sequence that you’re staying kind of top of mind. Maybe it’s like a month to month drip, but they’re not a client, right? But you want to keep them in that radar. Actually really the ideal size of drips is 90 days. So 40% of people that are looking for a service where they contact you or whatever, typically 40% of them make a decision in 90 days. So if you can have that kind of– really drive them to take action, but as every day goes by, your offer has to be stronger and stronger. same thing with remarketing, retargeting. Every day that goes by, it’s going to be harder to get them to that next step.
Chris: Yup, yup.
Matt: And so you put them on some kind of nurture sequence because what happens is, they remember you, you’ve sold them on whatever your product or service is, and then when they need that product or service, if they can’t find you easily, they’re just going to buy the first thing that they find through SEO or Amazon reviews or whatever. But that’s why search SEO is so important.
Matt: To stay on top of mind.
Chris: So that nurture is like: what is you ongoing process for people who have interacted with you at some sort of level? What does that look like? What are you sending out to them on a monthly basis? Maybe a bimonthly basis, just depending.
Matt: I mean you’re getting a few drips. I’m on a bunch of drips. I put them into a side folder and use them as a swipe file. But you’re getting drip from like two years ago from someone you met.
Chris: Oh yeah, yeah. I went to a conference. Sally Hogsworth is her name, and I still–
Matt: See? You know her name!
Chris: I still know her name. And she does a profile similar to DISC and yeah, I’m still on her drip. And I can tell you, at least one of our customers that we have right now is attributable specifically because of the combination of the sales networking drip, right? So that, “Hey, I don’t have much time. Let me introduce you to the whole team,” and then putting them into a nurture sale. And that was through a contact that I made, who’s not even the decision maker. Like he was just like in a meeting, “Who do you know who does this?” Well I know these guys. I met him for like 5 minutes at a networking event, and he was in my drip.
Matt: You never know who knows what, and who the people are that can connect you. And so you always want to treat everybody with the same amount of respect.
Chris: Alright, so next is like an induction, right? What do you do with people who have just become customers? Is that a good time for a drip?
Matt: That’s a great time for a drip. That’s absolutely one of the best times for a drip.
Matt: And a lot of people don’t do that. So a lot of people, and we’ve tried out a number of different services out there, and this happens so consistently.
Matt: Okay? Is you give them money, you’re excited to work with them, you’re going, “I love you, here’s a bunch of money.” And you know what the response is back?
Matt: Crickets! They don’t even respond back to your email, they don’t tell you what the process is, what’s next, what’s going on. It’s a horrible customer experience. I’ve had it also personally with a bunch in different things.
Matt: Like what’s next? What’s going to happen? Are you excited to work with me? Like I just gave you money, I love you! And you don’t say you love me back. That’s– I hate that.
Chris: Yeah, it’s kind of the reason sometimes either you or you’ve heard people ask: “So I’m about to sign this agreement: what happens next?” And the reason they’re asking. Yes, they want to know what happens next, but they’ve had experiences where they’ve like, “Okay I signed it, and I sent it in, and like it was a while before I heard from you.”
Matt: Yeah, so that’s when people have the most buyers remorse.
Chris: Yeah, how to avoid– this almost should be called: avoid buyers remorse drip.
Matt: Yeah, what are you going to get? What’s the process going to be? Great time to share other testimonials, great experience, welcome video, all sorts of things. Let people know what to expect next.
Chris: Yeah, moving forward. So here’s some things that will get you into a drip campaign, right? So click a form submission, a download.
Matt: A phone call.
Chris: So these are the things that– so somebody’s come to your website, 95% of people– 96% of people leave without taking an action. Is it 5 or 6.. 96?
Matt: Well, 94% of people.
Chris: 94% yeah. And then 6% actually do take an action. How do you increase that 6%? And you want to have a form, you want to have a white paper, you want to have a case study, something to get their attention and get their email.
Matt: So in emails and on websites, you want to change up your call to action, okay?
Matt: Some people might feel comfortable texting you, some people might feel comfortable calling you, some people might feel more comfortable emailing you, some people might want to click a button, some people might want to fill out a form that they see.
Matt: Some people might want to watch a video, some people might want to just text you or call you. It just depends on what your business is, how open you want to be. Like even if you go to our Facebook, you can Facebook chat with us.
Matt: Whatever– everybody based on the DISC profile probably want to interact with you a little bit differently. Every person typically has a different form of communication. I know a lot of people that I can’t get them at all by phone, but man, Facebook Messenger: they’re always there.
Matt: You know? We have a team member, you can always get him on Slack, you can never get him by phone.
Matt: Certain people interact differently. You can’t always think that people interact the way that you interact.
Chris: Yeah, absolutely.
Matt: You got to think about: how do I interact with these people. There’s also studies out there that show for reviews. Not everybody goes to Google and looks for Google reviews. Some people do go to Yelp. So there’s different percentages out there. There’s a study by BrightLocal.
Matt: So you just got to think– you got to give people options, I guess. You know?
Chris: And yeah, so that you’re engaging with them the way that they’re interested in engaging. So that you can then get them on their drip. Alright so, you got them on their drip. You sent kind of a sales follow up. You sent a post-presentation follow up, you’ve been nurturing that sale if it’s a longer cycle sale. Now they became a customer, so you’ve got your induction drip, your avoid-buyer’s-remorse drip, and now: nurture that customer. Right? So this is something that you’re doing, we say at least month over month. you can call it a newsletter, you can call it whatever you want, but it’s a way– you got to keep nurturing your customers.
Matt: So the way I look at it is: a lot of people ask, “Well, how often should you send emails?” Okay? Even on the nurture sequence, if they’re not your customers, how often should I send emails? You want to look at how close do you want that person to know who you are? How much do you want to connect with them? If you talk with your family, spouse, best friend weekly or daily–
Chris: If you’re talking to your spouse weekly then you–
Matt: Well, yeah you’re right. Daily, okay?
Chris: Yeah, daily.
Matt: So daily, that kind of inner circle.
Chris: Yeah, super inner circle.
Matt: And then friends, maybe weekly, bi-weekly, something like that. And then people once a month, I don’t know where you want to put different people in these buckets. I mean oil– people on oil rigs, you know, they can’t talk to them maybe every day.
Chris: Right, right. So maybe yeah.
Matt: I’m just trying to cover my–
Chris: Basis, yeah. Market.
Matt: Yeah, so here’s reality: depending on how often you talk to people in that circle based on how you want them to know who you are, that’s how often you should speak to them. The data actually shows the more you talk to someone, the more engaged they’re going to be. The more raving fan that they’re going to be, right? So if we could do a daily podcast, we would because we would be more connected with you. We try to do it weekly. You shouldn’t do anything beyond month or you’re just kind of an acquaintance that you see at a networking event.
Chris: Yup, yup.
Matt: And so you really want to look at that. But also, where’s the best source for new business?
Chris: Existing customers.
Matt: Existing customers.
Chris: Referrals, yeah.
Matt: Referrals, upsales, testimonials, reviews, when you’re doing a good job.
Chris: And like 80% easier to upsale, maintain a customer, right?
Matt: The data from what I read was: to maintain an existing customer it takes 35% of the cost, effort and time–
Chris: Than to try and get a new one.
Matt: Than to try to get a new one.
Chris: So you think that’s somebody you should nurture?
Matt: And people think, “Oh well, I’ve sold them: I’m done.” We’re actually going to put a formula up on the website in the resource section. It’s a formula that just was profoundly kind of changed a lot of ways that I had an outlook on life in my twenties, and really what it is: if you look at the churn rate, if you look at the– slowing down the churn rate, increasing the sales here, you know? Little tweaks.
Matt: And I’m talking 2%-3% in these different areas. Increase your price, right? Increase your price.
Chris: A little bit.
Matt: By a little bit. All these things have this monumental compound effect, multiplier effect when you look at overall as a business. And so really, the thing that most people don’t focus on – and should be their focus and is our focus – is our existing customers taking really, really good care of them because a referral is way better than any other kind of business we could get. Maintaining a long time customer, having a long-term relationship with somebody is really what we strive for. I actually tell everyone on my team: “If we can’t ask for a referral or a testimonial at any time in a given month: we’re not doing our job, and we need to work harder to get that client in a place that we have that type of relationship with them because we want them to be a part of our family.”
Chris: Raving fans.
Matt: And we love them.
Matt: Yeah. We’re important to you, and they’re important to us.
Matt: So that’s just my soapbox, I guess. And that’s how we are going to drive eWebResults as we have been going forward. Nothing’s going to change. That’s our focus, so we love you.
Chris: Yeah. We love you!
Chris: And one of the things to include in “Nurture,” might be a letter from the CEO, which is now written by Matt, not me.
Matt: Oh dang, more work.
Chris: Alright, so anything like top things you should do when you’re going to start anything digital: remarketing and then build your drips.
Chris: Like whatever time you’re carving out, make sure that time is focused on those things–
Matt: If you do those two things, you’re going to be head and shoulders above everybody else.
Chris: Above your competition.
Matt: I would say also: get a really good converting website.
Matt: Maybe call and ask for one of our internet marketing consultants. They can give you some quick tips of changes you can make.
Matt: And then after that, I personally believe your core marketing budget should go towards SEO and videos.
Matt: Yeah. Ready.
Chris: In order to be a leader.
Chris: Which is what you want to be. Alright, so that wraps up– I think that’s good information. We’re going to turn that into an actual article, so that’ll be available at some point.
Matt: Oh wow.
Matt: They’re going to say, “Matt became the king.”
Chris: Became the king!
Matt: An article.
Chris: I like your shirt, there was a little–
Matt: No we just– So I’m wearing this shit because I thought– I haven’t played chess in a while, and I don’t know why I thought this. But this shirt has a pawn. The pawn became the king.
Chris: With a crown on it.
Matt: With a crown. And Chris is like, “Oh, you want to be the queen?”
Chris: It was a pawn–
Matt: And I was like, “Wait! Hold on a second.” That didn’t make sense.
Chris: He rolled back his knowledge of chess and was like, “That’s right! The pawn does–”
Matt: That’s right! So that’s actually why I’m hiding this under this camouflage shirt, and you just see the crown above it.
Chris: Which is the king’s crown.
Matt: That’s the king’s crown.
Chris: Not the queen’s crown.
Matt: It’s the king’s crown.
Chris: Alright, so if you liked this podcast, we’re going to ask you to do just a couple of things. We’re going to ask you to share it, I think we mentioned that already. Go ahead and share it with three people. Whether they’re in internet marketing, whether they’re small businesses–
Matt: Just share it on your Facebook wall.
Matt: Just share it, just do that.
Chris: Just say, “I love these guys!”
Matt: Yeah, just share it.
Chris: “They love their customers.”
Matt: Yeah! I like that.
Chris: If you’re looking to grow your business with the largest, simplest marketing tool on the planet.
Matt: The internet!
Chris: Call eWebResults for increased revenue in your business. Our phone number is 713-592-6724. If you have a referral: we have a referral program.
Matt: Yes, we do. We have a white label program too for all you agencies out there.
Chris: Yes! Call us and ask us about white label. We’ll help you with that. If you’ve got a referral, we’ve got a form. Is the form still on the website? I know we moved it off–
Matt: Well, we’re moving it out of the navigation. We will have a form, just email us, contact us.
Chris: Call us, email us, yup.
Matt: We’ll get you set up if you’re interested there.
Chris: And basically anything internet marketing–
Matt: It’s going to be under the career section, but we might have to put it back up.
Chris: Anything internet marketing that they may need from website all the way to actual phone calls in terms of results, right?
Chris: We can help you from soup to nuts there. So send us the referral. When they pay us, we pay you.
Matt: Also, if you’re looking to start a podcast, we are coming out with the new program, with our new facility. So reach out to us, ask me about hat.
Chris: Exciting stuff.
Chris: Remember we were filmed live here at 5999 West 34th Street, Suite 106, Houston, Texas.
Chris: 77092. Is there any kind of review source that we want to push? Or any– go like us on Facebook: Facebook.com/BestSEOPodcast or eWebResults, both of those.
Matt: Anywhere that you have access to leave us a review.
Chris: We would appreciate that.
Matt: Just leave us a review across all platforms.
Chris: Actually, let’s throw this one out there: eWebResults.com/G+. Leave us a review on Google My Business: that would be very nice of you.
Matt: Yeah, that would be great.
Chris: Hopefully you will make that review:
Chris & Matt: 5 stars!
Chris: A transcript and video of this podcast are available on our website. You guys have made us the most popular internet marketing podcast on iTunes. Thanks to all of y’all, different countries all around the globe.
Matt: The crown goes to y’all.
Chris: Thank you! The crown really does go to y’all. Until the next podcast: my name is Chris Burres.
Matt: My name is Matt Bertram.
Chris & Matt: Bye bye for now.