Before you start a Successful Persona Driven Cross Platform Multi-Channel Marketing Drip Campaign, know your numbers!\n\n\n\nJoin Chris and Aaron for another thrilling episode of the Best SEO Podcast.\n\n\n\nTRANSCRIPT:\n\n\n\nChris: Hi and welcome to the SEO Podcast: Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.\n\n\n\nMatt: My name is Matt Bertram and we are live!\n\n\n\nChris: We are both live and recording this time. This is the third time we\u2019ve actually started the podcast. Welcome back-- we\u2019re having fun though. Welcome back to another fun-filled edition of the podcast. This is Podcast #430. And as always, in every podcast we have a tip and the tip from our previous podcast is-- yeah?\n\n\n\nAaron: Tip, Matt. Matt, Matt, get off of my podcast man! This is Part 2! This is Part 2!\n\n\n\nMatt: Listen to this guy, he knows what he\u2019s talking about. This is what we do for our clients, it\u2019s awesome.\n\n\n\nChris: That\u2019s right, this is Part 2 of \u201c6 Steps to a Successful Person Driven, Cross-Platform, Multichannel, Marketing Drip Campaign That Works in 2018.\u201d Welcome back Aaron. \n\n\n\nAaron: Thank you!\n\n\n\nChris: I know you had to do a little work and kick Matt off of the stage three times.\n\n\n\nAaron: Yeah, he\u2019s about to have a baby so I had to get him out of here so he can get over to his wife.\n\n\n\nChris: He\u2019s got things to take care of. \n\n\n\nAaron: Yeah. \n\n\n\nChris: I want to jump into this review right away.\n\n\n\nAaron: We didn\u2019t give the tip!\n\n\n\nChris: Oh. Let\u2019s do the tip! That\u2019s right, we want to make sure we do the tip.\n\n\n\nAaron: And the tip is: before you start a podcast make sure it\u2019s live. \n\n\n\nChris: That\u2019s good for me. \n\n\n\nAaron: Before you start a successful persona driven, cross-platform, multichannel marketing drip campaign have a plan!\n\n\n\nChris: You\u2019ve got to have a plan. These campaigns can be incredibly successful. Mostly because the targeting is so tight and you\u2019re actually hitting the exact right people, and if you don\u2019t have a plan, they\u2019ll simply fail. Make sure that you subscribe, follow--\n\n\n\nChris & Aaron: Boom!\n\n\n\nChris: Alright, so please remember Aaron and I we are here in Houston and we are your--\n\n\n\nChris & Aaron: Results Rebels! \n\n\n\nChris: I want to jump into this review right away. This is from J Barshop, it is of course--\n\n\n\nChris & Aaron: 5 stars!\n\n\n\nChris: It says, \u201cMatt, Chris and their guests provide some incredible actionable and compelling content, spotlighting the coming SEO & Content Marketing trends and absolute best techniques to help you effectively grow your business without breaking the bank.\u201d I like that. \u201cHighly recommend listening and subscribing to the SEO Podcast - Unknown Secrets of Internet Marketing,\u201d apparently we\u2019re also really good on long titles.\n\n\n\nAaron: Yes. \n\n\n\nChris: \u201cIf you want the knowledge AND mindsets to get ahead of the curve (and reach your overall business goals as a result)!\u201d You need to subscribe to us. \n\n\n\nAaron: Yes. \n\n\n\nChris: Man, punch in the face to you Mr J.\n\n\n\nAaron: Punch in the Face.\n\n\n\nChris: Assuming J Barshop. We really appreciate you submitting that review and making it--\n\n\n\nChris & Aaron: 5 stars!\n\n\n\nChris: \u201c5 Online Marketing Mistakes That Can Tank Your Business--\u201d if you\u2019ve come back, you\u2019re probably interested in those 5 marketing mistakes and how to avoid them.\n\n\n\nAaron: Yes, avoid them.\n\n\n\nChris: Go ahead and go to eWebResults.com\/SEOTip. Next, we have a really good article today that we haven\u2019t created yet. \n\n\n\nAaron: Not yet.\n\n\n\nChris: We\u2019re actually going to talk, like we said in the last podcast, about those 6 steps that makes these campaigns really work. So we\u2019re going to jump into that shortly. Then to kind of show you what you should be doing with content, then we\u2019re going to take that content and we\u2019re going to turn it into an article, and we\u2019ll probably put it on some other podcast, and then we\u2019ll turn it on another article that we\u2019ll stick it somewhere and--\n\n\n\nAaron: Right. Yeah, put a press release and we\u2019ll do everything. But you\u2019re getting an exclusive before it even comes out.\n\n\n\nChris: Before it even exists. We would like if you\u2019re in a good position to, go ahead and tweet now, you want to tag us in it: #SEOPodcast430, @BestSEOPodcast, @eWebResults, @MattBertramLive, @ChrisBurresEweb. You got a Twitter handle?\n\n\n\nAaron: I don\u2019t really. I don\u2019t have a Twitter handle. \n\n\n\nChris: @IDontReallyHaveATwitterHandleYet\n\n\n\nAaron: Yeah. Aaron Weathers, you can find me on Twitter, I just don\u2019t know my handle.\n\n\n\nChris: Aaron Weathers. Alright, let\u2019s see. So each and every week we run a contest and that contest works like this: if we get 10 shikos-- \n\n\n\nAaron: Share, like, follow, the hearts on Facebook.\n\n\n\nChris: First off, if we get 10 shikos we just got something for you. Shikau!\n\n\n\nAaron: Shikau! Shikau!\n\n\n\nChris: That\u2019s the sound. So we\u2019ve decided because everybody around eWeb was like, \u201cI like Shikau!\u201d And I\u2019m like, \u201cThat\u2019s great, still I like Shiko.\u201d So the task is to go shiko and when you shiko us, you get a Shikau! That\u2019s a punch in the face with the little bubble.\n\n\n\nAaron: It kind of sounds like karate though.\n\n\n\nChris: With the bubble that says-- okay, karate chop with the bubble that says Shikau.\n\n\n\nAaron: Yes, the bubble\u2019s on our website.\n\n\n\nChris: So we did in fact get 10 shikos or shikaus and-- this is going to be a hard transition for me, I got to admit. We\u2019ll get there, we\u2019ll get there, but this is going to be a hard transition. And we also got a review, so what we\u2019re going to do is we\u2019re going to leave that piece where we tell you how to leave us a review and connect with us, we\u2019re going to leave that towards the end. I don\u2019t even think we did it last time. \n\n\n\nAaron: We didn\u2019t, we gave them a treat last time. \n\n\n\nChris: You deserved it. If you\u2019re looking for a free website analysis, you can get that at our website. Go ahead and go to eWebResults.com. I didn\u2019t get any news for today because I know we got a big long article and we\u2019ve got lots to do, and we skipped pieces last time that we [00:05:03] [Indiscernible] \n\n\n\nAaron: Oh, news! You can\u2019t submit Google URLs to Google anymore. They kind of hid the link.\n\n\n\nChris: So you can no longer submit Google URLs to Google. \n\n\n\nAaron: Yeah. So when you used to submit them, you used to be able to type in: Google URL Submit and they have the bar right there. You just submit, put your URL in and click submit, it was an easy process. Now they removed it. It was like a couple days ago, there\u2019s some super ninja process that our SEO teams does in Webmaster tools.\n\n\n\nChris: Oh, okay. \n\n\n\nAaron: Yeah, so they\u2019re just making it a little bit harder for us out here.\n\n\n\nChris: Is that another tip? Google uses-- is that another tip or is that something else?\n\n\n\nAaron: No. \n\n\n\nChris: That\u2019s something else. \n\n\n\nAaron: Yeah, that\u2019s something else. \n\n\n\nChris: Let\u2019s see if we\u2019ve got some other-- you may have noticed if you\u2019re on YouTube and you\u2019re actually watching the video: Hi! Thanks for joining us by the way. That we\u2019re looking over to our left. We actually have our whiteboard over there, and we\u2019ve got all this podcast laid out over there, so we\u2019re kind of pulling it off. And Aaron snuck in a note that was-- I was like maybe that\u2019s a tip, and apparently--\n\n\n\nAaron: It will be a tip during this podcast. \n\n\n\nChris: Oh okay, cool. Alright, so here we go. We gotta pick up a little bit where we left off. Again, \u201c6 Steps to a Successful Person Driven, Cross-Platform, Multichannel, Marketing Drip Campaign That Works in 2018.\u201d First off, what is kind of the overall structure? And so we\u2019ve got to go through this real quickly so then we can then jump into the meat of this podcast, which is about what are those 6 steps and how do we make it happen? So really a multichannel, cross-platform marketing drip campaign is these components, right? And we always start with brand mania marketing. I mean you got a list, it\u2019s got email. And if it\u2019s got email, then you can start what we call brand mania marketing. Punch in the face to Matt for his book Build Your Brand Mania.\n\n\n\nAaron: .com\n\n\n\nChris: Which you can get at BuildYourBrandMania.com. And so what that is, is hey you\u2019re actually getting a couple kind of precursor ads in front of people before they even get their first email, right?\n\n\n\nAaron: Yeah. \n\n\n\nChris: This first email is maybe like, \u201cHey, pay attention we got a mail piece heading your direction, right? \n\n\n\nAaron: Yeah.\n\n\n\nChris: And maybe a tip. It depends on what you want to put together. We\u2019re going to talk about that a little bit in this podcast. Next is a phone call, \u201cHey, did you get my email?\u201d\n\n\n\nAaron: Also verifying information, just making sure everything\u2019s right. \n\n\n\nChris: Confirming it, yeah. \n\n\n\nAaron: Yeah. Actually you remember-- this was like a couple weeks ago, but somebody called a client and they told them they were looking to submit an order or whatever. And the client gave them the right email, \u201cWhat email do you need?\u201d They gave them the right email because they wanted to \u201cSubmit an order.\u201d Found out it\u2019s a sales call. They\u2019re just trying to find the right email.\n\n\n\nChris: They\u2019re doing the information fishing. \n\n\n\nAaron: Yeah. \n\n\n\nChris: Not in a bad-- well it depends on your perspective. But not in the theft way but in the sales way. Yeah.\n\n\n\nAaron: Right. \n\n\n\nChris: So that call is, \u201cHey, we sent this email. Let me confirm some information. Pay attention because we just mailed you something really cool and when you get in the mail you\u2019re going to know exactly what it is.\u201d So the next step, that mail piece-- I think the one that stood out for both of us was-- and is it a website, 3D mail or is it just a book that you got? The 3D mail book?\n\n\n\nAaron: Oh yeah, there is a website 3DMailResults.com.\n\n\n\nChris: There you go. \n\n\n\nAaron: Yeah. \n\n\n\nChris: So the one that stood out for us is a message in a bottle. So literally they mail the bottle and then you\u2019ve got this message in it. So we were talking with one of my business partners like, \u201cI hate getting mail, I wouldn\u2019t send mail.\u201d And we\u2019re like, \u201cWell about a message in a bottle?\u201d And he\u2019s like, \u201cOh.\u201d\n\n\n\nAaron: Yeah, that\u2019s cool.\n\n\n\nChris: \u201cOh yeah, I would pay attention to that.\u201d\n\n\n\nAaron: Probably open that. \n\n\n\nChris: And he was even like, \u201cMake sure you don\u2019t mail too often.\u201d And I\u2019m like, \u201cWhat if the next day you got a Rubik\u2019s cube and it was talking about-- has a accounting puzzled you?\u201d \u201cOh, that would be cool.\u201d \n\n\n\nAaron: Yeah. \n\n\n\nChris: If you\u2019ve got the right mail piece then it\u2019s going to keep their attention. \n\n\n\nAaron: Yeah. \n\n\n\nChris: Get that mail piece and then schedule another call. \u201cHey, I told you we were sending something really cool in the mail, now it\u2019s arrived. Alright, what do you think? Do you have any questions?\u201d And then you just start this over again. Email, phone call, mail piece. Email, phone call, mail piece. And all the while you\u2019ve got remarketing going on. So if off of those emails, they\u2019re getting to your webpage, then you got emails going on. Also if they decide to engage with you on any level you can actually have another one of these same type of campaigns--\n\n\n\nAaron: Segment it out to people who you can start \u201cselling to.\u201d Soft selling.\n\n\n\nChris: Yeah, so they\u2019re on a slightly different path. \n\n\n\nAaron: Right.\n\n\n\nChris: I\u2019m getting a little [00:09:17] [Indiscernible] Alright, so great. You guys understand the concept, let\u2019s really jump in and talk about what do you need to do to make it work. Step #1: not only is it Step #1, it is by far-- would you agree?\n\n\n\nAaron: The most, the most important part of the entire campaign, \n\n\n\nChris: Without a doubt. So let me an idea-- so what it is-- let\u2019s give it to you. It\u2019s targeting, right? You\u2019ve got to get that target list. I\u2019m going to give you an example. Let\u2019s say you\u2019ve got some sort of a small poster and you\u2019re trying to sell dental marketing services, right? And you set that poster in the lobby of a hotel. Is it possible that a dentist will walk by and might be interested in your services?\n\n\n\nAaron: Possibly.\n\n\n\nChris: Absolutely, along with another 1000, 3000 people who aren\u2019t dentist, or are dentist who don\u2019t care, or--\n\n\n\nAaron: Who are kids. \n\n\n\nChris: Or kids. Knocking over the sign if they were my kids. \n\n\n\nAaron: Yeah. \n\n\n\nChris: Oh sorry, sorry. As I\u2019m picking it up-- \n\n\n\nAaron: This is live.\n\n\n\nChris: As I\u2019m picking it up I\u2019d be like, \u201cThis is a really bad place for this. Why is it even here?\u201d So imagine that, that\u2019s in the lobby. Now imagine you go and you put it in a conference room where there\u2019s actually like a dental accounting training going on. \n\n\n\nAaron: Yeah. \n\n\n\nChris: That\u2019s targeting. \n\n\n\nAaron: Exactly.\n\n\n\nChris: These are the people-- even better would be like a dental PPC campaign if you\u2019re selling SEO.\n\n\n\nAaron: Right.\n\n\n\nChris: They\u2019re training-- excuse me, a dental PPC training event and your billboard or your little poster board is about dental SEO. \n\n\n\nAaron: Yeah.\n\n\n\nChris: Targeting. We say it\u2019s 1 out of 10, it\u2019s a 9. \n\n\n\nAaron: Yes, it\u2019s a 9. It\u2019s that important. And so a lot of times with the targeting, you can get lists from a lot of different sources online. One thing on Facebook, Facebook is like-- it\u2019s Facebook mania to a degree. Everybody wants to put something on Facebook, run Facebook Ads, all these different things, everbody\u2019s promoting it. But the thing about Facebook a lot of times is, especially right now because the data breach-- the Cambridge, Analytica data breach? Facebook is pulling a lot of that targeting off of their platforms. So they\u2019re about to pull--\n\n\n\nChris: So you can\u2019t get a specific-- \n\n\n\nAaron: Right, you can\u2019t get a specific, they\u2019re taking the incomes off of there. They took ethnicities off of there a while back, but people were still trying to run traffic on Facebook and it\u2019s just like setting up that billboard when they\u2019re walking through the hotel. \n\n\n\nChris: In the lobby, yeah.\n\n\n\nAaron: And it\u2019s just going through a lot of cold traffic and not getting a lot of good conversions. \n\n\n\nChris: So you no longer have the ability on Facebook to stick it in that one conference room that you want. It\u2019s sending it to the lobby and [00:11:47] [Indiscernible] \n\n\n\nAaron: Right. Yeah, or sitting in the hallway where they\u2019re kind of walking in. Facebook is taking a lot of stuff down.\n\n\n\nChris: Or at least maybe it\u2019s in the lobby but there is a dental conference going on. \n\n\n\nAaron: Yeah, you can make it into the room.\n\n\n\nChris: So it\u2019s better but it\u2019s--\n\n\n\nAaron: It\u2019s not at the room.\n\n\n\nChris: Yeah. So targeting, absolutely the most important thing. If you\u2019re going to spend a lot of time and frankly a lot of money sometimes-- but you usually don\u2019t have to, but that\u2019s where to spend a lot of that time. Hone that down, especially when we start talking about these campaigns. You\u2019re mailing a bottle, that\u2019s not cheap right? It\u2019s not your 50 cent postcard. \n\n\n\nAaron: No, $5-$6 bucks, $7 bucks. So when we were talking about targeting, if we\u2019re talking in more detail, you want to know what position the person--\n\n\n\nChris: In the company?\n\n\n\nAaron: Yeah, in the company if you\u2019re B2B. What Zip codes? How much the company makes? How many employees they have? Maybe you mail it to a couple people in that company. If it\u2019s a person, you don\u2019t only want to know, oh they\u2019re married and they have kids, you want to know how long have they been living in their house? \n\n\n\nChris: Yeah.\n\n\n\nAaron: You know, how many kids do they have?\n\n\n\nChris: How many cars do they have?\n\n\n\nAaron: How many cars do they have? Do they have a business? \n\n\n\nChris: Yeah. \n\n\n\nAaron: All these different things are extra sniper-like techniques that you can use, but they\u2019re super important. And think about it: if you get a list like that, that\u2019s perfect, you\u2019re perfect audience. Imagine how more powerful your marketing will be even if it\u2019s not perfect.\n\n\n\nChris: Even if you haven\u2019t really written everything right. Which brings us to the next thing.\n\n\n\nAaron: Right.\n\n\n\nChris: Right? Before writing it, you got to know what you\u2019re going to offer them, right? And I talk about Target Offer Copy a lot. In this case this offer is a little bit different. So it\u2019s not-- the offer isn\u2019t, \u201cHey 50% off of our services.\u201d That's not the lead. Actually you might get into it in the campaign, you might make that offer at some point after you\u2019ve built some rapport with these people, because you sent them a bottle, and a puzzle, and a puzzle piece or whatever. But that offer is really about getting them to raise their hand. And Aaron\u2019s got a really aggressive example. \n\n\n\nAaron: Yeah, so I got this from Perry Marshal. Punch in the face to you Perry for watching. \n\n\n\nChris: Yeah, punch in the face. \n\n\n\nAaron: He calls it racking the shotgun. So you basically-- the metaphor is you\u2019re racking the shotgun in the room and you--\n\n\n\nChris: By the way we don\u2019t recommend that you walk in a room and rack a shotgun.\n\n\n\nAaron: At all.\n\n\n\nChris: Just throwing that out.\n\n\n\nAaron: Never, never shot a gun. If you racked a shotgun in a room, the people who perked up are, in his example they're marks. In your example they\u2019d be people--\n\n\n\nChris: I didn\u2019t hear it, it\u2019s getting worse. \n\n\n\nAaron: So they\u2019re marks for marketing and they perk their ears up and that means they\u2019re interested in your service. And so you\u2019re basically finding out who\u2019s interested with your offer, and the people who respond in any way-- if it\u2019s an email, they click. If it\u2019s a direct mail, maybe they call, maybe they respond to your text. If they respond in any way then you move them to the next step from the cold audience you\u2019re kind of running into and you move them through your process. \n\n\n\nChris: And really the whole goal is: get them to raise their hand, right?\n\n\n\nAaron: Exactly.\n\n\n\nChris: So those people who react to that shotgun rack, are the ones who are kind of raising their hand and saying, \u201cHey that\u2019s interesting to me. I\u2019m officially now-- I\u2019m not just a suspect, I\u2019m a prospect.\u201d \n\n\n\nAaron: Right, exactly. Good words. \n\n\n\nChris: So that\u2019s really good. And I\u2019ve got a kind of kinder gentler one, but I\u2019m good with the shotgun and the target. \n\n\n\nAaron: We\u2019re the Results Rebels. \n\n\n\nChris: So I\u2019m trying to understand, when you walk into a room and you rack a shotgun, what does it mean for the people who don\u2019t move? Anyway.\n\n\n\nAaron: His example was actually in Vegas in like a loud casino, but yeah.\n\n\n\nChris: Oh because they\u2019re so focused on gambling, and yeah whether they can--\n\n\n\nAaron: And wasting their money. \n\n\n\nChris: Where they can-- like who do you speak to--.? Alright, so you\u2019ve actually got the raising their hand, and what are they raising their hand? Did you get into all of that because I think I may have zoned out. \n\n\n\nAaron: Oh to the offer? Yeah so to the offer you want to make sure you\u2019re making an irresistible offer. This can be education, we like to start with education because education builds you up as an authority in your niche. Somebody who just sells services is at the bottom of the bucket in competition because they don\u2019t have that trust and they don\u2019t have the authority, but with education--\n\n\n\nChris: It\u2019s too big of an ask, right?\n\n\n\nAaron: Right, right. It\u2019s too big [00:15:47] [Indiscernible] so when you lead with education, you\u2019re building that trust, building that authority and giving them an easy barrier of entry.\n\n\n\nChris: A lower barrier.\n\n\n\nAaron: Yeah, a lower barrier.\n\n\n\nChris: So it\u2019s much easier to say, \u201cHey give me your email for this whitepaper,\u201d than it is to say, \u201cGive me $2000 cash for this service,\u201d right?\n\n\n\nAaron: Yes, definitely.\n\n\n\nChris: And you gave the example in the last one which was like: you just don\u2019t go in a bar and walk up to people and say, \u201cWill you marry me?\u201d \n\n\n\nAaron: Yeah, that just doesn\u2019t work. And especially--\n\n\n\nChris: Yeah, have you tried it? Because you sounded very confidently.\n\n\n\nAaron: I might tried once. But in services like recurring, like we\u2019re in marketing and we handle clients campaigns every month. We\u2019ve had clients 4-5 years, so I mean, people are getting diverse pretty quick these days, but 5 years is a long time. And so if they\u2019re going to invest with you or spend their \u201cbusiness life\u201d with you, you want to start that conversation and ask them you know, \u201cCan I buy you a drink? Can we go out to some coffee?\u201d \n\n\n\nChris: Yeah, yeah.\n\n\n\nAaron: And that\u2019s what that irresistible offer is: education. We\u2019re putting out offers actually on the site. We got 101 SEO tips that you can catch, you have to find, you have to search for, but maybe we\u2019ll put that out.\n\n\n\nChris: Mini Guides? \n\n\n\nAaron: Yeah, Mini Guides. Resources or something. \n\n\n\nChris: It\u2019s under the resources tab on our website. \n\n\n\nAaron: Yeah, but those are really good lead magnets. You can use something that\u2019s called the Skyscraper Technique which is by Brian Dean from Backlinko. It\u2019s a great tool you can use. And so you can use that to generate some ideas on getting some good lead magnets to your suspects.\n\n\n\nChris: Awesome. Alright, so we\u2019ve got targeting, we\u2019ve got offer, and next is actually the messaging. So I\u2019m going to say: so imagine you\u2019ve got this room. Let\u2019s say they\u2019re there for PPC education, they\u2019ve actually checked the box - and I\u2019m talking about the dentist going into that particular room - and they check the box that \u201cYes, I want to spend money on marketing.\u201d \u201cNo, I don\u2019t want to do it myself.\u201d Like you\u2019ve got all of these things, and really the ideal people-- the messaging doesn\u2019t necessarily matter that much, right?\n\n\n\nAaron: Right. \n\n\n\nChris: Right, it\u2019s the thing that you can tweak. And you can usually squeeze like three-- like you could totally mess it up. Let\u2019s not get that wrong, right? But if the targeting is right, and the offer is right, it\u2019s basically irresistible. \n\n\n\nAaron: Yeah, that\u2019s more than half of the battle. It\u2019s most of the battle. \n\n\n\nChris: Yeah. And then at that point he\u2019s like, \u201cOkay, just don\u2019t mess it up with the copy, right?\u201d \n\n\n\nAaron: Right.\n\n\n\nChris: And actually you got images that make sense. Make sure that you got text and keep the misspellings out of there, and make right grammar, and all that kind of stuff. \n\n\n\nAaron: And make sure that you talk about the costumer more than you talk about yourself. \n\n\n\nChris: Yeah.\n\n\n\nAaron: That\u2019s one really good tip to make it even--\n\n\n\nChris: That\u2019s a Pro Tip.\n\n\n\nAaron: Yeah, that is Pro Tip. Make sure you\u2019re talking about your customer, make sure you\u2019re saying \u201cYou.\u201d You want to elicit emotions and not just talk about your features. You want to talk about benefits and emotions. How they will feel when they get your service, and what they\u2019ll get after that. \n\n\n\nChris: Yeah, absolutely. So that\u2019s messaging. That\u2019s actually pretty short. Next is where are you going to market? So we\u2019ve kind of identified some places-- so the main places are: email or text - actually we haven\u2019t mentioned that today, we mentioned it in the last one - then the phone call, and then the physical mail piece. Those are a given, right? In terms of these persona driven, cross-platform, multichannel marketing drip campaigns that work. \n\n\n\nAaron: Right. \n\n\n\nChris: Right? Those are the given. The next thing is: okay anybody who-- let\u2019s say somebody gets that first email-- we got two faces of this. One of them is we\u2019ve got the brand mania marketing, right? Which is: hey, I got the email list. One: can we still upload that into Facebook and market to them?\n\n\n\nAaron: Yes, you can still upload your Facebook to your Facebook custom audiences. YouTube, AdWords, upload that list to all those platforms so you can hit them everywhere they\u2019re at, and you know--\n\n\n\nChris: And even before they get that first email. So maybe they see some of that and they engage with you. And by engage I mean they visit they visit your website. So you want to do remarketing. So you\u2019ve got all of these channels that we\u2019re using. In terms of remarketing, same thing. \n\n\n\nAaron: Right.\n\n\n\nChris: Your list: Facebook, YouTube, you want to make sure that you have pay-per-click campaigns for relevant searches because really in this process you\u2019re going to be generating demand from those people who maybe weren\u2019t ready to buy right away. Now they\u2019re becoming ready to buy, they want to do some more research because you put it in the back of their head. \n\n\n\nAaron: Right.\n\n\n\nChris: And so you\u2019ve just got to make sure when they go to do that research, you\u2019re showing up.\n\n\n\nAaron: Yes, definitely.\n\n\n\nChris: So where? Mailbox, email, AdWords, Facebook, YouTube, phone, text. \n\n\n\nAaron: All of them. \n\n\n\nChris: And then remember on AdWords there\u2019s so many places on AdWords. \n\n\n\nAaron: Display.\n\n\n\nChris: Mobile devices.\n\n\n\nAaron: Right, mobile devices, tablets, desktops, laptops. \n\n\n\nChris: Yup. But again, and again: email, phone, mail piece. Those are the keys. \n\n\n\nAaron: Quick thing about mail, anybody out there who\u2019s doubting direct mail, if you send out a postcard and it actually didn\u2019t work. Funny thing: Google to get their PPC started, to get people to get on PPC, they actually used direct mail. Crazy right?\n\n\n\nChris: Okay, okay.\n\n\n\nAaron: Google used direct mail to get people to use PPC. And actually-- \n\n\n\nChris: I feel like that\u2019s enough said, right?\n\n\n\nAaron: Right.\n\n\n\nChris: That\u2019s like-- yeah. If Google\u2019s going to use direct mail to encourage PPC, then direct mail works. \n\n\n\nAaron: Yeah, and actually I know some family member who actually sells Google Fiber, you know the internet service?\n\n\n\nChris: Yeah, yeah. Yeah. \n\n\n\nAaron: Door to door.\n\n\n\nChris: Yeah. \n\n\n\nAaron: He does that right now.\n\n\n\nChris: Yeah, they\u2019re not doing online. \n\n\n\nAaron: They\u2019re doing it door to door. \n\n\n\nChris: So actually they probably should be using-- I don\u2019t know, a person driven, cross-platform, multichannel marketing drip campaign?\n\n\n\nAaron: That works in 2018, and last piece on the direct mail: a lot of businesses out there, if you\u2019re a business you probably got a Google beacon in the mail. Client\u2019s have been asking us about that, we got a beacon in the mail too. We\u2019re doing all the research on that, we might do a podcast on that in the future as well. \n\n\n\nChris: Yeah, yeah. It\u2019s just a little round tube.\n\n\n\nAaron: Yeah, they said the battery lasts forever. \n\n\n\nChris: I feel like it doesn\u2019t do much. Yet because we\u2019re not using it. \n\n\n\nAaron: Right.\n\n\n\nChris: Alright. So we\u2019ve got #1, #2, #3, #4, now we\u2019re getting into #5: \u201cWhen,\u201d right? So this is really going to be like the cadence-- it could also be When actually seasonally.\n\n\n\nAaron: Yes definitely.\n\n\n\nChris: So here\u2019s one thing: there\u2019s a couple parts of the year - if you\u2019re trying to market to accountants - when you probably shouldn\u2019t start your campaign, or should even skip that month because the account-- I literally was in a networking group, we were trying to do some recruiting and we\u2019re knocking door to door. It was right at tax season, and I walked into the accountants office and this lady looked like she could\u2019ve been like-- her hair was hanging down, she was all sweaty. And I was like, \u201cWe\u2019re--\u201d \u201cIt\u2019s tax season.\u201d That\u2019s all she said. I was like, \u201cWe\u2019ll be back,\u201d and we just walked out. So there are When is actually important when these things go out. But in general it\u2019s more about kind of the cadence, the frequency that you want to be sending these out. Do you have any thoughts on what you might be adjusting? I mean one, the phone number. Like if you\u2019re going to make a phone call, you want to make it pretty quickly after the email\u2019s landed, after the mail pieces. \n\n\n\nAaron: Yeah. So direct mail, you probably want to mail a direct mail pieces every other week. And have a phone call either preceding or after that because after your direct mail piece-- you\u2019re sending messages in a bottle, Rubik\u2019s Cubes, [00:23:12] [Indiscernible] I mean it\u2019s going to be fresh on their mind. And a lot of times whatever it is, it\u2019s going to be still visible to that person or to them.\n\n\n\nChris: On their desk. \n\n\n\nAaron: Right, on their desk. So you say, \u201cHey, did you get that message in a bottle?\u201d It\u2019s probably right in front of them. \n\n\n\nChris: Yeah. \n\n\n\nAaron: And so they\u2019ll remember you a lot. As far as spacing it out, typically if you\u2019re sending a direct mail piece one week, maybe next week you send one or two emails or a phone call, but not all three of them in the same week. \n\n\n\nChris: I would agree with that. \n\n\n\nAaron: So you\u2019re starting the phone calls, and after they hear-- let\u2019s say maybe they don\u2019t answer the phone the first couple times, or maybe you don\u2019t get into the decision maker because you\u2019ve got to get past the gatekeeper. \n\n\n\nChris: Yeah. \n\n\n\nAaron: Maybe you don\u2019t get into them the first couple times, after one direct mail piece, two direct mail pieces, a couple emails. Eventually you\u2019re going to get to talk to the person you want to talk to. So you send them every other week on the mail pieces, and then in between that you\u2019re having phone calls and emails. \n\n\n\nChris: Yup. And you want to play with it. And in fact when you\u2019re sending emails-- I don\u2019t think we\u2019ve done an entire podcast, but we\u2019ve certainly talked about this in past where like: hey if you look at your Google Analytics and you figure what day of the week, and even what time on the day that you\u2019re busiest? That\u2019s clearly when people are thinking about what you do, for whatever reason it\u2019s some sort of pattern, right?\n\n\n\nAaron: Yeah. \n\n\n\nChris: And so that would be a really good time to send an email.\n\n\n\nAaron: Send an email, do a phone call. Pro Tip? This is with like calls and stuff. Fridays, times likes this, people are ending their day, they\u2019re happy. You can give them a call, shoot them an email. Lunch time or actually before office hours. \n\n\n\nChris: Yeah, that\u2019s best for calls. \n\n\n\nAaron: Yeah, best for calls. Yeah.\n\n\n\nChris: Sometimes not best for emails because they may have piled up. \n\n\n\nAaron: Definitely, definitely piled up in the morning. \n\n\n\nChris: And definitely not on Monday. Don\u2019t send an email on Monday.\n\n\n\nAaron: Yeah, don\u2019t send me anything on a Monday.\n\n\n\nChris: And probably like all Monday really, and then maybe not phone calls, but yeah. \n\n\n\nAaron: Yeah. \n\n\n\nChris: So kind of understand your Google Analytics can give you some good guidance on When. Alright and #6. Again, this is, \u201c6 Steps to a Successful Person Driven, Cross-Platform, Multichannel, Marketing Drip Campaign That Works in 2018,\u201d\n\n\n\nAaron: That Works in 2018, yes!\n\n\n\nChris: Measure. As always we talk about Measure. Don\u2019t throw money against the wall and see if it sticks. \n\n\n\nAaron: Right.\n\n\n\nChris: Measure, measure, measure. So the reason it\u2019s so important is: hey you may put all this together, and if you\u2019re measuring you\u2019re going to have an idea of: hey, where-- by the way I\u2019m just going tell you this, it\u2019s not going to be perfect the first time you put it together. \n\n\n\nAaron: Right. And also don\u2019t go crazy about, \u201cOh should I send that? Is a phone call perfect right here? Is email perfect right here?\u201d Just make sure you\u2019re sequencing it out on a good basis, and you\u2019re good to get it going.\n\n\n\nChris: Yeah, yeah. And so hey maybe things are breaking at this point. Maybe people are raising their hand, right? But no one\u2019s calling because they never got the file that they were supposed to download because something was broken. So you\u2019re measuring and saying, \u201cHey, lots of people are clicking through and getting to this page but nothing\u2019s happening after that, they\u2019re not actually downloading it. The followup phone calls are a great way to kind of manage that and understand what\u2019s going on, but measuring is important with everything that you do in internet marketing and that is not different with these marketing drip campaigns. \n\n\n\nAaron: Yeah, at all. And the last thing you want to measure and the most important thing is: are you getting sales? Whoever you\u2019re sending it to, are you getting sales at the end of the day? If you\u2019re not getting sales and you have a really good target because you\u2019re supposed to spend most of the time on your target. If you have a good target and you\u2019re not getting sales, it\u2019s this middle piece that you have to examine, right? If people are coming in, and clicking in, and getting the offer, then it\u2019s probably your sales team, and your phone calls, and your scripts. \n\n\n\nChris: I cannot tell you how many times we\u2019ve gone into a client\u2019s office, we\u2019re like, \u201cHey! We\u2019re excited, we\u2019ve got this great data, look at how good we\u2019re doing. We\u2019ve delivered these forms, we\u2019ve delivered these phone calls.\u201d And really just a count at that team. And they\u2019re like, \u201cYeah, but we\u2019re not getting any business.\u201d Well, let\u2019s pull up and listen to some of these phone calls, \u201cOoooh, that was a bad phone call. That was not handled according to my script,\u201d right? Scripts are really-- by the way that can be the difference in any one of these things. As you\u2019re doing these phone calls and as your sales team is actually going through the sales process: makes sure you have scripts so that they can follow them. One of the benefits of scripts is one: it\u2019s easier to train new people. \n\n\n\nAaron: Definitely.\n\n\n\nChris: And two: as you tweet the script and hand it out to everybody, you can actually get improvements in sales and know: hey last time I changed this word in the script, and that was able to generate an additional 5% of sales. And so it just gives you the tools that you need, again, so that you\u2019re testing, and measuring and improving. \n\n\n\nAaron: Right, and Pro Tip: make sure you taking notes after your calls and your emails. You want to make sure you\u2019re keeping in your CRM or whatever it is, make sure you\u2019re keeping little tidbits about the people you\u2019re talking to, what they respond to, their kind of attitude. We kind of log them on their DISC profile a little bit. \n\n\n\nChris: Yeah, DISC profile, yup. \n\n\n\nAaron: We\u2019re trying to put them in a category so we can better understand them better. Also listen to the recorded phone calls like you said because taking notes is important, definitely.\n\n\n\nChris: Yeah, absolutely. Alright, so that wraps up-- by the way, who is this good for? \n\n\n\nAaron: This is good for B2B because you have a high ticket price, remodelers, dentists, financial advisors, all these. Plastic surgeons, all these niches is good for, and that\u2019s a lot of businesses out there definitely.\n\n\n\nChris: Yeah, yeah.\n\n\n\nAaron: And recurring, definitely.\n\n\n\nChris: Yeah and big ticket items. \n\n\n\nAaron: Definitely. Yeah, big ticket items.\n\n\n\nChris: Alright so that really kind of wraps up the podcast. So if you liked this podcast, we\u2019re going to ask you to do one simple thring-- thing, go ahead-- thring. I\u2019m just going to be like, \u201cWe\u2019ll be thring--\u201d\n\n\n\nAaron: Thring. \n\n\n\nChris: Go ahead and tell three people about this podcast. Let them know that you really appreciate the content that we\u2019re generating, putting out there. We do that for you. If you\u2019re looking to grow your business with the largest, simplest marketing tool on the planet--\n\n\n\nAaron: The internet. \n\n\n\nChris: Call eWebResults for increased revenue in your business: 713-592-6724. This is where I am actually going to tell you how you can connect with us. We\u2019re really driving reviews right now on Trust Pilot, and you can get to that by going to eWebResults.com\/Trust. Here is how you can connect with us. You can find us on Twitter, Twitter.com\/\n\n\n\nAaron: eWebResults \n\n\n\nChris: You can find us on Facebook, Facebook.com\/\n\n\n\nAaron: eWebResults \n\n\n\nChris: You can find us on Instagram, Instagram.com\/\n\n\n\nAaron: eWebResults \n\n\n\nChris: You can find us on YouTube, which unfortunately happens to be eWebResults.com\/\n\n\n\nAaron: YouTube. Yeah.\n\n\n\nChris: YouTube.\n\n\n\nAaron: Yeah, because they wouldn\u2019t let us get our link.\n\n\n\nChris: They would not let us get that back. \n\n\n\nAaron: They don\u2019t even respond.\n\n\n\nChris: Yeah, they just fell off the face of the earth. Hey, if you have a referral, so that\u2019s somebody-- by the way we did have a question again this week, which was-- that was an interesting sound. \n\n\n\nAaron: What was that? Yeah.\n\n\n\nChris: I feel like--\n\n\n\nAaron: I think it was from the-- Yeah, that\u2019s from the--\n\n\n\nChris: The computer is probably updating. We had an interesting phone call: do you guys do websites? Yes! We do websites! Maybe they don\u2019t listen to the end of the podcast, maybe we need to do this at the beginning. If you have a referral, they need website, the need PPC, they need SEO, send them to us. They pay their bill, we\u2019ll pay you. That\u2019s our referral program. \n\n\n\nAaron: Straight cash!\n\n\n\nChris: Straight cash money! Please remember we were filmed live here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. You can get a transcript, video and audio of this podcast at our website eWebResults.com. We are the #1 internet marketing podcast on iTunes, that is because of all of you all. Thank you so much, we really appreciate you. Punch in the face to all of you. Until the next podcast, my name is Chris Burres.\n\n\n\nAaron: My name is Aaron Weathers. \n\n\n\nChris & Aaron: Bye bye for now.