Latest / Be Locally Loved / 023 - Why Isn’t Your Marketing Working? The 9-Piece Puzzle Behind Business Growth | Trisha Hendrickson

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023 - Why Isn’t Your Marketing Working? The 9-Piece Puzzle Behind Business Growth | Trisha Hendrickson · Be Locally Loved

• 0:00
  SPEAKER_01: Welcome to Be Locally Loved, where we spotlight the people, places, and ideas that help communities thrive.
• 0:06
  SPEAKER_01: Moving to a new town can feel overwhelming.
• 0:10
  SPEAKER_01: You don't know where to go, you don't know what to do, you don't know who to trust.
• 0:14
  SPEAKER_01: That's where Be Local comes in.
• 0:16
  SPEAKER_01: Like a best friend, BeLocal personally welcomes newcomers and connects them to the best local businesses, restaurants, community events, so they can feel at home faster.
• 0:27
  SPEAKER_01: And for local business owners, BeLocal is like a matchmaker, introducing them to new families who are ready to form long-lasting and local relationships.
• 0:38
  SPEAKER_01: To grow your business by reaching newcomers, visit reachnewcomers.com.
• 0:43
  SPEAKER_01: If you're a business owner, there's a good chance that you've asked yourself, why isn't my marketing working?
• 0:50
  SPEAKER_01: Well, maybe you have a great website, but the phone isn't rigging.
• 0:53
  SPEAKER_01: Or maybe you're getting leads, but they're not converting.
• 0:56
  SPEAKER_01: Or maybe your customers love you, but you're not turning that into repeat business and referrals.
• 1:02
  SPEAKER_01: The problem may not be one piece of your marketing.
• 1:05
  SPEAKER_01: It may be that the pieces are not working together.
• 1:08
  SPEAKER_01: My guest today, Trish Hendrickson, founder and chief of big ideas at Moxie360 Marketing, has spent 35 years in marketing and has grown her own full service agency from a solo venture into a team serving clients across the country.
• 1:26
  SPEAKER_01: Today, she's gonna help us look at marketing as a part of a much bigger business puzzle and walk us through the nine pieces that we need to get our marketing working together so that our business can grow.
• 1:41
  SPEAKER_01: Trish, welcome to Be Locally Loved.
• 1:44
  SPEAKER_01: Thank you so much for having me on, Laura.
• 1:46
  SPEAKER_01: I really appreciate it.
• 1:47
  SPEAKER_01: We have I got to see you give this presentation the other day, and I said it's too good not to get it on the show.
• 1:53
  SPEAKER_01: So thank you for coming on so that we can dive into this.
• 1:56
  SPEAKER_01: Maybe start by telling us why is marketing a puzzle?
• 2:00
  SPEAKER_00: Right.
• 2:00
  SPEAKER_00: It's a great question.
• 2:01
  SPEAKER_00: And this is something that um, you know, throughout the years of the experience, all the things that I, you know, the clients that we've had and whatnot, we figured it out.
• 2:09
  SPEAKER_00: But I just it in all honesty, kind of just occurred to me that these are puzzle pieces that come together.
• 2:15
  SPEAKER_00: And the reason why is because they're extremely interdependent on each other, right?
• 2:19
  SPEAKER_00: How you opened it up, you might have a great website, but it's not converting.
• 2:22
  SPEAKER_00: Why isn't it converting into that?
• 2:25
  SPEAKER_00: And I was starting to get a lot of questions from our clients, and not just our clients, but when I'm out speaking and things like that, that, you know, we do have this great website that's, you know, performing and everything else, but we don't, we haven't seen an increase in sales.
• 2:39
  SPEAKER_00: And so I started to ask a lot of different questions, like, okay, well, tell me about how your sales process is, tell me what happens afterwards, you know, and started to realize that if these other systems weren't put into place, it was really hard for people to make the conversions.
• 2:54
  SPEAKER_01: So you know, I think uh business owners, they want to have a direct link between an interaction and a transaction, but that's just not that's not possible in marketing.
• 3:04
  SPEAKER_01: There's this big thing we call the messy middle where all this stuff happens, right?
• 3:08
  SPEAKER_01: And I think you've you've you've tried to define this messy middle with these nine pieces of a puzzle.
• 3:15
  SPEAKER_01: So I'm gonna tell our listeners right now to grab a pen and a paper because you are going to want to take notes.
• 3:23
  SPEAKER_01: So tell us what is the first of the nine pieces that a business owner needs to focus on.
• 3:30
  SPEAKER_00: Yes.
• 3:30
  SPEAKER_00: So the first of the nine pieces is having clarity in positioning, right?
• 3:35
  SPEAKER_00: When we onboard a client and then throughout their engagement, right, we talk to them a lot about what is it exactly that you sell?
• 3:44
  SPEAKER_00: What's the cost on there?
• 3:45
  SPEAKER_00: What's your profit margins?
• 3:46
  SPEAKER_00: And they might say, why do you need to know that as marketing?
• 3:48
  SPEAKER_00: That doesn't mean I need to know how much money you make or anything like that.
• 3:52
  SPEAKER_00: That's not it.
• 3:52
  SPEAKER_00: It's I'm asking those reasons or excuse me, those questions, because we're trying to figure out if you have 10,000 widgets over here that you sell at a penny a piece, that's great.
• 4:02
  SPEAKER_00: But if you have this one widget over here that you sell for$10,000, why aren't we marketing that$10,000 piece more than we're marketing these?
• 4:10
  SPEAKER_00: And is there a combination of the way that we should be doing it and the services that they have?
• 4:14
  SPEAKER_00: Also, um, I hear this a lot.
• 4:17
  SPEAKER_00: Our website doesn't reflect what we do because it changed, because you know, the market conditions changed, right?
• 4:23
  SPEAKER_00: So really having that clarity, we talk about COVID still, right?
• 4:27
  SPEAKER_00: In 20 when everybody had to pivot.
• 4:29
  SPEAKER_00: The word of the year was pivot.
• 4:31
  SPEAKER_00: And but in all honesty, that's happening with businesses all the time.
• 4:35
  SPEAKER_00: And so it's time, you know, so we say, hey, let's stop, let's take a look at this, let's really get the clarity.
• 4:40
  SPEAKER_00: What is it that you want to sell?
• 4:42
  SPEAKER_00: Do you have continue if you're if it's services?
• 4:45
  SPEAKER_00: Do you have one-time services, continuing services?
• 4:48
  SPEAKER_00: What does that look like?
• 4:49
  SPEAKER_00: What are your clients asking for?
• 4:50
  SPEAKER_00: And so, in addition to the services and the and the cost and the profit margins that we talk about there, we take a very deep dive into your ideal client profile.
• 5:00
  SPEAKER_00: And there is not necessarily one ideal client profile, right?
• 5:04
  SPEAKER_00: So when we, for example, when we work with a nonprofit, we're looking for volunteers, we're work looking for people that will use the services, and we're also looking for donors.
• 5:14
  SPEAKER_00: Those are three very distinct audiences.
• 5:16
  SPEAKER_00: Yes.
• 5:17
  SPEAKER_00: So our messaging has to go to that, right?
• 5:20
  SPEAKER_00: And then the the last piece of that clarity and positioning on here is what we want to talk about is what are your differentiators?
• 5:28
  SPEAKER_00: So what makes you different than your competition?
• 5:30
  SPEAKER_00: You know, like let's pretend you're a plumber, kind of use this a lot.
• 5:33
  SPEAKER_00: We understand that every plumber is going to change out a a toilet, for example, right?
• 5:40
  SPEAKER_00: That's great.
• 5:40
  SPEAKER_00: But what makes you different?
• 5:42
  SPEAKER_00: Do you guarantee that you'll be, you know, there was one quite a few years ago that was like, we'll be there when we say, you know, and there was another whole campaign that was very successful about work, you know, our people aren't going to show up and you know have their pants hanging down, you know, things like that.
• 5:56
  SPEAKER_00: So what is it that makes you different?
• 5:58
  SPEAKER_00: That's extremely important to know.
• 6:00
  SPEAKER_00: And again, these are being defined all the time.
• 6:03
  SPEAKER_00: So nothing in marketing, nothing is a set it and forget it.
• 6:07
  SPEAKER_00: You know, and if you're not moving with the times, you know, we talk about this too.
• 6:11
  SPEAKER_00: Like, do you want to be, you know, do you want to be Blockbuster or do you want to be Netflix?
• 6:15
  SPEAKER_00: Because if Blockbuster would have can right, we we and we have a thousand scenarios like that.
• 6:21
  SPEAKER_00: Sears didn't think it was very important, you know, to go all in on an e-com website.
• 6:26
  SPEAKER_00: They were like, well, no, we just our thing is catalogs.
• 6:29
  SPEAKER_00: I don't know the last time you looked at a catalog, but everything's online, you know.
• 6:33
  SPEAKER_01: Well, that's why Sears is right, right.
• 6:35
  SPEAKER_01: Yes, yes, yes.
• 6:37
  SPEAKER_01: Well, I spent seven years as a certified guide for Donald Miller in the story brand world.
• 6:44
  SPEAKER_01: And I learned that the easiest and cheapest thing you can do, business owner, is change the words that you're using to talk about your business, right?
• 6:55
  SPEAKER_01: Like words are free.
• 6:57
  SPEAKER_01: But if you're confusing your customer, if you're if you haven't put clarity around your ideal client, that your message is not resonating, you're not leaning into what makes makes you unique, like clarity and positioning, your first puzzle piece kind of falls under this umbrella of messaging, making sure it's the right person and the right message.
• 7:18
  SPEAKER_01: And those words are easy to fix.
• 7:22
  SPEAKER_01: And if you need help with that, you know, you can talk to Trisha or I about that.
• 7:25
  SPEAKER_01: We can help you with your messaging.
• 7:27
  SPEAKER_01: Right.
• 7:27
  SPEAKER_00: It's it's just as important to know who you're who you don't want to do business with.
• 7:31
  SPEAKER_00: Yes.
• 7:32
  SPEAKER_00: Right.
• 7:32
  SPEAKER_00: Because we aren't a fit for everybody.
• 7:35
  SPEAKER_01: Completely agree.
• 7:36
  SPEAKER_01: I actually just said this to a client the other day.
• 7:39
  SPEAKER_01: She's like, I'm so frustrated because we get these calls and these are people that they're just tire kicking.
• 7:45
  SPEAKER_01: They're not, they're never gonna buy from us, they're just trying to get a quote.
• 7:48
  SPEAKER_01: They're, you know, they're not our ideal client.
• 7:50
  SPEAKER_01: And I said, well, then we need to fix your marketing because your marketing should be attracting the people you want and repelling the people that you don't.
• 7:59
  SPEAKER_01: You don't want everybody.
• 8:00
  SPEAKER_01: Just because you had 21 leads doesn't mean that was a good day.
• 8:05
  SPEAKER_01: Because if 19 of those 21 are not your ideal client, you're wasting your time and your valuable resources on someone that's never going to buy for you from you.
• 8:15
  SPEAKER_00: Right.
• 8:15
  SPEAKER_00: We work with a a decent sized law firm, and their former agency was kind of pounding their chest saying, Oh, we get you 3,600 calls a month.
• 8:24
  SPEAKER_00: When we looked at that, 65% of them were for criminal defense and they do not do criminal defense.
• 8:30
  SPEAKER_01: That's a big swing and a miss right there.
• 8:32
  SPEAKER_00: It was a swing and a miss.
• 8:33
  SPEAKER_00: And so I was like, okay, you're gonna see some numbers go down, but we're not looking for quantity quantity, quantity, we're looking for quality.
• 8:41
  SPEAKER_00: And so fast forward a couple months later, I walked into the firm and I said to the receptionist, Hi, I'm Trish with Moxie360 Marketing.
• 8:48
  SPEAKER_00: I'm here to see, you know, so and so.
• 8:49
  SPEAKER_00: And the woman got up, she gave me the biggest hug and she said, I get bathroom breaks.
• 8:53
  SPEAKER_01: Yes, yes.
• 8:55
  SPEAKER_01: What a great example.
• 8:56
  SPEAKER_01: What a great example.
• 8:58
  SPEAKER_01: So, lesson number one, be clear about who's your ideal client and who's not, and make sure you're clear about what makes you unique and that you're clear about your messaging.
• 9:09
  SPEAKER_01: Your words are powerful and they're attracting your ideal client.
• 9:12
  SPEAKER_01: Let's lean into number two.
• 9:14
  SPEAKER_01: You've got digital foundation.
• 9:15
  SPEAKER_01: What is a digital foundation?
• 9:17
  SPEAKER_00: Yeah, so digital foundation.
• 9:19
  SPEAKER_00: And so what that is, is that is your brand and your guidelines.
• 9:23
  SPEAKER_00: Is everything giving the same message?
• 9:25
  SPEAKER_00: Does everything have the same colors?
• 9:26
  SPEAKER_00: You know, there's we talk about marketing and branding, right?
• 9:29
  SPEAKER_00: Branding is think of the Nike swoop.
• 9:32
  SPEAKER_00: Everybody knows what the Nike swoop is, and just do it, right?
• 9:34
  SPEAKER_00: Just do it.
• 9:35
  SPEAKER_00: Like we can insert whatever it is that we want in there.
• 9:38
  SPEAKER_00: They were able to start, you know, originally when they had the Nike swoop, it was one color, right?
• 9:43
  SPEAKER_00: And then it became other colors and it became, you know, those things.
• 9:46
  SPEAKER_00: Now that's on a really large scale, right?
• 9:48
  SPEAKER_00: But most of us, what we want to do is we want to keep our branding in line.
• 9:52
  SPEAKER_00: So that's alignment with not just like making sure that your logos are transferable.
• 9:58
  SPEAKER_00: Really popular right now to put to create logos on AI.
• 10:01
  SPEAKER_00: And I'm gonna tell you something, they don't always transfer over to like a business card or a shirt or something like that.
• 10:07
  SPEAKER_00: So keep those things in mind.
• 10:08
  SPEAKER_00: Are the fonts the same?
• 10:09
  SPEAKER_00: Is your messaging the same?
• 10:11
  SPEAKER_00: So making sure that all of that is in line and it starts with your brand guide.
• 10:15
  SPEAKER_00: That can be a two-page document.
• 10:17
  SPEAKER_00: It doesn't necessarily have to be, you know, I Laura, you and I have probably seen some that are hundreds of pages, of course.
• 10:23
  SPEAKER_01: Right.
• 10:24
  SPEAKER_00: You know, in big businesses.
• 10:25
  SPEAKER_00: But you know what?
• 10:26
  SPEAKER_00: Mine for Moxie, it's about two and a half pages.
• 10:29
  SPEAKER_00: That's it.
• 10:29
  SPEAKER_00: That's what we need because it's really clear.
• 10:30
  SPEAKER_00: It's just like, oh, this is what we do.
• 10:32
  SPEAKER_00: And then from there, we also want to make sure your website is there.
• 10:36
  SPEAKER_00: So uh not just having a website, is it mobile friendly?
• 10:40
  SPEAKER_00: Is it user-friendly?
• 10:41
  SPEAKER_00: That's great if you're getting traffic there, but if it spins and it takes 10 seconds to load, hmm, it's an issue because you know what?
• 10:48
  SPEAKER_00: We've done a really good job job of being of expecting something instantaneous, right?
• 10:53
  SPEAKER_00: I say we live in like an Amazon world, if you will, or an Instacart world.
• 10:57
  SPEAKER_00: We expect something instant.
• 10:59
  SPEAKER_00: So if you get people there, they're not finding what they want right away, or they aren't, you know, or it's spinning or it's not loading or it's broken or something along those lines.
• 11:08
  SPEAKER_00: Is that representative of who your business is?
• 11:11
  SPEAKER_00: Is that representative of the services that you provide or the widgets that you sell?
• 11:14
  SPEAKER_00: Okay.
• 11:15
  SPEAKER_00: You need to be able to be found organically, which is SEO, but also on AI.
• 11:20
  SPEAKER_00: We talk about that a lot.
• 11:21
  SPEAKER_00: I know that, you know, you get found for the best marketer in Georgetown.
• 11:26
  SPEAKER_00: How amazing is that on AI?
• 11:28
  SPEAKER_00: I mean, it's fantastic.
• 11:29
  SPEAKER_00: We're not always seeing the clicks follow through with AI, but we're seeing the organic go up from there because people, for some reason, they trust the AI, but they're not quite trusting the click.
• 11:38
  SPEAKER_00: So it's getting there, but they'll go in and Google you.
• 11:41
  SPEAKER_00: There are times where even if you Google your own, like a business, if you have a really common business name, you might not come up for your own business.
• 11:48
  SPEAKER_00: And if I'm telling you right now, we can hide a dead body on page two of Google.
• 11:52
  SPEAKER_00: So you need to be able to be found for your for your uh brand.
• 11:56
  SPEAKER_00: Analytics.
• 11:57
  SPEAKER_00: This is really important and one of your foundational pieces.
• 12:00
  SPEAKER_00: If you are not tracking your analytics, and if you're not going in and do and taking a peek at them, looking at how people found you on your Google Business profile, if you're a local company and you have a brick and mortar that they can go to, or you don't even have to have a brick and mortar.
• 12:14
  SPEAKER_00: But if you are doing anything with the local and Google Business Profile, making sure you should be really, if you don't have an agency and you are not tracking what that is, you are missing opportunities because you're in the because you're not going to have alignment.
• 12:28
  SPEAKER_00: If you think, well, this is what my how my clients are finding me, and they're finding me by this keyword, but in reality it's over here.
• 12:35
  SPEAKER_00: Is that other keyword that they're finding you from or look searching from you?
• 12:39
  SPEAKER_00: Is that included in your social media?
• 12:41
  SPEAKER_00: Is it included in, you know, other messaging that you do?
• 12:44
  SPEAKER_00: Is it included in your elevator speech?
• 12:45
  SPEAKER_00: Those types of things.
• 12:47
  SPEAKER_00: So data.
• 12:47
  SPEAKER_00: I mean, I just can't, I never thought I'd be like a total data nerd because back when I started marketing, it was like, hey, let's, you know, let's buy for the back cover of the phone book.
• 12:56
  SPEAKER_00: So it's just changed a lot.
• 12:57
  SPEAKER_00: And we really truly can get analytics on almost everything.
• 13:00
  SPEAKER_00: I do highly also recommend that I know AI is a great tool.
• 13:04
  SPEAKER_00: We all use it.
• 13:05
  SPEAKER_00: Uh, I mean, we use it in at my agency, which is great.
• 13:09
  SPEAKER_00: We use it for systems, we use it for some recording and things like that.
• 13:12
  SPEAKER_00: But people want a relationship with a real person, right?
• 13:15
  SPEAKER_00: So you can do static hosts, you can do all of those things.
• 13:18
  SPEAKER_00: Real photos, real people, reels, with you know, us getting on here.
• 13:22
  SPEAKER_00: It does not always have to be professionally done either.
• 13:25
  SPEAKER_00: You know, because you might be thinking, well, I don't have thousands of dollars to hire a videographer.
• 13:29
  SPEAKER_00: I'm gonna tell you right now that that uh if I just get on and I just do like a really quick thing like this, and it's raw and it's me, and then I'm in my glasses and my hair's tied up, those are just as engaging to people because I just became very real.
• 13:44
  SPEAKER_01: We should totally do that.
• 13:45
  SPEAKER_01: I'm gonna get a picture of you and me uh podcasting.
• 13:47
  SPEAKER_01: Like here we go.
• 13:49
  SPEAKER_01: This is real world social media right there.
• 13:53
  SPEAKER_01: You don't have to be all polished and professional.
• 13:55
  SPEAKER_01: And I do, I love that you're kind of cautioning people about AI because we are seeing a lot of AI slop in our industry, AI uh patterned words and AI design.
• 14:06
  SPEAKER_01: And you know, we can smell that stuff a mile away.
• 14:08
  SPEAKER_01: And I think a consumer can too.
• 14:10
  SPEAKER_00: Consumer really can.
• 14:11
  SPEAKER_00: And you know what's interesting is the natives.
• 14:13
  SPEAKER_00: They really, I mean, as much as they depend on, I don't know if my kids even use Google anymore.
• 14:18
  SPEAKER_00: They're on chat and cloud and everything else, you know.
• 14:20
  SPEAKER_00: But if they sniff it out, they're immediately done.
• 14:23
  SPEAKER_00: You know, they're like, nope.
• 14:24
  SPEAKER_01: That's right.
• 14:25
  SPEAKER_01: It breaks trust, right?
• 14:26
  SPEAKER_01: It it's inauthentic and it breaks trust.
• 14:29
  SPEAKER_00: I did I did that the other day.
• 14:30
  SPEAKER_00: Somebody got my calendar link and put some time on my calendar, and I was like, I'm not sure who this is.
• 14:36
  SPEAKER_00: And so I was like, huh.
• 14:37
  SPEAKER_00: So I went to go do some research.
• 14:38
  SPEAKER_00: And I opened up the website and it was very apparent to me that it was created with AI.
• 14:43
  SPEAKER_00: And so immediately I was like, hmm, you know, and then when I went to the about, there wasn't anything about this person.
• 14:49
  SPEAKER_00: And so I canceled the meeting and I said, Hey, can you just summarize what it is that you do for me?
• 14:54
  SPEAKER_00: And it immediately, like a response came back immediately that was very obviously AI generated.
• 15:00
  SPEAKER_00: And I'm like, no, I'm not working with that company.
• 15:02
  SPEAKER_01: AI.
• 15:03
  SPEAKER_01: Yep, yeah, yep.
• 15:06
  SPEAKER_01: So digital foundation.
• 15:08
  SPEAKER_01: I love that you're calling it foundation because think about building a house.
• 15:11
  SPEAKER_01: Like you have to have a strong foundation before you build your house, or your house is not gonna last very long.
• 15:16
  SPEAKER_01: So this uh this digital foundation, everything you've just listed out, is core to your marketing program before you start adding bells and whistles and shiny objects and some of the like deeper, more advanced things we're about to talk about.
• 15:30
  SPEAKER_01: Like you've got to shore up your website and your Google Business profile and your authentic photography and your branding and all that has to be in place and consistent.
• 15:39
  SPEAKER_01: Or, like you said, there are very real ramifications.
• 15:42
  SPEAKER_01: Like someone might look at your brand and say, not doing business with that.
• 15:48
  SPEAKER_01: Absolutely.
• 15:48
  SPEAKER_00: You know, and even uh, well, let's think about I don't remember that his name, but the the CEO of McDonald's.
• 15:56
  SPEAKER_00: What did he just do?
• 15:57
  SPEAKER_00: Right?
• 15:57
  SPEAKER_00: He got on, he took this very small bite of a hamburger and referred to it as a product, you know, and all of these things.
• 16:05
  SPEAKER_00: And, you know, in all honesty, so the intent was there, like get him on and you know, and do this.
• 16:11
  SPEAKER_00: And it was a lot of granted, they got a lot of marketing out of money.
• 16:16
  SPEAKER_00: It was, you know, but then like you know, the CEO Burger King gets on and he's like, you know, like taking a pale fight of the hamburger or things like that, you know.
• 16:24
  SPEAKER_00: And that, you know, that's the thing about it is that all of a sudden I'm like, okay, if that dude isn't gonna be excited about eating a McDonald's hamburger, why would I be excited?
• 16:36
  SPEAKER_00: Right, right.
• 16:37
  SPEAKER_00: And you know, so that's again kind of knowing your audience.
• 16:40
  SPEAKER_00: That felt, you know, that felt like a I I'm sure I'm sure there were many conversations about that afterwards.
• 16:46
  SPEAKER_00: They might still be going on.
• 16:48
  SPEAKER_00: Yeah.
• 16:48
  SPEAKER_01: And well, we also between you and I, we're putting resources out there all the time to help business owners like DIY some of this stuff.
• 16:55
  SPEAKER_01: You don't have to go hire a professional photographer.
• 16:58
  SPEAKER_01: If you've got a good iPhone, like you can learn how to use your iPhone and get high, you know, high enough quality picks for your social media, right?
• 17:05
  SPEAKER_01: Like we're not saying you have to be agency level, but we are seeing that you need to be consistent and on brand and you know, authentic.
• 17:15
  SPEAKER_00: Right.
• 17:15
  SPEAKER_00: And we're gonna talk about this in a little bit, but that's exactly right.
• 17:18
  SPEAKER_00: And one of the things that so you know, I'll hit on this twice now because one of the things when I talk to people and they're like, Oh, I don't, I can't afford marketing.
• 17:26
  SPEAKER_00: And I'm like, wait a second.
• 17:27
  SPEAKER_00: Marketing isn't necessarily just about the money, right?
• 17:30
  SPEAKER_00: It's your time, your talent, and your treasure.
• 17:32
  SPEAKER_00: That's right.
• 17:32
  SPEAKER_00: So it's, you know, this is a three-legged stool.
• 17:35
  SPEAKER_00: There's no such thing as a two-legged stool.
• 17:37
  SPEAKER_00: You can have four-legged and you can have five and you can have ten, but you cannot have two, right?
• 17:42
  SPEAKER_01: Right.
• 17:42
  SPEAKER_00: So if you, you know, so what is it that you can do in yours?
• 17:46
  SPEAKER_00: And we'll talk about that later, but that's you know, to keep that in mind.
• 17:50
  SPEAKER_00: But this, all these pieces that we're talking about, again, are the the foundation.
• 17:53
  SPEAKER_00: Does that mean that you're qualified to, you know, fix your website?
• 17:57
  SPEAKER_00: Probably not.
• 17:58
  SPEAKER_00: Okay, that's okay.
• 17:59
  SPEAKER_00: But that doesn't mean that you can't fix something else.
• 18:01
  SPEAKER_00: One of the other things that we're gonna talk about.
• 18:03
  SPEAKER_00: You go to your Google Business Profile and let a professional do your website.
• 18:07
  SPEAKER_01: Right.
• 18:07
  SPEAKER_01: Well, and if you say I can't afford marketing or I don't have time for marketing, you are marketing.
• 18:14
  SPEAKER_01: You you're just not being intentional about it.
• 18:17
  SPEAKER_01: So just FYI, you can't get out of this.
• 18:20
  SPEAKER_00: Right.
• 18:21
  SPEAKER_00: You cannot get out of this.
• 18:23
  SPEAKER_00: You can, but what's your business goal?
• 18:24
  SPEAKER_00: Do you want to grow?
• 18:25
  SPEAKER_01: Right.
• 18:26
  unknown: Right.
• 18:26
  SPEAKER_01: You know, that's that's what I'm saying.
• 18:27
  SPEAKER_01: Like you're if you're not marketing, you are just marketing not intentionally, which means you're kind of hurting yourself, you know.
• 18:33
  SPEAKER_01: Exactly.
• 18:34
  SPEAKER_01: Yeah.
• 18:34
  SPEAKER_01: Okay, let's lean into number three, visibility and relationships.
• 18:38
  SPEAKER_00: Yes.
• 18:38
  SPEAKER_00: So there's earned visibility, right?
• 18:41
  SPEAKER_00: Which is if you're doing something like, you know, paying, you know, SEO and Google Ads, maybe some Facebook ads, you know, those types of things that you're doing.
• 18:49
  SPEAKER_00: So those are those are some earned things that you're doing, your Google business profile, some of these foundational things.
• 18:55
  SPEAKER_00: And then, so that's, you know, those are the pieces over here that are, you know, again, part of the foundation that we're going to be talking about.
• 19:01
  SPEAKER_00: Yes, you need to have all of these things put in place over here, but then it's also about the relationships.
• 19:06
  SPEAKER_00: So, Laura, you and I, I are in a B and I group together.
• 19:10
  SPEAKER_02: Yes.
• 19:10
  SPEAKER_00: Those relationships are really important.
• 19:12
  SPEAKER_00: I also am an active member of the Leander Chamber.
• 19:15
  SPEAKER_00: I go to Austin Business Women, I go to all different kinds of things, as I know you do as well.
• 19:20
  SPEAKER_00: Yes.
• 19:21
  SPEAKER_00: Those are relationships.
• 19:22
  SPEAKER_00: And so that's part of what we need to do.
• 19:25
  SPEAKER_00: You cannot expect to grow a business being in your office and only behind your computer, right?
• 19:31
  SPEAKER_00: And as much as I love the fact that we can be doing this on a Zoom call or, you know, whatnot, and I that allows us to do business all over the country.
• 19:40
  SPEAKER_00: I appreciate that.
• 19:41
  SPEAKER_00: But in October, I'm flying up to Minnesota, which is where I'm from.
• 19:44
  SPEAKER_00: I have a bunch of clients up there because I need to get in front of them.
• 19:47
  unknown: Yeah.
• 19:48
  SPEAKER_00: Right.
• 19:48
  SPEAKER_00: And when I'm up there, I will also create, um, you know, reach out and get some more appointments for some folks that, you know, I want to see when I'm up there.
• 19:56
  SPEAKER_00: So really separating those two things out, like here's some earned visibility, you know.
• 20:00
  SPEAKER_00: One of the things like right now, doing this podcast with you, that's an earned visibility for me.
• 20:06
  SPEAKER_00: So for me to be able to take time out, this is part of my marketing budget right now.
• 20:09
  SPEAKER_00: Right.
• 20:10
  SPEAKER_00: Is my time.
• 20:10
  SPEAKER_00: I'm like, oh, yep.
• 20:12
  SPEAKER_00: So when I right here, my my business coach would be happy to say this trash, trash time.
• 20:17
  SPEAKER_00: Okay, we're gonna talk about that a little bit.
• 20:19
  SPEAKER_00: And so this one is not working on my business.
• 20:21
  SPEAKER_00: This is working on my marketing right now, as we speak.
• 20:24
  SPEAKER_00: And, you know, and the same for you, right?
• 20:26
  SPEAKER_01: That's right.
• 20:27
  SPEAKER_01: Well, and we get to use our expertise to support and help and educate, which is in alignment with our brand, to be a generous brand and to lead with service and education, like that.
• 20:38
  SPEAKER_01: Both of us share that.
• 20:40
  SPEAKER_01: And we get to, I guess, promote ourselves, have visibility as we serve, which is the way to do it.
• 20:46
  SPEAKER_01: I think it's much better to give and serve and not be so salesy and promote.
• 20:54
  SPEAKER_00: There's a promote a word.
• 20:56
  SPEAKER_00: I knew what you meant.
• 20:57
  SPEAKER_00: We'll get that in the urban dictionary later, you know?
• 20:59
  SPEAKER_00: Right.
• 21:00
  SPEAKER_00: They uh no, that's exactly right.
• 21:02
  SPEAKER_00: And you may think, wait, I'm I have a there's a gal that I did this presentation for score as well.
• 21:09
  SPEAKER_00: I don't know if you're familiar with score, but they have a lot of free business resources for businesses.
• 21:14
  SPEAKER_00: So I did this presentation.
• 21:15
  SPEAKER_00: And the gal that spoke before me, you know, they have a construction business.
• 21:19
  SPEAKER_00: And she got on and she was talking about how they she grew their construction business with a very small marketing budget, but she got out and in front of people and created the relationships.
• 21:29
  SPEAKER_00: And she said, I had to get out of my comfort zone.
• 21:32
  SPEAKER_00: I would rather swing a hammer than get in front of people.
• 21:35
  SPEAKER_00: And here she was giving back to the community, saying, If I can do it, you can do it.
• 21:40
  SPEAKER_00: Get out and shake hands with people.
• 21:41
  SPEAKER_01: Right.
• 21:42
  SPEAKER_00: Yeah.
• 21:42
  SPEAKER_01: That's right.
• 21:43
  SPEAKER_01: Well, there's nothing going to replace an in person relationship, right?
• 21:48
  SPEAKER_00: Right.
• 21:48
  SPEAKER_00: There really isn't.
• 21:49
  SPEAKER_00: And so, you know, if you think, oh, like if you're given an opportunity to do something, or you know, it comes up and you're like, oof, not in my wheelhouse at all, okay, stop and think about that though.
• 21:59
  SPEAKER_00: How does it benefit your business.
• 22:01
  SPEAKER_00: Maybe have a conversation with a friend or your spouse or somebody to be like, is this something that I should do?
• 22:06
  SPEAKER_00: You know, I mean, hear that gal that did the construction afterwards, I reached out to her and I'm like, hey, that was a great presentation, this, that, and the other.
• 22:13
  SPEAKER_00: And she's like, you know what's funny?
• 22:14
  SPEAKER_00: Out of that, somebody reached out and wants us to, you know, been out a garage.
• 22:18
  SPEAKER_00: I'm like, the hell.
• 22:19
  SPEAKER_00: So something that she didn't even really think would turn into, you know, possible business did.
• 22:24
  SPEAKER_00: So was that half an hour of her time worth it?
• 22:27
  SPEAKER_00: Absolutely.
• 22:28
  SPEAKER_00: They get that garage.
• 22:29
  SPEAKER_00: I don't know how much it is, but probably, you know, probably a decent size, you know, invoice.
• 22:35
  SPEAKER_01: Yeah.
• 22:35
  SPEAKER_01: I honestly feel like public speaking is one of the most important things that we can be doing as business owners.
• 22:43
  SPEAKER_01: You know, whether it's you sponsored the chamber luncheon and you get three minutes in front of the crowd, you know, to talk about the problem you solve, or you're on an hour long podcast, you know, sharing your expertise.
• 22:57
  SPEAKER_01: Like both of those are public speaking PR, you know, earned media opportunities, right?
• 23:03
  SPEAKER_01: You're not paying for that opportunity necessarily.
• 23:06
  SPEAKER_01: Well if of course if you sponsor the chamber luncheon, there is going to be a fee to that.
• 23:10
  SPEAKER_01: But the the value of you using your voice to inspire, educate, entertain, motivate like all of the things that we can do on a podcast or in a live you know workshop or whatever it might be gives you so much credibility as a business owner that you know what you're doing.
• 23:27
  SPEAKER_01: And that goes very far to your visibility, building relationships and building not only your personal brand, but also your business's brand, right?
• 23:35
  SPEAKER_01: So for business owners that have not yet leaned into their own I guess power as a speaker, B and I is actually a great place to go and kind of get the training wheels, you know, because you're speaking every week in front of people.
• 23:49
  SPEAKER_00: Right.
• 23:49
  SPEAKER_00: And you have to and you have to say what you do in 45 seconds or less.
• 23:53
  SPEAKER_00: So you've got to be succinct, right?
• 23:55
  SPEAKER_00: And and there are times you and I have sat in in these where we have a guest come in and they start to say what they do.
• 24:02
  SPEAKER_00: We kind of look at each other and we're like no idea what that person does.
• 24:04
  SPEAKER_01: Yeah there has been I've had there have been guests where I'm like I have no idea what they do.
• 24:09
  SPEAKER_01: Like they just talked for one minute and I have no idea what they do.
• 24:12
  SPEAKER_01: So BNI is great trawning ground for your messaging and your public speaking skills and your relationships.
• 24:19
  SPEAKER_01: I think that's both you know a couple of the reasons why we do love B and I talk to me about how all of this kind of earned media plays into search search in the AI world and you know search in the Google world.
• 24:33
  SPEAKER_00: Absolutely so there's a lot of different things that you can so there's if you're going out and you're doing those types of things first of all you're starting to understand how people see you right and how you can divide design your messaging so that they are so there's so the fourth one that we're going to talk about now are paid versus an owned channels right so you can do paid ads.
• 24:54
  SPEAKER_00: There's a lot of different ways you can do paid ads.
• 24:56
  SPEAKER_00: Do I think that they're good for every single business no not necessarily I've never done a paid ad for Moxie ever.
• 25:01
  SPEAKER_00: And we are very relationship based.
• 25:03
  SPEAKER_00: I'm out in the community I do this I do these types of educational things we offer free digital analysis for people, you know competitor analysis where I'm like yes certainly we'll do that for you.
• 25:12
  SPEAKER_00: So we do that but for some businesses paid is a terrific is a terrific avenue.
• 25:18
  SPEAKER_00: We just had a conversation with one of our clients this morning we got them nine percent conversions on their Google ads which is almost unprevier like yes that's so great.
• 25:26
  SPEAKER_00: And so then there's social media that is also that's a now listen that's a free channel but is it free?
• 25:32
  SPEAKER_00: No, because you have to take some time right yeah you have to take time to do it but it's part of that time talent and treasure.
• 25:38
  SPEAKER_00: So but if you're not taking advantage of it you're missing something.
• 25:43
  SPEAKER_00: I mean Laura the numbers that you're seeing with people following you and you're just really becoming you know this very much an influencer in Georgetown specifically right that is that is absolutely helping your business.
• 25:58
  SPEAKER_01: Absolutely and I will tell you it is not free.
• 26:01
  SPEAKER_01: Not only is it my time but also in paying a team to help me because social media is a legit job.
• 26:08
  SPEAKER_01: Like if you're going to understand the meta game and what those platforms want from us and it is a game it's like basketball or baseball it's a game and you need to understand how to play it and what the rules are and what the algorithm wants and then you need to give it to if I mean that's going to take time and probably some resources other people helping you out right so it's absolutely free platforms but you being successful on social media is absolutely not free.
• 26:35
  SPEAKER_00: No it's not but if you're not taking advantage of it and again this is not you do not have to have you know curated content but you know what you can do you can use AI to come up with a content calendar and you can be like hey based on my discipline right based on my business I'm you know this is what I do.
• 26:54
  SPEAKER_00: I'm an insurance agent so we know that like renewals are coming up right one of our friends and Susan who is in in B and I with us right she's coming into renewal season right because she doesn't do home insurance she does health insurance.
• 27:09
  SPEAKER_00: So she's coming into her busy season she's gearing up I can see it on her social media I'm like this is fantastic right because she's gearing up for the seasons.
• 27:16
  SPEAKER_00: We all have seasons like that right and so that's where using at training your AI is good.
• 27:23
  SPEAKER_00: You know have it help you come up with some ideas.
• 27:26
  SPEAKER_00: Am I going to say let it write all of your posts maybe not because you want to make sure that they're you know personal to you and people can see you know if they're AI as well and things like that.
• 27:35
  SPEAKER_00: But having that calendar and having that accountability is what you need right and so absolutely yes you know the other thing that there are things that people I think are forgetting.
• 27:45
  SPEAKER_00: I have an email list of you know 800 and some people right just from different speaking things and whatnot that I have.
• 27:52
  SPEAKER_00: So we try to get something out once a month right we missed last month because we had you know a little bit of staff change and things like that.
• 27:58
  SPEAKER_00: And I'm like hey no more missing months you know whatever.
• 28:01
  SPEAKER_00: So we're back at it.
• 28:02
  SPEAKER_00: But we try to give something a value.
• 28:04
  SPEAKER_00: Now can I say that you know so when it goes out to it's a little over 800 people I almost always get one person that's like you know I've been meaning to reach out to you because I'm staying top of mind.
• 28:15
  SPEAKER_00: You know what MailChimp costs me?
• 28:17
  SPEAKER_00: $20 a month.
• 28:18
  SPEAKER_01: Right.
• 28:19
  SPEAKER_00: You know and then of course I you know we have to spend some time and do things like that.
• 28:23
  SPEAKER_00: But these are people who already know you right you already have we you know they they understand your brand you're staying top of mind you know people are like so back when I went to school it was the rule of seven and it's not the rule of seven anymore.
• 28:37
  SPEAKER_00: It's the ru it was the rule of seven before we had things like this right messages millions of times a week.
• 28:44
  SPEAKER_01: Yes.
• 28:44
  SPEAKER_00: Right?
• 28:45
  SPEAKER_00: So and the other thing and I love this and this is completely taken from you and it hit home so hard from me is that you need to remember this your ROI isn't return on in investment.
• 28:58
  SPEAKER_00: It is not return on your money is your return on impact.
• 29:01
  SPEAKER_01: That's right.
• 29:02
  SPEAKER_00: Right.
• 29:02
  SPEAKER_00: And I love that so much and it has really changed the conversation because you know can I quantify sure we can see some analytics that say yes you got this many people that came to your website or you know came in from organic social and you know different things like that.
• 29:15
  SPEAKER_00: Yes we can we can get those but how can I quantify when somebody does a drive by right on there and sees it that they're you know they're like because what we're doing is we're always branding.
• 29:26
  SPEAKER_02: That's right.
• 29:27
  SPEAKER_00: And we're always keeping that now if you want to run a special that's marketing okay but you should be using those channels and using them wisely.
• 29:35
  SPEAKER_00: And you know I always caution folks and and the content marketing too and there's you know you know what and we talk about this too don't forget all these pieces print marketing there are some people that are that will say oh print marketing's dead no it's not it's absolutely not dead.
• 29:51
  SPEAKER_00: I don't know how they can say that it's like saying SEO nobody goes to Google anymore they only go to chat wrong.
• 29:57
  SPEAKER_00: The blue link is not dead you know or you know things come across you know we've had this conversation right also when people are like SEO isn't a thing anymore you should only be doing a email no marketing is a wheel the hub is your website and all the spokes and all the spokes are everything you know everything else again you can't have a wheel that has two I don't know spokes on it or you're gonna have a lot of flat spots in your you're gonna have a lot of problems and I think when I mean for me when I hear someone make an extreme statement like that you know print is dead SEO is dead like some I don't know like clickbait kind of thing I just think I I think I feel sorry for you like you are not educated.
• 30:40
  SPEAKER_01: Like it's just way more nuanced than that.
• 30:43
  SPEAKER_01: You know like it's all still at play.
• 30:46
  SPEAKER_01: Print edit as an example if you're sending junk it is absolutely dead.
• 30:50
  SPEAKER_01: People don't want junk but if you're sending something valuable that they hold on to and don't throw away it's absolutely relevant right so everything has a nuance to it whether it's print or SEO I think our our point with this this is point number four in your puzzle with paid and owned channels like these are opportunities where you get to use in my opinion you've got time or money.
• 31:16
  SPEAKER_01: Like you're a business owner you've got time you said time talent treasure.
• 31:19
  SPEAKER_01: You cannot always get out in front of everyone in a shake hands, kiss baby kind of way you're not going to show up at every event you're not gonna be at every market days you're not gonna be at every networking meeting like at some point you're out of time and you have to leverage your money to get your brand out there in a credible way so that people will know like and trust you.
• 31:42
  SPEAKER_01: And part, you know, sometimes that's working with a media partner that's already owned an audience that trusts them.
• 31:48
  SPEAKER_01: And then when you work with them that trust is implied to you.
• 31:53
  SPEAKER_00: Absolutely and start thinking you know like for example we work with a a large pest control company in uh Florida.
• 32:01
  SPEAKER_00: We manage seven of their locations you know we do they have a million and a half dollar budget for Google ads.
• 32:07
  SPEAKER_00: I mean this is a it's a pretty large wow right yeah I know uh and the come you know and and we'll talk a little bit about that later too but regardless so they one of the one of the owners is it's a PE company right owned by that and so one of the owners was like listen I built this you know it's a million dollar company by knocking on doors and handing out flyers and I was like yes I'm sure you did 15 years ago.
• 32:32
  SPEAKER_01: Yeah I was gonna say 20 years ago.
• 32:35
  SPEAKER_01: Yeah.
• 32:36
  SPEAKER_00: Right?
• 32:36
  SPEAKER_01: I mean I don't know the last time you got a flyer on your door what'd you do with it?
• 32:41
  SPEAKER_01: You know what we occasionally get little business cards from people that are driving by in the neighborhood and they're running up and they're sticking a a business card in your door I immediately throw it away because it makes my dog bark.
• 32:52
  SPEAKER_01: And by the way my the back of my door is all scratched up from my dog because it makes my dog go crazy.
• 32:57
  SPEAKER_01: So I instantly feel anger toward that brand disrupting my family environment and upsetting my dog.
• 33:03
  SPEAKER_01: And I'm sure people with little kids, doorbells ringing and people showing up on someone's doorstep, that's really invading personal space.
• 33:10
  SPEAKER_01: Like we don't we don't recommend that in 2026.
• 33:13
  SPEAKER_01: No, especially in Texas.
• 33:15
  SPEAKER_01: Well yeah exactly we all we all have guns and also like I know that my neighborhood Facebook group if there's somebody going through uh you know with a truck or a skateboard or whatever it is they will get on the Facebook group and they'll say hey there's people go they're wearing white they're when they got a white truck you know they're soliciting they're ringing doorbells and like we'll notify each other and everyone will ignore the door.
• 33:37
  SPEAKER_01: So don't do that guys like that's not a good way to build your brand.
• 33:40
  SPEAKER_01: No, that's right.
• 33:42
  SPEAKER_00: And let me tell you something if you are so bent on doing this, right?
• 33:46
  SPEAKER_00: So this gentleman just like that's what he wanted to do.
• 33:49
  SPEAKER_00: And I said, okay can we at least give somebody something of value if you're gonna go hang something on their door.
• 33:54
  SPEAKER_00: So instead of sending spending 69 cents on a door hanger that's gonna get thrown away in five seconds you and I might look at them because we're in marketing we might be like you know whatever but only for that purpose.
• 34:06
  SPEAKER_00: The rest of us usually throw or most people throw it away I said why don't we give them their pest control why don't we give them a fly spotter it's a dollar.
• 34:13
  SPEAKER_01: There you go.
• 34:14
  SPEAKER_00: Right.
• 34:14
  SPEAKER_00: So if you're going to do something like that and you're like well this is what we've always done okay that's right you've always knocked on doors you know they're not and you're not gonna listen to the advice that we're giving so let's at least give something of a value right and something I love that right I love that I'm not gonna throw away a fleece water.
• 34:33
  SPEAKER_01: Right.
• 34:34
  SPEAKER_01: Well and I love the word you use was value.
• 34:36
  SPEAKER_01: I mean I think that we've gone through four of your pieces so far.
• 34:40
  SPEAKER_01: I think in every piece if we put the word value into it, like what's the value of your messaging to your ideal client?
• 34:49
  SPEAKER_01: Like what are you giving them that's helping them all the way down to what are you giving them if you are going to hang something on their door?
• 34:55
  SPEAKER_01: Like if you can find a way to help and bring value at least you're you're leading with your your best foot forward with a with a smarter strategy and more heart versus just what I call soliciting.
• 35:08
  SPEAKER_01: Like nobody wants to be solicited.
• 35:10
  SPEAKER_00: No no I mean and and this is actually it's this is a really great segue into number five which is sales and conversion right so traditionally there's been sort of this contention if you will between sales and marketing.
• 35:24
  SPEAKER_00: And to me that feels like the most short-sighted thought process ever.
• 35:29
  SPEAKER_00: Marketing is here to help sales.
• 35:31
  SPEAKER_01: Right.
• 35:32
  SPEAKER_00: You know and so and sales, listen, you need to be telling your marketing people what it is that you're hearing on the streets because I can look at this and I can be like hey I can see you know with the tools that we have these are the words that are getting searched and this, that and the other, but I'm not a part of your conversations.
• 35:49
  SPEAKER_00: And so like I encourage now some of our clients I'm like hey you know what use the tool to record your sales process because you're going to hear pain points that you didn't even you're gonna start to be able to find you know a pattern right I just went through this okay those those are some of our clients and I and I those are my A clients B clients C and D, right?
• 36:13
  SPEAKER_00: And you know how I figured out who my D clients were who if you could I don't know if you can see that but there's only five and there's X's through three because they're we decided they're not really a good fit.
• 36:22
  SPEAKER_00: Okay.
• 36:22
  SPEAKER_00: And okay so I but you know how I found some commonalities that I know was I stuck their read notes into Claude and I said give me the commonalities and they Claude identified things that I was like I chose not to hear that.
• 36:37
  SPEAKER_00: I or here's one I didn't even think about you know yes there's some obvious ones when somebody says I don't have a budget okay and probably not a good fit you know things like that as much as I can help you I we need a budget you know and right right so some of those are really obvious but then there were some other things that just really like an hello right in front of me yeah grumbling about their formal former agency and like red flag total red flag which you know Trisha's a fixer.
• 37:08
  SPEAKER_00: So I'm like oh I can fix that.
• 37:09
  SPEAKER_00: They'll love marketing actually no they won't they're not gonna like it you know whatever because and and I understand and I think a lot of people who don't like marketing don't really fully understand it.
• 37:19
  SPEAKER_00: Right?
• 37:19
  SPEAKER_00: They don't understand the value of it.
• 37:21
  SPEAKER_00: But do I want to spend my time convincing somebody that marketing is a necessary part of your business a very necessary part of your business right is that what I want to do with my time probably not.
• 37:35
  SPEAKER_01: No, you're ready for the person who's like my marketing's not working I need Trish to fix it.
• 37:39
  SPEAKER_01: Like let's go.
• 37:40
  SPEAKER_01: You shouldn't have to convince them that marketing is something that they should do.
• 37:44
  SPEAKER_01: I feel honestly the same way about advertising like I shouldn't have to convince you that advertising makes sense but if you're ready to start advertising I'll show you the best way to do it.
• 37:54
  SPEAKER_01: Right.
• 37:55
  SPEAKER_00: Because otherwise you're you're having to like convince someone and I I don't want to convince someone I want to help someone right and that's part of it like I I don't I would say you and I would consider ourselves more relationship anagers if you will or something but the truth of it is we're in sales right so and then so these are part of the questions that now I ask so they're like hey I want to I want to do this I want to grow my business I want to do that.
• 38:20
  SPEAKER_00: Okay great do you have a repeatable sales process?
• 38:22
  SPEAKER_00: What does it tell me what it looks like on the back end do you have a CRM?
• 38:27
  SPEAKER_00: Do you have lead tracking?
• 38:28
  SPEAKER_00: Are you gathering people's emails?
• 38:30
  SPEAKER_00: Do you have the team and the capacity to handle more business right?
• 38:34
  SPEAKER_00: Do you have a sale what you what do you have a defined sales model?
• 38:38
  SPEAKER_00: What are your KPIs?
• 38:39
  SPEAKER_00: All of these questions that they're like because here's you know here's what we'll we'll run into is all of a sudden we'll start to get business for them and they realize they're not having the conversions but it's because they don't have those other things in place.
• 38:53
  SPEAKER_00: And so let's have the conversation up front are you ready for this?
• 38:57
  SPEAKER_01: Right.
• 38:58
  SPEAKER_00: You know we have a company that we work for they're fantastic people you know and and everything but and they I said tell me your sales process well my husband is the one that does the work and he also takes the phone calls.
• 39:10
  SPEAKER_00: If he's on a job he tries to call them back within a couple of days.
• 39:13
  SPEAKER_00: That does not work that does not convert that will not convert like at all because no you know I mean because what we do and again this is where the world has changed has trained us for instant gratification.
• 39:27
  SPEAKER_00: Yeah and on that note marketing is not always an instant gratification type of thing it's a it's a long game right that's why we have to have these strategies in place.
• 39:37
  SPEAKER_01: But you know what this is what Trish does Trish gets in up in the morning and she's like I look tired I need eye cream I really need some eye cream and right in my bathroom I'm like hmm let me get on Amazon oh that's in my price rangers 18000 reviews that's great what do you mean it can't be here till Tuesday next right right exactly yeah exactly I just told a story the other day about a hair salon nearby I had called them to try to make an appointment and I got a voicemail that said please go to our website and book an appointment I was instantly turned off but I thought I'll play along because right in marketing I I'm same thing with the door hanger like if I got something that I thought was good I actually have a file that I call good and a file I call bad and I kind of save that kind of thing.
• 40:25
  SPEAKER_01: So this would be one of those like experiments when I say okay let me go online and book online and see what this experience is like because I'm curious I'm a marketer.
• 40:34
  SPEAKER_01: So I go online and it's you have to pick out for yourself do you want highlights or a balayage or a root touch up or a haircut?
• 40:43
  SPEAKER_01: Is your hair short, medium, medium long, long or extra long?
• 40:46
  SPEAKER_01: And like all of it's adding price and you before you know it, you got a$450 service and it's asking you to put a credit card on to guaranteed.
• 40:56
  SPEAKER_01: So I called the owner and I said, do you understand the friction that you're putting into the booking process by forcing by not answering the phone?
• 41:06
  SPEAKER_01: By the way how many times have we heard from a client you know my phone's not ringing from my marketing right are you even answering the phone?
• 41:12
  SPEAKER_01: But you know she's not wanting phone calls.
• 41:15
  SPEAKER_01: She's answer not even answering the phone.
• 41:16
  SPEAKER_01: She's got a voicemail going to book online and then when you book online it's so intimidating and scary and then they're asking you to you know guarantee it with a credit card.
• 41:26
  SPEAKER_01: I said you are hurting yourself.
• 41:28
  SPEAKER_01: You're pro you're potentially losing dozens or hundreds of customers with this and she's like well this is what the millennials want they want to book online I'm like are you saying you don't want to do business with me?
• 41:40
  SPEAKER_01: I'm not a millennial but I can't my money's just as good as theirs like I wanted to do business with you.
• 41:45
  SPEAKER_01: But if you're saying you won't answer the phone, you won't help me book a book with a human and figure out what I need that I'm not gonna come to your hair salon.
• 41:54
  SPEAKER_01: Like this is like what's crazy to me about what business owners are thinking is like you better be ready to meet your customer where they are.
• 42:02
  SPEAKER_01: And if they want to call you you better answer the phone.
• 42:04
  SPEAKER_01: If they want to book online you better have an easy booking process.
• 42:08
  SPEAKER_01: Get the friction out of it.
• 42:09
  SPEAKER_01: Right?
• 42:09
  SPEAKER_01: We're talking about sales and conversion and you can't look at that without looking at how much friction you've got in that process.
• 42:16
  SPEAKER_00: That's right.
• 42:17
  SPEAKER_00: That's right.
• 42:18
  SPEAKER_00: And so and is and is that the experience that you want you know is that that's a really good example with that.
• 42:24
  SPEAKER_00: In all honesty I wouldn't want to go to that salon because I'd be like well now I feel like they're just gonna check these boxes and I'm not gonna maybe get you know the the attention that I need I mean right the gal who does my hair came came out to one of our mutual friends' homes last night and we had a hair party was so much fun and everything else.
• 42:43
  SPEAKER_00: But she was like okay so here's this color and this and this you know and no I was like listen you know what you know what my answer to her was I'm done making decisions say I trust you please do my hair.
• 42:53
  SPEAKER_01: Right there you go that's that's what a hairdresser should be is a trusted confidant that you can say you know what's best for me.
• 43:00
  SPEAKER_00: Not I'm trying to pick for myself and yeah not once did she get a question from me on how much that was not once.
• 43:09
  SPEAKER_00: I was like I I okay so she did you know colored it all the way around do highlights, low lights covet, you know, this that the other I wasn't like checking a menu to be like oh I don't know if I want to spend that or this you know that or the other and this morning she sent me a text with this is how much you owe me and I'm like perfect click here you go because I never I was like thank you.
• 43:28
  SPEAKER_01: Yep you've got that relationship this this hair example is actually a great segue into your number six which you call onboarding and delivery.
• 43:35
  SPEAKER_01: And I'll start by saying years ago I read a book called Secret Service.
• 43:39
  SPEAKER_01: If you've never read that book I recommend it they talk about a hair salon who puts some people in a white cape and some people in a black cape to let the staff know this is a repeat customer or this is a new customer.
• 43:53
  SPEAKER_01: And if it's a new customer they're gonna get hi, welcome good morning good afternoon would you like some tea You know, they just they they put extra energy into the onboarding, making them feel welcome.
• 44:05
  SPEAKER_01: So can you lean Trish into the onboarding and delivery?
• 44:08
  SPEAKER_01: What what how important is this piece of the puzzle?
• 44:10
  SPEAKER_00: It's critical, actually.
• 44:12
  SPEAKER_00: You know, because is the first experience what you promised after they say yes, right?
• 44:17
  SPEAKER_00: So what does that look like?
• 44:18
  SPEAKER_00: We have to go through a entire onboarding process.
• 44:20
  SPEAKER_00: And I have a new project manager that's on with us now.
• 44:24
  SPEAKER_00: And I'll tell you what, she was like, I think after her going through what we were doing twice, she's like, I can make this better.
• 44:29
  SPEAKER_00: I'm like, let's do it.
• 44:31
  SPEAKER_00: You know?
• 44:32
  SPEAKER_00: So I say that can your team deliver on the promise?
• 44:35
  SPEAKER_00: Let's underpromise and overdeliver, right?
• 44:38
  SPEAKER_00: And so it's very important.
• 44:40
  SPEAKER_00: And it and you can see now how all of these pieces are starting to come together, right?
• 44:45
  SPEAKER_00: Because if you again in the last one, we're like, Do you have the team in place?
• 44:49
  SPEAKER_00: Well, that has to go with onboarding and delivery.
• 44:51
  SPEAKER_00: These do not live independently from each other.
• 44:54
  SPEAKER_00: So, and if you did something wrong, how did you fix it?
• 44:57
  SPEAKER_00: Right.
• 44:58
  SPEAKER_00: This is really, really important.
• 44:59
  SPEAKER_00: Because guess what?
• 45:00
  SPEAKER_00: We're human, right?
• 45:02
  SPEAKER_00: So maybe, you know, I mean, it it doesn't matter.
• 45:04
  SPEAKER_00: Take any business what it is.
• 45:06
  SPEAKER_00: Maybe you you're the plumber that says that we'll be be there at four o'clock and you didn't arrive until five o'clock.
• 45:11
  SPEAKER_00: In the meantime, did you send them a text and say, I'm running late?
• 45:14
  SPEAKER_00: You know, because we have to be respectful for that.
• 45:17
  SPEAKER_00: Life happens, okay?
• 45:18
  SPEAKER_00: Life happens.
• 45:19
  SPEAKER_00: My daughter was having her first baby in July, and I said, I mean, like, my whole calendar was blocked off.
• 45:26
  SPEAKER_00: Like I had it on my, you know, like a response on my email that was like, my daughter's having the baby, and if I don't answer, I might be on a plane to go meet the baby.
• 45:34
  SPEAKER_00: You know what I mean?
• 45:34
  SPEAKER_00: Like, so like setting those expectations and then following through is really important.
• 45:40
  SPEAKER_00: And, you know, here's the thing, and I think that most of us who are business owners, we tend to have some perfectionism in us, right?
• 45:46
  SPEAKER_00: And we we want to do that.
• 45:48
  SPEAKER_00: Understand though that like this is one of the favorite things that my business coach will say to me, Well, how do you eat an elephant?
• 45:54
  SPEAKER_00: One bite at a time, right?
• 45:55
  SPEAKER_00: But as you take those bites of something that you're doing for someone, you know, especially in the service industry or whatnot, just keep them in the loop, right?
• 46:03
  SPEAKER_00: And so in my business, and you know, I had a business with my ex-husband and well as well, and you know, so this isn't like my first rodeo with having a business, but when we lose a client, the very first thing I do, Laura, is I go stand in the mirror and I say, is there anything that we I could have done, my team, right, you know, and I'm directing my team, right?
• 46:23
  SPEAKER_00: So is there anything we could have done to save, you know, to save this client?
• 46:27
  SPEAKER_00: And and and businesses are gonna have attrition.
• 46:30
  SPEAKER_00: That's you know, that's part of it and whatnot.
• 46:32
  SPEAKER_00: But is the process that we have, is the onboarding, is the delivery, is it that we're saying, you know, I wish I could sit here and say in marketing, I can guarantee you double of the, you know, website visits and you know, a 17% conversion on your Google ads, you know, or and different things like that.
• 46:48
  SPEAKER_00: Unfortunately, we wake up and we you talked about the rules of the game earlier, and I like how you, you know, you said, hey, there's rules of the game.
• 46:55
  SPEAKER_00: The difference is basketball, the rules of basketball don't change and the rules of marketing do.
• 46:59
  SPEAKER_01: So moving target.
• 47:01
  SPEAKER_00: Yes, it's a moving target.
• 47:02
  SPEAKER_00: Yes, uh, you know, I get up, you know, total nerd in the morning.
• 47:06
  SPEAKER_00: I'm like, okay, I've got my tea.
• 47:07
  SPEAKER_00: I sit down, I look at Google Analytics because I like I said, I became a data nerd, and I look at it and it's changed.
• 47:14
  SPEAKER_00: Something on analytics has changed, and I'm like, oh crap.
• 47:18
  SPEAKER_01: Here we go.
• 47:19
  SPEAKER_01: Yeah, yeah.
• 47:21
  SPEAKER_00: You know, um, you know, I think, you know, like dentists and things like that, they're lucky.
• 47:25
  SPEAKER_00: I mean, yes, there can be some technology that changes and things like that, but for the most part, when you clean teeth, you clean teeth.
• 47:31
  SPEAKER_00: When you check, check them, you know, when you fill a cavity, you know, or do a filling or something like that.
• 47:35
  SPEAKER_00: Yeah, you might say you want silver or white or something along those lines.
• 47:39
  SPEAKER_00: But we have jobs that are very difficult.
• 47:41
  SPEAKER_01: Yes.
• 47:42
  SPEAKER_00: And so that's part of like what we say is um, so we have communications with our clients every month, and that's part of what we do in the newsletter as well, right?
• 47:51
  SPEAKER_00: Like this has changed.
• 47:52
  SPEAKER_00: This changed years ago when you know the Google Business Profile moved to the Maps platform.
• 47:57
  SPEAKER_00: That was a really big change.
• 47:59
  SPEAKER_00: Right.
• 48:01
  SPEAKER_00: So, you know, and it used to be a couple thousand dollars to get Google certified, which people for whatever reason really trust that little green check mark.
• 48:08
  SPEAKER_00: Now it's free.
• 48:09
  SPEAKER_00: Hey, I don't know how long they're gonna keep it free.
• 48:11
  SPEAKER_00: Everybody go please apply, you know.
• 48:13
  SPEAKER_00: So those are the things that, you know, we try to do for our clients, you know, is like, all right, what does that onboarding and delivery and what are we and are we communicating that?
• 48:22
  SPEAKER_00: So again, I think that, you know, this is a big piece of it is a big part of the puzzle because that's where and that's where we're gonna keep have retention and that's where we're gonna get referrals, and that's where all of these things are gonna come from.
• 48:34
  SPEAKER_00: And I know we're gonna touch on this a little bit also, but getting a new client versus keeping a client, keeping keeping a client is about 400% less money than it is to get a new client.
• 48:46
  SPEAKER_01: Right.
• 48:46
  SPEAKER_00: And not just much time and pressure, right?
• 48:50
  SPEAKER_00: Yeah.
• 48:50
  SPEAKER_01: So I mean, if you think But as business owners, we're we're so focused on getting that new client that we forget about how important it is to keep the clients that we have.
• 49:00
  SPEAKER_01: And I I guess I believe or have been taught that as soon as your client says yes, like that's when the renewal process starts, right?
• 49:09
  SPEAKER_01: Like the first hundred days after they say yes, when you're taking them through the onboarding and delivery of what they've just said yes to, is when they're evaluating you.
• 49:18
  SPEAKER_01: You're being judged.
• 49:19
  SPEAKER_01: They're saying, Do I like this?
• 49:20
  SPEAKER_01: Are they doing what they said that they were gonna do?
• 49:22
  SPEAKER_01: Are you building trust?
• 49:24
  SPEAKER_01: Are you breaking trust?
• 49:25
  SPEAKER_01: And I think in that first hundred days is when they're deciding whether or not they're gonna continue, right?
• 49:30
  SPEAKER_01: So even if it's a one-year, two-year, three-year contract, you got kind of a hundred days for them to figure out whether or not they've bought into you, you know, as a provider of the service you just promised to deliver.
• 49:41
  SPEAKER_00: Right.
• 49:42
  SPEAKER_00: And that's, you know, one of the differentiators for us is that our initial contract is only 90 days.
• 49:47
  SPEAKER_00: If they want a longer contract, we're we're super happy to do that.
• 49:50
  SPEAKER_00: It renews, but that's like, you know, because we do, and I my team knows we've got 90 days.
• 49:56
  SPEAKER_00: No, we need to set the expectations, right?
• 49:59
  SPEAKER_00: And you know, we have a client right now that we did the first 90 days, and he's like, we didn't get any new clients.
• 50:04
  SPEAKER_00: And I'm like, what does your sales process look like?
• 50:06
  SPEAKER_00: How long does it usually take?
• 50:08
  SPEAKER_00: And he's like, Oh, it's six months.
• 50:09
  SPEAKER_00: I'm like, we're halfway there, we're halfway there.
• 50:11
  SPEAKER_00: We gotta keep that, you know?
• 50:13
  SPEAKER_01: Yes, yes, yes.
• 50:15
  SPEAKER_01: I think business owners also forget that the customer's on their own journey and their customer has their own time frame.
• 50:22
  SPEAKER_01: And a lot of times we want marketing to happen on our time frame and we want it, like I said in the beginning, like that quick link between an interaction and a transaction.
• 50:31
  SPEAKER_01: But we can't do that.
• 50:32
  SPEAKER_01: I think you guys are already seeing we're only on point number six, so we got three more to go.
• 50:36
  SPEAKER_01: Like marketing is a big word, it's a it's a complex puzzle, it's nuanced to every brand and every business.
• 50:44
  SPEAKER_01: And if you're not understanding how it works, you can't fix it.
• 50:48
  SPEAKER_01: And at the end of the day, as much as we want to convert something to a sale, it's on the customer's timeline.
• 50:54
  SPEAKER_01: They might want to do business with you, but they haven't got the permit or saved the money, or, you know, maybe their spouse is sick or their mom has dementia, like there's something in the way of that conversion.
• 51:07
  SPEAKER_01: It doesn't mean you're not a great business.
• 51:09
  SPEAKER_01: They don't want to do business with you.
• 51:10
  SPEAKER_01: Again, it's the client's timeline and not ours.
• 51:13
  SPEAKER_01: So we've got to like be there when they're ready.
• 51:16
  SPEAKER_01: And that might be days, weeks, months, years from now.
• 51:19
  SPEAKER_01: We don't know.
• 51:20
  SPEAKER_01: We can't promise you as marketers when they're going to be ready to convert.
• 51:24
  SPEAKER_00: Wish I could.
• 51:25
  SPEAKER_01: I know you wish you could.
• 51:26
  SPEAKER_01: Wish I could.
• 51:27
  SPEAKER_01: Wish I could.
• 51:28
  SPEAKER_00: So let's dive into that's actually such a perfect segue into this, which is retention, right?
• 51:33
  SPEAKER_00: Yes.
• 51:34
  SPEAKER_00: Point that we're going to talk about is retention and referrals.
• 51:37
  SPEAKER_00: So number seven is retention and referrals.
• 51:39
  SPEAKER_00: So when you're waiting for that new client to come in, are you focusing on over here?
• 51:43
  SPEAKER_00: Is there a way that you can have offer additional services, a different additional products, additional whatever it may be for your existing clients, right?
• 51:53
  SPEAKER_00: So what is that?
• 51:54
  SPEAKER_00: So take a look at when you're waiting for these over here, we need to be looking at.
• 52:11
  SPEAKER_00: We really do.
• 52:12
  SPEAKER_00: You know, a word, well, two words that we use in our industry, not just our industry, any service industry, right?
• 52:17
  SPEAKER_00: That we're offering a service to somebody is scope creep.
• 52:20
  SPEAKER_00: Yes.
• 52:20
  SPEAKER_00: If they've got scope creep, yes.
• 52:22
  SPEAKER_00: I have said to my project manager, if you tell me twice that somebody's got scope creep, and I haven't tried to go and say, hey, we need to do additional services for you, I am not tell.
• 52:34
  SPEAKER_01: Right, right, right.
• 52:35
  SPEAKER_00: Right.
• 52:36
  SPEAKER_00: And so think about that.
• 52:37
  SPEAKER_00: You know, whatever it is.
• 52:38
  SPEAKER_00: So if you're selling tennis shoes, are you offering them different colored laces?
• 52:42
  SPEAKER_00: If you're if you're selling, if you're doing the hair, that the sample of the salon is actually, we can talk about this too.
• 52:50
  SPEAKER_00: I don't want to go through the process like what you what you're talking about online, but last night was great.
• 52:54
  SPEAKER_00: She was like, You want highlights and low lights?
• 52:56
  SPEAKER_00: Sure, absolutely.
• 52:58
  SPEAKER_00: Again, you know, like that's that's perfect.
• 53:00
  SPEAKER_00: That's exactly, you know, sounded great to me, but that was her opportunity to upsell me.
• 53:05
  SPEAKER_01: Right.
• 53:05
  SPEAKER_00: Right.
• 53:05
  SPEAKER_00: I'm sitting in the chair, I'm here, I'm engaged.
• 53:08
  SPEAKER_00: I just told you I don't want to make a decision.
• 53:11
  SPEAKER_00: I never questioned your price.
• 53:13
  SPEAKER_00: Go for it.
• 53:14
  SPEAKER_00: Right, right, right.
• 53:16
  SPEAKER_00: Yeah.
• 53:17
  SPEAKER_00: So and you know, and now for her, I mean, I literally, if somebody's like looking for, you know, somebody that to do their hair, I will refer her.
• 53:27
  SPEAKER_00: I'll be like, oh, here you go, over here, you know, things like that.
• 53:30
  SPEAKER_00: So don't forget those opportunities that we have with referrals and retention.
• 53:36
  SPEAKER_00: And so the, and again, these are the types of things that really truly don't have a huge cost basis, right?
• 53:43
  SPEAKER_01: Absolutely.
• 53:44
  SPEAKER_01: Well, and if I if I'm working with a business owner who is, I don't want to say desperate, but in immediate need of new customers.
• 53:51
  SPEAKER_01: That's usually the first place that we're gonna go as marketers is we're gonna go to your current client base and we're gonna say, what can we do right now to increase the average ticket with the people that are already doing business with you, right?
• 54:04
  SPEAKER_01: What can we do to do more business with the people that already know, like, and trust you?
• 54:09
  SPEAKER_01: Because it is a lot harder to go get a new client to build that trust because that's the wild card.
• 54:14
  SPEAKER_01: You don't know how long that's gonna take.
• 54:16
  SPEAKER_01: So start with your current clients and start with the ability to get referrals from those current clients because you've shortened the amount of time it takes between that interaction and the transaction because you've built trust.
• 54:30
  SPEAKER_00: Absolutely.
• 54:31
  SPEAKER_00: And but this goes back to, I'm trying to see which point that it goes back to when we talked about this point five, which was a CRM.
• 54:39
  SPEAKER_00: Do you have a CRM?
• 54:40
  SPEAKER_00: And I can't tell you how many people are like, no, I don't have any for any client information.
• 54:46
  SPEAKER_00: Do you not have Excel?
• 54:48
  SPEAKER_00: I mean, you know, even if you even if it's a Google, please be getting your client information.
• 54:54
  SPEAKER_00: Please be getting your, you know, because you are missing out on so much.
• 54:59
  SPEAKER_00: And I get it.
• 54:59
  SPEAKER_00: When you're if you're first starting your business, I understand a lot of these tools can be expensive, you know, things like that.
• 55:04
  SPEAKER_00: But there's also some that are out there that are fairly inexpensive that you can do.
• 55:09
  SPEAKER_00: And it's at least going to get you a foundation of the information.
• 55:13
  SPEAKER_00: Do not leave a customer, do not let a customer leave, if at all possible, without first name, last name, phone number, email.
• 55:22
  SPEAKER_00: That's a bare minimum of the things.
• 55:23
  SPEAKER_00: Absolutely.
• 55:24
  SPEAKER_00: Absolutely.
• 55:25
  SPEAKER_00: Dentists are really good at this, right?
• 55:27
  SPEAKER_00: Like they had this figured out long before the rest of the world.
• 55:30
  SPEAKER_01: You don't leave there without the next appointment.
• 55:32
  SPEAKER_01: That's right.
• 55:32
  SPEAKER_01: That's exactly right.
• 55:34
  SPEAKER_01: My financial planner does that to me too.
• 55:35
  SPEAKER_01: He's like, okay, we're gonna see you in six months.
• 55:37
  SPEAKER_01: Let's get that on the calendar right now.
• 55:39
  SPEAKER_01: But I think this is a really good time to make the point that you need to own your customer data.
• 55:45
  SPEAKER_01: I've had clients that are like, I don't need a website.
• 55:48
  SPEAKER_01: I do everything on Facebook.
• 55:49
  SPEAKER_01: Like all my clients are on Facebook, all of our client conversations are through Messenger.
• 55:54
  SPEAKER_01: Like, we just that is not owned by you.
• 55:57
  SPEAKER_01: You don't own your customers.
• 55:59
  SPEAKER_01: Facebook owns your customers and you are renting, leasing, using that platform.
• 56:05
  SPEAKER_01: And Facebook could go away tomorrow.
• 56:07
  SPEAKER_01: TikTok almost went away, right?
• 56:09
  SPEAKER_01: Everybody's freaking out.
• 56:11
  SPEAKER_01: So you own your website, own your customer data, have a CRM, at least a spreadsheet, like be able to communicate with your customers without having to rely on a third-party platform that you don't own.
• 56:24
  SPEAKER_00: That's right.
• 56:24
  SPEAKER_00: And how many phone calls have you received that somebody's like, my Facebook page is gone?
• 56:29
  SPEAKER_00: You know, my Facebook page is a good thing.
• 56:31
  SPEAKER_01: That happened to me.
• 56:32
  SPEAKER_01: Yes.
• 56:33
  SPEAKER_01: That happened to me on May 31st.
• 56:36
  SPEAKER_00: And you know, and it's like it's it's a it's a really truly sinking feeling, you know.
• 56:41
  SPEAKER_00: So that's some of the things that we even like in our newsletter, we're like, it's the first month, you know, it's the first, it's second quarter.
• 56:49
  SPEAKER_00: Make sure you change your password, you know, whatever the heck it is that we get little tidbits like that too.
• 56:53
  SPEAKER_01: So yes, I love it.
• 56:55
  SPEAKER_01: Well, and I love every week at BNI, you lean into your 45-second commercial with a tip.
• 57:00
  SPEAKER_01: Every week you're leading with a tip with something that people should be doing to take care of their marketing because hopefully you guys are seeing that this is um, you know, this is a big conversation, this is a big topic.
• 57:10
  SPEAKER_01: There's a lot of moving parts, and you know, Trish is very committed to educating you, and she's giving all this great expertise today on this on this podcast.
• 57:19
  SPEAKER_01: Let's lean into your last two.
• 57:21
  SPEAKER_01: Number eight is reputation and legal.
• 57:23
  SPEAKER_01: What does that mean?
• 57:24
  SPEAKER_00: So, reputation management, again, this is the Google Business Profile.
• 57:28
  SPEAKER_00: It used to be years ago, what was it, the Better Business Bureau?
• 57:31
  SPEAKER_00: You know, I think it's still sort of relevant, maybe.
• 57:33
  SPEAKER_00: I don't know.
• 57:34
  SPEAKER_00: But so your online reviews, your reputation, like again, asking people for those referrals, are you managing that or are you letting it manage you?
• 57:43
  SPEAKER_00: Are you asking for those?
• 57:45
  SPEAKER_00: You know who your top clients are.
• 57:47
  SPEAKER_00: Me as a marketer, I don't know.
• 57:49
  SPEAKER_00: So, you know, like, and I and I'll say, you know what?
• 57:52
  SPEAKER_00: You also know that there are some people, doesn't matter what industry you are in, you will never please them.
• 57:58
  SPEAKER_00: Do not ask them for a review, do not bring it up.
• 58:00
  SPEAKER_00: Don't even go there because, you know, some people use, you know, use that as like, well, and I I'm gonna give you a bad review unless you, you know, give me my money back or something along those lines, right?
• 58:09
  SPEAKER_00: We see it all the time.
• 58:10
  SPEAKER_00: So who so you need to be owning that, right?
• 58:13
  SPEAKER_00: And you need to be, and when you're onboarding and you're starting that process, and if and as soon as you hear them say, This has gone so smoothly, thank you so much, ask for a review.
• 58:23
  SPEAKER_00: That is your indicator.
• 58:24
  SPEAKER_00: That's your and you must ask.
• 58:26
  SPEAKER_00: Trish does business all the time with people.
• 58:28
  SPEAKER_00: I don't think about giving them reviews, and I live, eat, and breathe marketing, right?
• 58:33
  SPEAKER_00: So it's really so you should have something in place.
• 58:36
  SPEAKER_00: This is actually a really another good place where you or spot where you can go to AI and say, what should my review pro uh process look like, right?
• 58:44
  SPEAKER_00: And meet people where they're at.
• 58:46
  SPEAKER_00: If that client likes to text you, text them the link.
• 58:49
  SPEAKER_00: If they like to email you, email them the link, right?
• 58:52
  SPEAKER_00: And I know there's some automations that can be put in place or whatever, but there's nothing like getting asked from the person that you're actually doing business.
• 58:58
  SPEAKER_00: So this is again where you should be working with your salespeople, you have, you know, or your counterpeople or whatever it is.
• 59:05
  SPEAKER_00: You cannot, you're not uh it's really, I don't want to use the word illegal, but you're not it's unethical to you, you know, offer a client something for a review, right?
• 59:15
  SPEAKER_00: Google has said no, no, please don't do that.
• 59:17
  SPEAKER_00: That's right.
• 59:18
  SPEAKER_00: But what you can do is you can put an incentive in in place for your employees, right?
• 59:23
  SPEAKER_00: So you can say, hey, you know what?
• 59:25
  SPEAKER_00: It doesn't, and you know, like, oh, you're a coffee shop and the barista, the barista who gets, you know, the most Google reviews, you know, with her name or his name on it this month, gets a$20 gas car.
• 59:36
  SPEAKER_00: Uh whatever it is, right?
• 59:38
  SPEAKER_00: That you can do.
• 59:39
  SPEAKER_00: But what is, you know, but what does that process look like?
• 59:42
  SPEAKER_00: And remember the goal is to have three stars and above.
• 59:45
  SPEAKER_00: If a business, we've all seen this too, right?
• 59:48
  SPEAKER_00: We've seen businesses that'll have 10,000 reviews and it's a five star, and I'm like, hmm, paid reviews, right?
• 59:54
  SPEAKER_00: You don't trust it.
• 59:55
  SPEAKER_00: So if you go lower than a five, don't fret it.
• 59:59
  SPEAKER_00: Okay, just don't fret it.
• 1:00:00
  SPEAKER_01: Right.
• 1:00:01
  SPEAKER_00: You know, but going back to one of our other points, stand in the mirror and look and figure out what you could have done better.
• 1:00:07
  SPEAKER_00: So, and then what we really want to talk about also are legal consider considerations and those types of things.
• 1:00:14
  SPEAKER_00: There's a few different things on this.
• 1:00:15
  SPEAKER_00: So, AI, for example, if you're using that to generate images, that is still where most of the lawsuits are coming from.
• 1:00:20
  SPEAKER_00: Be careful.
• 1:00:21
  SPEAKER_00: Yeah.
• 1:00:21
  SPEAKER_00: We see it all the time.
• 1:00:22
  SPEAKER_00: And because you know what, chat GPT doesn't know that those Coca-Cola swoops are trademarked.
• 1:00:28
  SPEAKER_00: We as marketers go in and double check those things.
• 1:00:31
  SPEAKER_00: Okay.
• 1:00:31
  SPEAKER_00: So be careful when you're doing that.
• 1:00:34
  SPEAKER_00: And so, you know, we see it all the time.
• 1:00:36
  SPEAKER_00: We, you know, to kind of you can see again how these pieces are are coming together.
• 1:00:40
  SPEAKER_00: So, so be cognizant of that.
• 1:00:42
  SPEAKER_00: Also, if you are getting client data that if they have IP, if they've got intellectual property that you're doing and you're plugging all of that into a free chat GPT or something like that, you just put their information out to the world.
• 1:00:56
  SPEAKER_00: Be careful, right?
• 1:00:57
  SPEAKER_00: And you know, so we'll have people say, Oh, you just use AI to do everything anyway.
• 1:01:00
  SPEAKER_00: No, we don't actually.
• 1:01:01
  SPEAKER_00: And we're very careful, we're very cautious with that.
• 1:01:04
  SPEAKER_00: On your website, it's important.
• 1:01:06
  SPEAKER_00: We all see it.
• 1:01:07
  SPEAKER_00: The cookies that pops up, they're annoying.
• 1:01:09
  SPEAKER_00: I get it, I understand that.
• 1:01:11
  SPEAKER_00: It's a really important piece.
• 1:01:12
  SPEAKER_00: It's important that you have your privacy policy language in place and your consent language.
• 1:01:18
  SPEAKER_00: If you are gathering their information, they need to, you know, and you have to give them a way to opt out of it, you know.
• 1:01:24
  SPEAKER_00: So there's a, and this is changing all the time too.
• 1:01:27
  SPEAKER_00: Kind of started with like the GDPR, which is, you know, overseas, and then all of a sudden, and then it was like the CCPA, which was the California Protection or Consumer Privacy Act, you know, and all of these things, states are doing it all over, they're changing all the time.
• 1:01:39
  SPEAKER_00: So that's one of the things that we're careful about.
• 1:01:41
  SPEAKER_00: Having your legal disclaimers and your compliance that are on there, and then, you know, obviously having your contracts in place is really important.
• 1:01:49
  SPEAKER_00: And well, we heard our friend Mike Howell talk about this.
• 1:01:52
  SPEAKER_00: If you suspect that the contract was done with AI, it may not hold up.
• 1:01:57
  SPEAKER_00: Right.
• 1:01:58
  SPEAKER_00: So you have to be a little careful.
• 1:02:00
  SPEAKER_00: And on, you know, one last thing on that note.
• 1:02:02
  SPEAKER_00: So, you know, it's it it's something that it's not the favorite most favorite conversation, you know, that we like to have with people, but it's a it's a very valid one.
• 1:02:10
  SPEAKER_00: And one of the things that we're seeing is a lot of lawsuits, and this has been happening for a while, right?
• 1:02:15
  SPEAKER_00: Lawsuits that are coming because websites aren't ADA compliant.
• 1:02:18
  SPEAKER_00: Think of, you know, it's like the wheelchair ramp if you have a uh brick and mortar, letting people get in that and it people are like, what do you mean?
• 1:02:27
  SPEAKER_00: Well, there's tools that can read it.
• 1:02:29
  SPEAKER_00: So if Trish can't see, there's tools that can read that for me and tell me.
• 1:02:34
  SPEAKER_00: But if it can't read your website, you're missing business, right?
• 1:02:38
  SPEAKER_00: Our population is aging.
• 1:02:39
  SPEAKER_00: It's something like 10,000 people a day are turning 65 plus or something, right?
• 1:02:44
  SPEAKER_00: And so but it could be colorblind, it can be all of these different things.
• 1:02:49
  SPEAKER_00: If you are doing business with any sort of government entities, it's the law now, you know.
• 1:02:53
  SPEAKER_00: We got a phone call.
• 1:02:54
  SPEAKER_00: This is interesting.
• 1:02:55
  SPEAKER_00: Yeah, you could get fined if you don't do it, right?
• 1:02:58
  SPEAKER_00: You can get fined, yes.
• 1:03:00
  SPEAKER_00: And so the govern so government right now, they're cutting funding for entities, you know, government entities, they're cutting their funding if they are not ADA compliant, if they don't keep their websites ADA compliant.
• 1:03:12
  SPEAKER_00: Yeah.
• 1:03:12
  SPEAKER_00: So that's a really important thing to consider when you're doing it.
• 1:03:16
  SPEAKER_00: So, you know, why is that, you know, one of one of the pieces on here?
• 1:03:21
  SPEAKER_00: Because you're at risk.
• 1:03:22
  SPEAKER_00: We have tools, by the way, that can grab all the information.
• 1:03:26
  SPEAKER_00: So if somebody comes, I don't do it on our website, well, we do it on some websites that grabs all the information.
• 1:03:31
  SPEAKER_00: Y'all, the information we can get from this is kind of crazy because it's the credit bureaus that sell it all, right?
• 1:03:37
  SPEAKER_00: So if Laura, you go to a website where we're collecting your data.
• 1:03:41
  SPEAKER_00: I know that you are married, you have one child, you know, that what your net worth is.
• 1:03:47
  SPEAKER_00: I mean, because the credit bureaus are selling all of this is crazy.
• 1:03:50
  SPEAKER_00: Yeah.
• 1:03:51
  SPEAKER_00: Crazy.
• 1:03:51
  SPEAKER_00: But if you're gathering that information, the only way we can gather that is if the privacy policy and all of that is put in place correctly and they have to accept the cookies.
• 1:04:00
  SPEAKER_00: If they don't accept the cookies, we can't credit.
• 1:04:03
  SPEAKER_01: See, this is a great example of why you need a professional marketer on your side because one of the still boxes that I get on is like during COVID, there were some marketing agencies out there that were certifying people in quote unquote marketing and they were learning how to press buttons on website builders as an example.
• 1:04:19
  SPEAKER_01: Like you can understand how to drag and drop photos into a website builder with all the DIY tools out there right now, and you can put words on a page.
• 1:04:28
  SPEAKER_01: But if you don't understand all these things that Trish has just talked to us about today, your ideal client, the words that are going to resonate with them, and all the way down to some of these like ADA compliance, like the point size needs to be large enough and privacy policies and all of that stuff, like you could be at risk not only of losing clients, but being fined.
• 1:04:49
  SPEAKER_01: So yeah, like that's a just a pitch for work with Trish, work with a professional marketer that can help you.
• 1:04:56
  SPEAKER_01: I also want to punctuate what you said about reviews and reputation.
• 1:05:00
  SPEAKER_01: Like you have to be listening for that moment, what I call a peak state.
• 1:05:04
  SPEAKER_01: They have just said, Oh my gosh, that was amazing.
• 1:05:07
  SPEAKER_01: That was so fun.
• 1:05:08
  SPEAKER_01: That was so great.
• 1:05:09
  SPEAKER_01: Like that's the moment to ask for a review, not you know, a week later, a month later, when they're not even thinking about you and you just email them something that's uh, will you please give me a review?
• 1:05:19
  SPEAKER_01: Because now they're not in a peak state.
• 1:05:20
  SPEAKER_01: They might say something nice like, I had a great experience.
• 1:05:24
  SPEAKER_01: But that's very different than catching them in the moment where they're going to give some detail and share some color and personality, right?
• 1:05:30
  SPEAKER_01: And then all of the stuff that you said about legal, like we have a friend who's in the law profession.
• 1:05:36
  SPEAKER_01: You know, you didn't think that your marketing actually could get you sued, but it can.
• 1:05:41
  SPEAKER_01: So let's lean into the last point uh money and metrics.
• 1:05:44
  SPEAKER_01: This is number nine if you're taking notes.
• 1:05:46
  SPEAKER_00: Yes, this is number nine.
• 1:05:47
  SPEAKER_00: And you know, this is the reason why we got into business, right?
• 1:05:50
  SPEAKER_00: We got into business because we we found a need, it's something we love, but we also want to make some money, right?
• 1:05:56
  SPEAKER_00: So again, and this comes back to the first one what is it?
• 1:06:00
  SPEAKER_00: You know, but how are you measuring what that looks like, right?
• 1:06:03
  SPEAKER_00: So, do you have KPMs set in place?
• 1:06:05
  SPEAKER_00: KPIs, your revenue.
• 1:06:07
  SPEAKER_00: Do you know that?
• 1:06:08
  SPEAKER_00: Do you know how many leads you get?
• 1:06:10
  SPEAKER_00: Do you know what your conversion rate looks like?
• 1:06:12
  SPEAKER_00: Do you understand all of those things that are in place?
• 1:06:15
  SPEAKER_00: Because if you don't, you're really truly missing a big piece.
• 1:06:18
  SPEAKER_00: So I, you know, like me personally, when I started the business, I was like, well, you know, you just don't know if it's gonna go.
• 1:06:25
  SPEAKER_00: I think it's gonna go.
• 1:06:25
  SPEAKER_00: I hope it's gonna go.
• 1:06:26
  SPEAKER_00: I pray it's gonna go, but you don't know.
• 1:06:28
  SPEAKER_00: So I started, you know, just like by creating an invoices invoicing system, you know, with Excel.
• 1:06:34
  SPEAKER_00: Pretty quickly moved to, you know, whatever, like a QuickBooks Online.
• 1:06:38
  SPEAKER_00: And not long after that, moved to uh getting a bookkeeper.
• 1:06:41
  SPEAKER_00: You know why?
• 1:06:42
  SPEAKER_00: I moved to getting a bookkeeper is because they helped me do all of those things.
• 1:06:46
  SPEAKER_00: And so that I can make my decisions based on these, right?
• 1:06:50
  SPEAKER_00: And how can I decide what I'm going to have as a marketing budget unless I know how much money, you know, where I'm at.
• 1:06:57
  SPEAKER_00: So I'm I literally, because again, I'm the queen of sticky notes, I have right here, it says, you know, exactly for every hundred dollars that I make, I have right there, it shows me how much comes in as profit, right?
• 1:07:09
  SPEAKER_00: Because it helps me make that decision.
• 1:07:11
  SPEAKER_00: So then I'm like, okay, I know where the average marketing agency is.
• 1:07:14
  SPEAKER_00: I know, you know, this, that, and the other.
• 1:07:16
  SPEAKER_00: Now somebody reaches out to me and says, we'd love you to sponsor this event.
• 1:07:20
  SPEAKER_00: And it's not in my budget, but you know, because I didn't have it in my budget, like at that particular point.
• 1:07:25
  SPEAKER_00: So I didn't know that, you know, I was gonna be asked to sponsor a chili cook-off or whatever the heck it is, right?
• 1:07:31
  SPEAKER_00: But having those metrics or excuse me, having those books right in place let's allows me, and then I go, hey, wait, all right, my conversions are this and my KPM is this, and I know I have X amount of money to spend.
• 1:07:43
  SPEAKER_00: Now, doing a chili cook cook-off or you know, a nonprofit, that's part of probably your branding strategy.
• 1:07:50
  SPEAKER_00: That's getting your brand out there, right?
• 1:07:52
  SPEAKER_00: That doesn't necessarily mean that it like me, if Trish has, you know, Moxie360 marketing, okay, the chance that I'm gonna win the chili cook-off and I'm a really good cook are probably pretty slim, that doesn't really gonna help me.
• 1:08:03
  SPEAKER_00: But as a restaurant, to win that, that's like gives you marketing all year, right?
• 1:08:08
  SPEAKER_00: Right.
• 1:08:09
  SPEAKER_00: To a lot of different parts.
• 1:08:10
  SPEAKER_02: Right.
• 1:08:10
  SPEAKER_00: So without knowing those things, you can't make decisions.
• 1:08:14
  SPEAKER_00: And if you are, I always encourage people, you should have, if you are just in a like, we're just gonna stay with where we're at, you should have at least a 2% marketing budget.
• 1:08:23
  SPEAKER_00: If you are in a growth mode, it's up to 15.
• 1:08:26
  SPEAKER_00: If you're a personal injury attorney, it's even higher.
• 1:08:31
  SPEAKER_01: Agreed, agreed.
• 1:08:32
  SPEAKER_01: I just talked to a client this morning and he said he was uh point and he listens to the podcast, so he's gonna know who he is.
• 1:08:39
  SPEAKER_01: I think he said a half of a percent.
• 1:08:41
  SPEAKER_01: And I said, You're gonna have a really hard time growing your business with a marketing budget at a half a percent, because you do have to not just lean into paid advertising, sponsorships, memberships, whatever it is.
• 1:08:54
  SPEAKER_01: You're also having to put some money into the branding, right?
• 1:08:57
  SPEAKER_01: You're gonna have to create something.
• 1:08:59
  SPEAKER_01: It might be a website, it might be a flyer, it might be business cards, it might be a truck wrap.
• 1:09:03
  SPEAKER_01: Like you've got to have money to market.
• 1:09:05
  SPEAKER_01: You have to.
• 1:09:06
  SPEAKER_01: You have to.
• 1:09:07
  SPEAKER_01: If you're serious about growing and scaling your business, you have to take marketing as an essential part of your business.
• 1:09:14
  SPEAKER_01: You can't think, I'll build it and they will come.
• 1:09:16
  SPEAKER_01: It you don't, you can't.
• 1:09:18
  SPEAKER_01: Not in today's world where we are bombarded with advertising in all forms.
• 1:09:23
  SPEAKER_01: You're going to have to find a way to get noticed, stand out, be remembered, be trusted.
• 1:09:29
  SPEAKER_01: That's why we were saying like marketing ROI is so elusive, you know, and it's return on impact.
• 1:09:35
  SPEAKER_01: And how do you measure the impact of being trusted?
• 1:09:38
  SPEAKER_01: How do you measure the impact of being seen, right?
• 1:09:41
  SPEAKER_01: How do you measure the impact of a handshake or something that feels good?
• 1:09:45
  SPEAKER_01: You you can't.
• 1:09:46
  SPEAKER_01: But all of that is what your marketing is doing to help you build your brand and grow your business, right?
• 1:09:51
  SPEAKER_00: Right.
• 1:09:51
  SPEAKER_00: But you can't even make those decisions unless you're looking at the data.
• 1:09:54
  SPEAKER_00: And you can't make those decisions unless you're looking at unless you decide know where your growth is going.
• 1:10:00
  SPEAKER_00: You can't make those decisions.
• 1:10:01
  SPEAKER_00: Like this is how all these pieces come together, right?
• 1:10:04
  SPEAKER_00: So we work with another large company that was using a listing service, like a, you know, like an Angie's list, if if you will, but it wasn't Angie's list or Angie, whatever it's called now.
• 1:10:14
  SPEAKER_00: They were using one of those and they were spending$90,000 a year on this.
• 1:10:18
  SPEAKER_00: $90,000 a year.
• 1:10:20
  SPEAKER_00: And they had done it for five years.
• 1:10:22
  SPEAKER_00: So we're spending a half a million dollars at this point or close to it into this.
• 1:10:26
  SPEAKER_00: I went back into their analytics for three years.
• 1:10:29
  SPEAKER_00: I did not go further than three years back.
• 1:10:31
  SPEAKER_00: And I was able to say to them, you have had 150,000 visitors to your website, and 0.2% of them came from that listing service.
• 1:10:41
  SPEAKER_01: Wow.
• 1:10:43
  SPEAKER_00: Let's put some money into SEO.
• 1:10:44
  SPEAKER_00: We got it.
• 1:10:45
  SPEAKER_00: You know, so we got rid of the the of that.
• 1:10:48
  SPEAKER_00: We did a bat SEO backlinking, you know, some different things like that at a much, much less cost, you know, cost.
• 1:10:55
  SPEAKER_00: And we are seeing there, you know, the first right away when we stopped doing that, we're seeing on average 22% increase month over month for them.
• 1:11:04
  SPEAKER_01: That's it.
• 1:11:04
  SPEAKER_01: Well, I'm so excited to have you as a BI partner.
• 1:11:07
  SPEAKER_01: Yeah, I'm really so impressed with you since the first time that we met.
• 1:11:10
  SPEAKER_01: Help us understand, like, if a business owner is sitting there going, My marketing's not working, and we've just invested a good amount of time talking about all the pieces of marketing, maybe they're like, I feel like my ads look good, but I'm not getting any sales, or I feel like my CO is solid, but maybe my website's slow.
• 1:11:28
  SPEAKER_01: Like, can you lean into like what are some stories that you've seen from business owners?
• 1:11:33
  SPEAKER_01: Like when someone says to you, my marketing's not working, where do you start?
• 1:11:39
  SPEAKER_01: And like what can they do right now to try to diagnose their own problem?
• 1:11:43
  SPEAKER_00: So, in all honesty, one thing that we do is we can't we look at these pieces, right?
• 1:11:48
  SPEAKER_00: And depending on if they are B2C or B2B, you know, business to business or business to consumer, we take a different, you know, approach.
• 1:11:56
  SPEAKER_00: But more often than not, what we so what we'll do is we'll say, get us access to everything.
• 1:12:01
  SPEAKER_00: And we go through and we so we grab all their analytics, we do all of those things, and then I say, let's have this conversation.
• 1:12:08
  SPEAKER_00: Tell me how your sales, how this works, show me what that looks like.
• 1:12:12
  SPEAKER_00: Let me see what you know, all of those things.
• 1:12:14
  SPEAKER_00: Is it all aligned?
• 1:12:15
  SPEAKER_00: Is it, you know, I looked at their invoice and their invoice doesn't even have their logo on it.
• 1:12:20
  SPEAKER_00: I'm like, well, hang on.
• 1:12:21
  SPEAKER_00: We want to make sure that your logo is put on there.
• 1:12:23
  SPEAKER_00: So it's really truly kind of looking at things as a whole.
• 1:12:26
  SPEAKER_00: And that's where like the fractional CMO, we're a fra I'm a fractional CMO for I don't know, I don't even know how many companies right now, where we go in and we look at everything.
• 1:12:35
  SPEAKER_00: Because what's really hard, in all honesty, is when we have some somebody that says, Listen, I'm not saying you can't handle pieces of it.
• 1:12:42
  SPEAKER_00: You heard me say this all along.
• 1:12:43
  SPEAKER_00: It's your time, your talents, and your turn.
• 1:12:45
  SPEAKER_00: Please handle pieces of this.
• 1:12:46
  SPEAKER_00: Right.
• 1:12:47
  SPEAKER_00: We need to have a plan.
• 1:12:48
  unknown: Right.
• 1:12:48
  SPEAKER_00: And you know, because and if you don't talk to me um about that, you know, and all of a sudden, you know, you have a septic uh company where you, you know, build septics and you dig septics and you do this, that's great.
• 1:13:00
  SPEAKER_00: And then you go get a pumper truck, but you just all of a sudden branded that a different business name and didn't have a conversation with me.
• 1:13:07
  SPEAKER_00: Oh boy, now you're kind of competing competing against yourself.
• 1:13:09
  SPEAKER_01: Right.
• 1:13:10
  SPEAKER_00: Right.
• 1:13:10
  SPEAKER_00: So it's really truly, you know, in my opinion, now like for us, we go in and we'll do the complimentary competitor analysis, like take a look at your website, see if it's ADA compliant.
• 1:13:22
  SPEAKER_00: We do that complimentary for folks.
• 1:13:24
  SPEAKER_00: And listen, there's plenty of times I'm like, you're doing pretty good.
• 1:13:27
  SPEAKER_00: Or they'll say, Sam said, you know what, I'm in a contract with this other, you know, agency over here.
• 1:13:32
  SPEAKER_00: And I'm like, great, then they should do these things for you.
• 1:13:35
  SPEAKER_00: You know, because you're paying them.
• 1:13:37
  SPEAKER_00: So they should do those things for, you know, and I love doing that for people, right?
• 1:13:41
  SPEAKER_00: So because we got into business because we're good at something, right?
• 1:13:45
  SPEAKER_00: Or we like something, right?
• 1:13:47
  SPEAKER_00: Like we didn't get into business realizing, oh my gosh, we should do all these other things.
• 1:13:52
  SPEAKER_01: Right.
• 1:13:52
  SPEAKER_00: Couldn't have been happier to get the books off my plate because I don't really want to do books.
• 1:13:56
  SPEAKER_00: I'm not right.
• 1:13:58
  SPEAKER_00: Trish be like, I need to pay bills and realize I haven't even invoiced anybody.
• 1:14:01
  SPEAKER_00: I'm like, this is not good.
• 1:14:03
  SPEAKER_01: Right, right.
• 1:14:04
  SPEAKER_01: So business is a puzzle and marketing is a puzzle.
• 1:14:08
  SPEAKER_01: So that's why entrepreneurship can be hard, right?
• 1:14:11
  SPEAKER_01: So Trish talked about being a fractional CMO.
• 1:14:14
  SPEAKER_01: If you've never heard that word before, it just means that you're getting a marketing director on your staff, but not on your payroll.
• 1:14:22
  SPEAKER_01: Like you're getting someone to show up and guide you and create the plan and help you get where you're trying to go without having to hire them.
• 1:14:30
  SPEAKER_01: Put them on your payroll, give them a computer, give them benefits, right?
• 1:14:33
  SPEAKER_01: Like they stay a 1099 contractor, they stay an agency, and they're able to give you all of that.
• 1:14:39
  SPEAKER_01: And honestly, it's it's a great way to engage a high-level marketer because you probably couldn't afford to put them on your staff anyway.
• 1:14:47
  SPEAKER_01: So by using the fractional service that Trish offers, like you can get her expertise probably for a budget that you can afford because she's working for lots of different clients, right?
• 1:14:57
  SPEAKER_01: That's right.
• 1:14:58
  SPEAKER_00: And you know, and I think one of the things that is misunderstood about marketing as well, you know, I've I've been a CM a CMO at companies and they came in and they were like, okay, one of them in particular is like, this is so great.
• 1:15:11
  SPEAKER_00: Now you're gonna do all our graphic design.
• 1:15:13
  SPEAKER_00: And I'm like, I'm not a graphic designer.
• 1:15:14
  SPEAKER_00: I don't do graphic design.
• 1:15:17
  SPEAKER_00: So getting, you know, getting somebody that comes in to do the CMO or doing a CMO, they may be able to do a percentage of the work, but they also probably can't do it all.
• 1:15:27
  SPEAKER_00: I I'm not I like when I started my business, I looked at all the things that for marketing, and I'm like, oh, I need to reach out to so-and-so and see if she wants to do some white label graphic design for me, because that's not my that's not my thing.
• 1:15:38
  SPEAKER_01: And so I think I love that you brought that up.
• 1:15:40
  SPEAKER_01: I love that you brought that up because I think that a fractional CMO is is like an architect.
• 1:15:46
  SPEAKER_01: Like our job is to understand the house you want to build, how it's gonna be built, how many square feet, how many rooms, like how's it gonna function?
• 1:15:56
  SPEAKER_01: Like, what do you want to experience in it?
• 1:15:58
  SPEAKER_01: Where do you want to build it?
• 1:15:59
  SPEAKER_01: Like the architect is the master strategist.
• 1:16:02
  SPEAKER_01: The architect is not going to pour the concrete, pound the nails into the two by fours, you know, lay the flooring, paint the walls.
• 1:16:11
  SPEAKER_01: So acting or expecting a fractional CMO to be a one-man show is actually asking a lot.
• 1:16:18
  SPEAKER_01: It it's for my background, how I grew up in this business is I started as the marketing person for a local business and I had to do it all.
• 1:16:26
  SPEAKER_01: I had to design stuff, I had to build websites, like I had to do all that what I call technician, tactician kind of work and learned the hard way, like the strategy, like what works, what doesn't.
• 1:16:38
  SPEAKER_01: But for a business owner to understand that your strategist is your architect and their job is to help you understand.
• 1:16:44
  SPEAKER_01: Think of a plane.
• 1:16:45
  SPEAKER_01: Like you're in LA and you want to get to New York and you've got a flight plan.
• 1:16:50
  SPEAKER_01: But guess what?
• 1:16:51
  SPEAKER_01: Even an airplane is off its flight plan like 98% of the time.
• 1:16:56
  SPEAKER_01: But the pilot knows how to like navigate the weather and navigate the plane and help those passengers get there safely because he's adjusting the plan as you go.
• 1:17:05
  SPEAKER_01: And that's a part of our job as marketers is to help them understand where they are, where they want to go, how we're gonna get there, and adjust the plan as we go because we're we're looking, you know, 200 feet ahead and 200 miles ahead all the time.
• 1:17:19
  SPEAKER_01: That's right.
• 1:17:20
  SPEAKER_01: Right.
• 1:17:21
  SPEAKER_01: So for the business owners that are listening, we hope that you'll reach out to Trish, that you will ask her to Trish, will you do like a free audit for folks if they reach out to you?
• 1:17:32
  SPEAKER_01: Like how can they engage with you?
• 1:17:34
  SPEAKER_00: Yes, absolutely.
• 1:17:35
  SPEAKER_00: If you go to moxy360marketing.com, right uh uh one of our top tabs or the tabs at the top says digital analysis, click on that, fill out your information.
• 1:17:44
  SPEAKER_00: We'll do the whole analysis, we'll reach out.
• 1:17:46
  SPEAKER_00: The only thing I say is I need a little bit of your time.
• 1:17:48
  SPEAKER_00: So then we'll book a 30-minute meeting.
• 1:17:50
  SPEAKER_00: It is not high pressure.
• 1:17:52
  SPEAKER_00: I am just that's not who I am.
• 1:17:54
  SPEAKER_00: But I'm gonna get you some information, right?
• 1:17:56
  SPEAKER_00: And sometimes I'm like, hey, you know what?
• 1:17:58
  SPEAKER_00: There's some there's some room for opportunities here, you know, some, you know, and other times I'm like, this is great.
• 1:18:03
  SPEAKER_00: Just did this for one of my dearest friends down here.
• 1:18:06
  SPEAKER_00: She has a property management company, she has another marketing agency that she works with.
• 1:18:10
  SPEAKER_00: How she got in on this deal, I have no idea, but they like she pays like$150 a month with them.
• 1:18:16
  SPEAKER_00: And she's like, I want you to do it.
• 1:18:17
  SPEAKER_00: I'm like, I can't for$150.
• 1:18:18
  SPEAKER_00: I wish I could, but you know, our tools are expensive and I've got a team and you know, whatever.
• 1:18:23
  SPEAKER_00: But I went through and did this, and I'm like, hey, this is they need to get these things fixed up for you.
• 1:18:28
  SPEAKER_00: And they had it fixed up.
• 1:18:29
  SPEAKER_00: I was able like within a week, you know, they were they've cleaned it up, and her the her website health went from like 82% to 97%.
• 1:18:39
  SPEAKER_00: I'm like, there you go.
• 1:18:40
  SPEAKER_01: I love that.
• 1:18:41
  SPEAKER_01: Can you also tell people where they can see you around town?
• 1:18:44
  SPEAKER_01: Like I know you're teaching and leading, like, where where are you showing up?
• 1:18:47
  SPEAKER_00: Yes, I'm I am kind of all over the place.
• 1:18:50
  SPEAKER_00: I did uh I was at an awesome business women last Friday.
• 1:18:53
  SPEAKER_00: I'm maybe doing a speaking engagement with them.
• 1:18:55
  SPEAKER_00: I'm very engaged with the Leander Chamber of Commerce, B and I, of course.
• 1:18:59
  SPEAKER_00: If you want to come and be my guest at B and I, that would be great.
• 1:19:02
  SPEAKER_00: And, you know, the other thing, I work with SCORE.
• 1:19:05
  SPEAKER_00: Um, the other thing is, you know, and I do this all the time, and I and I do it for free.
• 1:19:09
  SPEAKER_00: If you have, if you belong to like an association and it's like a builders association or insert whatever it is, okay, type of organization that you have, and you're looking for speakers, let me know.
• 1:19:20
  SPEAKER_00: I'll come and speak.
• 1:19:21
  SPEAKER_00: And, you know, so I do it for a lot of different, you know, because you know, it doesn't really matter what the industry is, what we're doing here on this marketing end, there you're gonna get some value.
• 1:19:31
  SPEAKER_00: So, and my intent when I go and speak is I want people to be able to walk away with three things that they can execute on on their own.
• 1:19:38
  SPEAKER_00: Whether they can, whether they choose to do it or not, but I'm like, these are if you're gonna do three things, here's the three things you should do right now.
• 1:19:45
  SPEAKER_00: And so, and the other reason, and to circle back on why I want the half an hour with folks after, that is because I hear this a lot.
• 1:19:53
  SPEAKER_00: I get reports from my marketing agency, or I can see the Google Analytics, or I can do this.
• 1:19:59
  SPEAKER_00: I don't know what it means.
• 1:20:01
  SPEAKER_00: Understand, yep.
• 1:20:02
  SPEAKER_00: Right.
• 1:20:02
  SPEAKER_00: And so I'm here to be like, listen, I am not gonna sit and tell you how we do AEO on the back end of a website.
• 1:20:10
  SPEAKER_00: I I'm I'm not gonna drag you into some technicalities like that.
• 1:20:13
  SPEAKER_00: I'm gonna explain to you why it's important you're doing this.
• 1:20:15
  SPEAKER_01: That's right.
• 1:20:16
  SPEAKER_01: That's our job is to make it simple and make it clear.
• 1:20:19
  SPEAKER_01: There's a lot going on behind the scenes for us as strategic marketers, but our job is to make it simple and clear.
• 1:20:24
  SPEAKER_01: And for our listeners, I'll let you know that I've hand tr hand chosen Trish to be my agency partner.
• 1:20:30
  SPEAKER_01: So every business owner that comes through me is going to be referred to her for an analysis and a website build and Google ads and like everything else that you need to do everything that we've just talked about.
• 1:20:41
  SPEAKER_01: So, Trish, thank you for being like a right arm to me and my business.
• 1:20:45
  SPEAKER_01: Thank you for taking the time today to kind of unpack the complexity of marketing.
• 1:20:51
  SPEAKER_01: Can you give our listeners like what's one thing that they should do right now?
• 1:20:57
  SPEAKER_01: Because they might be feeling a little bit of overwhelm.
• 1:20:59
  SPEAKER_01: And if they've been taking notes, they probably got pages.
• 1:21:02
  SPEAKER_01: Like, can you can you give them like one big thing that they can do right now to just move forward with confidence and clarity from this conversation into the next step for their business?
• 1:21:13
  SPEAKER_00: Yes, actually.
• 1:21:14
  SPEAKER_00: So this is one of the things that we talked about at B and I, right?
• 1:21:17
  SPEAKER_00: I and I opened up and I said, Who in a room has a friend that will tell them a dress looks ugly on them?
• 1:21:23
  SPEAKER_00: Right?
• 1:21:23
  SPEAKER_00: Everybody has that friend that's gonna be brutally honest with you.
• 1:21:27
  SPEAKER_00: They're your friend for that reason.
• 1:21:29
  SPEAKER_00: They love you, you know, and everything else.
• 1:21:31
  SPEAKER_00: But I mean, I have some of my dearest friends and we go shopping, and my girlfriend will walk out and I'm like, oh, no, you know what that was.
• 1:21:38
  SPEAKER_00: I hope they do that with me too.
• 1:21:40
  SPEAKER_00: And and they have, and I love that.
• 1:21:42
  SPEAKER_00: Have them look at your business, have them kind of, you know, like Google it, see how easy it was to find because you're gonna come up for yourself because you're Googling yourself and you're sitting in your office and you know, whatever.
• 1:21:54
  SPEAKER_00: So have somebody else do that.
• 1:21:56
  SPEAKER_00: And then go to the website and give some honest feedback.
• 1:22:00
  SPEAKER_00: Is this, you know, you know, 20 radio dials later that I have to pick for my hair and everything gets put in a cart?
• 1:22:06
  SPEAKER_00: Is this the best, you know, is this the best user experience?
• 1:22:09
  SPEAKER_00: UX is what we call it, right?
• 1:22:11
  SPEAKER_00: That was you calling that business owner, that was a gift.
• 1:22:14
  SPEAKER_00: I hope she understands.
• 1:22:15
  SPEAKER_00: Yeah.
• 1:22:17
  SPEAKER_01: She did not want to hear it, but I felt like it was a gift.
• 1:22:19
  SPEAKER_01: Yeah.
• 1:22:20
  SPEAKER_00: Yes, exactly.
• 1:22:21
  SPEAKER_00: And be ready for that feedback, right?
• 1:22:23
  SPEAKER_00: And be ready for that.
• 1:22:24
  SPEAKER_00: So that's like one of the things that I would say to start.
• 1:22:27
  SPEAKER_00: And then I'm gonna do two because the other one is I'm gonna say, if your analytics are not connected, connect everything, get everything, and start looking at the data.
• 1:22:36
  SPEAKER_00: Take your emotion out of your decisions.
• 1:22:38
  SPEAKER_00: Take the fact that you're like, I don't want to spend$3,000 on a new website because dang it, I did that 10 years ago, right?
• 1:22:47
  SPEAKER_00: Whatever it is.
• 1:22:48
  SPEAKER_00: And so take your emotion out of it and let your decisions be driven by the data.
• 1:22:53
  SPEAKER_01: Good advice.
• 1:22:54
  SPEAKER_01: Well, and I'll remind people that marketing is an investment.
• 1:22:57
  SPEAKER_01: Marketing is not an expense, marketing is an investment, and it's actually an investment that you can write off on your taxes.
• 1:23:02
  SPEAKER_01: So you're already going to get 20% discount on anything that you spend.
• 1:23:06
  SPEAKER_01: Do not ignore it, do not abdicate it, do not, like I said, if you're if you're not marketing, like you are marketing, you're just not being intentional about it, but you are sending messages to your, you know, your audience that you're not paying attention to your marketing.
• 1:23:20
  SPEAKER_01: So, Trish, how can people connect with you?
• 1:23:23
  SPEAKER_01: Like, where can they go find you out in the world?
• 1:23:25
  SPEAKER_00: Yes, in the world.
• 1:23:26
  SPEAKER_00: So I'm on LinkedIn, Trisha Hendrickson, Moxy360 Marketing.
• 1:23:30
  SPEAKER_00: We're on all social media channels out there.
• 1:23:32
  SPEAKER_00: No, that's not true.
• 1:23:33
  SPEAKER_00: We are not on TikTok or X.
• 1:23:35
  SPEAKER_00: I said it and I'm like, nope, not true.
• 1:23:37
  SPEAKER_00: Maybe we're on like the big ones LinkedIn, Facebook, Instagram.
• 1:23:41
  SPEAKER_00: Follow us on there.
• 1:23:41
  SPEAKER_00: That's great.
• 1:23:42
  SPEAKER_00: Moxy360marketing.com.
• 1:23:44
  SPEAKER_00: You can reach out in my emails, Trish at Moxy360marketing.com.
• 1:23:49
  SPEAKER_00: And it's M O X I E that's out there.
• 1:23:52
  SPEAKER_00: So I'd love to hear from people.
• 1:23:53
  SPEAKER_00: You know, if you want to fill out the digital analysis request and things like that, hey, fill up my inbox.
• 1:23:58
  SPEAKER_00: Let's do it.
• 1:23:59
  SPEAKER_01: I love it.
• 1:24:00
  SPEAKER_01: I love it.
• 1:24:00
  SPEAKER_01: Thank you everybody for listening today.
• 1:24:02
  SPEAKER_01: I know this was a big topic and a lot of information and a lot to unpack.
• 1:24:05
  SPEAKER_01: Listen to it twice.
• 1:24:06
  SPEAKER_01: I promise you it's worth it.
• 1:24:08
  SPEAKER_01: This is an important area of your business that you cannot ignore.
• 1:24:11
  SPEAKER_01: Trist, thanks for your generosity today, and we'll see you at BNI.
• 1:24:16
  SPEAKER_01: Well, thank you.
• 1:24:17
  SPEAKER_01: All right.
• 1:24:17
  SPEAKER_01: Okay, bye.
• 1:24:18
  SPEAKER_01: Thank you for joining us for Be Locally Loved.
• 1:24:21
  SPEAKER_01: If you enjoyed this episode, please subscribe, leave us a review, and share it with someone who cares about building thriving communities as much as we do.
• 1:24:29
  SPEAKER_01: Until next time, love where you live.