Latest / The SmallBizChat with Melinda Emerson / Digital Marketing with Andy Seeley

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Digital Marketing with Andy Seeley · The SmallBizChat with Melinda Emerson

• 0:00
  Think a lot of people get into the weeds when they're trying to please everybody.
• 0:03
  You wanna please a specific group.
• 0:06
  You have a lot more access with that and then build your content around that group and how
• 0:10
  they speak and how they want to see and hear.
• 0:14
  Hi.
• 0:15
  This is Melinda Emerson, the small biz lady host the small Bishop podcast.
• 0:19
  I want to serve you.
• 0:20
  This pandemic has been so hard on America's small businesses and on just America in general
• 0:26
  If you're ready to start your dream business, boy, do I have a great offer for you?
• 0:30
  I am giving away 1000 copies of my best selling book, become your own boss in 12 months.
• 0:36
  Over a hundred thousand people have this book.
• 0:39
  It has been printed in multiple languages around the world.
• 0:41
  And I wanted to find a way to serve America's small businesses in this pandemic.
• 0:46
  And so I am giving away a 1000 copies of my book All you have to do to get your copy is
• 0:52
  head over to beginmybiz.com/freeoffer to, you know, sign up for your copy all you have to do
• 0:59
  is pay shipping, and we will mail one out to you.
• 1:02
  I am so excited about this.
• 1:04
  I wanna serve you.
• 1:05
  Grab your copy today.
• 1:07
  Left off.
• 1:09
  Ending small business failure.
• 1:11
  Welcome to the small biz chat podcast with the number one small business expert Melinda
• 1:17
  Emerson.
• 1:18
  Melinda's goal is to end small business failure, and she'll give you the information
• 1:22
  you need to succeed and live the life you dream of.
• 1:26
  Now here's the small Biz lady herself.
• 1:29
  Melinda Everson.
• 1:32
  Hi, everybody.
• 1:33
  I'm Melinda Emerson's small biz lady, America's number one small business expert, and I'd like
• 1:38
  to welcome you to the small biz chat podcast.
• 1:41
  The small business owners a peer to peer interview show.
• 1:44
  They give small business owners a way to get invaluable business advice the mission of small
• 1:50
  business chat is to end small business failure.
• 1:53
  The goal of the small business audience the opportunity to hear sage advice from multiple
• 2:01
  angles so that you can take your business to the next level.
• 2:05
  Alright.
• 2:06
  It is time for me to introduce my guest.
• 2:09
  His name is Andy Sealy, and he is a master in sales and digital marketing having led a number
• 2:15
  of companies and helped clients achieve success.
• 2:19
  Andy leads a team of digital marketing Maven as the CEO and co founder of his firm creatively
• 2:25
  disrupted.
• 2:26
  Andy's previous experiences have taken him from retail to the publishing world.
• 2:31
  The Addition's role as CEO, he actively mentors other business owners.
• 2:35
  More information about him, you can check him out at creatively disruptive dotcom.
• 2:41
  Andy, welcome to the small business chat podcast.
• 2:44
  Thank you.
• 2:45
  Pleasure to be here.
• 2:46
  Excited.
• 2:46
  Alright.
• 2:47
  Where is that at?
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  Sense, Rob.
• 2:49
  What is your origin story?
• 2:50
  How did you get to the United States?
• 2:53
  It's a it's a deep, deep southern accent.
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  It's originally New Zealand.
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  And I arrived here in 1999, April 1999, and met a girl.
• 3:04
  I was supposed to be here for 6 months and met a girl and 21 years, 22 years later, I'm still,
• 3:11
  you know, she's now my wife, and I'm still here.
• 3:15
  Supposed to be on my way to England.
• 3:17
  It was like a a 6 month stop off in the United States, and it turned into a 22 year 1.
• 3:22
  Okay.
• 3:23
  Well, hey.
• 3:23
  Nothing nothing will make you stay longer than of the girl of your dreams.
• 3:27
  That's for sure.
• 3:28
  So tell me, how did you become a sales and marketing guru?
• 3:32
  It's not something that you kinda, like, decide to do.
• 3:35
  I think it's more of a communication thing.
• 3:38
  Right?
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  So I think one of my one of my first job, I I don't like like, using my hands.
• 3:42
  I like my I have very, very, like, nice, little hands that don't have any calluses and stuff on
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  them.
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  Those sales probably is is is the best space to go.
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  My first job ever actually was a car sales guy.
• 3:55
  My dad was a ran a car car dealership, and I actually sold some cars.
• 3:59
  I didn't really do very well, and I wasn't very wasn't very excited about it.
• 4:05
  But then I got into sports science with a focus on team development and team building.
• 4:09
  And I learned that sales, you know, sales or convincing or or bringing people along on your
• 4:16
  plan and understanding what your trying to accomplish is a a real critical part of of team
• 4:21
  building and and and leading a team.
• 4:23
  You know, I I do believe any anybody who's a CEO needs to have an element.
• 4:27
  Any successful one has to have an element of sales and gift of the gap to be able to
• 4:31
  communicate effectively what the vision is and what your mission is.
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  My first real job in the United States was working for Carmax as a sales manager, And
• 4:40
  obviously, I learned a lot of stuff from their their processes way back in the day.
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  This is like in, in the early 2000s, when CarMax was still kinda like getting their feet
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  in Circuit City was still around, which Circuit City owed to own them back then.
• 4:53
  And then I got into some sales training with an amazing sales training process that was all
• 4:59
  about consulted to the communication, which basically helped people convince themselves
• 5:04
  needed to do business with you rather than you convincing them of anything, just helping them
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  through, like, consulting them like a, I guess, like, a psychiatrist, through to the decision
• 5:14
  that you wanted.
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  And and it's just grown through that through all the different businesses that I've run and
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  operated, and I I see it as a critical part of just success, regardless of whether or not
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  you're trying to sell a product, communicating, and explaining yourself in a way that the kids
• 5:28
  people's buying, I think, is critical.
• 5:31
  I agree.
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  I agree.
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  So a lot has changed about online marketing, right, especially since the pandemic.
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  Everybody's buying everything online.
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  I mean, even my mom, like, we use this to cart now to get groceries, which is, like, amazing.
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  So tell me how that has complicated things for, you know, the small business owners that are
• 5:48
  still trying to sort of, like, finish their digital pivot, if you will.
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  I actually think, the pandemic was the best thing that ever happened to online marketing.
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  But, you know, if you wanna call the pandemic a good thing in any way.
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  It's really forced a lot of people because, you know, when we were locked down, we were stuck
• 6:04
  in our houses, when we couldn't move, our connection with the world are sometimes our way
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  of getting our groceries was through online.
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  And, you know, we we decided following enough last year as one of our small business niches
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  that we wanted to try to see if we could do well at.
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  And it was a little bit of a challenge for my team was I said to the team, I wanna work with
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  California based restaurants, right, during the pandemic, that might seem like a crazy thing.
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  But the reality is those are restaurants that we work with, and we work with probably we
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  ended up working with You know, them all of them did very well with their takeout, and they
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  never sold the takeout.
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  And they would argue that that takeout business that we're able to generate for them kept their
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  heartbeat done whilst they, you know, the majority of their revenue was closed down due
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  to being closed.
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  And, you know, I think basically, if you're not online right now, you're not being seen back in
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  the day, right, you'd see, you know, AAA 111 carpet here, And the reason why people would
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  name themselves that is they wanted to be on the first page on the topic here in the yellow
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  pages.
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  Google in a very real sense is our new yellow page If you if you're looking for something
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  like Melinda, you break out your phone, you probably Google it.
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  Right?
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  So if you're not there, you're not gonna be seen.
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  And I I would say right now, the pandemic, if anything, especially with ecommerce, our
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  ecommerce clients doubled tripled.
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  One of them ten times their revenue during the pandemic, our clients that were more brick and
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  mortar based.
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  Obviously, they struggled because the majority of the revenue was through brick and mortar
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  that was through live interaction with people.
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  But the ones that pivoted to actually find a way to actually produce an online product
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  actually did much better than those.
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  It didn't.
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  And and more importantly, when they reopened, It was like a springboard to get that business
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  back on top quickly.
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  Mhmm.
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  What about b to b folks?
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  Is it is it just about LinkedIn?
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  Like, what what should be to be folks?
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  Because they're used to going out calling on customers, having these sort of, like,
• 8:01
  introductory meetings where they're listening and finding out the problem.
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  I mean, one of those guys, you know, how his online, you know, really changed for them?
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  I'll give you ourselves as an as an example.
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  We have B2B.
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  Right?
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  Our clients are small businesses.
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  Our clients are ecommerce.
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  Our clients, you know, our our businesses, we get probably 95% of our incoming inquiries, and
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  we don't do a lot of outreach, cold outreach, through Facebook and Instagram.
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  And the reason why that works is the targeting system and audience building that you can do on
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  Facebook and Instagram, Melinda, you're on Instagram.
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  Right?
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  You're on Facebook.
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  You know, most people who are running and operating companies have some kind of Instagram
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  or Facebook account, And I can put my message in front of them every time you go on there
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  just to, you know, tickle you up and get you excited about working with us.
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  And LinkedIn, I think there's still got a little way to go where it will work for
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  everybody with certain types of businesses.
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  I think it's quite effective.
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  The beauty of Facebook is the the flexibility in the in the content driven marketing that it
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  is in a very real sense can really build a brand and really build a sense of what that
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  company is all about.
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  And so from a business to business standpoint, I love Facebook and and Instagram done
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  correctly.
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  Tell me about how you suggest that people make their website into a conversion machine?
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  Think about your audience.
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  I think a lot of people get into the weeds when they're trying to please everybody.
• 9:33
  You wanna please a specific group.
• 9:36
  They have a lot more success with that and then build your content around that group and how
• 9:40
  they speak and how they want to see in here.
• 9:42
  Right?
• 9:43
  They The best clients that we have are very specific, and they speak the language of the
• 9:48
  audience that they're trying to win, you know, the the people that we end up not working with
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  which, you know, the incoming inquiries where there's somebody who started a drop shipping
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  account or something can and are selling tire irons next to car audios next to, you know,
• 10:03
  lingerie next to cooking equipment, they struggle because there's too many audiences,
• 10:09
  too many knee too many people, too many different ways of communicating that you need
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  to put together.
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  So I would say think about your niche.
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  Think about who the audience is.
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  Good copy, good content that inspires that specific audience.
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  I think being audience centric is is probably the the the the magic source.
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  I love it.
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  I love it.
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  Alright.
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  So I'm gonna give you 7 marketing terms.
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  And I want you to rank them in order of importance, and I want you to tell me why.
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  Alright?
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  Each one.
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  Each one.
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  Alright.
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  So I'm gonna give you SEO, website, content, social media, Email, mobile, and online ads.
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  SEO is a difficult one.
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  SEO is very different.
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  It's changed over the years.
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  SEO to me is just a well built website.
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  So I'm gonna put that a little bit further down on the category list.
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  I would say I would lead with probably content.
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  If you're not actually speaking the language of your audience, if you're not actually have
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  something that people are interested in, if you're not presenting it away, that's gonna
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  excite them, it's all the rest of it's gonna struggle.
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  Right?
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  So you kinda, like, need to make sure that you've got your I'm gonna say content, that's
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  photography, that's your copy, that's the way you presented, all that good stuff.
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  Second, I I would say making sure that it's very mobile operate.
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  So very mobile friendly.
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  If we got off a bat, we're all on our phones walking into brick walls as we're walking on
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  the street.
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  And we're walking and falling in into manholes and so forth.
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  But we're on our on our mobile phone.
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  If you're not executing well on mobile, you're struggling.
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  So I'd probably put mobile next.
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  I would say your website would be would probably be 3rd on that list.
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  And, obviously, that would be a mix of mobile and, you know, website friendly, you know,
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  desktop friendly and so forth, making sure that the website as well put together and fills
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  people with confidence, confidence is massive, people, if you're gonna ask somebody to give
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  you your credit card number or give them give you a data, they need to trust where that is
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  and and if that's correct.
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  So I'd say website probably in there would be and it would probably be in the website.
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  It would be SEO, but from the point of view of a well built website that the engines are gonna
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  like and and and do business with would be there, then I'll probably go with social media
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  online ads, you know, social media and online ads.
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  So I kinda, like, think of it as kind of where it's hand in hand.
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  One of the beauties of online ads nowadays is our ability, especially with Facebook and
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  Instagram, is how how accurately we can go after the correct audience.
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  So all of that rest of all of the rest of it works best.
• 12:54
  I can drive a 100,000 on the same kind of person that is really interested in the Linda,
• 12:59
  it's gonna make it much more likely that you get conversions, right, rather than me just
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  driving a hundred thousand people that don't know anything about you and aren't interested.
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  That's not gonna drive conversion.
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  So online ads, I I would say would kind of be online ads, social media, social media because
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  you kinda need to be on there.
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  If you're not on there, you're not being seen.
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  It's the the billboard.
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  It's the cheapest billboard for a personal business to be a part of, if I'm honest with
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  you.
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  And that's kind of where most small businesses are making their money, I would say, on social
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  media with with online ads.
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  I don't think you generate sales without that online ad component.
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  If I'm honest with you, you need to be getting those consistent online sales through your your
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  online ads.
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  I mean, the email and I don't want email to be diminished because email's really important
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  from an ongoing relationship standpoint.
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  And in reality, it's kind of like a mixture.
• 13:50
  We don't do business with customers just doing their Facebook ads.
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  We typically will do Facebook ads, Google ads, email marketing, and conversion rate
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  optimization, which is really the new CEO.
• 14:02
  Master CEO, SEO.
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  And we have them all working together, and they work as a machine that actually can produce
• 14:09
  massive results.
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  I would always urge people to not just do, say, Google ads without Facebook ads.
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  Google ads is like implore, high intent clients, and Facebook ads can capture them and
• 14:21
  continue the relationship.
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  So there's there's a whole machine that you need to build.
• 14:25
  So all of them are very important, but that would be my ranking.
• 14:28
  Okay.
• 14:28
  Well, I think that's helpful.
• 14:30
  Right before we go to break, I gotta ask you, short form video I think is, like, starting to
• 14:35
  take over social media.
• 14:37
  What are your thoughts on that?
• 14:38
  Yeah.
• 14:39
  Video full stop, long form, short form, short form, because A lot of the platforms are
• 14:45
  rewarding that kind of stuff, which means the algorithm's gonna give you a little bit more
• 14:49
  love, but also people just just I mean, I wish it was different.
• 14:53
  I I love long form conversations.
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  I'm a bit long winded oftentimes.
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  But the reality is, especially on our cell phones, I'm prepared to give you 15 seconds.
• 15:03
  Right?
• 15:04
  You're you're absolutely right.
• 15:05
  I think it's a game changer.
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  And if you can distill what you're trying to get and 15 seconds in lots of different
• 15:11
  creative ways.
• 15:11
  I think you have an advantage.
• 15:14
  Alright.
• 15:14
  Well, listen.
• 15:15
  I have really been enjoying talking to you, Andy.
• 15:17
  We will When we come right back, we're gonna talk more about does everybody need ads?
• 15:23
  And we will be right back.
• 15:27
  Hi.
• 15:27
  I'm Melinda Emerson, small biz lady, and I'm known as America's number one small business
• 15:32
  expert.
• 15:33
  I know a thing or 2 about how to run a successful business.
• 15:36
  I've been running my own for over 20 years, and I'm often asked, how do I actually become my
• 15:42
  own boss?
• 15:43
  It starts with knowing what you want and why.
• 15:46
  Then you need to figure out how you're fun your dream business.
• 15:49
  Next, you must research your idea and make sure you understand everything that's involved.
• 15:55
  Next, you must determine your target customer, then complete your business plan.
• 15:59
  And finally, it's time to start your business as a side hustle first, if you can.
• 16:05
  I wrote my best selling book become your own boss in 12 months to give you a road map to
• 16:09
  business success.
• 16:10
  And over a hundred thousand people in multiple languages around the world have been helped by
• 16:14
  this book.
• 16:15
  And now to support people affected by this pandemic, I'm giving away a 1000 copies of
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  becoming our boss in 12 months for free.
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  All you need to do is pay the shipping and handling fees.
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  If you're ready to turn your calling into income, claim your free copy of my book today.
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  Don't delay.
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  This offer is only good while supplies last.
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  Click the button below and get yours before they're all gone.
• 16:41
  Hi, everybody.
• 16:41
  Welcome back to the small business chat podcast.
• 16:43
  I'm here with my guest, Andy Sealy, and we're talking digital marketing.
• 16:48
  Alright, Andy.
• 16:49
  You made a comment a few minutes ago that I I had to call you out on.
• 16:52
  You said that you're really not gonna make sales online unless you're doing ads.
• 16:57
  So are you saying everybody needs to be buying ads?
• 17:00
  Is that which is it?
• 17:01
  You standing on your platform to say that?
• 17:03
  It's it's about consistency.
• 17:05
  For me, I'm not into the I'm gonna make a 100,000 this month, and then I'm, and then I'm
• 17:09
  okay with making 20,000.
• 17:11
  If I if we get you to a 100,000, we want it to be the month.
• 17:14
  We want it to be a 110 in the month 120 the month after it's about scaling and consistency.
• 17:20
  And what we see about online ads is our ability to constantly flow a audience into our machine,
• 17:28
  right?
• 17:28
  And, you know, to build our email lists to make sure we've got that traffic on on our pages,
• 17:34
  you know, having a mixture of Google ads and Facebook ads.
• 17:37
  So Google is bringing the high intent act of seeking something right this moment, and
• 17:42
  Facebook being able to remarket and keep capture that audience and keep it in your
• 17:47
  system for up to, like, 6 months and keep recycling until they buy from you.
• 17:51
  Only gonna be able to start using those parts of those platforms if you pay, unfortunately.
• 17:56
  You you got you you're to be able to use the true strength of those platforms you gotta pay.
• 18:00
  That's how they pay their their people.
• 18:02
  Right?
• 18:02
  Google wants you to pay.
• 18:04
  And that can lead to tremendous assistant results.
• 18:08
  And when you say everybody need to, like, you know, we've we have clients from ballerina
• 18:14
  dance schools that just wanna have a 120 kids involved to all the way up to multi $1,000,000
• 18:19
  online ecommerce clients that are doing, you know, a 1,000,002,000,000 a month in revenue.
• 18:25
  And All of them are benefiting from it.
• 18:28
  And, you know, the the difference is the ecomm guy, you know, when he's maybe starting out and
• 18:32
  testing, he's gotta be spending, you know, a hundred bucks a day or whatever.
• 18:36
  The little ballerina who's they only wanna market to a little five mile radius around you,
• 18:41
  which you can do with Google and Facebook and Instagram, They only maybe need to spend 10 to
• 18:45
  $20 a day to get things going, and it's about getting that interest and getting things going.
• 18:50
  You gotta think to yourself where do people spend most of their time?
• 18:54
  Most people who aren't watching TV are not reading, looking at coupon books, they're
• 18:58
  spending on Facebook, Instagram, and Google.
• 19:01
  That's where 95% of the eyeballs are.
• 19:03
  Right?
• 19:04
  And my wife, I remember once said to me, do you think social media is kinda like the new
• 19:09
  referral kind of system?
• 19:11
  And I'm like, you know, as in That's the way people can share information and share, hey,
• 19:15
  look at this cool thing that I've got.
• 19:17
  Oh, hey, here's a really cool business.
• 19:18
  I'm like, absolutely, that's basically what it is.
• 19:20
  And and it allows us to have some absolute control over our destiny.
• 19:26
  Most small businesses, I'll wrap it up with this one, most small businesses say to me when
• 19:30
  they begin, oh, I do really good refer referrals.
• 19:33
  The best form of advertising is a good referral from a good customer.
• 19:37
  And I'm like, great.
• 19:38
  But you're playing in the same pool.
• 19:40
  What are you doing to build that pool?
• 19:42
  The way to build that pool is with digital paid advertising in my mind.
• 19:47
  Alright, Andy.
• 19:47
  What's the best business advice anyone's ever given you?
• 19:51
  The best business advice anybody's ever given me would be to never give up.
• 19:56
  You lose when you've when you give up.
• 19:58
  Right?
• 19:59
  You can re strategize.
• 20:01
  You can pivot.
• 20:02
  You can change, but don't give the moment you lose is when you give up.
• 20:05
  I've seen so many businesses through the proverbial digging in the coal miner.
• 20:10
  Now that far away from the diamonds and they give up because it's just too hard.
• 20:13
  When if they just stated it a little bit longer, worked at it a little bit harder, they
• 20:17
  would have broke through.
• 20:18
  And I don't know anybody that's successful that hasn't had tremendous difficulties that they've
• 20:23
  had to overcome at some point.
• 20:25
  And the difference between those that were successful and those that weren't were the ones
• 20:29
  that just decided I'm gonna knuckle down, and I'm not gonna give up.
• 20:33
  I'm gonna push through
• 20:34
  Alright, Andy.
• 20:34
  What's your favorite podcast?
• 20:36
  Well,
• 20:37
  very similar answer to Dory, but I
• 20:39
  would I actually like
• 20:39
  long winded, long discussion and I really enjoyed Joe Rogan.
• 20:44
  I really do.
• 20:45
  I knew you were gonna say Joe Rogan when you started that.
• 20:49
  A lot of people on this show have said that What is your favorite business app?
• 20:54
  My favorite business app business app.
• 20:58
  Gosh.
• 20:58
  I don't use a lot of business apps on my phone if you were talking about a phone app.
• 21:02
  If we're talking about a online SAS type app, I would say what a graph.
• 21:09
  Watagraf.
• 21:11
  Okay.
• 21:11
  Sounds really stupid to say that, but it's a wonderful reporting system that allows you to
• 21:15
  just do the reporting that the client wants and focus on the things that they need.
• 21:20
  We're talking about phone apps.
• 21:21
  I love Facebook and Instagram.
• 21:23
  Listen.
• 21:24
  Thank you all for joining me for this episode of the Small Bishop podcast.
• 21:28
  If you're still working on your digital pivot, be sure to grab my new book, become your own
• 21:32
  boss in 12 months revise and expand it.
• 21:35
  I've got all of the great stuff in there that you need, like, how to sell on Amazon, how to
• 21:40
  buy ads, and how to develop a sales process.
• 21:43
  You can get your copy today.
• 21:46
  Head over to become your own boss book dotcom, and I've got some amazing bonuses over there.
• 21:52
  Thank you so much for joining me on this episode of the small business chat podcast.
• 21:57
  The mission of small business chat is to end small business failure.
• 22:00
  I'm Melinda Emerson, small business lady, your host.
• 22:03
  Until next time, remember you never lose in business, either you win or you've learned.
• 22:07
  Good night, everybody.
• 22:10
  Thank you for listening to the small biz chat podcast.
• 22:13
  With Melinda Emerson.
• 22:15
  For more resources and small business success strategies, visit succeed as your own boss dot
• 22:21
  com.
• 22:22
  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday.