Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / How to Build a Sales Funnel That Actually Converts

Transcript

How to Build a Sales Funnel That Actually Converts · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Hello and welcome to the show. Today we're going to be looking
0:04
at how to identify leaky spots in your sales funnel.
0:08
So of course, we have to start off by looking at what a sales
0:12
funnel is. So sales funnel for the purposes
0:16
of this podcast, of course, you can get better definitions
0:19
elsewhere, but for the purposes of this podcast, sales funnel is
0:24
just the sum total of all those people that are making inward
0:28
communications towards you or engaging with your business as
0:32
total strangers. And the whole process that they
0:35
go through before people end up becoming buying customers.
0:39
So the funnels are just all the strangers that you're
0:41
interacting with now and all the things that they go through
0:45
which leads them to become buying customers or enter into
0:49
customer relationships with you. So that essentially is what the
0:52
funnel is. Now we're talking about leaky
0:55
sports in the funnel, but let's just start with the biggest
0:57
problem of all. Before you start looking at
1:00
whether you have a leaky spot in your funnel, the biggest problem
1:07
or the main problem that most people have is that they don't
1:10
even have a funnel in the 1st place.
1:13
Now what that means is this, if you don't have a funnel, it just
1:17
means that you don't even have a way for people to discover you
1:21
or your business and engage with you or your business or your
1:25
product or your service either online or offline.
1:29
So for most folks, that is the problem.
1:31
You don't even have a funnel. So the first thing to do
1:36
actually is to come up with a plan for letting the world know
1:40
that you exist. So you come up with a plan, you
1:42
start executing, then problem solved.
1:45
Then we can now start thinking about which part of the funnel
1:48
is leaky, which part of the problem is working, which part
1:50
of the problem is not working. So for a lot of you, that is the
1:56
main problem. You don't even have a funnel to
1:58
begin with. Solution, Come up with a plan,
2:00
let everybody know that you exist.
2:04
So remember that the sales funnel is just the journey that
2:07
happens from initial awareness to purchase.
2:11
From the beginning, when everybody knows this is you,
2:14
this is how you can help, this is what you do for the world,
2:17
and this is how they can do business with you.
2:19
So initial awareness all the way to purchase, that is the funnel.
2:24
So the reason why it's called a funnel is just because if you
2:27
are to draw it like a diagram, the top of the funnel would have
2:31
a large number of people. So we start off doing all kinds
2:34
of stuff. OK, let me use this podcast as
2:36
an example. So currently 18,000 downloads.
2:41
You can see that that's pretty wide.
2:42
It doesn't mean I'm going to have 18,000 clients.
2:46
So 18,000 downloads. Some people listen a bunch, a
2:49
couple of people reach out. Some people are just saying
2:52
hello. Some people say hello, ask some
2:54
questions, make a few inquiries. We have a discovery call.
2:58
Looks like I may help them. They end up becoming a customer.
3:01
But you can see that at the top wide, at the bottom narrow.
3:06
So that's the reason why it is called a funnel because a large
3:11
number of people are going to enter at the top at the top, but
3:14
only a small percentage of people are going to come through
3:16
at the bottom. So people in the advertising
3:22
industry, people, how do I put it?
3:27
OK, let me not make too many conjectures.
3:29
But anyway, people in the advertising world like to
3:32
describe, describe funnels this way.
3:34
So First off, they talk about awareness.
3:36
So that is, you know, in the beginning at the top, the white
3:39
part where lots of people know about you.
3:41
So in the case of this podcast, 18,000 downloads.
3:45
So that's awareness. Potential customers become aware
3:49
of your brand or your product, then it moves into interest.
3:54
That is where people show the desire that they want to learn
3:59
some more about what it is that you do.
4:02
Then after interest, they move through the what's the word
4:05
again, AIDAD decision. So next is decision.
4:10
That's where people consider buying your product or buying
4:13
your service and then action, that is where people make a
4:16
purchase. So this schema that advertising
4:19
people use is called ADA. So that's Aida and that's the
4:24
reason why Aida is pretty much the dominant or I say framework
4:30
that you see when we discuss business related stuff over on
4:34
social media. So again, it's Aida and that is
4:37
awareness. Lots of people are aware
4:40
interest. A bunch of people show some
4:42
interest decision. A few of them decide that they
4:45
want to buy a product or service and then action.
4:48
An even smaller number decide to take action and then purchase.
4:53
Sorry, Excuse me. All right, Where was I?
4:56
OK, Yeah. So started off by saying that
4:59
the problem with your sales funnel is that a whole bunch of
5:01
you listening to this podcast right now do not even have a
5:03
sales funnel. So the first thing that we
5:05
should do is to figure out how to create a sales funnel.
5:08
And it involves several steps. If you've been listening to this
5:11
podcast for any length of time, you already know.
5:14
Now, First off, we have to define our target audience.
5:17
We have to clearly identify who the ideal customer is.
5:20
We have to decide who it is that we're going to chase.
5:23
And the reason why is this, if you haven't decided who it is
5:27
that you're going to chase, you're going to spend lots of
5:29
time and money chasing the whole world, including chasing people
5:33
who will turn out to be unprofitable, not worth your
5:35
while, people who will cause you demotivation, you know, all
5:40
sorts of things. So we actually have to start off
5:42
by figuring who are we going to run after?
5:44
How do you decide that? It's a little blend of common
5:47
sense and then letting your product or your service decide.
5:51
So in this case, let me use the most boring profession that I
5:54
can think of, accountants. And not only are accountants
5:59
very boring, there's even a smaller subset of accountants
6:02
that I think are even more boring.
6:03
All of you ask them, they think they're exciting forensic
6:06
accountants. So there's an association of
6:10
there's a Nigerian. OK, well, I can't remember.
6:12
It's been a while since I saw the banner.
6:14
I think it's the Nigerian Association of Forensic
6:17
Accountants. I'm trying to show how you can
6:19
use common sense and then let your product or service decide
6:22
who your target audience is going to be.
6:24
So if you're a forensic accountant, who should be your
6:28
target audience? Well, First off, what do
6:30
forensic accountants do? By the way, if you're an
6:32
accountant, a forensic accountant, forgive me if I get
6:34
this wrong, I'm just using idea to try and figure out what you
6:38
guys do. I'm coming up with this on the
6:40
spot. Ideally you should have done
6:41
some research, but OK. So this is my guess.
6:46
If this is not what forensic accountants do, then I'm
6:48
terribly sorry. When you reach out to me on
6:50
WhatsApp or on social media, please educate me as to what you
6:53
guys do. Now my guess is this,
6:55
accountants are people who figure out where did the money
6:58
go, how did you raise money? How did you spend it?
7:01
What is the inflow? What are the outflows?
7:03
Are the books balancing? That's what accountants do.
7:06
Now, I assume that forensic accountants are those people who
7:08
are very good at going into the books to try and figure out did
7:11
people cook accounts? Did somebody steal money?
7:15
Is somebody siphoning money from here and moving in there where
7:19
it's not supposed to be? So that's my assumption that
7:21
that's what forensic accountants do.
7:24
So if you are a member of the Nigerian Association of Forensic
7:27
Accountants, with what I've said so far, you're already getting a
7:32
certain sense of who the target market should be.
7:37
If you just use some common sense and you let your product
7:41
and your service decide and then we'll talk about some more about
7:46
that in the future. Then of course, you also have to
7:49
identify your target audience, you know, identify their pain
7:53
points. You know what it is that is
7:54
choking them. You need to know how your
7:56
product or service can help that then.
8:01
Yeah. OK, So, OK, forensic accountant.
8:03
So what kind of problems do we think that forensic accountants
8:07
solve? OK, you know what?
8:09
Let's just move into that a little bit.
8:13
So OK, you know what, Let me stay the course because it looks
8:18
like this is going to be a long episode, so I don't want to get
8:20
sidetracked here. So identify the pain points.
8:24
And then of course, we have to come up with compelling content
8:26
because we're talking about creating a before now.
8:29
Now content just means photo, video, blog post or whatever,
8:33
but you need to put out something that addresses what
8:36
these main points are. The whole point of putting all
8:39
these things out is that when people see it, it's going to
8:41
build trust. It's going to show that, oh,
8:43
this guy, this girl, this group, these people, they know what it
8:47
is that they're talking about. And this is what we call a
8:49
content marketing strategy. It's just a way to create
8:53
engagement online that leads people to you.
8:56
So in this case, if you're a member of the Nigerian
8:59
Association of Forensic Accountants, I'm assuming that
9:02
you're going to be creating content around money laundering
9:06
or content around company best practices to avoid fraud or
9:11
talking about financial data security, you know, blah, blah,
9:14
blah, all this really boring stuff.
9:15
So these are the kind of boring blog posts and YouTube videos
9:18
that you're going to be making because it might be boring to
9:21
the rest of the world. But for somebody who owns a
9:23
company where he thinks his side piece is stealing money, the
9:28
person is going to be really, really interested when they hear
9:30
something about financial breaches and money laundering
9:33
and corporate theft and, you know, blah, blah, blah.
9:37
Or for somebody who is part of a government parastatal and is
9:40
worried about whether he is subordinate, is stealing all the
9:44
money in the parastatal, even though arguably the only reason
9:48
why he wants to find out if somebody's stealing money so
9:50
that he has more money for himself to steal.
9:52
But that's besides the point. But I'm just saying that, yeah,
9:57
you make all this boring content, it'll be boring to the
9:59
rest of the world. But for people who have this
10:02
problem that is choking them, that is pinching them, it will
10:04
be relevant content to them. So you keep putting up that
10:08
thing. Sorry, putting up these stuff,
10:10
content over social media and yeah, folks will find you, but
10:15
it's not just enough to put out that content because we have to
10:17
now put a lead magnet, throwing a lead magnet in there.
10:21
Now a lead, remember what we've been saying on the show is just
10:24
anybody who has raised his hand or hand has done something to
10:27
show that they might be interested in your product or
10:29
service. So a lead magnet is just
10:31
something you throw out for free that gets people to raise their
10:34
hand and raising their hand in this case online means they take
10:39
the next step, like giving you some information where they
10:42
live, where they work, the phone number, e-mail address,
10:46
something like that. So typically lead magnets are
10:48
things like ebooks, webinars, you know, stuff like that.
10:52
So you can make a webinar and put it on LinkedIn.
10:54
Like if you suspect, if you suspect your CFO is stealing
10:58
money from your company, then sign up for this webinar.
11:00
So a bunch of people who think they're CF OS are crap, you
11:06
know, might sign up for the webinar or let's see what else,
11:11
you know, all those sorts of things, you know, So if you
11:12
think your CFO is stealing or if you're losing money through
11:15
this, that, that, that, that, if you anyway, whatever, you get
11:19
the idea, download this free ebook and blah, blah, blah.
11:23
But excuse me, but to download the free ebook, the person has
11:27
to give their phone number or the e-mail address.
11:31
Now the whole point of getting people's phone numbers, sorry
11:38
about that usual solve Rd. where was I?
11:45
So the whole point of the lead magnets getting everybody's
11:49
phone number or house address or office address or whatever is
11:53
actually to nurture these these people who have raised their
11:57
hands or trying to build relationships with them because
11:59
they could be potential customers one day.
12:02
And typically people do that online through e-mail marketing
12:05
or other channels. But the whole point is you've
12:08
collected people's e-mail address, the phone number and
12:10
the house address, the whatever information that you need, and
12:12
you now find a way to stay in touch with these people over
12:15
time. Then of course, from time to
12:17
time, you create a call to action.
12:19
The call to action is just to get people to do something.
12:23
For those of you who have listened to the episode on
12:26
conversions, you know, that's the whole point.
12:29
My call to action is to get people to people to do
12:32
something, to remove the relationship forward.
12:35
So the idea is this, that if people take that step, then it's
12:38
a sign of interest. It shows that these people are
12:41
ready to be moved on to the next phase.
12:44
So like in this case where you've done the webinar, people
12:48
have dropped their e-mail address, you've been sending a
12:50
couple of emails. Eventually in an e-mail you can
12:53
have ACTA which is sign up for sign up for something by this or
13:03
maybe ACTA might be what did I say again?
13:06
CFO, OK, CFO stealing money. Yeah, the CT the call to action
13:10
might be if you want to catch your CFO stealing money from
13:14
you, call this number now and schedule a consultation so you
13:18
can see that you're asking them clearly to take the next step.
13:20
Whoever takes the next step obviously might be looks like a
13:25
candidate who must be interested in in getting the services that
13:33
are offered by a forensic accountant.
13:36
Now, if you notice the examples that I've given so far, I used
13:40
online examples because typically whenever people talk
13:42
about talking about sales funnels, you see that they're
13:45
talking about all these things online.
13:47
So that's why I said run a webinar on LinkedIn, collect
13:53
people's e-mail addresses, let's see what else, or create a lead
13:59
magnet, collect people's phone numbers, you know, stuff like
14:02
that. So that's all offline, but
14:05
because of that, sorry, online. So because of that, some people
14:07
assume that every single time you say sales funnel, you mean
14:11
online activities, but that is not the case.
14:15
All of this talk that we've gone through so far also applies to
14:19
offline or physical world activities.
14:22
Because let's face it, before the Internet came along and
14:25
social media and all these good jazz came along, people have
14:28
been doing business since the dawn of time, since the Stone
14:32
Age. So this also relates to the
14:36
physical world if you're not into all this online jazz.
14:39
So this concept applies equally to offline businesses as well.
14:43
Now let's go through the stages so you can follow me here.
14:46
Remember I said there's awareness, then there's
14:49
interest, then there's decision, and then there's action.
14:53
So awareness, make people become aware interest, get a bunch of
14:58
people to show interest decision.
15:01
Some people will decide that they want to do business with
15:03
you. Action do something make them
15:08
that will get them to consider making a purchase.
15:10
So in this case, now building your offline sales funnel or
15:15
your real world sales funnel will look this way.
15:17
Let's stick with the most boring profession that I know, like I
15:21
said, accountants, and then an even more boring subset,
15:25
forensic accountants. So for forensic accountants,
15:29
stage 1, identify your target audience.
15:31
Now, my guess is a forensic accountant is targeting business
15:38
owners or Heads of Government parastatals.
15:42
Remember, I'm thinking about a Nigerian environment.
15:46
I'm sure if I sat down and I think about it a bit, maybe I
15:48
can come up with some other potential customers.
15:55
But for now, let me just say business owners and then Heads
15:58
of Government parastatals, then yes, OK.
16:02
So that's identifying the target audience.
16:05
So next thing, since we're talking about offline, obviously
16:09
we would have to choose strategic locations because if
16:11
we're doing this online, we'll be thinking about whether we're
16:14
going to do this thing on LinkedIn, the webinar on
16:17
LinkedIn or promote the webinar on, on Facebook or let's see
16:27
what else. By the way, we're now we're in
16:28
the real world, so excuse me, OK, I was like, OK, yes, I was
16:41
talking about doing things offline.
16:45
OK. We've identified the target
16:46
audience. We're looking at business owners
16:48
and Heads of Government. Paris details.
16:49
I have a location, yes. So physical locations, that's
16:52
where we are. So you have to think about where
16:55
your customers spend their time and where their eyeballs are.
16:59
Now, this could be high traffic areas in specific neighbourhoods
17:02
or maybe even some events. Now, it's not going to be a
17:05
coincidence that the first time that I saw a billboard for the
17:08
Nigerian Association of Forensic Accountants was in Area 11.
17:14
Area 11 is in the central business district.
17:17
The Billboard was placed prominently close to Area 11
17:22
shopping mall. 11 shopping mall is close to FCDA.
17:26
That's the Federal Capital Development Authority.
17:29
That's a government parastatal. And of course people say that
17:31
serious money moves in FCDA. Then it's also close to the
17:35
Ministry of Finance if you go further down the road.
17:38
And then it's also close to the women of Ministry of Women's
17:41
Affairs. You know, you drive down a bit
17:43
and then you turn to your left and then Ministry of Women's
17:47
Affairs is there, if I remember correctly, but you catch my
17:51
drift. These people, Nigerian
17:53
Association of Forensic Accountants didn't take their
17:56
billboard and put it in Wuse Market.
18:02
They took the Billboard and they placed it in the central area in
18:06
Abuja, close to a shopping mall where there are lots of business
18:09
owners and close to key key government power State House.
18:16
Why? Because if the assumption is
18:19
that business owners are the people who are going to pay
18:21
them, and Heads of Government power status who are trying to
18:25
figure out who is stealing money from the department are the
18:27
people who are going to pay them, then it makes sense that
18:29
you should put this billboard in this location.
18:31
And that's where I saw them. And I think it kind of makes
18:34
sense. So let's see what else.
18:38
You can also leverage other forms of traditional marketing
18:41
apart from the Billboard. So print advertising, you know,
18:44
newspapers, magazines, Flyers, brochures.
18:48
Yes, I have a word on content marketing because when people
18:51
hear content marketing, they typically think while you're
18:53
talking about online stuff, but it also applies offline as well.
18:56
So content marketing strategies also works for newspapers and
19:00
magazines, which is one of the reasons why I noticed people in
19:05
my age set. You know, you start a business,
19:08
then you get the Vanguard or, or this day to come and interview
19:12
you and you know, that's, that's good.
19:14
But I think you're better off spending your time and your
19:17
money trying to put useful resources out there on the
19:21
newspaper that'll make people read about your businesses
19:24
rather than you being proud that you've been featured in the
19:27
business in the business section.
19:30
Because you being featured once in the business section, you
19:32
know, is not really going to pay you.
19:34
It's good bragging rights. I mean, your classmates will see
19:36
it and think that you know, you're you're blowing up.
19:39
But you know what? Let me use a real life example.
19:42
Back when back in the military era, OK, this day newspaper
19:47
still exists. Well, back in the military era,
19:51
this day they started doing this thing was I think this day
19:56
style. Yeah, Was this day style a nice
19:58
glossy print out with, you know, The Who is who, You know,
20:04
fashionable people, movies, glitterati, blah, blah, blah,
20:08
all that kind of thing. So apart from this day style,
20:12
they also had different pull outs.
20:13
There was a this day section that had to do with business or
20:16
capital markets or something like that.
20:18
Now, at the time, remember I'm saying that this is military
20:21
era. So this is a long, long, long,
20:22
long, long time ago. I mean, this is before Obasanjar
20:28
came in as president. So there was this company
20:32
called, I think they're still around, although they've gotten
20:36
into trouble with the with the Securities and Exchange
20:40
Commission. BGL securities, yes.
20:42
So BGL securities back then, because I remember back in my
20:46
uni days, yeah, I think it was my uni days.
20:50
So BGL was always doing writing stuff in This Day, you know,
20:54
about stocks, how to pick a stock, what is this financial
20:58
instrument? What is that financial
20:59
instrument? And this thing went on for a
21:01
very long time. Now, this is content marketing
21:05
because people who are looking at these sorts of things in the
21:08
In This Day newspaper and are seeing BGL this week, BGL, next
21:13
week, BGL, next month, BGL the whole year, BGL.
21:17
After a while, people will start thinking or more this BGL
21:19
securities like these guys, they know their stuff like they're
21:22
the real deal because they're here giving us this free
21:25
information on this is how to pick a stock.
21:27
This is what the stock is. This is how you value a healthy
21:30
company. If you have a family office and
21:33
you have plenty of money, this is how you manage your money.
21:37
Those of you who are looking at international investments, this
21:39
is how you do it, you know, blah, blah, blah.
21:41
So it's all that writing, writing, writing, writing,
21:43
writing, writing, writing, all that content marketing.
21:45
That's actually what does the trick.
21:47
So if the person who owned BGL just took out one newspaper,
21:53
whatever, somebody comes and interview him.
21:55
You feel like you're a big dog, like this day they did a piece
21:58
on you and you feel like you have arrived but doesn't really
22:02
move the needle moving your business forward.
22:05
But every week you're seeing those BGL posts.
22:08
The BGL post might even be coming from junior employees or
22:11
research assistants or whatever. But it did I think was part of
22:14
the things that did the trick towards making BGL Securities a
22:19
really big player in the space. By the way, I'm not endorsing,
22:23
I'm not saying that that company, I'm not endorsing the
22:26
company anyway because like I said, in recent times, they've
22:29
run into trouble with the with one of the government
22:33
regulators. But I'm just saying that I think
22:35
that this is something that was significant in how they came to
22:39
limelight. So when it comes to newspapers
22:41
and magazines, stop thinking, OK, my cousin works in this day,
22:46
let me get them to interview me. Let me have my face in the
22:48
newspaper. It's beyond that.
22:49
Think about the content marketing strategy where you are
22:52
going to be there every single week or every other week for, I
22:58
don't know, 36 months straight, talking about these sorts of
23:03
problems that your business can solve.
23:04
That is what is going to move the needle, especially if you
23:07
have an inside scoop that that is really, really, really,
23:12
really good advertising. So where was I?
23:16
So basically print advertising, Yes, content marketing
23:19
strategies apply there as well. You can also do that radio as
23:23
well. I mean, hint, hint.
23:25
That is the reason why I recorded my radio pilot two
23:30
weeks ago, so that I can get on the air.
23:32
It's the same jazz content marketing then.
23:36
OK, we've already talked about outdoor advertising, how you can
23:39
use billboards to build your top of the funnel.
23:46
Let's see what else, OK. And then the same thing, you can
23:48
also create offers like free workshops, things like that.
23:55
I mentioned that I tried selling financial products in the past
23:58
and that is something that they use in the industry, this whole
24:01
thing of free workshops. So some people go to some radio
24:03
stations like in Nigeria, there's, sorry, in Abuja there
24:08
is Niger Info, Niger Info FM that that's more like a talk
24:12
radio station. So politics, business, those
24:14
sorts of things. So there's some people who go
24:15
there early in the morning and they talk about stuff maybe like
24:19
how you can make money buying stocks or something like that.
24:23
And at the end of the show, miraculously, the person
24:26
advertises I have a free class that is going on, is going to be
24:30
at Chelsea Hotel. It is free for the 1st 200
24:34
people, anybody after 200 people, you only have to pay 500
24:38
an hour to enter, you know, something like that.
24:40
And it's out. Well, First off, it's free.
24:41
And if you're late, you only pay 500 bucks.
24:43
So yeah, not a big deal. And then people rush there.
24:47
But this is what is going to happen at that event.
24:49
You will get there. You get lots of value, but then
24:52
the people are also going to try and sell you on using them to be
24:57
your stockbroker or your or your their mortgage provider or
25:02
insurance provider or whatever. So I mean that's how it works.
25:06
So the same thing you're doing online, you can also do offline.
25:09
So on the radio interview, like some people do when they go to
25:12
Nigeria Info FM, you, you advertise your free workshop and
25:18
then you try to book appointments and consultation
25:21
from there. OK, now I know that all the
25:24
stuff I've spoken about here maybe was too, too fancy, too
25:28
high level because I mean, how many of us are forensic
25:31
accountants? But the point that I was trying
25:32
to make is this, it works in real life, or rather it works in
25:37
the physical world and it also works online.
25:42
And the reason why I picked accounting was this honestly,
25:44
show that even what you sell, even if what you do or what you
25:47
sell is as boring as accounting, it can still work.
25:50
By the way, for those of you who know my family members, don't
25:53
tell my wife that I said this. She's not an accountant, she's a
25:55
lawyer. But because of her CFA training,
25:58
she's taking lots of accounting classes and she's beginning to
26:00
enjoy the subject. Then let's see what else.
26:03
And then I also seem to have lots of accountants in my
26:06
family. There's my cousin Alu, there's
26:08
my cousin Tisu. That was my cousin Mimi.
26:10
And well, anyway, bottom line issue, I don't tell my family
26:13
members that I'm browsing their profession.
26:16
So I think that's just a pretty much, OK, there's one thing that
26:21
I have to mention this thing about sales funnel and the whole
26:25
Aida philosophy that's attention, interest, decision
26:30
and then action philosophy is key.
26:34
I'm sorry, consistency is key. So you have to do things
26:37
repeatedly because some people think that if I put one
26:41
advertisement in the newspaper and I do double spread in this
26:45
day, then you know, bam, I'm going to hammer, you know,
26:48
that's not how it works. Or some people think if I do
26:51
that one advertisement on Google and then push a millionaire
26:56
behind that particular campaign, that's how I'm going to hammer.
26:59
Now, unfortunately, when it comes to sales funnels and Aida,
27:03
consistency is much more important than that one off big
27:07
something. So one ad campaign, one
27:10
mentioned in the newspaper is not going to help you at all.
27:13
It's about, you know, steady, steady, steady, steady, steady.
27:17
If you're going to be advertising, then do your
27:19
advertising steady, steady, steady, whether it's online or
27:22
offline. If you're going to be doing the
27:23
content marketing, don't just write 11 big piece.
27:27
And I think it's going to bring you a ton of business.
27:29
Be writing that piece consistently, consistently,
27:32
consistently, like how BGL Securities was doing back then,
27:35
you know, when we were like secondary school transitioning
27:39
into university. So it's like that consistency
27:43
over time. So just be dropping, dropping,
27:44
dropping. If it's advertising, be
27:46
advertising steady. If you're thinking content
27:48
marketing, be doing your content marketing thing steady.
27:51
Then also follow up is really important.
27:54
Although in this case on this podcast, we, we talk about
27:56
follow through because in traditional sales circles, you
27:59
know, there's a difference between follow up and follow
28:01
through. Follow up is when you just say
28:03
I'm calling to greet you. Follow through is when there's
28:06
something specifically that something specific that you're
28:10
calling. How will I put it?
28:15
So follow up is when you just call in and say what's up.
28:16
Then follow through is when there has been a predetermined
28:20
course of action. You and the other person, you
28:22
guys decided that something was going to happen next and you're
28:24
calling now to be sure, like how far?
28:26
Like what's up? Are we going to go through with
28:28
this thing or not? So following three is absolutely
28:31
essential. If you collect e-mail addresses
28:33
and phone numbers and you do nothing with them, then nothing
28:35
is going to happen. So consistency #1 be doing it.
28:39
Plenty, plenty, plenty, plenty. Don't do one advertisement.
28:41
Be advertising steady every month.
28:44
Don't do just one content marketing piece.
28:45
Be content marketing every month.
28:47
Every week. As you're collecting phone
28:49
numbers and emails, don't just be keeping it on your phone or
28:54
on your computer. Sorry, forgive me, excuse me.
28:58
Rather, you need to putting the dials you need to sending
29:03
messages, you need to reach out to people.
29:05
And then there's this whole thing of measurement.
29:07
Well, not really measurement, but pay attention, see what's
29:10
working and see what's not working.
29:12
If something is not working, then just stop it.
29:15
Well, first of all, you, you can, what's the word, you know,
29:19
diagnose to be sure that you're doing things the right way.
29:21
So if your online campaign is not working, then just try and
29:24
diagnose like what's wrong? Is my copy wrong or am I
29:27
targeting the wrong set of people or am I not putting
29:31
enough money behind the campaign or let's see what else?
29:36
Am I using the wrong format? Because like there's a time that
29:40
banner advertisements used to used to rock as you know, the
29:43
ones that you open and then just covers the screen.
29:46
But now the ones that open and cover the screen, people try to
29:48
avoid. So I think if you're trying to
29:50
do banner advertisements now, that might not be a good idea.
29:54
So that's not banner, that is a pop up, pop up advertising.
29:57
So these are the sorts of ideas I may be asking yourself whether
30:00
this thing is working or whether why this thing is working or why
30:03
this thing is not working. But basically, if it works,
30:07
continue doing it, don't change it.
30:09
So I think I'll just wrap it up here, especially since funnels,
30:15
especially online funnels is not my thing because my specialty is
30:19
personal selling. So one-on-one, you're talking to
30:21
somebody, you want the person to buy or you want the person to
30:24
take the next step in considering your considering
30:29
your services. So that's actually my specialty.
30:32
So to learn more about Aida ADA, attention.
30:36
Sorry, Abby, what was it? Awareness, awareness, interest,
30:41
decision, Abby, desire and action.
30:45
You should be checking podcasts on advertising.
30:50
Podcasts on marketing. Yeah, you will hear lots of
30:52
stuff about sales funnels. So I'll just wrap it up here
30:55
since we're already at 30 minutes.
30:57
Please connect with me on WhatsApp for questions, quick
31:00
tips and insights. The phone number is 08064662140
31:05
and the country code is +234. Also connect with me on LinkedIn
31:08
is the best social network for business career development and
31:11
networking. The name to search for is Tava
31:14
Shima IED. That's my name.
31:15
I'm the host of the show. So thank you very much for your
31:18
time and attention. I'll catch you guys at the next
31:20
episode. And it's a Friday night, so
31:22
you'll have a wonderful weekend.