Latest / The SmallBizChat with Melinda Emerson / How to Boost Your Sales with Internet Marketing with Paul Getter

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How to Boost Your Sales with Internet Marketing with Paul Getter · The SmallBizChat with Melinda Emerson

• 0:00
  Now it's about providing value for people, educating, informing them, inspiring,
• 0:07
  motivating them, there has to be solid content.
• 0:10
  So you have to differentiate yourself from everybody else.
• 0:13
  You have to be a voice and not just an echo.
• 0:18
  2, 1, 0, ignition, liftoff.
• 0:26
  Ending small business failure.
• 0:28
  Welcome to the small biz chat podcast with the number one small business spurt, Melinda
• 0:34
  Emerson.
• 0:35
  Melinda's goal is to end small business failure, and she'll give you the information
• 0:40
  you need to succeed and live the life you dream of.
• 0:43
  Now here's your host, the small Biz chat lady herself, Melinda Emerson.
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  Hi, everyone.
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  I'm Melinda Emerson, the small biz lady.
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  America's number one small business expert, and I'm so excited to welcome you to another
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  edition of the small bitch chat podcast.
• 1:02
  Today, we're gonna focus on internet marketing.
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  This is especially important if you're trying to boost your sales before the end of this
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  year.
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  You don't wanna miss My guest expert, the internet marketing nerd, who is going to break
• 1:17
  down the selling secrets of building a business online.
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  Here at the small biz chat podcast, our mission is to end small business failure.
• 1:28
  This is a peer to peer mentoring show where we give you advice from multiple angles.
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  We want you to take your business to the next level, and that is why we do what we do.
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  The small biz chat podcast can be seen on my small biz lady fan page and on my small biz
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  YouTube channel Now listen, if you like what you see today, feel free to subscribe.
• 1:52
  You wanna make sure that you do not miss another episode.
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  So now what I'd like to do is introduce my guest, Paul Getter, the internet marketing nerd
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  in 2009 Paul was broke struggling and delivering phone books out of the back of his
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  car after him teaching himself about the power of internet marketing He created the internet
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  marketing nerd and quickly became one of the most sought after marketing experts in the
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  world.
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  He has spent over a $1,000,000,000 running ads.
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  Y'all heard me.
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  That was billion with a beat.
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  He running campaigns for himself and for his clients, and he has scaled numerous businesses
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  into 8 figures per year.
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  You can get more information about him at paulgetter.com.
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  Paul, welcome to the small business chat podcast.
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  Melinda, thank you very much.
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  You're amazing.
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  This is gonna be exciting.
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  I am so excited to to have you here because you have such an incredible story.
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  So you are an overcomer.
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  You are a survivor turned social media superstar.
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  So you know, I gotta hear the story, Paul.
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  You gotta tell me of how you how you got down and how you got back up.
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  That's what I wanna know.
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  Right.
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  Right.
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  Right.
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  Yeah.
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  Well, 1st of all, thank you very much for having me on your show.
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  Again, you're doing amazing things, and it's a blessing to be a part of this, great group of
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  individuals that is helping inspire and motivate people to do better things.
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  So again, thank you very much for having me here.
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  So, yeah, I've been blessed to work with some amazing people, a list celebrities, fortune 500
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  companies, you know, big personal brands online, but it wasn't always like that.
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  As you mentioned, back in 2009, I was delivering phone books.
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  I don't I don't know if some people even know what phone books are.
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  You know, you know, it was actually they used to deliver a book to our house that had
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  everybody's name phone number and address.
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  Well, talk about no privacy.
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  That's that's, you know, you could that would happened today.
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  So I was delivering phone books out of the back of our minivan, and I remember one of my
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  friends told me they said, hey, Paul, you they were going off to college.
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  And they said, you need to get on Facebook to stay connected.
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  And I remember going on there, I'm like, ah, isn't for me.
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  You know, this is I don't have time for this.
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  This is a waste of time, and I I bailed on it, but I eventually jumped back on.
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  And At this time, I realized that there was businesses.
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  There was, companies that would make their presence online.
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  And, you know, start up little Facebook pages.
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  And so I decided, you know, I might as well do that.
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  Well, I didn't have a business this time.
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  I was delivering phone books and not real like, I could really set up a Facebook page on the
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  phone book deliver.
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  I don't know if that would be very marketable.
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  But I set up a Facebook page for my church and put it out there, you know, service times and
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  everything.
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  And I remember a couple weeks later, a family showed up.
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  And I went up to him.
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  I said, hey.
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  Well, you know, good to have you here.
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  Where'd you hear about us?
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  And they said, oh, we saw your information on Facebook, and it was like, you know, a light
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  bulb moment.
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  I'm like, Well, these are real people.
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  They really came here, and I quickly jumped seeing that there was an opportunity to help
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  small local businesses.
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  So I started reaching out to pizza shops, ice cream shops, restaurants, chiropractor saying,
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  hey, you need to get on this Facebook thing and started helping them grow their business
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  online.
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  And so I guess you would say after that, the rest was history.
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  Well, you know, it's interesting.
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  I saw, a quote about you from a conversation that you have with Kevin Hartman, the first
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  time Kevin Hart met you.
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  Uh-huh.
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  And you were thinking that, you know, he was supposed to be, like, laughing and joking,
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  like, crackling jokes and stuff.
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  And I'm from Philadelphia.
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  So, you know, I'm a huge Kevin Hart fan.
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  So, But in fact, he was very serious and very much wanted your information.
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  And I and I thought that was really interesting because you would think celebrity people, you
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  know, got people that handle that.
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  Right?
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  Yeah.
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  You know, versus him personally wanting to understand how to grow his business online.
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  Yeah.
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  You know, that was something that I quickly saw, and this is early years 2009, 2010 that
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  people really did not understand.
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  Like, you say it now, hey.
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  You need to be on for your business.
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  It's like, yeah.
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  But this was a day that people wanted to be on the radio.
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  People wanted to be on television, and they didn't realize I mean, if you would've asked a
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  kid 20 years ago, they'd say, oh, I wanna be a movie star.
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  Now it's like, I wanna be a YouTuber because it's that's to how media has evolved.
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  And so so, yeah, there was business leaders.
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  There was entrepreneurs.
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  There was companies.
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  And there were celebrities and large personalities that, quickly learned it was
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  probably really important for them to be online.
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  So we had celebrities reach out to us.
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  Fortune 500 companies help them, grow their presence online.
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  Interesting.
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  So what are
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  the essentials you think of internet marketing now?
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  Because back in 2008, 2009 versus Marketing online in 2022 is a different game altogether.
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  So what do you think it takes to really be effective with online marketing right now?
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  Yeah.
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  Well, I think what we're doing right here is a great example.
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  Content, you know, educating, informing, adding value to your audience.
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  You can't just there there used to be a date where you could post a picture of food and you
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  would grow a following, you know, post post a now it's about providing value for people,
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  educating, informing them, and aspiring, motivating them.
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  There has to be solid content.
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  So you have to differentiate yourself from everybody else.
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  You have to be a voice and not just an echo.
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  So number 1, content.
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  Content is key.
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  Then secondly, community gotta have a community, people that you are actually pouring
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  into.
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  The danger of social media is people allow it to be just media.
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  You know, like, a television is just media.
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  What makes Facebook, Instagram, LinkedIn, all of these platforms, social media is like you
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  can talk to the people that are giving you the content.
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  I used to think that I could do that with as a kid on TV you know, I would sit there watching
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  Sesame Street, and they're like, hey, little boy.
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  How are you?
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  And I'm like, hi.
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  You know, and I'd freak out one day there's, like, Hi, Paul.
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  How are you?
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  Like, oh, they can see me.
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  And so I was a weird kid sitting there in the room by myself talking to the television, and I
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  didn't realize for a long time.
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  I think I was like, thirty three years old when I realized that the people on TV really
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  couldn't see me or hear me.
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  I'm I'm just kidding.
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  I was younger than that.
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  But but that that's that's the thing about social media that makes it so powerful.
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  Is that you can talk to the people, and you can talk to the people that are watching you.
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  So engage with your audience talk to them.
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  Listen to them.
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  Don't make it just media, but make it social media and engage with them and build that
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  community.
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  That that's what makes it different.
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  It's content and and community.
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  I love it.
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  So we know now that social media is like the number one sales channel, but there's a
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  difference between followers and conversion.
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  Right.
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  So so so how do we how do we get people out of this?
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  I need followers versus I need customers.
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  Like, like, how do they make this conversion?
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  Yeah.
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  I always say there's likes don't pay the bills.
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  Comments don't pay
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  the the bills.
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  Well, you was betting.
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  Yeah.
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  Bitch it.
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  Okay.
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  Tell him.
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  Because I I see all these little I I call them new business, Barbies out here and trying to,
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  you know, showing you their Bentley that they rented, and they wanna take pictures in front
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  of him.
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  And I'm always like, yeah.
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  Wow.
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  You know, Do people really buy from people because of what they have versus what they
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  know?
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  It's really scary what's going on out here now.
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  And I see so many people getting displeased for money with for people that don't have any idea
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  what they don't.
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  Yeah.
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  That's a there's a big difference between clout and cash.
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  You know what I mean?
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  Cloud isn't paying my bills.
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  Sales sales pay the pays the bills.
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  So, so, yeah, I think that every individual probably has their own approach, how they
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  connect.
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  There are lifestyle entrepreneurs that they show their their life style or their want to be
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  lifestyle, and that attracts a certain demographic of people.
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  Then there's individuals that will sincerely educate mentor give people value.
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  And I'm sure some of your other guests will speak to this at a at a higher level.
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  But, you know, if you're really providing value, you're really giving.
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  You're really serving people.
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  There comes a point where they're like, sell me something.
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  I I want you to sell you don't have to push to sell on them.
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  They're just like, please.
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  I wanna I wanna know more.
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  I want you to give me more.
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  So so, yeah, it it is there's more than just posting pictures, posting contents, getting
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  likes and comments, and things like that that you do have to have a process that you can turn
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  those eyeballs into conversions.
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  So talk me talk to me
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  a little bit more about that.
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  Is it about is it about as?
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  Is it about sales funnels.
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  I mean, like, what tell me if I'm just getting started, I don't know anything.
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  Yeah.
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  So But I'm but I'm trying to build my little brand on Instagram.
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  Okay.
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  What should I be doing, Paul?
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  Tell me.
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  First of all, let let's just say that you are building a social media platform with the
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  intention of building a brand making sales, having a product or a service that you're gonna
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  monetize.
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  Number 1, you want to, 1st of all, determine, do you have a product or service that is
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  marketable because marketing running ads to something that isn't good is not gonna solve
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  the problem.
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  Like, if if you have a bad product or service and I run ads to it doesn't mean you're gonna
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  get sale.
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  It just means more people are gonna know you have a bad product or service.
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  So you wanna have a good product, something that has been tested, that you know this is a
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  good offer.
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  So that starts organically.
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  That might start with friends and family.
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  That might start with your, you know, few 100 or maybe 1000 of followers that you have that
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  you're tested.
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  And so what I like to do initially is do what we call a case study.
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  Maybe you present this offer in a free or a very entry level price.
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  And then you give that to the people.
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  You test it and you get their feedback, you get their testimonials, you get their input, and
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  then you begin to improve it.
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  And then after you see that people are you know, it's delivering.
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  It's giving them good value.
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  Then you start to transition into paid ads.
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  So organic first, then paid ads, and you have to have proper systems in place, to capture
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  these leads to capture these sales, whether it's a funnel, you know, we often use the term
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  funnel and what differentiates a funnel from a website a website is kind of like a static
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  informative.
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  Hey.
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  This is all about me, and people just kind of wander and look and observe, but there's no
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  real objective or direction that you want them to go.
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  A funnel is they come into your world and you're going to give them something, and you're
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  slowly going to push them to a final objective.
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  That final objective might be purchase my product.
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  Set up a call, fill up this application, but there is, you know, just like a a funnel, you
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  know, like the funnel that you put in the car that you pour it in and it goes some people are
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  like, I know I know about funnel cake, but I don't know about funnels, but that's that's
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  what a funnel is is you take them from some big broad They're coming in a big door and you
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  bring them down to a final point.
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  Love it.
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  Love it.
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  So ads are organic first.
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  Get some give some validation, get some social proof, and then ads.
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  Okay.
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  So if I'm just getting started with ads, What is the right platform to test my ads on first?
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  Oh, that's that's a great question.
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  So you have to teach you you have to treat social media platforms like a family reunion.
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  And so it's it's like this.
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  When I go to the family reunion, I, there's different there's my aunt there, uncles,
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  there's cousins, there's grandpa.
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  When I go to Grandpa, I'm gonna talk to him differently than I talk to my cousin.
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  And the danger that people do is they put out content or they try to run ads all the same,
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  and they try to think that their offer is for everybody, all platforms, but that's not always
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  the case.
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  So you have to find the platform that connects with your audience the best, you know, LinkedIn
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  might be the platform where your audience is.
• 15:17
  TikTok, you know, if if you've got a product that connects with a younger audience, you
• 15:22
  might want to check out TikTok or Instagram LinkedIn is more of a business, type of
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  audience.
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  So you're gonna have to determine is my offer the best suited for this platform or that
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  platform.
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  And then, you know, you you're kind of the term and what what is my budget that I'm willing to
• 15:43
  invest to acquire a sale?
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  Initially going you're probably gonna have to have a high, budget.
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  Like, if you're selling a $1000 product, you'd better be willing to invest a few $1000 to test
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  things.
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  You want to get that initial sale and then you begin to optimize and refine and improve your
• 16:04
  messaging and stuff.
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  But The first important thing you have to do is define which platform is going to be the best
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  for your audience.
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  Love it.
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  Love it.
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  Love it.
• 16:14
  Alright.
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  So I know you talk a lot about if you wanna grow your revenue looking at Amazon.
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  And I wanted to talk to you about What are some of the best ways to stand out on Amazon if that
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  is how you're gonna sell your products and services?
• 16:31
  Yeah.
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  So when it when it comes to Amazon, you can learn so much there just by going to the best
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  sellers, going to individuals that already have a track record.
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  I always put it this way.
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  Success leaves clues.
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  So go to the ones that are already doing that.
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  And the beauty of Amazon is you can see the reviews.
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  You can see the the the ranking.
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  You can see is this best selling, how long it's been there, and that gives you a blueprint to
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  see things that have already been tested and already successful.
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  It always concerns me when a client comes to me and they say, Paul, I have this amazing idea.
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  It's gonna make 1,000,000 of dollars, and nobody is doing this.
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  And they think and nobody is doing this is gonna be the thing like, oh, awesome.
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  That's great.
• 17:22
  But when they say nobody is doing this, in the back of my mind, I'm saying there's probably a
• 17:27
  reason I nobody is doing this.
• 17:31
  There's probably a hundred people that tried that, and that's why nobody, is is doing this.
• 17:38
  So it's a lot easier to find something and improve it, modify it, add your flavor, add
• 17:47
  your angle, your experience to it and make it better for your audience than try to develop
• 17:54
  this amazing new secret formula that nobody is doing.
• 17:58
  You know, it's funny you say that because oftentimes if an entrepreneur comes to me with
• 18:03
  that, I usually think they have it done in effect of competitive analysis because I was
• 18:07
  like, your audience is being served some kind of way by somebody.
• 18:10
  I promise you.
• 18:12
  Like, that's why they're 3000 different types of shoes.
• 18:15
  Right?
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  Crocs didn't invent shoes.
• 18:16
  They invented a different kind of shoe that was more comfortable, ugly, but more comfortable.
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  Right?
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  So I think
• 18:22
  that Absolutely.
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  I I think that you really do have to direct entrepreneurs.
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  This is all of us, you know, teaching coach entrepreneurs is always like, oh, boy.
• 18:29
  Here we go.
• 18:30
  You know, if somebody comes at you with something like that.
• 18:32
  Now I know that video marketing is the most effective kind of marketing out there, right,
• 18:40
  probably second only to you know, influencer marketing is very effective as well.
• 18:44
  Can you tell me some of the best ways that small business owners can leverage video
• 18:48
  marketing right now?
• 18:50
  Yeah.
• 18:50
  So he here's there has been kind of an evolution when it comes to video marketing.
• 18:56
  That when social media first came out, everybody tried to do what they were doing on
• 19:01
  television, but now doing on Facebook.
• 19:04
  So it was a very polished refined commercial type of videos.
• 19:09
  And that worked for a certain period of time.
• 19:12
  Now it is more of a native type of ads because what people have learned is, like, they can
• 19:20
  scroll.
• 19:20
  And when they see an ad, they scroll faster.
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  They're like, oh, I don't wanna see an ad.
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  You know what I mean?
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  Click next and everything.
• 19:27
  But if you can connect with your audience in a way where you can make an ad, and they don't
• 19:33
  even realize it's an ad until you're like, and here's my product.
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  You know, so so that is probably the most effective ad, video marketing is when you can
• 19:46
  do it in a native way.
• 19:48
  Where, you know, it's like product placement.
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  I've seen individuals that do, like, come on.
• 19:53
  Let's let's talk about it, Melinda.
• 19:55
  You're doing it right now.
• 19:57
  You've got your book right there behind.
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  Like, we don't see it or something, but it's product placement.
• 20:03
  You've got it right there.
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  And so that that is one of the most natural ways to do it is it's just subtly placed in
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  there.
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  It's not pushed or shoved down to anybody's throat.
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  It's providing value.
• 20:15
  It's connecting.
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  And then, oh, yeah.
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  Here's the product that can help you.
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  Love it.
• 20:20
  Love it.
• 20:21
  Love it.
• 20:22
  Alright, Paul.
• 20:22
  You gotta tell me what is your favorite online marketing hack?
• 20:29
  Of online marketing.
• 20:31
  I can't tell you the that that's like the give me the gold.
• 20:35
  That's what you're really wanting.
• 20:37
  Okay.
• 20:37
  So, I I tell people to do this.
• 20:41
  If if you do this, if you do this, you will grow, you will get sales, but it's work.
• 20:47
  Everybody wants this, like, thing that just, you know, mysteriously sales appear, but this
• 20:53
  is what you do.
• 20:55
  You find, let's say, I don't like to use the word competitor, because I don't believe
• 21:01
  anybody's any competition, we all serve our own audience uniquely.
• 21:04
  But find people that are doing similar things to you.
• 21:07
  Let's just call him John Smith is doing similar things to you as you.
• 21:12
  Your audience follows John Smith.
• 21:16
  Well, what what you want to do is when John Smith post a post, people are gonna start to
• 21:22
  like.
• 21:23
  People are gonna start to comment, and I'm using Instagram, for example.
• 21:28
  People are gonna start to like.
• 21:29
  People are gonna start to comment.
• 21:31
  Number 1, you're gonna have to follow him, turn on the notifications.
• 21:34
  When he posts, you're gonna be one of the first persons there.
• 21:37
  Number 1, you want to tried to do a viral comment.
• 21:41
  Everybody tries to do viral posts.
• 21:43
  I encourage new viral comments.
• 21:46
  So he posts, you make a comment that adds value that is like a zinger that's something funny or
• 21:52
  that catches people's attention.
• 21:54
  Well, people will start to like your, comment, they'll start to check out your profile.
• 21:59
  And all of a sudden, you'll start to see followers coming your way.
• 22:04
  So that's step 1.
• 22:06
  Step 2, all the people that have liked and commented on his or her posts, you're going to
• 22:12
  also like one of their posts, comment on one of their posts.
• 22:16
  Again, this is gonna take you 10, 15 minutes to do this, but what you'll see is you're you're
• 22:23
  almost kind of like growth hacking.
• 22:25
  You're bringing attention to your profile, getting targeted followers because you know
• 22:30
  that they're engaged, they're connected with someone in the same niche as you.
• 22:35
  And, you'll see the followers in people start to message you, and you'll see a nice solid
• 22:40
  organic growth from that.
• 22:43
  Love it.
• 22:43
  Love it.
• 22:44
  That's a great that's a great hack.
• 22:46
  Alright.
• 22:46
  So getting your crystal ball, looking to the biggest marketing trends for 2023, what do you
• 22:53
  think is gonna continue?
• 22:54
  And is there something new you think people are gonna start doing.
• 22:57
  Yeah.
• 22:58
  So, number 1, TikTok, if you're not on TikTok, I would start to Check out TikTok.
• 23:05
  If you just look at the growth pattern of TikTok, it is outpacing all social media
• 23:11
  platform.
• 23:12
  So get on TikTok.
• 23:13
  It's not just kids dancing anymore.
• 23:15
  There's doctors.
• 23:16
  There's lawyers.
• 23:17
  There's business owners.
• 23:19
  On TikTok.
• 23:19
  So get on TikTok.
• 23:20
  It's still early enough for you to get on on there and not be lost.
• 23:25
  So get on TikTok.
• 23:27
  As far as trends, This is this is something we have to be keenly aware of.
• 23:32
  Artificial intelligence is growing so rapidly.
• 23:37
  The days of being the best marketer, the best copywriter, the best ad buyer, it's going to be
• 23:45
  replaced by artificial intelligence.
• 23:47
  I really think there's gonna be a day that you just pick up your phone and you say, Hey,
• 23:52
  marketing platform.
• 23:53
  I want you to make an ad for this product or service for me, and you push the button and all
• 23:59
  of a sudden it writes The copy for you says use this image or this image, make some videos for
• 24:05
  you, and then boom.
• 24:06
  It's done.
• 24:08
  So being a good marketer is going to be replaced by artificial intelligence.
• 24:14
  It's gonna happen.
• 24:14
  It's gonna happen.
• 24:16
  So that's why it's gonna be even more important that the content that you deliver, the personal
• 24:22
  brand that you have, your product or service is better than just a good ad.
• 24:29
  I love it.
• 24:30
  I love it.
• 24:30
  That is so so key.
• 24:31
  I hadn't even thought about it like that.
• 24:34
  Alright.
• 24:35
  So what is the best business advice anyone has ever given you?
• 24:41
  Make a whole lot of mistakes.
• 24:44
  So, yeah, I mean, that that's so I think for myself, I have missed a lot of opportunities
• 24:54
  because I imperilized by perfection.
• 24:58
  Oh, it's gotta be right.
• 24:59
  It's gotta, you know, let me let me fine tune this, and I failed to launch things Get things
• 25:06
  started because it's never perfect.
• 25:09
  It's never the right time or it's not good enough.
• 25:12
  So I I have to push beyond that to push beyond that and just make imperfect action.
• 25:20
  It made When you look at it, every successful business software company has launched in
• 25:27
  perfect.
• 25:27
  I remember when Facebook first launched, There were so many bugs.
• 25:31
  There were so many glitches.
• 25:33
  And you know how it is?
• 25:34
  Software, if you go to the App Store, every every week, they're making updates.
• 25:39
  Making an update is they're fixing something.
• 25:42
  They're improving something.
• 25:44
  So we have to be in that mode where, hey.
• 25:47
  We'll launch beta.
• 25:49
  We'll launch imperfect, but we have to take action.
• 25:53
  Love it.
• 25:54
  Love it.
• 25:54
  What thank you so much, Paul, for making the time to be here.
• 25:58
  You have just been blessing our audience with so many pearls of wisdom.
• 26:03
  Please check out Paul Getter, the internet marketing nerd.
• 26:06
  Go to Paul Getter.com.
• 26:08
  If you are in interested in learning about what kind of boss you might be.
• 26:12
  I want you to head over to boss quiz.com and get your complete business profile.
• 26:17
  So that you can figure out the right business opportunity for you.
• 26:22
  Thank you all for joining me for another edition of the small biz chat podcast You know,
• 26:27
  our mission here is to end a small business failure.
• 26:30
  I'm Melinda Emerson, a small business lady, and I wanna leave you with this.
• 26:34
  You never lose in business.
• 26:36
  Either you win or you learn.
• 26:38
  God bless everybody.
• 26:40
  Thanks for listening to the small biz chat pod cast with Melinda Emerson.
• 26:45
  Subscribe to this podcast, wherever you listen to podcasts, and join us next Wednesday for
• 26:50
  more fantastic information and interviews.
• 26:53
  You can find more sources and small business success strategies by visiting Melinda's
• 26:57
  website succeed as your own boss.com.
• 27:01
  Thanks again for listening, and we'll see you next week.