Season 2, Episode 21
Getting Better Leads
“The whole key to bring in customer leads is speak to their needs.” – Lyle Leads
Join Matthew Zamutt and Lyle Leads as they discuss Part 1 of our series, “The Only Four Ways To Increase Profitability in Business.”
In this episode we will cover:
– The simplicity of marketing – How to communicate your value to other potential customers – Why is a customer avatar important? – How to best use social media to market your business – Is your website setup to have leads? – Where to find your customers -How to automate your marketing – Overcoming customer barriers with a simple tactic
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Transcript Of The Main Podcast
Hello and welcome to optimize pop season two, we’re kicking off with season two with a four part series titled The Only Four Ways to Increase Profits in Your Business. These are the core fundamentals that every business needs to understand. My host today is business coach Lolly’s Salal. Kick it off. All right.
I’m excited to be here for season two and we’re still going to do the same thing we’ve been doing on our optimize profitability, bring other people on. But we’ve just heard some feedback and a lot of people want a little bit more teaching, specifically when it comes to optimizing profitability, because they’re like, well, I really want to just know how to optimize our profitability. And you can go do research on this if you want to. But if you stay tuned for these four parts, you can hear lots of valuable, valuable information.
As a matter of fact, if you’re listening in, if you’re not driving, get you a notepad because we’re going to be dropping some major knowledge. Broms here, Matthew, do you know what a knowledge bomb is linking knowledge?
Bomb is an overload of knowledge. Exactly. It’s something you can take and put into practice.
So we’re going to talk about the four levers, but we’re not going to reveal them until each session. So today’s session, the first the easiest one, the thing that everybody wants, it’s leads. Matthew, would you like more leads in your business? I think everybody would want more leads in their business. Exactly, that’s the one thing that everybody thinks about when they think about increasing their profits is more leads. But I always ask people, if I brought one hundred customers to your business right now, would you be ready for it?
Is your system set up to follow up with those those hundred people? Are your workers ready for those hundred people? Let me tell you a true story.
Today, I was on the phone with somebody at nine o’clock this morning is like, I’m overwhelmed. I got too many customers going. And literally the guy’s on the phone complaining about all the customers he has. That’s pretty awesome. That’s a good problem to have. Right. But you know what I ask him, do you want to do X, Y, Z to take it to the next level? And he says, no, I don’t want to complicate my life.
He was satisfied where he was.
So if you’re satisfied where you are, this is not the podcast for you. This podcast is for somebody who wants to know how I can get more leads. So let’s talk about some basic stuff.
Matthew, do you know the tenants, the four main tenants or three main tenants? I’m going to call it today of marketing. Do you know what they are? I don’t think so, or it’s the marketing. It’s really simple, you got to have a problem, you got to have a solution to that problem and you’ve got to be able to communicate how you solve that problem better or more unique than anybody else. That is marketing in a nutshell.
How cool is that? I really simplified marketing. It is, but seriously, so many people don’t understand how to communicate that, if you can understand, I do this specific thing for this specific group of people, and this is why I’m better. That’s the whole gist of marketing.
If you can communicate that and a higher value than anybody else, you’re going to get attention. That’s part of lead. So before we get anything about leads, you have to understand who your leaders are. Who is it you’re looking for?
So, Matthew, how would you define a lead, a lead as somebody who comes into your business as interested in what you have to offer?
Exactly. Somebody who’s interested now you have potential leads. You have possible leads. But we’re talking about someone who’s actually interested in your business.
So in order for them to be interested in your business, you have to be interested in them, understand your customer, understand there’s a concept called a customer avatar.
A customer avatar means that you can fully describe your customer. So what is your ideal customer or what is if you go back through your if you’ve had a lot of customers, you can go back through your stats and look at the age range of your customers and really fine tune that into about a 10 year range. Or males or females more likely to buy your product are younger, all more likely to buy your product some more fine tuned you can get on that specific avatar, that customer identity, the more you can speak to their needs.
That’s the whole key to bring in customer leads is to speak to their needs.
Now, these are real basic stuff, but I want to just lay it out on the line because we’re missing some of the basics. Sometimes we get so complicated, we start thinking social media and which channel should I be on? We’re going to cover that in a minute. But we missed that. There’s got to be a single path for your customer.
If I go to your website, I need to know exactly what I need to do to order what it is. It’s going to solve my problem. That makes sense.
Too often people you go to the website, there’s 14 different things to do and things flash on over. It’s pretty. But I, as a customer, don’t know what to do, and so it’s really crucial that when someone comes to your website or your Facebook or whatever, they know exactly what you stand for and what what problem you solve.
That’s crucial before anything else is happening, that single part of your customer, and then make sure it’s easy to order.
If I go to your website and I want to buy your book, let’s say I should have an easy buy now button somewhere else.
Click there by now and it goes immediately into a credit card system that should be automated, that should be set up automatically for or your storefront. If you have a business and you have 50 different items, you’ve got to have somewhere where people can shop. You can have somewhere for someone to sort those those shops and everything. And I bet you Matthew can help you with that. If you don’t have one of those things, reach out to us at DFW Top Dotcom on Facebook, DFW type business, because that’s what we do.
We help people identify those things because you ultimately here’s a word for you, Matthew. Have you ever heard of omnipresent? I have, but I don’t remember I ever looked up the definition of it only means every and present means every present. So the key is you want to be everywhere your customer is. It’s that simple. The guy I was talking to today, it has too many customers. He started talking about what he did and didn’t want to be.
And that’s totally fine. He can turn off some channels because he doesn’t need as many customers.
That’s that’s a good place to be. But not everybody is in that place. So what we do in being omnipresent is being where the customers are.
Are your customers on Facebook more than likely they are. You probably should have a Facebook profile and you should be discussing with them their problems. Are they on LinkedIn? If you’re a B2B, that means a business to business. If you’re dealing directly with businesses, you should be on LinkedIn. LinkedIn is a great place for that. But keep in mind, even LinkedIn, you’re not selling a business to business. You’re selling a person to person you as an individual, selling to another individual.
Both of you have a business. And keep in mind, if you’re a B2B person, don’t get that confused. You’re not a business selling to another business. You’re a person selling to the person. And that’s where LinkedIn allows you to connect to that one individual person. Facebook’s all about messaging that’s crucial on Facebook is you’ve got to be able to message someone and a lot of businesses are missing that. Did you know you can leave an audio message with someone on Facebook Messenger?
How much more powerful is that? Let’s say you’re doing a lead outreach and you’re telling people you’re going to do a specific item for them, what would happen if you left a voice message instead of just a typewritten message? You think they’d be more likely or less likely to listen to it?
It’s been proven that it’s more likely because that’s actually what I do. Exactly.
It is more you can do videos, I think, can you not? You can’t. And it’s more personal to have more audio. Actually, a lot of people say, oh, I love you. Do audio that communicates gets me to know who you are and gloving. And here’s the key.
And here’s what we want to make sure you understand. And you are going to be say all kinds of things again. Take notes, go back and watch this again if you need to, and write down the things that are that are standing out, oh, I need to do this whenever we’re talking about being everywhere where everyone is, you know, whether it’s Facebook, Twitter, Pinterest, Pinterest is a great source. It is a search engine as well as YouTube as a search engine.
So make sure you’re getting all those things. But the key is to automate it. So you post to one channel and then that one channel feeds to the other channels. So think about how you can do that in your marketing strategy. If you don’t know how to do that, you need to talk to a marketing professional and get them to help you.
You can go out there and try it on your own. It’s going to take you more time to get those customers when you try it on your own. And so I want to be cautious with that because you have to identify you want to increase your profits. Are you going to increase your profits if you’re spending all your time? No. You need to learn to delegate and find somebody who’s professional who will get those results quicker. That’s a huge part to it.
I mean, if you’re not delegating stuff right now in your business, you’re missing a huge portion. There’s a huge book out the four hour work week and identifies what are the things you’re doing that are less than what it is you’re being paid for.
So if I’m being paid, let’s say that I value myself at two hundred fifty dollars an hour or fifty dollars an hour, but I’m going out mowing my own lawn. Well, for fifty dollars, I have somebody else mow it and it’s going to that’ll save me an hour. How much more accomplished can I get in that one hour.
So yes, we’re talking about customers, but in order to talk about customers we have to talk about where your customers are and you’ve got to be where they are and speak their language. A huge thing to get customers. Now, this is tying into your current customer base is to get reviews.
And lots and lots of people keep asking me to allow should I get reviews on Facebook or should I get reviews on Google? My answer is always yes. What about Yelp? Yes. Anywhere you can get reviews, get them, capture them.
You want to capture them on your website?
Because what happens if Facebook shut you down, which Facebook has done that to a lot of businesses because if something was posted that they didn’t appreciate or somebody hacked their business.
So on Facebook, let me add, this is huge on Facebook, on these social media platforms, you do not own that audience. That audience is owned by someone else. You’re borrowing that platform to communicate to that audience. We thought about that.
Matthew, I have recently not previously been up to all the shutdowns of staff and pages that I was close with. They just shut down and no notification. No nothing. Exactly.
And they did disappear. And if I know I told somebody the story, but I knew a guy was doing a hundred thousand dollars a month using primarily Facebook, he was shut down for three weeks. Wow. Think of how much money he just lost in that moment, he still had to pay his bills, still to pay his customer, I mean, his workers and everything. But that was weeks that he didn’t do his business. I think it was six weeks he was shut down, actually, but we’ll go there.
But the key is to get other customers. You can get people talking about you. And that’s that’s important to understand about social media.
Social media is not about buy my stuff by myself, by myself, by my stuff. Here’s my stuff. Here’s my stuff. Here’s my stuff. Here’s my stuff.
That’s what a lot of people do on social media, but they’re not creating an item that people in their ideal audience is able to share. Excuse me, so one of the things I think about is if my audience is younger audience, I might want to put Meems on my social media. If my audience is an older audience, I might want to put retro items. Do you remember this pack of gum or this commercial, those kind of things?
That’s something my audience is going to share with people that are like them. And if that’s my ideal audience, then that’s something I need to communicate to. Matthew, how close are we to our five minute mark?
We’re almost four minutes away from five or four minutes away from five minutes.
Wow, I like that. OK, I’m trying to talk fast over. You guys are listening because I want to pack as much information as we can in here.
Something I want to talk about, about building new customers, chat bots. Have you ever thought about automating your chat bots? It is important to understand when you automate something, you’re not just automating something that’s going to give you a rote response. You always want to have a response geared towards a response that makes sense.
So in other words, if I come in there and I say, hello, is someone there? I don’t want response. Hi, how are you today? Or if somebody says, do you sell cars, I don’t want to say, how are you today? Because you’re missing the point.
So whatever those keywords are, if you’re going to automate, if you’re gonna put a chatbot on a system, if you cannot answer it personally, then make sure that your automations are set up in a way that communicates to the person. Hey, how are you today? May I get your name? May I get your email? Do you have any specific questions? So be very specific in the way you set up automation’s, but automation’s are powerful. Chat boards can be very powerful because it helps answer some of those questions.
If you don’t have this, this is your one big thing that you need to write down. Have a frequently asked questions page on your website.
Don’t be afraid to use your frequently answered questions on your Facebook profile as well.
You’re frequently asked questions are going to be what are the top 10 to 20 questions that somebody ask you in your business? So I’m a marketing person. So so people always come up to me, say, what is line and why do I need it? Well, I need to be able to explain that I’m not frequently asked questions. Somebody may come up to me and say, I want to do automation, but how do I automate my business? I’ve got to be able to communicate that to them in a way that’s simple to understand and that speaks directly to my ideal audience.
The ideal audience is key. If you identify your ideal audience, you can identify how you communicate to them. So, Matthew, what did you think about that concept? I think it’s a smart concept because I’ve seen some of the businesses we worked with and a chat bot is still to this day, we worked on it. Oh my gosh. Like a year ago and it’s still working. Somebody just message and follow up using the Facebook messenger. So I think it is important for you guys to have one.
And the frequent ask questions, why do people do frequent ask questions? Have you ever thought about that? I have actually, because you you and I were a lot of your mates and I didn’t think about it, but breaking it down, I think having that frequently asked questions, it avoids those questions. When the customer comes to you, they see you as an authority. Once they get those questions answered, they feel more comfortable, more secure with you, because even though you personally didn’t say, hey, this is the answer to your question, you’ve shown them that I’m prepared to help you.
So ethics is really important.
Also, they’re search worthy if you put them on your website. Those are the questions people are asking about your industry. So they’re more likely to search how to do X, Y, Z or how to create X, Y, Z. So if you’re how to questions include those in your FAQs. And here’s here’s something that people miss. And I keep saying this what people miss, because I’ve been doing this for years, literally over 10 years. I’ve I’ve been communicating with people and coaching people in business.
And these are the things that people miss. They’re like, well, nobody needs to know that.
Yes, they do. Think about elementary school. Think of A, B, C, you have the curse of knowledge as a business owner. Go back to when you first got started. What were the questions you had when you first got started, when you were introduced to your business? And then I want you to think differently on that. What a question that you had at the beginning. Right. But I also want you to overshare. I know it’s backwards, but somebody’s asking about it, so I actually tell them how to do so, I tell them all the steps they need to do to do it.
I’m OK sharing that information, because either they’re going to spend a lot of time doing it themselves or they’re going to see the value of hiring somebody like myself to do it for them.
And if I can show them the value of doing it, show them all the work that actually goes behind the scenes, you will be surprised at how much work goes behind the scenes.
But the point is, the more you share with them, the more open they are. We’re in a consumer driven market. People are searching information. They’re comparing you to someone else. And if you give them all the information, they know where to identify that for. All right, Matthew, did you have any questions or anything we talked about so far about gaining new customers? I’m thinking about Chad, but but mine are more analytical. Let’s go through the basics, let’s review.
You want to be where everyone is number one, that means be on social media channels where they currently exist. That means you have to understand your customer number to try to automate as much as possible. That’s automating chat bots or automating your social media where they feed from one to another. And number three is you have to own your audience. Only your audience means have a place where you collect your information about your ideal customer so you can communicate to them.
That’s going to be very important when we come to step two, which I’m not going to tell you what it is, because you had to come back next week for Leever to have four levers. When you pull these four levers, you’re literally increasing the amount of call. You’re kind of increasing the amount of profits coming into your business.
There are four levers and only four levers. You can have an argument with me about different levers, but these are the simple versions of it. So lever number one is to have new customers. If you understand how to get new customers, you understand to be where they are. You have to understand who they are. You’ll have a better way to get customers. All right.
And if I have questions about, you know, I think you pretty much covered it for that one go.
I’ve been loyal. This is optimize profitability. Join us next week as we talk about lever number two on increasing your profitability. I’m Matthew, and I’ll see you on the next one.
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