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Welcome
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To the exponential marketing club, where we talk about everything, content marketing from just getting started with your business, to growing a captivating presence with your website and social media and onto scaling with Facebook and Instagram advertising for exponential exposure and longterm success. Hi, my name is Sally Hendrick, your host and exponential marketing strategist. Let's get started. Y'all
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Hi,
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So super thrilled that Pipsy Moore is here with me for small biz mojo. Let's show up on Google and Facebook to, you know, hit it from both sides. PIP, why don't you go into telling me more about you before we get back to me?
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All right. I'm I'm Pitt and, uh, I, uh, my focus on marketer and I love, love, love what I do. Uh, we're search engine marketing specialists. So we do everything Google basically. And, uh, yeah, and I live in Canada, uh, on a small Island in a Hamlet called maple day with a lot of cats, a bunch of dogs and some tickets.
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Okay. So I love that it's called a Hamlet, cause that is just so Shakespearian. Um, can you tell me, is that how it is in Canada or is that just a Vancouver thing?
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No, I think, well, I know it's an English thing. It's a Hamlet is smaller than a village, so, uh, and I've never, I didn't even know we had hamlets here in Charlotte moved here. Uh, yeah, so it used to be part of a bigger like town, I guess, or it was its own town and then it got folded into the other towns. Yeah. And it, but it's super small. I mean, there's literally, there's a kayak place down by the water and a pub, that's it? Yeah. You have to drive 10 minutes to get to a grocery store. And I mean, it was awesome.
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Not too far though. 10 minutes to a grocery store.
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No, not at all. I'm uh I'm I was raised in Toronto, so I try to get into the country, but I also like my amenities. Okay.
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I've been to Toronto. I've never been to the West coast of Canada. In fact, believe it or not, as much as I've traveled around the entire world, literally six continents that I've touched. I've only been to Canada one time and that was two summers ago. Um, but it was mostly on the East side.
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Really? You should come, you gotta come visit because you're traveling. Love it. Yes.
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Well, right now I'm not allowed, so
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Oh yeah. Yeah. That's very true. So yeah,
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After, yes, I've got so many plans after. It's not even funny. Okay. So you're the Google guru here. We've got Google analytics, SEO. Um, what was the other thing like Google? My business is a hot thing to, that makes it easy for people to kind of stay current on Google, right? Yeah. And then right. Okay. Local SEO. And then you've got, I didn't realize it that it was local SEO and then you've got, um, well YouTube obviously is owned by Google, so that all folds in. Is there anything else duet? Yeah,
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We did Google ads. So, um, Google, what is it? So Google text ads, shopping ads, uh, uh, display ads, retargeting. And uh, now the newest stuff is called Google guaranteed and Google screened. Okay.
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Uh, what does that mean? Can, well, let's get into that in a minute. Let's get into that in a minute. Okay. So let me, I'm going to write that down though. Google, what screen and what
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Google screens and Google guarantee.
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Okay. Interesting. All right. I want to come back to that for sure. All right. So for anybody who doesn't know, my name is Sally Hendrick. I run a Facebook ads agency, but my love is in creating really fun, engaging content and being silly. Cause that's just me. Um, but I also like to inspire others to incorporate what they really love in life with their business content and find that bridge that pulls them together. And that makes all the difference. And you know, you can do all the techie stuff to make everything perfect. But if people don't engage with your message or your personality or something else, they're not going to take the step forward, no matter how much money you spend in advertising. So what do you think about me saying that PIP?
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I think that's very true. I, uh, you know, it's a combination of arts and science nowadays, and the thing is if you're not, if you're not speaking from the heart and speaking to your customers, you, uh, you're not going to get business nowadays. Like the reality is we're all moving further and further online. And so in order to I, this is the thing I think business owners have a really hard time with, um, because they are really passionate. They just don't know how to share it properly online. Right?
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Yeah. I get that. And a lot of people too are afraid to be visible. They're afraid to be heard, they're afraid to be seen. And the thing is, you've got to peek out from the curtain from time to time to say, Hey, this is me, I'm here. This is, this is what I do. Whether you're a soft speaking, you know, person or a loud mouth like me, or, you know, somebody silly or somebody who's just, I don't know, super inspiring. So
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Yeah, it's really interesting because it's now, it's now the way to be social. So, you know, the internet sped up, uh, what did they say? Six months, uh, when in, uh, 10 years. So we've, we've gone 10 years quicker than, than people would have liked. But I mean, now we socialize online. So now is the time to put yourself out there.
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Yeah. That's true. Now getting into some of the technical aspects of that, I've done a lot of testing of TV type commercial production versus social ads. And I'm going to tell you the social ads outperform by 10 to a hundred times. No way. Oh yeah.
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I, people like the, you know, it's funny because when I talk to customers or clients often hear, Oh yeah, we'll get video going, we'll get, you know, we'll dress up and blah, blah, blah. And I'm like, no, no, no, just hit play. Yeah.
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Yeah. I mean, you know, put on your makeup if you want to, but if you don't put on a hat and glasses and walk out the door, it's okay.
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Yeah. And it, and it works.
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Yep. It does. It works. Um, of course that's me and my Southern, my southerness speaking about the makeup and hair and stuff. I'm kind of one of those who sits around the house and doesn't bother with all that because I've got this absent minded professor thing going on. Sometimes I walk out the door and I'm like, Oh my God, did I put on my skirt? Or did I not? You know, because, well, my mind is always spinning with ideas and strategy and thinking like 10 steps ahead. And so being in the actual moment can be a little bit difficult at times.
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I think that's what makes you amazing. So don't change. Okay.
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I won't change, but I do. I will put on my clothes though. Don't worry. Oh, okay. So let me, let me, let's get back to this screens and guarantee thing, cause this is this new Google thing that I don't know anything about.
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Ah, yeah. It's uh, well, it's, uh, it's a lot too. So we went digging down the road because, uh, this would affect some of our clients and, and we kept seeing ads. So in, in the States it's more prevalent and uh, we're seeing them in Canada. So it's only for certain businesses like plumbers, real estate agents, um, garage door companies. Uh, there's a whole list of companies that affects and, and what it is is they show up at the very top of Google, like, um, um, I haven't, I haven't looked on a phone but on a desktop for sure. And I think on a phone, um, but they have a guarantee in the corner with a check Mark from Google. So Google is guaranteeing that the work will be done well. And the thing about that is that, how does that happen? So Google screened is a it's, it's free to set up it's you just have to verify your business.
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And then it's a type of advertising where you pay per lead. Right. Okay. Google guaranteed. And they look identical. And then, so Google guaranteed is you paid $2,000, um, to get set up and like, you have to provide all your business documentation. Like you have to be insured and you have to, you know, be a legit business. They're doing it because, um, P you know, look, there's a, there's a small barrier to entry for some businesses, say like a locksmith, right? Any Jew, grab a truck and get a key cutter and become a locksmith. So that's where the whole issue originated actually with locksmiths in San Francisco. And, uh, so basically you pay $2,000 and then you, um, you pay per lead after that. And it's important because it's the first ads that show up on Google and they look like, I mean, you're going to pick a guaranteed right. Over other ads, right?
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No. Okay. So let me get into this a little bit more. So you, you show up at the top, like maybe kind of like a featured area. I'm thinking, like, if you look at Amazon and these days you've got to scroll past some stuff before you find the guts of what you're looking for. So at the top, you're going to see a lot of stuff peppered across there. It's kind of like shopping does.
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Yeah. So you'll see these little rounded box ads, maybe about three, uh, horizontally across the page. And under that, you'll see the regular Google ads, the text ads. And then for that, you'll probably get, uh, the local SEO, like the map section. Okay.
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So as far as the lead, what is considered, like when do you get charged for the lead? Is that just a click or is a lead for them to actually attain a goal through your website?
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Yeah, I think they, you have to, you fill out a form.
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Oh. So like a contact form or sign up, be like, send me info form or something.
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Right. We're working through it with two of our clients right now to get them on there, because to get on there now is smarter because there's not going to be room. Like there's not much room at the top of Google. Right. It's going to be, I think, pretty competitive. And, uh, so I think that, you know, with Google ads, funny enough, a lot of people don't know this, but the, you have a Google ads account. Um, the, the more Google likes you. Right. So, um, cause there's historical value placed on, uh, your account,
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Same thing with the Facebook pixel and ads, same thing. Oh yeah. If you are an established marketer on Facebook, like advertiser, you get favor in the news feed, you get favor with the audience selection from your pixel, just because Facebook knows you so much better. It's called seasoning the pixel. And basically what that means. And you think about this, here's how the algorithm works. There's always some sort of artificial intelligence or some sort of connector. And what Facebook does is that they will scan. Let's like, let's just take one single ad. They'll scan the copy you're using, they'll scan the image. They can actually see what's in images these days. At least they try to guess sometimes they're wrong. Um, and then they will look at the headline. They will look at the targeting. They will look at the name of the file that you've uploaded as your creative, just like in Google.
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And all of that is even the emojis. You know, how emojis are associated with words. Yeah. Um, even the emojis are looked at and then they will go out and they will find people in the audience that you've selected. And they will first serve your ads to the people in your audience who have used those same keywords, images, emojis, et cetera, in their social content. Wow. Or not just used it, but engaged with other content similar to it. So let's just say every single person on Facebook pretty much has like 1500 data points associated with them. And it's based on what they interact with. So if I go out there and I'm constantly interacting with, um, auto repair shops, I say that because I've got a new client that does, that sells to them. Um, so let's say that I am always looking at auto repair, this, that, and the other, or I'm looking at content that auto shop guys tend to like, then what's going to happen is I'm going to get put in this little bucket with all of these interests and keywords and everything.
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And so whenever somebody puts an ad out there and you happen to be in the audience, they're selecting, that's how you're going to get associated with who should be interacting with this ad. Now, here, it goes even deeper though, when you're talking about the pixel, if people on Facebook are likely to shop and to actually check out online from an ad, Facebook knows this. And so that's how you choose your objectives on your ads. If you say, I want to put up a purchase conversion ad Facebook is going to first look for people who usually purchased things. Interesting. Yeah. It's very deep, very deep and people, they kind of, their minds kind of get blown with all of that. But it's how you select every single little box. When you go and create ads, you have to know what it is, the why behind each button.
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That's interesting because that makes me more interested in, in Facebook ads because I went the Google route because it, well, it was easier for me to get, and it's pretty finicky right. In its own. Right? There's a lot of buttons and levers that you have to know how to push, but, uh, but you've really actually sparked our interest in Facebook. If it, it sounds more and more like the Google stuff, but with, um, different kinds of targeting abilities,
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There are the targeting is a little bit different. However, I have to say that once you go through and you start making the selections, because I've, I have tried to do Google ads because obviously I wanted to try them for myself. I wanted to see what it was like. And a lot of the things that you choose, it's all the same language. And you kind of go through the same steps. It's just that the search part of it, like the keyword part of it is different.
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Yeah. Yeah. Like that. Cause you pick audit you. Well, if you do retargeting, you pick audiences and you can build audiences there and you can upload a list in Google. However, a lot of it's about the keywords that people are typing into Google and you're targeting those. Right. And then trying to get people to convert and watching the conversion journey and tracking everything. That's where I think most people go have gone really wrong with their marketing is that you can track so much now. And you know, isn't that nice? Like with the face, I mean, you must get asked all the time about the Facebook pixel.
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Oh yeah. All the time. And you've got to understand that if you, it's one thing to put the pixel on your website, it is another thing to put all the advanced layering of the type of event that you're measuring based on the pages and the what I mean by that. And a lot of people don't get this part. If somebody gets to a page that has the pixel on it, and it has an extra tag on it such as lead, like they became a lead or maybe it's like, um, they purchased something or they went to the checkout page. What happens is that piece of information that tag goes back to Facebook and says, this person is more interested than the person who just went to the website.
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Yeah. That that's great that you can do that. Yeah.
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Hey Colin. Sorry. Hey Colin. We're just up here chatting back and forth about Google and Facebook. And we're talking about some new features that Google has for local marketing, which is really, really cool. And, um, and I want to see, I might need to get my husband in on that. Uh, cause he has a local, well, he sells all over the country, but he also has a big local presence here and is wanting to get into some, um, extra things. But Colin, if you want to come up and chat with us, you're welcome to so PIP, what are you working on right now? Like what kind of, uh, businesses are you working with right now?
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Oh, interesting. We have a few, uh, yeah. We're, we've been inundated with requests lately. You know, he doesn't want to turn down good work, but it's all about who you get to work with. Um, I'm working with a gaming company doing their Google ads, which is really interesting because they actually can't do some things because they actually sell they're a gaming company, but VR or they use Oculus so they can track most things on Facebook, but like they don't, it's just so, so, so it'll be very interesting, um, work with them. I just find on a carpet cleaner and we're going to be doing a lot of a display ad campaign. So you know, those pictures around the web, I always say they're like, uh, well for retargeting, they're like a bus ads that follow you around.
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I'm gonna tell you a funny story about carpet cleaning. Okay. I have a child who, when she was five or four, maybe it wasn't actually a carpet cleaning company, but it was an air vent cleaning company. And she was in their national commercial. It was shot here, but what they, pardon?
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Which one?
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My youngest. Yeah. Oh yeah. My youngest. Oh yeah, the dramatic one. Um, and still dramatic today. But anyway, what happened was, uh, we went into this, you know, it was like a little camp that they would do with, but there was a modeling agency and what have you with it? And a friend of mine who was the, I don't know, whatever we got into that a little bit. And um, and the twins did some stuff too, but the twins were super shy. Like people would be like, Oh my God, could you open your mouth and say anything? I'm like, you know, cause they just wouldn't. But um, my little one was just really bouncing off the walls, kind of a kid and very into everything. It's like, she lived in a movie walking around and so they pulled her into the audition and then the woman came out and she just looked at me funny and I was like, what? And she goes your child very interesting. And I'm just like, okay,
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That's a good thing. Or a bad thing. You know, we used to never know,
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Well they picked, they picked her to do the commercial. It was at, um, somebody's house, like in the really ritzy part of town here. Colin will know cause he used to live in Nashville. Um, it was in the Bellmead area. And um, so we got to just sit around and wait while they were filming this commercial and the woman that, um, the woman that was, uh, cast as the lead, as the mom had red hair, she looked a lot like Rayna James from the Nashville TV show, you know, Connie Britton. And um, anyway, she, she did the commercial and it's still on YouTube. Um, I have at least one of the cities, but what they did was they put these lower thirds on all the commercials for all of the different divisions around the country, like the different ones. So that's how it worked out. It was like, uh, it was local ads, but it was one commercial and then the lower thirds were switched out for every location.
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Interesting. Yeah, it was cool. And now,
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And of course it went on YouTube and um, because of it was,
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I wonder, it makes me wonder
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If maybe they've got updated ads like that and maybe they would be using Google marketing, you know, to do their stuff now because this was, this would have been a really expensive commercial.
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So calling, how are you? I am doing very well.
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This is PIP Seymour PIP lives in, um, Western part of Canada, British Columbia, near Vancouver in a Hamlet, as we were talking about before this little village, like place, which sounds amazing. And Collin used to live in Nashville PIP and he and I met on Twitter of all places. And he ended up coming to my downtown treasure hunt that I was having. And it was like, you know, is this stranger that I've met on Twitter? I actually met someone from Twitter. I was like, I'd never done that before at the time. And we've been great friends ever since we've worked together a little bit here and there. And next week on the eighth, Colin and I are going to be talking about how to, you know, the five pillars of success for startups because Colin is really into helping the employee go into becoming an entrepreneur in that transition. And um, you know, and he, but he recently moved to Tampa area in that, right?
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Yeah. Right outside of Tampa, maybe 15 minutes from Tampa, but in a great mood, I've been in China there. And um, how crazy it is that two strangers met on Twitter. I think that's a cool and beef connected in the real world. So I always remember that, um, that time we met how we met,
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Just remember you showed up to my event, I did one of these crazy downtown treasure hunts PIP. And how many people showed up maybe about nine or 10.
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Yeah. 10 people were there.
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Yeah. It was really fun. There was a bigger event going on in town and I just went crazy on Instagram and Twitter, looking for people who were going to be coming to it. I didn't really know exactly what I needed to be doing to find these people, but I ended up amassing over 150 people to sign up for a coupon code for something, Oh. I guess, to buy their ticket to the big event. And then, um, and then I got a, you know, maybe 10 or 12 of them to come downtown and do this treasure hunt kind of, uh, event with me out of a hotel. And we basically set up, like I had all these pre-planned posts on Instagram. Gosh, what was it? Call it? Oh, it was like, you got to go find this picture somewhere downtown and you need to take a picture in front of it and then post it on Instagram and do the hashtags that I had. And um, and they had to go to like 10 different things. And then the clues that they got with each one spelled out a word that was the name of the bar where we were
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Oh, wow. How fun is that?
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It was really fun and really exhausting for me just to set it up. But it worked
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Nice to meet you. Cause I was new to Nashville at the time. I was only in Nashville for maybe four months or so four or five months. Great way to meet people. Yeah. It was definitely a fun activity. And here we are four years later we were so connected and you've worked together. That's really cool. Yeah. Wow. Why'd you move Colin? The tempo because, um, uh, I think my private, it was that I didn't really have a lot of roots. I moved from the DC area to natural and they want to move back up North. And one of my good friends live in temporary. I'm like, you know what, let me move to be closer to Tim. And the warmer weather.
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Are you talking about? Leslie PIP knows Leslie.
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Oh yeah. That's it. Oh, cool. Lastly what's his last name? Samuel's yeah, yeah, yeah. Oh, that's exciting. It is. Yeah. I just actually was bowling with them this morning. What time is it? There? It is one 10 in the afternoon, actually one and then we went to four and that's morning, 10 30 this morning. And so you have entrepreneurs like new entrepreneurs. It sounds like. Yeah. Uh, mainly most people I work with in new or in the idea phase or maybe a year or so they figure out how to set up to make that transition. Yeah. That was a hard transition as I recall. Same here. That's the transition. Yeah. Yeah.
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It is a transition. Um, I'm curious, Colin, if you were going to tell somebody about, about Facebook, Instagram, Google, any of the social stuff. Um, and they're just in the early phase, what would you tell them in those early phases?
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You know, the main thing is, um, just to start getting yourself out there and not waiting to be perfect. Um, that's one, the other would be, um, I wouldn't really get involved in, in communities on Facebook and Instagram instead of trying to initially build your audience yourself, um, get involved with communities and interact with people, uh, because that allows you to, um, not only get your foot in, but also give you some confidence. Um, it allows you to get connected with people, um, and, um, get more clarity as to what direction you want to go in. As you can tell, I'm big about talking to people and connecting real people. So that's why recommended I get involved with communities and be active and just post whatever content comes for you feel it's genuine for you and that not feeling the urge to be perfect.
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Do you think that people feel this, this sense of perfect pressure if they officially put it on their, you know, on their Google's, you know, least listing or if they officially put it on their Facebook business page, that it feels too real. And they're trying that, that maybe gives them that hesitation to be, uh, perfect.
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Absolutely. Um, you know, I talked to someone yesterday at the good example, she told me, um, it's one of my coaching clients. She said, I reviewed all the videos I've done and she's been at it for about six months and she'd been doing these two videos a month and put it up on Facebook. She said, I reviewed my first few videos and I was all over the place. So guess what? I'll take it down because I don't want anyone to see that, you know, I'm like, no, just leave it out. You know, this one, she, her idea was if anyone thought that video, they automatically disqualify her as a potential, um, service provider. Right. But, um, I don't even feel bad as you put it up. It has to be perfect. And, and everyone, I think it was just everyone expects them to be perfect.
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That's hard because I think that that, that stops people, um, from even working with people, they're like, Oh, they're too far along. They're not going to want to work with me or I'm too afraid to reach out to them. They're they're too perfect.
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Absolutely. And I think that's what something's really helped me is me being imperfect has allowed me to connect with people on a more personable level, on a deeper level. And, um, I went through that phase where I thought I had to be perfect and guess what? I didn't put anything out there. And when I did show up the people I was trying to be perfect and it wasn't feeling good in my skin. So I just gave that up and started being me. And most people I connect with feels, Hey, you're real. Yeah, I'm real. You know, and this is what it really looks like versus the fancy photo shoots, all the Brandon that's perfect and all that, the things, those things are gonna come, but not initially, even if you don't know that you don't know how you want to show up
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And what a backstory to be able to go back and tell, and then to have footage from it. I love when like Pat Flynn gets up on stage and he tells his story about how he first started and he'll show pictures and he'll show audios and, and you know, all these different things that he, um, had done in the beginning and everybody just kind of smiles and laughs, cause they're all like, yeah. And he goes, I just put it out there and he goes, and it worked. And then I got better at it, but it worked.
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Yeah. Actually one of my, I have a video up there years ago. I used to go with, go by different names online. Right. Was that the Chris deals thing deals? Yeah. Chris deals, I started selling on eBay and that was, I thought it was named crystal bridges, my middle name. So I said, you know, I'll call myself Chris deals. Cause I'm giving deals on eBay. And this was like 1997. And people start calling me that. So I started going by it at the end of that market. I stuck with that because of a lot of insecurities. And I didn't want my job to know I'm doing this and my, and they, and all that kind of crap. And if you Google, if you search a search on YouTube, Leslie did an interview with me at blog world in 2011. And he introduced me as Chris deals.
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I want to see that. I so want to see that
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Had the condom was fired. I didn't enjoy the condom, but I creeped it away. I'm like, wow, you're going to have a fake name. And that event is where I actually am after leaving that event. And like, Nope, I'm gone. I'm going to have to tell everyone because everyone online knew me as Chris steals. So I emailed my email list of all these friends they had that knew me as Chris deals. You know, some people were upset because they thought I was a fraud. And I'm like, no, it was, this was me, but I just used a different name.
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Yeah. You got to just get out there, right? Yeah. You just gotta get out of there. And so that's my example of like showing up, even though I had a fake name and I find that he, when he played along with that, because he knew who I was because, you know, we, we were, we were friends. So I think everybody would know that Chris steels is kind of like an alias know. They might think it is one, no, no one actually no one ever questioned it. That's so funny. No one ever questioned it. It was just natural. And uh, and I loved it because you couldn't find anyone else. When I searched the name at the time, there was no one else going by that name. So yeah. I wonder if you searched it now, I think is there, I'm actually trying to search. I thought I fired maybe six months ago. Um, I thought a video is about six months ago because I was already did a, um, a training and I was talking about being afraid of showing up. And I showed that as an example. I can't see it now. It's there somewhere around there. I'll find it and make sure I, I bookmark it. And next time I'd love to see it here. It is. The second page. If you put in Chris deals, top three tips for using PLR content with Chris deals,
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P L R content. That's the first time I ever heard of that was at that treasure hunt. When you showed up and you and Wendy, Nicole Anderson and I were talking and you were talking about PLR stuff. And I was like, what is that? Now it doesn't come up at the top for me. You know what comes up at the top? When I type in Chris deals, Ruth Chris, uh,
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We would Chris big house as see different searches, different areas. Yep. So mine is on the second page. I'm actually on the video I had to, I had to, uh, check the click, the video tab and under the video tab, it shows up on the second page. Yep.
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Deals. My Chris,
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No deals actually. Um, it was on, uh, uh, eventually though it's on Leslie's channel.
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Oh my God. That's so funny.
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There it is. Top three tips for best using pillar content with Chris deals. Oh, this is hilarious. I'm going to add this too. Can I add this to the blog post please?
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You can. Oh,
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Thank you. That will be hilarious.
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I was going to say, you know, the funny thing is Chris, when Sally asked you about, what would you tell somebody to do for marketing? And you kind of said, Oh, you know, Facebook and posting on Facebook, but where's the first place you guys went to look somebody up.
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We went to Google and then clicked on video to find a YouTube video.
(36:20):
Good. Thank you. I'm all about Google. So I was like, when you, when you, uh, you were like, no, you know, Facebook, I was like, Oh, Hey, don't forget. Um, but you need them all. I think you need both. Uh, and I do, I don't think you can as easily publish, like you can on Facebook or Instagram or, you know, maybe even tick-tock. Yeah. Uh, for, for Google is more of a long-term strategy correctly. Well, you can do ads as well, which is a short term. So what we sell, uh, our services, we sell SEO, which is a long game. Right? You do it today. You do all the, you hope to do all the right things. Um, and then next year or next week, or it depends, you can show up as early as a month from today to three years on the, on the first page. So it takes some work and then there's the pay to play. Right? So the Google ads, the shopping ads we were yeah, just the ads. Yeah.
(37:24):
Well, and the way I look at it is when it comes to the organic content that th that's not paid, if it's on Instagram or Facebook, it's only gonna live as long as it can live in the feed. And that's very, short-lived people can go and search for it, you know, and on those platforms and you know, or at least on Facebook and find some things. And I think it'll probably start to get even better with Instagram, um, because they are merging a lot of things back together with Facebook and Instagram. But when it comes to like YouTube content, that stuff just lives on and on and on. It's so easily searchable. You can always find it and then you can organize your channel to be this journey that people can take. Um, I'm not as good at it. I have been better, but I do need to go and probably clean up some stuff, but then again, people still find me. Um, and then I also think it's really important to keep your blog updated. A lot of people will say, Oh, nobody goes and reads blog post. And I'm like, yeah, well maybe they don't read your blog post, but if you pop up in a search because you've got good, um, people may be clicking on your website and that's huge because then you can take that click and remarket to them with ads much more easily and much more cheaply if you will. Um, if you're driving that traffic,
(38:52):
Right. I don't, if anybody says blogs are dead there, I think that, um, because people are still making money, I wrote a blog post. I just actually updated it yesterday. And usually when you go to a website, people land on the first page and then they go to the about page and then they'll look at pricing and things or other things. And, um, it is not often, you see that somebody goes like that more people land on a different page on your site page. And the blog posts I created was all about the new Google analytics for and setting it up. And of course I had to update it cause they changed things. Um, and, uh, and, but it gets us, most of our traffic now it's like doubles what we get on our homepage. So, uh, blogging is not dead. No, right.
(39:37):
It's not at all. And I'm going to tell you, like a couple of years ago, I set out to write a blog post every week. And of course I went crazy at the beginning and I S I literally set up three months worth ahead of time to put on my blog, publish every week and then to repurpose into sending to my email list and you know, all these other things. And at first there, wasn't a huge, you know, wasn't a whole lot with that, but I did tag people who clicked from my email. Cause I felt like if you're going to click over and you're going to go to my blog post, then I think you're more important than other people in my list. And after a little, you know, maybe only a few people each time each week would click, but after a few months I had almost a thousand people coming to my blog from my emails when you accumulated it.
(40:32):
And then I went and I analyzed it after that. And I found that I had six or seven blog posts that were getting free traffic every single day from Google searches. And so then I started really amping up, um, you know, pushing, uh, pushing ads towards that, pushing Pinterest towards that, pushing other things towards those blog posts and really bringing those topics front and center. And it really made a huge difference, um, in that I have never, ever had to advertise for my Facebook ads agency. It, people just come to me, but then when it comes to my Academy and membership and all that, that's a little bit harder, but I'm about to start pushing into that, um, uh, much easier as well.
(41:26):
How did you read your, um, blogs into, uh, email? What did you, what R S feed or was it like you took some content and then directed them to the blog?
(41:36):
No, I, you know, I'm really a storyteller and I like to like tell personal stories and then kind of segue into the business side of things. And so what I did was I would write a very short paragraph that was kind of like a teaser story. And then I would have a link for them to click, to go to my blog. And that was it. It wasn't a newsletter. It didn't have a lot of busy-ness to it. There wasn't a whole lot for them to click on. They literally had one link to click and it just built up over time. And I tested different headlines, you know, the subject lines of the emails to see what would get people to open. And I just got better at it. Cause I D I literally blogged every single week for a year.
(42:27):
Wow. That's why I started doing lives to repurpose the content. I just, you know, being, not that I'm a perfectionist because I am not, but, uh, you know, publishing something is so hard to hit that publish button, hitting the live button. Once you go live your life and you have to kind of get it done. And so I've been going live for, for four years now, I think. And, uh, I stopped repurposing it all my blog because we just haven't had the time sadly. So I have, that's why I asked that question, but, uh, it's, uh, that's, that's how it helped me create a lot more content.
(43:07):
I actually hired someone. I went, I started going live. Um, what did I do? It's like, I went live on Facebook and on YouTube at the same time with stream yard. And then I had my assistant actually take the YouTube video embedded into my blog, get the transcript, and then she would get it completely set up. Like I wanted it. And then I would go in and write an introductory paragraph of the person that I was interviewing. Cause it was always an interview type thing. And then this other girl took all of that and made it into a podcast.
(43:47):
Wow. That's amazing. We have question about video and I agree purpose in it. Um, is this little thing to just take here Facebook lives and repurpose it to your YouTube channel where are using [inaudible]? So we do a weekly Facebook live in our Facebook group. Um, and we talk about something to do with marketing, uh, either websites, social or search, um, cause that's what the group's about. And I, I use restream and it actually directly streams to my other, my business page on Facebook and to YouTube. So, uh, only for a small thing.
(44:28):
Yeah. And you can do that with stream yard as well. so.io in it.io and then stream yard as well.
(44:35):
Yeah. And I think there's one more restream was a bit expensive. We found another one on BuzzSumo that we bought, which was lifetime for something incredibly inexpensive. So we'll see how long they last. But, um, yeah, it was just an easier way than downloading and uploading. I'm actually having quite a bit of trouble lately with changing the video image. The first one, Facebook's not giving me options to switch it out and compromise the titles and descriptions and all the things. Yes. Um, yes, yes. Yesterday we, we messed up a little bit on, we hit the live because you have to check restream before you hit live and change, change what the titles are and things like that. Uh, so when it opens up and uh eCab so we use cam as well, you use re um, stream yard, Sally.
(45:29):
I was using Dreamyard. I'm not doing it right now, cause I'm not doing the live part of it. At this point. The, my live portion right now is really into clubhouse the audio and I'm repurposing that into the podcast, but I'm also making a video out of it. But if you're literally looking at a screen that has some things moving, I mean, you'll see it. If you go to my blog, the last two posts are the videos that I'm making out of these clubhouse things. Um, but I'm optimizing that blog post to get people into my, um, my next step.
(46:07):
I like it. I'm going to go follow that and see where I end up. Can I explore with you the same question? Sure. Definitely. For someone who's just starting out, um, when it comes to building a service based business coach in our services, how would you recommend them get started out, uh, started with a small budget. How do you recommend them? You get it started with a more budget on Facebook and certainly Facebook and Google for you. I'm going to jump in first because to be honest, if you're a coach, um, though you want to show up on Google, the reality is coaching and marketing for a coach seems to work better on Facebook. Um, so seems to be, uh, people can find a coach or see what the coach is like more on, on, uh, Facebook than on Google. So I would say, put your budget into your website and, and Facebook. What would you say, Sally?
(47:15):
I would agree with that. And I'll tell you there's a psychology behind that because when you think about it, most people don't go online and search. How do I find a great coach instead they go and they get, they hear about coaches. They see the work of coaches. Coaching is something where you're going to go out there and you're going to prospect to find people with particular issues and problems and situations. And you're going to lure them into paying attention to what you're saying and doing and helping people with. So Facebook is the Facebook and Instagram are both prospecting platforms where Google is something where you get found by a specific search.
(48:12):
Yeah. And I mean, I haven't done any research on, you know, finding a coach, but coaching is, uh, you know, it's not like a plumber, you know, a plumber can, you know, you can have a lot of different plumbers doing the same thing and you don't, you're not looking for their personality. You're looking for them to be able to get the job done with a coach it's personalized. Right. Um, and so you have to work with somebody that resonates with you. And I think you can prove that on Facebook, I can't believe like I'm out of a job if I'm working with coaches, I tell you, it makes sense. That's how I've, I've always been about it because I think it's a personal prospecting kind of relationship. You connect with people, you have conversations. Um, so you, how would you use an ad budget? If you have an ad budget to start a coaching or service business, how would you go for a beginner? Would you recommend
(49:02):
When it comes to the beginner? Um, with coaching, I really think that they should just focus on getting their content started and start really understanding who their ideal clients are first, before they do anything. Yes. Go fix up your profile. Yes. Go fix up your Facebook business page. Um, you know, start seeing what people respond to on your personal profile if you want, but be very careful about talking about business over there. Just start talking about stories and situations and see what people want to get into a conversation about. Um, as far as advertising goes, when you are ready, you really need to be pulling together your content from at least some sort of simple branding to get started. Um, keep your content light and social, but also do lives. Go do get on, get on podcasts, go guest blog, go be on other people's shows and share that content to your pages.
(50:18):
And the other thing you can do is really, if you understand who your ideal client is and what they like and what they appreciate become the curator of that content so that you're sharing a lot of other people's stuff on your page, in addition to what it is you do, because what they're going to do is they're going to start saying, Oh, I really like this page. They share a lot of the stuff that I'm into. And whenever you start building up a fan base around that, then you can start peppering your own opportunities out there.
(50:56):
Well, that's great advice, to be honest. Yeah. Interesting. That you had built that the organic before you would, you know, push the sales stuff
(51:08):
Well, and I would, and even when you are ready to put out like a dollar a day in ads on each piece of content, you can still do that upfront. A lot of people are kind of scared to do that cause they don't know how to select things, um, in the software. But that is also, you can just push content out there to see what people resonate with. It does not, can not be about sales because if you're in that stage where you're just testing content, you're just trying to get an indication from the audience of which direction you should take your content and you can run ads for that. I run ads for that every day, every day,
(51:53):
How much are you? So 60 bucks a month you're saying is good. Like a dollar a day to start.
(51:58):
You can for a couple pieces of content. But like, I mean, I can tell you what I'm doing right now. I'm actually running birthday ads. Um, you can select people who have a birthday coming up in the next week and you go and you pick your audience to be the ideal client avatar, if you will, with your, your selections. But then you can narrow that down by only the ones who have a birthday coming up. So it really shortens your, um, you know, it reduces the size of your audience to something a lot less and just put some engagement ads out there that say happy birthday. I hope you have a wonderful week. And what are you going to do? You know, something like that, or maybe say something inspiring along with it. Um, you know, like, or maybe, uh, you know, maybe some sort of message like, you know, Hey, every year around my birthday, I go and get my, um, my annual physical checkup. Do you do the same? You know, something like that, it could be just a hello, reach out. Kind of message. And what happens is on, on my birthday ads, I have like hundreds of comments and shares hundreds. So it's a little bit crazy,
(53:13):
Perfectly. I'm a different, I've never heard that Edison just use it a specific birthday or
(53:21):
Yeah, you can use the birthday thing. You can use all kinds of different things. If know how people say, Oh, here's all the things coming up like, um, this is, you know, mother's day is coming up or it's Easter this weekend. And people start to interact with that type of content on social media. You can literally set up content for major holidays and prepping people, uh, for them. So they don't forget about it. And then people are gonna come to you and be like, Oh my gosh, thank you so much for reminding me of that. Imagine if you were a relationship coach and you picked out all of the relationship holidays, which there are some pretty obscure ones, as well as the regular ones and use that as your calendar that helps you connect with people. Um, right now I'm doing the funny holidays. So I don't know if you know what that is, but like today is national peanut butter and jelly day.
(54:20):
And I made a protein shake with PB to powder and fruit and, um, and, um, and I was like, Hey, it's did you know it was national peanut butter jelly day. And then I just, I tagged all of the, the, you know, the brands that were in my content and I put it out there and I'm just being silly online. And people are starting to connect with it a whole lot more than when I was saying, and Facebook ads do this and you do this with Facebook ads and you do this with these begins because everybody starts to go a broken record.
(54:59):
You think they actually notice that it's an ad? No,
(55:05):
A lot of times, no.
(55:08):
Now that's pretty interesting marketing could, you're just getting in their sphere. Right. And then they'd come check you out. Yep. It's working. That is, that is pretty amazing. Actually. I have, I have to go to,
(55:22):
Yeah. And I've got to go to, we've kind of gone a little bit over time, but that's okay. Well, let's wrap this up. Yeah. Really, really fun. Thanks Colin for coming in. Thanks PIP for, uh, having this chat today and give me a little bit of time. I'll get this thing put up online. Okay. Okay. Perfect. All right. So yeah. Okay. Thank you for listening today. Now head over to Sally hendrick.com forward slash clubhouse to participate in our live and recorded events. Thanks for being
(55:56):
[inaudible].
