About This Episode
Welcome back to another in-between episode. So this is my second kind of mini-episode where I’m kind of fitting in between the main ones.
We’ve just had the bespoke episode with Lee and Terry, and I’m going to talk about the things that I’ve implemented since I’ve had that sit down and chat with them. I’m going to tell you the answers to the questions that people have been coming to me with in the past week or so.
That’s whether someone’s called into our office, whether they’ve asked in our Facebook group, or a lot of time people DM me on like Facebook Messenger or LinkedIn or whatever.
So I’m going to be talking about the bespoke episode. There’s quite a few things actually, I’ve implemented based on that chat.
Then I was asked my opinion on Facebook Messenger campaigns. So these are Facebook ads, where you drive people into Facebook Messenger. Maybe using a chat bot or just to start a conversation in there.
I want to talk about the difference between organic and paid social media. This comes up a lot, especially when people are comparing our agency with another one. They’re saying, Oh, these guys will do my social media for 200 quid and it’s a very, very different kind of thing going on there. So just make sure you understand that.
And what to do if job titles disappear on Facebook ads. So there’s targeting in Facebook advertising (Facebook keeps taking this away and putting it back). Sometimes you can target people by job titles, and this person was asking about targeting nurses. So I’ll talk to you about that.
So first of all, the bespoke episode. A lot of things actually, when I wrote down the things I’ve taken away, so we talked in the two episodes about having too many voices, being clouded.
The guys kind of use the example of like reading too many books or listening to too many authors following too many influencers. I was in a couple of communities last year, and the people that run those communities have a difference of opinion. So, for example, one believes if you want to be an authority, you need to be an author, you need to be writing that book. The other guys are saying, no, you build your audience first and you don’t need a book to do that. So really conflicting.
I’ve just come out of both communities basically, I’ve just got my blinkers on a little bit this year as I know what to do, what I’m implementing, so I’ve come out of those groups because there was probably too much and too many voices going on.
Again, the conversation about reading, I do read a lot, I read to relax like when I actually can’t do any more work, if it’s late at night. I just want to read for 10-15 minutes and I like learning. So I’m going to continue to do that. I’m going to continue to read and I, I think the way my brain works is if there’s an idea that I like, I’ll go and run with it, especially all the things I take from the podcast. So I’m not going to stop reading.
I did review my sales process after sitting down with these guys. I’ve got a very different business to them and other brokers but, they talked about the more you get on the phone, the more deals that get done.
The back end of last year I was trying to automate a lot of things because we were getting more and more inquiries, and I was trying to automate a lot. I was spending less time on the phone and there’s probably been some deals that have slipped through the cracks because I’ve not cemented that relationship on the phone. So I’ve been building all that rapport with our podcast, our videos, people inquiring, and I’ve done like an automated proposal, rather than taking the time out.
It’s funny actually, in January, I’ve spent more time reviewing that sales process. I’ve gone kind of over and above what I used to do. I’ve cherry picked a few inquiries where I would almost for some of them, I’ve almost kind of redesigned their website in the proposal. And funnily enough, we’ve got some really big deals going off in January.
The point I think Is Lee said “Don’t kid yourself that you’re working smart and not hard”.
I put the extra effort in, went over and above, and I got more out of it. So I just need to remember that and keep applying it, it’s been a really useful lesson.
The other big thing I think I took from it, like anyone can do anything in business if they apply themselves. That goes back to really applying myself and not thinking, I’m being really smart and trying to put all these processes in things and actually just grafting makes a big impact.
So those are kind of like the big things I took from that episode.
I keep forgetting. And I didn’t say in the intro. One thing I absolutely loved about these guys is they are literally genuine. Saying that your company has a culture is one thing but actions speak louder than words.
Because I obviously went to their office to do the podcast interview, I sat down in reception. I was early, Lee hadn’t arrived yet. And Terry was in a meeting. I met a few of the staff coming in and out of the building essentially going on their breaks, getting coffee, whatever.
Every single one of them said hello to me. Nobody ignored me. Almost everyone asked if I was ok or needed a drink and I’m long in the tooth enough to know when that is like fake and put on it absolutely wasn’t. They were just genuine, really lovely people.
So I think it’s really easy to listen to that podcast episode and them saying, “you know, we’ve got lovely people that work for us. We’ve got strong culture.” They definitely do. And it’s really rare.
There’s only a few times I think I’ve kind of been into a business and that has happened.
Questions I’ve Been Asked Recently
Okay, so some of the questions that I’ve been asked over the last week or so is what are my thoughts on Facebook Messenger campaigns.
So this is when you’re driving people on Facebook into messenger to ask you a question or use a chatbot.
I basically said I think they’re good. We were running a lot of them for a while and getting some decent leads from it. The chatbots are tricky and it’s a really difficult balance of trying not to pretend it’s not a real person. Like some people don’t like it, some people loved it, went all the way through and we got some really good leads. Some decent deals were done, we had quite a few clients running them but then almost overnight the cost per lead just went through the roof.
So we rained it right back in and I don’t think we’ve got any messenger campaigns running at the minute just because the costs didn’t work out.
When it comes to advertising, I prefer to get people onto a website, not a landing page. I think people like to get a feel for you as a business. So the more they can land on your web page, go on a really relevant page, see what you’re about. A lot of people want to see the ‘About Us’ section they want to see the ‘meet the team’ page, they want to see where you’re based, and learn about you to build a bit of credibility.
So I think websites are so so important.
Last year, we stopped trying to get those kinds of shortcuts to generating leads, because historically for you know, 10-15 years, however long I’ve been doing this the landing page, we did a lot on that and getting cheap, fast leads.
But I think when you have got a smaller budget, smaller teams, and you want more quality for your buck, you haven’t got a call centre of people to ring through the quality is gotta be there.
So people do want to have a look around. So that’s my kind of advice like messenger campaigns are really good. Many chat is a chat bot system you can use to get a chatbot running in there. We just found that your cost per lead went up and maybe the quality wasn’t as good compared when people got to look around a website.
Organic Social Media Vs Paid Social
Okay, so the difference between organic social media and paid social media so we get this a lot. So when people inquire about our business, they’re sort of saying, oh, someone’s quoted me to do social media for 200 quid, I’m like, this is very different.
The big difference between paid social is you’re paying to get in front of people that you know, have been interacting with content related to the financial service that you’re providing.
There’s financial services audiences, so Rather than just putting something on your Facebook page that just goes out to the people that you know, that are in your network. This goes in the Facebook feed of people who are in the market for a mortgage or are in the market for life insurance or in the market for equity release or whatever it is.
That’s the big difference between paid social and organic, you can build up a really good following and get leads through organic, a lot of people have shown that but if you want leads quicker you can get in the feed of people that are in the market for what you do.
That’s the biggest difference.
Targeting Job Titles In Facebook Ads
The other thing I was asked is “What to do if job titles disappear on Facebook” as sometimes in Facebook ads, you can target people by job title and this person wanted to target nurses, and it disappeared.
I think we did a video about this in our Facebook group the other week.
I said there are interests for NHS which some of the nurses will be in (the audience). Why don’t you run an ad where you ask people to tag their friend in, if they are a nurse, create a page that the ad directs to, which is only that nurses would go on to get more people tanked.
The more people that go to that website, you know at least 90% of them are the right sort of people, you can remarket to them.
So if they didn’t inquire, you can get ads infront of them when they’re back on social, but also create a lookalike audience (Facebook can find people who are similar to an audience)
Hopefully that makes sense! If not, just give me a shout ask me in our Facebook group and I can clarify it next week on the next inbetweenysode. So I think actually I may go into more detail about what remarketing is as well.
Thanks very much for listening. We’ll be back next Monday with the second half of the bespoke episodes. And then I’ll be back again with an in between he again, Speak to you soon. Bye bye.