037 – Alex Curtis – Financial Services Marketing

037 - Alex Curtis - Financial Services Marketing

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037 - Alex Curtis - Financial Services Marketing

The roles are reversed this week as the one and only Bob Gentle from the Gravity Digital Agency Power Up Podcast – https://bobgentle.com/podcast/ interviews your host Alex.

Alex tells Bob more about the clients ‘The Lead Engine’ works with his career history; including some of the failures, he’s had.

Find out why Alex set up the podcast and what he’s been trying to do to help the listeners grow their business.

Plus some weird and wonderful personal questions.

035 – Alain Desmier – Contact State

035 - Alain Desmier - Contact State

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035 - Alain Desmier - Contact State

Finding organic leads is tough. The competition in today’s digital marketplace means that if there is a lead out there, your competitors are probably already onto it. The chances of you slipping in, grabbing the customer from the clutches of the enemy, and then making a sale are pretty slim.

The Problem With The Lead Generation Market

This unfortunate reality has led to the rise of lead purchasing. Companies, especially in the financial industry, will go out into the marketplace, find someone promising to sell leads, and buy them in bulk, hoping that some of the people they contact will convert.

The problem with this is that many of the leads that they’re selling are junk. They’re not genuine, either because they’re duplicates or because the company selling them is misusing data. Data protection regulations mean that companies need to be extra vigilant about where they source their leads. They can’t grab leads from any old place and adopt a happy-go-lucky type of attitude. That approach will undoubtedly land them in hot water.

Companies, however, don’t always know whether the leads that they’re buying are legit or not. It’s hard to tell. There’s just so much data involved. Rifling through lists of leads and looking for patterns that might indicate foul play isn’t something that humans are particularly adept at doing. It’s time-consuming and involves a lot of energy. Time-constrained firms often don’t have the labour-hours to dedicate to comprehensive searches and lead verification. It’s just too much effort.

This puts companies in a difficult predicament. They need leads to be successful, but they seem to have to choose between going down to the slow organic route or buying leads in bulk and risking falling foul of data protection law. It’s a nightmare.

Alain Desmier, Founder Of Efinity Leads, And The Solution To Cheap Lead Generation

Alain Desmier, the founder of Efinity Leads, realised that there was a race to the bottom in the lead generation market. People in the industry were trying to do the right thing and create honest, bona fide leads for their clients, but they also had to charge more money for it. Business clients would say to lead generation providers, “why are you charging me so much for these leads when I can get the same number from a different service for a fraction of the cost?” Lead generation professionals would respond that they were generating quality leads, but the pull of lower prices often led clients to make the switch anyway.

Alain Desmier wants the best of both worlds. That’s why he’s in the process of setting up Contact State. Instant, cheap lead checking, in his view, is the key to resolving the industry’s problems. Scouring through thousands of potential leads to check for patterns and duplicates isn’t as a task suited to people. But it is something that could be done by an artificial intelligence-powered system.

This is the topic of the present podcast. Can we build artificial intelligence systems that will solve the quality problem in the lead generation market? If we can, then suddenly companies can inexpensively check cheap leads and avoid regulatory pitfalls.

033 – Chris Kennaugh – Mortgage Broker On Facebook

033 - Chris Kennaugh - Mortgage Broker On Facebook

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033 - Chris Kennaugh - Mortgage Broker On Facebook

Mortgage Broker and Singer-Songwriter Chris Kennaugh has been self-employed for the last 18 months and getting some great results on Facebook.

He’s now got over 45 reviews on the platforms and is being approached almost every day to help people with their mortgage.

031 – Alex Kerr – Future YouTube Star

031 - Alex Kerr - Future YouTube Star

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031 - Alex Kerr - Future YouTube Star

Alex has only published about four YouTube videos but he’s committing to producing a minimum of one video per week for the next twelve months.

We talk through what equipment and software Alex uses, how he does it all himself but will look to outsource some of the processes in the future.

Alex believes if you’re thinking about shooting video you should always remember ‘AVL’ Audio, Visual, Lighting. It doesn’t matter how good your video looks if your audio is rubbish and visa versa.

Alex Kerr’s Video Kit

Canon M50 – https://www.canon.co.uk/cameras/eos-m50/

Led Ring Light – https://www.google.com/search?q=led+ring+light&oq=led+ring+light

Rode Lav Mic – http://www.rode.com/microphones/lavalier

Software and Resources

Adobe Premiere – https://www.adobe.com/uk/products/premiere.html

Kit.com what kit you use, see what other people use – https://kit.com/

Upwork – for finding freelancers – https://www.upwork.com

Canva – create your video thumbnails – https://www.canva.com/

Morning Fame – YouTube channel strategy, how likely is your channel to appear in search results for keywords – https://morningfa.me/

Trello – Alex Kerr uses this for his project management – https://trello.com/en-GB

Asana – The Lead Engine uses this for their project management – https://app.asana.com

SEM Rush – SEO tool – https://www.semrush.com

Alex Kerr On Social

Facebook – https://www.facebook.com/profile.php?id=100015744216173

Instagram – https://www.instagram.com/alexkerrmortgage/
Linkedin – https://www.linkedin.com/in/alexkerrmortgage/

People Alex Kerr Has Learnt From

Premiere Gal – Video editing tutorials for Adobe premiere – https://www.premieregal.com/

Gary Das – Mortgage Broker – https://www.garydas.com/

Sean Cannell – YouTube growth strategies – https://www.youtube.com/channel/UCWWFavn3ym0w3myTD5OX59g

Quotes From Alex Kerr

Punch perfectionism in the face
Views while you snooze
Put yourself in the uncomfortable position and just do it

030 – How We Halved Our Cost Per Lead

030 - How We Halved Our Cost Per Lead

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030 - How We Halved Our Cost Per Lead

In this episode you’ll hear;-
1. The upcoming document on factors that affect the cost per click, by Alex Curtis.
2. What type of ads help to lower the cost per click and generate sales?
3. The factors that affect the cost per thousand impressions on Facebook ads.
4. The importance of having a specific target audience for your ads.
5. How your competition affects your cost per click on ads.
6. How adding relevant media to your ads texts impacts ads click rates.
7. Why adding emojis on your ads texts and headlines improves the ads click rates.
8. The benefit of adding your website’s URL in ad texts.
9. How branding affects your ads click through rates.

How We Halved Our Cost Per Lead With Facebook Ads

You'll learn how Facebook charges you for clicks and how you can use this to your advantage to reduce your costs.

Get access to the free PDF now.

Why Bother With Live Video?

I guess a lot of people might be thinking like, why, why bother going live? Why can’t I, you know, I could just film stuff and put something out there later. So what’s your answer to that question? Live versus normal?

Yeah, the, well, there’s quite a few reasons for this. So once you get over the fear of going live and you know, I’m sure we will be talking about that. That it’s actually really quick and easy to go live. So I don’t know about you, but when I do prerecorded video, so I went to a professional videographer and we had a professional setup to do some videos and it took me about an hour just to get the first like 20 seconds out. I kept on stumbling over my words. I was, I was suffering from perfectionism. I was trying to get things perfect. And so actually with live video, once you get started it doesn’t matter about the ums or the ers or making mistakes or stumbling across your words, you just get into a flow. It’s just a very natural thing to do. And so once you get over the fear and the gear and you just get in front of the camera and start speaking you’re creating content.

And then from that you can repurpose into loads of other types of contents such as blog posts and all that kind of stuff. So that’s one reason. But the other reason is at, particularly with thinking about Facebook, but all also other platforms, is that they just do better. I mean, there are statistics, let me see if I can, I’ve got some statistics for you that show that live video, does better than other types of content on Facebook. So live videos compared to regular uploaded videos, we see 75% more shares on Facebook just on average. And this is some data from agora pulse. And, and then compared to your other types of content, it’s just a huge amount more. There was some data that was correlated from lots of different types of businesses showing live video and regular uploaded video and live video always performed better in terms of the interactions, the shares, the comments.

So that’s another reason. And then I suppose the other, the final reason, I mean, I could give you loads, but this is another reason is that regular uploaded video is very much one way. It’s you communicating to your audience and then that’s it. Yes, they can comment after that. But with live video, people can actually ask you questions live and you can, you can respond. You can even bring them in onto the live video as well. So that’s a great way of you becoming far more accessible to your audience. And it’s, I mean, it doesn’t really matter what niche you’re in, what kind of you know, what background. But, so getting people to, getting your audience to actually ask you questions and interact with you is an amazing, part of live video.

Should I Use A Landing Page Or My Website?

– The landing page where someone arrives once they’ve clicked you ad is obviously really important, and sometimes you’ll be better off using your website so they can go and explore and have a look around, and sometimes just a one, single landing page that’s really direct is gonna work. So it really depends on the financial service product that you provide, or advice, whatever it is. So, I mean rules are there to be broken, but I guess the closest thing I can come to a rule is where, if it’s someone needs advice because they don’t know what they want and they don’t really understand your financial service product, then the website’s probably a really great place to send them to, and sending them to some content where they can get to know you, build a bit of trust, and just learn about you and your business. That’s probably one way to use a website, and I’d use a landing page if they know what they want, they understand what it is, and they need to get the best deal, and they wanna speak to someone that can help them quickly. And then a landing page is really super relevant, that still kinda shows you and your people and makes it really easy for them to engage with you. Either they pick up the phone to you, that’s the ideal, of that they ask for you to call them back. Whether using your landing page or whether using your website, the kinda the Golden Rule is to be as relevant as possible. So it will be quite rare that your home page is the most relevant page. I often use our home page because we have niched right down, we work just with financial services businesses, we know they need leads, and my home page is effectively a sales page. But for you, you might have multiple services, multiple products, so it might be quite rare that the home page is the most relevant. So you should know, with your advertising, what that person is after or what they’re researching, and you send them to the most relevant page, whether it be your website or your landing page. All of the advertising platforms, maybe not LinkedIn and Twitter, use like a relevancy score, quality score or guidelines that give you basic cheaper costs if your ad is relevant to the audience and relevant to what they’re looking for. Especially with Facebook, especially with Google Ads, relevancy is key and it’s obviously gonna benefit your customer if they get to the right page, get to the source of the info that they need straightaway. Now one thing to note is if you’re looking at Google Analytics, the bounce rate might be higher because they’re on the page that they need to, they don’t necessarily need to look around, so don’t be worried about high bounce rates from paid advertising if you are sending them to the page that they need. They don’t need to look at other pages, and most of them won’t. So one thing to note and remember is don’t worry if your conversion rate is low to begin with. You do get other opportunities with re-marketing, so that’s when someone hits your site, and then goes back on to like a social media platform or another website, and sees your ad again. You get plenty of opportunities. If they’ve been on your site once, and they’ve spent a bit of time on it, they’re probably interested in what you do, and you do have other opportunities to get in front of them. So, if you don’t get it right first time, learn from that, so don’t continue with a page that doesn’t convert at all, I mean that would be madness obviously. But learn from how people are interacting. I’ll drop link into something called Hotjar. You can watch back how people have interacted with that page or with your website and that whole journey. Learn from that. It’s an ongoing cycle of making either your website or your landing pages better all the time.

Our Best Lead Gen Campaigns Feature This One Thing

– Is there anyone that disagrees with us? That people buy from people? I guess there’s more transactional financial services. I’d say car finance is more transactional. Like, but I firmly believe, and I would find it hard to find an argument against anyone, so anyone in the group or that does financial services that part of their service is advice.

– Yeah. That’s the key, really.

– And you are the person giving the advice. It’s not the logo giving advice, is it? It’s not like the company. Because you could have, I bet everyone’s dealt with a company, a big company, where a rubbish advisor, a rubbish customer service person has ruined it for them. Or they’ve gone shopping and someone was amazing and that makes them feel better. ‘Cause it’s those people, isn’t it? I just think it’s so important. I’ll be interested to hear from anyone who disagrees with that completely. But I still think the person’s more important than anything else.

– Yeah. And even when I’ve been through, not just financial services, with anything you do, even with big brands and small. Yeah, that kind of When you do meet that customer face to face. Even now, thinking back, I think back to the positive ones I’ve had and I do remember them.

– I think the biggest thing with all of the lead gen and the ads and everything, if you can earn someone’s trust, then that’s when you’ll get a lead, but you’ll also get, more of those leads turn into sales. ‘Cause they won’t be comparing you with anyone else. It’ll be, I wanna work with, you know, Joe, or I wanna work with Tom, or whoever it is.

– I’ve found with some experiences there are people in certain sectors that don’t want to give anything away, basically. Because a lot of the time they’re worried about what the competitors are doing. And they say, oh, well I don’t want to give any information away because I want them to speak to me first to get that information. There comes a point where you’ve got to sort of meet them halfway with it. Otherwise they just won’t get in touch.