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No Marketing? Marketing Not Working?

Video Transcript

" Hello, everyone, and welcome to the webinar, we are really excited to have you today to talk about my favorite topic in the world marketing. My name is Emily sagano. For those who do not know me, I'm the Director of Marketing here for chart tech and Ark technology been with the company for about eight years. And during that time, we've done marketing efforts across the nation for all sorts of msps as well as our local MSP our technology in Bakersfield and internationally for our training company, HR tech, which is exactly why you guys are here today. So today's topic is one of my very favorites to cover. Are you not marketing at all, are your marketing efforts failing? So this is the absolute number one reason why people come to the chart tech marketing program. Of course, they're not marketing, or their marketing is not currently working. This is a really big topic, this is a really big deal. This happens a lot to people where their marketing is just not quite hitting the mark. Or they're just so afraid that they can't get started. So today, we're going to go through how to get started on your marketing, if you haven't gotten started already, why your efforts may be failing, and maybe something that you're missing in the mix that would indicate that your marketing is not completely failing, leads just maybe a little misunderstood. So we're gonna dive into all of those pieces today. Feel free to answer or ask questions in the chat, I will answer those either at the end of the webinar. Or if I don't have an opportunity to answer them during the webinar, I will reach out to you afterwards, our team is going to be reaching out to make sure that you have everything you need from this webinar, you will have access you are currently on core, this is our training platform, you are going to have access to this webinar on core. We will also be sending out an email about the webinar after it concludes within the next 24 to 48 hours or so if you have never been on core before. Welcome. This is the tourtech learning platform. We've been working on it for several years, we're really glad that you're here with us our excited to have you. So without further ado, let's jump into the topic for today know marketing, your marketing networking. What do we need to do next? Alright, here we go. These are some of the biggest marketing mistakes I see from msps. Across the nation. The very first one is one hit wonder These are the people that say yeah, that's marketed before I did a campaign. It didn't work. I'm never going to do it again. Or Yeah, I've marketed before I used one company XYZ feel your point wasted this amount of money, never doing it again. Okay, well, here's the problem. Marketing is not going anywhere, whether you like it or dislike it, or otherwise, marketing is going nowhere. You got to get it in gear and make it happen. Whether or not you like it, whether or not you had a bad experience when you sent out that mailer in 2002. Or whether you just spent a bunch of money on display ads or Google AdWords and it didn't work for you, or whether you spent money on a dialer. And they just gave you leads that were in mom's basement, you got to keep it going. You got to keep it moving. Marketing is an ever moving target, you really need to stay engaged. Next thing here, same old, same old. So you may have a campaign that you adore a campaign that worked for you in days gone by a campaign that really rocked one of the lists that you had. And you're thinking man, I'll just keep using this campaign over and over again. Except the problem is the results have started to dwindle over time. The other thing here is maybe your list is the same old same old list, people aren't opening anymore, people aren't clicking anymore. The people that have wanted to engage in your marketing and already done so and so you're just sending out communication to dead air. It's the same old, same old marketing as a huge failure point, and a huge waste of money. But also what you would typically see from that as it were not getting any results could be a dead list. Or could be dead content that you just loved at one point or you love because you think it's funny, or you think it's amusing or you think it might tell a cool story, and your audience doesn't get it. That can be a problem too. This is the major one, a fear of getting started. You don't quite know what to do. You don't know who you should reach out to you don't know how you should reach out. You know, there are a ton of arrows in the marketing quiver. You don't know which one you should use. You will not want to fire a big Cannonball at something and have it be the wrong tactic. So you just don't get started at all. Well, the roads movement, just like it's happening with a one hit wonder here, the road is a movement, you've got to figure it out. We've moved from mass media to one to one media to mass to one, oh, it's this ever swinging pendulum of marketing. And you've got to get on board. So you don't get further and further behind. This last one, Miss defining a lead. This happens all the time. I've got people that come on board on our marketing program and go Okay, I'm just waiting for the phone to ring. No, none other than No, no. That is the unicorn, of course, we want the phone to ring. We want people to be engaged in marketing, we want people to want to talk to us. But in all reality, people want to hire us and hire what we do as much as they want to find a plumber, if their pipes are clogged, or if they need a snake. They just don't want to do it. People do not want to have to call us. So they're not going to just all of a sudden one day go, Hey, I think I might go look for an MSP today, or Hey, I think an IT company might be up my alley today, I haven't, I haven't dealt with that in a while. Okay, so you have to correctly define a lead a lead is someone that's going to know who you are, when you call them has some general interest in what it is that you do proven by email campaigns proven by your efforts that you're taking, those are the kinds of things that you need to look at, those are the kinds of things that you need to pay attention to. Okay, so those items are your proper definition of a lead people don't aren't necessarily going to be beating down your door when it comes to marketing. I mean, that's the idea. We want them to do it. And you should have supporting mechanisms that may allow that to happen. But that might not be the approach that people take. Okay. So what does that mean? All right, you've we've just gone over a lot of ways that marketing can fail a lot of ways that people make mistakes. And those of you that are sitting in the fear of getting started bucket are probably now more afraid than ever, of getting started. So what is it that we need to do? How can we take action? How can we start to be successful? How can we make the moves we need to make? Here we go. These are the top three things I would do. If I were to say, I'm ready to get started in marketing tomorrow. Number one, a quality website. Okay, so I was actually talking to somebody today. That said, I don't think a website is important, because people aren't going to my website anyway. That is very short sighted thinking. If your marketing works, people are going to go to your website, they're going to hit that landing page, they're going to find you on Google, if your marketing works, people are going to go to your site. And it better be good. If you have this awesome marketing message, and you have an old jumbled up, html5 barely ever been updated, made by someone in house as a pet project, not as their skill set, fix it. You've got to get better. You've got to improve. And here's the thing. Yes, we're managed service providers. Yes, our stick is it. Maybe you're not a web developer? Maybe your company isn't huge. And building websites. People think you are people judge you on your technology and your use of technology. So your quality website is the first front door to what people are seeing people if they if you're running a billboard advertisement, for example, people aren't going to necessarily sit there and think I'm going to take a picture of this phone number, give them a call, they're going to remember the brand and go look online. Or same thing, kids t ball game. Anytime they're seeing your branding out in public. They are then going to go back and look online. What are they finding? So that's one of the biggest things our sales gals ask all the time, what is the biggest red flag for signing on in marketing member and I will say it is their website every time. I cannot put enough lipstick on a terrible website to make your marketing campaigns truly shocking. So step one, create a quality website. It does not have to be a lot of extensive content. It doesn't have to be a lot of resources, a lot of videos, a lot of words. No It can be simple, it can be streamlined, it can be pristine, it just needs to be updated. It needs to show off current modern techniques of web design. And you need to make sure everything about what you do is clear. Now this does not mean putting your pricing on. This does not mean putting your full offering on. This means being clear about managed services in a way that doesn't really say Manage services. So you're describing the problems that people are having how you solve those problems, you've got blog content on there. Now, note on blog content. If you have blog content on your website from 2016 2017 2018, but haven't updated it in 2020. At least take the dates off your blogs. Remove the ones that are irrelevant. If you still have on your site news, just launched a website and you launched it in 2017, you got a problem, you got to clean those pieces up, make sure it's clean and clear. We do an SEO audit. Well, as well look at what your words keywords are looking for keywords are popping up as you can use sem rush for something like that, you can also use the Google Keyword finder and actually seeing where your site and what people may find you for, you might be surprised some of that old content you have up there, those old blogs, maybe pinging things that you don't necessarily want to pay. Okay, next, outside of your website, you need to have an overall quality web presence. Here's the deal. Your web presence is no longer just your website, you need to make sure that you're optimizing your Facebook, you're optimizing your LinkedIn, you're optimizing your Google My Business, you're optimizing all citations for SEO purposes, your whole presence online, needs to shine. So after you get your quality website in line, I would take a look at your web presence, see where you're at, see what's going on. See how that's working for you get all of your citations to all be identical all of your addresses. If whether it's lane Avenue or otherwise, they're all looking the same abbreviations are the same, Google likes that. So you're just going to do a scrub a cleanup of everything going on. I'm sure LinkedIn has a quality about us with a quality cover image has quality content. Same thing on your Facebook, make sure you're using the right tags, make sure you've got the right information there, do a clean sweep of everything online. Because before you start marketing, you want your presence to reflect the quality that you are going to provide. Okay, so those are your first two things. Next, get people interested. Okay. So I phrased this as obviously the number three thing, but it's a pretty broad topic, right? Well, I've looked back and I'm promised in this webinar to talk about whether or not you have a list, what you need to do. So get people interested is the easiest way to describe this. If you do not have a list, you need to put out enough lures out there that you are building this list. So a lawyer could be a resource, a lawyer could be a webinar, a lawyer could be some infographic or guide, anything that is going to prompt people to put in their information to learn more about what it is that you do, or at least make it on your email list. So you're going to put out these lowers, so that people are actually building the list. Other things that you can do to get people interested be involved in your community, I get it right now. It's hard people aren't having in person events, everything's moved to virtual, the quality chambers, the quality organizations have also moved everything they do to virtual, figure out a way to take part and be engaged. If you have a working email list already, I would still recommend get those resources, get those lowers, get more people on the list. But go ahead and start those email campaigns, get that movement, get something going, we've got a ton of campaigns on core, we got a ton of content you can use from a blog perspective, from an email perspective. The I'll talk a little bit about how that content rolls out just so you guys know when I get to the end of this webinar. But that's exactly where you can go. Next. If you've got a list, you're ready to roll, do it, get started, run a campaign. See what that list is, I have a lot of people that say, Well, I have this list, but I don't know how good it is, well, you're never going to know how good it is until you actually market to it. Now of course we scrub it first, the very first thing we do if we get a brand new list is run it through never bouts. The next thing we do is segment it as we start to add it to our campaigns. We don't dump everybody all at once. We'll add about 250 to 500 at a time, depending on the size of the list until we get to the full list after about four to six weeks of sending that tends to be the more successful approach. You're going to reduce your bounces, you're going to reduce your unsubscribe rates, you're going to reduce red flags on any email provider that you're using, and you're going to increase your deliverability. Okay, so, three things you need to do. If you're just getting started with marketing, if you've been marketing for a long time, and you're seeing things not really work out so well revisit these three things as well. That's one of those good things that you can do to make sure you know exactly what's going on and where you need to be. Okay, now this next slide is for the People that are experiencing failures in their marketing. Go ahead and pay attention even if you haven't started marketing yet because you will start marketing and you may experience a failure. It happens. Okay. So here we go. First one wrong tactic. Is this? Are you using an email to a dead list? That can be a wrong tactic? are you investing a whole lot of money in search engine advertising, but not display ads and retargeting ads? That can be a wrong tactic? Are you putting all of your eggs in a chamber basket, or a golf tournament basket or a TV basket and not really rounding out the program? Wrong tactics? So first thing you want to do is look at what tactics you're using. And then look at what your competitors are doing? Are they appearing to be successful, and something seeming to go awry at this point, give us a call here as well and say, Hey, I'm trying this, this and this, it doesn't seem to be working for XYZ reason. We know a lot about a lot of different areas in the country and why something might work versus not work in that area. The wrong tactic is probably one of the main reasons the wrong tactic as well as something that's pretty easy to fix. But this is something that you've got to be careful with. I recommend stick with a tactic for about six months, six to nine months or so see where it's going see what's happening with it before you completely abandon it. You never know if it could be the wrong thing. Wrong audience I've been harping a little bit here on the list and what that means. Okay, so here's the deal. If you are not marketing to the right people, there is no way on God's green earth, they can produce a lead for you. And there are many ways this comes across. So our chart tech program relies on lead scoring, lead scoring means you track opens, clicks, all those kind of details to give a score to a particular lead. Once they hit a lead score of 30. They then get to be followed up with they then get a phone call from one of our sales people on a three by three matrix and away we go. Okay. Now, if the person once you deem they've gotten a lead score of 30, if you suddenly say that's not a quality lead, that's not somebody I'd be reaching out to why in the name of all that is holy, are they on your list to begin with? Okay, so here's the deal. It used to be a great thing to have the world's largest lead list and just be able to pummel people with emails. And if people got them, they got them. If they didn't, they get didn't, it was just the num volume game, pure volume game. email providers, and email servers, and email recipients and your Gmail is of the world and your Yahoo's of the world and your Oh 365 of the world have gotten smarter. It now is no longer about how many names you've got on your list. It is now about how many of those people actually engaged, it has moved from a pure volume game to an engagement game. So if you are going to tell yourself me otherwise, oh, I'm not going to follow up on that lead. Because it's, it's not really a good one, it's not someone that would be a good fit. Cleaning from your list to begin with. Do a scrub before you get into that list. Now, outside of your list, wrong audience could be you're sending something to a non decision maker, you're sending something to a decision maker that doesn't see relevance in the problem, because it's not something they face, you've got the wrong vertical that you're reaching out to wrong size of company, your list is wonky for some reason, that could mean you're reaching out to the wrong audience. Wrong audience also applies if you are sending really, really super technical stuff, to really, really low level people that want your services because they don't want to have to deal with technology. Okay, rol budget, this goes across the board here. This could be you're not spending enough money on marketing, or you're not spending enough to actually make an ad spend worthwhile. Or it could be that you're spending way too much on a particular tactic that is not going to generate any leads. And you are using it as a checklist item that Yep, I've marketed today but it's not successful. So the wrong budget can make a huge difference. But I recommend any digital tack project, sprinkle your budget while you're testing things and once you've perfected it, blow out the budget a little bit bigger. Now, when it comes to other tactics, don't go whole hog at this tactic and throw a whole bunch of money at it only to compete head to head with other people did digital advertising search engine keywords is a huge one with it. Some markets, you can end up spending 5070 $500 for a monthly ad spend and you may or may not get to the return that you need on that. Okay, so just be very clear about what you're about. Now that being said, you do need to dedicate some money to marketing. A wild BB ballpark number here is eight to 10% of revenue should be generated or direct driven, I should say, back to marketing eight to 10% 12 to 14 if you're in a hyper growth mode, but eight to 10% is a pretty healthy number of revenue. I don't always like quoting that number. Because if you've never marketed before your revenue has been generated without marketing. So is it truly you know, the number we should go off of, it's a benchmark, it's a place to start, okay, wrong message, you're saying the wrong thing to the wrong people at the wrong time. You're really excited about a particular offer, they're not feeling that pain, you're not doing a good enough job of painting the problem they make having, you aren't using German shepherd and gold metal tactics in your message to make sure that you're getting the people that are both running from fear and running towards rewards. You're sending emails out when they're actually more online surfing on social media, wrong message, wrong tactic, all those kind of blend together. But this is essentially you're sending the wrong information to the wrong people at the wrong time. No one's going to click through wrong timeframe. Okay, so this could be that you're playing the flip flop fishing game, in terms of your marketing tactics. So you went with one company for a couple months, they weren't able to produce the miraculous results you wanted. So you went with another company for a couple months, you went with a third company and put them on an ultimatum, you know, you during this continual flip flop, a continual flip flop is never going to be successful. If you're working with a marketing company that is unsuccessful, give them a little bit of time to prove themselves, give them enough communication to make that happen. And I'm all for moving on if something's not working. But typically, if you're doing that flip flop every two to three months, you're never going to find something that's working because you're going to you keep looking for the magic bullet. And what you should be looking for is just around the riverbend is where you're going to see success after you know, a three to four months timeframe on that wrong time frame could also be you're reaching out about something when they're completely thinking about something else. So this would be reaching out to accounting during tax season. This could be missing the boat entirely on school budgeting season, this could be not reaching out to nonprofits before October when they're doing their budgeting for next year. Those types of things definitely play or it could be like in our current situation with COVID. And with protests happening and company, you know, the world shutting down and all of those kind of things going on. It's being insensitive to what's happening and just plowing forward with your basic message. I'm not saying by any stretch of imagination, you've stopped marketing at this time, you absolutely ramp that up and keep things going. But you just want to be careful about what you're saying. You want to make sure you're acknowledging what's going on, you're being sensitive to what's going on as you're continuing to market. Wrong follow up. If I were to bet on any marketing failure, it's this one, right here, your follow up is the number one thing that will make a lead, turn or not. And this is a couple things. One, you got to do the follow up. Once you hit a lead score of 30. Follow up after you have a webinar follow up. Once we get to go to events, again, follow up, actually follow up and five to seven times after any sort of event three times at least after someone hits a lead score of 30. actually follow up. And when you follow up, have the right message. So I was talking to somebody last week. And they said all right. Well, you've got 36 leads that have come through in the past 60 days, what's going on with them? And they said yeah, none of them have converted, none of them have gone over and I said well, what script are you using? And they said, well, we'll call and say you know, we saw you're interested in XYZ. And we just wanted to see if we can help you out. That is not the script to use. It's creepy. They don't need to know that you know that they're interested. And it's super easy to say, Oh no, it's just looking and move on with your lives. Instead you use the information provided about what they were interested in and pivot your scripts. We've got a ton of scripts on our core site that do this exact thing. So for example, I see somebody who's super interested in cybersecurity, I do not call and say hey, you must be interested in cybersecurity. I saw you clip on 30 of our blogs. No, you say with what's going on in the world today with increased tax with increased dark web sale, all those kinds of things. yada yada yada. So you talk about the scenario and the situation. You don't talk about their specific interest. You pretend you don't know they were interested. Okay. Last but not least, the wrong people. Maybe you've got the wrong people in the job. Maybe you've got the wrong one. Getting company working for it. Maybe your coordinator that you brought on isn't as rosy as you thought they'd be. Maybe your spouse that you wanted desperately to help in this situation isn't the right fit. Maybe it is the people. So you've given it a good shot, you've done quality measurement, you've given good direction, you've allowed marketing to happen, that's another thing, you actually have to let them do their work before you can judge them as a quality group or people. Maybe it is a wrong fit. So maybe it's time to look for something else, the biggest ones that we typically see, don't end up being the right fit are, if you expect a marketing coordinator, someone fresh out of college to be able to understand strategy, digital graphic design and every other implementation piece in between, that's never going to work well for you, you're just gonna have a revolving door, you may have somebody wicked smart, that can coordinate, but get them to support to actually make it happen. The other ones are local marketing companies that have no idea what MSP is, they may be good at SEO, they may be good at local SEO. But when it comes to the MSP side of it, they typically can't spell it. And when they think they understand what MSP is they start blathering on about it. And it's never the right content, never the right people, never the right problems that we're reaching out to. So you just end up in this very weird spot where they're expecting you to deliver content, which is exactly why you hired them, it ends up being a mess. Okay, so those are failures that we see. How do you fix those failures, adjust your tactics to campaigns that you think are going to be successful. About every six months, you can change your tactic, I wouldn't change your whole tactics at all at once. But make some adjustments as you go, we have found the greatest success. In right now webinars have been really doing well in terms of building our list, email campaigns, outreach about current events, what's going on, and how we interact with them have been really successful. And then just ongoing outreach, ongoing follow up, making sure you're making those connections, tends to be the best bet at this point. All right. Next year, I have to sing a little song to all those misunderstood leads. This is the biggest frustration I have as a marketer. We'll get a lead. And our sales and I'll say where did it come from? Always, always ask this question. They should know this, right? Where did it come from? And they'll say, Oh, they just called in? Or? Oh, they went to our website. Okay, great. That is probably what they did. And that is probably how they answered the question when you said, How did you find us, but what I'm looking for as a marketer is what drove them there. It is very unlikely that someone just picked up the phone one day and thought I will call arc technology. There was something driving that whether it was our mass media that's been going out whether somebody they know has been on an email campaign, maybe it was a referral that they have made, they maybe they remember us from times gone by, and they're a former client, maybe someone that used to work for one of our clients now is working with them, whatever that is, we got to dig deeper than I went to the website, or Oh, I call because with that information, two things happen. You never know what marketing is truly successful. And marketing starts throwing themselves a pity party, myself included. If we are constantly told that, oh, somebody just called or Oh, somebody just went to the website. We as marketers, and as creative people, and admittedly perhaps a bit sensitive in some areas think we're not getting any credit, no one's recognizing what we're doing. And then it's gonna start turning into this spiral of no one knows what we do. No one recognizes what we do, we're not important to the organization and it just goes downhill from there. So this little note goes out to all those misunderstood leads. If you hear Oh, I just called in or all I'm familiar with you guys are all I saw you on your website, dig deeper, what actually drove them there, because it's really important that you truly hear what happened with the marketing, what actually got them to call what actually got them to follow through and it may be a whole mixture of things. So I've started instead of throwing myself a pity party, if somebody just gives me that general response of all they just know who we are, oh, the marketing marketing was successful. And the first couple times I said that people sort of looked at me and they're like, No, I said nothing about marketing and so well they didn't get our name just didn't fall from the sky like they didn't just suddenly appear. had to have been for marketing. And if you start thinking in that mentality of that's our name is out there. Marketing is putting our name out there. Maybe it's not this exact campaign that got this exact click that got this exact win. But if you're getting more of those calls, you're getting more interest, you're getting more people knowing who you are, you're getting more people who will actually take your call when you do an outbound call, marketing wins. So just make sure you're tracking that effectively when you're truly saying, is my marketing failing, is it or is what you're doing generating these leads, but they're coming in from a more general state. So, just wanted to make a note of that for all of our marketers. Okay, so here are your options. From this webinar, you can stay status quo, you can continue doing your marketing efforts, or being afraid of marketing altogether. That's an option, you can keep doing that you can keep rolling in that path, you're gonna end up at the same growth level you've always been and what I typically find in this situation, a lot of the people that aren't marketing yet are relying on referrals. And that referral waterfall turns into referral river turns into a referral stream turns into a referral trickle and will eventually peter out and by then you're now six to nine months away from successful marketing. So get in front of it. Okay, status quo, always an option. Next option, a generic firm, I mentioned this a little bit earlier, people might like to hire a local firm, or a generic marketing firm, or a marketing firm that specializes in msps, but doesn't have an MSP of their own. All of those fall into the generic firm bucket for me, absolutely an option. You could get custom content from that you could get that local flair, you could get the SEO flare that's tied to the local market. Totally could. The challenges we see in that are what I described earlier, they don't know MSP, they can't spell MSP, and the ones that are more MSP centric, that are currently running msps aren't always up to speed enough to pace with what the changes are and what's happening and where things might need to pivot. Okay, next option is DIY. This is your Do It Yourself option, hire a coordinator in buckled down, do it yourself, I have a whole nother slide on that. So I'm going to go into in just a second. The next option. And the final option is we'll do it for you, we will actually take all of this and you will get to use me as your director of marketing, you will get to use my team, as your marketers and make sure all of this happens, make sure all this content is going out, make sure we are optimizing everything we're doing those top three things and marketing and beyond. Okay, so let's talk about the DIY option a little bit. Because we have plenty of resources available for all of our tech members, many at no cost to us summit low cost to you that you want to look at. Okay, the first option is core, we put up all of our campaigns that we run typically about 30 to 45 days after we run them on core, it's all of our blogs, all of our emails, we also put in what you may want to do for metadata, tags, all that kind of stuff. So you can actually utilize these campaigns in whatever software you want to use. You can definitely happen to court. We also have courses on core teaching what's going on with those campaigns. We're expanding those courses as well. Some social media courses are coming online, some remaining relevant marketing courses are coming online in the next month, how our campaigns truly work is actually going to be a course coming online this month as well. So we've got all sorts of things happening in core charting members have been a core anytime you also have access to all of the campaign's we ran last year. All the campaigns we've run so far this year, we typically run it on a 35 to 30 to 45 day lag after we run the campaign. He gets him in for the next virtual summit. This is one of those options, that's a relatively low cost our virtual summit. We are diving in helping you with these aspects of marketing and getting many things taken care of you will run a digital ad out of virtual summit, you will have your full social media calendar out of virtual summit, you will have your full strategy planned for the remaining of the year out of this virtual summit. It's a three day summit. Our team can discuss all the pricing with you on that it is from the comfort of your home office, we are not expecting you to travel to Bakersfield. This is the I've got a marketer on staff, I just need to get them going in the right direction. This is that right direction, this is where they need to be. The next option is our marketing assist program. So I've mentioned the software's that we utilize throughout this webinar. And you may be thinking how do I get my hands on those software's I want to do exactly what chart tech does. I just am capable of doing it myself. That is this marketing assist program. So we will actually set up your chart tech campaign account exactly as Ark is set up our sandbox account. So everything that we've proven since we started using this software in February, will come directly into your account all of our lead scoring all of our engagement tagging. We can put some of our old templates in there. So you've got some of the campaigns and then we train you on how to effectively utilize the software. Going forward. So that's the email sender portion of the software. It also does all of your lead tracking all of your lead scoring all of your list segmentation and management. Okay, so that's one portion of it. The second portion of it is our landing page builder, we utilize a specific landing page template builder, you will get a license to that as well, we will also help you by building your initial template on that landing page. These two things connect together to be the vast majority of the pieces of the puzzle that we use for our email marketing. And this gives you access to that. So you can use all of our campaigns moving forward, we spent about five to seven hours in the first month training you on exactly what we need to do developing a strategy together, we then come in and help you through most hands on on your first campaign and then any questions that you've got thereafter. So you can actually use the software This is truly a teach you how to fish model. So there's a DIY options, use our content in core, attend that virtual summit get that kicked off, if you're interested in that membership at chart tech dotnet is your email and marketing assist, same membership, HR tech dotnet. I'll have the email address up here at the end. Okay, for those that are ready to go whole hog, let us just take this all on for you. These are the biggest components of our premium marketing program. We start every engagement with a website audit and SEO research. Now, this website audit will go into what we think is good about your website, what we think is not going to work with your website, what we would change with your website, as well as the SEO pieces involved in that, more than happy to take a look dive in we'll run a few different reports and go from there. This is not hands on correction of everything in the website. Of course we have that capability if it's needed. But as we go through, we start with this website audit, see what's going on. Some will know out of the gate, they needed a new website, we just scrapped the audit and go ahead and start building, which is an add on option to this program. But the first step is see where we're at in terms of quality website and see where it ties back to the number one thing in terms of getting started with your marketing quality website. This next one ties into the number two social media audit and optimization, Google audit optimization and Google list building and reviews. Okay, so these three items, we're going to optimize your LinkedIn, we're going to optimize your Facebook, we're going to make sure everything is in line, we're going to make sure your brand presence is there, we're going to update your cover image, we're going to update your profile, we're going to update all of your about us, we're going to try to connect as many people as possible, we will launch a Facebook life campaign as well to try to get the numbers up on their social media side. So we're looking at that the goal audit is looking at where you're showing up in Google as well as the Google My Business, as well as any citations that you've got as well. One of the biggest things in SEO right now is that your citations all have to match each other. So we're going down to the nitty gritty of those details to make sure your citations are all right. And where you need to be. We're also going to connect your your Google My Business to that opportunity for reviews reviews is one of those things that are really helpful in terms of your SEO perspective. So we're going to get everything taken care of there. Now, those are all in onboarding status we also will our onboard you want to check that campaign will onboard you onto our landing page software will make sure your list is audited. We'll run it through never bounce. We'll help you procure a list if you need it to and will prepare you to get started on the email marketing perspective. Other items that we do each month, we will run some display advertising campaigns and within our premium program is baked in a budget for that so you don't necessarily have to budget money outside of the program for your ads. If the ads are doing swimmingly, we do recommend adding to it. But you've got to bank to get started. We prefer display advertising retargeting advertising to straight search engine and keyword advertising. So that's what we roll with. We have found recently that the webinars that we recommend and the lunch and learns that we recommend for our members to do very rarely get done. So we have taken that off of your hands. We now do white level webinars about once a month it could be every other month just depends on what topics and if the topic is going to be relevant with the campaign in a webinar, we will record a webinar for you. The pre branding ensures the post branding is yours the webinar itself is white labeled, so you can just push it out to your chamber, you can push it out to your list, you can push it onto your website wherever you want it to be content is there. We will also tie that into traffic drivers and office offer pages. So traffic drivers are going to be your downloadables your ebooks, your infographics, your case studies, your comic books, anything that is going to get people to actually input their information and then we'll tie it into an offer page that's going to push them onto the website and deeper into your funnel. We come up with one of those each and every month. Social media content we post on Twitter on not on Twitter, sorry, we do post on Twitter, if you already have a Twitter existing page, we haven't found much juice worth the squeeze in it. So we focus on LinkedIn, and Facebook, we post three times a week. Sometimes it's blog content, sometimes it's content tying to national holidays. There's all sorts of different options there. But three times a week we're posting, we're also encouraging you to share, like follow so we can start grabbing traction there, we're also helping foster those conversations, blog content, we do three blogs each and every month. Typically, they are tied to the same theme. For example, this month, we're doing a blog series on Have you thought about hiring an IT professional. And it's the good bad and the ugly, of hiring of the thought of hiring an IT professional and lightly touching on the on the alternative, which would be a managed service provider. We turn those blog content into email campaigns, we shoot an email out each and every week, those emails, those are the things that are primarily tracked for their actions on lead scoring. So with those emails, we've got all the links to the blogs, we've got buttons, we've got the downloadable resource, we make them highly interactive, so that people will click people will go through people will then go onto your website and get lost in the tunnel of content that is there, which will drive up their lead score, which is part of our program, and then we will push over to you those leads once they've hit a score of 30 for you to follow up on. Now the follow up we provide the script for we provide the information for we coach you through so that you know exactly what you're doing. Don't get it twisted, this isn't somebody wants to hit a lead score of 30 saying that they're ready to sign a contract tomorrow. But this is somebody that should know who you are when they call and if you use the right script, you should be able to convert it over to a first appointment. So you've got some options, you can absolutely do it yourself, you can absolutely have a support a little bit. Or we can take the full shebang. Now part of that support a little bit, we've got seven spots left in that virtual marketing summit is August 25. To the 27th reach out to membership at chart tech dotnet. For that our August premium slots are completely full, we bring on a limited number of premiums every month, because the onboarding portion of this is the most important is the most critical is the most time intensive. So we've got two slots left in September. And we are continuing to build our waitlist from that point on. So if you want to get on board with this, and you'll want to get on board before the end of the year, now is the time to pull that trigger, get in line for that and get you going essentially what what that does is it downpayment will save your spot to start your onboarding. As soon as your date rolls around, and you will be off to the races, the onboarding portion takes about 30 days. So your 30 days from start to first email. And away we go. So with that being said, whether you're not marketing, your marketing is failing, or you're ready to take marketing to the next level. That's why we had this webinar. Thank you very much for joining me. I'm going to open it up for questions at this point. And we'll go from there. Thank you for your questions. So far. I'm just was looking through the chats throughout. We've got a couple here that I do want to answer. The first one that we have is about website content. Glenn wants to know where we recommend getting website content. And I can almost guarantee you where this question is coming from is they're in the midst of a website built. And they've been asked something like, Hey, where's the content? What do you want us to say and they're sitting there thinking, we hired you to build the website, we want you to do it? Well, the challenge is that they don't know what they're doing, or they don't know how to do it. They don't know what they should be doing. So they're going to rely on you from the MSP side. So here's my recommendation, feel free to look at the ark site, feel free to look at the site that we've done, look at our campaign content that we've done, go ahead and use those as your basis, that tends to be a really good starting point for what you need and what you have going on. The biggest thing I will tell you is this is not the place to lay out your full offerings, you want to talk all about the problems that you're solving. This is also not the place to spend a whole lot of time talking about pricing, don't mention pricing at all, actually. And it's also not the place to use managed services as your main keyword. So you're going to describe the problems. If you need to go back and look at some recent tickets, that kind of thing. It might be a really good place to start might be a really good place to know what's going on. And then from there, you want to keep you know, you want to keep things moving, you want to keep the content short, relatively short. for SEO purposes, you may want to tweak some stuff up but the more content you have available, the more likely it is that you're going to spend your time figuring out what content you want on there. So make make it a short start, make it targeted. make it very clear about what your services are. Definitely use the arcsight as an example, and then roll from there. We're also happy to do well site reviews for you after you get that content rolling. So Susan had a great question. How many times have we actually gotten traction from our social media posts? Well, actual leads from our social media posts. Susan, it's not highly likely that someone is going to call you out of the blue and say, Hey, I saw your social media post, I'm interested in what it is that you're doing. It is just one more arrow in the quiver, it's one more place that you're out there, it's one more spot where you're showing off your brand. It's not necessarily something that they're going to call up tomorrow. But it goes back to those misunderstood leads that I was talking about social media leads can often be really misunderstood. Nobody remembers that they were scrolling past and saw your posts last night, they're not going to call and say, Hey, I saw your post last night. And that's why I'm calling you know, it's much more likely that they saw it, they saw other things that you were doing as well. And it's just part of a bigger bundle. So social media, not necessarily going to get something direct, but still worth it. Okay. Now, last question. I've gotten first marketing hire and it's one that I get pretty regularly, I mentioned, you can't hire a coordinator and expect them to do it all. You also have the alternative to hire a super expensive person that may have the capacity to do some of it, but still doesn't have the full skill sets. I recommend hiring someone that can be the feet on the street, that can be the person that is getting things done, but not necessarily the person that is responsible for everything, outsource some pieces know that you're going to have to spend some budget on outsourcing, and then get a solid coordinator that can just make sure action happens that can connect to the sales team that can meet with the sales team every day and make sure they're following up on leads. Those kind of things, those are the ones that I would definitely look for in terms of my first hire for marketing, don't look for that silver bullet that's going to try to do everything for you. They're very unlikely to exist. They're also very unlikely to be successful once they get really into the realm. So another question just came in, how much time do you recommend between follow ups? And how many follow ups Do you do before you let them sit? Great question. So we recommend a three by three matrix that three by three matrix has three voicemails or calls, and three follow up emails in addition to our regular email sends, so that's if someone hits a lead score of 30. If it's an event, I'll do five to seven touches both mixture of email and phone. Before we let those go time between, you don't want to let it go too long, but you don't want to be invasive. So two to four days typically is okay. Definitely not in the same day. If they aren't answering the first couple, maybe let it sit for about five days or so before you do your next call. You don't want to be the invasive person that's calling constantly and get the block on your phone. But you want to make sure you're maintaining your cadence so that they had completely forgotten who you are. So two to four days or so is typically good. We'll do those three touches. Meanwhile, we're still reaching out to them on a weekly basis just with our regular email drip. Thank you guys for joining me this content will be available on Quora for you to watch after this. Have a good one. "