Understanding The Market
most businesses are failing on digital and the biggest area that they're failing on is in local because when you go out to eat, when you're choosing a dentist, when you are doing something small, like even getting your pet's nails clipped, I saw that there's a business for a rabbit nail trimmer. I can't imagine how many people in your local city would have rabbits and would need someone to go out and trim their nails. But there's need for that. And local businesses that rely upon driving people into the store are so bad because They don't really know any better. Most of them are plus years old, I guess I am too. And they rely upon tv newspaper, radio advertising at the Little League game, Word of mouth handing out cookies, real estate agents, they like to put lollipops on people's doors and those are ways of doing legion. But when you understand that and you can educate the customer, your customer that people are researching online, they're using word of mouth, they're looking at yelp...
reviews, but increasingly they're looking at facebook and seeing what their friends are doing. That's really where the heart of legion is. And when you understand their funnel you unlock the power of driving people into those clients shops. And then you can charge increasingly for that. So it's not just On Foverr, you're trying to charge for things that are $5 or $10. It's that when you connect yourself directly to the business value that you're generating using this framework that we're teaching you in this course you can make so much more money than $10 a task or $50 a package because you are showing that you are a profit center instead of just an expense, Everything else that that business owner sees as an expense. Remember we are trying to drive leads for the client and they don't know where these leads are coming from, we could run an ad on google and then that drives people into the store or they open an email and from the email, they then become a customer. They have a phone call. There's many steps along the way and increasingly there are multiple channels that are involved. If we can demonstrate that what we're doing through facebook is driving that lead and then that lead results in a sale, that client of yours will pay any amount of money and will keep continuing to pay you more money. But the key to that is you have to understand that increasingly we are in a multi channel environment and we have to be able to teach our customers that that's the case so that they can appreciate and understand what we're doing. We have to educate them. And traditionally when I think of traditional advertising, it was about taking one message and blasting it out to your entire customer base via tv radio billboards, some really big channel to get you a ton of impressions with facebook and especially with leads increasingly moving forward. The power is going to be in creating that relevance between the content and the targeting. So when you're collecting leads for your clients, the power is being able to take those leads and segment them in different buckets. And that's where the market is moving because you can say really specific messages to a specific bucket of people based on what they came in. So they came in analyst ical about the five things you need to know about decorating your house. You can say here's five things you need to know and then here's one thing you might want to include in your house. You have something specific to say to these different segments. This is why generating leads Moving forward will be really valuable for all of your clients and how you can provide them the most value is not just saying, Okay, I got you 100,000 leads. Now let's send the same message to all of them. You can say here's these different buckets of people that we have leads for and here's what we can say to them. And that's what will increase the conversion rate of leads and we'll talk about later. What makes a high quality lead. But that's what, what will give it the power is that relevance? So we say facebook is an amplifier of word of mouth and to continue on what we were saying for because that business customer is going across multiple channels, let's say the real estate agent and maybe her angle that's working the best is that she's a former veteran. Because of that, she generates lots of veterans that want to buy houses because they identify with her story, whatever is working best for her and whatever channel we want to take that we want to amplify that into facebook. Remember facebook is not some magical, mystical algorithm. It's not some mechanical tool that we just put some items in or generate graphics or run ads. It's an amplifier of what's already working. So when we look across all the different channels for our customer and we see the thing that's working for them, maybe there's a particular landing page that's working for them on that they run google adwords to maybe there is a conference that they speak at and because of that, they've built an audience that identifies with them. We want to bring that same content and targeting in the facebook. In other words, what's already working for them in any other channel. We want to replicate the content and targeting combinations so that we know that we're hitting that same audience and we're hitting them with the same message that has caused them to convert in other areas. So for that real estate agent or it could be a mortgage mortgage broker, it could be a dentist, it could be any kind of lead gen, we're taking that existing asset. And it's like we're cheating. It's like a hat Because we already know something's working instead of coming up with 50 different ideas of what we think might work. Why not just start with what's already producing? That's how you drive maximum value. But you have to understand the whole funnel from awareness to consideration of conversion and you have to consider all the channels at the same time.