Market It With ATMA
This podcast is about giving business owners the tips, tools, and strategies they need to market and grow their businesses.
Market It With ATMA
Grow – How to Turn Leads into Lifelong Clients
Growth isn’t just about getting more leads — it’s about building lasting relationships with the ones you already have.
In Episode 4 of the ATMA Podcast & Live Webinar Series, we’re talking about the Grow phase — where follow-up meets fortune. If you’ve been collecting leads but struggling to convert them, this episode is for you.
Join Storie as she interviews Bryan Acosta, CEO of Advent Trinity Marketing Agency, to uncover how the best brands use smart automation and human-centered messaging to grow their customer base from the inside out.
What you’ll get:
- The email/SMS formula that builds trust and drives action
- How to use content marketing to stay top of mind with your audience
- The CRM workflows we use to increase retention and generate upsells
- Real-world examples of nurture campaigns that work
🎙 Market It With ATMA Podcast
Brought to you by Advent Trinity Marketing Agency
www.adventtrinity.com
Welcome back to Market it with Atma, where we share the tips, tools and strategies to help your business be successful. Thank you for joining us today. I'm your host Story and today we're diving into Episode 4, the Grow Phase, where you learn how to turn leads into lifelong clients. Mr Brian Acosta is joining us today. Ceo of Advent Trinity. Welcome, brian.
Speaker 2:Thank you. Thank you for having me again.
Speaker 1:You're very welcome and don't forget, this is a live podcast, so feel free to drop your questions in the chat. We'll answer them throughout the podcast. So, brian, let's begin. Let's start with something you say often. You say many things often.
Speaker 2:I do say a lot of things often.
Speaker 1:Mike on Brian, can we hear you well?
Speaker 2:yep, now we can okay, great.
Speaker 1:So you always say the fortune is in the follow-up right.
Speaker 2:What does real lead nurturing look like today so the thing about I always say the fortunes in the follow-up right, and I always say it a lot, because follow-up, follow-up, follow-up, and it's something I often repeat over and over and over again and it's something that story here, uh, you know dreams about yeah, follow up, follow up, follow up.
Speaker 2:Did you follow up with this person? Did you follow up with that person? Because the reality is that if you're in sales and you've done sales for a while, um, and you know that if you're thinking that you're going to call one person and they're going to say, yes, you should be in sales.
Speaker 2:No, you should not be in sales. Well, marketing is the same thing, right? And oftentimes when people become very impatient with marketing, it's because they continue to think that marketing, you just snap your fingers, you launch it, you're in the market, people know you, and then leads just start swarming in, right?
Speaker 1:In a perfect world. That would be great.
Speaker 2:In a perfect world and even when they fill out a form, they think, okay, they're going to come in. No, that's not how it works, Right? So 80% of sales require five plus touch points, but yet 44% of reps give up in the first attempt. Wow, so in marketing it's the same thing. Most people are like, hey, I just want to. You know, leads, leads, leads, leads, leads, and they don't realize how much touch points it actually takes to convert a prospect into, you know, engaging with your business, Right To actually converting and actually coming in. And so what ended up happening is that we forget about the follow up, we forget about nurturing those relationships and if you have like, for instance, us, we have bigger I would say bigger value. You know revenue, that our costs aren't just cheap, right, it's like when the service and product is a higher, thank you. When the service and product is actually higher in expense, right, it takes a little bit longer to close the deal.
Speaker 1:In any industry right.
Speaker 2:And that's just natural, right and so because there's a lot more involvement and a lot more thinking about it, and especially if you're B2B, which you know B2C and B2B are two different things. But if you're B2B, which B2C and B2B are two different things, but if you don't have multiple touch points set up in place to nurture those relationships, so do you have email marketing campaigns to be sent out? So you're in their email mailbox, especially if they inquired right.
Speaker 2:Do you have text message capabilities where you can be in their phones, right, um? Do you have retargeting ad campaigns, um, so that you're actually um in front of them? Is your social profiles, uh, can? Can it do like automatic, uh direct messages, which we have linkedin and stuff like that? You're, you're trying to be everywhere. We call omni channel marketing, um, but you and this is a term that a lot of digital marketers use is omni-channel. You're trying to be everywhere so that they don't forget you, right?
Speaker 1:um so I'm gonna.
Speaker 2:I'm gonna say things that people already know about, which is people buy from people they know like and trust right, very true. So you're trying to get the prospect from getting to know you, which we did in the launch phase. Okay, we did all of that in the launch phase. Now we're trying to get them engaged.
Speaker 1:Right.
Speaker 2:Okay, we're trying to get them to like you Right In a very strategic way that allows them to go up the ladder and say, okay, I'm ready, but you have to grow and you have to nurture those relationships. So there's. You know, we talked about this this morning in a marketing meeting.
Speaker 1:We did.
Speaker 2:The five steps to a customer journey. So if you're taking notes back there, if you're listening to this podcast and you're taking notes, there are five touch points in the customer journey. It's awareness, engagement, conversion, delight and advocation Right.
Speaker 1:Right.
Speaker 2:And so if you're moving the customer, they become aware of your business. They okay, hey, this is what I do. They engage, right. They they okay, hey, this is what. What's what I do. They engage right, like the comment, they could be on the website just watching videos. They could just be reading content, they could just. They could go to the website, view a couple of things.
Speaker 1:They're engaging, they're just not inquiring yet they're not ready for right, they've taken the time to go to the website at least.
Speaker 2:Right, exactly so they're engaging but they're not converting. It Happens a lot. It happens a lot. In fact, we talked about this in the last podcast that only 3% of traffic going to the website converts Across the board. Sometimes even lower, Sometimes less than 1%. That's some crazy numbers.
Speaker 1:But you want to stay in front of those that did not convert. Right is what you're saying.
Speaker 2:Exactly so you want to stay in front of them. So how do you do that? Well, do you have retargeting campaigns. So what is a retargeting campaign? So, let's say you go to a website and this happens all the time.
Speaker 2:I go to a website, or I'm even speaking. Now we have, like AI and audio retargeting where I say something and the next thing, you know, I'm on social media and it's already like these things are listening to you. Ok, I mean, we're probably going to be canceled for saying that, but these things are listening to you, these devices are listening to you. So, you know, I might be thinking about this new video game that came out next. You know Nintendo's, you know target marketing me. They do that really good, by the way, very well, and other businesses do the same thing. Like, if you're talking about these certain things that are retargeting, so do we have retargeting ads set up for behaviors and triggers? But also if you go to a website and then, when you go to a website, you jump off and you're on social media, you're on YouTube, and all of a sudden it's like bro, like this business knows where I'm at. That's called retargeting ads, right?
Speaker 1:Right, so let's take it a step further. So, when it comes to growing your customer base, what CRM tools or systems do you recommend, especially for the small business owners?
Speaker 2:Yeah, so there's a couple of different ones out there and then, like Shameless Plug, we're building our own. It's called Nuvio. It's coming out in November.
Speaker 1:Ooh, that was a sneak peek. I didn't even know we were announcing yeah so it's a shameless plug.
Speaker 2:We're coming out in November. We're coming out in November. Our very own CRM is coming out, but there are other CRMs that are currently out there in the market right now, some really good ones. Hubspot is what we are partners with, as well as an agency, and we support and we help people set up right.
Speaker 1:We help them set up and navigate it.
Speaker 2:Exactly. I like that one. There's a very popular one called Go High Level, which is very good for startups and businesses and things of that nature. Active Campaign is another good one, and MailChimp is another good one as well. So I would say, if I'm starting off, I would take a look into what you're trying to accomplish first.
Speaker 1:Okay.
Speaker 2:The thing about CRMs is they all work differently and they all have different purposes. Even the one we're designing ourselves and developing ourselves may not be the right fit for like a full suite, like sales team, right um. But you know, for us in top spot is impeccable when it comes to navigating a sales team and marketing, right um. You know, go high level is good for small businesses. You know that really kind of like a one-man show, you know the owner's kind of in charge and they just really want to see some where things are going with their marketing and advertising and things of that nature. But the most important thing is, do we have email marketing? Okay, because that's what we're talking about in the grow phase is ensuring we know where those, those leads are coming from, what channels. But we also have email and text message marketing campaign strategy. Yes, because we want to be able to nurture and tell people what's going on in our businesses information using email marketing campaigns. For instance, we have tons of people that inquire about our services and they might not be on this podcast right now, but they're going to get an email saying, hey, we just did a podcast. And they've already gotten email saying hey, we're shooting a live podcast. Here it is, you can join us live, but they're also seeing. You know, hey, we just went live, go view the podcast. And so what does that do? Like, we talked about this too, too.
Speaker 2:Like the podcast is in the conversion phase, so we got awareness engagement. You know, uh, conversion delight advocation. I almost lost myself in the conversion phase. The number one thing that helps the conversion is trust. It is, uh, the brand trust, it's the product trust, it's the service trust. Well, you have all these emails, but, for you know, you have all these phone numbers, but for whatever reason, for whatever reason, they're just still not converting. Okay, so it goes back to email text message, but also content marketing interesting, why is?
Speaker 1:that content marketing is um important because you're you're educating right, okay you're educating the consumer of how your product works why it matters Is that before or after they ask about it.
Speaker 2:It's after they ask about it Okay, okay.
Speaker 2:It might be in between. So, because they're asking about it in their heads too, right, there's not always. I'm asking about it and then I inquire. They might be asking questions, and that's the reason they haven't inquired is because they don't know how this thing works, right? And so how do you educate them? Well, you've got to be able to get the right content in front of them. You know, for instance, in our website, right, and so you know if they're looking for SEO packages, we want to gear content to those people that are searching for SEO stuff.
Speaker 1:Right.
Speaker 2:Absolutely packages. We want to gear content to those people that are searching for seo stuff, right? So we want content that's in front of them, the right content, right, okay, so all these puzzles, the puzzle pieces the email marketing, the text message marketing, the content marketing go back into place. About the retargeting, because what are? You trying to do? You're trying to stay in front of them with the right type of content because if you stay in front of them I mean, I know me.
Speaker 1:Sometimes I'm not ready to buy right then, but I know I'm interested. But if someone does stay in front of me two months later when I can take the option to actually follow through, I want you to be there because, if not, somebody else's right what's funny about you just said it is you.
Speaker 2:You do that. 80% of the world does it right absolutely so.
Speaker 1:Um, tell us, can you give us a little sneak peek? What's the number one thing small businesses, based on your experiences, miss when it comes to retaining customers.
Speaker 2:So retaining customers, and most, 68 percent of customers leave because they don't. They think the business doesn't, doesn't, you know, care about them.
Speaker 2:So even marketing isn't um, just getting the lead. That's why it's called the grow phase, right? So you've got delight and advocation, okay, email marketing and text message marketing, retargeting ads work in all avenues conversion, delight and advocation. And so you know if, if you're not working your customers and you're not being in front of them and giving them resources and education, even if they're customers, you know they'll leave if they don't feel that you care about them.
Speaker 1:Right, Appreciate what revenue you've brought in Well yeah.
Speaker 2:And then brand loyalty Absolutely. Even with a retail company, you know the businesses that make it are the ones that have brand loyalty. They become advocates. And so how do you get a customer, a prospect, once they become a customer, to be excited? Okay, and I always talk to this about when I'm helping onboard customers as well. I'm helping customers, like, really sit down and think about, okay, what happens after you. Do you have any like it's not just digital marketing, it's promotional goods, right, absolutely Like, do you have welcome packets? Do you have thank you cards? Do you have onboarding packets or welcome promotional goods like t-shirts? Like you make them feel a part of the brand.
Speaker 1:Absolutely. You want them to be a promoter of everything.
Speaker 2:Exactly, I think it's the plug. There we go. When they're carrying around you know, your water bottle. When they're carrying around your T-shirt, they're wearing your T-shirt. When they're wearing your bags, I mean, they're out there promoting and they feel good about it. The biggest mistake that a lot of businesses make when they do promotional goods and this happens all the time is promotional goods is actually sold wrong all the time.
Speaker 1:Why is that?
Speaker 2:Because promotional goods. The historical part is hey, I'm going to do a trade show and I'm going to get a promotional goods and I'm going to go out there and do my thing, Right. And when they go home, they got this bag of promotional goods and they forget about it, Right?
Speaker 1:Yes, I think mine's still hanging in my bedroom.
Speaker 2:Exactly. But if you did your marketing right and they are actually inquiring and they came back home with a promotional code or they became a customer. They have a water bottle or maybe something that sits on their on their desk, or maybe a T-shirt, right?
Speaker 1:Mousepad.
Speaker 2:I'm out. I'm not a mousepad, a mousepad. They're still thinking about you, so that's another way for you to to retarget right and get them back on the website. You know what? I did talk to Adventure New Marketing Agency at that show. You know I did talk to Story at that networking event and, oh my gosh, I won that prize. And you know I do need to talk to them right. Absolutely. Marketing is about being in front of them, and if you're only doing it the old school way, which is to direct mailers and promotional goods, and you've gotten referrals and that's great, but the other competitors are being in front of them as well, using digital, you kind of have to have both and it's kind of crazy. That's why we shifted over from saying that we're a digital marketing firm to saying we're a marketing agency.
Speaker 1:Yes, it's a huge variation, huge difference.
Speaker 2:It is, and so we take a look at each component, because promotional goods do work if strategically utilized right. Direct mailers do work as well, if strategically utilized right. So what's the goal? I mean, at the end of the day, it's about data. Even if you did direct mailers, where are you trying to get them? You're trying to get them to the website. Why are you trying to get them to the website? So you can do retargeting ads and that they can inquire. Why are you trying to get them to inquire? So you can do email marketing campaigns? Because you need to be in front of them over and over, and over and over again and finally say, okay, you know what I do want to take the next step.
Speaker 1:So to that point, now that you're getting a little more specific, can you break down the nurture strategy? How many touch points, because you say we have to stay in front of them? What kind of messages are we talking about, and how many touch points do you really need to have? Are we saying 30? Are we saying five? What is the variation? So you need?
Speaker 2:at least anywhere from 7 to 12 touch points. You know, some would even argue 15, okay, but kind of just a median is like 7 to 12 touch points, okay. So what kind of drip campaigns are? Are you and this goes to any outbound marketing like Story is now starting to think about her life and why we do things and the way we do it now? Because she's having PTSD of her cells, right, so you know, when she does follow-ups, that's a good problem, yep, when you do follow-ups, you're what do I say? Email call, email call, email call, linkedin call, email, linkedin call, right, and it's like multiple touch points. Well, in the digital marketing landscape, it could do something like this. I'll give you a couple of examples of how you could nurture and grow a relationship.
Speaker 1:Okay.
Speaker 2:So first I could do a direct mailer or a mail piece and I could send it over to a.
Speaker 2:And this is just like sales when I want to hear, okay, I can send it over to a business maybe a care package, maybe do promotional good, and they get like a notepad or notebook or something like that and say, hey, you know, there's a note saying we'd like to talk to you about your digital marketing. Yada, yada, right, they have a. Uh, they have a um, you know some sort of qr code. Try to get into the website. Next, you know um, you, you go b2b, you do old school and you go visit them. Okay, and yeah, right, but before you go visit them, you email. You email them because you have their email, or let's say, you don't have their email. So what happens is, if you don't have their email, you go visit them. You do the, the, the store, uh, visit and you knock on their door and they still don't answer the owners. It has their gatekeeper, um, and they're like man, this business is relentless. So next thing, you know that business owner's like who is this person or where is this business?
Speaker 1:then they go to the website oh, so that's, that's kind of the hook. I mean you you've engaged them enough to where they want to go and see what you're about?
Speaker 2:So then they go to the website who is this person? What are they doing? So then you go to the website and once you're on the website, okay Alright. So then they're on Facebook and then next thing you know you come. So it's like, okay, I've got to know. You guys are relentless Like why you know? I mean, that's just the nature of marketing and advertising.
Speaker 1:Well, you're not so much go in every time trying to sell to them. Maybe that second touch point is just to say hi, I wanted to introduce myself with no expectation.
Speaker 2:Right, if you do it strategic enough and less salesy enough, the methodology could be beneficial. And then you're gonna be like, okay, I've got to know what you're doing because I need to do it for myself. Like you know and this is part of the program, right, we have a lot of clients that say that actually all the time they're like man, how did? You I just see you everywhere dang it, and so you know.
Speaker 2:No, it's really important that um, um, that you're in front of people multiple times, I mean because, you know, and even with, unless just this happens all the time uh think about, because I used to work in that in the health and wellness industry.
Speaker 2:Uh, I, I used to think about, um, the gym, because I used to work in a gym and we would get a lot of web leads and then we would call those web leads to schedule appointment okay to come utilize their five-day pass um, and then from there we would just follow up, follow up, follow up, follow up and then, even when back in a day we had to confirm the appointment, call a confirmed appointment right, all right, and then there was only email.
Speaker 2:Nowadays you got text message marketing campaigns, you got email marketing campaigns. There's multiple ways for you to increase the show rate and of course, we're talking about growing it and selling. But um, but if you see, if you notice, right, that's the end game goal for the businesses is I want more revenue. So where does the revenue come? It comes from the sales. It doesn't come from the marketing right yeah.
Speaker 2:so the marketing job is to get them engaged and get them aware and get them to inquire and then from there the marketing's job is to support the sales team with any kind of automation that's possible to be able to nurture and get them in the door to the business.
Speaker 1:With that being said, brian, let's talk channels. Is email marketing really still alive? I know I have a ton of junk email and what are you seeing right now, in 2025, that works best, and on what channel?
Speaker 2:So I got some data here because I mean it's so important, and 25 data shows that. You know your ROI from email marketing is still, you know, $32 to $42 per ROI per $1 on email.
Speaker 1:Okay, so what does that mean? Exactly?
Speaker 2:So that means that you know you it's cheaper right it's cheaper for the email marketing and it's still working.
Speaker 1:It's what you're saying.
Speaker 2:It's still working. It's shorter, it's mobile optimized for emails. Now, with the new technology of email marketing campaigns, you can do visuals, you can do video emails, you can do all kinds of stuff, but people are still reading their emails, right, they have to, because that's how they subscribe to things, that's how they cancel things and you know, and so. But once again, you have to be careful, because everybody's like I want to go into email marketing, but they don't have a database.
Speaker 2:Their heart loss, right, even with text message marketing as well very a lot of people get into this problem where they know that it's it's it's more affordable, which is why they want to get into this problem where they know that it's it's it's more affordable, which is why they want to get into it. So they'll buy a list and then they'll get themselves into even more problems because what they don't realize is that they're blacklisting their emails because people uh didn't really um inquire, right oh okay, so those warm leads that do inquire, they're automatically which is why I don't ever tell people, hey, go buy a bunch of emails and we'll go ahead and email blast.
Speaker 2:No, so what you want to do is you still want to go. It goes back to the customer journey, right, right. The customer journey is what Awareness? How do they become aware of you? Well, they became aware of you by you doing Facebook ads, radio ads, television ads.
Speaker 1:You can do traditional ads, direct mailers, no matter you, just Facebook ads, radio ad, television ads, you can do traditional ads, direct mailers, no matter, you just find a way to be. You've enticed them enough to make them want to inquire, right exactly, you're just trying to get their attention.
Speaker 2:Okay, you get them engaged. How do you get them engaged? You get them to the website. You get them to your social media pages um, you've. So everything is starting to come into transition, or you know, flourishing here is did you go back and did you strategize? Did you build the right assets? Did you build the right video? You know videos, uh, photography, the videography, the graphic design, the website. Did you framework it and have you completely, continuously optimize it to launch into the market? Right, so we launch into the market. You're during the launch of the market. You're trying to do that. You're trying to get uh emails. You're trying to get phone numbers.
Speaker 2:You're trying to get um pixel tracking, facebook pixel interesting google tracking, uh, now tiktok tracking pixels all this, uh, these codes that track user flow. Why, to get in front of them again? Your end game goal should be hey, I just need their email and phone number. Okay, because the more emails and phone numbers, there's so many things you can do with the email and phone number. So, for instance, on Facebook, if you have enough emails and phone numbers, you can create lookalike audiences and target them.
Speaker 1:Wow Okay.
Speaker 2:And so you can target them directly and you can create lookalike audiences. You can target them directly and you can create lookalike audiences. So, on Facebook, instagram, if I had enough emails and phone numbers real ones, by the way, because it doesn't make sense for you to purchase fake ones- Ones that they've given you right. Well, then what happens? Because this happens before. Somebody says, hey, here's a list, and the next thing you know, you look at the data on Facebook and then people are in Bangladesh. It's because they're fake emails and phone numbers.
Speaker 1:Which is a waste of time for everyone, right?
Speaker 2:Exactly so. The most traditional way is to find a way to have content engaging enough to get people's emails, phone numbers, right, doing free trials and things of that nature. You have enough of those that you're able to excuse me, that you're able to say you know what, I'm going to go ahead and retarget them and now I have a true list, absolutely. We're going to do some Facebook and Instagram retargeting ads or TikTok retargeting ads or what have you.
Speaker 1:Right, but you can't do retargeting until, like I said, our very first episode, that strategy understanding where your audience is it all encompasses each other to bring it back around.
Speaker 2:Yeah, it's all about that. And the big thing is, you know it really goes back to ensuring that you're optimizing that build phase, because if people aren't engaging, you launch in there. You're not getting enough emails, you're not getting enough phone numbers and you're like, hey, look, they're very quick to say you know, it's Facebook's fault, it's Google's fault, you first. You, okay, this data tells you hey, let's go back to the content.
Speaker 2:Yep, hey, let's go back to the content Yep, right, let's go back to the website. Let's go back, you know. Let's figure out why they're not engaging. You know, data tells everything.
Speaker 1:Absolutely so. Tell me now. We've got the data. You're saying email marketing is still there and retargeting, so what about automation? How can businesses personalize their follow-up at scale without sounding robotic or fake? Because that's a hard. Before I came and started working with you, that was a really hard part. I don't want them to think I'm spamming them. I want to give them something they can use, right.
Speaker 2:So I guess it really depends on the goal and what you're trying to accomplish For you to not there. Okay, there are certain things that you say to everyone, of course, right, it doesn't matter who. They are right. And so if you can figure out, okay, what am I saying over and, over and over again to multiple prospects? It's the same thing then it's not going to sound robotic, you know, for instance, if this is a prime example, yeah, um, I get, I get emails all the time. Uh, replies back. By the way, when people schedule an appointment and they don't realize they're getting hit up with automatic emails, they think I'm truly, I'm truly, uh, emailing them I get it all the time.
Speaker 1:Well, brian sent me an email. Yeah, brian sent me an email.
Speaker 2:no, that's automation, but it sounded real yeah.
Speaker 1:Because you put some thought into that response. Exactly yeah.
Speaker 2:You put some thought in your automations and you make it sound as authentic as you can and as possible. Now you know if you've got cold leads, if you've got warm leads or anything like that where you're trying to reengage them, providing them resources. Right, this actually goes back to content marketing and the website. So the website, once it's built, it's not completed. That's the biggest mistake that people make when they get into marketing. They think, hey, I'm just gonna build a website and they will come. It's not like that, it's a machine and you got to keep on growing it's ever growing and changing right so once you build the website, you have the foundation.
Speaker 2:Well, the content marketing as you're growing. Nurturing is now you're thinking about how can you nurture the customer and and if you don't mind, let me get into more detail right here before absolutely so this is good for us.
Speaker 2:Like, let's just think of a marketing firm, okay, um, so I built the, you know, we built the website, we've got the services. That's great. But now we have people asking questions well, how do you do this and how do you do that? So you provide a resource center, basically faqs. Um, all of this is a part of the uh, the content marketing faqs. Asking questions, asking questions, maybe articles, right, you know, maybe if you're in the health and wellness, in the health and wellness, right, you know, you have a product that is new, okay, you would want to create, start creating content specific to, maybe, symptoms that you know that your product or service provides that solves right.
Speaker 1:Solves for you Right.
Speaker 2:And so you provide real resources on answering questions that people are asking about those.
Speaker 2:And so are you building a resource center that yourselves, people can utilize? Right, because sometimes what happens and this has happened to you too, right, like people get questions all the time about, well, how does this work and how do you do that? And you know, and do you have the right resources to say, hey, check this out, check this customer, you know, portfolio out, or hey, have you read this ebook? That kind of walks you through the customer value funnel, which is a free ebook. So we do ebooks, right, this, right here, this right here is a resource. Right, you're always out there.
Speaker 2:Hey, you know you had a lot of questions about follow-ups and why the website's never done. Well, how about you listen to this podcast where Brian talks about you know why you need to continuously do content marketing. What is content marketing? Well, if your customers are still on the fence and they're still not converting, for whatever reason, are your salespeople equipped with resources to send to them and are you guiding them back to the website to do SEO? Right, so all of this, as you can kind of see, it's a machine.
Speaker 1:No, I would have to agree with you a hundred percent, because anyone that reaches out say a form and and wants a consult, I can't meet with them right away. So usually we have to schedule a meeting right. If I get a notification that someone wants to schedule a meeting, I immediately send them a FAQ link via email so that they have some ideas of what we do and how we do it prior to our call, which ultimately helps me convert at the end of the day, because then they see the legitimacy, right at the end of the day, of what we do and how we do it and if they're struggling with something and they're like, well, you know, I'm really struggling with xyz, I just don't understand why people are, um, you know, uh, inquired with me.
Speaker 2:Well, have you read this customer value journey, you know? Or have you read the customer value funnel, right? So it's an ebook that we have on our website and it walks you through um kind of what we did for multiple businesses Nuvodesk, our business, even the software company Like what does that funnel look like and how do we get them engaged enough to convert? Right?
Speaker 1:Absolutely so. One last question before we start our Q&A you help companies double their revenue. I mean, I've seen you do it many times just through nurture campaigns. Can you share a real world example of that?
Speaker 2:Yeah, nuvodes Desk right, we talked about that in the last one. So, nouveau Desk, we had quite a bit of emails and they just weren't being nurtured. And next thing, you know, we did events and we, you know what's crazy. Okay, here's a crazy thing. So we actually, nouveau Desk, actually had a bunch of virtual mail. You know, they just have virtual mail. They're paying, like you know, maybe 50 to 60 bucks a month for virtual mail, but all they use is the mailbox. They don't use the conference room, but they don't even. They didn't even know that all of this existed. In fact, we get it all the time. They come in here Wow, you guys have a pocket conference rooms, right? So our goal is we email them and say, hey, come network with us absolutely so you have to entice them.
Speaker 2:So we got them to come network and all of a sudden they're like I didn't know all of this existed. Welcome to nouveau desk, right, you only knew about our virtual mail. Now you know about everything else that we do. So that's another thing. Is you know, um, okay. So I think a few episodes back we talked about how, um, a customer had their average dollar sale too low, which is um, so you know, if you have your average dollar sale, so we talk about how many leads you're getting. That's all marketing, right. We talk about how many conversions you're getting. That's all sales. You talk about revenue, right. And you talk to transactions and average dollars. Though average dollar sell if they're not paying enough and you have a wide variety of products and services. Is how do you get somebody from a lower paying customer to a higher paying customer? Yeah, that's all through nurturing that relationship and nurturing those businesses, right the trust level that you've created from the start.
Speaker 2:Exactly, and so you know upsell strategies. Every business should have an upsell strategy and if you don't, you're setting yourself up for failure as a business, because you have to have. This is actually let me go back to the customer value funnel here because we actually have an e-book that you should go ahead and go to our website and download, because this is how we've built and scaled multiple businesses and it's actually a part of the grow phase. Right, it's. Do you have a product or service? Uh well, first off, do you have something that's free, that people can inquire? A free introductory call, a free ebook, a free podcast to show free, whatever right, yep, free session of free. Okay, do you have something of? That is a small value.
Speaker 2:Small value is hey, listen your cost is low cost is low and it's just to get your providing a try okay okay.
Speaker 2:so in this case excuse, I have this terrible cough. It won't go away. And in this case, you know you have the free. You're trying to do one thing, and it's very simple, is get them from free to paying customer, and you actually don't care how low that is. What you're trying to do is obviously it's not going to be making you millions of dollars. That's not the goal of this item. This item is to get them from becoming a prospect to becoming a part of the customer community. Right, and once they're a part of the customer community and sometimes they'll be, you know, all the way to the big items. But now we get them to the next level. Okay, here's XYZ. Now we get them to the next level. Okay, here's X, Y, Z. Now we get them to the next level. Right?
Speaker 1:So, for instance, if you had a brick and mortar, if they filled out a form, offer them something that's going to get them in front of you at that brick and mortar right. Exactly, Is that what you're saying? Okay?
Speaker 2:So every business should have this kind of secret funnel, super secret funnel.
Speaker 1:Customer secret funnel.
Speaker 2:I'm not going to give out my secret funnel on podcast, because then the entire world will know and try to take all of our business ideas. Y'all can call me, I will help. No, no really, though. If you download the e-book, some of that's in there, but I try not to give away our secret sauce, right, because that is the secret sauce. If you go and get the customer value funnel e-book that is the secret sauce, that's how we build businesses ebook, that is the secret sauce, that's how we've built businesses, and so I'm giving you the secret sauce. You just got to go to the website and download it so we can retarget you later. So anyways.
Speaker 1:So let's move on to the questions from our audience, unless you'd like to add anything else, Brian.
Speaker 2:No, I would just say you know, if you really want to grow your email, if you're struggling to grow your email list, go download a customer value funnel e-book. It's a great resource for you guys to check out, because without the emails and phone numbers we can't do all the rest of the stuff we talk about today, which, at the end of the day, is nurturing.
Speaker 1:Yeah, it seems like the nurturing part is where the real money is, from what you've explained to us. So let's see what questions our audience has. Our first question is I've got a bunch of leads just sitting in my CRM, so we know a ton of people that have leads that they don't know what to do with. What's the first thing I should do to re-engage them? Is what they're asking.
Speaker 2:I think you should start with something free. Okay, I think that you should treat them as you know customers that have, you know, falling off and saying, hey, listen, I got something for free. Here's a free e-book, you know, just a free resource for them to check out, to get them reengaged.
Speaker 1:OK, ok. And then what if? What if, when you send out all of those, you get bounce backs, or anything like that?
Speaker 2:Then that's a great question. Well, you can start cleaning up your list, you can start figuring out how many emails you truly have and if you have a real strategy to get more.
Speaker 1:Oh, great response. So the second question we have is how do I know if I'm following up too much? I don't want to annoy people. And how often should I be emailing my list? Weekly, monthly? So they don't want to annoy anyone. But how often is a good amount?
Speaker 2:It all depends on the strategy. Okay, it all depends on the content as well. Now, if you're salesy, you are going to make them mad, right?
Speaker 1:Salesy meaning hey, buy this for me today.
Speaker 2:Buy this, buy that, buy this, buy that, that business by that. But if you're like, genuinely trying to provide resources and services, um, that that will help them, uh, with whatever problems they're having, it's not salesy, it's just hey, here's this free resource or hey, listen to this. You know, like, for instance, the podcast is a great way you do email marketing campaigns for a podcast, here's a new episode. Right, listen, tune into this. Okay, it's a very um great way to get them to listen, to get them re-engaged. And we're not saying right now, like people are viewing, right now, we're not forcing them to book and schedule a meeting with us. Like it's not.
Speaker 2:Like, hey, you need to schedule a meeting, like we're legitimately trying to help by providing resources absolutely and so if this is part of the nurturing you're um, we're hopefully nurturing and educating and helping that business, even if we're not helping them, you know, monetarily.
Speaker 1:Okay, so let me expand on that question just a little bit. So you're saying it depends on the strategy? If you haven't gotten a response from somebody and you've been sending them an email every week, should you go to ato-month basis or should you just continue engaging until they say no?
Speaker 2:well, I mean, you're kind of thinking of it like a sales person, you know right of course, if you're doing sales, you know you stop and kill it at 15, right um but, uh, if you're doing sales emails, I mean it's every three business days, you know three to five business days, right, and then you kill it if you're doing nurturing, you do monthly newsletters um maybe even sometimes weekly tips or resources announcements, um you're providing value for free okay, so you kind of answered our next question, um, but let me ask just to be safe what type of content actually gets people to take action?
Speaker 1:I feel like my emails get ignored.
Speaker 2:Yeah. So once again, it's about have you put yourself in a position of the customer and have you asked yourself I mean, have you really understood your, your customers? Because a lot of the time is that, um, businesses don't really understand their customers, they don't understand their pain points, um, they don't um, they don't understand um, the, the, the problems that they're having right right.
Speaker 2:So you have all these emails, okay, and I'm just thinking of health and wellness in my head right now, uh, but because you know you, you want to have all. If you have all these emails but they're still not coming in, or maybe they have friends, right, well, why aren't you providing the resource so they can empower them, your advocates, your, your, your customers that are already customers, empower them to talk about your product service to their friend? You know if your product is solving um. You know pain relief. You know. Are you sending articles and resources via email to your customer base about, I don't know, arthritis or knee pain?
Speaker 1:Right.
Speaker 2:Right, are you? Are you sending them resources so that they empower them to get you more referrals? Because we all know that referrals are the best and the lowest cost of lead.
Speaker 1:Absolutely Referring. Good business, I'll go with it any day.
Speaker 2:And you have to create a cycle because if you're entrusting and all you're doing is focusing on trying to get new business and launching, you're going to go out of business because you're not looking at the whole picture.
Speaker 1:Right, yeah, they helped me at that time, but then after that I didn't hear anything from them. You don't feel valued.
Speaker 2:Well, it goes back to what I think it was one of my talking points here. It was like 68% of customers leave because they believe businesses don't care about them. That came from a super office, right? That's the source that we got it from.
Speaker 1:No one wants to be just another number.
Speaker 2:Nobody wants to be just a number, and that's why it's important to nurture those relationships. Okay, wants to do just a number, and that's why it's important to nurture those relationships.
Speaker 1:Okay. So last question here. They said, I'm just starting out, should I build my email list first or set up a crm first?
Speaker 2:oh yeah, build uh your email list first, right, okay, there's no point of uh, you know you can set up these free center rms actually, right? Um, you want to have a place of storage one way or another. Some people start with one crM and move to another, and that's fine as long as you can store the emails. But you build your email list first. You can't email market without having a list first.
Speaker 1:Okay, great answers to all the questions. If any of you have any additional questions or need help, this is the final episode of episode four. The final final episode is next week. We'll need you all to join us then, because that's when you really learn the full encompass of what we've all gone over today. Brian, thank you for being on the show again, and to all of our listeners out there, keep tuning in and we'll see you next week.