Transcript:


Welcome to BizHack live where every Wednesday we talk about some of the latest and greatest in digital marketing for small businesses. My name is Dan Grech. I'm the host, as well as the CEO and founder of BizHack Academy, where we train small businesses and how to generate leads and close online sales. I'm really excited today to welcome Patrick Neff, we'll be talking a little bit more about his amazing background and experience working with fortune 500 companies in a digital agency and with startups and small businesses. He's going to talk today about customer retention.


I wanted to acknowledge our partner for today's presentation, the South Florida Integrated Marketing Association. I'm really proud that for season three, once a month, South Florida ima and BizHack have teamed up to deliver amazing digital marketing talent like Patrick today, I'm very excited, as I'll tell you a little bit more. Next month, we're going to be featuring a speaker about clubhouse, the hottest new social media app. And the week after the month after that, we're going to be featuring a speaker from Foursquare, one of the granddaddies of location based marketing. So a really amazing lineup, thanks to South Florida.


Hi, ma. And thank you to Patrick, and to Tom, and to the whole team over at the Integrated Marketing Association for partnering with BizHack as their educational partner through BizHack live, very happy to be announcing that today. So coming up next week, we're going to be talking about LinkedIn to build your personal brand. This is an issue that a lot of business owners, as well as mid career folks have been asking us about and asking for and Cheryl is one of the best. The week after that, we're going to be talking about lessons from CEO cmo land. So this is going to be giving you a perspective from Tatyana McDaniel who went from being inside of an agency to going in house and an e-commerce company and some of the big lessons that she learned in her first year on the job. After that, I'm going to do my signature lesson on the BizHack lead building system. This is really the foundation of all of our training. It's a system that will allow you to reliably generate leads for your business. This is definitely one that we encourage you to bring friends to. And we definitely want you to help spread the word about because this is really over seven years working with 700 businesses. This is the system that we've developed and that we deploy in all of our training. And then finally, we're celebrating the graduation of our latest cohort, cohort 18, the digital Titans. And then as I mentioned earlier, we're gonna then talk about clubhouse on March 17. Social media is hottest new platform, it's an audio platform. It's invite only right now but it's getting a tremendous amount of attention and buys. And it is attracting some really interesting opportunities for small businesses which we're going to explore together with Dennis you Blitz metrics. If you so that's a lot to keep track of Lily, if you could put a link to the BizHack 101 at event dot Eventbrite, that's the clubhouse one. I know a lot of people have been asking for this, and we listened. So if you could put that in the q&a, I mean, in the chat, go ahead and sign up now, guys. But a lot of folks are saying, you know, we love all of this content, can we just sign up for all of it at once. And that's what the season pass is about. It's a single convenient way for you to sign up for all of these great parts of season three, and frankly, what we have to come and it will also help support BizHack live as a community service so that we can continue to do this long into the future.


Thanks to those of you who have bought season passes. We really appreciate you one of the other benefits of getting a season pass is you will get an exclusive email after every session with a recording and the presentation and some additional resources. Those are only available to people who've registered for the seminar.


Without further ado, I wanted to welcome Patrick Neff. He works at Southeast Toyota finance, in their marketing and digital experience divisions. He has actually two decades of experience in marketing, and he really has developed and carved out as you'll see an expertise in the customer experience and the digital customer experience in what do you do after you've closed the sale for many small businesses This isn't something we spend enough time thinking about. And he has spent his entire career thinking about it. As you'll see in today's presentation. He has a really powerful set of strategies and tools that you can use to be a little better at how you create a great customer experience digitally. And as I mentioned earlier, Patrick has worked at some of the largest companies in the world, Eli Lilly and john deere. And he's worked at midsize and startup companies as well as a marketing agency. And so he really has, I think, that unique perspective of building best practices from the big guys, but then applying them to smaller companies. And without further ado, Patrick Neff. Welcome. And thank you.


Thanks, Dan. Let me give me just a second to get my screen all set up here. Make sure that everybody can see Are we good to go? Looks great. So thanks for having me, Dan. The introduction was probably, I hope, hopefully, I can live up to the introduction. But we'll see. as Dan said, I have over I think it's 23 years experience in marketing uniquely started in digital. So this is sort of the backbone of my experience, and also uniquely started with Eli Lilly building communities to support their Prozac and Lilly diabetes dropped drugs back pre 2000. So in that community in relationship building, sector for quite a bit of time, and I certainly done other things, I'm very familiar with customer acquisition, and all of those traditional marketing strategies. But I've also sort of laid in the principles of retention, and sort of that relationship building component throughout my experience. as Dan said, my name is Patrick Neff. I'm the principal manager for marketing digital experience for se toy to finance. And we'll just jump right in.


So today, we're going to take a look at seven tactics, if you will, that can take that can be used to put more focus on customer experience and drive loyalty and retention. And I know you guys out there are heavily focused on building your business and profitability. And you hear a tonne about customer acquisition. And I'm sure people are concerned that we're going to be saying, hey, you need to stop spending money on acquisition and start spending on retention. And I'm here to tell you that that isn't the case. You all know that customer acquisition is very important. And don't worry, I'm not here to tell you the initiative, large financial investments into the customer retention area, it's clearly vital to your small business to invest in customer acquisition. This isn't about shifting dollars, though, this is about balancing your focus that so that you're investing your time and efforts for retention. And what this really does is it fuels adds fuel to the fire that you're generating from your acquisition initiatives. This but this isn't an uncommon problem. Research shows that over 40% of companies out there have a much greater focus on customer acquisition than they are then they do have on retaining customers. So what are the benefits? And what can you expect if you shift some focus to customer retention? retention is actually a catalyst to maximise your your acquisition investment. Everyone has probably heard the stat that it's five times more costly to attract a customer. That is it than it is to retain a customer. But I think it's been said so many times that that starts to fall on deaf ears. The other side benefit though to resist retention is that it's actually been shown to drive greater work word of mouth references, which is, quite honestly the lowest acquisition activity that you can ever have. Not convinced. Here are a few more stats about customer retention. Report from Gartner shows that 65% of company's revenue come from existing customer, and it's much easier to sell an existing customer because you have a history with them. In fact, data shows that you probably your probability to sell an existing customer runs between 60 and 70%, while new prospects generally when they occur converted about a five to 20% rate. Also note repeat customers are more profitable. data shows that they spend about 33% more than a new customer and Harvard Business School found that due to the growing cost of customer acquisition, as you probably all are aware of many customer relationships aren't even profitable in the early years of the relationship. Now obviously some of that depends on what your conversion rates are and how long a customer the purpose cycle is at the end End of the day, your focus is on profits right? Only 5% increase in retention can increase your profits by between 25 and 95%.


Let's get into our first key to success, optimising your onboarding experience. What is onboarding you may ask. onboarding begins the moment that the customer decides they want to try or buy your product or service. And it focuses on setting the tone of the relationship. It really about controlling your customers first impressions of you? How does this fit into retention? retention is all about delivering on the brand promise about establishing frost, creating value and giving the customer a reason to keep doing business with you. A well onboard customer is likely to buy as much as 90% more frequently and spend as much as 60% more per transaction will take a few minutes. To key to the key the proper onboarding. Number one, the more feature rich or complex your product or services, the more targeted and personalised you need to be with your onboarding activities. Make sure it's simple for the customer. Though, the user experience needs to be made simple and easy to understand. optimise the introduction to your product. It's not, it's not about reviewing all 50 of your grade features. It's about the missing the value of the three to five features that attracts the customer in the first place. Keep it simple, and that means keep it short. Humans have a short attention span. So keep your message short and sweet. If you need to break break those messages up into small bite sized pieces, then just do it. The fact of the matter is if you don't the customers aren't going to absorb the information you're provided and you're not going to create the value that you're trying to the definitely onboarding a customer is about focusing on their customer and reasons for purchase. To accomplish this. You need to invest in a way to figure out what that reason was. The function of onboarding is to help shorten a customer time to value. Let's get practical. Before we dig in on time to value you guys know your business. Your Business fast, but here are a couple of quick and easy examples on how to take that first step. Make an after purchase call to reinforce the key steps in getting value from your product. If outbound call campaigns are not realistic look at potentially creating an automated email can post campaign post purchase that accomplishes the same goal at se toy the finance we accomplish this by creating a simple folder that we gave to the dealer the handout with the contracts and highlighted the key features on our website and focus on the value of customer can get from paying on the site. One of the small businesses that I consult with consulted with which is in in the market of medical travel. We built a brochure with them to highlight the features of doing business with them and develop a level of safety and comfort for travelling in the country that they're located. Understand time to value and how it impacts customer loyalty. I briefly mentioned time to value before but let's dig in a little bit defined time to value is the amount of time it takes customer to realise value from your product. There are a variety of statuses for realised value. But now with for now we'll just focus on getting them to phase one value. The focus really is about figuring out how to get the customer to see value more quickly and the faster you can get them to see that phase one value, the longer they have an optimised value proposition and during the ownership of the product. A couple of key things to know about time to value the shorter or the product or service time to benefit purpose. The more important optimising time to value that comes especially if your business model relies on recurring revenue. For instance, I spent time managing a software the service company we had to generate value quickly because the customer paid on a month to month basis and we could lose a customer the all the value that we generated from customer acquisition within 30 days if we didn't see value, provide value to the consumer faster time to value maximises the customer, the time a customer engaged with your product at a max perceived value and that dramatically increases your chances of repeat purchases and can even shorten your time between purpose and buying. This creates a greater customer lifetime value.


Looking at time to value, it's key to focus on the benefit that the specific customer is expecting to receive and not the value you want to deliver. It's really about understanding that customer and their needs, and highlighting those needs in a meaningful way. This means you need to have a good understanding of what features and benefits drove the customer purpose. Focusing on these benefits allows you to key in on a customer's perspective on value. It's worth the time to do the research into what those benefits are, and most important, document them and take action. Let's get practical. If you sell products b2b, provide tools that help them be more productive with their purchase. At one point, I oversaw the marketing strategy for a startup company in the medical equipment business, we actually built what we called businesses in a box where we handed those out with the purchase of the equipment, and it gave the end consumer all the marketing material they needed to market the service those services to the end their end consumer. If you sell products, b2c, provide tips and tricks on how to best use your product. Again, I work with a doctor that does medical tourism down in Costa Rica, we spend a lot of time effort and energy educating consumers into the value proposition of working with him as a physician. If you sell a service, make regular check ins with the customer to make sure that they are seeing value early and often. Especially if you're in a software as a service. Business Strategy. Number three, we've touched on on this topic briefly and some of the other areas but but it's worth focusing on. When we say understanding what your customer is really about taking the time to understand now when and why they chose to use your product and service. That information allows you to make their experience personal. By making it personal, you key in on what's important to them, and you don't bore them with the things they are that aren't important then, why make it personal, because it solidifies an emotional connection with the brand and customer that make that connection as up to three 306% higher lifetime value, and will riemeck recommend you to others at a rate of 71%. Again, very low cost of acquisition on word of mouth advertising. You have to remember that retention is a marathon and not a sprint customer gradually develop an emotional connection to a brand over time. That being said most research shows that the most important time in a customer's journey is during onboarding that sets the stage for retention success. Let's get practical. It's all about Look, listen and learn with every single customer interaction. use tools like CRM to catalogue what you learn about the customer. Also, just ask the customer nine times out of 10. They're going to tell you about how they intend to use the product or what to draw them in for the inquiry in the first place. And finally, understand that no two customers are alike. And if you ask customers about them, they expect you to use that information for their benefit.


Now we're going to talk about understanding the customer journey but building experiences. You know, this is a heavily discussed topic and marketing these days that the whole concept of customer journey. It seems like the modern marketer obsessed with this concept of the customer journey. While customer journey mapping can be a valuable planning tool, they can also be overwhelming to smaller organisations and across the developed market marketing initiatives for every single phase of the customer journey can be cost prohibitive. Instead, what I encourage businesses to do is understand the customer journey and apply it at the highest level, but really focus in on building experience of the key points. And that means you have to understand how the customer uses your product, and then translate that to key emotional points in the ownership. identifying these experiences is done by looking at where your product features intersect with the customer needs. And note that may be different between your varying customer segments. You may have one customer segment that likes three or five of your features, the features of your product and you may have another customer segment that focus in or three to five different features. You'll you'll need to be able to have strategies for each of those groups. Next, let's take a look at the CX pyramid and figure out where you land on the CX pyramid is really just another one of those pyramids that shows you the growth in this category. Stage One is the communication level and really Getting the customer information they can use via the right channel at the right time. Stage Two is responsive level, that means you're helping to solve customer problems quick, quickly and efficiency efficiently. Stage Three is the commitment level it's listened for, understand and resolve customers unique problems that takes you to the next level of bidding being very personal in your interactions. Stay forward, proactive, basically, understanding the customer's needs before they even understand those needs, and resolving those before they even ask. And then the fifth level is, is the panacea at all which is evolution level. And it's developing a customer experience that makes the customer feel better, safer and more powerful. Get practical. Step one is to be honest with yourself and where you land on the CX pyramid. If you're not even on the pyramid, that's great. At least you are honest with yourself, and you know where to start. If you're in Step three, that's great, too, you know where to begin the step two on this is about making a goal to move just one level up that that goal and also a goal on when you'd like to accomplish that. And then step three, like all good processes is, once you've reached that success, you move back to step two and set new goals. Next, let's talk about building experiences. from the outside in. We'll talk about a common buzzword that I hear often which is operational efficiency, every business is focused on focus on operational efficiency. Effectively, it's a metric to measure efficiency, right? If you're an inside focused organisation, you focus on that operational efficiency. If you're an outside focused organisation, you focus on customer experience. One of the pitfalls of being inside focus is that you may develop programmes that don't resonate with customers, and thus don't actually drive operational efficiency. But if you're an outside focused customer, if you're outside focus, you rarely develop programmes that don't resonate with your customer. So as you start to build the retention programmes, and try to build relationships, focus on what the value proposition is to the consumer knock out will benefit your business. The reality is, if you benefit the customer, that customer will benefit you. Let's get practical. The reality is this is all about listening. Listen to the customer, listen to the customer, listen to the customer. You know there's and there's a variety of ways that you can listen to the customer at Southeast Toyota finance, we use a variety of products, we use products, survey that customer use voice to customer products, we have pools that we can actually watch customers engage with our website and see where they come up with challenges. We look at web metrics to also look at those to look for those challenges. And we even talked to our call centre to find out what customers are saying it on the phone to better dictate what we do to make the customer experience better. At the end of the day, it's all about listening in your business that may just be calling the customer or asking the customer when they're in your in your facility. Number six is focus on the customer needs. I think nobody said it better than Steve Jobs. You've got to start with the customer experience and work backwards. The technology cannot start with technology and try to figure out where you're going to sell it. And this is really important.


Being customer focus focused equals being more profitable. customer centric companies are 60% more profitable than companies that are more importantly being customer focus is what customers expect. And back in a recent survey, 76% of customers surveyed specifically stated they expect companies to understand their needs, and poor customer experience comes back to cost a company Accenture estimates the business that businesses lose $1.6 trillion a year due to poor customer experience. And even your loyal customers can lose confidence and defect to a competitor that better satisfies your needs. If you're not continually monitoring your customer focused initiatives. Let's get practical. Ask the customer why they purchased. Listen to what they say and more importantly document and then respond and reinforce using what you've learned. And this is really important. Act Listen, document respond. That should be a consistent cycle in your business. Because they if you ask they will tell you what their motivations are. And seven, it really is keep it simple and just get started. It's important to keep it simple. I know most of the people here are have small businesses. Thinking about tackling something like retention can be done. But it can be very simple. It can be as simple as making a phone call after the purchase. It can be as simple as creating a document that is specific to your customer or customer segment that goes along with a purchase that helps them get maximum value as quickly as possible. If you overcomplicate it, the process won't stick. It may be may seem daunting, but it starts with taking one step, continue to spend on customer acquisition. It's the fuel that feeds your business, retention and about optimising that fuel. It's about giving retention more focus and small expense with high returns. And there is no better investment than in onboarding. And that's generally considered 30 to 45 days unless you have a very short consumptive consumption cycle for your products. Let's get practice. Here are some of the simple steps to get you started. customer retention is about building a relationship. and building a relationship with a business is the same as establish establishing a personal connection. The premise of customer retention is to build trust, and make them feel comfortable the brand while enabling the customer to be loyal to you and your brand. It's about you being you. It's also about you sharing your knowledge and finding ways to enhance their experience. Even if you sell a price sensitive product, some steps and customer experience can be a competitive advantage for you. impractical. Number one, decide that retention is important your business define both the short term and long term vision and make it realistic. Don't shoot for the moon because you're not going to make it in the first step. Communicate not just the vision, but it's important throughout your organisation. And it's tough. It's hands on with implementation and reinforcing your vision on a regular basis throughout your organisation. It may feel like a half step back when you first start and customer and your associates may need a nudge to continue down the process. The final thing is the process is never over. When you meet your goal. It really is rinse, repeat, take a look at where you are, what's the next step that you can go through and, and make that goal. That's obvious way to finance we implement new customer initiatives every month, we focus on an agile approach. And the next month we look at the next set things up that those that goal as goals and implement those doing that we were able to accomplish. You're about to get. That's really all I had today. And so I'd like to open it up for some questions if there are any.


Perfect. Jane Moore asked in the q&a, what CRM system do you recommend for a small business? And a CRM is a customer relationship management software?

Yeah, I don't I don't think there's one specific I when I think of CRM, I don't necessarily even think of vendor right there. There are the big ones Salesforce there is sugar, CRM that out there, which is less expensive. Even if it's something like QuickBooks, anything that you can keep track of your consumers take notes, the biggest thing is find a way to keep notes on the feedback that you got from the consumer in a consistent way. And then when you plan additional interactions with them, whether those are digital interactions or personal interactions, leverage that information accordingly.

Perfect. I want to, first of all, invite folks to ask questions in the q&a. And thank you for that question. Jane, I wanted to take a minute and talk about how some of this advice changes when you go from a large well known brands like Toyota, to some of the smaller and mid sized companies where you've worked?

Yeah, I mean, I think it's number one at scale, right? Like, at Toyota, we have more resources, although not as many as most people would expect. We have resources to leverage we have technology to leverage. Some of this is really simple, right? Even when you think of email communications, right, you're


sorry, I think I muted you by mistake. I was trying to get you to stop sharing your screen so we can see you full screen. I apologise. I just I just mansplain I think Sorry about that.

Yeah, so I think it's about scale, right? when when when I we look at what we do at Toyota, we have access to more sophisticated solutions. We have access to more capital to invest, but that really should scale. Well, meaning, you know, if you're sending out email blasts, you've got an email, you've got an email platform. So setting up an email that you send out to consumers at a timed interval, after they've made a purchase is not a heavy investment. Because you if you're sending email blasts already, you've got that platform in place, it simply understanding that customer segment and then taking the added time to invest a little bit of energy post purchase. If you don't have email platforms, it could be it's something as simple as including a flyer in with a purchase that identified a couple of key benefits for the product are a couple of key ways that would enhance the customer experience with that product. That is simple copier work. Right. So I think that's how you scale it. People get overwhelmed and think, Oh, well, I can't do this. Because you know, this, this guy is from Toyota. I can tell you, I've worked with small businesses, midsize businesses all the way up to companies like Toyota, the concepts are scalable, how you execute differs, but the concept is really all about being customer focused, and putting that customer hat on when you start to think about things. I'll give you a good example. There are a variety of companies that I've worked with that challenge me on putting a phone number on every page of their website, right? Or I've had a company challenge me about the concept of opening, opening up online chat. If a consumer if that's the way the consumer wants to contact you, why would you hide your phone number on your website, if you're saying, Well, my business can't handle that. And that's not sustainable for me? Well, you have a big business problem there because you have narrowed your ability for the consumer to interact with you. And I think those are the kind of things that you have to start to look at, when you put the customer's hat in mind, you know, put what the customers had on, you want to make yourself as easy contact as possible. If you can't take those that volume of phone calls, then get a ticket management solution in place and open up email, just make sure that you're responding those emails in a timely manner. So there's a variety of different ways to scale this side of your business. But it's all about being customer focused. You

know, it's interesting, because one really contrasting example of this in place is Zappos, which is famous for its customer retention, famous for its customer, treatment customers, Zappos sells shoes online. They were acquired by Amazon, who also is really well known for its customer obsession is what they call it. But they approach it really differently. Zappos makes its phone, front and centre, and it really tries to get people to call them. Amazon really focuses on kind of the one click experience more of a technological solution. And frankly, good luck if you want to talk to a human being there. They really don't want that. And both seem to work. Both seem to work. But I'm curious if you have a perspective there I I personally am more aligned with Zappos, which is if you put your phone and they call you, and they tell you about something that's not working right. And then you learn from that and incorporate that and improve the product so that the next time around, they don't have that question. I think you've just gotten really valuable feedback and created a lifelong customer. Whereas I think most businesses, you know, don't have the technological prowess to be able to create that seamless customer experience online. But I'm very interested in your thoughts about this. I think there's a lot of conflicting best practices here. You see a lot of e-commerce companies that hide and don't want people to call.

Yeah, I mean, I'll tell you my perspective, my perspective is that you'll kind of see this, read a thought throughout the presentation. But not everyone customer is the same. At se queda finance. We support a variety of consumers, right? We have older consumers that aren't comfortable with technology, we have newer consumers that are tough, are comfortable with technology. So I think the optimal solution is having the chance all channels available, so that if a consumer wants to interact with a given channel, it's available to them. The counterpoint to that is if your business just can't scale to that and I don't know the details of Amazon structure and why they've chosen that I have done the Zappos for and spent some time out in Las Vegas. I guess to really understand their customer centric focus, what I would tell you is that if you, if your business can't support multi channel capability, then you better be damn good at the channel that you're in. Which means if I get a customer complaint, if I'm only going to take customer feedback, or constant customer interactions via email, then on my site or in my emails, I'm going to set expectations, and I'm going to do everything I can to meet that expectation. And if that's that, I'm going to respond in 12 hours or less than, then I'm going to probably surprise and delight by making it my goal internally to be eight hours or less, but I'm going to make sure that I do everything possible to meet that expectation. I think that's where it's at. Ideally, I think we all have to understand that customers are comfortable with different platforms, there is a segment of the customers that would like to, I mean, we interact with people in our own real life that would rather text you than talk to you on the phone. But then my mother would rather talk to me on the phone than ever get a text. So I think that's the practicality of being a truly customer focused business. Is that what you could aspire to. But I also know the reality is that not every business can do cannot afford all those things. But what channel you do support, you better invest to make sure you can deliver on the expectation.


So Ross can said it seems that customer retention is as much a mindset as an actual set of specific strategies. Do you agree with that?


Yeah, I mean, I think so I think there are certainly strategies that you can take to take the first step, but if you're not invested, right, if, if if, and this goes to the top, the organisation, if your organisation doesn't believe that the customer is the lifeblood of your business, and a lot of people will say that, but their behaviours won't really, you won't really tell the same story, if you're not truly invested in trying to make the customer the central focus of your activities, then you're you're, you know, you're not going to be successful with this. At the same time, I think, you know, we focus on the, you know, the pocket of business, that we have the capability to influence and we try to be as customer focused as we can. And I'll tell you, we're not perfect, there are things that we that I would like to do that we just haven't been able to get to yet. I've been with the organisation a little over four years now, our roadmap is as long as it could possibly be. So I'm not here to tell you that we have everything perfect. I do think that philosophically, we measure everything through the pit, the prism of is it good for the customer, and then look at what the benefits to the business are. And obviously that has to be balanced. I can't do something that's holistically good for the customer, but doesn't generate any value for me, right? I could give everybody free cars, and every customer would be happy. But that would do nothing for my business. But I think the principle is measuring everything through the prism of is this good for the customer first, and then say, Okay, well, now what's the benefit of the business? And you'll oftentimes find that using that strategy will align most of your interactions in a way that you can be very profitable in your approach.


Absolutely, and really, what we're playing at here is to try to get recurring customers, right to get people to buy and then buy again. And so while it might cost a little bit more on that first sale, the benefit is the referrals and the recurring purchases. I wanted to ask a question from Adam Lopez. He said, there's an old adage that if you try to make everyone happy, will make no one happy. So how do you prioritise your customer centric focus? I think what he's asking is, how do you know which customers to make happy cuz you can't make them all happy?


Yeah, I mean, I think it's, you know, in large organisations like, like ours, we look at volunteers, right? There is you're never going to make everybody happy, there's going to be that one person who calls Him that doesn't like the colour of your button. And we've had people call in, we've had we've had a customer Send us a letter that tells us they don't like the images that we use on our emails, and they made a big fuss about that. Right? Those 1d 2d guys aren't people that you can really focus on. And, and honestly, if you start to listen to your customers and sort of segment those feedback into clusters, you'll see large clusters that allow you to focus on the things that are most important. When I talk about like developing a customer journey. One of the things that we're working on now is using net promoter score to both on a regular basis to measure we want to be able to measure what the customers Net Promoter Score is in regular intervals and then also measure Net Promoter For it key interaction, remind folks what Net Promoter Score is? Well, net promoter score is basically a way to customer to measure customer satisfaction, it's a simple question. Would you recommend this company to your friends or family, and it's measured on a scale of one to 10. So the way that we look at we're trying to get to is get a regular cadence of that measure to understand that's the natural net promoter score of a customer, and then measure it again, when we have key interactions and watch where that net promoter score moves. And based on how that net promoter score moves, if you look at it in a holistic perspective, if you see a natural depression, for a lot of customers dipping in that experience, then that's an experience that you need to work on. So I think there are things like that. Now, obviously, that's a more complex approach. for small businesses, if you hear a lot of the same complaint, guess what, that's probably an area that you need to work on. For medium and large sized businesses, things like customer surveys, cset, a customer satisfaction, net promoter score, are always to get an idea of what the customer thinking. But I think how you implement those programmes is more important than just having them. Yeah, the first step is to get some sort of customer satisfaction or customer survey. But you also have to have a strategy on figuring out how that customer satisfaction metrics, moves throughout the lifecycle of the customer, and what interactions bother to increase in one interactions positive to decrease.


| Webinar - 7 Ways to Supercharge Your Customer Retention with Patrick Neff by BizHack Academy licensed under a creative commons (reuse allowed) license. Based on a work at https://www.youtube.com/watch?v=fgRWja8D4jU&t=53s |






Transcript:


This is the most important sentence with regards to anything that you might learn today with regards to like maintaining your community. Think value first, don't even think about monetization, and it will happen later.


But everybody that just joined right now, again, we put, we're discussing the aspect of building online communities in 2021. For both b2b and b2c businesses, personally speaking, I feel that online communities are some of the strongest assets that you can have in 2021. Plus, as a business owner, if you own a community, you own your own distribution channel, you can post whatever you want, whenever you want. And you can network whenever you want. And however you want, as opposed to renting space in somebody else's community, as opposed to renting space on a social media platform through ad spend, etc. CPMs are high, right, Facebook isn't as cheap as it used to be before. And the reason as to why I'm saying this is because, like for the past two weeks now, I've been spending literally day and night, like poor sleeping patterns, etc, trying to work out some virality growth hack for my Facebook ads for my Korra ads and my LinkedIn ads. So I can honestly attest to the fact that CPMs are high. And unless you have some crazy out-of-the-box growth hacking strategy out there. It's pretty competitive because you're competing with your, you're out trying to outbid another, I don't even know like millions of businesses, not even 1000s millions of businesses that are all trying to rent space, right. So essentially, if you own a community, you own your target market's attention, and you're able to utilize it, whether it's for monetization, whether it's for networking, etc. So there's a couple of key points.

A couple. So for everybody, that's unaware, my name is Rocco Stallis, I want insider insights on the growth hacking boot camp, a couple of you might have come might have come through the growth hacker groups or any of the other groups. If you've come from the growth hacker groups, let me just check my WhatsApp maybe it's something with regards to my audio, and then I'll move through there. If you guys have come from the growth hacker in groups, then you know that I'm the person who basically built out those groups. And these groups are, give or take two years old right now. And slowly we're building group by group basically. So if you're from growth, hackers Inc. One, you should know that there's another five different growth hacker groups. Now the growth hacker groups are basically groups that I've built two years ago back like, as soon as I stepped into growth hacking, let me very good, I love it. So somebody is already drawing on the screen. And it's totally normal. So if we can just turn off the annotation on the shared content that's done perfect. So the growth hacker groups are basically groups that I built two years ago when I decided I want to learn growth hacking and see how it's done. Now if you remove all the gimmicks from growth, hacking growth hacking is essentially low cost highly effective marketing. I know everybody's like you know, I'm a growth hacker I do growth hacking this and that etc. Like it isn't as grandiose as it seems. It's just low cost highly effective marketing through done throughout like a wide array of industries, you can do it, you can we'll talk real estate, you can growth hack your Facebook ads campaign, you can growth hack, your LinkedIn outreaches, you can growth hack anything. So back when I literally had no idea with regards to growth hacking, I personally thought you know, what's the best way to learn?

Sure, awkward. No problem, I forgive you. Usually I wait for somebody to write on the screen. Like when I share and then it like immediately reminds me to turn off the feature for the crowd. Because Yeah, sometimes, you know, you might have like penises, and it can get a little wild turned into a bit of a fiasco. But back to the back to the growth hacking aspect. So I thought, What's the best way to learn growth hacking? And then I thought why not build a community with experienced growth hackers, right? Because I couldn't find an existing one so that I can ask questions and basically learn from them. And so I did, I set up a LinkedIn outreach of I think it was one account I just wanted made it my own personal account, to work with stylists. And I basically targeted growth hackers saying I'm building a community of experienced growth hackers, and I think you'd be perfect for it. Over time. You know, I started asking questions, I started learning but over time, I started answering more questions. And I was asking, and that's when I basically said, Okay, alright, maybe we can develop a bit of a thought leadership position in this whole thing. And I started creating content to basically back it up. As I started creating content, the group started growing the content started getting a lot more viewers etc. And it basically turned into its own flywheel effect. So the agency insight insight is dependent upon the communities essentially. So for those that aren't aware, it's inside inside it and it's a b2b growth hacking agency. We deal primarily with b2b clients for performance based services. So performance based lead generation, etc. And then on the flip side, I also have the growth hacking bootcamp. Now, the reason as to

Why the growth hacking bootcamp was created was because as I started answering more questions as opposed to asking them, right, a lot of the questions became repetitive. They were formulated along the lines of, you know, how do I automate my LinkedIn account? How do I set up ads? How do I do this? How do I do a cold email outreach, etc. So instead of answering these questions, one by one on a daily basis, what I basically did was was I just packaged the answers in video form, I created a info product around it, hence the growth hacking bootcamp. And people can join, they can pay, it's like 149 per three months. So it's, I try to keep it super, super cheap, because, for me, it's more of a memory depository. So whenever I come across a new growth hack I recorded and I posted there for growth hackers that are in the boot camp to basically take advantage of, and for me to revert to, right. So for me to check out like two to three months later, when I forgot about it to see what type of strategy I can basically employ for whatever I'm doing. And all of this is thanks to the community. So the growth hacking boot camp is growing, we're growing in user base, we're growing in subscribers, etc, the content on insight insight, and I'll explain a lot more with regards to my content marketing strategy a little bit later on. But the content is growing, right. And the agency is also going because a lot of our clients come directly from the community itself, because, you know, they see that we're not a one stop shop that just opened up for a month, and it's gonna disappear. The next day, they see that we've been around for a year and a half, two years, etc, which basically speaks for itself. And if they ever need any growth hacking services, if they ever need any lead generation services, they come directly to us, because they engage with us on a daily basis. So it's, it's like to a content marketing strategy. And the reason as to why I'm saying this, though, is to not boast about, you know, our achievements and what we've done, etc. It's to basically shed light on the fact that these are results that you can basically replicate for yourself, regardless of the industry that you're in. If you're in b2b, the results will be much better. If you're in b2c, you can also replicate them, but the strategies that you need in order to funnel traffic directly to your community are a little bit different. They're more mass market, as opposed to b2b where it's more, you know, it's more, much more targeted approach, well thought out one. And if you have, let's say, 50 people in your community, this can basically change the like change the course of your year, as opposed to b2c where it's low margin, you're selling low margin products that are direct to consumer, right, and you need volume in order to make a difference within your business. But essentially, how do I, I'm trying to see if I can basically delete the yellow line that Ahmed posted, was just additive.

And we'll kick it off from there. So I think it's a razor should be been done. So moving on to the first slide. Now, as I mentioned to everybody, as well, the like, as soon as you join, you're automatically muted, but there will be a q&a section towards the end where you can ask any question, etc, engage, add any inputs, but to kick it off


the purpose of online community? So starting off with the why aspect, right? Why would you want to go ahead and allocate resources and time in order to build an online community. The biggest reason, and you'll find me repeating this over and over again, is, if you own your online community, you own your distribution channel. Now this distribution channel can of course, serve as a distribution channel for content, it can serve as a distribution channel for promotions, it can serve as a grounds for networking as well. When I say distribution channel, right, in marketing, what I mean by this is, Facebook is a social media platform and a distribution channel. If you have a content marketing strategy, you can distribute your content directly on Facebook. Twitter is also a distribution channel, you can distribute your content on Twitter and your promotions, on Twitter, Reddit, same thing, etc. If you own your own community, you basically own that distribution channel from the aspect of you can post whatever you want, whenever you want, however you want. And you can network in whatever style that you want, as opposed to basically borrowing somebody else's space. So essentially, as opposed to, you know, joining somebody else's distribution channel, somebody else's group, right, and then checking if post approval is on, like crafting something that, you know, it's not too salesy. It's not too pushy. And at the same time, it's providing value. If you own your distribution channel, you don't need to think about this. You can, I mean, it wouldn't be a good idea. But you can literally send a note, essentially, people will leave your group, but you own your distribution channel. And I just personally find it super important, especially in today's day and age, where attention is everything. Because if you own your distribution channel, you own the people's attention, you own the attention of the community, right? And then you're basically able to provide value guide their attention towards a certain offer, and they'll basically act on it if they see value in it on the aspect of how can this translate to revenue right? So Sonny just joined as well still have people joining how

A community translates revenue. All this depends upon how you're able to basically structure your community and your offer. And I'll give you two examples right now, let's say you own a solar company, for example, because a couple of people are in the real estate industry, if you own a solar company, and when I say solar, I'm talking about a company that basically supplies houses with solar tech, essentially, to basically take advantage of renewable energy. So energy from the sun, etc, pretty straightforward. If you own a solar company, one of the communities that you can basically build out is a community of real estate agents within your region, these real estate agents essentially will serve the purpose of potentially becoming channel partners for your company. So I'll just slow down. And I'll state that once again. Because just for the sake of simplicity, you own a solar company, you want to build an online community, build this online community with real estate agents that can serve as channel partners. And to simplify channel partners even more, I basically call them like affiliates, or, you know,

I wouldn't call them multi level marketers, but I call them like affiliate slash introducers. The reason is, as a solar company, it's pretty expensive to go direct to consumer, right? But it's cheaper to essentially go to real estate agents. And then these real estate agents take your product direct to consumer. So DTC. So what you do in that case, is you basically build a whatsapp group of real estate agents within your region, supply them with content, of course, so have an active content marketing strategy, maintain a couple of weekly webinars, writes with regards to how they can not push but essentially adopt solar within their like sales strategy within their sales cycle, what the benefits are, how much money they can make, of course, as real estate agents with regards to commissions, and that's it. Super simple strategy, right. And a whatsapp group can essentially serve as an asset to your business and your marketing strategy, as well as your sales strategy. Because instead of spending and going crazy on cpms, on Facebook, in order to go to direct to consumer, you essentially have your agents within your group that view you as a thought leader, and trust you, above all, because they engage with you on a daily basis. And they're able to basically push your product forward from there. That's one idea. On the flip side, as well. And I think it's an example that I've mentioned in a previous webinar that I ran two weeks ago, let's say your accounting firm, for example, another b2b example. But let's say you're an accounting firm, and you basically help businesses with their accounting, create a community, it can be on WhatsApp, it can be on Facebook, it can be on whatever channel you like. And essentially fill it up with business owners that are interested in, you know, learning more about accounting, or just making sure that their accounting is like interact, and create content with best tips and practices for accounting in 2021. So that's the bloodline of the community, quote, unquote. On the flip side, create a webinar as well weekly, and then create an info product, right, teaching them essentially, like if they're a DIY business owner that wants to apply these skills and the knowledge on their own business themselves create an info products for like the growth hacking boot camp. And then on the flip side, if they're looking for a dunk for you solution have an agency as well. So that's how the community essentially translates to revenue. So the more you scale your community, the more you scale, your revenue, etc. And it becomes directly cross correlated to the bottom line of your businesses.

The final question, of course, is why not just outreach within existing communities, and it all reverts back to the initial question of what's the like, why is it important to own your own distribution channels, if you join a bunch of communities right now on Facebook, you need to check if post approval is on you need to check if you can post if it's okay, if it's etc, so on and so forth. And it just becomes a hassle. And at some point, you're just going to think, why don't I just create my own space where people trust me, I essentially own the community, etc. And it just works out so much better, as opposed to joining other people's groups, renting space, trying to like make sure that you're not too pushy, not too promotional, etc. Like, because I've done both. And for those that are aware and unaware, I even have a YouTube video where I show people how to basically hijack slash, quote, unquote, steal other people's Facebook groups, not in a hyper invasive Wait, but like in a well thought out way with some cloaking, some, etc. More of a growth hack, as opposed to anything. What you do is you join a group, you scrape the list, and then you basically auto dm people directly with with Facebook Messenger, telling them hey, by the way, I saw that you're in this group, we're also launching another one on WhatsApp, feel free to join by this link. So that's, that's one way for Okay. See, you asked the question, I'll answer to pursue it. And as per the images as well. This is the initial growth hackers in group so for those that know for those that don't know, there's five of them right now. This one started two years ago. And this is growth hackers in one then we have 234 and five, and then on the flip side as well. I also have a Facebook group. So this is with 1.1

key members, etc. Now, both of these groups have translated into the success of both the agency and the bootcamp from a client perspective and from a student perspective. And that's essentially it. So let's answer some quick questions before we move on to the next slide. How do you build that community? Can we search for those specific professions? So that's the, that's the next slide on the aspect of how, how do you build them? Right? How do you structure your online community? How do you drive traffic towards it, etc. On the topic of how you build them,


it's essentially all depends upon where your target market is, right? If you want to build a WhatsApp community of accountants, LinkedIn is the way to go. If you want to build a Facebook group of people interested in blenders, for example, mass market, Facebook ads are the way to go, as well as Google PPC, tick tock ads, etc. If you want to go in the b2c world, if you want to build a group of real estate agents as well, LinkedIn is the way to go. Now, of course, anything that you know, anything that points towards the direction of LinkedIn, the most cost effective traffic driving strategy that exists right now is hands down LinkedIn automation. But on the flip side, as per my predictions, I personally feel that you won't be able to automate on LinkedIn within the upcoming 90 to 100 days, because of the restrictions that are happening right now, you see that there's limitations, you can only send some accounts have a limitation where you can only send by the 100 connection requests per week, not per day, per week, as opposed to previously you could send 100 per day.

fake accounts are being blocked, left and right, etc. So it's it's getting quite tricky. And it's not becoming as cost effective as before. But anything to do with LinkedIn for the next 90 days, of course, the most recommended route. And again, from a cost effective standpoint, I'm just trying to state the way that I do it, if I'm trying to get the maximum results for the least budget. It's most definitely LinkedIn automation, anything b2b. On the flip side, if you have a really big Twitter account, for example, and this is one of the automations that I did yesterday, I don't have a big Twitter account, but it's slowly growing in follower base from the spaces and the clubhouse rooms that I'm running, because people can basically go from clubhouse to your Twitter page. And from Twitter spaces directly on your Twitter page. Of course, it's pretty straightforward. But if you have a big Twitter account, you can basically auto dm all your followers. And I mean, your followers follow you for a reason. If your profile is, for example, niche down and it's let's say a profile of a marketing agency, these people follow you because they like what you're doing in marketing. So it makes sense to basically do a Twitter auto dm, when I say auto dm I mean, automatic direct message right? through a tool like Phantom Buster saying, hey, first name. Thanks for following me. We've also launched the group on Facebook, for example, feel free to join blah, blah, blah, so on so forth, we'll we're providing a lot of value there. People will join. Like, as soon as they open the message, they'll they'll be like, you know, it makes sense. This is a marketing profile. Why not join? Why not? I mean, they followed you for a reason, they might have liked your content, they might have liked whatever. So makes perfect sense.

On the flip side, as well, you also have cold email outreaches. But it's risky at the end of the day, because they might not be perceived. As you know, organic might be perceived as spammy and too invasive. So I generally stay away from that. But the best routes, of course, are LinkedIn, Twitter, in some cases, Facebook as well. And Reddit. So good content marketing strategy paired with Reddit in relevant subreddits can help you boost your community really, really well. So let's say if you're building a group of accountants heading to our slash accounting, and write out some good copy, when the hyperlink your actual communities group, like link the link of your whatsapp group and drive traffic to that, blogging as well YouTube videos, for instance, if you check inside insights YouTube channel on there, every single YouTube video that I ever post, there's a section saying Feel free to join our growth hacking whatsapp group, and people join because they'll watch the content. In some cases, they'll like it. And after that, they'll be like, okay, I want more of the sweet. Let's join the whatsapp group. It makes perfect sense. Now, and this is something that I'll explain later, if you pair if you pair let's say, a YouTube video with if you pair content with community and it's in sync, it's relevant. Then you could like it becomes a flywheel effect because people watch your videos, they like your videos, they join your community, you then post more content in the community. They watch more videos and the cycle goes on. So it's a flywheel effect. Essentially it's the exact same thing that Amazon has for growth because or Airbnb has for growth or Dropbox, Dropbox

As the one Dropbox basically took advantage of a flywheel effect, in order to basically grow without ad spend, because people would join Dropbox back when it started, they would run out of space, Dropbox had an offer, where if you invite three friends, you gain an extra three gigabytes and space, I don't know the exact numbers, people would invite more people, these people would then run out of space. As they run out of space, they would invite more people, etc. And it becomes a flywheel effect, it's essentially becomes a cycle. So if you do the exact same thing for your community, you're basically drop boxing its quote unquote. So that's the that's the flywheel effect with regards to content and community. So I hope that makes sense to everybody. If there's anything that you know, I might say that doesn't really resonate with you, or it doesn't make sense. Feel free to ask in the chat, and I'll be right back. But how do you structure your online community? So which platform


there's a lot of different community platforms right now, of course, you have WhatsApp, you have telegram, you have Facebook, you have discord, you have Slack, you have a bunch of different groups. What I look for whenever I choose a platform is which platform has the least desensitisation. So which platform has people checking their notifications as much as possible? WhatsApp is primarily for friends, family, business colleagues, etc. You don't really join like a lot of groups like just by accident, or etc. Most of the groups that you might have on WhatsApp right now are with friends family, and in some cases business of course, if you're using it for that story,

but personally speaking, as per the research that I did, I know that WhatsApp is hyper personal. Whereas Facebook groups, you join Facebook groups left and right, right, you might join a Facebook group for dog caretaking next day, you might join another one for b2b lead generation. The next day, you might join, you know, Integra mat Facebook group to basically learn more about you know how to use Integra mat because you have a certain question, so on so forth. So there's a wide array, and you won't check your notifications as much because you get notifications from Facebook groups every single hour. So when we see when we get the same thing over and over again, we're subjected to something called desensitisation where the notification just doesn't count as much anymore. Whereas on WhatsApp, because its friends and family hyper personalised, you're more likely to check, revert, engage, etc. So despite the fact that WhatsApp has a limitation of 256 members, I still feel that WhatsApp is the most hyper personal platform at the moment to build a community on and that's essentially why not one group but five on them, and I'm going to scale it to 10 by the upcoming 60 to 90 days, give or take. Now, telegram as well see, telegram doesn't have that limitation you can be you can build a telegram channel of 10,000 people and even 100,000 people if you want to. But the problem with telegram is telegram is so abused by spammers, scammers, crypto like forex, etc. that people might instal it right. And then they're like, okay, like, I'm getting a telegram notification, like every single minute, right? So sort of Screw it. And you might just open it once a day. Whereas What's up, you get the notification, you check. Personally, that's my view. Now Facebook, on the flip side, Facebook is good, right? But

in addition to the wide multitude of groups that exist on Facebook, the other problem is that Facebook's algorithm sucks.

Facebook's algorithm sucks so that you want ads, essentially, it's like a, like an incentivization. At the end of the day, don't make the algorithm sucks so that you look at other you know, like, what's, what other availabilities that we have, and then you look at ads, etc, you pay for the CPM, and you move from there. So essentially, my best bet, and like my best advice is test it out for the whatsapp group. Of course, if you're running, if you're trying to build a b2c community, you wouldn't really you know, be able to fit like a sizable amounts of your target market into a whatsapp group with a limitation of 256 members. In those cases, you actually need to, let's say, consider either a telegram or Facebook group. But if you're in b2b, Whatsapp is definitely the way to go. Now, how do you maintain your community through content?

Back to the flywheel effect, essentially, if you're creating content, right, you're essentially, like shortcutting, the necessary engagement that you need to have like with a group because if you build a community, you need to of course engage with it, you need to grow it, you need to keep it alive, you need to make sure that the conversation is flowing post questions, answer questions, etc. But one of the best like and most engaging, personally engaging shortcuts that I find is create content for the community, right? And then post the content in the community first, and then of course, optimise it for like YouTube search, etc. Because On the flip side, the alternative if you're Deepti, I got your question about slack as well answered super shortly. If you're a content creator, let's say you just created your first YouTube

To video, second thing that you think about is where do I post the video, right? So you might go on Reddit, you might go on Facebook groups, etc, distribution channels that are not your own.

If you own a community, though, and you create content based on the questions that you're getting within the community, right, it's essentially like a pre filmed webinar that you're posting right there. So it's engaging, people will have questions for it, people will watch it, your watch, time will go up, your likes will go up, etc. And then YouTube's algorithm, for example, if you're posting content on YouTube, will basically register that this content is getting viewed, right. And then it's going to promote it to its audience by its algorithm better, essentially. And this, again, creates somewhat of a flywheel effect. How do you monetize and drive traffic to your offer? So let's say in the case of the growth hacking Bootcamp, for example, like all the people that are in growth, hackers and 123, and four and five, if I see a question, right, that's already answered in the bootcamp with like, let's say a video that I spent, I don't know, half an hour or one hour on to basically create. And if I know that that video answers that question, I'll tell him look, feel free to join the growth hacking Bootcamp, the full layout of how to get this challenge, quote, unquote, completed is all there. So you know, why? Why sort of we answer the question from the beginning, if the direct solution isn't the bootcamp itself, and the bootcamp is cheap, it's 30 bucks per month, quote, unquote, 4050. So it's, it's not that much of a dent to your wallet at the end of the day, if you know if you have any question with regards to growth hacking. So that's, that's generally the best way if you're wanting Of course, on the flip side, if you're running an agency, for example, and you want to basically drive traffic to your offer, right? You will, in some cases, have people post questions about, you know, how do I grow my business? Or how do I do this, feel free to dm them, because you own the community, right, and basically say, listen, we're able to help you out, feel free to schedule a call on the flipside, if you're looking for, you know, advice that you can execute on your own, simply do this, this and that, etc. So give them the free option and give them the paid option as well, that's generally like the best way that I see always give value first. And then if they like the value that they get, they'll then basically promote themselves to you know, a paying clients or paying students or whatever, generally, never be too pushy, essentially, just provide value, First, make sure that the community is engaged, and that you're relevant, and like business will happen from there. But essentially, that's that. So as preview images, and by the way, guys, if you have any questions, feel free to post them in the chat, and I'll go over them towards the end.

These are essentially the groups that we've built over time. So Inc, 2453, boot camp premium, and then growth hackers Inc. And then as per the flywheel effect, as well, so this YouTube channel, right, which is pretty okay, it's not like top tier, but it's like it's doing quite well, is a direct result of these communities. So the communities allow you to build content, right. And then this content basically drives more traffic towards the communities, creating a flywheel effect again, and I know I'm repeating it, but it's just like, it's basically one of the best aspects that you can have to your business, because you have a process that's basically self generating, and self propelling, as opposed to you needing to like input, more time, more adjustments, more ad spend, etc, it drives itself. I can, for instance, not create any YouTube videos for a month or two months. And I'll still have people joining the community because of all the previous videos that maintain the link, because YouTube does its work in the background. It's going to rank the videos, it's going to, it's going to promote it to I don't know, like ranking on YouTube search, etc. So again, flywheel effect, and it has its own effect without any input from you. So on to the next one.

How do you target Who do you target? Who do you want in your community on the aspect of who it's relatively simple, if again, accounting group, you target accountants, Real Estate Group, you target real estate agents, then what else?

If you're, let's say providing lead generation for law firms, you add lawyers at the end of the day, if you're selling yquem target the target market of the ecommerce brand at the end of the day of like you know who's more likely to buy your product, who can build communities, most definitely business to business and business to consumer businesses. At the end of the day, both b2b and b2c. And the biggest reason behind it is that, of course, your buyers a human right, and humans love communities, they love to engage, they love to watch content, they love to get questions answered, they love to network. So as long as your buyers a human, you can basically fill it up with humans and essentially build a community who can screw up your community. So who can fuck up your community at the end of the day? Hint, spammers, of course, so moderation is key, right? If you see that somebody has joined your community, and it's sort of becoming overboard, like they're over promoting too much, feel free to dm them and say, Hey, listen, we're trying to like keep the level of promotions down to a limit so that the community maintain like, basically stays organic. And you'll see me personally do this within like the growth

in groups, if somebody promotes without any admin approval or without any, like, if they don't ask an admin prior to any promotion will basically tell them to delete. In some cases, we might remove them. In some cases we might forgive, it's a case by case basis. But the point is, once you own your community, you control who posts what, right, not from a sponsorship perspective, but what promotions go out at the end of the day, right. And you control the flow of the community, as opposed to being the subject of somebody else's control, at the end of the day, because if you join another community, right now, if the admin doesn't like your offering, if the admin doesn't like your promotion, if the admin feels like you're stealing business away from him, they're gonna do the exact same thing to you. So the faster that you can understand that and basically build your own right, the faster you can basically take advantage of this. On the flip side, though, if you do want to, and I think I mentioned this before, but I'll just mention it again, because it's the it's a pretty important strategy. If you want to promote in other people's groups, right? Make sure that you have a good connection and a good relation with your admin. Because if you have a good connection and a good relation, if you've been on a couple of phone calls with the admins, etc, right? You have a relationship with them. They'll be like, Alright, screw it, like, you know, we've spoken to this person before it, they have good attention, they have a good product a good offer, it's no problem. But unless you have that relation, and then you just start promoting left and right, it really won't work. Like I've tried all angles. I've tried the hijacking communities, I've tried the, like negligence or just posting without, like any connection. And then I've tried the relation. The best one that works out most of the time is the relation because it'll be like downright, it'll be like, hey, by the way, we also offer this and this, I think your community could benefit greatly. I'm even willing to give you a percentage or a cut of whatever we close from your community. What do you think? In some cases, they'll be they'll look at your service or products? And they'll be like, yeah, sure, why not? In other cases, they'll be like, I don't really feel like it's a fit, etc. And from there on, you know, that you can move on. But most importantly, in the cases where they say like, yeah, sure, it makes sense, you have a relation for 612 24 months, where you can basically utilise their community that they're growing, as opposed to posting for a month and then getting blocked and deleted. It's it's a much more sustainable relation, or the other day becomes a business contact. And it becomes a distribution channel, which you can basically utilise for yourself as well. Just make sure your product and service is good. It's It's a very simple business strategy.

And, essentially, that's that the images that you can see right here are basically examples of how I drive traffic to the community. This is a Twitter automation we did yesterday. Basically, the template here is very, very simple. Hey there. So the Twitter account, basically people follow me know, we're a marketing company, right. And we're basically reaching out saying reaching out to personally invite you to the free growth hacking community on WhatsApp, etc, daily growth hacks, blah, blah, blah. And then positive response, the individual join a couple of cold email outreaches, which again, are risky, I don't recommend them. But if you're interested templates is as follows.

To try to make sure that you guys can see, hey, I came across your profile today on clubhouse reached out, blah, blah, blah, etc, community right here. And then the other one, this is from our mailing list, essentially, because we own a mailing list of growth hackers who join our Facebook community, they input their email, and then we they subscribe to my mailing list, essentially. So this one is totally clean. Join us here, weekly webinars host super active growth marketing discussions. And then of course, the LinkedIn automation one, which I know a lot of you would be interested in. Very, very simple. So


this is the second follow up that I sent on it was mastermind 48, which was another group that I tried to start but it never kicked off. But here's an invite, etc, blah, blah, blah, of course, you need to include a lot more information like growth hacking community, or whatever you're trying to start and just send the link. And yeah, and the thing is, when, when you're when you're outreaching to people with, let's say, a link to a community that you think they'd benefit from, it's classed as a value first approach. It's not classed as a, you know, schedule a call here to basically learn more about our business, which is more invasive, it's a more take take relation as opposed to a give give, right? And when I say give, it's more of a it's a friendly one. It's like, I've looked at your profile, I think you'd benefit from this group, I'm giving you value. So people in most cases, with this type of engagement, they'd be like, Uh huh, it seems like you know, he's trying to provide some value first before whatever, as opposed to, you know, hey, schedule a call here we offer digital marketing, blah, blah, blah, blah, blah, blah, our retainer is, etc. I hope you guys can see the difference with regards to the two different approaches. If you're sending a group, right. It's in most cases perceived as a value first approach. If you're sending an outreach template value first approach if you're sending a lead magnet, or

like, let's see a list of investors to a company that's currently looking for investment value first approach as opposed to a Hey, schedule a call here. That's a take approach at the end of the show, just so that you can

As can basically understand the two dynamics with regards to any outreach.


Next one. So tips essentially, prior to the q&a, content content content, I think I made that pretty clear flywheel effect, create content for your community, share content, keep them engaged, daily engagement, plus weekly webinars. So if you do start a community, of course, make sure to host a weekly webinar, that's number one, a weekly webinar for the audience. And that is as well recorded, essentially, because if it's recorded, you can then repurpose it across YouTube, you can repurpose it, do an email campaign from it, start a podcast, etc, flywheel effect, and basically proceed from there, value, above all, monetization will happen on its own. This is the most important sentence with regards to anything that you might learn today with regards to like maintaining a community, think value first, don't even think about monetization, and it will happen later, monetization will happen on its own, because automatically, if you provide value to people, they will then look for more value. And if you tell them listen, all this is free. But if you want more, there's the growth hacking bootcamp. There's the I don't know, grow your agency, whatever, become an accountant course, or we have a service for it. They'll be like, yeah, screw it, I really don't mind paying, because I trust this person. They're a thought leader. They know what they're talking about. I've been in their groups for a year right now, it makes perfect sense. So value value value, and then you barely need to think about monetization. Essentially, it will happen on its own. And everybody loves communities at the other day, because as I mentioned, we're humans, we like to group we like to be in parks, etc. We like to relate with other people that share the same interests as us. So it makes perfect sense. So here, we started the family office community, essentially. And the reason as to why I included this image was because I thought that family offices are very stuck up, there's no chance that you know, they would ever join a community on WhatsApp, because they're super professional, they, you know, they'll, they're always in their suits, etc. Sort of like, stuck up at the end of the day. But I was actually proven wrong. So we did a LinkedIn outreach on automated LinkedIn outreach to family office principals and directors, and they actually joined, we filled it up with give or take 60 different family offices worldwide. And we still maintain the group. So it's still growing on a daily basis, people are engaging, they're sharing investment opportunities, etc. So the point here is, no matter how professional or outdated the industry is, you can still build a community of it, you can even build a community of top tier bankers worldwide at the end of the day, because why not? Right? It's possible, they're still human. So that's just a very important point that I'd like to share with regards to that. One of the best performing ones that I've seen so far is dash clicks community, and it's a marketing community. And what they do is they provide white label marketing services, and they'll they'll have agency owners join the Facebook group, right? network with other agency owners, and at the same time, resell dash click services, so the white label marketing agency services. So for instance, um, I think Robbie knows about them, if he's still in the in the call itself. Let's say you want to sell Facebook marketing services, for example, you can either do the delivery yourself, or you can white label it from another agency. That's exactly what that clicks does at like lower costs, right. And then they maintain a community with webinars, content, etc. And they're killing it. As far as I know, still killing it. This is Chad, I think I spoke to him like two years ago. But I was removed from this group, because I tried to take advantage of it because I didn't develop a relation essentially. So just keep that in mind. And Integra mat. Now, the reason as to why I posted this is because SAS plus communities equals great value at the end of the day. And that's one of the biggest things that we're seeing right now, integral math maintains a community of 10,000 members that are all integral math users. And they'll join there to basically overcome the learning curve faster, right to learn how to use the tool better. So this creates a community, it creates instant trust, you're much more likely to use a service much more likely to use the product, etc. So essentially, that's that

on to the q&a section super quick.

I think that's the last slide yet is q&a. If you guys have any questions, I'm all ears. Give it let's say, Max, one minute, if there's any questions that you guys have with regards to like anything that was mentioned, please feel free to ask and essentially, that's about it.


So Damon, how do we growth hack real estate please for an agency selling high ticket coaching programme, how do we growth hack real estate? So Damon, who is your target market, right, who are you targeting


and

High coaching programme. How much does your programme cost as well? Two questions that I need, who are you targeting? are you targeting real estate agents? are you targeting real estate investors? Who are you targeting?


| How To Build An Online Community | Complete Guide/Webinar For 2021 by Kyrill Krystallis of Inside Insight licensed under a creative commons attribution (reuse allowed) license. Based on a work at https://www.youtube.com/watch?v=fhFjbDWHaik&t=1434s |

What is Digital Marketing Hub

Digital marketing hub describes all measures of the digital world that lead the customer to a desired behaviour.  Measuring and analyzing activities is not only possible but also essential compared to traditional marketing.

While inauthentic messages are still often communicated in traditional marketing, digital marketing requires the maximum degree of authenticity of all marketing efforts. Consumers can no longer be "sprinkled" these days. Rather, they want to interact with the companies and their brands, which is easier today than ever.

Advantages of Digital Marketing Hub

The advantages of digital marketing on the company side are clearly the measurability and the targeting.

Nevertheless, conventional marketing measures should not be left out. These can be used in the marketing mix, especially when it is most meaningful or most natural. Thus, in an early decision-making process, a phone call with the customer can be sought, to convert him at a later date.

It is important that the right answers are given at the right time, in line with the customer journey across the channels - both analogue and digital - and that the focus is on problem solving. You can create any artificial product or service (not serving a real problem or need) and you can advertise it great. It's just not going to bring anything.

What is the difference between digital marketing and online marketing?

Contrary to popular belief, online marketing is only part of digital marketing. While digital marketing uses all digital channels to communicate with the target group, the measures of online marketing are entirely limited to communication via the Internet.

Digital measures that are different for online marketing are for example:

The following list is intended to give an overview of the digital possibilities, but is not to be considered as complete:

The perfect digital marketing strategy of growth marketing hub

As numerous as the possibilities in digital marketing are, so many are their pitfalls. In addition, the consumer is no longer influenced by traditional advertising strategies, while the customer journey is more ambiguous than ever before.

In short, there's no such thing as "the one digital marketing strategy".

digital-marketing-tips.jpg

17 digital marketing tips that you can implement in one day


In addition to all long-term perspectives, there are always a number of possibilities and approaches for quick implementation (so-called "quick wins").   Clear, long-term and well thought-out digital marketing strategies should be the backbone of any digital marketing activity. 

Digital marketing Tip 1: Use 404 Pages as a Marketing Instrument
Most 404 pages are boring and offer no added value. They only point out to the user that the requested, entered page does not exist. What should be on the 404 page depends on 

what kind of website you are running. If it's a blog, for example, you could post your best rated or most read posts. If, on the other hand, it is an online shop, it is best to integrate the search function on the 404 page or to present popular products / categories.

However, the goal should always be to motivate the visitor to make another relevant click. That's why the 404 page should always be analysed. On the one hand, you can determine how many sessions (visits) have come to this page and, on the other, how users have behaved. For example, you can find out how high the bounce rate was.

HubSpot has some very good examples of creative and helpful 404 pages .

Digital marketing Tip 2: Implement Open Graph Tags
Open Graph Tags (similar to title and meta-description in Google's search results) provide an improved preview of a page to be shared via Facebook.  The following elements can be optimized using the Open Graph Tags: title, description, type and image.  The Open Graph can also be used to specify a preview image that optimally addresses the target group.

Currently available open-graph tags and best practices can be found in Facebook's Developer documentation on Open Graph Tags . You can then check the correct 

implementation directly with the Facebook debugger.

Digital marketing Tip 3: Re-tweet old content often
Often content is shared only once via Twitter. However, the lifetime of a tweet is very short. So it is seen only by a part of your followers. Multiple retweets and more traffic can be achieved through repeated parts. Especially “evergreen” content is good for this. An example of this is a digital marketing tools page or the Google Analytics tools page. Both of them live by updates and can therefore be distributed again via social media and also in the newsletter.

Digital marketing Tip # 4 : Lower AdWords click rates when reaching budget limits
If you notice that you keep coming up against your preset budget limits in AdWords, you should lower the click price rather than, for example, reducing your advertising time 

through the ad planner (scheduler). Lower the click Price but only slightly and observe exactly how impressions, clicks and conversions develop. Adjust the click Prices until the budget is exhausted. This will give you more clicks at the same cost. 

If necessary, you should also check if you do not want to use a "shared budget". In the AdWords account you can find it under "Settings". There you can create a common budget 

for several campaigns. This is especially interesting when the click prices in your market segment are really high.

Digital marketing Tip 5: Link important pages via the imprint
The imprint of your company is probably linked from every page of the website. This means that the imprint gets a lot of linkjuice. You can use this linkjuice specifically to strengthen subpages that are not linked via navigation, for example. For this you simply add the pages as a link below the actual imprint.

Digital marketing Tip 6: Analyse referring sites
Use your web analytics tool to identify pages that link to your website and bring many visitors or conversions. Then try to find similar pages, for example via similarweb.com.

Suppose you run a shop for barbecue accessories and realize that a lot of traffic and conversions come through a barbecue forum, then you should try to find sites as similar 

as possible and to cooperate with these websites.

    

Digital marketing Tip 7: Reach fans and followers at the right time
Presenting new content at midnight via social media channels promises little success. But even during normal working hours, there are times when it's better to post and times when reaching your target group is unlikely. In the Facebook Insights and other tools, you can quickly find out when your fans are most active and why you should be active. 

These tools can help you determine the correct posting time:

• Facebook : Facebook Insights, FanpageKarma • Twitter : Tweriod, Followerwonk • Instagram : Iconosquare

Digital marketing Tip 8: Redirect deleted pages
Over time, pages are sometimes deleted because they are no longer needed. However, if these pages have inbound links, their power will no benefit your domain. Redirect these 

deleted pages to another relevant page via 301 forwarding. Thus, visitors who click on the link will still be on your site and the link power is retained. If you have deleted pages with inbound links on your website, you can check them with the Google search console or ahrefs.

Digital marketing Tip 9: Using Internal Search to Gain Ideas for New Content
If you've set up your web analytics tool correctly, you can find out what terms your visitors searched for on the site. Often, it quickly becomes apparent which content is still missing and should therefore be created. If you have not yet set up tracking for internal search, you should do it quickly. This help article explains how you can implement such tracking with Google Analytics.

Digital marketing Tip 10: Find Matching Links Collections
Use the following search operators in Google:

Inurl:links OR intitle:links [keyword]

You simply replace "keyword" with a keyword that matches your business. As a result, depending on the keyword, you'll find a number of pages that provide a link collection about your page's topic. Once there, politely ask if it would be possible to include your page as well. These pages are often very old and therefore have good links and high reputation on Google. But always think about whether this link would be useful for your visitors, because Google could - as always in link building - here recognize a pattern and punish you.

Digital marketing Tip 11: Track Mentions in Twitter
Social media monitoring tools such as Hootsuite (free in the basic version) allow you to monitor specific search terms in Twitter. For example, you can monitor the brand name 

and other terms and respond to tweets as quickly and relevantly as possible. Especially when you're doing a lot of content marketing, analysis via social media platforms is extremely important to understand how users react to your content, which articles lead to new followers, etc. If you want to know 9 ways targeted content marketing can help your business read this article.  Apart from individual reviews of the success of your content marketing, it is certainly important to analyse the long-term ROI of content marketing.

Digital marketing Tip 12: Bring Low Hanging Fruits to the first page
Anyone who knows a bit about SEO knows that users will come to a website almost exclusively if they are in the SERPs on page 1. On page 2 and beyond, hardly any searcher 

clicks. Each website has at least a few low-hanging fruits, ie pages that are on the second page of search results. With little effort these low-hanging fruits can be pushed to the first page.

This can be done, for example, by on-page optimization (improving the title, extending and optimizing the text, adding images with old text) and off-page optimization. Often a better internal linkage is enough. The detailed analysis is best done via SEO tools like SISTRIX or Searchmetrics.

Digital marketing Tip 13: Bind visitors
Suppose that you write blog articles and thereby attract some visitors to your website. To keep such visitors on your website or in the sales funnel, you could offer them a download with matching content at the end of the article. In exchange for these valuable contents, you then request their e-mail address. 

Likewise, you can also call for readers to sign up for your newsletter in return. Clarify its benefits to the reader. For example, the possibility to always be informed about the latest articles or to be alerted to special offers. So you increase the likelihood of conversions for these types of goals. Again, use Google Analytics to track questions such as, "What's the most downloadable item for what?"

Digital marketing Tip 14: Take advantage of content theft
Content theft is annoying for anyone who has invested a lot of time and effort in researching and creating good content. Especially with large sites, it is almost impossible to monitor content theft. However, using javascript, you can attach a link as soon as the page is copied. Although the theft cannot be avoided, but at least a few links for your website will jump out in return.

Digital marketing Tip 15: Ubersuggest for negative keywords
Often, an AdWords campaign has taken some time to find useless keywords. With Ubersuggest , keywords can be excluded right from the start, with little chance of success.

Digital marketing Tip 16: Find new content ideas on question pages
Quora is real gold mines for new content ideas. This is usually a first good place to start when it comes to ideas for content. Quora is a very large forum where readers ask all sorts of questions about all types of industries.  You just type the name of the topis or industry that is the subject of your interest and you will find a plethora of questions which you can turn into blog post titles.

 

Digital marketing Tip 17: Improve Titles and Descriptions
Use your web analytics tool to find the twenty most visited pages and analyse titles and descriptions. It's best to combine the whole thing with ranking data. It's easy to find out about which keywords your pages receive many visitors. Look at the titles and descriptions and think about how to make them more clickable. So you can also use two different descriptions for really important search terms. 

The most important thing here is always to understand what the intention of the user is behind his search. For example, if the user searches for the "best Netflix series", it may be good if the item date is current and the Title is, for example, the current year (2017).