Building a powerful relationship with customers helps establish a loyal relationship. In turn, this relationship will center around you and your products. Join Jen Du Plessis as she talks with Kimberly Weitkamp about the concierge conversion method she developed. Kimberly is the host of The Audience Converter, a podcast aimed at helping audiences with marketing and approaching it in a more authentic way. Listen in as Kimberly discusses how this technique can help you create powerful relationships with your customers that will go on for years.
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Marketing Using the Concierge Conversion Method With Kimberly Weitkamp
I have a wonderful guest with me, Kimberly Weitkamp. We had the wonderful opportunity of meeting in San Diego at New Media Summit, which is a big podcast or convention. I want to take this opportunity to introduce her to you. She is a successful marketing strategist, podcaster and conversion copywriter, which is important because what we’re going to be talking about is client magnets and conversion, because many people come to me and say, “I need more leads.” All of us need more leads, but you have acres of diamonds and the leads that you already have. We need to be able to convert more of them as often as we possibly can. She discovered the world of marketing through writing articles about travel while working as an English teacher in Spain.
She has developed the concierge conversion method which we’re going to talk about here. She is also the podcast host of the Audience Converter. She helps her audiences discover a new, more authentic approach to marketing that centers around building loyal customers who rave about you and your products. With the right pieces in place, you can create a powerful relationship with your buyers that will go on for years. This is key for us because we’re all trying to figure things out on the internet and it’s not working. Kimberly, welcome to the show. I’m happy to have you here with me.
Thanks for having me, Jen. I’m excited to be here and to talk with you.
What we’re going to talk about in the big scope of things is how to simplify and be authentic in your marketing, which you’ve heard a lot of times, but I know that Kimberly has a very easy way of doing that. I know that one of the gifts that you’re going to be giving to people is the ability to start working on a long-term one-year plan for marketing. I feel that this is important. It’s something that I preach about with my clients all the time because it’s a strategy. It’s not random acts of marketing. It’s also important to avoid shiny object syndrome. That’s what happens with people as they see a cool idea. They divert and no wonder the marketing doesn’t work. That’s what we want to be talking about. It starts with mindset. Tell us a little bit about how we need to change our marketing mindset to get us started.
One of the things I found when working with lots of clients, is they suffered from a few syndromes, but shiny object syndrome was one of them where a lot of people would realize, “I need to do this one thing.” Maybe it’s creating case studies, doing more on social media, and then I would ask them, “How is that going to fit into your marketing?” They’d be like, “It’s going to work because that’s what the new thing says.” I realized that a lot of people, they couldn’t see the big picture. What I’ve tried to teach my clients is that it’s not about the individual marketing piece, nor having more of any one thing.
It’s about making sure that you’re providing exactly what your ideal clients are looking for. Instead of saying, “I need to put out more,” it needs to be about, “What am I putting out and where is it going to reach somebody on the customer journey?” You’ve got a lot of mortgage lenders and people in real estate on the show here. Somebody’s looking for a house maybe, but they’re in that early stage. They’re not thinking about the intense questions. It’s, what are the five things you should look for when looking for a real estate agent? That’s what they’re concerned about because they’re at the beginning or if they’re moving a little bit further along then, they’re starting to think of the deeper questions.
What I talk about is helping is your secret weapon, forming the entirety of your marketing strategy and campaign based on what do your ideal clients need help with? All you need to do is you create the pieces that answer those questions, that speak to those concerns that reach them at the different stages because your audience is not all at one stage. They aren’t all ready to sign a mortgage and looking for a bank. They’re not already looking for a new house. They’re at different stages of the journey. You need to make sure that whatever you’re creating is matching where they are and is also moving them to the next step that they need to be at.
I absolutely loved that because I talk about the buying window all the time. Most of the time, what we see out for realtors is, “This house is listed. You should buy it.” What we see from loan officers is, “Rates are great. You should refinance. You should buy now, it’s a great time to buy.” They’re not even close to that. That’s good. I love that you saying it all across, their needs, but we think about the buying window, a great story for any of us is running across a client that we’ve had in the past or somebody that we’ve talked to in the past. We’re at Starbucks in line and we run across them and they go, “We closed on our house.” We’re like, “Why didn’t you call me?”
It’s because we weren’t with them throughout that whole period of over time desire increases. It’s a graph of that. We might catch them down at the beginning or in the buying window, but not yet ready to pull the trigger. More importantly, we need to keep them after the buying window so that when they come back, we have the opportunity to work with them. I know you’re going to talk about keeping them for that conversion and having them for lifelong. I love that you’re saying that helping them is the secret weapon, not what we want to relay, but rather what they want to receive.
Helping them in those different categories. What are some tips that you could give people about helping? The big thing is to do questions so that people are engaged. What’s your favorite color and why? What’s your favorite piece of clothing? Where did you have your first kiss? They’re engaging, their social, but to me, that’s not building business necessarily. What are some suggestions that you have about the content that goes out for those? Is it 5 or 7 steps only or is it a combination of a lot of different things that you could recommend?
It’s a combination for sure. You’ll see a lot of stats or numbers thrown out. Some people swear by 80/20, others 50/50, whatever you’re going to be putting out into the world. I always recommend something along the lines of, for every one piece of content that you share, which is asking them to invest something in you whether that’s clicking through to your website, signing up for a free showing, or getting them into your database. Whatever it is when you’re asking them to invest in you, you should be sharing 2 to 3 other pieces that are not about directly investing with you.Helping is your secret weapon. Form the entirety of your marketing strategy and campaign based on what your ideal clients need help with. Click To Tweet
That doesn’t mean that it can’t be about your topic. You can definitely be sharing, as you said, the five top things to be looking for X, Y, Z, when looking for a new home or even if people are looking for a new home, what’s the next step they’re going to need to do? They’re going to want to decorate their new house. Sharing things about, “How to make your new home sparkle?” or something that’s slightly related to your topic. It doesn’t always have to be a direct topic relation to what you’re talking about. Asking those questions is always valuable if you’re going to get engagement, but if you put a few of those questions out there and you get nothing back, then it’s time for another approach.
That’s one thing that I emphasize in marketing of any kind is you know more about your audience than anybody else. However, your audience is always changing, so you can test things. When I say test, it means once or twice. If you put out a question about, “What is your favorite color and why?” or you can tweak it a little bit to a more for your own topic like, “The architectural design now said something about having accent walls. Do you approve yes or no and why?” That relates to what you’re talking about. It relates to your business in your service, but it’s also fun and engaging, maybe be a light read and something interesting for your people who want to interact with you online.
What you’re talking about is the book jab hook within social, “By the way, I’m a lender,” “I’m a realtor,” “I’m a dentist.” Let me ask you whether or not that same type of posting that we’re talking about, the questions or information should be across all of your platforms. Should you be having that same type of question? I haven’t seen those types of questions like, “What’s your favorite color?” in LinkedIn, but I’ve seen it in Facebook. How did those differ in what we want to put out from content to make it easy for ourselves? If my goal is to ask the color question, how do I change that to put it on LinkedIn where it’s more professional?
In the early days, you can put the same stuff across and no one would care, but if somebody is going to follow you on one social network and not on another social network, the nature of the networks is different. For example, Twitter, it’s fast-moving. “Many hasn’t tweeted for a while. They did go check it out.” The algorithm is always changing. It’s kind of a hard thing to necessarily narrow down, but one of the things you can do so that you’re not drowning and trying to find your own content is you can slightly reword the exact same thing. What I see a lot is, for example, people will share an article but they don’t do anything else.
They share the title and say, “Go read it.” You have to have the benefit and it has to be related to the network you’re on. If you’re sharing this article on LinkedIn, for example, have that more professional slant, who are you trying to connect with? That’s something you always need to have in the back of your mind is, “Who am I wanting to reach with this? Is LinkedIn the proper network to be forming the connection that I want for my particular pursuit at this time? Is it Facebook? Is it Twitter? Is it something else?” It depends. However, you can use the same piece of content and then you tweak the share a little bit.
You create a slightly different share for Twitter. It’s going to be much shorter. It’s going to have hashtags and you want to make sure it’s a hashtag that people use as opposed to what you think is cool. On LinkedIn, you can change the share a little bit asking for feedback in a professional instance. One of the things you want to keep in mind is always, “Who am I talking to?” “Who are people when they’re on LinkedIn?” “Who are people on Facebook?”
When we talked about how often to share, for example, people on LinkedIn, they spend about eleven minutes on average per month. That’s a short amount of time on that network. The amount of time that you have to engage them to make that connection is short and it needs to be relevant. Whereas on Twitter, people spend lots of time there, but it’s 30 seconds at a time, they scroll and then they’re done. Keeping your channel in mind and then also keeping the audience that you want to reach in mind.
If we get our mindset straight and we’re saying that it’s about helping. What we’re doing is providing information that’s helpful. We’re not reaching and grabbing and going, “Call me, look at me.” We’re saying, “How can I be a guide for you through whatever your sales process is?” The next thing that I want to talk about the formulas that you’re talking. You had said, “Ditch the formulas. Market yourself and your company by being you. Discover what’s unique about you.”
What can our audience do to figure out what they are? People are like, “I don’t know who I am.” It’s like if I saw you, Kimberly, I’d go, “I want to be like her. I’m going to start marketing like her because she said some cool things.” Those aren’t in alignment with me necessarily. This is just grabbing at these straws. There’s where the authenticity is lost. Now we got our heads straight and we know what we want to do, how do we relay who we are in an authentic manner?
One of the things I’ve noticed is templates and formulas are a great starting point, but a lot of people don’t go past that. What they’ll do is take that formula or the template that they’ve gotten from some digital marketing person. They will only replace the absolute minimum number of words and what they’re sending out. That’s not how people talk. It’s not how that particular person talks because when you’re talking about the person who’s going to help you purchase your home, that means you’re close relationship.
The reason they want to work with you, as opposed to the other person they saw on a billboard is because they like who you are, your approach, what you do, and the way you talk to them. You don’t want to be borrowing somebody else’s words to speak with them in your marketing, because that’s not you. That also creates a lack of trust and a disconnect because the first time they reach out to you, they’re going to be like, “This is not what I was expecting.”
Realtors who have pictures, it’s 30 years later and we’re like, “This doesn’t match.”
I’ve seen that before where I meet somebody in person. I was like, “Is that you? I’m confused.” The way to be authentic in your marketing is one of those things that a lot of people struggle with because they want to that have that professional, “How much do I share?” “How much do I not share?” What I tell people is to get a friend and say, “Can you spare 30 minutes so that I can talk my topic to you?” Have them ask the top 2 or 3 questions that you get from people who have met you, who are wanting your services. That initial phone call, what are your top 2 or 3 questions?
Have your friend ask that to you and then record the conversation. The way you speak to your friend because suddenly, you’re having that interaction that is much more personal, it’s more real. You get a transcription of your conversation and then you can cherry-pick to create your own marketing from what you’ve actually said. The written word is slightly different than the spoken word, but marketing is much more conversational than it used to be and a great starting point.
You can use those phrases. You can use the way you talk about things and you can plug them into your formula or into your template saying, “This is what they want us to talk about.” I said that phrase, “A minute number four. That’s when I started talking about this particular problem solution.” Then you have a starting point for how you want to structure something, but you’re using your words, your approach and your unique self in your marketing so that you are part of your marketing because the reason they’re going to work with you is because they like you, not because they like some random person’s template on the internet, who’s selling it for $5.
That’s a great way to find out who you are. A couple of years ago, when I was still in London and my production partner came in and she said, “I love all these little catchphrases that you use,” and I didn’t even realize I was doing it. I said, “Do me a favor, since you can hear me on my conversations, write down these catchphrases for me. Come up with this list. I’m curious to what I say.” That turned into a webinar that I do call Catch Me If You Can.
It’s about scripting without using scripts. It’s using catchphrases to build bridges to figure out what those catchphrases are. That’s a great way of doing it. It may not be that, if you don’t want to put yourself in a vacuum to meet with your friend and you’re being engaged on what you’re trying to say. That’s a great way to do it, but I think in additional ways, have someone eavesdrop on you and write stuff down too, because then you’re not as aware of what you’re saying to your friend, so to speak.
Another option is if you can get permission from the person who is picking up that phone for the first time say, “Do you mind if I record this?” Always adding that caveat. When I talk to you again, I will have all of the information in front of me so that I can refer back to this, that I don’t have to constantly ask you the same question twice. Usually, you’ll get people saying yes, but with confidentiality and all those types of things, getting a friend to do it, getting somebody to place the recorder, record you, a lot of those digital voice recorders. They’ll last two days if you have the right batteries sometimes. Putting it on your desk and by midway through the first day, you’ll forget it’s there and then you’ll have a slew of information to go through.
We have our mindset, know who we are, and speaking our own language in marketing instead of someone else’s language and marketing. We’ll walk through this with our last fires and then how we have magnets? Lastly, how do we convert more of them? What do we do with the people that we’ve lost? Where these leads have disappeared, they were engaged online and in our email distribution lists. All of a sudden, they disappeared because I’ve always been of the opinion that if I’m not in front of my clients, my competition is. That means competition may have gotten in front of them. How do we reengage and bring back at these lost opportunities so that we don’t have to go out and get new opportunities as the only sole way of growing our business?
My philosophy is it’s never too late to reach out and that’s because in general, if people handed over your email, or if they’ve gotten onto a database from handing over a business card at a networking event, they were interested in what you had to say at that moment. They said, “Yes, I want to hear more from you.” Even if you’ve fallen behind on reaching out through your database or, “It’s been four months and I haven’t picked up the phone.” Putting that in your mind that it’s never too late to reach out and that you’re not bothering them because they asked for information from you.
What will happen is if you do some re-engagement campaign, and then you have people who say no or they unsubscribe, or they pick up the phone and they say, “I’m not interested in anymore.” That’s fantastic for you because you know they are no longer in the same place, or moved past that place, or changed their mind about something. You have more information about them and you can change the way you interact whether that’s completely losing them from your list if they’ve asked to be removed, or if that’s dialing back how often you reach out because they’re not in the same place anymore.
That’s great information for you. Number one, is it’s never too late to reach out. Number two, be thankful when people say, “No. Thank you,” anymore because that narrows down the list that you have, and you’re able to give more effort to the people who are interested. Number three is if you are reaching out again, do not use the phrase, “Sorry, it’s been so long,” because that reminds them it’s been a long time. My primary inbox usually has 1,000 or more unread messages at any one time. If you reach out and you remind people that it’s been a long time, then they’ll be like, “Why did I sign up for this in the first place?” and they’re going to leave. However, if you reach out and say, “I’m excited to get in touch with you, this is what I’ve been up to,” “These are the new things that I think you might be interested in,” “Here’s a resource for you,” suddenly, they’re like, “That’s an interesting subject line.”You know more about your audience than anybody else. Click To Tweet
If you’re picking up the phone and talking to people, then they’re like, “It’s so great to hear from you. This crazy thing happened in my family. We had to change our plans for the last three months, but we’re thinking of next month, getting in touch and starting this.” You have reached them again at the right time, you’re top of mind and if they are ready to move forward in 2 or 3 weeks, you’re going to be the first name on their mind to reach out to. Those are the steps I would have people keep in mind, that it’s never too late to reach out, were going ahead and making that connection. If somebody says, “No, thanks. We’ve got more information to move on,” and then not reminding them that it’s been awhile and reaching out with value.
A lot of loan officers and realtors aren’t good after the loan has closed, the house is purchased. They’re not good at keeping in touch with their clients. It’s not so much a lost prospect, but it is about the retention of people, as I said before on the other side of that window so they can go back into that sales cycle. Some haven’t called people for 7 or 15 years and they’re still in their database. What would you recommend for that conversation? It’s been a long time. You almost can’t put the dirt underneath the rug and say that it makes the comment of, “I’m reaching out and here’s some value.” What do you recommend for something like that without apologizing?
I would say, create a process for automated outreach, whether that’s sending a postcard once a year or holiday greeting, or giving you annoying thing on your electronic calendar that’s going to pop up and remind you that you need to call somebody until you actually call them. Set up a process that will automate that outreach a little bit for you so then people can become warm. Put it on automatic because it is hard to keep in touch with people 2, 5, or 7 years after the fact, especially if that’s how long it’s going to take until they’re ready to buy another home. If you put it on automatic, it’s still a nice reminder.
You can make it. It’s your words and not a template of words being sent out, and that can keep you top of mind. For those people who you haven’t spoken with in 7, 8, or 10 years, if you are going to reach out, I would reach out in a way that gives them the opportunity to say yes or no. If you call somebody out of the blue, they might have changed phone numbers, homes, or a lot of different things. If they don’t recognize the number anymore, because they don’t have your contact information, they’re probably not going to answer it.
If you send out a postcard, letting them know about a new something or others that are going to affect current homeowners, for example, and it’s a link to a place where they can download that information. That’s useful to them where they are. They can choose to engage or not engage with you. It also makes it so that you’re not spending a lot of time on the people who it has been literal years. Getting a lot of hang-ups or wrong numbers, but it gives you an opportunity to still provide value, to still remind them of who you are. It also gives them an opportunity to say, “This is my forever home. I’m not moving again,” or to say, “That would be interesting. I would like to know more.”
Let’s move on to new engagement because we want to go back to as many clients as we have because we already have them. We’ve worked hard to get them, but we want new clients. We’ve got our mindset together, know who we are, want to become a magnet, and want to attract clients rather than chase clients. How do we start that? What is the process that we start doing to get those new people in our database?
In people in your database, there are a whole lot of different approaches and it depends on your time and resources. One of the best ways for you to engage people is to be answering questions in related groups on social media. That’s one of the less popular answers because it takes a lot of time for people. If you join those groups of people, they’re already your ideal client. If they’re in a group talking about the processes that for specific to first-time homeowners or homebuyers, they have lots of questions and you can answer them. It’s not answering them in, “This is what I do. Go to my website.” It’s providing value.
It doesn’t have to be long. We’re talking 1 or 2 sentences, but if you can help them a little bit, they get your name in their mind. If you start interacting a lot in those groups, then that’s great. Another option that’s not going to require you to join groups is to answer questions on sites like Quora or Reddit where people are asking questions about those particular topics. You can prove your expertise. Once you get 5 or 10 answers under your belt, it’s something you can do in ten minutes a day. It takes two days a week, answer 1 to 2 questions in ten minutes on those two days. Suddenly, after 2 or 3 weeks, you’ve got a large library of answers.
You’re also realizing that you’re creating your own marketing materials because these are the questions people are currently asking. If I’ve seen this question four times, I should create a lead magnet and giveaway. That’s like a checklist you need to go through to answer this type of question, or “Here are the top five things everyone’s concerned about in 2020 for this particular topic.” It will be your research and we’ll also get your name out there and raise awareness.
It’s not a lot of time. Going in and doing that, it’s no different than going into Facebook and playing around. I have a couple of questions about the group. I have some groups and people like to put their stuff in there. I got to the point where no one can put it in without my permission. It’s not about us dumping our stuff in there. It’s about us going in, ask and answering the questions, and then hopefully someone will follow us. In the context of that, do you recommend that we put links to our website or to our event? Do you think we should be putting our own hashtags in there to try to get more activity and involvement, or answer the question and be helpful?
It depends on the rules of the group. I would highly recommend knowing the rules of your group, do not violate them because if you violate them, then you’ve lost a huge potential resource. They’re probably not going to let you back in. I’ve been a part of groups where its people post their stuff. There is no rule against sharing promotions, but that’s all anyone does. There’s no real engagement nor real connections. I can’t imagine people get lots of leads from that type of group, because all it is, “I’m doing another promotion. It’s time for me to post about it in this group.”
When you say that I’m immediately thinking of one of the groups that you and I are in, but it’s a lot of promotional shares. I noticed that there’s not a lot of comments or things in there of people interacting with it. It’s another place for you to do a billboard.
As a conversion copywriter, you can’t necessarily figure out the conversion on billboards because you don’t know how many people drove by unless you have a particular phone number that’s only on that one billboard. It’s the same type of thing. In the groups, know the rules. Most of those rules will say, “Don’t share your website.” There’s value in sharing value. I’m in a group that has a no promotion rule. You cannot promote your own services, but there’s nothing against you answering questions.
I’ve gone through and answered questions. I’ve had 3 or 4 people reach out to me individually saying, “I love what you do. Can we talk more? I want you to help me.” I said, “Sure.” It does work. People do appreciate when you are helping them. If you have the opportunity, like if you are using Quora as your option, Quora does allow you to on the bottom of all of your answers have the signature so you can lead a magnet or your website or to, “Here’s my next event going on.” It depends on what method and medium you’re using, but definitely follow the rules and be helpful.
Like you said in the beginning that helping is your secret weapon. We have a tendency in all businesses, like, “Give me,” but we’ve got to give first before we can get. I want to ask you another little question about posting in general. When you’re posting, because I’ve heard different things and I want to see if I can’t get a real answer. How many hashtags are too many? Number two is, when you post, I also heard that as soon as you post, as long as you go back in and comment on your post within 7 minutes, 70 seconds, or 70 minutes, you will get more exposure to more people. Tell me if that’s myth or fact, and maybe there’s another alternative. Is it different than the hashtags in Facebook versus LinkedIn versus Twitter?
My real answer is that social media is only one of many marketing channels. I don’t know all of the details of all of the social media channels. Originally, hashtags weren’t used in Facebook. That was how you knew somebody was using an automatic poster was that the post had hashtags on it. That’s a newer change. Facebook is, unfortunately, constantly changing it’s algorithm. Facebook likes engagement. Facebook wants people to stay on Facebook, which is why if you’re on your mobile and you click on a link on Facebook, you’re still in Facebook platform when you’re reading that. You’re not going away, but if you’re on a desktop, that’s not necessarily the case, you’re no longer in Facebook.
If you’re publishing something and then Facebook realizes as an algorithm that, “People like this because they’ve had interactions,” then they’ll give it more juice. However, if it’s yourself doing that, I’m not sure how much juice Facebook will give to you. I have a business page, Facebook group, and a personal profile on Facebook. My business page can share the stuff from my personal profile or the group can share stuff to my business page. That’s me sharing it, but it’s another entity on Facebook so that might give it advantage.
The last piece of this is conversion. We know how to back our lost people and what to do. We know how to create some magnets by helping and going to these areas. What can we do to increase the conversion? It’s great that someone said, “I like this,” and I say, “Cool,” versus some long sentence. How do we get those conversions without being a pain in the butts of people? As soon as I accept somebody from LinkedIn, I get an auto respondent says, “Bye.” I go back in and unfriend them again.
I find that grading. It’s like if you walk into a store and you want to look around and immediately five salespeople join you, they’re like, “What can I help you find?” and I’m like, “Can I look?” In terms of conversion, all of the things that we’ve talked about, they lay the foundation for increasing conversions already because what you’re doing the way you’re approaching is completely different from what 80% to 90% of companies are doing out there.
That’s going to help your conversions as well. One other thing to do, which a lot of people forget is to include a call to action, which means tell them what to do next. For a lot of people on social, especially what they want is more followers. They want more engagement on a particular post. They’ll say something like, “Let me know your thoughts below.” That’s great, but then that’s not a next step for them to take. It’s having an idea in your strategy that you lay out, “Where do I want them to go next?” and coming up with 5 or 6 different ways to ask them to take that next step.
Can you give us an example of that? I’m not sure if I understand 5 to 6 ways to take the next step. If I put something on there about credit and it says, “Did you know that if you paid off a collection, it can actually make your credit score go down? Read this article, that’s proof behind me saying this because I already know it’s true. I hope you like this article.” Where do you go from there?Social media is not necessarily the perfect conversion tool, but it’s a great awareness and lead generation tool. Click To Tweet
One approach you can take is, there are URL shorteners that you can use that create your own promotional material for things you share. When you share an article like the one about credit, when they go to that, there will be a popup that’s an option to your site or to direct them to something that you wrote. You can create those automatically. I recommend creating each of those manually and having 5 to 10 pieces that you’re going to use to gather that information.
That way you’re sharing content that you didn’t create so that people like it because it’s not your content, but when they get to that page, the next step, there’s a little option that comes up halfway through the read at the end of the read, “Here’s something related to this. You can learn more.” That takes them to, for example, if on your site you have a calculator to figure out, “If I do X, Y, Z, what will happen to my credit?” then you can direct them to that calculator. They’ve read about credit and what does and doesn’t affect it. “I wonder if this particular instance that’s unique to me that wasn’t mentioned exactly word for word in that article will work. There’s a calculator I can use. Fantastic.” They’re going to click on the calculator and use that. On the side of the calculator, you can either have them opt-in to get their results or you can do a few different items. That’s one option.
It doesn’t have to be on the actual post itself. It could be embedded in the next click.
Another option is you create 7 to 10 social media shares across your different networks about that particular article, but not all of them are going to link to the article. You can be talking about credit as a share and then directing them to your calculator. The interesting tidbit about paying off a collection, lowering your credit score, see what else can impact your credit score, use our calculator, and then direct them to that. That’s still something helpful. It’s still something that is going to be meeting your audience where they are if they see that kind of post. It’s not saying, you have to read something because some people are going to be like, “That’s interesting. I wonder what that’ll do to my credit.” They don’t necessarily want to read the whole article, they want the calculator. Go ahead and offer them a calculator.
I call that the daily digital deep dive where you have your post in LinkedIn, which is full and length and business, and then a quick blip about it on your business page on Facebook. You share that to your personal, you blip it and revert people back to the LinkedIn article or to some other place on Twitter or Instagram where you’re slowly giving less information where it’s not just links and actionable items there. I’m still learning great things.
What you said was having one piece of anchor content and then creating a lot of social shares out of that. At the end of your anchor content, you’re going to ask them to do something. That may be ready to see how your credit can impact that let’s get on a fifteen-minute call. Eventually, you’re going to have to ask them to invest their time and money into you. Social media is a great awareness and lead generation tool. It’s not necessarily the perfect conversion tool because they need to go somewhere else first. As you said it, social is very much, “I like that,” “I’m going to leave a quick comment,” “I’m going to share that maybe without reading everything.”
It’s a great way for you to get engagement and to expand your reach way farther than you could ever do before. Eventually, you’re going to have to ask them to get in touch with you directly, whether that’s signing up for an email list, or downloading a worksheet that you have. Eventually, you’re going to have to ask for that conversion. When I talk about a conversion rate, the only idea that people have in their mind is a conversion means, “They got the loan from me,” or “They chose me to be their realtor and then we sold the house.”
The reality is that there’s a conversion rate for every single step of the process to move your audience from, “I know nothing. I’m ready to maybe buy a house,” “I don’t know what to do next to,” “I know I need to get a realtor,” “I know I need to figure this out.” There are lots of little steps in between. The idea is that if you’re sharing something, for example, as lead generation tool on social media, your conversion is to get them to take the next step, which is signing up for your email list or which is reaching out to say, “Yes, I want a phone call.” If that phone calls out doesn’t work, but they did end up signing up for your email list, 2 or 3 emails down the line, you ask them for that call again, and then maybe they’re ready.
I’ve had lots of people on social media and there are lots of ideas about what to do and how many posts to make, but I like that it’s simple and laid out. It definitely works and that’s okay because if you do what’s easy, your life will be hard. If you do what’s hard, life would be easy. You have to do a little work to make this easier on the backside of things. I have to say that from a social media standpoint and even marketing that you have been my best guest on this. I’m linear because I’m an engineer. I need to think through that. A lot of times social media becomes jumbled. It reminds me of Linus with all of his clouds around it. I’m techie. That’s not the issue. There are many ways to do things. I love that you made it simple for everyone to understand.
If the audience are saying, “I absolutely love this. I’ve got to get more information about it.” They might put a few things into play, record themselves, have someone eavesdrop, meet a friend, and go, “I want to help people.” They might start engaging in groups and created their own group. They know how to engage, how to do a few other things, how to layer or tear up some content, what is the next step to say, “How do I make sure this gets done?” because as we all talk about, “Stop talking, take action, get results.” How do we go beyond pecking at this a little here and there to have that year-long marketing plan?
The key is to sit down and create your year-long marketing plan. The way that’s going to work is, you have to set aside the time. We’ve been talking about social media and touched a little bit on postcards and emails. There’s no way for you to know what is working unless you’re watching what is working. One of the first things I said was a lot of people are like, “I need to do this because people tell me this is what works,” but they don’t know where it falls into their marketing strategy. The next step is to sit down and decide, “What will my marketing strategy be?” One of the things I recommend to people is don’t start with 4 or 5 options, start with one.
If that means that you focus on LinkedIn, for example, for three months, that’s what you have to do because it’s a long-term strategy. If you dive into five new things at once, none of them are going to get done. Sitting down, figuring out, “Where do I want to start? Where are my people? What are they asking?” and, “How can I help them?” is key because in social media, a lot of people got excited when there were all these tools out there that could automate everything well. Social media has the word social in it, it’s meant to be social. If you don’t have the time to interact, then social media is not the method for you because you have to put in the time.
How does someone get ahold of you? Tell us about the gift that you’re to have available for us.
I have the five-day challenge to get your marketing plan in place. It’s going to be an overview. Making sure that you know exactly what I was talking about. All the different aspects of the marketing plan, making sure you have an idea of what those all are and then putting them into a plan that makes sense. One of the things I always tell people is it’s never too late to get a marketing plan in place because if you’re willy-nilly and you decide, “I need to get a strategy, but it’s too late.” You’re like, “It’s never too late. It’s better to put something in effect now.”
Is someone going to have to plan nothing for five days or is these little pieces of things? How much time does someone need to allot for this?
You’re going to have 1 or 2 questions to answer and the next day you’re going to have a few more. You might have to take an action step, but it’s ten minutes a day to get the framework for a marketing plan in place.
It’s an action step that’s going to move your business forward. Kimberly, what are you reading that’s inspiring you?
I am rereading Work the System. It is all about how to create processes in your business. Part of creating the processes in your business is finding out what you should be doing and giving somebody else to be doing. As I’m going through it again, I’m getting all of these, “I forgot about that part. I’ve got to put that and perfect.”
My mentor, Darren Hardy, told me to reread all the books I read. I read about three a week so it’s hard for me to say which book is my favorite book in this world. I can’t remember in one book if that’s what I read or if this is the other book. He said that I need to stop doing that. I need to start going back and reread every book five times if it’s business or personal development. I don’t read the nasty stuff anyway. If you’re going to read it, go back in and consume it. It stems from we all learn about 20% the first time we learned something. You need to do it.
I want to say thank you for gracing us with your presence and helping us to lay this out in a simple way to start marketing differently and thinking differently. The biggest thing I gained out of this was changing the mindset of helping. I’ve heard it before, but I needed to hear it again. I’m excited to go in. I wrote down that I have to time block the ability to go in and do some more helping in some of the groups and get my name out there more in these groups that I can answer these questions and help people with their challenges that they have.
Thank you for having me. I appreciate the invitation.
Everyone, thank you. Hopefully, we caught you working out because I know some people do that. We caught you riding a bike to work, which I know some people do that as well. I appreciate every one of you and please don’t forget to pay this forward and share it with your realtors, your lender friends, and your entrepreneur friends because everyone’s learning on this show. We’ll catch you next time.
- Kimberly Weitkamp
- New Media Summit
- Audience Converter – Podcast
- Work the System
- Darren Hardy
About Kimberly Weitkamp
Plain and simple, Kimberly thinks the world could benefit from a little more happiness. We have so many stressors in our lives, and she wants to help you stand out as a way to reduce stress in people’s lives. Kimberly Weitkamp, the creator of the Audience Conversion Method, is also a podcaster, marketing strategist and copywriter.
Many of her clients became entrepreneurs or service providers because they were drawn to help others. While teaching English in Spain and bartending in New Zealand, she did a little soul searching herself to discover how she could help others the most. Through her travels and travel writing, she discovered copywriting and never looked back. She launched her business because she loved the idea that she could help people achieve their goals with the power of words. She takes a different approach. Every marketing campaign should have one question at its core, “How can I help you?”
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