Columbus marketing playbook: 1hr+ of live agency lead gen: followups, video DMs, and more

Kind: captions Language: en Hey there, my name is Andy. I own a solo marketing business that generated $28,000 last month. And this is the channel where I share with you in public everything I'm doing to scale to a million. Today's format is going to be a little bit of what you guys are already used to. Live lead genen. So, I'll share with you follow-up activities that I'm doing. Loom DMs, cold email, LinkedIn outreach, things like that. Then after that's finished, we'll build and strategize in public a little bit. Talk about my plans, what's working, what's not working. And then to close out, we'll do a little bit of updates and growth stats across all of my channels. I have two YouTube channels and a growing LinkedIn profile that I track as well as well as a podcast. So, if this is your first time, a brief update on who I am. Uh, I run a design and SEO studio for web for healthcare companies called MMC Design. I also have a podcast called Marketing by Design, which I've been uploading to weekly for 170 straight weeks. and also my newest business with the Columbus Marketing Organization, which is my in-person job board, community, and events business for marketers here in Columbus. So, without further ado, I I kind of want to get straight into it. My highest priority activities right now are on the regen side, and that is doing follow-ups for my video outreach. I've been running an experiment by sending three of these a day. I did it every day last week and as we can see my current bottleneck is just getting viewership on all of these DMs. One of them got viewed and this actually got a response as well. So the way I'm kind of hypothetically thinking about this is that we have our funnel especially when it comes to video outreach. This is a pretty typical funnel is you have sent then watched actually it's different sent opened watched and then responded and then booked a meeting and and closed. Each of these has different bottlenecks at each phase. And what the hell is up with the L there? Funny. But each of these has different bottlenecks um at each phase. So it makes it easy to kind of go in and identify. Um right now we are delivering. We're sending consistent weight. That's the first bottle to solve. Uh right now we're getting stuck somewhere between here and here. And at each of these phases there's something that we need to optimize. So this tells me that it's one of two things. It is either in our uh packaging. So it would be subject line deliverability or we know we're getting deliverability. So that bottleneck is solved. Um but I can track and see within here whether or not it's being viewed. This one is a null view because it was I I requested feedback on my formatting for this one. So this one doesn't count. The only one that's gotten viewed has all the way has made it all the way through the bonus. So that tells me this person responded. and booked a call. So, personally, that tells me that um the people that do see it and watch it are much more likely to convert. So, based on the data that I've gathered, if we can just fix this bottleneck right here, we're going to have a lot more that go all the way to the end. So, I'm optimizing for a follow-up sequence now of our other 10 to 11 videos here that have not converted. This one responded and converted as well. So, that's, you know, 10 to 12%. What I'm going to do today, my highest leverage activity is going through and optimizing the follow-up sequence on each of these. And for the ones that I record today, changing the packaging a little bit. If we look at the existing packaging in the email here, you'll be able to see that the love of getting a lot of email here, but uh I've been packaging it as the subject line as honest thoughts. And here's another one that did not get a response. And the unfortunate thing is that it looks like the TA video is taking a few seconds to load. I want to make sure that that isn't the case. But I want to first start by doing follow-ups on all these. I've sent one already. And the way that that looks is as followed, just kind of a light checkin saying, "Hey, Trevor, just bumping this to the top of your inbox, man. I hope you're having a killer week." Making it clear that it's not an AI generated message. Um, but I'm just going to repeat that sequence and then go back to the CRM and update their status to be within followup here. One thing I do do also is this one did get a response. I make sure that what I do, I use this feature in folk here called um, new task. Creating a task here. And what this does, I can set a date on this to follow up. Um, probably a good good date would be a month here. Follow up on website project with Jacob. And this way I get notified because the general consensus uh that I gathered from the takeaway was that it's still there's other external factors that are lagging in a project and the conversation died because of that. So, they did respond. They are a marketing qualified read. But, I want to make sure that I touch base with them in a few months because I've had it happen before where either their marketing hire isn't working out or the website project just isn't going through. And if you can be there at the time with me, that it could be helpful. So, I'm going to create that task and then 3 weeks from now, I'll be reminded of an email notification. So, that's very helpful. Um, yes. So, this one was a close one. So, we're doing work for them currently. Uh, the one that I just followed up with was Trevor from Copy Link. So, that one is in follow up as well. Uh, clinic source. So, let me look at the contacts from these companies and then I'll continue to do follow-ups for each of these. People hate me. I think she's the one that I reached out to directions. This was the one I was I had high hopes of then I can go straight to the email here. I will say the one thing I kind of skipped over is that deliverability is being very good. So I have never had a rejected inbox from these which tells me that the native enrichment within um within folk is doing a great job that and my strategy of using hunter.io to find and verify emails. Hey Sophia exclamation point. Hope you have had a great start to your week and I'm just sending this to the top of your inbox to make sure that you saw it appeared. Can I get you coffee sometime soon? I'll be a little bit more direct here. Were you able to see the video? All right, Shondaanda, why don't you get back to me? Hey, Shondaanda point. Hope you're having a great start to your week. Just wanted to send this back to the top of your inbox. Were you able to see the short video? Damn Whisper Flow. It's paid. That's good news. Hey, George. Hope you're having a great start to your week. Just wanted to nudge this back to the top of your inbox. Dot dot dot. Were you able to see the video that I put together? Just throw in that. Maybe he's a bro. We can connect with him on that level. Micro4. I was pretty bullish on this one here. I can get a response out of this guy or another Ken. What's up, Brett? exclamation point. Hope you're having a great week. Dot dot dot. Were you able to see the video that I put together for you? Dude, dot dot dot dot dot dot idiot. Sometimes I wonder if I'm actually saving time with the whisper flow or I'm not. That's so frustrating. Bad easy. Oh, by the way, one thing I will do is I have email notifications set up on these videos, too. So, when I get a view and I don't get a response, I'll wait a couple minutes and then follow up after I know that they've seen it because that automatically accelerates them in the pipeline a little bit, but I know I'm getting deliverability. It's just they're not clicking into the video to watch. Maybe it's an issue where because if you notice, it takes a little bit of time here to load. If I like refresh, when I load the email, the thumbnail isn't popping up right away, which is pretty frustrating. Um, let me just copy this so I can just streamline my process a little bit here. I hope that isn't the issue because then that would be a lot of unfortunately wasted effort. But we do what we do, right? I hope I didn't say this guy's name wrong in the video. 30. Yuck. I could use claw to send all these manually, but I haven't tested it yet with using liquid formatting. See? See the see the lag right here? And then it pops up. I hope that's not the issue. Maybe I should move the wings cuz that kind of makes it look like spam. Move it to the bottom. I don't know. I should also link in some kind of strategy to where I'm also messaging these people on LinkedIn also. That probably be helpful. Wayne, come on. again. Lagged Von V1. All right, we'll see how this follow-up sequence performs. I know the biggest thing that I want to do is improve the packaging. Apply a shorter email and better subject line. All right. I've already followed up with her. That's good. And this one, I'm not sure not sure if I sent it to her or someone else. I don't I don't think I ended up doing them. So, I'll just go ahead and delete them. All right. Now, that said, we have plenty to continue on. So, what I'm going to do is I'm going to assign these to weed status. Make sure that they all have a contact that's verified. That was a good one. And I'll send three to five today, depending on how I feel. Good anchor people hopping and John's nice beach acres parenting center Jordan. So, I had all of my contacts enriched here for each good email. Be sure I get her email. All right, I'm going to start here at Alakura and check out their website and get this outreach ready. So, I'll go ahead and pause this recording here and I'll put in an example of the finished product and paste it over to this tub of video here. Um, because they're going to be recording conflict in terms of the DMs, but just to show you guys the updated format and the packaging of the email based on the feedback. Um, and show you the full result. Cheers, and I'll talk soon. Hey Christine, I hope you are doing well. You and I just connected on LinkedIn and that led me to the Alakur website. First of all, stoked to be connected on LinkedIn. I can tell you Brad, what you do and you're well connected and established professionally and because we work in a similar space. Uh your profile led me to the Alakura website and there's just two or three things that I wanted to send by you because I'm in websites all day. We only work with healthcare brands. that could be really helpful for you and ideally just making these small changes could double or triple the amount of conversions as we've seen with some of our past clients as well. The biggest opportunity for improvement is actually technical. I notic you guys decided to build on WordPress and you guys don't have a page title or a metad description. U you should have three H1s as well. So we want to make sure that we only have one H1 that you have a page title and metad description that includes some of the keywords that customers are searching when looking for your brand. So when your ICPs are searching for, you know, medical transportation or something that's very related to what you guys do, AI search bots like Chat GPT, Claude, and also Gemini for the Google experience won't actually be able to serve your website to them. So you're really tanking organic traffic. Also, on our past clients, we've seen that having a better layout and more optimized imagery that isn't just plain stock gets a much better engagement rate from the people that do visit. adding those headlines and those clear page titles and meta are really going to play a huge role in getting your site in front of the right people. The good news is that we've actually solved this problem and many others for hundreds of companies just like you. Like I said, we only work with healthcare brands and the best part is we actually work on a results guaranteed basis. If you aren't absolutely thrilled with the work and don't love the website, the design and the wis that you get from the website that we build you, then you don't owe us anything. So, I just thought this was such a great opportunity for improvement and I wanted to introduce myself personally and actually include my 15-minute call link if you wanted to get on a live call and even fix some of these face to face. Would love to take care of all that for you. Thank you, Pristine. Looking forward to connecting and thank you for all you do. Bye. Okay, so while I'm not completely thrilled with how that video turned out, I definitely stuttered a few times and had to make a few cuts. Ideally, I'd like to do these in one shot, one take to make sure that A, I'm efficient on my own time and B, it's just more trustworthy to someone viewing that, you know, you know your [ __ ] and you're not, you know, cold pitching them, which I kind of am anyway. But here is how I'm going to change the packaging. So, the few changes that I've done, I have a reference here on the left um is the past format. Here's a new format. I'm going to say great to connect. Um I might change to glad we connected. Hey Christine. And then I put all the links here. I move those over to the bottom. Um and I'll remove that so it's a little bit shorter and it has the thumbnail higher up and it has the winks at the bottom along with the call link. Congratulations on the success keys keys and keep pushing our industry forward. Cheers. Correct email. Hey Christine, we just connected on LinkedIn which led me to the Alure website and wanted to help you. Okay, I'm cool with that to be honest with you. And then I'm going to go ahead and send that. Okay. And then move her to the scent qualified outward scent pipeline. All right. So, I've got a few more here to send, but and and I'll get to that after I finish recording this video. What I want to do now is because I have a call here uh in not too long is I want to show you guys how I manage my LinkedIn inbox triage and making introduction making very good introductions and follow-ups to people within one day. What you always want to do is when you meet someone in person. So yesterday I met Kim who is a really good connection and a great person to know. What you'll see is just in general as part of a low burn bisdev strategy is you should always be willing to meet people in person and having some cadence where you can I don't know if it's whatever works best for you one day a week two days a week you know three even or maybe on a monthly basis one day a month say I'm gonna try and stack as many as my inerson meetings as I can here now obviously that can get tough because people have schedules and it's hard to coordinate. What I do when I'm booking inerson meetings is I always have a I have dedicated meeting links for everything. So, if you go to my booking types, I absolutely love Tidycal. Onetime purchase. Don't have to pay a monthly fee for this. But I have personalized each of these meetings. I create a new one for each of our clients. Kind of like a personalized meet. But I have what I do is I have an in-person meeting link and I've set it up so that they can pick a time and location and automatically adds it to both of our calendars. And I also have a uh a networking call link which is set up to a whisper flow command. So I just say networking call and it automatically adds that. And I have a phone call as well. So creating, and this might be overkill for you obviously, but it really decreases the friction in terms of setting up an event, letting the guest pick and being willing to drive the extra 10 to 20 minutes if that's the case to go and meet them. And I apologize to you guys if this is like way out of touch and you guys have kids or you're like, "Oh, I can't schedule this stuff." This channel is about getting results and growing as a marketer and I'm sharing how I do that. And then you know if this is above if this is below your pay grade I apologize. So um that's something that you can do and what I wanted to talk about is the followup that you send to people. So if you meet someone you say hey I would love to introduce you to XYZ etc. Um always take a picture with people that you meet. So you can send it to them afterwards and really warm warmly personalize the intro. A good example of this is the one that I sent to Michelle a while back. um and something to this tune in terms of an email uh an email format. Hey Michelle, thank you for hosting me and for the awesome conversation today. Give, give, give, give, give uh and be very complimentary. You are easy to speak to most importantly. Super cool. You've had an awesome career so far. I meet people like you and the team is so valuable for me. It teaches me what success looks like and also inspires me everything that we talked about. So, it's hard to remember some of this sometimes. You have to really be paying attention in the conversation, finding ideas and things and what they say to slot yourself in terms of how you can help them and even just being thoughtful. So, this is someone that we talked about their company. They want an intro. I listened to the podcast with Adam and Bnee that she recommended. Do you have an Audible account offering to buy them a book? Thank you for the invitation to use the space. She offered if you wanted to co-host an event there sometime, maybe we could do that. So, I'm reminding her of the thing that she offered. So, it kind of makes it real rather than just cuz people will say things in conversation. You want to make sure that you keep tabs on it. If you happen to be free and then inviting her to the HC leaders lunch and she loved it. So, yeah, that went well. Additionally, so that's what I'm going to do here with Kim. Now, Kim has sent me a ideally I would have responded to this quicker, but after you meet someone, take notes of the things that they mentioned in conversation that you can use to be helpful to them and then follow up right away. So, she did a better job of that than I did and um yeah, and she introduced me to her husband who has an advertising agency. So, that was super kind of her and I'm going to reciprocate right now. Kim, loved meeting you yesterday. D dot dot dot. You are thoughtful, clearly great at what you do. And it's so cool to know to see that we know some of the same people. Smiley face emoji. I love what you do and I'm going to introduce you to Nquille now. Exclamation point. just saw your group chat with Tony and I'm looking forward to meeting him also. Period. I'll actually send you an email because I have a few things that I wanted to a few things based on our conversation that I had made notes of to share with you. Period. Thankfully, bless up emoji. Now we're going to go over to see if I have her email. Thank you. Hey, Cam. Exclamation point. Just following up here from our LinkedIn thread again. I love meeting you and I think and you are clearly you are professional, down to earth and great at what you do. Period. So cool to see that our paths have over overlapped a little bit and it was a great way to start the morning period. A few things as promised that I wanted to run by you and follow upon Women in Product Lacy Picazo, Columbus, Ohio. Picasso. It's [ __ ] hilarious. I'm going to hit product. There we go. women in product events in Columbus, which I would imagine would be perfect for you, although obviously I haven't attended. Laughing face emoji. establishing a little bit of cander here. Nothing wrong with that. I would love to invite you to our next marketing leaders meetup when the time is right. Period. Last week we just had our first one and it got an overwhelmingly good response. Dot dot dot. The next one will likely be within the next few weeks here at the same location in Dublin. Period. It is invite only. So I will send you an email with all details and the list once we have logistics arranged period. Here is D. This is like the age-old problem. Every time I go to LinkedIn to get a wink, I just get caught in the feed. So, I got to be like super diligent of just like locking in here. Okay. Copy link to post email. Oh yeah, also handy little tip for you. Send the photo that you took with them and ask if you can post it. Boom. I love this photo. Exclamation point. Do you mind if I post this on LinkedIn over the next few weeks? Wanted to get your approval first. Laughing face emoji. Thanks again for the great conversation and I look forward to future collaborations. K period, keep being a boss. Exclamation point. Uh, I really should spell check all this. Also, plug to parts of your own content here. Can do that. I want to link to the podcast with Nquille just to kind of flex that I know the guy, you know, build rapport that way. also gets her to our website, too, and shows that we have a baller studio. The [ __ ] That's weird. Interesting. Have to fix that. More stuff to worry about. Fantastic. Apply product. Now, this I probably wouldn't do this deep of an email for, you know, a college kid or something. That sounds bad. I would do this for a college kid who couldn't help me in any way. Keep that on the record. But this is so good because now she's thinking, "Oh my gosh, like I will do anything. Um, I really want to stay in touch with this person. A, he's well connected. B, he knows really good people. And see, he's just a nice dude who's not trying to sell me anything. And that's obviously the impression that you want to portray here. So, we'll send that. I'm going to intro her to Nquille. No, that's not the right field. Kim, [sighs and gasps] come on now. I just had the Stupid email set up here. Sent back KS back. Oh man, should probably capitalize her name. I'm not sure if they get offended by that. Hey Kim and Nikquille Kama, I recently thought to introduce you to period. Kim Nquille is the And you may and you may already recognize each other. Exclamation point. Kim Nikquilio is a fractional CMO, a past podcast guest, comma, and a deep expert has deep expertise and incredibly talented in our space period. Nquille K, Kim is the product marketing is a marketing leader at Lumis and mentioned that she does work out of Brook House Blue in Dublin sometimes also. I thought you two would get along well and it's always cool to connect to people that I look up to. Beard, I'll let you guys take it from here. I just had the opportunity to connect with yesterday. dot dot dot. She's incredibly talented, easy to talk to, comma, and a great person to know as well. Period. I always leap at the chance to connect two people that I look up to. I'll let you two take it from here. Exclamation point. This is the part that just grinds my gears, having to go above and beyond, get the LinkedIn profile, copy link address, and attach it so that I can be as helpful as possible here. I hope that's the right link. Yeah, it is. I see your voice. When you come, I will meet you there. intro digital handshake. All right, so I think between that last video and this video, we're probably creeping up on 45 minutes or so. I don't have an exact timer on it, but I want to do as promised head back to our board here and build and strategize in public. So, the rest of the day I'm going to be doing more client centric work, finishing up those other two videos or the video outreaches and then get a better status on this whole pipeline scenario so I can have more data to go and validate. What I will say that I'm incredibly proud of is content that has performed well recently is um anything humanentric. Obviously the newsletter has grown a good amount. So now we're currently up to I think if we look at the uh newslet I'm not sure why LinkedIn newsletters grow just at an unprecedented clip like it is quite staggering. a thousand subscribers and I just started that a couple months ago which is almost unbelievable. Not completely unbelievable but almost unbelievable. Um so yeah, I'm thrilled with that. I'm bullish on that. I want to find some method of getting email newsletter subscribers from LinkedIn over to an owned list on Beehive. I think that will be very great for conversions and also kind of some kind of a strategy of sharing the results from the first marketing event with this list as well and kind of growing the event strategy. What I'm also going to do is now that I have a proof of concept, I've got awesome photos is I'm going to use that to leverage sponsorships in the future and extend an invitation to other marketers if they want to co-host these to kind of double our network effects. I mentioned in the transparent recap video which I just posted this morning uh not this one but on this one right here. Uh no what the hell and a half. It's on collaborations that's why um it's on the other channel. So I have two YouTube channels. this video right here. I aired it on the podcast as well that I'm going to allow keeping it invite only but allowing guests to Oh, one one of 10 crazy. Um, why is it not appearing on here? Probably because it's a collaboration. it just doesn't appear in the same I'm still figuring out LinkedIn collaborations. I don't know what I'm doing but um yeah so I mentioned on here for the event strategy getting the next one in place ideally before the end of this week and then still onetoone inviting everybody else. I have a very compelling I have a very strong vision. I have a very strong inclination that the outreaches, the personalized outreaches will convert a lot higher because I mentioned last time there was 20 people or so who didn't respond to the one-on-one outreach and invitation. It's invitation, not an outreach that they will begin to upscale. Something else to check in on too is I've been having Roa upload a short every single day to the main channel from the podcast. And every single weekday we have been uploading a we have a ton scheduled out here as you can see. But just in terms of how these have been performing, I want to do a little bit of a audit on some growth stats here. So today's date is September 1st. uploading the last couple days. 21 55 4 229 357 225 81 22 15 46 366. Not great. Um, what I don't see is a lot of these converting over to subscribers. Like right now we're still at 400 and I'm not seeing a lot of good numbers or compelling really reasons to continue um doing so. Wonder why this is I like fireworks but I'm not sure why it's it's doing so well there. Interesting. But I'm I'm getting more and more bullish just on YouTube as a platform especially for B2B and Kim responded already. Good for her. She's got a much better speed to lead than I do. Good for Good for her. Um, but yeah, I just sent her an email. But in terms of LinkedIn content, doing some stats here, some growth stats. Let me go over to premium features, post impressions. Oh, impressions are down. Let me go to 90 days. I think that's a better data set to kind of [snorts] 84,000. Well, that's tells a very different story. I think I had one outlier post here kind of really. Yeah, the house post. Again, none of these being business related unfortunately, but this is something that I think LinkedIn is starting to do a better job of sharing. This is the targeting of how who your posts are reaching senior level local marketers. That's good not just for the studio for healthcare brands, but also just for the events business as well. One thing that will certainly make [sighs] obvious and clear as a topic of future videos is how we monetize the events business. So, a strategy for doing that and again capitalizing on the goodwill that we've built so far with the audience. Um, see best post of the last seven days, obviously the event announcement newsletter, but um yeah, it's interesting. So, I'll keep banging my head against the wall with this stuff, keeping tabs on how the LinkedIn outreach is performing, doing all these annoying follow-ups here, and putting out more fires. So, appreciate you guys tuning in. I'll see you in the next one. And have a great day. Bye.