Columbus marketing playbook: I did NOT think this outreach method would work...

Kind: captions Language: en Hey, what's going on guys? My name is Andy. I own a solo marketing business. I did $26,000 last month and this is my channel where I build in public and I teach you what's working in live time and how I'm growing my businesses. If this is your first time here, I'll give you the short version. Uh, I own a web and SEO studio called MM Design. We work with healthcare brands. I own a podcast called Marketing by Design, 170 plus episodes in three years running. And I also am the founder of the Columbus Marketing Organization, which is my job board, mastermind, and community online and in person for high performing marketers. So, this is where I teach you in public, everything I'm doing. So, today has been a massively frustrating day in terms of the Wi-Fi connection and just a bunch of logistics. So, I'm going to really take that out on outreach and moving the business forward. So the structure we usually follow with this is live lead genen. Uh my current strategy is between cold email, LinkedIn, and video DMs. So I'll update you guys on my pipeline of all three of those. Also podcasting as well. Number two, we'll build and strategize in public. I'll talk about the strategic moves I'll be taking such as conferences, uh lead genen strategies, and things that are on my radar. And then we'll end with a quick updates and growth stats across LinkedIn, YouTube, Instagram, and my products that I'm focused on growing. So without further ado, I need to get right into it here in order to be effective. Quick update on video outreach. We're currently at 24 cent from the list that we're working from. And we have gotten several opens. So actually I was delighted to see some of this moving forward. I think we're actually This means we're getting better. So we've gotten a watch here, watch here, and a watch from here, here, and here. This one right here, Carson ended up responding and offered to get coffee. So, even though I'll show you guys how this one converted, um, it didn't end up being a direct fit. It wasn't a good time right now, but we will perhaps meet sometime just to uh network and get coffee. Um, yeah, a lot of stuff happening here. So again, not going to get drowned in by the noise. So what I'm going to do is I'm going to head over to right here. This is the So now that we have G data to gather up on, we have an immediate response. So what I've learned is that people usually spawn. If they respond, they will respond right away. And second of all, this is the format that I think we're going to be using moving forwards because it did get a conversion. So again, refining all ages of the pipeline subject line connected from LinkedIn. Carson, you and I chatted briefly on LinkedIn, but I wanted to person out reach out here. Personalize the intro. That copy right there is new personalized intro. Look to the website since visit since I do stuff every day. Just wanted to share one or two helpful tips that I think could at least double the amount of results you guys get from the site. I'm attaching a quick personal vid so you can tell I'm not some weirdo. Within this video particularly, I think I was relatively short- winded to the point. That was that's good copy. So, this is probably one of the first times that I said, "Hey, this is not a fail a sales pitch. I'm just here to unload a ton of value on you." Something like that I think goes over really well. And um I see this definitely becoming a lead someday. Um he said, "I'm not really the person who has a final say what goes on the website." And I think with our women and marketing staff at the moment, we are probably okay leaving things in place. We manage some other bisdev plans. If things ever need support in this regard, I'm happy to reach back out. I'm telling you, this is a sign that I reached out to the right person. And whenever something comes up with the website, even if it's a small thing, hey, we need to change some copy and he doesn't know how to do it, we are going to be first point of contact. So, love that. Um, just wanted to share some updates there. So now what I'm going to be doing first is I'm going to be following up on those who viewed but did not respond. So that would include the these right here. Adam, this was hire an associates uh website video Carson Bria and Chris opioid recovery. So we got three follow-ups to do pretty much immediately. Um, this one too, Christine. Okay, this is an interesting one to follow up on. So, again, I'm going to head over to email, follow up with this one right here. Hey K. Hey K. Exclamation point. I just wanted to I'm not sure if you're one for events, but I've been hosting marketing leader meetups and I'm looking to get another one on the agenda for next month. Period. Obviously, you came to mind. Obviously, you were you were one of the first people that came to mind and I'd love to officially get in touch. Smile face emoji columbusmarketing.org/events Beautiful. There's several great people that I can introduce you to. Smile face emoji. Marketers here in Columbus. I'd love to I would I'd love you to meet exclamation point. I'd love you to meet exclamation point. So, this is may seem counterintuitive, but I don't want to reach out directly about the thing that I talked about, but it is on the same thread. Boom. And I know that she likes putting together another one for next month. Go follow up. Man, it's easy to get distracted by email. So, that's one of our follow-ups. Next followup is going to be follow up with Bria here. That's for I need to send this notification to main tella because right now I'm not filter messages like this from hello.com to I'm not sure how to do that, but hey Katie intro Renee. Cool. Yeah. Um, so we know it has been watched. What I need to do is follow up with Bria. I think the event meetups is a great followup to send especially for the ones that are local. So I'm going to be doing that more in the future as well. Uh drafts Almost forgot to mention Mitch send turn off notifications. All right, that's two followups video for Chris. I'm going to use codeex to help with the follow-ups. I think I did pretty good job of it last time. Um, I still have to find where the last thread was. Here we go. No, that's not it. I think I was using codeex MMG. Sorry guys, just got to find some stuff here home base. I hate when I can't find anything or sometimes I have different topics in each conversation. And then the name of the conversation isn't reflective of what I'm looking for. Gosh dang it. Okay. Hey, using the folk MCP connector, I want you to find the contacts that are in the of the video outreach group. Find the ones that are in the follow-up phase. Find their email threads and send respond and chat with a contextualized follow-up that you could send to them that is friendly, to the point, and not overly salesy. find my existing email thread with them in Gmail and then the contact at each company. There should be I see a total of 23 there. Also take into account how many times I followed up before uh to contextualize the message. Okay, cool. We'll have that take care of follow-ups. Now I just want to actually start ripping some new ones here. We have a lot of them. So qualified Buck Ranch. This is these are definitely good ones. High Living people. Dang. It is easy to get distracted. She went to Ohio State. Nicely connected. Connected. Nice. Operating director of cornerstone caregiving. I should probably take this off. I look like a douchebag. All righty. So now we have a a little bit of an outreach script based on the conversions that we've gotten and HCF. Uh new hire. No, she doesn't work there anymore. Wait. Okay, so different. We need a different point of contact for this one. So that's easy cuz we can just go here, head over to people, go to decision makers 117, search marketing, senior living healthcare leader, sales and business development, corporate manager of sales and marketing projects, moving coordinator, director of marketing. Here we go. This is probably a good one. Video outreach. Boom. High webin. Director of marketing is probably the safest one here. She looks kind of young though. Youngtown. Here we go. Nicole Yazia. Oh, she been there. She's been there. No, people are leaving, dude. Oh my gosh. Why? I don't know why they're still listed under the company page if they're not there anymore. Like, she should not be here. It's just wild to me. Business development, realtor, HR director, business development student. Wild sales operational. Just look at the decision makers. I can't I don't got time for that. Um this is this guy's too high up. COO maybe executive director. That's probably that's a good one. executive director with a mutual connection. I connect with her rotation. Yeah, this is our this is our queen right here. Here's her Kira Hansy. Cara. Now I should probably actually go to the Ohio Living website. PRS. Oh, no. That ain't right. That ain't right. There's no way that's their website. Yeah, I was going to say, oh yeah, the coin. HubSpot website. Lord, not terrible. Ooh, keyword stuffing. Not good. It's your time to live. Non-escriptive H1. Yeah, this is a bad UX. Oh, I hope Quaker heights on the nav changes for each social. Sorry guys. Um, yeah. Okay, time to rock and roll. The tea desktop version is still not working very well for me. So, I'm going to resort to alternatives here and use the browser version, which we can make work, I think. So, my phone's running a little bit low on battery, so have to rip these quick. Okay, Cara is her name. Cara. Yeah, definitely move that to the footer. Okay. Hey, what's going on Cara? You and I just connected on LinkedIn and I'm so glad to be connected. Um, this led me to the Ohio Living website. First of all, I don't want to that led me to the Ohio Living website and I just want to say this is not a sales pitch. My goal here is to unload a ton of value on you guys and I would love to connect sometime in person. I love meeting other people and networking here in Columbus. I did just get my first house here. So, my goal with this is to give you guys a ton of actionable value that you can use on the website. We work with healthcare and wellness related brands all the time. So this is like my daily routine. Um so the biggest highest leverage activities I would recommend that you either forward these to a developer or someone on team that can fix these. Looks like your guys' site is built on uh HubSpot CMS. I think just by implementing these two or three changes we could double the amount of payments and donations made to uh through the website. So I high leverage activities here. What I'd recommend is that we move the main CTA make a payment to the top right. We've seen from heat maps based on user activity from our clients that the eyes skim they start in the top left and they are more likely to click over here in the top right. So making a main contrasted CTA over here in the top right is going to get a lot more clicks. Also having a much more descriptive headline and CTA um having some kind of a sub headline that you can also use as a meta description. So, if you go here, um, and I look at you guys' technical information, you guys are kind of keyword stuffing, um, which can be risky. A lot of times, Google views keyword stuffing as a spammy behavior, and it's a little bit less likely to index your pages and something that you have to do manually. So, just be on the lookout for that. Also, having a more descriptive H1 that has your guys' company name and services in it, u, is really good for surfacing your guys' website. and AI tools like chat GPT quad perplexity and things like that. So there's a little bit of clean up that I'd recommend doing here on the navigation just because we recommend having everything on one line and then with the search bar you can make that a small icon rather than having having it be a full bar like that. Also the n notice of data privacy that can be moved to uh the footer because it's not really a primary action that you want visitors to take. Um, and having some more location-based words so that when people are searching for a solution like you guys, they're looking for something very local. Like when someone's looking for to send an elder um or their parents to a location like this when they're searching, it's a very location based search. You want to make sure you're ranking for a lot of these cities in Columbus, the the keywords that you guys have communities in. There's a lot of opportunity to improve those and make sure you guys are showing up in those searches. So, yeah, I hope So yeah, those are the first things that I would prioritize as of yesterday. Like I said, feel free to forward something like this to your guys, a developer, whoever manage your guys' website. If you guys do need web help, feel free to just respond with a thumbs up and I'm happy to go on and fix these. Like I said, there's a lot of opportunity and just making some of these small changes could at least double the amount of results we get from the site. Either way, just glad to be connected and hope you have a fantastic rest of your week. Bye. Okay. So, I sure hope Riverside is still recording here. I think it is. This is not good. Let's just hope it's still recording. I'm not going to let it slow me down. All right. Done. Time to do edit said clip and our what was our contact name? I already forgot. Think it was port folk here. Um people car details. Okay. Hansy car cut remove buffers. Amazing. Yeah, feel. Oops. No. Right. Right. Peace. Hey, Oops. I think I need to kind of reoperationalize the pipeline. I will say that the one the guy who opened the first outreach email I was already connected with and chatting on LinkedIn. So maybe I should make the trigger. Um when I'm in a conversation with someone on LinkedIn, then I prioritize them for outreach, which I can see logically why that would make more sense. But my biggest, like I said, that's this is all data collection. Like I wouldn't have known to do that if I hadn't been doing these reps. So, keep getting the reps in. And now we know the copy of the email that we want to booking rescheduled. Oh, lovely. Updated to 11:30. This is a lead booked a call with us for 11:30 a.m. on Friday. That's fine. I think it was already at that time anyway. So, dope. All right. Um, so we need to go to the one with Carson. Connecting from the LinkedIn. That's a great copy. Love that. Uh, go paste. And her email was Nope. That's not what I wanted to do. Nope. It's not what I wanted to do either. Lord, I it would also probably be a good high leverage activity to uh car check on my email deliverability. I know that there's free online tools where you can do that. I got I need to remember to change this or however Boom. Send it. Cut it. Cut it. Reps baby outreach sent Buckeye Ranch is next. People hopefully this point of contact actually still works there. Molly Todd Rudy. Oh yeah. Director of marketing communications message. We're still waiting on an accept request, I think. Yep. Details rich. Come on, folk. Find me that email. Find me that email. Nice. That is a personal email. That is not what we want. Okay, Hunter. By the way, quick little walkthrough on how to find literally anyone's email. You go to their company website that they work at, buckey.org. Boom. Go over to this tool called hunter.io. Go over to finder. Hit search. Enter. can reveal a lot of company names. Director of development, EVP, EVP, uh support. Wow, this one's really well. Medical and health. That's not what we want. Writing, communication. There's no marketing directly. Public health coordinator, HR, support. We can choose which of these that we want to reveal. Associate director, lead clinician, manager, supervisor. freaking broad VP of information technology ICT director development manager no I don't want to do that but what we can do is we can just reveal one of these and we can see the cadence so this one Amy bills a bills so now we know that based on our prospect name uh Molly Rudy so it should be Mr Rudy and just to make sure we can head over here to verify at bucky ranch.org and we'll be able to see if it is an actual email address and it is not. So, we need to go back to Finder here. Search back on Buckeye Ranch. See if there's any other ones. H. Looks like they are still that same cadence. Maybe I spelled it wrong. Maui Rudy M. Rudy.org Molly at Buckranch.org. Yikes. Okay. Wow. Double check on LinkedIn. You go to contact info. Can't tell if you're not connected. Nine months of the director of marketing communications. Molly Todd Rudy. Molly Todd Rudy. M Todd. M. Todd. M. Todd and Todd Rudy. Ah, look at that guys. Forgot that uh maiden name in there. So, this is how we do it. Now, we're going to go back to the CRM. Just make sure that's added in there. See Todd Rudy details emails at boom enter. Set that to be the main and that is how you find anybody's email address that you want connecting from LinkedIn. I think I should add some more local ties in the outreach as well moving forward. Intro for Cara. Continue. Share. Share. Share. Boom. Camera. Sure. I'm standing up straight. Buckeye. Okay. No, that's the wrong one. Buckeye Ranch. What can we optimize here? Don't name request services. site is built on WordPress branch people. Let's see the SEO opportunities really good. There's hope for every family. Yeah, this needs to be the H1 family get involved. Our services get involved. Become a foster parent. No scrolling in a mega is no bueno. blog May 18th of 2020, May, June, July, August, September. Monthly blog post recommendations. Okay, just these two. Donate is a main CTA, not call. And then on mobile, keep a call icon on there to increase conversions. Yeah. And Molly Hey Molly, I hope you are doing well. You and I just connected on LinkedIn and I saw we're both based here locally in Columbus. I just moved into a place in Clintonville and I wanted to send a quick little video to personalize the intro. Um, your LinkedIn profile led me to the Buckeye Ranch website and since I do this stuff every day, just wanted to send two things that I believe could at least double the amount of results that you guys get from the website. This is not a sales pitch. I just do this stuff every day and my goal is to unload a ton of value on you that you can uh either forward to your developer or send to your web person on staff because they're already working with an agency. But either way, I would love to connect soon and because I love meeting other marketers here in Columbus. I actually host uh meetup groups that are invite only and if you'd love to come to one of those, I'm happy to introduce you to other great people in this area as well. So to the website, the biggest things that I would point out is semantically the site is very well built. So it's a WordPress site. The biggest highest leverage activity that you can change is changing the H1 to be this one right here. This currently an H2 behavioral and mental health services for children and families is a much more descriptive H1 rather than there's hope within every family. AI tools, Chat GBT, Quad Perplexity, and obviously traditional search engines are much more likely to pull from something that to site your website when you have these descriptive keywords and services within your H1. Second strategy is a bit more UX based. So, we recommend having, especially on the desktop version of a site, having the donate now button to be your main CTA here in the top right. So, moving it to the main navigation and then either removing the call icon when it appears on desktop. You can set conditional formatting so it doesn't appear there or moving it up to the top right here within with a um within this top nav. And when on responsiveness when you switch down to mobile, this is horizontal mobile, having that call CTA still be a button here in the top right even as the viewport shifts down. That'll increase your conversions on mobile a lot. We see from our clients that about 65 to 70% of traffic is on mobile. So it's very important to optimize there. And last thing that I would point out here is um you guys have a blog that hasn't been updated in a while since May 18th. Highly recommend having at least a monthly blog cadence uh to try and rank for umbrella keywords that are under your main service keywords that you're targeting. You have to do a lot of things right. You have uh location pages for each vocation, which is really good. All these are relatively optimized, which is amazing. Good. One H1. Everything is looking great on those. But just those two to three small changes uh can increase your CRO and hopefully get, you know, at least 2x the results that you guys are currently getting from the site. But um yeah, either way, I would love to connect. Appreciate all you do for our industry. If you guys do need any web help, uh feel free to just respond with a thumbs up and I'm happy to support you guys on this. We can talk about next steps there. Either way, we just love to connect, get a copy, and I'm glad to be based here locally. Thank you, Molly. Cheers. That was a pretty good one, guys. I think the secret is having caffeine. No, not remove suses. Remove buffers. Dude, one rip, baby. Let's go. Share email. Copy content. Gmail. Respond. Respond. Boom. Maui. You and I connected. Just connected. Just connected. We were both based here near Columbus, for the Buckeye Ranch. Thank you for all you do for our industry. Exclamation point. Keeping a boss. any one thing I did think about doing too is making each of my footer links uh have some kind of trackability. So potentially like a UTM so that way I can track them all in one place to see how many because I I if I got this like super awesome email from someone I would click into their website and learn more about them because this is like the best cold email ever. But um yeah, so boom. I already welcome to the show. Oh, consider me. Happy to connect if my schedule permits. Have a great day. Awesome. Cool. Dope. See this? Now we're going to meet Kay in person. That's the whole goal of this stuff. If she's not a fit for client base, she could be a fit for the community. You know, always have value for ad. Always have value to ad. Amazing exclamation point. I'm tentatively planning on be planning on Thursday, October 15th, but I will reach out and let you know the location, time, and venue the day of. Smiley face. Thank you for all you do. K. Exclamation point. Have a great week. Once we have those firmed up period Perfect. $1. Perfect. Okay, we have we have two completed. Head over to the pipeline. Buckeye Ranch. Behavioral healthc care partners of central Ohio. This would be a very good fit. Stephanie Warner. Hello Stephanie. Are we connected? No, I'm just waiting on you. Otterbine. Yes. Marketing and development professional behavioral healthcare partners of central Ohio versus management relations. Any posts recently? No. Um let's go here. Operation grants and marketing director. Beautiful. Go to So her goal is to get more grants. Oh yeah. Oh, bro, come on now. Oh, bro, come on now. Okay, our video did cut out briefly, but I'm just going to finish this up recording on my native Mac uh webcam here, but recorded the last video here for Stephanie, and it's loading incredibly slowly, which is amazingly frustrating. Just incredibly frustrating. But we're going to get this one polished up and sent to her. In the meantime, I've got the message drafted for her, so I can just edit it in there. I don't even have to edit it. I just have to CP US. Go Buckeyes. Okay, not that one, dude. Come on now. All righty. I think this is a good opportunity while that loads and of course it's going to be done as soon as I switch, but to check in on strategy and a little bit of building in public here. So today I have one sales call that I hope to close and I'll show my pipeline here just to elaborate this. Um pipeline is relatively full proposals is what we're looking at here. Um we have two proposed contracts uh totaling I have to add another one here too. Um qualified I have to create a proposal today for a $35,000 project. It's not on here. Our proposed pipeline is 60,000. Our follow-up pipeline is 30,000. And this project right here, I'm I can meet with her this week. And I should also invite her to events as well. So once I move this along, where I saw, that's the one we just followed up on. She's still qualified. I'll move her back a little bit cuz uh it's not firm right now. But I want to add a new qualified deal that I will add. I won't add that right now. We have another one at 35. I'm meeting with this company today. Hopefully, we'll be finished. This one's definitely in followup stage. I would give about a 10% probability here and another 10% probability here. Um, but yeah, good good little start to the pipeline having I'd like to have a little bit more just in the marketing qualified uh portion of this to make sure that we're we're set for the future obviously, but um yeah, I also need to add K2 that way. Dang, I actually love this software. I love this. Uh, fantastic. So, uh, duplicates. Go ahead and get rid of these if there are any. Yeah, Tony. I need to follow up with him today, too. So, I have a few more Legion activities to do as well. Just follow-ups that I didn't quite get to yesterday. Layout, cut, remove buffers. A little bit stuttering there. Your LinkedIn profile led me to I need to remove the captions because it's they spell everything so wrong. It's hilarious. I wish every caption had like a W. Okay. Intro for Stephanie. Share. Email. Copy content. Email. Boom. And we should be good to roll and rock. Oh. All righty. So, now we can go here to TA. Go back to our bids. We got three more. We are accumulating data, guys. Relentless optimist is what we are. Add. Add. Add to playlist, bro. Come on now. Don't be treating me like this. Add video outreach. Boom. 27 videos in video outreach. So, we recorded three new today. Did a bunch of follow-ups and we are filling our pipeline one at a time. So, this is just immensely frustrating how it won't load. But, we've got the notifications from TA turned on. Be able to see exactly when things are viewed. and then we will continue to follow up on them. So really bullish on this approach. Again, it's all about reps, all about volume. We're a little bit over halfway to 50, which is our agreed upon target before we next meet with a mastermind group. So yeah, uh let's check on brand stats real quick uh in terms of strategy and we can close it out with that. I hope this video hasn't been kind of all over the place. For some reason, my brand stats are not saving, which I don't understand why this is the case because I continually understand what's going on here, guys. See, 90 days cuz I just updated these yesterday to say 35. Why does it keep going back to 25 every single day? That's wild to me. I'll have to go to AI and fix that. But any the marketer has 36 subs, so six. And Wi-Fi is being a pain in the ass. 36. Main channel has 415. 2 3 4 5 6. Enter. Uh, LinkedIn has 7737. Enter. X. I'm not going to bother checking that. Instagram, I'm not going to check that. Columbus marketing jobs. I think we did have a few come in yesterday. Just to be clear here and make sure that I'm not imagining things. 175 we did not. So we probably had one churn. So uh 60-day 609 day growth. We are at 12 44% increase. Really bullish on this YouTube channel. Everything else is a little bit stagnant, but uh we will continue hammering away as we always do. But I appreciate you guys tuning in to this edition. I think we're at a little over an hour. Uh, I'll be doing this stuff every day. Only CTA I have for you guys. If you are a marketer looking to get more jobs, increase uh the amount of leads that you get and trying to just grow, want to connect with other marketers, I highly encourage you to check out the link in the community below. See a community full of people doing exactly what I'm doing, sharing experiments and live time so that you can learn from them. That's all I got for you guys. See you tomorrow. Appreciate you. Make sure you subscribe. Bye.