Columbus marketing playbook: My Exact Agency Lead Gen Routine (Do This Daily)

Kind: captions Language: en Hey there, my name is Andy. I own a solo marketing business that generated $26,000 last month. And this is my channel where I teach you in public everything I'm doing to get the results that I am in the wins and losses and lessons. This is your guys' first time to the channel. I own a design and SEO studio for healthcare brands called MMP Design. I'm a LinkedIn creator, as you know, the kids say, a creator. I own a podcast called Marketing by Design, 173 episodes over three years where we interview marketers from B2B healthcare and beyond. My newest business is the Columbus Marketing Organization, which is an in-person events, mastermind, and job board for people right here in Columbus, Ohio. This video is going to be follow a typical format that we usually follow. We're going to do some live lead genen. So, I'm going to update you on my pipeline. Today, we're going to be doing video outreach. I'm going to show you the tweaks that I'm doing to get more deliverability and how that pipeline is flowing. I do this every day, by the way. Number two, we're going to build and strategize in public. So, I'm talking to you guys about how I plan to grow the business business, the strategic actions I am taking, and what my next steps are in terms of my highest leverage activities. And finally, we're going to move on to updates and growth stats. We'll talk about the growth across my social media channels, YouTube, LinkedIn, and products that I'm focused on growing. I have a nice little dashboard here where I will show you guys all that. But without further ado, I want to get straight into the live lead genen and sending outreach videos. I have the prospects teed up here and I'm going to get right into recording the video here on my handy little Kella dashboard. So, this is going to go to Emily and I'm just going to go ahead and start recording. Hey Emily, so glad to be connected. Uh, you and I just connected on LinkedIn and I'm reshoot that. Hey, what's going on Emily? I hope you are doing well. You and I just connected on LinkedIn and I saw we were both based here locally in Columbus and that led me to the Huckleberry website. First of all, congrats on such an awesome marketing role. This looks like a great company. When I was on this website, I saw two to three small things that I wanted to get your eye on because I'm in websites all day and I highly recommend you guys go and implement these changes and they will have an outsized return for how easy they actually are. So, if you look at the homepage here, what you want to make sure that you do as your site is built on WordPress, definitely make sure that you have a metad description on the homepage. That is how AI tools like, you know, Gemini, CHBT, Quad, that's how they serve your website up to visitors. based on the description. Yeah, based on having relevant keyword descriptions in your metad description. So, you want to make this 150 characters or less. Really fill it up with your company name, the services that you guys offer, and be as specific as possible. Another thing, too, you're going to definitely want to optimize the H1 on your homepage to include the service area. So something like teen crisis support or teens teen crisis support in Ohio, Columbus, something like that. Additionally, a really high leverage activity that you guys could do that will generate outsiz results will really make a huge difference and probably two to 3x the amount of organic traffic you guys get is having pages for all of your locations. Then you can get more specific in terms of these cities and smaller areas that you're targeting for local search results. In terms of the website design and UI itself, I highly recommend being more descriptive in the sub headline, telling you guys about who you are and what you do, and having a CTA, whether it's donate or learn more, something right here in the hero section. So just those small things alone, you can definitely implement yourself. But if you guys do need web help, I'm happy to help you guys. We've worked on over a hundred web we only do web for healthcare. We've we've worked with over a hundred brands here locally in the healthcare space and I'm happy to do so. So, like I said, those are very simple to like I said, those will be very simple to go in and implement. But if you guys do need web help, I'm happy to help you guys. We have multiple developers that only work with healthcare websites and I'm happy to chip in if you guys need a hand. Feel free to just reply with a thumbs up or sounds good and I'm happy to help you guys and I'll be happy to help you guys either way. Just glad to be connected. So cool to be here in Columbus locally and have a great rest of your day. Bye. Yeah. Okay. We can view that as our knocking the cobwebs off because that was really bad. Uh definitely have a lot of editing we'll have to do on that one for sure. But showing you guys the live unfiltered walkthrough because that is how we do things. Good news is T makes it relatively easy to cut and find the mistakes. We'll still have to do a lot of manual work here, unfortunately. Change the layout to be on the left side here. I like the circle approach with this one. Yeah, effed up there. Bro, delete. Yeah, I swear sometimes this thing just does not work. Do it. I think I I feel I need to be more enthusiastic in my videos, too. Feel like I'm not enthusiastic enough. Age old problem. Bro, I am just a mess. Yikes. Okay, let's go ahead and get this one sent. Share email. Paste. Copy content. At least our at least uh our device is loading a lot quicker today, which is nice to see for me. Let's see. Oh my gosh. Dude, we're getting so many community applications, bro. [ __ ] Ah. Okay. Gonna contain my excitement. Um, okay. Send website video for Emily. No, that is not what we wanted to do. Put this in the body of the email. I had two I recorded three more video outreaches this weekend and Um, contact details hookhouse.org. I swear nonprofits. Is that the right domain? Okay, they have a redirect in place. So, it is the right one. I swear nonprofits always have the weirdest domains. Is it just me? Huck house. Wait. or huckleberry house. You would think that domain would be available anyway. Sorry. Okay. Okay, I was going to scent to work at some of the I'm realizing that the format of the videos I sent this week was not all that bridge berry house. inbound traffic. I actually do believe this by the way like those small changes will make a huge difference in terms of their organic traffic and their AI visibility. got to be connected. Boom. Sauce. Okay. Just do a do a quick spell check because I messed up last time. Hey, you and I just connect on LinkedIn. We're both Facebook. We here as well. I looked at the website for the huckle warehouse. I do this stuff every day. I wanted to show one couple things. Give a double the amount of inbound. H traffic. Wow. I really mess that up. Traffic. Traffic. Yeah. to be helpful. What I found too is that even if you if you just offer to go first and fix small things in a established organization like healthcare, people want to pay you regardless. So obviously this is a good social move to kind of go first and be helpful. But that is my only goal here. Boom. Okay. Okay. So, updating this one to I'll spend some time doing some follow-ups today as well just to assess the current pipeline of things qualified. I actually know Bria we got introduced a while back. So, this will be a good one to actually going and fix. I think they recently got a site design maybe. Oh yeah, good opportunity there. No H1, bro. Come on now. Making it too easy for me. Yeah, too easy. Hey Bria, I hope you are doing well. I think Izzy connected us a long time ago. Um, but anyway, I just came across one of your LinkedIn posts here recently. Congrats on a new gig at Lifeare Alliance. Um, so that led me to the Lifeare Alliance site that that actually led me to the Life Care Alliance site. And there's one or two things I wanted to one or two things that stuck out to me immediately that I really think could double the amount of conversions and also inbound traffic that you guys get from AI search, traditional search, etc. Biggest highest leverage activity is going to be uh the page title and semantic headings. So you guys don't currently have an H1. That is one of the main places where AI search tools like Quad, Perplexity, Chad GPT, Gemini, you know, search from in terms of finding your company name and service areas. So having something to where your a your page title, but also having an H1 on the website that talks about your guys's company and is descriptive is going to be really really helpful. So definitely would implement that right away. It looks like the site is built on WordPress on a WP Bakery can be a little bit confusing and a bit technical. Um but yeah, you should be able to configure it on the WordPress dashboard or admin. Um another high leverage activity, we don't usually recommend having sliders in the hero section based on our heat maps and AB test. We found that we found these actually convert a lot lower and they actually confuse visitors. So changing your CTA, changing the messaging is not generally a best practice and it's also not great for performance either. So yeah, obviously those are two very simple things, but I firmly believe those are the highest leverage activities that you could focus on. It would make you look really good if you go in and fix those. Either way, I'm stoked to be connected. I actually just got a house here in city. So if you want to get coffee sometime, let me know. So if you want to get coffee sometime, I would love to. Just let me know. Cheers. Have a fantastic week and keep being a boss. Bye. That was a little bit better, but you know, still some surface area from improvement. had to repeat ourselves a few times. Not throat about consciously trying not to check my iMes. I'm just going to X that out. Boom. Cut. Move buffers. Find mistakes. there. quick edits this time. Quick edits. Quick edits. No, I always forget to switch between cutting and layout. Shift. Jeez. I don't Maybe should have said a thing about a house. I don't want to Make it seem like I'm freaking hitting on her or anything. Bro, why would I pause there at the end of a saying keep being a boss? God, come on, Andy. I hate myself. I absolutely rode myself copy content mail. sent. We should get coffee soon. Really leaning into that warm intro type vibes. Okay. Is it Berea? Yeah. Hope you are doing well my friend. exclamation point. Izzy connected you and I I think a long I think a few years back and I recently stumbled across your LinkedIn profile and wanted to reach out personally. Good. Would love to catch up and get coffee sometime. Exclamation point. Congrats on the new gig at Lifeare Alliance. Mario smile face emoji. simple stuff. attached a short video below. Well, these are small things. I know WP Bakery can be a little bit technical. Either way, Kama would love to get you a copy soon. Period. I'm based here in Clintonville, so could do there or anywhere that's closest to you in the city. exclamation point, boys. Talk about the warmest cold email ever. That is the goal. The warmest cold emails ever to be sent Give this one last watchy wash here to make There. I'm not a huge fan of the intro, but you know, I it's helpful to her either way. Too many exclamation points always. Boom. Lovely. Lovely. Lovely. Okay. Boom. So, that marks two. Let's get through one more for this video. I don't want to bore you guys too much. Health Partners of Western Ohio. Who's our point of contact here? Kelly. Kelly Maba. No, MBA. Kelly Lindaman. MBA. Good job, folk. Okay. Linda, Health Partners of Western Ohio, she is the center director. Definitely. This is how I audit to see if they are the decision maker, which they likely are. Go to their LinkedIn company page 5001 to a,000 employees. That is quite a lot. If you go to people, LinkedIn sales nav has a decision makers. And usually what I'll do is I'll just check and see if they are one of them. Usually a lot of times at healthc care places the decision makers are either the founder or these people here. Um decision makers. Here we go. Yeah, that's better. So just do a cross cross reference check to make sure. COO is based in Ohio. Center director. Yeah, this guy's too high up. CFO HR. Nope. Nope. Center director. That could be a better one, but this one's closer to me in Lima. So, I'm gonna take the same warm approach here and record the walkthrough video. O yeah. Oh, they don't have a here. Oh, contrasted CTA healthcare that works for you. Broad messaging. Broad generic messaging. Health Partners of Western Ohio. Yeah, global canonical and a meta description. H1 H1 says healthcare that we is not descriptive at all. Uh locations. Good. They do have locations pages, so that's good. Are they optimized? Nope. Doesn't even say the location and a page title on meta. We'll try and add a little bit more value to this video because I do think I can allocate more time on these pay bill site search careers about Yeah, this is no bueno. Here, Kelly Lindamman, welcome to the show. Hey, Kelly. I hope you are doing well. You and I just connected on LinkedIn and we're actually based geographically pretty locally, which is crazy. Um, that led me to the Health Partners of Western Ohio website and I'm not sure if you're the person at your company that controls the website. If so, feel free to forward this to them. But since I do this all the time, there's just two small things that if you fix these, I'm really confident could double the amount of organic traffic and also conversions from the site as well. And I don't say that lightly. Um, so without further ado, these are the things that you can go in and fix. Again, forward this to a developer, the person at your company that uses it. I saw you guys, this site is based on a built on a custom CMS, so you're not you may not be the one that controls it. It's not a WordPress or Web Flow site or something like that. But essentially what you need to do I would say yesterday if you can is to optimize the page title metad description and add a global canonical. Right now your H1 is not very descriptive and it doesn't talk about a it doesn't mention your company name. It doesn't mention a service either. This healthcare that works for you is very broad and there's no location or anything that AI can pull from to serve it to people who are actually searching for you guys in AI or traditional search engines. A small UI tip for you guys is to have your main CTA have a contrasted background that stands out a little bit more in the name and the main navigation. We've seen that up to 80% of site traffic on all of our healthcare clients sites don't doesn't even scroll past the hero section. They either click directly into the nav or they click the CTA that's on the hero section. So having some type of a background nav CTA to make it clear that's that's where you want to direct attention to is really going to increase the amount of people that click through it. So like I said feel free obviously these are very small and easy to implement changes but if you guys do need web help or you don't have a developer you haven't changed the site in a while I'm happy to help. feel free to just respond with a thumbs up or a yes and we can talk further, but obviously just want to lead with value and give you guys the highest leverage things that you could change. Also would love to get coffee sometime. Like like I said, I'm here in Clintonville. I know you're based closer to Lima, but I meet marketers all the time in the city. I have an events business doing the same thing. So if there's anyone that you would like intros to or you'd like to connect sometime and get coffee, would love to do that. Either way, glad to be connected. Have a fantastic week. Hope to talk soon. Bye. Okay, there we go, guys. I think we're I think we're hitting our stride a little bit. I think we're hitting our stride a little bit now. That was a little bit better. I am caffeinated, so I'm talking relatively quickly as well. Which is just, you know, mandatory. Show video for Kelly. By the way, y'all, what's happened with my layout here? Full screen, bottom, right, cut, remove buffers. I want to add subs to this one as well. Subtitles enabled. Without further ado, don't say that. Split. I don't like how this is covering up what I'm talking about. We have to go to effects, generate zooms, adaptive, generate Definitely want to cut out this part. Delete. Bro, dude, come on now. Don't be doing this to me. Quentynville. Come on. Touched. Quintonville. One last cut. Come on now. Is it Kelly? Yeah, Kelly. She share email. I hate how I have to add the link text and change that every time, but I'm getting into the workflow pretty well here. Okay, Kelly, what is your email address? HPW Ohio. Make sure that that's the same site. Dude, again, the weirdest freaking just healthcare partners. I guess that's a just strange domains, man. I don't know what to say. Can't blame them though. They're nonprofits. No. How do you get connected? Can we wait? This actually isn't the best reference. So almost be the exact same for HPW. HPW. Gota put that slang in there. HPW Health Partners Western. Hers Ohio. Just put HPW Ohio. Just Cheers. I'd love to get you a coffee sometime. at least double the amount of traffic. Kelly, you and I just connected on LinkedIn or both Facebook here as well. Just here to be helpful. Boom. Boom. Okay, that'll be three for the day. I'll probably go in and do some more this afternoon. Let's do a quick pulse status update on how our pipeline is doing. I'll go ahead and add these to the proper group here within playlist video outreach. Not sure why I chose that emoji either, but okay. I posted a video yesterday on the YouTube channel going over um some of these things that I think we should adjust. And oh, we did get a watch. Website video for Chris Sonora. Okay, we're getting some watches. I don't know. I don't know if that's because I sent these to Chris or not. I sent these via iMessage to Chris to talk through giving him some tips for doing his own outreach. So, I'm not sure if that's why. So, I also get a notification. I can look at the analytics here within within um TA as well. But right now I have a data set of 21. I have to get to 50 before the end of next week. Just going to keep shipping away. But so far the ones that have converted have been very simple and have been wrapped in a packaging that traces us back to a LinkedIn connection. So some version of a subject line that says, "Hey, here from LinkedIn," which is much more appealing to click into and it doesn't look as cold. So yeah, still ideating on these. Obviously we'll report further, but I appreciate you guys tuning along for the journey. And now I want to end out the video by tracking some brand stats. So I did update these last night um just based on, you know, my activities and what I'm doing. Let's go to a 60-day growth period. That's not right. 25. Some of these are not accurate. So, we'll have some reporting to do here. 414 subscribers on the main YouTube channel here. 414. Boom. Awesome subscribers on this channel. I think we're at 30. 32. Nice. 32 subscribers on the main YouTube channel. By the way, if you're watching this video and you're getting any value out of learning what I'm doing from outreach, please subscribe. would love to have you along for the ride. 7712 on LinkedIn. 12. Boom. On X. That's the same site spotlight. I know we're up to 175 because I just checked that. Instagram. I'm not hugely inspired. 1859. Little bit of growth here. One, two, three, four. Enter. podcast downloads. Um, I'm not sure about that, but yes, here we go. Let me check X real quick. I think we're still at 28, but just so I can verify with you guys. Yeah, 28. Just relog. So, over the last 60 days, 28% growth there, 1% growth on YouTube, 2% growth on outreach. we're going to or on the newsletter just got an issue this morning. This did drive two conversions to tally for um community applications. I still have to address those. So, this is probably our highest performing engagement channel along with this YouTube channel. Trying to promote the YouTube channel and the community here within this newsletter. So, this will be big for growth. I strongly feel like that if this grows with the right audience of people, then we could be getting a really good that that'll serve very well for top of funnel. I'm not overly concerned with LinkedIn follower growth because I do think that's more of a vanity metric for lack of better terms. But yeah, all in all, we're growing and Instagram, like I said, I just kind of use that to repurpose content from our other channels. We did something funny that I want to share with you guys. Um, I posted like a semi-racist comment. Not like racist in a bad way. Posted a comment on this like office video that ended up blowing up and going viral. My comment has 42,000 likes. That's crazy. Um, and all all I said was of course the Asian guy was the only one that got it right. So, it's like this basic quiz in this office where they ask everyone like a stupid brain teaser question and the Asian guy was the only one in an office that got it right right away and I just commented that like I said semi-racist that just blew up and went this guy right here. Yeah. So, anyway, u thank you guys for tuning in this week. I will be uploading here every week. Like I said, make sure that you guys subscribe if you're getting any value out of these whatsoever. And I hope to see you guys on the next one. Cheers. Talk soon.