Transcript
WEBVTT
1
00:00:05.679 --> 00:00:08.949
Welcome back to be tob growth.
I'm looking lyles with sweet fish media.
2
00:00:09.029 --> 00:00:13.310
Today I'm joined by Mike Feller.
He's the chief revenue officer over at active
3
00:00:13.310 --> 00:00:16.550
pipe. Mike, Welcome to the
show. How's it going today now good,
4
00:00:16.589 --> 00:00:20.589
loaded. Really appreciate you having me. Yeah, absolutely. So active
5
00:00:20.629 --> 00:00:25.339
pipe, you guys are heavily involved
in helping your customers get more out of
6
00:00:25.379 --> 00:00:29.660
their email. We're going to be
talking about some best practices and strategies around
7
00:00:29.660 --> 00:00:33.140
email marketing today. For that sort
of context, can you give us a
8
00:00:33.179 --> 00:00:36.210
little bit of background, mic,
on yourself and what you in the team
9
00:00:36.289 --> 00:00:39.369
and active Piper up to these days? Yeah, absolutely. You know,
10
00:00:39.850 --> 00:00:42.929
I myself, I've come from more
of a business background, you know,
11
00:00:42.969 --> 00:00:49.049
post NBA, run a variety of
different businesses across tax services, consumer products
12
00:00:49.369 --> 00:00:53.359
and really been in the startup space
now for eight to ten years. So
13
00:00:53.439 --> 00:00:58.200
that's a little bit about myself.
Active pipe is a marketing automation platform that's
14
00:00:58.200 --> 00:01:03.200
bill specific to real estate. We
focus heavily on email and we're a we're
15
00:01:03.320 --> 00:01:08.469
behavioral driven email platform, so we
use data to help really drive what types
16
00:01:08.549 --> 00:01:15.349
of communications we send out to clients. As well as having that same data
17
00:01:15.390 --> 00:01:19.099
and behavioral data drive action taken at
the agent level. So again, very
18
00:01:19.140 --> 00:01:26.180
behavioral data driven email platform. I
love and I I think that that approach,
19
00:01:26.340 --> 00:01:30.019
that behavioral driven approach that you mentioned
there. We're going to circle back
20
00:01:30.060 --> 00:01:34.890
a little bit and talk about how
how you need to use email differently when
21
00:01:34.890 --> 00:01:38.290
it comes to length, context messaging, that sort of stuff, whether you
22
00:01:38.409 --> 00:01:41.769
are going for an appointment, going
for a sale or your nurturing leads.
23
00:01:42.010 --> 00:01:45.450
Before we do that, though,
might because you guys are so heavily entrenched
24
00:01:45.489 --> 00:01:49.000
in helping your customers use email more
effectively. What are some of the trends
25
00:01:49.079 --> 00:01:55.480
you're seeing around email effectiveness, especially
as it relates to other channels? What's
26
00:01:55.519 --> 00:01:57.920
going up, what's going down?
What's kind of changing these days in broad
27
00:01:59.000 --> 00:02:00.870
sweeping terms? Yeah, you know, it's interesting. You know, email
28
00:02:00.950 --> 00:02:05.069
in some ways has this statement that's
been around for a little while. It's
29
00:02:05.150 --> 00:02:08.110
not, as you know, powerful
as other channels, but the truth is,
30
00:02:08.669 --> 00:02:13.270
you know, we just released a
white paper recently where we evaluate a
31
00:02:13.349 --> 00:02:17.539
lot of different channels. were evaluated
socially, email looked at others as well,
32
00:02:17.819 --> 00:02:23.939
and I think the biggest takeaway from
that research and digging that we did
33
00:02:24.219 --> 00:02:28.659
throughout that project. Was it?
Email still generates the highest or a lot
34
00:02:28.740 --> 00:02:32.490
where you're looking at forty two dollars
generated for every dollar spin, which there
35
00:02:32.530 --> 00:02:37.409
are other channels really right now can't
touch. And I think that. I
36
00:02:37.530 --> 00:02:40.210
think general you start, especially with
us being in real estate, I think
37
00:02:40.250 --> 00:02:46.360
there's a preconceit notion around with a
lot of agents that social maybe a little
38
00:02:46.360 --> 00:02:49.719
bit more effective when it comes to
converting leads. But the truth is,
39
00:02:49.879 --> 00:02:53.800
you we see a lot of data
out there. Mackenzie's published data recently that
40
00:02:53.879 --> 00:02:58.750
shows that emails actually forty times more
effective when it comes a convert be lead.
41
00:02:58.870 --> 00:03:01.229
So yeah, again, I the
way we look at it is emails
42
00:03:01.270 --> 00:03:05.349
not going away. It's still,
you know, it's still be by a
43
00:03:05.469 --> 00:03:10.310
wide margin, prob the most heavily
used channel when it comes to communicating digitally.
44
00:03:10.509 --> 00:03:14.500
But certainly no where biased. But
you know, I think we feel
45
00:03:14.539 --> 00:03:20.099
pretty pretty strong and that any time
I get heavy handed with podcasting around here,
46
00:03:20.139 --> 00:03:23.780
because we just live and breathe and
eat and drink podcasting, I always
47
00:03:23.780 --> 00:03:27.810
kind of preface things with that.
But you know, that being said,
48
00:03:27.930 --> 00:03:32.050
we're big on Linkedin as a social
channel, especially in BTB. But you've
49
00:03:32.090 --> 00:03:36.530
got to think about it holistically,
right. There are so many people that
50
00:03:36.610 --> 00:03:39.969
initially engage with us through our podcast, through Linkedin, but where do they
51
00:03:40.409 --> 00:03:46.319
inevitably convert? Most often times that's
via email, right, and even if
52
00:03:46.360 --> 00:03:50.039
it that is okay, drove them
to the website. They even if they
53
00:03:50.280 --> 00:03:53.680
take a meeting right away, that
exchange happens via email. There's now now
54
00:03:53.960 --> 00:03:59.189
more nurture can happen where they're seeing
US regularly, and so I think they
55
00:03:59.270 --> 00:04:02.110
definitely influence each other. But if
you're just kind of doing everything else and
56
00:04:02.270 --> 00:04:06.949
like email, is this just to
the side, unattended part of your marketing
57
00:04:08.030 --> 00:04:11.340
mix, than you're going to be
in trouble. So totally agree with you
58
00:04:11.500 --> 00:04:14.580
there. As we talk about it, Mike, in this white paper you
59
00:04:14.659 --> 00:04:18.740
guys talked a little bit about email
that's designed to capture leads and go for
60
00:04:18.860 --> 00:04:23.500
that next step versus nurturing. I
think you know that concept. For a
61
00:04:23.579 --> 00:04:27.569
lot of experience marketers who listen to
the show, they kind of understand that.
62
00:04:27.689 --> 00:04:30.490
But I think kind of breaking down
the trends that you guys see some
63
00:04:30.610 --> 00:04:32.850
best practices, especially the insights that
you guys have and all the emails that
64
00:04:32.889 --> 00:04:36.209
are sent through your platform. What
are some of the things where you see
65
00:04:36.250 --> 00:04:41.600
people maybe getting it wrong, you
know, applying best practices on one to
66
00:04:41.680 --> 00:04:45.160
the other, or kind of break
down that next level for us from the
67
00:04:45.319 --> 00:04:47.519
insights you guys are able to clean
yeah, sure, I think when you
68
00:04:47.560 --> 00:04:51.600
look at that whole nurture versus capture, the equation, it all just comes
69
00:04:51.680 --> 00:04:58.470
down to being able to catch the
person at the right time and then coming
70
00:04:58.509 --> 00:05:02.430
up with relevant content depending on where
they are in the final is extremely important.
71
00:05:02.430 --> 00:05:09.779
So it's all about relevance right.
So for us it's using actual behavior
72
00:05:09.939 --> 00:05:13.620
and how people interact with content to
help serve up what do we want to
73
00:05:13.660 --> 00:05:16.860
send them next, and so that's
what is so at the very core of
74
00:05:17.019 --> 00:05:21.449
what we do here. And and
so what ends up happening is, as
75
00:05:21.569 --> 00:05:26.370
we watch how people can interact with
content, you can start to see when
76
00:05:26.370 --> 00:05:30.209
people are really starting to engage,
really starting to get to that later stage,
77
00:05:30.329 --> 00:05:33.050
and at that point then you can
start to build in something compelling calls
78
00:05:33.129 --> 00:05:38.560
action into the emails where you want
to actually set up meetings and really help
79
00:05:38.600 --> 00:05:42.319
them kind of get to those those
closing stages on the other side of it.
80
00:05:42.439 --> 00:05:46.879
And so there's one element of this
is understanding where they are and then
81
00:05:46.959 --> 00:05:51.470
maybe will to segments your database based
on where you identified them being in the
82
00:05:51.550 --> 00:05:56.149
funneling, because, depending on what
they are, you want to serve them
83
00:05:56.189 --> 00:05:59.790
different as the content, and so
being able to segment and take them down
84
00:05:59.870 --> 00:06:02.269
different, we call them customer journeys, based on where they are and what
85
00:06:02.350 --> 00:06:06.180
their interests are. That allows you
just to be much more tailored to what
86
00:06:06.300 --> 00:06:10.740
they care about right now. And
so the reality is a lot of folks,
87
00:06:10.860 --> 00:06:15.459
especially in real estate, they may
start looking around now, but they're
88
00:06:15.500 --> 00:06:18.610
probably not ready to transact in six
to nine months right and so you're asking
89
00:06:18.649 --> 00:06:23.290
right now, are you ready to
listen your property? Are you ready to
90
00:06:24.290 --> 00:06:27.889
potentially go in and purchase a home? That may not necessarily be timely right
91
00:06:27.930 --> 00:06:30.529
now, but their ways where you
know, if you, if you,
92
00:06:30.730 --> 00:06:33.079
based on their actual behavior, identified
that they're probably a little bit earlier on,
93
00:06:33.800 --> 00:06:38.240
then you can take them down a
much different journey than somebody that's potentially
94
00:06:38.759 --> 00:06:41.920
looking to transact the next thirty days. So that's kind of at least how
95
00:06:42.000 --> 00:06:46.199
we think about that. But again, it's it's really that that marriage between
96
00:06:46.399 --> 00:06:49.310
data and how we using that data
to and then drive the content to make
97
00:06:49.350 --> 00:06:55.149
sure that what you send is highly
relevant to the individual receiving it. Yeah,
98
00:06:55.230 --> 00:06:59.990
absolutely. I'll take another example from
mortgage and in real estate, since
99
00:07:00.069 --> 00:07:01.459
that's kind of the area that you
guys play in a lot, even though
100
00:07:01.660 --> 00:07:05.259
most of our listeners are in Beb
but I think there's parallels here. That
101
00:07:05.500 --> 00:07:10.860
timing can't just be Oh, it's
St Patrick's sake or oh it's fourth of
102
00:07:10.939 --> 00:07:14.060
July, especially in the space that
you guys serve. I see that a
103
00:07:14.220 --> 00:07:18.290
ton of like, for you know, fourth of July barbecue ideas and those
104
00:07:18.329 --> 00:07:23.610
sorts of things. That sort of
timing is just like. That feels about
105
00:07:23.689 --> 00:07:28.649
like ten years old and where you're
timing and personalization should be right and there's
106
00:07:28.769 --> 00:07:30.800
and there's certainly a place for those
types of emails. And when you're talking
107
00:07:30.839 --> 00:07:35.800
about some of the other channels and
in some cases more of the informal emails
108
00:07:35.920 --> 00:07:41.360
like the happy holidays, have birthday, happy universary, I think there's certainly
109
00:07:41.399 --> 00:07:45.990
a place for that. But if
you're not sending out content that's you're towards
110
00:07:46.029 --> 00:07:50.110
actually learning about your database and looking
at undercover. Okay, what information can
111
00:07:50.189 --> 00:07:56.230
you gather to better serve them and
then use that type of information or type
112
00:07:56.230 --> 00:08:00.860
of content to supplement those more informal
emails. You're missing out on a big
113
00:08:00.939 --> 00:08:05.699
opportunity there to build a meaningful relationship
with your clients. Yeah, what are
114
00:08:05.779 --> 00:08:09.300
some of the data points that you
guys are recommending to your clients to put
115
00:08:09.339 --> 00:08:13.889
into their sequences in these nurture campaigns? To I mean, obviously you can
116
00:08:13.930 --> 00:08:16.250
see if you serve out three pieces
of content which way they go right and
117
00:08:16.569 --> 00:08:20.370
that's kind of the fork in the
road that tells you maybe where they are
118
00:08:20.490 --> 00:08:22.930
in the journey. Or there are
other things that you're recommending, you know,
119
00:08:24.050 --> 00:08:26.839
with your tool or others, to
eight if I could get this piece
120
00:08:26.879 --> 00:08:31.639
of information, and I'm not asking
for a ton right when they get into
121
00:08:31.639 --> 00:08:35.720
my email database with a ten part
form and and that's it. But if
122
00:08:35.759 --> 00:08:39.840
you ask for certain pieces along the
way, can you maybe speak to some
123
00:08:39.080 --> 00:08:45.429
creative ways you've seen folks be able
to segment those journeys or the people going
124
00:08:45.549 --> 00:08:50.789
down those journey paths in different ways
apart from when they initially come into your
125
00:08:50.789 --> 00:08:54.629
database and fill out that three field
or ten field or whatever, you know,
126
00:08:54.750 --> 00:08:56.940
for at the very beginning, absolutely
so. Now I think you're hitting
127
00:08:56.980 --> 00:09:01.379
on some of that. Their Logan
in that you the use of some interactive
128
00:09:01.460 --> 00:09:05.980
surveys can be very powerful, whether
that's to welcome a new client to the
129
00:09:05.980 --> 00:09:09.220
database, but doing that in engaging
way. It's all about how you do
130
00:09:09.259 --> 00:09:13.090
it right. There's both you got
to surveys. It's sitting next to each
131
00:09:13.129 --> 00:09:16.169
other. One's very effective because it's
much more engaging, it's much more interactive,
132
00:09:16.169 --> 00:09:18.690
versus the other one might be looking
stale. So it all goes back
133
00:09:18.690 --> 00:09:22.929
to how you're doing it. But
the use of interactive surveys can be really
134
00:09:22.970 --> 00:09:26.919
a powerful one. there. We
actually have a number of our customers that
135
00:09:28.440 --> 00:09:31.720
they call them data hygiene surveys.
So if they're missing certain fields of information,
136
00:09:33.200 --> 00:09:35.679
whether that's email address, phone I
was going to email address, the
137
00:09:35.720 --> 00:09:41.710
phone number address, you get it
right, they'll send out these data higiing
138
00:09:41.070 --> 00:09:45.669
surveys to gather that information. The
important thing there is that they've actually got
139
00:09:46.029 --> 00:09:50.590
their business. One of our customers
actually out in Australia company called by the
140
00:09:50.590 --> 00:09:54.460
name of Ray White. They're one
of the most digitally innovative brands that we've
141
00:09:54.460 --> 00:09:58.100
ever come across and they've got this
so doubt in that they know that if
142
00:09:58.139 --> 00:10:03.940
they have a certain amount of data
points on a consumer that in the throughout
143
00:10:03.940 --> 00:10:07.370
their entire sphere that equates to x
number of business so I think surveys can
144
00:10:07.370 --> 00:10:16.210
be very powerful. I think incorporating
certain levels of behavior automation are very important.
145
00:10:16.250 --> 00:10:18.850
So what I mean by that is
really simple ones can be. You
146
00:10:18.970 --> 00:10:22.200
know, if you take down a
client out of path based on if they
147
00:10:22.240 --> 00:10:26.360
interact with an email, if they
open an email, let's take up down
148
00:10:26.360 --> 00:10:28.440
a certain path. They don't open
an email, they go down a word.
149
00:10:28.519 --> 00:10:31.279
They do click on certain calls.
That actually the email. They go
150
00:10:31.360 --> 00:10:35.480
down one. So there even some
pretty simple ways you can start to think
151
00:10:35.480 --> 00:10:41.509
about taking people down different pathways.
But where this gets really interesting is if
152
00:10:41.590 --> 00:10:45.269
you're actually able to look at,
you know, what types of properties they
153
00:10:45.389 --> 00:10:48.629
looking for in a certain neighborhood,
what type of current list things. When
154
00:10:48.629 --> 00:10:52.059
you match that up with other soul
listenings interact with, then you can start
155
00:10:52.100 --> 00:10:58.419
to identify potentially intent like what are
they actually thinking about? What's their likely
156
00:10:58.500 --> 00:11:01.179
next move? And then when you
think about serving them up, you know,
157
00:11:01.580 --> 00:11:07.970
certain campaign for downsize or upsizers,
for first time home buyers. That's
158
00:11:07.009 --> 00:11:11.009
where this can kind of get to
that next level of people. Hey,
159
00:11:11.090 --> 00:11:15.529
everybody, logan with sweet fish here. If you've been listening to the show
160
00:11:15.570 --> 00:11:18.759
for a while, you know we're
big proponents of putting out original, organic
161
00:11:18.919 --> 00:11:22.679
content on linked but one thing that's
always been a struggle for a team like
162
00:11:22.919 --> 00:11:28.080
ours is to easily track the reach
of that linkedin content. That's why I
163
00:11:28.240 --> 00:11:31.919
was really excited when I heard about
shield the other day from a connection on,
164
00:11:31.200 --> 00:11:35.629
you guessed it, linked in.
Since our team started using shield,
165
00:11:35.750 --> 00:11:39.669
I've loved how it's let us easily
track and analyze the performance of our linkedin
166
00:11:39.789 --> 00:11:46.629
content without having to manually log it
ourselves. It automatically creates reports and generates
167
00:11:46.710 --> 00:11:50.340
some dashboards that are incredibly useful to
see things like what content has been performing
168
00:11:50.419 --> 00:11:54.820
the best and what days of the
week are we getting the most engagement and
169
00:11:54.220 --> 00:11:58.379
our average views proposed. I'd highly
suggest you guys check out this tool if
170
00:11:58.419 --> 00:12:01.730
you're putting out content on Linkedin,
and if you're not, you should be.
171
00:12:03.129 --> 00:12:05.370
It's been a game changer for us. If you go to shield APP
172
00:12:05.690 --> 00:12:09.370
DOT AI and check out the ten
day free trial, you can even use
173
00:12:09.490 --> 00:12:13.610
our promo code be to be growth
to get a twenty five percent discount.
174
00:12:13.809 --> 00:12:20.039
Again. That's shield APP DOT AI
and that Promo Code is be the number
175
00:12:20.120 --> 00:12:24.000
to be growth all one word.
All right, let's get back to the
176
00:12:24.039 --> 00:12:28.879
show. I love what you're saying. They're Mike. The last thing I
177
00:12:30.000 --> 00:12:33.350
wanted to get your thoughts on right
now. I think we would be remiss
178
00:12:33.350 --> 00:12:37.230
if we didn't talk about the way
that you guys are advising your customers to
179
00:12:37.269 --> 00:12:41.029
communicate with email, with with sensitivity, you know, with everything going on
180
00:12:41.190 --> 00:12:43.620
in the world right now. I
pulled my linkedin community and said, you
181
00:12:43.700 --> 00:12:48.340
know, with your marketing and your
content strategy, is it business as usual,
182
00:12:48.779 --> 00:12:52.860
completely pivoted and gone in it entirely
different direction, or some sort of
183
00:12:54.019 --> 00:12:58.019
mix? And overwhelmingly everybody pick that
third option, that it's some sort of
184
00:12:58.139 --> 00:13:01.409
mix. You don't want to be
so heavy handed with no matter what industry
185
00:13:01.610 --> 00:13:05.889
we're in. We can help you
with the covid pandemic, but you also
186
00:13:05.009 --> 00:13:07.929
don't want to appear tone deaf.
So what are some of those things,
187
00:13:09.250 --> 00:13:13.480
in times like this and just in
general, that you're advising for folks to
188
00:13:13.639 --> 00:13:18.000
show sensitivity and some some tact and
care? When it comes to the email
189
00:13:18.039 --> 00:13:20.600
channel specifically, there's a great question
here, Logan, and I think for
190
00:13:20.720 --> 00:13:24.639
us it's very, very important that
now, during these times, that people,
191
00:13:24.720 --> 00:13:28.029
I think, lead with empathy,
and I think that also relates to
192
00:13:28.669 --> 00:13:31.909
the email as well. I think
this is a time to be human,
193
00:13:33.070 --> 00:13:37.269
to be genuine, to be personal, because there's so many things that are
194
00:13:37.389 --> 00:13:39.110
happening out there that, frankly,
are bigger than business, you know,
195
00:13:39.269 --> 00:13:45.259
bigger than some of these things across
health and and you know what's going on
196
00:13:45.460 --> 00:13:48.940
the broader state around economy and jobs, and people are truly scared. When
197
00:13:48.980 --> 00:13:54.100
you're when you're thinking about trying to
communicate to somebody that you know may have
198
00:13:54.340 --> 00:13:58.809
somebody in their family that's right now
being has been hospitalized or has just lost
199
00:13:58.889 --> 00:14:01.649
a job. They're they're bigger things
at play here. That's you know,
200
00:14:01.690 --> 00:14:07.009
when you're thinking about email, we
have to acknowledge that and I think,
201
00:14:07.129 --> 00:14:11.799
frankly, the digital strategy that you
had three weeks ago doesn't necessarily apply right
202
00:14:11.799 --> 00:14:16.799
now because of these circumstances. So
I think the times for the more canned
203
00:14:16.960 --> 00:14:22.039
emails and more generalized ones right now. I just don't see necessarily a place
204
00:14:22.120 --> 00:14:26.429
for that right now. If you
have an opportunity to balance being very personal,
205
00:14:26.629 --> 00:14:33.230
being very real and also help convey
how you can certainly help during this
206
00:14:33.429 --> 00:14:37.389
time. I think that's really important
and I think that level of personalization and
207
00:14:37.509 --> 00:14:39.899
building them into the email is very
you know, I think it's critical during
208
00:14:39.940 --> 00:14:43.220
this time. Okay, tell you
how many covid emails I've gotten in my
209
00:14:43.299 --> 00:14:48.539
inbox of the past two weeks and
and it's it's something where I understand where
210
00:14:48.539 --> 00:14:52.370
that's coming from, but there's so
much noise out there right now that I
211
00:14:52.490 --> 00:14:56.970
think it's really to cut through that. You have to be Jiline, you
212
00:14:56.049 --> 00:14:58.649
have to be personal and it's one
of these things where, you know,
213
00:14:58.730 --> 00:15:05.009
we actually sent out a survey recently
just to help this understand, like how
214
00:15:05.049 --> 00:15:09.519
are people, how are people interacting
during this time? Where they scared about,
215
00:15:09.519 --> 00:15:11.080
where they concerned about? What are
some of the things are top of
216
00:15:11.120 --> 00:15:16.799
them on where they see different digital
strategies fitting into this, and we honestly
217
00:15:16.840 --> 00:15:18.840
let them tell us. And now
we were fortunate that I think we had
218
00:15:18.919 --> 00:15:24.190
something overwhelmingly like ninety two percent of
people felt they were either going to maintain
219
00:15:24.309 --> 00:15:28.509
or double down on their email marketing
investment. But you know, those which
220
00:15:28.509 --> 00:15:33.830
is obviously a very powerful signal,
but at the same time we also just
221
00:15:33.950 --> 00:15:39.340
as impactful. We had some very
powerful statements coming from people that took to
222
00:15:39.460 --> 00:15:43.740
surveys and how much they just were
truly grateful and appreciated that we simply passed
223
00:15:43.860 --> 00:15:48.179
and that we were trying to help
them through this time where the economies going
224
00:15:48.299 --> 00:15:52.649
through some drastic change, their world
is going through drastic change. I think
225
00:15:52.649 --> 00:15:58.090
simply doing that as people behind this
metal lot. Yeah, absolutely. I
226
00:15:58.570 --> 00:16:03.009
actually, and this is not to
my own horn at all, but just
227
00:16:03.169 --> 00:16:07.159
to encourage people to take that time
to ask those questions, to mix it
228
00:16:07.240 --> 00:16:11.519
up and just you know, I
sent very short, quick emails to our
229
00:16:11.840 --> 00:16:15.480
group of customers. Now, you
know, based on our model and where
230
00:16:15.480 --> 00:16:18.629
we are as a business, we
don't have hundreds and hundreds of customers,
231
00:16:18.710 --> 00:16:22.230
but we do have dozens and dozens
right and so it's kind of at that
232
00:16:22.389 --> 00:16:26.110
stage of like you can send out
that automated blast of how you doing or
233
00:16:26.149 --> 00:16:30.629
whatever, but I sent some very
short emails that just said Hey, wow,
234
00:16:30.990 --> 00:16:33.220
it's been a very crazy few weeks. How are you doing? Is
235
00:16:33.259 --> 00:16:37.820
there anything outside of just business that
I might be able to help you with?
236
00:16:37.299 --> 00:16:44.379
It got overwhelming responses and people opening
up about their quarantine or stayathome routine
237
00:16:44.419 --> 00:16:48.330
and all these sorts of things,
and also got feedback from folks because,
238
00:16:48.409 --> 00:16:51.970
you know, we're kind of seeing
that to where we're feeling, hey,
239
00:16:52.049 --> 00:16:56.690
there are marketers who we serve who
are going to be doubling down on podcasting
240
00:16:56.730 --> 00:17:00.049
because it's a digital channel that may
be replacing events. But the last thing
241
00:17:00.090 --> 00:17:06.079
we want to do is send out
an email title changing your digital strategy because
242
00:17:06.079 --> 00:17:10.119
of Covid and some sort of pitch
on replacing all your events with podcasting.
243
00:17:10.400 --> 00:17:14.359
But it's still a conversation that we're
having and I think the way that you
244
00:17:14.440 --> 00:17:17.710
guys are doing is very much the
way that we're trying to approach it.
245
00:17:17.750 --> 00:17:21.269
I don't think any of us are
doing it perfectly. We're all in uncharted
246
00:17:21.309 --> 00:17:23.109
waters, but the more that we
come back to that word that you just
247
00:17:23.230 --> 00:17:27.470
said, their empathy, and communicate
on a real human level, I think
248
00:17:27.990 --> 00:17:32.220
the better off we're going to be. Just because you mentioned that, I've
249
00:17:32.220 --> 00:17:34.819
got to give a shout out to
the the folks over at bombomb. They're
250
00:17:34.819 --> 00:17:38.180
running a campaign right now. If
you happen to know anyone in education,
251
00:17:38.900 --> 00:17:42.619
if you don't know of Bombomb,
I mentioned them a lot. Ethan viewed
252
00:17:42.619 --> 00:17:47.569
over there is the cohost of the
CX series on on this show. They
253
00:17:47.690 --> 00:17:52.730
help folks send one to one personal
videos for sales, for marketing and really
254
00:17:52.809 --> 00:17:56.049
anyone who wants to communicate facetoface when
you can't. Let a teacher know.
255
00:17:56.130 --> 00:18:00.279
They are giving away free licenses of
their software to anyone in education right now
256
00:18:00.680 --> 00:18:04.440
and just in general if you are
trying to, you know, as Mike
257
00:18:04.519 --> 00:18:10.319
said here, be very genuine in
your communication. Getting facetoface when you can't
258
00:18:10.319 --> 00:18:14.910
be facetoface because of social distancing might
be something that could help you or help
259
00:18:14.990 --> 00:18:18.589
someone in that sector right now.
So just wanted to draw that that line
260
00:18:18.750 --> 00:18:21.390
of connection there because I know they
work with a lot of folks in the
261
00:18:21.430 --> 00:18:25.150
same space as you guys might any
other parting thoughts is as we round it
262
00:18:25.230 --> 00:18:29.339
out, and just thinking about email
in general before we close out the conversation
263
00:18:29.460 --> 00:18:32.819
today. Now I think I think
we covered most of it. I think
264
00:18:32.819 --> 00:18:37.059
the main thing is, you know, this time it's what I think email
265
00:18:37.180 --> 00:18:38.859
and in really doesn't even have to
be email. I think this is a
266
00:18:38.940 --> 00:18:42.410
time to really think about, you
know, use digital strategy where people are
267
00:18:42.450 --> 00:18:45.490
remote you know your clients remote,
your remote and thinking about how do you
268
00:18:45.529 --> 00:18:49.849
want to communicate to them and be
able to do that in a genuine helpful
269
00:18:49.849 --> 00:18:52.609
way. I mean, I think
that's I think it's just really important that
270
00:18:52.730 --> 00:18:56.960
people are thinking about this right now. The truth is, people that really
271
00:18:56.039 --> 00:19:00.960
embrace that right now are only going
to help their businesses and themselves and really
272
00:19:00.960 --> 00:19:04.279
kind of help them through this time
but then, frankly, strengthen their position
273
00:19:04.359 --> 00:19:07.359
in the future as well. Yeah, absolutely. I was just talking to
274
00:19:07.440 --> 00:19:11.230
a marketer the other day that said, we know that the folks in in
275
00:19:11.470 --> 00:19:15.549
our market are not going to be
in by mode for the next three months,
276
00:19:15.829 --> 00:19:19.069
but we are focusing on our content
strategy and doubling down there, because
277
00:19:19.390 --> 00:19:23.619
if we are adding value and we
are being genuine in our communication and we're
278
00:19:23.660 --> 00:19:29.500
showing empathy in this time where we
know and our potential buyers know, that
279
00:19:29.900 --> 00:19:33.220
there's not going to be business done. And that's not to say that everybody's
280
00:19:33.220 --> 00:19:36.619
business is on pause for three months, because everybody's feeling this differently, but
281
00:19:37.019 --> 00:19:40.049
if we do that, then we
will build so much good will in the
282
00:19:40.089 --> 00:19:44.410
community that we serve. Whether you're
you serve real estate or marketing professionals or
283
00:19:44.609 --> 00:19:48.369
agencies, what, whoever you're working
with. It's still, as we say
284
00:19:48.450 --> 00:19:51.690
here, be tob is still ht
age. It's human to human. So
285
00:19:52.130 --> 00:19:55.680
lots of good reminders, good thoughts. On email, Mike, if anybody
286
00:19:55.799 --> 00:19:59.640
listening to this as not yet connected
with you in the active fight team,
287
00:19:59.880 --> 00:20:02.839
what's the best way for them to
reach out or stay connected with you guys,
288
00:20:03.680 --> 00:20:07.549
feel free email me myself. You
know, it's just Mike Dot Feller
289
00:20:07.069 --> 00:20:11.509
at active bycom, so that's probably
the easiest way to go about I love
290
00:20:11.549 --> 00:20:15.549
it making it nice and easy.
Mike, Thank you so much for joining
291
00:20:15.589 --> 00:20:17.829
me on the show today. Thank
you, lordly. Really appreciate you out
292
00:20:17.829 --> 00:20:22.940
of me. I hate it when
podcasts incessantly ask their listeners for reviews,
293
00:20:23.140 --> 00:20:26.740
but I get why they do it, because reviews are enormously helpful when you're
294
00:20:26.740 --> 00:20:30.619
trying to grow a podcast audience.
So here's what we decided to do.
295
00:20:30.059 --> 00:20:33.700
If you leave a review for be
tob growth and apple podcasts and email me
296
00:20:33.740 --> 00:20:37.970
a screenshot of the review to James
at Sweet Fish Mediacom, I'll send you
297
00:20:38.009 --> 00:20:41.769
a signed copy of my new book, content based networking. How to instantly
298
00:20:41.849 --> 00:20:45.089
connect with anyone you want to know. We get a review, you get
299
00:20:45.130 --> 00:20:47.690
a free book. We both win