Does It Actually Work? Social Media Marketing for Business in 2019 | Podcast EP. 18 (Part 2 of 3)

the social media marketing actually work hey what's up everybody we're actually just going live while we're about to do a podcast with Jason pan Tana if you're not following him you should be following him on all social channels this is a continuation of a podcast series we're doing where we're talking about social Jason are you on your phone right now we're talking about social media you're on your phone I got a comment I get a respond to the comment right now just slid into my DM I go do it now so basically you just showed people exactly what social media is really all about it has nothing to do with the post it has everything to do with the comments yes comments conversing yeah yeah in fact yeah so so look if you've been watching or listening to our podcasts we're going actually live right now it's just kind of fun too for a first time in the last show we talked about macro what is marketing how does it work sort of the framework the objective of marketing you know it's a thinking game the I think the overarching thing that people are gonna really get from the last show was that you know branding whether that's a Direct Mail postcard a billboard a television ad a social post a video you produce and direct mail piece you do all those things create this thing called your brand which at the end of the day creates familiarity and creates trust yes familiarity and Trust is where leads come from it's where sales comes from is where referrals come from how to percent and social makes it so much easier and so much cheaper than it took in the past right like the place that go get the trust exactly and it you could do it every single day all day but so many people do it wrong so why don't we just start with just the obvious question as it relates to branding and familiarity and trust to ultimately generate a better and bigger business we're talking all social platforms today what do you see is the sort of overarching role or objective of all things social all right so overarching objective role goal yeah I mean you just kind of nailed it with the opening which is we which we already just talked about which is the reason we do marketing in the first place is I got to create a context of people trust me they know my and they know me well enough so that when I run lead generating offers at a what's called a warm audience yeah it's not completely out of the blue meaning us I have some context some rapport so when I look at social media I'm like the this is the place where I go get the trust that's my own so my job to get trust how do I do that through a conversation yeah I talk and then you talk and then I talk through comments and likes and hearts and posts and sharing and all those different things like this is where we have conversation now yeah to me that's what social is it's just how do I have a conversation with everybody all the time yeah and for some people they're like I'm very introverted this sounds terrible for me but that's what it is right it's a social platform yes so for the people that are watching live just get the context that we're really in the middle of a podcast and you just have to be joining us for my friends on YouTube and Instagram and Facebook and really only because of a lack of phone I don't have Twitter up there also so sorry for my friends on Twitter we only had three phones to go so so here's the deal like there's so there's so many people talking about social strategies and tactics I the three things I wrote down we're in selfie nation social proof and vanity some people some people immediately give it I'm saying some people immediately go oh that's why I don't like it can you just kind of talk about selfie nation like all things selfie nation yeah so I'll talk to I look at my camp I look at myself a selfie but my phone is over there wanna borrow mine yeah I borrow yours just just to feel like in context with oh right like like that kind of freaks people out but I think it actually lets people know who you really are it does freak people out but here's the deal and I've talked to a lot of agents and business owners and people in all different walks of life and there's this similar threat of resistance to it the in a really split you said the word vanity and I think it really kind of ties into this idea of it is just so vain of me to post pictures of myself like the duck face or whatever yeah yeah they just think it's ridiculous and it's for kids or it's for this or for that and it's they're like here's my point it's a selfie nation like right now you can read the stats on say Instagram I can't remember what report I was reading last night but I was reading a report on engagement on different social platforms and Grahame like if you post the picture of yourself on Instagram let's say yes you have like a 39% increased rate of engagement yep just by posting a picture of yourself and people are like 39% it's like ridiculous 39 it was like 35 or 39 a chemical which regardless it's a big in guys it's significant and so why is the question well because it's your profile it's your business and people are coming to look at you to see you to engage with you and your expectation when you're on their profiles is that you're on their profiles and so here's the deal like there's still we've been in social media land for long enough now that people need to get accepting of the fact that you know what I'm gonna post a picture of myself you can use my phone as a camera yes and it's not vain it's the culture it's the etiquette of those platforms in fact like when you look at my social for example if I post a picture of my kids I'll get a lot of likes and hearts and stuff yep if I post a picture of me I'll typically get more really now if I post a picture of me with my kids I'll get even more yeah but most people are like oh whenever I post a picture of my dog or my kids or whatever I get the most engagement yeah but that's not really true anymore yeah really it's when you post a picture that you're in you can just engage cuz it's your profile and they liked your page and what's the objective here the objective is I want people to become familiar with me at my business and what I stand for who I'm for and all this and that so they can make a decision about do they like me do they trust me will they do business with me and really I think here's what a fear steps in a lot of people are like I don't want to be judged on that platform yeah I don't want people to say they don't like me but if you I mean you've said it before like I've got my friends on YouTube watching us right now they're like what are you talking about you're not getting us giving us any love you're talking about Instagram screw you guys I know I know but we reality is you got to accept it you'll have lovers you'll have haters that's your fans you'll have people who are not your fans of the opposition whatever but if you're not taking a step to build your bet your brand then you're for nobody your secret agent you're a business owner nobody knows who you are what about the vanity side of it but you know people get in their head like I mean you certainly validated the reason why they should get over it with the you know 35 or 39 percent increase with you as a part of it but vanity or insecurity just a lot of people are just afraid to do it yeah I say what do you say to them like talk to them as a business coach yeah so I will say what are they losing by not doing it well they're losing plenty but I want to get under the issue as to why they're not doing it I mean vanity is really the scapegoat it's really not about vanity vase that's their outs the alibi oh it's so vain people who do that are so vain it's all about them they think there's two golden arses really what they're saying at that point time is I'm unwilling to put myself and be vulnerable in front of my potential customers so that they can get to know me yeah it's really not about you or me when you go live on YouTube give them YouTube you love when you go live on Instagram whatever you're doing it for them for the people who are watching announce yourself and so when I look at vanity I'm like last time I checked when you went into business you went into business to serve people yes and if you're gonna be a secret agent a secret business owner whatever then you're not putting yourself in the position where people can get to know you and you're basically saying hey no no doors closed I'm in charge not you this is my rules not your rules and that's so vanities the scapegoat what it really is is I'm afraid of being judged yeah for what I stand for whatever but what I would say to the business owner is when you went into business you went into business to serve and it's not about you yes plain and simple so big shout out to my buddy Todd Herman who wrote the book the alter ego right so yeah I'm jumping ahead here a lot of what we talked about is this question around personal versus business what percentage did I post for this what percentage do I post for that somebody bounced little bit with you and say what are your thoughts on that yeah so for a long time I mean you've heard there's different frameworks there's just Jab Jab Jab right hook yeah different kinds of ways of breaking down this many personal for this mini business yeah or a professional post and it's this idea of ID we've taught it before like nobody drinks coffee from concentrate they dilute it with water and so the idea is I don't want to throw a business proposition at you all day long so I dilute it with personal stuff and I would say to you that doesn't work anymore I agree so really what a day's like I think about it as you're an actor in Hollywood and you don't break character so you have to just say that again you're an actor in Hollywood and you don't break character you decide like what's the character of my business and I'm not saying like fake it yeah but I think you get my point oh it's the this is the alter ego stuff that I wanted to get into so yeah keep going so the point is like I have to create a clear brand in terms of what do I care about who do I talk what do I talk about Who am I for because otherwise I'm denying people the chance to get to know me online and offline so to speak so I say don't break character and what that means is like most people when they do like their business on Facebook and let's say they're doing a business post on their personal profile just for instance yes which Facebook doesn't like but whatever I digress let's just say they're doing that well they might have the night before posted a picture of them at their daughter's graduation or whatever and they probably got 200 likes and comments and little teary eye reactions or love is important people just like oh yay for you and they felt you loved me you really loved me myself yeah and then the next day they posted their new listing and it was pretty no mics no wires no coffee and they're like thinking but what about me does nobody love me yeah and no one loves my listing yeah and so they start having a little pity party and all this and that and here's what really happened they broke character yes now I'm not saying you shouldn't promote your business I'm saying you have to be tactical in the way you promote your business mm-hmm so like a classic example there's this post of actually your brother Patrick where he's taking a selfie selfie nation yeah right out in front of the yard sign at an open house and it was like a hundred and whatever degrees outside and he said the AC is broken inside and he's sweating bullets out there yeah so the question is was that a business post or a personal post yeah yes yeah yes it was both and he got like hundreds of likes and comments and super and it was an engagement context specific relevant to everyone in San Diego that day everyone's like it's so hot so hot yes yeah so he didn't break character he accomplished both missions at once and you see this dip and it's like most people are like man last night you posted this picture of you doing something crazy and wild or whatever and today you think you're all business and it's like it's like a mullet yeah it's like I've got the business up front party and everything and you're breaking character people don't know how to react because it's not authentic to you and if you look at any trends that are being predicted in terms of like for example how influencers are gonna be handling their social media this year there's going to be an uptick and value placed on authenticity yes this whole sterile is it kind of manicured lifestyle on whatever that's not gonna work in every shot in a Rolls Royce getting on the jet party right like okay we got it you got to get the behind-the-scenes yeah now how did you get there yeah show me what you do in the morning show me what you look like when you look like yeah so we eyes lie it's like for example they're not posting their listing videos on Instagram for instance they're Fatah they're taking photos and videos of the guy who's doing the videos actually showing the behind the scenes and creating the narrative yeah but it's just this let's go deep with people and bad conversation because and here's the here's the strategy part of it if I don't build that conversation that trust then I don't have what I need to get tactical which like in our next podcast yeah we're gonna start getting super tactical in terms of these ads these types of things to do these actions that take yep but for my friends that are jumping in live we were just doing a we're doing the second part of a podcast series on marketing with Jason pant Anna from a leading our marketing edge event one of our top coaches the first one we talked about sort of macro level all things marketing now we're going sort of macro level all things social so I just want to let the people know that are just jumping in so so Jase I'm gonna bounce again we started talking about social proof we started talking about family or family familiarity and Trust can you give us some examples of good and bad positionings good and bad moves when you want to create social proof that you are someone that they should trust yeah if I'm just perusing your page or I followed a hashtag and suddenly saw you or my friend tagged me for some strange reason because this agent over here said tag and your friend and yada yada yada like talk about the whole social proof as it relates to this this is where it gets a little bit tricky and it even sounds slightly contradictory so let me just frame it for a second we're talking about maintaining authenticity being yourself I mean there's nothing newfangled here it be yourself yes don't break character don't worry so much about the oh I haven't done my however many personal posts to earn my token for my business post instead yeah just kind of hold the line do you on social can I say one thing before you jump into that absolutely something that is find your tribe find your tribe you be you and you will people that naturally like trusts want to refer once do business with you but if you try and fake a bunch of if you try and act a certain way that you are not and then they meet you there like it's the only metaphorical example of you get yet an agent's business card and you look at the photo and you're like oh my god like she is stunning and then she shows up and you're like wait a minute like you know this it's a it's a ten year old photo sort of metaphorically or not and I say to myself what else does this person lie about can I take you on a really crazy tangent please this is not even live and it's for podcast so it's all good remember like a month or two ago there was that hashtag like how have you aged over ten years - yes of course of course there's an agent who posted his headshot hasn't changed in like one half the old one and the one have the new one the the same one as the new one he's like half an aged okay alright so we're talking social proof yeah alright so we're talking social proof so here's the contradictory yeah I'm trying to create contacts where you can know me like me trust me that kind of a thing yeah but social proof you need it and your social media marketing yes a lot of people are like I don't want to be that agent who's always bragging about my accomplished accomplishments another sale transaction yes happy or you're denying your people what they need yes that and here's what like for example this is a analogy for you when I was a little boy my twin brother and I were making a batch of cookies with our older sister who's just like eleven years older than us Lisa Lisa is a very wonderful person I love her dearly she knows this she's not a very cooking's not her Forte nor is it I was like wondering where you're going with this I know she'll probably watch this and I'm not to insult her sorry Lisa love you anyways we're making cookies and she mistakenly put salt in place of the sugar in the recipe and so we make the cookies and we go to taste them and they were just horrendous yeah they were so bad yeah so anyways we've threw them away because they were useless at that point but then I was thinking about social proof and social media marketing and all that kind of stuff and I was like you know what social proof is like putting salt in the recipe for your cookie batter if you put too much salt gag me it's all but if you don't have any salt well then you got no flavor bingo at this point in time so like I think of social proof as what your people need to have confidence in yes and a lot of agents you like they avoid the social proof thing and they're like I'm not getting the referrals I'm not getting all the love on Facebook and Instagram and how are the people winning on Facebook and Instagram and I'm doing so much and not getting results and I would say the answer is social proof because here's the deal what does it take like if you're gonna refer me business what am I asking you to do yep I'm asking you to put your neck on the line and say I'm so confident that Jason's gonna deliver that I'm willing to put my reputation on the line that he does yeah and so if I'm successful well then by extension when you refer me you are - I am giving you the tokens the confidence that referring me or working with me is cool because working with me says something about you referring me says something about you yeah as they're referring parties that make sense so 100% oh I'm gonna ask him no we're gonna do the whole next show just on tactics but but tease us right now why don't you share with us give us like two or three good examples right and then I really want to talk to you about how one should audit all of their social channels to make sure they're doing right so let's go first with individual social proof contact in the context a great example of I think Instagram social proof is Aaron and Christa far farr they're out in spokane washington yeah they're crushing it this is their first full year in the business and they're crushing it this like give us an example like what are they gonna do so spokane so right now they're on pace for they're gonna hit probably about 800 grand this year and Jesus guy in Spokane and Spokane and the average sales right now there are over 400 I'm basing that off of where we are in the year where there is production so I'm assuming it cost us but yeah just doing rough math they're on pace for 750 800 GSI right now yeah if they continue at this pace yes now if you ask them where's the business coming from well it's mostly through referrals how are you staying in touch with the people you know your past well my past clients your spirits fear right you know how past clients really not yet you're new and the answer is Instagram and Facebook is what they're doing so if you were to look at their Instagram and Facebook you're going to see really great content where they give hips and they're talking I see pictures of their family and their kids in their lives but I also see another one sold just listed coming soon just sold just listed coming soon just sold just listed coming soon it's not it's just the salt yeah it's not bombarded me where I can't add nausea more I can't take any more but it's enough that I'm like these guys are crushing it and then like Aaron will say I get a text from a buddy like you guys are really knocking out of a park this year aren't you another example Brian skates yeah also Minneapolis mm-hmm Brian skates like he's his marketing is he like he's just a machine like he just he's more of a prospecting guy make his calls conversion yeah I'm really good at it yeah but his social proof on his Instagram and Facebook is solid and it's again it's just not overwhelming but it's just listed just Sol just listed just sold that kind of a cadence and people get the idea he was last year sending out bom-bom videos to his database just there on an email drip and whenever he was selling property they're just kind of part of the story so to speak and he had sold so many houses he decided not to send one out one time like in December or something because I've just been inundating these people yeah stuff and what does he get a text message from his body hey did you have a rough month didn't have any sales oh he's like no I had a great month I was just trying to slow my draw a little me I was trying to trying to like not overwhelm you guys and so here's the contradict shop even if you're getting lower engagement on the social proof yeah I think you still need it I know you still need it because if you really want to get results you've got to give people enough currency that they're like okay when I make the referral when I choose to work with you it says something about me personally so I want to kind of have that extension yeah benefit to me that makes sense absolutely an IV tail uh I would tell you guys another example one of my clients who just she will do case studies right and it's it's really more like I just did this transaction you're not gonna believe what happened yes and then she tells the story and of course obviously it's the hero's journey it's the you know we have this intention things went you know complete burrito this is how I solved it this is what happened this one thought the dut and it finishes and it's almost like any one of your friends that might also say can you believe what's happening with politics right now or you know this is what's going on in the school system it's she just telling you sorry about what's happening with that's relevant that's it it's really cool that's and that's a great distinction because I could be misinterpreted here yeah I could be saying but you just said create a conversation comments like we kind of yeah teased it but we didn't get into the benefit of comments let me go second histogram but it's like if I'm just posted billboards all day long that's not doing me any good either so I think you clarified in a nice way where it's like tell the story invite people into that conversation yeah again why are you posting a social proof is it about you and for your own ego yeah no it's not it's for the benefit of the people to say okay I can trust this person for sure I think of other ones where you just do a behind the scenes right you're yes you're standing at your white wall and you're mapping something out and you ask you know your assistant or your friend or your dog whatever somebody snaps the photo and it's just it's you and you're like you know I was hired to sell this property and I knew it was going to be a unique situation because it's the largest property it's the smallest property it's the most unique but you know whatever it is or or there's tons of inventory and these people really needed to sell and I spent seven hours in my office thinking through 37 years of selling homes and I came up with the 37 best marketing campaigns I had created and I want to let you guys know that amongst all of this competition we sold the house in 14 days we got him 102 percent and there's nine other homes on the market in that area that I'm out on the market oh yeah for six months oh yeah and and I'm not I'm not just bragging but it was really interesting for me to codify 37 years of selling homes and you know like so your that's a great interesting story but yeah the photo is them like standing at the wall like writing out all this sort of mad scientist stuff it's almost like what is Jake all he calls it it's my stream of consciousness just having it right there exactly exactly I love that another thing you do to like to kind of for lack of a better phrase water it down a bit cuz you don't want it to feel like bragging directly exam not about you yeah so for example let's say that you I'm thinking if Sean Ryan we talked about this yesterday yep so Sean Ryan when he sells a house like literally Shana Calgary no no he's in Sarnia Sarnia Ontario yeah so when Sean sells a house like not to a not always but generally speaking sellers will wait in line here's a whole launch process where it's a week long it's like they're like we're gonna go next week because these people are going this week to launch a listing into the marketplace yeah like that's how calculated he is whenever he sells a property and he sells a lot he has a just sold campaign that comes from his business page so it's kind of straight up a business past or whatever yeah and it's like hey this property just sold 50 2818 social media hip hits and like big letters yeah and then in the bottom it breaks down weird those views and impressions and reach came from you need to slow this down and say this again cuz I heard this yesterday in our mastermind and I was like that is so good it is again do together on a slower actually look right the cameras and tell him hello I'll be addressing you hello my fellow viewers all right thank you so Sean Ryan he's a rockstar client in Sarnia yeah this is a campaign I want to be clear he's doing this campaign on his business Facebook page and I'm gonna talk about how to share it over to your personal profile in just a second so it starts on the page and it's just like a flyer type of post yeah and it says it's got the picture of the house or whatever and the address and it says sold somewhere in big letters fifty two thousand eight hundred eighteen social media hits and like big Batman graphics that's that's the headline headline sold fifty two thousand eight and seventy five social media his hits whatever he uses the word hits is fine because that's pretty a generic term for most people I think every marketer right now is going oh yeah you mean actually tell them the result because the average agent can't do that law of contrast I'm doing better gaps so then at the bottom it breaks down where did those social media hits come from yes and he's got like an Instagram icon YouTube icon Facebook icon the MLS realtor in his case realtor.ca a yeah he does radio ads so radio impressions number of appointments yeah all he breaks it down all those things to quantify where did this viewership come from because listen any home that doesn't sell it's always a result of a lack of exposure so he's kind of seeding that idea yeah so it breaks it down and in the bottom the conclusion is basically Shawn Ryan gets so I got to spell this out a little bit so the social media part like let's say you got five thousand impressions through realtor.ca and on the MLS well if you got 5000 there and again a total of 50,000 roughly that means he did 10 times the reach of what your standard agent would have done bingo that's the key right there you go so most a lot of agents every and every agent says oh I'm gonna post your stuff and they actually say it like this I'm going to post your listing on social media yes well and that's yes right crazy we're gonna leverage the latest of the social medias if that's how social media social media is could you please break that down for me like Shawn at his listing presentation he says I'm gonna run this ad and then I'm gonna run this ad and then I'm gonna run this ad and he's literally showing them screenshots of what he's doing yes at this point I'm I'm yeah this is I passed a very positive tangent yes anyways at the bottom it says we get like ten times the reach of the average agent now a lot of agents will go into a listing presentation and say Tom listen when I sell your house I'm gonna do the same thing every other agent does they're all good at the same thing they're gonna list it into the MLS and it's gonna syndicate across the 200 websites or whatever it is and that's gonna be that's gonna how we reach all the buyers wrong not wrong because Shawn's proving that wrong yes in fact he's getting buyers off of his Facebook ads that he's running he says like for example I run ads across 15 different social platforms it just so happens that Facebook owns 15 different spaces to run the ad yes so it's you have to take the time to explain what you're doing yeah it's like right now I'm kind of on a listing presentation tangent allow me to resume so he does this social proof post that breaks all this down on his page and then he goes to his profile he finds that post on his page and he presses share and then he adds a little love at the top he doesn't just blank it share it he says hey this meant a lot to be able to do this particular list thing or whatever we're so thankful that the house sold really fast and I love what I get to do it's something endearing yes heartfelt true authentic what ended up but it when he does the share to his profile and then adds a little extra language it softens it to where it's not just this billboard but instead he's taken the time to put his own words to it and what happened to him and that warrants a response it warns a comment so let's go into audits right so we got YouTube with us live we got Instagram this live were live obviously and not live but we're doing our podcast Facebook and everything else so so I get asked all the time on my Instagram stories Tom can you take a look at my social pages and and you know every now and then I will like stop and I will look and I'll say well first like the most obvious one is why do you have a photo on there of your company brand logo not your face I don't have a conversation with your logo you're not Nike right you're a real estate agent like that's one one in particular I think of I went on her Instagram page again this is all I saw was house house house house house house house house house house house house just from beginning to end now they're very successful so I you know I clicked on like the first one the third one the eighteenth one the one hundred twenty first one and it was like no likes no comments no hearts or worse three likes and a comment and no response can i chime in on that please and what that type of person will say to you is well it's fine if I don't get the comments or whatever I just want to make sure people see it yeah but are they seeing you no one no one is saying it that's why there's no likes no hard stuff you can actually go in your business page and see that there's no views that's right you're not nobody's viewing it and you know why Tom tell me it's because Facebook decides they have an algorithm which is you know a ten thousand dollar word yes they have an algorithm decides when you see on Facebook what I see on Facebook Richard sees on Facebook with all the viewers who are live on Facebook and it's different for you guys the same thing like it picture like I'm scrolling on YouTube or whatever YouTube I'm just going on Facebook or Instagram I'm imagining I'm gonna scroll and what's ever down here in my invisible feed I'm gonna scroll up to see it that doesn't even exist yet no Facebook's making a real-time calculation about what should I show Jason next I know that Jason's average user session is three minutes and 12 seconds so I'm going to show him what he's most likely to respond to in that time now what kind of response do they want well Mark Zuckerberg said to his whole team of developers I want meaningful interaction on Facebook show people posts on Facebook which they own Instagram so they rule the world we get it show people posts that are likely to induce some kind of a meaningful interaction and the code means I want comments Hart like share comment yeah all those things and comments so the biggest some people are like I post all these houses I just wanted to see it not seeing it because unless your post can start to get hearts likes comments shares and all that stuff yeah Facebook will literally like imagine a kid running and the parents grabbing the shirt and saying you're not going anywhere yeah like that's what's happening yeah in that time so nobody sees it the reach is nothing you earn reach you earn reach through every like through every heart through every comment through every share and so that's why just posting a billboard that doesn't get engagement or interaction is just a massive waste of time and energy nobody sees it yep so just really fast the people that are with us live could you just do me a favor and just heart it up like it up just give us a little love and it'd just be fun to watch this and we watch the playback later because you literally see we'll see a lift in six seconds right a success yeah yeah second delay but I mean but but I know like everyone that has ever shot a live video knows like you you call mom and you say ham going live at 10 o'clock in front of this listen could you do me a favor in like give me like a whole bunch of hearts and likes and you guys think I'm kidding but my 92 year old mother-in-law's like I was signing a Facebook page all day today Tom and I was hiding and liking I think I have to like pay her but she lives with me so I'll just give her food right but like that's it like literally that's what that's what makes it jam but awed it I totally went on tangents all that's good how do we audit our YouTube channel our Facebook page our business page or our Instagram page our Twitter page like how do we audit this stuff alright so first and foremost I think we just made it very simple for everybody look at your post are you getting I would say let's keep it super clean and simple are you getting comments yeah and if you're not getting comments why yeah and I would say there's probably a few key reasons why you're not getting comments one you're not commenting on anybody else's stuff okay so you need to invite reciprocity you you're not pre promoting when you call your mother-in-law and you're like hey please get on like that actually matter I actually don't call my minor law but just yes for the record or the record but she does click on all my ADD zone cost me things but let's be honest no what do you do well you do let bill pipes Jeff measure Halloween shoot an audience know hey let's go get the like we work as a team yes and so and by the way I come out on your stuff and guess who comments on my stuff thank you very much you do right yeah it's reciprocity says the first thing is like are you getting comments if not here's probably why one you're not commenting at other people's stuff thus you're not inviting comments back yet but want to scratch if you scratch their back they'll scratch yours yep that's one principle another reason why people aren't getting comments is because they're posting billboards yeah we use a phrase at marketing edge stop stop posting rhetorical content yeah that's sort of a heady geeky term but rhetorical is like I don't know my kid does something and I'm like don't do that or I'd rather I say why did you do that do I really want him to tell me why no it's a rhetorical question what Oracle means it doesn't invite a response yes and so you got a look at your stuff and say like would I comment on this mm-hmm what would it take to get someone to put a message in there and the reality is if I get a comment you comment back like we were joking I was pretending to comment when we started out yeah but seriously if they comment you better comment back and you better do it as fast as you can because how does Facebook decode that Facebook's like Oh conversations show it to the people this is good get it up in the right or and your loop same thing Instagram same thing Twitter maybe maybe not yeah but like but another social network yes yes yes yes so they want to so like people are tagging friends like hey rich you're getting on this and you're commenting yeah Facebook's like that's gasoline on fire show it to everybody yeah so my reach goes through the roof yes has to be done tactically and fast I would say if you want to audit your social media one do you have any social proof mm-hmm - if yes if no get some if yes ask yourself is it just a humble brag or am i telling the story am i inviting people into the story yeah something that they could relate to yes it needs to be relatable and if you noticed more listing signs on your street have you seen more for sale you know like as an example I just I'm just giving you headlines right yes right a question whenever just something that invites them into a conversation they want to read it because again if they get the sense that you're just billboard billboard billboarding them you know like does social media marketing actually work fifty four thousand five hundred it'll you know yeah yeah yeah exactly yeah proof the social media marketing does work yeah here's how yeah that kind of a thing um so it has to fight the conversation you need social proof it can't be all about you it's got to be about telling the story that kind of a thing I would just look at your comments I would also ask myself how often are you posting at this point in time that was actually one of my sort of overarching sort of macro point so so any other thoughts on audit and then we'll jump into sort of Quincy and cadence I reserve the right to go back none at the moment okay perhaps yeah take care you want to go yeah yeah okay so so let's talk about it like you know I know from experience and you know we look at the data you look at the data and maybe we should give people insight on where they should go to find the data because you know my dare I say more global reach is different from someone who is in Las Vegas and trying to impact people in Las Vegas is an example right so I could post something at 3 o'clock in the morning and people in Australia are like hey that's super cool and then and you know your might be saying something and you know and you could post a lot of content Coran Facebook has a big enough audience who follows you to give it to most people don't have that size audience and so if they post it as much as you they would get hurt in doing that so let's talk about that right so so I've got 450 people following me on four or five different platforms I'm just using this as an example let's see if we agree I'm wondering what not yeah so Instagram Twitter Facebook we we keep we're not throwing LinkedIn and there and I can't stress enough how important link I was and YouTube right YouTube listen for my friends right now that are watching or listening YouTube is the single most powerful if you will medium and Facebook and Instagram like they're the push so I look at to me is the difference like a YouTube for example search versus social yeah I look at YouTube predominantly I know there's some so it like the community and thus there's some social to it there's a level of consistency and notifi got notified when you went live yeah just a second I like it which I asked to be notified you should ask to be notified when Tom ferry goes live yes just hit the notifications button above you should do that yep so so frequency of before yeah but I would say like so first and foremost like YouTube's more search based people can find your content whenever Facebook Instagram LinkedIn their true social platforms yes and so if you have four and 50 people following you and Instagram I would say to you at most you should post once a day yes at the most that's the most interesting I would even I go photo or live video I think you should in the beginning test so instagrams algorithm is based on six factors I can't remember off the top of my head what they all are one of them is Google that yeah who's following you that's one of them and what kind of format of content do they typically respond best to him do they engage with video more or in photos more and it will be based but those gonna be different for everybody yeah it's basically with it like me personally I actually get better with photos good I do I get better with photos yeah specifically photos with my face in them which we've already talked about well it's obvious okay not what I meant so Instagram 450 you'd say one time a day is there a better time of the day and again all of this is Google love Bowl yeah so I would say with Instagram you should have I recommend having an Instagram business profile there are pros and cons more pros than cons I think it does not have any documented impact on your reach just for anybody who's the pro use this gives you the analytics it gives you the analytics specifically the analytics that tell you when do people mostly engage with post who follow you yes so will tell me hey listen Jason Thursdays at around noon you've got a post that's it's an ideal time for you how often you post is based mostly on how many followers do you have that's not most the algorithms were yeah now if you never post that's bad they want you to post pretty often but if you only have 450 followers on Instagram I'm gonna give you permission to not freak out if you're not posting ten times a day in fact I would say please don't yeah please don't once a day sure yeah you could probably get away with every other day yeah you probably could yeah contrast that we're gonna go through each platform contrast that to stories so stories there is no limit the more the merrier the better yeah I would say you need to train your audience with stories to post all the freaking time all day long every time I post a new story or update my stories on either Instagram or Facebook I go back over to the left hand most visible portion of the screen which means I'm in front of you all day long yep so some people like I post my stories and batches whatever it's better than nothing but no no post them tell the story of your day stories disappear in 24 hours they're not permanent unless you highlight them yeah if you look I can't remember the numbers exactly there's a can I share a report they should read real fast there's a really cool report by sumo like buzzsumo yeah they put out a great report they analyzed 777 million Facebook post last year Wow and I know we're talking Instagram but they did Facebook post and they breakdown how to get more engagement and so there was another story I think was a sprout social study I looked at - and that's the one I'm actually thinking of so forget to sue my one for a second I just lost my train of thoughts all right on the special live area podcast simultaneous that happens they talked about how many people tend to view stories versus how many people tend to view posts on Instagram and in fact post will get you about double the reach for most people so people like to watch that adieu stories well because I can do stories whenever I want yeah I'm not dependent upon an algorithm not in the same way I am with posts you're like an over sad - it's a trait with posts I really can't over saturate with stories I can keep going keep going keep going yeah and they're easy the bar is much lower in terms of what an audience expects as far as quality goes does that make sense yeah all right keep me focused I'm kind of moving all over that's all good so insta 450 people you're saying hey one listen maybe even every other day I think think about the balance between your personal life your business life some social proof etc what about Facebook we kind of we're delving there so let's go the same thing Facebook I've got I've got I have 1,100 friends half of which are real estate agents or loan officers and the ballots are actually friends of mine how often should I be posting once a day okay once a day if you have a massive audience more than once a day if you don't what's define Matt's massive I mean I mean I don't have the exact number 300,000 and then you look at others that have like 30 million rights as massive - yeah you have to really here's how you know every so here's the way it works I post once on Facebook or Instagram in every subsequent post Facebook's now like aren't we just showed those people this post yeah so we've got to have either more people to reach yeah or we're gonna have to slow the draw on this one so they'll literally every subsequent post on a 24 hour cycle literally gets held back a little bit so when you stop seeing reach and again if use Instagram is this profile I like it for the analytics yeah it will tell me how my reach is doing and so I know on my own personal Instagram profile I know which post get more engagement and reach I know that I get a second wind on the second day of a post yeah just just to clarify does someone have to go start start a new Instagram page to do you're talking about now they just the menu in the top right I just want to be clear like it's just it's basically right-click you go into your settings and then you click a button that says switch to a business profile you click it yeah instantly you have all the analytics and yes so just I think some people might be like I need to cry that I built up 450 followers you know it just converted it will ask you now your Instagram profile might be connected to your Facebook profile it will ask you to be connected to a business page yeah because one of the other benefits of a business profile is you can put money behind it we promote it posted story right correct yep okay so face twitter twitter will you answered Facebook you said what once a day well it's good let me add something to Facebook please so with Facebook they do put a preference on format of content yeah they do they give a preference to video yes the rooms algorithm has no language that says it does yeah but Facebook's does they do give private prep the word prevalence I guess preference preference reference it's about lunchtime yeah yeah preference to video yeah specifically live video they've got this yes they've got their new premiere video function oh yeah so in creator app all kinds of cool stuff anything that gets people to gather into now yep and have a conversation that's what they want their social networks yes do yes alright so Twitter I'm gonna go ahead and say to you Twitter is not my my number one we a house as far as vehicle goes yeah I'll answer for you guys on Twitter ready Twitter is so busy that you could post the same thing 11 times over the course and you might get I don't know combined you know 25 likes and comments it's just it's so you you have to be polarizing on Twitter photo video headline yes and and I will say this to you though like make no bones like the Twitter community is really strong like I know people that like they follow me on the other channels but they don't comment on anything I tweet something and they're like yo t up what's up man hey then we go back and forth so you really want to be mindful of like hanging attention to people that are paying attention to you on every platform that's a great way to minute I think it is and I mean to echo your point I don't know if this number is still true but years ago I heard a stat that the average life of a tweet is 30 seconds that yeah if probably that was that's a few years old now so I'm sure it is J like a second yeah cuz I mean as soon as you hit Twitter it's just like I just move and move and moving right yeah what about LinkedIn alright LinkedIn so LinkedIn was giving a lot of like people were like late last year early this year saying I'm getting crazy reach I've been hearing reports in the last few weeks that people are losing organic-rich on LinkedIn we'll see if that stays or not yeah people are losing organic reach on everything just because did you guys hear that because that is across the board on all social channels on everything yeah why is that I could probably argue later spec argue or speculate very quick least because everybody's using them now it's filling up yeah it's just getting more busy the mall is crowded yeah so to speak exactly so that's you'll lose your reach it's just the way it's gonna work yeah however with LinkedIn so a couple of things one native videos perform pretty darn well yeah specifically short ones performing like under 90 seconds and this is coming out of that sumo report with analytics on how to get engagement they talked about LinkedIn to LinkedIn videos that are short and native meaning and what his native mean native just means I uploaded the video I didn't post a link to my YouTube video and upload which you should always do on every social profile yeah if you're doing videos upload the video that's just an expectation but basically native videos are performing very well yeah I think LinkedIn so kind of like kind of like Twitter what you just said where it's really great for conversation linkedin has some cool features a lot of rate is that what is everyone talking about so there's this sidebar in LinkedIn that tells you what are the most popular articles and post on LinkedIn and you can subscribe to specific hashtags too but that feed of what's most popular is based upon who you following or connected with unlike den yeah now my best guess is most everybody watching and listening has no idea who they're actually connected with on LinkedIn yeah because they've received so much spam in mail they just accepted connections that were only there so they could spam you within mail yep so to use LinkedIn effectively I'm gonna contend that you need to prune the contacts um yeah you need to go in there and make it an actual user who do I really know make this my phone book yes yes not my database of cold prospects my humble I mean like think of a BNI networking group yeah if I walk into a room of 6,000 people I don't know I might have some gonna look for the people I know to network bingo LinkedIn's they said like get it to be a place where you can actually network and then it will on that what's everyone talking about feed it's gonna be based upon what are the people I'm connected with talking about yeah that's the idea so I can comment jump in another thing post post things probably about the same as Facebook yeah based upon the size of my audience I think you can probably get away with a little bit more only because the culture is this is a business space I'm not gonna get gagged out yeah with you posting more it just now but your reach may go down somewhat yeah I would say that commenting and playing the community is a big part of the percent I would say keywords and your profile are a big part of it so people can find you I would say recommending others so they recommend you is a big part of it and I would say create search alerts which is a pretty cool feature of LinkedIn you can create search alerts that say just for instance like let's say I'm recruiting agents in my marketplace I could create a search alert in my area for anybody whose title changes to real estate agent or realtor and then paying and notifies me and I'm like ah somebody I can network with and get to know yep I just see I mean you just rattled off a bunch of really go through that one more time for all things LinkedIn you said I really pay attention you at bambam bam-bam-bam alright so LinkedIn what did we say we said one it's a commenting kind of platform so I want to engage with people I want to think of it as a networking group that's how I would look at it so there's this what is everyone talking about your profile keywords yes so we said well we said what's everyone talking about you got to get a clean list of contacts so you actually see relevant stuff yeah to make sure your keywords and your title and your profile and your summary they tell people how to find you don't say like I don't know exceptional concierge of trust making like that's no one's gonna search for marketing ninjas say real tor real estate agent real estate broker or whatever you are don't I help you buy and sell real estate yes I do like it clear because those are search terms and so people do a lot of searches looking for people on LinkedIn I think the next one I said was recommendations recommendations the best way to get recommendations is to a give others recommendations and to be asked for recommendations I would make that a part of your ritual to get more recommendations yeah also the skills people can endorse you for skills that's like that's like a like versus a comment yeah and LinkedIn terminology but the recommendations are powerful yeah and I think the last thing I said was that create a search yeah unlike den so you can actually create a search and you can be alerted when somebody like for example I could create a search that says whenever somebody who's a doctor moved to this area I or I assume they moved to this area yep notify me like I could do those types of things as far as the functionality goes smart I see it mostly as a great tool for recruiting potentially a new agent well it's really wide a Microsoft buy it right I mean there's there's a lot to that all right we're gonna talk YouTube but I'm gonna do something totally random I'm an ass rich to step over here who's behind all the cameras so you're you you have to somehow sneak your way behind multiple phones like a fortress at several several tripods I know that's good no now I want to talk about I want to talk about YouTube and so rich as many of you guys know rich has taken my YouTube channel from 30 thousand subscribers to two hundred and eighty thousand subscribers you know so we talk a lot right between he and I and Shawn and Tristan who are our other just Rockstar videographers so we're talking about auditing and then how often we should be posting in this case on our YouTube channel so I want comments from the two of you you guys be like yes let's do it so yes so whoever wants go first best tactics tips etc we all want to get our videos watched more you know a lot of people are concerned about the sort of donkey unicorn they feel like they got too many donkeys the truth is they probably just didn't set up their YouTube channel right or do the right things with their YouTube channel to actually become findable so I'm just gonna ask you guys staying on the same subject like I've got I've got 38 people that are following my youtube channel what do I do alright so let's just talk about best practices for you to yeah this is why yeah please all right so first thing is I want to get some great channel art channel art is basically your cover photo for your YouTube channel yeah so people know your brand what you stand for etc so get some great channel art yep served you now you got to have your channel tags so these are tags that are on your channel like for example Tom ferry he's gonna have a business coach real estate coach business marketing so Jeff those tags keep it to about five or six but not too many and you do that based upon going into some kind google analytics search terms that tells you what people search for the most or do you look for the outlier to say there's only a few but I want to dominate it actually yeah if you have your own knees your own content so you got to choose words keyword tags that people are searching for and those tags that relate to you yeah first-time homebuyer exactly how to finance a property yeah got it okay topics not like longtail keywords but more like short tail keywords that describe you and your content good I would add to that so like if I'm selling real estate in San Antonio I might type San Antonio where I might type San Antonio real estate and see what recommended searches come up yes and I just found my keywords because we said a second ago like YouTube's more of a search platform and it is a social platform so like how can I create videos that are about San Antonio real estate for instance yeah by the way this is what Tim Macy does yeah here's one of our Rockstar clients and he gets people who call him because they're like San Antonio real estate agent or whatever and those tags serve up his content and it's it is his content that's what he does yeah but people like your content looks great I want to sell my house yeah that kind of a thing yep all right what about frequency rich how often should I be posting videos on YouTube as much as you can because there's a correlation between how much you post and how much you reach and how many fees you get and when I was growing YouTube a couple years ago I found that there indeed is a correlation between these subscriber growth the views and watch time and how many times you posts per week yeah so so we went from basically tom ferry show once a week and now we're at like five six sometimes yeah right like every week new videos being served up so that may sound overwhelming for the people that are watching right now any hacks or tips or try me can they can they post other people's stuff can they go live like we're going right now on on YouTube like what do you recommend okay so I have about two tips for now yeah actually three facts and I'm going to say also think about you Tristan Shawn right who are building your own YouTube audiences right so sorry keep going so three tips on how to grow a YouTube channel now talked about how like there's a lot more competition on social media a lot more competition online yeah and in 2019 I'm going to talk a little bit about Google here so with Google the problem that we have now is that oh my god we don't have enough content the problem now is there's so much content and go how do we show the most relevant the most timely content to our viewers their audience and my first tip would be create good content create compelling content and at this point if you're just barely starting you don't have to create every single day you don't have to post every like three times a day four times a day on YouTube just start slowly one by one create content that's relevant to your audience yeah I'm telling your story in something and telling people just something that's relatable examle normally for the bee out of watching live he would go it's just so great Tom just is that and I'm gonna edit that out budget cuts but one create good content and that there's a whole science with some art creating good content yes that's probably another two three are I'm gonna give you guys a quick little heads up like the way that the best way in my opinion to create content is to read the comments of what people are saying and asking and secondarily go on to Facebook and do a poll a social poll and maybe give a prize away for people that answer like what do you think is the biggest problem with X how do you feel about what's the best school in community Y what are the top five restaurant and you list them out and people vote on them and then you could do like a whole bunch of content that's relevant to your community as an example around that why do you think most homes aren't selling fast do you think home prices will go up or down in 2019 right hey I just surveyed 743 or my clients and 29 percent of them said homes are gonna go down this is Brett homes are gonna go up and the home price index actually says this right when this goes back to there are four types of videos yeah community videos expertise videos which is everything you just described listing videos and branding videos testimonials whatever and now add a fifth category which is probably a subset of branding behind-the-scenes videos yes or like that kind of a thing I mean you could create what are like YouTube you can create playlists so I got like and you've done that on your channel so I've got that I did not do that person Thank You reg podcast experience you've got the tom ferry show and this by the way is another hack on youtube is when you do different series of contents organize them in playlists why well because YouTube's number one metric they're looking for is watch time yeah YouTube want you to watch for longer on the videos yes and a playlist automatically serves of the next one so if I click on the tom ferry show playlist it's gonna just start playing one and then playing another one and playing another one one so you're racking at one hundred and seventy five hundred yeah and so now YouTube's like oh this is a really great channel a great playlist let's recommend this because we want to keep eyeballs yeah and their algorithm is being fed by people watching your videos correct so the one thing I would tell you to think about to just on content again is think about the question you get asked all the time like what are the top two or three questions people ask you in your profession all the time do content around that right down to that one last thing before we move on to the other tips when it comes to creating content create content that people are going to care about you can't just create content Evon have people care about it that takes a lot more effort to me I may not we're guessing yeah exactly the guessing so create content that people care about a tender breast will just happen yeah yeah and what's the best way to do that do a poll on Instagram do a poll on Facebook ask your customers read the comments everything you just said and you're being fed like create a list of what are the top 10 questions buyers always asking me top 10 questions sellers always ask me or whatever your customer base is you always ask me and create content yep like with my mother-in-law she's like hey what are the what kinds of flowers should I buy per holiday that kind of having her flower shop right yes that's content and it answers questions people likely have that indirectly feed into your business and if you think about Google people are typing in what are the how do i yeah what should we best flowers holiday season right and then BAM that video shows up yes 100% okay I need any other tips because we're going to switch gears we've even got going for awhile yeah yeah is good keep it going one more when you do your YouTube titles front-load the keywords so in other words like the way you two breeds and of what is your video about is from left to right so put your keywords in the beginning so for example if I made a video about I don't know coffee recipes or the best way to make an americano for instance yeah I might say americano recipe : the best way to do blah de blah blah blah so you put the title the key word up front yeah they're gonna read that direction yeah and the same is true in your order of keywords you start with the keyword as far as tags go yeah sorry I forgot to say tags when you're doing tags of a video yeah you start with your main keyword and then your next most relevant keyword and your next most relevant keyword and what like five to seven max roughly make sense cool Grich last last tip keywords man I was gonna say that Thunder in in terms of keywords there's a whole science behind it like I said when it comes to content there's a whole science and art behind Kane content but with keywords you on YouTube you have four ways you can input data once through your thumbnail once through your title description a ten keywords so in the topic of two keywords I would say add one or two keywords in your title make sure those keywords are also in the first sentence or two of your video in your description and then make sure you add in the keyword tags yeah if you have time or space put it on your thumbnail and that's it yeah I clarify by keyword we mean what do you think people are gonna search for or that's your keyword it could be a phrase it could be two words three words whatever can I get one more bonus yeah if you're running ads on YouTube I picked this up as a tactic from somebody else but if you're running ads on YouTube what is the number one metric YouTube cares about watch time yeah watch time and you're running ads you could be actually programming your audience to not watch your videos because they're clicking and skipping so the the hack is if you're gonna run ads on YouTube you might want to set up a stealth Channel yeah for running the ads just as a you don't want to downgrade your watch time yep love it love it okay I'm out yeah okay all right tap it out tap it out your tactical here all right so how could you tell whether your contents good or not lately good contents so subjective right yeah so how key tell who write to who right so numbers don't lie that's how it is if you go to your YouTube creator studio and you look at your watch time or average watch duration mm-hmm you can see this line where it like it shows you how many people are paying attention and at which point of your video if you see this line dip downwards immediately it means your contents not good yeah but if you see this line just sloped down a little bit slowly slowly until you at the end of your video that means your contents okay it's great but yeah the key is if you can get people to keep watching your video till the end it's good content yeah yeah it's not a book a movie a podcast right it's all the same all right so we've been going for a long time and enrich is now jumping behind the cameras because he knows that I'm about to call it quits we started this conversation but you know you know literally with the first podcast saying hey we want to talk about you know basically all things marketing from a strategic standpoint today we kind of really went deep on social right validating selfie nation's social proof vanity personal versus Piz you know like we really covered on we through it a whole bunch of other stuff with the audits yeah we went into a lot of tactics too yeah we actually did but you know the next podcast we're gonna do we're gonna do nothing but tactics like I want you to literally imagine rat a tat tat tat tat tat tat tactics tactics tactics but the key is I really want you to think every tactics a great idea until you ask yourself what is my strategy so if you're watching this right now you're my friends that are watching it live with us make sure you get back re listen to it really understand like am i branding or trying to generate leads and that distinction that you shared so beautifully in our first podcast and then the top of the funnel bottom of the funnel middle of the funnel if you're not paying attention to that stuff all of these are nothing but a bunch of good ideas closing thoughts I think you about nailed it but like even I'll just add this on top of it just we talked about YouTube a lot of people might have just like I think that much video or whatever the next question you should ask yourself is well what am i doing it for if you don't have a strategy in terms of what is the result I'm trying to create with my marketing you know I'm trying to create and we for the people who are watching live they didn't see this but in our first podcast we're trying to create lead generation I need a branding lead gen yeah and if I don't see a route where I get there then I don't have a strategy and then I'm doing it just arbitrarily yeah 100 percent 100 percent all right we're out the air detox going and thank you guys so much as always for watching you're listening we appreciate you so much so thank you guys and I look forward to having you listen to the next one with Jason Patton and I said that really fast antennae and I on tactics tactic tactics all right we're gonna have some lunch I think clearly we're hungry we're hungry see you buddy [Applause] [Music] [Applause] [Music] [Applause] [Music] [Applause] [Music]

Channel: Tom Ferry

Views: 22,930

Rating: 4.9271622 out of 5

Keywords: tom ferry, real estate marketing, jason pantana, social media marketing, social media strategy, marketing plan, social media engagement, facebook marketing, instagram marketing, social media marketing in 2019, social media marketing for business, 2019 instagram algorithm

Id: NwDXON-EDxs

Length: 60min 53sec (3653 seconds)

Published: Wed May 22 2019