So, the five avenues to leverage the data. Here are my five steps to leveraging data.
One would be ads. So, let’s start there. Everybody has Facebook ads that they’re trying to create traffic, right? So, if I look at a simple ad campaign I’m going traffic, then I’m going to retarget and then I’m going to try to get conversions. It’s like, okay, anybody that put in their data, anybody that engaged with my traffic. I’m going to retarget. Anybody that put in their information is a conversion. So, I’m going to then go after those people in a different way. So, if I look at this, what I’m going to do is I can actually direct market versus the general market and I can say everybody with this email, in this neighborhood, I could do a direct ad with my phone. Say, I know you live in this neighborhood. To speak to you, I do some kind of direct add to those 148 people in that neighborhood and be like- hey, you know Tiffany? She’s the one with the blue roof over on 2nd Street. You probably saw our trucks, they look like this. I could get so dang specific, to the point where it’s like I’m only running an ad to those 148 people, not to 10,000 people that are general public and I’m hoping I catch one from casting a wide net. I’m like, no I’m going to I’m going to cast a very targeted net and to the right people that I know I want in that neighborhood. Does that make sense?
Number two would be ringless voicemails. So, it’s a fast way to prospect. If you just google ringless voicemail, there are some awesome automation systems that you can upload a list to and you can create a pre-recorded voicemail to, where it’s ringless. This means it doesn’t ring their phone and just all of a sudden they have a missed voicemail and they’re like oh, and then they check it and it’s like- hey, are you living in this neighborhood and you have this problem and you’re stuck at home? I would create a very specific kind of ringless messaging just as if you were to knock on their door. Think of this as your 30 second elevator pitch to have them call you back, or have them go to your website. Have a very specific call to action. I have a very specific hook right now. I’ve got thirty seconds of your attention. Nobody wants to have a missed voicemail sitting there pending. It’s like, what do you have, like your voicemail box is super full. I’m at least going to listen to it and then delete it real quick. Even if it’s spam and annoying. So, I’m going to create a door approach, essentially. So, think of it as like the psychology of your door approach. It’s the break preoccupation. Meaning- hey, you probably get hit up all the time by some random dude in Pakistan, don’t worry I’m not that guy. And that would be my very first thing I would say. Then they would just be like oh, I’m going to keep listening to this because this guy’s funny. Just like if I were to be knocking your door but, at the door I would be like- Don’t shoot! and I would make that the first thing in my door approach.
The next thing is then I would, after I break their preoccupation in the ring, was wise man I’m talking you got 30 seconds guys to say something quick little one-line to grab their attention number two would be you’ve got to create curiosity, you know? I hate the whole like, you’ve been warned by the IRS and if you do not call me. It’s like, I don’t want to be that guy. But, I want to be something that’s going to grab their attention. Like- hey, during this quarantine time did you realize that there’s thousands of dollars the government is giving out? Or whatever. You’re like if I’m in solar it’s like, Oh like hey there’s a nine thousand dollar tax benefit if you didn’t take advantage of it this year. It’s going away and you better call, or else you’re going to forfeit nine thousand dollars. They’re sitting there like well, how do I get nine thousand dollars? I‘m hooking them on this whole solar tax credit and all of a sudden they’re like oh, okay. And I’m just playing on something that might create some curiosity for a callback. Obviously, every industry is a little different.
Call To Action
Oh, and then I’ve got to have a call to action and whether that’s go to this website, call me back, here’s my extension, here’s my line, here’s my whatever, or check your email because I have your email too and I’m going to send you something, check your email, and I’m also going to text you. Now, I’m going to hit them because if I’m smart they’re like, I got this voicemail, but nobody is hitting them multi-channel. So, if I accept the ringless voicemail that’s one avenue. But, if I’m smart, I’m hitting them in three different avenues. It’s like I knocked their door, and I knocked their front door, I knocked their side door, and I knocked their back door. They’re sitting there like, what? And they’re sitting there going who are these cats, I better actually wake up cause he’s been here three times. I should probably pay attention. I think that is where clients are missing the mark. The front door might be the ringless voicemail. The side door might be their email. So, in my voicemail that they’re going to listen to first, I’m going to say- hey, I sent you an email. I want you to open the email and click the link because I care about you. I know that you’re going through something and I know that you’re dealing with this. I know your pain and your frustration and your concerns and your objections and I outline the whole details in this email I sent you. So, check your email. And they’re like on the scavenger hunt. They’re like, my email? And then they look at their email and they are like, dang, what did I just get? Now, that’s their side door. Now, the email campaign that I send them is maybe a 2, 3, 4, 5 drip email that’s nurturing them. We call this the jab, jab, jab, right hook from the Gary B. And you go okay here’s a value value indoctrination, build the relationship make me laugh, make me love you, make me interested. Now, it’s a big ask of like, well, why don’t we hop on a call? Why don’t you click and set up a demo? Why don’t you click and get a free inspection?
Knock On Their Back Door
Then, I’m going to hit them on the back door. Which, they have to pay attention to. Which, is a well-thought-out text message. So, now I’m going to be like using Vanilla. If you go to vanilla message, you can set up a demo or there are other texting automations. Ours is an AI texting campaign you can blast a thousand people, you upload a CSV and boom, it says- hey John, I know you. I know you live in this neighborhood and you have this and you have this and I know you’re feeling this and I sent you a voicemail and an email I just wanted to follow up with you and maybe it’s like, I didn’t know if you caught that, or I haven’t heard from you, or whatever. The campaign is there. Then you ask if they would you be open to setting up a time. If they say yes, I’m going to then hit a count-only link that drops. And now, I’ve created the people that are actually interested people. That are actually paying attention to the back door or messaging, because I’m like oh, she’s like these guys care enough to actually understand my needs, my concerns, my wants. They’ve hit me with a message that matters and I’m now paying attention. Versus how so many people try to take this shotgun approach to where they’re like, I’m going to send this out to 10,000 people and hope to catch some fish. But, I look at how that’s a super wide net with big holes. I would cast a more narrow, targeted net many different times with a small little hole so the fish don’t get out as fast