Social Media Strategies to Connect with Your B2C Audience

- Have you noticed with ads, people try to get you to go
to their landing page and this trick is money.
So what we do is we take the copy that you would have
in the landing page in the message,
and you break it down into four or five stories.
So then people are getting the marketing message
within the story.
So they're going to have to go to your page.
And then when they're ready to complete the transaction.
(lively music)
- Is there some sort of formula,
like that you would think that, okay,
so if you have a million followers,
how many views should a post get?
Let's say you have a million followers and you post a video,
what would be a good, a short 30-second,
a 40-second video?
How many people should view it
for it to be, should like that
before for it to be considered a success?
What would be considered good engagement?
- So if you're just talking about a video
and you're getting like the views on the video,
anywhere around 5% is good.
Sometimes you'll be at 3%, 4%, sometimes you'll be at 10%.
- So look, let me give you an example.
I'm sorry. I posted a video.
I have 1.3 million followers, right?
And I posted a video and got 500,000 views.
- That's amazing. That's great.
- That will be considered an amazing post, right?
- Yes.
- And it was a video of my girlfriend and I
and I don't post much of that.
I don't post that much of that stuff.
But it was one cute little video
of like 15 seconds long of us just laughing
over some stupid thing with butterflies on my...
I was having a temper tantrum because they didn't take my...
the people didn't take my garbage out and I'm flipping out
because the garbage man didn't take my garbage out
and having a (beep) meltdown
and she starts filming me having a meltdown
and we start laughing because I realize how stupid it was.
20 seconds long, it got 500,000 views.
So that would be considered a massively successful post
with 1.3 million followers, right?
- Correct. Yes.
- What about then I post another thing,
a quick business clip, 150,000 views.
That's my average, about 150.
So that's considered good about 14, 15% of my base.
- That's very good.
And you have a very loyal audience.
Most people aren't going to have that.
If they get 5%, they should be happy.
- So my question is what's the number?
Is it 5% and above is considered really good?
- Yes. Anything about 5% is really good.
- And how about on a picture, like a regular post?
Like without a video? Just a post.
- So post, if you can get 3% to like your post,
you're doing pretty decent.
- Okay. And do you...
I'm sorry. Keep going.
- And you'll find that some posts,
I experienced the same thing that you do,
if I post something personal
because I don't really post personal stuff,
it goes through the roof
and I can get like 10,
20% of the people just liking the image.
Moment I post something business related, 4, 5%.
- I know you're like what the hell?
This is more valuable. (host chuckling)
- I'm like, who cares if my baby's touching the sand
for the first time.
Granted me as a parent,
of course, I love it, but
I don't understand why you, the viewer, wants to see this.
- Do you look at that though as a lesson
in terms of, okay,
so how do I combine those two together
to get my business message out there
using my personal life?
I wonder because I feel the same thing.
I'm like, I don't believe this.
I put this amazing, I put a training on,
I have something called Sales School,
which I absolutely ripped off from you
and I publicly said that
when I launched something called Sales School.
I said I'm ripping off Neil Patel who did Marketing School
because I thought it was a great idea, right?
So I publicly gave you credit for that
and I'm doing really great with it
I don't know if it was just me and my girlfriend dancing
I get 10 times like, what the fuck?
I'm like, come on.
- And not just
that you spend so much more money into sales school
more time into it to try to make it amazing for people.
And it is, but then yet when you do the dancing
or you with garbage cans,
it's just going to do better.
And that's the reality.
And what I learned from that whole concept is
people genuinely want to follow people
on the social web to get to know them personally.
To them that's more valuable than the business aspect.
And that's why you see all these influencers
and the influencers aren't companies
like Coca-Cola or Nike, they're the Kardashians.
They're you, they're the Dan Bilzerians
they're the Cristiano Ronaldos or whoever
or Tom Cruise or whoever's the latest flavor
of the month.
I follow Will Smith alot people love him, right?
They love him more than the corporate brands.
- Yeah. So you know what's interesting
to that end is
when you look at the people that are getting
this massive, like for example, this thing
the latest one is kills me by the way.
And I'm, I love it
is the guy skateboarding down on TikTok
with the oceans
- (indistinct)
and a guy becomes a sensation.
And I just wonder
I'm assuming that there's people sitting around
in Madison Avenue, you in a boardroom right now.
How do we duplicate that?
Like all day long?
They're just thinking, how do we do that?
How do we do that?
How do we, it's got to be right?
- There's there is, they are in boardrooms and
they literally are asking themselves how do they do that?
- It's like you ever watched,
I'm sure you've watched the TV series Mad Men, right?
- Yes. I've seen almost all of it.
- Had to have, right?
It's such a great TV series
and anyone who has not watched Mad Men,
I really think you should.
It's a great education for business by the way.
because it shows you the evolution of where
we are today based on what advertising was like back
in the fifties and even the forties.
And one of the funny scenes was
they were trying to get this
I think it was toilet paper or something,
or no, turkeys. Turkeys.
And they tried to stage a fight between two women
in like a mock fight between two women fighting
over the last turkey in a supermarket
to try to get it picked up by the newspaper and the news.
The whole thing goes right.
But you see, it's always been this sort of
strategy of how do we get controversy,
into the news to sell more products, right?
And I wonder like in terms of,
you're a very staid guy.
You're more of the corporate type, right?
You're very, I mean this
in a positive way, it's just a very short
- You're right, I'm very, very corporate.
- You are, no, you're more staid, right?
A lot more than me, right?
And but I wonder is there that
that edge to this whole thing where it's, what can we do?
How do we push the envelope to
be extreme enough to connect
with people without pissing them off?
because there's also the other sides
to cancel culture aspect of things.
But how do you push the envelope to stand
out but in a way that actually is good for my brand?
How do you do that?
- It's tough.
It's a lot of experimentation and
in tons of hits and misses.
But what's easier to do is don't try to stand
out with your brand.
Go find the people who stand
out like the guy drinking ocean sprays cranberry
and just be like, you know what, let him go.
We're going to put more money behind it
and we're going to even give him a free car.
Which is what they did.
They gave him a truck 'cuz he went down that skateboard
because his car broke down and like, yeah, sounds good.
We'll just give him a free truck.
'Cuz how many more sales did they get
from people trying to replicate that video?
Right? It was cheaper to just give a free car
than it was to pay for all that publicity that they got.
And then the next thing that you can do
as a business is look for multiple variations of that.
Sometimes you'll be able to find that, sometimes you won't.
And the ones you do, just piggyback
off on and help support them.
And when you can't find that,
go look for influencers in your space.
Kind of like the shoutouts, for shoutouts
but try to associate with them.
Try to just be around them
and the more you can be associated with them,
the bigger you'll end up going
without having to do the edgy stuff.
And I'm not saying that there's anything wrong
with the edgy stuff.
The problem with the edgy stuff
or anything is it's hit or miss.
So you spend all this time and energy, you're like, crap
why am I not getting views?
Why is it that when we post
about the garbage man not picking up my trash,
it goes viral, but every other time when I try,
I'm not getting five, 10 times the views.
So the easiest thing to do is associate
with the people that already have it and figure
out how to compensate them or work out partnerships.
- All right, I want to go in the next 10 minutes,
I want to hear the Neil Patel, I want to get very specific here.
The Neil Patel,
I want for every, I want you to lay
out a strategy for everybody here
on this that's going to be listening a lot of people, right?
We have big following here.
A lot of entrepreneurs, a lot of them are online, right?
I want to know, what's the step-by-step
from between now
and December 31st?
What's the launch?
What the strategy now to maximize your
Christmas sales to anything?
What is it?
Let's here it.
just gimme a
It's for me selfishly, Neil,
I'm getting free consulting from you here. Okay?
I want to know the next 75 days. Okay?
What would you, if you were me and everybody
what would you do to blow out,
do 5 million in sales at Christmas?
What's the plan?
- So I'm not going to give the basic simple stuff
like run promotions and stuff.
because everybody,
- No, no, no.
What's the plan?
Let's hear it, come on, let's go.
- The first thing I would do is
I would go find someone who is
in similar industries and do cross promotions
kind of like the syndicate that still works not
as much on social media
but it works really well with blog posts,
emails, going live,
those types of things works really well.
The next thing that I would've tried to do
and this crushes it,
but no one's really doing it.
Okay? So you know
on your phone when you have like that Instagram, Snapchat
you do stories and people keep swiping on the stories
and they're going from next story to the next story, right?
That's a behavior pattern.
Have you noticed with ads,
people try to get you to go
to their landing page and this trick is money.
So what we do is we take the copy that you would have
in the landing page and the message
and you break it down into four or five stories.
So then people are getting the marketing message
within the story.
So they don't even have to go to your page.
And then when they're ready to complete the transaction,
boom, then you can have them swipe up and then go from there.
- That I like.
That's really good.
- The next thing I would do is I would start going live
on the social networks and start selling live.
So a lot of you guys have seen Tai Lopez.
Tai Lopez has done really well recently
with his acquisitions of Pier One, Dress Barn.
A few of those companies that
he's been buying from bankruptcy.
One of the things that Tai has done really well
is he'll go live
and he'll sell when you're going live.
'Cuz remember the social networks right now
they're live to compete with live tv.
That's why they call it live.
And they're pushing really hard.
So they just make it go viral
and just tell random people who aren't even
your followers all about it.
The next thing I want you to do
is you're probably
already creating video content
for sales or anything
like that, but there's this hack that right now
that'll allow you to crush it on YouTube anytime
you create video content that not too people are doing.
See, YouTube marketing is the opposite of traditional SEO.
Traditional SEO is you create content, you build the links,
you get the shares, optimize your code.
Six months, year later you start doing decently well.
YouTube is whatever does the best
within the first 24 hours, if not even the first hour
when a video goes live, they just push it viral.
And even if you don't go viral,
they push you really high
in the rankings on YouTubes for a lot
of the keyword that are associated with your video.
So what I would do is
if I'm creating a video that's related
to my product, my services, even if it's boring,
I would send out an email blast,
a push notification blast
within the first 24 hours of the video going live.
because you get all these people going to YouTube
and viewing it,
it sends signals to YouTube saying hey
we should rank this really high on YouTube.
So then you start ranking for all the sales terms
or product related terms or marketing related terms
or whatever they are to your business.
And that drives tons of sales.
The next thing I would do if I were you
is there's all these blogs out there, okay?
It's hard to build an audience
but what you can do is you can guess post.
So what we like doing is we'll go
out to all the bloggers
'cuz remember blogs want content.
Cuz the more content they create,
the more traffic they generate
and it costs money that you have to pay people.
So if you go to them and you're saying, Hey
I'm going to create free blog content for you
and it's going to be high quality, they'll be like, yeah, sure.
So then what I do is I like going
to all these blogs,
the big ones, Forbes, Entrepreneur,
New York Times, whatever it may be.
Ask them to contribute an article and create lists.
Top 10 ways to improve your sales skills.
Top 10 Toasters.
Literally you can have articles that are list based
and within there, include your own products
maybe not number one, but number two or number three.
And when you start doing that, you'll start getting a lot
of people going back to your website and buying.
Another thing that you can do
and this is a really easy strategy,
we all have lists and what you'll find is
over time your open rates go really down
especially during the holiday seasons.
Here's a simple silly hack.
Scrub your list.
If you actually make your list smaller
and take all the people who don't open
up your emails and stop sending to them,
Gmail, Outlook,
they'll put your emails
in the inbox instead of the promotions tab.
Because what ends up happening is,
is if you send emails
and a larger and larger portion, don't open the emails.
They assume that most people don't care for your content.
And even the people that would've liked it,
they'll start sending their emails in the promotions tab.
So when you scrub your list, it actually says, oh
these people are all active.
So whoever you send your emails to in the future,
it'll ensure that your emails stay in the promotion tab.
And another email hack that we love doing
and we do this before Q4 and early Q4,
we'll send out a few emails
just asking a simple question or two,
yes or no questions
'cuz then you get a ton of responses and replies.
It starts adding people
to the address book and it tells them, Hey,
we love content from this person 'cuz they're engaging.
Then all your emails start going into the inbox
and you'll start getting way better deliverability
and way better clicks.
- Boom, everyone, that was some gold there
from Neil Patel.
Buddy, thank you so much for coming on.
I always look at you as being really
a true maven in the world of marketing
and I've nothing but great respect for you.
Everyone, check out Neil Patel,
what's the best way to follow you and
and get more stuff from you?
- neilpatel.com.
- neilpatel.com.
You have a podcast as well?
- I do.
Marketing school.
- Mark. Where have I heard that before?
Marketing School dot Oh, it's right.
Yeah. Do you steal that from me?
From Sales School?
- I think I did.
- Now, again, I want to thank you for that.
because I saw what you were doing in marketing school
and I literally ripped you off
and I think I told you one of your partners,
I think he is the one that said you should rip this off.
Someone gave me the idea, one of my people.
So, thank you for that.
It's been going, I just launched it.
It's been amazing.
I mean it's getting huge responses already.
So everyone check out Marketing School podcast
check out sales school.
And by the way, if you have both, you're ready to roll.
You need Entrepreneurs School, and you're set. (laughs)
Buddy, thanks for everything.
Take care.
- Thanks for having me. - Bye bye.