1 00:00:00,600 --> 00:00:02,840 Speaker 1: If you're about to make a change in your life 2 00:00:03,240 --> 00:00:06,280 Speaker 1: and you feel uncomfortable, that's the best feeling you can have. 3 00:00:08,160 --> 00:00:10,360 Speaker 2: Because for the first time in your life, you're making 4 00:00:10,400 --> 00:00:13,720 Speaker 2: a decision that's going to be best for you and 5 00:00:13,800 --> 00:00:16,599 Speaker 2: not what somebody told you to do. And that's when 6 00:00:16,720 --> 00:00:20,120 Speaker 2: all bets are off. Welcome to Money Making Conversation Masterclass. 7 00:00:20,160 --> 00:00:21,920 Speaker 2: I'm your host, Rashwan McDonald. 8 00:00:22,239 --> 00:00:24,760 Speaker 1: Our theme is there's no perfect time to start following 9 00:00:24,760 --> 00:00:27,960 Speaker 1: your dreams. I recognize that we all have different definitions 10 00:00:28,000 --> 00:00:30,080 Speaker 1: of success. For you and maybe the size of your 11 00:00:30,280 --> 00:00:33,360 Speaker 1: h It's time to stop reading other people's success stories 12 00:00:33,360 --> 00:00:34,280 Speaker 1: to start living your. 13 00:00:34,159 --> 00:00:35,360 Speaker 3: Own keep winning. 14 00:00:39,000 --> 00:00:39,120 Speaker 4: Hi. 15 00:00:39,200 --> 00:00:43,320 Speaker 3: There, it's Migain, Rashan McDonald and I host this weekly 16 00:00:43,360 --> 00:00:47,120 Speaker 3: Money Making Conversation Master Class show. Thee the interviews that's right, 17 00:00:47,159 --> 00:00:50,720 Speaker 3: interviews and information that this show provides off for everyone. 18 00:00:50,880 --> 00:00:53,199 Speaker 3: It's time to start reading other people's success stories and 19 00:00:53,240 --> 00:00:56,120 Speaker 3: start living your own. I got a guess coming back today. 20 00:00:57,520 --> 00:01:00,000 Speaker 3: Ask him to come back. He made such an impression 21 00:01:00,080 --> 00:01:02,160 Speaker 3: and on me as well as my audience. My guess 22 00:01:02,200 --> 00:01:05,960 Speaker 3: is the director of Small Business Success at Constant Contact. 23 00:01:06,480 --> 00:01:09,840 Speaker 3: He's also a speaker, host and podcaster. Assessed with helping 24 00:01:09,920 --> 00:01:14,360 Speaker 3: small business owners find time for online marketing. Please welcome 25 00:01:14,400 --> 00:01:18,440 Speaker 3: to Money Making Conversation Masterclass. Dave Charrest, How you doing. 26 00:01:18,360 --> 00:01:21,160 Speaker 4: Dave Rushan. Good to hear from you again. 27 00:01:21,440 --> 00:01:24,440 Speaker 3: Well, you know, William, thank you, you know, and I 28 00:01:24,480 --> 00:01:28,080 Speaker 3: appreciate you because you came on the show and we 29 00:01:28,200 --> 00:01:32,760 Speaker 3: talked about online marketing in particular. Let's let's not assume 30 00:01:32,800 --> 00:01:36,280 Speaker 3: everybody know our relationship. Tell us about your job and 31 00:01:36,480 --> 00:01:39,280 Speaker 3: Constant Contact. What exactly is constant Contact? 32 00:01:40,160 --> 00:01:44,720 Speaker 4: Yeah, absolutely, thank you for the opportunity. Constant Contact is Well, 33 00:01:44,760 --> 00:01:47,080 Speaker 4: let me put it this way, Constant Contact. We have 34 00:01:47,080 --> 00:01:49,040 Speaker 4: a mission at Constant Contact to really help the small 35 00:01:49,080 --> 00:01:53,240 Speaker 4: stand talk and we do that by providing easy to 36 00:01:53,360 --> 00:01:57,160 Speaker 4: use marketing tools that allow businesses to grow. Basically, that's 37 00:01:57,200 --> 00:01:58,520 Speaker 4: it at the end of the day. So we think 38 00:01:58,520 --> 00:02:02,640 Speaker 4: of tools like email, mark getting SMS, marketing, managing your 39 00:02:02,680 --> 00:02:05,600 Speaker 4: social media, running events, doing those types of things that 40 00:02:05,960 --> 00:02:08,520 Speaker 4: small businesses need to know to or need to do 41 00:02:08,560 --> 00:02:10,280 Speaker 4: to get the word out about their business. That's what 42 00:02:10,280 --> 00:02:14,880 Speaker 4: we help people do. And we know not all small 43 00:02:14,919 --> 00:02:18,960 Speaker 4: business owners have a marketing degree. These are folks that 44 00:02:19,120 --> 00:02:22,320 Speaker 4: are business owners first marketers by necessity in many cases, 45 00:02:22,400 --> 00:02:25,200 Speaker 4: and so we try to make those tools by providing 46 00:02:26,000 --> 00:02:29,760 Speaker 4: one there needs to use, but also by giving resources 47 00:02:29,760 --> 00:02:32,120 Speaker 4: and education to help you kind of make the best 48 00:02:32,240 --> 00:02:35,160 Speaker 4: use of your time and get those things done that 49 00:02:35,160 --> 00:02:37,480 Speaker 4: you need to need to get done from a marketing perspective, 50 00:02:37,520 --> 00:02:39,559 Speaker 4: so you can get back to the things you'd actually. 51 00:02:39,360 --> 00:02:41,440 Speaker 3: Rather be doing it would you know, like I said, 52 00:02:41,440 --> 00:02:43,359 Speaker 3: you know, tas a change. You know, like I said, 53 00:02:43,360 --> 00:02:45,000 Speaker 3: when I was growing up going to college, I didn't 54 00:02:45,000 --> 00:02:47,440 Speaker 3: have constant contact. I didn't know our social media. And 55 00:02:47,520 --> 00:02:50,600 Speaker 3: so because of these things, there's a learning curve about 56 00:02:50,639 --> 00:02:53,480 Speaker 3: opportunities to market your brand. Because the key is marketing 57 00:02:53,520 --> 00:02:56,800 Speaker 3: your product or marketing your brand. How does one introduce 58 00:02:56,919 --> 00:03:01,720 Speaker 3: a relationship into the constant contact environment. I'm talking about 59 00:03:01,720 --> 00:03:05,760 Speaker 3: a small business owner or an individual who's an actor 60 00:03:05,880 --> 00:03:09,239 Speaker 3: or a singer or a comedian, or somebody who's trying 61 00:03:09,280 --> 00:03:12,840 Speaker 3: to try to promote their brand or product or business. 62 00:03:14,320 --> 00:03:17,280 Speaker 4: Well, I think the simplest way to think about it is, 63 00:03:18,320 --> 00:03:21,000 Speaker 4: you know, we're most known for our email marketing platform. 64 00:03:21,040 --> 00:03:25,600 Speaker 4: That's kind of the core of any any online marketing strategy. 65 00:03:25,720 --> 00:03:29,320 Speaker 4: Email marketing is at the core, right. Why it's at 66 00:03:29,320 --> 00:03:32,679 Speaker 4: the core, because that is what we call a permission 67 00:03:32,720 --> 00:03:36,200 Speaker 4: based marketing channel. So that means that someone has raised 68 00:03:36,240 --> 00:03:38,640 Speaker 4: their hand to say, you know what, I want to 69 00:03:38,720 --> 00:03:40,600 Speaker 4: learn more about you. I want to learn more about 70 00:03:40,640 --> 00:03:43,760 Speaker 4: your business. I want you to send me information. And 71 00:03:44,640 --> 00:03:47,360 Speaker 4: the inbox is a place that people are every day, 72 00:03:48,120 --> 00:03:50,720 Speaker 4: and so this is really a great opportunity to get 73 00:03:51,240 --> 00:03:54,000 Speaker 4: two of those people where people have raised their hand, 74 00:03:54,000 --> 00:03:56,920 Speaker 4: they want to hear from you, and so we provide 75 00:03:56,960 --> 00:04:00,680 Speaker 4: that tool and the ability to do that for people. 76 00:04:01,680 --> 00:04:04,920 Speaker 3: Now, when social media came out, that was supposed to 77 00:04:04,920 --> 00:04:07,240 Speaker 3: be the hand raiser, you know, everybody kind of like 78 00:04:07,320 --> 00:04:10,360 Speaker 3: ran away from I may be mistaken, but I know 79 00:04:10,640 --> 00:04:14,280 Speaker 3: the thought was, hey, man, get these likes, get these followers. 80 00:04:14,360 --> 00:04:16,480 Speaker 3: That's the way to go to promote your product, promote 81 00:04:16,480 --> 00:04:20,000 Speaker 3: your business. How does that align itself? Because of the 82 00:04:20,040 --> 00:04:21,839 Speaker 3: fact that I don't want to make any comments yet, 83 00:04:21,839 --> 00:04:24,240 Speaker 3: because I have some I'm a firm believer in the 84 00:04:24,600 --> 00:04:28,000 Speaker 3: email system, the constant contact system, because I believe a 85 00:04:28,040 --> 00:04:31,360 Speaker 3: hand raiser who makes an actual commitment to fill out 86 00:04:31,400 --> 00:04:34,919 Speaker 3: of the form or fill out information is more likely 87 00:04:35,200 --> 00:04:37,840 Speaker 3: to want to follow you and understand your brand to 88 00:04:37,960 --> 00:04:41,200 Speaker 3: somebody who likes you. Because of the fact that you 89 00:04:41,240 --> 00:04:44,680 Speaker 3: were wearing a certain item or eating a piece of cake, 90 00:04:45,000 --> 00:04:46,400 Speaker 3: your thoughts. 91 00:04:47,240 --> 00:04:49,920 Speaker 4: So there's an interesting thing that's happened with social media 92 00:04:50,520 --> 00:04:54,800 Speaker 4: in many ways. I think it was the great bait 93 00:04:54,839 --> 00:04:56,720 Speaker 4: and switch in many ways. Right. So not to say 94 00:04:56,760 --> 00:04:58,400 Speaker 4: that social media is bad. I think it serves its 95 00:04:58,440 --> 00:05:00,200 Speaker 4: purpose and I'll tell you how it is that. But 96 00:05:00,279 --> 00:05:04,000 Speaker 4: I think the thing with social media is, you know, 97 00:05:04,040 --> 00:05:06,040 Speaker 4: in the early days, it was like, yeah, come build 98 00:05:06,080 --> 00:05:09,280 Speaker 4: your land over here, and you know, build your platform, 99 00:05:09,360 --> 00:05:11,800 Speaker 4: get these likes, get all these people, basically, get all 100 00:05:11,839 --> 00:05:14,640 Speaker 4: of these people that are interested in you on our platform. 101 00:05:15,560 --> 00:05:18,680 Speaker 4: And then once we've got all these people on our platform, oh, 102 00:05:18,720 --> 00:05:20,520 Speaker 4: you want to access those people that you brought to 103 00:05:20,560 --> 00:05:23,000 Speaker 4: this platform to be with us, Well, you're gonna have 104 00:05:23,000 --> 00:05:26,320 Speaker 4: to pay for that. Not a bad thing that that's 105 00:05:26,400 --> 00:05:30,080 Speaker 4: their business model, Fine, but you don't actually, you know, 106 00:05:30,279 --> 00:05:32,880 Speaker 4: always have access to those people on the social channels. Now, look, 107 00:05:32,880 --> 00:05:35,960 Speaker 4: it's good for engaging with people that are already connected 108 00:05:36,000 --> 00:05:39,440 Speaker 4: with you. It's good for potentially reaching you people through 109 00:05:39,480 --> 00:05:42,880 Speaker 4: those engagements. But at the end of the day, today 110 00:05:43,040 --> 00:05:46,400 Speaker 4: it's all run by algorithms, right, and so you know, 111 00:05:47,320 --> 00:05:49,720 Speaker 4: everything you post, people will often go with the idea. 112 00:05:49,720 --> 00:05:51,480 Speaker 4: They're like, well, well I posted it on social Well 113 00:05:51,520 --> 00:05:53,760 Speaker 4: not everybody is going to see that, right, because everybody's 114 00:05:53,760 --> 00:05:56,479 Speaker 4: on a kind of different thing, and so it's not 115 00:05:56,600 --> 00:06:00,960 Speaker 4: a way to actually connect with your customers directly. And 116 00:06:01,000 --> 00:06:04,039 Speaker 4: that's where the email marketing piece or text marketing for example, 117 00:06:04,080 --> 00:06:07,320 Speaker 4: come in, because you actually own that relationship, whereas some 118 00:06:07,400 --> 00:06:11,320 Speaker 4: social media you're there to help them build their land. 119 00:06:11,520 --> 00:06:15,040 Speaker 4: They want to have people stuck on their properties, and 120 00:06:15,279 --> 00:06:17,479 Speaker 4: they don't like you to, you know, put links off 121 00:06:17,520 --> 00:06:19,400 Speaker 4: to someplace else. They want everything to happen on their 122 00:06:19,440 --> 00:06:23,279 Speaker 4: platform because that's where they make their money. And if 123 00:06:23,320 --> 00:06:26,680 Speaker 4: that site goes down or they make an algorithm change, 124 00:06:26,720 --> 00:06:29,640 Speaker 4: which are all things that have happened recently, if you 125 00:06:29,680 --> 00:06:31,680 Speaker 4: are putting all of your eggs in that basket, or 126 00:06:31,680 --> 00:06:34,320 Speaker 4: they decide, hey, you've violated one of our terms. We're 127 00:06:34,360 --> 00:06:36,520 Speaker 4: going to shut your page down, and then you've got 128 00:06:36,600 --> 00:06:38,680 Speaker 4: no one to contact, You've got no one to speak to, 129 00:06:39,040 --> 00:06:41,440 Speaker 4: and then it's just like all of that work that 130 00:06:41,520 --> 00:06:44,720 Speaker 4: you've done is gone and you have nothing for that. 131 00:06:44,800 --> 00:06:47,599 Speaker 4: And that's why again, it's a tool. It's like a gateway, right. 132 00:06:47,680 --> 00:06:50,560 Speaker 4: I always kind of explain it like it's a great 133 00:06:50,560 --> 00:06:52,880 Speaker 4: place to start to engage and do things and you know, 134 00:06:52,920 --> 00:06:55,720 Speaker 4: get and raise awareness. But ultimately you want to try 135 00:06:55,760 --> 00:06:59,280 Speaker 4: to move people from that social platform, find those people 136 00:06:59,320 --> 00:07:02,960 Speaker 4: that like you and your business and move them to 137 00:07:03,040 --> 00:07:04,840 Speaker 4: that thing that you own. Again, that leads us back 138 00:07:04,880 --> 00:07:07,839 Speaker 4: to email or text marketing, because then again you have 139 00:07:07,920 --> 00:07:11,680 Speaker 4: a way to reach people directly and you just really 140 00:07:11,760 --> 00:07:14,240 Speaker 4: can't guarantee that's going to happen on social. 141 00:07:14,000 --> 00:07:16,000 Speaker 3: And nominally ask you this question now, you know you 142 00:07:16,000 --> 00:07:19,440 Speaker 3: said email and text marketing is constant contact into text 143 00:07:19,480 --> 00:07:21,600 Speaker 3: marketing too, Yes. 144 00:07:21,480 --> 00:07:24,120 Speaker 4: That's also a service that we provide for our customers. 145 00:07:24,200 --> 00:07:26,400 Speaker 3: Well, how do you build that relationship because I'm assuming 146 00:07:26,440 --> 00:07:28,680 Speaker 3: those are phone numbers that you have to get people 147 00:07:28,720 --> 00:07:32,200 Speaker 3: to commit to and sign off of, just like email addresses. 148 00:07:32,240 --> 00:07:35,920 Speaker 4: Correct, Yeah, absolutely, So it's basically the same type of thing. 149 00:07:36,000 --> 00:07:39,680 Speaker 4: It's a permission based channel where people are you know, 150 00:07:39,680 --> 00:07:41,760 Speaker 4: again raising their hands to say yes you can, you know, 151 00:07:41,800 --> 00:07:44,800 Speaker 4: I'll give you that information and you can contact me 152 00:07:44,920 --> 00:07:48,400 Speaker 4: via that. And I think it's a delicate balance with 153 00:07:48,920 --> 00:07:51,040 Speaker 4: text marketing. And so when you think about the strengths 154 00:07:51,040 --> 00:07:53,320 Speaker 4: of the channels, right, so we mentioned social, we're talking 155 00:07:53,320 --> 00:07:55,080 Speaker 4: about it allows you to kind of engage with people 156 00:07:55,080 --> 00:07:57,680 Speaker 4: and reach new people, right, but you don't know those contacts, right. 157 00:07:57,720 --> 00:08:00,880 Speaker 4: So email allows you to reach people directly and be 158 00:08:01,040 --> 00:08:03,480 Speaker 4: more robust in the messaging that you're sending and doing 159 00:08:03,520 --> 00:08:07,760 Speaker 4: things like that. But you know everybody uses email. Now 160 00:08:07,800 --> 00:08:10,880 Speaker 4: there's an overcrowded inbox because we're you know, working out 161 00:08:10,880 --> 00:08:13,240 Speaker 4: our daily work lives and things like that too, so 162 00:08:13,280 --> 00:08:15,160 Speaker 4: you're often competing with a lot of noise in there 163 00:08:15,200 --> 00:08:19,520 Speaker 4: as well. And then text marketing is interesting because now 164 00:08:19,800 --> 00:08:24,120 Speaker 4: you've got this opportunity to connect with people on a 165 00:08:24,160 --> 00:08:26,920 Speaker 4: device that they have with them all times. And when 166 00:08:27,040 --> 00:08:29,280 Speaker 4: that thing dings, what do you do? The first thing 167 00:08:29,280 --> 00:08:30,680 Speaker 4: you do is you look at that, right, and so 168 00:08:30,720 --> 00:08:35,240 Speaker 4: you've got this immediacy that you didn't have access to before. Now, 169 00:08:35,280 --> 00:08:37,920 Speaker 4: the trick here is to use each of the strengths 170 00:08:37,960 --> 00:08:40,760 Speaker 4: of those channels, but not abuse that strength, right. And 171 00:08:40,800 --> 00:08:44,040 Speaker 4: so you want to make sure that when you're sending 172 00:08:44,080 --> 00:08:46,360 Speaker 4: things via text that you're thinking of doing that in 173 00:08:46,400 --> 00:08:49,839 Speaker 4: a way that allows you to offer something exclusive that 174 00:08:49,880 --> 00:08:52,880 Speaker 4: maybe that person wouldn't get someplace else. You want to 175 00:08:52,960 --> 00:08:55,120 Speaker 4: use it for only for things that are really timely 176 00:08:55,240 --> 00:08:58,200 Speaker 4: and relevant. So you take advantage of the strength of 177 00:08:58,240 --> 00:09:02,640 Speaker 4: that channel and so and you're collecting that text address 178 00:09:03,200 --> 00:09:05,800 Speaker 4: or that text number, I should say, that email address. 179 00:09:05,800 --> 00:09:09,200 Speaker 4: It's really the same. You're offering something of value in 180 00:09:09,320 --> 00:09:13,040 Speaker 4: exchange for that information from somebody. And so when people 181 00:09:13,080 --> 00:09:15,800 Speaker 4: subscribe or they give up that information, it's usually to 182 00:09:15,880 --> 00:09:18,840 Speaker 4: access something like a discount or something like that, or 183 00:09:18,840 --> 00:09:22,880 Speaker 4: maybe it's access to exclusive piece of content or I 184 00:09:22,880 --> 00:09:25,079 Speaker 4: mean in many cases it's just to show support too, 185 00:09:25,120 --> 00:09:27,600 Speaker 4: depending on the relationship with the small business in the 186 00:09:27,600 --> 00:09:30,839 Speaker 4: community that you're serving. But it's really all about thinking 187 00:09:30,880 --> 00:09:33,600 Speaker 4: through those things and giving looking at it as a 188 00:09:33,640 --> 00:09:35,760 Speaker 4: tool to provide value to people so that they want 189 00:09:35,760 --> 00:09:36,640 Speaker 4: to give you that information. 190 00:09:36,960 --> 00:09:38,400 Speaker 3: Well, you know, it's really answered. I've talking to the 191 00:09:38,440 --> 00:09:41,760 Speaker 3: director of small business Success at Constant Contact, and it's 192 00:09:41,800 --> 00:09:44,000 Speaker 3: important that I bring them on this show because so 193 00:09:44,000 --> 00:09:45,720 Speaker 3: many people trying to figure out how to market their 194 00:09:45,760 --> 00:09:47,520 Speaker 3: brands and they don't know what to do. 195 00:09:47,679 --> 00:09:49,000 Speaker 2: You know, they don't know how. 196 00:09:48,840 --> 00:09:52,720 Speaker 3: To go back because you know, there's no standard ways 197 00:09:52,720 --> 00:09:54,800 Speaker 3: to be success. We've talked about social media, We've talked 198 00:09:54,800 --> 00:09:58,280 Speaker 3: about text marketing, we talked about email. Now I've used 199 00:09:58,320 --> 00:10:00,400 Speaker 3: social media. I'll be honest with you day and I've 200 00:10:00,480 --> 00:10:03,800 Speaker 3: used emails. I am much more confident that when I 201 00:10:03,800 --> 00:10:06,559 Speaker 3: send out an email, I'm going to get an honest 202 00:10:06,559 --> 00:10:09,520 Speaker 3: reaction versus when I send out a social media post, 203 00:10:09,559 --> 00:10:11,840 Speaker 3: because I really don't know who I'm talking to, you know, 204 00:10:11,920 --> 00:10:14,600 Speaker 3: I have far more followers, Like I think I got 205 00:10:14,600 --> 00:10:17,640 Speaker 3: a million social media followers, and I got like eighty 206 00:10:17,679 --> 00:10:22,560 Speaker 3: five thousand emails in my fan club base. I feel 207 00:10:22,600 --> 00:10:27,520 Speaker 3: those eighty five thousand much more authentic than the million 208 00:10:27,600 --> 00:10:30,120 Speaker 3: social media followers because I don't know where they followed me. 209 00:10:30,120 --> 00:10:32,559 Speaker 3: I don't know what time period, what time period they 210 00:10:32,559 --> 00:10:34,920 Speaker 3: became engaged in my life. I may have been working 211 00:10:34,960 --> 00:10:37,280 Speaker 3: with Steve Harvey every time. I may have been, you know, 212 00:10:37,360 --> 00:10:40,680 Speaker 3: doing some some baking sessions I was doing on my 213 00:10:40,760 --> 00:10:44,560 Speaker 3: social media. Is it a way to define where your 214 00:10:44,640 --> 00:10:48,760 Speaker 3: base can be most successful when you're dealing with marketing 215 00:10:48,800 --> 00:10:50,440 Speaker 3: your brand, product or business. 216 00:10:52,200 --> 00:10:53,920 Speaker 4: So I think there's a there's a couple of things. 217 00:10:53,960 --> 00:10:56,280 Speaker 4: If if we're talking about you know, social there are 218 00:10:56,360 --> 00:10:58,480 Speaker 4: obviously there are paid opportunities where you can start to 219 00:10:58,520 --> 00:10:59,680 Speaker 4: do like target marketing. 220 00:10:59,760 --> 00:11:00,000 Speaker 5: Right. 221 00:11:00,120 --> 00:11:02,439 Speaker 4: You can use Facebook ads, Instagram ads, and you can 222 00:11:02,480 --> 00:11:07,040 Speaker 4: try to target specific people. But again that's advertising, right, 223 00:11:07,040 --> 00:11:10,640 Speaker 4: So that's that thing that you're kind of interrupting people, right, 224 00:11:10,800 --> 00:11:13,200 Speaker 4: versus being the thing that people are trying to consume 225 00:11:13,320 --> 00:11:17,559 Speaker 4: or engage with. As you move into to your point 226 00:11:17,679 --> 00:11:21,160 Speaker 4: about you know, knowing those customers, you feel more confident 227 00:11:21,160 --> 00:11:23,760 Speaker 4: in those email subscribers that you have, well, yeah, because 228 00:11:23,800 --> 00:11:25,880 Speaker 4: those are the people that have taken that next step 229 00:11:26,040 --> 00:11:28,400 Speaker 4: right again, those are the hand raisers, those are the 230 00:11:28,400 --> 00:11:31,000 Speaker 4: people that have said, yeah, I want to learn more 231 00:11:31,000 --> 00:11:33,920 Speaker 4: about you, I want to hear more. And so in 232 00:11:34,120 --> 00:11:37,480 Speaker 4: that it's also a data play, right where you start 233 00:11:37,480 --> 00:11:39,800 Speaker 4: thinking about like what types of information are you collecting, 234 00:11:40,480 --> 00:11:43,200 Speaker 4: what lists are people subscribing to. So when you start 235 00:11:43,240 --> 00:11:45,560 Speaker 4: to go to the back end of what email marketing 236 00:11:45,600 --> 00:11:48,360 Speaker 4: can do for you, you can start to create lists 237 00:11:48,440 --> 00:11:50,320 Speaker 4: of people. So let me give you an example here. 238 00:11:50,360 --> 00:11:52,680 Speaker 4: So let's say I was actually I was talking to 239 00:11:53,320 --> 00:11:55,520 Speaker 4: a business owner the other day, or a director of 240 00:11:55,520 --> 00:11:58,320 Speaker 4: sales and marketing for a business and customer of ours 241 00:11:58,720 --> 00:12:03,079 Speaker 4: who they sell industry lighting design and they typically work 242 00:12:03,160 --> 00:12:05,760 Speaker 4: with or it should say they're business is fifty to fifty, right, 243 00:12:05,800 --> 00:12:09,520 Speaker 4: so they work with professional professionals in that space where 244 00:12:09,559 --> 00:12:12,720 Speaker 4: they're architects or lighting designers like people that are more 245 00:12:12,760 --> 00:12:16,520 Speaker 4: industrial use cases. And then they also have another side 246 00:12:16,520 --> 00:12:20,440 Speaker 4: of the business that sells directly to consumers. And so 247 00:12:21,559 --> 00:12:24,280 Speaker 4: when they have that email contact information, what they can 248 00:12:24,320 --> 00:12:29,400 Speaker 4: do is they can build lists of professionals and consumers, 249 00:12:29,440 --> 00:12:31,320 Speaker 4: and the way you're going to have a conversation or 250 00:12:31,320 --> 00:12:33,120 Speaker 4: the things you're going to share with those people are 251 00:12:33,160 --> 00:12:36,440 Speaker 4: completely different, and so it really boils down to knowing 252 00:12:37,040 --> 00:12:39,319 Speaker 4: who those people are so you can have the right 253 00:12:39,360 --> 00:12:41,320 Speaker 4: conversations with them. Because at the end of the day, 254 00:12:41,360 --> 00:12:44,839 Speaker 4: that's what marketing is, right, it's communicating with people about 255 00:12:44,840 --> 00:12:48,000 Speaker 4: information that they're open to receiving, right, and providing value 256 00:12:48,040 --> 00:12:51,920 Speaker 4: that way. And so now I can have a conversation 257 00:12:51,960 --> 00:12:55,520 Speaker 4: about like, hey, we're creating this new lighting thing that 258 00:12:55,559 --> 00:12:58,760 Speaker 4: would be great in your new design of this restaurant 259 00:12:58,760 --> 00:13:01,719 Speaker 4: that you're creating, or something like that, versus hey, do 260 00:13:01,720 --> 00:13:04,800 Speaker 4: you need a really cool lamp for your desk? Right, 261 00:13:05,440 --> 00:13:07,840 Speaker 4: there's different needs there, and so you can start to 262 00:13:07,880 --> 00:13:12,160 Speaker 4: really get targeted with the messaging that you're creating so 263 00:13:12,320 --> 00:13:15,080 Speaker 4: that you start to get better results. You know, another 264 00:13:15,160 --> 00:13:16,880 Speaker 4: example I'll give you would be like if you're on 265 00:13:16,920 --> 00:13:20,160 Speaker 4: a nonprofit side, because it's really clear to see you'll 266 00:13:20,200 --> 00:13:24,440 Speaker 4: have board members, you'll have donors, you'll have volunteers, you'll 267 00:13:24,440 --> 00:13:26,960 Speaker 4: have staff, you'll have all of these different people the 268 00:13:26,960 --> 00:13:30,480 Speaker 4: people that use your services. If you're providing services like that, 269 00:13:31,240 --> 00:13:34,959 Speaker 4: you can see really quickly how oh you know, I 270 00:13:34,960 --> 00:13:36,760 Speaker 4: would want to talk to each of those people a 271 00:13:36,840 --> 00:13:39,480 Speaker 4: little bit differently, and you're able to kind of manage 272 00:13:39,480 --> 00:13:42,320 Speaker 4: that and know, Okay, this message goes to this group, 273 00:13:42,880 --> 00:13:45,440 Speaker 4: and you don't have to bother people who don't need 274 00:13:45,480 --> 00:13:47,800 Speaker 4: to get that message with information that they're not going 275 00:13:47,840 --> 00:13:48,480 Speaker 4: to be interested in. 276 00:13:48,760 --> 00:13:51,080 Speaker 3: Well, it's really amazing because of the fact that we're 277 00:13:51,080 --> 00:13:53,920 Speaker 3: all trying to communicate. We're all trying to and that's 278 00:13:53,920 --> 00:13:56,040 Speaker 3: why one of the primary reasons why I brought Day 279 00:13:56,200 --> 00:13:59,000 Speaker 3: back on the show, cause we need to know, we 280 00:13:59,040 --> 00:14:01,240 Speaker 3: need to know what I'm options because of the fact 281 00:14:01,240 --> 00:14:05,000 Speaker 3: that we're all playing this information game and and as 282 00:14:05,040 --> 00:14:08,319 Speaker 3: we're trying to move our product. It was key things 283 00:14:08,320 --> 00:14:10,920 Speaker 3: he said, like, when I get a text message, I 284 00:14:10,960 --> 00:14:13,000 Speaker 3: can be annoyed a little bit, Dave, I can be 285 00:14:13,000 --> 00:14:16,360 Speaker 3: annoyed a little bit. Okay, when I get an email 286 00:14:16,559 --> 00:14:19,640 Speaker 3: which I'm I sign up for loyalty programs. You know, 287 00:14:19,960 --> 00:14:23,080 Speaker 3: I tend to get more information about what you know. 288 00:14:23,120 --> 00:14:25,760 Speaker 3: I get more product information. I think I get more 289 00:14:25,840 --> 00:14:29,640 Speaker 3: benefits when I get email information. And then when I 290 00:14:29,800 --> 00:14:32,640 Speaker 3: on social media, that timeline can go away. You have 291 00:14:32,720 --> 00:14:35,080 Speaker 3: to go find it, you got to go search it down. 292 00:14:35,240 --> 00:14:37,400 Speaker 3: So I think that when I'm when I when I'm 293 00:14:37,440 --> 00:14:41,080 Speaker 3: looking at trying to market anything that I'm doing, I 294 00:14:41,520 --> 00:14:44,560 Speaker 3: feel comfortable with the messaging. And I'm not trying to 295 00:14:44,600 --> 00:14:47,960 Speaker 3: sell anybody in any direction. I'm just bringing Dave back 296 00:14:48,000 --> 00:14:50,960 Speaker 3: on the show so you can hear reality that's out 297 00:14:51,000 --> 00:14:54,280 Speaker 3: there because you may not have the social media numbers. 298 00:14:54,320 --> 00:14:56,800 Speaker 3: You may not have, but but I'm just when you 299 00:14:56,880 --> 00:14:59,400 Speaker 3: heard me say I got a million follows over here, 300 00:14:59,840 --> 00:15:03,080 Speaker 3: and and I got eighty five thousand email addresses through 301 00:15:03,080 --> 00:15:06,200 Speaker 3: my fan club, and I feel more confident with that. 302 00:15:06,400 --> 00:15:09,440 Speaker 3: I think you can get to eighty five thousand faster. 303 00:15:09,600 --> 00:15:11,920 Speaker 3: You can get to a million social media followers. And 304 00:15:11,960 --> 00:15:13,960 Speaker 3: that's all I'm saying. When we come back, Dave, I 305 00:15:13,960 --> 00:15:17,640 Speaker 3: want to talk about the whole spam situation, also talk 306 00:15:17,640 --> 00:15:20,280 Speaker 3: about the new partnership that you guys have created. I'm 307 00:15:20,280 --> 00:15:23,400 Speaker 3: talking about Constant Contact and Square because it's more about 308 00:15:23,400 --> 00:15:26,880 Speaker 3: demographics and learn how you guys take these email addresses 309 00:15:27,120 --> 00:15:30,840 Speaker 3: and understand better about the customer base that you're dealing with, 310 00:15:31,040 --> 00:15:33,840 Speaker 3: especially small businesses. When we will come back, Dave, thank 311 00:15:33,880 --> 00:15:35,560 Speaker 3: you for coming back on the show. We were right 312 00:15:35,640 --> 00:15:38,760 Speaker 3: back with more money Making Conversation Masterclass. 313 00:15:45,960 --> 00:15:49,560 Speaker 5: We'll be right back with more money Making Conversations Masterclass 314 00:15:49,600 --> 00:15:57,200 Speaker 5: with Rashaan McDonald. Welcome back to the Money Making Conversations 315 00:15:57,240 --> 00:16:03,200 Speaker 5: Masterclass hosted by Rashaan McDonald. Making Conversations Masterclass continues online 316 00:16:03,280 --> 00:16:08,360 Speaker 5: at Moneymakingconversations dot com and follow money Making Conversations Masterclass 317 00:16:08,400 --> 00:16:10,640 Speaker 5: on Facebook, Twitter, and Instagram. 318 00:16:11,120 --> 00:16:15,160 Speaker 3: We're talking about small business product marketing as well as 319 00:16:15,560 --> 00:16:19,520 Speaker 3: brand marketing. As an individual people who are have plays 320 00:16:19,640 --> 00:16:21,680 Speaker 3: or have a product you want to get out there 321 00:16:21,680 --> 00:16:24,080 Speaker 3: and small business who need to recognize the ability to 322 00:16:24,080 --> 00:16:26,840 Speaker 3: be able to take what you're doing and spread the word. 323 00:16:26,880 --> 00:16:29,600 Speaker 3: How do you consistently wrap your hand around that? And 324 00:16:29,880 --> 00:16:33,160 Speaker 3: because we would love to open our doors and there's 325 00:16:33,200 --> 00:16:36,480 Speaker 3: a line of people waiting for you out there, or 326 00:16:35,440 --> 00:16:39,520 Speaker 3: you sell your product at a flea market or a 327 00:16:40,240 --> 00:16:43,080 Speaker 3: weekend event and then you run out because people just 328 00:16:43,400 --> 00:16:45,640 Speaker 3: enthused by it. It's called marketing. You have to market, 329 00:16:45,760 --> 00:16:48,240 Speaker 3: you have to market a brand consistently. And have brought 330 00:16:48,320 --> 00:16:50,480 Speaker 3: Day back on the show just to get more insight 331 00:16:50,600 --> 00:16:54,720 Speaker 3: to slow down the conversation. They when we talk about emails. 332 00:16:55,240 --> 00:16:57,400 Speaker 3: You know, you guys are a big company, and I 333 00:16:57,520 --> 00:17:01,040 Speaker 3: know that individuals they start collecting emails and they think 334 00:17:01,040 --> 00:17:04,119 Speaker 3: they can just send these emails out. But that doesn't 335 00:17:04,200 --> 00:17:07,320 Speaker 3: That not how it really works because eventually the big 336 00:17:07,359 --> 00:17:09,640 Speaker 3: spam machine to pop up and say you can't send 337 00:17:09,680 --> 00:17:11,440 Speaker 3: those emails out like that. Correct. 338 00:17:12,440 --> 00:17:15,159 Speaker 4: Yeah, So there there's there's a bunch of laws in 339 00:17:15,200 --> 00:17:18,159 Speaker 4: place that you really, you know, say you shouldn't be 340 00:17:18,200 --> 00:17:20,080 Speaker 4: doing that, right, you don't want to be doing that. 341 00:17:20,160 --> 00:17:23,760 Speaker 4: And the good thing about a tool like constant Contact 342 00:17:23,840 --> 00:17:26,480 Speaker 4: is it keeps you in compliance with those laws and 343 00:17:26,520 --> 00:17:30,360 Speaker 4: so it allows basically it says, you know, you shouldn't 344 00:17:30,480 --> 00:17:33,080 Speaker 4: email people without their permission. So one, we allow you 345 00:17:33,119 --> 00:17:35,880 Speaker 4: to use forms for example, so people get to enter 346 00:17:35,920 --> 00:17:38,880 Speaker 4: that information and it catalogs that they've given you permission 347 00:17:38,920 --> 00:17:41,200 Speaker 4: to email them. And then you have to give people 348 00:17:41,200 --> 00:17:43,760 Speaker 4: the ability to unsubscribe. So that means of like, yeah, 349 00:17:44,000 --> 00:17:46,680 Speaker 4: maybe they changed their mind, or maybe they've moved away. 350 00:17:46,800 --> 00:17:48,680 Speaker 4: They need to update an email aggress or they didn't 351 00:17:48,720 --> 00:17:51,240 Speaker 4: work for a company anymore that was interested in that thing. 352 00:17:52,160 --> 00:17:54,400 Speaker 4: They can easily just click click a button and not 353 00:17:54,560 --> 00:17:57,720 Speaker 4: receive those unwanted emails anymore, And so it helps keep 354 00:17:57,720 --> 00:17:59,280 Speaker 4: you in line with all of that stuff. But I 355 00:17:59,320 --> 00:18:03,560 Speaker 4: think a good thing to think about in general is 356 00:18:04,680 --> 00:18:07,240 Speaker 4: you know when people, I mean, think about how you 357 00:18:07,240 --> 00:18:09,479 Speaker 4: process your own email, right, if you start getting emails 358 00:18:09,480 --> 00:18:12,320 Speaker 4: from people you don't really recognize or you don't understand, 359 00:18:12,400 --> 00:18:15,000 Speaker 4: or particularly when it's like a I would say, a 360 00:18:15,040 --> 00:18:17,680 Speaker 4: marketing email that's specifically designed to be like like, hey, 361 00:18:17,840 --> 00:18:20,439 Speaker 4: you know a promotional type of thing. You kind of 362 00:18:21,480 --> 00:18:23,160 Speaker 4: you kind of bristle a little bit when they show 363 00:18:23,200 --> 00:18:25,840 Speaker 4: up in your inbox because you're trying to process your inbox, right, 364 00:18:25,880 --> 00:18:27,280 Speaker 4: You've got a lot of things to do in there. 365 00:18:27,320 --> 00:18:31,160 Speaker 4: And so that often leads to people either just deleting 366 00:18:31,200 --> 00:18:35,080 Speaker 4: those emails or again marketing those as spam. And when 367 00:18:35,080 --> 00:18:36,959 Speaker 4: you do that, when that happens to your business, if 368 00:18:36,960 --> 00:18:40,080 Speaker 4: you're the person sending that stuff, it ends up hurting 369 00:18:40,119 --> 00:18:42,480 Speaker 4: your reputation as a business. So it actually has the 370 00:18:42,560 --> 00:18:46,679 Speaker 4: opposite effect of with of you, which you wish it 371 00:18:46,720 --> 00:18:48,720 Speaker 4: had right, which would you know, get your business in 372 00:18:48,720 --> 00:18:51,679 Speaker 4: front of people. And so that's why it's always important. Again. 373 00:18:51,960 --> 00:18:55,240 Speaker 4: Why email marketing works so well again is because it 374 00:18:55,320 --> 00:18:57,480 Speaker 4: is that permission based right, It's it's that idea of 375 00:18:57,480 --> 00:18:59,320 Speaker 4: people saying, yep, send me that information. 376 00:19:00,520 --> 00:19:03,920 Speaker 3: Excuse me, Dave, when you think about the whole process 377 00:19:04,000 --> 00:19:07,440 Speaker 3: of trying to find people and trying to go I've 378 00:19:07,440 --> 00:19:10,320 Speaker 3: read where you guys, because now it's trying to understand 379 00:19:11,000 --> 00:19:13,359 Speaker 3: what does a phone number mean? What do you know 380 00:19:13,400 --> 00:19:16,520 Speaker 3: because the phone number has a backstory, it has demographics 381 00:19:16,560 --> 00:19:19,600 Speaker 3: tied to an email address, has a backstore and email 382 00:19:20,000 --> 00:19:22,159 Speaker 3: and tied to it. So you guys recently went in, 383 00:19:22,320 --> 00:19:26,080 Speaker 3: I'm talking about constant contact partners with Square to streamline 384 00:19:26,119 --> 00:19:29,600 Speaker 3: sales and marketing efforts for small businesses. Explain that to us. 385 00:19:30,640 --> 00:19:33,480 Speaker 4: Yeah, So what this allows, what this integration allows to 386 00:19:33,520 --> 00:19:36,760 Speaker 4: have happened is when you know, a lot of a 387 00:19:36,760 --> 00:19:38,840 Speaker 4: lot of small business owners will use Square as their 388 00:19:38,840 --> 00:19:42,639 Speaker 4: payment processor, and so as part of that process, you 389 00:19:43,760 --> 00:19:47,280 Speaker 4: are typically also you know, agreeing to or you're clicking 390 00:19:47,320 --> 00:19:48,840 Speaker 4: a box to say like yes, I want to hear 391 00:19:48,920 --> 00:19:52,239 Speaker 4: more from this company. And so what happens is on 392 00:19:52,280 --> 00:19:55,600 Speaker 4: the on the back end, Constant Contact integrates with squares 393 00:19:55,760 --> 00:19:59,399 Speaker 4: so that the contact information gets added automatically to your 394 00:19:59,400 --> 00:20:01,800 Speaker 4: constant content have to count, and it does some other 395 00:20:01,880 --> 00:20:05,720 Speaker 4: things as well, because you have purchased details or information 396 00:20:05,920 --> 00:20:09,240 Speaker 4: that are happening on the square side of things. What 397 00:20:10,040 --> 00:20:12,880 Speaker 4: Square and constant Contact together will allow you to do 398 00:20:13,240 --> 00:20:16,080 Speaker 4: is start to build lists like use that data to 399 00:20:16,119 --> 00:20:19,159 Speaker 4: say like, hey, here are people who have you know, 400 00:20:19,280 --> 00:20:21,840 Speaker 4: spent x amount of money with you and over a 401 00:20:21,840 --> 00:20:24,600 Speaker 4: specific time period. Or here are the people that spend 402 00:20:24,600 --> 00:20:27,800 Speaker 4: more frequently with you. These are your VIP people, these 403 00:20:27,840 --> 00:20:30,080 Speaker 4: are people that haven't purchased anything yet, or these are 404 00:20:30,080 --> 00:20:32,960 Speaker 4: people that have you know, haven't purchased anything in a while. 405 00:20:33,119 --> 00:20:36,280 Speaker 4: And so it starts to give you these avenues we mentioned. 406 00:20:36,320 --> 00:20:39,120 Speaker 4: The idea of segmentation is creating these lists for you 407 00:20:39,560 --> 00:20:41,800 Speaker 4: so then you can say, like, hmm, I have these 408 00:20:41,880 --> 00:20:45,160 Speaker 4: VIP people that you know account for, like, let's say 409 00:20:45,520 --> 00:20:48,080 Speaker 4: a vast majority of my sales. I want to do 410 00:20:48,160 --> 00:20:50,960 Speaker 4: something nice for these people because I want to continue 411 00:20:50,960 --> 00:20:53,080 Speaker 4: to increase that loyalty. So I'm going to send out 412 00:20:53,080 --> 00:20:56,800 Speaker 4: a special campaign with uh, maybe a special access to 413 00:20:56,840 --> 00:20:59,919 Speaker 4: something before it's available to anybody. Else right, or here 414 00:21:00,000 --> 00:21:02,040 Speaker 4: there are some people that haven't purchased for me in 415 00:21:02,080 --> 00:21:04,320 Speaker 4: a while, I'm going to send them something, maybe a 416 00:21:04,320 --> 00:21:06,119 Speaker 4: little coupon to get them to come back and do 417 00:21:06,200 --> 00:21:08,159 Speaker 4: something again. Right. So it allows you to start to 418 00:21:08,160 --> 00:21:11,239 Speaker 4: look at the information that you have based on how 419 00:21:11,280 --> 00:21:15,160 Speaker 4: people are spending with you, and use your marketing tools 420 00:21:15,160 --> 00:21:17,720 Speaker 4: to then say, okay, let's come up with a campaign. 421 00:21:17,800 --> 00:21:20,359 Speaker 4: Let's come up with something that speaks directly to those people. 422 00:21:20,720 --> 00:21:23,040 Speaker 3: Now I've seen the square. That's a little square. There's 423 00:21:23,040 --> 00:21:24,720 Speaker 3: a little white square or top of the fall the 424 00:21:24,720 --> 00:21:26,560 Speaker 3: people run their credit card through a lot of times, 425 00:21:26,600 --> 00:21:28,959 Speaker 3: I see it. A lot of small business owners use 426 00:21:29,040 --> 00:21:31,560 Speaker 3: that there was a lifeline of how they could do 427 00:21:31,640 --> 00:21:35,440 Speaker 3: a mobile business in general, especially what they're telling sandwiches, 428 00:21:35,480 --> 00:21:37,760 Speaker 3: food trucks. I see that a lot. Correct, that's what you're. 429 00:21:37,640 --> 00:21:40,120 Speaker 4: Talking about, right, absolutely, yep. 430 00:21:40,000 --> 00:21:43,960 Speaker 3: Okay, Now I'm just being educated here. So you're taking 431 00:21:43,960 --> 00:21:47,320 Speaker 3: that information, I'm assuming that what kind of information does 432 00:21:47,359 --> 00:21:51,240 Speaker 3: that square have about you? Does it have your email address, 433 00:21:51,240 --> 00:21:54,080 Speaker 3: does it have your phone number? And then that's partnered 434 00:21:54,080 --> 00:21:57,560 Speaker 3: in a relationship with constant contact, which you can create 435 00:21:57,560 --> 00:21:59,840 Speaker 3: a database. Is that what we're talking about. 436 00:22:00,400 --> 00:22:03,000 Speaker 4: Yeah, So from the constant the contact side of things, 437 00:22:03,359 --> 00:22:06,680 Speaker 4: we're we're looking at the contact information still rightly, so 438 00:22:06,760 --> 00:22:09,160 Speaker 4: Square might have other information, but we're looking at what's 439 00:22:09,160 --> 00:22:12,800 Speaker 4: happening from the contact levels. So let's say that's that's 440 00:22:12,800 --> 00:22:16,239 Speaker 4: the mobile number, or it's the email address, whatever that is. 441 00:22:16,720 --> 00:22:19,960 Speaker 4: We're looking at that information, and then we're creating information 442 00:22:20,080 --> 00:22:23,560 Speaker 4: based on the data that Square will have to help 443 00:22:23,600 --> 00:22:26,959 Speaker 4: you import those contacts directly into constant contacts so then 444 00:22:26,960 --> 00:22:28,560 Speaker 4: you can communicate with them in the future. 445 00:22:28,880 --> 00:22:31,360 Speaker 3: And that's important for people to understand that. Now on 446 00:22:31,400 --> 00:22:34,840 Speaker 3: my end, Okay, when you're talking about emails, you're talking 447 00:22:34,840 --> 00:22:38,080 Speaker 3: about text openings and stuff like that. Open rate means something. 448 00:22:38,560 --> 00:22:43,240 Speaker 3: What if somebody's listening, they are developing the hand raisers 449 00:22:43,280 --> 00:22:46,520 Speaker 3: and the side of the text side text phone number 450 00:22:46,520 --> 00:22:48,680 Speaker 3: when I say text, when that's what I'm referencing on 451 00:22:49,040 --> 00:22:51,280 Speaker 3: the side of the email. What's a good open rate 452 00:22:51,320 --> 00:22:54,320 Speaker 3: for people to can look at and grow their brand through. 453 00:22:55,880 --> 00:22:59,280 Speaker 4: Yeah, that's a great question. So I think in any 454 00:22:59,320 --> 00:23:01,480 Speaker 4: of these, if you look at the two of them, 455 00:23:01,600 --> 00:23:04,919 Speaker 4: so email, I think we're somewhere around thirty six percent 456 00:23:05,000 --> 00:23:08,320 Speaker 4: right now is a good open rate. But that's a 457 00:23:08,320 --> 00:23:10,720 Speaker 4: good leading indicator of things, right, that's showing you that 458 00:23:10,720 --> 00:23:12,800 Speaker 4: there's some interest. There's some other things that kind of 459 00:23:13,320 --> 00:23:16,400 Speaker 4: elevate that open rate a little bit, technical things going 460 00:23:16,440 --> 00:23:20,320 Speaker 4: on the background, like things like Apple privacy rules, like 461 00:23:20,359 --> 00:23:23,720 Speaker 4: they now open emails for you without you actually opening 462 00:23:23,720 --> 00:23:26,440 Speaker 4: the email. So it's elevated a little bit in those instances. 463 00:23:27,560 --> 00:23:30,359 Speaker 4: But then when you look at a text message for example, 464 00:23:30,400 --> 00:23:32,600 Speaker 4: again we said, you know, if somebody pings your phone, 465 00:23:32,640 --> 00:23:34,600 Speaker 4: you're looking at that right away. And so those are 466 00:23:34,640 --> 00:23:36,000 Speaker 4: around like ninety eight percent. 467 00:23:36,160 --> 00:23:36,480 Speaker 5: Wow. 468 00:23:36,640 --> 00:23:39,040 Speaker 4: Right, So it's not that you want to use one 469 00:23:39,119 --> 00:23:41,560 Speaker 4: or the other, but they've served for different purposes, right. 470 00:23:42,240 --> 00:23:45,040 Speaker 4: But I think what's most important is to look beyond 471 00:23:45,280 --> 00:23:48,000 Speaker 4: those open rates though, because you want to look at 472 00:23:48,000 --> 00:23:49,760 Speaker 4: your open rates, you want to look at your click rates. 473 00:23:49,760 --> 00:23:52,119 Speaker 4: You want to see our people actually taking some actions. 474 00:23:52,480 --> 00:23:55,040 Speaker 4: But beyond that, you want to look at are they 475 00:23:55,080 --> 00:23:57,600 Speaker 4: taking the actions that you want them to take, because 476 00:23:57,640 --> 00:24:00,160 Speaker 4: at the end of the day, that's really the important thing. 477 00:24:00,600 --> 00:24:03,240 Speaker 4: Because if everybody opens your emails but nobody buys anything, 478 00:24:03,359 --> 00:24:05,439 Speaker 4: or nobody comes to your event or nobody goes to 479 00:24:05,440 --> 00:24:08,239 Speaker 4: see your show or whatever the case may be, well 480 00:24:08,240 --> 00:24:11,879 Speaker 4: who cares right, and so you have to move beyond 481 00:24:11,920 --> 00:24:15,159 Speaker 4: that and really set goals for yourself, Like the reason 482 00:24:15,200 --> 00:24:19,920 Speaker 4: I'm sending this email is for this purpose, and ultimately 483 00:24:19,960 --> 00:24:21,680 Speaker 4: at the end of the day, you want to say, like, well, 484 00:24:21,680 --> 00:24:23,720 Speaker 4: how many people did that thing? And that's how you 485 00:24:23,760 --> 00:24:26,600 Speaker 4: really want to start to measure and do that, whether 486 00:24:26,640 --> 00:24:28,600 Speaker 4: that's a sale or again, or registering for something or 487 00:24:28,600 --> 00:24:30,639 Speaker 4: come to your website, whatever it may be. But you 488 00:24:30,720 --> 00:24:32,600 Speaker 4: kind of got to look beyond just the open rate 489 00:24:32,680 --> 00:24:34,720 Speaker 4: on its own. It's a good thing to look at. 490 00:24:34,760 --> 00:24:37,159 Speaker 4: It's a good thing to get a sense of like 491 00:24:37,280 --> 00:24:40,439 Speaker 4: is your content resonating or people you know, engaging with that, 492 00:24:40,960 --> 00:24:42,879 Speaker 4: But it's got to go a step further, you know. 493 00:24:42,920 --> 00:24:44,919 Speaker 3: As we wrap up the interview, David, thank you for 494 00:24:44,960 --> 00:24:46,520 Speaker 3: coming back on the show. I'm talking to Dave of 495 00:24:46,600 --> 00:24:49,800 Speaker 3: Constant Contact. Can you give us a couple example how 496 00:24:49,840 --> 00:24:53,359 Speaker 3: constant contact tools have helped a small business owned to 497 00:24:53,359 --> 00:24:55,960 Speaker 3: effectively drive traffic and boost their sales. 498 00:24:57,240 --> 00:25:00,560 Speaker 4: Yeah, that's a great question. So I would say a 499 00:25:00,640 --> 00:25:04,520 Speaker 4: couple of things to think about would be well, I'll 500 00:25:04,560 --> 00:25:08,639 Speaker 4: give you some examples right where you have people that 501 00:25:10,480 --> 00:25:13,960 Speaker 4: basically so I mentioned the industrial lighting folks, right. So 502 00:25:14,040 --> 00:25:16,960 Speaker 4: they have they use an integration with a platform called Shopify, 503 00:25:17,000 --> 00:25:18,520 Speaker 4: and I'm sure many of your listeners may use that 504 00:25:18,560 --> 00:25:21,280 Speaker 4: as well as your seven Products online, right. And so 505 00:25:22,119 --> 00:25:26,439 Speaker 4: what they've done is they've set up an automation between 506 00:25:26,480 --> 00:25:29,919 Speaker 4: Constant Contact and Shopify, which is an abandoned cart email. 507 00:25:30,320 --> 00:25:32,560 Speaker 4: And so somebody goes to their store and they add 508 00:25:32,560 --> 00:25:34,920 Speaker 4: something to the cart, but they don't actually purchase that thing. 509 00:25:36,560 --> 00:25:38,800 Speaker 4: We send an automatic email that goes out to that 510 00:25:38,840 --> 00:25:40,639 Speaker 4: person that's like, hey, you know, did you want to 511 00:25:40,640 --> 00:25:42,520 Speaker 4: purchase this thing or this was in your cart? You know, 512 00:25:42,560 --> 00:25:44,199 Speaker 4: how you use that is really up to you in 513 00:25:44,240 --> 00:25:46,120 Speaker 4: terms of like the messaging that you put in there, 514 00:25:46,160 --> 00:25:48,919 Speaker 4: but that allows them to capture sales from people that 515 00:25:48,960 --> 00:25:52,919 Speaker 4: they may not have otherwise gone. Right. We have another 516 00:25:53,240 --> 00:25:59,240 Speaker 4: customer that she sends a newsletter every every week, Right, 517 00:25:59,280 --> 00:26:01,520 Speaker 4: she sends like a week newsletter, and she's in the 518 00:26:01,600 --> 00:26:06,040 Speaker 4: leadership training business, and every week she sends this educational email. 519 00:26:06,160 --> 00:26:09,040 Speaker 4: But in that email she also includes like a special 520 00:26:09,119 --> 00:26:11,840 Speaker 4: deals that's a product or a tool that people can 521 00:26:11,920 --> 00:26:16,080 Speaker 4: use a leadership tool in on her website. And so 522 00:26:16,280 --> 00:26:19,159 Speaker 4: every Wednesday that goes out and she's like every Wednesday 523 00:26:19,280 --> 00:26:22,960 Speaker 4: is a good sales day reading that information, but then 524 00:26:23,000 --> 00:26:26,320 Speaker 4: also going to the website and purchasing the deal. I 525 00:26:26,320 --> 00:26:31,800 Speaker 4: have another example just to highlight the power of what 526 00:26:31,840 --> 00:26:33,720 Speaker 4: this can mean, because at the end of the day, 527 00:26:33,760 --> 00:26:37,600 Speaker 4: it's really about keeping your business top of mind. And 528 00:26:37,800 --> 00:26:40,359 Speaker 4: this isn't necessarily about driving traffic, but I want to 529 00:26:40,359 --> 00:26:42,399 Speaker 4: give it because I think it's important. So we have 530 00:26:42,440 --> 00:26:45,600 Speaker 4: a real estate customer who he sends a weekly newsletter 531 00:26:45,680 --> 00:26:49,880 Speaker 4: to his list and it includes his analysis of what's 532 00:26:49,920 --> 00:26:54,960 Speaker 4: going on in the real estate market, and he no 533 00:26:55,080 --> 00:26:59,040 Speaker 4: longer prospects for clients, and he still closes one hundred 534 00:26:59,080 --> 00:27:02,840 Speaker 4: deals a year because when anybody is buying or selling 535 00:27:03,119 --> 00:27:05,400 Speaker 4: and they're on his list, the first person they think 536 00:27:05,400 --> 00:27:08,439 Speaker 4: about is him, right, And so that's really the power 537 00:27:08,440 --> 00:27:11,560 Speaker 4: of this thing. It's not always about asking for a 538 00:27:11,720 --> 00:27:14,120 Speaker 4: sale or doing that. It's about keeping your business top 539 00:27:14,160 --> 00:27:16,960 Speaker 4: of mind and providing value to people so that when 540 00:27:17,000 --> 00:27:21,200 Speaker 4: they do need what you offer, or when somebody says, hey, 541 00:27:21,240 --> 00:27:23,240 Speaker 4: do you know anybody that does this, They're going to 542 00:27:23,320 --> 00:27:25,480 Speaker 4: think of you first. And that's you know, a lot 543 00:27:25,480 --> 00:27:27,760 Speaker 4: of what all of this is is about that. Just 544 00:27:27,960 --> 00:27:29,879 Speaker 4: you know, at the end of the day, it's relationship 545 00:27:29,880 --> 00:27:32,399 Speaker 4: building stame top of mind, so people come to you 546 00:27:32,440 --> 00:27:33,639 Speaker 4: when they need to Wow. 547 00:27:34,040 --> 00:27:37,119 Speaker 3: Hey, Dave, thank you again as when you come on 548 00:27:37,200 --> 00:27:39,760 Speaker 3: my show. Hopefully the people who are listening to show 549 00:27:39,800 --> 00:27:41,880 Speaker 3: really understand. I try to slow it down this time 550 00:27:41,920 --> 00:27:44,400 Speaker 3: a little bit and also create a narrative that they 551 00:27:44,520 --> 00:27:47,639 Speaker 3: can understand and know where to go to get this 552 00:27:47,720 --> 00:27:50,719 Speaker 3: great information that you give me every time I interview 553 00:27:50,800 --> 00:27:54,680 Speaker 3: own Money Making Conversations massaclast Dave, Again, I called you, 554 00:27:54,680 --> 00:27:56,879 Speaker 3: you came back. Does that mean I can get a 555 00:27:56,880 --> 00:27:58,520 Speaker 3: three for three when I call you in the fall? 556 00:28:00,040 --> 00:28:02,119 Speaker 4: Any time you shot it? Any time, It's always a pleasure. 557 00:28:02,280 --> 00:28:05,359 Speaker 3: I appreciate your manning. Again, congratulations on that partnership with 558 00:28:05,440 --> 00:28:10,000 Speaker 3: Square and again, individuals, Dave is not a person that's 559 00:28:10,040 --> 00:28:12,679 Speaker 3: affiliate with the show from a professional level. He's just 560 00:28:12,720 --> 00:28:15,440 Speaker 3: an asset that I've created that I want to provide 561 00:28:15,480 --> 00:28:18,400 Speaker 3: information through. Again, Dave, thanks for coming on Money Making 562 00:28:18,400 --> 00:28:20,000 Speaker 3: Conversation Masterclass. 563 00:28:20,480 --> 00:28:26,680 Speaker 5: Thank you, Thank you for joining us for this edition 564 00:28:26,720 --> 00:28:32,320 Speaker 5: of Money Making Conversations Masterclass. Money Making Conversations Masterclass with 565 00:28:32,440 --> 00:28:36,040 Speaker 5: rough Shan McDonald is produced by thirty eight to fifteen Media, Inc. 566 00:28:36,320 --> 00:28:40,200 Speaker 5: More information about thirty eight fifteen Media Inc. Is available 567 00:28:40,280 --> 00:28:43,680 Speaker 5: at thirty eight to fifteen media dot com. And always 568 00:28:43,720 --> 00:29:06,200 Speaker 5: remember to lead with your gifts.