Jim 0:00
You know, there is so much opportunity for the content from the podcast and that was what I mentioned earlier is I have a different goal right and my goal is authority. And, and so taking the content that you create and repurposing it is, is a the core of all of our our marketing efforts. From what we repurpose with our book to what we repurpose with the podcast to what we repurpose with our monthly webinars. Everything that we do, all of the content is repurpose, and distributed over and over and over again on multiple channels and just to gain exposure so it’s impression share and our impression shares Hi, So,
Podcast Intro 0:44
welcome to show me the nuggets. We’re each week, Joe chats with world class entrepreneurs to find out the key principles, strategies and processes that lie behind their outstanding achievements. Now, your host the no bullshit serial entrepreneur. Joe Troyer
Joe Troyer 1:03
Hey everybody, its Joe Troyer here and welcome to another episode of show me the nuggets. I’m super excited today to be joined by Jim Ahlin. And we’re going to be talking about the benefits and the importance of having a podcast and using it as a tool to really grow your agency. So for those of you guys that don’t know, Jim, Jim runs an agency called Roofer Marketers and also runs a successful podcast called the Roofing Success Podcast, Jim, man, super excited to have you here today.
Jim 1:34
Excited to be here, man. Thanks a lot, Joe.
Joe Troyer 1:37
So, um, before we really dive deep on today’s topic and into podcasts, can you tell us kind of how you got started in digital marketing in this crazy marketing and agency world?
Jim 1:47
Yeah, so I started in, in web development back in the early early 2000s. So right after the really essentially right after y2k, like 2001, 2002. And I got a degree in management of information systems. And the reason I chose that major was I thought, you know, man, computers have computer science, half Business Administration, the, you know, how can you go wrong, you know, right after the, you know, while the dot com you know, stuff was going on, I was like, that’s the one man.
And so, so that’s how I got into it. And then, you know, I did web development, server side programming for you know, some years out of that and, and learn that I was not a programmer. And, and that is not something that fits me. So I started moving off into other business ventures have always been very entrepreneurial. And I but I took that skill set into the businesses that I that I started and I did all of the marketing and internet marketing and digital digital marketing for those companies.
And then, you know, always did other things, you know, kind of side projects building, you know, niche and authority websites and Google Adsense you know and different you know all of that and then you know always continued always was in the in the world and then I actually a few few years back was doing pay per lead and that’s how I came to know you through the pay per lead side, and was in a mastermind with a with a with my current business partner and we realized man you were the only two people really working this and and so we kind of joined forces and created the agency had a few iterations in the beginning started off as a pay per lead model and then kind of became what Roofer Marketers is today.
Joe Troyer 3:41
awesome man So a couple things there I want to I want to pick at first it’s funny the, the the side hustles that you always had, right I find so many successful entrepreneurs, much like me super ADD can’t focus on one thing right like Got something that’s happening paying the bills, but it’s like always over here doing something else.
So so that just happens so often here on this podcast, and it’s cool to point out because that that’s, that’s who we are. And then I think next, what’s interesting is obviously, you have a little background knowing me in the pay per lead space, and you won’t hurt my feelings at all. But I’m curious what why you moved from or transition from the pay per lead space, like what was what was the takeaway Jim for you and your business partner?
Jim 4:31
Really, it was, it was the consistency of the of the income on a monthly basis is why we transition more to the agency model. And, and we was doing pay per lead in the roofing space and, you know, it’s very competitive and, you know, the cost per click and the cost per lead is pretty high on that also. So the margins, you know, the margins are there. The other part of it that I wasn’t I guess that that that was part of that Transition now that I think about it is, is yet to be so in tune with every lead that was generated. And if that was a qualified lead or not, right, so, it there was a lot of time on the back end in that, you know, making sure you know, hey, you know, we’re charging you for, you know, 18 leads this month or 62 leads this month, whatever it is, and then them going back and say, well, that person, they were, you know, a quarter mile outside of my service area or, you know, so it was a, you know, that those are some of the things that kind of led us out of that.
Joe Troyer 5:35
I’m curious, do you guys do any pay per lead at all or you’ve made the transition without it?
Jim 5:39
Not anymore? Completely complete, complete, agency, you know, monthly monthly fee model. So,
Joe Troyer 5:46
well, well done. In this in this day and age. I think that the pay per lead model is very flawed. Just to be 100% honest, I think that it lends itself to selling to the wrong prospects as well as right, because you only have to pay for results. So churn and arguments over leads and lead quality and what is quality and price? Honestly takes up way too much time instead of focused on like just building each other’s business.
Yeah, so um, so I still do some pay per lead, not near as much as I used to. But I only do it to the people that are my normal clients, right? They gotta make it through, they got to prove to me that they can be a client that they know what what lead quality is that they’ve been paying pay per click that they understand everything. And when they get to, to kind of, you know, top positioning and Google with Google Maps and organic and PPC, and they’re like, Hey, Joe, or Hey, Jim, like, still, I need like, 30% more I need 40% more leads. It’s like what what else are you gonna do? And that’s where I position pay per lead now. Right? Yeah, exactly. And I think that most people should probably be doing that as well. And I’ve talked about that a lot but but curious to see that you had similar findings
Jim 7:07
. For sure
Joe Troyer 7:10
So what made you decide on roofing?
Jim 7:15
Well, we were doing pay per lead in roofing. And, and then my my business partner Brian had a really good legacy client and in his or a client and his legacy agency. So in his in his general agency, for people that don’t know the different terms here, a niche, you know, Roofer Marketers we refer to as a niche agency, because we’re only in one vertical, where Brian’s past agency dealt with, you know, attorneys and, you know, med spas and, you know, a variety of clients, roofers and gutter cleaning and all kinds of different things. So, we had he had been working with this company for a while and and we can provide doing really, really well for them. So So that that kind of led us into into roofing.
Joe Troyer 8:05
Awesome, man. So before we jump into podcast specific stuff, what can you What can you tell us about what’s happening in the marketplace right now? What are you seeing, as your as you’re working with your roofers all day every day? Like, what are the top things that you guys are focused on? Right now in your business?
Jim 8:23
Yeah. So. So what we focus on really is maximizing opportunities for roofing contractors, right? That’s the way that we put our marketing system together is all about just maximizing opportunities. So there’s five opportunities for a roofing contractor to generate a lead for their roofing business on the, you know, on the local search engine results page of Google. So the way that the search engine results are formatted when there’s commercial intent in that search. And so that’s what we focus on.
So we’re, you know, managing their pay per click advertising, you know, getting them ranked in the Google Map section, optimizing for The trust factors there with their reputation management and you know and doing the SEO and and then retargeting all that traffic that comes through that. Then also social media marketing, so building their brand brand awareness and things like that through social media marketing, and what so why we’re focused on all of those things at once we’ve seen the market shift, right? You can’t just anymore, right? There’s no, you can’t just rank website and the leads come in, you can’t really just get your Google My Business listing ranking, right? They keep shrinking that proximity on, on where you’re showing up, right. You can’t just, you know, if you’re just running pay per click in roofing, you know, you got a high cost per, you know, high, high customer acquisition costs through that channel, right. So, the mix of everything is really what we focus on and making sure that, that we’re maximizing their opportunities, and that that’s where we feel like we’re able to generate the best results for our clients.
Joe Troyer 9:55
Yeah, that’s really interesting. So you’re, you’re all about maximizing the The most opportunities and then using a blended approach to get them leads quickly. And with the long term and ultimately, at the end of the day long term, get them the best blend of leads and also cost per lead.
Jim 10:13
Yeah, for sure.
Joe Troyer 10:15
That’s very eloquent. I think. I think most people have a very hard time explaining that. Sounds like you’ve done a couple of pitches
Jim 10:23
I may have. I may have. I may talk about this, you know, a lot every week. So
Joe Troyer 10:30
that’s awesome. So what do you think are some of the key traits of the roofers that you work with that go on to be quote unquote successful? Right? They make it with you as your program. What do you think are like the the traits of somebody that comes out successful working with you, Jim and 6, 12,18 months versus somebody that cancels, right?
Jim 10:55
Yeah. Yep. So the the clients that we find that are most Successful the ones that are that want to be involved in the process but want to, but want to allow us to do what we do, right? There’s a combination there. So they will, they will work with us on, you know, on on things that build authority for them, like shooting video, you know, getting us the right image imagery for the website, things like that, but then they let us you know, kind of manage the rest from there. The other one, the other thing is that the ones that really, there’s they’re kind of sales and marketing organizations first. They understand that they are not a, they’re not a roofer, right, that it’s a roofing business. And
I think that’s where a lot of people get lost. You know, when they’re running a business, they think about the business but they’re really a sales and marketing organization that sells or cert or provides that service. And the ones that understand that are really the ones that that that succeed because They know that there’s a there’s a customer acquisition cost right there that they know that there’s a long term value to those clients. It’s not just about, like kind of referring back to the pay per lead stuff. When’s the next call coming in? And was it a good lead or not? Right? It’s the the long term vision people that aren’t looking short term in their business. Those are definitely things that make, you know, make make for that better client.
Joe Troyer 12:27
Yeah, that makes that makes perfect sense. So you’re, you’re asking leading questions, ultimately, throughout your sales process, so to speak, to figure out, you know, where’s their mind at? Right? Are they dying for that phone call tomorrow? Or are they thinking about long term average customer value and the journey and, and how they build that right and how they build their systems and processes for marketing and that that’s really important stuff for sure. Yeah, that’s great. Good takeaways there. All right. So now let’s let’s move over into the podcast, man, so How did the The Roofing Success Podcast end up kind of coming together?
Jim 13:04
No, we’re you know, it was a it was a kind of something that I, I saw other other marketers doing. And actually a one a gentleman I met at a mastermind that we were at that he was getting some really good traction with this podcast and we had a conversation now. I just thought that’s genius, man. Like, for many years now, it’s the person who’s standing in front of the room is the expert. Right? So how do you get in front of the room? And, and that’s really what the podcast is about. And then we just turned around to the question of how can we, you know, everything that we do from a marketing standpoint with with roofer marketers is, is how can we provide value, right and, and the podcast can provide huge value if you know, so interviewing what we do in the podcast, and what I do in the podcast is I interview successful roofing contractors and just have Have a conversation about what they’ve done right and what they’ve done wrong. And in those conversations are just these amazing lessons that you know, and, and, and kind of strategies that other people can follow.
And if they’re really listening, they you know, things to avoid also, right. And sometimes those things to avoid are some of the biggest, you know, biggest things that you don’t want to run into. So so we did that and then in between those successful contractors, I sprinkle in kind of some industry experts, right sales and marketing sales coaches, business consultants to the roofing industry or contracting industry, things like that to you know, continue to bring in a kind of a different, a different idea, right. A lot of these a lot of the professional sales coaches and, and business consultants have, they have frameworks, right? So they have, they have the ability to really give some good actionable advice to people at the same time. And so that’s how it got started. And it’s just been a, it’s just been a blast, man, I’ve learned so much from it. Personally, that’s, that that’s my favorite part of it is that I’m that I require that constant, you know, intake of, of new, new information, right? I’m just always, always looking for it. And so it’s a it’s been fun for me in that regard.
Joe Troyer 15:30
That’s awesome. So positioning wise, the podcast makes you helps you establish your authority, right? Is there any other like big goal in terms of positioning that you guys were looking for?
Jim 15:45
It really is it just the building authority and then we we really it inserts us into the conversation with some of the industry leaders, right? So we we inserted ourselves in that conversation. So You know, you don’t have to wait to be invited to the party, right? Throw the party. So we, you know, we threw the party and we invited everyone to visit us. And and now, I just had my first just earlier this morning, we had a, we’re starting to get people to reach out to asking to be on the podcast now. Versus us, you know, going out and you know, we’re only 12 episodes in this is this is this is a baby. This is just the inception of it, right? There’s and just gotten so much great feedback from people.
Joe Troyer 16:32
That’s awesome, man. So the two type of two types of guests that you have on I think are really important. I think that most people when they think about running a podcast, or even people that have launched a podcast, when they think about their podcasts, they haven’t really thought about their personas and the types of guests that they want to have on so I’d like to take a couple steps deeper into that. Why did you choose those two types of people right, the industry expert in the successful roofing counter tractors Like what? What were your thoughts there?
Jim 17:02
The the thought process behind that was was really if I was a kind of a struggling contractor or a new New Roofing contracting business, who would I want to hear from? right in, in, in, in that, you know, you know, you and I’ve been at masterminds and it’s like, man, when you get in those rooms with people that are that are, you know, just as successful more, you know, some are way more successful than you. And you get to have those conversations with them or hear their stories. it’s mind blowing, right? There’s some things that you’re there’s always just huge takeaways. And so really, that’s kind of the, the basis of it was just the people’s stories and, and, and being able to learn from, you know, the successes of other people, right, the old adage success leaves clues, right and then that, that really that that was Really the way that we, you know, we thought about it, but it was all it was just how do we, you know, what would I want to hear? If I was, you know, if I was struggling or if I, you know, was it was it even just being in the industry, I’m sure you and I both listen to a ton of podcasts around digital marketing and, you know, other interests of ours. So, you know, for a roofing contractor their interests would be to hear about roofing contractors, so
Joe Troyer 18:24
for sure, were you at all scared or concerned Jim that like you were going to launch this and it was going to be like, crickets and nothing was gonna happen was it was that fear ever they’re
Jim 18:35
not ever man. Like, I just we just go. Right. And I have a like, you will probably talk about it too. And, but there’s a dip. I have. I don’t only have one objection. My one objection with the podcast or one goal with the podcast is not just to see how many people I can get listening to the podcast how many podcasts subscribers, how many podcasts reviews, how many podcast downloads, that I don’t even have those kind of goals written down anywhere? Because it’s not to me, it’s not about that, right. It’s just about providing value. So if I can provide value, I know that I know what’s going to come from it, right? Yeah, and Definitely,
Joe Troyer 19:21
I’m curious if somebody’s listening to this right there right now and they’re like, but I’m not an industry expert yet. I’ve chosen a niche. Right. But they think that that’s stopping them from getting started, right. Like, I don’t know, a bunch of industry coaches that I can get on the podcast. I don’t, I don’t know a bunch of successful insert niche here. A bunch of successful roofing companies that would come on, what what would you tell them?
Jim 19:46
So that I’ll give you what I what I did, right. So when I like who who can I invite onto this onto this podcast? Right, I started, you know, with that we have a couple of clients that I wanted to make sure that I invited because they, you know, I know, I know their businesses and they they’re really, really intelligent business people and, and, and so kind of started there but they’re, you know, that that’s a very limited pool. So we, you know, we I just went to the Inc 5000 and I said, typed in roofing contractors and there was, you know, 20 of 20, 25 companies that had that were on the Inc 5000.
And I, LinkedIn, each one of the owners and I, you know, just reached out to everyone that was a that was on the Inc 5000 that’s where I started. So I didn’t know any of these people, most of them had, you know, didn’t know us. But, you know, you can see that they are doing something, you know, that they have some success and, and that they’re promoting their business by by, you know, getting their business on the Inc 5000. Right, so they’re looking for promotion. So that was the first thing that I did. The second thing that I did is I went we went through the The industry associations. And we still do this, we have a list of all of the past speakers for the past two years in all of the industry associations in relation to roofing and that’s, that’s where we’re, that’s who we’re going after, you know and inviting to to be guests on the podcast now. And then every once in a while something just pops up. One of there was a roofing contractor that kept kept tagging us in their posts on Instagram.
And I was like, Hmm, I want to be on the podcast. Like I looked into their company a little bit and they, you know, I was like, wow, they’re doing some really cool stuff. And you know, so there’s been a lot of interesting things that have happened since then. But the the original kind of get started, went to the Inc 5000 typed in the industry roofing contractors, and started there, went to the roof went to the industry association and looked for who the speakers were phase two, that was, you know, that will give you enough guests for a couple of years.
Joe Troyer 22:07
All right, so so that’s the source, right to get that to get the data, at least a bunch of guests that you can start reaching out to. You said something that’s interesting that I don’t want people to overlook, I know exactly what you meant. But I want to make sure that we really shine a spotlight on it. You said after the Inc 500 or 5000, you look for the roofing companies. And then you made a comment that they’re looking for promotion. What did you mean by that?
Jim 22:34
So to be on the Inc 5000, it’s a you have to submit an application and there’s a fee to it and in there, that means that to me, that business owner is looking to gain exposure for their business, right. So that is the type of person that you would want on the podcast. You know, they’re not they’re not looking to just hide in their office and you know, Go on with their daily lives. They’re looking to become a leader of maybe a thought leader in the industry. One of the one of the first gentlemen I had on was that he, after I invited him on the podcast, I learned that he was it was, he had a speaking event coming up that he was teaching roofing. Right. So his he would like exposure also. So the people that want exposure for their business is definitely you know, definitely people that you want to go after, and whatever. So thinking of things like that, if they’re advertising in certain ways, you know, they they want exposure for their business. So those are people that are easy, easily to accept, easy to accept your invite, right?
Joe Troyer 23:42
Yep. And, and that’s so true. I think one of the things about podcasts that I love so much is that podcasts almost level the playing field. What I mean is that they give you a platform, right where you can invite other people to the platform, right, which is great. And you can do that in lots of different ways. You can do that on Facebook by doing a Facebook Live or YouTube you doing a YouTube Live, you could do it on Instagram, same thing. But at the end of the day, the difference is is one thing for me. The difference is is Nobody puts out their stats on how many subscribers you have, how many followers you have, how big your audience is, and podcast is new and all the rage. So there’s no qualifying criteria. So nobody knows if Jim’s audience is getting five downloads a day, or if it’s getting 10,000 downloads a day. And even better yet, it’s not a sneaky thing. But even better yet nobody even asks.
Jim 24:43
They don’t. They never ask.
Joe Troyer 24:46
We’ve been doing the podcast for about a year now. Every week, we’re out about 50 plus episodes, and we’ve never had one person ask and we’ve had best selling authors and all kinds of really brilliant people. They’ve never once asked why How big is your audience?
Jim 25:01
That’s right. It’s amazing that that is a great point. So that’s like no one asked the first invite I sent. I didn’t even have an episode, right? I didn’t even have a channel. I didn’t. There was no and I had three people except my, my initial invitation email within 24 hours. That was it. It’s very easy to get started. And to your point, people aren’t looking to be on the biggest podcast. They’re just looking to be on a podcast. It’s awesome.
Joe Troyer 25:34
Yep. Yep, that’s awesome. So we found the contacts, we have our personas for the contacts, we know where to find them. You gave us great resources for that. So to take it a step further then what do you think messaging would look like in terms of outreach or what’s work for you?
Jim 25:52
Very simple. saw you you know Mr. Contact Mrs. contact. Saw you saw you were a speaker at the last, you know, West Western association of roofing conference, you know, with the topic of XYZ, would would love to have you on our podcast as a guest or you know, my name is Jim Ahlin. I’m the host of The Roofing Success Podcast. You know, we’d love to have you as a guest. That’s it real simple in that, and I, honestly, I haven’t had a no, right. Like, it’s people just say yes, some people. I’ve had people just ignore the email and not respond. But I’ve never had someone just say no, I don’t want to be on. So.
Joe Troyer 26:39
Yep. We’ve we’ve had some people, like, tell us more before, right, like digging a little bit, but that’s only in like crazy situations, a couple of authors that we’ve had, and it’s like, oh, well, we’ve also had a BNC and we just list like, who we think are the most influential and then they’re like, Oh, yeah, okay. No Problem. Like, I can count on one hand out of 50 episodes how many times that’s ever even happened. That’s, that’s the brilliant part. It is. So I love that that’s easy. So if you’re going after the association, yeah, we just saw you at this association or heard this recording or whatever, this was the topic, I’d love to invite you on to talk about that with, you know, in front of our audience, everybody wants a platform. And then if they’re just on the Inc 5000, it could be the same thing. Like you could just be, hey, I saw that you were on the Inc 5000. Congratulations, you know, hitting this achievement. You know, we’d love to invite you on the podcast again. They’re looking for that promotion.
Jim 27:40
They are. Yep. That’s the thing with those speakers, speakers, people that are speaking at industry events, they’re that they have that same mindset, right. So, you know, they’re, they’re right there that Yep, this is I need I want to get my message out there more so.
Joe Troyer 27:56
So I want to talk about what you are doing with With social media and your repurposing, I think that you guys are doing a killer job. I don’t know if you’re doing it, Jim, whoever is doing the repurposing for you guys is crushing it. I think you’re doing great with that. But before we do, what do you think I’m missing? Potentially Jen, like, what’s the 80/20? or What haven’t we talked to yet about in terms of podcasts that you think potentially we’re missing in this conversation?
Jim 28:23
It’s really the the opportunities outside of the podcast with the content of the podcast and I think that’s where you’re going with it that you know, there is so much opportunity for the content from the podcast and that was what I mentioned earlier is I have a different goal, right and my goal is authority. And, and so taking the content that you create and repurposing it is, is a the core of all of our our marketing efforts. From what we repurpose with our book to what we repurpose with the podcast to what we repurpose with With our monthly webinars, everything that we do, all of the content is repurpose, and distributed over and over and over again on on multiple channels. And just to gain exposure, so it’s impression share and our impression share is high.
Joe Troyer 29:16
So that’s awesome. I absolutely love that. I think you guys are doing a brilliant job of that. I’ll make sure to link up in the show notes. You guys on social and your blog and where I’m seeing it being posted. You guys are doing a great job with that. What do you think is what do you think? Is that the 80/20 of that? What’s important? What are the systems like what what are the things that if you could say like Joe just do this or do just do these one or two things? What would you tell me in terms of distribution and repurposing?
Jim 29:43
So so the first thing that I did, which was the easiest thing, and that was I used, I used an app Headliner, to cut to take cuts out of my podcast. So I created an image, you know, an image background and then you just go Headliner in a lot of times I think headliner has a podcast integration now where you can actually pull your episode up and chop it up. Right? So the the, the the macro is you take your 30 minute conversation or hour long conversation and you take is my goal is to take as many 59 second clips out of that as possible. So 59 second clips are Instagram clips, but they go out on Facebook, we push them on LinkedIn, we push them on Twitter. And so those 59 second clips out of every every every conversation that I have with a podcast guest, I get between 25 and I think the highest I got was was close to 60 pieces of content from that episode.
So now we have the large piece of content. right we have the podcast episodes. So now we have 12 podcast episodes. We probably have 400 pieces of content that have that have come from those 12 podcast episodes. And then we take that and we we push it man, we’re we do probably eight to 10 posts a day on all social media platforms and we use podcast clips as one of our categories of of posts.
Joe Troyer 31:18
Okay, what’s worked for you guys in terms of actual scheduling that content then obviously that’s a lot of posts right every single day that you guys are pushing out recyclin, what tools or honorable mentions would you have
Jim 31:34
so so the big tools out there that I found that we’re we’re using Sendable right now. Agora Pulse was one that I that I was strongly looking at. Who did I see recently? Was it maybe Social Pilot I can’t remember the the exact one but Sendables is what we ended up using and one of the reasons what I what I looked for, I should say what I looked for in the tool was was how automatically it would post for me. Some tools will not post on LinkedIn, automatically, they have a different algorithm where it’ll push it to you. And then you have to post it. Same thing on with Instagram, where you know, if you want the post to be in your, in your, in your, in your as an Instagram post, they’ll send you a notification to your phone, they’ll send the image, they’ll send everything and then you have to post it. I didn’t want to post 10 times a day. That was my main problem that I wanted to solve with the tool. And so Sendable pushes everything to all of those platforms, it’ll post on post on YouTube, it’ll post on all of the platforms natively without my interaction, other than Instagram stories. And I think IGTV were the two that I couldn’t do through that. And so I just so really the way that I do my stories As I have I do I have one set up a day that it I get the one notification in the morning when I’m having my coffee. I print, I press upload into, you know, upload to Instagram. So I have I always have a story on Instagram every day.
Joe Troyer 33:17
Gotcha. Does that come from Sendable too?
Jim 33:20
Sendable? Yeah, everything’s through Sendable.
Joe Troyer 33:21
Gotcha, Awesome, perfect. Have you? Have you figured out any takeaways on posting times or you just don’t care or like what contents worked best or any other high level takeaways just after posting?
Jim 33:35
volume, that’s my takeaway. Like, the more you post the better. I’m not I don’t analyze the stats as to which posts do the best don’t do the best. Like I said, we’re doing you know, we’re pushing like 10 posts a day. I need a full time per I would need maybe two full time people to analyze the posts that I’m you know, the analytics on the posts and see which one is getting the most engagement. my thought process behind it is not what is getting the most engagement what kind What time is best for posting. My my core the core concept behind what we’re doing is impression share. I had some I had someone else talking to yesterday I think that when I told them what we were doing, he went, he said, Wow, it’s like a retargeting campaign. Right? Like I’m just blanketing impression share. That’s what we’re doing.
I’ve had so a couple of stories in relation to that. I got a call from a gentleman who was they were opening up they were starting a roofing franchise company system, and they were inquiring into roofer marketers to potentially help with their with their with their marketing, digital marketing. He said the reason that he called me was because every time he opened up LinkedIn I was there. Think about that right? Exactly. Every time I have employees we have employees that have unfollowed us because every time they see me enough during the day, right, they don’t like they, it’s it I am always there every time if you follow us on Instagram every time you open up your Instagram I will be in your story and I will have a post in your in your feed right every on Facebook. You know the organic reach might not be the best there but you know LinkedIn you can’t Oh, if you if we connect on LinkedIn or you follow our company on LinkedIn, you can’t get away from us and that’s that’s that’s the concept behind it as a You’re not getting away. Once you once you connect with me. You’re going to see me forever. Whether you like it or not you got to unfollow me unfriend me unsubscribe, right. Like that’s the that’s the only way to get rid of me.
Joe Troyer 36:06
I love it. Yeah, the impression share. Right? Right. And it’s where do you Where do you get that impression share? How do you get that impression share? How do you stay top of mind? Yeah, I mean, that makes perfect sense. My employees the same thing. They don’t unfollow me on social media. But YouTube ads, we run a lot of YouTube ads, right? And so I’m getting tagged by somebody in one of my companies every day saying, I want to go to bed last night, I want to turn on like, you know, something on YouTube and look who it is. And it’s a picture of me, right? Well, you know, and, and it’s great. And it’s about impression share. I’m just paying for it on YouTube. You You’re, you’re not, you know, you’re just you know, getting natural. And I’ve seen you guys’s Gmail ads and I’ve seen lots of your retargeting. So maybe this is a Natural segue but I’m assuming that all those all those clips and all those assets then create great campaigns and lots of assets for you for retargeting and other things as well.
Jim 37:12
Yeah for yeah we with the library just keeps filling up with more and more stuff and and just just but just to reiterate it too so we’re focused on volume but each of these clips is quality content right because it’s it really is quality content to the to our target audience so so it is quality with that quantity. And so yeah, we have a ton of stuff that we can use for for yeah for retargeting as for everything else that we do. For sure. Yeah, it’s awesome.
Joe Troyer 37:45
I’m assuming I’m assuming you probably are going to have to you’re doing the 59 second clips yourself. Right. But do you have that outsourced?
Jim 37:53
I have my assistant doing it now. I started doing it myself. And it was it was a took some time. right to go through and listen and write a headline for each of those clips. And then I have a full time video editor on staff that that creates a background for it for that episode. So each episode has its own background and we insert the video and the headline and the the title of the episode on that on that we call we’re calling them video, videograms right headliner does audiograms, we do videograms, so?
Joe Troyer 38:27
Yep, perfect. That makes perfect sense. Yeah, I can say that. It’s been really difficult to get in our podcast process to get my team to be able to write those headlines and know, you know, what are the call outs that we should be doing for the audiograms or for our visuals and that’s been definitely a big work in process. So that’s why I assumed getting somebody to be able to pick out quantity, but also still have quality. That is difficult. So yeah, I think though Yeah, I think if you started with it going through it, I mean, an easy training exercise would be just go through this one and tell me what you picked out, then that could be and
Jim 39:10
that’s how we started. So we’ll say how we started, how I started how I transitioned it over to her, which was recently is, is I said, look at this, look at look at look through these episodes that I’ve already cut, kind of deep, like we had conversations around the style of the copy for the headlines and things. And then and then she started to you know, she did an episode and I went back and I read the headlines of what she did. And, you know, and we have conversations there and then we you know, it’ll progress into you know, where I don’t have to be involved at all anymore, but But yeah, there’s it there is some work to it, right? But everything good does take work.
Joe Troyer 39:53
So Exactly. I love that everything good is gonna take some work for sure. 100%. So Jim, I want ask you one more question. Thank you so much for coming on, man, you’ve provided a ton of value. I’m going to link up to all of your social in the show notes. Get everybody out there looking at what you’re doing, and you guys should be emulating this for sure. Jim, is there anything right now that you need help with in your business, any resources, any any types of hires, any types of recommendations, anything that all the people listening to the podcast could potentially help you with? Since you’ve given so much here on today’s show,
Jim 40:30
man, you know, we you know, give us give us some comments on our podcasts and likes will follow us around. That’s a that’s all we need, man. It’s
Joe Troyer 40:40
Awesome, brother. All right. So last departing question. So instead of asking you to recommend three books, which I feel like every podcast in the world does, I have a problem. I’m an avid reader, but I’m an avid quitter of books as well. And what I mean by That is I’m either picking it up and I’m getting through 10 pages and I’m like throwing it out the window. Or I pick it up and I like quite literally won’t drop it. Right like you can’t pull me out of the book. So when I have great guests here that that I really admire, I like to ask them like what’s the one book that you think has made the biggest impact on the way that you do business right as you look at Roofer Marketer, like what’s made the biggest difference? What book has made the biggest difference and why.
Jim 41:29
So the the book that’s made the biggest difference in for Roofer Marketers, is The Seven Agency Roadmap by Josh Nelson, man. I mean, honestly, that’s the book that that’s the formula that we emulated to build Roofer Marketers. So that’s the one that that has, that that one has been the most impactful on Roofer Marketers specifically.
Joe Troyer 41:54
Perfect. So Josh, was on the podcast, we’ll make sure to link that up in the show notes. And then also So link out to his book as well. And when you just look at the way that you do business today, right do any other book recommendations right come to mind maybe not specific for for Roofer Marketer.
Jim 42:13
Yeah, so, I mean, I get I’m gonna I think I have like maybe a trilogy, right. Okay. Right like that it’s started, you know in the early 2000s with with Robert Kiyosaki Cashflow Quadrant. So people who aren’t familiar with that it’s it’s a conversation about being an employee, self employed, a business owner and an investor and the differences in mindset of each. And that really helped me to understand the path right, you may start as an employee building a skill set, move into a self employed position who a lot of us agency owners have been, right we’re not we’re doing the work that work, you know, and and doing the sales and doing the account management and doing and doing and then the transition into becoming a business owner and to provide, you know, putting together a structure in your business and, and, and, you know, delegation and things like that. And then you know, where the end goal is, is to become an investor right to, you know, the businesses that you build, you know, building up enough capital to where then you can become, you know, the, you can invest that money into, you know, into the future with it, whether it’s real estate or business or whatever you’re investing in.
So that was it. And then, really over the last couple of years, one thing that got me once one book that got me kind of it was kind of focused on on things because I, for many years, I’ve tried to be a perfectionist. And I, I always wanted everything to be right when I went when when I wanted to launch a new a new product. Or a business and and so the Lean Startup was was one of those core books that, you know, it was like, hey, do something and test it. Right and just let the market speak to you about what about what they want and evolve what you do around that. And then I would say that, that, you know, love them or hate them. The 10X Rule by Grant Cardone was one of those that cycle a psychological shift that it takes 10 times the effort to do what you think or that 10 times of what you think it would have taken. Right? If you think it’ll make it’ll take 10 phone calls, it’ll take 100 and just having that mindset on a daily basis that it’s going to take 10 times the effort that you think it’s going to take puts you in a different place. Right. So that’s kind of the trilogy there.
Joe Troyer 44:54
I like the trilogy man. Thank you so much. And in all of those great books got a laugh at what you said about Grant though, especially with what’s happening right now with Grant. Lots of drama. Lots of crazy YouTube videos if you don’t know what we’re talking about go type Grant Cardone in YouTube. Whether you love them or hate them, like you said, You can’t deny definitely, I think a great book as well and kind of resets your expectations in a very much needed way I think for most people, so I definitely agree. Three, three fantastic books. So Jim, man, thanks so much for coming on. I really enjoyed hanging out today and look forward to reconnecting hopefully in person here soon once once, the whole COVID situation is over. So thanks so much. We’ll see you guys on the next episode. See ya.
Transcribed by https://otter.ai
