Joe Troyer 0:37
Last topic here is your content marketing plan. So, guys, for me, I'll tell you that content marketing was always something that I wasn't good at. I could come up with content, but it took me a really, really, really long time to come up with content. It was a bare and absolute bear for me as well, to get content to be consistent. Meaning every week on a schedule, I put out content like clockwork, why do you think that for the last 51 weeks, right? I did an AMA, right. I knew that that was an issue. And I saw an opportunity to better myself in that regard.
So I want to share with you guys, so some takeaways. And I want to share with you guys not just the 8020 of how to create content marketing for your agency, but really the 64 Four, as well. Okay, so first and foremost, let's talk about the goals of our content marketing plan, just so that we can get crystal clear. At the end of the day, my content, when I do content marketing, I have a couple of goals. And I want to share those goals with you. And I've gotten more crystal clear on these.
And that's why I'm actually changing up how I'm doing my content marketing, is because I got crystal clear on these goals. And over time, this has changed and it's been adjusted, but I want to share with you guys where I'm at right now. So first off, it needs to be a conversion mechanism. And what I mean by that is it needs to help me go from taking a prospect, aka you guys, right from cold and not knowing who the hell I am.
So giving you guys content, and giving you guys results in advance, so that when you guys are ready, and when you when you're looking for a mentor to help you take your business to the next level that I'm the go to guide by default. That's my that's that's the role of my content. And that should be the role of your content number one, okay. Number two is that you should be going after rankings.
Right, you should be using this as a way to get in front of prospects. Okay? These are the two big reasons in my mind that you do content marketing. Anybody else have any other reasons why they do content marketing? Right? Rankings, I would say ranking slash traffic. And the reason I say that is because we get traffic at Digital triggers.
Now, because we've been pumping out all this awesome content, we get people that are linking to our content and referring people and sharing it on social media, and people that I would say are or influencers or have some influence in the space. And they're sharing the content with their audience, because it's good.
So if I'm not getting rankings directly from it, at least I'm getting the shares, right, which is resulting in traffic to me. Any other reasons besides traffic and rankings and conversion that you see to create content? So at the end of the day, what you should be asking yourself is what's the 64 for not just the 8020? Right? We're going to apply the 8022 itself. And what's the 64 for for us to start with? And if we'd like to then take it one step further, then we can go for the ad 20. Right?
If we want some more if we want an extra, you know, 16% there, right, we can implement more work. But what's the 64? Four of content marketing? Okay, so what I want to break down with you guys is a simple, simple way for you guys to crush content marketing, and help you guys get more conversions, and also get more rankings and traffic. So that sounds good. First and foremost, is I believe that there's a better conversion mechanism than I've used. And I especially think that this is true in an agency type of environment.
Have you guys ever heard about the webinar? That doesn't matter? When you run a webinar? Everybody gets like super sketched out like, Man, I gotta convert on the webinar, and it's such a big stressful ordeal. What if I told you guys that you guys could run a webinar every month and you didn't have to worry about closing people on A webinar.
And instead, all that you had to do was worry about just adding value and educating your audience on the topic that you guys know about. Right? And you could still close deals. Would that take all the pressure off of doing webinars? And could you see yourself running a webinar, just sharing marketing tactics with them? Right, and I will keep it like super simple. So it'd be like 25 to 30 minutes on any given marketing topic that you feel comfortable. Okay, one time per month.
Joe Troyer 5:36
Would that take all the pressure off no daily content, just showing up for a webinar, having some slides talking about, let's say, Google, organic and best practices, because I know you guys have been on a million of my webinars about Google. And you guys could quite literally just take the nuggets that I've given you guys and repurpose them and talk about that and share that on webinar. Would that help? Yeah, that'd be easy, right?
And you wouldn't have to worry about converting, meaning like doing the dreaded pitch and all the things you got to do in the pitch and oh, don't wait. But there's more like the Bally amaze, you know, show. You don't have to worry about the entire sales process of a webinar. Because that guy's as daunting. It has taken me years to perfect webinars like years and years and years, it is a crazy, crazy craft to publish. So the webinar that doesn't matter is simple. Okay, so one time a month, you run a webinar.
Okay. And if I were you, I would forecast out a couple of topics just so you didn't have to think about it. You know, this month, I'm going to talk about about on page SEO next month, I'm going to talk about off page SEO. The third month, I'm going to talk about Google My Business and I got three months of content you don't even have to think about, you just show up with a couple of slides. And that's it.
Okay. Now, here's what's important. The reason that we call this the webinar that doesn't matter is because the webinar doesn't matter. The thing that gets the sale isn't the webinar, it's the mechanism of you having a time and a place and a reason for somebody to show up. So the way that we do this is once a month, we send out an email to any of the current prospects or customers that we have on our list. Very simple. And you say I'm having a webinar, you have a simple registration page, you guys can use whatever software, you guys want to do this.
And this doesn't even matter, guys, you guys have seen my registration pages for webinar, I guarantee it or my, my webinar has been like a title, learn how to do this in this and there's no body, there's not crazy amounts of copy. That's all you got to have don't overcomplicate it, as I suck at copies horrible. The reason that you see me do videos all the time is because I suck at sales copy. The reason that I have really short and attention grabbing emails is because I suck at sales copy. So I just lean into it, it's okay.
And it works just fine. The reason that we call this the webinar that doesn't matter is because it doesn't, the thank you page where you go after you register, this is what matters. So if you guys are all showing up right here right now to join this webinar, that's about building an agency growing an agency scaling an agency. And then on the back of it, I said, Hey, thanks for registering Chris Allen Frankie, if you'd like to me one on one to help you build a game plan to double your agency and exit in under, you know, in under 24 months Schedule A action packed Strategy Session below.
How many of you guys would have SCAD scheduled that tracks that strategy session to spend that time with me. So whether you call it a strategy session, right, you call it an action plan, it doesn't matter, folks, this is what I call the the webinar, that doesn't matter. And the reason that it doesn't matter is because the content isn't what's doing the selling. It's the thank you page. Okay, it's putting people about thinking that they want to join a webinar about marketing. And then you give them the fast track on the thank you page to help them really speed up their marketing.
All that you would use guys is that strategy session that we just put together and we talked about to sell your people. And because your niche specific, everybody's going to want to show up to a webinar where you're talking directly to the business owner, right or your target market about how ranking and Google can get them great results in their restoration business, in their plumbing business in their whatever it is that you specialize in. Not only does this help you get customers, but you don't have to worry about again the pitch, which is typically the most important part of the webinar. Instead you can concentrate on just giving value Okay, so you can segment your, your webinar into a couple of sections, right? You can have like the housekeeping, which is like, if you need me, this is how you get a hold of me if you have a question, here's how you can answer a question just like any of the little stuff that I do at the beginning of the webinar, right?
Joe Troyer 10:21
If you'd like to get on a call with us, here's how you do it. Things like that. Right? Then you give an outline of what you're going to cover. So thank you guys, for attending today, what we're going to cover is how to go from A to B in your restoration company using Google Maps. And I'm going to share with you the seven takeaways, right, and you put all seven there that you need to know and everything that you need to know about on page optimization. Okay, each slide is one of these tips. Okay? You run the webinar like that.
And at the end, you talk about the action plan. And if you'd like to register for an action plan, or a strategy session, whatever it is that you call it, right, go here, and you just give them the euro, no pitch, no, nothing. People are going to get off that webinar. And they're going to go What the hell just happened. I just joined Carolyn, I just joined Chris, they gave me 30 minutes of great content. And then they just said, yeah, if you need help, I'm here to help. It's beautiful. It is an anti pitch. And it works like gangbusters.
And then they go, that person just gave me a lot of value, I should see if they could help me do what they just taught. Guys, this is absolutely absolutely beautiful. Okay, so now we got a content piece that is helping us convert people into customers. Now we're going to talk about content marketing, and how to make the most of the content that we have. So now what we're going to do is we're going to take each of these tips, and we're going to chop these into their own video.
So this becomes the first video that goes on our YouTube channel, this becomes the second, the third, this becomes the fourth, the fifth, the sixth, and you schedule these to go out right? One to two times per week, when they go out on your YouTube channel, you also put them out on your blog, I would highly recommend that you also get them transcribed. There's cheap services that are like free, can't get cheaper than that, like otter.ai that will help you with transcriptions.
Or if you want something that is very accurate, like no spelling mistakes at all, you can pay for it with a service like Rev. Okay, so we've pushed this to YouTube and the same day the same time, we also publish it on our blog, this is gonna get us YouTube rankings and get our site more traffic as it gets indexed inside of Google. Now the two goals that we just set apart for our content marketing plan, that conversion mechanism is done with the webinar, that doesn't matter. And then our rankings and traffic is completely done with the webinar that doesn't matter with the content from the six or seven tips that you give once a month. That is it.
You ask for the 64 four, that is it, my friends. That is content marketing, you purposefully dropping out content each and every week, and you converting customers, guys, this will cost you if you have a VA do it, you don't even have to do it, you get some canva.com templates for your images for your featured images. And we have a bunch on the digital trigger site and on YouTube that we give away for free that I built. So we got featured images, you're gonna pick a template, and then you could have a VA do this entire process. Okay, this will cost you under 100 bucks a month to do from A to Z. If you want to outsource the whole thing, or you can do it and it'll quite literally cost you no money no dinero
