This interview with Phil Frost of Main Street ROI, is part of the Convirza Webinar Series. The following is the Q&A portion of the presentation.
McKay: Awesome. We’ve got a lot of questions. Let’s do questions for about five minutes here and see how many we can get through.
Okay, Jeffrey asks, he says, “It’s clear you’re an advocate for retargeting. Are there industries where retargeting is not appropriate because of privacy concerns, i.e., health care?” That’s an interesting question, something I haven’t thought of it before. Any thoughts on that, Phil?
Phil: Yes. A lot of networks will not allow you to retarget, especially in health care. I should have mentioned that. It’s not appropriate for every type of business, especially health care or any industry where there are privacy concerns. For example, we actually had a client in the diabetes space, and we were not allowed to retarget. It makes sense, because then by showing an ad, something helpful for diabetes, it basically implies that you know that that person has diabetes, so it’s a privacy concern.
McKay: Interesting. Okay. Good stuff. Scott asked an interesting question. I think marketers have been asking themselves this for about three years now. “Do you think social media,” he asks, “will payout? In other words, will it generate more in sales than what it costs?”
I think it depends on the social media and how you use it. At Convirza, we see great success with certain types of marketing on social media and then massive failures on others. So it really depends in your industry how you use it and which type of social media you’re talking about. Any additional thoughts on that, Phil?
Phil: Yeah. I would 100% agree with what you just said, McKay. For example, in our business, we obviously are a B2B business. LinkedIn is a huge opportunity for us and does drive a lot of leads and sales if you do it correctly versus a site like Twitter. For us, it hasn’t really driven much of anything, so we’re still trying to crack the code there with how to properly use a site like Twitter, so you really need to figure out what is the most appropriate social media network to use. That’s step one.
Where is your audience hanging out? Then like McKay said, it does depend on how you actually use that site. Are you just basically spamming it, or are you really trying to build up an audience and educate and nurture them?
I would think of it more similar to email marketing. If you can build up that audience, nurture them, it’s a great way to follow-up and stay top of mind. It does require a lot of work, but it can pay out.
McKay: Awesome. All right. One more question here, and then we’ll be done. Newsletters. Are newsletters dead? You talked a little bit about this, talked about email marketing a bit, which I thought was great. Are there benefits to newsletter anymore?
Phil: Yes. To clarify email marketing not being dead, I am basically saying that every business should have some form of a newsletter. Now, with that said, don’t expect to put an email newsletter sign up on your site and get anyone to opt-in. That’s why it’s so important to have that freemium or that free offer whether it’s a coupon or a free report, a white paper.
Have something on your site that’s more compelling and sexy than just “sign up for my newsletter,” so that you get them on your list, and then you’re basically going to use the newsletter to follow-up, to educate, stay top of mind.
There’s nothing wrong with newsletters. I’m trying to think of the negative connotations there. McKay, maybe you can touch on how you guys use it. But in our business, we use a newsletter. That’s what we call it, but it’s basically just an email that goes out with educational information as well as sections in the email where if somebody is interested in hiring us, we have a section to capture their attention, sections for testimonials, sections for calling out anyone that wants to partner with us. Hopefully, that clarifies…
McKay: Yeah. I’ll just provide some additional stuff in closing. I agree totally. I think newsletters used to be based on news for the company, right? If you hired a new person, you’d throw that in your newsletter or something. That’s fine, but most people don’t really care. What they care about is that there’s something that’s going to benefit me, and it’s interesting.
Basically, we send out an email once a month that has our most popular content from the previous month. So it’s not hard for us to figure out what goes in there. It’s literally the blog post with the most reads, the webinar with the most views. That’s what goes in our newsletter, because that’s the most popular thing. We’ve had a good response to it.
I think if you do it right and don’t plan on it being this great lead gen tool, it’s just something to get stuff in front of your customers. It’s not what your email marketing strategy should be based around is my two cents. All right, Phil. Thanks, man. That was a good hour. That was great.
Phil: Thank you. I appreciate it. I hope everyone got a lot of value out of that.
McKay: Yeah. We’re getting a lot of responses to it here. People are giving you really positive feedback, so thanks for that everybody.
All right. Everyone watch for the recording from us, we’ll send that out in an email today or tomorrow. And then you can go to our website, convirza.com, and go to resources at the top to see this webinar. We encourage you to take Phil up on his offer here. And then also if you go to convirza.com, you see a big button that says, “Start Free Trial.” You can actually do a free trial of our product before you start to pay for it, which is awesome.
So thanks again, everyone. I hope you’re having a wonderful, wonderful day. Phil, thank you, sir.