Tony skinner 00:01
Hi and welcome to podcast my business the podcast. And today we have a special guest with Tim from winmoreclients.com.au Hi Tim
g’day tony how you goin?
Tony skinner 00:15
I’m awesome. How about you?
I’ve got a bit of a cold actually.
Tony skinner 00:21
Oh ohh go get the test
I think it’s just this time of year and I did. I did catch up with some friends the other night. I don’t know whether that was actually illegal or not but by a fire pit . I got a lung full of smoke from the burning wood. I think I think now you’re allowed to go and see people in small groups for help.
Tony skinner 00:51
Two by two
For health reasons angles, and Yep. For my mental health.
Tony skinner 00:59
Absolutely. You can do that if there’s only two of you and then two kids don’t count. And because we’re doing this interview after Friday, it’s quite okay. You are legal. So there we go. Well, that makes the beginning of this podcast quite interesting. Okay, thanks for that. Alright, so I’m going to return a favor. You look like a comedian that I recognize is it Kenny from the dunny movie or that guy from the project
Ahh the project?
Tony skinner 01:36
I knew you would say that See, I gave you an out
there’s actually a there is actually a tim hyde the magician as well. And but you know, okay. Oh, yeah, well save my business, save my magical skills for the kitchen and business. i was gonna say the bedroom but the podcast
Tony skinner 01:57
You did. Anyway. So who cares That’s cool. That’s good. All right. So today we’re talking about marketing automation. And believe me, I’m suffering at the moment, I’m pushing out a lot of marketing. Because at the moment, I’m telling everyone, don’t panic, keep marketing. And with my podcasts, I’m getting lots of requests to do podcasting, and I remarket with that and whatever. So automation is pretty damn good. So what sort of business is best to be using? If there’s such a thing, marketing automation?
Good question. I’m gonna give you a really short answer this one. There is a more complex one, but the short answer is anyone. Any business with relationships can benefit from automation.
Tony skinner 02:45
Great, and when you’re talking about relationships, that’s a business that’s got clients
well not just clients, Tony, it’s, it’s also stakeholders staff. You know, people who interact with your business strategic partners. I I’ve been joking a bit lately, and I know that he has more relationships gets more sex. And in the business context, that means more relationships equals more customers. But we tend to get overwhelmed. And that’s, that’s why, you know, you’re human to human relationships, we tend to focus on one partner, and, you know, to the exception of all the others, because that makes it very easy to focus on what they need and be able to deliver to one person. But a business can’t survive on one relationship. It’s got to have lots of relationships with different stages that you know, that relationship journey and it’s not much different because ultimately people buy from people as much as much as we we say, you know, business to consumer or business to governmental, you know, business to business. Ultimately, people buy from people, and we need to build a relationship with them so that they know, like, and trust us. Now, automation in itself, just gives us the ability to scale the number of relationships that we can maintain Look at how the the repetitive processes that we have. I just give them to machine to execute more reliably on their behalf.
Tony skinner 04:09
Right. Okay, so marketing automation helps us to get more relationships.
Tony skinner 04:16
Okay, cool. Good. So how does that actually work? Do you need to have questionnaires and things like that in order to feed the funnel or
I think you can. And this is sort of one, I guess, implementation of, of how we build relationships. So let’s take your podcasts that you comment you made before that you’ve got lots of these people right now who want to get on the podcast. But you know, if you look at these, you know, as a group, there’s a process you take every single person through, who wants to get on the podcast, and even once you’ve done the podcast, there’s a process by which you follow up to say, the podcast has now been completed. Here’s the link. You know, this is how you share it. etc, etc, etc. So that’s a process that we take every single customer through. Now business is exactly the same. We have a tension that comes in one end, it goes through a bunch of cogs, wheels, whistles, bells, etc. and profit comes out the back and along the way it delivers a customer outcome. But largely, it’s the same process we take everybody through each and every time and the more systemized that is, the more automated that is, the more likely we are to get the same outcome for our customer each time and customers you know want that reliability the one that consistently you know, the benchmark of consistently is consistency is McDonald’s. Right You go to mcdonlads anywhere in the world and you get the same burger, same fries.
Tony skinner 05:42
In fact, I use I came up with a thing years and years ago, which is known now by Harvard Business School, is each country you go to one of the first things I do is I go to McDonald’s, and figure out the cost of a Big Mac in local currency. That tells me roughly the value in each country. So bottle of water might be worth $4 in a country, Big Macs $4. That’s value for money. It works really well. But what we’re talking about here is scalability. So by having it automation, you allow to have less errors and more positive results.
Yeah, that’s right. And that’s what we want to ultimately create. You know, Michael Gerber talks about this a lot in the E myth, which is, I think, is one of the compulsory reading books for any business owner. But how do we, you know, we want to get out of the cogs and that’s why I sort of use this machine vernacular. If you’re in the cogs, you’re gonna get churned up from time to time you’re going to get you know, your fingers caught, it’s going to hurt every so often. The more we get out of the machine, the more we work on the machine of our business, the more likely we are to be able to kind of get that consistency of process. And if we look at the sort of course of human history, you know, 300 odd years ago before the Industrial Revolution, You know, we had craftsmen doing every single part of a single job. And then we moved on to the conveyor belt. And we, you know, we did one person did the whole thing. And then we worked out that in order to put more throughput, that if someone person did one job really, really well, and then passed that thing along the conveyor belt to the next person, that we’d get more output. And then we decided, like, oh, let’s automate the person, you know, let’s put a conveyor belt in to pass the things along. And then we replaced the people with robotic arms and we move the person in on to the control panel with a stop and go button. And that’s what we want to do in our business as well because we keep working on doing everything yourself. And not looking at how we systemize as much as possible and using when the really cool thing is now that we’ve got technology that allows us to do a lot of the the the processing work either the building of something or the you know the communication to key stakeholders. around what it is we do, but allows us to be more efficient and create more as a result. Now, if we want our business to scale, we’ve got to look at our business very, very similar to that in our last 300 years of human history, about how we’ve evolved to use technology to use machinery to create more than we would otherwise be careful just by ourselves. And if we want that bigger impact, yeah, this is something we have to do.
Tony skinner 08:29
Okay, so I’m looking at your site, you’re talking about problems we solve. And you mentioned no systems in place, but another one, you have here, no marketing strategy. Seriously there are businesses out there that don’t have a marketing strategy.
You know, I would say most really, it’s not scary to say that. I think there are so many things that we can do right now that people get overwhelmed. And don’t really do anything. You know, a lot of businesses will just say, you know, this Again, something that Gerber talks about he mentions that most people come into business as technicians we go that the thing that our business delivers, not necessarily at sales and marketing. And I think that as, as a business owner, if you’re going to focus on anything that you can do in your business, the most important thing is your is to focus on your marketing, because that’s the oxygen. That’s the oxygen that feeds everything else. Now, if you don’t have it, you don’t really have a business. If you do have it, but screw a few other things up, guess what? Well, you’ve got a business, but it’s just a potentially inefficient one.
Tony skinner 09:34
Well, that’s interesting, because, yeah, I can’t imagine. im in, business to make money. You’re in business to make money. How can you make money? We don’t know that you exist if you’re not marketing, and getting the sales.
Yeah, well, I was actually watching another podcast this morning, an interview with Dean Jackson in the US, and he was interesting. He was saying, you know how people are dealing with the event. Right now and He was talking about effect, you know that the 20 years ago and just 20 years ago, not very long, you know, in the late 90s, rolling into 2000, the internet pretty much was a bit of a distraction. Right, it was this kind of thing you had on this box that was subtly placed in front of you at work. And you got to go and search stuff and play games. And now it’s all us the other way around. Actually, we’re on somewhere online so much that the real world he calls it mainland, as opposed to cloudialand, and, you know, almost the real world is the distraction now. And we’ve got to change and I think people who are saying, you know, I’ve suddenly I’m seeing a lot of people right now going, Oh, my God, I’ve got to get online. I’ve got to get online. I’ve got to get online. Well,
Tony skinner 10:43
you you’ve got to get online. What have you been doing for the last 10 years or five years? If you’re not online?
That’s right. But the thing is the thing that I throw back at them and say, you’ve had to be online for the last 10 years, because that’s where your customers are. It’s not just Because we’re dealing with COVID right now, you needed to be online for the last 10 years. But there’s so many channels to market, there’s so many options. There’s so many. And marketing is not a simple thing. And it is essence. But the tactical implementation of marketing is not a simple thing anymore. But to set up an effective series of Facebook or Google ads, there’s lots of moving parts in order to do so I had to come up with a coherent strategy that moves that Facebook ad, you know, systematically and deliberately through your entire customer journey, to where that person becomes a raving fan is not a simple thing, because there are lots of moving parts. There are lots of components that go into doing that. And, you know, unless you’re kind of in the space every single day of marketing, it can be very, very difficult to do. I signed actually, you know, a marketing agency this morning as a client, because they’re quite good at websites and they’re quite good. In SEO, but even though they offer marketing automation as a solution in their business, they really aren’t. That’s not their wheelhouse. And that’s where we need to look at sort of getting specialists into our business to kind of look at the overall strategy about how we move people through and then look at particular technical implementations that are going to do that. We think we think about Facebook and podcasting and you know, print and branding and all that sort of, of just tools that we use to move people from awareness, and how they become awareness through to how they, you know, become those raving fans and feed us to profit free one and forget, you know, and allow us grant the impact we want to create.
Tony skinner 12:41
Fantastic, okay, so, like I keep telling people, don’t panic, keep marketing, which happens to be a title of a podcast that we have at the moment. Okay, so what would be a good strategy, or a strategy that someone could implement today that would help them with their marketing
I’m gonna give people a really easy one and a really cheap one. Just about everyone is connected to a network right now. And it might be 500 people on your Facebook page, it might be 1000 on your LinkedIn Connect page. And if right now you’re looking to create more opportunity. The easiest and cheapest way to do that is to just reach out to every single person you’re already connected to, and say, Hey, how’s it going? Is there anything I can help you with right now?
Tony skinner 13:32
And it’s that simple like on LinkedIn. I don’t think we use LinkedIn enough. I’ve got thousands of followers on LinkedIn. And I go through at times, reaching out and then not reaching out and whatever, you know, really simple. Yeah. Hi, I’m here. How can I help you?
Yeah. That’s right. It’s not a complex thing. But I think what we forget is that we start building these relationships with people. We put our brand in front of them. We, you know, we drive past them, we put a signboard out on the street. They see us once, right? We connect to people on LinkedIn and Facebook who who represent, you know, people who can buy from us. But then we do nothing with them. And as strategic partners, we do the same thing. We say, hey, Tony, we should refer to each other. And you go, Yeah, that’s a great idea, Tim. And it sounds like we’ve got the same customer. And then we do nothing with it. And six months later, we come back and go why’s Why is Tony not referring me anymore? You know, why is Tim not referring me? And it’s because we’ve never built the relationship with him to the point where that person no likes and trusts us in our expertise to go, you need to see this guy, because he is a genius at what he does. And the same thing in our in our connections. I was talking to a web developer just the other week. She’s got 600 connections on on LinkedIn. I said, Okay, let’s have a look at where you’re going to get new opportunities from are all those people, potential clients? And she says, Yes, they are. I said, Well, what typically How often would someone rebuild a website and she’s gone probably once every five years or more, that’s around 120 people per out of your list, right? Who are law of averages in the Marcus this year to build a new website? Let’s spread that out. Let’s call it 10 per month. Now, 10 of those people this month are in the market to buy what it is that you sell. Now, she sells websites, typically 10 to $15,000. And even on a, just by reaching out and saying, Hey, this is where we are, this is what we do. 10 people are going to say, yeah, I’ll have a chat about that. I’m in the market right now. Three of those buy in on a 30% conversion rate, and she’s going to be 30 to $45,000 worth of additional business this month alone.
Tony skinner 15:52
It’s that simple. All right. So how can we get in touch with you when we want to find out more?
A great way to get in touch with me is just reach out via my connect page at www.winmoreclients.com.au/Connect You can read you can connect with me there on Facebook or LinkedIn. You can jump on a call or watch a webinar that I’ve got the talks a little bit more around marketing automation and how you can double your business and half as many hours.
Tony skinner 16:16
Great. Thanks so much for that Tim and this has been the podcast, www.podcastmybusiness.com.au