- - So now are you ready to make, to not make the biggest mistake I've seen in the last 12 years? One of us, thank you, I'll talk to you, let's go and have a conversation. Is anyone else ready to not make the biggest mistake, thank you. So after someone opts in, they do nothing. So we've got this opt in process, someone gives us their name and their email address and they fill in their name and their email address, they go through this sequence, we've got five or seven interactions, and then they leave them. Who's gonna do that in their business? None of us, okay, that's good. Who does that in their business. Okay, so we've got to follow up and the follow up isn't just the first five to seven interactions, the follow up goes on from there. So, they blame the system, and then think oh, the system isn't working, and it's not right for me, and then move on to something else. So what I'm about to show you is common business sense. So we have to nurture and communicate. So once someone has opted in to your database, and if you've got a series that goes for two weeks, after that two week period, you've gotta start thinking about getting some content out there on a regular basis. And we have to follow up with them, follow up past the first five to seven interactions, we have to continue to nurture these people. Now, follow up doesn't have to be just sending them an email and sending them some content. Follow up can be giving them a telephone call. You know that can be managed in the process as well, and I highly recommend you do that, we'll go through that a little bit more in the next session as well. So remember in retail, it takes one to three interactions with a customer to get a sale, remember that? Online it's five to seven, how many interactions do we need, five to seven as a minimum. What if they're just not ready, and we do nothing after those five to seven interactions. Who's, you know, 95% come on the seventh interaction or after, okay, not in the first five to seven, but the seventh interaction or after. So as a minimum we need five to seven, but we need to continue that process after there as well. We need to nurture until someone is ready to become a customer. This is the biggest mistake I've seen. So many people get people into the system, and then they do absolutely nothing with them afterwards. They have a database of thousands, and they've done nothing to nurture the database, and so they're going to get nothing out of it. Does that make sense. Who's gonna nurture their data, who's already nurturing their database? A few of us, okay, thank you. What are you nurturing with, can I ask? Content and deals and nowhere near enough, okay, good, thank you for being honest. Anyone else who's nurturing their database? Yep, who's sending a newsletter, okay, a couple of us. Stop it, okay, and this will make sense why. No more newsletters, newsletters don't get the engagement that we need from our database to nurture them. So we need to nurture them until they're ready to become customers from us, not when we're ready for them to become a customer, okay. So how do we do it, content, content, and more content. Write that down, exactly right, Johnathon. Johnathon said is the reason that newsletters don't work these days is that it's too much. And that's exactly right, there's too many things in a newsletter, what we want is one problem, and one solution, and one call to action in our emails. So, one really important thing in our emails now and in our business right now, video. A study by Eyeview digital shows that using video on landing pages can increase conversion by 80%. What are we gonna do in our communications? If it's increasing conversions by 80%, what are we going to do, video, thank you. Video increases the length of time that people stay on your page, giving your brand message longer to sink in. Does that make sense. So someone sees a video, they spend more time developing a relationship with you, watching the video and it gives your message more time to sink in. Who wants that, all of us, thank you. Video helps raise the trust factor significantly, especially if it's you in the video or someone from your business in the video. If they can make eye contact with you in the video, it raises trust tremendously, does that make sense. People are lazy, and prefer to watch versus read. All the men in the room put their hands up, please. Thank you, some ladies prefer to read, and some men prefer to read as well, but generally, men prefer to watch videos. If your target market, remember we talked about that a little bit earlier, if your target market is men, then you absolutely have to have videos in your marketing, does that make sense. If your target demographic is, what are they called, baby boomers, x generation, y generation and below, for your paintball, you've gotta have video in your marketing as well. So 55% of shoppers often research on mobile devices when visual content, pardon me, helps inform their product selection. Visual content equals images and video, okay. Very very important. Marketers who use video grow revenue 49% faster than non-video users. Who wants to grow their revenue 49% faster? Thank you. 92% of shoppers say visuals are the most influencing factor affecting purchase decisions. Visuals, images, videos, so it's important to make sure that we're using it in our marketing. So, blog post, video, blog post, article, emails, we link them all together when we're sending out content. We write a blog post, we put the video into it, we write an email, and we send it off to our database. Actually, who doesn't have a blog in the room? Okay, get one, we wanna be sending people back to our business to watch the content every time. So we don't wanna send them off to YouTube to watch a video, because what happens when you finish watching a video on YouTube. Yeah, the next one, the related videos, and all of a sudden you're promoting one of your competitors. So you wanna have it in, embedded into your blog post, embedded into your website, and you wanna turn off those related videos. Frequency, I have a one in four rule and I contradict this rule a little bit later, but this is where we get started. So, four items of content, one sales email, as a minimum. If you wanna send more sales emails, what do you need to do? More content, brilliant, thank you. So, that means if you're sending an email once a month, every fifth month you get to send a sales email. So if you wanna send more sales, if you wanna send a sales email every month, what do you have to do? Send weekly, brilliant, thank you, more content, more content, more content.