Why We Stopped Our Rupert Ads

In this episode, James is back (but Nick is not) and we're discussing our recent marketing efforts for our platform Rupert. We talk about what's going well and what isn't and why we've decided to pause our ads for the time being. James and Michael also talk Videobot, YouTube tricks, vlog feedback and The Wolf of Wall Street (still haven't seen it). 

Prefer to watch? You can find the video version of this episode here on YouTube:
https://youtu.be/-aScq0pqEZM

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Transcript

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we've been running Facebook ads. So we've stopped our ads to literally this morning reason why I stopped it at the moment is because was there anything specific today that made you pause than, than the day before or waiting into the day? and none of them have given me the feedback that gives me the confidence that they are the right people are going to for longer term. they haven't got a website or even a social account, I have to question in terms of what traffic is being produced. I've got a YouTube hack. I'm intrigued to see how they perform or how this performs might be getting loads of these, might have to eat humble pie, want to be spending 4 or 5 grand a day on ads that's my plan. it's spot on. It's amazing. Unfortunately, it's not as easy as you think it is. Give him all the footage that I get and sell it. It's. Ha. He. welcome to the famous everybody sans Nicholas. Well, sans Nicholas, as in, without Nick. Yeah. Nick isn't here. So I wasn't here last week. That's why this week I'm the only survivor. Maybe we've fallen out. The secret behind the podcast beef. Yeah, yeah. Where it. There's an internal file cabinet. There's an artist reference. He's been, The doctor's got a busy clinic. Apparently so. Yeah. There you go. Nick's not here. Michael, how should we be? Good now? Apart from good. Solid. Standard. Good. Regular. Good vlog this week. I think so. I thought he said. Great vlog. So that's good. I said great vlog in mine. I think you did. I did, yeah, I did, yeah. Did you like me doing you in the gym? Yeah I did. I did it for that reason. And listening to it with The Wolf of Wall Street, as well as happy about I did spot up. Enjoyed that little things just for you. My vlog is going. It's getting bigger 22,000 views this month so far. Oh, I changed the thumbnail. I have to check if it's done. Oh. Have you? Do you want to tell the users? They'll use the listeners what we've done that like. Well, apparently James contacted me and said that apparently. Well, he said I've got a YouTube hack. So I was like, okay, I'm listening. And apparently once you've uploaded the video, if after a 12 hours or a day or something, you change the thumbnail into something different, it like re spikes the algorithm. Apparently sources have said. So Jimmy's called me personally told me that that's what happens for me to you. So. Yeah. There you go. So, yeah, we'll wait and see if we're millionaires. Yeah. We're not. So what we're talking about today. Well, we were we've been running Facebook ads. Yeah. We are. Oh, my. I the thing I thought of was how to know when to leave ads going and how to know when to stop, when. Probably a really bad recession would you know. Well, yeah, but I just mean from our perspective, it's like when the when should you give it time and think, let it have a bit longer to figure itself out? Or when should you think, actually we need to stop these and figure it out. So we've stopped our ads to literally this morning and I thought of that, which is yep. Which is which is relevant. So the question, I guess, why do we stop it? The reason why I stopped it at the moment is because we're amending, the UX of the sign up process. So we found a bottleneck. It's really frustrating that people aren't connecting their accounts. We're going to force the connection during the signing process, which is going to, you know, showed me that it looks good. Yeah. It would should be very, very good now. Oh, why I've stopped is because I just want to make sure there's no bugs with that sign in process. All that step process over the next few days and then I'll start them again. But also, we just weren't getting to be really candid. We weren't getting the types of businesses or people that weren't using it. Now, that might be rude for me to say, because they may have connected if we had change the step process, but people even know by phone them, and I've followed up with them and they've given me some feedback, and none of them have given me the feedback that gives me the the confidence that they are the right people are going to for longer term. Yeah, it seems a lot of smaller sort of people starting out, from what I've heard, starting now, like one, like one more months of fine. I've got no issues with sole traders, but when they haven't got a website or even a social account, I then I have to question in terms of what traffic is being produced. So, we're going to go down a different route. We're going to go down the the webinar slash on demand route. So what we're going to be doing as of hopefully next week is we're going to be sending people to a landing page where there'll be a video of me giving a 15 minute presentation, very similar to our LinkedIn lives. And I on a Wednesday around why common management is so important, some statistics behind it, but then actually demoing Rupert, showing people what Rupert can do. And at the end of that webinar on demand video, they then get a, a a call to action which is going create your account. Now, these have worked very well in the past for us with webinars and on demand videos. I'm intrigued to see how they perform or how this performs over years, that sort of thing before. Yeah, we did it in the day to go and it worked really, really well. I suppose it's like a sort of way of qualifying them, isn't it? Because if they've gone through all the process of watching it, then they're probably more likely to be invested in it. Maybe at that. Exactly. And also they, they really understand how to use it very straightaway. Yeah. They're not going to sort of log in and then go out. Can't work out or give up credit. And also they might also be on a laptop which would help. Yeah. So that's tricky in it. Really. Yeah. So we've we've paused them because of the traffic, the quality. And reassessing you know very assessing actually. Is this funnel right. If it's not producing the right quality or the quality that's coming in as lead, do we need to actually change the copy as well? So so when I was going to say that, because Nick often talks about, I suppose it's more now the creative calling out to the person less so like the audiences and stuff. So whether it's if we're not getting the right people in, maybe it's we need with the creative or the copy to say, hey, we're looking for this sort of people. Yeah. So where I'm going to change the copy to call out and say, look, are you receiving more than ten comments a week? More than 20? More than 50 is too many. I think they'll be like people that still need to use able to use report with less than 50 a week. So I'm going to change that and just test that. Because at the moment, some of the contacts I've come through, I've literally had no comments ever. And I will warn you, you can't be overwhelmed, right? Yeah. And it's frustrating because that leads cost me, you know, up to £40 on some days. And I'm thinking cheers, love. I'm not ideal. what was, was there anything specific today that made you pause than, than the day before or waiting into the day? It was because we were we were implementing or deploying the new sign up process. And then I would have kept it on, if we weren't deploying the next step process or the sign up process, the step force, add in this full step in there. But yeah, for the time being, it's just way to the next week we deploy with the webinar on demand video, and hopefully then that will produce a better quality of lead. Do you think it will result in less leads but hopefully better leads? Not, not. I mean, I hope not, Michael, because the the cost per lead was, was coming out, a cost, but that I'm content with. So hopefully stays at that. Right. But I don't think the amount of spending was I spent a £60 a day. I don't think I'll change the figures too much when we start scaling. Then it will. And obviously once we find one that works and gives us that positive ROI or at least sign ups, then yeah, I'll, you know, I want to be spending 4 or 5 grand a day on ads that that's my plan. To get something that works is second, it works is fine because we can see the return. Because I know that in 30 days time, we'll see that that return back. Yeah, I suppose so. Say anything with a free trial, because it's not like a product where it's like a, we always say a pair of trainers. That seems to be our default. But like if you sell a pair of trainers and you run ads, you can be like, okay, we did this many ads, we sold this many trainers. It's because there's that like lead time for us. It's like we might get lots of people come in, but then you won't see that sort of monetarily for like another month or seven days or however long. Yeah. You're, you're you're literally just waiting for that photo to start actually seeing results, which is fine. You know, the, the, the course. But something else, I actually, I didn't mention one the other reasons why I was like, oh, well, let's just stop this for now is because obviously Nick mentions this a lot in a week, but it's the attribution. So we were, if I look at last week's leads, one day last week, we were attributing. Was it a week? Yeah, in a week. It was actually attributed tonight 32 leads by in year eight. A massive discrepancy there. So again it's realigning my control the code all or that we know what we're tracking is correct. Is it an issue a meta. Is it because it's actually to four times. It might be but yeah that's that's one of the other reasons why, we had the but as well we've added which has not really been doing what we want positive for. I'm not sure I'm not sure why many people think it's a pop up and like an ad or something, but, I, looked to be quite fair on video, but I think it's because we're not driving enough traffic. Yeah. If that more people then. Yeah. So that's my opinion. I don't, I don't remember if she said like stats for how much people open them or something, I don't remember. They might be in the documentation. No disrespect. I don't think that was many stats that she was going to give us apart from sending me a PDF, but I just didn't know if like the averages like say 10% or 5% or whatever, it might have anything for us to achieve. When we asked, which is, you know, I all all I kept hearing was, you know, all different industries. No, no, I get that. I just want to across the board, you must have some some information. So yeah, you never know. It might do something, I think. I think it's cool. No, it's it's like. I think it was. It was a little bit of, you know, I've put it in the forecast for the year. So when they give me approval for that, she does, say I know that will, but it's not, it's not changed the game entirely. Like that for sure. Yeah. But no though down the line I know. Well I know it's definitely adding value. I think we need change the videos. Well, often some of them are enough to me. I'll see you. My course. That's, Yeah. That's fair. It was quite sort of last minute job. It was? Yeah. So we need to sort of change those, actually. But do you want to put on your Trello board? Actually. Yeah. What is Trello, Michael? For the lessons. It's a thing that I sporadically like. Now I've actually. But if my Trello board at the moment in doing all of the doing is done, it's, you know, Michael, you're you're. So Trello is how Michael and I track what we've got to do, like a sort of virtual whiteboard. Yeah. And I love it where you can put, like, different, like categories, like what's to do, what's coming up, what's finished, like the, the status of they're called cards. The status of the project stuff. Yeah. Which is good I like it. It's I think I'm quite visual. So when I can see the stuff like that, it makes more sense. I can go, right, I need to do this, this, this. And I also put an image of a pug. It looks ready and happy behind it. So that traumatized, you know, so so that is the image that I have of Michael's face when I call him. I've got an idea. So I'll know what and I'll leave me alone. You. Me alone. It's it's been quite good. You know where I will to put stuff in there. We're on top of the mental stuff, which is good, you know, in general. Yeah. It's good. What boxing have you see at the minute, Michael, I saw well I had, I had to I but I had one that I was going to use which I was like and, but since then I saw a better one. So I've gone with the better one. It's in my photos because I screen recorded. I saw. Go on. It's not this woman. It's the one after her. Okay. I'm trying to see if we can hear. What's the what's the, What's the for? What was I not tell me at all? Well, I want you to experience it how I, I was a soldier. Can you let everyone know I'm running ten minutes late? Thank thing. And the session? And it's, it's nonstop meetings, emails and cool stuff on these days, I do I those people's needs. I now understand, is exactly what. You're from Liverpool. Hello. That's why you need to 40 Russian. And I said yes, of course you have my VHS now, Jennifer. Where I was the meeting me. He said the joke, I didn't know. Yeah. Thank you. Check that. Don't disclose natural. Just don't know that is you sly. That was quite cool. Yeah, I like that. I like the, the it's a very sort of British humor, but the the ad was quite interesting because it's just, it's not like apart from the tag at the bottom, it's just whoever this guy, I've seen him on a few things. It's just him, who he is. Southall is quite good. Yeah. I don't speak Portuguese. And who's are you from? Liverpool. Say, I like that. Thought it was quite. It made me. Made me start watching it because I at first I thought, is this going to be like a guy selling his like, business course thing because of the name? But then I realized it was an actual out and I was like, you've done well. Yeah, that's very good. Like that. Very engaging. Well, I've got something similar for you today. Shout out to Archie Cruz on who's who's On. Let me send this, Michael. So I so this is a LinkedIn, a LinkedIn game, not gaming. I, this is, if I can type I saw this on LinkedIn last night, and I went myself. So you mentioned Wolf of Wall Street. Okay. Where are you sending this? I'm going to send down Google Chat. Michael. Okay. Shout out to Google Chat. Now this out, I'll put some contacts. Now you're obviously overlay this but this is called Oh I saw the thumbnail of this but I didn't actually watch. Okay. Press pause. Right I think so Greg, I think Greg London from Lee do I think liked it. Awesome. Okay. So I'm going to put some context this now. So this is The Wolf of Wall Street. But then it's B2B marketing. It is absolutely brilliant and a long long form content. Yeah. What happens when old school meets modern B2B? P.S. I hope Wally Holly Hollywood doesn't find out about Stephen. He's too damn good. Now I want you to experience this as I. So I want you to watch this now, Michael, I want you to write a full, full video, please. I saw it, and I thought this, like, this is probably good. Can you pause it a second? You can ask me a question. You have you seen Wolf of Wall Street? For Yep. I know, like, I know the the reference. I know the Matthew McConaughey doing the thing. Okay, annoying. So you're to. This will be great. I won't get it. You won't get it. But you can watch it. It's okay. I'll get the phone. Up. Well, here's the game plan. You got to be honest, you lucked out, right? You know what I like? Oh, no. Lights off in precisely seven and a half to pretend. Two every five minutes until one of us, up your sensitive stretches. and you showcase expertise, you're able to generate trust in the best person to contribute to revenue that, you know, number one, you will be rewarded. You know that. Know what happens after you get out of here. CEO, CFO. You know, nobody knows who the leader that I land. Ignore you completely lost a key on it. It's all who God knows. I had my insurance post in chat for the and I will do that one. I do the community, and then you got to get the engagement right in the middle of your posting. Done. post goes live viral. I mean, is there one way run whichever way they put. Now, you know what, Wolf of Wall Street? I know enough about it to understand. But if you to watch that scene and then that it is, it's spot on. It's amazing. I did well with that. So dapper. Fair play. Because that must have been a lot of work. Because that that just like doing that. No scripts. Well obviously they scripted it, but the scripted part always put it. It's flawless. A very, very, very good marketing of link on wow, they've got 8000 engagements likes and then they've had 1200 comments. I want those comments because I talked to my I'm on in IT and French in 20 post post but that. So yeah very good. It is honestly brilliant. Yes. Good solid. Yeah very very good. Very very good. If only I vlogs got the same. Yeah. To annoy me I go so I put a yeah I'll tell it. He's actually responded I put, LinkedIn, vlog on LinkedIn yesterday. Right. And I always do. I think I said earlier that I always do a static image because I've tested doing a short form content, putting people to do a video. Video, I just don't get the same engagement. Nowhere close to it. Like I'm talking chalk and cheese, right? So I then get a message on LinkedIn yesterday, this isn't going to be a thing you want to cut out. Isn't you going to be okay with this being in the podcast? Yeah. Was No, no. So this guy and I actually started following him on TikTok, which is how he found me because, he was starting a new business, which is a social media agency, right by my business. Right. So. So he put on my post. Hi, James. We haven't met. But I'm aware of you through social media. I thought this post was great and went through to the vlog on YouTube. I don't know if you've tried this before, but I think short form version for LinkedIn, Insta, TikTok would perform really well and now you've got a lot of content going up. I think it could help. Let me know if you open for a chat swipe a. Good morning Scott. So laughing face. Sure, phone content is a huge part of our strategy and is deployed across all channels apart from LinkedIn. This is due to performance stack and static images like the one you see here outperforms our short form, short and long form content. LinkedIn by ten x. Annoying. We're about to start testing using short form, video content over the weekend on LinkedIn. See if that makes any difference. Now this is something I was doing myself. Is going to need to do five videos down LinkedIn to see if there's anything over the weekend. One of the last people posting, we are seeing a huge, we are seeing huge views across YouTube. See the image below. Of the last 28 days, which we've had 29,000 views on TikTok, we're averaging 7 to 800 views per video, and three of those are going out a day. The video gets 5000 plus. Based on this, how do you feel you can add value to Reaper? I've just DM you. So this was his DM, right? Where is he? Hi James five in this dark message, this direct messaging. As a fan of the content, by the way, I would short form version of YouTube vlog, which we're doing, which I said on the response. I appreciate what you're saying about the stills for men, but I think consistently posting on LinkedIn, this type of content on LinkedIn from your personal page will deliver amazing results when it hasn't. Because I've told you I hasn't. I really enjoyed the YouTube video, but you're asking people to leave LinkedIn. I watched a 20 minute vlog, which not many people will have the time to do unless they find it organically on YouTube. Well, you're right, but also we get quite a few people leaving that and watching it because the statistics show that, sounds, sounds. You might be starting this already over the weekend, so good luck with that. I'm not sure if you have a team creating the content, if you have a need and, edit putting together or just a consultancy, let me know. So I get a strong set of services. But I have put a really detailed response in terms of what we're doing, and he can see my background. Let think. So I put hey mate, not sure if you read my comment, but this is all being implemented across all of the channels. We tried short form a LinkedIn for six months, but it wasn't very wasn't, but it was very poor. Performing is very odd. Yeah. I did so appreciate you're a social marketing expert. I hope it goes well. Who is that? Him? Is that him being a little bit. No, I don't think he's being like, oh, your social looks. But you don't reckon? No, I think it was more just like, fair enough. It's hard to say with no one is an expert. Let's see what he comes back to, to that comment you see in this live in the part. Say not knowing me a little bit because I've responded to him because like, if someone if I was gone too much detail to respond, someone I'd want them to respond. And I have and I've, you know, it's a long, detailed response that these are all views. We've tried it, but, you know, if you feel you can help us, great. All these basic honest. But I can do an edit or you can see we edit. So yeah that's annoy me today. That's for I'm sure he's a nice guy. Nice. We found I actually quite liked his YouTube. I actually quite liked his YouTube video because I was like, hey, some guys just quit his job and he's gone out by himself to do social media stuff. Unfortunately, it's not as easy as you think it is. Give him all the footage that I get and sell it. It's. Ha. Michael. No, it's not just like, you know, it's like, you know, an hour long call. You've got to find the nuggets inside of it. So that it's not just like, slapdash. Oh, look, you don't need to tell me, Michael. No, I'm not telling you. I'm saying, you know what? How much I appreciate the way you do. Saying. There you go. Can I just say I really liked his content? And I hope, I hope Scott does really well. Yeah, I just post short form videos on LinkedIn. I haven't check should we should say you might be getting loads of these, might have to eat humble pie, but. He's got akimbo. They're not akimbo like we've got. What you mean? And Ozma. He's not on one video. The crowd goes wild. Oh, not in a couple bonfires. Three weeks ago. The other week, I say, did it do well? Oh I just I clicked off it because I was bored. Oh we're not trying to hate on him. It's more just like, you know, like I like I'm, you know, I've just He's got 73 engagement on that, but that's because he's just started it from scratch. Where was he before? So a lot. Agency found. I just hate the words. Oh, he was on the tools. Under the front of the show. Oh, okay. Oh, I can't give Scott too much now. I shan't be sorry, Scott. Oh, okay. Yeah, I know, I know. Well, I know that he knows. You know, Michael, I know on the tour very, very much. Yeah. Backtracking. Okay. So he was there arc. I appreciate the feedback. No, I appreciate the feedback. But, you know, when when I've responded in such a quite a detailed length. And I'd like to think he's looked at my background to go, okay, this guy's not an idiot. And the fact that I produce a lot of. I'll get what you mean, because I'd probably think the same thing from a video perspective. If it was like, paste in a thumbnail versus paste in, like the clip or whatever, I'd think the clip would do way better. But. But he could have gone on TikTok. He could have gone on YouTube and just checked. See I see. So I get it from a sales perspective. His serves is a brand new business which is amazing. And actually doing some of this stuff is great. He could have picked up the phone and called me. That would have got your attention. 100%. Yeah. Like I've been calling this week. You might have been in the vlog then. He could have been in the vlog. And also you know you've seen this week talk leisure hadn't connected accounts I called them I got them on the phone and shot wide. And I know you saw first hand what a phone call does. And like lots of people who don't answer the phone. Yeah I yeah I saw that on the vlog. Yeah. Yeah. Not I want answers but you know we'll get that point in the hours grinding. So I do I do a lot of that. Okay. So should we ever vlog there. Blog. But where are we at the website. What should be on 99. This is is it. Oh we can't do a episode 100 about actually be so funny. Okay. We can always do. We can always like the next one be 101, and then just do 100. Next one. You know what I mean? Yeah, we could, because this will go out tomorrow. But then if we do come away next week that's why. That's annoying. We should episode 100. We should put out episode one again. Kind of. Behind us there was you and Nick upstairs in the little like pod chairs with the yellow cushions. Wow. Was that a long ago. Was. Wow. You you were sitting on your side of thing. Yeah. Just chilling from one to another. Okay. Who is it? I think there's clips of it still on our, TikTok. And then if you go all the way back, I think it's because some of I was annoyed because some of the big ones aren't on there anymore. You know, like the one where we complained about bank holidays. That's not us. Not on there anymore. I think we maybe we removed them. It's like one of these. Yeah. The bank holiday one. I think it is this one, but it's it's like this, you know, it is because we had loads of comments only about the bank holiday. Because they had it was more like no cash out in the in the way. That's just not that's not a. Yeah, well, this is the reason we got on it because there was because you were like, we need all the thumbnails to have like a title. So then we deleted some of them. Okay. Well so that's that that was the volume. So yeah. And remember when we spoke to. Yeah. Quite nice. Yeah. This is, this was about two seconds before. This was when I bought my camera off the floor. Remember. Good times. Right. Like good times for you guys. Yeah. Episode 99 Nifty North. Right. See you next week. Thanks for tuning in to the podcast. Make sure to drop a like and a comment to let us know your thoughts. Also, be sure to follow this page so you never miss a new episode.