Why We're Changing Up Our Marketing Funnel

In this episode of The Fake Marketer, James and Michael give an update on Rupert's marketing efforts and why we're switching it up: moving away from sending leads to our website in favour of a Facebook lead form. We discuss the trials and tribulations of lead gen campaigns, following up with nurture campaigns as well as changing the mindset around our Rupert free trial. 

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

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Transcript

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I thought we could go through how I've adapted our own marketing for Rupa. So rather than sending people straight to Rupert's I've come to the realization that the login process still isn't great. why don't we send traffic there and waste money. what I'm now doing is, testing out lead forms on Facebook. like with any lead gen campaign you get some good, you get some bad, you get some ugly. five out of the 30 book in a demo. Some haven't showed up, some have from their perspective, they're probably not used to people actually following. Find one email once, do that once and just leave. It what you need to do is just put them on to a nurture program. And just keep them going all the time. they cost us money. You know, we've got to be on this. change in the terminology. Hey, do you want to try for free too? Let's do a proof of concept. your whole cycle would change. when the numbers are there, you can kind of see it a bit clearer. Let's show you dividing the rate. But rather than try it for free, He. Welcome to another episode of The Famous Actor. And, yes, this is James. And for Nick isn't here again, I might. There's trouble in camp. We're not very often together in this anymore. He held it. He held it down while you were white. And now he's like taking a black in a beret. Well, he now reckons he's busy, but I'm not convinced his busy is as busy as my busy. So I think my busy is better than his. Busy. He's doing his little school thing is serious. Yeah. Which can I say it? He's got. I checked last night. I was just curious to see what grief I'd get today because he's, you know, a celebrity now. The doctor, he's got over 307. Wow. Fringe. Fringe on one last night when I check, so. Okay, can you not some people chatting back and forth? Yes. Very good. So, yeah. Nice. Fair play to him. But he's busy, right? I hate so tells me I don't know if that's say or not, but we'll say and he's not wearing the lab coat anymore. And that's what you see someone on the podcast, he's going to retire the doctor was I well, I it's a hold I'd hold something. Oh, wow. He's not just retiring. He's not retiring it entirely. He's put this stuff around is now about a little little on. So he's gone very much consultant. Yeah. He's done he's he's done it his years in the not the studio. What's the word I'm looking for the, what's it called? The theater. In the theater. He's now consultant, you know, and in the big box. Thank God. So, yeah, the next night, this was me again. And obviously, as always, everyone, Michael's here holding it down. The producer. The producer, producer, Michael, as he's known. I got some new cream for my head. I don't if I'm less you. No, no, you're so very shiny. But you'll be sweaty today. Just like know. So could you just sit here? Yeah. Okay, okay, I don't I don't sweat much here from my mum. I mentioned the bold bro thing of a mom was out and she's like, oh, fine. This is like mattifying SPF. It's a bit like what bald bro do, but nice bulldog. I've no, I know it. I know the brand. Yes. SPF. SPF. Yeah. Nice. Okay, good. Okay, good. So, obviously this is a marketing podcast. Very serious, very, very serious. I haven't seen any clips from the last episode of me talking about the co-op. They go there, they're all done. They're going out and tell you in the first. And I think we, I, I'm interested to see how those are going to perform because now that now that we've had a few like big ones and since you pointed out like the sort of way that they seem to do, well, I think there might be at least one that I think will do. All right. I just want one of the top three, if I'm being honest. Yeah. Because the one I was thinking of had Nick in again because he would here, but he was talking about French trends. Okay. When he was saying that, like, you went to France and the French shrines are way better. And why haven't we got good trends? I thought like the title is UK versus French trends, which, you know, versus say. But this is why I like Michael. You're learning. Yeah. And I'm hoping Nina you'll get in the comments. People will be about like privatized and all this and then they'll go back and forth and then, you know, nice. Okay. We're off to this year. I cannot that. So you reckon that'll be a top performer? Wow. What it is. I don't think it's going to be like Gazny. But, you know, I think it will clear it's topical. Will clear it. Apparently it's trending according to opus, I don't know okay. Sometimes flashes up with like a trending thing if it's trying it out ones. Okay. Cheesed I will say we'll see the first one of the co-op ones and that one go out on the same dice. Okay. Nice. Okay. Big shoes to fill. Thanks. Yes. To him. So I thought we could discuss today because obviously we we really prep for this. I'll think long and hard hours of preparation go on this. I thought we could go through how I've adapted our own marketing for Rupa. Because, again, you know, we're very candid about what's going on. If you watch our vlog, you'll see that, I don't know, I've had so many calls recently of people I, I love, I want us to on that. And I was all, wow, watch me in the light. I just never like like you have the fun of fun. Well, I'm not most days now. That's really weird that that's like rare, isn't it? Like, you know, when people bring it up, it's like, no, I think you're honest than any of them. No, but I think we need serious. I think we do need to lighten it a little bit and. Well, I can only edit well, now I'm not. Now I feel a not. But this week should be good. Yeah. Because we won the awards. You know the best. I start off in the Midlands sniff top two in the UK. So that should be a little bit more positive. See I need to be a little bit more positive. Which I will be, but yeah so are I marketing wave and I've changed a little bit what we're doing. So what I was doing well what you started doing because obviously we stopped all our marketing while V two is being readied and wanted to be deployed. So what I'm now doing is, is testing out lead forms on Facebook. So rather than people sending people straight to Rupert's Dot digital and create another account, try and try for free for 30 days. I've come to the realization that the login process still isn't great. So yeah, we've got it better, but it's still not great market. It's still not great. And I kind of want to, you know, needs to be two clicks. So Matt is working on that. But I would scribe and that should be ready for the next for the in the next week. But why don't we send traffic there and waste money. So what I've decided to do is test sending them to a Facebook phone and answering 1 or 3 questions. So do you run paid outs? Have you missed a sales opportunity in your comments? And who looks after the comments in your in your business? Is it the owner or is it the team member or is it the agency which is really good? So we're getting leads at the moment about 15 pound a lead now those we've had 28 in a week so far which is really good. Like 30 people have gone. Yeah okay. How is that I mean people have completed the form or play the form. Yeah. Which is really good. Is it like a drop down thing or do they have to type it in drop down. Voice drop down, make it easy. So so yes, that's what's up. That's worked really well. Now like with any lead gen campaign you get some good, you get some bad, you get some ugly. Okay. And that is just the night the base. So I've already spoken to. I should have, lots of battery. To your point, a minute ago, I already spoke to 30% of them. They've answered the phone. I've had probably five out of the 30 book in a demo. Some haven't showed up, some have some, which you'll see in the vlog, actually, there's an anger management consultancy, which is Michael's hilarious. They're going to try it. And, you know, their social media team, girls. Melanie, I think her name was said. Yeah, I really like you. I can see how this can be a signal value to what she's currently doing. So, yeah, there's been some early signs of, like, some positives. But when you're doing these types of lead generation campaigns, you're going to get some rubbish and there's no way around it like the ones I did prior to V2 going live, although there's a lot of rubbish actually one of our biggest paying customers in. So in in Scotland they came from a Facebook card. They're now paying two, nine, nine a month. Well that's a three and a half grand line. That's amazing. So yes, you're going to have to clear some frogs. And I mentioned this probably in the podcast in the vlog which you're editing, I think it's next week you'll thing and I talk about this. It's like you are going to kiss some frogs and and frustratingly, although I want every single day to be amazing, they're not going to be, unless you have like a million qualifying questions, but then you're not going to get anyone completely. You know what's interesting? The qualifying questions is even though you can put, you know, tons in obviously as Barry 20, because I was going to sell them all and so it's going to put some people off. But actually when you look at the quality you it doesn't matter if you have free or 3030. Don't obviously be extremely. You'll still get some nonsense even though they ask you to fill in loads. Like I spoke to, a couple where they've gone. Oh yeah. And I was just looking like, okay, cool. Well, I'd love to show you a demo. Yeah, not for me. You just put down ten minutes ago. I've got because I call them shy. Why? I don't why unless it's like late at night and, yeah, they're not interested. They probably feel a bit intimidated. Then they'll probably be like, oh, I was just filling the form and now this bloke's ringing. You have just said pressure to book in a no, no, no, I get it. But I mean, from their perspective, they're probably not used to people actually following. Well, yeah, I guess so. But if you're putting in your mobile number, you can't be shocked because you're getting a call. I will plant you on. So yes, that's been so, so that worked out so, so far. The cost really is about £15. We've not had a conversion yet, which is fine. But again it's going to be a long. So tired isn't it. Yeah. Yeah. And that's the key with this. And it's just knowing the numbers at the moment. This is me testing what my numbers are. And I know that I'm going to spend a lot of time following up on a, on some rubbish, but I've got to follow up to make sure they are rubbish. So what I could do, and what most salespeople would do with Facebook forms is they'll go. Find one email once, I'll even text them to from annoying these guys and from really honest what they they cost us money. You know, we've got to be on this. And they'll just do that once and just leave. It was actually what you need to do is just continuously follow up and put them on to a nurture program. And just keep them going all the time. Yeah. But yeah, at the moment they're not they're definitely not. You were talking, I remember a while ago you spoke about go into like a page that had like a webinar, seminar, video type thing. Is that a thing you still think? Yeah, I still want to do that. See, and I got that idea from a a guy on TikTok, actually, I think I've sent them to Rupert. Actually, this lad is Christ, it's SAS products and Rocket. He reckons he's going to make into £1 million in a year or some nonsense. He don't think he's got it. Oh no I don't, I know he does, but no very, very good TikToks. Now Michael you know this content creation on TikTok. Very good. Very very good. But he does a webinar often on it. So he reckons he shows you the numbers. He shows you the numbers, a stripe account, obviously, Doug, if this is fabricated or not. Yeah. But it looks good. Not sure I do agree, actually, when I'd like my LinkedIn live to do on a Wednesday, if I could get a hundred people on there, I believe I do some, I do some serious conversions on that because it is, you know, when you're giving examples of brands that are literally missing out there and then, you know, it's hard to it's hard to go against it. Really. Yeah. Because the, the numbers of that, it's like BrewDog on Tuesday. I've got a call with them after their three month trial. Which I shall go into now actually. So what I've done with some brands is the ones that either have more accounts than just one, or they've got a vast amount of comments. What I'm doing is a proof of concept. I'm actually this is very well, listen, this who's got a, like a free trial, actually just changing the terminology to prove concept. So like today, the gym, the gym group in Ireland, women's fitness. So they've got, I think it's 4 or 5 gyms saved up from five different Facebook pages. Great. Michael Allen Vernon Frew did the demo with them. They liked it. And I think what's the next stage? I said, well, what we do is we do a proof of concept. So we can actually have five accounts up on an agency account, which I'll set up with you. Alan. So I get this up is I never touch point. You have more community action with them, which I'm doing tomorrow at 10:00. That'll then connect their accounts. And then after 30 days, I'll produce a report for them. But by them, I don't know how many comments they've received. So what are we going for? This is all. Know that actually they receive on a month 10,000 comments. Well, actually I know my cost is now say that that's going to cost you this amount of money. Yeah. So rather than getting on the SAS platform the way the pure SAS, which is it's going to cost you 59 to whatever, this is the price, it's doing it this way. Now there are some negatives to that. My time obviously my time at the time is free. But let's say there was an employee doing that. There's obviously that, you know, they've got a factor that cost him. But you are having more touch points with the client. So yes, it's a SAS platform, but I still believe actually having that human interaction is going to help, not just conversion but also longevity, because so far I churn rate still zero, but just change in the terminology. Hey, do you want to try for free too? Let's do a proof of concept. Like I said, you a new piece of software for editing, right? And I said, do you want a free trial on this? What do you say to me? This part is probably like something where you try, it might be like once and then you kind of forget about it, and then you just hope it doesn't change because. Because it's a free trial, right? Yeah. It's free. I knew to be fair, Mark, you would test me. Be a bit off. James, I've. No I know this other stuff. Now. We'll get to it when I get to it. Like the ones I have given you, which you've never tried out. The ones I've sort of mentioned there you go. But I've always said you were going to do a proof of concept Your, your, your whole cycle would change. And actually, Michael, we've done this recently and you've not clocked on to this. Where do we do this? Recently. I use the term let's year a proof of concept. And you actually did it straight away. Don't remember the new TikTok videos. Yeah. So I said, you let's do a proof of concept and you want to I did that. I remember you saying it, but I can't remember what it was. Regard. Yeah, but it was nice. And I'm not saying that you obviously don't use of show I. But literally your whole psyche changed and it does work. It absolutely works. You just change is like I think free trial is also sort of the connotations of free charter. A bit like I'm giving this to you also, only be to it now and it's up to you what you get from it. Whereas the way you're saying it with the proof of concepts a bit more like interactive, it's I'm going to be here with you and at the end we're going to do this. It sort of feels a bit more like personal than just here's a free trial, right? You like it? See you later type thing. Yeah. At the end of it, they'll get a little report which to me and live have now amounted now about 2.5 minutes to do. Amazing. So it's not going to follow the data that we just put it into a prompt and we create this report, which is great. She quickly does it in Canva, which takes a literally like 90s, which quite takes me about a minute to do that. The actual report and it goes over and it's really good. Like I check it over and obviously just amend some stuff. I think there maybe it's we've just we're off paced a little bit. But they're not business hours. Got a report. They can see the value in their comments. And I will actually do some next actions there, which is obviously not you need to use Rupert, but this is how you would how you would use Rupert. And actually it's only going to cost you 29A month or something of that nature. It gives them a bit of insight, reflect on it as well, because if they're probably if they've used it or whatever, they probably think like, oh, you know, I used it here and there, but if you're like, oh, you had this many comments, you can kind of look back on it and be like, oh yeah, actually, like when the numbers are there, you can kind of see it a bit clearer. Well, if you think, you know, let's say these gyms, they don't think they reckon they get about two comments a day, right? Which is fine. But it's not that on each thing. Or is that across that she wasn't I wasn't too sure because two the girls in the other office do it. So I think they'll get more. I think they'll be I think they'll be slightly surprised how many they actually get because they're running paid ads as well. I think they'll get more. They won't get loads more. They'll pretty gap between 3 or 4, which is fine. But every month that's 120. Now I've had those 120, 20 of those a fifth of those never was. It is is sales opportunities. And it's been noted that being notified of those sales options in real time. Well, that's such a compelling argument for the owner, Michael, to go, guys. You know, but that that would that it'd be nice to put them up because they're not getting enough comments. But if not quite a month we can be notified of a sales opportunity. Now we know the value of a customer for a gym. Let's say that gym memberships £50 a month for the average length of stays is a year. Well, that's the value of a lifetime value of a customer. And this is costing us a grand a year. 22 and it pays for. Yeah I've all those comments. Yeah. As well as we know that obviously they're investing in themselves to acquire new customers. Right. They're paid so so yeah I've changed that recently. And I'll be honest, even from my psyche of selling here, it's actually quite nice to go right in to do proof of concept. Let's show you dividing the rate. But rather than try it for free, try it for free, try it for free and have them say, well, are you cheaper? It is free. Well, no, you shouldn't be cheap. This class like this is a good system. so tomorrow I'm with Oxford United in the morning and I'm going to do the same without him, which is like, let's say let's do a proof of concept for the next month because they're doing a lot more on the retail side now. Actually, with, David Powell from seed, we are seed for the nine months. He from 38. Oh yeah. So his stuff. So, so again that's going to help some of that work. So again, you know, we've got proof of concept already. I can see how it's going to transform some of the larger opportunities. So like co-op travel on book to a call on the 17th which is amazing. Not while they said, you know, all I have to say, I laughed because it came in yesterday and I laughed. And when as a as if co-op travel have put in a request for a demo on the 17th after a week of us going, you know, boycotting car boycott, I've not picked it up by anyone and I'm kind of open about it. Very clear even the other day, where was I coming back from? I needed something, I needed something and I went, can't up, can't do it. I'm not, I'm not they're not gonna, I'm I'm gonna I'm not interested. Honestly, I spent as like, you didn't have kids yet, but when you. Well, when you do like, if when you're popping back from work or you miss come back to grab I, I can just drop this. Right. You probably spend a grand a year in these places just because. Not because you want to, but just on the little stuff. I, you know, you know, my look at when you look at your kind of a year out, you know, all that stuff. Bread, milk. Can you pay a little bit more than the supermarkets. You spend a lot of money. These places, these can be convenient. So for the reason that's why they are convenient. So I'm I'm not giving them up and I'm not interested. Co-op travel on the other hand they're different. Love car travel. I love time. You know they are my favorite. Michael, of all the providers of holiday holidays in the UK, catch up, modify them. It's good. Personally, because I got sacked from so. So did you. I was a rep. I vaguely remember the reason I didn't know it's for tourism. Yeah. No, I was was first choice. Tom. Tom Tom's about that. But. And the Terry Brown. Yeah. I was, I was a travel, club rep for, in Turkey in the Fethiye region. Got sacked and then, was in a Turkish jail the day I went to find me out. Coffee stories about. I'm like American SAS, like, nah, not from Oxford. Merci. But yeah, that's what we do with the marketing on that side. Yeah, I like I said, it's, you know, this is real data. It's not having an opinion. I'm literally telling you what we're doing. But the proof of concept thing is really interesting. And actually, from our ads perspective, is actually I need to put up proof of concept as I'm talking now through it. Actually, I need to put that in the nurture flow to say, hey, look, we let's do a proof of concept with your business and let's show you, you know, the value you can extract rather than free demo, free demo, free demo actually cheapens a little bit. So I need to look at our nurture program myself actually, and run through. Yeah, I need to think about how I can put more in there. Because yeah, the proof of concept is, is a very. Yes, it's a it's a lot more compelling. And I think actually it shows that we as a brand, Rupert, you know, really want to. Yeah. Provide value to you as a brand. Yeah. Takes probably that probably take you a bit more seriously then as well because I think rather than just trying to flog us something, this is like more of like a, you know, proper enterprise type thing. Yeah. And I'm hoping with Libby, Phil in the office here, he works for as marketing director for Milwaukee Tools. And Toby, I'm hoping that we can do, you know, some similar them to a proof of concept and show them, but. Yeah. Well, what we could do is actually, if you put in your diary in about six weeks time, why don't we revisit this? And I can actually show you the results from, you know, the proof of concept versus just a normal demo slash free trial to be interesting, just to show that, and it might be actually a better way of getting agencies more and more involved. Actually. Can we do a proof of concept with to your clients and get them in that way? Yeah, it could be interesting. So yeah, again, always thinking I, you know, we don't always have the answers. And when it show money is different kettle of fish. I have to say I feel I feel like with Rupert we very much been like, we'll try anything, you know, I mean, it's not like we haven't got, like, a tried and tested where we're going to keep pushing with this one thing. We've sort of been like, I've, I've spent money well enough to go giving, you know, I've tested guide the agency stuff. That was a waste of money. Not guys fault, but it just didn't work. Video about video. But yeah, that was it. I there was a fair reason for that, but I got no did it didn't work at all. Actually, I was really disappointed. Not really disappointed French boys whatever. They were cool. Yeah that did work. Now we have had some conversion. Like, I don't remember. They, t t g t 6969. So. Yeah, that. Yeah, that works. But I couldn't keep spending three and a half cardamom beer, you know, producing such a low level volume. But I've got a really good meeting next week with Adam Herbert, Archie and Tim next week about, how they can help with the outreach program. So the email marketing will start back on. But it's more education, you know, with all of this, you know, we're lucky we're in the position we are that I can't afford to keep doing this for another year. But if we were a typical SaaS business that was like, you know, trying to, you know, sell it and do it, you know, I couldn't have you, Michael. No, I couldn't have I, you know, it's impossible. You could have do it. So when you look at, you know, what we're doing education, education, education it will come, you know, already like if you look at my diary now, it's really busy with calls all the day, which is amazing. So there are some really green shoots now that only keep getting better. You know, customers like net support getting more emails about how do I use this feature, which is great. So yeah, there's some there's definitely positives. But it's time, you know. Yeah. You're not in a which is a matter if you're a solicitor, selling the e-commerce product. You know, you're a, you know, like a race event like Big Bear with Paul. Things just take time. It's nothing's overnight. You know. And that's the although we always want it overnight. It's never that way. And you've just, you know, this is why you've just got to sometimes just go right. Where do we start. What do we test when something's work and double down and test the other stuff while you're doing it? Don't rest laws and one and one way of acquiring and it will just get better. The more people talk about it, the more people see the value in the comments. And who knows, it might be competitors or some of the social scheduling tools will increase their features, which is great. So people are more inclined to value their comments, which which would be amazing. So by getting those referrals now, which is great. So we're definitely getting that. We're definitely getting that. But I think I think like 2.0 coming out and Matt coming on board. I think both of those have sort of helped quite a lot because now you can with 2.0, obviously with the sales opportunities it's a lot more compelling now that you can talk about it. And Matt obviously is still in its early stages, but him coming on and being able to do more on, like the techie side gives you more bandwidth to do all the salesy type stuff. Yeah. And that's why I didn't have before, you know, and again, it's just it's just finding out where your where your strengths lie, what's good, what's bad. And yeah, where should you be focusing on on. Yeah. Even over the last two weeks you can see the, the drive ending up more. And that's just because I'm more active, you know, again, which is, which is great. So yeah. No. But again just for giving everyone a bit of an update in terms of our own marketing. So you can see what we're doing it like. So I'm spending what, 15ft I'm spending 30 pounds a day at the moment on our Facebook ad sales. About a grand a month. Which obviously we need to increase once I know what those conversions are and then starts playtesting again, it's not so. So yes, getting there slowly but surely, Yeah, well marketing we say this way market that is eight to interest. Well, you know I'm always I'm always on the lookout. like as much as it annoys me to have, not have YouTube premium, seeing ads and stuff is helpful for this job sometimes. But I was down in London again at the weekend. we were driving through somewhere. Dartford, I think. And, we were in a Uber and I was like, oh, that billboard. So then I, like, leaned over and took a photo at the window and girlfriend thought I was a crackhead. But it was it's sort of a bit similar to what we talked about Jim, by years ago. You spoke about the people that put the letter through your door, about the estate agents. Yeah. You had an issue with because I this has nothing to do with me. It's nowhere near me type thing. Yeah. Gave me that vibe. So it's not the best phone in the world, but you can kind of see what it says. It says which estate agent has sold the most properties in this area during 2024, I'm assuming. And then it says we've sold nearly 1 in 5 of all the properties that were sold in the D1 postcode, which is the postcode where they were. So I thought so. But yeah, if you drive past that and think like, oh, these are the biggest one in our area, it's simple. It doesn't take a huge amount of time, but it's sort of what the ones that you were talking about didn't do where they've made it relevant to where they are. And people who are looking at that can respond, yeah, yeah, no, I like that. Simple, simple, but also relevant. lot of wording though, a lot of copy on that. I didn't need all of it. It could have just probably been Livermore's sold 1 in 5. It could have just been the bottom bit with the name of it. But but no, but I think in terms of the concept over Mala decent, I saw a one for Burger King as well, but we did one H2 where are you guys? Yeah, I was just, I would I had an extra one in case you didn't. Now I've no no no no no no Michael I prepared so much for this podcast. So I'm going to give a shout out to lovable dead. Which is a no code app platform. And I love their content. That video calls on TikTok. Yeah. On Twitter. So across all their platforms. But what they do is they basically have an argument and a meeting. It's obviously all staged about why it's taken so long to develop something, and the bosses kick it off. I need all these developers, but obviously the key is to get them, you know, people emotionally gone off. I've been and they can. So they've been in that situation very good and love it. And I think yeah you can really sort of put yourself in their shoes of you know, I've been in those types of meeting obviously only 70 people that while only their target market would have been in there, what would be able to look at this and go, I understand, which is great. So yeah, now I like that I finally give a shout out. So, to those boys because I think they've got some of them. I never heard of them. Well, you wouldn't because you won't be served at. We spoke you and spoke about this other day about ball bro. Right. Again I listen to the podcast even even I'm not here just for reference. Nick. Hey, you're not listening now. But. Yeah, you. And besides, you're not developer or developing an event. 2 billion valuation. Jesus. No one. They've got such good odds. So is this the same one at Liverpool death? Yeah. Teal group's out to attract 150 million in new funding as investors swarm around code in business as well. So yeah. So that really good. Bloody good small little up and coming business. Wow I don't mean is up and coming right. Yeah. 2 billion valuation for. Yeah. Yeah. So yeah that's the market. And I'm saying this week. But Michael what a great podcast. What a great way to end the first day. Well yeah I mean I've got to shoot now because I'm going to be back in the office in about 12 hours and 40 minutes time running. Yeah, I've got run. But anyway, Michael, thank you. And we'll 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.