Welcome to the Almost Daily Blog!
Alright, welcome to the Out of the Cave Media Almost Daily blog! We’re going to start a new thing where we come out with about a 10-minute video, almost daily and then write out key topics for the blog version!
if you guys have questions or things that come up that you want to learn about, let us know and we’ll make that a topic.
But otherwise, welcome to episode one of the Out of the Cave Media blog!
This is Chandler Walker Dave Picardy and, we’re pretty excited to hang out with you guys and talk marketing. Life’s all about marketing, relationships and learning how to manage those effectively and that’s what Out of the Cave Media is about!
It’s about building that building that relationship to a level to where people like you, they want to work with you, they feel like you’re human and they’re comfortable with you.
That’s probably the core of our company. We mostly against a lot of the traditional marketing and just paying for leads and being superficial with it. And the big thing for us is it’s about that relationship and building an audience of people that actually want to hear from you, because you’re educating them but more importantly, they’re bonding with your personality, with your culture in your business.
We see a lot of the stuff we call voodoo marketing where people just pay and
they’re not sure what’s going on. They might be direct sales, they might be something that’s trying to trick people into clicking on links and a lot of people come at you with all this information and show how low they can get a cost per click and all this but they don’t show how often the customers are repurchasing, what the customers are saying, what the customer lifestyle looks like at the end, the beginning, the middle the whole journey. For us it’s important.
The only thing we worry about, and we think about is what are the customers saying and what are the customers thinking about us? Because when you think about marketing in the relationship aspect marketing is all about helping people understand what you do, building that relationship with them and then building trust with them.
So that way when they do purchase something from you people purchase again down the road, they give you really good reviews and then they tell their friends about you so then their friends come in and purchase from you. And it’s because you provided such a good product and such a good service and your marketing was set up in such a way that they felt comfortable with you. And we want to build that comfort.
So it just sounded like this isn’t this isn’t something that you can implement in a day. This sounded like almost like a long-term game? Yeah, isn’t that weird?
So what we find out now in marketing is it has to be a long-term solution. If you get into the aspect where you need to do shotgun approaches because your business is running dry then you’re in a position to where you’re going to ultimately fail or you’re going to continually lose.
So we have to learn that this is the 12, 24, and 36-month game we’re playing here., and that’s an important thing I know we’ve built all our infrastructure around that. You need to nurture people and build those relationships and build trust and it just takes time and consistency.
it’s especially hard for an individual and we do work with businesses that have a literal one-man band but what it really comes down to if you have a team of people around you, you really need to build that team as part of your culture and your identity.
So what we always try to do is we try to build content and education and just communication around the team and how the team interacts with the business so that when potential clients and current clients are interacting with your content they feel like they’re a part of what’s going on than they want to be around you and you’re attracting the right kinds of people that line up with your values and your culture.
This is huge and you a good point. It’s the most important people in your entire organization are not your customers but your employees. And the way your employees perceive your company is the way the customers are going to perceive the way the company operates and what the brand is.
So you have to understand that you need to capture the personalities, the identity and all the information from your team and you need to be able to showcase that stuff to the customer.
So the customer can see that you have personalities, your team is human, there are people behind the phone that they talk on to or people behind everything and then they really feel connected in that humanistic way.
So what are some of the things we do?
We have a couple programs that we do. And we’re all about building relationships and practicing what we preach. So the first thing we do is we build culture and we build an identity around a brand and then we establish and understand different personalities and different interactions between team members.
And then we take those interactions combine them with strengths and we create a sort of unique content system to where, your team is showcasing their personality, their humanistic behaviors, their ideals, and the customer can really feel connected to each one of those team members.
Which adds the humanity behind a brand and not fake humanity where you’re pretending it’s real because you’re showcasing people. This is my favorite onboarding meeting that we do!
We get teams together and we interview them and it’s just an amazing process learning about who they are and how they can represent the business in a unique way. I love doing it and hearing about who they are and what they’re into and what their personalities are like and then we get together to do the brainstorming on putting it all together for them and come up with that game plan.
It’s a special process I think it really sets us apart in the industry as well. How do you tie that to everything? Really it’s a lot that’s out there – Facebook, Instagram, Snapchat, LinkedIn – and how do you put content out, when do you put content out, how do you like track it and see who’s looking at your stuff, when they look at your stuff?
There’s obviously a lot that goes on with it. So we do all that too, that’s all part of it but the main thing is, I think the content that actually gets pushed out around personalities and who you are as a brand, it’s a big separator for us, it’s our little niche.
Yeah, it’s huge and it’s really neat to pull culture out of a business who doesn’t understand their culture or identity yet because they haven’t been able to develop it on their own. We pull it out of their employees in different departments, you get them communicating with each other and then you develop this identification factor behind the brand that the consumer needs to be a connection with the brand.
So then consumers start to say “wow I follow those guys content, I’ve been paying attention to what they’re doing, they’re really cool, they’re funny, they motivate me, they do all the things that I really want to see”. So I feel comfortable with them.
When we pull culture and identity, we build a brand and I tell people a lot of time, we’re not in a brand centric economy anymore where the brand is number one and it’s a brand pushing information everybody. We’re in a customer-centric economy now.
We’re moving from where the brand is the most important to where the customer is the most important thing that we look at. And what we say is the customer perception of the brand is what makes your brand, what builds your brand, and if the customer perceives that culture to be unique and fun and funny, they’re going to want to engage with it.
But if the customer perceives that culture to be just a corporatized, monotone, robotic brand they’re not going to care about it and they’re not going connect with it.
That’s an important factor. When you’re talking about the brand, it’s more about what the public perceives about the brand that is important.
And I think this is due to the shift from brand centric to customer centric business and how marketing is done and how platforms have changed, now you need to not only be creative and showcase yourself and your team and your culture, you then need to learn how to go out and find the people and put it in front of them and interact with them.
Which means it’s whatever that appearance of the brand looks like to the consumer that becomes the perception of your brand. It’s just how the world works at this point and economies and business cycles are always changing.
So it’s so important to understand this piece of it and implement it. And a lot of small business owners struggle with it, which is why I think what we’re doing is so special, we basically add ourselves on as a marketing manager in your company. We work with your teams and have our weekly and monthly meetings and constantly make adjustments. So you don’t really have to do all the work you just have to do some implementation.
This is huge and I think the fact that we embed ourselves in and get so involved puts us in a good place with the brand. That definitely separates us because it’s not just like, alright let’s do it, let’s talk once a month but we’re not going to tell you anything we’re doing,
it’s let’s have constant communication and we need to have constant feedback, you need to know what you’re putting out, we need to know what you’re putting out. When we work together doing this we need to see what’s working, what’s not, we need to make pivot shifts if we see that one thing is performing better than the other.
And we need to do this thing where we learn we grow and we evolve constantly and if we’re doing that together I think it makes the business more successful and it puts us in a position to where we’re doing this in an ethical way.
Where we care about the success of everybody we work with and we want to build that relationship and practice what we preach and get people to refer out because we work so hard and so well with them. Additionally, I think the other important part is, the second part of our service lead nurture.
What we found over the last year or so is people get confused as to what lead nurture is and they view it as marketing. And they pay for expensive lead nurture systems thinking that they’re going to drive leads and generate leads but it’s really not the case it is a long-term game for nurturing, so you can constantly communicate and eventually get people pulled in but you have to get those people initially in.
That’s the game that’s the hardest part of our industry is learning how to get people in the front door and get those emails and names and so that you can nurture. And that’s what we’re always working so hard at. So we put our main focus on the marketing side with building relationships and then we also set up lead nurture on the back end to capture information and make all that
effort work for us.
When you think about it, you have to engage the customer in every phase of their lifecycle, so we have to have culture, identity, content and we have to have somewhere to feed them into and continue nurturing them over time. Which is essentially our lead nurture system.
A lot of time these email marketing systems are touted as these super high-level tools and they’re going to pull everybody into your system but in the end all it is is just a way to send emails to people in a strategic way and with that set up plus the content moving people through the whole lifecycle then we have a good system. But if one piece isn’t there then the whole system is going to fail.
That’s why it’s a system.
We need it all together, we need it all working together as one and then we’re going to be successful with it. So, one of our goals with Out of the Cave Media is that we do our daily shows to answer questions from our listeners or readers. If you guys have a company that you’re thinking about and you want someone to analyze it and look at it and tell you whether or not we think it’s a good deal. We will help you figure it out.
With us, we’ll be totally agnostic on whether or not you should work with us and we’ll tell you whether or not it’s a good company, or they have one piece of it but they don’t have the whole thing. And so our goal is to help make this industry better because the industry is somewhat horrifying in the way people get taken advantage of.
I know we have worked with some of those companies, we own a few companies here and you don’t know anything when you’re looking around for something you have relatively little experience in. And so you go out and you just pay, it’s just that if it looks right you’re sold, here’s my money and then most of the time it doesn’t pan out or it floods you with the wrong types of clients or crappy leads.
It’s a really hard industry to navigate and understanding this is what I think we work so well at Out of the Cave Media, we’re just trying to help people. We’re trying to set it up so that it’s relationship based first. And if you’re a business that’s not relationship based then we’re definitely not the guys for you.
We’d send you to some other place as well. For us, everything is about the relationship, from everything we put out, the reason we do all this stuff, to everybody we work with, to the information we’ll give, it’s relationship based, relationship focused and its long-term and if that stuff doesn’t fit we definitely will say “hey try someone, try this company out, they’re more short-term focused”
But, our goal is to be the catalyst to help you build that relationship and help the relationship grow over time with your customers, your current customers and people who we can refer out to, basically manage the whole lifecycle.
Definitely, send us some questions for future episodes if you have them! You can post it in the comments here or send it to [email protected]!