Transcript
WEBVTT 1 00:00:05.679 --> 00:00:08.949 Welcome back to be tob growth. I'm looking lyles with sweet fish media. 2 00:00:09.029 --> 00:00:13.310 Today I'm joined by Mike Feller. He's the chief revenue officer over at active 3 00:00:13.310 --> 00:00:16.550 pipe. Mike, Welcome to the show. How's it going today now good, 4 00:00:16.589 --> 00:00:20.589 loaded. Really appreciate you having me. Yeah, absolutely. So active 5 00:00:20.629 --> 00:00:25.339 pipe, you guys are heavily involved in helping your customers get more out of 6 00:00:25.379 --> 00:00:29.660 their email. We're going to be talking about some best practices and strategies around 7 00:00:29.660 --> 00:00:33.140 email marketing today. For that sort of context, can you give us a 8 00:00:33.179 --> 00:00:36.210 little bit of background, mic, on yourself and what you in the team 9 00:00:36.289 --> 00:00:39.369 and active Piper up to these days? Yeah, absolutely. You know, 10 00:00:39.850 --> 00:00:42.929 I myself, I've come from more of a business background, you know, 11 00:00:42.969 --> 00:00:49.049 post NBA, run a variety of different businesses across tax services, consumer products 12 00:00:49.369 --> 00:00:53.359 and really been in the startup space now for eight to ten years. So 13 00:00:53.439 --> 00:00:58.200 that's a little bit about myself. Active pipe is a marketing automation platform that's 14 00:00:58.200 --> 00:01:03.200 bill specific to real estate. We focus heavily on email and we're a we're 15 00:01:03.320 --> 00:01:08.469 behavioral driven email platform, so we use data to help really drive what types 16 00:01:08.549 --> 00:01:15.349 of communications we send out to clients. As well as having that same data 17 00:01:15.390 --> 00:01:19.099 and behavioral data drive action taken at the agent level. So again, very 18 00:01:19.140 --> 00:01:26.180 behavioral data driven email platform. I love and I I think that that approach, 19 00:01:26.340 --> 00:01:30.019 that behavioral driven approach that you mentioned there. We're going to circle back 20 00:01:30.060 --> 00:01:34.890 a little bit and talk about how how you need to use email differently when 21 00:01:34.890 --> 00:01:38.290 it comes to length, context messaging, that sort of stuff, whether you 22 00:01:38.409 --> 00:01:41.769 are going for an appointment, going for a sale or your nurturing leads. 23 00:01:42.010 --> 00:01:45.450 Before we do that, though, might because you guys are so heavily entrenched 24 00:01:45.489 --> 00:01:49.000 in helping your customers use email more effectively. What are some of the trends 25 00:01:49.079 --> 00:01:55.480 you're seeing around email effectiveness, especially as it relates to other channels? What's 26 00:01:55.519 --> 00:01:57.920 going up, what's going down? What's kind of changing these days in broad 27 00:01:59.000 --> 00:02:00.870 sweeping terms? Yeah, you know, it's interesting. You know, email 28 00:02:00.950 --> 00:02:05.069 in some ways has this statement that's been around for a little while. It's 29 00:02:05.150 --> 00:02:08.110 not, as you know, powerful as other channels, but the truth is, 30 00:02:08.669 --> 00:02:13.270 you know, we just released a white paper recently where we evaluate a 31 00:02:13.349 --> 00:02:17.539 lot of different channels. were evaluated socially, email looked at others as well, 32 00:02:17.819 --> 00:02:23.939 and I think the biggest takeaway from that research and digging that we did 33 00:02:24.219 --> 00:02:28.659 throughout that project. Was it? Email still generates the highest or a lot 34 00:02:28.740 --> 00:02:32.490 where you're looking at forty two dollars generated for every dollar spin, which there 35 00:02:32.530 --> 00:02:37.409 are other channels really right now can't touch. And I think that. I 36 00:02:37.530 --> 00:02:40.210 think general you start, especially with us being in real estate, I think 37 00:02:40.250 --> 00:02:46.360 there's a preconceit notion around with a lot of agents that social maybe a little 38 00:02:46.360 --> 00:02:49.719 bit more effective when it comes to converting leads. But the truth is, 39 00:02:49.879 --> 00:02:53.800 you we see a lot of data out there. Mackenzie's published data recently that 40 00:02:53.879 --> 00:02:58.750 shows that emails actually forty times more effective when it comes a convert be lead. 41 00:02:58.870 --> 00:03:01.229 So yeah, again, I the way we look at it is emails 42 00:03:01.270 --> 00:03:05.349 not going away. It's still, you know, it's still be by a 43 00:03:05.469 --> 00:03:10.310 wide margin, prob the most heavily used channel when it comes to communicating digitally. 44 00:03:10.509 --> 00:03:14.500 But certainly no where biased. But you know, I think we feel 45 00:03:14.539 --> 00:03:20.099 pretty pretty strong and that any time I get heavy handed with podcasting around here, 46 00:03:20.139 --> 00:03:23.780 because we just live and breathe and eat and drink podcasting, I always 47 00:03:23.780 --> 00:03:27.810 kind of preface things with that. But you know, that being said, 48 00:03:27.930 --> 00:03:32.050 we're big on Linkedin as a social channel, especially in BTB. But you've 49 00:03:32.090 --> 00:03:36.530 got to think about it holistically, right. There are so many people that 50 00:03:36.610 --> 00:03:39.969 initially engage with us through our podcast, through Linkedin, but where do they 51 00:03:40.409 --> 00:03:46.319 inevitably convert? Most often times that's via email, right, and even if 52 00:03:46.360 --> 00:03:50.039 it that is okay, drove them to the website. They even if they 53 00:03:50.280 --> 00:03:53.680 take a meeting right away, that exchange happens via email. There's now now 54 00:03:53.960 --> 00:03:59.189 more nurture can happen where they're seeing US regularly, and so I think they 55 00:03:59.270 --> 00:04:02.110 definitely influence each other. But if you're just kind of doing everything else and 56 00:04:02.270 --> 00:04:06.949 like email, is this just to the side, unattended part of your marketing 57 00:04:08.030 --> 00:04:11.340 mix, than you're going to be in trouble. So totally agree with you 58 00:04:11.500 --> 00:04:14.580 there. As we talk about it, Mike, in this white paper you 59 00:04:14.659 --> 00:04:18.740 guys talked a little bit about email that's designed to capture leads and go for 60 00:04:18.860 --> 00:04:23.500 that next step versus nurturing. I think you know that concept. For a 61 00:04:23.579 --> 00:04:27.569 lot of experience marketers who listen to the show, they kind of understand that. 62 00:04:27.689 --> 00:04:30.490 But I think kind of breaking down the trends that you guys see some 63 00:04:30.610 --> 00:04:32.850 best practices, especially the insights that you guys have and all the emails that 64 00:04:32.889 --> 00:04:36.209 are sent through your platform. What are some of the things where you see 65 00:04:36.250 --> 00:04:41.600 people maybe getting it wrong, you know, applying best practices on one to 66 00:04:41.680 --> 00:04:45.160 the other, or kind of break down that next level for us from the 67 00:04:45.319 --> 00:04:47.519 insights you guys are able to clean yeah, sure, I think when you 68 00:04:47.560 --> 00:04:51.600 look at that whole nurture versus capture, the equation, it all just comes 69 00:04:51.680 --> 00:04:58.470 down to being able to catch the person at the right time and then coming 70 00:04:58.509 --> 00:05:02.430 up with relevant content depending on where they are in the final is extremely important. 71 00:05:02.430 --> 00:05:09.779 So it's all about relevance right. So for us it's using actual behavior 72 00:05:09.939 --> 00:05:13.620 and how people interact with content to help serve up what do we want to 73 00:05:13.660 --> 00:05:16.860 send them next, and so that's what is so at the very core of 74 00:05:17.019 --> 00:05:21.449 what we do here. And and so what ends up happening is, as 75 00:05:21.569 --> 00:05:26.370 we watch how people can interact with content, you can start to see when 76 00:05:26.370 --> 00:05:30.209 people are really starting to engage, really starting to get to that later stage, 77 00:05:30.329 --> 00:05:33.050 and at that point then you can start to build in something compelling calls 78 00:05:33.129 --> 00:05:38.560 action into the emails where you want to actually set up meetings and really help 79 00:05:38.600 --> 00:05:42.319 them kind of get to those those closing stages on the other side of it. 80 00:05:42.439 --> 00:05:46.879 And so there's one element of this is understanding where they are and then 81 00:05:46.959 --> 00:05:51.470 maybe will to segments your database based on where you identified them being in the 82 00:05:51.550 --> 00:05:56.149 funneling, because, depending on what they are, you want to serve them 83 00:05:56.189 --> 00:05:59.790 different as the content, and so being able to segment and take them down 84 00:05:59.870 --> 00:06:02.269 different, we call them customer journeys, based on where they are and what 85 00:06:02.350 --> 00:06:06.180 their interests are. That allows you just to be much more tailored to what 86 00:06:06.300 --> 00:06:10.740 they care about right now. And so the reality is a lot of folks, 87 00:06:10.860 --> 00:06:15.459 especially in real estate, they may start looking around now, but they're 88 00:06:15.500 --> 00:06:18.610 probably not ready to transact in six to nine months right and so you're asking 89 00:06:18.649 --> 00:06:23.290 right now, are you ready to listen your property? Are you ready to 90 00:06:24.290 --> 00:06:27.889 potentially go in and purchase a home? That may not necessarily be timely right 91 00:06:27.930 --> 00:06:30.529 now, but their ways where you know, if you, if you, 92 00:06:30.730 --> 00:06:33.079 based on their actual behavior, identified that they're probably a little bit earlier on, 93 00:06:33.800 --> 00:06:38.240 then you can take them down a much different journey than somebody that's potentially 94 00:06:38.759 --> 00:06:41.920 looking to transact the next thirty days. So that's kind of at least how 95 00:06:42.000 --> 00:06:46.199 we think about that. But again, it's it's really that that marriage between 96 00:06:46.399 --> 00:06:49.310 data and how we using that data to and then drive the content to make 97 00:06:49.350 --> 00:06:55.149 sure that what you send is highly relevant to the individual receiving it. Yeah, 98 00:06:55.230 --> 00:06:59.990 absolutely. I'll take another example from mortgage and in real estate, since 99 00:07:00.069 --> 00:07:01.459 that's kind of the area that you guys play in a lot, even though 100 00:07:01.660 --> 00:07:05.259 most of our listeners are in Beb but I think there's parallels here. That 101 00:07:05.500 --> 00:07:10.860 timing can't just be Oh, it's St Patrick's sake or oh it's fourth of 102 00:07:10.939 --> 00:07:14.060 July, especially in the space that you guys serve. I see that a 103 00:07:14.220 --> 00:07:18.290 ton of like, for you know, fourth of July barbecue ideas and those 104 00:07:18.329 --> 00:07:23.610 sorts of things. That sort of timing is just like. That feels about 105 00:07:23.689 --> 00:07:28.649 like ten years old and where you're timing and personalization should be right and there's 106 00:07:28.769 --> 00:07:30.800 and there's certainly a place for those types of emails. And when you're talking 107 00:07:30.839 --> 00:07:35.800 about some of the other channels and in some cases more of the informal emails 108 00:07:35.920 --> 00:07:41.360 like the happy holidays, have birthday, happy universary, I think there's certainly 109 00:07:41.399 --> 00:07:45.990 a place for that. But if you're not sending out content that's you're towards 110 00:07:46.029 --> 00:07:50.110 actually learning about your database and looking at undercover. Okay, what information can 111 00:07:50.189 --> 00:07:56.230 you gather to better serve them and then use that type of information or type 112 00:07:56.230 --> 00:08:00.860 of content to supplement those more informal emails. You're missing out on a big 113 00:08:00.939 --> 00:08:05.699 opportunity there to build a meaningful relationship with your clients. Yeah, what are 114 00:08:05.779 --> 00:08:09.300 some of the data points that you guys are recommending to your clients to put 115 00:08:09.339 --> 00:08:13.889 into their sequences in these nurture campaigns? To I mean, obviously you can 116 00:08:13.930 --> 00:08:16.250 see if you serve out three pieces of content which way they go right and 117 00:08:16.569 --> 00:08:20.370 that's kind of the fork in the road that tells you maybe where they are 118 00:08:20.490 --> 00:08:22.930 in the journey. Or there are other things that you're recommending, you know, 119 00:08:24.050 --> 00:08:26.839 with your tool or others, to eight if I could get this piece 120 00:08:26.879 --> 00:08:31.639 of information, and I'm not asking for a ton right when they get into 121 00:08:31.639 --> 00:08:35.720 my email database with a ten part form and and that's it. But if 122 00:08:35.759 --> 00:08:39.840 you ask for certain pieces along the way, can you maybe speak to some 123 00:08:39.080 --> 00:08:45.429 creative ways you've seen folks be able to segment those journeys or the people going 124 00:08:45.549 --> 00:08:50.789 down those journey paths in different ways apart from when they initially come into your 125 00:08:50.789 --> 00:08:54.629 database and fill out that three field or ten field or whatever, you know, 126 00:08:54.750 --> 00:08:56.940 for at the very beginning, absolutely so. Now I think you're hitting 127 00:08:56.980 --> 00:09:01.379 on some of that. Their Logan in that you the use of some interactive 128 00:09:01.460 --> 00:09:05.980 surveys can be very powerful, whether that's to welcome a new client to the 129 00:09:05.980 --> 00:09:09.220 database, but doing that in engaging way. It's all about how you do 130 00:09:09.259 --> 00:09:13.090 it right. There's both you got to surveys. It's sitting next to each 131 00:09:13.129 --> 00:09:16.169 other. One's very effective because it's much more engaging, it's much more interactive, 132 00:09:16.169 --> 00:09:18.690 versus the other one might be looking stale. So it all goes back 133 00:09:18.690 --> 00:09:22.929 to how you're doing it. But the use of interactive surveys can be really 134 00:09:22.970 --> 00:09:26.919 a powerful one. there. We actually have a number of our customers that 135 00:09:28.440 --> 00:09:31.720 they call them data hygiene surveys. So if they're missing certain fields of information, 136 00:09:33.200 --> 00:09:35.679 whether that's email address, phone I was going to email address, the 137 00:09:35.720 --> 00:09:41.710 phone number address, you get it right, they'll send out these data higiing 138 00:09:41.070 --> 00:09:45.669 surveys to gather that information. The important thing there is that they've actually got 139 00:09:46.029 --> 00:09:50.590 their business. One of our customers actually out in Australia company called by the 140 00:09:50.590 --> 00:09:54.460 name of Ray White. They're one of the most digitally innovative brands that we've 141 00:09:54.460 --> 00:09:58.100 ever come across and they've got this so doubt in that they know that if 142 00:09:58.139 --> 00:10:03.940 they have a certain amount of data points on a consumer that in the throughout 143 00:10:03.940 --> 00:10:07.370 their entire sphere that equates to x number of business so I think surveys can 144 00:10:07.370 --> 00:10:16.210 be very powerful. I think incorporating certain levels of behavior automation are very important. 145 00:10:16.250 --> 00:10:18.850 So what I mean by that is really simple ones can be. You 146 00:10:18.970 --> 00:10:22.200 know, if you take down a client out of path based on if they 147 00:10:22.240 --> 00:10:26.360 interact with an email, if they open an email, let's take up down 148 00:10:26.360 --> 00:10:28.440 a certain path. They don't open an email, they go down a word. 149 00:10:28.519 --> 00:10:31.279 They do click on certain calls. That actually the email. They go 150 00:10:31.360 --> 00:10:35.480 down one. So there even some pretty simple ways you can start to think 151 00:10:35.480 --> 00:10:41.509 about taking people down different pathways. But where this gets really interesting is if 152 00:10:41.590 --> 00:10:45.269 you're actually able to look at, you know, what types of properties they 153 00:10:45.389 --> 00:10:48.629 looking for in a certain neighborhood, what type of current list things. When 154 00:10:48.629 --> 00:10:52.059 you match that up with other soul listenings interact with, then you can start 155 00:10:52.100 --> 00:10:58.419 to identify potentially intent like what are they actually thinking about? What's their likely 156 00:10:58.500 --> 00:11:01.179 next move? And then when you think about serving them up, you know, 157 00:11:01.580 --> 00:11:07.970 certain campaign for downsize or upsizers, for first time home buyers. That's 158 00:11:07.009 --> 00:11:11.009 where this can kind of get to that next level of people. Hey, 159 00:11:11.090 --> 00:11:15.529 everybody, logan with sweet fish here. If you've been listening to the show 160 00:11:15.570 --> 00:11:18.759 for a while, you know we're big proponents of putting out original, organic 161 00:11:18.919 --> 00:11:22.679 content on linked but one thing that's always been a struggle for a team like 162 00:11:22.919 --> 00:11:28.080 ours is to easily track the reach of that linkedin content. That's why I 163 00:11:28.240 --> 00:11:31.919 was really excited when I heard about shield the other day from a connection on, 164 00:11:31.200 --> 00:11:35.629 you guessed it, linked in. Since our team started using shield, 165 00:11:35.750 --> 00:11:39.669 I've loved how it's let us easily track and analyze the performance of our linkedin 166 00:11:39.789 --> 00:11:46.629 content without having to manually log it ourselves. It automatically creates reports and generates 167 00:11:46.710 --> 00:11:50.340 some dashboards that are incredibly useful to see things like what content has been performing 168 00:11:50.419 --> 00:11:54.820 the best and what days of the week are we getting the most engagement and 169 00:11:54.220 --> 00:11:58.379 our average views proposed. I'd highly suggest you guys check out this tool if 170 00:11:58.419 --> 00:12:01.730 you're putting out content on Linkedin, and if you're not, you should be. 171 00:12:03.129 --> 00:12:05.370 It's been a game changer for us. If you go to shield APP 172 00:12:05.690 --> 00:12:09.370 DOT AI and check out the ten day free trial, you can even use 173 00:12:09.490 --> 00:12:13.610 our promo code be to be growth to get a twenty five percent discount. 174 00:12:13.809 --> 00:12:20.039 Again. That's shield APP DOT AI and that Promo Code is be the number 175 00:12:20.120 --> 00:12:24.000 to be growth all one word. All right, let's get back to the 176 00:12:24.039 --> 00:12:28.879 show. I love what you're saying. They're Mike. The last thing I 177 00:12:30.000 --> 00:12:33.350 wanted to get your thoughts on right now. I think we would be remiss 178 00:12:33.350 --> 00:12:37.230 if we didn't talk about the way that you guys are advising your customers to 179 00:12:37.269 --> 00:12:41.029 communicate with email, with with sensitivity, you know, with everything going on 180 00:12:41.190 --> 00:12:43.620 in the world right now. I pulled my linkedin community and said, you 181 00:12:43.700 --> 00:12:48.340 know, with your marketing and your content strategy, is it business as usual, 182 00:12:48.779 --> 00:12:52.860 completely pivoted and gone in it entirely different direction, or some sort of 183 00:12:54.019 --> 00:12:58.019 mix? And overwhelmingly everybody pick that third option, that it's some sort of 184 00:12:58.139 --> 00:13:01.409 mix. You don't want to be so heavy handed with no matter what industry 185 00:13:01.610 --> 00:13:05.889 we're in. We can help you with the covid pandemic, but you also 186 00:13:05.009 --> 00:13:07.929 don't want to appear tone deaf. So what are some of those things, 187 00:13:09.250 --> 00:13:13.480 in times like this and just in general, that you're advising for folks to 188 00:13:13.639 --> 00:13:18.000 show sensitivity and some some tact and care? When it comes to the email 189 00:13:18.039 --> 00:13:20.600 channel specifically, there's a great question here, Logan, and I think for 190 00:13:20.720 --> 00:13:24.639 us it's very, very important that now, during these times, that people, 191 00:13:24.720 --> 00:13:28.029 I think, lead with empathy, and I think that also relates to 192 00:13:28.669 --> 00:13:31.909 the email as well. I think this is a time to be human, 193 00:13:33.070 --> 00:13:37.269 to be genuine, to be personal, because there's so many things that are 194 00:13:37.389 --> 00:13:39.110 happening out there that, frankly, are bigger than business, you know, 195 00:13:39.269 --> 00:13:45.259 bigger than some of these things across health and and you know what's going on 196 00:13:45.460 --> 00:13:48.940 the broader state around economy and jobs, and people are truly scared. When 197 00:13:48.980 --> 00:13:54.100 you're when you're thinking about trying to communicate to somebody that you know may have 198 00:13:54.340 --> 00:13:58.809 somebody in their family that's right now being has been hospitalized or has just lost 199 00:13:58.889 --> 00:14:01.649 a job. They're they're bigger things at play here. That's you know, 200 00:14:01.690 --> 00:14:07.009 when you're thinking about email, we have to acknowledge that and I think, 201 00:14:07.129 --> 00:14:11.799 frankly, the digital strategy that you had three weeks ago doesn't necessarily apply right 202 00:14:11.799 --> 00:14:16.799 now because of these circumstances. So I think the times for the more canned 203 00:14:16.960 --> 00:14:22.039 emails and more generalized ones right now. I just don't see necessarily a place 204 00:14:22.120 --> 00:14:26.429 for that right now. If you have an opportunity to balance being very personal, 205 00:14:26.629 --> 00:14:33.230 being very real and also help convey how you can certainly help during this 206 00:14:33.429 --> 00:14:37.389 time. I think that's really important and I think that level of personalization and 207 00:14:37.509 --> 00:14:39.899 building them into the email is very you know, I think it's critical during 208 00:14:39.940 --> 00:14:43.220 this time. Okay, tell you how many covid emails I've gotten in my 209 00:14:43.299 --> 00:14:48.539 inbox of the past two weeks and and it's it's something where I understand where 210 00:14:48.539 --> 00:14:52.370 that's coming from, but there's so much noise out there right now that I 211 00:14:52.490 --> 00:14:56.970 think it's really to cut through that. You have to be Jiline, you 212 00:14:56.049 --> 00:14:58.649 have to be personal and it's one of these things where, you know, 213 00:14:58.730 --> 00:15:05.009 we actually sent out a survey recently just to help this understand, like how 214 00:15:05.049 --> 00:15:09.519 are people, how are people interacting during this time? Where they scared about, 215 00:15:09.519 --> 00:15:11.080 where they concerned about? What are some of the things are top of 216 00:15:11.120 --> 00:15:16.799 them on where they see different digital strategies fitting into this, and we honestly 217 00:15:16.840 --> 00:15:18.840 let them tell us. And now we were fortunate that I think we had 218 00:15:18.919 --> 00:15:24.190 something overwhelmingly like ninety two percent of people felt they were either going to maintain 219 00:15:24.309 --> 00:15:28.509 or double down on their email marketing investment. But you know, those which 220 00:15:28.509 --> 00:15:33.830 is obviously a very powerful signal, but at the same time we also just 221 00:15:33.950 --> 00:15:39.340 as impactful. We had some very powerful statements coming from people that took to 222 00:15:39.460 --> 00:15:43.740 surveys and how much they just were truly grateful and appreciated that we simply passed 223 00:15:43.860 --> 00:15:48.179 and that we were trying to help them through this time where the economies going 224 00:15:48.299 --> 00:15:52.649 through some drastic change, their world is going through drastic change. I think 225 00:15:52.649 --> 00:15:58.090 simply doing that as people behind this metal lot. Yeah, absolutely. I 226 00:15:58.570 --> 00:16:03.009 actually, and this is not to my own horn at all, but just 227 00:16:03.169 --> 00:16:07.159 to encourage people to take that time to ask those questions, to mix it 228 00:16:07.240 --> 00:16:11.519 up and just you know, I sent very short, quick emails to our 229 00:16:11.840 --> 00:16:15.480 group of customers. Now, you know, based on our model and where 230 00:16:15.480 --> 00:16:18.629 we are as a business, we don't have hundreds and hundreds of customers, 231 00:16:18.710 --> 00:16:22.230 but we do have dozens and dozens right and so it's kind of at that 232 00:16:22.389 --> 00:16:26.110 stage of like you can send out that automated blast of how you doing or 233 00:16:26.149 --> 00:16:30.629 whatever, but I sent some very short emails that just said Hey, wow, 234 00:16:30.990 --> 00:16:33.220 it's been a very crazy few weeks. How are you doing? Is 235 00:16:33.259 --> 00:16:37.820 there anything outside of just business that I might be able to help you with? 236 00:16:37.299 --> 00:16:44.379 It got overwhelming responses and people opening up about their quarantine or stayathome routine 237 00:16:44.419 --> 00:16:48.330 and all these sorts of things, and also got feedback from folks because, 238 00:16:48.409 --> 00:16:51.970 you know, we're kind of seeing that to where we're feeling, hey, 239 00:16:52.049 --> 00:16:56.690 there are marketers who we serve who are going to be doubling down on podcasting 240 00:16:56.730 --> 00:17:00.049 because it's a digital channel that may be replacing events. But the last thing 241 00:17:00.090 --> 00:17:06.079 we want to do is send out an email title changing your digital strategy because 242 00:17:06.079 --> 00:17:10.119 of Covid and some sort of pitch on replacing all your events with podcasting. 243 00:17:10.400 --> 00:17:14.359 But it's still a conversation that we're having and I think the way that you 244 00:17:14.440 --> 00:17:17.710 guys are doing is very much the way that we're trying to approach it. 245 00:17:17.750 --> 00:17:21.269 I don't think any of us are doing it perfectly. We're all in uncharted 246 00:17:21.309 --> 00:17:23.109 waters, but the more that we come back to that word that you just 247 00:17:23.230 --> 00:17:27.470 said, their empathy, and communicate on a real human level, I think 248 00:17:27.990 --> 00:17:32.220 the better off we're going to be. Just because you mentioned that, I've 249 00:17:32.220 --> 00:17:34.819 got to give a shout out to the the folks over at bombomb. They're 250 00:17:34.819 --> 00:17:38.180 running a campaign right now. If you happen to know anyone in education, 251 00:17:38.900 --> 00:17:42.619 if you don't know of Bombomb, I mentioned them a lot. Ethan viewed 252 00:17:42.619 --> 00:17:47.569 over there is the cohost of the CX series on on this show. They 253 00:17:47.690 --> 00:17:52.730 help folks send one to one personal videos for sales, for marketing and really 254 00:17:52.809 --> 00:17:56.049 anyone who wants to communicate facetoface when you can't. Let a teacher know. 255 00:17:56.130 --> 00:18:00.279 They are giving away free licenses of their software to anyone in education right now 256 00:18:00.680 --> 00:18:04.440 and just in general if you are trying to, you know, as Mike 257 00:18:04.519 --> 00:18:10.319 said here, be very genuine in your communication. Getting facetoface when you can't 258 00:18:10.319 --> 00:18:14.910 be facetoface because of social distancing might be something that could help you or help 259 00:18:14.990 --> 00:18:18.589 someone in that sector right now. So just wanted to draw that that line 260 00:18:18.750 --> 00:18:21.390 of connection there because I know they work with a lot of folks in the 261 00:18:21.430 --> 00:18:25.150 same space as you guys might any other parting thoughts is as we round it 262 00:18:25.230 --> 00:18:29.339 out, and just thinking about email in general before we close out the conversation 263 00:18:29.460 --> 00:18:32.819 today. Now I think I think we covered most of it. I think 264 00:18:32.819 --> 00:18:37.059 the main thing is, you know, this time it's what I think email 265 00:18:37.180 --> 00:18:38.859 and in really doesn't even have to be email. I think this is a 266 00:18:38.940 --> 00:18:42.410 time to really think about, you know, use digital strategy where people are 267 00:18:42.450 --> 00:18:45.490 remote you know your clients remote, your remote and thinking about how do you 268 00:18:45.529 --> 00:18:49.849 want to communicate to them and be able to do that in a genuine helpful 269 00:18:49.849 --> 00:18:52.609 way. I mean, I think that's I think it's just really important that 270 00:18:52.730 --> 00:18:56.960 people are thinking about this right now. The truth is, people that really 271 00:18:56.039 --> 00:19:00.960 embrace that right now are only going to help their businesses and themselves and really 272 00:19:00.960 --> 00:19:04.279 kind of help them through this time but then, frankly, strengthen their position 273 00:19:04.359 --> 00:19:07.359 in the future as well. Yeah, absolutely. I was just talking to 274 00:19:07.440 --> 00:19:11.230 a marketer the other day that said, we know that the folks in in 275 00:19:11.470 --> 00:19:15.549 our market are not going to be in by mode for the next three months, 276 00:19:15.829 --> 00:19:19.069 but we are focusing on our content strategy and doubling down there, because 277 00:19:19.390 --> 00:19:23.619 if we are adding value and we are being genuine in our communication and we're 278 00:19:23.660 --> 00:19:29.500 showing empathy in this time where we know and our potential buyers know, that 279 00:19:29.900 --> 00:19:33.220 there's not going to be business done. And that's not to say that everybody's 280 00:19:33.220 --> 00:19:36.619 business is on pause for three months, because everybody's feeling this differently, but 281 00:19:37.019 --> 00:19:40.049 if we do that, then we will build so much good will in the 282 00:19:40.089 --> 00:19:44.410 community that we serve. Whether you're you serve real estate or marketing professionals or 283 00:19:44.609 --> 00:19:48.369 agencies, what, whoever you're working with. It's still, as we say 284 00:19:48.450 --> 00:19:51.690 here, be tob is still ht age. It's human to human. So 285 00:19:52.130 --> 00:19:55.680 lots of good reminders, good thoughts. On email, Mike, if anybody 286 00:19:55.799 --> 00:19:59.640 listening to this as not yet connected with you in the active fight team, 287 00:19:59.880 --> 00:20:02.839 what's the best way for them to reach out or stay connected with you guys, 288 00:20:03.680 --> 00:20:07.549 feel free email me myself. You know, it's just Mike Dot Feller 289 00:20:07.069 --> 00:20:11.509 at active bycom, so that's probably the easiest way to go about I love 290 00:20:11.549 --> 00:20:15.549 it making it nice and easy. Mike, Thank you so much for joining 291 00:20:15.589 --> 00:20:17.829 me on the show today. Thank you, lordly. Really appreciate you out 292 00:20:17.829 --> 00:20:22.940 of me. I hate it when podcasts incessantly ask their listeners for reviews, 293 00:20:23.140 --> 00:20:26.740 but I get why they do it, because reviews are enormously helpful when you're 294 00:20:26.740 --> 00:20:30.619 trying to grow a podcast audience. So here's what we decided to do. 295 00:20:30.059 --> 00:20:33.700 If you leave a review for be tob growth and apple podcasts and email me 296 00:20:33.740 --> 00:20:37.970 a screenshot of the review to James at Sweet Fish Mediacom, I'll send you 297 00:20:38.009 --> 00:20:41.769 a signed copy of my new book, content based networking. How to instantly 298 00:20:41.849 --> 00:20:45.089 connect with anyone you want to know. We get a review, you get 299 00:20:45.130 --> 00:20:47.690 a free book. We both win
