AI Assisted Content, Marketing Coaches, Twitter First Approach, LinkedIn Growth Strategy (Experiments Dec 2023 Week 2)

0:00All right, everyone. Here's the new format. Let us know what you think about it. We're going to start with a couple of different sections. and it starts with today. We are going to start off with experiments we are running right now. Neil and I, we're going to go back and forth and each episode is going to be about 15 minutes or so and we're going to try to do the best here. So let's start with you, Neil. You got some good stuff that you've been sharing and you've been pushing a lot. So you pick one that you like first from your side. Yeah, so the first thing that we've been doing and it's been working out exceptionally well is we figure out what to post on all our social networks purely based on Twitter.

0:38And here's what I mean by that. Whether it's Instagram, TikTok, Facebook, LinkedIn, if you post a lot per day and there's issues with... It doesn't actually... Let's actually restart. If you post a lot per day on any social network other than Twitter, from what we see, and even if the content is amazing, the reach just starts getting crammed down. So if I have amazing posts that I post right now, and then an hour later, I post another post that's super amazing, it actually can hurt the reach of the first one. On Twitter, on the flip side, if I post a tweet right now, and I post a tweet hour later, another one hour later, it doesn't matter.

1:20Right? The reach doesn't get crammed down. So what we're doing is we're posting a lot on Twitter, and we're seeing what's hitting because a lot of it's duds. And then from there, we're then posting the best stuff on Instagram, LinkedIn, YouTube Shorts, TikTok, etc., Facebook. And the models worked out. So I'm going to share some stats with you guys. And when I look at my Instagram alone and I'm posting Reels, right? And on TikTok, I'm posting the text version. But once the text version does really well, then I go and record the video version. But when I look at Instagram alone, typically I was getting 25 ,000 views.

2:05So if I look at a lot of my videos before I was doing this, 17 ,000 views, 22 ,000 views, 24, 37, 23, 26, 13 ,000, 13 ,000, 18 ,000, 15 ,000. All right. Now let's look at some of my views of recent content that I've been posting based on this model. the latest video has 10 ,000 views, but it's only been up for two hours. So that's not bad. I should hit 30 plus thousand. The day before 37.4 thousand. Day before 29 ,000. Day before 144 ,000. Day before 23 ,000. Day before 25 ,000. Then 45 ,000. Then 28 ,000. Then 18 ,000. Then 45 ,000. Then 52 ,000. I stopped at the 52 because that's when I started doing this.

2:51But as you can see, overall, my average is higher. I haven't actually calculated it, but you can just tell looking at the numbers that I'm getting some that are in the 30 ,000, 40 ,000 range, much more consistently in 51 at 144. The model's working out way better. We're noticing the same thing on LinkedIn. We're noticing a little bit better traction on YouTube. It's not getting as good as we want, but we'll work on fixing it. Facebook, not really seeing much of a difference, but Facebook's reach just sucks. overall the model's been working really well yeah and the way the way this al tramos is a good example of a guy that has been doing this for a while where he just uses twitter almost to get signal first and then you just choose what to double down on i'll give an example here and we're going to talk about this post i believe when we go to like a what marketing one-on-one section but neil had a post which i didn't think was going to do well on the which one does better Google versus Google Bard versus chat GPT, right?

3:52And then that one got what, like 705 ,000 views or so. So that's a good example of what works. Yes. And then I'll end up recording that no joke today in a few hours. And then within a week or so, we'll get it on all our social platforms. Yeah. Also gives me ideas for my blog posts. I take this stuff that hits the best on Twitter and then I use it for a blog post. But here's the key. The first line is the hook. Okay. Okay, that first line there, I end up using that as a title for my blog post, or I'll use it as the hook for my videos, or the first slide. But what you can't do in my team messes up, I had a conversation with them today.

4:29I was like, Look, dude, we're not doing as well as YouTube shows who's changing the titles. They're like, Oh, we're experimenting. I'm like, No, I didn't say that. I'm like, my instructions were clear. Copy exactly what I said on Twitter. And use that that is your hook, that is your title, and nothing else. and you know we can dive into something else I'm doing which is kind of experiment or you can go next Eric on something you're doing but we're speaking of hooks we're tweaking the hooks so a lot of time with Twitter I'll post something with amazing data like on backlinking or SEO or trend I'm seeing on content marketing and how much text you need to drive more traffic or less traffic and a lot of times it does really poorly and you can tell in the first like 20-30 minutes and in case it's doing really poorly, but we know the data is good and people should look at it and it'd be valuable, we'll delete it and then redo the hook or the intro and try to jazz it up.

5:23And we've seen that when we do that, a lot of times we can get the posts to hit again. Sometimes it still doesn't work. It's no joke, literally a 50-50 shot from the amount of times we've done it. And it's done quite well for us because a lot has to just do with the hook and how you grab a minute, right? A hook could be the first line or it could be the title or the headline, whatever you want to call it. Got it. All right. So that was about six minutes over there on that one. So we got about a good seven, eight minutes, nine minutes to go. So we're going to talk about this more specifically business coaches in a future episode, but I want to talk about this in the context of almost marketing coaches, right?

6:05And here's what I mean by that. So for example, I joined this little newsletter group. And there's someone in there that is helping coach our current copywriter at the moment. And basically, we're paying, I think it's a couple hundred dollars for an hour of time, right? And this is someone that's been there, done that. And she really knows the grow email list, the list that she manages, they do, I think they do what$20 million a year or something like that. And, you know, she's their director of growth. And I was like, okay, well, she really seemed to know what she was talking about when I joined one of those calls.

6:36And I was like, you know what? I'm going to reach out to her to see if she can coach, coach one of my guys. And he actually sent me the stats. So Mike from my team, here's what he said. So he said, I was like, give me the results. Right. And he's like, sure. Here's the full picture. So before our email CPA. So when we're buying ads to get more people to our email list, it was about$11, which is pretty expensive for an email. And just a week after working with her, she told him to make some tweaks. And from that one hour call, the CPA decreased to$5.31. So that's a 52 % decrease, right? Now the conversion rate went up 21%.

7:10So it was 42 % and went up to 51%, right? And the click-through rate also went up very slightly from 2.14 % to 2.2%. And the cost per click went down 32%, from$4 to$2.72. So we're not talking about business coaches in this context. We're talking about someone that we're also doing this for someone that has led creative at large agencies before. And they're coaching up someone from my team who's building that out right now. So that is a good use of time. And I think the return on that is exponential. And they're down to get paid a couple hundred dollars for their time. So you and I are going to disagree on this, but I think it's a bad use of time and money.

7:50If it was me, I just would have went to them and say, who's similar to you or that you believe could do a good job that I can hire? and if they want a recruiting fee, I would pay it. But I'm a big believer, instead of having to train up, if you want to build a big business, you're better off just hiring someone who already knows how to do it and just have them go and execute versus having your guys get trained up. And there's no guarantee that they're going to do as good a job. Even if the stats are improving, it's still not, it may not be as good as that person just doing it or someone that they know is like amazing at it.

8:22Yeah, so I agree if you have resources. I disagree if you don't have resources. You're totally right. If you don't have the money, you don't have a choice. But if you have the resources or venture funding or anything, you're just going to go wrong. Yeah, I think it's very nuanced at the end of the day, right? So I think coaches in those contexts have always worked really well. And then here's the other thing. To Neil's point, if they're not able to figure it out on your team, they probably shouldn't be on your team, right? So that is like a proxy for trying to vet them out. Because the coach, in some cases, I'll go to the coach sometimes and say, hey, how are they doing, right?

8:53And in some cases in the past, like, hey, I'm not sure they're going to figure it out. And then it's like, okay, we need to have a real conversation here. But that is something that works out well. Let's go to your next one. What do you got? So next one that we have is, what is it called? Posting videos on LinkedIn and also posting text on LinkedIn. So here's what I mean by that. We've been doing some A-B tests in which we've been posting videos on LinkedIn, text on LinkedIn, and videos in combination with text on my profile, quite a few other profiles. And then we're deleting the ones that aren't doing as well, modifying the ones that are doing mediocre.

9:34What we're finding, funny enough, is text-based content is doing the best on LinkedIn. Like the video is the exact same message as a text, like word for word, no difference, right? the versions with text as i mentioned is just the same as a video it's just text format the ones that are combination is text first because linkedin puts a video at the bottom and then the video at the bottom is literally me talking or someone else talking depending on whose page it is verbatim saying the same exact thing word for word as the text and what we're finding typically is text is performing better than text with video or just video.

10:14On my profile page, we decided to still just push video with text. The reason being is we found video with text doing better than just video. And the reason we push that is we feel that video is better for branding and for people to resonate and connect with you on a deeper level than just reading text. So that's why we choose to do it because our business is a service-based business. So relationships matter. And there's no proven data that I have on my end that adding video with text is going to generate me more revenue. So to confirm, Neil, you're LinkedIn's right now. You're saying, because I saw your post, you do have a lot of video, but you're trying to build a relationship with the video.

10:54Yes. But if you also look above the video, the text word for word is repeating what the video says. Yes. Yeah. Got it. Cool. Because we found that to be better than just the video, Even though we found the text to do better with text and video, we feel the video plus text helps build a deeper relationship. If you've ever built a website, you know how tough it can be to keep a strong design while ensuring site performance is fast. That's where Framer comes in, and it totally changes the game. Framer is the design-first, no-code website builder that lets anyone ship a production-ready site in minutes.

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13:06Sign up for your$1 per month trial and start selling today at shopify.com slash marketing school. Go to shopify.com slash marketing school, shopify.com slash marketing school. Yep. Makes a lot of sense. I want to share screen real quick before I move to mine. So let's do this real quick. So this is Neil's, those of you that are watching on YouTube and please subscribe to our YouTube. So you can see his post over here on chat GPT or BART, 709 ,000 views on it. But a lot of these other ones, 25K, which is 22K over here, which is great, 37K, 15K or so. And then he'll have some ones that take off like 700K is a lot, right?

13:47But then the other one he posted, which we're going to talk about in a bit as well, is this 179K over here. So there's a lot to glean from here. Now, the next thing I wanted to talk about was this concept of AI-assisted content. So I wanted to, here, I'm gonna move over to this tab over here. Can you see this? Yeah. Yep. So AI-assisted content, this test has been going pretty well for us. Basically what we're doing is we're taking like podcast content, for example, and then we're loading it into like a Bard or a chat GPT, for example, or saying, hey, like take the transcript that we have from Riverside and make it into a blog post.

14:25Now also what we're doing is because we only have so much content that we're putting out. We're also thinking about, okay, well, there's a lot of new sites out there. Let's say like a search engine line, for example, right? They might have an XML sitemap. And so what we can do is we can scan their XML sitemap and then find the newest topics that they're talking about, but then also layer on all the content that I've put out in the past, all videos, everything right and it's like okay and also what i've talked about recently on the podcast and it's like based on how based on our voice based on our insights what is a blog post that we can put out so maybe the ai can help with 40 to 50 percent of that and then you can have a human in the loop but we're gonna double down on this because the graph is starting to compound and we should push it even harder so yeah have you seen any conversions from this because it's a decent amount of traffic 17 15.5 thousand clicks of visitors um what and this is a single reign website what have you guys to um traffic from i mean uh leads to it right because yeah so i would say the conversions on this one's about anywhere from from quarter of a percent to half a percent okay so you are seeing leads correct and then from the leads i'm assuming it's too early based on the graph leads to revenue because of the sales cycle.

15:40Correct. Too early right now, but we are able to back into it because we can see when the lead fills out the form, their first touch page and also the last touch where they filled it out. And then we're able to track how they're behaving on the site. And then have you noticed any specific type of AI-related content that you're creating works better than others? Yeah. You know what I'll say? We got a cancer research center that's publicly traded. They reached out and it was like an AI related term. I forgot what it was, but we had to refer them to somebody else. Got it. So when you're using, I get you're using AI to help with this, but when you create the content around AI, you're seeing better leads.

16:19Correct. And then we're also optimizing these pages at scale too, right? So it's almost like we're doing this and then we're programmatic CRO at the same time because we have like these templates to work off of. Cool. Yep. So anyway, I think we're at time here. So let us know what you think about this format. You can tweet at both, sorry, post on X to Neil and myself. Let us know what you think about this because we're going to continually iterate on it. We don't think it's perfect by any means, but we think this is a way for you to maximize more value. And also, please don't forget to rate, review, and subscribe.

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