Discovery Platforms vs Relationship Platforms

0:00All right. We are going to talk about discovery platforms versus relationship platforms. so you probably don't even know what i'm talking about right now no so i actually read this the other day i don't know this makes sense i'm gonna steal it i think it's this guy that tweeted his name is j klaus and so wait let me guess discovery platforms are more like tiktok and relationship platforms are more like linkedin close close i would say linkedin tiktok those would be more like discovery platforms reels right linkedin too yeah because linkedin has good organic reach right but your your relationship platform linkedin most people use it for the relationships for their business network versus maybe you'll stay halfway you'll stay halfway but here let's use a better relationship platforms one so better relationship platform is like your email list okay okay and to an extent it's also this podcast because they're really getting to know us like there are some people that have listened to every single podcast a newsletter relationship platform you know there's someone there's people that have listened to all 2500 episodes yeah yeah so point out guys we're very appreciative of you for listening to all this thank you very much yeah so the key thing here is that you want to have your discovery engines where there's good organic reach to like real shorts, right?

1:07Or even YouTube long form. And you want to bring them into your relationship platforms. And so you see like our mutual friend, Cody Sanchez, as an example, she publishes shorts everywhere, YouTube, and she's getting like 12, 15 million views a month, but almost everything points back to her newsletter. Now it's not even registered for webinar anymore. It's just good. My newsletter, good. My newsletter, good. My newsletter. That's all it is. Yeah. And then And she's funnels people into all the products she's selling and it's worked out quite well for her. Funny enough, did you see she ended up partnering with someone to create an Instagram marketing services company?

1:38I paid for that. How'd it go? It went okay. Edit? Edit this? Huh? You want to edit that? No, no, no. We just leave it like that. Okay. So yeah, either way, she's done extremely well with her social media. and yeah, no, I do believe if you want to end up converting people and generating a large business from a marketing perspective, you got to have people at the top of funnel and just feed a lot of people in and a lot of them won't be relevant and it's okay. The ones that are qualified, you push them into your email list, your text list, you get them to subscribe through RSS, whatever, maybe follow you on social and you get to know those people better over time and you communicate with them.

2:19And then a portion of those will eventually convert into customers. So I like what Cody's doing. She's, you build your email list and she's able to partner up with really talented people. So the Instagram video clip thing that we tried for a little bit, they're very talented people and they're actually trying to start like six or seven different agencies at the same time, right? And so for us, it's like, oh, okay, like you're trying to do these couple of things. Like maybe we'll come back to you later when you're more focused on this one, right? But it's also broad. Like when you look at the Instagram marketing agency and I know Eric's not trying to knock her or anything like that, the content that she produces is applicable to most people.

2:55The content that Eric produces is not. And if he goes broad, he's going to get views, but he's not going to get any customers. And we've tested this as well. When I go broad, I get a lot more views. I actually make less revenue though. When I get very specific, the more specific, my content, the less views I get and the more revenue I generate. Yeah. I think we have a good webinar example for this too. When we go specific and we talk more enterprise, we get less registrants, right? But you get more conversions at the end of the day. By far. We generate quite a bit more revenue. Like even right now, we're doing a webinar series on Black Friday.

3:28It's a four-part series today morning. As of this recording, I finished up the second in the four-part series. You don't get as many webinars because we're so far away from Black Friday, but a lot of enterprise companies are starting to plan and prepare right now because they take Black Friday seriously because it drives so much revenue so they don't wait till the last minute. That kind of stuff drives a lot of revenue, not as many registrants though. We've said this before. We said, if we were to start from scratch today, we'd probably start with like a podcast like this and we use the discovery engines and then we'd funnel them perhaps, at least for me, I'd funnel them into like a newsletter.

4:00And Neil uses his newsletter a ton. I think you're sending four to five emails a week from your NP at neilpatel.com. I send three a week from there max, but then one webinar. No, that's including that. Okay. Yeah. I think I might have seen four, but. So we have a drip sequence. So sometimes people get more emails, especially when they're brand new on the list. So we're upping ours actually. So we were sending three a week. Now we're going to send like four to six because literally before I saw you come in today, our email guy, Mike, he was like, I just talked to my boss who I used to work with at Agora.

4:32And he thinks we're producing so much content. Why wouldn't you just send more? And because our email list is already primed for threes. I'm like, okay, yeah, go try it. So we'll see how that goes. We'll report back on the data. But that's, again, we're doubling, tripling down on our relationship engine platforms. I mean, the fact that Neil and I are sitting together right now, like we're doubling and tripling. I got Neil to move back as well, right? He did. Yeah, that's right. And he also got me to move back because someone offered me a silly amount of money for my house. That's right. That was probably the main reason.

5:02And I also already owned a house in Los Angeles. That's right. I got him to move back. So it makes it a little easier. Anyway, that is it for today. Please don't forget to rate, review, subscribe. Five stars, please. On your favorite podcast platform. And hit us on YouTube too, because I guarantee you, we will grow a lot there. You don't want to miss it. Goodbye.