Learning something new is always constant, especially if you are growing your business. It might take longer than you expected, but, small progress is still progress! Consistency is key!
Episode Transcription
Den Lennie (1s):
G’day, guys! It’s Tuesday, the 25th of May. And this is episode of 185 of the How to Scale a Video Business podcast with this week’s shorty. And I’m just sitting here nervously watching the news unfold because I’m due to fly to Melbourne tomorrow, and we’re having a get together with our Australian-based on video business accelerator mastermind clients on Friday. And we’re just crossing our fingers, that there is a, in a small outbreak of Corona virus and Melbourne in that.
Den Lennie (42s):
So will it be, it doesn’t shut us down, but such are the challenges around this time. And obviously that’s not really a huge inconvenience compared to what a lot of people who are going through it, but obviously we are so excited to see each color and hoping that this doesn’t get quite, that have just changed the regulation. So restricting public gatherings to 30 people. So this is where did you hear back from the hotel to see if that’s going to effect are event hoping not, it’s only eight of a, none of us getting it together in a room. So fingers crossed that that will happen. But today I wanted to talk about the fact that Things always take longer than you expect.
Den Lennie (1m 23s):
You know, being in the coaching space, I’m always coaching and listening to other businesses, share challenges and obstacles and wins. And, but that doesn’t mean that I’m immune from like having to kind of go through challenges around learning myself and, you know, whenever we want to learn something new, it it’s quite a painful process. Especially the older we get. We, we, we kind of, we are so used to doing things with muscle memory. Then when you have to learn something new and can be very challenging. And I was going through this myself last week, we were just revising an email ad campaign, sorry, Facebook campaign.
Den Lennie (2m 2s):
And, and recently, you know, apple changed some updates in iOS 14, which meant that Cookie’s, that were normally used it in a lot of marketing activity when the lawn going to work. So Facebook got to work at different way of tracking visitor activity on Adam is, comes around to you. So when you run Facebook ads, you want to track the conversion data is that it should, which means you. Now, if someone visits your website and take some action, and let’s see if they click on the button that says, get to court and they go through and get a quote page, and they felt that, oh, you would want to be piece of tracking pixel on that page. So if you’re running paid ads to your, your site that I’m, that you could know who is visiting your site and taking action.
Den Lennie (2m 46s):
And we were just re we resurrecting in an ebook funnel that it had worked very well for us in the past. We’ve just recently switched them our new website’s. If you have another loop yet, go in and check it out at Den Lennie dot com. We’re really pleased with how that’s looking. And so we’re setting up some, a new marketing funnels, and you were talking this morning on our coaching call about the importance of multiple marketing funnels and marketing infrastructure and why they call evergreen marketing content that that will help you to, you know, support someone who’s come to your site to look for a solution and your marketing content, your marketing funnels and your assets, and your collateral will help them to make a decision as to whether or not this is the right solution for them or not.
Den Lennie (3m 35s):
And I’m, and this takes a bit of time to set up, but a lot of our members in the VBA mastermind now are getting that stage weather, the very established that they want to refine that process and become more consistent with their marketing approach and their marketing funnels. So I was having to go back through and relearn, I guess, a new way of operating Facebook ads. And we just, this wonderful ebook written and edited by my copywriter on our team and a new one on landing pages. Thank you, pages. All of them are kind of the backhand, the marketing technicalities. And so we we’re adding some new new ads, but the whole system has changed.
Den Lennie (4m 16s):
So I had to go and spend three days studying this new training. Now I get to what with them. Fantastic. Mark tickle Benson Kim and his chief marketing officer Jeremy Hoben at band’s been on the podcast, created this new training for the members of Ben’s mastermind too, is I’m a member, a mentor of, and we were able to go through that training and it really is world class. I mean, this training sales for couple of thousand dollars, it is very, very high-end, but I still had to sit through the training and learned it and implement it. And I found that very challenging because so much of what I do is second nature. There’s so much for what I do I do on auto-pilot, but it reminded me of that Things always take longer than you expect, especially when you’re learning something new.
Den Lennie (5m 3s):
And I think we as creators and creatives often overestimate what we can achieve in a short time and underestimate what we can achieve in say a week. And so I think what happened is we get frustrated. I suddenly got frustrated when I was trying to learn this new technique, because excuse me, I was not only trying to land on the technique I was that also implementing it. And that is all by implementing it, excuse me. It is a quick drink here. I always do these it recording is live. It will edit them. You know what I was doing, the training, it, it, it was, it was like a challenge for me to implement the information.
Den Lennie (5m 45s):
So I had one window watching the training and then another window and I actually implementing it. And it was so easy, isn’t it in anything new like software, anything to do with the video production that we can of don’t read them and you would just kind of, they want to get on with it and figure it out ourselves. But often times that makes things longer and slaughter. So anyway, I sat through and I did the three days worth built, 10 different ad sets with different interests, targeting, built seven different images and four different webs at best a copy for the ads. So what Facebook is doing is, is testing 10 ad sets seven, the images four M pieces of copy it piece that is 280 variation’s that it’s testing to find out which one’s going to work.
Den Lennie (6m 33s):
And that’s where at Facebook advertising is very powerful. ’cause if you give at the right information, it will handout, you know, the right people. And we’ve got a whole bunch of leads come in for the EBU kind of re high conversion rate. And so that’s really exciting. So that’s the only in the first week, and we’re only running those ads. The you can, you, maybe you have seen those ads here for the yearbook. Let me know if you have, and have you downloaded the ebook, let me know if it would be great to hear what you thought of it, because that is our front end lead magnet and the lead magnet, as the method of getting your attention, getting someone’s attention, who doesn’t know us and offering them some value in this case is an 18 PG book a about the S the growth of accelerators that we, you know, a phone to become a really powerful framework for business growth.
Den Lennie (7m 21s):
And, you know, I just started doing a series of breakdowns of each of those over the next few weeks. And you would have had one, in fact, there’s one coming out on, on Thursday, and I’m doing a few more each week. So, you know what that is, the marketing system that is that it is a method to get people’s attention. So by paying Facebook to show those ads, a percentage of people will download that. But now we’re, we’re, we’re at a point where a 40% of people that are visiting our website are downloading. The eBooks is very, very successful. And then from there, it goes to a quiz and the quiz can identify where it is in your business, that you need to focus your attention, and that we’re working on some content to follow up with that does sort of share with subscribers, you know, where if they, if they get a certain score of 90, what they need to be focusing on their business for a, so what we’re doing is looking to create some very, very valuable, upfront support to help people, to figure out where they need to focus their attention.
Den Lennie (8m 22s):
And then coming back to, you know, Things always take longer than you expect. We often have unrealistic expectations that we just want to get no more clients. And if we are just some market in and get some more client’s, but of course, there’s so much more to it than that. So what I’m gonna be doing over the next few weeks as is breaking down in some of those processes is breaking down in some of those insights as to what is it, growth, accelerate, design. And these are the areas of focus areas that I found that my more successful clients have implemented and really nailed to get the success that you want. And none of happens quickly, you know, it can take years, but would you rather spend years doing the right thing or using the wrong thing?
Den Lennie (9m 4s):
If you think back three years ago, we’re where are you, what you doing? How much of you really evolved in that time? And that’s why the accelerator exists. It exists to spit up that process. So, yeah, look out for that in Thursday, the first accelerate is, is going to be revealed to you then until then have an awesome week. You’ve been listening to the How to Scale a Video Business podcast with me, your host, Den Lennie, if you’re a video of business owner, it’s hit the ceiling and we’d benefit from mentorship, support and coaching and check out how you can work with me over at denlennie.com. Don’t forget to subscribe and rate the shore over on iTunes. And we’d really appreciate you taking a few minutes to leave a review, and don’t forget to share if you feel you’ve gotten value from this episode that you think it would be useful for other filmmakers, you know, and please do me a massive favor and share it on social media and in groups that you might be in.
Den Lennie (9m 55s):
So thanks for listening. See you in the next episode.
