INTERVIEW
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What’s New In Digital Marketing. And How Can You Benefit By Robert MacDonald
Robert: Darrell, can you tell me a little bit more about the educational base marketing program you've got going on? Darrell: Yes. What we have is a system that has been developed, one of the customers that we did before was Samsung. You type in how to use business phones, not Samsung, just business phones, anywhere in the world, a series of videos pop up. What it is that it's linked to an app that we built that answers the questions that people most often ask. If you look at a phone system, how do you put the Christmas greeting on? How do you transfer to another call? How do you put "We're on holidays for two weeks?"
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Robert: Sort of the details. Darrell: The details. It's an operations app. This is part of education. Instead of selling people, you answer their questions. What's the major problem with companies? Staff turnover. What it is is that when a new person starts, you give them the app and it answers all their questions because they are putting an app that runs like the remote control for the TV. When you want to find out what to watch on TV, you scroll down, you look what you want, and you click on it. Same with this app. You scroll down, find what you want, and click on it. You don't need to watch everything. We've made it very user-friendly. Use what you want when you want! Why education-based marketing? When you educate people, you build trust, you build loyalty,
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What’s New In Digital Marketing. And How Can You Benefit By Robert MacDonald
and you have credibility. In this particular case, the Samsung dealer had a phone call and the fellow says "I want the 7200." He says "Okay, who's your rep?" "There's no rep. I watched all your videos online. It all made sense to me and I don't have time to waste. That's what I want. Go set it up on Tuesday." Robert: That's excellent, Darrell. Darrell: That's the benefit. Robert: That leads me into my next question, Darrell, which really pertains to, your website's really not enough, how do I dominate the first page of Google and multimedia channels, and all that? Darrell: Being the first page of Google, while this is very important, being top of mind with all of your existing customers and getting referrals is far more productive. If you ask any businessperson "What is your best source of new customers?" "Oh, it's word of mouth." What do they do to build that? Nothing. They just expect they will. People do not carry your name, your phone number, and every detail about you. For instance, a fellow who painted a house, "I got my house painted, he was a great guy." "What's his name?" "Can't pronounce it." "Is he in the phone book?" "Maybe, I don't know." I couldn't spell his name, I don't have his name, his address, his website, or anything like that. Whereas, if you've developed a rapport with this person by him giving your app, you've had it for years because it costs you nothing. It was just in the situation. It was done. What else would you have? Robert: The thing that I'm really curious on is map listing maximizing, how you maximize your affect to Google Maps. Darrell: Google Maps, there are many tools that Google has, and they're fantastic tools, but everybody knows there's no 1-800-Help Me Google. You can't, there's no textbook on Google. They change their ways every three months. They change everything every three months. But, what I've found, because I spend tens of thousands of hours on this, it's been a lifelong experience, I found what works. I've probably done seven or eight thousand things that don't work. The things that I share with my clients are the ones that do work. I do this as a major project and I found there is no school
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to go to. By the time it's in a textbook, it's out of date and useless. Robert: Darrell, can you explain a little further on this maximizing your effective Google Map placement? Darrell: Go o g l e h a s f a n t a s t i c t o o l s . Unfortunately, they don't have a user manual. There's no textbook that says how to use it. What you have to do, one of the services I provide is setting up your Google Maps section. They've changed their way on the name of it over the last five years about six different names. It used to be called Google Places, now it's called Google Your Business. It was always the same thing. It used to be linked to your Google+. There's all different factors. The one main factor is it's still connected to your Gmail account. This could be set up, if you got maximum effectiveness on it, it'll serve every city that you serve. All over the city or different cities. Without having an office there because there are sections that you can set up there. It can have videos in there. It can have your text in there. It can answer a lot of questions. The number one thing about it is that Google seems to give priority to what Google owns, and they own the maps. Robert: Darrell can you tell me a little bit more about the branding and how branding your branding system benefits your company? Darrell: I've developed a specific system I call Logo Branding. What it does is when customers search what you do, not your company name, but what you do, the logo of your company appears in the first page of Google, followed by a video. The video can be set up with a click to call app assigned to it, which will give them access to your website, your Twitter, your LinkedIn, all your social media, and a direct map to your store. I've developed this far beyond the usual methods. This is something I've uniquely developed that is proprietary to me. Robert: Excellent. Darrell can you explain how to find my customers? There was a way to find the best customers. Darrell: What you're probably talking about, Bob, is that with the 80/20 rule, most of your business comes from your top 20%.
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What’s New In Digital Marketing. And How Can You Benefit By Robert MacDonald
Robert: That's it, yeah. Darrell: What I did is I sat down and said, "Birds of a feather flock together." If you've got a company that does one type of thing, and he's your number one customer, I have a system to find other companies that are in the exact same market category that they are and you can service them as well. Now, it's done by SIC code, Standard Industrial Classification, I have systems where I can research it and give you a list of the companies that you can do a dedicated program to go after the ones that pay. There's no use spending all your effort going after somebody who doesn't have the money, who doesn't have the credit, and doesn't have the need for your services. We just go after the cream of the crop. Robert: Darrell, how can I have 80% of my ad costs covered? !Darrell: This is a thing I developed because originally I was an advertiser. I was the guy paying the bucks. I know what it's like to decide "Am I going to pay ad dollars, or pay the rent?" I've been there. You've got to put food on the table? Or you're going to risk? I remember a time, this is back in the eighties when I started all this, I said to my ad rep, the fellow who was selling me newspaper advertisements, I said "It's just not working." He said "Well, Advertising is accumulative." I said "So is your ad bill. This just isn’t working and it's costing me a fortune. An arm and a leg." That's when I decided to research and put something together that would work better. That's what I did. The system that I put together, I ended up putting several companies together that shared the same target market and sharing the cost with others. I've done this many, many times over the past thirty years. It works very well. Leverage your ad dollar by sharing with other companies. Robert: Darrell, can you explain a little bit of the 800 long tail key word variations for your market segment? Darrell: T h i s i s o n e o f t h e m o s t misunderstood things about digital marketing, SEO, Search Engine Optimization. Some people use two, or three, or five key words they put in their website and they wonder why they're not getting much
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business. The truth of the matter is is that, I don't The difference between painter and painters with an s on the end is seventeen times more results. Painters, compared to painter. invent these key words, they're software, I just buy it. I research it, I buy it, and then implement it.. I use it with the most plausible way that'll work. Robert: Oh, wow. Darrell: House painter, or house painters, you've got to look at the whole picture. Online search has been around for about fifteen years. Robert: The average person wouldn't know that. Darrell: They have, basically, for instance, for a painter, they put in House Painter, the number one thing is House Painting. That's what is the top SEO word. The other thing is is of you've got a house that is one specific area, you've got a heritage, Queen Anne, Victorian Queen Anne home that you want restored, if you have that as a long tail key word, that's a customer. If you specialize in that, that is the only person who's going to find it. That is a customer! It developed hundreds of thousands of dollars for the painting company I did digital marketing for. That's what it is. I have a program where I research up to eight hundred, and I share these with my customers. I don't believe in this Wizard of Oz thing where they say "I'm the great guru expert and you have to pay me all the time." I share with my clients this is what it is. There is no big screen on the wall and I'm not pulling the numbers in the back. I share with them, because I was a business owner. I know what it's like. Give me the facts and don't give me the razzle dazzle. That's what I do. Simple‌ share and build a relationship for life! Not just, get as much as I can now. Robert: Darrell, can you explain a little bit further on Craig's List and how could you do marketing programs that place on the first page of Google? Darrell: Yeah, this is another system that I've developed is that once you've developed your website and you've developed your maps, and you've developed the other things that you can have on them, it's seven other digital tools that will place on the first page of Google. My objective all the
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What’s New In Digital Marketing. And How Can You Benefit By Robert MacDonald
time is to control the first page of Google. Everybody's worried about getting the website up there, it's only one of ten. I want ten of ten. I have done seven out of ten. I've done it where the first five pages were controlled by clients of mine. There is a promise. Once you've put your competition on page two, you've eliminated them. People don't go to page two. They see you four, five, six times on page one; they figure you're the biggest guy on the block. How do you do that? You've got to have different digital tools that will place. They include Kijiji, Craigslist, Activerain Super Blogs, all of these things. I develop them all for you. Darrell: Walt, the website is limited with his SEO, and is limited with ... Here's the problem with websites. Google has to crawl the websites, error fight, and then place it. If they don't do that instantly, everyday ... The other thing is Google doesn't have ... They don't own your website. They give priority to the media they own. Maps, videos, they own YouTube. YouTube will always place on Google. Whereas Hulu, and all these other video sites, they never place on Google. Robert: Can you tell me where ... What the referral QuikCall? Darrell: Yes. We've developed a system there that is a digital app that is highly effective of ... You get everything that you need to know, and referral that company with one click. It lists your nameRobert: How does it work though? How do you get quikcall to work? Darrell: Yeah. Basically what then open up the app, it lists every digital detail about your company. Your phone number, your fax, your SMS, your Twitter, LinkedIn, everything. There's no other place that you can have a simple system like this. Now with one click, it will refer to ... It'll be referred. If you have aRobert: Who it will refer to? Who ... Darrell: The system is built in, and it'll refer to the friends and families of the person with one click. There's a one click referral system, with a preloaded message. I used XYZ Services, and I was happy with it. That goes to all their social media,
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and they can click and refer you. Robert: Can I can download it from an app store ? Darrell: I did a lot of research into this system. I wanted a simple, easy to use. People don't like downloading. They forget their password, and it's intimidating for them. We are basically two generations. The ones that are under 20, and the rest of the population. They are very used to tech. They grew up with it. They're very tech savvy. The persons that are 30, 40, 50 years old, which are the major decision makers, the ones that you want as your customer, they would like something quick and easy, and easy to use. Robert: Darrell, you spoke a little bit a while back about click to call out. What is that click to call out? Darrell: This is my solution to ... I've been doing this for a long time there, and when you put a 1 (800) number in your digital media, they can't click and call it on Facebook, or a lot of these other things. On your YouTube videos, they still have to sit their with their iPhone, or whatever they have, and copy and type in the number. I created a click to call number that is simple. They click it once, and it works!. It's the app. I has every detail about the company with one click. Robert: It's a app thing, or ... Darrell: There's a ... What I ... I've gone through the learning curve too is that, still need having a long name that is ... Well for instance, let's put my name. Darrell Backen. There's 57 ways to spell Darrell. Most people put an R, in Backen, and it becomes Bracken. It's not an easy thing to pass on to people. If I go 1.1l.tel, that's a simple thing. People ... We are in a large ESL population. They read numbers in their own language. They understand it instantly. One, two, three, four, five, is une, deux, trois, cinq in French. They look at numbers immediately in their own language, and it's instantly usable for them. Robert: Darrell, it's been really informative for me. Personally, I really wanted to thank you for your time, and the Digital Gardens app.
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The idea of the Digital Garden is that it takes more work to set it up. Just like all gardens. It takes a bit of maintenance, but it has long term eects. Robert: You got to water the garden. Darrell: That's it, and weed it.