Live presentations are a great way to gage real interest and figure out what messages are actually going to get people to respond. You guys may not know it, but right now, every time you react to something I say, I'm making a mental note, right. Every time there's a laugh, (laughs) every time there's a really good question, every time there's an exception, or something that I need to explain, I'm making a mental note, that wasn't clear, that was good, we need to explore this further, that's an idea for a blog post, that's an idea for a product, there's an idea for a new class. And so, I do this a lot. I do it a lot, because every time I can get audience reaction, and I don't just do it in person, I also do it online, I do it, I guess in person or online is kind of the two ways you do it, (laughs) so it's not just this, if you don't have this kind of platform, that's okay, you can do it in a webinar, you can do it in a local workshop, you can do it speaking for your local clubs or your ...
Chamber of Commerce, you can host a panel discussion somewhere, but it gives you the opportunity to gage interest and gage residence in real time. And that's incredibly valuable. Your faces do not lie to me right now, I can tell when you're zoning out, I can tell when I'm droning on for too long, and I can tell when I've really hit the nail on the head, and that social information, that listening is huge. And every time I do a class like this, every time I present up on stage, every time I do a webinar, it gives me a little bit more information about what's gonna work and what's not gonna work. So as you're doing this, whether it's a webinar, a local club you're speaking to, a big creative live talk, observe your potential customer responses, how did audience members receive the topic overall? What stories did they resonate with most? Like, I've already told that Sean is an introvert, extrovert story before, I knew it was going to resonate. It's not even fitting perfectly in with this thing, I'm still gonna tell it, cause it gets a lot of laughs, right, and I know that it resonates with people, it's a good set up, even if the tie in is a little hairy. (laughter) We'll get Michelle's opinion on that later. (laughs) How did audience members receive individual points? Did they laugh, did they say oh my gosh yeah, that's me, was there a lot of nodding, was there a lot of nodding off? Constantly, you want to gage these reactions. What fears, objections, or goals came up during Q & A? Cause that's the other piece of this, is it's not just one sided, live presentations most often have the opportunity for feedback, whether it's live Q & A on stage, or whether it's just people coming up to you after you've given a talk and asking you questions, or finding out more about what you do. Ainsly was talking about that earlier. How can you best take advantage of that time afterward to get that information that you need? So again, I want you guys to be using as many of these different ways of listening and researching and better understanding your target customers as possible. Social listening, front-end surveys, back-end surveys, market trends, analytics, prospect interviews, live presentations, and there's more that I could get into, and chose not to. These are seven of the ones that I use most and that I feel get you the best results most quickly. And the reason I want you to devote as much time as you can is because listening really does take the guess work out of marketing. The more you listen, the more you kind of integrate your customer's words into the way you talk about what you do, the stories that you share, the points of connection that you try to create, the more you know your marketing is going to work. What are some tools to measure whether your marketing campaign is working or not? Okay, great question. For the first tool to measure whether your marketing campaign is working or not, is sales. And that's why I think every campaign, or the way we're really talking about planning out campaigns here is around sales. Brand awareness campaigns can be important and effective but it's much, much, much, much, much harder to know whether they're working or not. So the number one tool you can use is just your check out, I guess. (laughs) Your bank account, is your bank account higher at the end of this marketing campaign or is it lower? So that's tool number one. Tool number two, and we're gonna talk about this a lot, especially in the last lesson, the second tool is just whatever you're using to generate those high quality leads, not just watching your list grow, but instead, how many people are actively engaged with this particular campaign? Most of us are gonna be using our email list providers for this, you might also use your webinar provider for this, if webinars are one of the ways you create leads. It might also be your CRM, so you might be getting in applications, or customer inquiries, and so you're gonna be using that tool. So those are two things, and tools, I think probably here is a little bit of a stretch in terms of words, but that's how I figure out whether a campaign is working or not. Is it providing the sales that I want at the end? And am I generating the number of leads that I need to make the amount of sales I want at the end? Next question. Varvara says, my biggest struggle is how to detach listening in Facebook and researching versus wasting time in Facebook. Yes, I feel you on this. This is a constant struggle. So, Facebook is absolutely still a great place to do social listening. One, great boundaries for yourself, you should not be on Facebook at all hours of the day, it should not be a tab that is constantly open on your browser, that is not helping you or your business, focus, or get results. So, create limits around your Facebook time. Second, make sure that you're going places on Facebook that actually fulfill your need for listening, so that probably means Facebook groups, if you're a part of Facebook groups, or, it means creating lists on Facebook, or culling your Facebook new feed in a way where more of that news feed is actually good information for your business. And it depends on what your business is, who you need to be listening for, what you need to be listening to, exactly, but Facebook actually has a number of different tools embedded in it that help you focus on customers as opposed to just wasting time. And that goes, of course, for any other social media platform as well. So your homework is to do a brain dump using as many of these techniques as possible. The good news is that you've probably already done a lot of these techniques. Maybe you could do them better, maybe you could do them more, but you've done at least some of them already. So in your workbook, you guys, I want you to do a brain dump, just as quickly as possible, write down the answers to as many of those questions as you can. Don't worry about the questions you don't have answers to right now, don't worry about the techniques that you haven't used in terms of social listening, but just get a brain dump of as many of the different things as you can.