To say Oli knows his stuff would be an understatement. We’ve known each other for a few years, and he’s one of the smartest marketers I know. After running four separate seven-figure businesses, Oli began to focus more on marketing strategies and ways he could help other companies grow.
In this episode, we discuss one of the most effective lead conversion strategies in modern marketing. So many salespeople believe that you need to woo your next big client and have them like you. If you want slumping conversion rates and poor sales figures, then, by all means, keep chasing prospects. If you want to scale your company with an efficient sales platform, then you should be qualifying your leads just as much as they are qualifying you.
Oli takes us through one of his hottest current strategies. What if you could have a 100 percent conversion rate on your marketing initiatives? Take a few minutes to listen to this episode of Million Dollar Strategies, and you’ll have that and so much more.
Welcome to the million dollars charges podcast where success isn't villainized, we turn failures into opportunities and 10 X growth is the norm. I'm your host, Shaun Buck.
Speaker 3: (00:30)
Hey everyone, this is Shaun Buck and I am here with another million dollar strategy podcast. And I have my good friend, Oli Billson on with me today. Oli, welcome. Thank you. Thanks for having me. Yeah, they sort of being here. So, so for people who don't know you, we've been friends for a couple of years now and you are hands down one of the smartest marketers I know when I get stuck, you are one of the very, you're one of the few people who I'm like, okay, who will know the answer to this? You always make that list. And so, but for those people who don't know you, can you give us a little bit of your background? Tell me a little bit of your story personally and professionally. Give me both personally and professionally.
Speaker 4: (01:14)
Yeah, sure. Well, I'm blushing. Thank you for that. That's a very big compliment coming from you so my story goes back to the, the, the young age of 15 years, 15 years old. I started my first venture into the world of working for myself was, was back then I, I actually started building custom computers and, probably abnormally decided to start exporting them to the far East. I was actually exporting them to the Saudi Arabia and Egypt. So you can imagine the look on my mum and dad's face when a DHL van would arrive. I even then, you know, they come and pick these packages up. I'm wondering what the hell, you know, whether they were going, and you know, the really what led me to that point was before that I was a high performance tennis player.
Speaker 4: (02:10)
I played tennis at a very high level for a long time and I'd played all around Europe. And I guess there was a certain confidence that I'd got from, from doing that. And so I was always interested in business and interested in computers. And so when I stopped playing tennis when I was about 14, I have to throw my energy into something else and not just so happen to be, they small, kind of cottage industry, computer business. And so that's what I did. And, of course, you know, just like everything, just like everybody's first business, it doesn't last very long before you're onto the next thing. And so for me, I, followed the education system here in the UK. For those of you who haven't gathered by yet, that's where I'm from.
Speaker 3: (02:53)
Yeah. I originally thought Alabama, but you K okay. I usually go to Australia and so I followed the education system here and which allowed me to spending one year at university and, I got picked up by KPMG, which obviously are a major bank and they wanted to sponsor me. I don't know what they saw in me. I'm not sure what it was, but I'm not sure what, what out of my grades they'd seen in the first year. They liked the look of. But, in any case, they picked me up and I went through the interview process. We, KPMG, I mean, it was like the most horrendous corporate experience I'd ever, ever, I didn't even know what corporate was about then, but I just knew that whatever it was that they were putting me through, I didn't want any part of that at all. And so I quickly came out of that experience and left university, dropped out, in a whole load of debt actually, and got straight back into running my own business again, which was in the automotive business.
Speaker 4: (03:51)
And my other big passion from if those of you don't see me at an event or whatever, you see me if I'm, and you won't ask them, they're like, marketing's one ours or another and, watches or another. So like those are my, those were my big things. And, I started this a window tinting business and then quickly, I discovered my, my first exposure to direct response was actually in that business. And so I immersed myself with, you know, all the resources, tools, that I possibly could to learn direct response because we were just doing all this brand based advertising at the time. They didn't just, frankly, it wasn't working very well for me. So I figured a direct response out or started figuring it out and wrote my first long form sales copy. And, we started to get results and, and I was hooked on not necessarily being the Dewar of my thing, but actually becoming the marketer and understanding marketing and how to generate leads and convert them into customers.
Speaker 4: (04:58)
So we started training other people how to start the right window tinting business. And then that led to us to teaching other people how to set out their own vinyl wrapping business and then letters into launching an international franchise, which now we have, we grew up to the 170 franchisees internationally. And each of those businesses, which we splinted heard, got us, got me into the full seven figure businesses, forced that seven figure businesses. And, just, just under six years, to where we are today, which is now us helping other business owners generally with the marketing. So it's been quite a journey, dude. That's awesome yeah, some of that, I didn't know the tennis, I didn't know about the tennis playing when you were younger, so that was, I learned something new, on your story. It's really interesting, I would say I would, I would try to play you a, but I suck at tennis, so that would, that would be an easy one for you. But, that's really interesting. So now, so with the franchises, that you did, and I knew about the, the four franchises and then being a national, you saw a ton of those, cause you're still running that, day to day. Like you have a team that's running that day to day. I mean, you're not personally running it, right?
Speaker 4: (06:14)
Yeah. I, the, the, the team, as it stands the day across the businesses, we've got 29 staff and a lot of those businesses, you know, the one I'd sold, but the, the, you know, very well systematized, systemized, and, my marketing agency and my marketing team, the kind of the, the force behind still driving those businesses forward. Although operationally I'm not greatly involved, our agencies still really kind of treat them as clients, which is an interesting, sometimes an interesting place to be, but it works really well.
Speaker 3: (06:50)
That's cool. Okay, so let's talk about, let's talk about this, cause you're brought to speak at, all sorts of events, both in the UK, in Europe, and then you're frequently out here in the States and, and they bring you out for your expertise on, on marketing, conversions, funnels, you know, kind of all of the above but what are you seeing right now? Like talk to me about a million dollar strategy in a sense. Right. We've talked about something that is just crushing it right now that you're seeing just, just work really, really well.
Speaker 4: (07:22)
Sure. So a lot of my own businesses, but also by extension, a lot of our clients, businesses, have a, a human interaction before somebody buys some things. So in that sales process, they actually have to have a conversation with some of the, somebody in their organization has to speak to somebody before they sell them on whatever it is that they're buying. And so, you know, that can be a varying different things. That could be a software product it could be a high ticket coaching program, it could be mastermind, it could be an info-product even that sort of higher value one of the things that surprises a lot of people in, in, when I talk about this is if your, you sell a product over, I can't remember the exact number, but I think it's over $700. It actually pays more to have somebody talk to somebody and actually have a conversation with them, you to increase your conversions rather than just autonomous automated sales.
Speaker 4: (08:30)
So anybody that's out there thinking, well, I can live the automated dream with automated webinars, or I could, you know, do all of the sell products online. That might be the case for E commerce for sure. But in the vast majority of other cases, if you're selling something of that figure in a book at some point in the sales price. And I don't mean every lead, I mean strict qualification of leads. It makes sense to reach out and have a conversation with somebody to lead them to, to buy. And so one of the things that we talk a lot about is in, in a world where we're pulled in lots of different directions and as marketers, as business owners, we're really aggregating a lot of people's attention is how do we really connect with people, in the most, you know, in the easiest way for them to take the next step and have a conversation with us. And, one of the best ways to do that is to connect with the device that's in our prospect's pockets, which is their mobile phone. And I don't mean through just calling them mobile phone, but actually starting a conversation. We had mobile marketing and mobile media, with, with text messaging and there's a very intentional way we can go about building that into what we call the phone funnel framework, which is a pretty handy Nate.
Speaker 3: (09:53)
Yeah. Yeah we found the same thing. I mean, so if you had this, you know, hypothetically if you had a service based business, we'll just, we'll pick a, we'll pick a random one, like you sold newsletters or whatnot that if you don't drive them to a conversation in some way, shape or form, the volume of people you sign up, goes to almost nothing. And, and I've seen this, I've seen this for other people, even on info products, right, big companies, I won't mention their names, but they have, they have a large phone force behind them trying to get these conversations going because they do their webinar. And of course they have some people that buy who know, like, and trust them, but then they don't you know, I've seen, I've seen as much as double the number of sales when they, when someone actually picks up the phone because there's a whole bunch of people on the webinar who maybe aren't as familiar with them, don't necessarily know I can trust them because they haven't bought from them yet or whatever the case may be.
Speaker 3: (10:47)
Right. So, it's super powerful. Oh yeah. Nothing. One of the big misconceptions is, is that you've either got people on two different ends of the scale. You've got people on one and that are trying to call every single lead that they do on the right back because they've got the ability to do that. Then you've got the people on the other end, that one, this kind of complete automated lead to customer journey and they don't really want to get involved with talking to people. And so the, the middle ground, is really about how you connect with people, how you qualify people and, and what steps you put in place for people to actually self select and qualify themselves in an automated way to then trigger a humanized conversation with somebody. So that when you do speak to them that predisposed, and they have a propensity to actually be in well for one, interested in what you've got to offer and having enough information already to a buying decision so you can start to bring the lead to buy a time down, through using that, that kind of process.
Speaker 3: (12:02)
Yeah. So, well, so like if I was to use, if I was using my business, an example is just to show what we do and you can tell me where this is either right or wrong either way, but, so we actually, we start on the opt in form, right? So one of our lead magnets as a free book, right? So we want them to get the free book. So, we do a two step opt in because if we ask for 9,000 pieces of information, like name, address, email, address, phone number, mailing address, like all this stuff, they don't answer all the questions, right? So we do two steps, a couple of pieces of information on the first step. And then the second step asks for where to mail the book to write and then we have, we have a dropdown menu that selects revenue.
Speaker 3: (12:42)
It's like there's like four choices for them to select. They select revenue, and that's the first point where we start, letting them self select into, into categories, right? Because if they tell us they're between zero and a hundred thousand dollars in revenue, like our product is not designed to help someone in that range. And so they self select into the, we'll send you some cool free information. But that's, that's it. That's the end of the conversation for us. Now, if they selected that they're a, you know, three quarters of $1 million to, you know, an above business or whatever, whatever the number is that we have on the menu, then that tells us that, look, this person at least has the ability to buy right there, at least in the, in the range to buy our custom product. Right? And so then that jumps them into, drops them into a different bucket and to a completely different funnel. That has various different followup to help educate and get them, you know, to see if they're, they're actually interested in buying. Right? Is that basically, you know, am I, am I on the right track there? Yeah.
Speaker 4: (13:39)
Yeah. So while book funnels in the main are a great way of getting people to cross the free line as well if you're doing some kind of free plus shipping offer as well. So for those of you have heard about book funnels, that's a great way to get people's information, specifically their credit card information to then create a funnel that kind of liquidates the cost of getting there in the first place. So that's definitely a, that's definitely good. And some of the things you're doing that are definitely worth, you know, obviously great for segmentation. What we try and do is think about the, where they got that from in the first place. So if you're running a lot of traffic into an offer, you're probably using something like Facebook to run target people and move them towards your offers. Now when you do this, you can use advertising objective in inside of Facebook called Facebook lead ads.
Speaker 4: (14:38)
Now, Facebook lead ads, if you ran Facebook friendly like at the time, it shouldn't be new to anybody, but the thing that people don't understand is, is that most for those of you who don't know about lead ads, lead ads are basically a form that is presented upon somebody clicking an ad inside of Facebook and the user's information, their contact information is pre-populated for, you know, that's extremely helpful. It increases conversions. But typically the email that fused, if your only followup is the email, the problem you have is, that email address is probably quite dated because that's what they use to sign up with Facebook from originally. But the one piece of contact information that you can collect upfront that you know, would be a Cardinal sin to add to your opt in page on your book would be phone number because that's going to reduce conversion.
Speaker 4: (15:32)
There's an offsite conversion for you, but inside of lead out because it is pre populated and more importantly because it acts as a security mechanism for Facebook, usually some of these mobile numbers is extremely high quality inside the Facebook lead ads. So now you start thinking about, and surely the penny must be dropping for people listening to this is well, okay so I use Facebook lead ads so I can get high quality phone number so that then what do I do? Well, you're not going to email them. And because you can target people when you do advertising only on their mobile device in the first place and not desktop, it means that there's a congruent C between how they respond and how you can deliver the piece of value that you're promising in the ad. So high level example would be to change your funnel would be let, instead of giving them a book, let's give them a free case study video.
Speaker 4: (16:31)
Now it might be a case study from the book, but there's a case study video. And so that's the bait that your fishing with on the app to say, go and watch this free case study video. Then when they click the ad, it comes up. It's prepopulated all of their information, including them, the phone number, and of course it doesn't take a genius to work out that you need somebody's phone number in action in order to actually speak to them. So think about your sales process. Think about the end in mind. So you've got that in advance, which you wouldn't normally about a gap. Now what you want to do is ask them what's called a custom question on that lead ads, which you can do. It's just a question box and you can say, can we instantly text you a link to the video?
Speaker 4: (17:15)
Now what that does is it asks for permission for you to send a text message to them to deliver that video. And of course we know that they're already on their mobile device because we're advertising to only mobile devices. We've collected a quality phone number, which is a mobile number, and now we're going to tax them. So now you don't have to worry about open rates of your email or anything like that because of course we've got to get almost a hundred percent open or attention right on them clicking from their SMS that text to that Valley video. So they go to a page, which I caution people taking people directly to a case to the video that might be 25 minutes in length. You want to take them to what we call it as a prime of video, which for you sure. And that would be something like, Hey there, thanks so much.
Speaker 4: (18:08)
It's Shaun Buck here and I just want him to say thank you very much for requesting the case study video. What you're about to discover is in this case today, this 25 minute case study, the following things. So you're going to pre-frame what it is that they're about to discover and you want to congratulate them on their prior positive actions. So, you know, congratulations, you just made a great decision on finding in this case study video that I enable you to do this, this and this. And what that does is it puts a micro step in between them, loads of leads, just hitting that video and not really watching it or consuming it. And of course what you really want as a salesperson at the end of the day, at the end, after this is all over, you want somebody that knows you, like you and trust you, but has done that because they've engaged and consumed your content.
Speaker 4: (18:59)
And so you want to try and get them to consume. So the prime of video stops people just jumping into it. They watched the prime of video, they, they want to invest. Now in that time, you know, you've told them how long it's gonna take to put some time investment and then they click through to watch the video you give lots of value and then at the end you say you put another step in the process and you don't just say, Hey, go and shad jewel, go and do a consultation, a strategy call or you know, diagnostic or whatever you do to say to them, Hey, so if this is interesting and more importantly you're somebody that and you qualify them with your points, what I'd like you to do now is on your phone, text me with the word start or shed jewel or go or success or whatever it may be.
Speaker 4: (19:53)
And I'll instantly send you a link to shad. You'll a call with our team. Now what that does, again, it's, it stops them directly just clicking it and going to shad, Jill, and they're not turning up to that call. You just putting another staff in the process, another hurdle that they have to go through to a, because you're asking them to now text you. And of course we all know about commitment and consistency and micro commitments. It all works with, you know, influencing them to take the next step and follow the path. And that's what we want to do. So now we've created the pathway, they can then share it with you. You're going to get somebody there now, but it's consumed everything. Your sales guys can go from probably 10 salespeople or 20 sales people probably like five people or even one person in some of our case studies, we've taken teams of six our best one was six down to one so, you know, they dropped five of the sales people because we would just aim as much higher quality people and of course the cream rises to the top. So that's kind of an overview of how the phone funnel framework work and it's really, really effective.
Speaker 3: (21:04)
Yeah, that's pretty awesome. Yeah and of course we've experienced this as well too. Like, yeah, when we're doing Facebook ads or we're doing driving mass traffic, you, you have to, you have to operate different than if they're just going to a landing page on a website or if it's a known audience that you're giving it to where you know, everyone's qualified yeah, you absolutely have to operate a little bit different. That's, I think one of the reasons when people say, you know, X, Y, Z didn't work. I was driving this traffic and it didn't work for me. I think a lot of times it's because they're trying to put it through the same funnel there. Right? It's the wrong funnel. They're trying to put it through. They haven't, they haven't made the adjustments like you just gave the outline to make the adjustments.
Speaker 3: (21:41)
So the traffic actually works you know, you gotta treat warm traffic and cold traffic very differently. So, no, that's awesome. Yeah, thanks for that. So let me ask you, let me ask you this, like, outside of outside of Facebook or is there any place else you're going and having success driving a good amount of traffic? Like what are you seeing that's working? Cause everyone talks about Facebook's working although we're seeing ad costs, we're seeing the, the, the cost per lead rise a little bit, not a lot, but it's gone up a little bit lately, especially with some of the, some of the targeting changes and stuff like that what are you seeing out there that's, that's either still working or is working well at the moment?
Speaker 4: (22:24)
Yeah, so I think probably just for everybody, again, I I would caution everybody to have just one traffic channel because things can change quickly so you definitely want to diversify that if you're only in one, what you can operate or be, it is a different type of traffic. It like intentional search traffic with Google AdWords is the exact same funnel that I just spoke about. You can actually run with Google afterwards with what's called a click to text extension. And what happens there is just like a Facebook lead ad, when they click the ad on the mobile phone, it automatically pre-populates to keyword on their phone that then triggers them into that value video that we're talking about. So I just wanted to mention that because I'm not many people know that with, without a word, you can do that kind of stuff.
Speaker 4: (23:15)
I mean if you're running upwards, and obviously not many people do this, maybe the first time they're introduced to the phone funnel framework anyways. So you think about that and you like that, that's a great thing today. Now, one of the things that I just spoke about, an event that I was speaking out with that we view, was they sell offline to online lead generation but then going back up flying to make the sale. So it's OT OTO is like the analogy, where basically we're doing is, is by purchasing and procuring very targeted less and then we're doing direct mail to those lists with varying different pieces, in expensive pieces. Not like three D mail, but more like posters, postcards and like short form sales letters and stuff. And we're driving them to a landing page where they can then request the, what the information is that we've promised.
Speaker 4: (24:15)
And then, albeit we will follow up online, actually then send and deliver the wow sequence, the delivery sequence offline. So they're going to get like a report in the mail, which is a frame sales. Like they're going to get a testimonial booklet, they're going to get an FAQ book, CLA, they're going to get different postcards with, with different case studies on getting a whole heap of stuff. And then we're going to follow up to a predetermined deadline in the future, and do all of that offline so, you know, because we know that they responded offline to begin with, why wouldn't we continue to mail them offline? I mean, sure. You know, it makes sense. Like you respond offline, like you're more likely to then, you know, respond to other stuff. So don't just kind of be focused just online when you generate that lead offline to online. So, that definitely is working very well, for us from that standpoint as well.
Speaker 3: (25:13)
Yeah. That's awesome. Oh, it's working well for us too one, one thing you said in there that, that you said really briefly, but I don't want people to overlook, is that you don't want to have just one media source. Just Facebook, and I've been saying this for a couple of years, but the, and you know this already, but it's, it's more important than ever. Facebook just did you see that announcement yesterday? I posted it on my Facebook page where Facebook said, they're going to start banning businesses that get high complaints. So if you buy something, or if you, if you're getting, a lot of complaints on Facebook, they're going to start just outright banning the companies and they won't, it's not gonna be like they're doing it now where you just go create another account my understanding is like completely, if you come back out, create another account, they're going to just, they're going to just shut you down again.
Speaker 3: (26:01)
Right. You know, they're going to keep shutting down, like ad-words used to do it. And, I think there's a lot of people in the next 12 months in for a rude awakening, not because they're necessarily gonna get a ton of complaints. That's not the issue. But you remember, I'm sure you remember the days, I guess I should say, where, AdWords was a free for all. And then all of a sudden they're like, you know what, we don't like business opportunity anymore and you can't now you can't advertise business opportunity, you know, and we don't like, you know, ABC type of business. And all of a sudden just everybody who was in that car, in that business got banned from it I lost an entire company that way because I made this mistake of ad-words was my only lead source for this information marketing business opportunity I was selling.
Speaker 3: (26:42)
And, and, and it just, you know, I spent in, you know, a thousand to 1500 bucks a month in ads and I was making 15 to 25,000 bucks a month in sales, almost a hundred percent profit other than they add costs and overnight gone just one day. So, you know, it's, it's a, it's this a word of caution that you, you talked about quickly cause you know it, but so many people I think are, I watched them making this mistake. It's all there. Our traffic coming from one source right now. It mainly being Facebook, and they're getting want to get hurt and that's one of the reasons why when you got kind of kind of clued up on different ways to mix the media and modality for people to respond in the most convenient way. That's the reason why mobile marketing right now is quite hard for us because of the fact that if you're listening to a podcast like this one now and you wanted to offer somebody the opportunity to go and download something, there's a high chance that they're listening to this podcast on their mobile phone. Sure. So why am I going to try and tell them to go to a website to going and get something for free? I'm just going to tell them to text a keyword into a number and then they can go and claim whatever it is for free right now. There's nothing wrong with [inaudible].
Speaker 4: (28:01)
This is another very big thing. Don't just give them one way to respond because if it seems to be more convenient, the wa you've got to give away is going to take more research. Like it's going to take a little more reading than just something for free. Then you know, it'd be taking them to a sales page or something like that. Then you could send them through text message, call, give them that option. But if not, send them director or URL because that's the, you know, that's the process they're going to go through to discover what it is that you're about. It make sense. But definitely give them like two ways to respond or even more sometimes if you can, so, you know, if you lead generating out of, from stage of you speak at a networking event or you, you know, you speak a different events, give them the way to, you know, to get your stuff through mobile definitely works even from abs, you know, if somebody sees your ad in, in a, in a space ad that you've gotten a magazine or trade magazine or anything like that, don't just give them one way to respond. Give them multiple ways to respond. I mean, it is like direct response while I won, but now we can actually kind of get that lead much quicker, sooner, faster because we can get it because they know, we know they're next to their mobile phone.
Speaker 3: (29:22)
Yeah. That's great so, so listen, that was all amazing stuff and I know that you've got, a really cool offer, here for the listeners something cause if they're, if they're sitting here thinking about it, you know what they're probably thinking, damn, that was really cool. But that's a lot of work. Like to put that funnel together to put that, that piece that's going take, let's take a little bit of time. You know, all the copywriting, just, you know, all the steps. So, so how can they connect more with you? And, and I know you got a gift for everyone. So tell me about that.
Speaker 4: (29:54)
Well, first of all, what I wanted to share was something that's had a huge impact on our, not just our businesses and being able to grow for seven figure business is, but also help a lot of our clients, you know, exponentially grow their businesses and so if what I spoke about resonated with you, then what I've gotta say, here's definitely going to be important to you. So, we have a product, that's part of our membership called player's club and it's called the phone funnel framework and it shows you and guide you through every aspect of setting up Facebook advertising and moving people specifically from Facebook into, qualified sales appointments similar to the process that we spoke about, on this episode. And so usually that product's $3,000 that you wanted to buy. It's that probably if you really want to do that, then you know, send us an email. Well, we'll definitely take your money for it because it will have a great impact. But, if you want to kind of go a bit deep with us and get access to that for free, then you can join the player's club, which is our inner circle coaching membership. And, when you do, you will get the phone funnel framework completely for free.
Speaker 3: (31:18)
Cool. Cool. And so I think the easiest way to go check out the player's club, is to go to OliverBillson.com/players, if I'm correct there and they can check that out and get more information. So man, all of the thanks. Appreciate you being on, any, anything, any last minute thoughts, words?
Speaker 4: (31:42)
Well, obviously, thank you to you, for, for being such a gracious host as you, as you always are and being an incredible business person that you are and I think that, if you, if you're listening to this and this is maybe one of the first episodes that you may be listening to, you definitely want to be paying attention to future ones. The short, because I know Shaun always brings a lot of value and hopefully just like this episode, you'll get a lot more value as a, as you go on, listening to, to where to the podcast.
Speaker 3: (32:15)
Cool. Well, Hey, thanks man always a pleasure. I always learn something when I talked to you, so thank you very much. And guys, that's all we got for you today. Make sure that you subscribe so you don't miss an episode is all he said and we'll see you next time around on $1 million strategies.
Speaker 2: (32:32)
Thank you for joining me today on the million dollar strategies podcast. Would you like to gain access to my top strategies for growing your business as a podcast listener? Get an exclusive free copy of my Amazon bestselling book. All you gotta do is visit ShaunBuck.com/freebook. That is spelled SHAUNBUCK.com/freebook and grab your complimentary copy today.