Uncover the secrets to capturing those anonymous website visitors that seem to vanish without a trace! Joined by the insightful Roy Harmon, CMO of Leadpost, we dive into the world of digital marketing, offering you the tools and strategies necessary to transform the invisible into leads.
We'll go deep into Roy's expertise on leveraging innovative software to identify and engage with the majority of website visitors who remain enigmatic. Together, we'll guide you through the process of nurturing these potential leads with a personalized touch, equipping you with the strategies to elevate your sales opportunities.
Finally, for agencies looking to sharpen their edge, we unveil Leadpost's special offer that promises to transform the way you manage and market leads. Learn how to harness the power of technology to communicate with potential customers who visit your website and explore the potential rewards of investing in tools that could significantly boost your ROI. Whether you're a digital marketing veteran or a newcomer eager to make your mark, this episode is packed with insights set to ignite your business strategy.
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Uncover the secrets to capturing those anonymous website visitors that seem to vanish without a trace! Joined by the insightful Roy Harmon, CMO of Leadpost, we dive into the world of digital marketing, offering you the tools and strategies necessary to transform the invisible into leads.
We'll go deep into Roy's expertise on leveraging innovative software to identify and engage with the majority of website visitors who remain enigmatic. Together, we'll guide you through the process of nurturing these potential leads with a personalized touch, equipping you with the strategies to elevate your sales opportunities.
Finally, for agencies looking to sharpen their edge, we unveil Leadpost's special offer that promises to transform the way you manage and market leads. Learn how to harness the power of technology to communicate with potential customers who visit your website and explore the potential rewards of investing in tools that could significantly boost your ROI. Whether you're a digital marketing veteran or a newcomer eager to make your mark, this episode is packed with insights set to ignite your business strategy.
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Hopefully, by following my advice, you have a lot of people coming to your website. They come from search engines, they come from social media, but if they don't convert or if they don't opt into a lead magnet, how do you identify those anonymous website visitors? And not just identify them, but how do you go out and contact them? Well, my special guest today is going to teach you exactly how, but you got to listen to the end of this next episode of the digital marketing coach podcast.
Speaker 2:Good thing you've got Neil on your side, because Neil Schaefer is your digital marketing coach helping you grow your business with digital. First marketing, one episode at a time. This is your digital marketing coach and this is Neil Schaefer hey everybody.
Speaker 1:This is Neil Schaefer, your digital marketing coach, and welcome to episode number 351 of this podcast. I released episode number 350 last week and my VA over in the Philippines is like dude. 350, that's an auspicious number, but for me, whether it's episode number one or 10, or 100 or 1000, yeah, there's room to celebrate. But until this podcast, thanks to your subscriptions and reviews, gets to the top where we can truly educate and empower one million entrepreneurs and small businesses, until we get to that stage, I'm not really satisfied. So I'm going to keep recording these podcasts and I hope that you will keep listening. So this week, I am actually off to PodFest in Orlando, florida. You know there's two main conferences for podcasting. One is called podcast movement, which I've been to twice before. At PodFest, which I've been to once before, the last time was right, when COVID was starting back in 2020. Right, yeah, I was actually bringing copies of the Age of Influence to hand out to influencers there. So I'm really excited to be going there learning more about podcasting, learning more about how I can better serve you with every episode and with every interview. So I look forward to presenting to you what I learned there and all the great people I can't wait to meet. If you are one of them and you are involved in podcasting or you are based in Orlando, florida, nearby, I would love to meet you in person. Please ping me, you know, anywhere on social media Neil Schaefer or Neil Neal at Neal Schaefer Nealffercom.
Speaker 1:All right, so before we get to this episode's interview, I want to begin with these new segments that I've been doing, starting with stat of the week. I'm actually going to give you a few to think about, but this week it is about Twitter, or ex, the social network formerly known as Twitter, and Twitter is unique and it's always been unique. Now these stats don't know how updated they are, but 79% of users utilize Twitter as a news site. So I always say to businesses if you have a public relations or a public affairs department, you should be on Twitter sharing your news, because people are searching for it. Now, if you listen to episode number 350, yes, I believe that Twitter users are on the decline. However, I will also tell you that I still got more traffic from Twitter last year than any other social network, including LinkedIn and Facebook. And, for those that know me, I get a lot of traffic from Pinterest as well. And while the Twitter traffic did go down, my conversions, in other words, those that subscribed to my email list, actually went up by 54% and is second only to LinkedIn in terms of the number of conversions I get. So I want to share that with you, because I think a lot of people have given up on Twitter. I have not, and I'm still seeing benefits. What other benefits do you ask?
Speaker 1:Well, the other day, I had a live stream with Darrell Eves. Darrell was on this podcast many moons ago. He is the founder of VidSummit, he is one of the consultants behind the success of MrBeast and he wrote a book called the YouTube Formula, which if you haven't bought and you're serious about YouTube, you have to buy it. It was a great interview. You should listen to the episode number as well, and I was live streaming this recorded interview with him on Twitter, in addition to Facebook, youtube and LinkedIn, and all it took was Nick Nimmin. Now, if you're in YouTube, you've probably heard the name. Nick Nimmin has about one million subscribers on YouTube. He is one of the most famous YouTube educators. He retweeted that live stream interview that I did. That retweet is something you just don't see as much on other platforms, especially not in real time. That is a unique Twitter thing that I just don't see a lot of on other social networks. Yet it still happens on Twitter. But I want to leave you with one more thought here. Now let's compare Twitter and LinkedIn.
Speaker 1:I just posted something on LinkedIn, a few hours ago and I'm looking here, it was 10 hours ago I posted a link to a new blog post 15 video to text AI tools for all of your transcription needs. Great post, by the way. So this post got six likes, four comments, one repost, so not bad. For 10 hours ago it got 190 impressions in the LinkedIn news feed. Sharing with you the raw numbers, I only published on LinkedIn once a day. On Twitter, I post between four and seven times a day and my most recent post, which I published four hours ago because it was sooner than that 10 hours ago, it was another URL, it was curated content. It was from my friends over at Social Pilot nine killer social media calls to action. Now it might have gotten some clicks. There were no likes, no comments, no retweets. It got 256 impressions in the feed. So, from the looks of things, I'm getting more engagement on LinkedIn, but Twitter is actually giving me more eyeballs Now. Yes, I have more followers on Twitter than I do at LinkedIn, but I just want to share with you that everything is relative and if you do Twitter right, I believe you can get as many impressions for your content as you do on LinkedIn. So I want to leave you with that thought and that people search Twitter for the news that I have not given up on Twitter. And if you need help with your Twitter, I highly urge you to join our digital first mastermind. Go to NealShapercom slash membership and make sure you sign up for the waiting list for when we have an opening. All right, ai tool of the week. This is one of my favorite AI tools and I will be completely transparent that if you see that I publish something on social media pretty much on Twitter, on LinkedIn, on Facebook, I would say 90% of the content of those social media posts actually come from social media's AI post generator and they're published through social bees AI post social media post generator. So social B is a powerful scheduling tool. They do or I should say they have added engagement features, but it's really great at curating, at collecting together and organizing and optimizing the publication of your content across social networks. And they added this AI social media post generator which is completely free for anybody who has a social B account to use. Now, before you run over to the URL, I am an affiliate for social B and because I have a great relationship with social B, they have, if you click on my link NealShapercom slash social B. That's S O C I L B E E. As in BZ, you will get a 30 day extended trial on the pro plan, one on one support to get started with the platform and a 30 day money back guarantee. So I don't care what social media dashboard you use in, just for the AI functionality alone it's a pretty killer tool. Make sure you go to NealShapercom slash social B. That's S O C I L B E E, alrighty.
Speaker 1:So today's interview is a sponsored podcast episode. I have lots of businesses and people that contact me wanting to somehow sponsor an episode here because I never invited them, because I didn't know about them or for whatever reason, and I accept very few. But as I began talking with Roy Harmon, who is the CMO of lead post, I realized that this was information that you needed to know and, more importantly, I wanted to learn as well. So this interview with Roy we talk about how to identify your anonymous website visitors and contact them to increase sales. We're going to talk about using website visitor identification software to identify anonymous website visitors, when and how to nurture leads generated with a visitor ID tool, and the importance of personalization and how to do it right. I think you're going to get a lot out of this interview, so make sure you stay tuned to the end. And here it is my interview with Roy Harmon of lead post.
Speaker 2:You're listening to your digital marketing coach. This is Neil Schaefer.
Speaker 1:Hey everybody, this is Neil Schaefer, your digital marketing coach, and welcome to another edition of this podcast. Today, we're going to be talking about something that doesn't really get talked about enough in social media, and this is that when you have people that come to your website, you work really, really hard to get people to your website and, as we know, they don't often convert. Now, when they don't convert, we have this concept of lead magnets or in some way getting them to opt in to receiving more communication from us, somehow continuing that conversation. But even despite having a 10% off coupon you know, a free white paper download or a contact us form very, very few people of those that come to your website will reach out to you. So what do we do with the other 99% of people that come to our website?
Speaker 1:Now, obviously, we have the concept of retargeting, so we can use paid media and try to get back in front of them, literally on the screen, and encourage them to deepen that relationship with us. But there is another way that we can do this, and maybe you've had the experience, like I have, where you go to a website and then a few hours later, the next day, you get an email from that website and you're wondering wait a minute, this is a little. Well, I'm not going to say creepy, because we're marketers I like to say this is pretty amazing. How were they able to do that? So, if you've ever been in that situation, today we're really going to uncover both the technology as well as really how should we use this technology, when should we use this technology, et cetera, et cetera.
Speaker 1:So we're going to go deep on this, on identifying your anonymous website visitors, and I'm going to bring on stage my guest for today, Roy Harmon of Leadpost Roy. Welcome to the show. Hey, Emil, thank you for having me. No, awesome that you're here to discuss this. So, before we get into this technology and Leadpost Roy, can you give us a little bit of background as to how you got into helping companies identify anonymous website visitors? It's such a niche thing that I think only really experienced marketers really understand that the whole value of. But what was your path to get you into what you're doing today?
Speaker 3:So I started out in automotive advertising and I've been in digital marketing for over 10 years now, and when I started out, that was one of the things that one of the big things you deal with when you're doing advertising for auto dealerships is you can have huge bounce rates.
Speaker 3:And I went from there to go work for, you know, a few other companies over the years, and at one of those companies I found a company called Leadpost and I was looking into what they would do and they're saying that they're going to send a postcard to people who visit my website even if they don't convert, which that sounded pretty crazy to me. That that would be, that would be possible, and they're charging less than a dollar per postcard, which to me, you know it's. For example, you know when we're when I was working at doing advertising for car dealerships, you know a dollar. We pay more than a dollar for a click on Google ads. So that was pretty exciting and I tried that out and it was great. And so I tried it out with other clients over the years and then became a consultant and eventually was a consultant for lead posts and finally came on full time, just because I was so excited about the product and what it can do, that I just I was really. I was pumped, I wanted to be a part of it.
Speaker 1:It's an amazing story of coming on from seeing the other side of it to actually joining that company, and automobile sales agency ads, email marketing it's almost its whole industry, isn't it? I've I've had engagement with with different companies in that industry, so very cool. So the technology started with will send a postcard to people that come to your website. You end up joining the company and seeing it from the other side. So I guess you know, maybe we should start with. You know the heart of the matter. You know many of us run websites and we have no way of knowing who's coming to our websites. And I guess lead post is a type of and correct me if I'm wrong a website visitor identification software. And there are, I mean there's, you know it's sort of this, this new industry that I'm starting to hear more and more about. I guess it's been around for a while, as lead post has. But first, let's you know, dig into what exactly is this software that allows lead post to be able to provide this to its customers.
Speaker 3:Yeah, and I think that there's two things that a lot of people wonder about that the we can, we can get into. One is, of course, how does it do it? And then the other is is it okay, is it compliant with the laws out there? The way that it works is it uses cookies or probabilistic matching to match a visitor on your website to third party opt-in data. So that's where the compliance issue comes in. Primarily, it's these are people who have agreed to be to have their data used in this way through a third part.
Speaker 3:And Another thing that comes up is just with the impending demise of cookies. Supposedly we've been waiting for that for a while and it keeps getting pushed back, but that is another issue, and probabilistic matching is what comes in there to be able to still figure out how to make those the connections, and we've been working on that issue for a couple of years now, to the point where we're now still probably six months at least, away from any more big changes as far as cookies are concerned, and it seems we may even be seeing higher match rates with the probabilistic data. So that's really good to see, and I don't know, we kind of got into maybe some overly technical waters there, but does that make sense?
Speaker 1:Yeah, well, let's sort of take a step back. So there's cookie-based technology and then this probabilistic calculation. I want to sort of cover each one of these separately. So the cookies sort of run the internet. I think we all know that and I know if you have one of the latest versions of iOS, it'll basically ask apps not to track you. But with Google Chrome on your desktop, that's obviously not happening, right, unless you literally go into settings and say do not save any cookies. But if you don't save cookies every time you go back to a website, you got to log in, you got to put in your preferences, so there's a convenience to having those cookies. So what you're saying is basically, when someone comes to your website, you are looking at, this is all obviously anonymous data, right, because it's all cookie-based information. But you're basically trying to match the cookies with a public email address. Is that sort of a correct assumption? So not necessarily so.
Speaker 3:it's through a third-party data partners.
Speaker 1:Okay, so third-party data partners have the cookies and have the email address and you're trying to connect the cookies that people come to your website with a third-party data partner.
Speaker 3:That's pretty close. So they've got it's what's called a hash email, where it's an encrypted email, but if you, the encryption is always the same. So for the third-party data partner, they're able to look at that encryption and see, based on the emails that they have, who matches that encrypted email.
Speaker 1:Got it. So are you, when you get the cookies, you're also looking at the encrypted email, or you're just taking the cookie information?
Speaker 3:All that we do is so we match that with the third-party data provider who has the permission to use the data in this way, and then we then give that to the lead post user.
Speaker 1:Got it. So if anyone has ever gone to a website logged in with the email address, generated a cookie and the third-party data provider has access to it and they also come to a website that has lead post installed, that will trigger that send you the information that says hey, this is the hash. Obviously this is all with privacy and with laws and everything, but this is the hash email information for that user, right? Okay, you also mentioned probabilistic. So probabilistic is, I'm assuming, you're using, I want to say, some sort of AI or machine learning trying to match cookie data with people, or how does that work?
Speaker 3:So there's no cookies involved, so it's looking at other factors related to this is where, you know, being a non-developer, I'm getting a little bit out of my depth. But basically the idea is that there are things about browsers, things about devices, and all these different factors can be used to say that, within a certain degree of certainty, this person is the same as this person Got it.
Speaker 1:So any real, any tracking, any digital footprint that they leave. You're trying to look at those clues, matching together with all the other data that's out there to try to understand who the person might be Right. Are you ever recommending someone that's not a so the probabilistic, I'm assuming, unless you're really really unless it's really really probable, you're not going to make that introduction correct. Or is that still an R&D, or what is the stage of that?
Speaker 3:So it's very, you know, we want to have a very high degree of, you know, of comfort that this is the same person, and so this is something we're testing right now and so far we're hearing good things because, you know, we've been doing this for a few years now and one of the things we're known for and a lot of the reason that we get a lot of our users from other companies is that they found in the past, other providers maybe don't have that level of data accuracy, and so that's just been a big part of what we do. We've got a waterfall of data providers where we're able to, you know, double check, like does this person know this information? Does this? You know we can go through these, these different partners, and see, and then we go through different steps to validate the information, to make sure you know.
Speaker 3:Okay, well, so if we're, if it's a mailing address, does anybody actually live with this mailing address? Does this say, has somebody changed their address there recently? Looking at that's kind of, is it a real email? Does it been? You know, is nobody using this email to make Chinese and all that kind of thing?
Speaker 1:So, roy, thank you for that explanation for the non-techies out there. So, roy, you've been at and the PUS has been around for a few years. I'm just curious because I only recently found out about this type of software and I guess, if this software exists, why doesn't every company use it? Have you found with certain customers that maybe there's regulations, I don't know, depending on industry, or is it that just people don't know that this type of software exists? So what do you think?
Speaker 3:So the thing it's very surprising to me, but the amount of people who don't know that it exists is just significant, and that's always been a big surprise to me. The other thing is there are a lot of companies where they might start using it, but a lot of people get to the point where they don't really know what to do with the data. You know it's something where it's kind of just a fundamental marketing problem, but you do have to actually market to these people. It's not enough just to have their email address. If you don't know how to use their email address, if you don't know how to provide value to them through these new channels to contact, then you're not going to have much success.
Speaker 1:Right, it's almost like I've built this email list. Now what do I do with it? Right, and I'm assuming then, with these people, they have not opted in to marketing communication, so it's more of a cold outreach type of email, or a postcard, obviously, which bypasses that completely. I'm assuming it's that sort of a one-time communication with a unsubscribed link in the bottom. Is that sort of how it works from a transactional perspective?
Speaker 3:So it's third-party opt-in, not first-party opt-in. I think that's what you mean. And so what you need to do is, yeah, and this is something that maybe people would, you know, maybe do some research on this, but like for a can spam, you know, you do, you want to follow those rules, you want to, like you say, have that unsubscribed link and do the things that you need to do for these kind of emails, but they, you know it, is perfectly compliant. It's the kind of thing you know. Even the you know people over at the FTC have said that sending out unsolicited emails is not non-compliant. You just have to do it in the right way. And, of course, with direct mail, there's really, you know, very few things that you have to be concerned about. So that's another channel and they pair together very well.
Speaker 1:Yeah, and you're absolutely right about FTC rules. There is. You know, soliciting emails are not illegal. There is a certain way that you need to do it. Not everybody does it in that way and, at the end of the day, the success of it really comes down to the relevance of that email to the person, and I like the fact that, at least if they've been to your website, there's built-in relevance there, right, because they've searched you out. So let's think a little bit deeper. You mentioned that people don't you know? You've had some clients come on. They really don't know what to do with the technology. So I guess what would be the best way? And if we call these people, these anonymous website visitors, we'll call them leads, right? So when and how do we nurture these leads that a tool like the post generates for us? You know when you have a new client, you have an onboarding call. You know what are the recommendations that you make so that everybody listening as well or watching could take advantage of that.
Speaker 3:So the win, unfortunately, as with so many marketing questions, is very dependent on your business and your industry. It's something where you know B2B usually the faster the better. You know we there's I think everybody's seen recommendations that you know the sooner you can get to them the better, and we usually recommend that people try to reach out with that email within 30 to 90 minutes and they can either automate that through lead post the platform or through some other software that they use. But then on the e-com side, you know there was a study not too long ago that said that it's actually better to wait between one and three days to send out retargeting ads, you know, which is not the same as an email, but something to think about. So you can test that and make a determination what works best for your business.
Speaker 3:But then on that how, that's where it becomes really important to have an offer and to take a multi-channel approach. That could be that you're using email, you're using direct mail, you're using retargeting ads on social media or on display, and then you also want to have some sort of a sequence. You don't wanna just say I'm gonna put this lead post script or whoever you use for website visitor identification. I'm gonna put that on the website, I'm gonna send them an email and I'm gonna see what happens. You wanna have a plan that takes into account why was this person on your website, what do they need and how can you help? How can you provide value and help them to get to a point where they're ready to take some sort of next step, whether that's to actually talk to you or make a purchase or just get more information?
Speaker 1:So this sort of goes into marketing automation, best practices then, where you're gonna have somewhat of a lead nurture sequence. I'm assuming it's what you're recommending here, so would you recommend? So let's take B2B, for example special offer, free demo, free 14 day or whatever that is right. But you're recommending that over the course of a few emails, beginning within a few hours of really trying to maintain that attention and sort of repeating that at different frequencies over the course of three, four, five emails. Is that sort of the gist of it for B2B?
Speaker 3:Exactly and again, that's a guideline. It's also something just about everything else you do. You wanna test that A lot of times with B2B, b2c, anything but especially B2B, where it's a longer sales cycle usually and there can be a bit more of a relational component. Sometimes the most important thing is let's just open up a conversation. Let's get to where I don't have to sell you anything. I don't need to get into a big. I'm gonna turn my sales page into an email. Maybe I just need to send you something really short and just say are you doing this or is this the kind of thing that you're interested in? Or ask a question about the person's business? Just get them to open up and talk to you and then from there you can decide which way you wanna go. You don't wanna try to do too much in any one email.
Speaker 1:Yeah, I'm reminded of when I don't know about the Costco where you live, but the Costco where I live when I go to the checkout, when I get to the cashier, did you find everything you were looking for, right? Even something as simple as that could definitely start that conversation right. Exactly so we have for B2B. That makes sense, I'm assuming. For B2C, this sequence is almost treated like an abandoned cart email. Hey, thanks for stopping by. Here's 10%. Is that sort of the idea with that?
Speaker 3:Yeah, that can be a great way to do it.
Speaker 3:Whether and that's whether it's an abandoned cart or something like somebody who went to a car dealership's website and left, and that can be especially on the B2C side dynamic injection can be really great and what that means is you can get into the platform and you can say, when I send them an email or I send them a piece of direct mail, I want to maybe have three pictures of different products that they looked at and didn't get, or I wanna show them something that's in their, that was in their cart when they left.
Speaker 3:One of the things that we've seen people have some success with on the automotive side is car dealerships who will use dynamic injection to say, to make a special offer, like a monthly lease offer or something like that, for the first and last vehicle that the person looked at on the website, and in B2C especially. That's one of those things, and the bigger the brand, the more. This is true, where sometimes I know I get emails where I'm not even really thinking where did they get my email? It may be that they got it through website visitor identification, it may be that they had it somewhere else, but maybe that I gave it to them and forgot.
Speaker 1:That's the reality today, isn't it?
Speaker 3:Right, you almost expect to get these emails, but when it comes to actually getting people to take action, making it very targeted, if you are gonna have an offer, have it be something where it's an offer for something that they actually you know that they want.
Speaker 1:Yeah, it's a great perspective and I think that obviously, if you wanna use this tool to be able to contact an anonymous website visitor, it really comes down to the email marketing 101 of providing value. And because they were just on your website, that time limited whether it's a few hours or a day or two I'm curious and there's a little bit a little bit deeper. I wanna go on sort of best practices with the communication, but I wanna take a step back and look at the technology. So I'm assuming that there is some sort of code like JavaScript or whatever that's put in the header that allows you to do this, and then all of the other information really comes into the lead post dashboard. And I'm also assuming that you potentially integrate with email marketing software, where the actual sending of these sequences are done on the email marketing software that you always use. Are these two assumptions correct?
Speaker 3:Yes, so you can send the emails directly out of lead post, but we also we integrate with tools like PubSpot, mailchimp, clavio, so that people can send this data to whoever, whatever tool they're using, because obviously people who've been doing marketing for a while for their company, they've probably got automation set up, they've got an infrastructure built, and so we want them to be able to just take this additional data, plug it into their existing marketing ecosystem and convert.
Speaker 1:I guess, on the other hand, with a lot of cold outreach email, a lot of companies don't want to use their email server because they don't want to get a hit and stand deliverability. So I'm wondering with your customers do they actually prefer to go through lead post, or half and half, or what do you see?
Speaker 3:So it's probably. I'd say it's kind of a mixed bag and one of the things that I recommend regardless of whether you're, however you're getting your data, think about what the chances are that there would be just any need to make sure that it's separate. And so, for example, a lot of times, different companies that I've worked with if I'm sending out a newsletter, maybe I don't have that on the same domain as transactional emails, where you know, I don't think that my newsletters would have ever caused any kind of issue, but if they do, I don't want people to stop getting important reminders that like, oh hey, your card got declined or something like that. So that can be a great thing to do and it's a whole other thing to consider. But if you are going to do that, you know you usually want to warm up the domain and there's a lot of things to think about there, but that's a best practice to keep in mind.
Speaker 1:That's really, really interesting. That makes a lot of sense. So I want to also dig deep on the technical side and I think it's going to get up to another point that we wanted to talk about today, which was personalization. So you talked about dynamic injection and I have worked with email marketing software that is connected with Shopify and therefore you know products that are left in the shopping cart. We can grab those images in the email right and have it very personalized and hyper-targeted. I guess how does your technology work with this dynamic injection? Is it just grabbing images from the last page they were on, or is there something that we need to program in lead posts that says, hey, if they hit this website, you know here's the image to send them or the details? Or is it just all automatically happening in the background?
Speaker 3:So it is similar to that, and we've got a team who will work with you know, anybody who wants to use that feature to make sure that that's set up to where everything is functioning the way it should be. But we do. We pull in a lot of data for people, and so one of those things is website behavior. Where were people going on the website? And so that's kind of where it all starts. And then, when it comes to the technical things, we've got people there who can make sure that, because that could be something where you're kind of like you can be a little, you want to make sure you get it right, let's say so. We're here to help.
Speaker 1:So that gets us back into this topic of and beforehand talking about what we were going to talk about today, this concept of personalization, which I think we all agree with email, especially when it is a third party opt-in, not a first party opt-in of that personalization. So can you tell us a little bit more about, when you talk with clients, what do you recommend on the personalization side and sort of what are best practices there when engaging in this sort of anonymous website visitor or that email campaign?
Speaker 3:Yeah, so, and you cannot overstate the importance of personalization. It's one of those things where, just personally, I knew that it bothered me to actually, if somebody got it wrong, like if somebody said something like you know, hey, neil, and I'm like I'm Roy, I'm not Neil, that's frustrating, but then that's a fail. I saw a study that said there's something like 40% of consumers are actually willing to leave a brand that does not do good personalization and consider a brand that gets personalization right. So it's something that's really important to people and lead posts. We work hard to make sure that we are able to facilitate that kind of personalization. One of the ways that we do that is we can enrich the data that they pull in. You know we can pull in automotive data, we can pull in, you know, just a wide range of income range, household value, real estate fields. So we provide those are some premium appends that people people can get access to.
Speaker 3:But the really important thing and what that facilitates is segmenting your audience.
Speaker 3:And you know I think most marketers know we want to be segmenting our audience, whether it's the newsletter that we've, the mailing list we've been building or our list of customers, and so you can use the data to say, for example, if you're a fashion brand, a clothing brand, and you're, you've got a back to school offer. Well, you might want to know does this person have children living in the house? If they don't, you probably don't want to send them that offer. And that's the kind of thing that we recommend is take the data and use it to segment your audience, use dynamic injection to be able to offer something that's more specific to their interest, and test, because you don't know what the exact. You know what are the factors that really that are going to affect your conversion rate, and maybe that you know a lot of times, for example, gender, just maybe something that just doesn't matter at all, whereas their you know, maybe income range is more important. So that's kind of the. Those are kind of the big things that we recommend focusing on.
Speaker 1:Got it In your platform. There's obviously different tiers. I'm assuming, as you had mentioned, that that enrichment is one tier, but the basic information I'm assuming that any subscriber would get is email address, first name. Are there any other, like basic demographic information that one gets, or is that part of this premium enrichment package?
Speaker 3:So the basic information that goes. So the actually the difference between the plans. The primary difference is just how many leads you or how many records you're going to get each month Got you.
Speaker 3:And then gets a, you'll get the name and then email and or mailing address and you're able to. You can specify if you only want records that include a mailing address, then you will only get records that have a mailing address. If they also have an email, then you'll get that too. That's just. But if you and if you only want an email, you can say I only want if they have email, and if they have a mailing address, you'll get the mailing address also. Or you can say, look, I only want both. If you don't have both, then don't give it to me and then it won't count against your leads. And there's a lot of other filters, you know geo filters, if you only want people in a certain state.
Speaker 1:That's what I was going to ask, okay. So you have all that set up if you only want visitors from the United States, for instance right.
Speaker 3:And another one is you know you may only want people who've been on your website for a certain amount of time if they come, and then they just immediately bounce. So we do pull in a lot of website of behavioral data so that you can then say, look, I'm getting X number of leads a month, but I don't want any of these, so just don't don't give them to me and they won't count against your, your plan for the month.
Speaker 1:So I'm wondering, as, as you know, we geek out here, but it's really fascinating technology, especially for those like myself, that I've never used to before. You know, with Facebook advertising or with, you know, lots of paid media, you have this, this option of you know, do not show this ad to this custom audience, where normally you would upload your customer database and say they're already my customers, they don't need to see this ad, right? Do you have a similar functionality where one could upload a custom audience and say hey, do not give me any leads from people that have already opted in my list, because they're just coming back to my website. But you know we're already in good touch. Do you have that technology built in as well?
Speaker 3:Yeah. So we recommend that people, you know, either they can do a manual upload, but we we can. Like we said earlier, they integrate with different providers so that you can have an audience, and that could be. It could be people who've unsubscribed and who you just they've said don't contact me anymore. It could be people who are already customers. Another thing you can do is you can say you know. You can say you know, you can say Don't charge me for this or don't count this lead against my total for three days or for a day or an hour or whatever. So if they're on your website and then they go and convert, well, they were already gonna convert. And the whole point of leadpost is we want people who weren't gonna convert. So if you're already gonna get them, there's filters that you can get into place so that you make sure that you're only getting the people who weren't gonna convert.
Speaker 1:Gotcha. So I think that if you're a real niche B2B company where you only get 10, 20, 30 hits a day, this technology could be absolutely revolutionary in terms of just exponentially increasing the number of people you can be in touch with. I personally, for my business and for the clients I work with, have really only been working with first-party opt-in, but if you are thinking about doing some sort of cold outreach, I almost think using technology like leadpost is a good introduction to that, because at least it's a third-party opt-in. You're not buying a list, They've come to your website, so there is some relevance there, right, and that's what I think is really compelling.
Speaker 1:I think we covered a lot today. Are there any other things before companies dip their toe in the water? It's really great to hear that your integration with the email marketing goes as far as being able to look at those audiences and being able to say, okay, we won't show to these people. That's very cool. Any other bits of advice or best practices that we missed on in the conversation that you think people should know?
Speaker 3:I think that we covered everything. One thing that I will say is so for leadpost, you need to have at least 1,000 unique visitors a month, and in general, I think that's a pretty good practice to follow anyway.
Speaker 1:For that niche B2B company. But right yeah, that makes a lot of sense.
Speaker 3:Yeah, and that's. I think that we want to make sure that people are getting good value, and the match rate for on the B2B side is about 20% and on the B2C side it's about 40%. But of course we're always working to increase our match rates and to experiment with different things that can improve that. So stay tuned.
Speaker 1:That's a great number to remember 20% to 40% basically. So even if you sign up for a plan and get 1,000 visitors a day, you're not going to get 1,000 leads a day, but knowing that the 2 to 400 that you do get have been vetted and they are, you know, all the dots cross, the lines cross and they are legit leads From a marketer perspective, I think that's really the important thing. So great, Will Roy. This has been awesome. You know we had talked earlier. I know that you have something special for our listeners and viewers to check out. So where can people go to find out more about leadpost?
Speaker 3:Yeah, so we love working with agencies and a lot of times you know we talked earlier about how people have some trouble figuring out what do I do with these leads, and one way that we've found to be really beneficial is to work with an agency. So we have an agency partner plan and that allows us to put people in touch with people who are going to understand what to do, what are the next steps, and they understand how to use the platform and they understand best practices in marketing overall. So we're trying to build that up. We always want to find more agencies, so we have a special offer for agencies at leadpostcom slash coach, where agencies can get a lead post. They can try lead posts for 30 days with 1,250 credits and we really hope that they will and anybody else.
Speaker 1:Just check out leadpostcom and we hope to see all over there and I'm assuming that you know you work with non-agencies and directly with businesses as well, correct, that's?
Speaker 3:right, we've got B2C plans, we've got B2B plans and then we have those agency plans and we've got free trials, no credit card required. So anybody who wants to try it out and has, you know, 1,000 visitors a month should get over there. We'd love to have them.
Speaker 1:Yeah. So I wanna, before I, sort of summarize what I've learned today have you had clients come back to you saying we're getting complaints or spam reports? Or because I have people that I know in my network that have done cold email, I'm like don't you get like spam reports? And he's like, no, we just get unsubscribes, we never get any spam reports and it's actually quite effective, right. So I mean it's curious from your perspective. What do you see for those companies that have never done this before Like I said, I think there's probably a lot of them what have you seen? And obviously, for those that might have gotten the spam report, maybe they literally were just sending out way too many emails too frequently, but what has been just sort of the reaction in the market from your customers?
Speaker 3:so far. So I have not had anybody complain about that to me. We've had people say they love the data. We've had people say that they don't know what to do with the data. Right right, but we've not. And even looking through, you know, I spend a lot of time looking at our reviews and looking at surveys that come in from people and that so far that's not been something that I've seen, and part of the reason for that, I believe, is that we do work really hard to make sure that we're providing good data and we do offer some guidance as far as best practices, so that, as long as you're doing things in a you know doing things the right way, you're less likely to have people make a spam complaint. They're probably just gonna unsubscribe, like you say.
Speaker 1:Right, right, all right. Well, I'm gonna put the URL once again. As leadpostcom slash coach and as your digital marketing coach, you know, I'm reminded of a time when, if you had a LinkedIn group, you could actually download the email addresses of all of your LinkedIn group members. You are no longer able to do that. I, on Twitter, was able to use a DM campaign tool where I could filter my followers by location, follower count and actually send them a DM campaign like an email campaign. You can no longer do that. Right, we don't know what's happening with cookies, but my advice is that this technology for what you can do today is really amazing. If cookies go away a year or two, three years from now, we're gonna be talking about this like and I know your probability algorithms are gonna improve and what have you but I always say you need to take advantage of the technology that's there and at least try it out. If your greatest fear is the spam, what have you remember? This is not cold outreach. These are people that are actually coming to your website. So, as another, you've heard me in previous podcast episodes talk about these communication pathways. This is another way, right, of communicating with people that you know have come to your website and, through leadpost, you know who they are. Really. It's up to you to take advantage of that opportunity and to find a way to communicate with. Did you find everything you need? Do you have any questions? You could be as easy as that. So, roy, this has been a really eye-opening episode for myself and, I think, for a lot of other people. So I wanna thank you again for joining us and, yeah, I look forward to hearing from my listeners, after they check out your technology, what their feedback is, and I'm definitely gonna give it a test spin myself. So, thank you very much, roy. Awesome, thank you now.
Speaker 1:Yeah, that is one killer tool and, depending on your industry and your traffic, that can really generate high ROI. It's something that I have yet to do with needleshavercom, because I'm not really selling many products, but when I come out with my new book and my workbook and my courses and all the glorious plans I have for 2024, I do plan on implementing a similar tool myself. In fact, just the other day, I was over at the website Masterclass Masterclass. If you're not familiar, they have classes taught by masters and I do not have any brand affinity with Masterclass, but a few minutes after I visited their website without taking any action, I got an email from them. If you have ever had that experience, they are using tools like this.
Speaker 1:So get the competitive advantage. Heck, why else are you listening to your digital marketing coach unless you want the competitive advantage? So take advantage of it. Go over to leadpostcom, tell them Neil Schaffer sent you and I hope that you will find results. And if you do reach out to me, maybe I can interview you as a case study on this podcast episode. All right, everybody, thank you for your continued subscription, your continued reviews and just your continued trust and support for me and my noble podcast, your Digital Marketing Coach. This is it for another week. This is your digital marketing coach, neil Schaffer. I am flying off to Orlando, florida, and I am signing off.
Speaker 2:You've been listening to your digital marketing coach. Questions, comments, requests, links go to podcastneilschaffercom. Get the show notes to this and 200 plus podcast episodes at neilschaffercom to tap in to the 400 plus blog post that Neil has published to support your business. While you're there, check out Neil's digital first group coaching membership community If you or your business needs a little helping hand. See you next time on your Digital Marketing Coach here is your Fox News pela.