Can You Tell Us a Bit More About Your Business?
I have two main companies that I run actively these days.
The first is a business education company which is called the Business Blueprint where I run live events across Australia and New Zealand to help small business owners and entrepreneurs to better use technology to improve their business and to use more current and more modern forms of marketing and we have a lot of clients in this part of the world.
However, more recently, I have set this new global vision to help entrepreneurs. And so, therefore, I’ve created a technology company and that company is called BRiN. We’ve created a product that uses education, technology, and artificial intelligence to provide personalized education and human-like support to millions of people running their own business all at the same time.
It’s kind of like Siri for running their own business. If you have a question, you can just use our app and you can say, “How do I generate more leads?” or “How do I find great staff?” or “How do I beat procrastination?” “How do I put together an information memorandum?” or “What is a convertible note?” – any question. We have now built a library of over 5,000 answers to commonly asked business questions. So, all you’ve got to do is speak and get answers instantly.
What Are the Top 3 Mistakes to Avoid When Doing Growth Marketing?
I think focusing on sort of too many strategies all at the same time is a big sort of problem because, if you’re doing sort of 15 or 20 strategies very poorly, you’re not really persisting to see any of those really kind of work. And so, I probably would suggest focusing on no more than five at any point in time. Otherwise, you are just diluting your efforts and you’re not getting to that breakthrough and you’re not really mastering that strategy soon enough. And so, that’s going to cause some problems.
Another thing is not testing. Everything that you’ve got to do, you have to test and measure. And so, where possible, using dedicated tracking links for every single piece of marketing or even registering some custom domain names as well so you can get every extension – you know, dot-me, dot-biz, dot-io, dot-o, and on some different forms of marketing, you could use those different URLS so that way you can see exactly where those resources, where your efforts are coming from.
The third one would be probably spending too much money. If you’re using more conventional forms – like, if you’re using pay-per-click – Google AdWords, for example, or Facebook advertising – all of those mediums are becoming increasingly more expensive. And so, as a kind of startup, you have to look for smarter and more efficient ways in order to get a lot of exposure without spending a lot of money knowing that the cost of traffic is constantly kind of rising. You know, you can’t just rely on those sources. You should use them but you should also be looking at ways in which you could market using clever forms that don’t actually cost you a lot of money and we can talk about some of those later.
How Important Are Lead Capture and Conversion Funnels?
I think it’s absolutely essential that the whole reason, you know, when people come to your website, the number one goal is to really generate a lead – it’s not to sell them anything on first exposure; it’s just to get some contact information so you have the right to build a relationship over time. Capturing a lead is the number one kind of goal of any business.
After that, what we want to do is create a system to nurture that lead so they can get to know us, like us, and trust us, so they could then download our product or they could then buy. That sort of follow-up sequence can happen in the form of emails and autoresponders or perhaps even some videos that get drip-fed over a period of days or weeks. If you have a product which is a low price point, oftentimes, you can do that within three to seven days. If you have a product that is a high price point, you know, it could be two weeks to a month of kind of nurturing. If it’s at a high price point, what you’re probably going to do is then convert that online lead into an offline conversation. It could be the outcome of the nurture sequence could be a book into your calendar to then have a meeting or perhaps to go into their office and do a presentation, depending on what you’re selling.
But, yes, it’s absolutely essential that you capture leads and then have a leverage system to then educate those people on your business so they can understand your value proposition and why they should buy from you.
What Are the Top 3 Qualities that a Growth Hacker Should Have?
I think the three qualities would be you’ve got to be a bit of a creative or perhaps like an artist-type personality coming up with ideas – that involves kind of great headlines and involves copywriting, it involves promotional videos that you might want to do or doing things that are a little bit different, doing things that are out-of-the-box because you can’t afford to misspend a lot of money and do all the conventional kind of things. You’ve got to be part creator, creative.
Then, I think you also need to be a part scientist as well because you need to test and measure everything that you’re doing and you need to see what’s working and what’s not and what you want to do is keep doing more of what’s working and stop doing what’s not working as quickly as possible. You need to have that scientific method of measuring your performance and adjusting accordingly.
I think the third quality is probably being a suck-up. What I mean by that is that people’s lives are busy. If you’re especially trained to do something in the enterprise space, you know, it’s constant follow-up. It’s not about sending one email or two emails. You need to be touching base with these people every week for as long as it takes. Sometimes, it takes three months or six months, but the vast majority of these kinds of opportunities only come to fruition maybe after five to ten kinds of touch points. What a lot of people do is they stop at one or two. You have to be relentless in terms of your follow-up process to make sure that you continue to stay top of mind because a lot of people you’re selling to, their lives are busy and you just have to keep persisting to get your message through.
How Do You Track Leads for Your Business and Clients?
Tracking leads – there’s different tools that we use but most of them kind of centre around the main CRM system which is called Ontraport. Ontraport is really our all-in-one sort of CRM system and like a marketing tool, email marketing, it has an affiliate program, it has tracking links, and a whole bunch of things.
Other equivalents would be one called Infusionsoft. Another one would be one called Active Campaign. I think every startup, every kind of business that’s trying to do growth hacking needs to have a good CRM so you can kind of measure and track all these different opportunities. That’s definitely a tool that we use.
Another one that we use to test what’s happening on our website is called Hotjar. Hotjar is a tool that does heatmapping and also captures a video of every single person that comes to your website so you can see what they’re doing, where they’re clicking, and what’s working and, again, what’s not working so you can make changes accordingly. They’re just a couple of the tools that we use regularly to test and measure our marketing.
Can You Tell Us More About Your Books?
Yes, I have published a number of books. They are part of a series that I produced a few years ago now. It’s called “The Secrets Exposed!” series.
What I did is I interviewed a whole lot of very successful people in a range of different topics and put them together in a book. I now have 16 of these books that I produce that have interviews with different people. And so, we have ones on entrepreneurship, we have other ones on marketing, ones on sales, ones on leadership, public speaking, and many other topics. I think they’re available now through Amazon. You can just search for my name – Dale Beaumont – or you can also search in the iBooks store as well on Apple and you’ll be able to find all of our titles there and check them out.
Which Tools and Resources Would You Encourage Viewers to Explore?
Things like Ontraport that I mentioned before – having a good CRM, that’s essential. Other services like Hotjar. In terms of productivity, for communication with the team, obviously, there’s services like Slack. I personally like one called Voxa where I can send quick voicemail messages to people in my team and I find it’s much faster than typing because I can actually even send these messages while I’m driving in the car as well and I can often send 20 or 30 messages just on the commute to work which saves you a lot of time when I get in.
I also use a couple of other tools like Email Hunter in order to find people’s email addresses if I want to reach out to different people. I also use GIPHY capture to create GIF images that go in a lot of the emails that we send just to make our emails more clickable – to improve open rates and response rates as well.
They’re just some of the tools that I use that have helped us in our business.