Direct Response Marketing Mastery Series – DRTV Driven Social Media

Direct Response Marketing Mastery Series – DRTV Driven Social Media


DRMM VLOG -Episode 106 – Direct Response Driven
Social Media – Transcript Introduction: Ken: This is Direct Response Marketing Mastery
where three decades of proven experience has launched products, built brands, and generated
profits. These are the stories behind the businesses that have been built. Christine Hunsicker: We needed to work with
a group that was really going to understand what it was about our service that was unique
and why our members loved it. Tony Little: Response Television is such a
better value to anybody doing product. David Oreck: You get immediate results from
your advertising and that’s what makes it work. Amy Norman: It has scaled our business beyond
what we thought we would do this holiday season. Maria McCool: The only way to kick start your
business beyond what you think your expectations would have been anyway. Shari Gottesman: Script to Screen and M2 are
as concerned about your be, product being successful as you are. Maurice Bard: We want to deal with successful
companies, and Script to Screen certainly is a successful company. [Music Transition] Ken: In this episode of the Direct Response
Marketing Mastery, we’re going to talk about social media and how social media direct-response-driven social media is becoming much more of a very thought-out process and strategy that we’ve
been using with our clients. I’m Ken Kerry. This is Barbara Kerry, and we are the founders
of Script to Screen, and we appreciate you for joining us for this show today. So let’s
talk about social media and what we’ve been doing with our clients, and how we’ve been
maximizing it in our direct response campaign. Social media and direct response usually aren’t
put together, and you have to be careful of that. It’s called social media for a reason.
It’s because it’s social. You share it, it has engagement, and direct response and social
media is a little bit different, so it’s gonna be, it’s gonna be ROI driven. So, the things
that we have done with our clients and in, you know, in the past and present have been,
we’ve been taking our commercials, editing down different, different versions of it for
Facebook and Instagram that’s sixty seconds, and driving them to a unique URL to get an
order based on the social media buy. Now, that’s whoe, you know, that’s a whole discussion
in itself, so we’re not gonna get into the Facebook media buy, but the fact of the matter
is the content that we’ve been producing for short-form and long-form infomercials and
commercials make great content for social media when we’re talking about ROI-driven
direct response social media. Barbi: Right, for instance, we just have delivered
probably about twenty assets to a client and all those assets came from things that we’d
already shot for their commercials, so for Facebook, and Instagram, and YouTube, and
we could go on, they have a lot of material that we’ve been able to sort of help them
amortize the cost of their original commercials, and really get good bang for their buck on
social media. Ken: And specifically, we have taken assets
that we shot from the long form and short form, but we’ve also created very specific
social media content while we were shooting the infomercial, while we’re shooting the
commercial; therefore, either saving on dollars because you’re doing it all at the same time,
but you do have to have a very specific strategy for social, and for your direct response when
you’re doing it that way, so… Barbi: With just a little bit of planning,
it’s amazing how much material you can pull out of a day. Ken: You know, in recent CMO survey concluded
that 78 percent of companies had dedicated social media teams, but only 26 percent integrated
social media fully into their business strategies. Now, I think that says a lot. That says that,
is social media a viable aspect for all businesses? Absolutely. With that, with those kinds of
numbers, but are you integrating them into your whole business strategy? I mean, are
you trying to get an ROI out of it? And that’s our… You know, we… Our business lives
and dies on an ROI, so there’s such an opportunity to maximize an ROI and social media if you
do it correctly, and I’m gonna graze over it pretty lightly, but you’re, what you don’t
want to do is you won’t, don’t want to jam a sale down somebody’s throat in social media.
You want to get their interest enough to make them want to go somewhere and try something,
or to look for more information. If you’re sticking an ad right, you know, “Buy this,
buy now! With all that. That’s not gonna work, but you have to give them a value proposition.
You have to, and somehow solve their problem, and identify their problem, give them a value
proposition, and that’s about all you can do in sixty seconds when it comes to a good
social media ad that’s designed to drive a response. So, yeah… Barbi: What we all know just from being on
social media, as well, as consumers of that, we don’t like to see ads on social media.
We want to skip by them, so you have to get creative and catch someone’s attention and
just a second or two maybe is all you have and then compel them to watch, and then hopefully
direct them to what you’re trying to get them to go to. Ken: And one of the biggest reasons why we’re
talking about this today is because, you know, from what we do at Script to Screen, everything
is so holistic in what we’re doing. We’re thinking the very beginning of, you know,
what’s the end result, what are the goals that we want to reach in a direct response
television campaign, and how can we use social media, how can we use digital, how could we
use all the other things that we can produce with the content that we’re producing to optimize
and to give, you know, give a bottom line ROI. So, everything we do now is so much more
holistic. It’s not just TV and it’s really important to think about that ahead of time,
that’s why I want to really bring it up today because it’s just become such an integral
part of what we do. Barbi: Yeah, and you know, I started to think
about social media kind of as PR. Um, you-you need it! You’ve got to be there. You’ve got
to be where your customers’ eyeballs are and they’re looking on social media, so it’s to
me it’s like the old days. Before there was the Internet. If you were launching something,
you might have an article in the newspaper, or you might have a billboard, or an ad on
a magazine. You would try to hit people everywhere they’re looking and that’s kind of how I look
at social media, so you may not be able to completely build a business on it, but you
want to have a presence there. Ken: Right, and, and that’s what you’ve said
to me in a couple days, and this is like, and it’s a new PR, but we’re trying to take
that new PR, and-and shift that more, or closer to an ROI driven social media. You’re getting
the PR, you’re in their feed, you have your presence, but we want to get them to do something. Barbi: Right, if we get them to take action,
that’s the ultimate PR. Ken: Okay, so let’s talk about a couple of
things. So, let’s talk about four things on what you need to do, and how you can use social
media, incorporate them into your direct response campaign, okay? Barbi: M-hm. So, the first thing is, include
social proof as part of your offer. According to Socionomics, 93 percent of a shopper’s
buying decisions are influenced by social media because 93 percent trusts peer recommendation.
This is where customer testimonials come in. Ken: We’ve been saying this for a while. We
live in a review-based economy and when is the last time that you’ve made a big purchasing
decision, or even a small purchasing decision without checking out an Amazon review, or
checking in them on Yelp… Barbi: Or asking a friend. Ken: Or asking a friend. So, it’s becoming
more and more part of, of the economy of how we make purchasing decisions, so within your
social media, one of the things that you’re going to want to do is imbed testimonies.
You’re going to want to imbed customer reviews. They’re going to check anyway, so make it
easy for them, and the great thing about a customer review, or a testimonial is, they
do a great job of selling your product, or service for you already, so that’s, that’s
the number one thing that you want to be doing. Number two, is you want to imbed customer
ratings and reviews. Now, I just talked about that a little bit on the Tell and number one,
but more specifically, a customer review or recommendation increases ROI, and that’s,
that comes specifically from Socionomics’ report that talked about that, is that a customer
review will increase ROI. So, if they’re saying, and the report is saying that a customer review
or a testimonial are increasing ROI, you want to incorporate it. Now, there are so many
different ways that you can incorporate it. You can use a video testimonial, you can use
a written testimonial, although I think a written review is not as effective as a video
review, especially but just imbedded in your message in social media, and it could be a
very small part or the whole social media content, could be that, and we’ve actually
made some social media content with DR-driven with just customer reviews actually from a
Man on the Street, from one of our certain, from one of our clients, so imbed it into
your social media. Barbi: When you say ratings and reviews, I
think five-star reviews. How do you get customer reviews in kind of a snapshots, so it’s a
quick takeaway for people to see. Ken: Is that a question for me? Barbi: Yeah. Ken: Okay. Barbi: I mean we like to do that, right? When,
in everything that we do is five-star reviews when we can use them. Ken: Right. So, so an example of that would
be, is, you might put in a graphic. “Five-star reviews say this about a product.” So that
five-star review is pretty much international, if you will. People get that. When they see
five star, they already know that’s a good thing, so put that graphic in there, or put
in build-in voice-over piece that says, “Your product, it gets you know, you know, ninety
percent five-star reviews from customers who tried it,” and then you validate that with,
with the testimonials saying, “Hey, it was a review that I listened to, and I saw that
really made me want to try the product.” That’s kind of the ultimate one-two punch, but that
would be an example of how you would use content in your social media. Barbi: Number three. Use social media content
to create anticipation by sharing in an upcoming direct-response offer. We have a really fun
example that we’d like to refer to. A few years ago, we did a project for Tracy Anderson.
It was a fitness program, and she had a great following on Facebook. She had a great community,
the people talk to each other, and a month before our television launch, Tracy was letting
people know that, that she was coming out with a new program, and she was telling people
about it, and so she really created a lot of excitement in her community, so as soon
as the program launched, her community really bought into it, and it was a great way to
kick off the sales of the project ’cause people loved it, they bought it, they were ready
for it, and they bought it when it came out. Ken: And she, and she was actually promoting
the infomercial that we produced that says this new program is coming out, so her, her
audience and that was hundreds of thousands of people were already primed, and this goes
back to your point in number one is that, it’s that mixture of PR, ’cause it was PR
but it was a very ROI driven because when they saw it, her audience saw it, they purchased.
I mean we, we immediately saw a spike in sales based on her promoting it through her social
media channel. Barbi: That’s right. Ken: And the last thing that you want to do
is you want to include social media icons in everything that you do in social media,
so I think that’s pretty self-explanatory. So, the point is, is that when you’re doing
a social media post, or you’re talking about something that you’re, you’re promoting or
introducing, or telling people about a new product, or educating them on a product, is
just put those icons. You know, Linked In, Twitter, YouTube, Instagram, Facebook. Put
those icons on there because that becomes shareable. They’ll know where they can find
that information on other social media channel, so if somebody knows us on Instagram, they’re
gonna share it to their fans on Instagram, or their followers on Instagram, or they’re
going to do that on Facebook. So, let them know those icons are available, and of course,
you’re going to have to create content in those channels, but it’s just, you’re quadrupling,
if you will, your social media presence just by adding those icons into your social media
ads. Barbi: Yeah, and I gotta tell you, you don’t
know this ’cause you weren’t in the meeting today, but with our digital team at, earlier
today, and we got a look at how many people are actually sharing what we do on Facebook,
and from our website with other people. I was really kinda shocked because we don’t
have that many family and friends, I don’t think. So, a lot of our stuff is being shared
and that’s just kind of unexpected side benefit of being visible in these different places. Ken: And eventually, a share could, eventually
are gonna turn into a sale, or it’s gonna turn into a contact of somehow, some way because
I always look at social media is the, it’s like the ultimate sales tool because it keeps
giving, it keeps giving, and keeps sharing, and it keeps going on, and you’ve only made
that, you’ve made that content once, but it keeps sharing as long as, as long as it’s
in people’s feeds, and they’re very interested in it. So I hope that was helpful for you,
so these are the four things that you need to be considering when you’re thinking about
direct response and social media but the most important thing is your social media has to
be value driven and you know, and social, and content driven, and authentic. You really
do not want to be forcing down somebody’s throat and I use that term heavy handed but
you want to engage them. Give them some good information and then allow them to decide
where you want to go. You want to guide them to where they want to go to, to purchase a
product or service, but you know, don’t hit someone over the head. Keep it interesting.
Keep it social, but get them to want what you’re selling and guide them. Barbi: So, to recap. Number one, include social
proof as part of your offer. According to Socionomics, 93% of shoppers’ buying decisions
are influenced by social media because 90% of people trust peer recommendation. Ken: Okay, number two is, imbed customer ratings
and reviews. The credibility and trust instilled by them will increase ROI and conversion. Barbi: Number three, use social media content
to create anticipation by sharing an upcoming direct response offer or event. Ken: And number four, include social media
icons in direct marketing channels to encourage customers to share the offers with others
in their network. All right, so I hope those four things were helpful for you. Thanks for
joining us. I’m Direct Response Marketing Mastery. We have a lot of new content coming
up soon, and that’s it for now! VO: Audio Jungle. [Background music fades]

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