Facility Management Marketing Podcast
Welcome to the Facility Management Marketing podcast, hosted by Javier Lozano, Jr.
In this podcast, we focus on the latest marketing (and sales) strategies and techniques specifically tailored for the facility and property management industry. Our goal is to help IFM professionals in these fields grow their businesses and stay ahead of the competition.
As a facility or property management professional, you know that marketing is a crucial aspect of any business, and the facility management industry is no exception. But with so many new trends, strategies, and digital platforms, it can be overwhelming to know the best approach to market your facility service company.
How do you use marketing that is aligned with sales and revenue to grow your FM business today? How does marketing grow your sales pipeline? How does marketing generate hight intent, quality, leads? How does marketing make your FM or PM business a category king or queen?
In each episode, we dive deep into the world of facility management marketing, discussing topics such as lead generation, social media, search engine optimization (SEO), and more.
We'll share tips and strategies for attracting potential clients and growing your business, as well as provide techniques to maximize your marketing dollars at industry trade shows and events like Connex, RFMA, and SPECS.
If you're tired of sharing leads generated at trade shows and conferences and want to have your own leads, found through a Google search, Google ad, social media (such as Facebook, LinkedIn, Instagram, and Tiktok), or some other form of digital marketing, this podcast is for you.
Join Javier on the Facility Management Marketing podcast as he helps you navigate the world of online marketing and grow your facility services company. Tune in for valuable insights, tips, and resources to help you succeed in your facility and property management career.
Facility Management Marketing Podcast
Unlocking 1100% Revenue Growth: Strategies and Tools from My Journey
Imagine skyrocketing your company's organic search and social revenue by a whopping 1100% in a year! That's not a figment of imagination, but a real-life feat I, Javier Lozano Jr, have achieved. In this thrilling episode, I'll pull back the curtain on the exciting journey to this extraordinary triumph, revealing the marketing strategies and digital tools that propelled us to such dizzying heights.
Ever wondered how to optimize content for blog growth or keep your social media strategy fresh and effective? Together we'll explore how consistent, SEO-friendly content can be your golden ticket to driving organic traffic and social revenue. From revamping your social media game to drawing better quality leads, I'll share how strategic posting and advertising can be instrumental in maximizing revenue. Plus, there's a goldmine of practical advice on developing a winning marketing campaign, just like the one that gave us that 1100% growth!
But wait, there's more! Strap in as I walk you through the creation of an outline for 300 posts in a year, and guide you on how to develop categories and topics for your marketing team. If you're keen on staying ahead of marketing trends, strategies, webinars, and training, this episode is your one-stop solution. Subscribe to our email list for facility managers and ride the wave of success with us!
What's going on everyone? Welcome to another episode. I'm your host, javier, so today I'm gonna be telling you exactly what I did to grow our organic search and organic social revenue by over 1100% in revenue.
Speaker 2:So you're probably asking yourself how to successfully grow a facility management company in today's digital age while still remaining profitable. You know that marketing should probably be in the mix, but you may not know the best, the approach, the new strategies or which digital platform is market on. So how do you use marketing to grow your effort business today? That is a question and this podcast will give you the answers. My name is Javier Lozano Jr and welcome to the facility management marketing podcast.
Speaker 1:All right, I'm gonna say that one more time. I'm gonna tell you exactly what I did to grow our revenue 1100% in organic search and organic social In just 12 months. Now, I'm gonna preface this, and I always preface everything. Your mileage may vary. You might actually get more than what you think, you might get less, but also all depends on how you track stuff as well too. So I'm gonna tell you how I did it, I'm gonna tell you who I did it for and I'm gonna tell you kind of what you need to do for your facility and property management company to have this same success. Okay, so first of all, I did this for the company that I'm currently employed by, which is called RappMate. All right, so we do vehicle wraps on a national scale. So we wrap vehicles all over the country. So I'm not gonna go into detail about that, but we implemented an organic SEO strategy back in March of last year of 22, and then we implemented a organic social posting strategy back in March, april of 22,. Took a break, tried to do some more things, took a break, reassessed and then basically re-looked at it again at the beginning of this year and it's just taken off. So I'm still like mind blown. To be quite honest, it's not consistent every single month, but we're seeing numbers that I've never seen in my life. It's pretty insane to see some of these numbers. So, anyways, let's kind of discuss this. So let's kind of break it down into both of them 1100%, it was roughly almost 500%, and what was it? Hold on a second, sorry, it was almost 500% for organic search and almost 650% for organic social. As far as the revenue that we generated, I'm not gonna tell you exactly what revenue we made back then and then what we're making now from it, and I can disclose that, but I will tell you that is the percentage growth that we did. So, when it comes to organic search, I would say that one of the reasons why we were able to really kind of grow that number high really and at one point it even capped out in May at a really high number that would probably make this almost at 1,000% for one month. Kids, you know what I'm saying this? Okay, I'm looking at the numbers as we speak and it would probably be into that. So let's think about this.
Speaker 1:The first thing is that you've gotta have some sort of posting strategy. So you've gotta be posting on a regular basis, week over week, month over month, and so you gotta be posting blogs, and it has to be rich content. When I say rich content, it has to be things that is information-based, that's information-rich, that people are gonna sit there and wanna listen to and I'm sorry not listen to, but wanna read, learn more about, click, that sort of stuff. You can't just have chat, gpt, write something and then you slap that onto your page and expect it to rank immediately. Okay. So that is the wrong way of doing this. What you can do, and what you should do, is you need to have a game plan, and I've got several episodes that teach you on how to write SEO content, and you just gotta go back into episodes from last year, maybe some even this year, but I've got tons of episodes that tell you on how to write blogs, how to write SEO-rich content, how to get ranked and actually get to the first page of Google, like things that I've done for other companies, like how to do all these things, and, honestly, you can do this for yourself. So I'm just gonna give you a quick tidbit of how quick overview of how to do this.
Speaker 1:You're going to do some research on what people are searching for for your facility or property company. So, for instance, if you're located in, let's say, the South and you only do work in Florida, georgia, tennessee, alabama, and that's kind of it, like that's all you do, right, and your facility company is called, like, the Southeast Facility Services Company or something like that, southeast Facility Services, let's just call it that, all right, then what you're going to do is you're gonna start thinking about okay, I'm in the Southeast, have we service these states? Where are some problem areas that are always going? On Florida, there's always issues with HVAC, okay, and then a lot of those states probably all have issues with HVAC. And then every now and then there's gonna be those cold snaps that take place. And then maybe there's like other things that you might wanna look at, like if you guys do HVAC, like you look at your different services, like, oh, you offer plumbing, okay, then you look into that. Or you offer, like you know, pavement and repaving and concrete services, then you can look into creating content for that. Where I'm getting to is that you've gotta start thinking about the content from a way of like the services that you offer. So make a list of all the services that you offer in the region, or if it's national, if you're all over the country, then that's fine too. But make a list of all the services that you offer and then find Things that people are typing, and you can use Google search, just literally typing in words for those services, okay, and just see what pops up from Google, because what they'll do is they'll send, they'll give you some stuff and then, at the very bottom you scroll down, they'll give you all the search intents as well too.
Speaker 1:You know you could people also search for this, and people also search for this, and people also search for this. And you keep doing that and you start thinking about okay, this is a great topic to use, or I can write about this, oh, this is a really good idea. And then what you could also do is you can find and you can use this like Google console to help you with this, and you can also use Google AdWords to do this as well too. But if you have Google console installed into your website, then you can see what the queries that people are typing in that might find your site, like, like the impression of like, then finding your site, but they don't click on your site. So like, you show up in the search results but you may be very, very low and you can be like oh, wow, a lot of people are typing for this kind of stuff. I show up in the queries but I'm so I'm ranked so low they're not going to click on me. I should probably start writing content around this, so you keep doing those sort of things.
Speaker 1:I did this for a facility company for like facility management certification or something like that, or facility manager certification maybe it was facility manager certifications or like top facility manager certifications or something like that where they they basically they rank number one. Now, okay, you can figure out who the company was after you do a few few searches. So, with that said, what what you want to do is is that you are gonna make a list of like keywords and it's not just a word, it's like a phrase that people are typing in for your services, so like, break it out. So if you offer five services so let's say HVC, plumbing, handyman, electrical and roofing, let's just say those five if you have five services, then you're gonna type in like for like handyman, like how to hire a commercial handyman contractor, or tips to tips to like see tips to preventative maintenance for your HVC systems in Florida. You know something like that like you're gonna kind of start thinking about like how your facility manager thinks on how they find stuff and you start finding like these phrases, and then you'll you'll see like, oh, people search for this, and then you can use those key words as ideas. You could also go into Google Google AdWords or Google Ads is what they call it now and you can use their keyword finder and and just Google this. You can watch YouTube videos to help you with this.
Speaker 1:And then you can type in like key words like so, like, if it's HVAC or you want to use commercial HVAC so you don't get, you know, stuck with a residential, because you'll never, you'll never rank, but you want to do commercial HVAC. And then what you'll start doing is that you'll start seeing like other suggestions, like or a commercial HVAC in Florida, and like, oh, interesting, there's not a lot of competition for this commercial HVAC in in Alabama, commercial HVAC. And then you start thinking about commercial HVAC in Alabama for preventative maintenance or or, you know, for RTUs or something like that. Like you start, you know, start kind of putting these words together and you start finding like these phrases. You're like, wow, there's like ten key words I can have written for commercial HVAC, so that's gonna be one piece that you'll start using each one, and so then you'll write a blog for each of those key words of those ten, those, those ten keywords, and so essentially, you'll have ten pieces of content and you repeat the process for, like, plumbing and electric, electrician or electrical and roofing and handyman. You could do that process and you might come out with like ten, you might come out with five, you might come out with eight, but whatever the case is that you come out with that, the goal is that you do something for each one of those services that you offer, and so this is what I did for one of the companies that I was doing some SEO work for is that we basically took one keyword for one of the services that they offer, we made a landing page out of that and then we then wrote content around some of those keywords and we would point things in different directions, etc.
Speaker 1:So that is a very, very good strategy to implement, and so this is what we did at Ratmate is, we essentially had an agency come up with the keywords for us and then we had them and I approved the keywords. I was like, okay, this makes sense, this makes sense, this makes sense. And then we had them write the that, the actual blog content, and then I would review it. I actually know they write the outline of the blog content like, okay, yes, I like this, like this, like this, and then they would then write the content. And then, as they wrote the content, they would start sending links to different pages of our website, and so that was kind of the strategy that we implemented and then so I would have them write batches and then, once we no longer use the agency, I just managed the whole thing.
Speaker 1:So I had a strategy and how I did it. I just explained it to you very simple. We have a spreadsheet okay, this is a keyword that we need to write content for. This is a structure, how we gonna do this. So what we'll do is like this keyword is gonna be, you know, roofing, commercial roofing, for instance, and then I, you know, would basically come up with a title and then subtitles.
Speaker 1:Now, with chat GPT, you can actually leverage chat GPT to give you an outline of how you want this thing to be, look to look like. I mean, you're gonna have to figure out the prompts, but you're gonna say something along the lines of like hey, chat GPT, pretend that you're a world-class expert in writing SEO content and blogs. You know, and I'm gonna be using, I want you to use commercial roofing in Florida and I want you to give me a title, subtitles, I want you to give me a meta description. I want you to give me a title tag and this is the keyword and like and give me an outline of what the of what the blog could be about, and then they can give you an outline and then you can use that and then you can give that outline to a content writer and say, hey, this is the outline that I need written now. Can you start writing on this? And then they'll start writing it and they'll probably charge you 75 bucks, a hundred bucks, 200 bucks, depending on how good of a writer you're. You're looking to hire and you can find these writers on like, on a fiverr, or you can find them on what's the other one that I use all the time up work. You know there's others and you could also use chat GPT.
Speaker 1:If you end up using chat GPT to write your content again, don't just slap the content onto your blog, go in there and then massage it. Make sure the content makes sense and it flows a certain way, and that's how you would actually write. Like you know, sometimes they write chat GPT writes in a way that's like this makes no fucking sense and so you're gonna have to go in there and rewrite it and rethink about it. So use that as an outline and if you use chat GPT, make sure you proofread it and then you add your own tone to it, you add your own style to it, like that's what you're trying to do. So you do that for each keyword that you're trying to rank for and then you publish on a weekly basis, or you publish on a bi-weekly basis, ideally weekly at the very least. I mean at the very the very least is probably one or two times a month, but ideally you're publishing once a week, okay, and so this is why you do all this research ahead of time.
Speaker 1:And then, once you have all this content written, and then you just start putting them into into your blog and then you schedule the blog like so if you're using WordPress, you can schedule these blogs into infinity, essentially. So you would schedule like save. You have like 12 blogs pre-written and you're submitting and you're posting them every two weeks, bi-weekly, then you would have essentially 24 blogs. That would get you through almost halfway through the year, and so that's a great start. Right there and take a drink really quick, sorry. So what I'm saying here is that that strategy alone was one of the reasons why we were able to grow our organic surge revenue by almost 500% and even, one month, by probably over a thousand percent, and it's exactly what this strategy I just explained to you. So it's about posting regularly content that people care about.
Speaker 1:Now the next thing you're going to do and this is also what I did at Ratmate is then old blogs that you've written. You're going to go back to those old blogs and you're going to update them. And so you're going to update the old blogs and you're going to make sure that the content is relevant. So maybe you take the content and you just copy it all, you put it into JattGPT and you say, hey, pretend you're an SEO expert, rewrite this content so that it's fresh and up to date, and so they're going to take elements of what you already have and then they're going to add a few new things in there. Doing that is going to get the search engines to come back and crawl your site again, and when they do that then you've got like stuff that's working correctly.
Speaker 1:The other thing that I did is I went in and updated all the alt tags because there's a lot of images that had no alt tag. An alt tag is basically where if an image shows up broken which happens sometimes on websites then there's going to be a little box with like an X or a question mark or something. But then that box is going to have a description and a lot of times the description is like image12769.jpg and it's because no one updated it. And the alt tag is there for people that have learning disabilities and so they may not be able to like the computer could read, like it could be reading it to you and then it'd be like image broken and then it would tell you what the image alt tag is. And so if you have like the alt tag is like image12769.jpg, it's going to be that. But then if you describe what the image is like image of man changing or working on RTU unit you know or not RTU, but RTU in Florida and then that could be like someone that's blind. They can't see it. They're like, oh, it's a do this working on an RTU in Florida? Okay, that makes sense, and it keeps reading the blog and whatever.
Speaker 1:You need to update the alt tags with keywords that you're trying to rank for. That's one. And then you also want to update the image file name as well, too. This is something that most people miss as well, too, because the image file name is going to be like you know, image12762.jpg. Update that image to a keyword that you're trying to rank for. So it might be like RT or like commercialHVACinFloridajpg or like commercialHVACinFlorida-01.jpg, something like that, because that's like a keyword that you're trying to rank for, for instance. So you use the keyword, not like this entire phrase, but like a keyword that you're trying to rank for, and then you use that as your image file.
Speaker 1:Okay, so you said you're going to change the image file name. Okay, that's something else that I did. And then I also went in and updated a bunch of the title tags to make sure that they were correct and they had our, the SEO keyword that we were trying to go after, and they also updated the meta description. That's what you see in the search below the blue whenever you're searching for something that the description in your searches like for each of those links that you click on, that's the meta description. I updated those as well too, and I did this for a bunch of blogs. And so I did this for a big reason, because I knew that by updating this we would have more traffic for our search engine or for Google to come back and start seeing what's going on.
Speaker 1:So that alone posting weekly and I can tell you right now we have not posted new content in almost one year. I would say it's like 10 months. We've not posted new content, and it's hurting us. I'll tell you right now that I'll be the first one to tell you that. I know for a fact that it's hurting us. But, with that said, I know that updating old content to make it relevant is even it's more about, not more about. It was just as valuable as writing new content, and that's what I was doing at the beginning of the year, middle of this year, and then I'll go back and start updating some more content here shortly again as well too, especially after seeing some of these numbers.
Speaker 1:You do that if you post content on a weekly, bi-weekly, at the very minimum monthly. But if you post content on a weekly basis and you're updating your blogs and you're making sure that the old tags are updated correctly and the image files are updated correctly, the tag, the title tags are updated correctly with the key where that you're going after and the meta descriptions updated correctly with the key where that you're going after, then I can tell you right now, in about 12 months, you should be able to start seeing some of the stuff, start growing your traffic to your blog, to your website, and then eventually you should start seeing not just traffic growth but like revenue growth as well too. Now again, this is not going to happen overnight. It's going to take time.
Speaker 1:We started this strategy back in March, april, and we weren't seeing a ton of traction. And I know at one point our CEO is like is this even worth it? I'm like it's totally worth it, man. Like you just got to give it time and then you look at it like and then you don't look at it for a while and then you look at it now. You're like holy shit. So that's how we did it for organic search. It's that simple. It's nothing groundbreaking, it's honestly just consistency. That's all it is Okay.
Speaker 1:Now for organic social. This is how it was done previously, before I became the CMO of the company. Basically, it was whenever Jeff, who was our at the time director of marketing, would have time to make posts on Instagram or Facebook, and it was just whenever he had a moment. He'd just like post this and post that, and then there'd be like two months nothing and then three weeks nothing, and then a week nothing, and then like four or five days in a row. It was just very inconsistent and sporadic, how most people probably post. So that was that's a big no-no. So, again, you need to create consistency.
Speaker 1:So what I did is like okay, there's this gal that has a course. I can tell you what the course is called. Give me one second, hold on, let me find it in the computer. Where is it? Where is it? Oh man, I don't remember. Her course is organic acquisition. It should be in here.
Speaker 1:Ah, rachel Miller. There we go. Her name is Rachel Miller. All you're gonna do is you're gonna Google Rachel Miller social media posting. Just Google that and you'll find her course. The course is like $27, $37. It's like really nominal.
Speaker 1:And so what she does is she gives you an outline on how you can write essentially 300 posts in a year. It's like legit outline, like on a spreadsheet or on a piece of paper. If you wanna do it, it'd be a giant piece of paper. Put it on a spreadsheet and then it gives you like categories and topics and then like what you would be posting for like each of these things, and then you know what you would post. It's really cool, like it's very well thought out, very well how it's planned out and stuff like that.
Speaker 1:Like honestly, I should probably be taking the time to do this for my own personal posting. It's just a matter of me like taking a Sunday and just be like, all right, fuck it, I'm just gonna crank out four hours of just doing this. So what I did for Ratmate was I decided to use the same strategy and so we created categories and then we created topics. So the first go around. I kind of let my director of marketing take this and he did a pretty decent job. At the beginning I was like, okay, this is good, and it was just 100 posts and we were just gonna evaluate to see how it did, and we were getting more traction, like we were getting more impressions. We were getting some more followers and stuff like that and we were getting a little bit of sales here and there, but at the end of the 100 days, essentially just shy of just over three months, I mean it was like, nothing like it could have been better, it could have been better executed.
Speaker 1:There's things that I feel like Jeff missed the boat on, but I was like, all right, I'm just gonna let him run with this. And then there are things that I think, just in general, we missed the boat on as a strategy and I'm not trying to throw him under the bus by any means, because ultimately this falls on me because I'm the CMO, it's my problem. But what I'm getting is that is like we were trying something new. So there are some things I'm like, okay, I'm gonna go this and see what happens. And there's other things I'm like, fuck, I should have gone with my instinct and do something different or whatever. And it is what it is. But we were again testing to see what this was gonna yield us, and so what it told us is that as we're posting more actively on social, we are getting more activity. So we were getting more impressions and more reach and we're getting more followers and slowly seeing some revenue come in from it. We're like, huh, that's kind of interesting. And then it went back to like being kind of sporadic. So I wanna say that we launched this like in either April or May, I feel like. And then so that took us through, like, let's say, it was April, so May, june, july, it took us to like the beginning to middle of August, I believe. And so after that we just kind of like put it back in the back burner where we weren't really posting much.
Speaker 1:And then I realized I'm like we gotta do something, dude, we gotta rethink this whole thing again. So this was in the midst of, like, our director of marketing he was about to leave and so I'm like, okay, I'll rethink this next year. So then I rethought it the following year, basically 2023, I use the same formula that Rachel Miller gives us. And then I recreated new categories and I recreated new topics. And then what I also did is I implemented new videos. So I took all of our customer stories and then I chopped up the customer stories into snippets of 10, 15, 20, 30 second videos that would highlight something. Maybe it was highlighting a customer experience, maybe it was them recommending us, maybe it was whatever it was, it was something, it was an experience that was going on, and so that ended up giving us like roughly 75 videos. I'm like, man, this is pretty tight.
Speaker 1:And then the other piece is then we started, like rethinking about the content within what we were writing. So then I would you know, I was writing some of these pieces of content very short, sweet to the point, and this was me before using any of chat GPT Cause again, not that I didn't trust it at the time, it was just like all right, I'm in the middle of this. I'm not going to implement a new tool to figure this out, I'm just going to run with what I got going on right now. So I basically use the outline where, every other day, there would be a post of either an image or a video, and an image would highlight maybe one of our wraps, or talk about the value about getting a vehicle wrap, or it'd be like hey, this small wrap right here that you see is worth 12, is starting at 1250, or this full wrap is starting at you know, $4,000, whatever it is. And we would go through like different things, we'd say like and like, here's a customer testimonial, and then we'd also have videos, and so we would kind of share these things. And then we were going after like hashtags as well too, and then we would post on all social platforms, knowing that Instagram and Facebook were going to be our two big ones.
Speaker 1:Okay, so then, basically, I wrote content and all the content was the same. So I didn't change anything. What was posted in Twitter was the same thing on Facebook, which was the same thing on Instagram, which was the same thing on LinkedIn, all the way across. I did this on purpose, just to kind of see how it was all going to work out, get this so far. So we did that and then we wrote out all the content. We had about 200 or so posts that were all prewritten. We tied a post with an image or a post with a video. We loaded all the images and all the videos into HubSpot. We put everything into a spreadsheet and then we did a bulk upload into HubSpot. And then this took me a few times to get it right because HubSpot wants it in a certain way. So I got it all done in a certain way and then HubSpot finally took it in and then it scheduled everything Like I had it all like in the spreadsheet tells you how to have everything set up Like this is for this channel and posting on this day, at this time, and this is what the content is going to be and this is where it's going to pull the image or the video from like all the way across, and it just did that for all the posts Doing that strategy was launched the end of January, like January 30th or something like that, and it ran through the middle of August. That's when it ended.
Speaker 1:That started getting us a ton of traction, like insane. And when I say insane, like eventually we were getting like you know, at first it was like four or five likes here and there, and then it was like 10, 15. And then like a bunch of shares, comments, and then people calling us or people listening, or getting a call from our sales team and say, hey, I'm on your Facebook page, I want you to wrap my card like this, and so they would. And they were talking about, like you know, what we had on Facebook or on Instagram, and they were relating to those things. I'm like man, this is nuts. And this goes on on a daily basis, even today. So we did that. And then we were growing our followers, we were growing our impressions Like more. So I would I think I was doing some, you know, research. Our followers have grown by like. I want to say like 50 to 100%, like in like five months. Okay, I mean, I think last month we had on Instagram over 300 followers, which is insane, if you ask me.
Speaker 1:And so this posting strategy, this cadence of posting every single day, and this took time. This took me, like to edit the videos and then get the right images that I wanted, it took about a week. And then to like, do the posting, like strategy, get everything written and then put into spreadsheets, that took about another half a week. It was about a week and a half process. It was grueling and but it was well worth it. And so we reimplemented the same strategy in the middle of this month. This right now is the end of August, so we relaunched it the middle of August and we retweet certain things. We re-approached it.
Speaker 1:I have a podcast I launched recently. I don't know which episode because it's not well, if you're listening to this episode right now, it is not launched yet. If you're listening to this episode or let me rephrase that, if you're listening to this episode right now, it is already launched, but I'm recording this episode, so in batches that I don't know what episode it is, because right now has not launched at the moment that I'm at right now, if that makes sense. Ok, so where I'm getting to is that we realize that the posting strategy worked. We realized that the video cadence and the image cadence worked. We realized several things Now that, right, there was one of the other reasons why we were able to increase our revenue for Organics Social by I don't know what. Did I say? 450%, 640%, something like that, I forget.
Speaker 1:Now one more thing we run ads. We run a lot of ads. Most of our budget sits in Facebook, with a little bit of our budget in Google. So this time last year we were spending about 75% 60% on Google and about 25% or 40% on Facebook, and we started flipping that money into Facebook more because data was revealing that we were getting more better quality leads on Facebook. And then by the end of the year of 22, we were putting about 75% into Facebook and 25% into Google, and that kind of stood true through the beginning of this year, where we were putting more money into Facebook, and then we went almost more full tilt into Facebook. This the past two months where I took budget away from Google, where now we only run one ad on Google and it's a brand ad. That's all it is, and then the rest of the budget is sitting in Facebook and did this on purpose. So now I don't like putting all of our budget into one place, but that's just kind of how we're doing it right now until we get some things mapped out.
Speaker 1:Anyways, the fact that we're running ads is helping, because what's happening is that people are seeing the ad. They may not click it, but they go to our Facebook page. And then they look at our Facebook page and they're like oh, that's interesting. And then they go from there. They might click on the ad, they might go back to the ad and they click on the ad and go to our website. Or they go to Googlecom type in ratmatecom, go to our website, or they see the ad, they click the ad, they don't opt in, they go back, they go to the Facebook page, they look at that, they go back and then they go to the website. They've already been cookied and so we have traction on that.
Speaker 1:So Facebook sees that we're running a ton of ads, we're spending a ton of money in there, and so what they're doing now is they're like OK, you're running all these ads, we're going to give you a little bit more juice, if you will, on your organic social. Well, what that's doing is that it's getting people to start going into different channels to find us different ways, like the buying journey is never straight, and so they see our ad and then, all of a sudden, they see maybe one of our they like our page or something like that, or they like our ad and they don't do anything. And then they see something from one of our posts that shows up in their feed. So they click into the feed and then they start seeing all of our stuff and then they actually end up becoming a lead by going through our website. It's stuff like that. Anyways, what we've seen is that as we increase our ad spend and Facebook social, we get more leads in organic social like a ton more, and so what we're also seeing is that we're getting more quality leads that are closing at a very high clipping rate pretty crazy. And so the same thing goes on with Google search. Now, mind you what this is. What's really interesting is that the past two months we actually have flow word. We have flow word, our Google search volume of paid on there, but because all the efforts that we put into actual organic on Google, it's still seen pretty steady.
Speaker 1:So where I guess I'm trying to get to in all of this is that by implementing a posting strategy, by implementing for both social and for, you know, search, so you know blog posts and then like, posting on LinkedIn for you, whatever, and running ads okay, that will get traffic to your site is going to help you so you might wanna consider running Facebook ads and then posting right on Facebook. Again, I know that your audience is probably not always gonna be on Facebook, but there's ways in how you can work this. If you have a list with good email addresses that are valid and you have like over, I think, a thousand of them, you can upload that list into Facebook and then start running ads to those people Like. This is a great strategy to do, and then you can start building that out. But if you don't have any of this all mapped out, this is where I would start, excuse me. I would start with posting blogs on a bi-weekly basis at the bare minimum, or on a monthly basis, a very, very bare minimum. If you can do that, then try to go bi-weekly, but ideally you wanna go weekly, but posting blog posts on a weekly basis would be ideal, right? So you do that, get into that cadence. It's good.
Speaker 1:And then you start doing the same thing for social posts. You start kinda creating the framework using Rachel Miller's guide and you start having this framework of posting 100 posts and then you evaluate everything after 100 posts and that's gonna get you through a quarter essentially. And then you rethink everything, like okay, this made sense, this didn't make sense. And you just keep doing that over and over and over again. And then you have these things going independently. That's when you start thinking about running paid social on this or paid search, so running PPC ads on Google or running paid ads on Facebook or Instagram or LinkedIn. Again, you have to determine where your audience is gonna be, and so you use your establishment that you've been doing for this organic stuff and then you kinda piggyback off of like that's kinda doing its thing and now we're gonna put some actual marketing dollars in this area. And then, over six to 12 months I would probably say more on the 12 month side you're gonna start seeing revenue growth.
Speaker 1:Now, the key thing here is that you need to make sure that you're tracking this. Now, if you're using Salesforce, that might be an option. I don't know if Salesforce has any kind of attribution software, like we use HubSpot and so we have like the HubSpot, like Pixel, whatever cookie thing. And so when people come in, like it essentially says, like this person came in through this. Now I'll tell you this. It is not 100% accurate, like I bang my head half the time because of the junk that I sometimes get out of it, but it's not 100% accurate and that's fine, it is what it is. However, it is enough accurate to tell you okay, I can make future bets in this channel because I'm getting more leads in here, I'm getting more customers here, I'm getting more revenue here.
Speaker 1:So don't use it as your end all be all kind of thing, but use it as a way to make better decisions for where you're gonna put your efforts and attention. So, for us, we use it, we evaluate it, like okay, this makes sense, and we start seeing like all right, when we pulled this lever, three things happened over here. That's really interesting. Now what happens if we let go of this lever? And then three things break over here Like huh, okay, don't do that again. Let's pull this lever here, these three things, you know, do this and let's, you know, yank this other lever this way and see what happens this way, and we continue to do that until we find the formula.
Speaker 1:And so HubSpot is gonna help you track where these people are coming in. Like this person came in through direct traffic where they literally typed in you know your websitecom okay, and that's great. Okay, they're going to Google, they're typing it in and that's good for them. Others are gonna do it from, like, clicking on the ad or whatever. But what's nice about how HubSpot does this is that they can tell you how they're coming in and for the most part, it's accurate and you can see what's happening. You're like, okay, this makes sense, and you can start kind of drawing lines to different things. Like this is generating this much revenue. Huh, I wonder, if I put more, how it's gonna turn out and you just keep doing that over and over and over again.
Speaker 2:So that's kind of how I did it Like.
Speaker 1:This is a very long podcast, very in depth. Did not expect this to be going at this length, to be quite honest, but you know it is what it is. So, with that said, I hope this was helpful. I hope that you kind of looked at it and you're like man, this actually kind of makes sense, like this. This leads me down the right path to understand, like, how to handle organic and following this. Like I would almost say that you could increase your, your revenue by a thousand percent in 12 months, 18 months, if you did it like, fully executed it correctly.
Speaker 1:And the key word here is fully execute, like. If you half-ass this shit, you can't expect a full ass of like a thousand percent ROI like not going to happen. So don't half-ass it like. Map out the plan and just just build it out from there and, as you map it out, execute upon the plan, cause everyone has got great ideas and good intentions, but no one cares until it's, until it has to be executed. And so when you execute it, you can truly, truly put like it's where the rubber meets the road and you can really see, like what is working, what's not, but executed a hundred percent Okay, and so this strategy it should yield a big return and it becomes where, eventually, you can have this kind of like almost in a system or framework, where then you hire a marketing coordinator and be like all right, listen, this is our framework.
Speaker 1:You are going to build upon this framework. Your entire job is to post blogs, post social content, reply to content and engage with people and find ways and how you can expand our brand on a daily basis, not like whenever you have time. Like this is you do this daily and you're finding ways and how to post, you know, blogs on a weekly basis, like you do, and this is a framework you follow. Here you go, you do that and you invest. Say, like you know I don't know someone making $50,000 a year to be your marketing coordinator or marketing strategist. It's gonna yield you big returns. Okay, you may not get a crap ton of leads, but like if one of those leads that you get gets you a $250,000 ROI, like because that's the contract that they signed, was it worth hiring that marketing strategist or marketing coordinator at 50K a year? Fuck yeah, it was you just 5X to what your investment was. Now try to get them to be more efficient and see what they can do on making things better, and then do this more for like another six to 12 months and see what happens. All of a sudden, you start getting like you know a handful of these that are a quarter million dollar contracts. Next to you know, this thing's pumping out a million dollars in one channel on organic. You see what I'm saying Like this is for real. This could truly truly happen. Okay, like this is not like a fluke kind of thing. Like this can truly truly happen. So that's what I'm trying to kind of express and share is that this is an opportunity that I think could help any facility or property management company. But this is how I did it. I've done this exact same strategy in different variations for facility management. Okay, and now, right now, for the company that I'm CMOing at for right now, and you do this, you should see results. All right. So let me know if you have any questions.
Speaker 1:Three things that I ask in my podcast. Number one please give us a five star review on it, either Spotify or Apple. Podcast. Number two please connect with me on LinkedIn. Tell me what was your favorite podcast. Hope, this is one of them. Actually, this was a really good one, or like what would you like me to actually cover? And then, number three please share this podcast. The biggest compliment that you could ever give me is you sharing this podcast with somebody else. Like that would be huge. So if you can do that for me, that'd be great. Other than that, have a wonderful day and I'll talk to you later. All right, guys, thanks for taking a listen to our facility management marketing podcast Secrets. This is your host, javier Lozano Jr. One other ask I've got for you guys is to subscribe to our email list.
Speaker 2:You can go to boldermediasolutionscom slash email and that way you can get updates on some marketing trends that I'm seeing, some strategies that I'm executing and, more importantly, we'll be actually launching some webinars and training that's gonna help your company use marketing strategies to essentially grow your business.
Speaker 1:We'll be doing some training, offering some courses, that sort of stuff, so you can always unsubscribe to that email list.
Speaker 2:It's no big deal, it's not gonna hurt my feelings. This is more for facility managers. I'm sure facility management companies that want to grow their business by using marketing All right guys thanks a lot and have a great one.
