Simple Content/Media Plan For Local Business Owners

SUMMARY KEYWORDS

customers, business, content, provide, publish, originate, local, marketing, create, reviews, repurpose, stories, regular basis, people, cornerstone, framework, utilize, media, document, nature, simple media plan, content media plan,

Speakers: Jesse Razo

00:09 – The Local Legend Marketing Method

All right, guys, it’s Friday morning. Hopefully, you’re ready for your dose of local marketing. My name is Jesse Razo. And, I’m the lead designer at RazoRSharp Networks. I’m super excited to be with you today and talking with you about our legends, media planning blueprint. A simple-to-follow framework or you can originate a simple media plan about the work that you do. Also, the customers you serve and inevitably attracting your dream customers. The goal is to provide you a simple framework where you can originate media on a regular basis every day. It’s just really a shift in the way that you think about your business. And how everything that you do can help you promote or market your business to your prospective clients.

Our Goal is a Simple Media Plan

This is volume two. It’s an expansion of earlier training where I talked about our media planning blueprint and how to implement that strategy. Well, I’m going to give you some practical steps that you can take. If you’re not subscribed to our local marketing toolkit, you can implement these strategies yourself. Of course, we want to make sure that you’re out there growing your business week to week. We’re not providing just more information, but helping you transform your business over time. And helping you build your business week to week. So that’s our goal. Of course, we’re going to do a quick Q&A at the end of the presentation. If you’re watching this on YouTube, go ahead and set up notifications. Either you’re in local business, service, or trade professional and looking for strategies, tools, and tactics.

And, you want to grow, launch or scale your organization every week. We will help you with the latest and greatest information on local marketing. So, we’re super excited about having you as part of our community. Then, go ahead and subscribe to our YouTube channel. If you’re watching this on one of our social media platforms, in regards to content, look at the description. You’ll see some important links on what to do next. And how to get resources. Think about this as a simple media plan.

03:14 – How To Setup Notifications For Future Training

Let me jump right into the local legends a simple media plan, how to engage, excite and educate your dream customers. If you haven’t done, go ahead and set up notifications for our weekly training. Text MONDAYKO, or Monday kickoff to 7072291221 and we’ll get you set up on our notification list. So that, don’t miss a single training.

03:38 – Success Lies In A Simple Step-By-Step Framework

I’m going to dive into our local legend marketing methodology. Our proven simple five-step process to launch, grows, or scales any local business. It starts off with client targeting, of course, offers creation and offers evolutions. Let’s talk about the legendary media planning blueprint. It’s specific on how to educate, engage and excite more of your dream customers. What framework looks like and how you can utilize this. I always look for signs every week in regards to what type of content that I should place. To be honest, we had a ton of training where I was onboarding new customers. And the majority of them are wondering what to do in order to grow their organization. There’s a lot of stuff behind the scenes in regards to automation, offers creation, and setting up your environment. One thing you can do is start creating media around the three pillars.

04:59 – We Drive Transformation Not Information

Now, Anthony Robbins says it best. Again, we’re not just interested in giving more information, what we want to do is provide you a framework. So that you can start transforming your business, think about it, there’s so much information out there. Many people talk about different strategies and everything like that. But the reality is that all the information in the world won’t empower you to make changes within your business. If you want to make a massive change, you have to set yourself up to win. Set yourself up with processes that allow you to consistently grow and consistently produce the real results that you want. Transformation is what we’re focused on, not more information. And we have our transformation framework where we found that this works most effectively.

05:45 – The RSN Transformational Framework

That’s why we build our business around this every single week. We do our MONDAYKO call and our Friday wrap-up call because we want to immerse you in an environment. And, It gives the information you need to grow your organization, weekly, and we want you to execute on those. We provide accountability inside of the products and services that we provide so that you’re executing on a regular basis. Repetition and consistency are probably the major contributors to success in regard to sales, marketing, and other business activity. So I’ll go there for you and create an environment. Anthony Robbins says “Take uncomfortable actions, set-up an accountability system and a process that propels you towards your goals”. Find mentors to shorten timelines compress those timeframes because time is the most valuable asset that we have.

That’s the transformation framework that we work for our clients and everybody that we talk to in regards to training. So if you’re interested in transforming your organization then this is the framework that you should follow because it’s proven. I actually got this from Anthony Robbins, I think, as you can tell, I am a fan.

07:15 – How I Got Started & What I Learned Along The Way

So let me talk with you a little bit about me, I’m a lead designer on RazoRSharp Networks. I love local marketing and the strategies that help grow your local businesses. And, I love working with nonprofits in my local community and around the country. You know, sewing into your local community is a good way to spend your time. Of course, you live there; you work there, so it’s definitely a good way to spend your effort and energy. I think, local businesses, entrepreneurs are the key to our success here in the United States and around the world. And without the local business, entrepreneurs, and nonprofits it would be a dark and dismal place full of corporations. So we love to sew into those small businesses and, service trade professionals.

For people that are looking to grow their organizations. That might not have deep pockets, the revenue in order to invest a tremendous amount of monies. But, those that have dreams to grow their organizations, that’s who we love to work with. Of course, I have three beautiful girls who keep me busy every single day. I’m constantly running and gunning. Sorry, my day starts at four o’clock and it ends at about 8:30. Don’t get me wrong, I go to bed early. But that’s because I work hard every day to make a difference. So, in 2001 I started my journey got out of the military. I was in the Navy prior to that used to fly with the Navy hunting submarines all around the Atlantic. In 2001 Believe it or not, was the first year that I got my first computer.

5 StarsbyChristopher Jacob

5 StarsbyNew Image Dent Repair

5 StarsbyGeorge Cain

5 StarsbyDave Razo

All About Jesse Razo

I bought a computer because I got involved in marketing and marketing technologies. And I needed a thick computer to work off, so I bought my first computer in 2001. But then in 2001 and 2009, I was working for other people. And doing marketing, marketing technologies, voice broadcasting, email marketing and, things of that nature. We’re trying to be at the leading edge in regards to marketing and marketing technologies. In 2009, I found myself where I didn’t have any projects under my belt or anything lined up. So I started RazoRSharp Networks back in 2009. And between 2009 and 2019 had a tremendous run and built up RazoRSharp Networks. In 2019, I had a business partner that I separated. As a result, I lost a tremendous amount of revenue as do relationships when we break up. So it was an incredible lesson a blast, seeing what it does.

Prior to 2019, we are heavily involved in helping the nonprofits sector. And to put together their online presence outline strategies in order to do fundraising and providing consultative services. You know, from a business infrastructure and service provider side of 2019. I actually got an opportunity to reposition ourselves and kind of double down on local marketing. I had some local marketing customers prior to 2019. But 2019 is the time I started to notice what was working and what wasn’t in regards to local marketing. And I had a lot of experience prior to that. But again, that crash, that separation was the opportunity to kind of reposition and restart my business. In 2020, we all know what happened with COVID. What happened again was a large chunk of my customers were local business owners.

A Unique Perspective – simple media plan

And they stopped spending money on promoting their business online or advertising and things of that nature. So we took another big hit in 2019 and 2020 we’re challenging years, but it has incredible blessings and lessons. Because it gave me a unique perspective, in regards to what companies were growing. And what companies were going the way of the warrior or the dodo bird and becoming extinct. What I found out during this time. Companies are diversified their product or offerings, in what we call the three pillars of a business and marketing. These days, they had a product or service offering as a local business that e-commerce plays.

And they sold apparel or some other type of professional service online, and they had a membership site. These were the three core areas that were successful all through COVID. And Instead of just having one, they had three revenue streams. I actually saw these companies double during COVID. One of the things that we talk about with all of our clients is diversifying your income and revenue streams. If you’re a local service and have e-commerce plays, you may not have to think thought about it. You can move your business online. And you have expertise that you can package and sell online over and over again. So, that’s one thing that we talk about with our clients is diversifying your revenue stream. Creating multiple streams of revenue, based on what it is that you’re doing on a daily basis.

12:51 – Social Media Syndication Not Publication

Let’s get into our legendary media planning blueprint. It’s a simple media plan and it’s about how to engage, excite and educate your prospective customers. But before that, we got to do some back story regarding the different ways to publish content into social media. And one way is through stories, you’ve got shorts, got reels, YouTube shorts, and, you got Instagram rails. All kinds of ways that can publish stories or short-form content definitely, it’s the things that you do regularly. It’s not one of those things that are going to be easy to pick up because it is a habit. One is uncomfortable for a lot of our customers in publishing stories around the work that they’re doing. But some good ideas with stories are the fact that you can utilize Customer Testimonials and publish customer experiences.

You can publish the processes that you’re going through before and after inside your stories on a daily basis. It’s a kind of documenting the process of your customer lifecycle. In providing stories, of course, stories are short-form content. They only live between one to three days. Your engagement and others are determined by the algorithm within the social media channel that you’re publishing. But, they are really great ways in order to raise visibility around what it is that you’re doing. Now, from stories, we go into posts. And posts are a little bit more long-form stories generally, or pictures with captions. But pictures with some type of short catchy hook posts. And you’ll have a little bit more written content on it as your simple media plan.

Originating Cornerstone content – Simple Media Plan

You might publish multiple pictures or stream some videos together and provide a little bit long longer-form content. But those are the middle of the road when we can’t when we’re talking about posts. And, these have a little bit longer life on. What we recommend in publishing posts is anywhere between one to three times per week. Now, in stories, it’s one to three times per day posts one to three times per week. Then, we shoot with everybody to get them to publish some type of long-form Cornerstone content. And, that shows the story of what they’re doing and the value that they provide to the marketplace. At least, one time per week and the reason we do this is Cornerstone content can actually be repurposed. I’m going to talk with you about how to repurpose your Cornerstone content, and actually create multiple stories around it.

Creating Asset, Publish, Optimize, Repurpose, and Republish

Because Cornerstone content originates on your website, in a form of blog posts, social media stories, shorts, and reels. Things like that are all engaged and published on social media. But, with Cornerstone content, we actually create an asset, publish it and optimize it within your website. So, it can rank from a search engine then we syndicate that into social media in the form of posts. And, you actually get the ability to repurpose, republish that content on a regular basis. Now, what people think is that, oh, man, this is a lot of work. But the reality of it is if you flip this upside down. And, start with Cornerstone content that tells the story of the value that you’re providing to your dream customer. You can repurpose that, and provide multiple posts, mobile stories, videos, shorts, or reels.

And, you can originate that from your Cornerstone content as a simple media plan. So, if you’re not a regular poster then, that’s a great place to start in order to take action today. And, in regards to educating, engaging, and exciting your dream customer I’m going to get a bit deeper into that.

17:15 – Create An Environment Where All Roads Lead To You!!

This is going to create an environment where all roads lead to you because hopefully, you’re communicating your unique process. And, you’re communicating your product or service in the value that you provide in the marketplace. If you haven’t built a brand yet where you’re focused on building out who you are in your marketplace. And, carving your niche within your marketplace moreover, look at some training in regards to offer creation and media plan. Then, you actually create branding around your company and your process that’s unique and exciting in solving your customer’s problems. Once, you get a niche that you serve a process or product you want to promote, originating media is easier. For example, the local legends media planning blueprint that’s unique to us. You know, there’s a lot of media planning training, a simple media plan.

A simple Media Plan: Originating Your Media content

But there’s only one local legend marketing methodology, there’s only one legend media planning blueprint. So, all those are branding around RazoRSharp Networks and the work that we do with our clients, regularly. And, we’re building that brand, we’re producing media around that brand. We also, originate media on a regular basis in the form of long-form content. This is an example of that we’re recording this presentation in regards to long-form content. Once we record this presentation, we will publish it on YouTube, as far as training, and transcribe it utilizing otter. And with that transcription, we can create blog posts on our website. We can repurpose it, rewrite that information, create multiple contents, and take the important segments out of this video. And we can create shorts, repurpose and syndicate them into social media.

In regards to posts and stories, there’s a lot of different ways that we can utilize this content. This is in regards to building a brand, around marketing methodology and a simple media plan around everything that we do. Also, in regards to client targeting, offer evolution, and media planning all five steps are incredibly powerful. So, it creates an environment where all roads lead to you.

20:16 – Media Shapes People Perception, We Create The Media

When you start thinking about it will realize that media shapes people’s perception, right. So what you put out there on a regular basis is going to shape their perception. And let me tell you a story behind this when we brought on our first client about 11 years ago. They’re selling head to head with everybody else but, they actually had competitors in their local market and surrounding market. And they were selling the same product and or service as everybody else in the market. Therefore it’s very challenging to differentiate who they were and who they were targeting. So, when we initially started working with them, above all, we got very clear about who we wanted to target. And we started to create media around those specific people. We also started documenting the work that they were doing for those people when they brought them on board.

Attract More Customer Though Media Plan

We started to document that process and the customer’s experience in regards to the delivery of products or services. And what this did is all the media was being shaped around their dream customer. So, as people began to search for this customer of ours online had to begin to search for them. They were publishing all this content around attracting their dream customers. Over time, they began to sell up the market, to get fewer customers at higher ticket items. They began to find customers that were more concerned about the quality of their work and not the price. And, that’s what we set out to do because we understand that media shapes people’s perceptions. But what most of us don’t understand is we create the media. So, we create the perception in the marketplace.

And, as soon as we get clear about exactly who it is that we want to attract to our business. We can create a simple media plan every time we do business with that person. We’re going to use and spotlight those unique opportunities when we do business with people and our dream customers. We create stories around, create posts, and Cornerstone content so that we’re attracting those people on a regular basis.

22:58 – Creating Media Around the “Three Pillars”

Again, these are the three pillars that we recommend for all of our clients and everybody. There are three simple steps or free frameworks that you can follow in regards to generate and originate content. The work that you do is incredibly valuable. Be documented on a regular basis, so that you can demonstrate the value to the marketplace. Make sure that you can communicate the value that you provide to the marketplace very simply and easily. And, the best way to do that is to document the work that you do. In regards to product reviews, do it before and after opportunities, do it with video, and with images. And there’s one of the industries out there that is really skyrocketing right now. It’s actually disrupting the auto body repair industry in paintless dent repair. And what they’ve done is what I’ve seen them do better than anybody else.

It’s because everybody started to follow the crowd. But, in order to displace the auto body industry is they provide a superior product. However, if you build the best mousetrap people are not going to beat a path to your door. They have a better mousetrap, but they do better than the auto body industry, Auto Body Shop collision repair industry. And everything like that is they document the work that they’re doing. They do before and after videos before and after pictures, they do customer review videos and things like that. So that’s step two. And, the three-pillar framework is making sure that you document your customer reviews, get video reviews on a regular basis. Get reviews written on your business pages and directories. We do a ton of training when it comes to reviews and the power of reviews.

Why Reviews is So Important?

And, from what we’ve seen over and over, we believe that the more reviews, the easier your business gets. The reality of it is it reduces the amount of friction and provides social proof. It gives you the opportunity to differentiate yourself in the marketplace. If you do have a similar product to others, providers and think about how people consume services these days. It’s 95 to 97%, based on Google. Google article that I read 95 to 97% of people starts their buying decisions online. And if you think about it, how do you start your buying decision? What do you do? Well, first and foremost, we use proximity rights to find providers near us in the marketplace. And then once we find a provider in the marketplace, we’re looking at reviews. Who’s got the most reviews? Are they five-star, four-star, one-star, or Three-star? What are their reviews?

How frequent are they? And, how recent are those reviews? What we’ll do from there is we’ll go take a look at their website. And, if they have additional reviews on their website, they have video reviews that help support our buying decision. What it does is reduces the friction, and it makes us feel like there’s not as much risk. It’s a risk reversal process. It instantly builds trust and credibility. But, there’s not as much risk doing the business with a company that does good business. so it reverses the risk. And it also provides social proof. So we get that mob mentality, we go out there with those reviews. And we utilize those to make buying decisions. Well, if we originate content regularly to our customers, it creates the perception of who we are to do business.

Document The Work That You Do

Lastly, it’s educating our dream customers, and the way that you do this is real simple. In addition, in documenting the work you do and the customers. Think about something that we should be originating that might not be around the work or the customers? And, we start with a lot of clients is like with FAQs, (frequently asked questions). You know, Facebook, YouTube, and Google. The vast majority, I can’t remember the percentage. I think it was 70 to 80% of people are searching how-to on YouTube. Similarly, take a look, do a search on Google for a product and or service, or ask a question. And there’s a new section on the first page of Google, which is just to answer questions. For example, how much does paintless dent repair cost?. Or, can I repair the collision with paintless dent repair? Something like that.

Just ask a question. And, you’ll see a section right in the middle of the page with the answer to that question. From about five different locations, so FAQs are a fantastic way to start. You can publish them on your website, do things of that nature. Other things may be doing a price variation, video, and, why does your price differ? However, if you don’t have one price, maybe you do quotes or provide pricing based on the damage. Also, private provide pricing based on the different types of services you provide? Providing video content, images, and a breakdown of price variations will set expectations. So that, customers actually buy your product and service can be incredibly powerful. You can also originate videos and content around your process. And, the sales process helps streamline that meaning on the front end.

Generate, Originate Quotes and Streamline Process

Maybe you want to provide their details and I keep referring to the paintless dent repair industry. It’s because we have a lot of customers in the PDR industry automotive hail repair and in collision repair. But, the other thing is how to get a quote. I’m doing a really nice video around how to generate, originated quotes and how to streamline the quote process. And it can be incredibly powerful. This can help educate your dream customer. And, streamline your sales process, and it can give you more edge education-based marketing. Now, education-based marketing originates around your process and how you solve people’s problems. And, how you can streamline that process and do it better than your competition. Also, there’s always content that you can originate regardless if it’s in the post or short-form content.

In regards to Cornerstone content, and really creating a nicely produced piece that you can publish on your website. Create an asset that will pay you today as well into perpetuity. So let’s jump into these and get a little bit more to our simple media plan.

29:42 – Pillar #1 – The Work That You Do

I talked about this a little bit, but the work that you do definitely documents that on regular basis. And, documents it from the point of why does your audience care right? What’s the value that you’re providing to the marketplace? What differentiates your product or service from other service providers? And refer back to the paintless dent repair industry at first. I saw so many people that were published before and after photos, and they were published before and after videos. But, in the video, they weren’t communicating the value associated with the work that was being done. It did demonstrate the quality and expertise, but it didn’t demonstrate the value. And what I mean by value is what problem do you solve right? With PDR it’s being able to repair that without fillers without paint.

It’s like having to deal with a rental car without the high cost of conventional bodywork. So, about the work that you’re doing, and you’re documenting PDR versus collision repair, there’s a lot of value there. And, you should be communicating that verbally or utilizing overlays and texts. It does demonstrate the quality and your expertise. Demonstrating that quality and expertise and publish it on your website. Syndicating it out into social media, that’s going to build consumer confidence around the work that you do.

31:18 – Pillar #2 – The Customer You Serve

Customers who serve document and your customer’s reaction is incredibly powerful. Again, we focus on this primarily as our customer re-engagement campaign. Reviews are one of the areas that we focus on our clients because they are so powerful. And, we can get a lot of low-hanging fruit if we go out there. Get customers’ reactions to the delivery of your product, service, and process. So, you want to sell for video reviews in every interaction, right? You want to sell for video reviews because that’s the top level of what it is you can get. At a minimum, get a written review. Inevitably, get feedback that gives you an idea if you’re on the right track or what you need to improve. And the reality of it is nothing sells like proof. Nothing sells as well as proof does.

So, visitors are 64 like more likely to convert after watching videos on your websites. That is to say, customer reviews have the highest effectiveness rating, among other forms of content and marketing. We talked about reviews in some of our other training and they could be used in your paid advertising. They can be used on your website to streamline the sales process. And, to reverse the risk, in order to reduce friction and provide social proof. It can also be utilized and repurpose in many different ways. So if you want to grow your organization, I would recommend that you start with customer review videos.

32:59 – Pillar #3 – Educating Your Dream Customer

And, let’s move along to education-based marketing around your dream customers. Whenever you’re originating, educating, smart marketing, talk to your customers, problem-solving is the hook to delivering your product or service. Whatever it is that hooks them in and communicates directly to their head and their heart. It has a primary promise and outcome result that’s going to transform their life. Just like, it communicates your process and how your unique mechanism delivers a primary promise. Todd Brown has a really fantastic program called the five marketing methodology which I love. It talks about your primary promise and how you can build a marketing campaign around that. Todd Brown, I would highly suggest you check online. He’s got a lot of really great content. But use the hero framework to create loads of Cornerstone content. And, what heroes stand for is hook empathy response.

The Over-Deliver

Then, over-deliver the hook in the first five to seven seconds. Empathy is communicating what it is that you do from the customer’s perspective. And, being able to relate to their pain and what they want to create. Your response is the process of your product or service and then how you’re going to over-deliver. On that, we always want to under-promise to over-deliver. So, if you deliver a really great product and or service make sure you over-deliver and provide some bonuses. In addition, they might not be expecting that you can provide what nobody else in the marketplace can provide. So, that’s what I have the simple-to-follow legends media planning blueprint around creating content on a regular basis. I give you this training because last week I onboarded two new clients and the question was the same. How do we get started today?

What should we be focused on? And the reality of it is its originating content around your media plan. If you don’t have a media plan, subscribe to the local marketing to get it. We will provide you a written media plan so that you can train your employees. If you’re a solopreneur but want to get some guidance then get signed up and we’ll get that media plan.

35:47 – Feedback Is The Key, Thank You In Advance

Now with all of our training feedback is the key. We appreciate your feedback. In the description of this video, there’s a link that you can provide feedback. It’s completely anonymous. Do me a favor, provide some feedback list one thing I did well, and two things I can improve on. And we can continue to provide the best content. If you’re a subscriber to our local marketing toolkit, you can access your blueprint worksheet in your project folder. If you need support, go ahead and originate a support request through support at RazoRSharp Networks.com. Setup notifications and join our Facebook group, local marketing hacks, and all the goods on our local marketing strategies. And all the tools that we utilize on a weekly basis go ahead and join that Facebook group.

It’s an exclusive group of a local company or local business owner service and trade professionals. And they’re committed to growth and focuses on marketing their business on a regular basis. So that’s all I have for you today. Hopefully, you had got some incredible value out of that. If you subscribed to the local marketing toolkit, we have some questions about media planning and how to originate content. Again, what we want to do is make sure that you’re focused on one piece of Cornerstone content weekly. And, let’s get you there, and then we start on posts, stories and make that all a reality for you. So, that’s all I have. Hopefully, we’ll talk with you real soon. But until then make today and every day a fantastic day.