Getting Big Results with Advertising, Content Marketing, and Connected TV. Plus the Winning Mindset for Sales and Marketing

Transcript

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Today we discuss how to get big results with advertising and why people sometimes create so much content for marketing but don't get any sales from it.

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And finally, how do you have the right mindset to win at sales and marketing?

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We have a great show today and an amazing guest to inspire us, deborah Bowers.

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Welcome to the show.

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Thank you, I'm so happy to be here.

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Why don't we start off by you taking a minute?

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or two to share a little bit about who you are and what you do.

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Okay, I am a native Oklahoman.

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I live in the central part of Oklahoma, a suburb of Oklahoma City, and I raised five kids here, and I really sacrificed a lot to do that I think a lot of women do and so I basically started over again and found myself in my 50s, and I'd like to tell you that I did that.

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I had this deep thought and did it, but I was thrust there by tragedy.

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But it forced me to re-examine what I was doing with my life, and I ended up starting my agency, hexagon Media, and then, about a little over a year later, we launched my podcast, deals with Heels, and so it's been a whirlwind since.

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My kids are all grown my oldest one is 30 and my youngest is 22.

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And so it's been fantastic finding myself again and getting back to what I really love doing the most, which is sales and marketing.

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Amazing.

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So you have almost 25 years of marketing experience, You're the CEO of your own advertising agency and you have a great podcast Deals with Heels.

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We're ready to be inspired.

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Why don't you share a story with us about some of the best marketing you've done, the marketing that you're the most proud of?

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Oddly enough I just had a recent campaign it's almost we have one week left in it and it's for a local client here.

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They are a swimming pool company.

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They build swimming pools, so it's really a big deal for them to be able to schedule out through the winter during their hot season, which is the summer.

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Once it starts getting back to school, people forget about the pool and all of that kind of stuff and it's not top of mind.

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So they really try to build that momentum and schedule as much as possible through the summer.

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And this particular pool company had been struggling with that and just really losing all of their business, all their momentum, because they would stop advertising in about July.

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And so I came on about the beginning of the business, all their momentum because they would stop advertising in about July.

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And so I came on about the beginning of the year and we put a plan in place and it involved a lot of different touch points.

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It involved some traditional ones we ran television commercials both on broadcast and on connected TV, so streaming television, both on broadcast and on connected TV, so streaming television.

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It involved digital that on some local broadcast stations, but also digital display and digital search ads and it had a lot of organic social media involved.

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We also did a promotion called Summer of Fun where they gave away pool stuff and got a lot of publicity for that, and that came with a little bit of outdoor and I really liked it for a couple of reasons.

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One we're booked all the way into the spring of next year, so it was highly effective for them, which is good and bad, because now they don't need you anymore Good problem to have.

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But to book them out that far on a fairly new company was really a big deal and I enjoyed working with it.

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I produced the television commercial and my client was in it at the end and it was really awesome.

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He was just like you want to pull, and so it was his face on everything.

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All the media tied together and it had really big results and exactly what we wanted to happen happened.

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I love when a plan comes together.

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And so that's what you do is you help your clients get big results with advertising right?

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We do.

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That is the majority of what I do.

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I do some sales coaching too, but I really feel like all marketing is sales, and some of my marketing peers will say, no, what about community involvement?

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What about?

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I was like, yeah, there's a reason we send that press release, isn't there Right?

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If we were just being philanthropic, we wouldn't send the press release.

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So we send the press release because we want publicity.

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And why do we want publicity?

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To get more sales.

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So it is sales.

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It's just selling in a softer voice, and so part of what I do is coach companies and people on how to make content that sells.

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There's a lot of content being made right now and none of it sells.

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So tying all of that in together is really important, and that cohesive message that ties into the sales funnel and through all of the media and consistency is how you get really big results.

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Why is it that some people produce so much content but it doesn't really help them sell?

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Because they don't have sales experience.

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And my industry has gotten very segmented.

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Our industry right.

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We have content creators, we have videographers, we have photographers, we have branding photographers, we have digital marketing companies, social media marketing companies, social media managed web developers they're all out there and, to the small business person, we all do the same thing.

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They don't really understand the difference and I commend a lot of those social media and content creating.

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They learned how to use CapCut over the shutdown and built big businesses from it.

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And I'm an entrepreneur and I'm like hell yeah, let's go.

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But at the end of the day, if you don't sell your products and services, you're going to go out of business and you don't have the privilege of making all of that content.

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So it's really important and a lot of the marketing professionals that are out there, or content people that are out there, don't have the marketing training or sales experience to be able to convert that.

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And it's really important that a small business owner pick that piece up themselves and really look at what they're doing and how is this going to get me business?

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And ask those questions, because you will know really quickly if they have a plan for actually selling and bringing in business or if they're just going to make content and it's not.

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That content isn't important, bringing eyeballs in is important.

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Is it the most important thing that you spend thousands of dollars doing?

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Absolutely not, and I think that there's just a misunderstanding that people think if they build it, they will come.

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If I make all this content, it's going to get sales and it just doesn't work that way.

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So when working with teams on content marketing, one of the things I've tried to do is set a goal.

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For example, if you have an ebook, try to get 10% of the people who download the ebook to take you up on an offer that you included in the ebook.

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So some percentage of the people consuming the content that's reasonable would take you up on an offer that you included in the ebook.

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Is that the sort of thing you're getting at in terms of including the sales and the marketing material?

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It is part of it.

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It is part of it, but also just building a campaign that starts with a hook right and then you have some bait to put on that hook and you've got just a few seconds to grab them before they're gone in a video.

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So if you're not starting with, do you want to lose weight?

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If you do, you really want to hear what this next video says.

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You really have to lure them in right To get them to even watch your content.

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But and then baiting it with an offer that's really important in sales content and to not really come across super hardcore selling.

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But really, if you think about your marketing, your media, your networking, all of the things that you do, if you think of it in terms of building demand for your products and services, branding when I first started out, it was demand building, then it became image building.

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We're building our image and now it's branding.

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It's the same thing Building demand for your products and your services and you as the preferred provider of those.

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That's really creative advertising.

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And then you have offer right, where you're telling them that it's for sale and how they can get it, and then you have direct response Come and get it right.

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Now it's on sale.

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Come get it.

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This is the best deal ever.

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And that cycle really flows through whether and it doesn't matter how you're delivering the message, whether you're doing it with organic content or you're doing it with paid advertising, social media, video, print, it doesn't matter If you follow that flow, then you're constantly filling that bucket and building demand.

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I think that's great.

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I love that book by Brendan Cain Hookpoint.

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So I totally agree having a hook to grab people.

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I think you have seven seconds with videos to grab people's attention before they just are on to the next video if you don't hook them.

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So I agree with that 100%.

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But one of the things you mentioned was the psychology of sales and marketing.

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Can you talk a little bit about what you've done in that area and what you've learned sales and marketing?

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Can?

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you talk a little bit about what you've done in that area and what you've learned.

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Years ago, like a couple of decades ago, I worked for a company that did some personality testing and every company does that stuff right.

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This one stuck with me and I've modified it as time has gone on and buying preferences have changed and we've really gotten more on recommendations, right.

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That's really important to people.

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Now this works for my friend.

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Is it going to work for me with all of the first person video all over TikTok and Reels and all of the things?

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So the psychology of sales is really understanding your buyer's personality and how they prefer to be communicated with buyers' personality and how they prefer to be communicated with it's.

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For example, if you're a thinker, right, there's a group of people that are thinkers.

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They have to have a lot of information.

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They want to really learn about it and digest it.

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It's more about figuring it all out than it is shopping around and looking for another deal.

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And if you can tell that you're dealing with a thinker, then you're never going to close them.

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Today they're not closable.

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You think they are because they're interested and they want information, but they will just let you keep giving it to them and it can be really frustrating if you identify them up front, you give them information, you put them on a drip campaign from your email campaign and you send them a little bit of information and three months later they come in, they're ready to buy and you didn't waste a ton of time and get discouraged so discouraging when you think you can get a sale and then it doesn't happen.

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The same is true for all of your marketing and advertising.

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If you put a campaign together and it doesn't get sales, it's really discouraging but it's important to adjust.

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But you can do marketing campaigns around those buying preferences as well and those buying emotions.

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People buy for fear reasons or for that feeling of I have to have the very next best thing, those early adapters.

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So, taking into account what your product and service is and what kind of emotions trigger people to buy it, and there'll be multiple ones and I would separate them and then you do separate types of content marketing to each of those and that's how I would do it.

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That's how I use the sales.

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I use a lot of sales psychology and sales coaching more than I do in media, but it's important in those macro large segments of the population and how they buy.

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So, moms, they have specific things that they buy and buying patterns for their family.

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What's the most important thing you teach people in sales coaching.

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There is nothing more important than mindset in all forms of sales.

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Sales is a transfer of enthusiasm.

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I'm so excited about being able to help people with this product and service and I want to tell it to you and that it that can't be duplicated, that can't be faked, that authenticity and you have to have that mindset when you come in.

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Sales can be discouraging.

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It can be exhilarating and exciting, but it's a lot of sometimes up and then down and up and down.

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And prospecting is hard too, especially cold calling.

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You get told no a lot, and so your mindset is key to everything.

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It helps you not get discouraged.

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It keeps you disciplined when no one's motivated every day, let's face it.

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So you have to have something to keep you going and for discipline, and there is nothing more important than mindset.

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I love that.

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Let me ask you a lot of people have said that advertising is getting tougher because it's getting more expensive, particularly on platforms like Google and Facebook and LinkedIn, particularly in the online advertising area.

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How can people get big results for advertising when the perception is that it's one of the more expensive ways to get clients?

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Let's face it, advert advertising isn't cheap, right, and like everything, it goes up with inflation as well.

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I think the most important thing is to spend your money efficiently.

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So if you're a business-to-business person like me, I work with other businesses.

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I don't really work with consumers, although consumers can refer business to me.

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I work with other businesses.

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I don't really work with consumers, although consumers can refer business to me.

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So it would be a horrible idea for me to spend a lot of paid ads on Facebook.

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It's just not the best place for business to business.

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So one, pick your platform appropriately and even if it's a platform you don't personally enjoy spending time on for example, nextdoor app just a bunch of people bitching on there but the feel type to me.

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But for a home, if you've got a home services business, then that's a great place to be and they're cheap.

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And so feeling around for which of the platforms is best for your target audience that you're trying to hit with that specific paid campaign is important, but also adding a lot of other things with it All of your organic content, networking, all of those touch points, people that get your business card or see your truck down the road with your logo on it.

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Those are important too.

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So having all of that cohesive and being together will help, because it allows those impressions to tie together right.

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Otherwise they don't know it's you.

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They don't get to count that if they can't see your logo on it.

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But that's the most important thing with advertising is eliminate as much of the impressions you're paying for from people that are never going to buy your product and services.

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So if you're targeting women, let's eliminate the men from the equation.

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Let's advertise on those platforms that have the majority of women on them and target the message towards that.

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That's the best way.

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I think that's great advice, and you said you did some connected TV advertising in your story for the swimming pool company.

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Is that an area that you often recommend that you've had success with?

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I haven't experimented very much with connected TV, but I'm interested with the streaming and connected TV.

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It seems like an interesting newer area of marketing an interesting, newer area of marketing, the thing that I like.

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I like a few things about connected TV.

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One, you're able to target it.

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So let's say, I only want to send television to this city and only the people that make over $300,000 a year and you can really get targeted on that audience and only they see your commercials on streaming TV.

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It's much more technologically advanced in that respect than traditional television commercials that just go all over the DMA and I may not want to go 100 miles away for a customer and there's a lot of people that don't, and so you can really target it towards that.

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A lot of people that don't, and so you can really target it towards that.

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And huge portions of the population right now don't have any kind of cable or satellite.

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They are all running on streaming services.

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So if you don't add connected TV in, then you're missing a huge portion of the population that only watch streaming TV, especially younger generation.

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They are really tied in to streaming TV.

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Even myself, I watch a ton of streaming TV.

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And so those programs that have commercials so who?

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All of them were starting to add commercials, right, even Netflix.

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And so those commercials that sometimes you can preempt and sometimes you can't.

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The ones you can pre preempt, are usually called pre-rolls.

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They come before something.

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It's not cannabis industry, all y'all out there saying the pre-roll, but connected TV is a great way to dip in to television advertising without having the huge expense of broadcast TV and to limit it to your audience.

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So it's more efficiently spent and I love it for those reasons.

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It's still expensive for advertising, but worth it if you can really target and get in those eyeballs.

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So I've been seeing this year in particular, a lot of the cable companies that were so strong over the last 30 years have been doing massive write-offs and layoffs, unfortunately, of people, because everyone has gone to streaming connected TV.

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So is cable dead?

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Are all the ad dollars from cable now going into connected TV and streaming?

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I'm going to say no connected TV and streaming.

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I'm going to say no and prerequisite by telling you my very first marketing job out of college was with a company called Multimedia Cablevision, and they were purchased by Cox Communications about a year after I left in this market.

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And so I you know.

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There were board meetings and meetings, management meetings we sent in being terrified of what's happening today, when they knew things like Netflix were coming, even if they were a decade away and I don't think it's dead, I think there's always going to be some, just like you still have people that listen to regular FM radio, but that population is definitely getting less and less.

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And I'll be honest, I can't tell you the last time I bought ads on cable.

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I have obviously done some broadcast campaigns, but I haven't done cable in a cool minute.

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So if there is somewhere that's struggling for ad revenue, that very well may be it.

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But also if you want to advertise in sporting events or any of those things that are on ESPN or Fox Sports, any of those types of programming, you're going to be best bet on cable.

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So there's always going to be a place for some of that and for regionally, I think cable sometimes is a good place to go.

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I don't have anybody that fits really in that has that big of a budget to spend on big sports packages.

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Those kinds of things I think are always going to be cable driven and until eventually I guess it can all.

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I mean, I was at my daughter and son-in-law's.

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They had YouTube TV and he had four games going during college football at the same time up on their TV, and so that was pretty exciting to be able to see, and I hadn't done that yet.

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So I think it'll be interesting to see how things evolve.

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I think on the content side, it's also a challenge for the cable networks because producing the content is so expensive for everybody, including the streaming companies.

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So it's hard if you don't have the ad revenue to afford to create a lot of the great content.

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But there's probably some industries like sports is a great example where it still makes sense.

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But it's going to be interesting to see how that really evolves.

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Let me ask you about your podcast Deals with Heels.

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It's about entrepreneurs, women entrepreneurs, and the challenges they face.

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Talk to us a little bit about the podcast and about that.

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The podcast is officially Deals with Heels, where female entrepreneurs thrive, and we deal a lot with entrepreneurism and the things it takes to be successful.

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We do delve a lot into female empowerment and the things that we struggle with as female entrepreneurs and, historically, how those things have evolved, and we talk a lot about mindset and personal growth and how important it is to success, and so we have a lot of male listeners too, but all of our content is delivered by women and there is definitely a female element to it that the issues that we discuss are always how it relates to us as women, but we love it.

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We've had some great guests.

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We're in the middle of season two, and so we're really excited about it.

00:22:22.454 --> 00:22:34.375
We have had some great sales and marketing guests this season, some that dealt with sales psychology that we talked about, and some that dealt with, like content-based SEO, which is a little bit different.

00:22:34.375 --> 00:22:38.567
So things that I'm really passionate about sales and marketing.

00:22:38.567 --> 00:22:40.555
We got to get a lot of that in too.

00:22:42.286 --> 00:22:42.807
That's awesome.

00:22:42.807 --> 00:22:58.934
One of the things I love about podcasting is you can serve all of these great verticals and niches that people really need, so I think that's a great resource for female entrepreneurs and founders, who need that kind of inspiration.

00:22:58.934 --> 00:23:04.872
I encourage everyone to check that out, and you also have an e-book where people can.

00:23:04.872 --> 00:23:09.440
If they've liked some of the insights in this episode, they can get a copy of that.

00:23:09.440 --> 00:23:10.890
Talk about that for a little bit.

00:23:11.664 --> 00:23:31.816
The e-book is Five Steps to Having a Mindset for Success is Five Steps to Having a Mindset for Success and it's a quick version of the steps that I personally went through, not like with a guide, but that I just figured out and that really helped me turn my life around, and how it relates to business.

00:23:31.816 --> 00:23:40.394
It's available on my Hexagon Media website, hexagonmedianet, and I encourage everyone to check it out.

00:23:41.244 --> 00:23:41.546
Awesome.

00:23:41.546 --> 00:23:43.794
I will link to that in the show notes.

00:23:43.794 --> 00:23:48.537
Some people can get some visibility into what you learn from the School of Life.

00:23:50.086 --> 00:23:52.134
Exactly, that's exactly right.

00:23:52.134 --> 00:23:55.875
Unfortunately, you don't learn a lot with fun, do you?

00:23:58.625 --> 00:24:00.471
That's not usually the way it works out, unfortunately.

00:24:00.471 --> 00:24:01.295
You don't learn a lot with fun, do you?

00:24:01.295 --> 00:24:06.894
That's not usually the way it works out, unfortunately, but I think people can benefit from what you've learned, so I'll link that in the show notes so people can easily get to it.

00:24:06.894 --> 00:24:10.031
Thanks for being with us today, Debra, and sharing all these insights.

00:24:10.031 --> 00:24:11.154
We really appreciate it.

00:24:11.154 --> 00:24:12.217
Great to have you on the show.

00:24:12.217 --> 00:24:14.434
Thank you so much for having me.

00:24:14.526 --> 00:24:15.539
I had a great time.

Getting Big Results with Advertising, Content Marketing, and Connected TV. Plus the Winning Mindset for Sales and Marketing

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