Kim Walsh-Phillips – Direct Response Social Media
Kim has helped her clients bring in more than ONE BILLION DOLLARS by increasing revenue through direct response social media marketing. Kim is CEO of Elite Digital Group.
Her business focuses on producing campaigns that layers marketing channels, not solely focusing on digital. For Kim its results that count. It’s all about return on investment.
And she has a simple formula that she uses to get results…
Direct response + social media + full customer life cycle = results
She co-authored “No B.S. Guide to Direct Response Social Media Marketing” with Dan Kennedy. Kim also delivers the very popular daily podcast “Facebook Sales Strategies”. (The book is available on Amazon in UK http://amzn.to/2envalA or in the USA http://amzn.to/2dAXHyQ)
Dan Kennedy called Kim a “sane and rational voice in a cacophony of charlatans”.
Kim is married with 2 daughters and lives just outside New York City.
The Moment That Changed Kim’s Life
Up until the moment when Kim’s daughter was born, her business was living by hustling. To raise enough money for the cheques she had already sent out. Kim was dependent on whatever came in the mail that day in order to make payroll. It was living under constant stress. Constantly thinking was that going to be the week when everything falls apart.
When her daughter was born, she couldn’t go out and hustle. She needed to care for her daughter at home. Just then, her bank wrote to say they wouldn’t cover her payroll anymore. They weren’t going to allow Kim’s overdraft to be her funding source. Unfortunately, that’s all Kim had.
She knew she needed something better, and Kim is a woman of faith. At that time a friend gave her a book. It was Dan Kennedy’s No BS Direct Marketing for Non-Direct Marketing Businesses.
So, what changed? What is direct Response Social Media all about?
She discovered, she didn’t have to be the one to physically go out and hustle. She could use marketing as her hustle. She could use marketing to go out and get her new sales. She could use marketing to go into a new market. Or to position herself as the authority to get paid more.
She could use marketing so that when people sat with her for a sales conversation, they already knew what she could do for them, and how much she was going to charge. If new clients understood both those things, she would not have to convince, beg, plead or chase them to get them to work with her.
That book changed Kim’s life.
From that point forward, she was able to monetise hers and her team’s time to a profit level she had never experienced before.
Kim was handed that book by an accountability partner for about 15 years now. They meet fortnightly and go over their respective 14, 30, 60, 90 day goals. It keeps those things that are important moving forward. Not just urgent. When we don’t have accountability we tend to focus on just urgent.
The funny thing about the author of the Direct Marketing book, Dan Kennedy, hated social media. Hated it! Kim’s drive saw her apply Dan’s strategies to social media. The first message she got was on LinkedIn – they’d never met, but he’d seen her posts and blogs and wanted to talk to her about doing a marketing strategy. That was her first client she hadn’t first met at an event, networked, where she’d pitched. He came to Kim, willing to pay top dollar.
Her mantra became: Do things based on results and scale them accordingly
Her favourite quote is: In God We Trust, Everyone-else Bring Data!
Kim Repositioned Prospect Meetings
When Kim was introduced to Dan Kennedy and direct response. Her clients were local. They were used to seeing her. They were used to getting a whole lot of advice from Kim for free. When it came to paying her, the logic was payment wouldn’t be very much because here’s someone willing to give her expertise for free. So people would sit with Kim, get great value, and then it would not make sense for them to hire her services. They’d hire another firm to implement.
Kim concluded she needed to do a full 180-degree pivot. There wasn’t a small tweak she could do. She had to fully change it.
Her turnaround strategy included 5 things – one was to turn prospect meetings into prospective client interviews. Meaning that they weren’t just testing Kim, she would be testing them to see whether the relationship would make sense for us.
That is an ADULT to ADULT relationship. Not Child to Adult as often happens in prospecting.
Prior to the appointment, Kim gave her prospects a list of the questions she would ask them at the appointment, such as:
- Have you worked with an agency before?
- Do you have any frustrations?
- What are your concerns?
- What’s the number one we can do to say hiring us was the best decision?
- What’s the one thing we could do to say I have to fire them immediately
- What’s your budget?
This sets up the meeting to go smoothly. It also takes away the fear of the meeting, but forwarding those questions ahead of the meeting.
Kim has had people say they don’t want to answer the questions. Her response? No problem we are not going to meet then.
She also does expert positioning. Where someone requests a consult, they are never booked within the same week, they always have to wait at least 10 days out, because busy people get paid more.
Kim is never the one who talks to the prospect. You need to have an assistant. A really inexpensive service to do this, if you don’t have full time staff is https://www.fancyhands.com/ for $29.99 dollars per month you get 5 different tasks done for you.
Kim also sends her prospects what is called a ‘shock and awe’ package ahead of time. Before having a book, she would include newsletter articles, blog posts, a written note.
Then Kim self-published a book. She included that in her package. Now she has an Amazon book, which is great. That can be sent with Prime, gift wrapped, with a note from Kim. That provides an extra level of credibility prior to her meeting.
All of those changes have got better quality prospects, but have them pay her literally 10 X more than she used to get paid before.
This was all about 5 years ago. This is not just for newbies.
“If you continue down the same path, no matter how fast you run, how many hours you go for each day, you are going to reach the same destination.
The ONLY way you can reach someplace new is if you change your path.”
Direct response is when you are not just seeking to produce a ONE WAY MESSAGE, you are seeking the audience member to give you a RETURN RESPONSE. You are looking for an immediate action as a result of your marketing message. Like:
- Clicking on a link to read your blog post
- Registering for an upcoming seminar
- Clicking the ‘call now’ button to schedule an appointment
You want some measurable action in that moment from your audience member. That can be tracked and used to scale your marketing. And/or take that prospect through a series of marketing activities in order to turn them from a prospect to a client.
Kim applied direct response to social media. This singled Kim out. Kim saw many marketers doing social not effectively.
Any nominally cheap channel, you will find marketers using it incorrectly. Same for email. Free, quick.
Social is so visible. But you can sucked in. Social Media Examiner report that 87% of businesses on social media cannot even track results. Not that they are not getting results, they are not tracking them. Of the 13% who do track, only 20% of them see results.
In the same survey, over 90% of businesses said they were going to increase social media activity!!!
So what do you do? – The MOM system for direct response social media
M is for Magnetic
Magnetically attract exactly the customers you want to reach. Repel all others.
Start by answering the question for them: How do they answer this sentence…
“If I could just________________”
i.e. if I could just manage my company finances better
Then produce social media memes (an image, video, piece of text copied and spread by social media).
Use wordswag.co it is on iphone and android. It costs £3.99.
Makes the posts quickly, run them to your target market. Put out good organic posts. Organic reach is still viable if you are sharing good material. No-one would want to read your junk mail.
You share from your Facebook business page.
O is for OWN the contact.
Now get them OUT of Facebook. You don’t own the traffic, into your own fiefdom. So you can contact them again. In general, it takes at least 5 contacts to get someone to say yes.
O is OPT IN. It is a really valuable gift. So good that people will pay for it. But you’ll give it away for free.
Nobody wants MORE information, what they want is transformation (Dave Dee)
- Sample contract
- Whatever you think will resonate with your audience. Help them do their job quicker, better. A tool does this. You can even get the report written for you easily. Look up:
You now have something want and can opt-in to.
If there are 10 tips. Break it apart. Turn it into 10 social media posts. For the 9 other tips go to this website and simply boost the post.
Boosting posts used to be awful. Now it is very targeted. So the advice is changing. Use the improved targeting that Facebook has created in the past few months.
M is for Monetisation.
Facebook is simply a media channel. You have to sell. Have a system in place to turn that lead into a sale.
Kim advises to get your ducks in a row before you start. The number one mistake is people get leads but they aren’t doing anything with them. The fortune is in the follow up.
Keep your current sales process as it is NOW, but use the Facebook sales process to push people into having a conversation. Use FB as the traffic source to drive people into your existing sales process.
LinkedIn – great for authority positioning, but not for the mass market. Facebook is No 1 for that. SME marketing is best done via FB.
MOM – MUM/MAM is there a U. Understand, you need to know they are. Acquire the contact information!
Is there a universal truth about social media marketing? It’s just a channel. Unless you can track it, measure it, it is not going to work. Your marketing needs to be a market – message match with a direct response call to action that is time sensitive and gives them an incentive for something that’s going to make their life better.
How would Kim use direct response social media over the next 100 days?
Focus first on the “If I could just…” statement. Write a letter from your ideal client. Pull out all the pains they face.
Turn those pain points into 3 answers. Imagine giving advice to YOUR BEST FRIEND who had those pains, what would you tell them? That can become your 3 blog posts. Then use wordswag to create your posts. You can also use a tool https://www.leadpages.net/
Kim started with an expertise in FB. But she cautions FOLLOW THE MOM model! Take from pain point to customer for life at a high profit level that gives you the lifestyle you want.
Be the authority in your niche to get paid the most. You need to have a BOOK.
Like a podcast!
Kim used direct response social media strategies to sell the co-authored book on No BS Direct Response Social Media Marketing with Dan Kennedy and it became the bestselling No BS book. The book is available on Amazon in UK http://amzn.to/2envalA or in the USA http://amzn.to/2dAXHyQ)
Writing that first book. Self-publishing is the way to go. It is a part time job. Schedule 2 hours a day. Get a writing coach. Year of the Book publishing. http://yotbpress.com/authors/
A book needs to be 20,000 words.
Try Amazon’s CreateSpace programme: https://www.createspace.com/
500 copies of a 6”x9” book of 120 printed pages in full colour would cost £3,700…
Kim Walsh Phillips – Nuggets:
- No matter what anyone has told you before, is you have value and you deserve to be paid for it.
- Working harder is not the way to get there, you need to do something different.
- Seek advice from those who have done it. Unless you are willing to trade places with them, do not listen to them.
When you do FB ads, you need less than 20% text.
Google long tail searches – great for carpet cleaning, chiropractor. People in a state of intent to purchase. In any one time just 10% are ready to buy.
If you need intent to buy, Google Adwords is ideal.
Get free resources for your own direct response social media marketing: https://www.elitedigitalgroup.com/Professional/