Transcript
That’s the biggest mistake that most businesses make. They don’t pay attention to having a funnel that develops relationships.
Joining me now is Chin Gregory, founder and CEO of the CGM Group. Chin works with businesses, helping them to increase their revenue through social media marketing. This is Chin’s first time speaking at Ungagged, and he’s going to be sharing his tips for doubling your revenue in 12 months, just using social media. Thanks for joining us today.
Great to be here.
What’s the most valuable thing you’ve learned about social media marketing?
Wow. Yeah. The most valuable thing I’ve learned about social media marketing is that it’s social. I think it’s funny that we say that, but what I saw a lot of time was that, even I’d made this mistake, we’d go into social media and we treat it like any other business platform. When in actual fact, it’s a place where people are being social, people sharing pictures about their family, they’re checking out what their friends have been doing that, seeing what celebrities are doing, they’re going there being social. Understanding that that’s how that platform and how those platforms operate, that allowed a business strategy to be a lot more specific to that nature. Everyone’s being social. So entering that environment with a more social mindset about how we were going to present our business and present our client’s businesses, that’s definitely the most important thing.
How does Instagram advertising differ from the other social channels?
All right. Instagram advertising, because Instagram, first of all, structurally, it’s different because for an ad, you can only have two minutes long and for the feed, you can only have 60 seconds long. You’ve got to be very, very specific and quick and get attention very quickly. Instagram’s kind of noisy. There’s a lot of stuff going on Instagram. There’s a lot of different people vying for your client’s attention and for your customer’s attention. Instagram differs where your content has to be better. Instagram is one of those places where your content can’t be boring because it’d be drowned out so quickly. As with other advertising platforms where you can be a lot more direct response, almost like making a sale, Instagram, you have to join the conversation. You’ve got to make the content so much more valuable and useful to the audience, not just something that’s sending. In that sense, it’s pretty different to the other platforms because on other platforms you can get away with just selling. Whereas Instagram, you definitely have to be a lot more valuable, a lot more useful and have content that’s just fun and engaging.
Yeah. I suspect being authentic is incredibly important there, especially.
Yeah. Authenticity is so much so important because our BS meters are so high now. The internet has been around for long enough, social media has been around. Markets are way more mature, so people can tell, they can fish stuff out. And so it’s very important that businesses are authentic, but not just authentic, but pay attention to what the context is. And once [inaudible 00:02:43] to that context, they’re going to be a lot more successful with it.
What kind of mistakes do you see businesses making with their social media strategies?
Well, I made a joke about it and I call it the creepy business strategy. The creepy business strategy is essentially saying, “Well, here’s my business. Here’s how great we are, buy our stuff.” That’s the biggest mistake that most businesses make. They don’t pay attention to having a funnel that develops relationships. The interesting thing is that once you build out a funnel, which is how you take strangers and turn them into clients, once you build out a funnel that actually develops relationships, even though it takes a bit more time, your advertising costs go down and your conversions go up. That’s one of the big keys of how we increase revenue over the 12 months is actually developing a relationship. The creepy business funnel I call it, is where it’s just like, here’s the audience, here’s my ad, buy my stuff. That’s a huge mistake.
Why do you think social media is such a powerful tool?
Because it levels the playing field. Social media essentially has created an environment where the barriers to communicate with anybody we want have gone. Before this, I’ve been a digital marketer, I’ve been in marketer for a very long time. And every industry, there’s always some type of barrier, whether it was in the industry we work a lot in, which is high ticket, high net worth. The barrier was, you’d have to advertise in magazines they read, or you’d have to advertise, send stuff to their homes. Now social media has removed all those barriers. It doesn’t matter who you are trying to target. If I have a phone, social media, you can get through to them with their phone. It just opens up the entire world and it just gives us as a business, so much opportunity to do so many cool things and talk to our consumers and talk to our clients in ways that just weren’t possible before.
Yeah. It is so much one-to-one now. Yeah. What made you want to speak at Ungagged?
What I liked about Ungagged is that I liked the level of fact that it was intermediate to advanced group and just the very nature of Ungagged meant that I could kind of be really free. I speak a lot of conferences where they’re like, “Well, you’ve got to keep it like this, or you can’t say anything about this or these are our sponsors, so be careful.” The whole essence of, “Look dude, just get on that, give your best stuff. Talk however you want.” That was so liberating for me. I was like, this is perfect. I got into business because … Well, I got into marketing because as a business owner myself, I struggled to get clients and so digital marketing, it meant control because it meant that I could get clients whenever I wanted. I got into business to share that and help other businesses do the same thing. Being able to come to an event like this and speak about the exact strategy that we use, the exact strategy that we use for our clients, it was liberating. That definitely was what got my attention about Ungagged.
Well, fantastic having you here. Thank you so much.
Thank you very much.
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