What Expert Authority World™ is saying about the show:

  • Quality professionalism
    by VirtForce from United States

    I can’t say enough about how pristine and professional Mario is in his interviews. He truly wants his guests to have the best experience and recording possible. And not to mention he is fun and knows how to put people at ease in front of the camera.

  • How to conquer your limiting beliefs
    by Dave4syth from United States

    Listen to episode 103 an dlearn how to overcome your limiting beliefs. Great advice.

  • I can’t believe how much I learned in just one episode
    by AwesomeMontana from United States

    Mario is knowledgeable, curious and able to bring great guests that deliver value that every business needs to understand! Outstanding podcast!

  • Great content!
    by Cory Lee Leadership from United States

    Mario does a great job of providing relevant information and bringing on guests to share their expertise in a variety of fields. Highly recommend his podcast!

  • Fascinating interviews
    by Bill Ringle from United States

    Mario brings on accomplished guests and draws out their expertise and stories in a way that leaves me on the edge of my seat. Keep up the great work, Mario!

  • Love It!
    by Laura Moreno Cabanillas from India

    Loving this podcasts, an entrepreneur I really appreciate the energy and passion being shared to help us grow our business. Keep up the great work.

  • Boost my Amazon sales!
    by SurvivalDad from United States

    I tap Amazon as one of my sales channels and your interview with John Ghiorso was an eye-opener. Ignore at your own peril!

  • Great Podcast for Leaders
    by grice79 from United States

    So much great advice from great people. I especially liked the recent episode on upping your presentation game. Very helpful!!

  • Interesting and USEFUL
    by Banking On Music from United States

    I love being able to use the info provided by your interviewers to make my career more successful!

  • Love It!
    by LauraMore from United States

    I loved the Memorial Day episode, Mario! Thanks so much for creating this awesome podcast!

  • Memorial Day
    by Dave4syth from United States

    I really enjoyed the Memorial Day episode. It was a sincere and heart felt tribute to our veterans.

  • Flawless interview style
    by GninraeL14 from United States

    Mario makes everyone appear even more interesting to me. Great format and style!

  • Come here for value
    by Joshua User 202! from Canada

    Really appreciated this podcast for the raw, genuine interviews. Love it!

  • Crisp and interesting interviews
    by Joel Goobich from United States

    As someone who created one of the first podcasts dedicated to video marketing, I was very impressed by your recent episode about using video. Your interview style is crisp and interesting

  • If you are in business, this podcast needs to be on your playlist.
    by Macstephen1 from United States

    Mario has a great conversational style that helps his guests shine. This show is a must if you have an entrepreneurial spirit. It provides thought provoking content that will help any businessperson in their quest for success.

  • New Subscriber here and on your YouTube Channel
    by Angela Brown Oberer from United States

    Wow Mario you have a real knack for interviewing. You ask great questions and have a fun way of keeping the conversations lively and interesting. After listening to your episode with Owen Video I subscribed to your podcast and then I hunted you down on YouTube. High Five and great job!

  • Very Professional & Engaging Show!
    by Mitche Graf from United States

    Mario is extremely engaging and can hold your attention, and is a great interviewer! He has some great guests that really get into the details of running a successful business. Keep up the great work Mario!

  • Great Content
    by Pilar S. from United States

    Excellent! LOTS of advice from experts. The most recent episode talks about speaking–a must-listen for anyone who presents or is thinking about presenting.

  • Great content!
    by @Mentally_Strong from United States

    I really enjoy your podcast each time I listen. The content helps any entreprenur level up with they do. Keep it up and thanks for each episode.

  • Professional and Informative
    by Bruce at Mindfulness Mode from Canada

    Mario Fachini is an excellent interviewer and has terrific guests on the show. I highly recommend this podcast.

  • Great Podcast
    by Amber Fuhriman from United States

    I love the topic of this podcast. The episode with Tod Lindsay is super super helpful!!

  • Great find!
    by Reed Stiles from United States

    Great message and content. Stumbled upon this due to the cool logo, stayed for the content.

  • Great show and great host!
    by Laurapowers44 from United States

    Love what Mario offers! So glad he is doing his show and providing all this helpful info! Keep them coming!

  • Walks the walk
    by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to this!

  • Honest and authentic
    by Deano3622 from United Kingdom

    Wow, just come across this podcast. Mario is such an awesome guy. He comes across so honest and genuine. Loved the content. I honestly don’t know where you find the time?! Keep it up Mario, love how honest and real you are!

  • Walks the walk
    by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to the this!

  • Great and insightful!
    by Karty12345 from Australia

    I really enjoyed this podcast, so much relevant content. Thank you!

  • So much Value..!
    by Alex Dali Rizo from United States

    Great content, I really recommend this to any Entrepreneur looking to excel in their path, Mario brings topic experts to teach and inspire your day

  • Inspirational Intentional Information
    by 10Kforte from United States

    This podcast shares the stories from people that are doing whatever it takes to rise up and help others along the way. “What Are You Made Of” is one of the many messages shared on the podcast. There are so many takeaways that are applicable to anyone. I really enjoyed listening.

  • Wow!
    by Tyscoaching from Australia

    Just listened to the 'rescue site AED Program' episode! If you love epic stories and inspirational people, this is the podcast for you!

  • Motivation on Tap
    by AnthonyPGarcia from United States

    Mario brings on some of the most impactful entrepreneurs to hear from. He dives into the key performance factors of their business. He extracts information very well and keeps the show flowing very smoothly. Definitely a show to subscribe to!

  • Starting a Movement
    by JustMe2say from United States

    There are many areas of business and entrepreneurs have an opporunity to gain some insight with this podcast. Excellent interviews!

  • Great Podcast For Entrepreneurs!
    by The Big Game Hunter from United States

    Full of knowledgeable guests and useful information that will help you accomplish your goals in business and in life!

  • Mario Truly Care About His Guests
    by Podcast Junkies from United States

    Having met Mario and spent time with him at Podfest I can truly say that he is passionate about his show. He’s genuine and that clearly comes through in his own story and what he brings to every interview.

  • Put your thinking cap on!
    by Sergeson from United States

    This is probably one of the most information dense podcasts I’ve listened to in many moons. Each episode could easily be expanded out into 2 or 3 hours. Mario does a great job of asking the right questions to get his guests to reveal great tips, tricks and advice. Sure a lot of information can be applied to an entrepreneur but I found a lot of advice applicable to my personal life. This podcast is definitely worth my time to listen to and I’m looking forward to more episodes to come. Great job!

  • Relavant for anyone!
    by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Mario nails it!
    by Mickiezada from United States

    I've listened to Mario for a long time...his podcast is well produced, his guests are influencers and authentic authority, and chock full of insights and inspiration for entrepreneurs. Love it!

  • Mario is the real deal
    by jamesnewcomb.io from United States

    I’ve known Mario personally and professionally for over a year now. He is genuinely interested in helping people succeed, and consistently over delivers in his interactions and valuable advice with fellow entrepreneurs, podcasters, what have you. In this era of showmen who “give value” only if they think they’ll get something in return, Mario stands out as a man among men. Listen to his show and learn what true leadership and value in the marketplace mean.

  • Listening On My Entrepreneurial Journey
    by FromLisa2 from United States

    I was surprised when I stumbled over the servant leadership that shows up in these episodes. It's collaborative. It's focused on relationships with clients versus transactions. I especially enjoyed the episode on getting clients without "selling" because it's more about genuine relationship building.

  • A Gift
    by Lisa Vogt from United States

    Mario uses all his talents, gifts and abilities to produce this life affirming show. It's incredible that we are able to grow our abilities and develop our talents and gifts just through subscribing and listening. Thank you Mario!

  • This show is ON FIRE!
    by tibor.mindsethorizon from United States

    Love your show Mario! Your niche is close to mine but I focus more on mindset and manifestation in a business setting. I tuned into episode #103 with Karen Brown which is dope! Keep up the great work!

  • Entrepreneur Must Listen
    by HWoodwriter from United States

    If you’re an entrepreneur this is a must listen show. So many inside tips and thought processes behind moving your business forward. Mario does a great job with the guests by asking the right questions at the right time. He and his guests give the information you need to grow your business and leadership skills.

  • What a show!!
    by CWLuecke from United States

    Man, do I love interviews with world-changers! Mario does an excellent job gathering the cream of the crop for his show and giving insightful interviews. Check it out!

  • Loved it!
    by Seodrigo from United States

    This interview was very enjoyable. Mario brought on a wise guest by the name of Michael Lauria. I loved the interview and Michael's perspective on the topic. He had wonderful insights and around min 31, he hit something very profound. Excited to share what I learned today with others. Way to go!

  • Great listen
    by trinity3712 from United States

    Good listen. Great range of guests and topics. Something here is you keep listening will help you in many areas of life and leadership b

  • Great Knowledge!
    by Jon Vroman FRD from United States

    Great show Mario! So much valuable information in one episode!

  • Excellent show, very imformative!
    by Shaolin Soprano from United States

    Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!

  • Helpful Information!
    by The Medicare Nation from United States

    Love the valuable information on these episodes! Lots of tips & tricks for every Entrepreneur to use. Kudos Mario! Diane Daniels Host of Medicare Nation

  • Love Mario’s Attitude
    by marisaimon from United States

    Mario’s heart shines through his interviews, making these fun and positive, and the people he brings on offer such a wealth of knowledge.

  • Lots of Great Info!
    by DarlajPowell from United States

    Mario provides lots of great info and advice in this 7 day a week show.

  • Great Content!
    by LanceJohnson_ from United States

    Mario does a great job of share valuable information that every entrepreneur could use and apply to their journey. Great work! 🙂

  • Important information!
    by Allmenow from United States

    Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!

  • Difference-Maker
    by Unlimited Beliefs from United States

    Mario is a master at bringing out, shining a light on, and internalizing the difference-making mindset. His knowledge and experience and mission enable him to synthesize information into diamonds for all of us! What you want is accessible by taking in this show!

  • Excellent Information
    by Stallion golf from United States

    Great advice and information with a wonderful blend of topics! Loved the episode with the british healthcare professional and the ideas shared on how to make the industry better.

  • Motivating and valuable information
    by Calvin Javier from United States

    Great insight on mindset from business leaders and entrepreneurs making things happen. Definitely worth your attention. Will be listening and learning more!

  • Good information
    by FIRE NATION! from United States

    Engaging interview with a british health pro, I was surprised to hear the similarties and the application she has for making healthcare better

  • Greatness
    by MiaSportFanatic from United States

    Have had the chance to listen to one show so far but man, we should be paying for this information. Lots of greatness. Thanks for the heart to serve.

  • Listen to the experts - and thrive!
    by The Marketing Book Podcast from United States

    There's a lot of advice out there these days but, sadly, a lot (and I mean a LOT) of is from people with little to no expertise. That's not the case with this gem of a show. Listen to what the experts say and profit from the experience!

  • Show is amazing!
    by JohnnySwim32 from United States

    I love learning about mindset and how to master my thoughts. This show provide the tools!

  • Great show!
    by Jefferson_79 from United States

    Great information for all businesses.

  • Good value!
    by Audrey purplele from United States

    Great information that applies to any business! I really felt he provided value for my time.

  • Interesting Topic
    by Eric Oler from United States

    Interesting topic. Great interviews. Keep up the hard work!

  • Helpful Advice from Experts
    by ichuck2 from United States

    Mario talks to experts in a wide range of subject matters and asks good questions to pull out helpful advice.

  • What a great show!
    by Christopher List from United States

    Mario really brings out the best in his guests. The police dog trainer had such a great story. Can’t wait to hear more!

  • Great!!!
    by tommye w-c from United States

    Great podcast, awesome guests, incredible host!!!

  • Fun & informative
    by Saoirse Sky from United States

    Some people want something fun, others want something informative. This podcast gives you both!

  • Great show!
    by CJThomas6 from United States

    Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!

  • Great podcast
    by Rosie81200 from United States

    Great podcast! Love hearing about the guests’ journeys and what they learned from them.

  • Never Stop Learning!
    by Terri in Fairhope from United States

    Tune in to this great podcast and host! You're probably really good at what you do (top of your game...an Expert Authority), but there is always more to learn...streamline processes and gain more freedom in your life. It's not always about the bottom line. This one is worth a listen!

  • Amazing!
    by KatieBrooksIV from United States

    If you're looking for inspiration, tune in to listen to Mario and his top notch guests. I find that I am always much more motivated after listening to an episode of Expert Authority Effect!

  • Wonderful show!
    by @IV-Heather Tieben from United States

    Mario is a great host & puts on a wonderful show. The quality of his interview guests and entire production is impeccable, I couldn't recommend Expert Authority Effect more!

  • You Will Not Be Disappointed!
    by Composer 1853 from United States

    Mario does such a great job of engaging his guests from several different disciplines.

  • The hardest working man in Podcasting
    by EOFire.com from United States

    Mario brings the HEAT with real energy and FIRE...don't miss the meteoric rise of this show! ~ John Lee Dumas

  • Great interviews and guests!
    by Mel Good Karma from United States

    Thanks for hosting such great interview guests. Look forward to hearing more and kudos on so many a week and also videos!

  • Fantastic
    by Jason A. Duprat from United States

    Awesome podcast, going to be adding this one to my list. Interesting topics with great interviews, good sound quality.

  • Enjoying!
    by Slordan from United Kingdom

    Enjoy listening to Mario and how he opens up the conversations to ensure it’s as relevant to us as listeners!

  • Nice variety and interesting topics
    by emjgreen from United States

    Love the variety of topics presented here on this show. Looking forward to listening to more of Mario's show.

  • Super Mario
    by jamesnewcomb.io from United States

    Mario is the real deal and BRINGS IT to his own podcast and everywhere he interacts in the world. If honesty and vulnerability bother you, please move on to the next podcast.

  • Great Content! Great Interviews!
    by No BS Mompreneur from United States

    Wow! Really enjoy listening to all these fabulous expert authorities!! Lots of valuable take aways that I can implement into my life. I will continue to listen and share with others!! A+++

  • A great addition to build authority and create an impact
    by Cloris Kylie from United States

    A great addition to build authority and create an impact. Also, a different twist on the topic. Engaging. 5 stars!

  • Filled with motivation and ideas
    by Thomas O'Grady, PhD from United States

    Mario does a great job interviewing and pulling the stories behind people's stories or success. Good pleasant listen. If you are in a journey of your own, these episodes will give some things to bring into your on life.

  • spartancv
    by spartancv from United States

    Great job following your passion, your purpose and creating this podcast to help serve others! Keep up the excellent work.

  • This podcast is the bomb
    by Posturedoc from United States

    Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.

  • Wow - love the video show.
    by Thehighenergygirl from United States

    Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.

  • Motivating and Inspiring!
    by KatyJoyWells from United States

    Mario brings such enthusiasm to his shows and his content is fantastic. I’m always learning new things to implement or new ways to grow, thanks Mario!

  • What a great show!
    by Gene_HPLN from United States

    Awesome podcast! Mario brings great topic, great guests, and it is very easy to listen to. I definitely recommend for anybody interested in business success!

  • It's great
    by Ian Ryan from United States

    Just had a chance to check out your most recent episode appreciate the great insight! Great delivery from the host & can’t wait to dig into future content.

  • Love it!
    by Brendan @ Entrepreneurs&Coffee from United States

    I love that this interview podcast doesn't feature the same old folks that everybody has on their show. Keep it up, Mario!

  • Amazing!!!!
    by Lindsey Russo from United States

    This show is so impactful! Hearing from the experts and how they take authority in their space is so amazing. Looking forward to more episodes!

  • Learned what I didin't even know I needed
    by Camilla-Jean from United States

    Great info. I love the Q episode because I get just quic interst snippets that may get me thinking about where my business might go.

  • Fabulous Interviews!
    by Life&RelationshipCoach from United States

    Mario does a fantastic job interviewing really interesting and successful business people who explain how they got to where they are - tips you won't want to miss when your trying to grow your business! Keep up the great work Mario! Coach Riana Milne

  • A+ Show
    by Gisele_Oliveira from United States

    I love this show. It's so entertaining and I learn a lot from the interviews. I highly recommend this show if you want to level up his game as an authority.

  • Inspiration, transformation, success stories!
    by Chabo101 from United States

    The title of this review should just be enough but it is just more than that. Its life lessons, its listening to personal struggles and how they over came those struggles. Love to hear from people that change the world through their struggle and the lessons that i learn from them are just more than amazing. I love this.

  • Great interviews!
    by AlyciaDarby.com PodcastManager from United States

    These interviews are well done and his guests are prepared to give really specific insights and stratagies... great podcast, Mario!!

  • Inspiring story of courage
    by StrongHeart<3 from United States

    I love that she found gratitude in her circumstances. lorie is an inspiration

  • Powerful!
    by The Food Heals Podcast from United States

    Mario's interviews cover a variety of topics and provide great value in all areas of your life! Episode 15 discusses how change is temporary and transformation is permanent which was really powerful for me. I love this message! Thank you!

  • Great content!
    by Blakeob85 from United States

    Great answers to common questions many entrepreneurs have! Thanks Mario for sharing your and your guests' insight!

  • Real Actionable Tactics!
    by MattBMaverick from United States

    What I like about Mario's podcast is that he pulls out actionable tactics from his guests that we, the listeners, can actually use. Great show!

  • Great Listen!
    by Real Estate Investor from United States

    Mario and his guests provide useful techniques to succeed in any business venture. The interview style promotes learning through real life examples of his guests. Great listen!

  • Great interviews!
    by Matt B 1818 from United States

    Love hearing these interviews and learning from people who are top in their industry. Mario is a great host and is not afraid to share his emotion!

  • Love it
    by Duffash from United States

    I love hearing interviews of successful business women and taking away what I can learn from their journey. Mario is a great host! I have enjoyed what I have learned so far. Congrats on the launch of your new podcast!

  • Strong, professional, enthusiastic!
    by pm legs from Canada

    If you're looking for an interviewer who's going to take you to investigative places to help you be your best you, through your professional life, you'll love listening to Mario!

Listen To The Episode

Watch The Episode

Subscribe to EAInterviews

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Resources Mentioned

Business Book Checklist
Expert Authority Checklist

Books Mentioned

•  How to Win Friends and Influence People | Dale Carnegie

•  The Compound Effect | Darren Hardy

People Mentioned

3 Expert Authority Insights™ To Apply Now

  • Content almost becomes an amplifier for SEO.
  • It takes time but it’s manageable for anyone to create content on their expertise.
  • You have to take advertising and marketing seriously because your competitors are doing it.
  • If someone is asking me, “Where do I get started?” I always say, “The best is content.”

Sponsors

• Acorns: To learn how Acorns simple & easy investment account will help you create a compound interest snowball, visit: EAInterviews.com/Acorns !

What You’ll Learn In This Episode

**Click the time stamp to jump directly to that point in the episode.**

[1:11] We thank our sponsor, Acorns

[2:00] How Ryan started

  • Ballantine is a family owned business doing direct mail
  • Ryan started the digital vision of the company
  • Ryan wears multiple hats in the company

[3:26] Who are Ryan’s clients

  • Any kind of business
  • Businesses that don’t have a marketing person
  • Businesses that need help in marketing

[5:20] Combination of direct mail and digital

  • Mail can be uploaded on any social media platform
  • You can send direct mail and email

[7:29] Ryan’s remarketing strategy

  • Remarketing is part of every plan
  • Remarket on Google or social media platforms
  • People leave your site and you’re just surrounding them no matter where they go

[9:29] How to increase response rates

  • Have multiple touchpoints
  • Don’t rely on one channel
  • Social media, content, and paid search all work together

[10:45] Ryan’s tips

  • Create expert level content with minimal effort
  • Go back to old blog posts, especially ones that are doing very well
  • Give Google more of what it already likes
  • Keep the metadata the same

[14:22] What tools Ryan use

  • SEMrush
  • UberSuggests.io

[15:41] Ryan’s success story

  • An iron door manufacturer had nothing in terms of marketing
  • Ryan is helping with the SEO, content creation, and ads
  • He is getting so many leads and has an in demand product

[20:09] When to see results

  • It could take a year to really get solid results with SEO
  • It takes time
  • Results will vary

[24:03] If someone is asking me, “Where do I get started?” I always say, “The best is content.”

[26:08] Page optimization

  • Google uses hyphens
  • Make sure that the keywords are in the right spot in the right page
  • Make sure that the keyword is in the title, the meta description headline, first paragraph of the body, of the content, image tags
  • Don’t get too keyword stuffy
  • Make sure that the image filename has some keywords in it
  • The alt tag should have some keywords in it
  • Consistency

[29:58] Every Door Direct Mail

  • A program from the USPS
  • You’re paying a discounted rate for the list and for the postage
  • If any home is a good lead for you, every mailbox gets your postcard
  • For small businesses that don’t have the budget for direct mail

[35:54] Wheel of Whatever

  • Five to ten years from now, where do you see marketing going down the road?
  • The reliance on one channel, you can’t do any more SEO
  • Voice search will be widely used

[43:55] Time out to thank sponsor, Acorns 

[45:08] Imperfect Action Round

    • The fastest path to the cash is focus
    • The biggest problem prospects are making is they don’t weave together resources to get better results
  • The best way to maximize customer lifetime value is get them results

[48:03] Ryan’s book recommendations

[50:32] Thanks to our sponsor, Business Book Checklist

[50:47] Let’s take a moment to thank our sponsor, Acorns

[51:23] www.EAInterviews.com

Wheel of Whatever™

Episode Transcript

Click Here to Enjoy Reading the Full Episode Transcript

Intro [0:00]

EA Interviews Episode 148. Inspiration, transformation, success stories, and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s Expert Authority Effect Interview. 

Mario Fachini [0:13]

Lead generation, digital marketing, direct mail, are you doing it? Are you doing any of it? Are you doing all of it? I have. And it’s a lot of fun. And I’m excited to have Ryan Cote, Director of Digital Marketing at Ballantine, a family owned and operated company since 1960s. He is going to be sharing with you the strategies that worked from the old direct mail, which is – the old process, I should say – because if you’re not doing it, you absolutely should – in bridging the gap with the new digital marketing that you’ve probably been inundated with the whole time. So pay attention and listen closely. Because if you don’t have a lead gen strategy – if you don’t have a lead gen without a strategy, you’ve got one problem. And if you don’t have lead gen, you have an even bigger problem. So that’s why I’m excited to be bringing him on the show here right after we thank our sponsor. 

SPONSOR Acorns [1:11]

How would you like to grow your wealth easier than you think with the change you probably don’t notice anyhow automatically? That’s why I started the compounding interest snowball investing with Acorns and advise you do too. Get started simply and easily today at EAInterviews.com/Acorns. 

Mario Fachini [1:28]

Here he is ladies and gentlemen, Mr. Ryan Cote. Ryan, how are you today? 

Ryan Cote [1:33]

Hey, Mario. I’m doing great. How about you? 

Mario Fachini [1:34]

I’m feeling excellent. And I’m excited for what you’re going to be sharing. Because every business needs it. It’s so needed. And so many people are not doing it the right way. And I want to help them maximize that. So tell me a little bit about the business. I know you said you got started – tell us how you got started and also how the company got started. 

Ryan Cote [2:00]

Yes. I’ve been here 16 years. It’s a family business. My great uncle started the company in 1966. And now it’s myself, my two brothers, and my uncle that are partners in the business. My cousin is here too. So there’s five Cote’s. And we started out just doing direct mail. And then over the years, we’ve evolved. Then five years ago, I helped start the digital division with one of my brothers. And so that’s sort of like a startup inside and established a 54 year old business. So it’s been fun. You know, when I started at the company, I was just doing marketing. And now, I’m director of the digital department and sales and some management team. I wear multiple hats. 

Mario Fachini [2:42]

Well, that’s fantastic. I love entrepreneurship and business and helping people in general. But even more so when it’s family owned. It’s just a testament that you can really do anything you want and put your mind to it. And spend more time with the people you love instead of just working for someone else. So I’m happy to hear not only that, that’s how you did it too. But also, it’s been around for so many years, so congrats on that. 

Ryan Cote [3:08]

Thank you. 

Mario Fachini [3:10]

With everyone you helped, who are you really looking to help? Because I mean, the worst thing some business can say is, “Well, I helped everyone.” And even though you can, who is, like, your ideal prospect? 

Ryan Cote [3:26]

You ask good questions. It’s actually something that we went through in 2017. We went through a period where we started losing a lot of big clients. And it really made us take a hard look at our processes, the clients that we were going after, our onboarding, the whole thing. And since then, we try to do things better and better. But going back to your question, that six month period really made us evaluate who we serve the best. And so now, it’s really service businesses, b2b businesses, business to business. Usually, small clients that tend to 40 employees, usually, they don’t have a marketing person. So we become essentially like their marketing department. Or they’ve got one person who can only handle so much or, maybe, marketing is certainly half their role suite. So we help them add – you know, basically, we essentially manage all their marketing for them and help them with all that. So that’s a real sweet spot. So what does that look like? Contractors, manufacturers, getting big into auto dealerships too. That’s a lot of fun. 

Mario Fachini [4:31]

What would you say you’re helping them majority with now? Because I love the fact that you’re doing direct mail. I’ve done that and I actually really enjoy it. Because for me, and also everyone else now, it’s been around for so long. A lot of people forget about it. So you think well, who’s doing direct mail because there’s all this widget gizmo stuff? But at the same time, no one’s really doing it and they’re not doing it right. So now, it went from the direct mail being cluttered to everyone going to email. And then everyone forgetting about this. Not everyone. I shouldn’t say that. But a lot of people go on strictly digital and now it’s like the Wild West again if you actually send them something. So what are you finding works best now with direct mail? And how do you couple that with the digital side?

Ryan Cote [5:20]

Yeah. Good question. I mean, so on the direct mail side, our typical client are very large companies, like very large corporate companies. On the digital side, the profile you just described, the small businesses, that’s who we usually serve best. And even even small businesses, they’re getting back into direct mail. We’re actually doing a project right now for a financial client that we signed up a few weeks ago. And we’re starting off the engagement with redesigning all the flyers, printing them, new business cards. For one of our contractor clients, we handle all their digital. We also do postcards every quarter, looking for kitchen and bathroom remodels. And so even the small clients are realizing that, you know – because direct mail can be a little bit – you know, when you consider the printing, the mailing, the postage, it does add up. And it’s typically more expensive than digital. But it does offer a unique element where it’s, like you said, less crowded in the mailbox. With email you’re competing with, it could be, thousands of emails. With direct mail, it’s ten pieces, 15 pieces, 20 pieces of mail. And so it’s a nice complement to any digital. And then how do you kind of combine the two? Well, you can take them out in the mail file that you have and upload it to Facebook. And so certain percentage of people that are getting your postcard or wherever you’re mailing out, is also getting your ad in their Facebook feed. Obviously, you have their email, then you can add email to the mix. So they’re getting a postcard within Facebook ad and they’re getting an email. So it just depends on what assets you have and what information you have. But because of all this technology, we can kind of combine the two now. 

Mario Fachini [6:51]

I’m glad you’re mentioning that because a lot of people just don’t think about it that way. Because unless you’re in the marketing space like we are, you’re not keeping up with it. You’re only going at best off of what you think. You’re going off of what someone you think knows what they’re talking about. And they’re only limited by what they know. And I don’t find too many people that are doing both sides of it. How else are you coupling it? Do you also mix in some some phone calls with tracking numbers? Have you done anything with Facebook Messenger bots? What about remarketing? 

Ryan Cote [7:29]

Nothing with phone calls. Though we always encourage that if one of our clients is going to do a direct mail campaign with Facebook ads or what have you, I always recommend that they get the phone number with the list so they can do their phone calls based on a service that we provide. Facebook Messenger not that much. On the Facebook ads, a lot of lead form ads, local awareness ads on Facebook video. Not much with Messenger. We’re starting to do it with our dealership clients. And then remarketing, yeah. Remarketing is something that we – it’s part of almost every plan that we do. Because if you think about it, any marketing you’re pushing through a website. And so they come to the site and most are going to leave, that’s the way it is. And you won’t have a second chance of getting in front of them, that’s where remarketing comes into play. So you remarket on Google, you remarket on Facebook, Instagram. So you know, they leave your site and you’re just surrounding them no matter where they go. 

Mario Fachini [8:18]

What are the benefits you’re seeing in your conversion rates? If you were to only do a direct mail piece or only do a single Facebook ad, what are you typically finding when you’re doing the remarketing after the fact? 

Ryan Cote [8:32]

That’s a good question. I don’t have any hard stats. You mean it’s like you’re adding remarketing to a direct mail campaign? 

Mario Fachini [8:39]

Yeah. Because what I’m breaking down is there’s people that have come to me that go, “Well, we do direct marketing, blah, blah, blah.” And that’s cool. And then they go, “Well, we do this. We do that.” But there’s very few that combine it. And I know just statistically whether it’s a direct mail or online ads. If you hit someone one time, it’s one time. When you expand that out –

Ryan Cote [9:03]

Yeah. Most of them definitely. 

Mario Fachini [9:04]

Yeah. The same thing with a phone call. Well, I cold call people. Well, I’m asking myself why. But if you’re using it in conjunction with you send them something in the physical mail that says, “Go check out the website.” Now, you can see what they’re doing. And maybe a week later say, “Hey, we noticed you checked out the site” if they didn’t take any action yet. That’s powerful. But just doing any one of those just randomly is, like, boring. 

Ryan Cote [9:29]

Yeah. We always stress the importance of multiple touchpoints. Because you don’t want to rely on one channel. Even if we’re just talking about digital, you don’t want to rely on just Google or SEO because it’s always changing. You want to do paid search, you want to do social media, you want to do content. They all work together. So we never rely on just one channel because you need multiple touchpoints. I mean, the dealerships we help, they’re famous for that because they really want to saturate their whole sales area with as much information as possible. So email, direct mail, Facebook ads, Google ads. Because it’s very competitive and they have to – you never want to assume that your prospect or potential client is going to notice your email. They’re going to notice your postcard. You want to hit them in all their feeds, and their inboxes, and the mailboxes. Because those multiple touchpoints is what’s going to increase the response rate. 

Mario Fachini [10:15]

Absolutely. What would you say if we were sitting down, if I gave you a dozen people right now. They’re listening to the show but we’re all in the same room. What is one or two things you could say to small to medium sized business owner for the biggest ROI and the biggest jump with the least amount of effort right now? What is something that they could do that they might not be doing already? 

Ryan Cote [10:45]

The two answers – believe or not – that came to my head right away is centered around content. So we’re doing a lot of transcription content, which is basically interviewing our clients on their expertise. And then transcribing it into a blog post. And then editing that into a blog. So basically, recording the conversation, transcribing it, and then editing and proofreading that transcription into a blog post. It’s a way to create expert level content with minimal effort. And that’s been working like gangbusters. We probably do it for half our clients. And then the other thing that came to mind, along with content is, once you start creating a lot of content, you’ll notice after six months, 12 months, it gets hard to think about the topics to create and to write about. And so what we do, and we’ve seen really good organic growth from this, is going back to old blog posts, especially ones that are doing very well. And then, basically, not rewriting them. Because if they’re doing well on Google, you don’t want to change too much. You don’t know exactly why Google is ranking it. But we’ll basically double up the blog post. So we’ll have the original blog post. We’ll keep the metadata the same and all that. And we’ll just add more content to the blog post. So basically, you’re giving Google more of what it already likes. Whenever we do that, the organic of that post always goes up. It’s been magical. 

Mario Fachini [12:04]

Tell me more about this metadata on the post. Because you got my interest piqued here. I’m thinking would be on own show notes for EAInterviews.com. 

Ryan Cote [12:13]

Sure. 

Mario Fachini [12:14]

Where do you even find the metadata? Are you talking with a plugin? Or do you have special tools? Or is it – what would you suggest? How do you keep the existing data and not jack it up too much? But how do you even know what to tweak on there? 

Ryan Cote [12:31]

So the metadata is the title tag and the meta description. Technically, the title tag is not part of metadata, but it’s just kind of what most people call it. 

Mario Fachini [12:38]

Something you should pay attention to. 

Ryan Cote [12:40]

Yeah. The title tag and the meta description. Every page has a title tag and every page has a meta description. And those are what usually shows up in the search results of Google. So if you look at their search results, you’ve got the blue headlines are clickable. That’s usually – not always – usually the title tag. And then below it, that little snippet is usually the meta description, unless Google rewrites it. But in most searches, that’s what’s showing up. And if you’re on WordPress, easy. We use the Yoast SEO plugin. That’s 99 percent of what we use on WordPress. If you’re not on WordPress, you know, it just depends on what you’re on. 

Mario Fachini [13:12]

You should be. 

Ryan Cote [13:13]

You should be, yeah. It feels like 30 percent of the web, if not more now. We are on site [unintelligible] [00:13:19]. It’s very easy. You have more options with SEO. You just have more options with content creation, with web building. I know that has some vulnerabilities, like security and stuff like that, but you keep the site up to date. 

Mario Fachini [13:32]

So do hospitals and the government and everything else. I mean – 

Ryan Cote [13:37]

That’s very true. But the Yoast SEO plugin is what we use. And you’ll see if you go down the page, there’ll be a Yoast section and there’ll be a title tag field, there’ll be a meta description field [unintelligible] [00:13:48] there. 

Mario Fachini [13:49]

Okay.  Well, I appreciate that info because I’m always looking to improve EAInterviews.com. And also I know there’s a ton of people that have no clue what SEO is. It’s something that’s irrelevant now. I wouldn’t agree with that. But there’s been people – 

Ryan Cote [14:05]

It’s harder. 

Mario Fachini [14:06]

What’s that?

Ryan Cote [14:06]

It’s harder. But still good. 

Mario Fachini [14:09]

It’s harder. I’ve had people for 15 years plus asked me, “What should we do for the SEO?” I’m like, “I have no clue and I don’t care.” 

Ryan Cote [14:18]

I can give a free tool that helps with finding the right keywords. 

Mario Fachini [14:21]

Please. 

Ryan Cote [14:22]

I’m not affiliated with them. We use a paid tool called SEMrush. But then we also use a free tool – because they’re sort of becoming very similar to SEMrush. I think that’s the idea – called Ubersuggest. It’s by a guy named Neil Patel. He’s a big content marketer. It’s UberSuggests.io. No affiliation. It’s just a free, really good keyword research, and site and analyzer tool. So you plug in your keywords, and it’ll come back with a bunch of information like how many people are searching for the keywords, how competitive they are in SEO. So when you’re trying to content to create, when you’re trying to come up with the title tag, and meta description, and what keywords do I use, it’s a good tool to kind of point you in the right direction. 

Mario Fachini [15:03]

Make sure we get a note of that. That’s awesome. Thank you very much. I’ve heard of SEMrush. I have not heard of the other one. But I’m familiar with Neil Patel. And legit. It’s something that I’ve been trying to improve. It’s better. But by no means, I mean, I’m half tempted if you were to look at everything what you’d say. But thank you for sharing that. So out of all the people you’ve been able to helped – clearly you know what you’re talking about – who would you say is your biggest success story? You don’t need to name them but tell me the story of what they were doing before they got in touch with you and then what was it like after working with you. 

Ryan Cote [15:41]

Yeah. Definitely, it’s a newish client. They’ve been with us for maybe four months now. We are doing print for them. It’s not really part of the marketing. They’re a custom iron door manufacturer. We sort of print for them. We print their catalogs, which is more of a handout at their place. But I wouldn’t say it’s initially part of what we do in the digital side. So we’re not blending print and digital together. But we are printing for them. But on the digital side, basically, he’s a homebuilder. And he bought this business. The guy was retiring and he was looking for someone to buy it. It was a family friend. He knew of him. And so he bought the business from him. And the guy, the iron door manufacturer, he had nothing going on in terms of marketing. He had a little website but no marketing whatsoever. And this guy was taking over. He had no idea but marketing. Obviously, he need to do something to get the sales going. And we met him at a trade show, hit it off with him, started working with him. And so we’re helping with this SEO, with his Google ads, his Facebook marketing, his content creation. We just started to do emails for him. And it’s been like a rocket ship. He’s getting so many leads now. And I must say, it’s like all us, like, we’re the greatest. I think it’s a combination that he nothing going on before and we’re doing all the right things. And he’s got a pretty in demand product right now a really good price. So you kind of put all those together and, I think, that’s what’s getting the results. But he’s getting so many of these now that we’re actually about to add a service where we’re going to help him manage the leads. Because he’s got his mom coming in to help build the calls. And there’s too much falling into the cracks now. So now, we’re basically a new service so we’re going to map out his lead generation. Like what happens when someone comes in? Who calls them? Then what? Sort of like a sitemap for the lead flow. And so that definitely stands out right now. 

Mario Fachini [17:30]

That’s fantastic. And what kind of first world problem is that? Like, we got to do a new service form because there’s getting too many leads. You know, it’s one of the things I love helping my clients with. Because when I first launched my company years ago, what I realized was I was getting clients quick, which I’m thankful for. But I was also like, “This post-it note and pen system isn’t going to cut it.” I tell people like your first five, fine. The next 10, nuh. The next 50, you’ve got a problem. So one of the things I’ve always been passionate about is the organization in the system side of stuff. And I’ve told people about Pipedrive for years. I’m sorry.  I’ve told people about CRM for a year. Yeah, Pipedrive for years now too. If you’re not using a CRM – and this just reminded me of it because I don’t know if he is or not. But whether you are or not, it’s just like anything with marketing. It’s an enhancement. You can have Facebook ads and all kinds of stuff. But if you don’t know what you’re doing and hitting the right levers, you know, I’ll give you some credit because you downplayed it. I think you are awesome. So that is a factor because you can hire any company to help you with any of this stuff. And they might not get you those results. Having the right offer you mentioned, that is also key. Having the right business, that’s on him. But when you do put it together, there’s people that are just so stubborn they don’t. “I can do this all on my own.” I was just talking about that. And reality is, no, you can’t. I mean, you’re only going to grow to a certain point if you’re trying to do everything on your own, even if you are the best at it. And it’s like, “Cool. You get to kill yourself.” Like, work 23 hours a day. Awesome. And I’m really – 

Ryan Cote [19:22]

[Unintelligible] [00:19:22]. 

Mario Fachini [19:23]

Yeah. Partner with people like yourself that can take this over and actually enjoy them. Enjoy them more. 

Ryan Cote [19:30]

Yeah. Exactly. Yeah. It’s been fun. 

Mario Fachini [19:35]

I’m sure he’s not the only one. So you mentioned something, he’s been with you for four months. Give me a timeline here. What should someone expect to see? Because I know there’s people listening going, “Oh, my gosh. This is awesome. We’re going to fix the meta tags. I’m going to fix all this stuff. And tomorrow night, I’m going to get more Facebook. I’m going to get more traffic than Facebook.” What is a reasonable expectation? You had mentioned he’s a new customer for four months with you. Is three to four typical? Were you seeing results in the first 30 to 60 days? What would you say is the norm? 

Ryan Cote [20:09]

I wouldn’t say – it all depends on the strategy. SEO, Search Engine Optimization, if you’d asked me that – if you asked me this question in, like 2010, I would have said like, “A month.” But nowadays, it could take a year, honestly, to get really – and his organic rankings are increasing. But we’ve got ways to go. It’s just the collective effort of all the channels that’s helping. But it could take a year to really get solid results with SEO. it depends on the niche, of course, and all that. But paid search, obviously, it’s quicker because you turn on the credit card and the traffic starts the same day. But it takes a couple months to really fine tune the campaigns, negative keywords, all that. I would say three months for that. Content, six months. So I would say if you’re going to go into either going to handle the digital yourself or you’re going to hire someone, I would say give it six to nine months before you throw in the towel. And give it a really solid effort for six to nine months because this stuff does take time. In his case, it happened quicker because we had all the pieces in play, like the good product and the good offer. And nothing going on before and just the right channels. But obviously, six to nine months. 

Mario Fachini [21:20]

And I already hear people going, “Well, that’s a long time.” And I just want to remind them, how long is your life? Don’t worry. It’s only your company. And if you didn’t start it before, maybe now is a good time because the time is going to go by either way. For the people that do implement it, what would you say they can expect? What are the benefits? Obviously, increase leads and traffic. But let’s add a ratio amount. Let’s say 12 months out, 10 percent, 20 percent, 30 percent? I mean, you gave a specific scenario with him. But what would you say is the range that’s a reasonable expectation after a year or two you can really jump your business up? 

Ryan Cote [22:07]

I mean, we see easily – like for automatic SEO, for example, after a year we see 100 percent gains. It’s a hard question to answer because it just depends on are we talking about a site that started from scratch? Are we talking about a domain that’s brand new and competitive? But yeah, we see gains on SEO easily 100 percent after 12 months. I think that’s realistic. Especially, if you’re adding content to the mix. We’re talking about SEO and content as separate strategies for small businesses. But really, nowadays especially, they’re really one and the same. We talk about them separately, but the SEO – I’m sorry – the content because we’re keyword optimizing all the content. And nowadays, you know, Mario, you can’t just throw up 300 words and call it a day like it used to be able to. It’s got to be beefy content, images, visually appealing piece of content, very informative, keyword optimized. So the content almost becomes an amplifier for the SEO. 

Mario Fachini [23:03]

I like what you were saying about interviewing people and bringing out their authority into the transcripts. I’ve heard that works pretty well too. 

Ryan Cote [23:13]

Yes. Yes. 

Mario Fachini [23:15]

I like what you’re saying about the 12 months, 100 percent gain. So six to nine months is too long, if you’re listening to us right now, is it not worth 100 percent gain 12 months out? I mean, how committed to your business are you? I’m just saying. 

Ryan Cote [23:35]

We should put an asterisk, results will vary. But yes. 

Mario Fachini [23:38]

Yeah. I mean, obviously – well, maybe not obviously. I’m not an attorney. I haven’t played one on TV yet. But it’s your business. Why would you just want to kick it with a stick? I can’t wrap my head around someone who wouldn’t want to do it full out. But I do like to set the expectation because I know there’s people going, “Well, I thought about it.” It’s like, “You thought about it well longer than just doing it and waiting.” 

Ryan Cote [24:03]

And if someone is asking me like, “Where do I get started?” I always say, “The best is content.” If you want it yourself, like, you have to learn paid search. You can waste a lot of money doing that. SEO is a really steep learning curve. But content creation, there’s so much you can do with it. You create the content, make sure it has the right keywords, and then you can put it on your social media. It’s all stuff that you could do. Like, thought leadership, almost. Go on podcasts like this. And then create content out of the actual audio or the video. So content is sort of the hub for a lot of this. And it’s something that it’s not easy to get started with. It takes time but it’s manageable for anyone to create content on their expertise. 

Mario Fachini [24:49]

It’s fun, too. It’s a lot of fun. I mean, if there’s one thing you’re going, “Well, I don’t know. It takes a lot of effort.” “Fine. Go cold call a thousand people. Tell me that’s more appealing to you getting yelled at people than talking to cool people and learning.” 

Ryan Cote [25:02]

Yeah. That’s true. 

Mario Fachini [25:04]

I’m going to behave a little bit. But also, it’s like I’m not going to sit here and not tell people the reality of it. I got a question for you.  So when we put your episode on EAInterviews.com, we make a nice graphic. It’s a 4k image. It looks awesome. It’s professionally edited. When you go into WordPress and you upload it, and it says all tag description and then the two other boxes, what should you be putting in there? How important is it compared to the page tagging itself? Like, in the naming convention itself. Because right now it’s like yours would be Episode Number_Ryan Cote_EA Interviews_4kFI – featured image. Is that the best keyword? Or should it be actually digital marketing, SEO, direct mail? 

Ryan Cote [26:00]

First off, I wouldn’t use underscores. Google prefers hyphens. That’s the first thing I would say. 

Mario Fachini [26:08]

Awesome. 

Ryan Cote [26:08]

So you’re talking about – so now, we’re coming on page optimization. So make sure that the keywords are in the right spot in the right page. And so the image, the alt tag you’re talking about, that’s one of the spots that we look at. So we make sure that the keyword is in the title, the meta description headline, first paragraph of the body, of the content, image tags. There’s a whole checklist that we follow. So in that box you’re talking about, I would worry about the alt tag, that’s the image tag. And you want it to have keywords. But don’t get too keyword stuffy. You don’t want to make it so obvious where you feel like you’re doing so much SEO. It feels unnatural. You want to make sure that the image filename has some keywords in it. And the alt tag has some keywords in it. But it needs to be descriptive of the image. You can include my name. I don’t think many people are searching for my name. But it would be relevant to the image. And then maybe Ryan Cote, Ryan-Cote – we’re talking about SEO so – SEO, and whatever else. Just don’t get too crazy with the keywords. You don’t want stuff to tags. 

Mario Fachini [27:08]

And you kind of just made my day great but also ruined it. Because now I’m thinking, do I have 150 episodes, we have to change all the underscores into hyphens. How big of a deal is it? 

Ryan Cote [27:18]

It’s not a big deal. Honestly, with SEO, there’s some things that make a big difference like link building, and load speed, for example, of your site. But then there’s a lot of things. Like a lot of little things add up to a lot of results, the image, the underscores, and image name, that’s going to be a teeny, teeny bit to your ranking [unintelligible] [00:27:37]

Mario Fachini [27:38]

But it would be worth doing? 

Ryan Cote [27:41]

If you want to check off all the boxes, yes. But I don’t think you’re going to see a huge boost if you change that. If you’re talking about like –

Mario Fachini [27:47]

It would be better to actually put title tags and meta descriptions on the actual episode pages than tweak all the images? 

Ryan Cote [27:54]

Yes. That would give you a bigger bang for your buck for sure. 

Mario Fachini [27:59]

Thank you. I’m sure you can tell which one of these are legit for me and other ones that people have asked me. You’re delivering massive value. I’m appreciative and I know others are too. I want to ask you a couple more things before we go to the Wheel of whatever and thank the sponsor. Let’s jump back to direct mail. We kind of went good with the digital marketing. Let’s go to the direct mail marketing. How pertinent is it would you say for most companies? I mean, obviously, there’s more of an investment with the printing and everything. But let’s talk to someone who hasn’t done it or has done it and not got the results they’re looking for. 

Ryan Cote [28:42]

If they’re not getting results, there’s a lot to look at. Obviously, the offer, the creative, who you’re sending it to. There’s a lot of things to look at. So I would do a deep dive into is it a compelling offer, who you’re mailing to, will they care about the offer, how does the peace look, what did you mail out, was it like a small little postcard, did you use an oversized postcard that takes more real estate up in the mailbox. And then the consistency. It’s not just one and done. You have to – usually with clients, especially on the direct mail side, we work with some huge clients. And they’re not just sending out one mail piece. There’s like [unintelligible] [00:29:22]

Mario Fachini [29:22]

They’re doing a campaign. 

Ryan Cote [29:23]

There’s a whole stream of them. Follow up pieces and it’s very, very complicated. Now, obviously, they’re working with bigger budgets. What I’m saying is, if you’re going to invest in direct mail – because it will be an investment – you figure the postage. I think the postage – I don’t want to give the wrong amount. My brother – 

Mario Fachini [29:38]

No, it’s okay. You don’t need to. But I mean, you have the actual postage, you’re paying for it per piece. And then the printing and then – 

Ryan Cote [29:46]

[Unintelligible] [00:29:46]

Mario Fachini [29:47]

Yeah. It’s not just an email. That’s 100th of a cent or whatever. You know, I love when people are like, “Well, they’re charging me more.” “Then do 10,000.” I go, “Do you know what they would cost in print?” 

Ryan Cote [29:58]

Yeah. But one thing I will say – and this is something I’m not an expert on but I I’ll mention it because I think it’s worth it for small businesses to look into it and we do it . I mentioned the contractor who does the quarterly postcards is what they do. It’s called Every Door Direct Mail. It’s a program from the USPS. I wouldn’t say it’s cheaper. You still have to pay for the print and the mail. And when I say mail, I mean the prep. Like the imaging of the address block on the mail piece. But the postage and the list is discounted. It depends on what zip code you’re mailing to and all that. But you’re basically just – you know, you’re paying a discounted rate for the list and for the postage. And you’d pay for print and mail. But the postage list is part of the campaign costs. So you are saving a lot of money. And it’s good if you are okay with just saturating a zip code. You’re not personally getting the person’s name. But if you know that – let’s say you’re a contractor and you know the zip code or whatever is a real hot spot for you. Any home is a good lead for you then you use Every Door Direct Mail into that zip and it saturates. Every mailbox gets your postcard. And it’s less money. 

Mario Fachini [31:08]

And correct me if I’m wrong, but isn’t that because they’re putting it in with the normal mail? It’s not considered a specialty piece, like you’re saying, my personal name and address and all that. It’s they drop it in with the other stuff. 

Ryan Cote [31:22]

Yeah. Yeah. You’re not getting names. The address block doesn’t say like, “Mr. Ryan Cote.” It will say, “To the homeowner of.” So you’re not getting the person’s name. You can’t personalize the piece. But the mail person is just putting it with their normal route. And every mailbox gets it in that zip that you order. But it’s a good way. 

Mario Fachini [31:40]

I love that you’re mentioning it because not everyone knows about it. And if you’ve never done anything, the same thing with an email campaign when I’m helping clients publish their books. You know, if you have a cold list, you need to warm it up. So even if you plan on doing a campaign, would you agree it’s probably smarter to at least send them something to let them have some brand recognition first? 

Ryan Cote [32:05]

Yeah. I mean, we recommend it. For our small business clients that don’t usually have the budget for direct mail, we’ll recommend it in the case of special occasions like a grand opening. The contractor, it makes sense because a kitchen remodel could a lot of money. So the ROI is not hard to justify. But we’ve got a kid’s therapist that’s looking to do it. And they’re starting a new location and they’re looking at their name out more. So they’re just considering different options and Every Door Direct Mail might be something they try, for sure. 

Mario Fachini [32:39]

That’s a great tip. And it’s exciting. I love this stuff because it’s like you’re figuring out a puzzle, essentially, and get to be creative with it. And it just baffles my mind when people go, “I don’t do direct mail.” Especially when, like you’re saying, they’re a contractor or a local restaurant. It’s like, “What else are you doing? You’re trying to compete with the attorney that’s running Facebook ads. Like, no one cares.” You have to think about who your client is and who your perfect prospect is. And go, “What are they doing?” I don’t know about you but do you base your restaurants off of what ad you got this afternoon? 

Ryan Cote [33:21]

Oh, yeah. There’s definitely a strategy involved. It reminds me, I was in a podcast, like six months ago, and the guy runs a garage door repair company. But he’s also involved with marketing. So he handles all the marketing for his company. He’s wildly successful with his garage door repair installation company. And he is also wildly involved with marketing. He just does everything to the nth degree with his marketing. And he’s just dominating the market. So it’s like, you don’t have to be that crazy, but you have to take advertising and marketing seriously. It doesn’t mean you need to hire an agency. But you have to do it yourself or hire someone to do it. Because it is important because your competitors are doing it. If you’re not doing it, how are you going to compete with them? I guess, if you do the best job in the world, referrals will come in. But you can’t rely on on that because you don’t really have as much control to a certain degree over referrals. 

Mario Fachini [34:19]

Yeah. And it’s so easy nowadays. It’s like, “Well, I can’t afford a an entire agency or someone” There’s plenty of people who can and they choose not to. That whole control freak thing I was talking about. And there’s so many ways to get that information, just listening to you share it – and thank you again – I mean, you given a lot of great ideas that anyone can put into practice. It’s do prioritize it or not. Or, “It’s not that important.” I’m going to behave. But yes, prioritize it. And if you’re not doing anything, just put it into action. Because the time is going to go by either way. And I’ll say this before we go to the Wheel of Whatever, give yourself a break. So you didn’t master it in a week. What have you mastered in life in a week? How long did it take you to ride a bike, drive a car, even start your company? Relax. 

Ryan Cote [35:11]

That’s actually a great – I mean, I’ve been in SEO for about 15 years now. Fifteen years and I’m still learning new things. It’s always changing. You’re exactly right, you have to have a long term perspective because it takes a while to really master something, especially if things are changing constantly, like marketing does. 

Mario Fachini [35:33]

It’s time for the thing I told you it was going to be. I kept it on track, didn’t I? 

Ryan Cote [35:38]

I’m nervous about this. Give me an easy question. I’m not good on the spot like this, especially live. 

Mario Fachini [35:44]

It’s going to be marketing related but it’s going to be, five to ten years from now, where do you see marketing going down the road? 

Ryan Cote [35:54]

Where do I see marketing going down the road? 

Mario Fachini [35:59]

And this one was kind of along the holograms and spaceships thing. Because you can turn anything into a marketing piece. But do you think there’s going to be a giant climactic shift? Or it’s just going to be a continuation of add on over the years? 

Ryan Cote [36:16]

Okay. There’s a few things that come to mind. We’re really seeing this now but like the reliance on one channel, you can’t do any more SEO. Even if you have a first spot ranking, it doesn’t mean as much anymore because the ads and everything else is pushing everything down. So you have to really diversify your channels and integrate everything. So I think the reliance on just one channel – and we’re already seeing this – it’s going to go away more and more. Voice search is obviously huge. All the devices that we have now, mobile, more and more. I wonder if websites are going to be around. I think in five years they will be. I hope so. That will be bad thing, like shocking, if websites weren’t as important anymore. 

Mario Fachini [36:53]

I think they’ll always be around. The whole internet is websites. Whether it’s an app or whatever, it all breaks down to me images, text, video, and code. 

Ryan Cote [37:04]

I think you’re right. And there’s always – everyone’s been saying direct mail is dead for years. Yet, we’re doing a lot of it. It isn’t dead. It’s just changing. Things change, you know. And so you’re right, I think the websites are going to be around. When I think about that, it freaks me out. But I’m like, “You know what? That’s just another one of those direct mail is dead situation. Where, now, it’s just going to change or we’re just going to have to adapt.” I don’t think I answered your question well but – 

Mario Fachini [37:26]

No. You did. Because I’ve heard that for email. I’ve heard that with Facebook ads. I’ve heard it _ I remember around 2010 people were like, websites are dead. And they start driving everyone to social. And I’m just thinking now because I’ve told people for years, make your own list, build the relationships, and it doesn’t matter where you’re marketing them to – where you’re marketing to them. And I’m thinking of someone, a great guy, great restaurant. They didn’t even have a website. They had the URL to drive to the Facebook page. That got kept. Facebook changed. Now, you have to basically pay for ads, the reach has gone down. And I’m thinking, how many years could you have been building up your own site, your own list with organic? Now, also do the Facebook but they used – I mean, look at Myspace. What if you put five years and thousands of dollars into Myspace? It might not go away. But you got to admit, it’s changed a lot in the last five to eight years. I mean, you used to be able to post anything in the world and everyone saw it. And now even if you pay for it, it’s like, “What the heck?” 

Ryan Cote [38:30]

Yeah. Definitely things change. Like, Facebook organic reaches out not nearly as much as it used to be. But it surprises me – you made me think of something. It surprises me how little restaurants asked for cell phones or email addresses. I mean, my wife and I go out to eat fairly regularly. I can’t think of the last time someone has asked me for my cell phone or for my email address. I mean, what’s the offer where I would give it to them. Maybe like coupon for the next – I have to think about that. But very rarely do they ask and it’s just shocking to me. 

Mario Fachini [39:06]

It’s also a goldmine. Because I have a couple restaurant clients to this day that have been with me for over ten years. And when I was focusing on them years ago, I had a review generator I did with them. And the same thing, I was like, how many – because I was like, “You got the foot traffic. You got people in. How many people are asking?” No one was. And I go, “Let’s do this.” It was paper. A sheet of paper. So if you’re listening and you have a restaurant, you really need to make a point of this. And if you don’t have a restaurant, it doesn’t really matter. Truthfully, if you’re not getting reviews and asking your customers, it was just this little thing that asked for what did you think of the meal? I’m not talking Google. I’m not talking – you could do stuff you can do with your cell phones. Just think of the logic of this. I go, “Let’s generate some good reviews for you.” And it’s not like they didn’t have them. There’s, like, five and they get 2,000 people a week through there. Like, the numbers didn’t add up. “Well, how are we going to get everyone to do this incentivize? It’s part of my process”. And I go, “Can you get some of the waitresses and waiters over here?” We’re sitting at the booth and I go, “Are you guys open to asking a question when you come back for the check?” They go, “Yeah.” I go ask them this, “What would you like for your free dessert?” “What do you mean?” “Oh, we have a special going on right now. If you just fill out this paper.” And hand it to them. They’re in a restaurant. This isn’t online. They’re not going anywhere. They still have to pay. “All you got to do is just tell us what you thought of your meal and everything and I will bring you a free dessert. So which one do you want?” They generated 300 reviews in one weekend. And I asked him – actually that was one client. I was thinking of the other one, he generated 60 or 80. It was a single location. This other one that did the 300, I go, “Was that between your four restaurants?” He goes, “No. That was the downtown one.” He only did it in one of the four he owns. And I was like, “Holy smokes.” And I checked back periodically and they’re still there. If you want to generate content, you got foot traffic coming in every day. And that’s with paper. And now, if you couple that with, you know, all the other stuff you do, that’s a form of direct mail advertising. 

Ryan Cote [41:39]

Yeah. That increases the meta data. It may sound daunting but – 

Mario Fachini [41:42]

Who wouldn’t want that on a postcard to send out? Here’s what the last 15 people said this week. You could send a direct mail every week with new new reviews on it. 

Ryan Cote [41:53]

And it’s social proof. 

Mario Fachini [41:56]

Don’t even get me started on that. I mean, yeah, I mean, you get it. 

Ryan Cote [42:00]

Yeah. Yeah, reviews are very important to me. You know, we try to get them for our own company. And clients are always was saying, “Get more reviews. Get more views.” Because it just helps everything. You know, when someone Google’s your name – usually, they Google my business, it’s shown on the right side. And that’s your name, your address, and your reviews. So it sort of pre-sells the person for them to visit your site. So it’s really important. 

Mario Fachini [42:24]

One hundred percent. And anyone can be doing paper. If you want a daunting task, I don’t think it’s daunting, but I encourage everyone to get video reviews. Because the people can dispute, “Well, you know who’s Bob Sally? Mike?” It’s written. You could pay the pay the chef or someone or hire someone for 10 bucks an hour just to create crap. But when they’re on video, no one is disputing it. And when you got 50 to 100 plus of them, they’re like, “There’s no way you paid this money actors.” Especially, when you do it over years. 

Ryan Cote [43:01]

Yeah. One thing we have not done is video reviews. That’s really powerful if you can get them. 

Mario Fachini [43:06]

So I’ll ask you the question before we’re going to the sponsor. But what could you incentivize your customers with to get them on video? Because, like the story of the contractor you just shared here, if you had him saying it or even make a demo video with it. And keep doing that one out of even every four clients. That’s when it gets real fun.

Ryan Cote [43:33]

So YouTube and all that stuff. So – 

Mario Fachini [43:36]

Oh, yeah. Video is my little playground. So I got all kinds of ideas for that. But we’re going to keep it on point because I’m really good at keeping it structured, which is my own personal victory because this is not how I grew up. But we’re going to thank the sponsor and we’re going to come back for the Imperfect Action Round. 

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Mario Fachini [45:08]

And we are back with the Imperfect Action Round. Ryan, are you ready to take imperfect action? 

Ryan Cote [45:13]

Absolutely. Let’s do it. 

Mario Fachini [45:18]

First question – I know you know what it is – 

Ryan Cote [45:19]

I do. 

Mario Fachini [45:20]

What is the fastest path to the cash? 

Ryan Cote [45:23]

I’m going to say focus. Please listen to a podcast by John Lee Dumas. And he would always say focus. Follow one course until success. And I’ve seen that with my own down time here, where you don’t let yourself get diluted or distracted. Just focus. And that’s the fastest way and the shortest way to cash. 

Mario Fachini [45:43]

I agree 100 percent. John is a good friend of mine. And he reminds me of that also. And also put in the reps. Number two, what is the biggest problem you see your prospects making and the fastest way they can fix it? 

Ryan Cote [46:00]

Yes. I sort of alluded to this before, a typical client for us that comes on board or prospect there, they’re a small business but they’re dabbling in all these different channels, like social and content, SEO, and paid search. And they’re not weaving them all together. They’re not integrating them. And the same time rising tide lifts all boats. I think that’s what it is. It is absolutely true. You want to make sure that like, for example, SEO, if you’re doing SEO. Because you’re doing all those channels, you have an advantage because you can, like I said, weave them together and get better results. So for example, like SEO and Google ads, they all are run from keywords. And so with PPC, the traffic is quicker. You’re going to get that keyword data coming in faster. And you bring that over to SEO. And then you have keywords optimized for SEO. And then both those keyword ideas you can translate into content topics for blogs, content topics for your social media calendar. Obviously, remarketing fits into all this. So if you’re doing all these channels, make sure that you are mapping it out? “Here’s what I’m doing. How can I weave these all together to get better results?” 

Mario Fachini [47:06]

Excellent. Number three, what is the best way to maximize customer lifetime value? 

Ryan Cote [47:12]

Sure. I mean, for me, the obvious choice is, obviously, get them results. From the video, it’s heavy support and communication. So biweekly phone calls with our clients at a bare minimum. We really surround them so they feel our support. And I would also say, maximize what you can help them with. Don’t sell them something they don’t need. Like I mentioned, the iron door manufacturer, we’re selling him a new service to help him with his CRM and his lead flow and that then allow – he absolutely needs it. It’s going to make him more money. So always think about what other services you can offer to your clients that they need and that will help them. 

Mario Fachini [47:46]

Excellent. Well, thank you so much for sharing all of that. I have one other question. What books would you recommend that have made a big difference in your business? 

Ryan Cote [48:03]

I like – I mean, I probably said this a billion times in your show, but How to Win Friends and Influence People. It seems like it’s a timeless book, I’ve read it probably about five times. There’s so much gold in there. I really like that one. I like the Compound Effect by Darren Hardy. Because it reminds me that, every day you’re trying to get small victories. And sometimes it doesn’t really feel like you’re making progress. But there are things compound and you might not see. And then when you look out 30 days back, it’s like, “Okay. Yeah. Actually, I made a lot more progress.” It’s a nice reminder.  The book has a lot of detail about it. 

Mario Fachini [48:43]

Well, those are two great recommendations. And I appreciate you for sharing them with Expert Authority world. Where can they find more? 

Ryan Cote [48:52]

Absolutely. So first of all, Mario, thanks for having me on the show. Everyone, thanks for listening. And so we set up a special landing page for your audience, where on there they can connect with me on LinkedIn. And that’s not the exciting part. The exciting part is, there’s an offer for a free video review where I will personally go through the website, go through their SEO, their social media. It’s like a ten minute screen share. Just giving them whatever tips I see that I think are worth mentioning. If you go to Ballantine.com/ExpertAuthority, you’ll have it all there – all that information. 

Mario Fachini [49:25]

That is fantastic. I’m going to head on over there because I’m curious – well, you piqued — like, legit when we’re talking about the images and stuff, I’m like, “Crap. I got to change these. No. Don’t waste your time on it.” And it’s an important thing to do because it’s not my area of expertise. If you want to get a business book published or do a video production, let’s talk. But that stuff I’ve avoided for every – and we’ve done websites for people and they go, “Well, what do you have for SEO packages?” I go, “None. And I don’t want them.” I was very specific. And I’ve seen some great company. Just they tried to take on everything and it just crumbles because you’re doing everything. Let’s say, partway wasn’t my first thought. But thank you for providing that. I’m not joking. You’ll probably see mine come through in the next day or two. 

Ryan Cote [50:14]

Absolutely. 

Mario Fachini [50:17]

Well, thank you for coming on. I appreciate you sharing all the Expert Authority insights. 

Ryan Cote [50:23]

Thank you. Thanks, Mario. Thanks for having me. 

Mario Fachini [50:25]

All right. Expert Authority world, we have another great episode here. I’ll see you on tomorrow’s Have a great day. And God bless. 

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www.EAInterviews.com [51:23]

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Learn More About Ryan

Ryan Cote (Cō-tāy) is the Director of Digital Services and Partner at Ballantine, a third-generation family-owned direct mail and digital marketing company based out of Fairfield, NJ. With Ballantine since 2003, a family-owned business started in 1966 by his great-uncle, Ryan now manages the growing digital marketing division. 

From lead generation to marketing strategy for small businesses, Ryan and his company rise above the get-featured-quick schemes so often attributed to digital marketing. He loves to geek out on technical marketing talk as well as work with real-world business owners about growing their book of business in today’s online world.

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Resources to Profit Your Business!

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3) Business Book Checklist: The 5 Reasons Every Business Needs a Book Including Yours

4) Marketing $upercharger – Learn the difference from the $1 bill to the $100 bill and how you can stop leaving the other $99 on the table today with all sales

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