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Friday, October 8, 2021
8
Oct
Facebook Live Video from 2021/10/08 - Changes in Social Media Advertising

 
Facebook Live Video from 2021/10/08 - Changes in Social Media Advertising

 

2021/10/08 - Changes in Social Media Advertising

[NEW EPISODE] Changes in Social Media Advertising

Social media has become a staple of people's lives and daily routines.  Some are so addicted that the last thing they do before going to sleep, and the first thing they do after waking up, is check their social media feeds.

In light of the overwhelming presence of social media in consumers' lives, marketers and businesses flock to social platforms in the hope of connecting with their ideal customers. However, there is a content overload on social media, and the competition is very high. 

In order to stand out, you need to have a clear social media marketing strategy.  Staying updated on the latest social media trends can help fuel your strategy.

Joining us this week is Adam Cohen, Idea Generator and Founder of Top Shelf Advertising. Come and take a listen as Adam updates us on some of the changes and trends in Social Media marketing & advertising for 2021 and beyond.

Tune in for this pragmatic conversation at TalkRadio.nyc or watch the Facebook Livestream by clicking here.


Show Notes

Segment 1

Steven kicks the show off by giving a little summary of networking events he participated in this past week. He then introduced his special guest Adam Cohen, Founder of Top Shelf Advertising. Steven gives a small summary of what Top Shelf Advertising promotes. Steve talks about the company's values based on the logo and what the company wants to represent. Adam shares his story of how he was able to become a business owner.Adam explains how social media is important for companies and how Top Shelf Advertising helps them build their presence.

Segment 2

Because Adam is a return guest from last year Steven asks what has he seen change in the social media advertisement. Adam explains how videos and person created content has been seen to attract more attention. Steven talks about the importance of transparency and trust from clients and even the consumer. The two talk about how videos are becoming a must for products and advertising companies. Adam brings up engagement and how videos give more opportunities for audience engagement. He continue=es to share the method behind his madness and the goals of the company when working with businesses.

Segment 3

Adam talks about his experience and the changes he has had to make over the past year. Adam talks about conversions and ecommerce becoming more relevant and beneficial for companies to understand. Steven emphasizes engagement and how the information is crucial for companies to take part in a lot of outreach. Steven brings up technological issues and print advertising. Adam shares he understands the technology can be finicky sometimes when discrepancies happen. He shares that strong customer service is crucial in growing businesses. Steven brings up livestreaming and how he has seen a growth in the use of different livestream platforms.

Segment 4

Steven brings together many points that the two have gone over this episode in comparison to the last one they recorded last year. Adam shares that if individuals are trying to grow a business they should invest in a video platform and video content. He encourages people to begin creating video content that will draw people into their products and services.


Transcript

00:00:41.940 --> 00:00:48.750 Steve Frey, Text "SMBGUY" to 21000: Well Hello out there Planet Earth and happy Friday it's Friday everyone seemed to think this was a long week but we made it tg if.

00:00:49.080 --> 00:00:55.410 Steve Frey, Text "SMBGUY" to 21000: Just remember it's always Friday with me Stephen fry your SMB guy I see why am I, which is in case you missed it.

00:00:55.650 --> 00:01:03.180 Steve Frey, Text "SMBGUY" to 21000: SMB stands for small and medium sized business for the last 20 years i've been a voice in a sounding board for business leaders and their trusted advisors.

00:01:03.360 --> 00:01:09.750 Steve Frey, Text "SMBGUY" to 21000: helping out wherever I can in a consultative manner, I share stories provide perspective, create connection wherever I can.

00:01:10.170 --> 00:01:17.130 Steve Frey, Text "SMBGUY" to 21000: Every single Friday, one of my favorite things to do is offer what is left of my mind that my voice to alive weekly radio show.

00:01:17.460 --> 00:01:25.320 Steve Frey, Text "SMBGUY" to 21000: Where I interview SMB leaders and their trusted advisors we've been having a great time here the last year I can't believe it's been just over a year now.

00:01:25.650 --> 00:01:37.680 Steve Frey, Text "SMBGUY" to 21000: shout out to all the fine people at friendship circle and about of Western monmouth county for putting on a stellar event this past Sunday called cars for friendship I got a chance to hang out in my new mclaren.

00:01:38.190 --> 00:01:47.970 Steve Frey, Text "SMBGUY" to 21000: Obviously I wish that was my new mclaren I think it was owned by some social media influencer which we'll talk about that trend going on these days with my friend here in just a little bit.

00:01:48.300 --> 00:01:55.410 Steve Frey, Text "SMBGUY" to 21000: also wanted to say thank you to my friend and special guest on the show earlier this year Steve trembley from Kimberly improves now ski attorneys.

00:01:55.890 --> 00:02:02.700 Steve Frey, Text "SMBGUY" to 21000: Steve invited me out to play in the preferred behavioral group health group golf outing at Hollywood golf club earlier this week.

00:02:03.180 --> 00:02:12.810 Steve Frey, Text "SMBGUY" to 21000: i'm still trying to decide if Steve wanted to play golf or was suggesting that I might benefit from some of the mental health services offered by the organization, but at any rate we had it, we had a great time together.

00:02:13.140 --> 00:02:19.620 Steve Frey, Text "SMBGUY" to 21000: In my travels i've noticed that some of the best thought leadership for SMEs happens on Friday when we feel that freedom of the weekend coming.

00:02:19.920 --> 00:02:30.780 Steve Frey, Text "SMBGUY" to 21000: However, we're also anxious to start the weekend the crucial pearls of wisdom, the thought leadership we come up with gets us aside it gets swept under the rug in favor of our fun activities and our freedom from work.

00:02:31.290 --> 00:02:40.050 Steve Frey, Text "SMBGUY" to 21000: Here on always Friday we take advantage of that weekend freedom and clarity we discussed popular topics that are on the minds of these SMB leaders and their trusted advisors.

00:02:40.590 --> 00:02:50.490 Steve Frey, Text "SMBGUY" to 21000: Coincidentally, my last name means free in German so deeper meaning here people not just plays on words I like to joke around, but I also like a little bit of deep thought here.

00:02:50.940 --> 00:02:53.940 Steve Frey, Text "SMBGUY" to 21000: I got my shades on the weekends just about here let's boogie.

00:02:54.390 --> 00:03:03.630 Steve Frey, Text "SMBGUY" to 21000: today's show is changes in social media advertising so social media has become a staple of people's lives and daily routines I think we can all feel that.

00:03:03.990 --> 00:03:10.590 Steve Frey, Text "SMBGUY" to 21000: Some are so addicted that the last thing they do before going to sleep and the first thing they do after waking up.

00:03:11.100 --> 00:03:23.250 Steve Frey, Text "SMBGUY" to 21000: Is check their social media feeds in light of the overwhelming presence of social media and consumers lives marketers business owners they've been flocking to social media platforms and the hope of connecting with their ideal customers.

00:03:23.820 --> 00:03:29.790 Steve Frey, Text "SMBGUY" to 21000: However, there's a content overload going on on social media and there's lots of competition it's rigorous.

00:03:30.330 --> 00:03:35.820 Steve Frey, Text "SMBGUY" to 21000: In order to stand out you really need to have a clear social media marketing strategy and you need to stay updated.

00:03:36.150 --> 00:03:47.670 Steve Frey, Text "SMBGUY" to 21000: On the latest trends that can help fuel that strategy, so today we're going to hear about some of those changes in social media marketing and advertising for 2021 and beyond, have you guys ever heard that talk is cheap.

00:03:48.180 --> 00:03:59.730 Steve Frey, Text "SMBGUY" to 21000: Well we're on talk radio dot nyc we don't want this to just be talk let's use the insight that we get on the SMB landscape take it create more impact come Monday morning don't forget about it over the weekend.

00:04:00.030 --> 00:04:06.510 Steve Frey, Text "SMBGUY" to 21000: Far too often SMB they're focused on the product that's going to solve all their problems, the shiny new mouse trap the magic wand.

00:04:06.900 --> 00:04:12.330 Steve Frey, Text "SMBGUY" to 21000: One thing that i've seen out there that's very consistent products change every single day and everything that we do.

00:04:12.750 --> 00:04:18.300 Steve Frey, Text "SMBGUY" to 21000: there's no substitute for surrounding yourself with the right people first and keeping a focus on a good executable process.

00:04:18.690 --> 00:04:25.440 Steve Frey, Text "SMBGUY" to 21000: That will help you achieve your ultimate goals you do, that the right products will be there they'll they will present themselves when they're needed.

00:04:25.830 --> 00:04:36.390 Steve Frey, Text "SMBGUY" to 21000: Everything begins and ends with the people, so, in the spirit of surrounding yourself with the right people, we have a great show great discussion for you here today, our special guests might look familiar to you.

00:04:36.930 --> 00:04:45.240 Steve Frey, Text "SMBGUY" to 21000: We are here with Adam Cohen idea generator and founder a top shelf advertising Adam was born and raised in New Jersey still currently resides here today.

00:04:45.600 --> 00:04:54.270 Steve Frey, Text "SMBGUY" to 21000: The journey into advertising began by writing a paper that chief first place in scholarship award in 2011 for rowan university.

00:04:54.570 --> 00:04:58.710 Steve Frey, Text "SMBGUY" to 21000: where he attended and then graduated in 2013 with a bachelor of arts and advertising.

00:04:59.100 --> 00:05:07.320 Steve Frey, Text "SMBGUY" to 21000: After some experience in the industry in both New Jersey and New York City Adam decided to launch top shelf advertising in 2016.

00:05:07.650 --> 00:05:13.620 Steve Frey, Text "SMBGUY" to 21000: So Adams agency realizes the importance of digital marketing and a results driven approach.

00:05:14.040 --> 00:05:21.390 Steve Frey, Text "SMBGUY" to 21000: The goal bridge the gap between good and bad by eliminating the negatives and optimizing the positives throughout all of your advertising efforts.

00:05:21.780 --> 00:05:29.400 Steve Frey, Text "SMBGUY" to 21000: Adam will act as your strategic partner and will solve the unique puzzle that the business presents to deliver top shelf results.

00:05:29.640 --> 00:05:37.020 Steve Frey, Text "SMBGUY" to 21000: Top shelf advertising once again dedicated to helping business owners with their advertising and marketing, with the utmost integrity.

00:05:37.290 --> 00:05:45.960 Steve Frey, Text "SMBGUY" to 21000: Trust is very important, very important factor when it comes to handling your business and Adam and top shelf consistently prove that they are worthy of that trust.

00:05:46.290 --> 00:05:54.960 Steve Frey, Text "SMBGUY" to 21000: You you guys will see if you're watching out there and Facebook live land the logo is in the shape of a pyramid which represents the hierarchy of the of the company's values.

00:05:55.320 --> 00:06:06.210 Steve Frey, Text "SMBGUY" to 21000: On the top of the pyramid are the world's top shelf so Adam spent lots of time playing hockey growing up the company is called top shelf advertising, not just because it's a top shelf service.

00:06:06.750 --> 00:06:15.000 Steve Frey, Text "SMBGUY" to 21000: Top shelf is a hockey term that refers to the most elusive and difficult part of the hockey net to reach where high quality goals are scored.

00:06:15.360 --> 00:06:23.970 Steve Frey, Text "SMBGUY" to 21000: So Adams agency aims for those top shelf goals planning strategies that deliver meaningful high quality results rather than just going after the low hanging fruit.

00:06:24.360 --> 00:06:33.570 Steve Frey, Text "SMBGUY" to 21000: very similar to the SMB world advertising is often considered a difficult aspect of business to master but extremely valuable when executed properly.

00:06:34.020 --> 00:06:38.340 Steve Frey, Text "SMBGUY" to 21000: Adam and top shelf and never settle and they're never satisfied until you are.

00:06:38.700 --> 00:06:46.320 Steve Frey, Text "SMBGUY" to 21000: Adam is a phenomenal person to chat about the updates and social media as always we'll discuss my favorite three questions which we did without him last year.

00:06:46.560 --> 00:06:53.280 Steve Frey, Text "SMBGUY" to 21000: But he did give me some some other answers this year, who is your favorite movie or TV show character what's your favorite movie or TV show.

00:06:53.520 --> 00:07:06.210 Steve Frey, Text "SMBGUY" to 21000: what's your favorite musical instrument and who's the artist you'd like to hear play it here to give us some updates on the industry and some deja vu from his appearance on the show almost exactly one year ago, Adam Cohen welcome back to always Friday nice to see you here again.

00:07:07.350 --> 00:07:12.030 Adam Cohen (Top Shelf Advertising): Thank you for having me i'm happy to be back and congratulations on year with this.

00:07:12.900 --> 00:07:16.950 Steve Frey, Text "SMBGUY" to 21000: And then lots lots of good content out there, that you need to help me get get out to the masses right.

00:07:17.580 --> 00:07:18.750 Adam Cohen (Top Shelf Advertising): Definitely definitely.

00:07:19.410 --> 00:07:24.360 Steve Frey, Text "SMBGUY" to 21000: So Adam give us a little bit of the founders journey, how did you get to where you are today.

00:07:25.440 --> 00:07:39.300 Adam Cohen (Top Shelf Advertising): So uh you did allude to the very beginning, where I did write a paper that was about copywriting and it inspired me to you know switch my college major from business management to advertising.

00:07:40.080 --> 00:07:45.810 Adam Cohen (Top Shelf Advertising): After I was in college, I did have some experience working in New York New Jersey, for a couple years within the industry.

00:07:46.650 --> 00:07:54.060 Adam Cohen (Top Shelf Advertising): After working in the industry for a few years, I really just decided that I wanted to help local business owners.

00:07:54.450 --> 00:08:06.510 Adam Cohen (Top Shelf Advertising): In New Jersey to you know help their businesses grow in every way possible, I didn't want to be specific to one type of media, even though social media has now turned into the most.

00:08:07.140 --> 00:08:14.130 Adam Cohen (Top Shelf Advertising): important aspect for most businesses, you know we do other solutions as well, but primarily we focus on.

00:08:14.730 --> 00:08:24.420 Adam Cohen (Top Shelf Advertising): You know, small to medium sized businesses, which are a lot of the business owners that you deal with, and you know we kind of just started in 2016.

00:08:24.960 --> 00:08:35.700 Adam Cohen (Top Shelf Advertising): didn't have any prior relationships with any other business owners before that you know we ended up getting our first client and and then our second and then our third, and you know year over year.

00:08:36.030 --> 00:08:43.830 Adam Cohen (Top Shelf Advertising): Five years later we've consistently seen growth, you know as our journeys continued, and you know it's an exciting journey and.

00:08:44.160 --> 00:08:49.500 Adam Cohen (Top Shelf Advertising): You know we've had testimonials and case studies from clients of the success that they've had in their business growth.

00:08:49.770 --> 00:08:53.820 Adam Cohen (Top Shelf Advertising): You know i've had some clients that have literally doubled in revenue and some clients who you know.

00:08:54.090 --> 00:09:09.180 Adam Cohen (Top Shelf Advertising): had no social media presence at all, and now it's the primary way that they acquire customers and they can grow their business, so I really help you know, develop the local businesses online presence and help them through that journey and through that process.

00:09:10.620 --> 00:09:20.250 Steve Frey, Text "SMBGUY" to 21000: yeah there's a any number of articles, including this report that I received recently from salesforce they come out with it every year about small, medium sized business trends.

00:09:20.640 --> 00:09:26.280 Steve Frey, Text "SMBGUY" to 21000: And there's there's a lot of fodder amongst articles and reports like these there's little excerpt I took out of here and said.

00:09:26.610 --> 00:09:35.640 Steve Frey, Text "SMBGUY" to 21000: The majority of SMB have at least some of their operations online of those nearly all moved a portion of their operations online in this past year.

00:09:36.060 --> 00:09:39.570 Steve Frey, Text "SMBGUY" to 21000: Safety and convenience for customers and employees is driving the shift but.

00:09:40.080 --> 00:09:54.810 Steve Frey, Text "SMBGUY" to 21000: it's also about increasing the online presence and things like social media websites getting refined and more functional email and email marketing campaigns over the past year you've no doubt seen that firsthand yes.

00:09:54.870 --> 00:09:58.710 Adam Cohen (Top Shelf Advertising): Oh, of course, of course, I mean, obviously, the challenges of.

00:10:00.300 --> 00:10:12.420 Adam Cohen (Top Shelf Advertising): Leading into 2021 you know there's been significant growth in online advertising and customer acquisition, you know everyone's had to basically reinvent themselves in that way.

00:10:13.470 --> 00:10:21.450 Steve Frey, Text "SMBGUY" to 21000: yeah they had a little infographic in here, and it was just talking about the the increases in the social media presence and whether it was significant or just a little bit.

00:10:22.230 --> 00:10:30.510 Steve Frey, Text "SMBGUY" to 21000: There it was again roughly three quarters of small, medium sized businesses, so you know operationally for sure, but as far as getting the message out there.

00:10:30.780 --> 00:10:37.470 Steve Frey, Text "SMBGUY" to 21000: social media commerce and pushing the products and services online it definitely doesn't seem like that's going away, would you agree.

00:10:38.250 --> 00:10:46.080 Adam Cohen (Top Shelf Advertising): Definitely not you know there's been a lot of rumors about you know whether there's been any.

00:10:47.100 --> 00:10:55.740 Adam Cohen (Top Shelf Advertising): diminishment from any of the platforms in social media and that's definitely not the case, even though there may be some more challenges which i'm sure we'll talk about.

00:10:55.980 --> 00:11:06.570 Adam Cohen (Top Shelf Advertising): on social media platforms are continuing to deliver and drive sales and you know convert new customers to help local businesses and larger businesses grow their revenue and reach their goals.

00:11:08.160 --> 00:11:16.260 Steve Frey, Text "SMBGUY" to 21000: So you know we talked last year, and you know this is something where there's always value to having a good, clear message that's communicated.

00:11:16.620 --> 00:11:21.060 Steve Frey, Text "SMBGUY" to 21000: digitally these days, you know even a year ago, we could definitely identify with that.

00:11:21.540 --> 00:11:32.220 Steve Frey, Text "SMBGUY" to 21000: But how has your business model had to shift pivot accommodate for what people have been asking over this past year because there's no doubt the questions.

00:11:32.490 --> 00:11:41.640 Steve Frey, Text "SMBGUY" to 21000: And needs that these SMEs have have gotten more intense and they're looking at you for for answers and solutions for for for more things tell us a little bit about that.

00:11:42.870 --> 00:11:54.750 Adam Cohen (Top Shelf Advertising): Sure, so a lot of businesses that weren't necessarily so, driven by online sales had were forced to make a pivot and you know a lot of these.

00:11:56.880 --> 00:12:06.780 Adam Cohen (Top Shelf Advertising): funnels that people go through when it comes through the buying process have had to kind of invent ways that people can interact with them online.

00:12:07.650 --> 00:12:13.980 Adam Cohen (Top Shelf Advertising): So if they're there was a school that used to be, that I work with that used to only be in person.

00:12:14.550 --> 00:12:24.150 Adam Cohen (Top Shelf Advertising): And now that school offers online classes, so we actually had to change their entire sales funnel where you know somebody will go through to their website.

00:12:24.720 --> 00:12:36.090 Adam Cohen (Top Shelf Advertising): They will also see that their social media account they'll kind of check in on you know does their social media page check out does their website check out once I go through that process is it easy for me to sign up.

00:12:36.630 --> 00:12:48.150 Adam Cohen (Top Shelf Advertising): What do I have to do in order to buy this program and then on our end as advertising and marketing professionals, we need to make sure that we can track every step of that process and make sure that.

00:12:48.990 --> 00:12:53.340 Adam Cohen (Top Shelf Advertising): You know you're getting high getting leads, and not only are you getting leads.

00:12:53.640 --> 00:13:07.350 Adam Cohen (Top Shelf Advertising): you're getting high quality leads and those high quality leads need to then convert into sales, so you know, on our end we've really been trying to make sure that we develop new ways that customers can interact with.

00:13:08.220 --> 00:13:18.330 Adam Cohen (Top Shelf Advertising): You know these businesses, but then that we can also track this process so that we can continue to advertise to more potential customers to have the businesses grow even further.

00:13:19.290 --> 00:13:30.840 Steve Frey, Text "SMBGUY" to 21000: i'm so happy to hear you talk about the conversions Adam because you know day in, day out, I hear all over the place about lead generation lead generation and that's what folks are looking for a lot of times with.

00:13:31.290 --> 00:13:36.750 Steve Frey, Text "SMBGUY" to 21000: Your help from people in your position lead generation it's one thing to have a list of leads.

00:13:37.110 --> 00:13:45.030 Steve Frey, Text "SMBGUY" to 21000: it's another thing to have a lead engagement strategy that synchronous with your social media marketing and advertising strategy and that's where.

00:13:45.270 --> 00:13:52.950 Steve Frey, Text "SMBGUY" to 21000: The whole conversion piece comes into play and that's where a lot of the meat of this is actually realizing you know return on investment Roi into.

00:13:53.730 --> 00:14:03.300 Steve Frey, Text "SMBGUY" to 21000: You know the business from the social media marketing and advertising campaign, so I love where your head's at i'm excited for the rest of this conversation I also did put your face on mark Zuckerberg.

00:14:03.630 --> 00:14:14.130 Steve Frey, Text "SMBGUY" to 21000: Bobby a whole bunch of time, so I will share that with the audience here and there, but we're going to take a quick break, but we will be right back with Adam Cohen idea generator founder of top shelf advertising stay with us.

00:16:29.040 --> 00:16:39.210 Steve Frey, Text "SMBGUY" to 21000: Welcome back everybody it's Friday it's always Friday it's me Stephen fry your SMB guy but it's not just me we're chatting once again second time in the past year.

00:16:39.810 --> 00:16:49.830 Steve Frey, Text "SMBGUY" to 21000: With my good buddy Adam Cohen idea generator founder of top shelf advertising specializing in social media marketing and advertising campaigns on behalf of small, medium sized businesses.

00:16:50.160 --> 00:16:57.660 Steve Frey, Text "SMBGUY" to 21000: We were just talking a little bit about some of the changes and social media over the past year there's definitely some trends out there that we're going to get into without them.

00:16:58.110 --> 00:17:06.420 Steve Frey, Text "SMBGUY" to 21000: But you know SMB is, overall, they do tend to be embracing the digital first world, this is an excerpt that I pulled out of report from salesforce again salesforce.

00:17:06.660 --> 00:17:16.560 Steve Frey, Text "SMBGUY" to 21000: Does a report every year, small and medium sized business market trends trends report, and you know there's plenty of discussion inside of this report 30 pages about.

00:17:16.980 --> 00:17:24.210 Steve Frey, Text "SMBGUY" to 21000: Online presence, the role that social media plays in everything all kinds of graphs and infographics and things like that so.

00:17:25.350 --> 00:17:31.140 Steve Frey, Text "SMBGUY" to 21000: Adam, this is the method part of this show, and I know we talked a little bit about the science behind what you do last year, but.

00:17:31.620 --> 00:17:38.160 Steve Frey, Text "SMBGUY" to 21000: There are some things that have definitely changed in the social media marketing and advertising world, and I know you've been.

00:17:38.520 --> 00:17:50.970 Steve Frey, Text "SMBGUY" to 21000: Very On top of this, and kick some ideas back and forth with me so you know, give a little bit to the audience that things that have changed in social media this past year, where people really need to be conscious of it, and they need to have someone like you, helping them along.

00:17:52.350 --> 00:18:03.090 Adam Cohen (Top Shelf Advertising): So this year, there has been two major points of emphasis that i'd like to discuss, and the first is user generated content is definitely.

00:18:03.540 --> 00:18:15.600 Adam Cohen (Top Shelf Advertising): Getting a higher response and, in particular, video so raw authentic content is dominating and in terms of responses videos will actually give you.

00:18:16.050 --> 00:18:30.630 Adam Cohen (Top Shelf Advertising): Consumers are 60% more likely to buy from a video ad as opposed to an image ad so that's something that is definitely worth noting, and the other part of the process that i'd like to discuss is.

00:18:31.740 --> 00:18:39.960 Adam Cohen (Top Shelf Advertising): The objectives that are available now it's really important to utilize cost per result campaigns.

00:18:40.260 --> 00:18:48.120 Adam Cohen (Top Shelf Advertising): And these results can be you know identified as conversions within Facebook and there's many different ways that you can identify these conversions.

00:18:48.810 --> 00:19:05.640 Adam Cohen (Top Shelf Advertising): So there are some extra steps in order to have accurate data but, even though these extra steps are a little more tedious for people like me they're actually very useful for business owners and they can help you expand your business for the long term.

00:19:07.350 --> 00:19:17.190 Steve Frey, Text "SMBGUY" to 21000: Absolutely, so I want to, I want to throw something out there, that I saw hootsuite study hootsuite recently asked their clients what they were trying to achieve with social media.

00:19:17.670 --> 00:19:26.040 Steve Frey, Text "SMBGUY" to 21000: And by far the most popular reason for businesses using social media was for increased increased the acquisition of new customers and that's that's not a big surprise.

00:19:26.490 --> 00:19:38.460 Steve Frey, Text "SMBGUY" to 21000: You know, but also followed by increasing the brand awareness and driving conversions leads purchases product inquiries again actual revenue on the board isn't always what denotes a conversion.

00:19:38.880 --> 00:19:46.350 Steve Frey, Text "SMBGUY" to 21000: But there, it does seem to be a lot more awareness around you know, is this having some type of impact and what's the return on investment.

00:19:46.770 --> 00:19:51.810 Steve Frey, Text "SMBGUY" to 21000: You know I appreciate what you said that for folks in your position it's a couple extra steps, but it really goes.

00:19:52.110 --> 00:19:57.240 Steve Frey, Text "SMBGUY" to 21000: goes the distance to giving clients what they're looking for transparency and consistency with all of this.

00:19:57.510 --> 00:20:08.070 Steve Frey, Text "SMBGUY" to 21000: But there is no extra steps on their part right there's no pain that they would feel it's all stuff that someone in your type of position will help guide them and carry the ball, so that they get to their goal right.

00:20:08.460 --> 00:20:10.710 Adam Cohen (Top Shelf Advertising): Yes, that's 100% accurate.

00:20:13.110 --> 00:20:22.740 Steve Frey, Text "SMBGUY" to 21000: So you'd also mentioned video content I hope everyone picked up on that number because that's staggering and i'm you know i'm a visual person, even though we do a radio show here.

00:20:22.950 --> 00:20:30.480 Steve Frey, Text "SMBGUY" to 21000: I love goofing around with the Green screen, most people like visual engagement, people are 60% more likely to buy.

00:20:30.870 --> 00:20:44.700 Steve Frey, Text "SMBGUY" to 21000: When there is a video component to the advertising so talk to us a little bit about that how have you, you know started to accommodate that with your business model I know you've been speaking, you know in our circles, a little bit more about video content talk to us about that.

00:20:45.330 --> 00:20:56.190 Adam Cohen (Top Shelf Advertising): Yes, video has become much more prevalent in social media advertising campaigns, I have personally been doing a lot of video work lately.

00:20:56.880 --> 00:21:10.500 Adam Cohen (Top Shelf Advertising): Well, and what I really tried to do is make very specific, targeted video content related to the business, you know you may have different aspects of your business.

00:21:11.010 --> 00:21:24.390 Adam Cohen (Top Shelf Advertising): Different services that you offer, and the more specific, that you are with the video content, the higher quality leads, you will receive from your advertising campaigns so, for example, you're.

00:21:24.870 --> 00:21:30.060 Adam Cohen (Top Shelf Advertising): Trying to target a certain type if i'm trying to target business owners with an advertising campaign.

00:21:30.450 --> 00:21:37.530 Adam Cohen (Top Shelf Advertising): That video needs to speak specifically to that business owner, in a way, where when somebody is watching that video.

00:21:37.860 --> 00:21:46.740 Adam Cohen (Top Shelf Advertising): They literally think to themselves wow this video was created just for me i'm having these pain points with my business and I need to grow my business.

00:21:47.040 --> 00:22:00.990 Adam Cohen (Top Shelf Advertising): I maybe have an issue developing social media content, I need help, creating social media content, I need help acquiring more leads if these are all questions that are already being answered in the consumers mind.

00:22:01.470 --> 00:22:12.030 Adam Cohen (Top Shelf Advertising): Then you know if you're addressing these pain points that they're having they're significantly more likely to engage with your content and then contact you for your products and services.

00:22:13.050 --> 00:22:21.150 Steve Frey, Text "SMBGUY" to 21000: You know I, I agree with you wholeheartedly that this this type of video content does need to be very specific in the ass just like any sort of.

00:22:21.750 --> 00:22:28.080 Steve Frey, Text "SMBGUY" to 21000: ask for a referral of business it's if you use the dirty words of somebody everybody anybody.

00:22:28.620 --> 00:22:35.850 Steve Frey, Text "SMBGUY" to 21000: Usually equates to nobody people don't think of you know they go everybody, I know, everybody great, but the more specific, you are.

00:22:36.450 --> 00:22:43.590 Steve Frey, Text "SMBGUY" to 21000: The more likely people are to attach to that type of you know campaign it's almost like if you're if you're creating your own course curriculum.

00:22:43.830 --> 00:22:53.730 Steve Frey, Text "SMBGUY" to 21000: it's like this section is about X next section is about why it's a lot of times people want to riddle you with absolutely everything that they can do products and capabilities of the business.

00:22:54.150 --> 00:23:02.610 Steve Frey, Text "SMBGUY" to 21000: And remember it's it's more about the story behind each of the capabilities and what's going to make an impact with the audience, so I love the sentiment.

00:23:03.300 --> 00:23:09.240 Steve Frey, Text "SMBGUY" to 21000: One of the big trends that that you and I read about out there again video content will continue to dominate.

00:23:09.810 --> 00:23:15.270 Steve Frey, Text "SMBGUY" to 21000: It says if you're not currently creating videos, it is time that you include them in your content strategy.

00:23:15.660 --> 00:23:24.090 Steve Frey, Text "SMBGUY" to 21000: in the very near future and arguably happening as we speak videos will dominate social media and anyone who doesn't come to terms with that.

00:23:24.540 --> 00:23:32.850 Steve Frey, Text "SMBGUY" to 21000: they're really going to have a tough time staying competitive so Is this something in your travels you know starting out in 2016 you fast forward five years.

00:23:33.300 --> 00:23:46.770 Steve Frey, Text "SMBGUY" to 21000: Have you revisited this topic with your SMB clients and have they been receptive to it, where you you you put together a video content strategy with them that is kind of short sweet, to the point, for their different offerings.

00:23:47.880 --> 00:23:55.050 Adam Cohen (Top Shelf Advertising): Yes, definitely I have had conversations with different business owners, where you know, maybe in 2016.

00:23:55.500 --> 00:24:03.420 Adam Cohen (Top Shelf Advertising): They may have been more geared towards a traditional advertising campaign, whether that be billboards or TV or things like that.

00:24:03.690 --> 00:24:07.620 Adam Cohen (Top Shelf Advertising): And over the last few years i've seen a consistent shift of.

00:24:07.920 --> 00:24:17.310 Adam Cohen (Top Shelf Advertising): advertisers going towards a video strategy to talk about all of the different products and services they offer and the best way to utilize those videos.

00:24:17.520 --> 00:24:27.510 Adam Cohen (Top Shelf Advertising): Is by posting these videos on social media and on your website and creating content specifically geared towards your ideal customer for each one of those services.

00:24:28.650 --> 00:24:34.770 Adam Cohen (Top Shelf Advertising): So between the different products and services we work with a lot of different industries.

00:24:35.370 --> 00:24:47.640 Adam Cohen (Top Shelf Advertising): You know, we work with some home improvement companies let's say you're working with a plumber, and this plumber specializes in residential homes and they want to do a video specifically about water heaters, or about a guest lining.

00:24:48.210 --> 00:24:55.200 Adam Cohen (Top Shelf Advertising): or another home improvement company that I work with may have an inkling about walking closets versus a.

00:24:56.130 --> 00:25:12.780 Adam Cohen (Top Shelf Advertising): Home Office or a pantry and we do create videos about all of these different specific areas of services that these businesses offer and that really resonates with the consumers that are in need, for these products and services.

00:25:14.040 --> 00:25:24.480 Steve Frey, Text "SMBGUY" to 21000: So I think about these little videos you know little mini stories and part of the whole storytelling thing if you line up and use some great examples, there you line up 10 plumbers next to each other.

00:25:25.350 --> 00:25:31.770 Steve Frey, Text "SMBGUY" to 21000: For the most part the services, the products and services that they're offering are going to be very, very similar.

00:25:32.520 --> 00:25:44.460 Steve Frey, Text "SMBGUY" to 21000: But the stories they tell of how they got there and what they see it, they seen in their travels and what they see even particular times of year i'd assume is something that's very sensitive to what you're doing with this.

00:25:45.510 --> 00:25:52.950 Steve Frey, Text "SMBGUY" to 21000: Then those might be a little bit different than the with you line 10 plumbers up next to each other so even just the exercise of.

00:25:53.400 --> 00:26:03.210 Steve Frey, Text "SMBGUY" to 21000: Getting folks to tell their story or helping them share their story, the way that you do, and the way that I like to do you know, especially for folks like you there's a there's a lot of value there.

00:26:03.810 --> 00:26:23.700 Adam Cohen (Top Shelf Advertising): I always encourage business owners to have an overview a business overview video or an about us video telling their personal story and telling why they're different, in addition to raw authentic examples of their work, so the combination of you know, really just giving somebody that.

00:26:25.020 --> 00:26:29.820 Adam Cohen (Top Shelf Advertising): sense of who am I, working with and what am I going to feel like when i'm working with them.

00:26:31.230 --> 00:26:46.620 Adam Cohen (Top Shelf Advertising): If somebody is seeing an ad online they want to feel that personal connection as best they can online so that they're thin comfortable enough to contact you further and then you know get more information about what it's like to really work with your business.

00:26:48.060 --> 00:26:55.440 Steve Frey, Text "SMBGUY" to 21000: So another trend out there is the concept of influencer marketing and this kind of bleeds into the madness part of our show which we're coming up to a.

00:26:55.770 --> 00:27:04.590 Steve Frey, Text "SMBGUY" to 21000: To a commercial break so we'll we'll use this topic to ease into the next segment here but influencer marketing and I think of the video content and telling the stories.

00:27:05.130 --> 00:27:12.000 Steve Frey, Text "SMBGUY" to 21000: influencer marketing is like a real crazy thing these days like I if I see my kids watching videos of other folks playing video games.

00:27:12.450 --> 00:27:18.180 Steve Frey, Text "SMBGUY" to 21000: It drives me NUTS i'm just like why don't just play the video game yourself that way you're going to have the experience, but there are.

00:27:18.630 --> 00:27:25.440 Steve Frey, Text "SMBGUY" to 21000: Young folks out there, I make a joke, with the fancy car in the beginning of the show, but you know it's the young folks out there that are.

00:27:26.190 --> 00:27:34.350 Steve Frey, Text "SMBGUY" to 21000: videoing and posting on YouTube the brand promotion brand awareness, then playing video games them doing walk through the video games.

00:27:35.340 --> 00:27:48.450 Steve Frey, Text "SMBGUY" to 21000: it's all stuff that's compensating them heavily and people, especially if there's generational gap, people are looking and scratching their heads going Why are people paying this kid 100 grand a month it's his underwear playing video games any thoughts or commentary on that.

00:27:49.770 --> 00:27:58.200 Adam Cohen (Top Shelf Advertising): influencer marketing has become the you know there used to be the yellow pages, and that was a big big part of marketing, for a long time.

00:27:59.190 --> 00:28:06.060 Adam Cohen (Top Shelf Advertising): influencer marketing, you know, there was a lot of in person networking, obviously the pandemic slowed that down influencer marketing has become.

00:28:06.330 --> 00:28:18.720 Adam Cohen (Top Shelf Advertising): The new online networking it's the next best thing that tells a personal story, but also shows real examples of how you can refer people online.

00:28:19.590 --> 00:28:25.020 Adam Cohen (Top Shelf Advertising): And people really seem to trust that raw authentic examples of other businesses it's.

00:28:25.620 --> 00:28:40.050 Adam Cohen (Top Shelf Advertising): kids and younger professionals also saying hey i've used this product or service and they've worked for me, and it really speaks to them in a way, where they can visually see it as an example of work for these other businesses that they endorse.

00:28:40.500 --> 00:28:49.110 Steve Frey, Text "SMBGUY" to 21000: there's some forums where a lot of the influencer things seems kind of crazy, but you know, in a lot of ways there's a lot of method behind the madness, so to speak, and.

00:28:49.380 --> 00:28:55.020 Steve Frey, Text "SMBGUY" to 21000: there's actually training programs out there, these days, and i've seen them pumping up a great deal during the pandemic.

00:28:55.320 --> 00:29:02.280 Steve Frey, Text "SMBGUY" to 21000: About influencer marketing and how to speak with influence, not in a derogatory let's do some somebody type of way but.

00:29:02.640 --> 00:29:06.840 Steve Frey, Text "SMBGUY" to 21000: you're speaking in a way, where people really hear what you have to say and really feel.

00:29:07.140 --> 00:29:19.740 Steve Frey, Text "SMBGUY" to 21000: You know the motion of the tide motion creates emotion so love the topic we're going to talk a little bit more about it when we come back from this break with my good friend, Adam Cohen idea generator and founder of top shelf advertising stay with us.

00:31:58.110 --> 00:32:07.890 Steve Frey, Text "SMBGUY" to 21000: Welcome back to always Friday with me Stephen fry your SMB guy we're chatting with my friend, Adam Cohen idea generator and founder at top shelf advertising.

00:32:08.250 --> 00:32:15.660 Steve Frey, Text "SMBGUY" to 21000: we're going to get a little bit into the madness Adam the madness, the artistic observational part of the show no story too taboo anything goes.

00:32:15.960 --> 00:32:22.560 Steve Frey, Text "SMBGUY" to 21000: We were just talking a little bit about influencer marketing, not necessarily a new trend, but definitely one that seems like it's here to stay.

00:32:22.950 --> 00:32:32.400 Steve Frey, Text "SMBGUY" to 21000: And some of the method in the madness that comes around, that is, you know a lot of young younger folks are making inordinate amounts of money just by.

00:32:32.730 --> 00:32:38.820 Steve Frey, Text "SMBGUY" to 21000: kind of broadcasting what they're doing and creating brand awareness and again just just to promote the brands.

00:32:39.120 --> 00:32:48.420 Steve Frey, Text "SMBGUY" to 21000: You know, again, can be seen from both sides of the table just sheer number of influencers on social media folks that are broadcasting themselves checking out cars are playing video games.

00:32:48.870 --> 00:32:56.790 Steve Frey, Text "SMBGUY" to 21000: But also, you can see, with the increase in marketing spend and Adam you probably see this firsthand on influencer marketing by businesses so.

00:32:57.600 --> 00:33:10.500 Steve Frey, Text "SMBGUY" to 21000: talk to us a little bit about some of the stuff that you've seen out there as of late that you know around these topics and also getting to the end of the Rainbow converting more business things that people been asking you to do a little outside of the ordinary lately.

00:33:12.030 --> 00:33:18.720 Adam Cohen (Top Shelf Advertising): So there definitely has been a lot of madness in the social media world in 2021 there's been a lot of changes.

00:33:19.470 --> 00:33:28.770 Adam Cohen (Top Shelf Advertising): influencer demand has increased it definitely helps with local targeting, especially if you have an influencer in your geographic vicinity.

00:33:29.730 --> 00:33:38.040 Adam Cohen (Top Shelf Advertising): There are also influencers where and different types of businesses where you don't really need it to be as local and and somebody who has just an extra significantly large following.

00:33:38.880 --> 00:33:53.640 Adam Cohen (Top Shelf Advertising): You know if they have thousands or millions of followers their voices heard across many different areas, so can certainly help your business grow in a way, where that online referral is just as good as an in person referral nowadays.

00:33:54.870 --> 00:34:06.930 Adam Cohen (Top Shelf Advertising): But another area where there's been some madness madness has been in attribution reporting and there's been a lot of changes within the major social media platforms over the last year in particular Facebook and instagram the most.

00:34:07.620 --> 00:34:16.980 Adam Cohen (Top Shelf Advertising): Generally, a lot of the other platforms tend to copy them, but the conversions API is now required that's a big important step.

00:34:17.670 --> 00:34:25.950 Adam Cohen (Top Shelf Advertising): The major thing that a lot of people probably are noticing is the ios 14 update that was conducted by apple.

00:34:26.730 --> 00:34:35.220 Adam Cohen (Top Shelf Advertising): Now, requires a lot of different companies to ask, do you want to be tracked or do you not want to be tracked on your phone you're probably noticing a lot of different.

00:34:35.520 --> 00:34:52.170 Adam Cohen (Top Shelf Advertising): websites asking you this more and more frequently asking about cookies asking about server activity, so this is basically the workaround to still track people, while not being able to track their cookie activity, you are still able to track their server activity.

00:34:53.220 --> 00:35:04.860 Adam Cohen (Top Shelf Advertising): and basically once you have the conversions API in place, then you can have much more targeted campaigns when it comes to tracking and setting up camp conversions this kind of.

00:35:05.550 --> 00:35:13.290 Adam Cohen (Top Shelf Advertising): leads into what I was what I mentioned in the last segment it's very, very important to make sure that your business sales funnel has.

00:35:14.070 --> 00:35:21.900 Adam Cohen (Top Shelf Advertising): Proper conversions setup in a way, where you know if somebody presses this button that's what you want a sale to be considered to be.

00:35:22.140 --> 00:35:31.230 Adam Cohen (Top Shelf Advertising): If they put in their payment information if they buy this product if somebody presses call now if somebody submits an email or a form submission.

00:35:32.100 --> 00:35:37.080 Adam Cohen (Top Shelf Advertising): Once those that once that information is submitted, then, if that is.

00:35:37.500 --> 00:35:47.670 Adam Cohen (Top Shelf Advertising): Connected properly from your website to your social media platforms that's how you can track conversions in the best way possible, in addition to having the conversions API turned on.

00:35:47.880 --> 00:35:52.320 Adam Cohen (Top Shelf Advertising): to really get a true return on your investment that can help almost any business grow.

00:35:52.650 --> 00:35:59.580 Adam Cohen (Top Shelf Advertising): Especially E commerce businesses have expanded significantly in the last year through online advertising and social media advertising.

00:35:59.910 --> 00:36:15.480 Adam Cohen (Top Shelf Advertising): But local service businesses have exploded as well, in a way, where you know people are getting more leads through form submissions and email contacts, as well as phone calls and people just calling up and asking for services, the old fashioned way.

00:36:16.590 --> 00:36:24.750 Adam Cohen (Top Shelf Advertising): So those are some areas where there's been some significant change that is really, really beneficial to any small to medium sized business or.

00:36:25.860 --> 00:36:30.360 Steve Frey, Text "SMBGUY" to 21000: You know, you said a couple things really important there and i've seen this firsthand as well.

00:36:30.570 --> 00:36:37.080 Steve Frey, Text "SMBGUY" to 21000: Your sales funnel has to have the proper conversion setup or else, how do you know how effective it is, and this goes back to a sentiment that i've.

00:36:37.380 --> 00:36:43.740 Steve Frey, Text "SMBGUY" to 21000: shared in the past couple weeks and months with other guests even that it's not about lead generation.

00:36:44.250 --> 00:36:48.810 Steve Frey, Text "SMBGUY" to 21000: So yes, you want to get more lead generation, you want to get more opportunities, you want to get more at BATs.

00:36:49.290 --> 00:36:58.800 Steve Frey, Text "SMBGUY" to 21000: But it's it's more about lead engagement when you get the opportunity, what happens after that and how do you quantify success or a win.

00:36:59.220 --> 00:37:07.050 Steve Frey, Text "SMBGUY" to 21000: And for kind of like you said, for some people that might be putting in credit card information for some it might just be getting their name phone number and email address.

00:37:07.350 --> 00:37:19.680 Steve Frey, Text "SMBGUY" to 21000: So, but that's that's where you really have to have somebody at your side to help guide you through all this and I think everybody out there can identify with the idea of seeing more of the oh we use cookies to track this.

00:37:20.610 --> 00:37:29.460 Steve Frey, Text "SMBGUY" to 21000: Every website that they go to these days, and you know it's an important point that you made that it just because you don't allow cookies doesn't mean that they can't track your server activity and gain some.

00:37:29.820 --> 00:37:40.410 Steve Frey, Text "SMBGUY" to 21000: insight into how you're doing things, by the way, another aspect of madness that I wanted to bring up this week is that that big Facebook outage so naturally there's a picture of you on mark Zuckerberg body again so everybody was.

00:37:40.470 --> 00:37:41.730 Steve Frey, Text "SMBGUY" to 21000: forced to take a break.

00:37:42.210 --> 00:37:50.280 Steve Frey, Text "SMBGUY" to 21000: From social media this past week, which is probably welcome for some people, I couldn't help it, this is a picture from the airplane movie with the guy pulling out the plug for the whole.

00:37:50.340 --> 00:37:54.960 Steve Frey, Text "SMBGUY" to 21000: Electricity in the airport it just I saw a meme about it, I thought it was hilarious.

00:37:55.260 --> 00:38:02.550 Steve Frey, Text "SMBGUY" to 21000: But there were people that that seemed like they almost needed to go to the emergency room because they couldn't access their social media profiles, but.

00:38:02.850 --> 00:38:10.800 Steve Frey, Text "SMBGUY" to 21000: Did you have any clients SMB folks that contact you and what what the hell is going on with Facebook i'm doing this marketing where Am I lead what's going on here.

00:38:11.460 --> 00:38:20.400 Adam Cohen (Top Shelf Advertising): I did have some inquiries but thankfully, I was able to pause some of the campaigns, so that it didn't really have a significant impact on them.

00:38:21.330 --> 00:38:30.390 Adam Cohen (Top Shelf Advertising): So some you know most of my campaigns are run on a monthly basis and Facebook and instagram were down for about seven hours or so.

00:38:31.260 --> 00:38:46.770 Adam Cohen (Top Shelf Advertising): And it was in the afternoon to evening so you know a lot of leads did come in in the morning and some more pause before the delay in the afternoon, but it definitely had an impact and people noticed for sure well personally or professionally.

00:38:47.790 --> 00:38:55.230 Steve Frey, Text "SMBGUY" to 21000: yeah I would think they did him definitely people noticed personally it's people going through withdrawal for seven hours and not being able to access and then.

00:38:55.470 --> 00:39:01.290 Steve Frey, Text "SMBGUY" to 21000: The slew of jokes and mediums that came after that about the Facebook outage but you know business wise.

00:39:01.800 --> 00:39:08.610 Steve Frey, Text "SMBGUY" to 21000: I could see it being a little bit of a different concern, and you know for folks in your position that are catering to small, medium sized business clients.

00:39:08.940 --> 00:39:19.110 Steve Frey, Text "SMBGUY" to 21000: Where they just go hey like this is my preferred for them i'm not doing print advertising anymore i'm not doing this, this is kind of where i'm putting most of my my concentration and then it's just going to break down.

00:39:19.770 --> 00:39:28.530 Steve Frey, Text "SMBGUY" to 21000: Are there other folks that look at something like that, and then second guess the idea of putting money into that saying you know that any given time somebody could hit a button and this could be just terminated.

00:39:28.770 --> 00:39:33.000 Steve Frey, Text "SMBGUY" to 21000: So I should I go back to the old print advertising i'd imagine not but lay it on us what have you seen.

00:39:34.110 --> 00:39:40.530 Adam Cohen (Top Shelf Advertising): So in the social media world and in advertising in general well oftentimes things go wrong.

00:39:41.070 --> 00:39:49.890 Adam Cohen (Top Shelf Advertising): it's not a perfect system it's something that is being worked on and has forced a lot of change, so one of the changes.

00:39:50.340 --> 00:39:57.120 Adam Cohen (Top Shelf Advertising): One of the things that makes people question is with the reporting if you don't have your conversions API in place properly.

00:39:57.750 --> 00:40:12.300 Adam Cohen (Top Shelf Advertising): or just given Facebook has come out and stated that there may be up to a 20% discrepancy between how they do their reporting versus any other platforms reporting like Google or or anything along those lines.

00:40:12.930 --> 00:40:21.180 Adam Cohen (Top Shelf Advertising): So that's one thing that kind of makes people a little more, you know the numbers aren't matching up, as well as they used to do they're starting to question more.

00:40:21.480 --> 00:40:28.620 Adam Cohen (Top Shelf Advertising): So another thing that Facebook and instagram and some of these other social media companies are doing away with that they're now changing.

00:40:28.920 --> 00:40:39.060 Adam Cohen (Top Shelf Advertising): Is there used to be a what they help Community were basically it was just a forum where a bunch of different people would comment on different areas to.

00:40:40.830 --> 00:40:51.450 Adam Cohen (Top Shelf Advertising): You know, get the answers to the problems that they were facing now there is actually a very strong customer service initiative that is being put in place it's actually not fully in place yet, but.

00:40:52.170 --> 00:40:59.460 Adam Cohen (Top Shelf Advertising): There were enough complaints about the customer service from the social media platforms, that the forums were not good enough and the help articles weren't helpful enough.

00:40:59.790 --> 00:41:09.930 Adam Cohen (Top Shelf Advertising): So the customer service initiative is definitely going to be stronger going forward but there still are going to be social communities and even in networking opportunities.

00:41:10.500 --> 00:41:20.130 Adam Cohen (Top Shelf Advertising): You can comment and people look for recommendations and people ask questions and on the platform's themselves, you can still comment and refer you know the social media community.

00:41:21.600 --> 00:41:27.810 Adam Cohen (Top Shelf Advertising): Local business opportunities somebody may ask Oh, do you know, a local real estate agent, do you know, a local mortgage guy.

00:41:28.680 --> 00:41:41.100 Adam Cohen (Top Shelf Advertising): And that's something that can also be a way to gain business organically, as well as the paid advertising methods which are admittedly going to get more assistance from customer service going forward.

00:41:41.850 --> 00:41:48.390 Steve Frey, Text "SMBGUY" to 21000: I could see some of those forums becoming very opinionated very quickly and not necessarily addressing the questions or issues at hand so.

00:41:48.720 --> 00:41:51.840 Steve Frey, Text "SMBGUY" to 21000: totally understand that and totally understand the idea of.

00:41:52.230 --> 00:41:59.400 Steve Frey, Text "SMBGUY" to 21000: at any given moment, things can go wrong in marketing and advertising, and I would echo that sentiment, for doing a live radio show as well and.

00:41:59.640 --> 00:42:06.180 Steve Frey, Text "SMBGUY" to 21000: With no edit button and a number of things that could go wrong at any moment, which brings about another topic of discussion real quick.

00:42:06.450 --> 00:42:13.440 Steve Frey, Text "SMBGUY" to 21000: You know, one of the trends that we looked at together out there is that live streaming is the new norm, I love doing what i've been doing for over a year now.

00:42:13.830 --> 00:42:21.780 Steve Frey, Text "SMBGUY" to 21000: But there are lots of other people out there, whether they're doing a full hour long radio show or they're just doing you know, a couple minute little pit stops online.

00:42:22.170 --> 00:42:33.150 Steve Frey, Text "SMBGUY" to 21000: Live streaming everybody has the need the want to carry out their business online so people who have never used video before they participate in, you know zoom calls like like it's like it's.

00:42:33.420 --> 00:42:44.670 Steve Frey, Text "SMBGUY" to 21000: Second nature, at this point, even elderly folks who might have not had a smartphone before 2020 they've had to adopt to this like streaming and online chat and everything being online enabled.

00:42:45.270 --> 00:42:52.980 Steve Frey, Text "SMBGUY" to 21000: Any experience that you've had as of late with people asking you to do live streaming and have them, you know involved in their product or product or service distribution.

00:42:54.090 --> 00:43:11.670 Adam Cohen (Top Shelf Advertising): I have done a few live streams and the best thing that you can do with live streaming is reuse your live streaming a lot of these platforms allow you to record and allow you to repurpose your videos after they've been done in the live form, and when you do these live.

00:43:12.960 --> 00:43:26.400 Adam Cohen (Top Shelf Advertising): shows are live recordings the streams are very in touch with the people who are on there currently but you know, depending upon what time of day, not everyone will be able to go on there so it's really good to kind of.

00:43:27.120 --> 00:43:40.530 Adam Cohen (Top Shelf Advertising): Make sure that you have a backup option to make sure that you can hit all of those potential people who did want to see your opinions in a different light or discuss a topic in more detail that you wouldn't necessarily have enough time to cover.

00:43:41.280 --> 00:43:48.450 Adam Cohen (Top Shelf Advertising): By repurposing those videos as static videos in addition to live streams, so that you can get the most.

00:43:49.560 --> 00:43:52.350 Adam Cohen (Top Shelf Advertising): distribution of the content possible yep.

00:43:52.410 --> 00:43:57.330 Steve Frey, Text "SMBGUY" to 21000: Something that you and I definitely need to talk further about that's one thing i've produced a lot of content, this past year and.

00:43:57.660 --> 00:44:08.340 Steve Frey, Text "SMBGUY" to 21000: haven't done the best job of repurposing it the way I want so more to come on that totally agree, we will be back in just a few moments, with Adam Cohen idea generator founder a top shelf advertising stay with us everybody.

00:46:12.570 --> 00:46:20.610 Steve Frey, Text "SMBGUY" to 21000: Welcome back to always Friday with me Stephen fry your SMB guy we're talking with Adam Cohen idea generator and founder a top shelf advertising.

00:46:21.240 --> 00:46:30.420 Steve Frey, Text "SMBGUY" to 21000: By the way, if you guys like small, medium sized business and entrepreneurial related discussion you're going to want to stay with talk radio dot nyc for the 12 o'clock PM Eastern time show.

00:46:30.630 --> 00:46:35.310 Steve Frey, Text "SMBGUY" to 21000: The entrepreneurial web with Jeremiah Fox, this is a milestone episode for Jeremiah.

00:46:35.670 --> 00:46:47.430 Steve Frey, Text "SMBGUY" to 21000: This is number 100 so don't miss this Jeremiah and his guests tend to have some awesome pearls of wisdom for the Friday SMB and entrepreneurial oriented crowd so definitely stay with talk radio dot nyc.

00:46:47.700 --> 00:46:56.640 Steve Frey, Text "SMBGUY" to 21000: we're going to bring things home with my buddy Adam Cohen here at top shelf advertising your boutique advertising agency we're going to get into the message part of the show here so.

00:46:56.970 --> 00:47:09.570 Steve Frey, Text "SMBGUY" to 21000: From weekend insight to Monday impact we talked about a lot of good stuff here, as we did last year, talking about what what folks in your position can bring to the table working on people's social media marketing and advertising campaigns.

00:47:10.740 --> 00:47:18.900 Steve Frey, Text "SMBGUY" to 21000: there's there's a lot here you got to keep current with the times, you need to continue to evolve, just because you put together a strategy last year.

00:47:19.290 --> 00:47:28.350 Steve Frey, Text "SMBGUY" to 21000: doesn't mean that it's going to show you the most optimal success, this year, a lot of complexities on the back end with you know conversion and tracking that as far as sales and revenue go but.

00:47:28.830 --> 00:47:36.990 Steve Frey, Text "SMBGUY" to 21000: Give us some sound bites for the end of the program here what weekend insight can folks take away to make Monday impact for their business out of them.

00:47:38.310 --> 00:47:44.130 Adam Cohen (Top Shelf Advertising): So hopefully any potential business owners that are thinking about how they can improve and.

00:47:45.450 --> 00:47:51.300 Adam Cohen (Top Shelf Advertising): And what their social media strategy should be going forward the two biggest things i'd like to recommend.

00:47:51.720 --> 00:48:05.490 Adam Cohen (Top Shelf Advertising): Are that you should definitely invest in video content and very specific video content in that, because the quality of your creative that you use in your advertising will take you as far as your.

00:48:06.060 --> 00:48:12.060 Adam Cohen (Top Shelf Advertising): Advertising can go, so the better, that the creative is the better your advertising campaigns will be.

00:48:12.390 --> 00:48:19.770 Adam Cohen (Top Shelf Advertising): If the campaign is not executed very well the campaign will most likely not perform as well, so video content.

00:48:20.070 --> 00:48:35.760 Adam Cohen (Top Shelf Advertising): In general, is 60% more likely to convert as opposed to just pictures, so I highly highly recommend making specific videos about each service that you offer for your business or products or also.

00:48:36.900 --> 00:48:43.860 Adam Cohen (Top Shelf Advertising): Telling your business story doing a business overview video doing an about us video so just really Personalizing and.

00:48:44.070 --> 00:48:50.820 Adam Cohen (Top Shelf Advertising): Expressing why you are different through video content will go a very long way within your advertising campaigns.

00:48:51.120 --> 00:49:03.480 Adam Cohen (Top Shelf Advertising): Which brings me to Point number two is your advertising campaigns you definitely should get some assistance to make sure that they are set up properly, you want to make sure that you have conversions conversions set up properly.

00:49:04.140 --> 00:49:11.790 Adam Cohen (Top Shelf Advertising): You want to make sure that you have conversions API in place so that you can track them properly, and you want to make sure that you test the conversion, so that you can.

00:49:12.060 --> 00:49:28.980 Adam Cohen (Top Shelf Advertising): track different cost per result campaigns, whether that result be a cost per purchase campaign a cost per website contact campaign, whether that be a phone call or an email once you have all those things in place then success is right around the corner.

00:49:30.390 --> 00:49:34.590 Steve Frey, Text "SMBGUY" to 21000: yeah no I couldn't agree more, and again I keep thinking of just.

00:49:35.100 --> 00:49:42.300 Steve Frey, Text "SMBGUY" to 21000: folks gravitating towards getting names and phone numbers and email addresses so that they can prospect further just the lead generation list and.

00:49:42.570 --> 00:49:48.120 Steve Frey, Text "SMBGUY" to 21000: For some businesses some models out there, that you work with that might be a conversion metric that they look at, but.

00:49:48.660 --> 00:49:56.820 Steve Frey, Text "SMBGUY" to 21000: A lot of times, people are looking for well did this did this actually contribute money to my bottom line that I get more sales from from this online advertising and.

00:49:57.090 --> 00:50:07.200 Steve Frey, Text "SMBGUY" to 21000: They don't really have the mechanism in place to really quantify that in any measurable form so very important stuff here remember you can get a map and a compass anywhere online.

00:50:07.860 --> 00:50:12.450 Steve Frey, Text "SMBGUY" to 21000: you're looking for somebody to guide you through the wilderness of social media marketing and advertising.

00:50:12.750 --> 00:50:17.070 Steve Frey, Text "SMBGUY" to 21000: And Adam Cohen top shelf advertising one such person that you should definitely reach out to.

00:50:17.340 --> 00:50:25.560 Steve Frey, Text "SMBGUY" to 21000: I have Adams contact information you want to get in touch with me get in touch with Adam you could text SMB guy SMB G uy to 21,000.

00:50:25.830 --> 00:50:35.010 Steve Frey, Text "SMBGUY" to 21000: Adam before I let you go here for the day we're going to revisit my three magic questions, who is your favorite movie or TV show character what's your favorite movie or TV show.

00:50:35.280 --> 00:50:53.520 Steve Frey, Text "SMBGUY" to 21000: what's your favorite musical instrument and who's the artist you'd like to hear play it I have memories of Peter Griffin and m&m for sure I vividly remember that picture from last time but uh for your favorite character, this time around, you went with a star wars theme today boba fett.

00:50:54.660 --> 00:51:03.420 Steve Frey, Text "SMBGUY" to 21000: So the character armored bounty hunter that's featured in both the original and the prequel film trilogies there, he is in all his glory.

00:51:04.320 --> 00:51:16.740 Steve Frey, Text "SMBGUY" to 21000: And there's also some some boba fett stuff coming out shortly it's not just Star Wars and the man delorean there's the Book of boba fett coming out, are you up on that is that something that you're waiting with bated breath for.

00:51:17.100 --> 00:51:21.150 Adam Cohen (Top Shelf Advertising): I am up to date on all that I am very excited to see.

00:51:21.660 --> 00:51:30.150 Adam Cohen (Top Shelf Advertising): The book of boba fett i'm a fan of the man delorean show I watched all the original trilogies i'm caught up on all of the movies that were produced even the new ones.

00:51:30.480 --> 00:51:36.330 Adam Cohen (Top Shelf Advertising): So i'm very excited to see how they're going to tell the beginning story about this character.

00:51:36.690 --> 00:51:48.030 Adam Cohen (Top Shelf Advertising): And I always just thought you know he had really cool Armor and you know, he was a bounty hunter he wasn't really you know, he did stuff for the good side and the bad guys, you know he kind of goes back and forth.

00:51:48.390 --> 00:51:53.610 Adam Cohen (Top Shelf Advertising): I just always thought he had a very cool ship unique character so i'm very excited to see how.

00:51:54.690 --> 00:51:57.720 Adam Cohen (Top Shelf Advertising): He develops in this next chapter of the book of boba fett.

00:51:59.100 --> 00:52:14.070 Steve Frey, Text "SMBGUY" to 21000: yep and again, you talk about you really love Star Wars you'd mentioned yoda also in passing, which you know I do often look at you, as a as although definitely younger than myself a yoda of this industry that you play in much to learn you're still.

00:52:14.070 --> 00:52:14.820 Adam Cohen (Top Shelf Advertising): Have as.

00:52:14.910 --> 00:52:22.800 Steve Frey, Text "SMBGUY" to 21000: far as the marketing and advertising goes as it relates to social media and creating a digital presence, so you know just some some good.

00:52:23.700 --> 00:52:32.430 Steve Frey, Text "SMBGUY" to 21000: analogies to be made there it's it's not definitely not something that you can master overnight and there's a lot of you know method behind the madness that goes into what you do, but.

00:52:32.730 --> 00:52:38.100 Steve Frey, Text "SMBGUY" to 21000: You know it's almost like hiring a bounty hunter on your behalf, to capture some of those those leads and.

00:52:39.030 --> 00:52:43.950 Steve Frey, Text "SMBGUY" to 21000: Revenue it's a good a good way of looking at it, but yeah both the Book of boba fett coming out.

00:52:44.430 --> 00:52:49.560 Steve Frey, Text "SMBGUY" to 21000: Towards the end of the year, I believe, in December, so you know definitely maybe we'll check that out together actually.

00:52:50.190 --> 00:53:00.570 Steve Frey, Text "SMBGUY" to 21000: But as far as the music goes last time you had talked about vocals and the human voice which I, you know I like for someone like you, giving giving folks a voice and putting putting some.

00:53:00.930 --> 00:53:08.370 Steve Frey, Text "SMBGUY" to 21000: pictures and method and story behind the story of the SMEs that you're working with and I thought you really looked a lot like m&m I couldn't help but.

00:53:08.400 --> 00:53:09.930 share that picture again with everybody.

00:53:10.950 --> 00:53:20.970 Steve Frey, Text "SMBGUY" to 21000: Another artists that you said you've been told, in the past that you look like is Chester bennington the singer passed away a few years ago, unfortunately.

00:53:22.050 --> 00:53:35.190 Steve Frey, Text "SMBGUY" to 21000: Of Lincoln park so singer songwriter occasional actor lead vocalist of Lincoln park but also great days dead by sunrise and stone temple pilots, so you know I could see it a little bit I really thought you looked more like m&m today.

00:53:36.360 --> 00:53:38.250 Steve Frey, Text "SMBGUY" to 21000: Well, I was always say you look like this dude.

00:53:39.270 --> 00:53:51.930 Adam Cohen (Top Shelf Advertising): I i've gotten Chester more but hey either one I take it, I guess, but I was always a big linkin park fan all of their old stuff even there you know most recent work as well.

00:53:52.650 --> 00:53:56.520 Adam Cohen (Top Shelf Advertising): I thought Chester was very talented as the lead lead singer there.

00:53:56.850 --> 00:54:11.100 Adam Cohen (Top Shelf Advertising): And you know I could still you know work out to it, I could still jam to Lincoln park at any time, as I can, with most m&m song so those that, even though there are two very different genres love both of those musicians and the music that they provide.

00:54:11.880 --> 00:54:20.280 Steve Frey, Text "SMBGUY" to 21000: You know I just it's such a good, you know analogy to me of putting a voice, with the SMB story out there it's something that I love to do I know it's something that you love to do.

00:54:20.670 --> 00:54:25.740 Steve Frey, Text "SMBGUY" to 21000: And it's something that is very needed, these days, a lot of times, people have trouble.

00:54:26.190 --> 00:54:35.130 Steve Frey, Text "SMBGUY" to 21000: Especially the closer, they are to something that they do, they have trouble articulating it to everybody else, and they want to kind of riddle everybody with everything they've ever done in every facet of everything.

00:54:35.670 --> 00:54:42.270 Steve Frey, Text "SMBGUY" to 21000: You know you have made some great points throughout the show today of you know, even if somebody filmed an hour long about us story a.

00:54:42.570 --> 00:54:48.990 Steve Frey, Text "SMBGUY" to 21000: chop it up into little bite size pieces that are important for the particular campaign for that time and place that offering.

00:54:49.230 --> 00:54:55.320 Steve Frey, Text "SMBGUY" to 21000: Whatever it is and people will be more likely to digest it and take action on it and generate some revenue from it.

00:54:55.680 --> 00:55:00.930 Steve Frey, Text "SMBGUY" to 21000: Adam great to have you on the show, once again, you have the distinction of being my first repeat guests on the show.

00:55:01.170 --> 00:55:07.770 Steve Frey, Text "SMBGUY" to 21000: episode three and whatever this is episode 51 but I don't know I keep screwing up the numbers and losing count but great to have you here once again.

00:55:08.100 --> 00:55:19.680 Steve Frey, Text "SMBGUY" to 21000: coming up next week we're going to be talking to my buddy Tommy Carroll he's director of marketing and business development for pro care rehabilitation we're going to be talking about getting back into game after you get hurt.

00:55:20.010 --> 00:55:30.060 Steve Frey, Text "SMBGUY" to 21000: So procures always prided itself on being physical therapist owned and operated up to 11 different locations around the State of New Jersey, I believe they're in the process of opening number 12 right now.

00:55:30.420 --> 00:55:35.490 Steve Frey, Text "SMBGUY" to 21000: With current healthcare climate trending towards big hospital systems and big corporate types of settings.

00:55:35.790 --> 00:55:44.280 Steve Frey, Text "SMBGUY" to 21000: Pro care is always thrive, because of its commitment to quality and personalized service so we're going to get more from Tom you next week, Adam thanks again for joining me here today, everybody.

00:55:44.310 --> 00:55:45.090 Adam Cohen (Top Shelf Advertising): Thank you for having me.

00:55:45.570 --> 00:55:58.020 Steve Frey, Text "SMBGUY" to 21000: My pleasure great to have you here once again, we will see you next week 11am Eastern time here on always Friday right between Tommy D on philanthropy and focus and Jeremiah Fox and the entrepreneurial wed until then see you guys next time.

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