Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Category: Social media

How to Optimise Chatbot Data to Increase Sales & Engagement with Pubble

There are Chatlines and SUPERB Chatlines


Marketers are missing huge opportunities by either NOT using a chatline / Chatbot … OR not realising the magic data that your chatbot is probably capturing. 


Of course, not all Chatbots allow you to get at the data I use to increase engagement and/or save a lot of money.


In this video I talk with John Dineen, CEO at Pubble, about how I've taken over 4000 online enquiries, analysed them and used the information to drive the AI Pubblebot far beyond what most people dream of. 


If you want to know more about getting a free trial of Pubble or how to drive engagement and profits with optimised data just give me a ring. 


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The Dangers of Social Media Leading to Burglary, Theft & Attacks

There is a downside to social media

You see not many people want to know what you had for breakfast but quite a few people want to know where you ate it.

These people are criminals and they really want to know the best time to break into your home to rob you.  Of course they don’t make appointments or formally ask you where you are because they don’t need to.

So many people tell the world that they are on holiday that surfing the web for likely homes to rob is now  something done by 75% of burglars. Some of them don’t bother with breaking in to your home.  They are too busy stealing the car you left on the drive. 

A few weeks ago I was in South Africa.  I didn’t post this on social media until after I returned. But while I was away i saw posts from quite a number of people I knew.  They were in India, New Zealand, the Canaries and a host of other places.  And if I could see it so could potential burglars. 

I don’t know any burglars 

Of course most people don’t know any burglars and haven’t befriended them on Facebook or wherever.  But loads of people have hundreds of friends on line.  And if one of your friends likes, shares or comments on your post then lots of their friends will see it and they may not be so trustworthy.


My address isn’t on Facebook

You may think that your address can’t be seen on Facebook but if you have posted a picture on Facebook there is a good chance it contains the location it was taken in.  Images contain something called an EXIF file. And if the image was taken with a mobile phone it may well add the GPS coordinates to the EXIF file. When you load a picture of your garden or great aunt Gertrude on social media this information can be included.  So the burglar knows where the picture was taken and can soon case your joint. To be fair Facebook strips this information from images .. but the same image can be searched for via Google image search and if it is on the web it wil be found.  Voila we have your address!  

Ohh and just because you can’t seethe EXIF files doesn’t mean that dishonest people can’t .  They have made a career out of knowing these things. Some even attended the University of Prison and did master classes in it. 


Insurers will not pay up if you’ve revealed to the world that you are on holiday

The media has been alive with stories of how the insurance industry is now checking what you say on  on social media.  you make a claim and they will check out social media to see if you’ve told the world you are away.  And if you did they may well decide you have been negligent and refuse to pay up.  

You may not like this and may think it unfair.  But their shareholders don’t want to lose their dividend and put pressure on them to hold payments wherever possible.  Most insurance policies have a small print section on negligence. It used to mean things like leaving your door unlocked.  Today that also means misuse of social media.  

Is this a valid way to withhold payments?  Well you’ll probably need to challenge them in court to find out.  I don’t really fancy your chances.


The solution to burglary

It’s very simple.  Don’t use social media to say you are away. 

Use social media responsibly.

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Are You Really Good at Social Media?

Last Week Three New Clients Claimed to be Brilliant at Social MediaSocial Media Fails Most of The Time


They were investing a lot of resources into social media .. and unknowingly, were totally failing.

I knew because I checked their Google Analytics and saw the results in the images on this page.

The first site I checked had nearly 300,000 page views with just 1.33% of traffic coming from social media.


Social Media Fails Most of The Time 1The second site was smaller with just 80,000 page views and 1.54% of them coming from social media.








Social Media Fails Most of The Time 1The third site was even smaller with 10,000 page views and just 0.49% of traffic from social media.



The Real Social Media Problem

But the small amount of social media traffic to these sites wasn’t the real problem.

The real problem was that it wasn’t converting into sales as well as other types of traffic.


I’m well aware that social media can drive large amounts of valuable traffic that can convert into high value sales on a website … but as these sites demonstrate, this often isn’t the case.

And bear in mind the owners of these sites all told me social was working really well for them.

Certainly they were getting shares and followers,  but that isn’t the same as sales. 

Social media is a really good step in the sales process; but don’t confuse activity with sales.


Is Social Media Working For You? 

Have You A Feeling About This Or Have You Checked the Facts?

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What’s The Point Of Being on Twitter If You Are Not Engaging? Asks Emma

Michelin on twitterTwitter Doesn’t  Really Work For Me. So Why Bother With Twitter? 

I made it  clear in a recent post that Twitter didn’t really work for me.  I could have added that many other forms of social media also failed to engage my audience.  So it may seem strange that I bother with Twitter at all.


This thought prompted Emma to ask a very simple question.

“What’s the point of being on Twitter if you are not engaging?”.

It might be a simple question but the answer is quite involved.

As I explained in my weekly email “I only have a handful of Twitter followers and it doesn’t work for me”.  But that isn’t to say it NEVER works for me; just that it doesn’t give me the level of response I get from other marketing tactics.  

But as I further explained “my audience aren’t using Twitter much.  So it wouldn’t.  It doesn’t mean you shouldn’t use Twitter. The answer actually lies in the audience and not a list or a preferred social media; or at least that is my experience.”   


Lucrative Audiences Matter Most

You see my most lucrative market is the education sector.  My contracts here are usually 5 figures and individual clients have a lifetime value in the six figure range.  But, in terms of buying services, few of them use Twitter to any extent and I’ve yet to land a substantial contract via Twitter.  Of course some people do respond to what I send out on Twitter; in fact Emma came back to me via Twitter.  And a few years ago I picked up a few attendees to, my then annual, events in Portugal.  However I get few responses via Twitter and, where they eventually become contacts of some sort,  they are worth much less.  

That is not so say they are unimportant.  They are important, especially as I often select these contracts because they intrigue me.  It is rarely about money!  In fact the 40 or so people I have worked with in Portugal became clients because I wanted to do some work in Portugal prior to buying a holiday home there (I never did buy the holiday home, but have gone back a few times a year and stayed in a friend’s holiday home).  


Why Waste Time on Twitter?

So, this being so, why waste anytime on Twitter?    Simple.  Firstly it is very simple and extremely quick for me to post every new webpage I write to Twitter.  The CMS (Content Management System) on my website has a tick box that allows each page to post to social media automatically.  So when a page on my site is launched (and there is at least one each week) up it pops on Twitter.  (I can also use the same plug-in to send to other social media and do this each time). 

The downside of this automated method is that it posts the exact headline I’ve used on my webpage as the Twitter message. The problem is that the headline may not be the best message for Twitter.  In reality I ought to optimise it for Twitter.  But life is too short to do everything and I let it go as it stands.  And, to an extent, it works. I get a handful of followers from this.  But although I’m happy to post to Twitter like this it is never going to bring me a lot of traffic unless I spend more time on perfecting both my message and technique.  And, having profiled my most lucrative customers I use my limited time to best effect.  I get a bit of traction from virtually no effort, but don’t really want to spend time on something that will only provide a very limited return from my client base.   I’d rather focus on what I know works much better and is, for me, much easier. And, for me that is articles where I know my best prospects will see and read them.

There is a however a second reason I use social media like Twitter.  It is because it is important to my clients.  How can I advise them when I never used Twitter?  I can’t.

Facebook also comes into this category for me.  You often see me post about Facebook ads.  I explain how great they are for many of my clients.  And I run campaigns for a number of clients. Some of these clients have relied on me running their campaigns for six or more years.  

But I rarely use Facebook for my own business purposes. Exceptions have been when I have offered to produce animated video ads for  prospects.  A £25 spend brought me plenty of enquiries a few months a go, and the conversion rate to clients has been very good. Certainly good enough to know that when I want more customers I can turn the ads back on and be fairly sure of finding more clients.  Having a reliable system like this is a godsend.  

Most of my Facebook advertising contracts are however for colleges that want to attract young people.  And for this it is superb.  As you’ll have seen from past posts we can get video views for less than 1p.   That’s less than ONE PENNY sterling!  And the conversion rate is good as well. 

So I need to use a number of social media NOT because they are important to me but because my clients need to use them. 


A Word of Warning About Social Media.

 So many people see getting more followers on social media as being important.  But it can be the death knell to your marketing.  If someone follows you then their followers and friends get to see and some of them might follow you and your numbers grow. That sounds great doesn’t it?

NO, not if they are the wrong sort of followers.  If the first one followed because of one post, and if that isn’t a mainstream post for you, then the others have also followed for a poor reason.  Let’s face it we all post a variety of posts and some are more focused than others. The problem is it with getting followers, it makes you feel good, and they gurus say it is important to get more followers. So you spend more time on it.  But if no one converts into a customer, then it is time wasted.


Simple Marketing Rules 

I have a simple rule here.  With things like social media we are all told that it has made getting your message out much easier.  


But your message is also harder to find simply because it is one of billions of messages being sent each day.  This is marketing in the Land of Plenty.

It is actually better to market in the Land of Scarcity.   When messages are scare then people are more likely to clamour to read them.  

So a good article in the right place, where there are limited numbers of articles,is for me much more likely to be read and have impact.  The thing is people know these articles have been selected and approved by the editor and have value.

Whereas anyone can write anything on social media, no one approves it and it is one message among millions or billions.  Sadly social media doesn’t breed scarcity.

Google knows this and has made a fortune out of it. Google knows that on each search page there are only TEN adverts.  This scarcity means people compete for the space and they have a system that only allows the best ads to prosper.    


So this week’s post, in response to Emma, is long. But I hope it throws some light on my social media strategy, why I still use Twitter etc and why I still rely on things like articles.

In reality I still use over 100 marketing techniques.  I just choose to spend my limited time on the most effective.   

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