Q&A with Yifat Cohen: How to apply the Customer Experience, ROI Formula
Technology is moving to the space right now where we don't know what's real anymore. In fact, they can take a flat image of you and make it look like you're talking in real time. The first AI voice mimicking software actually created a huge theft. This is the first cyber crime that took place. It was used to convince a Managing Director from a British Energy Company to transfer $240,000 to a bank account in Hungary. He did this because he thought he was speaking to his boss on the other end of the line, giving him instructions to do so and later on found out it was not his boss.
Because of this and other AI Technology such as video editing and filters, it's killing the single most important ingredient that is required to make a sale, which is trust. If we cannot trust what's happening online right now, then how can we trust to buy anything, or to give our credit card to anyone online?
The Future of Marketing is Authentic Engagement on a Personal Level and I am doing this by sharing my specific formula to help you get more engaging clients, more sales, more conversions, and to help you build your audience, even if you don't have anything right now... If you do have something right now, that’s even better. I'm going to show you how to amplify that to get more reach, more visibility without paying for ads, paying Facebook, paying Google or anything like that. This will be more cost effective because I believe that engagement pays a lot more than ads do. Ads will get you visibility and reach. Engagement will get you more sales.
Let’s talk about the Customer Experience, ROI Formula. There is a lot of research out there that shows that within three years, 36 months of really focusing on customer experience, you can double your revenue, which is huge news. You can do this without a lot of effort, having to place a lot of ads, or buying leads. The bottom line is you don't want leads. You want customers.
What happens in the world today is that you have so many leads, and a very small percentage of them convert into actual sales. A lot of people are playing a numbers game. “If I can get a million leads and I convert 3% of them to $100 or $1000 product, then I'm doing very well”.
But what happens to the other 70% or 80% of the leads that you purchased? Marketing has changed because marketers have committed the biggest sin of all and that is a violation of people’s trust. Because of this, it's a lot harder to turn leads into clients. A lot of people are stuck in the lead world: “I need more leads. I need more leads.” They host more webinars, buy more ads, build more funnels. Unfortunately, these are not converting. It's very difficult. Now in addition to that, the reason it is also difficult to convert leads is because technology is changing very rapidly.
Why are customers losing trust with Online Marketing?
Consumers have lost trust and it shows in the numbers. It used to be very easy to send out ads to fill up a Webinar. But now ads take longer to convert. Frank Kern says that it takes about 22 times for someone to see you and 32 different ways to experience you, such as in any image, video, in a text, or in an email. They need to see you in many places for them to make a small purchase of about $20. They need to see you so many times and there are so many ways that you have to touch someone before they actually trust you to open up their wallet. Because of this, ads cost more, they take longer to convert. The funnels are filled with more leads than clients. The sales cycle is a lot longer because we have to overcome all the bad experiences that our leads or potential clients have had in the past.
Automation kills intimacy.
If you look at all the reports about loneliness and depression, among Generation Y and seniors, this is happening because everything is automated. We have lost that human touch. If there's no human touch, there's no emotional connection. And if there is no emotional connection, they don't stay loyal and you find yourself competing on price, not value.
What should businesses do to bring back trust and build relationships with potential customers?
I believe that the future of marketing is authentic engagement on a personal level. What do I mean by that?
Because of all the perils of technology and the fact that it is too easy to fake and scam, people will have to feel you, touch you, talk to you, experience you in order to trust you and buy from you.
So you can do this in two ways.
One way is that you can do live events. They are a fantastic way to get face to face with your audience in real time. You can touch them, talk to them, look them in the eyes, inspire them, find out what their issues are, their objections, their concerns, what do they want to know more about and actually help them.
This is a great way to have a conversation and connect on an emotional level. Live events are amazing. There's only one problem with live events - they have a very limited reach because there are only so many people that you can put into a room. In fact, we are doing a very intimate Live Event in Austin, Texas, November 15th to the 17th, 2019. We're only going to have about 20 people because we want to keep it small and we really want to connect with people.
There's a size limit of how many people you can bring into an event. If you are doing a stadium type event like Grant Cardone does with over 10,000 people, you can't really connect with all of them on an emotional level. It's too many people. There's a size limit to that.
The other way of connecting with people emotionally on a real basis is by live video. Live video allows you to have a conversation and gets you face to face with your audience so you can spread your message across the interwebs. Everyone watches you from wherever you are and they are seeing you. So what happens in Vegas doesn't stay in Vegas. It's there forever.
As long as you're not taking it down, your message, your video, the value that you offer, your connections in the world are there for other people to experience it over and over again. It's not the same as in real time, but you don't have to repeat it over and over again. You still can get that experience and share that across the interwebs.
If you didn’t know already, Frank Kern showed that doing live video actually converted more than posting ads. When you go live, you'll be engaging more, you'll be saving money, building connections and authentic relationships with your audience.
That authentic connection fosters trust. A trusting consumer is more likely to buy.
How do you create connection and authentic relationships with your audience?
This is what we do at YCN Media Group through a proprietary system called Viral Connectivity. We help our clients to replace broadcast marketing with engagement marketing. There are three elements to that...
It's very simple. First of all, we go live everywhere, and we actively engage our customers with our brand and our products in real time. Then we encourage them to come to our own website, which is our own property. I don't build my home on rented properties, you've heard me say that a million times.
We bring them right to our website and we motivate them to actively participate in the education and engagement process.
Then we lead them into the sales process, which helps to bring them into a buying decision.
Finally, we make it easy for them to share and refer our products and services to their friends and family.
What is the Customer Experience ROI Formula and how do you apply it to your business?
the Customer Experience ROI Formula is
Which stands for - Trust plus Visibility plus Relationships, equals Sales. I'm going to show you how I put this into practice and how you can do it too.
The first thing that you want to do is to create a live interactive show. It can be you interacting with your guests in real time with your audience, building those relationships. It can be you leveraging other people's audiences. I'm going to show you how to do that where you actually have an interview show.
What that does is it builds trust, authority and the relationship in real time. This is the same as if they came into a live event and are there to speak with you. They can come and ask you any questions they may have and have a conversation about it.
The second step is you want to go live everywhere. Remember we don't want what happens in Vegas to stay in Vegas. You want to increase the visibility and reach because you don't know where your audience is hanging out when you go live. So you want to be everywhere you can - YouTube, Facebook, Twitter, LinkedIn… but at the same time remember - don't build your home on rented properties.
You want to take all that traffic and bring it to your own website so you can have a conversation in real time.
What happens when you do that? Two things: One, you deepen the trust, you deepen the relationship, you deepen the authority and emotional connection. That's the first and most important ingredient, the connection with your audience.
The second side effect is that you are capturing the audience. You can follow up with them, nurture them, and continue building that relationship and boosting your own SEO on your website is where you have control of everything that you want to do. You can capture information, you can sell your product, you can sell affiliate products, you are in control.
How do you apply Gary Vaynerchuk's content model to create all the content you need from one Livestream?
Most people only do a livestream and leave it at that. They go live whether on one channel or all of them, they just go live and that's it. They keep going live all the time and don’t do anything else with that video content.
If you know of Gary Vaynerchuk and his content model, basically what he does is he takes one keynote that he has and turns it into a billion different social assets. He creates images, podcasts, videos, articles, blogs, tweets and all that stuff from one keynote.
Now, granted, Gary himself doesn't do all that. He has a team of about 20 people who take care of repurposing and creating unique content.
If you're a solo entrepreneur, you can pick one of those channels and take your show and turn it into unique content. You can edit it and repurpose it so that you have content just like Gary Vee has. It doesn't have to be a lot. Create content that your audience wants to hear. After you have that content, what you want to do is go back and share it again. It's kind of like becoming a loop. You use social media to drive traffic to your own entities where you build relationships, and you build trust.
You get the visibility, all that stuff. It increases your conversions because now you took care of the one crucial ingredient that all marketing is missing right now, which is trust. Trust is built based on relationships and you have been able to build that face to face.
What is the Oprah Technique and how do you use it to your advantage?
Here's how you can find a way for you to get your presence out there and connect yourself with other thought leaders in your niche. I call this the Oprah technique. Basically if you think about what Oprah is really great at, she's a great listener. She's not a scientist, she doesn’t have a PhD nor is she an expert in anything. She started out by connecting to people and listening to them.
She connected on that emotional level and that connection has built her entire empire. Then what did she do? She left that network and she opened her own network.
Don't build your home on rented properties.
Follow Oprah if you want to be like Oprah.
Follow that same system, interview experts in your field. Go to LinkedIn or go to the trade shows in your own market. Reach out to those people and ask them if you can interview them. Those speakers want visibility. They want to share their message and they want to be in front of more people. Invite them to talk to you on your own platform. It's the same idea of a podcast only on steroids because now you don't have to do it in advance.
You will get more people watching as you're creating the content in real time. Our Viral Connectivity system allows us to also stream into our guests’ pages. They allow us to do this. This is not something that we do without permission. They have to allow us to take advantage of that to stream into their own social properties. What happens is that not only do you get face to face with them in real time, but you're also leveraging their audience because now everyone who's following those speakers, they get a notification that they're going live. Who do they see? They see you being Oprah or being the best interviewer, interviewing the people that they follow. That's an immediate boost in authority, not only authority, but also visibility because now you're streaming to an existing audience.
They may have known about you before, but now they're getting to see you and interact with you in real time. This is a really cool hack to immediately boost your visibility, your reach, and your authority.
How do you build a relationship?
Building relationships is what helps boost up the sales. You do this by going live and sharing valuable information with people. Make sure that you are leading them back to your own website so that you can start building your email list. Let everybody know about a show that you're going to have. You let them know that they're going to talk to you in real time, face to face, and you are going to email your list so that you can stay in touch with people and help them further.
You can really leverage other people's audiences, your own shows and the value that you add to build a really amazing audience. What's nice about that as you do this consistently, they will continue to follow you. They will take action and become an active community, not just followers.
How does all of this translate into cash for you and your business?
Results in marketing is a matrix called cash (Jon Benson)
One of my clients called me up and she said, “Hey, I just heard from a girl in my Facebook group who told me - I was in your Facebook group for over a year and I didn't trust you until I engaged with you live” What did that turn into? Sales! Not only sales with that one specific person but ongoing sales because the entire conversation in that group changed from, “How much is it to, hey, what do I have to do to work with you?”
When you go live and actually talk with your viewers in real time, people see that you are a real person… Not a marketer who's only after their hard earned money.
You gain trust, you gain social proof, your SEO starts going up and Google starts ranking you higher.
Whatever it is that you want to be known for, this is a fantastic way for you not to crank up and grind content all the time, but use conversations and relationships to start driving traffic to your own website where you can start ranking higher.
What happens when you switch from Broadcast Marketing to Engagement Marketing?
When you switch your marketing from broadcast marketing to engagement marketing, you start building trust with your audience. When you maintain that trust, you can really grow your business. That's our formula. If you want to grow yourself, if you want to increase the amount of customers you have, if you want to improve the customer experience and you actually want to turn that into some good ROI, then remember:
Trust plus Visibility plus Relationships, equals Sales.
What are the options for applying the Customer Experience, ROI Formula in your business?
There's two options for you right now to apply it in your own business. One option is I'm going to show you how you can do it yourself and another option is we can do it for you.
What's nice about this, is that having us do it for you requires a minimum time investment on your part. We offer a complete done for you service. If you want to talk about that, book a 10 minute call with me and we'll talk about your business and how this can apply to you. You're going to tell me a little bit about yourself. We can find out more about what's going on with you and whether or not this is a good fit for you. If not, I'm going to give you some options.
If this is something that you want to do and you want to work with us, all that you are going to have to do is give us two hours a month of your time. We take care of everything else.
When you Click Here, it'll take you directly to download the presentation. I actually show you how to apply each and every step.
Those are your two options. One option is to work with me, the other option is to do it yourself. Whichever way that you want to do it, I highly encourage you to stop grinding out content. Lay off the ads, just a little bit, move away from selling and broadcasting and move into engagement.
Because of what's happening in the world today with technology. One way will tear us apart, make us feel lonely, desperate and depressed. That's how it's been used so far.
But there's another side of it. There's the side of engagement and intimacy. There's the side of creating connections. If we use it for that, then I think we can bridge geographical boundaries. We can really make a difference in people's lives. Not only that, when you make a difference in people's lives, you can also make a difference in your bank account. Like Zig Ziglar always said, “help enough people to get what they want and you'll get everything you want”.
How long does it take to apply the Customer Experience, ROI Formula if you do it yourself?
It depends on how much do you want to be out there? Gary Vaynerchuk has about 20 people doing this and that's their entire job. I employ about five people to serve me and my clients.
When I was doing it with Google plus, it took me about six to eight hours a day. It really depends because it's always a balance of time and money. Do you have more time than money? Then do it yourself. Do you have more money than time? Then hire someone to do it for you.
The challenge is that if you try to have other people take your content and turn that into content that you want, you need to have people that are able to think and be creative to do what you want them to.
What is the best way to utilize the Customer Experience, ROI Formula if you are doing it yourself?
I would say if you're just starting out and you want to minimize the time that you're investing in getting out there, pick one channel. Focus on one thing. You don't have to be everywhere. So pick one where your audience is or one platform that you love and devote yourself to that.
The second thing is once you have something that you really like, and that adds a lot of value, you don't have to create so much content. Instead go out there and actually apply it. You can engage with people by spending 30 minutes to an hour a day engaging with people, become what I call “a problem seeker”. Go find problems that you can solve. Engage with people.
You're going to start having people coming to you and thinking that you are super helpful because nobody ever responds to anything that people are putting out there. You're going to be that one person and you're going to build that audience and engagement for yourself.
So to recap: pick a channel, create good content that you can engage on and spend about 30 to 60 minutes every day, engaging with people. Create live videos to engage with people and demonstrate your ability to help them. Don't put all your focus on the content. Focus more on connecting with others.
How do you connect with and find people to interview for your show?
It's really not as complicated as you may think. People love to be on stage and they love to talk. Someone who's passionate about their message and wants to share it with more people will be open to being interviewed. You don't have to be all formal, or be experienced, professional or anything like that.
I send people messages either in Linkedin, Twitter or Facebook. I compliment them on something that they did or are doing and tell them, “I would love to share you with my audience. Let's book a time”. That’s it! If you keep it on a very personal level with people, then you start building a personal relationship with them.
It's a matter of figuring out what platform they're monitoring or their staff is monitoring and dropping your message in there.
Some people make it very difficult for some weird reason. I don't know why. If you are on social media, you probably want to allow people to connect with you on social media.
If you find a topic that's really interesting to you and you want to discuss it but not sure with whom, go to Amazon, find the best sellers over there. Then find them on social media and message them with something like - “I love your book. I would love to talk to you about this. I would love to feature you. Let's discuss it.”
Most people are going to say yes, especially when they see that you are trying to help them. Once they have agreed, you can then use that as content to show that you are going to be interviewing them on your show. Now that helps to boost your visibility and authority. When people do a search for that person, your information will come up and people will be able to find out more about you as well.
Why is it so crucial for you to own your audience?
Platforms come and go. That's why you want to own your audience. What happens if you get thrown in Facebook jail and all of a sudden that 10,000 people group that you built is gone? Is Your Business going to be affected? How are you going to protect your business? Capture that audience either by SMS or email so that you are building a business and not a hobby.
How do you use Facebook Groups to your advantage?
Here's the problem with Facebook groups they are usually a Fan Club. You can’t just go into someone's group and start promoting yourself because they're going to ban you, then nothing is going to happen. How do you leverage groups then? The way that you do that is you become a problem seeker and what do you do?
You go into those groups and you'll see in many of them, people are promoting, promoting, promoting. Nobody is actually engaging. You become the one person that adds value to the group. You’re not promoting or selling anything, you are providing answers and suggestions to their problems.
If someone has a problem become that one person that engages and comments. Help them solve their problems and then move to private chat with them and then you can ask, “Hey, did I help you? Do you need more help?” If they don't, cool.
If they do still need help, you can help them live. Now what happens? Everybody sees you as being helpful.
In this situation, someone has already built an audience that's interested in something. You go through that audience and find all the issues that they have and you become the helpful adviser. Before long you're the goto person because nobody else is giving away free information like that.
What are the next best steps and how can Yifat help you?
Once you have started doing this and people see you as the Goto person, they are going to start referring other people to you. Now you have word of mouth working for you. So you need a way to monetize what you are doing, whether it is offering a training course or additional coaching, you need a place for them to go.
In order to do this yourself, head over to: https://imthatgeek.com/4easyways and grab your free training. It has all the information in it and you will be shown the entire path of: How to find the people who want what you have, how to engage with them, and how to bring them to you so you sell anything to them that they want.
If you need any help with that, we have a community, you can jump into the community and we can help you in there: https://imthatgeek.com/join.
And if you need even more help, you can come and meet me in person in November and we're going to walk through all of it in real time. In those three days you're going to have the entire system done.