Tim Fitzpatrick Wants To Help You Take Your Marketing Strategy to the Next Level!

(Last Updated On: May 11, 2021)

Special guest Tim Fitzpatrick joins us as we talk about marketing strategies in your business!

Tim Fitzpatrick Wants To Help You Take Your Marketing Strategy to the Next Level! Episode #15

 

ABOUT Tim Fitzpatrick

Tim Fitzpatrick is an entrepreneur/business owner with expertise in business development, marketing, sales management, and strategic planning. He has 20+ years of entrepreneurial expertise with a passion for developing and growing businesses. That passion served Tim well in operating and managing a wholesale distribution company he co-owned for 9 years. The company grew an average of 60% a year before being acquired in 2005.

When it comes to marketing, it's so easy to fall victim to information overload. Tim understands how overwhelming marketing your business can be.

Tim is the owner at Rialto Marketing, where he helps service businesses simplify marketing to grow with less stress. They do this by creating and implementing a plan to communicate the right message to the right people.

Tim Fitzpatrick ONLINE PRESENCE

Website: Rialto Marketing

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EPISODE #15 PODCAST TRANSCRIPT

My Beautiful Wife
Thank you for listening to the Freddy “O” Show, a podcast devoted to you, the listener, your purpose, mindset, and your marketing efforts designed to help you go to that next level. Now here's your host, Freddie O.

Freddy Owen
I'm excited to have Tim Fitzpatrick on today. Tim, welcome to the Freddy “O” Show.

Tim Fitzpatrick
Friday. Thanks for having me. Super excited to be here.

Freddy Owen
So let's start off by digging into who Tim Fitzpatrick is your hobbies, passions, your story?

Tim Fitzpatrick
Sure. I'll give you the cliff note version.

Freddy Owen
Yeah.

Tim Fitzpatrick
I grew up in Northern California, in the Bay Area; it was a wonderful place to grow up. You know, as a kid, I love mountain biking, and skiing and playing soccer, playing golf; I still do most of those things. I don't play soccer all that much anymore. But I, my family, and I now live in Colorado. So obviously, I love getting out into the outdoors. So but entrepreneurial wise, when I graduated from college, I got involved in a wholesale distribution company became a partner in that company; we grew that business for a little over ten years and grew about 60% a year. So it was a wild and fun ride, I learned a ton. And then we sold that business. I after that, I transitioned into residential real estate. And that was about the 2010 timeframe. So most people would say that was a horrible time to get into real estate. But I've always been of the mindset that there's an opportunity in any market. And so I got involved in residential real estate, and they started knocking on doors for homes that were in foreclosure. And so I started to do a lot of short sale business, working with the banks to get them to approve the sale of the house for less than what the homeowner owed on it. And I did that for about three years. And I got to a point where I was like, Man, I'm not enjoying this, you know, I was dreading getting up every day. And I said, Man, I got to do something different. This is this just doesn't make any sense. You know, why own a business when you can't stand doing it? So that's when I decided to shift gears. I got involved in marketing and started reality marketing, a company that I'm that I own and do full time now. You know we've, we had morphed definitely when I first got involved in reality, we were selling mobile applications. We're currently involved in much more comprehensive marketing services to help hope service businesses simplify marketing so that they can grow with less stress. So that's why there's no version. How was that?

Freddy Owen
That was great. That was great. So you like so to ask you the reason you don't play soccer? Why don't you play soccer anymore? If you don't mind me asking, how old are you?

Tim Fitzpatrick
I am. So I'm in my mid-40s. Okay, it's more a matter of I just, you know, when I had my wife, and I have two, two girls, 10, and nine. And when we had kids, I had far too many hobbies, and I had to decide what I can either do have all these hobbies, and do none of them, you know, or barely enjoy any of them. Or I can pare down my hobbies, and enjoy those and spend a lot of time with my family. And so, at that point, I, you know, I just pared my hobbies down. And, you know, now I'm at the point where, you know, I've got some, you know, some knee problems. I could probably still play soccer, but I don't want to push it. You know, I've gotten to the point where I'm like, rather than enjoying myself, I would rather let my foot off the gas a little bit and still enjoy 100% man 100%

Freddy Owen
Yeah, well, yeah, because I was a, in a basketball league. It was a, it was an open gym type Basketball League, and I'm like, I was 45. I'm 47. Now I just don't play seven. And I was 45. And I go out there, and I signed up, and I find out that I was they ranked people in the draft, that's 12345. And then the other guys, I was one of the other guys, and I literally, some guys were playing from Akron, you there that were like six foot six. And I think I found out almost every time I was out there because I just couldn't keep up with them. So what do I do? I grabbed my head them, and I ended up really hurting somebody because it was here's the thing, they kept on going to the hole. And I jumped up, you know, that's my territory went down, you know, but yeah, they had to clear the court. I was like, I'm so sorry. But we're friends now the guy hurt But yeah, I had to stop, you know, because it was I would be hurting for the entire week. So yeah, I completely agree with you because your body, you know, starts not seeing breaks down, but things start to hurt a little longer to no it's different.

Tim Fitzpatrick
Yeah, they do. You don't. You don't not that being in your 40s is old, but your body does not recover. quite as quickly as it used to,

well,

you know, and so late, like in February, just before the pandemic hit, I was skiing, totally random, you know, I was on a blue intermediate run, I was just cruising. And my ski tips crossed, and I fell forward down the hill, and my skis didn't come off. And one of my skis got stuck in the snow. And I, I, I pulled a ligament and a tendon in my right knee. And so it's, it's not 100% anymore. It's not 100% yet, but it's a heck of a lot better than it was, but it's just taken so long to get it back up. And

Freddy Owen
when was this?

Tim Fitzpatrick
This was in February of this year. Yikes. You know, I'm back exercise and working out riding my bike, you know, getting out doing all that kind of stuff. But it's still, you know, there's some scar tissue in there. I can tell in certain movements. It's not quite as flexible as it used to be. And, you know, as I said, when you're when you when you're holed up sitting on a couch and can't do anything, you're like, Oh my god, I just want to get back out and 100%

Freddy Owen
Yeah, and the crazy thing is, we it was right around 40 when it was like 39 to hit 40 then boom, just start stuff started to hurt, you know, more. And then 45 it was like, Oh, you know? So I'm just I'm trying to prepare for 50. And that's more so trying to stay focused consistently. I like boxing with my pastor, who is a, he used to do MMA, and he literally sent me to the hospital one time with a liver punch. Yeah, but I would never fight him in real life. Forget that I'd be gone out knocked out quickly. But it's a lot of fun. That keeps it's a lot of hard work. But yeah, I completely get it. So let's dive into real-time marketing. So, like, you guys came into existence that was in 2020 13 timeframes. 2013. Okay, and what kind of, like services do you offer?

Tim Fitzpatrick
We now initially only offered mobile applications. We have since expanded because there were many changes in that space. And I got to the point where I was like, man, my business is heavily dependent on Google and Apple's policies. And so we expand that, at that point, honestly, we're not actively pursuing mobile app business anymore at this point. And we've shifted more into being, you know, an outsourced marketing partner for our clients. And so we offer a mix of have done for you and then done with you coaching services that span the gamut from, you know, marketing strategy, which I consider the marketing fundamentals, getting those in place, and then getting more tactical, with digital marketing. You know, website design and content marketing, SEO, social media marketing, email marketing, and then paid advertising. So we can really, we can do as little or as much as the client needs.

Freddy Owen
Yeah, so let's actually because I was always intrigued by this. So, you know, email marketing is fantastic. It is. But with the stuff that's coming out, you have, like, for instance, community, text marketing, many chats, what would you say is your go-to choice for communicating with your, with your clients, or new clients?

Tim Fitzpatrick
You know, it well, with new clients, I, we tend to take an omnichannel approach, right, so not relying on just one marketing channel, which I think is really important, you know, because a lot of the businesses that we talked to, you know, they've hit a roadblock of some point, you know, they've been growing. But they need to scale more, and they can't push through this roadblock. Many businesses initially grow with, you know, referrals and word of mouth marketing, which is a great way to grow. But it's not very scalable, and it can be unpredictable, you know, and so, that's a channel you want to have. Still, you've got to expand into other channels so that, you know, the way I look at it as if you're a referral business, you're riding a unicycle, and if that tire goes flat, your host, if you have multiple channels, three, four, right, you're writing you're writing a four-wheeler if one of those tires goes flat. That channel isn't generating nearly as many leads. You still have three other channels, bringing in leads. You're going to continue to do business. There's much more consistency and predictability when you have multiple marketing channels that are driving leads for your business from a communication standpoint. I think it depends on What that particular customer, how they prefer to communicate, you know, some people prefer to communicate via email; some prefer to do it via, you know, phone or text or social media, you know. And so I think that email marketing is very low hanging fruit. For many businesses, most of them are not using it or not using it very well. And email is a great way to nurture people that have expressed interest in your business and nurture prospects. Get them indoctrinated in what you do, how you do it, the benefits that they're going to realize when they work with you and continue to add value to them. When they are ready to take that next step, they think of you and not somebody else.

Freddy Owen
And if I may say that when I was because I've never actually got to talk to Tim before, okay, we shot this podcast, so he has some cool stuff that you guys are going to get. So I'll hold on to that for a second. But I signed up to see what it was. And the cool thing was, I got my email, he said, Did you watch the masterclass? I was like, there you go. So he does what he practices what he preaches; he does the email. One thing I like doing, Tim, and you can throw, you know, your opinion on this is, when I have clients, I tell them, I big on, like you said, different channels. So let's say you have a lead magnet of some sort; they opt-in for the lead magnet with their email, of course, and then it goes to whatever you're offering them, but then it has an unannounced bonus. And that can be, you know, connected to text can be connected to many chats or bought in whatever you want. But I think that are you talking about like that as far as different channels? What are you talking about? Like each different campaign doing different channels?

Tim Fitzpatrick
Um, no, I'm talking about just over overall having multiple channels that you're using to generate leads, right? So email marketing, or social media, you know, or content, right to bring people in inbound? Um, you know, it's, we use those. So like when people opt in to any of our lead magnets, okay, we're following up with them via email 100%, we're not using any other channels to communicate with them and fulfill what they requested via email, they are then getting exposed to some of the other content that we're producing, which may drive them to some of our other marketing channels, you know, so I don't, I tend to try to keep things simple. Because there are so many moving parts, they can be so many moving parts with marketing. And I think when you overcomplicate things, it can be really difficult to troubleshoot where things are going wrong, right? If you're, if things aren't converting, they're not working as well as they should. If you have like these vast, intricate multi-step, you know, going from this channel to this channel type funnels. It's just; it's impossible to figure out where the hell things are breaking down. Whereas if you just keep it simple, you have, you're gonna have multiple steps. But if you try to minimize those steps and just keep it easy and simple, it's much easier to figure out, okay, where are people dropping off? What kind of changes do we need to make? So my approach to marketing is very simple and keeps things less complicated.

Freddy Owen
I completely agree with that. Because when I back in 2012, I went to this mastermind, and I was like, falling apart. When I first started out doing this, I was all over the place. And I looked at I went to this private mastermind Russell Brunson was there he was showing up and called the invisible funnel, Dagan Smith. I was the only broke guy there. Okay, and so I seriously It was crazy. I was blessed to be able to go to this thing my friend Bob took me. He's like, you want to go to a private event? It was in a small hotel thing. And I met some great people Vince Reed. But as I was there, I looked around, I'm like, Man, these guys are making it happen. I go, what am I doing? And I was like, You know what, Fred, you got to keep it simple, stupid. You're all over the place. So focus on one thing. And one thing only. Now I do like to test different things. But and the reason why I say that is because it was my fault. But I think I said this in the past in the radio show is I had like, I was email marketing. Like it was like a boss. I had listed. I was getting leads coming in. But I wasn't nurturing; I was basically what I was taught when I first got into, You know, into the industry that dark side. I had seven AWeber's get shut down when I was in the middle of Florida. And I was like, Oh my gosh, what are we going to do? So I realized I had to flip the switch. And I'm like, you have to do it. Right. Do it the right way. And, you know, like, for instance, what's your favorite autoresponder?

Tim Fitzpatrick
We use Active Campaign.

Freddy Owen
Yeah, boom, I love Active Campaign. Fantastic.

Tim Fitzpatrick
Yeah, it's love. It's got everything you need. It's got great integrations, you know. So you can certainly make it very complicated, but it's just, we like it. And you know, honestly, there's a bunch of good ones out there; you have to pick the one that makes the most sense to you and is easy enough for you to use because then you'll use it consistently? Absolutely.

Freddy Owen
Let's go with one of the biggest; what is one of the biggest mistakes you see business owners making when it comes to their marketing efforts?

Tim Fitzpatrick
The biggest mistake I see is that business owners get tactical with their marketing before they have the fundamentals before they focus on their strategy. And when they do that, what they're doing is throwing spaghetti up against a wall, seeing what sticks. And inevitably, it doesn't stick. They waste time they waste money. And, you know, they're like, Oh, yeah, I've tried SEO or I did the social media thing, it didn't work? Well, those channels work. Frequently, what businesses are doing is they're just using the right tactic or the right channel at the wrong time. They're putting the cart before the horse. Because if you don't understand that the marketing fundamentals are fun, I call them the marketing strategy trilogy. You have to know who your target market is. You have to have good messaging; it's got to be clear and engaging to that target market. You have to have a plan that you're going to use. If you do those three things, those lay the foundation for you to build the rest of your marketing house. If you skip the fundamentals, you're building a house without foundation, which we all know may last for a little bit. Still, it's not gonna last long term, and it's not going to work consistently. So, to me, it is the biggest mistake I see people make.

Freddy Owen
So let's dive a little deeper into those fundamentals. So you said number one was

Tim Fitzpatrick
target market. So when you look at your target market, it's Who are you going to serve? How will you serve those people, you know, who you need to know who your ideal clients are? And most businesses have 123 ideal client types; I think if you if you focus on any more than that, it's going to get confusing, and you're going to drop the ball. Now, just because you're going to focus your marketing efforts on one to three ideal client types doesn't mean those are the only people that you're going to do business with. You know, because many people go, gosh, I'm afraid to niche down, well, man, you will end up doing so much more business when you niche down than if you try to reach everybody. It is so much easier when you know the 123 types of clients you want to reach. And you know, and understand the problems that they have the goals that they have. How you can uniquely solve those, you will convert more leads; you will attract more leads because you're attracting the type of people you do your best work for. And so that's where the target market, you have to know, the 123 ideal client types. The easiest way for any existing business to figure out who those people are is to ask yourself three questions. One is, who do you enjoy working with? Okay, why? Why start a business and work with people you can't stand. So figure out who those people are? Then ask yourself, who are our most profitable clients? We need to do business with more people that are profitable. And then the third question is, who do you do your best work for? Who do you get the best results for the combination of those three people? That group is what holds your ideal client types. And when you can look at that group start, you can start to dig in and go. What are the demographics of the people in this group? What is the psychographics are important, you know, what are their thoughts and feelings? What, you know, what are the challenges that they have the roadblocks, what are the goals that they have? Where do they want to get? Because it's the psychographics that will get people to buy, but demographically, you want to have a general idea, you know, are they a certain age, you know, are they located in a certain place, whatever that may be whatever is important, but when you look at that group, inevitably 123 groups will subgroup will come out. Those are your ideal client types. Because if you can attract the people that you love working with that are profitable that you do great work for, what's going to happen,

Freddy Owen
you're gonna be one happy camper,

Tim Fitzpatrick
you're going to happen; you're going to be making a bunch of money. And you're going to be getting a ton of referrals because you're working with the people you get the best results for; if you're getting results for all these people, why are they not going to talk about you? Of course, they're going to talk about you. So you've got to start there with your target market.

Freddy Owen
Okay, number two,

Tim Fitzpatrick
is your messaging. So, and you can't create messaging, until you know who your target market is, you almost have to know your target market better than they know themselves, you know, when you put out a message, they need to be like, Oh, my God was Freddie, like, in the meeting that we had last week. I mean, he's saying all the right things here. That's where you want to aspire to get to. So when we look at messaging, we use a storytelling framework to create marketing messages. I didn't invent this, the, you know, the framework that we follow was was popularized by a company by the name of story brand. But if you know if any of your listeners are familiar with storytelling, there's a storytelling framework called the hero's journey. And the framework from the story brand is based on that. Okay, the thing that I love about this framework, when I was initially when it was initially introduced, to me, it just made sense, it resonated with me, and it was like, man, if this resonates with me, I know that it's going to resonate with our clients. And the framework just goes like this. And if you just think about any movie or books that you may have read, and I think you'll be able to see how you can plug this in. But the framework starts with the character; the character is your customer; your customer is the main character or the hero in the story. That character has a problem. They need a guide. Your business is the guide in this case. So you are inviting your customer into a story where you are the guide, and they are the hero. You give them a plan that calls them to action so that they avoid failure. And they reach success. So if we think about this in terms of a movie, okay, I'm Rambo. Have you had? Have you ever seen the original point break with Keanu Reeves? Love that movie? Okay. So it's one of my favorite movies. I don't know. Yeah. I hope people don't fault me for that. But

Freddy Owen,
no, it's a great movie, right? They don't like they're crazy. Um,

Tim Fitzpatrick
so you know, we have CUNY Reeves is the character. He's the main hero in the story. Problem. The EX presidents they're a band of bank robbers. They're robbing banks in Southern California. The guide in the stories Gary Busey, who is his seasoned FBI partner, right. He's been in for years. He's been there, done that, seen everything he gives q&a reads the plan. He says, Man, look, I think that the ex-presidents are surfers. So you need to go to learn how to surf. And you can meet these; you'll, you'll get in with these, this band of bank robbers, right. So the call to action is you need to learn how to surf so that they avoid failure, which is the ex-presidents get away with all the money and read success where they catch him. It's as simple as that. But so what we're doing when you do this is you're your customer, the character in the story is not looking for another hero. They're looking for a guide that knows exactly how to solve the problem they have to get from where they currently are to where they want to be. This is why we position your company as the guide in the story. So when you use this framework, you just start plugging in different messaging elements at each phase and the framework. And then when you need to create messaging, you go back to the framework, you're not reinventing the wheel every time, you're going back to the framework, and you pull elements from there. What enables you to do is create clear messaging that is consistent over time that's engaging for your target market. And that's exactly what it needs to be. It prevents you from talking too much about yourself, which most businesses do you go to most websites, and they're talking about how great they are. Our customers don't care. They don't care about us. They care about what we can do for them. So our messaging needs to be focused on how we can help them solve the problem they have and get to where they want to be. And when you use this framework, that's exactly what you do. And we need to win with messaging. So many businesses try to get cute and clever. And when we do that, we confuse people. And when we confuse them, we lose them. Right, It's so weird. We have such a short attention span at this point if I land on a website, and I see that message at the top, and I read it, I'm like, I don't get it doesn't make sense. Am I going to spend time scrolling down the rest of the page to figure it out? If you don't

Freddy Owen
use them; you lose them.

Tim Fitzpatrick
I love I'm moving on, right? So our messaging needs to be clear, simple and engaging in our target market. And when you use the storytelling framework, that's exactly what it enables you to do.

Freddy Owen
So basically, you're saying that the hero is Ken Reeves. Yep, there Gary Busey is you? He's the guide. Yeah. And you got I think it was Brody. But there's Patrick Swayze. But Brody?

Tim Fitzpatrick
Yeah, he's the villain.

Freddy Owen
Yeah. And at the very end was, it was classic. If you guys haven't seen this movie, it is good. It's so much better than the one they came out with remake. But yes, they were fighting. And at the end at the beach, because they caught Brody. And then he gets up, and they're handcuffed. He somehow got Cantabrians to get the handcuff on them. And it's like, no, let me go. And they, so you know, Ken Reeves, just unhook, sit. And he goes, and Brody going into that ginormous wave. He didn't make it through. But it was a really good movie. So okay, so that was great. So we got one and two, and which are critical. This is gold guys and gals. So number three,

Tim Fitzpatrick
threes got to have a plan. Okay, suppose you don't have a plan. In that case, it's so easy to get distracted by all the marketing tactics that are being thrown at you, right, and then you end up being like a squirrel chasing in that. So you've got to put a plan in place when it comes to a plan. What I recommend is a 90-day marketing plan. So think about it, like a 90-day sprint. And then there's, there are multiple reasons for this one, our businesses are evolving, they're changing all the time, and our marketing needs to evolve with it. So if you think about if you spent, you know, whatever, let's say you spent 510, grand, you know, hiring some marketing consultant to put together a, you know, 1218 month marketing plan at the beginning of this year. They're too complicated. You hit March, and you just burned it, or you put it an in a desk drawer. We need to keep things simple. So think about marketing as a 90 day sprint, and what I use is a six-step marketing plan. Okay, this, this could be 123 pages. Okay, so the first step is your target market, right? So we just include, you know, some summaries, or if you've already, if you've done create ideal client profiles or buyer personas, you can certainly use those. But I want to make sure at a minimum; you have a general idea of who your ideal clients are. So if you don't know that right now, just create a summary of who those 123 people are, you know, what's, what are they all about? What do they want to accomplish? What's the main problem that they have? Okay? The second step is, what's your marketing goal for the next 90 days? Okay, you may have a one-year goal for your company or a three-year goal; this 90 day goal is just the next goal that will help you get closer to that longer-term goal. It needs to be specific; it needs to be measurable, you know, so it could be I want to bring on five new clients in the next 90 days. Okay, it's specific, it's measurable, that's good. We need to keep in mind with a goal like this is I call it an outcome-based goal. With outcome-based goals, many things beyond your control will impact whether you hit that or not. So what I like to tell people is you got to know where you're headed, but don't get so tied to it, that it's crushing if you don't reach it, because, again, you know, March hit this year, I will maybe I did everything that I could have to reach my goal, but the pandemic hit and things beyond my control, you know, prevented me from hitting it. Yeah, you know, so, but you do need to have an idea of where you're going. So that's your second step. Your third step is what your marketing budget is? And what resources do you have, and when I talk about resources, I mean, people resources, so time that you or other people can invest to help execute your marketing. Without knowing this, you have no idea you can put a plan together, but then you may not have the budget or the resources to do it. So we need to first identify what money we have and the time resources we have to execute our plan because that's going to determine what we end up focusing on or how much we can end up focusing on. Your fourth step is what your current marketing plan is? And under I understand you may not have a current marketing plan that's even written down. That's okay.

There are eight main marketing channels that I look at in a plan. One is the strategy or the fundamentals that we just talked about, do you have? Do you understand your target market? And do you have messaging that's going to be clear and resonate with them? The next channel is your website. Then you've got content. You have SEO for search engine optimization. You have social media; you have email marketing and paid advertising; when. When I look at paid advertising, I'm talking about Google ads, Facebook ads, and then offline marketing. You know, are you doing speaking engagements or networking with referral partners? You know, creating a strategic partner network, direct mail, that kind of stuff. So in this four-step, all we're doing, just write down? Have you done anything? Or are you continuing to do anything in those channels? I know my target market. Cool. Got it. I've got good messaging. Cool. I'm just going to write that down in this current plan section. Do I have a website? Do you know? Do I have a good clear call to action on it? Does it have good messaging? Yes. Okay, cool. Let's just put that stuff down. Do I have a Facebook page? Am I posting consistently on it? Some of these channels, you may not have anything in, that's okay. But in this section, where we're looking at our current marketing plan, what we're doing is we're identifying where we're currently at; you cannot create an effective plan until you know where you're currently at. It's just like your GPS. My GPS can't tell me how to get to the Denver Airport until I tell it where I'm first starting from. So that's all we're doing in this current marketing plan section. The fifth section is what you will focus on in those eight channels in the next 90 days. That's your 90-day marketing plan. Now, depending on the money you have to invest in the resources you have, you may only focus on one channel, and that's okay. But at least you know exactly what you're going to focus on for the next 90 days. And you can just take the steps to do it. Rather than get distracted next week when somebody says you need to be on Tick Tock.

Freddy Owen
Yeah, True. True. Is the shiny object syndrome.

Tim Fitzpatrick
Yeah, it gets very easy to fall prey to that. So then, the sixth step is, what metrics Am I going to track? I, you know, look, I was a mom, I was a math major. So I can get super analytical get in the weeds on that. You need to keep this high level. So you know, I like to add up at a bare minimum, right? You need to know how many leads you're generating? How many of those leads? Can? What's the percentage of those that convert to customers? Because when it comes down to what's the most important thing to know, with your marketing art? Are you bringing in new customers? You know, and what are what the value of those new customers is? Because then you can start to look at, am I getting a return on my investment? Then you can go a little bit deeper, right? So if I'm looking at, let's say, I'm gonna focus on my email marketing, I might look at, you know, how many new subscribers Do I have to my email list over the next 90 days? You know, with my website I might look at, I'm not gonna pay attention to traffic all that much. What I want to look at is how many leads Am I generating specifically from my website? Okay, those things will help me determine the metrics I track and help me determine whether the actions that I'm taking in my 90-day plan are starting to have an impact. Am I seeing results from those things? Because then at the end of the 90 days, I can look at this and go, Okay, I did a BNC. I tracked these metrics. Did what I do in the past 90 days, make an impact? If it did great, maybe I want to double down on that and continue to do more of it in the next 90 days. Or if it didn't, maybe I didn't need to look at it and go, well, do I need to shift gears or do I need to give this more time. Still, one way or the other, you're making knowledgeable decisions based on the information that you've been tracking and the actions you've been taking. And if you use this, just think about how much more progress you'll make in 90 days, six months, a year, I guarantee you'll be able to look back on and go, man, we've made some serious progress here rather than chase the next shiny object.

Freddy Owen
Well, and let's go to some of the channels that you talked about. Website and SEO. I think it's one that's overlooked. It was overlooked by me interesting when I was doing the email marketing thing, and I started diving back into it. What is your opinion is That because people overthink this, I think you have to have a strategy when you're writing content or having somebody else write content for you. Yeah, but the, like, for instance, blogging? Do you have like a certain like, this is what I do on Mondays, Tuesdays, or do you just blog whenever you get the gist for the field for it?

Tim Fitzpatrick
No, we do. Our content calendar is planned out about three months in advance. So we right now, we write a blog post each week. And then, we also have a podcast episode that we do each week. So our stuff is planned out. Here's another reason why our content is planned out. One of the things that we really we love doing and we highly recommend our clients do is creating what we call, you know how pages people call them in the pillar pages, it's basically, you know, it's a resource that your ideal clients are going to find valuable. That's, you know, it's a guide that helps them. It helps establish credibility; they're good for SEO. And when we create our content, calendar, we create that based on the next hub page or pillar page that we want to create. So we have an end goal in mind. And then what that allows us to do is put out good content; it directs what content we're going to create. But at the end of, you know, six months worth of content, we now have another asset. Whereas most people go, Oh, you know, if they're, if they're just flying by the seat of their pants, like, well, this week, I'm going to write this. Next week, I'm going to write about that, well, at the end of six months, yeah, they've created content, which is great, it's better than not doing anything. But at the end of six months, they don't have another asset that they can create. Whereas if you create your blog content around the end goal of creating a hub page. So, for example, the hub page, for us, might be the guide to local marketing, or, you know, the Ultimate Guide to marketing strategy. Well, at the end of six months, I've now created the ultimate guide marketing strategy, I can put it together on my website. And now I've got an awesome asset that I can use to it. Frankly, I could do paid ads to those if I really wanted to. But I could send that information to prospects that I'm nurturing. Some of our existing customers may find that valuable. But it helps establish authority and credibility for us. And when you're in a service business, most service businesses need to establish authority and credibility, and trust. And content is one of the best.

Freddy Owen
ways to do that. So I want to dive a little deeper into this because I'm intrigued. I've never heard of it called a hub page. But are you speaking about, like, for instance, more on staying on one topic and then making it like a lead magnet? Or are you talking about something completely different?

Tim Fitzpatrick
No, it's a little bit different than that. So and if your audience wants to check out some hub pages, they can go to our website or reality marketing.com, so it's our ay ay ay Oto marketing.com. Okay, and under the resources section, you'll see some ultimate guides. So let's just we'll just break one of these down. Okay. So one of these is the ultimate guide to lead generation. When I click on that page, it's just a page on our website. It's not a blog post, it's a page on our website, and it's called the Ultimate Guide to lead generation. Okay, in that Ultimate Guide to lead generation, we have a video in there that talks a little bit about the hub page, and you know, why we created it and how they can benefit from using it. But then the rest of that page, think of it like a book. Okay, so it's a book; the title of the book is the ultimate guide to lead generation. And then there's a table of contents with chapters. The first chapter is about website design for lead generation. The next chapter is about reputation management. The next chapter is about search engine optimization. Then you've got using email marketing to generate leads, right, and there's more there, right, but you get the gist, right? There's a sub; there's a chapter underneath the title of the book. And then under each of those chapters, we have blog posts, most of those blog posts or blog posts that are on our website. Some of them were linking out to external resources on other people's website. But most of them are blog posts that are on our blog. So in website design for lead generation, there's about five or six blog posts one's about how to boost lead generation on your small business website, and other ones on the key ingredients to generate more leads from your website. So If I click on those, those, those blog posts, it opens up that blog post, okay. Now here's the thing, what we're doing is we're trying these things together to help Google understand that, hey, this is important content, and we're internally linking. Okay, so the hub page links out to blog posts that are on our website. But every single one of those blog posts links back to the lead generation guide. So we're sending, we're communicating to Google that, Hey, man, there's a bunch of pages, there's a bunch of blog posts on this website that link back to this one page, that page must be pretty important. So from an SEO standpoint, we're sending signals to Google, right? It's good SEO practice. But we're. Also, we've also created this guide that is helpful for for our ideal clients. Do you want to generate more leads? Yeah, go check out our guide to lead generation. Now on that guy, do lead generation. We have some we have a lead magnet, right? There's some calls to action there. But it's a valuable resource. And I've always taken the approach that if I can add value to people, help them and help answer some of the questions that they may have helped them push through some of the roadblocks that they have when they're ready to work with a company like ours. Hopefully, they're gonna think of ours, right? How many marketing companies are like the cobbler that has no shoes, right? It doesn't mean they do that. They don't do great work. They, they may do awesome work, but they're doing awesome work for other people, and they don't invest in their own marketing. I want people to be able to come to our site and go, damn, okay, these guys do what they preach. You know, they're creating content. They're using email marketing, all the things that they recommend I do, they're doing themselves, so they know how to do it.

Freddy Owen
Yeah, this is actually very brilliant. That's, that's you guys. See, I hope they're taking I hope you guys are taking notes. So. So okay, what real quick, you did talk about paid advertising? Yeah. If you were to pick your favorite, what would you say your favorite is? And what would you say is the most overrated one.

Tim Fitzpatrick
My favorite, especially for our ideal client types, is content. So whether that's blog posts, you know, podcast videos, I love video content because you can repurpose it into all kinds of other content. Frankly, if you did one podcast, if you had to focus on any type of content, I would say create a podcast that you also do video. Because then you can repurpose that content into blog post content into audio content, you can create short-form content that you promote on social media, you can have your entire content plan by shooting one video interview or one solo podcast episode that is video and audio. The thing about content is it is a long term investment. Right? So minimum 12 to 18 months, if you get into it and you're not willing to invest in it for that long and then don't do it. But if you do it and you do it right, and you give it time, it will be the gift that keeps on giving, and you will generate leads from it. So I love content overrated I don't know if I'd see there's any in particularly overrated channels; I think they all work; they just they may work better than they weren't may work better for some people than they do others. I guess if I had to absolutely pick one. I would probably say social media. But I'm going to preface that because social media is super effective. But I'm I would say it's overrated because a lot of people just get confused about what to do on social media and how to generate leads from it. And so inevitably, you know, they just post content, and they and they feel like, oh my god, I'm posting stuff. It's not working.

Freddy Owen
Yeah, a grant. I agree that I agree with that. I've been I trust me when I first started out, I was all over the place, especially with somebody brand new. When I was in the car business, I was getting out, and I was all pumped. I was like man, I know computers. I know how to do this. And I was a great salesperson in the car business and it smacked me right in the face because I had so many things coming at me. And I love few things I love I loved the whole entire interview so far. But I love the fact that the keep it simple but the plan of action knowing you're not Knowing you know, because you have to understand that growth is it's going to happen no matter what like, like content, it does take time. You can expect, you know, to essentially blogging is a long term goal that you want to you want to hit. But the cool thing is, let's say if you put all your eggs in paid advertising, okay, and what happens if you ran a paid advertisement? You know you're not, that doesn't work, you put all your money towards that. You're, you know, you're not getting any traffic because you turn off the hose if it's not working with a blog, and this probably rubs a lot of people I know the wrong way. But I'm really starting to get the gist of it. Is because that's your domain. That's your area. So you have control of what you put on there. Yeah. Unless, you know, like social media, they get shut down. Facebook could just turn you off in a heartbeat. It's crazy. Yeah, you got obviously got to have a game plan. And you want to do everything by the book. But it's it's your home. Yes. And that's that you could send people to that to your front door. And they can learn more about you. And I love going websites. And I love reading blog content, so people don't, but video 100% agree with that people love video, especially if it's engaging. And so you definitely want to, you know, have video and your content creation. I love podcasting, do I do. I love podcasting, I love meeting new people. And it's just a lot of fun. And, you know, I tell people, it's not expensive to do a podcast. It's not; it's actually very cheap to do a podcast, and the way that the stuff they have now you can syndicate it to, you know, like, iTunes, Stitcher, it's on Spotify. It's crazy. So in it, but that it's about consistency. I love the fact that you said that you said you have a content calendar. And you said it's three months out. Yep. It's just it's brilliant. So, guys, listen, seriously, you want to take notes, but also you need to go to the here real quick. So make sure you guys go to wordpress.com check out the show notes. But I'm gonna give you this right now. Because Tim has given go to a www dot alto marketing.com r I a l to marketing.com for slash 30 dash Oh dash show. And he has, I believe there's four different resources that he gives you. Plus, there's something else in there I believe it's alike, almost like a little mastermind type setup.

Tim Fitzpatrick
Yeah, mind class to a masterclass in there on the fundamentals, and a free strategy session.

Freddy Owen
if you wish to have that. So I highly, highly recommend that because, you know, when you talk to somebody, you know that they know what they're talking about. So I there are certain things that I've learned today that I'm going to implement into my marketing. And I think it's a fantastic idea, especially the calendar, because that is one thing that I do. I'm admitting this. Please don't judge me. I basically, sometimes when I do a blog post, it's that day up, I have to feel like because I'm going to make sure that I am, you know, I want to write what I you know, I'm confident about obviously, but sometimes you just got to plan it out. And it makes things so much easier because you can do the research or have your, you know, someone else do the research for you, which I love doing. And it just makes things so much easier. So brilliant. Brilliant, I say. So on the radio show, Tim, we have a super hyper fast q&a round. Oh, and real quick before I start the super hyper fast q&a round, which it's sort of off wall question. So hopefully, you're prepared. I think the answer to the number one might be Gary Boosie, probably not. But go to the show notes. You can see all of Tim's social media, how you get ahold of him his phone number. Everything that is that he has to offer is going to be on the show notes. And of course, go to realtor marketing.com, and you said you have a podcast too, right?

Tim Fitzpatrick
Yep, yeah, they can see our podcast stuff on the website as well.

Freddy Owen
So wait. So yeah, definitely go the show notes. And hopefully, take notes. And if you haven't listened to this again, because it's fantastic. So super hyper fast q&a round. You ready? I'm ready. Here we go. If you're able to beat an action movie, and it was a buddy action movie, what actor would be your sidekick?

Tim Fitzpatrick
Tom Cruise?

Freddy Owen
Really? Yeah, the dude is a beast. I don't know. Seriously because they were filming, I think it was the last mission impossible. He broke his ankle. Because he does a lot of his own stunts. Yeah. And he literally said he broke his ankle. I don't know how he was able to still walk and run on it because he was, but he was limping. Its crazy dude is in those great movies.

Tim Fitzpatrick
How can you not want to be in a movie with Maverick? I mean, come on.

Unknown Speaker
I would think more Stallone.

Freddy Owen
Not right now. Not right now. He's a little bit old. But he's, he's always been my favorite, especially in Rocky. So but that's not actually. Okay. So favorite dessert you indulge in that you don't like to tell anybody about or just favorite dessert. Do you indulge in?

Tim Fitzpatrick
Ice cream? Any ice cream with peanut butter in it?

Freddy Owen
Oh my gosh. Dude, that is the same with me. A friend's house and they say at a birthday party. They're like, Hey, we have ice cream. It's vanilla ice cream. Like Can I get some peanut butter? To swirl in there? It's love. I love peanut butter. My ice cream a peanut butter fanatic. Fantastic. So epic feast is hell in your honor. What is on the table?

Tim Fitzpatrick
It's Thanksgiving dinner.

Freddy Owen
Really? See you like Turkey? Yeah. It doesn't make you tired. Not usually makes me tired. I've always been, excuse me, dinner, but I do like Turkey. I love steak. So turkey like stuffing?

Tim Fitzpatrick
Yeah. Oh, yeah. Stuffing gravy. Mashed potatoes. Yeah.

Freddy Owen
That's fantastic. And pumpkin pie.

Tim Fitzpatrick
Pumpkin Pie. Yeah, yeah. I'm a traditionalist. So yeah, I've got to have pumpkin pie at Thanksgiving.

Unknown Speaker
Have you had sweet potato pie?

Tim Fitzpatrick
You know, I have not.

Freddy Owen
It's actually quite delicious.

Tim Fitzpatrick
But that doesn't surprise me. Because you know, I've had some there. There's another sweet potato recipe that has like, you know, nutmeg and cinnamon, and then there's like, marshmallows on top. Have you ever had that? Sounds great. Oh, God. It's Yeah, it's really good. It's more like

Freddy Owen
dessert. At-bat is at Thanksgiving dinner. Yeah, like it is. So fantastic. Okay, and what's your favorite holiday?

Tim Fitzpatrick
Thanksgiving?

Freddy Owen
Really? Okay, what's your favorite holiday movie?

Tim Fitzpatrick
A Christmas Story.

Freddy Owen
Oh, my gosh, that's a great one to My name is Elle. My wife loves A Christmas Story. We watch it every year. So yes, that is awesome. So, a final thought. One last shout out to the radio show fam that you feel could have an impact on them. Especially like just, it just is words of encouragement. Whatever you can think of right now—one last final thought.

Tim Fitzpatrick
Just take the next measurable step that you need to take to get to your goal. So it's super easy to get overwhelmed when you look at a one-year five-year goal. Just look at what's the next measurable step I can take today. To get me one step closer. Awesome. Tim,

Freddy Owen
thank you so much for being on the radio show. Guys. Make sure you visit the show notes. Go to realtor marketing.com r I an l to marketing.com or slash Friday dash. Oh, dash show to get everything that Tim has to offer. Tim, your rock star, thank you so much for being on today.

Tim Fitzpatrick
Thank you

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