657: How to Drive New Business with Facebook w/ Dylan Hey

ABOUT THIS EPISODE

In this episode we talk to Dylan Hey, Business Development and Partnerships at Leadfeeder.

Click here to connect with this guest on LinkedIn.

Are you struggling to come up with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most and never run out of content ideas again. Learn more at sweet fish Mediacom. You're listening to the BTB growth show, a podcast dedicated to helping betb executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Dylan Hey. He is in Business Development and partnerships with a company called lead feeder. Dylan, how you doing today, James, thank you so much for having on the show. I'm really looking forward to this one. I'm excited to chat with you, Dylan. We have been going back and forth a lot on on facebook and Linkedin and I love the content that you're putting out. It's super actionable. You're sharing what you're learning, it seems like every single day. But before before we get into talking about we're going to be talking about today, which is driving new business specifically with facebook. Tell listeners a little bit about what you and your team are up to a lead feeder? Sure. Yeah, so Leeds Feter is as a business. I joined around about ten or eleven months ago. Now, previous to this I was working in the sales team hoot sweet. So always had a big interest in the social media and social selling space. Leaf here is as a sales intelligence platform that we're working on growing at the moment. We're going through some some really explosive growth currently and it's a really interesting place to be at the moment. So yeah, some some great projects I'm working on currently. So, Dylan, and talking about driving new business with facebook, I first want to talk, you know, more to high level, about kind of where you see facebook playing into of the the be to be marketer, bebb Salesperson's world, because, as we were talking offline, you know a lot of people look at facebook as and I that's where they go to post their cat pictures and family awkward family photos and and that kind of stuff. They don't really associate it with with business. What are your thoughts on that? Obviously we're going to be talking about how to dry business with facebook. So you're an advocate for it. But how are you thinking about that right now? Sure, yes, that's a that's a really good question, and up until maybe five or six months ago, I was also one of those people who would never consider using facebause a means of like be to be or any kind of sales communication. So I'll just put that out that to start with. But I decided to start experimenting with that over the last six or seven months. I've since some really good results coming from facebook. And I get that people use facebook and I used to facebook as being this platform where, as you mentioned, it's like cat pictures, family photos and all that kind of thing. But I found over the last few months that facebook is often the fastest and easiest route to get into the kind of the mind and get to speak with your buyers, whether that be within the Bab space or or elsewhere. I think typically, as marketers, people would often look at facebook and think right, be to see nothing else, and I definitely think that's a mistake, because you've got facebook account. I have a facebook account, everyone I know has a facebook account, right and personally, for me, the fastest place that someone is going to get hold of me is facebook, and this is something we touched on offline. Building up to this podcast. We were communicating by facebook. Today most of our coms have come through facebook messenger and we'll talk about that later on. But for me personally, if I receive an email, I may take six seven hours a day to respond to that, depending on it it's from. If I get facebook message, normally it comes from my phone or it's pops up on my computer and I get back to that immediately. So that's one of the one of the main reasons I've started experimenting a little bit more with facebook most recently, and yet I know we're going to dive into some of the what you can do and why I've been doing that as well. So, yeah, with Facebook, you're talking about it from your personal profile,...

...correct, not not a page that you've set up for Dylan Hay online persona. So this is your personal profile, and so this first thing that we're going to talk about is profile optimization. I feel like this gets talked about a lot in the world of linked in. Talk to us a little about how you're thinking about it in terms of facebook shot. Yeah, so first thing you mentioned this is looking at it from the perspective of a personal profile. So I do also have like a business page or a public figure page, and there's been a lot of talk about those recently. The the reach that you'll received from a public figure page is ridiculous. At the moment. You'll be seen, your post will be seen by about one percent of the people that are actually following you. So the only reason I have a public figure page right now is to use for pushing facebook ads out to audiences. That will be the only reason I have one of those pages. Where I've seen the biggest returns is from my personal profile and, as you say, with Linkedin we're always talking about how to optimize your profile, how to drive results from your profile, and with the facebook personal profile I have actually found it's been easier to optimize a facebook profile than a than a linkedin profile. So I always say to people that you need to treat your facebook profile like your own personal landing page. We've we've all been there. We've all seen someone post them and Cain a facebook group, seen someone having a conversation facebook that we don't know. We've clicked through to their profile and we've had a little stalk of their profile, had a look at what these people are all about. And too often, if you're going to use facebook from a like a business perspective, our sales perspective, that means you need to be a bit more intelligent with how your profile is is set up right. So you don't want it to just be that cat picture that you come through to or you don't want the person viewing your profile to know nothing about you. With optimizing your profile, there's a few really small, quick and easy actionable tips that are or that will cover now that can they can just help this speed this process up. So imagine someone comes through to your profile, they don't know who you are and you want to give them, as quickly as possible, the brief information about either why they should connect with you or why they should speak to you. So the first thing that I always focus on is the the cover image or the header image. So very similar to what we would do on Linkedin, I always try to look for something that shows you and shows your authority. So if you're speaking at events, if you're as demo booth and exhibition, or if you're with someone with high sort of value within your industry, it's a really good idea to just have that high quality picture at the top of your header. Now, if you don't have those, if you don't do public speaking, if you're not into any of this stuff, it's not it's not the end of the world. Maybe you can just get header based on your location, where you are or with your web addressing there or something like that. But the first thing I always say is focus on that header image, very similar to what we would do on Linkedin. And then the other thing with facebook is you can list your job roles or your job titles. So I'd always put that in, because the first thing that people see you when they come through to your facebook is your header, your profile image, and then your job roles and again, profile image. You can be flexible on this. Personally, I like to just use the same the same display picture for for all of my social networks, just because it keeps a consistent brand. So if you look at me on Linkedin, on facebook, twitter, wherever, you'll see the same image. Some people like to change up because they feel like they have slightly different personas on different platforms, but for me I just like to keep it all all the same and then that the best thing that I found recently is you have this short bio section on facebook which will appear under your profile image, and I've been using that just in two or three sentences to explain what problems I solve or what I do or how I can help people. So we'll talk quite later on how you can target and find people to engage with or find people to visit to hopefully get them to come back and check you out. But when you get people viewing your profile, you want to make sure that that bio quickly explains why they should connect with you or what you do. Just give someone some some really quick insight. And then the next thing that I would mention is with facebook you have the option to choose up to five different featured images. So these are when you're on your mobile phone and you look at someone's profile picture, you'll see you there, all the other stuff that we've just mentioned, and then directly underneath that, the first five pictures...

...you see will be the featured images that that person is selected. So, like in the other days, they would have been the ones of you look in your best or the ones with your family or your pets or whatever. I've started experimenting recently with just including one image there and one image only and within that image is some texts and a call to action. So I run my own facebook group and in the image I actually explain what the facebook group is and I have an Arrow pointing down saying click here to join the group, and then under the image you can also attach like a link or a url. So then someone will see my profile, they'll see my pictures, they'll see my description that see my name and then they'll see the featured image, which has call to action built into it, asking people, if they want to learn more about social media, to come and join my facebook group and it gives them a link to click and they come straight through. So trying to kind of wrap that up fairly quickly there. But there are sort of four or five really quick actionables that, if you go away and spend five or ten minutes on this, it can really make a difference when you're starting to get those people coming through to your profile. Okay, so you alluded to this second one earlier, but it's groups. So when you're using facebook from a BDB perspective, obviously capitalizing on groups is is a big way to to see gains. They're engaging with likeminded groups, groups where your buyers are hanging out. Can you talk to us about this one? Yeah, so that's the the exact term that I always use as you want to join and engage in groups where your buyers are hanging out. So facebook groups are incredible. At the moment, the levels of engagement in facebook groups absolutely destroy linkedin groups. I know linkedinner working on something and I'm really hopeful that their groups are going to improve soon, but for the time being, facebook groups are extremely engaged and it's very easy to find groups based on people within your niches or your target customers. So some really practical examples of this, let's say. Let's use lead feader as an example. One of the pieces of technology we integrate with is pipe drive, the CRM system. Now, most other SASS stools, pipe driving ex as an example, will have their own user group on facebook. So if you were to search pipe drive user group, you actually find a group of about five hundred or eight hundred of the most engaged pipe drive users that love the platform. Have joined the groups talk all things pipe drive. Trust it lead you to. That's a perfect place to start, right because we know that people that are using that tool will use our tour as well. So you can find groups like that, join the groups, engage in the group. So don't just go in and try and pitch immediately. Add Two conversations, share tips, share two tricks. Some other examples of things you can do this with. Let's say you are focused on a specific city or region or industry, it's very easy to go and find let's say I'm in London and I want to sell to marketing managers or people in marketing. I'm sure there's groups out there for London marketing managers or London start up groups. I know there's a huge there's a huge London start up seen as well. It's very, very easy to find these groups very quickly and join them and engage in them. And the benefit of this is it may sound like a lot of work, but it really isn't. You can spend four or five minutes a day just logging in once or twice and responding to comments or posting tips and tricks. But the benefits here, first of all, it's personal branding, so more people are going to be aware of who you are. And then the second thing is people are going to if you start adding insightful information to these groups. The first thing someone is going to do is click on your profile and then, if we have the profile set up correctly, they're going to come through and it's almost like you've got them into your funnel then, because you have already optimize or profile. You've got it set up to direct them to your company's website or to your group or too, whichever direction you want to push them to, and it's very easy to then turn these conversations from groups to actual one one conversations within facebook Messenger. That's the way that I like to do things. For several years now I've been using a graphic design service called Capa Ninety nine. You've probably heard me talk about them on the show before, because it's one of the best investments we've ever made in our business. For just three hundred ninet nine bucks a month you can get unlimited graphic design. Seriously, it really is unlimited. You can have them design your infographics, case studies and...

...all of your blog post and social media graphics. They even do t shirt designs, email signatures and book layouts. So head over to BB growth showcom design and sign up for their fifteen day free trial. That's BB growth showcom design. You're going to love it. All right, let's get back to this interview. All right. So, so, Dylan should, we talked about profile optimization, we talked about groups and then the third one we're going to talk about is starting your own group. This is something that I've watched you do because we were connected when you first started started your group. Talk to us about the benefits that you've seen, some of the things that have worked best as you've got your own group off the ground. Sure. Yeah, so I decided to kind of take the plunge and stop my own facebook group about four months ago now, and I've seen some really good growth, though without sort of focusing on it too much. I mean I'm just hit, or just about to hit, ONEZERO members in those four months and my group is called sell more with social media. So for me this is all about connecting with business owners, entrepreneurs, founders and sharing tips and tricks with them to help improve improve their growth and improve their businesses. So the best thing that I can recommend if you're going to launch her own group is you have to be committed, like it's it's not easy. You have to be posting content regularly. At the start I was posting often. Two or three times a day within the group, and all of that content was extremely focused on providing value to the to the readers and to the end users. Now, the reason I decided to start the group is my target buyers, at least you know, and every other company I've been up before, our business owners, entrepreneurs, founders, people within marketing. So if I create a group that is going to provide those people with value, I don't have to pitch whatsoever. I don't have to sell anything in my group. I mean I couldn't. I could do that further down the road if I really wanted to, but I don't need to because I'm building genuine relationships with my target market. It's been a really good way to ask for feedback as well. So, let's say we're thinking about launching a new feature, or let's say personally I have some questions to ask around something that I'm going to test out, if I can just immediately ask my target market and they've already bought into me because they've seen the content I'm sharing in my group. It's amazing the kind of traction you can build just from having a small and engage group, which it is also led to a number of sales, both for me personally with the kind of stuff I do outside of the time day job, but also for lead feeder itself. We've I've used it to connect with our buyers and provide them with extra tips and insights, which is end result which for sales for us as well. As it's been a it's been a very effective tool for me, especially over the last few months. I love it. I've started a couple different groups and have fallen into the trap of starting it and then just not being able to stay consistent with it, and so I've seen you continue to stay consistent with your group and obviously you're seeing the results calm through that consistency, almost getting to a thousand members in that short of a time. I think just being the person cultivating the community, there's something really powerful there. You don't let to your point. You don't have to sell. Everybody knows who dylan is because they're all there because of Dylan. This has been like a personal branding piece for me more than anything. But there's lots of successful be to be brands that have grown there and communities through facebook groups as well. Pipe drive that I mentioned earlier was a perfect example you don't have to focus on yourself and focus on your personal brand if that's not something that you're comfortable with. It's it's very easy to build a really engage group of your users and your target market. Pipe drive to a fantastic example of this. It leads you to do. We have our own group too, and I know lots of other subs platforms and tools do this as well. So, if anyone's listening to this and I thinking right, I don't want to set up a facebook group. I'm focused on be to be stuff, because I know that's something that people may think. Actually the that the benefit is one hundred percent there for everybody, whether you're representing a huge friend or whether you're just focusing on things for yourself. Yeah, I mean...

I think what Josh factor did with the BAMP group. Not Saying that the only reason he was able to grow a seven figure business in within a year was because of the group, but that certainly have a lot to do with it. You know, him spending two years building a community of Fifteenzero people in the in the SASS space and then leveraging kind of what that audience, leveraging that audience to then launch his own agency and even if he wasn't necessarily getting new business directly from the group, which I think he certainly has, a testament to the clients that he's able to pull off and get on his agency side to say hey, look at the community that I've been able to build over here. We can do that same thing for you. So that's obviously you know, not not everybody's in goal, not everybody is in starting an agency like Josh did, but I love telling that story to folks. That is particularly in with this conversation. Being happy to be can actually map to, to revenue, the size of business that Josh is built, that just hired, I think I think I saw the just built or hired their twenty six employee and he just started the agency less than a year ago. So I know that a huge part of it has been through his facebook group. As we were talking offline, Dylan, you mentioned a couple tools that you use that that have helped you grow with facebook. Can you share those tools with us? Sure, yeah, totally said. The first thing I'll say is I completely agree with everything you've said about Josh. He's an incredible individual and a lot of what I've learned about growing a facebook group has actually come from being a member of Josh's group. So anyone listening to this that isn't already part of that group I would recommend you check out. So it's called bamp or Badass marketers and founders. So definitely check that out because you'll learn a lot there. In terms of tools that I'm using at the moment, there's a couple of small like chrome extensions that I've been experimented with recently. I didn't come up with these, they were recommended to me by other people, but they've been extremely useful. So the first one is called facebook search chrome extension. So really simple name. I'm sure we'll be able to put the link to the tool within these show notes or something like that. But essentially with facebook search it's not as, let's say, flexible as as other platforms. So you can only search for names or locations. It is quite tough to do any kind of Booley and searching or combined searching. This extension, called facebook search chrom extension, will allow you to put in multiple different types of criteria to then find those people on facebook. So let's say I'm targeting marketing managers in London who are within a certain age range. I can actually type that into the facebook search chrome extension, hit go and it will load up a page in facebook search for me of all of those people. So it's been a super effective way to actually filter through the noise on facebook very easily to find the right kind of quality people to connect with. And then the second one I've been using recently. This is one that Josh actually created and shared within his group. I believe it was either him or his team that built this out, and it's called the facebook auto connector extension. So anyone will know that if you want to add multiple people as friends on facebook, it can be quite a time consuming process, as with any platform. Yeah, Josh and his team built out this incredible extension. Where we need to do is collect a list of the people that you want to connect with, so you just get their facebook profile URL's. Is Very simple, and you put them into the extension and you press go and then you can leave it running in the background and it will go through and send them all friend requests for you. So just a super quick way to be a lot more efficient with your time, because that's something that we all need to be really focused on, is being more efficient and effective with our time and you don't want to spend it all on facebook. So if I can do a facebook search, find all those marketing managers within London that I want to speak to, add them to the tour press go and it will send them all request for me, it's makes my job a lot more easier. And, touching back to the first point, if our profiles optimized, hopefully, that's saying, going to lead to some conversations or drive these targets of ours to the correct places. And so so, are you solely depending then, deal and on on them connecting with you, seeing a profile and then then...

...reaching out to you, or do you have a process for nurturing those, those relationships once day of accepted the friendship request? Sure, but maybe they don't convert because as if your profile, what are you doing there? Good question. Yeah, so it depends on who I'm targeting with these requests and what the what the reason is for that. This is going to be just like how people use Linkedin, right, if you want to use linkedin effectively, yes, you can send a lot of friend requests and hope that people come back and view your profiles and and somehow convert further down the line. You can do that for your kind of low hanging fruit. I guess we're longer term stuff, but if there's people that you specifically want to talk to, you have to provide insight and you have to add some value to this person's life, like if someone's connecting with me, if I accept a friend request from someone that I don't know on facebook, often will have mutual friends anyway and that would be why I accept it. But if I accept a friend request from someone I don't know, I can see they're in the same industry as me and if they just pitched me by a messenger immediately, that's going to turn me off completely. So I won't do that again. Depending on what position they're in and what the reason for connecting with them is, I'll either share some content of mine with them that I think could help them out, as we do on Linkedin. I'll mention a piece of news that they're in recently or something that their company has been working on. You just have to think of this as relationship building. Like for me facebook, with it being such a personal network, I don't want to make myself look like an absolutely on facebook. Right it's all about long term relationship building for me, and that's why I think I'm seeing success with the platform, is because I'm I'm not using it to rush to a sale or to Pester or anybody. I'm using it to genuinely try and build relationships with people that are in my industry and people that, yes, at some point I may sell to, but now I just want to add somebody to them, and there's a lot to be learned from your customers and your target mark as well. I love it awesome, Dylan. I want to kind of close off by talking a bit about something that we alluded to at the top of the interview, which was the messaging component of facebook and how you and I, you know, big part of how we've been communicating to set up this interview has been via facebook and a lot of the you know you you were confirming, you know the topic and hey, does this topic sound good? How'd you sent me an email? I likely wouldn't have gotten back to you for another, you know, day or so just because of how inundated I am with email, but because you sent it to me and Facebook Messenger, I just think it's telling that I was able to get back with you in just a couple of minutes on that platform as opposed to email. Where have you seen or where do you see that going? Do you think that facebook messenger will eventually be as crowded as email because of all the bots and stuff that are happening, or or do you see that being kind of white space for a while? Sure, yeah, I'm sure at one point it will become crowded, but for the time being isn't. So I really think everybody should maximize them make the most use out of that. I think the other key point to mention as well, James, is we did pretty much world of all communications ahead of this interview via Messenger. But I think another reason why that's come so well as because you and I built up a genuine kind of friendship and relationship over las sort of six or seven months, like I would call you a friend of mine now, and I hope, I hope the feeling is reciprocal and that's something. That is the first thing that's really important. But I would say, like I was actually looking at some statistics before we did this interview and I read that there are more than seven billion conversations using facebook messenger every day in two thousand and seventeen and that numbers only going to increase this year. So at the moment, whilst yes, it's it's a bit of a blank space. At the moment it may get busier, but whilst it's not, it's a perfect place and a perfect time to be to be using Messenger. We touching earlier on. But for me personally and for I I know a lot of people listening to this show. If someone send you a facebook message, you're more than likely have facebook messenger notifications on your phone and that's probably going to be the first place you respond. It's a lot more personal than an email. It's a lot easier to be personal in messenger than email. You can send pictures, gifts, whatever you want, and...

...the other thing I'd say like we're seeing genuine results from this. So there's a there's a perfect example of recently I did a training session with one of our potential customers. Actually, sorry, my colleague did a training session with one of our potential customers, someone that was trialing our tour and his trial finished. My colleagueldn't get hold of in Vita email. I did a search and it turned out that this guy was actually a member of my facebook group. So I just I sent him message, I sent him a friend request and sent me a message on Messenger immediately and like within two minutes I had a response telling it like him telling me exactly where they are in the buying process and and what's retting next. So, like it works and it's really useful. So, whilst it's still it that kind of point, I would definitely recommend everybody integrates it a little bit more. And the only other thing I would say is, like people may be a bit concerned about connecting with their prospects or people that they've spoken to on facebook. But, as I say, with any social network, if you make it feel creepy and make it feel strange, then the other person's going to feel that way. But if you approach this is though it's completely normal and you do this all the time, often people don't have concerns about it. Yeah, no, I completely agree. I've started to use it more and more to connect with, you know, guess that we found on the show people that I meet a conferences and because you know, some of the not all the content that I boast there is business related. But I think it's just a nice way to kind of round out how you build relationships. I'm all about building relationships and I think that facebook is a is a really cool way to add depth to a friendship early on, because you're giving them a peek into, you know, what you do outside of the time that you're at work. So I'm totally on board with with everything that you're talking about here, Dylan. If somebody is listening to this, they want to stay connected with you, they want to join your facebook group, they want to, you know, connect you on linked up. However, they want to stay connected with you and learn more about lead feeder. What are the best ways for them to go back doing that? Sure, yeah, so just all the usual social ways. I'm fairly active on Linkedin. If you just search for Dylan Hay, I'll be probably the only person that comes up, or definitely the first us, and you'll see facebook is where I'm posting, I guess, the most useful and insightful content within my group. So the group is called sell more with social media. If you search that, you should be able to find it fairly easily and then need to you to. I just had to leave for you of all calm. If you wanted to find out more about what we're working on them now can help you out. Awesome, Delm, thank you so much for your time today. Man, that's been incredible, so I really appreciate it. Thanks, James. Thanks for time. There are lots of ways to build a community and we've chosen to build the BEDB growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BB growth dinner in a city near you, go to be tob growth dinnerscom. That's be to be growth dinnerscom. Thank you so much for listening. Until next time,.

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