Lead Pilot with Samantha Russell (CEO) | E109
Inbound marketing for advisors.
Summary:
In this episode of Fintech Impact, Jason Pereira, award-winning financial planner, university lecturer, writer, and host interviews returning guest Samantha Russell, Chief Marketing & Business Development Officer at Twenty Over Ten. This time around, instead of discussing Twenty Over Ten, Samantha has come to talk about Lead Pilot, which is Twenty Over Ten’s content marketing platform for financial advisors. Samantha also explains inbound marketing, why it is so effective, and how inbound marketing differs from short-form marketing.
Episode Highlights:
● 00:50: – Samantha Russell defines Lead Pilot.
● 02:43: – What led to the creation of Lead Pilot?
● 04:27: – What is inbound marketing and why is it so effective?
● 07:17: – You can’t expect results if you are not trying or doing the right things.
● 09:16: – How does inbound marketing differ from short-form marketing?
● 12:19: – Samantha provides advice for those that don’t think they have enough time for inbound marketing.
● 15:35: – What types of content can people currate on Lead Pilot?
● 18:01: – How is Lead Pilot reporting metrics back to advisors?
● 19:52: – What content platforms are available for integrating and posting?
● 20:30: – What amount of labor does an advisor have to put into Lead Pilot for it to work for them?
● 24:00: – What else would Samantha Russell like people to know about Lead Pilot?
● 25:11: – Is there something in the industry or the company that Samantha Russell would like to see change?
● 26:02: – What has been the biggest challenge to getting Lead Pilot to where it is today?
● 27:29: – What excites Samantha the most about what she is working on?
3 Key Points
1. Lead Pilot allows for content creation, landing pages for the dissemination of
that content, social media scheduling, email marketing, and the gathering of your prospect’s data as they engage with the content.
2. Inbound marketing involves providing as many answers and as much helpful
information to anybody that wants it for free. Then those people absorb that information and come to you when they are ready to engage with your services.
3. 70% of the buying decision is made online before the customers ever contact
you.
Tweetable Quotes:
● “Lead Pilot is an inbound marketing platform that makes it easy for advisors to manage and automate all of their marketing messages in one place.” – Samantha Russell
● “We really see the future of marketing in 2020 and this next decade consisting of two things, personalization and automation, and our platform allows advisors to handle both of those.” – Samantha Russell
● “Quoting Michael Kitces here, he had a great quote where he said, ‘Would you hand over your life-savings to someone before looking them up on Google?’ And the answer is ‘no, absolutely not.’” – Samantha Russell
Resources Mentioned:
● Facebook – Jason Pereira’s
● LinkedIn – Jason Pereira’s
● FintechImpact.co – Website
● Linkedin–Samantha Russell
● twentyoverten.com – Website
● Lead Pilot – Website
● They Ask You Answer by Marcus Sheridan–Book
Full Transcript:
Jason Pereira: Hello, welcome to FinTech Impact. I'm your host, Jason Pereira. Before we get started, just a reminder to check out Jason Pereira.ca and be sure to sign up for my newsletter. Now, on today's show. Today I get to welcome back Samantha Russell, chief marketing and business development officer at Twenty Over Ten, not to talk about Twenty Over Ten but instead their new platform Lead Pilot, which is a content marketing platform for financial advisors. And with that, here's my interview with Samantha Russell.
Jason Pereira: Okay, welcome back. Samantha.
Samantha Russell: Thank you so much for having me.
Jason Pereira: Well, you decided to launch something new so I had to basically bring you back for it. Not many two time visitors yet. So, you're in an elite group.
Samantha Russell: Wow. I feel very honored. Thank you.
Jason Pereira: Well, Samantha Russell, you've got Twenty Over Ten and now soon to be Lead Pilot. Tell us about Lead Pilot.
Samantha Russell: Yeah, so Lead Pilot is an inbound marketing platform that makes it easy for advisors to manage and automate all of their marketing messages in one place. So, we really see the future of marketing in 2020 and this next decade consisting of two things, personalization, automation. And our platform allows advisers to handle both of those, which often can feel like two different ends of a coin. Personalization, how do you personalize things but yet also automate them to all of your different audiences to stay relevant. And that's what this platform allows advisors to do. So, it's content creation, landing pages for the dissemination of that content, social media scheduling and email marketing all in one platform. And then as your prospects or leads engage with the content, their information is gathered and we give you intel on those prospects. What are they reading? Where do they work? How old are they? Anything we can find or data we can give you to make it easier for you to continue to engage with them.
Jason Pereira: So, for argument's sake, you're pretty much almost like a financial advisor specific version of HubSpot?
Samantha Russell: We've had quite a few people make that connection. I love it. Yes.
Jason Pereira: There you go. And for those of you who don't understand inbound marketing or what it's about, the bathroom team do a fantastic job of putting out online resources and webinars to explain all this stuff. But I recently saw a couple months ago, Marcus Sheridan, the author of They Ask, You Answer, who is just a phenomenal inbound marketer that has really changed my viewpoint on how to market my business. So, take a look at his book and They Ask, You Answer, he's all over it. And also take a look at Samantha's resources. We'll talk about inbound marketing in a moment, what that actually means and why it's effective. So, tell me about the history about what led you guys... You already had a successful company with Twenty Over Ten and a couple other projects on the go. What led to the creation of Lead Pilot?
Samantha Russell: Yeah, great question. So, we started Twenty Over Ten almost about four years ago now and we've worked with in that time, thousands of advisers on their websites and we would create the website. As you said, we have a great marketing team here that is really focused on educating advisors on best practices when it comes to marketing. And so they would see our webinars, read our blog posts about other elements. How do you drive traffic to a website with email or social media? But we didn't offer a product to actually implement that for you. We just would give you suggestions. And people kept coming to us wanting us to help them with it. And we said, as we kept looking at the market, we realized there wasn't just one solution we could direct them to. So, we would say, "okay, go here for social media scheduling and then here's a good platform you can use for email marketing and here's a great place you can create landing pages."
Samantha Russell: And we thought, gosh, it's hard for us to even put it in an email, let alone for the person to absorb it. So, we knew there was a need in the market for it and we set out to develop it. And honestly it has been a real work in progress like any piece of software development is because my team has the marketing team looking at it constantly saying, "well no, that's not usable," or, "we have to make this more friendly." We're really building it just what we ourselves would want to use.
Jason Pereira: Fantastic. And as someone who's had to cobble together his entire content marketing push that he's doing this year, I fully understand and appreciate the need to-
Samantha Russell: You get it.
Jason Pereira: Yeah, I get it. But even for someone as proficient as I am, it's still a lot of heavy lifting. So, let's talk about the user experience. Okay. So, actually let's take a step back. Let's actually talk about, what is inbound marketing? Why is it so effective and why is it pretty much, in my opinion, what's taking over what I call effective marketing because it seems to have the biggest level of impact?
Samantha Russell: Yeah, it's a great question. And a lot of people aren't sure what inbound marketing is. So, if you think of inbound marketing, let's start with that first word inbound. So, think of the traditional marketing process, which is you're out there pushing, making the arrow go from you to your end customer, your messages to them. You're calling them up on the phone and trying to tell them, this is why you need to buy X, Y, or Z product or work with my company. The traditional model was somebody sold you something. The inbound marketing model is you provide as much answers and helpful information to anyone who wants it for free. And then those folks read that information, absorb your content and then come to you when they're finally ready to go take it up a notch and engage with your services. So, it's flipping the script from you pushing on somebody else and knocking on doors and hoping you can get five minutes of their time and interrupting their day to instead having people come to you who are already pre-qualified, who are a great fit for your business and they're hoping and wanting to work with you because you're the expert that has the answers that they need.
Jason Pereira: Yeah. And I'm going to keep on going back to Marcus's book and presentation because it was that mind altering for me. The stat he put out at the beginning was 70% of the buying decision is now made online before they ever contact you. And his joke is, "everybody argues that this number is not accurate in our industry. And I'll tell you one thing, it is just above or just below that number." [inaudible 00:06:10] But when you think about it, it's absolutely true. And how much of the behavior that people listen to this podcast is the exact same. We will hear about a service or need a service and the first thing we do is turn to Google, right? And we had this discussion previously, on the previous podcast, about Twenty Over Ten, about why do we need a website leading the big callback? Because the first place people are going when they've try to find out about you is your website, right? So, when people are looking for information on some big life altering decision and they managed to find your article, you're demonstrating value before they ever come to you. And hopefully they made the decision to buy by the time they actually follow you. Versus the current model, which is most advisors put up the bare minimum on the website in the hopes to entice them to call.
Samantha Russell: Right, exactly. And I think, quoting Michael [inaudible 00:06:53] here, he had a great quote where he said, "would you hand over your life savings to someone without looking them up on Google?" And the answer is no, absolutely not. And yet a lot of advisors still say to me, I've never gotten a client from my website. I've never gotten a client from LinkedIn. I've never got a client from email marketing.
Jason Pereira: Oh, but how many have you lost because of poor use of those tools?
Samantha Russell: Right, and exactly. So, if you've only posted once on LinkedIn, well it's like that funny joke where someone says they kept praying to God every day to please let me win the lottery. Please let me win the lottery. And finally God came back and said hey, buy a ticket already. You can't expect results if you're not A, trying, or B, doing the right thing.
Jason Pereira: I never meet any girls in a bar, and that's because I sit in the corner by myself [crosstalk 00:07:41] It doesn't work that way, right?
Samantha Russell: And I think one of the things that I will always point people to is as a case study, don't take my word for it. We do case studies all the time on our blog and the Twenty Over Ten. We did a really great webinar with a CFP named Kyle Moore and he wrote one blog post. It's not like he's blogging profusely, but one fantastic blog post, can capital gains push me into a higher tax bracket. And from that one blog post he got so much business because people are actually searching for that question, reading his blog, seeing him as the expert with all this valuable information and then turning to him.
Jason Pereira: Yeah, and one of the tips I'm going to give from that book again, was this is the most counterintuitive thing you're ever going to hear and it's different in the U.S. because you guys have four maybe ABDs for RAs that they have to post their pricing online. But the reality is that this guy wrote a post on his pool company and what it cost to install a... What a pool actually cost, because no other pool company had any data on cost on the website. That article is directly responsible for over $8 million in revenue, right? So, this is part of this entire conversation that needs starts being not only about basically what the clients wants to know. We have to take ourselves out of our heads and basically say, what is it people are actually asking me? Let's answer that question, right?
Jason Pereira: So, that's a beautiful example of a question that clients have those questions, will capital gains push me to a higher tax bracket. And he did and he benefited from it. So, that's fantastic. So, let's talk a little bit about how this differs from a lot of the conventional marketing right now, which is typically short form. You see a lot of Twitter blasts and everybody got used to talking in 180 characters. How effective do you think that is versus content marketing and actually educating your client online?
Samantha Russell: So, if you look at when people are searching for different topics, the posts that come up in the one, two and three spots in Google searches, they're almost always 1800 words or more. Now, I'm seeing more like 2,000 to 2,400 words or more and they go super in depth into a topic. So, when someone's searching for what we call long tail keyword or phrase, like can capital gains push me into a higher tax bracket? That's not a light read. You need to give some good context into that subject matter. And in order to be featured as one of the top results, it needs to have what Google refers to as EAT. So, it's Expertise, Authority and Trustworthiness. And those are the three things that both consumers and search engines are looking for when it comes to content. In financial services, Google defines that as your money, your life content.
Samantha Russell: So, now they're being hyper targeted and strict on financial services type content and health care type content. Because there's real implications if somebody follows advice that they read online about where to invest and lose all their money or what kind of healthcare to do and get sick. So, those two areas are really being scrutinized and consumers, they can sniff out a fake really quickly. So, you need to show your expertise. One thing a lot of advisors will say to me is, "well, why would I give all this information away from free? No one's going to want to work for me with a paid fee." Yet-
Jason Pereira: Because more people want to do it themselves.
Samantha Russell: Exactly. You answered it, right? The same thing with our company. We write five blog posts a week on each of our blogs. That's ten blog posts a week on how to do all this on your own, yet every week people sign up and pay us to do it for them because anyone can learn anything now with the internet. But nobody is going to do all of these things on their own and so, you have to change that mindset.
Jason Pereira: [crosstalk 00:11:19] themselves. But how many more are going to be attracted to buy your product or your service because of it, right? And the long form content thing, it's interesting because, go back to [inaudible 00:11:32], there was a podcast recently where you just summed it up. If you have a large financial decision to make about one thing, call it a pension commuted value, call it a business sale, call it a recent inheritance, whatever it is. That basically is a large financial decision, one of the biggest ones you're going to make in your life, you're not going to go looking for a bunch of tweets and shared articles with a comment over top. You're going to look for someone who's written 2000, 3000 words about this in great, painstaking detail because they truly understand the issues and that's what's going to lead them to, at those major life events, turn and basically choose you. Now, the big thing and I always get pushed back on and I would think is, I don't have the time. So, what do you respond to people when you hear that sort of thing?
Samantha Russell: So, one thing that I think a lot of people can do is speak well about something, but yet they can't necessarily write it. It's hard for them to sit down and write it. A suggestion I've made to some of the clients we work with that's proved well is sit down, record a video and then use a video transcription service to turn it into text that you can then edit because it's a lot easier to edit something once it's in front of you, than to start with a blank page. So, come up with five talking points you want to talk about, record a video about it and then edit off of the transcript. Now, you have two pieces of content, right? You can submit the transcript for compliance approval and once they approve the post, you have the text and the video that you can share. So, that's one way. Another way, one of the things that we did actually through Lead Pilot is we have a content library that you can use help you curate different pieces. So yes, you still should be writing your own original pieces. I'm never going to tell you shouldn't. A lot of people out there will say, "well, you can get away with doing content marketing without it." You can't, there's no way around it. You need to-
Jason Pereira: That's like in product testing. Be your unique, sincere self. [crosstalk 00:13:29] If you're not, there's a lack of... When people write for the general mass market for other people to post their stuff, there's a lack of personality to it and there's a lack of sincerity to it and if you don't do it yourself, you're just never... It's never going to be your voice.
Samantha Russell: Exactly. And so, what I think people get blown away though by is, oh my gosh, I can't do this every day. And we're not saying you have to, even once a month having a 3000 word blog post goes into something into a lot of depth and detail and is high quality, is going to serve you well. Now the rest of the month, I'm not saying don't do anything. What we know is you still want to build up your brand awareness and be active and share things, but you can curate other kinds of content. So, you can share articles that you have found online. With Lead Pilot, we have all different kinds of articles that people can use. They can also edit any of the articles. So, if they also don't want to record a video but they want an article about the Secure Act and what it means for retirement, we've got the article there. They can use it as is, but what we suggest they do is put their personality on it, put their spin on it, but it's a starting point, right?
Jason Pereira: [inaudible 00:14:38] whatever it is to basically make it yours.
Samantha Russell: Exactly. So, I think that we need to get away from the idea that there's a one size fits all approach. If you can commit to once a month writing a great article or you can commit to once a month recording a podcast or doing a video, whatever it is. Make it high quality, make it worthwhile, people's time to listen to it, view it, read it. And that's what's going to be the most important.
Jason Pereira: As someone who's done a fair amount of writing, who's trying to get back into blogging after a long time off, which it's like going to the gym. Writing, if you don't do it every day, you don't do it frequently, it's harder. I just basically learned to adopt the Tim Ferriss approach of 300 crappy words every day. Just sit down, write one page. It doesn't matter if it's good or not. You will slowly start to put together books in terms of length and in terms of volume. Okay, so let's go back to the platform. So, basically you're able to provide some content for people. You basically allow them to produce their own. Okay. I have a piece of content now. Well, first of all, what kinds of content can I curate on your platform?
Samantha Russell: So, there is both lifestyle pieces, which we know get more eyeballs often on social media. People go to social media to escape their day, not to read about Roth IRAs often. So, there's a lot of lifestyle pieces about, it's just fun things, travel or multigenerational trips or talking to kids about money, parenting. All different kinds of things, but then there's also your more traditional personal finance posts. We also include infographics, so more engaging type of media and videos and then quizzes, which is really exciting. So, the quizzes, people answer a couple of questions and then in order to get the output, they have to give up their email address.
Jason Pereira: There you go. Lead capture, there it is.
Samantha Russell: Right, so there's all of that. And then whenever you're ready to disseminate that, again, you can take one of those pieces, use it as is, you can edit it or you can upload your own completely original piece. You can upload your podcast episode or your video for the week, whatever you want. It doesn't have to be text. When you go to share it, what happens is it pushes it to a landing page where the whole point again is lead capture. So, rather than somebody just going to YouTube and watching your video, you can share it on this particular landing page so that you have a specific call to action for that video. So, if your video's all about social security, you can have a call to action built in that asks them, are you getting ready to retire and trying to figure out the best time to claim social security?
Samantha Russell: We work with other blank just like you, let's book a meeting or here's my one page report or here's a checklist. Whatever you want to do. It's all customizable, but it puts it on a landing page that really the whole point of that landing page is lead capture. So, you can still put this content on your website. There's RSS feed integration, but the goal really is a lot of people are putting content out there and then they don't really have a good way to gauge who's engaging with it, who's reading it, who's watching it, and they can't capture leads from it effectively. So, these landing pages are generated. You can capture leads, but you can also just post to social media, you can do email marketing. It's really all about making it your own, but having all those different elements be in one platform. And then we archive everything so that as an adviser you are compliant with the archiving rules.
Jason Pereira: Excellent. So, once it's out there, one of the most important things that any [inaudible 00:18:01] marketing course they teach you is tracking your metrics. So, how are you recording back on the effectiveness of that article or that piece of media to the advisor?
Samantha Russell: Great question. So, we track a couple of different things. We track landing page impressions themselves, we track social media views and then we track an email open rate and click through rates, and it's cool. You can actually look over time. So, just tell me all of my stats for Facebook over the last 30 days or tell me all of my stats on LinkedIn. But you can also look by a particular piece of content. So, you can say, on that article I posted about the secure act and what it means for your retirement, how many leads filled out the form from that piece of content? How many people saw that piece of content in general across all mediums? You can also pick a person.
Samantha Russell: So, you can upload your own list of contacts your leads, your clients, your prospects, and then as people engage and sign up and give you their email through the system, they also get added to your contact list. So, in that contact list you can click on any person's name and it will tell you particularly via email what they opened and read. So you can see, okay, Samantha is not interested in any of the articles about social security, but she's reading a ton of the articles about early financial things like buying your first home, setting up a 529 plan, that kind of thing. So, it gives you insights that way about those particular people and what they're interested in. So, you can hyper personalized followup messages to individuals.
Jason Pereira: Absolutely. So yeah, again, they're interested in the one thing. So yeah, thanks for stopping by this article. Here's a couple other links that might be of interest to you. Yeah, the followup is fantastic there. So, talk to me about the integrations you've built into this. So, I am blasting this out across what channels, what are the options that are available?
Samantha Russell: So, currently you can post to Facebook, LinkedIn, or Twitter and we are in the process, maybe by the time this gets released I don't know, of getting Instagram added. And then, in terms of integrations, we currently have integrations with Redtail and Wealthbox and we're-
Jason Pereira: Everyone's got integration with Redtail. It's like, you're not considered a fintech unless you have one.
Samantha Russell: Exactly. We're working on Salesforce next and we just finished up one with Riskalyze too, which is going to be really exciting. So, lots more coming down the pipeline as well.
Jason Pereira: Excellent. So overall, besides the content generation, what kind of labor does an advisor have to put into this to actually make it really effective?
Samantha Russell: Well, the one thing we didn't talk about yet is campaigns. So, campaigns are another part of the platform. So, you can manually go in, you could say, okay, here's my social media posts for the next 120 days if you want and load everything up, get it all set. Or we have pre-made campaigns that you can pick and choose and again, completely customized. So, the way a campaign would work is they can be topic based, the ones that we're pre-loading in. So, you might have a campaign all about, again, let's go back to social security or five years out from retirement. And so day one, there's an email that goes out to everybody who's on your list who you've labeled as 55 and older. And the first article is five things to consider before the five years before retirement. And then day three, a post goes on LinkedIn.
Samantha Russell: That's an article about how to live well and be healthy in retirement, and it just goes to LinkedIn. And then at 12 there is another email that goes out to that same list of 55 and older about social security calculators and what the best ones to use. So, it's all based on days, and it's a modular, drag and drop approach where you can pick and choose different pieces of content and decide is it going out on social media via email, how do you want it to flow? And we will have some pre-made that people can use for editing. So okay, I don't want anything on LinkedIn or no, I don't want this particular piece, I want to switch it out for something else. Because all of the content in the library can be filtered by both persona as well as category.
Samantha Russell: So, personas could be athletes or business owners or physicians, whereas a category could be housing or retirement, things like that. And then those campaigns are pretty much a set it and forget it, right? So, you set it up for 60 days and you launch it and then it just is going to run for you. So, there is definitely some activity that people need to do. If they don't want to do that themselves, we have an onboarding success specialist that can help put this together for them at an additional cost. But I always say, at a minimum, we want you logging in at least six times a year, whether on your own or with someone from our team. So, that's every two months because you need to know what the results are of the last 60 days so that you can make changes and tweaks to the next campaign.
Jason Pereira: Yeah, and the good thing about this stuff is, you use the term long tail a while ago, and the good thing is you break this once and it sits there forever, right? You can benefit from an article you wrote years ago and I still get that from stuff I've done that's shown up in newspapers and whatnot, where someone will be dealing with one or two specific issues and I get prospects out of that. So, it's incredibly valuable. And one of the light bulbs that went off for me is I just need to do this even if I'm not getting published in the newspaper.
Samantha Russell: Well, and I think to your other point is link backs. People don't realize that if you get one link from a local publication, but it's the finance column of your local newspaper or the Wall Street Journal quotes you on something and they link back to your website. That does so much to boost your site's rankings and your visibility and help more people find you. So, that alone is worth its weight in gold.
Jason Pereira: Yeah, no, it's fantastic. So, anything else with the platform we should know? It seems like you did a very good of A, allowing people to curate various forms of content, B, push it out to various channels, C, track not only the usage of multiple situations, multiple different dynamics. And also, the inclusion of personas. I've got to say, this looks pretty well thought out. What am I missing?
Samantha Russell: I think the big thing that I want people to know about lead pilot is it's not just content. It's not just a platform for you to do what you need to do. It's really all in one. So, whether you are someone who's not tech savvy and you want a set it and forget it approach, you could come in and use that. Are you going to get the same kind of ROI as someone tweaking all the time? No, but it's better than nothing. Or if you are somebody who's got a larger team, so we can actually support also multiple seats under one account. You could have one advisory firm with a hundred advisors and they have some content that everybody on the team uses and others that only they use. It's great because you can collaborate, you can use different drafts of the same piece of content, but as they're deployed it's individualized to you on your own landing page with your picture, your bio, your information. So, the platform can really be used right out of the box, turn the key, or you can really get custom and tailored with it and alter it and make it specific for your own firm.
Jason Pereira: Excellent. So, before we wrap up, there's three questions I ask everybody. I can't remember if I had these when I interviewed you the first time, but I'm going to ask them now anyway and-
Samantha Russell: Okay.
Jason Pereira: If you had one wish for something you can change in your company or the industry, what would it be?
Samantha Russell: Oh, this is a good question, surprising me with it. In my company or the industry?
Jason Pereira: Yes.
Samantha Russell: Okay. I think I would say, and I'm probably going to get a lot of slack from my company on this, is in our company right now we are very remote. So, we have about ten people in our office here in State College and then the other 16, 20 people, we're growing vast, I can't remember the exact number, are spread across the country. And I wish there would be a way that we could be physically in the same place more often because I am such a social person and love chatting with everyone in person all the time. Everybody else really likes remote culture. They think we get a lot more done, we're efficient-
Jason Pereira: [crosstalk 00:25:55] other coders want the opposite.
Samantha Russell: Yeah, but I would love to see them all more often. So, that would be my answer.
Jason Pereira: Oh, that's a lovely side. The second question I have for you is what's been the biggest challenge in getting the Lead Pilot platform to where it is today?
Samantha Russell: I would say that we all have so many ideas and things that we want and yet we know that we're marketers, so the way we want to use it is not intuitive to the way that a layman would use it. And so constantly-
Jason Pereira: You mean, completely technophobic advisors.
Samantha Russell: Right.
Jason Pereira: [inaudible 00:26:26] lay-person and they drop the bar and there's your advisor. Okay.
Samantha Russell: And I think the challenge with any piece of software is any piece of software can be built to accomplish so much, but how do you streamline it in a way that people actually use it. And so, the biggest challenge has always been not having every bell and whistle that maybe 5% of the most marketing savvy people will use. But instead really being hyper streamlined and intuitive about the way we build things so that the other 95% of people can go in and get real ROI from it, but understand how to use it without needing a 100 page manual.
Jason Pereira: Yeah, it's so the lesson for every tech company to follow is under build to start because if you overbuild you're going to spend all this time and money on tons of stuff that you think makes a lot of sense. And then once it hits live-fire environments, oh, that was a complete and total waste of three months. So, you will learn from usage rates more than anything else.
Samantha Russell: Absolutely.
Jason Pereira: The last question I have for you is what excites you the most about what it is you're working on and gets you out of bed every morning? Just excited to keep doing it?
Samantha Russell: For me, 100% it's, we've really built up like a community of advisers who just are so eager to learn about marketing and best practices and learn how to grow their businesses through inbound marketing. And I've really taken the stance that I want Twenty Over Ten to be seen as an education resource for people and not just a platform for people to use. And so, I get so excited every day. I get messages from people, "I watched this webinar and I updated my title tags and I can't believe the difference in my SEO," or, "I did what you said for me to do on LinkedIn and I had three new bookings on my calendar overnight. I can't believe it's working." That just gets me so excited. That I can give an education session, a tutorial. People can take it, they can implement it in their businesses and see real results so fast.
Jason Pereira: Yep. And it's a formula that's been followed by... I mentioned HubSpot earlier, same as them. They have a university practically on their website and not far from yours as well. Because as I keep on scrolling down your website, just video after video after post after post. I can't even imagine how long it would take me to get through everything you put out there and I'm sure there's absolute nuggets of wisdom for everyone who watches all and yeah, you spend a lot of time in front of the camera, don't you?
Samantha Russell: I do. So, every Monday for those... I'll give a little shameless plug on their YouTube channel, Twenty Over Ten YouTube channel. I record a two to four minute video that's just me explaining some sort of marketing tip or trick or strategy or things somebody to be thinking about and it's pushed out every Monday. So, really tangible, actionable things that you can implement. You don't have to be using any of our products. This applies to anybody out there with a website or social media or email marketing and yeah, it's a good way to learn.
Jason Pereira: Fantastic. Samantha, thank you again for coming on a second time and talking about the new product. I very much appreciate it. And I do encourage everybody to at the very least sign up for your newsletters because yeah, there's tons of wonderful insight in there and not enough advisors do a good job. They all... Let me take a step back. Someone I know who managed a dealership once said, "I asked 90 advisors how they were planning to grow their business and 100% percent of them said number one, referrals." And it's like, well, why don't you just get on your knees and pray for rain when you're at it. Do something active to grow your business and I think content marketing is probably the most mutually beneficial way to probably do that in this environment right now. So, good on you guys for creating a specific [inaudible 00:30:00] to take a specific, harder look at what you guys are doing myself. So, thank you yet again.
Samantha Russell: Yeah, thank you so much for having me and it's been great to talk with you again.
Jason Pereira: Bye. So, that was my second interview with Samantha. I hope you enjoy that. And as you can see, she always makes a great guest. And for those of you who are curious, the book I was talking about, just to reiterate, was They Ask, You Answer. Be sure to check that out because as I said in the podcast, it was one of the best books on marketing I've ever heard. Until next time, as always, I'm Jason Pereira and if you enjoyed this podcast, please leave a review on iTunes, Stitcher, or wherever it is that you get your podcasts. Take care.
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