As a small business owner, how do you figure out what you need to do on social media? This presentation is designed to help you sort that out. Learn where social media fits in your overall marketing system, the basic tools you need to set up, and a simple system for managing social media.
2. Agenda
• Section 1: Introduction
• Section 2: Why Social Media? The New Rules of Marketing
• Section 3: What Comes First? Preparing for Social Media
• Section 4: What Do I Need? Social Media Set-Up
• Section 5: What Do I Do? A Simple Social Media System
• Section 6: What Do I Pay For? Social Media Advertising
• Section 6: What Do I Measure? Social Media Analytics
• Section 7: What Do I Control? Social Media Governance
• Section 8: What’s Next?
2
4. Introductions
• Who Am I?
• What is Duct Tape Marketing?
• Who is this Workshop For?
• Who Are You?
• Your Name
• Your Business Name
• What does your business do?
• Do you use social media? Personally? For business?
• What is your greatest social media challenge?
• What you’re hoping to get out of today
• Handouts: Workbook
4
6. LinkedIn Action Steps
• Create a personal profile – fill it out completely,
including links and keywords - be descriptive
• Create a business page – previously sections for each
product or service – new – showcase pages
• Join key groups
• Connect with people
• Follow organizations and companies
• Give recommendations and testimonials
6
7. LinkedIn Online Activity
• Personal profile
• Contact info
• Awards
• Publishing
• Business Page
• Products and services tab – going away
• New – showcase pages
• Groups
• Recommendations
• Testimonials
7
8. Facebook
If LinkedIn is like a Chamber
event, Facebook is more like the
World’s biggest happy hour.
8
9. Facebook
What is Facebook?
• A large social sharing site where people create profiles,
exchange messages and report status updates
• Personal profiles for people, Groups for organizations and
Pages for companies
• Mostly for personal and entertainment use
• 1 billion active users
9
10. Facebook
Doing business on Facebook:
• Business is done on Facebook, but in a different way
• LinkedIn’s purpose is to network, find jobs and make
deals
• Facebook’s purpose is to have fun
• Deals accidentally come about – but they do come
about
**Example: Clinical counsellor and horses
10
11. Facebook Action Steps
• Create a personal profile
• Build a business page
• Fill out the entire profile and page
• Promote with “Like” button
• Focus on the Wall with content
• Most don’t visit your corporate page – they
engage on your news feed
• Follow key organizations/companies/people
• Buy ads to promote content
• Invite people to events
11
13. Twitter Profile
13
Taken alone, Twitter can
seem like a pretty mindless
waste of time. More notable
for getting celebrities in
trouble than building sales
muscle.
14. Twitter Profile
What is Twitter?
• A microblogging social site where users can send
text-based posts of up to 140 characters – can also
share photos, videos and link to content
• Many people use it to get local and industry news
• 560 million active users
14
15. Twitter Action Plan
• Set up a Twitter profile
• Include your website
• Include your location
• Follow key customers, partners, industry
organizations, publications, bloggers
• Amplify content – use relevant hashtags
• Set up lists
15
17. Google Plus
So far, Google + has taken a backseat
to other networks with all but the
most Internet-enthused and those in
high tech fields.
For this reason, it holds some hidden
opportunities.
17
18. Google Plus
• Social network built by Google with profiles, status
updates – similar to Facebook.
• Integrated with other Google platforms
• 400 million active users
18
19. Google+ Action Plan
• Build a full profile
• Claim your +Local (Place) page
• Promote with “+1” button
• Add people to targeted circles
• Make connections with customers, suppliers, partners an
industry influencers
• Build a strategically broad and deep network
• Use images and videos
• Comment with +name
19
21. Claim Your Social Media Real
Estate: others to consider
1. YouTube
2. Pinterest
3. Slideshare
4. Instagram
21
22. Managing Social Media
Set up Hootsuite to manage all of your social media
profiles in one place
• Connect all of your social media pages
• View feeds from your pages in one place
• Reply to comments and messages
• Send and schedule messages to one or more social
media pages
Recommended Tool:
• HootSuite – www.hootsuite.com
22
23. Managing Social Media
Connect your social media networks:
• Facebook Profile and Page
• LinkedIn Profile, Page and Groups
• Google Plus Page
• Twitter Profile
23
31. Managing Social Media online
review
• Connecting pages
• Setting up streams and searches
• Replying within streams
• Sending a message
• Adding profiles
• URL and Photos
• Scheduling
• Adding Hootlet
• Sharing content from web pages
31
32. Integrate Social Media with Your
Website
• Links on every web page
• Social share icons
32
37. Integrate Social Media with Your
Offline Marketing
• Business Cards
• Stationery/Letterhead
• Brochures
• Direct Mailers
• Invoices/Purchase Orders/Etc.
37
39. Create Your Important People List
• Why?
• Identify all the people/organizations that are
important to your business so you know who to
follow and listen to
• Who?
• Customers & Prospects
• Competitors
• Industry associations, organizations, publications,
bloggers
• Local news
39
40. Consider a Social CRM
• Why?
• Track your prospects and customer activities
• Automatically links to their social profiles
• Another way to listen/reply/communicate
40
41. Set Up a Listening Station
A listening station is online software that brings
together articles, blog posts, news items and social
media feeds on topics you choose into one central
location
Why?
• Hear what people think of your
company/competitors
• Keep on top of your industry – share key
information
• Contribute to important conversations
• Share information with your followers
41
42. Set Up a Listening Station
Who to Listen To:
• Customers
• Competitors
• Journalists/bloggers
• Publications
• Industry associations
Tools:
• FeedLy
• Paper.li
• Hootsuite
• Google Alerts
42
43. Create an Editorial Calendar:
Create an editorial calendar:
• Based on your business objectives
• Monthly content themes
• Weekly content items
• How are you going to integrate
and deliver content
Why?
• Plan your content in
advance – strategy
• Know what you’re
going to write about
• Have a resource plan
43
44. Create Your Editorial Calendar
Month June July August September
Monthly Topic (chapter
headings) Marketing Systems Part 2 Marketing Content Total Online Presence
Total Online Presence
Part 2
Main Monthly Piece
7 Steps to Marketing
Success eBook Educational Content eBook
Total Online Presence
eBook
Total Online Presence
Blueprint
Weekly Posts
Week 1
Create a Total Online
Presence
7 Reasons Every Small Business
Needs to Use A Content
Marketing Strategy
The 7 Essential Stages of
a Total Online Presence Online Advertising
Week 2Use a Lead Generation Trio Using a Marketing Kit Create a Content Portal Mobile
Week 3Make Selling a System
The importance of a Point of
View eBook Use Email Marketing SEO and Local
Week 4Use a Marketing Calendar
Why is Blogging Important to
Small Businesses?
The Importance of Social
Media Analytics
44
45. Create Your Analytics Tracking
Sheet
• Why?
• So you can see your successes/improvement
• So you can measure what is working
• Set it up now so you can create a baseline
45
47. What Do I Do?
• Steady State: Simple Social Media System
• Amplify your content
• Follow up with prospects
• Stay top of mind with customers
• Keep up on your industry
• Develop your strategic partner network
• Integration with Online Campaigns
• Provide Customer Service
47
48. Simple Social Media System:
quarterly
• Create your editorial calendar for the next three
months. Identify:
• One value piece
• Four article topics
• Weekly blog post topics
• Create one value piece and set it up on a landing page
with a form (eBook, etc.)
• Update your list of important people
48
49. Simple Social Media System:
monthly
• Write and publish one article or news release
• Amplify via social media
• Track your analytics
• Follow at least 20 new people on all your social media
profiles/pages
49
50. Simple Social Media System:
weekly
• Write and publish one blog post
• Amplify via social media
• Identify at least five pieces of content to share from
your important people list/listening station
• Schedule all posts on one day in Hootsuite
50
51. Simple Social Media System: daily
• Monitor your listening station for 15 minutes in the
morning
• Retweet or share any interesting/relevant
information
• Reply to any comments
51
52. Example: Integrating Social Media into
Your Campaigns
• Create an eBook (or another type of value content)
• Build a landing page on your website with a form to
download the eBook, thank you page, auto reply
• Launch the eBook online:
• Series of blog posts (social media)
• News release (social media)
• Auto reply
• Send an email to your contacts
• Include in Newsletter
• Note: you are now collecting names
and nurture monthly
52
60. Customer Service
• Social media is being used to monitor customer
comments and provide customer service
• Some businesses have specific Twitter accounts
specifically to help with customer service
60
61. Sales
• Social media is a great resource for sales
• Mine companies and find out who’s involved, what’s
important to them, who they’re connected to
• Connect with prospects/participate in groups/shared
interests
• Autobody repair shop example
61
63. Social Media Analytics:
• Consider your business goals
• Remember, since social media is pretty top-of-the-
funnel, you'll often have goals around increasing
engagement and traffic to your site, or growing
community and improving customer service, and not as
much around increasing sales or subscriber numbers.
• What to measure?
• Followers
• Engagement/activity
• Click throughs
• Reply to any comments
63
64. Social Media Analytics:
Website Referrals from Social
Media
Facebook Referrals
LinkedIn Referrals
Google Plus Referrals
Twitter Referrals
Facebook
Corporate page followers
Facebook Interactions
LinkedIn
Corporate Page Followers
Interactions
Google Plus
In circles
Have in circles
Following
Twitter
Twitter Following
Twitter Followers
Twitter Retweets
Twitter @ Mentions
Website Referrals:
Social Media Followers & Interactions:
64
65. Social Media Analytics:
• What this tells you:
• The type of posts that people are most interested
in
• How large your community is (although it’s not
always about quantity – quality counts too)
• The type of content your audience likes
• Which social media site is best for your business
65
68. Social Media Advertising: Facebook
Benefits:
• Highly targeted
• Great for special interests
• Still good for many B2B companies
• Great way to amplify content
Types of Advertising:
• Facebook Ads (traditional)
• Newsfeed ads
• Increase wall post exposure
68
69. Social Media Advertising: Facebook
When to use:
• Promoting a new eBook or similar
• Have an interesting blog post you want to amplify
• Great way to generate initial “Likes”
69
71. Social Media Governance
• What is Social Media Governance?
• A policy to control how you manage social media
internally, and mandate what your employees can
and cannot do
• Benefits:
• Educate your employees on social media best
practices
• Encourage participation and improve your brand,
customer service and sales
• Prepares you to react in a crisis
71
72. Social Media Governance
• What should you consider?
• What do we do with negative comments?
• What do we do in a crisis?
• Who is the administrator?
• Who can reply to comments?
• What types of information can you/can you not
disclose?
• Any industry regulations
• Disclosure that you’re an employee
72
73. Next Steps:
If you don’t have a Total Online Presence…
Get started now with our FREE eBOOK:
1
Download Now at:
http://corneryourmarket-1.hs-sites.com/total-online-presence
73
74. Next Steps:
Fill out the form to receive a
complimentary one-on-one review of your
online marketing
Or complete our marketing audit form at:
www.corneryourmarket.ca/marketing-audit
174
75. Thank You!
I hope you stay in touch!
www.corneryourmarket.ca
www.facebook.com/corneryourmarket
twitter.com/Corner_Market
marketing@corneryourmarket.ca
175
Editor's Notes
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build our your business page. Most businesses should have a personal page and a business page. Puts you ine a bit of a position of needing to maintain both. Promote the like button in your posts. Focus on the wall. There are all types of gates and contests, tabs and fancy pages – but – most people who see your content never come to your page – they see it on their news feed. So really focus your attention on posting status updates that will appear on the news feed. Facebook ads have performed extremely well for DTM in promoting content – eBooks, online seminars….Their targeting mechanism is great. Once you have a following there are some great new options for boosting your content and promoting your content. Questions:How regularly to post to Facebook and Twitter – there is definitely a correlation between how many times you post and tweet – and how many comments you get, page rank, etc. Think in terms of what would be useful for your followers – but to stay engaged – two times a day on Facebook 3-4 times on Twitter. Consultant/Freelancers – Do both but make them separate – business page for the consultant – anyone can subscribe publicly to a page. There are benefits to both. There are some benefits to the personal page that he gets out of business. When anyone can share your content is there anything to worry about – you could really drive yourself crazy – the benefits far outweigh any scenarios of someone tainting it.
Build our your business page. Most businesses should have a personal page and a business page. Puts you ine a bit of a position of needing to maintain both. Promote the like button in your posts. Focus on the wall. There are all types of gates and contests, tabs and fancy pages – but – most people who see your content never come to your page – they see it on their news feed. So really focus your attention on posting status updates that will appear on the news feed. Facebook ads have performed extremely well for DTM in promoting content – eBooks, online seminars….Their targeting mechanism is great. Once you have a following there are some great new options for boosting your content and promoting your content. Questions:How regularly to post to Facebook and Twitter – there is definitely a correlation between how many times you post and tweet – and how many comments you get, page rank, etc. Think in terms of what would be useful for your followers – but to stay engaged – two times a day on Facebook 3-4 times on Twitter. Consultant/Freelancers – Do both but make them separate – business page for the consultant – anyone can subscribe publicly to a page. There are benefits to both. There are some benefits to the personal page that he gets out of business. When anyone can share your content is there anything to worry about – you could really drive yourself crazy – the benefits far outweigh any scenarios of someone tainting it.
Best to go into Twitter with a plan.Primary use to share content. Share other people’s content. 90% of tweets amplifying own content and sharing other people’s content.It’s very important to create lists of customers, lists of journalists, using the Twitter List Tool.Find people in your community or industry – use Twellow.com – it will list people by geography or industry.You can find strategic partners this waySearch on twitter is interesting – Autobody shop – set up searches for various things people might tweet if they were in a wreck. They were getting one or two of these showing up every day “Bummer about your accident – make sure you don’t get ripped off by a body shop” went to a web page – and they would get half of those contacing themUse a third party management tool like hootsuite or tweet deck.
Best to go into Twitter with a plan.Primary use to share content. Share other people’s content. 90% of tweets amplifying own content and sharing other people’s content.It’s very important to create lists of customers, lists of journalists, using the Twitter List Tool.Find people in your community or industry – use Twellow.com – it will list people by geography or industry.You can find strategic partners this waySearch on twitter is interesting – Autobody shop – set up searches for various things people might tweet if they were in a wreck. They were getting one or two of these showing up every day “Bummer about your accident – make sure you don’t get ripped off by a body shop” went to a web page – and they would get half of those contacing themUse a third party management tool like hootsuite or tweet deck.
Profile – be sure to link back to all your profile pagesLocal businesses: Google places is now a part of Google Plus – so make sure you have claimed your local pagePlus 1 button is a big signal for social media – so make sure you have all your sharing iconsMore entrepreneur, more techie, more maleVisual contentHangouts – stream live to YouTube – great opportunity to do something on a consistent basis. 20-30 minutes as long as it’s engaging
Profile – be sure to link back to all your profile pagesLocal businesses: Google places is now a part of Google Plus – so make sure you have claimed your local pagePlus 1 button is a big signal for social media – so make sure you have all your sharing iconsMore entrepreneur, more techie, more maleVisual contentHangouts – stream live to YouTube – great opportunity to do something on a consistent basis. 20-30 minutes as long as it’s engaging
Pinterest and Instagram – visual content – this is important to do on an ongoing basis
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
This means you can do all your posts on one day.
This means you can do all your posts on one day.
This means you can do all your posts on one day.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
Build out yoru proflie – take advantage of the real estate. Best benefit is joining and participating in groups. Have to be selective – some are nothing but sell-a-thons – but some are very active with people who could be your potential strategic partners, could be referrers, could share great info to help you build your business. Start your own group – example – Vintage Watch Collectors. Don’t do it until you can spend the time to do it right – you have to spend time and moderate - get additional exposure. People go there expecting to network – so you can actually mine. If there are companies you want to find out more about – who reports to whom, etc. You can find those ladders of people and break into certain companies. Reminder – be shareable – use the sociable plug-in – include in all your printed material.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.
The area that peHow you take everything you’ve done before – how you drive business – how you make sales – how you get better. If you took half the money you spend on lead generation and advertising and spend it on figuring out why people are doing what they’re doing, and converted a higher percentage through landing pages, etc. – we would be much better off.