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Dennis Yu: Drive conversions with content that doesn't suck
These are simple strategies to save money and inspire sales. Even if your physical business is on hold due to the coronavirus pandemic, you should be doubling down on your digital presence.
Dennis Yu, founder and CEO of BlitzMetrics, is offering valuable content strategies, sales techniques and an unmissable offer for the Escape Your Limits podcast community – a free processes playbook from years of experience.
The Escape Your Limits podcast is brought to you by Escape Fitness – a global community of gym design and gym equipment specialists that are looking beyond exercise alone to escape mental, physical and professional limits.
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Dennis Yu on the Escape Your Limits podcast.
Who is Dennis Yu?
Dennis Yu is unique as a marketing expert, thanks to his engineer background. He helped build analytics function at Yahoo two decades ago, and implements a data and process-driven way to be able to drive marketing for businesses of all sizes in many different sectors.
Over the years, Dennis and his team have been behind successful systems using Google, Facebook and analytics platforms for Nike, Jack Daniels, Golden State Warriors and many iconic brands.
The playbook of strategy, analytics and processes from Dennis and is team is an easy reference for digital marketing that's effective for multi-national business and single operator gym owners alike.
Email [email protected] with subject line “WE LOVE MATTHEW” to get your copy, or to enquire about any training opportunities.
Dennis Yu episode highlights.
- How digital marketing should have an actionable playbook that anyone can follow, through processes and data-driven insights on any platform.
- Why now is the perfect time to transfer any advertising spend to digital to take advantage of how many people are at home engaging on social platforms.
- Why the cost of clicks or impressions on Google have dropped significantly, and why you should spend time identifying how you get take a different approach to marketing, even if your business is currently closed.
- What you can do to create moments that share insights of you as a person, and how these posts will get so much more interest online.
- The importance of structure in your marketing efforts for awareness, consideration, and conversion to drive sales, and what any business owner should be doing themselves towards this.
- How you can create tremendous loyalty and get people wanting to connect and message you through great content. How to share 15-second videos throughout your day that let people see the real personality behind your business.
- Why you should be creating content independently of social media platform, and then repurpose it for anywhere and everywhere. Also why you should reply with video instead of text.
- The importance of 'why,' 'how,' and 'what' content that will lead conversions and can house content that's been repurposed or created specifically for each stage.
- How you can simply let algorithms on social media platforms figure out when to get your content in front of people, rather than you having to decide on when you post what.
- How intelligent are the machines and systems behind social media, and where we're headed in the future.
- What the benefits are of building engagement through live broadcasts on Instagram, Facebook or even LinkedIn. Also how this will even notify other users on platforms when you start recording.
- How you can get free help with a checklist and processes for SEO, PPC, videography, content and advertising that will help your business grow.
- What's behind the social media censorship of posts and certain content, and how governments such as the USA, UK, Germany around the world are holding platforms accountable in different ways. Who's really the arbiter of what is fake news?
- How we're at the beginning of the end with how we know the world today, and what role social media will play in driving the next global superpowers of the future.
For more insights from fitness industry thought leaders and entrepreneurs, check out the blog homepage.
Discover more about Escape Fitness.
Full episode transcript.
Dennis Yu 00:00
Like you know, when you when you think think about something too much it ends up just you lose the seed of what made it awesome that the purity and authenticity of it right.
Matthew Januszek 00:10
So welcome to this week's escape your limits podcast and today I interviewed Dennis you. He's the CEO and founder of Blitz metric, one of the leading social media agencies, they work with many big brands, small brands, and everything in between. And the reason I wanted to get Dennis on the podcast today was to really help a lot of people that listen to the podcast and a lot of our customers to understand what to do in this crisis, how to market some of the ideas and I already asked Dennis to give us some step by step practical information that people can just apply now, pick up their phone, use this and to be able to engage with people. We also cover some strat content strategy, so how to understand what content that is relevant now and how to use some of the I guess sensitive If it sees that people will have about selling to them as they're going through this very difficult period, also stay tuned right to the end because then is, is made a very great offer to anybody that's involved in the escape podcast community. And if you get to the very end of the podcast, and you can you can hear about how to access that information. So it's a real fantastic information. I've learned a lot. I've been working Dennis with Dennis for a few years now. I'm sure you'll find it valuable. And, you know, please let us know what you think about the episode. Thanks for listening. I think I'm seeing double I've kind of got myself on this zoom screen in front of man and behind your iOS, I think I see myself.
Dennis Yu 01:41
Well, I wanted to be able to show people how awesome you are and that we practice what we preach. So I decided to put you on my phone here and show how you're interviewing legends from your phone, how you're working out, and how you're building your brand. As an example for everyone else in the health and fitness.
Matthew Januszek 01:58
Fantastic. Well I'm excited to go into that. And before we start I, I am, you know, this is this is not a plug for dentists that that the purpose of this is to really help a lot of a lot of people that we work with really, in terms of how to navigate through this difficult time where, you know, I guess all the gloves are often traditional rules don't apply. However, you know, one of the things I can say is that you know, you've we've we assist escape as a company have had to really pivot quite quite quickly and go after, you know, slightly different audience and a different message and you and your team have been fantastic in in helping us through that. And that was really the reason why I wanted to get get you on today because it certainly pushed us outside of our comfort zone and we've experimented with a lot of modern new things and, and those have been quite successful. So really, it was just to get you on and to be able to share some of this with other people that are probably in a similar situation to us.
Dennis Yu 03:01
Thank you, Matthew.
Matthew Januszek 03:02
I can also share a bit about that Kakun water later as you got hooked on. So So Dennis, just for those who haven't heard you on previous podcast, give us a little bit of a background on yourself and Blitz, please.
Dennis Yu 03:15
I'm an engineer, you can tell I'm Asian as good at math. I built the analytics function at yahoo. 20 years ago, if you remember using if you guys are old enough for Yahoo. And I believe that there's a data process driven way to be able to drive marketing. So I'm the weird person because among a lot of marketers, and entrepreneurs and salespeople, I'm an engineer. And we built a lot of systems that will do things like run ads on Facebook and Google and do analytics. Like we'd set up the analytics for Nike, and brown Forman, which makes jack daniels or quiznos or you know, the Golden State Warriors, a lot of brands, a lot of retailers and the things that have worked for us that we found we've put into a cookbook and a checklist that we believe anyone can follow, even if you're a gym owner, and you have One location. Or even if you're just an entrepreneur, you're a personal trainer, and you're just getting started. These are things that you're able to do, leveraging what works from the big boys. So, me, I'm just honored to be a trainer in the online sense and sharing what I know about digital marketing, the same way you might help somebody perform an exercise in the right way, I'm going to show you how to perform a digital marketing exercise. And so we've built thousands of agencies and trained up 10s of thousands of people in digital marketing following these processes. And like a lot of what we have is here, which is what we've been working together with Matthew and his team on the idea that there's there should be a cookbook or a reference book on how you do digital marketing. Same way. You know, if you're a doctor, there's a book on how you do surgery, your mechanic or you fly a plane, there's checklists and processes. And that's what we want to bring digital marketing.
Matthew Januszek 04:54
And I guess like digital marketing itself is something that a lot of businesses are getting their heads around. However, I do. Guess you know, most people that are not totally, totally startups have probably got some sort of formula that's been working in terms of generating leads and creating brand awareness, but with this COVID situation, what what have you seen as a as a marketer? That's that shifted in terms of how business is have, you know, they've they've got their marketing plans in place, and they've been doing things in a certain way, what what was some of the big changes that you've seen, that have happened once that really started to hit, you know, Europe, United States, etc.
Dennis Yu 05:33
Down in the last couple months, we've seen that the amount of online traffic has increased 35%. And that's across the board because people are at home. So you would see Netflix, their typical search pattern around 7pm, it would go up like this. But now what's happened is that surge is there all day. And online, we see the same thing Facebook is up about 40%. Google's up about 30 something percent. At the same time, the amount of advertising has gone. down. So that combination of supply and demand has caused ad prices to be half or cheaper than they have been since 2012. And this is an incredible reset for people who are not just in fitness but in retail, if they can leverage advertising to be able to take market share, my friend Tommy Mello runs a one garage, which is the number one garage door company in the United States. He did 30 something million last year. And he's using this opportunity to be able to take away market share from the other people in Home Services because the advertising so cheap, that he's actually able to drive more business right now, even on lockdown than before. And the key is that he's shifting a lot of his advertising a lot of his marketing to virtual like we're doing here. So things that you can do in person, how do you create a virtual format on that on training on teaching people on showing what your kitchen looks like? Like I'd asked you Matthew, how many kitchens you know how how many inside the inside. of houses. Have you seen in the last couple months?
Dennis Yu 07:07
Well, and how many zoom webinars Have you been on? Right? Everyone's shifting the zoom. I think I did 15 and in the last week and a half, and we've all had to learn, to adapt online to be able to engage with people, through messenger, through, you know, Skype, through stream yard, all these different apps, and we have to be able to commute. You know, build relationships with our community, and the ones who are able to do that are not only going to survive, but they're going to take away market share from those folks who go under and aren't adapting over into digital.
Matthew Januszek 07:45
So with it with the increase online, it's that then people like I guess it makes sense. They've got more time on their hands, but are they going reaching out to the, you know, their Facebook, so Instagram has their LinkedIn For example, then, you know, just spending more time scrolling and looking at content.
Dennis Yu 08:05
Well, they're spending a lot more time scrolling and engaging, and just finding other shows to watch on Netflix, but they're also buying. And there's a segment as you know, that is as well to do where they're sheltering, and they're buying fitness equipment, they're buying food groceries are up 25% in the United States, they're buying different kinds of luxuries. You know, I just bought this fancy camera that you're seeing me through, I just bought this because I realized, you know, this thing's gonna, this is a long term trend. So instead of doing a webcam, I knew I need to invest in having an actual studio and these other kinds of components not not everybody is like, what was the stat last month that 31% of people weren't able to pay any rent at all? Because they think they lost their job or what have you, but there's a good segment of the population that is increasing their spending, and that's the population that we want to reach right now.
Matthew Januszek 08:58
And with the advertising Then you say that there's a there's a significant drop in in the cost of advertising. Why is that? Is that just the ratio? Based on there's more people using it and it's as a percentage, or is, is it just cheaper to do ads because it's not as many people advertising?
Dennis Yu 09:14
Well, it's both of those. It's on the supply side and the demand side. on the supply side, you have 35% more people that are online. So even if the demand was the same, you'd still see prices drop 30 40%. But on demand side, a lot of advertisers have cut back. So especially in travel, and hospitality, and most retail is cut back because if their store or their office is closed, then they don't want to advertise. One of our clients is an eye doctor Dr. Mark page here in Arizona, and he cut back most of his advertising because people can't go into the clinic to have different procedures done. But the amount of people that are ordering contact lenses that have consultations, talking about You know glaucoma or about vision or things that they can do online as increased, but it's, it's at a different level. So if you look at supply and demand, this is a perfect storm, because the cost of traffic used to be you say on Google was maybe an eight or $10. CPM, which is how much you pay per thousand impressions, that's gone down to $2, sometimes $3. And the cost of the clicks on on Google might have been $5. And now they're down to you know, $1 $52.
Matthew Januszek 10:30
And when you look at this thing, are you looking at this in general, across all platforms? Are you are you specifically focusing on a couple of platforms as it relates to the type of business that you're in or how we serve? Let's let's talk about health and fitness. That's the space that we're in, you know, what, are there some that are performing better or do you just say you're going to hit them, they will have the same sort of net backup
Dennis Yu 11:01
Yeah, so for health and fitness, just like for any industry, you have a Coke and Pepsi duopoly situation, unless you're in China, or Russia or Brazil, Google and Facebook together own about 85% of the traffic. That's just what it is because Facebook owns Instagram. Google owns YouTube, they all basically own one another. There's only two real players. And then after that, you have LinkedIn and a little bit of Snapchat, tik tok and some of the other players but they're all just rounding errors in the same way, when you look at search is basically Google, you can talk about 100 different search engines, but it's still Google, right? And Google even powers a lot of Microsoft and I think a lot of Yahoo as well. So for health and fitness, you're going to see that the cost of Facebook traffic in particular is the one that's declined the most. So if you've got interesting content that will show how you do exercises at home, or knowledge you have on how you stay fit, or what you're doing to be able to cook or pass the time or be productive or be with you Your kids, or what your backyard looks like, because you're grilling, like all of these kinds of moments that show you as a person is going to do really well on Facebook. It's it did well before Coronavirus. And it's doing even better now because the cost of traffic's gone down. And people actually have the time to watch what you have to say they're not busy, you know, flying around to different places and 12 conferences cancel on me. In the last couple months, I was supposed to be in Europe twice in Asia, once those were all canceled, right? Well, we had online versions, but not the same thing. So people have time to spend with you if you have something to say. YouTube is also down and Google search in general is also down in terms of cost, but not to the same degree that Facebook is, but depends on what kind of content you have the biggest issue for people in fitness, whether you're a gym owner or a personal trainer or an equipment manufacturer, is that you flat out don't have the content that's going to work in those platforms. For example, you guys know Instagram has gone way up in terms of traffic, and especially now But if you don't have 15 second vertical videos that are 916 format you're not even eligible for those placements so it doesn't even matter that the issue is not the macro piece the issue is that most people in the health and fitness industry are not even there they're not even making the content to be eligible that they're not even showing up for the game
Matthew Januszek 13:21
so so let's come on to content and be because you know certainly if you look at Instagram there's there's hundreds of trainers now and and maybe even non trainers but showing doing exercises there's no shortage of that so if you're in the if you're in the business where you've got a way you're I guess a professional trainer or you've you've actually got a fitness business which is closed what what you know what what sort of you know what, what do you put out in things one is too because there is a lot of noise I see it you know, there's there's thousands of people doing kettlebell swings and bodyweight stuff. So how do you break through that that noise and what it what is some You know, thoughts you've got in terms of content from a business owners perspective.
Dennis Yu 14:04
So let me show you something I'm gonna share my screen here. And let me know if this is coming through. See how often you get to see this kind of thing. Okay, here we go. We want to be able to show Can you see this? Okay?
Matthew Januszek 14:18
Yeah, and I'm gonna, I'm gonna sort of explain if you can explain some of it for people that are just got audio on as best as you can.
Dennis Yu 14:25
Okay? So imagine a three stage funnel. And the same way you have multiple stages. When you want to get married, right, you want a first date, you have a first kiss all the way down to a conversion. And we want to do the same way. Same thing for our marketing. So if you're in health and fitness, think about what you're going to put in each of these three stages of awareness to consideration to conversion. Most people are just down here in the bottom where they are used to selling or maybe they didn't even sell because they had a retail location, or they relied upon a distribution network to be able to sell their products. But you want to have these three different stages, the biggest thing that people are missing is in the middle, which is this consideration phase, which is also education. So what kind of knowledge do you have? As a gym owner? What are you doing to cope? What are you doing about your employees? Can you highlight what's going on in your neighborhood or your industry? Can you talk about good news, maybe everyday, share one piece of good news, but share it in a 15 second vertical video on your phone, share it as if it were a Snapchat or Instagram story, share it as if you were doing FaceTime with someone else, because that kind of stuff doesn't look like an ad. And that's exactly why it works. So we'll talk about what some of those examples are, especially with what you've done, Matthew, you've been fantastic and following a lot of these guidelines. That's why a lot of the sales are working right now because you understand that these are core principles just like if you're a gym owner or your personal trainer, you know those core principles to fitness. It's the same thing in digital marketing, and then the top of the funnel. If you know whether you're in b2b or you have You're a personal trainer, most people don't know who you are. So if you can put out a series of why videos, which are this part here in blue at the top of the funnel, then people are more likely to be able to contact you. They want to know who you are, even if they're not able to buy or not able to meet with you right now, at least you're building that relationship, if you can afford just a few dollars a day to advertise it simply. Yeah, go ahead.
Matthew Januszek 16:24
So I was gonna say so just just go back. So what we've got is we've got a funnel, there's three different parts of the funnel. I don't know whether you able to just click back to that first. Yeah. So we've got awareness at the top, you know, top of the cone, we've got consideration in the middle and we've got conversion at the bottom. So what you're saying at the top, the widest part of the funnel that you're saying, people need to create these y videos so they know who you are. So yeah, just just expand a little bit on what you mean in terms of a y video. What would that be if I'm so I'm a gym owner. I've got five locations. Matthew, john is a CEO What would that mean for me?
Dennis Yu 17:03
Well, you as a gym owner, you want people to know that you're still around, that you can still sell online, that you still care that you're a part of the community of what you're doing for your employees that you applied for a PPP loan and you got some money that, you know, you found it funny at Costco that toilet paper was out that you read the news about such and such. Yeah, you're just sharing as a human being. And you're not talking necessarily about your gym and the five locations. But you're just being human as if it were a friend asking you Hey, what's going on Matthew, right. And you're telling them Honestly, this is where most people who are business owners Miss because they think that all the marketing has to be by the models by all the beautiful people by all the folks who are running the advertisements by the professional video people that are making, you know flyers and whatnot. But this is you as a person in your kitchen. Talking About the food that you're making, about, you know, you and Wendy, and you guys go down to the beach and you're doing some exercises. I remember Matthew said, Oh, I'm a 50 year old guy who wants to really see me swinging a kettlebell. But you see how well that works. Because people are connecting with you. And if you're a business owner, people are connecting with you. You still have trainers and managers and other people and they can still make content and you can still share that content from a company page. But this is where you have to build your own personal Instagram, Facebook, LinkedIn. For your business owner, I find LinkedIn is absolutely fantastic. The b2b side because you are connecting with other people in the industry, you're creating partnerships, and you're interviewing other people just like what you're doing Matthew, and that drives other people in even if you just own a gym in Orange County, and you only want to attract, you know, moms that are you know, 35 plus in Orange County still works. And stand out. your other question is stand out. It's not enough to be able to do just these postings. You have to be able to boot Meaning you have to spend $1 a day to get your message out there targeting your exact audience. So whoever your audience is, if it's the moms in Orange County, spend $1 a day, boosting the posts that you have on Instagram On Facebook, which is your public figure page, your YouTube channel, you can boost on Twitter. And because the cost of traffic is so high or low and the reach is so high, it's easy to get people to watch. When people see who you are at the top of the funnel, you drive them next into that middle stage where people learn more you're actually teaching at that point.
Matthew Januszek 19:33
So so just to just to summarize, and as an example, I'm there with my wife and I'm doing a post about you know, how we how we're cooking at the moment or the fact that we've just been out you know, we've just been given the ground for cron or what have you. We're just posting things about what's going on in our business and then boosting those posts just for $1 a day so then, sort of more people are going to get to see me And what I'm about is that
Dennis Yu 20:01
Yeah, most people don't even know that's possible. So if I, if I go to Instagram, for example, and I look at any one of my posts,
Dennis Yu 20:14
So I'm interviewing other people about their knowledge. I'm asking what's going on and you see that blue button grow audience on the bottom of every post. Yeah, I can boost posts there. I can do the same thing on Facebook and Twitter, by the way on Twitter don't hit their promote post, because they'll just waste your money on on Google, I can do this the same kind of thing, right? If I want to advertise on a certain keyword, or if I want my location to show up in the Google Local three pack, I can do all of those things. Whether my locations are open now or not, I can still drive top of funnel engagement, I can still say, message me, and let's all you know, let's have a consultation about your fitness goals. Or here's, here's my Corona virus guide on 10 things that you can do to be able to stay trim. Because a lot of us are just eating unnecessarily, right. There's a lot of knowledge that I can Share this a lot of stories that I can share that are independent of, you know, come to my gym right now or, you know, if the physical location is closed, there's a lot of other things we can do just to build a relationship. Now I can sell gift certificates. I can promote my favorite restaurants and do what's called a benevolence campaign. What else say, Hey, here's a $50 gift card that I bought. From Sal who runs Sal's pizza. I've been going there for years. And I want to give this to so and so right or if anybody's in need, you know, let me know I've got extra toilet paper, other things where you can show that you're part of the community. And then you can boost that for $1 a day. It's not an advertisement, but you are paying to get your message out because you want to build that kind of trust in the community. And that's what works super well. We see a lot of folks who are trainers and chiropractors and, you know, tax attorneys, that they're doing things that are not related to taxes or chiropractic or what have you, but they're driving business, because they're showing that they're good citizens in the community.
Matthew Januszek 22:00
And so really that that's just about sort of, I suppose it on a on a personal level, I suppose it's like going out meeting someone and saying, Oh, hi, I'm Matthew, I've got five gyms. Yeah, that story. So what you're doing is you're just Oh, you're sharing who you are what you're about with more people that they're getting a relationship with you essentially is that,
Dennis Yu 22:22
yeah, the biggest issue we see here because we've coached a lot of business owners through this is that they don't want to press the red button. They don't want to show their face. They're used to having corporate communications, a corporate marketing team, a professional videographer, you have someone amazing like Kevin Lee, but you have your own phone and look at how well your own selfie style video said perform Matthew, right. And I think when people can get over that, if you own five locations or your gym owner, they need to see who you are. They need to know that there's someone who's behind this. They need to know that people can still call they need to know that or you know, if you if you're still opening in certain respects, they need to know that they they can still come in, they need to know that your your business is still alive and it's not shut down they need to know as a friend, what kinds of things you're struggling with, what kinds of opportunities you have, what things you're grateful for. And when you level with people in that way, you build that kind of bond, that creates tremendous loyalty. And people want to engage, they expect your direct messages to be able to fill up on Instagram, expect people to be messaging you and emailing you and facetiming you and it's a great way to connect, it's the right thing to do. And it's also great for business.
Matthew Januszek 23:36
And this is in terms of putting out those kind of messages and even for me is you know, I'm not a natural and I struggle to get in front of camera and to do it and with your help you sort of encouraged me to keep keep working on it. But is there a Is there a frequency as an individual that you found works for you or people that you know that that are starting to do this?
Dennis Yu 23:59
There's there's no separation Quincy, but you want to do this a few times per day. And a 15 second video is so easy to do. Anytime you have anything that you want, you want to share. For example, I just just got these air pods and I think they're really cool. And I can make a 15 second video about a cool thing they learned about that, or that I'm grateful that we have enough food here for six months, right or just anything that you want to share or I'm grateful for you Matthew, because we've been able to hang out in Las Vegas and in Asia and all over the place. And just little moments like that. And look, I'm not a professional video person. I'm an engineer, right? I'm the last person who should be on video I should be behind a terminal writing code. Right? And if I can do that, any you guys can do that. Right? Anyone? I'm jealous of the people in health and fitness because like I see you Matthew you're 50 and you're ripped. I'm like, oh man, he looks great. I would never want to be on video after you know after seeing him. Right.
Matthew Januszek 24:54
And with with the, you say twice a day, which is a lot are you Wait, where are you putting it is that You What's the difference? I guess you got Facebook and you've got the sort of feed and then Instagram where you've got stories and then the feed, which was on Instagram, it seems as though Yeah, spend a bit more time writing stuff. And then you've got young in, which seems to go a lot. Yeah, what was the difference? How would you do that? different platforms.
Dennis Yu 25:19
So this is something that you guys will probably think, won't work or doesn't make any sense. But I've, I've done this thousands of times. And we've shown thousands of people how to do this look, this is my home screen. You can see this, and I've got all these different apps. And the key I want you to remember is these three words, reply with video. Okay, so reply with video. And if I come here to Facebook, and you can see on Facebook, I can do a story here at the top. I can do a post by you know, doing a post here, clicking photo, whatnot, but if I click Add to story, for example, and I just make a 15 second video and I say
Dennis Yu 26:02
I'm here with Matthew janousek on the escape fitness podcast, you know, we would typically hang out in person, but we're hanging out right here. And I'm showing you a 15 second video, right on my cell phone behind the scenes, this is what you guys need to do make 15 second videos on your phone. See you now I did that. I made a video just now. And I'm sharing it, I could tag you in it. Now I go to Instagram, same thing. Here's these posts on Instagram, we're looking at the stuff that you've made. And I can come here to my story and the top right. And you could do it for your company page, as well as for your own Instagram. And I literally do this. In this case, maybe I'll point the phone at my face. And I'll say, you know Matthew janousek is the CEO of escape fitness. And he told me that he didn't feel as good being on camera because he was 15. He wasn't as good looking at these other models until he realized that what people connected, what people cared about was him and the messages that he had you so you should do this. So I just made I made a video just now. Right? You can do this anywhere in your kitchen, I do it in the jacuzzi, I do it you know, whatever. I'm not a fitness model. Matthew looks great compared to me. And then I literally just post that here, I click post on my story. And I've just done that. Now check this out. Now come to my email. And here's an email doesn't matter. I'll just go to my let's go to my inbox. And you can see, see, let's look at the most look at the latest message that came through. And here's one from Jeffrey Eisenberg. It says hi, Dennis Anthony's a good friend, please see if you can help. And this is Anthony Garcia. And then I'm going to reply, you can see here I'm replying and I'm clicking attachment. Now what I could do is reply back with a bunch of words. But instead I'm going to click here on the camera, and I'm going to reply with video. And now I'm clicking video. I'm doing a selfie. I'm saying, hey, Jeffrey, Anthony, I would love to connect, let me know hit me up my numbers and my signature below. And we can figure out what we can do to help you with social media. And so I've just made a video just now. And I say use video. And then I press send, and that there, I've just sent a video and you can see here, there it is. There's a video on the bottom. Right. And I'm replying with video, anywhere where I'd reply with text here. Let's go to my messages. Okay, on the iPhone. And let's go to the latest messages. And you can see Oh, this is my friend who interviewed me for the global virtual summit, right, and we're going back and forth text, text text. And then now I'm going to reply with video. Now I've got back to the camera and I'll say Hey, Eric, I thought that was so funny that on 420 At 420 we were making a video together. I wonder how many people are gonna pick up on that? That was so awesome. So now I've just made a video, because yesterday is 420. And we were recording live at 420. And then I press Send. And you see now I've replied with video. Okay, so when I've got lots of these videos, and they're here, let's go to my photos, app. Photos right here, my phone photos, you can see all the videos that I've been making lots and lots and lots of these videos outside, walking around, you know, talking about my favorite vegetables at the grocery store while I'm out hiking. I was at the Grand Canyon a couple weeks ago, I was surprised they shut that thing down. But we still walked around a little bit. And these are the moments that you can then cross post to LinkedIn and Twitter and YouTube and Facebook and Instagram and all that it's not this content is made just for YouTube or this contents just for Facebook or I'm going to post that I have to create different content for each channel. You create content independent of the distribution channel. And once you realize that everything falls into place you realize you don't have to create as much content because you can just you can format it differently. So for those of us that are graphics designers, Adobe is has a Creative Suite and that's the dominant tool that graphic designers and video producers use. They have tools that will automatically resize your videos from landscapes or landscape into portrait into square and all these other formats like automatically so you can make stuff like YouTube of course is is landscape but you can have the same video resized in the portrait and landscape and square and so forth the best video right now on Facebook is in square format
Matthew Januszek 30:43
right and so with with LinkedIn then wait which is more of a business platform are you saying? also still have that same drum here cooking with my wife?
Dennis Yu 30:53
Yeah, here you want to see salon because that was true up until a few months ago, but with everyone at At home, here's the main point. People want to feel like they're connected with you. People want to feel like there's an authentic connection. And can you see this?
Cuz I think I'm trying to share my screen.
Matthew Januszek 31:12
You got your LinkedIn page there.
Dennis Yu 31:15
Okay, there so so now I'm on LinkedIn. And let's go look at my most recent posts and the way to do that on either me or anyone else is you click on that profile and then you scroll down here to post an activity. Alright, they don't have the they have a newsfeed but it's not quite as advanced as, you know, the social networks. So if I even though LinkedIn, I guess is a social network, so I'll click on posts and you'll see that I'm sharing other people's content now this is of course business e content because that was on a podcast and then all these people are commenting and sharing thousand people liked it. Then you know, here Shake Shack and they gave back to $10 million because they're big company and I said kudos to him. And all these people are engaging. And then I share some knowledge about Coronavirus from a friend of mine. Who is it He runs the data modeling company, then I'm sharing something silly. Like, here's a caricature that was made at the Las Vegas Convention. I said, Hey, you know, I, I share a personal story that I didn't speak English until I was six and people made fun of me. So I decided, you know what, I'm gonna learn English and speak better than you, right? Even though I was born in Dayton, Ohio, I am only like half Chinese. And all these people are engaging here, right? Thousands of people are viewing and engaging. And I'm sharing other people's content. Oh, this, this lady put me on the cover of her magazine. And this is me holding a frisbee and chicken wings. So if you know me, you know, those are two things I care about, right? And it's just kind of fun and and look what happens. Also, as I'm sharing content, maybe once per day, that's about a good average frequency. You're going to see people engaged with you. You're going to see people in industry, your customers, you're the trainers that work for you, the other staff, you have all these people, they're engaging and then what's going to happen is that They will start to start to message you as well. So you can see here my messages. People are sending me messages. So here, let me show you something too. I'm going to go back to my phone here. And I'm going to go to LinkedIn. In the app. There's there's something very special in the LinkedIn app that you can't do on desktop. And on the top right, I click on messages. And remember, what is it that we're going to do? Instead of replying with text, how are we going to reply? with video, we're going to reply the video. And that's what Janice, this this lady just did. This is the most recent chat you can see she just chatted me. And let's see what what does she do?
Hey, Dennis, yes, I totally get it. Being real human. 15 seconds at a time is really the way to connect on LinkedIn and person wherever trying to sell to everyone every minute. It's just not not cool. So I'm really enjoying your time. class, I'm getting more involved in LinkedIn than I ever have before. And even encouraging my clients and the people in my networking group to do the same. So that's cool. I feel like I'm learning.
Dennis Yu 34:11
So she's helping local businesses be able to grow. It makes simple videos like this, and then I'm gonna reply with a video. See in the reply, I could use text, but I hit the plus. And then I click on video. And I'll say, because I flipped the screen to me, and I'll say, Janice, I am so honored that you are sharing your story. Everyone needs to hear more about the ups and downs that you have been through. And that's how you're able to help local businesses because you're demonstrating from example. Kudos to you, I love seeing your growth. So I just made a 14 second video just now and I press send and now I just replied a video. Right? That's, that's literally what we have to do. If we're creating lots and lots of little 15 second videos, we can post that on YouTube, Facebook, Instagram, whatever, we can turn every one of those videos into a blog post. Literally, you just take that video, and you post it as your blog post, give it a title. That's it. You don't have to write this whole 500 word essay or things like that. And guess what? is Google more likely to pick up your blog post or pick up? What's on Facebook? In terms of you showing up in search engines? I don't know. Well, if you drive into the Ford dealership with a Mercedes, how are they going to feel about that? Right. So Google is about the web, they want to index websites. So any content you have, you want to make sure it shows up on websites, because Google will reluctantly show things from Twitter and Facebook and whatever but now like yeah, you wouldn't go to the BMW dealership with your Mercedes
Matthew Januszek 35:44
right? So when you when you say you do a video and then create a blog post, like if if I know how much time it takes just to do you know, to try and do social media on top of everything else, but what what are you saying you take the video and then you would write about it or you would just upload the video. A page What can you explain that? There's this
Dennis Yu 36:03
there's this myth that social media takes a lot of time and we're all really busy. Everyone has enough time to do something for 15 seconds, you saw me do well like five or six videos just now. Yeah, everyone has time to breathe, right? This is not the thing to spend hours over and enslave, you know, you're like, what, it's not some crazy thing. You're literally just making a few 15 second videos. If you're a good manager, and you're a caring business owner, then you're connecting with your team. You're saying what you feel you are being grateful. There's all these different messages that don't take a lot of preparation that are just right here on your phone. And if you're like me, and you're lazy, how would you
Matthew Januszek 36:44
How would that create a blog? You said that Google would prefer the web post to the Facebook one. How would you do that?
Dennis Yu 36:50
Literally, you have so Okay, so if I go to my photos, as you can see, I've made all these videos, right? Yeah. Even silly things like I'll make a I'll take a picture with a dog. People like if you have pets or children, those things do really well right now. So definitely leverage those. And with any one of these videos, I'll send it to rev.com, or fancy hands or Fiverr, or online jobs.ph or Upwork, any of these places where they can take that video and turn it into an article, I can transcribe it, right, which is pull the words out of it. And now you have a blog post. I have one assistant who I've got lots I've got several hundred people that do this, because we're doing it for a lot of people. And she has gone through all my Facebook posts since 2009. That's more than 10 years and turn them into blog posts. And I think it she's it she she's doing 14 per hour. So she spent who knows, like 50 hours but imagine for I think I'm paying or like 15 bucks an hour. So it's basically $1 a post and I don't have to do anything. That's the key. She's going through anything I've ever done. made any podcast I've ever been on any content I've ever produced that it's been on, you know, Instagram or Facebook videos and turn them all in the blog posts. And guess what? They're all ranking. They're all relevant on the subjects that we talked about. They're starting to rank and I'm getting calls from the business owners about those items. My friend, I think his name is Ken graver, he runs Graybar olives, right? They very, very gourmet olives. And I made a video about that, then we turn into an article that ranks on graver olives. That's really cool, right? That's, that's a no brainer thing for you to do. Think about all the content you've ever produced already. All you have to do is just copy it back over into blog posts. Now Google can see it up on YouTube,
Matthew Januszek 38:41
onto a sort of a WordPress page on your website, you would take out someone to transcribe it and yeah, on a regular basis,
Dennis Yu 38:48
right. And then any content you have on YouTube, turn it into a blog post, turn it into snippets that you put as Facebook posts, or you have long form content, like this podcast and you me and Kevin know we can chop that up into 50 different pieces to distribute across all the platforms.
Matthew Januszek 39:04
So with in terms of, again, simplifying it, what you're saying is that there's places like Upwork and rev.com, where you would just go and find some sort of virtual assistant that would for price take care of all that for you then for five bucks,
Dennis Yu 39:20
yeah, that's why a fiver is called Fiverr fi ve rr, you can get someone to do all kinds of cool stuff for five bucks. Now they have stuff for like 10 bucks and 15 bucks, but you can go there and you'll you'll lose hours and hours, hiring all these cheap people for $5 and $10. When I first started using Fiverr, like eight years ago, I didn't get any sleep the first night because I was so excited. I found people that would draw caricature of me that would call up a friend in the voice of Oregon, Morgan Freeman, or do a logo design or edit a video and just was crazy. I bought hundreds of tasks. I was a Fiverr addict. And they're like, I can't I would never i mean you know, I'm a patriotic person and I believe the United States in this kind of thing, but I thought wow For $5, I can get these people in the Philippines or in and there's a lot of us based people there to actually for things like video production. There's a lot of people in the UK, and especially in that it states like in Salt Lake City, these wedding photographers that, are they, you know, there's no weddings going on right now. So they're offering their services for cheap, huh?
Matthew Januszek 40:17
Do you get the call? And so particularly with the written stuff, are you able to get people with really good English skills?
Dennis Yu 40:25
You might pay a little bit more so it ends up working out to be like 15 or 20 bucks an hour instead of five bucks an hour.
Matthew Januszek 40:32
Hmm. Interesting. So okay, so coming back to your diagram then you've got the top of the funnel which is this y content, which is really I'm here on with my wife and with my children cooking just general getting to know me. Well, what comes next and what what and how does that fit into what you post and how you how that relates to the to the first thing
Dennis Yu 40:57
well, so why content is light Wait stuff is like 15 seconds. It's a quick introduction, or not even saying who you are, but they're just getting a glimpse into your life into your values into little moments and the things that are funny. And then you're going to sequence that into creating how content and how content might be 15 seconds to a minute. And now you're sharing how you do something, how you do an exercise, how you make a perfectly fluffy omelet, because you add a little cream to cheat, right? Or how you're able to pass the time and be productive, or how you set up this fancy microphone. Right? I spent all weekend setting up this video studio, there's a lot of cool little things that you know, with Kevin's help I was able to get done that a lot of people would just benefit if they you know if we know that we're going to be inside for a few months. We need to get good with setting up a video studio. How do you do that and what should you buy you know, so you're sharing knowledge and you don't have to try to sell inside your house in the same way that in in your why you're not trying to explain the house right because you're going from y to how To what and those are three separate layers. And the beauty is if you chop up your content into why, how and what pieces, then the algorithm meaning Google search, Facebook's algorithm Instagrams, news feed, the algorithm will figure out how to reassemble your content for other people to consume it in the right order for them based on what they're doing.
Matthew Januszek 42:22
Right. So it's not for me then so you create a so you've got the way we've got these how videos which I suppose in a fitness perspective, it's like it could it be like, you know how, how we're cleaning our facilities and making a big claim for when you are tied to them? Yeah, for example. Yeah. Okay, so how does when you say Google and Facebook, we'll figure out how to put it in order. How do you go from Hi, I'm Matthew, I'm here with my children. We just cook in an omelet too. By the way, you know, I've just got this new cleaning machine that's going to make sure all my gyms nice and clean for you when you come back.
Dennis Yu 43:00
So you can post, you can create any one of these videos and any sort of combination, whatever inspires you at the moment doesn't matter what the order is doesn't matter when you post it, post them all at once. Oh, but I can't post 10 at once people will get overwhelmed. No, they're not even seeing your content. Don't even worry about that. Just post all of it. And then you have content that's on different days. And Facebook and YouTube. And Google and Twitter, not as smart as Twitter and LinkedIn are not as smart, but they're still there. They will figure out what pieces of content need to be shown to each person no matter when it was. Sometimes someone will consume something today, like maybe on this podcast, and then they'll go Google me and they'll realize, oh, there's another podcast we did a year and a half ago. And that one goes way deep into the nature of the algorithm. And now I'm watching that and now I'm, you know, watching this other YouTube video now I'm on YouTube, because I'm, you know, you know, and it's like, oh, pretty soon, like two hours have gone by and you've watched all these other things. You have 20 tabs open, right? That's what Google and Facebook do their algorithm is designed to addict you to show you that next piece of content. So it doesn't matter when you post it, just get stuff going, Facebook and Google and these other guys will reassemble it. The AI is so smart. It's like playing chess against the machine, it will beat you. If you instead of trying to beat the machine, just give the machine what it wants feed lots of little snippets that are organized into these three buckets of why, how and what and the system will reassemble. And that's not magic. That's not theoretical. The way the reason it will work for you is if you boost those posts, that blue Post button, Facebook's algorithm, which is the same one that powers a news feed is going to try to show your message to the person who's most likely to engage next system is emotionally they some of the data science people should not have published some of the research because they were just you know, engineers at Facebook and they thought, oh, I'll just publish research that shows how people sequence through this funnel. In other words, for example, that some of my friends They, they run marketing at BuzzFeed. And they did some research and they, together with Facebook to determine when people are more likely to watch funny content or when they're goofing off, or when they're sitting on the train, or when they're on the toilet. Facebook knows things like that. So they know what moments people are most likely to consume, what kind of content? Does that seem reasonable that Facebook and Google and YouTube Instagram would be able to predict that kind of consumption? So why not let them do that for you?
Matthew Januszek 45:33
Yeah, I know, we had conversations before where we would you know, without getting too technical, but we were looking at trying to focus on particular people in particular areas, etc. And I remember you sort of mentioned No, just let the algorithm grayed out. And I think you know, when when we got the the sort of results for the campaign out, it actually performed better than what we saw people were interested in and where they were going And then which, which I guess proves your point.
Dennis Yu 46:03
Yeah. And I made a living 12 years ago being the guy when it came to targeting right because it is as an engineer, I can talk about the thousands of kinds of targeting that are available on Google and Facebook all by keyword by where they are by retargeting by email list by where they checked in. Like for the Golden State Warriors, we created check in audiences of all the people that had been to the stadium, and whether their season ticket holders like we did all this kind of crazy targeting very impressive. Companies like Nike paid us over a million dollars to do stuff like that. And then we realized in the moved, so technically, it's called OCP. And so optimize CPM or Google and Facebook optimize to the result, the result of sales. The result is video views. The result is people come to your website, the results phone call, if you choose that business objective, I found that if we if we just let the system optimize, it would beat someone like me on the other side, me with all my targeting all the knowledge, all the experience, all this stuff. They have like all the tools all the databases we have. Simply just choosing United States or choosing just my geography if I just have gyms, just that alone, those ads would beat me no matter how hard I worked into creating the most amazing, targeted campaigns. And when I found that out, I was just deflated I'm like now anyone can beat me right?
Matthew Januszek 47:24
But so happy Yes, I guess there are a lot of people I know friends that you know in different industries that are paying agencies a lot of money to that bit out and so are you saying then that recently that this machine learning has become so sophisticated that no matter how smart you are, and I know,
the machine is gonna win?
Dennis Yu 47:46
Have you watched black mirror or Westworld or any of these negative utopias with a machine is so smart. You can't even tell if it's a human or not. That's, I know that sounds crazy, but that's really where we're headed. And the first thing is The machine is so smart. like Facebook has published research on this accidentally, where they can influence how you feel. They can influence how you vote. They can act like it's a Cambridge analytical kind of thing. The machine absolutely can do that. And their head of data science at Facebook said that they've they're only they've only released 1% of the power because they don't want to scare people. The system is so smart. So think about Apple like on Siri, right? You have that phone, or that thing's listening. Or you have Alexa with Amazon. Maybe it's in your house. It's in your kitchen. It's listening, right? Hey Siri, play this or Alexa, play the song or tell me what the weather is or whatever it is order some stuff on Amazon and it does it automatically. You know, the systems are intentionally acting dumb. Do you really think that Siri and Alexa are that dumb? Oh, see, look, Siri was listening. See? It says hey Siri, play this. You see that? It's listening. It's always on. So they're intentionally Making them seem kind of dumb and friendly, because they want to get and I'm not a conspiracy theorist, I'm an engineer, I've helped build these systems 20 years ago, I'm telling you this is the case. They they are very very intelligent right now. Um, so use it for and and these guys, Google and Facebook, how do they make money? advertising? I guess that's right. So you need to feed them the right ingredients and let they're very, very intelligent advertising system. So their investment in AI in, in machine learning and figuring out what people want to do. Do you think it's a coincidence? That they're investing all of it on the ad side? analytics, it's inside the advertising system. You want analytics on Facebook? It's in the ad system. You want the best analytics on Facebook or YouTube where is it? It's in the advertising system.
Matthew Januszek 49:51
And is that the same on on Google then with because I know when you're doing that, you obviously have to, you know, choose keywords, etc. So I did. I had type of system there.
Dennis Yu 50:02
Yeah, they do it. It's the same system. It's the same engineers, because the engineers that work for me at Yahoo are the ones who went over to Google. Do you think Google wanted to train up all these new people? No, they just stole the people that were on my team. And where do you think Facebook got their engineers? And Palo Alto? Because they're right next door to each other? Where do you think Facebook's engineers came from? What do you think there's their head chef? came they stole the chef from Google? there? They stole Google's head of sales, Sheryl Sandberg and made her the CEO of Facebook. Why do you think these companies are located next to each other so they can steal from one another? If I went, if I went to Google, I would have made $50 million. I only made three. Right? All my friends like oh, Dennis, you should go over to Google. I'm no I'm loyal to Yahoo. I've been at Yahoo this whole time. I'm gonna stay with Yahoo. And then I see Google IPO and then the friends who are the people are my team. They cash out my damn them.
Matthew Januszek 50:57
The system very smart. It's using the same algorithm. It's built by the same people, and this is a recent thing that I use, because I know when we incentivize, it is quite new that the machine itself is is you know, you rely on.
Dennis Yu 51:11
I mean, the machine has always been very intelligent. And it has been even when I was there 20 years ago, it's gotten a lot of the results. And the output has gotten a lot smarter because people are producing more content. Right. So you could have like LinkedIn, LinkedIn algorithms are very smart, but they don't have enough data. So there's not enough for the for the system development work with right you, you need to have data that you can have a smart machine, but without the gasoline or the content, like the data being fed in it can't really do very much. That's why Google and Facebook together have a Coke and Pepsi kind of duopoly. Because a they have the smartest system and they have the most data. Facebook is not that they open source a lot of their code. Same thing with Google. Why? Because they know that even if someone else had the code to build a Facebook or a YouTube, it wouldn't matter. Because you don't have all the data.