Empower your pharmaceutical business with local business funnels for Pharmaceutical

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[Music] all right welcome back to the rural priner podcast today I've got Patrick with me from hyper locology and he's going to talk about localized marketing for businesses in small towns or Big Towns uh wherever you're at he really focuses on you helping you uh localize your marketing with targeted efforts uh so Patrick welcome and uh tell us your story hey tance appre appreciate you having me on uh yeah gosh the story starts uh for my current company just seven years ago but I believe that the story of Entrepreneurship probably starts somewhere in first grade selling pencils that I found on the floor of my class nice you know it it went from there and always some sort of parting out a bicycle uh to buy a better bike or uh finding some construction company that was overheated and would pay triple price for lemonade uh it was looking for opportunity and not stopping at anything uh or any reason for for lack of capitalization on it so making sure to just always always looking for some angle to be able to provide a solution to someone in need uh I have an adviser now I wish I had known this earlier but I feel like I acted this way and in my trajectory I was always looking to provide a medicine rather than a vitamin so giving someone something that alleviated a pain or satisfied an immediate need that they had being their medicine was a 10 times easier sales process than selling them a vitamin or an addition to their uh their stack or whatever they were building uh by alleviating pain it was a lot shorter path to process and that's really been the mindset through you know I'm telling you not from first grade at all from like probably being in my mid-30s with when I was exposed to that but acting like that throughout looking in retrospect uh throughout you know yeah so know I like that analogy being the medicine instead of just a vitamin um you know and I talk about you know kind of healing customer pain points is what we're trying to do right it's not just it's not so much about the product specifically that we're selling but we're helping them solve a pain point and and heal or fix a problem right so I love that analogy I'm probably gonna steal it hey great great take it because I think it it makes sense to people and if they start weighing well is this a medicine for me or is this a vitamin you you'll start taking a quicker path to closing uh and and then it's a positive close because both people win so that that's ultimately the what we're looking at when we're talking about the impact we can have always on businesses small businesses medium businesses small towns medium big large towns those individual business owners there's a lot invested there so they need to see a win and they're not there uh to play games or look at models they need to see tangible wins and being able to provide those to people again being that medicine it's a feel-good right and I didn't have the ability to be a doctor so this is as close as I get to Medicine I hear you me too man I I I I I when I was younger um I'm kind of like you have known I've always known I was an entrepreneur and I was doing little things as a kid as a teenager and growing up um starting little businesses making money on the side but when I was a lot younger you know I thought oh when I grow up I want to be a doctor doctor I want to be a brain surgeon you know whatever it may be uh and then quickly I realized blood is not for me I'm a horrible patient I don't like blood I can't look at broken bones and uh so clearly now I'm an entrepreneur where I stay as far away from medicine as possible or that type of medicine right but I I can do healing in other ways I can help heal your business and and so uh so yeah I like that I'm I'm definitely stealing this awesome awesome uh but yeah yeah that's kind that's a little bit about my story and and how it came up I'm right now the co-founder of a a marketing platform that really fortunately gets to impact thousands of local businesses on a daily basis with with tangible results um hyper locology was designed just for that and working with franchise systems to provide just that little bit of guidance that often those local business owners are looking for when it comes to maybe marketing because they have the ability they're great business owners it's hard to be an expert in two things because you got to fully dedicate yourself to something to become an expert and just in that context you can't fully dedicate yourself to two things so they're just looking for hey I need the road map to success I'll follow your guidance and that's what our platform provides is that easy ability to launch yeah no I love that yeah it's it's great because because you know the the whole thought of getting online and marketing and growing your business is pretty overwhelming for a lot of business owners and so you know that's what we do here is talk about ways to make it less intimidating less overwhelming and and that's exactly what your tool does I'm I'm actually user of this for full transparency uh I like hyper locology I own a coffee shop here in town and so um so I've actually used hyper locology to easily deploy localized marketing strategies and campaigns um for my coffee shop and and that's the thing you know there's this isn't just about selling a product online putting in in a box and shipping it out but also uh and I'm talking about the rural preneur right A lot of people have that that misconception but it's also about just helping local businesses in small towns use digital tools to grow their businesses locally and that's uh hyper locology is a great example of that you know it empowers it empowers uh business owners to to Market their their business in a fairly easy way and and kind of stick their toes into digital marketing without you know having to take a crash course on Facebook ads or YouTube or Google or what have you tance you're the man that was so nice uh thank you but I'd love to also share just a little bit of information that's maybe outside of what hyper locology does but still follows in line with our premise and so something that is always important when we're talking about about marketing uh is making sure that there's a full funnel presence and so hyper locology or not that's something that your listeners can take away is understanding that there are three distinct portions of that marketing funnel it's the lowest of those being intent the middle level being consideration and that top level of the funnel being awareness and each one of them plays into the other and having one without the others is really a bad recipe for potential waste or or lack of overall potential gain so when I when I can talk to anyone whether they work with the company that I'm with or they they do it their theirself it still Rings true that marketing is not a spray and prey it it's a recipe and if you follow it you can have success and that's through creating awareness but always having a search presence to capture those people when they're ready to convert but that's just one of the the small things that that can be paid attention to in executing your local marketing is just ensuring that you have awareness channels you're retargeting people that visit your website and then you're appearing on Google search uh whenever people are ready to convert yeah absolutely and you know that's the thing is um and and I think that's where things though sometimes for people start getting a little bit overwhelming or intimidating is they think okay well if I've got to have this funnel and I've got to be on every platform in terms of awareness and then consideration and then intent how do I line all of that out how do I execute this how do I do it properly without wasting uh maybe scarce dollars that they are putting into marketing I know a lot of business owners sometimes neglect their marketing budgets um more than they should um but when marketing dollars are used effectively you you quickly see that and then you want to put more into it because you see the results from it so you're right that funnel is important you can't just spray and pray you can't just throw up an ad somewhere and assume that it's going to work but you have to really have that entire strategy and game plan behind it and I know we're getting a little more tactical and and we haven't focused on your story a lot but but it's really valuable because you get this you understand this uh you're specifically a business owner who owns a marketing agency of sorts and so uh this is a very useful information for for our listeners so I appreciate you kind of outlining that um I know that I'm a visual learner and this has already given me some ideas around drawing some some visual aids to help uh people see this in a in a in a visual form and so I'm probably going to be doing that as well to post on my site soon but no thank you for outlining that and kind of kind of showcasing how that works and that's the same thing that hyper locology does as well not to you know go back to the tool constantly promote but it makes sense because you have all of those built-in programs and strategies inside of your app that make it pretty easy for people to build out that funnel without them having to figure out where to start yeah yeah if you give me four more seconds on this what you brought up was a good point is I made that funnel sound like it's cake right and that can be the int intimidating part just saying I got to have three channels live this is really really tactical advice but if I have $1 I'm spending it on Google search if I have $2 I'm spending it on retargeting people that have been to my site and if I have $3 only at that point do I start making people aware of my product that have audience attributes of my best converting customers so walking into that funnel from the bottom it's sort of like walking into a pool that has a has an angle on it it's a lot easier than jumping into the deep end so so biting that you know eating that whale one bite at a Time start that bite at at Google search It's the highest signal of intent and it really can help aim where your efforts go you find out what people are searching for that get to your site you can tailor your Marketing in the future to that yeah and just for anybody who's listening to this who may not fully grasp the concept of intent and and and why Google search versus Facebook you know with Google search you got to think if I go to Google I have a reason I'm going there and I'm already looking for something I'm seeking it out I'm searching for it right versus if I'm on Facebook I'm leisurely scrolling I'm not specifically looking for anything so when I see an ad on Facebook I see it oh maybe it's interesting maybe it's not I'm not in the mindset of pursuing that but when I when when a user goes to Google they are going and searching for something their their intent level is much higher to make that decision make that purchase to visit that website you know also uh like you know today's age a lot of people use YouTube and Amazon as search engines YouTube definitely is a search engine but even Amazon they're going there looking for something they're not just hanging out usually right and so that's how you have to look also at your funnel when you talk about intent um and and so what Patrick's kind of saying is hey if you've only got a few dollars to spend let's spend it in the most strategic way that can bring in more dollars that we can then start to maybe throw some at awareness and and lower intent level uh efforts so you're the man tance so Patrick uh tell us as as an entrepreneur and in your journey tell me kind of like the most inspirational motivational or pivotable moment story that you have uh that's just kind of kind of exciting for for listeners to hear yeah so I I uh I have definitely a moment that I can attribute to probably a springboard to my success uh or at least my perceived success right um I was working directly out of school for uh a buddy's dad's company a publishing company as an account manager and I was happy I was fine uh I was getting exposed to things that that maybe expanded what I was necessarily in charge of but I wasn't taking ownership of it I wasn't I wasn't taking that toe dip in the water and maybe feeling if it gets warmer and checking again I was really complacent and I had uh gentleman Gary Strauss who called me up at one o'clock after being out with some customers I believe and he said py what are you doing he's like you got so much po potential you got so much uh gumption you you want to do this what are you waiting for what are you sitting back and waiting for you're never going to get a golden invitation you're never going to get the perfect opportunity to do something you need to be able to fall forward and and I believe that's not a quote from him but you need to be able to take that chance and trust yourself and trust your ability and not every one is going to give you that affirming phone call at 1: in the morning but I fortunately got that literal wakeup call to say hey it's worth taking the chance you typically already know that you are that person who will complete that will follow through that wants to try that wants to test and I I got a phone call at 1:00 am that was my change and so what I did was start applying myself and and it wasn't anything in a very specific manner it was across everything it was really taking opportunities and saying can I take this further can I deliver a little bit more can I surprise someone with just an ounce more effort than what they expected and from that point it just it was eye opening that there was nothing that could stop if you just gave a little bit extra people offered a lot more back to you and so that was the Catalyst for me that set me on my trajectory I believe to really taking the risk of you know starting a company with a co-founder and uh you know doing it at a time that may not have been ideal for my life but it was when the opportunity was there and having had that conversation of trust yourself trust your ability uh it it was a it was a real factor that played in not only when I heard it but when I viewed anything became through the lens of hey why why not rather than I I don't really have to do that it became a why not but that that was it yeah that's pretty cool man and you know I try to post at Times online about uh what I call like a gratitude post and just name somebody who helped me in my journey and moving forward and helped me advance and it sounds like Gary here is one of those people for you who kind of was the guy who said hey you need to wake up and and let's let's let's get after it and you know I've got people in my life just like that and I I'm trying to do a better job of acknowledging them in public and telling them thank you for you know for helping me and so I I thank you Gary for putting Patrick on this path because because he's helped me so because of Gary it's trickled down to to myself and thousands of other business owners so that's to Gary yeah he is the man uh always motivational guy really smart but yeah thanks for the love for him appreciate it all right well let's move on to our last kind of segment I guess you would say which is we want to hear h a marketing strategy tactic tip hack that you can share which we've already talked about some stuff already but something that you can Implement in or that you've implemented in your business that can be applied to maybe one of the listeners businesses as well something they can take and use to improve their marketing or scale or growth of uh tactics yeah I have a I have one that is one click uh a tip and often times when businesses are running their own local marketing and they're setting up whichever Channel multi- single there is a single toggle in that setup that says would you like to reach audiences across other channels that have similar uh identities to our Network so basically an audience extension [Music] option leaving that toggled I believe is the default and it's our experience that there's upwards of 75% fraud when that toggle is opted into wow so when it comes to click fraud uh potential ad waste bot Farms just imagine that is what these audience extension networks often have not to name any specifically not to say any real beef around it there's some there's some stats and some data that you can find very readily uh but I'm not here to talk poorly on any channel but if you just un toogle that audience extension you're going to be spending your money and more qualified and actual real audiences rather than Maybe getting a few extra clicks that you can't really quantify I think that's a money saving and better output driving effort so for me that's a two-fold oneclick optimization and that's found across most of those self-service advertising portals yeah yeah I've seen those myself and you know I've I've had it on before most of the time I don't use it um so that's that's good advice it's something I'm going to be thinking about uh going forward I know that it always concerns me because it's like well how are you determining the audience extension because I've already told you who I want to see and so you know there's just a little bit of uh uh of of kind of opacity around what is that audience extension you know and so so the opposite of transparency it's kind of it's kind of questionable exactly interesting interesting all right well anything else Patrick you want to share with us before we wrap it up I think we've covered a lot of good stuff t I'll send you over a link to that uh stat about those audience extensions so if you wanted to post that or create a visual around that too would be helpful Absol this has been a lot of fun uh I really appreciate you having me on absolutely man well I appreciate you sharing that knowledge you got a lot of valuable stuff up there in that head and I hope that our audience is able to take something away uh from this and and and you know be able to move their their business forward so thank you very much Patrick for sure thanks T all right well everybody that's it for today the Royal preneur podcast go to our website uh the rural preneur tocom you can see all of our articles subscribe to our newsletter and of course you can find Patrick at hyper locology where he helps local franchisees in towns of all sizes across the country um create easy advertising efforts um to drive traffic to their locations their franchise locations so have a great day and we'll see you next [Music] time