Brendan Kane
speaker
242 appearances
1 recordings
1 series
first heard Dec 2024
last heard Dec 2024
Brendan Kane’s voice in public audio — every appearance, attributed to the second.
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Appearances
Master the performance, get the performance up, and then layer in the call to action because then you'll know... how to test different calls to action to ensure that it's not driving down performance. But if you integrate it into the beginning, you don't know if that's the reason that the content's not succeeding or if it's another variable.
So I love this stuff. If you're a home service company, you're ABC Plumber. Where do you get started? You want to drive business. You know, there's a couple of things I want with my garage door company. I don't want just clients. I want great people to apply. What I noticed is if my social media gets bigger, really good people, half the guys that are in our, right now I got 43 guys training.
half of them said, we found you online and we wanted to work for you. Like, you seem like a real dude. Like, we thought it was too good to be true. We thought it was a Ponzi, but it's real. And so the question I have is, I guess you figure out what's your goal. I mean, where does someone get started?
Well, I think, like you said, it's really understanding what your goal is. And I think depending on the size of the business, and I'd love to hear your perspective, but I would say a lot of businesses don't really understand the metrics that drive the business. Right. You know, what's your cost per acquisition? What's the lifetime value of your customer?
Cost per lead, your booking rate, your conversion rate, and your average ticket.
Yeah, that is the first place to start. You need to know those numbers, and then you can start different levels of how you want to engage in that space. Paid media, as you know, is the easiest place to start because you're basically buying reach to get in front of eyeballs.
That doesn't mean that people are going to stop and pay attention, but at least you're not having to fight against an algorithm from an organic perspective.
You can turn that up or down. That's as nice as you can go. Capacity's filled up.
There's no minimum.
Yeah. You can scale as quick as you want to. You can do it faster.
Organic is, I would say... Earned. Organic is earned, and it's more of an advanced play, but there's much larger upside to it in terms of beating out the competition. Because paid, you're basically just bidding against your competition to see who can acquire that user versus organic.
When we look at companies' competitors, nine times out of 10, they don't have a single competitor in their space that's doing well with organic because they just don't focus on a lot of the nuances and things that we talked about today. So organic is major upside, but it's a little bit more kind of nuanced versus paid. It's time.
I tell people how to rank organically on Google. I'm like, listen, Google's got to trust you. You got to get links. You got to actually get, like, I'm on Forbes. I'm on Huffington Post. I'm on Inc. I get EDU backlinks. I get .gov. I get links all the time. I've got great content. My metadata is right. My schema data is right. My H1 tags are right. I'm putting out great content with videos.
I'm doing all of it, and it's still, I'm a 63 domain authority. It's pretty good for a home service company. I want to get to 70. I'll outrank all my competition. And I know they can't outrank me fast. No one can come on and say, I'm going to outrank you tomorrow. It's going to take years. And as long as I keep doing my stuff right, I'm going to continue to climb the ladder.
So what you just wrote down for search is almost the exact same thing of looking at organic, is that you have to build trust with the algorithms. You have to prove that you can put content in front of millions of people and hold their attention. So if you watch Mr. Beast and you watch a video that he just publishes, in the first two hours he's got 10 million views already. Why?
Because the algorithm trusts him implicitly, so they're gonna cede it to that many people. Versus if you're just starting out, or you're one of those people that has bought followers or has found another way to gain that audience without fully understanding how to communicate effectively, the algorithm, the way it works is it's going to seed it.
You're going to post something, it'll seed it to 100 people. It'll measure how effectively you are at stopping the scroll and holding attention. If you're good at it, it'll seed it to another 100, another 100, another 100. However, if that first 100 people, if you don't stop and watch it, it's going to kill it right away.
So in the same way that you've talked about mastering SEO and building that trust with the albums that way, you have to do that the same thing with social media.
I love this stuff. If someone wanted to reach out to you, I mean, how do you work?
So basically we have a team that develops the research. So we do all the research for our clients. We develop the strategy and then we train them in our models. So we work with solopreneurs with no social media experience. They're shooting content on their iPhone all the way up to multi-billion dollar corporations.
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