With the changes brought about by the pandemic, including Zoom fatigue, society may be circling back to social audio.
In a recent article released by mobile data and analytics firm App Annie, social audio app Clubhouse has already exceeded 8 million downloads worldwide since launch. Within a span of 15 days, from February 1 – February 16, 2021, Clubhouse was able to gain 4.5 million global downloads, going up from 3.5 million downloads to 8.1 downloads.
This sharp growth in the social audio app is mainly attributed to the appearance of well-known figures in business such as Elon Musk and Mark Zuckerberg. It is also evidence of the rising popularity of social audio apps, serving as the perfect medium between video and text.
Social audio apps have been available for years (i.e., WeChat, WhatsApp) but with the changes brought about by the pandemic, including Zoom fatigue, we may be circling back to audio.
Capitalizing on this opportunity, Facebook is reportedly beginning to build a social audio app similar to Clubhouse. If you’re in the B2B Digital Marketing space, then Clubhouse and social audio might be the new way to do digital marketing.
To help you take advantage of this massive opportunity, Rita Goodroe tells you how and why you should use Clubhouse for your B2B Digital Marketing strategy.
Rita Goodroe is a business strategist, international speaker and sales coach helping entrepreneurs leverage the power of curiosity to create meaningful relationships and build profitable businesses. Rita uses storytelling to break tough topics down into practical, easily implementable actions and has coined the phrase “Rita made me DO it!” to celebrate her client’s successes. She also runs the popular Facebook group – The All-in Entrepreneur.
As part of her speaking, Rita was selected as a change-maker by the United State of Women Summit 2016 convened by the Obama White House.
Prior to becoming a full-time entrepreneur in 2014, Rita worked for 13 years as an attorney. Rita has been featured on CBS WUSA Channel 9 and in The Washington Post, WTOP, Northern Virginia Magazine, The Reston Connection, JamesAltucher.com, Power Women Magazine, YourTango, Bristow Beat, It’s a Woman’s World and the Loudoun Times. Follow her @ritagoodroe.
00:36 – Introduction
02:06 – About Rita Goodroe and how she got into Clubhouse
04:46 – What is Clubhouse?
08:32 – What is B2B Digital Marketing for Rita Goodroe?
10:07 – Tips to be more successful with B2B digital marketing in Clubhouse
14:15 – How to further the relationship after Clubhouse
17:19 – Components of the strategy to be successful at Clubhouse
20:12 – Rita’s recommendation for testing in Clubhouse
23:41 – Common mistakes to avoid in Clubhouse
27:16 – Common fears and worries for getting into Clubhouse
30:00 – What is overrated in B2B Digital Marketing
35:01 – How to spend your marketing budget
37:42 – Connect with Rita Goodroe
Memorable Quotes from Rita Goodroe
“B2B Digital Marketing, at the core, is human-to-human conversations. It’s about connecting with people on the other end.”
“Clubhouse is a fast track to connecting with people on a very deep and authentic and real way, where right now that’s lacking.”
“The lines are being blurred right now in that B2C and B2B are more alike than ever before.”
“The key to Clubhouse is you don’t want to follow people you already know. What you’re really trying to do in Clubhouse is follow people you don’t know so that you branch in into other networks.”
Episode Links and Resources
Rita’s LinkedIn: https://www.linkedin.com/in/ritagoodroe
Rita’s Twitter: https://twitter.com/ritagoodroe
Rita’s website: http://ritamademedoit.com/
More episodes on innovation: Reimagining New Ways to Do Digital Marketing
Episode TranscriptClick to access unedited transcript
Jim Rembach (00:00):
Okay. B2B DM gang. I’m excited today because I have somebody who’s bringing us some new and exciting news in regards to a platform that’s just kind of exploded. And so how can we take advantage of that as B2B digital marketers? That’s the question that we’re going to be answering today with Rita? Good RO uh, so Rita, what questions do B2B digital marketers need to be asking themselves right now about clubhouse,
Rita Goodroe (00:26):
How to get on it and how to leverage it, how to utilize it, you know, what is it for and how can it grow our business? Those are all the questions that they should sit down and immediately say, this is a platform that needs to be taken seriously, and I need to know how to, to utilize it, but maximize my time on it in an efficient manner so that we can reach whatever the results are that you want from being on that platform. But I can tell you almost any result that you want could be achieved by being on the clubhouse platform.
Jim Rembach (00:59):
Well, as you say that I started reflecting back in turning back the dial on like, well, those are some of the same questions I had about Twitter. And then you had about split or when it came about, you know, so many years ago, and now we’re going to get in to those particular, uh, you know, thoughts and ideas, um, as you already shared. But before we do that, uh, I w if you could please give the B2B DM gang a little bit of understanding of your background and your experience and how clubhouse came into being something that you’re interested in and really helping people to be successful.
Rita Goodroe (01:28):
Yeah. So my career trajectory is absolutely wild in that I was a business attorney for about 13 years of my career. I worked as a business and real estate attorney and simultaneously for a portion of that, I meet up with a new platform. So meetup was a platform and I was running a singles group as a hobby on meetup. And the singles group grew to being like one of the most popular singles groups in the DC area. And because of that, and a longer story that involved kind of going on 35 dates in 35 days and blogging all about it. I ended up quitting my career as an attorney and becoming a dating coach. And so I was a dating coach for about a year, and that, that was extremely successful. And people started coming more than I ever thought more than my mama thought.
Rita Goodroe (02:14):
And people started coming up to me saying, how did you grow your business? And I started mentoring mainly women on starting and growing a business. And about a year after becoming a dating coach, I stepped full time in the world of business strategy and sales coaching, where I’ve been for the past six years. And so my business is an internet based business. I don’t meet people in person. All of my coaching sessions are online. My community is online, just like, you know, meetup was a online platform to have an in-person community. I recreated that online in various formats. When I got into clubhouse, I knew that this was a platform where I could grow a more connected community than I ever could on Facebook, where I have a thriving community. And I love my Facebook community, but for community building, for connection, for collaboration and for opportunities, I’ve never been on a platform like I have clubhouse. And so that’s how I got there. I check out all the platforms because my clients may want to know about them for their business. And the minute I got into clubhouse, I was hooked.
Jim Rembach (03:15):
Okay. So then what hooked you specifically about club? Because for me, I’ve been in a couple of sessions this week. I had mentioned that to you before we started recording. And I started to having all of these questions about, okay, is there a scenario where people just like to, um, hear themselves talk, uh, where they, I mean, I, I just couldn’t understand. I mean, cause I think that clarity is really important. Like our time is our most precious resource and oftentimes for us, um, we, we misplaced and put it in, in areas where, you know, what we really shouldn’t based on what our goals and our objectives are. And then the year goes by and we’re like, Oh my God happen.
Rita Goodroe (03:56):
Well, I mean, I think you, you hit the nail on the head, right? The main, the main thing you always have to be thinking about with clubhouses, how to use it effectively, how to use it strategically. It needs to be part of, for a business. It needs to be part of a strategy. So when I got hooked on it, I had a friend say, tell me what, you know, what is it about clubhouse that you love so much? And I sat down and I said, it’s like a conference. And as a speaker, I love conferences. So it’s like a conference where you walk into a hallway, right? Like where all the breakout rooms are at a big national conference. It’s like, you’re in your hallway. And there’s a never ending re like flow of rooms. They’re just doors on both sides, pretend in your mind.
Rita Goodroe (04:32):
Right. And all of the doors lead you to conversations that you love. So whether it’s like a workshop or a panel or a discussion, they’re all going to be tailored to you. You’re going to love every single one. And you can go in and you can just sit and listen and learn, or you can raise your hand and participate in the conversation. Or you can decide to lead one of the conversations or you can be on the panel, or you can. So it’s like the ability to just go into this interactive conference that has been customized for you, which is exciting when we’re living in a virtual world right now of not being able to go and meet people and do things. The audio only abilities of this platform create connected relationships in these situations almost immediately. Everybody knows, you know what, no one’s outsourcing this to their VA.
Rita Goodroe (05:24):
No one is you have to be you on the other end of the microphone. People know if it’s not you, um, you are the one that is creating the content or the collaborations or the conversations that are happening. So it’s a fast track to connecting with people in a very deep and authentic and real way where right now that’s lacking with zoom, with video, with the lack of conferences, with virtual events that are set up webinars style, where you’re not seeing other participants. There’s a lot of that trust that takes longer to build the knowledge of other people that take longer to build. And in clubhouse, it kind of bass tracks that because you’re connecting with somebody through voice in very like what feel like intimate conversations and situations quickly. And because of that, the power of the relationships and the connections are more intense.
Rita Goodroe (06:18):
And so where you have to think is what are the conversations that I’m wanting to create? Who am I wanting to connect with? Why am I wanting to connect with them? But if you have that strategy, you can make it happen within an hour on clubhouse. If you have an idea of, this is the kind of person I want to meet for this purpose, and this is what I want to make happen. I promise you, you can go inside of clubhouse and strategically make that happen in record time with people that you wouldn’t normally have access to. So that’s the other thing. There are people that you think it would take me forever to interact with this person or get on their radar. And in clubhouse, it can happen in the blink of an eye.
Jim Rembach (06:56):
Well, that’s very compelling without a doubt. And I, and your perspectives are really important. And you’ve been, I mean, sharing your journey as far as, you know, being an attorney and you know, how you went through to actually start leveraging, to get completely, you know, digital and you’re in your own business as an entrepreneur and a female entrepreneur and serving female entrepreneurs. Um, I think that’s, that’s important. And I want to get into some of the tips that you recommend in order to be successful on clubhouse. But before we do that, I would like to get your understanding and your perspectives on answering this particular question, because it’s so unique and different when you start hearing how people think about things that I think we have to share. Um, and so I was on a clubhouse and there were two, um, uh, what do you call them sessions? Do you call them, call them rooms? You’re in a room I’m clubhouse. So I was in a clubhouse room and they were talking about what is customer experience, you know, and hearing all the different perspectives, you know, of people was, was quite compelling. So I want to get your perspective on answering what is B2B digital marketing,
Rita Goodroe (08:01):
B2B, digital marketing. I think at the core is human to human conversations. It’s about connecting with people on the other end for expertise or for information distribution, or for receiving creating a relationship that can bring you referrals, uh, for bringing employees to your office. But at the end of the day, B2B marketing is relationship creation, it’s relationship building. And even in a B2B setting. I mean, we often say, well, business to consumer that’s, you know, to a human, to a person, but I’m a business to business and there’s still a human on the other end of the business. You’re not just like emailing Inc com and saying, hi, you know, you technology thing, I’m doing, there’s a person that you’re trying to connect with for a purpose. And so at the end of the day, if you strip it away, it’s H to H it’s to human. It’s the outcome. What you’re trying to do in B2B marketing might be slightly different than B to C, but the lines are certainly being blurred right now, too, in that I think B to C and B2B are more alike than ever before.
Jim Rembach (09:10):
You’re right. Uh, in addition to that, if you start taking that to the next level, we’re starting to see sales, marketing, business, and business development, demand, generation, client success. All of those things are starting to come together more each day as well. Okay. So in perspective of your definition of a B2B digital marketing, how is clubhouse going to know what don’t we specifically need to do? What are the tips that you have to be more successful with B2B digital marketing in clubhouse?
Rita Goodroe (09:40):
So I think bursts, you have to write your strategy out. So you have to know what is it that I’m trying to achieve by my time on clubhouse? Am I trying to reach potential customers? Am I trying to reach potential employees? Are we recruiting for our company on clubhouse? Am I networking with other people in my industry? Maybe it’s a mix of that. Am I trying to step into thought leadership to put expertise out there to draw eyes on my business? You have to really know what am I using this for? What are the main goals in my role or in my business, and how can clubhouse help me execute on those roles? So before you ever go in, no, why you’re going into clubhouse. Otherwise you’re just going to get lost in a sea of conversations. And like you said, five hours are going to pass and you’re going to what, what happened?
Rita Goodroe (10:31):
I don’t understand because it can be like a podcast. It’s like, you can just listen forever. But if you’re just listening, which can be an important part of your time in clubhouse, you’re not going to execute on those strategies. You need to know why am I in here? So that’s number one, number two, when you know, then you really do need to hop into clubhouse and use some of the features first before you try to jump in and just start talking. And so I think the next best tip is, you know, is learn how to use the search feature so that you’re searching people and they have clubs and clubhouse. So that you’re finding where the types of people are, who you want to connect with. If you’re wanting to connect with human resource directors, learn how to search the bio’s, cause they’re all SEO kind of optimized and searchable to find human resource directors, follow them.
Rita Goodroe (11:16):
I think the key to clubhouse is you don’t want to follow people. You already know what you’re really trying to do in clubhouses follow people. You don’t know so that you branch into other networks. So in this example, follow human resource directors, if that’s who you’re wanting to connect with, who you don’t know, because the conversations that appear in your hallway, which is what is the main screen of clubhouses called are dictated by who you follow. So you’ll see the conversations based on the rooms they’re going into and the conversations that they’re in. So once you follow a few people, you can hop into different conversations and get a feel for how those people are using the platform you can. If it’s potential customers that you want to connect with, follow use a keyword search to find who those customers would be and then follow them and see what conversations are they going into.
Rita Goodroe (12:03):
I will tell you, there is no platform like clubhouse for market research. There is absolutely no other platform that exists. That is as great for market research as clubhouse, where you can go into rooms where your clients, your customers are interacting in conversations around your industry, your field, and asking questions. How do I do this? What is the best way for me to X, Y, and Z? How do, and you can just listen and go. These are the conversations that then we need to start here in the clubhouse app in order to attract people and be able to answer those questions. So for market research, use it for that number one, and if you’re trying to collaborate or network with certain industry professionals search and find them and see what conversations are going into. So those are my first two, listen, right? Listen, listen, listen.
Rita Goodroe (12:50):
And then it’s now what are the conversations that I should be leading, which I think you will know once you’ve listened and hear what conversations are needed. I have a notebook full of when I listened to my ideal clients and customers talking in other rooms, I’ll write down questions. They ask questions that weren’t answered questions that I don’t think were answered well, and I’ll be like, this is what I need to put out as content in general, whether it’s on clubhouse or, or other places, people are searching for this information, they’re handing it to me. So I want to put that out there. So I think those were the first tips is like, listen, and then decide, how do we want to show up? Do we want to lead Q and A’s for prospective customers? Do we want to lead chats with other industry experts? Again, it’s based on your goals, but listen first and then understand how you can show up on the platform to execute on it.
Jim Rembach (13:39):
Okay. So that’s the front end piece, right? Familiarity, comfort research. But then I was, I’m thinking I’ve got to get these people off of the clubhouse platform, my platforms in order for us further the relationship and for me to, you know, maybe even do business with these folks. So how does that happen?
Rita Goodroe (13:58):
Yes. A couple of different ways. So the beauty of clubhouse in the moment, and this is going to change, actually, there is no way to message to private message a person in the clubhouse app itself. There’s no chat feature. There’s no message feature built into the app. The only way you can continue a conversation. And that is absolutely where the power of clubhouses deals happen quickly off of clubhouse. When people use the ways that you can connect. So how do you connect? You can connect on clubhouse using your Twitter or using your Instagram. So people will hear somebody, let’s say you’re leading a room and you’re talking about B2B marketing. And I’m like, Oh, you know, Jim is just the most incredible man I’ve ever met. And he’s so knowledgeable. And I need to know more. I can send you a DM on Instagram and see Jim, I heard you in this room and I loved how you said this.
Rita Goodroe (14:45):
And I would love to carry this conversation on with you further. So you can direct people to either your Twitter or your Instagram. And what I would suggest is having a pinned tweet that would lead them into whatever your relationship nurturing bucket is for your business. Maybe it’s your opt in. Maybe it’s, you know, whatever your top of the funnel is. Maybe you have a community that you run or there’s somewhere that you want to get them, or you want to offer them a call or whatever that is, have that as your pin tweet, or have that as the link in your Instagram bio so that people can click there and find that immediately, you can also immediately lead people to there. So I use like a tech service called community. And when I’m in rooms, I’ll say, you know, I’ve created a guide. I have, I’ve created a guide on how to use clubhouse to grow your business.
Rita Goodroe (15:28):
And there, this is something people are asking, how can I actually monetize my time and clubhouse? And I’ll say Texas number. You’ll get my guide. Well, now they’re in my world. They’re in my community. They’re in my relationship nurturing cycle, right? I don’t like to call it a funnel. It’s in my relationship nurturing cycle. And so there are ways that you can direct them. You just, again, have to know where do I, where do I want them to go? After they become aware of me here? Where would I rather have them go? And then understand it’s Twitter, Instagram, that they’re going to go to be able to send you a message easily. You can put your email address in your bio, but people can click and go right to your Instagram or Twitter. So maximize those pin tweets in your bio to drive people in an enticing way to where you want them to go.
Jim Rembach (16:13):
Well, as you’re talking, I start thinking about that conversion, right? Because going from the clubhouse application or platform app, good moving to your systems, whatever they may be, or, you know, using Twitter and Instagram and, and, you know, coming into your, you know, your lead magnets and all of those other things, I’m thinking about that whole conversion process and how important that is. And to me, it’s, it’s, that’s gotta be part of the strategy, right? And so when I think about the strategy, what are all of the components that are part of that strategy to be successful on clubhouse?
Rita Goodroe (16:48):
Yeah. So I’m always thinking, okay, I’ve using for me, you have to know what part of the customer journey cycle are you using clubhouse for? So for me, I’m using it to generate awareness. It’s an awareness generation tool. So I have to direct them to where I nurture relationships for me. That’s my email list and slash my Facebook community where I’m really pouring in all of that information. They need to know me like me. Trust me, figure out that I’m a credible expert, that it’s going to be a good experience working with me, all of that. So I have to always be strategically taking the awareness that I’m generating on clubhouse and making sure, like you said, I’m moving people to the place where I want, but some people are using clubhouse, not as an awareness tool, but as the relationship nurturing tool. So people are becoming aware of certain companies or certain people outside of clubhouse.
Rita Goodroe (17:37):
And what they’re saying is, Hey, if you’re in clubhouse, come to our VIP chats, come to our exclusive this, or come. If you have a podcast, be part of my VIP podcasting community, where you can talk to the guests to that I interviewed after the show. So like maybe it’s people are becoming aware of you in another way. Then the way that you use clubhouse is going to be slightly different than if you’re using clubhouse for awareness. So you have to go, how am I, which stage of the cycle am I using this for? And then how can I maximize my time there? Because if it’s relationship nurturing, you’re going to want to be leading more conversations. You’re going to want to really be making people feel that connection. You’re going to want to leave them to closer to the purchase. But if you’re using it for awareness, then you’re not trying to get a sale on clubhouse.
Rita Goodroe (18:23):
You’re trying to get them into the relationship nurturing. So that’s the first thing is know, you know, what is the, where, where is the person in my cousin? What am I using clubhouse for in terms of the customer journey cycle? Where is this a tool that I’m using? And so then how can I craft my time there to do it? So that’s the most important piece because then you’ll know, where am I leading them? And how am I leading them to a Twitter chat? Am I leading them to it? What am I leading them to? That can help me go go deeper? Or what kinds of conversations am I having here that will allow me to build the relationship that I want to build?
Jim Rembach (18:57):
Okay. As you’re talking, I’m starting to think about, um, you as well as a thousand other coaches that are trying to give recommendations on how to be successful with B2B, digital marketing on clubhouse. And then people start following all of these different things going on. So said, don’t do this. And so-and-so said do that. And I don’t know what to do. And it creates, you know, a whole lot of non-action because there’s so many action opportunities. So I think as you were talking, what’s important that I often see a lot of people not doing as far as their due diligence. And you talk about researching is testing. What do I need? How can I test on clubhouse? Perfect. Tell us a little bit about what you recommend to people when it comes to testing in regards to your customer journey and being successful with your sales conversions.
Rita Goodroe (19:49):
So for example, I have a new program that’s going to be starting in a couple of months. And right now I’ve decided to have conversations around the topics that are going to be taking place in this program. So maybe I’m thinking that a module should cover sales calls and how to have more effective sales calls. Well, now I’m leading conversations. The other night, I had a conversation on sales call, success strategies, and people got up on stage and said, here’s my biggest challenge with sales calls. Here’s what I wish I could learn. Here’s what I, so it’s like a little mini focus group. That’s taking place in a really connected discussion, but because they were conversing with me directly, they were like, Rita, your, this was the most insightful conversation that I’ve had. It gave me so much clarity. And then they’re like, how can I talk to you?
Rita Goodroe (20:30):
How can I work with you? What can I do? So just by engaging in conversations with people, you’re doing the research that you need. So in terms of like testing a product idea, or you can even say, Hey, looking to talk to 40 year old moms around X and people will in and have this conversation. So you can put it out there in clubhouse and get immediate feedback on a concept on an idea. You can start a conversation and see how it goes. You can hear how people are talking about things. It may be different than the way that you talk about it. So you can get your marketing game together a little bit better. Right? So for that purpose, that’s what I say. It’s like the most incredible platform, because with a touch of a button, you can be surrounded by the kinds of people that you need feedback from.
Rita Goodroe (21:16):
You can also, like I said, just be a passive listener. So you, people are already, like you said, there are other business coaches out there running other rooms about things. I can just go listen and hear how people are interacting and talking and what my customers are worried about and how other people are addressing that and go, Oh, how can I differentiate myself a little bit? Or how can I change something to meet the needs of what I’m hearing here? So those are the two is like finding the rooms where the conversations are already happening and really taking notes and listening. And then the other is start some conversations with like a focus group or, uh, the type of target market that you’re wanting to reach and see where those go in terms of reactions to inventions or products or software or service, or find out if you’re trying to develop something. What do you love about the systems that you’re using? What do you not love about? The people are more than willing to engage in these conversations because it helps give them clarity and get them to where they want to be.
Jim Rembach (22:11):
I’ll read it as you’re talking, I start thinking also about, we talked going back to your career and your timeline. I mean, it’s all about relationships and you’ve talked about relationships a multitude of times. And I start thinking myself, when you start thinking about engagement, conversion, whether it’s a date and moving to the next level and all of those types of things, you know, it’s, it’s, you have to be masterful at the whole emotional intelligence. Uh, and, and, you know, being coming certified in emotional intelligence myself, a few years back, I used it for customer experience. I use it for marketing. I use it for a lot of different things, and I’m always trying to be aware, you know, of the things that I do or I don’t do, or how I respond or don’t respond and all of that, uh, in order to be able to build and create those relationships. So I would dare to say, you probably find some common mistakes that people make that they’re probably just unaware that they’re actually doing what are one or two things that people need to be more mindful of so that they can be successful Encore.
Rita Goodroe (23:11):
Yeah. Don’t go into clubhouse and immediately start pitching your product or your service or what you do. Clubhouse is created for conversations for, for real conversations around topics. And so when you think about you, wouldn’t go into, I always say, treat clubhouse like you would in person. If you wouldn’t go to an in-person networking event and run into the room and go, I have a pin and I sell this pin and it’s a $10 pen, and you’re going to love the pen and everybody needs to buy this pen and then like run out of the room. Right. And never be heard from ever again. Yeah. Online on Facebook or other platforms are very much doing that with a post, like buy this thing and then they’ll leave the Facebook group. Or like, they’re not commenting on any comments or they’re not, that’s not what clubhouse is about.
Rita Goodroe (23:55):
Clubhouse is about human to human, creating relationships with people on the other side of the screen. So know that it is a longer term strategy sometimes and longer term. Does that mean a long time? It just means I’m getting to know a person. So I need to treat them like I would in person. If I was sitting at a table next to somebody, how would I carry that conversation forward? So if you’re reaching, so number one, don’t get on stages and take over and not go with the flow of the conversation and just start promoting yourself. That’s a big mistake anywhere, but that’s going to be a big mistake in clubhouse. Number two is when you reach out to people again, we’ll go back to the fabulous, amazing gym that I hear a leading an incredible conversation in clubhouse. Don’t just email Jim and say loved what you had to say on clubhouse.
Rita Goodroe (24:40):
Okay? Because I can tell you that my Instagram has never been more engaged since clubhouse, which is incredible. I mean, people real true, authentic engagement because that’s where their attention is driven right to my Instagram. But my DMS have also never been as full as they have been with people reaching out, ever since I’ve started leading conversations on clubhouse. And the ones that stand out to me are the ones that are very clear. Rita. I heard you in your state of public speaking room and I loved how you said X. And I would love to talk to you more about one, two and three. Those stand out. Those will get responses. If you’re just being vague and saying, I’d love to learn more. I loved what you had to say. Let’s connect. Just know you’re going to get lost in a sea of other direct messages that that person is now getting.
Rita Goodroe (25:23):
So you have to be very clear in your outreach. So don’t just promote, you’re there to engage in conversation and, and subtly organically. Naturally people will find out about you, what you do by clicking on your bio and engaging in conversations more, no number two, where do I want this conversation to go? Or what do I want the next step to be whenever you’re in a room with anybody and the number three, if you’re the one taking that next step, by reaching out to somebody, be very clear about why you’re reaching out to that person where you, you heard them in clubhouse and what it is that you want to discuss. You will have a much better response rate if you’re clear like that.
Jim Rembach (26:02):
So when we start thinking about B2B digital marketing, uh, there’s people who may be part of a startup, they may be part of an organization and their business development rep as well. I mean, we’re not just talking about entrepreneurs that are selling to individuals. And when I start thinking about the different platforms, I mean, a lot of businesses, you know, they’re, they’re on LinkedIn, you know, they’re on YouTube. They have websites. They have may have Facebook, but you know, many of them haven’t gone into Instagram and clubhouse. And so when I started thinking about that, a lot of organizations started getting concerned about risk, risk, exposure. I have things that I don’t want to be said. And what would you say to those organizations that are worried,
Rita Goodroe (26:42):
Make sure that if you’re sending employees in to clubhouse from your organization, that you have some standards in place, there are a lot of people in corporate America on clubhouse are amazing, incredible conversations. But one thing that people say on their profile is these thoughts are my thoughts and do not necessarily represent the thoughts and opinions of my financial brokerage firm or of my real estate agency or of my whatever. Right? Um, even there, they’re sending your community managers, let’s say into clubhouse, right? Those people are still engaging as themselves. And just by a meeting, like I’m at the community manager of another business the other day. And just by meeting her and trusting her. And she was leading conversations on how to create community or how to, and she said, look, these represent my opinion, not the opinion of my company, but of course I thought she was incredible.
Rita Goodroe (27:35):
I clicked on her. I wanted to find out more. And now I’m probably going to buy her software and like utilize it to help run my, but that she was not there doing direct promotion. She was showing expertise and thought leadership in the area for her industry. So tell your employees or the people that you’re sending in, how you want them to use clubhouse. Right? Sometimes you might have rooms that are the direct opinion of the company, and you’re going to lead a Q and a, and you’re going to lead maybe a private chat for your current customers to build brand advocacy, but let each individual personnel, here’s how you’re using it for, for what purpose for our business. And if it’s going to mix with their personal at all, but make sure they put a disclaimer on there saying these opinions are not necessarily the opinions of the company, but have a clear guideline that people agree to and sign for their time in clubhouse and make sure that you are aware of how they’re using it and have a spot checker go in and listen to the conversations that are happening on behalf of your employees.
Rita Goodroe (28:29):
It’s a great tool to even engage your employees. It’s taking the place of zoom. It’s taking the place of conference call software. It’s taking the place of, because people can easily and quickly with no video, get into a room, have a conversation. So have those team meetings, get the feedback, know how people are using it, have a set standard for what you’re wanting your business to achieve and make sure that everybody who is going into clubhouse with your company name on behalf of your company knows how they’re supposed to be positioning themselves what they can. And can’t say, um, or if they’re going to be using it for personal, the disclaimer that you want them to put in their bio or state when they’re up on stage.
Jim Rembach (29:07):
Well, needless to say, when you start talking about shifts in digital marketing, uh, a massive shift happened in 2020 still happening. Uh, so when, when I start thinking about where we’ve been, where we are, where we’re going, what are some of the things that you feel right now are just quite overrated? And when he talk about B2B digital marketing that are overrated. Yes.
Rita Goodroe (29:31):
Oh, wow. Um, so I think overrated are kind of some of the older ways of doing business, the, getting people into a funnel and having to have them like nurture, nurture, and nurture through this. Like, I need to upsell you. I’m going to get everybody in at the white edge of the funnel, and then I’m going to take you here. And then we’re going to drip out only the most interested customers, right? Because again, that’s treating, that’s treating potential clients and customers like things, right. As opposed to people and understanding the actual way that people interact in the world and interact with things. So I think overrated are the old ways of doing sales. And I think that this is why I think I’ve noticed some resistance from some of my old lawyer colleagues and to, to clubhouse where it’s like the millennials they’re hopping on.
Rita Goodroe (30:15):
They’re having conversations around, you know, legal news and legal industry and attracting people and giving, you know, if you’re a divorce attorney they’re giving, like, you know, let’s talk about divorce and the challenges of going through a divorce and creating panels around that, the older generations, like, no, that’s not the way you do. That’s not the way you do business. That’s not the way that you do. So I think overrated is the old way of doing business and you really have to embrace the new way. In fact, I heard somebody the other day make a statement that I thought was so amazing, which is, if you are an older person in the world, you need a millennial as a mentor, you need to have a millennial telling you what’s going on in the world. Because the ways that we use to build relationships, the ways that we would have conferences, the ways that we would interact and get people into our funnels and close a deal, they have changed because the world that the generations are growing up in right now is a completely different world. And if you’re not trying to get their insights, their understanding, how you’re using tools, how they’re using technology, you’re missing out on huge opportunities to grow your business. So I think overrated, you know, as Gary V would say overrated, the way that we used to do business, right? Underrated relationship building in a real, authentic and vulnerable way that I think has the ability to create a sales for all of the generations coming up in a way that it never has before.
Jim Rembach (31:36):
And you bring up a really interesting point talking about that, having a younger mentor, I think there’s a lot of misconceptions. And I, I, I bring this out quite often is that, you know, older generations and he probably thrown me in that bucket to have this misconception, that younger generations are tech savvy. And that’s not always the case. I mean, there’s a difference between tech dependent and tech savvy. When you start thinking about that, it’s not that I need to know all the ins and outs of a particular platform. It all comes down to something that I think you just said is how do I use it? I mean, just use not understand, you know, all of the, the technical aspects of it. That’s not what it’s about. Right?
Rita Goodroe (32:21):
Right. Yeah. A hundred percent. You have to know that deeper reason that, how, how do I use this in a way that fits in with my overall mission? My overall goal. So as a professional speaker too, what’s been really interesting is there are a lot of individuals that are advocating and working in our experts in the area of diversity equity and that are in the clubhouse app. And what I’ve really loved is like, I lead a room on the state of public speaking along with a co-host every week. And in this room, we have people who are disability advocates who are inclusion experts. And so when we’re having this conversation, like something that came up the other day was a moderator said, Hey, when I moderate a panel in person, I make sure everyone has a handheld microphone so that I can get a verbal cue of who’s wanting to speak.
Rita Goodroe (33:04):
And when they’re wanting to speak so that I know, you know, and I can kind of make the flow happen a little smoother. And someone spoke up and said, that’s great when you’re able to hold a microphone. Right. But when you might have someone with a disability where that’s hard for them or their author arthritic, or there, and it’s like the, the plant panels, like I’ve never, this is incredible. I’m going to make sure from now on, my events always have floor stands floor. Mike’s like really thinking broader is going to help your company in so many different ways, not just from a generational difference, but they’re issues now that are at the forefront. That should be at the forefront that were never at the forefront before. So when you’re hearing directly from people who have disabilities or who are marginalized peoples, or, you know, and you’re getting their feedback on, here’s how you can make me feel more included here is how you can make me love what you have to do and want to advocate for your company. That’s a gold mine of information that can only help you in today’s world as a whole. And so that’s, that’s where the power of clubhouse I think is under, is underrated. And, and it’s very, very helpful
Jim Rembach (34:07):
Frita. This has been a really in-depth and very helpful conversation. I think for me, I’m not getting excited about putting it into my strategy now, but before we go and we wrap up, I want to get, uh, some insight and understanding on what you feel. Can we talk about this a little bit, but I’d like to get a little bit more succinct on what you feel organizations should be doing. B2B digital marketers should be doing in regards to their budgets spend. So in other words, I have a lot of these maybe traditional and outdated things that are part of it. Um, and I have these new opportunities and oftentimes we use that budget thing is something that stops us. Um, if you were to give advice to somebody, what would you say in regards to move money from here to here? Yeah.
Rita Goodroe (34:53):
Move money from client acquisition to client retention, like move money from client acquisition to client. There are so many incredible tools for client acquisition or for that awareness stage that don’t cost money. Clubhouse costs no money and might cost money for the time of your employees, that they were going to spend time on things anyway, right? So there are so many great tools for generating awareness in today’s world that are free or low cost, right? But where, where the money is, is when your current clients and your current customers are your advocates, right, where they love what you do. So, one really interesting concept is called social dollars. And so there was a, there were a couple of reports on this. It’s a concept that people who are part of a community that you have created are 19% more likely to spend money on your products or your services, and, or spend 19% more on your products and services.
Rita Goodroe (35:47):
And they were when they, then they went, but it’s really 19% more likely to spend on your products and services. Meaning I think that money needs to be created or be spent in community creation of your current customer client base. How are you connecting them to each other? How are you connecting them deeper to the company? How are you showering them with love and appreciation and client appreciation and client attention that they will become brand advocates for your company. They will do a lot of the marketing for you when they reach that high kind of like a value proposition level for right. Which is where social proof. And they’re out there talking about their experience. They’re out there. And people are like, I can’t miss out. It’s the way clubhouse was built, right? It’s like, I can’t miss out on that. Oh my gosh, listen to everybody talking about their incredible experience. Clubhouse was great at creating a community around clubhouse so that they don’t even have to do half the marketing. Everybody’s doing the marketing for them. So I would say, take money out of acquisition. There are ways that you can do that, that don’t cost money, pour it in to the retention of your current clients and customers, because that generates customer loyalty, higher customer spend, and also more awareness through their advocacy.
Jim Rembach (36:59):
Read a good row. Thank you for sharing your knowledge and wisdom. The gang get in touch with you.
Rita Goodroe (37:04):
The best way is go into my website, read it, made me do it.com where you’ll see links to all of the places I am. Of course, if you’re on clubhouse, you can follow me on clubhouse. I’m just at reading good. Or I’m at Rita Goodrow everywhere at Rita Goodrow on clubhouse outreach at Goodwill on Facebook at Rita Goodrow on Instagram, or you can go to read Mimi, do it.com and find all the places. And you can even download my free guide on how to use clubhouse to build your business. That’s on my, uh, that’s on my everything’s as well. That will be where, where you get led because clubhouse is just such an amazing tool, right?
Jim Rembach (37:38):
And what we’ll do is we’ll also make sure that we have special links for all of you listeners and Watchers on B2B, dm.com. And you can just go into the search bar and look up Rita, and you’ll be able to find that information as well. Rita, thank you for sharing all your knowledge and wisdom, and we will thank you.