Social media marketing is a powerful tool that businesses of all sizes use to reach potential customers. Social media proved its efficiency in connecting to audience, building brands, and increasing sales. But what’s the real reason why social media marketing works? What is the efficiency of social medial marketing? Jim Padilla joins ISP host Justin Recla to find the balance between systems and human touch points. Jim co-founded Gain The Edge with his wife, Cyndi Padilla, and scaled from $0 to $1.1 in less than two years. He is the host of the Sales Unscripted Podcast Interviewing Coaches, Consultants, and Executives who are crushing it in the game of sales and business. Listen in to learn how to increase your sales by building relationships and utilizing social media marketing.

Justin, so awesome. First, thanks for the connection from so-and-so and it was so awesome to be able to see, I watched your video on X and I just really love how you and your wife do business together. And I can’t believe how successful and how awesome that you have a nine-year-old genius who’s a budding leader and a business entrepreneur successor in her own right. I really can’t wait to find out more about what you’re doing and Marie here will get you on my calendar at a time that works, or if you prefer a do-it-yourself method, here’s my link and feel free to take advantage. That’s like an afterthought.

Yeah, that right there, that is key is there’s nothing wrong with using the scheduling link, it does add efficiency, but at least show some effort that you looked into the person that you’re wanting to connect with. And that’s a huge missing element. Nothing irritates me more than when I get an email from somebody either through an introduction or an introductions made and the next thing you know, I’m on that person’s mailing list because they didn’t even bother to read the introduction. They just took the email and threw me into their sales funnel, delete, unsubscribe. And we never have a conversation just because it tells me that those people aren’t willing to build a relationship. And I think technology has done that. I think technology has made business impersonal, and we were talking about this before the break, Jim, and I think people are getting tired of it.

Well, we actually have some metrics that show that they’re getting tired of it. Remember the day when you used to go to the mailbox, your physical mailbox, and then you come home. You still go through the mailbox like the garbage is here, the counters here, you dumped through, but you ever notice that junk mail pile, you actually have less stuff to throw in the garbage now because a lot of people just deemed it to be ineffective, so they stopped sending it. Well, here’s the crazy part is people are actually opening that mail at a higher rate.

We’re also seeing that on the phone because cold calling, we used to five years ago we would get an 88% voicemail rate. So we’d call out of every hundred people we would call on an outbound perspective you’d reach 88 voicemails, adding the complications of efficiency. And then if you reach live people, you would get six of those people live for them you’d have to book an appointment two others, you have to reschedule. Well now you can call those same hundred people and you can get up to 60% of voicemail, which means 20% almost 28% fewer people are sending you to voicemail because they’re tired of being spammed. Everywhere you go, you’re talking to a bot, you’re talking to a voicemail, you’re getting sent someplace, somebody…

Auto responder.

Somebody is sending you a link, and people are longing for a human touch. So people are actually answering the phone. And if you get a voicemail, please let me encourage you, please leave a voicemail because people are going to respond if they hear… You know what? I let everything go to voicemail, I almost don’t answer any of my phone calls unless I’m expecting it, but also because I’m very busy. I’d go back to my voicemails and I’m amazed at how many of them are recorded messages.

Oh, my goodness. I’m exactly like you in that sense to where if I don’t know the number, I’ll let it go to voicemail, but the likelihood that I’m actually going to call you back just to say, Hey, thanks for the call, even if I don’t need your service.

Right.

Right? Is a lot higher if it’s not some automated or scripted message, but it’s a Hey, I saw, I looked it out, I’m reaching to connect. Let’s have a conversation that I think a lot of people are seeking because ultimately at the end of the day, that’s what we’re looking for. We’re looking for connection with others that can help us move our business, move our success, expand our reach, and make our pack bigger. Knowing that we’re not doing it alone.

Totally.

Well, let me give you an example on that. Something we’ve been talking about the term we’re using lately is called Efficiency versus Effectiveness. And really it’s like a spectrum. So at one end way over here is effectiveness, right? And that means getting everything done really well, but probably doing a lot of manual effort, right? Because most things done really, really well require personal touch, right? And then at the other end is efficiency. And that’s no manual effort. That’s how easy can I make my life? Well, easy isn’t always better, right? And here’s the problem. Most of you start… Right now when you have a project to do, the first thought is how do I make it efficient? And then you start working your way towards how do I make it effective? That’s a bad formula because you may never reach effective if you start at that end of the spectrum.

But if you start it effective and then start inserting, where can I make this efficient? Then you can start building your way towards efficient. But if you get all the way to efficient, I promise you you’ve cost yourself effectiveness, right? And in that split voicemail scenario, be a great example would be, okay, I got a hundred people to call. Let me just put them all into a voicemail sequence. I’m going to put it in my auto recorder Call Rail and just boom, push the button, go a hundred people in within 60 seconds you all got a voicemail. And maybe one of you call me back. But if I call those same hundred people by myself and leave my own personal voicemail for that person, I guarantee you I get at least a dozen callbacks. A, I’m good at it, but also because you hear my voice.

Not only that, but in doing such, you create the opportunity to where if you do get somebody on the line, you go right into the sales call. You go right into the presentation and you connect in that spaces. So, it’s really creating opportunity because you’re staying in it or somebody on your team is staying in it to where is the other one’s kind of like throwing spaghetti against the wall and hoping that people call you back.

That’s treating everything like a hundred percent numbers game and numbers are absolutely involved and you need to know your numbers. But the human touch is the X factor and that’s what makes this all go. And if you got a voicemail, even if it wasn’t for somebody you directly knew, but it may be somebody you met. You just remember having a 30-second conversation with them. Seemed like a nice guy. Left you a good warm voicemail. Even if you don’t call him back, you’re going to feel moderately guilty about it, because you’re a good person.

You think, you know what? I should at least call this guy back to say Hey, thanks for calling man. Not interested right now, but I really appreciate your effort. Or it was great meeting you. I just didn’t want you to think I ignored you. Like that’s just me. Anyway, that’s how I’m wired. I know that’s how you’re wired. But if it was a recorded message, I won’t feel one second of guilt deleting that message because you didn’t even put the effort into me.

No, I agree. And Jim, I want to dive down this rabbit hole a little bit more on the back end of the conversation here, but before we go on break, where can people go find you?

You know, if you go to Jim P, like Padilla my last name, jimp360.com. It’s a site there that’s got… You can go there to my personal site and it directs you to all my social media links, my video, everywhere. So you can connect with me on the platform that makes most sense for you. So if you’re a LinkedIn person, hit me up there. A couple of YouTube videos, find out a little bit more about us, see what events we have going, but check me out there. And most importantly, look at the contact button and find my cell phone number and shoot me a text. Pick up the phone. Let’s talk. I’d love to meet you.

On the site, folks. It’s on the site. Pick up the phone, give him a call. We’re talking to Jim Padilla about Efficiency versus Effectiveness. Stay with us. We’ll be right back.

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