Facility Management Marketing Podcast: Recent Episodes
Javier Lozano, Jr.
Have you ever asked yourself how to successfully grow a facility management company in today's digital age... while STILL remaining profitable?
I mean, you probably know that marketing should probably be in the mix. Actually... marketing should be part of your business function, such as finance or operations. But, you may not know the best approach to market your Facility Service company. There are so many new trends, strategies, and digital platforms -- marketing can just be plain confusing.
So how do you use marketing to grow your FM business today? How does marketing grow your pipeline? How does marketing generate leads? How does marketing make you a category king (or queen)?
Plus, if you're used to going to trade shows such as Connex, RFMA (Restaurant Facility Management Association), SPECS, and more -- you're literally SHARING the "leads" generated at these conferences.
Wouldn't it be awesome to have YOUR own leads? Where these FM's found you through a Google search, Google ad, social media -- or some other form of marketing.
Well... this podcast will give you the answers on how to use marketing to grow your Facilities Management company.
Welcome to the Facility Management Marketing Podcast
Javier Lozano, Jr. provides 7 tips for facility and property management companies on improving their marketing during an economic downturn.
The tips include 1) knowing your numbers, 2) focusing on promoting education, 3) doubling down on content marketing, 4) leveraging employee advocacy, 5) engaging prospects through events and communities, 6) avoiding tactics that lack value, and 7) optimizing conversion points on the website.
Javier also emphasizes the importance of refining website content and call-to-action strategies for effective marketing. He shares personal experiences of thriving during economic downturns by focusing on marketing efficiency.
In this podcast episode, seasoned CMO, Javier Lozano, Jr. discusses strategies to align marketing and sales in facility or property management companies.
He emphasizes the importance of weekly pipeline reviews, measuring leads, bringing predictability into the funnel, and utilizing ideal customer profiles.
He also highlights the need for sales to provide feedback to marketing on prospect questions, use marketing-produced content, identify successful lead channels, and amplify content on LinkedIn.
Aligning both teams can lead to achieving goals and bonuses consistently.
Javier Lozano, Jr. discusses the challenges faced by FM businesses in the current tough economic environment and emphasizes the need for proactive strategies to navigate the market.
He highlights the importance of refining processes, exploring new verticals, and creating sales enablement tools to adapt to changing conditions.
In this episode of the Facility Management Marketing Podcast, Javier discusses the importance of scaling content for facility management companies in today's business economics.
He emphasizes the compounding value of consistent content creation over time, comparing it to investing in the stock market.
Patience and a structured content strategy are key to success in building FM business value through content marketing.
Marketing leader and CMO, Javier Lozano, Jr. discusses the importance of teaching as a way to solidify expertise in facility management. He emphasizes the value of sharing acquired knowledge to position yourself as an expert.
Plus, teaching helps refine systems, improve understanding, and contribute to the industry.
Javier also highlights the misconception that one needs extensive experience to teach, stressing that being a few chapters ahead is sufficient.
He discusses the value of sharing knowledge and insight to gain appreciation. Javier encourages individuals to start teaching and sharing their expertise, even with limited experience. He highlights the significance of finding a platform to speak on and developing proficiency over time.
Javier shares his journey from college to becoming an expert marketer in facility management, highlighting the importance of understanding people and leveraging personal strengths.
He emphasizes the process of learning and growth in marketing, showcasing his success in generating leads and closing deals.
Through various roles and experiences, Javier developed a unique approach to marketing that led to significant revenue growth in different companies. He shares insights on the non-linear nature of marketing journeys, emphasizing the value of diverse experiences and adaptability.
Javier encourages listeners to embrace a varied path and customize strategies for individual companies. The importance of continuous learning and evolution in marketing is highlighted.
2x CMO, Javier Lozano, Jr., discusses the importance of having a clear go-to-market strategy, marketing plan, and marketing operations to successfully grow a facility management company.
He emphasizes the need for proper execution, measurement of impact, and adaptation to ensure marketing efforts generate pipeline and revenue.
Javier also shares the effectiveness of his marketing strategies in generating revenue for facility management companies.
Javier provides tips on how to increase organic traffic for facility management companies, focusing on writing powerful headlines, adding internal links, winning SERPs features, and building a diverse link portfolio.
He discusses various SEO strategies to increase website traffic, emphasizing the importance of diverse link building and utilizing different channels like LinkedIn and social media groups.
Finally, Javier highlights the value of organic traffic and shares personal success in implementing these strategies.
CMO and marketing guru, Javier Lozano, Jr., takes you through the importance of calculating pipeline for a facility management company's marketing efforts.
He outlines the stages of leads, marketing qualified leads, sales qualified leads, and customers. And, how different tiers within each stage help classify the level of interest or engagement of potential clients. With the goal to optimize for sales rather than just generating leads.
Customization is key as different FM companies may have varying sales processes. However, Javier discusses the importance of calculating pipeline for facility management marketing, outlining three types of SQLs and emphasizing the alignment between sales and marketing teams to drive revenue.
He explains the process of converting leads to MQLs, SQLs, and customers, highlighting the significance of tracking conversion rates and future revenue projections.
Javier Lozano, Jr. discusses the strategy of using marketing to grow your facility management company in today's current business landscape, sharing insights from a recent campaign involving wrapping vehicles with Coach Prime designs. The campaign aimed to generate earned media and create brand visibility through out-of-home advertising.
He shares his experience of successfully gaining earned media attention for their company by wrapping vehicles in a unique campaign during Colorado Buffaloes Football home games. Javier emphasizes the importance of finding a newsworthy angle, doing thorough research on media outlets, crafting a compelling message, and utilizing tools like ChatGPT for email writing.
Javier also highlights the process of reaching out to news stations, getting featured on local news channels, and the significance of building local momentum for potential national coverage.
He discusses the importance of continuing to reach out to media outlets even after initial coverage, utilizing different angles for stories. Javier highlights the value of earned media and how it builds trust and credibility.
Finally, Javier emphasizes the need for a brand-driven approach alongside direct response marketing strategies to stand out in the market.
Marketing expert and CMO, Javier Lozano, Jr., discusses tips for improving copywriting skills to engage audiences effectively, emphasizing the importance of concise, honest, customer-centric, and personality-driven writing.
He highlights the significance of active voice, relatability, and creating tension to capture attention. Javier uses examples to illustrate each point and stresses the value of developing a unique writing style that resonates with your target audience. He also provides valuable tips on effective copywriting for facility managers.
He emphasizes the importance of writing in a way that resonates with your audience, using simple language, telling stories, and avoiding jargon. Key points include writing scannable copy, using periods over commas, and making the first line crucial. Javier also highlights the significance of avoiding contained titles and adverbs/adjectives. Finally, he provides insights on effective copywriting for facility management marketing, emphasizing the need for direct, action-oriented language to drive sales.
Javier stresses the importance of continuous improvement in copywriting skills and shares his personal experiences to illustrate his points.
In this episode of the Facility Management Marketing Podcast, Javier discusses the importance of staying updated with current trends and events in order to leverage marketing opportunities. He emphasizes the balance between scientific marketing strategies and creative instincts.
Using the example of Coach Prime's recent popularity, he encourages facility and property companies to think outside the box and explore unconventional marketing approaches.
Javier shares examples such as researching keynote speakers at industry conferences and being aware of local community events.
He highlights the potential for capturing lightning in a bottle and taking calculated risks to generate new business. He also discusses their plan to wrap their truck in a unique design featuring the CU Buffs logo in order to generate attention and media coverage. They have reached out to news stations and other media outlets to promote the story. Their goal is to showcase their design team's capabilities and attract new customers.
Javier emphasizes the importance of finding and riding waves in marketing strategies to gain free media exposure. They share examples of previous successful waves they rode and the impact it had on their business.
Javier Lozano, Jr. discusses the importance of capturing attention in marketing for facility management companies by drawing parallels to Coach Prime's success in college sports.
Attention is highlighted as a key asset for success, emphasizing the need to create and capture demand through non-traditional methods.
Javier emphasizes the importance of standing for something in branding and uses Coach Prime as an example. He discusses the power of storytelling, positioning your brand as a guide, and creating a compelling narrative to engage customers effectively.
Ready to uncover some marketing secrets? This episode promises to level-up your facility management business, as we dissect my fascinating encounter with a Facebook group sponsor pitch and its potential to revolutionize your approach to brand interaction. You'll discover how this innovative method mimics influencer marketing, placing the right person with the right message before the perfect audience. To illustrate, I'll take you through my experience with CMI Mechanical, where my active participation in an online forum led to significant growth in our podcast. We'll dig into the potential of these online communities to elevate your brand image, foster meaningful conversations, and enhance your business.
Moving along, we'll navigate the realms of email lists, webinars, and courses as powerful tools to connect and build relationships with potential customers. Drawing from my personal experiences and successful strategies, I'll guide you on how to find and engage with the right groups for your facility or property management companies. Remember, the goal is not just to promote your business, but to initiate and contribute to valuable discussions. This episode is designed to inspire you to think differently about your audience engagement, driving growth in your business. Join us and learn how to make the most out of these marketing techniques to amplify your facility management enterprise.
Are you ready to navigate the digital advertising maze for your facility management business? Let us be your guiding light! We're pulling back the curtain on our struggles and triumphs with paid channels like Facebook, LinkedIn, and Google. Our hard-learned lessons from a disastrous ad campaign will show you why strategic targeting and approval processes are not to be taken lightly.
In the second half of our chat, we roll up our sleeves and get down to the nitty-gritty of optimizing ads for high-quality leads. With real-life examples, we explore how to squeeze every drop of value from your ad campaigns on platforms like Facebook, Instagram, LinkedIn, and Google. We also highlight the game-changing potential of granular targeting, compelling copywriting, and setting up a separate ad account for your go-to-market strategy. As we wrap up, don't miss our insights on the power of webinars, digital marketing courses, and email subscription lists for staying ahead of marketing trends and training. Tune in, and let's revolutionize your facility management marketing strategies together!
Get ready to supercharge your lead generation strategy! As we peel back the layers on an innovative approach that last month alone, netted us over 4,000 leads, most of which were commercial, prepare to view your leads in a fresh perspective. This isn't about reinventing the wheel – it's about borrowing and tweaking successful tactics from other industries to fit your facility management business. A total game-changer, we'll show you how to recycle leads effectively, maximizing their potential and keeping them engaged through regular emails and call tasks.
Let's talk about technology and its role in streamlining your lead recycling workflow. If you thought HubSpot was just a CRM tool, think again. We’ll illustrate how to utilize HubSpot's reassignment tool to reassign AEs to thousands of contacts, and set up emails, SMSes and triggers to keep the workflow running smoothly. But the magic lies in tailoring this approach to your facility management company and the specific services or products you're offering.
Lastly, we’ll look into the heart of organic growth and its significance in your business. Why just reach out to potential listeners when you can turn them into subscribers? Subscribing to our email list opens up a world of opportunities – from exclusive webinars and training that help grow your business, to updates on our exciting new courses and offerings. So, buckle up and prepare for an exciting ride as we revolutionize marketing in the facility management industry.
Imagine skyrocketing your company's organic search and social revenue by a whopping 1100% in a year! That's not a figment of imagination, but a real-life feat I, Javier Lozano Jr, have achieved. In this thrilling episode, I'll pull back the curtain on the exciting journey to this extraordinary triumph, revealing the marketing strategies and digital tools that propelled us to such dizzying heights.
Ever wondered how to optimize content for blog growth or keep your social media strategy fresh and effective? Together we'll explore how consistent, SEO-friendly content can be your golden ticket to driving organic traffic and social revenue. From revamping your social media game to drawing better quality leads, I'll share how strategic posting and advertising can be instrumental in maximizing revenue. Plus, there's a goldmine of practical advice on developing a winning marketing campaign, just like the one that gave us that 1100% growth!
But wait, there's more! Strap in as I walk you through the creation of an outline for 300 posts in a year, and guide you on how to develop categories and topics for your marketing team. If you're keen on staying ahead of marketing trends, strategies, webinars, and training, this episode is your one-stop solution. Subscribe to our email list for facility managers and ride the wave of success with us!
Are you falling into the trap of overselling your product capabilities and benefits, without considering the actual needs of your clients? Today's episode is all about shifting that perspective, moving away from a self-centric view to a customer-centric approach. We dig into the common pitfalls that facility property management companies often stumble upon, and how you can sidestep these errors. We discuss how by understanding and highlighting the 'pain' your product can alleviate, you're able to demonstrate its true value. We also touch upon the importance of ensuring that your company's image is consistently reflected in customer reviews, adding credibility to your brand.
We further delve into how content marketing can act as a powerful tool to build and nurture relationships with potential customers. Recognizing customer pain points and creating personalized content not only fosters connection but also aids in better decision making. We shed light on the non-linear journey of buyers and the importance of simplifying the purchase process with valuable content. Wrapping up the episode, we share some secrets to keep you updated with facility management marketing trends, strategies, and resources. Whether you're an industry veteran or a budding entrepreneur, today's discussion offers valuable insights to help you navigate the digital marketing landscape for facility management effectively. So, tune in and let's get started on empowering your business growth.
Ever wondered why your facility management business isn't capturing the right audience? Today, we're unlocking the power of bold messaging and compelling copywriting. Join us as we delve into the art of capturing attention by simplifying language, speaking the way a third to fifth grader would, in order to connect with potential clients, including those new to the industry. We emphasize the importance of portraying your company as a trusted, innovative leader using real words that resonate with everyday people.
Ready to elevate your business communication to the next level? We're spilling effective writing techniques that can amplify your message. Get the scoop on using active verbs, trimming unnecessary words, and substituting lengthy words for shorter, punchier counterparts. We'll discuss the charm of a choppy writing style that mirrors natural speech, and walk you through examples of how simplicity can boost your copy's momentum. Stay ahead of the curve by subscribing to relevant email lists for the latest marketing trends and strategies. This episode is all about equipping you with the know-how to make your facility management business reach greater heights through bold messaging and effective writing!
Are you ready to turn your business around in less than a year? This episode is an absolute must-listen! We reveal not one, not two, but seven proven methods to acquire clients swiftly. Unearth the power of blogging and discover how it can drive organic traffic towards your business. Learn about the magic of chatGPT and how it can revolutionize your content creation process by reducing time and effort. Remember, consistency is key, and we'll show you exactly how to achieve it.
Step into the exciting universe of video content creation and experience its potential to amplify your social presence. We'll guide you through the advantages and potential pitfalls of video content, and how to engage your audience visually. We'll also discuss the art of building a thriving community, the importance of moderation, and strategic time investment. Learn how to grow your community from scratch, starting from offering free membership to gradually introducing a nominal fee.
Finally, let's talk about customer acquisition. Get insights into how interactive content can be your secret weapon in capturing leads and creating engagement. We'll share data-driven strategies to inform product and service development. Uncover the potential of a referral program and the challenges it brings along. We'll also examine the cost of customer acquisition and how to make it a win-win situation for your customers and your business. Wrapping up, we'll share secrets of using podcasts as a medium for facility management marketing. Learn about the benefits and drawbacks of subscribing to an email list for growing your business. Buckle up for this journey as we unfold the many facets of business growth in this episode!
Get ready to revolutionize your understanding of marketing! I, your host Javier, will take you on a journey to discover why marketing should be so much more than just a cost center, but a powerful tool for building relationships. Drawing lessons from Bud Light's recent struggles with trust, I'll help you realize how fostering genuine connections with your consumers can bring your brand to new heights. We'll also delve into the nitty-gritty of running campaigns on Facebook, sharing the hurdles we faced and how we overcame them.
But that's not all. Alongside these lessons, you'll also learn about the hush-hush world of facility management marketing. What role do webinars play? How important is staying up-to-date with marketing trends and strategies? I'll reveal the secrets behind these questions and more, proving how authenticity and transparency can make your brand stand out in a competitive market. From sharing insights about my team's innovative strategies like bridge email series and targeted campaigns, to my own experiences in fostering business relationships, this episode is jam-packed with practical insights and advice. So, buckle up, and let's redefine the role of marketing in your business together!
What if the secret to skyrocketing your facility management business in the digital age lies in your marketing leadership? That's the intriguing question we tackle in today's episode. As your host, Javier, I lay out nine key traits that make a badass marketing leader, illuminating how these qualities can transform your business. Whether you're looking to join a team or step into the role of a leader yourself, this deep-dive is packed full of invaluable insights.
Have you ever wondered why the perfect balance of data and creativity can make or break your marketing strategy? We explore this fascinating concept further, emphasizing the merits of a player-coach approach, and the importance of execution. Celebrating successes is also brought to the fore, shedding light on how this simple practice can inject fun into your work environment. Being a marketing leader isn't about playing it safe, but embracing risk, agility, and the ability to quickly rectify mistakes. That's your ticket to success.
Wrapping up the episode, I extend an invitation to all facility managers to subscribe to our email list. This is your golden opportunity to stay updated on the latest marketing trends and strategies. We're launching a series of webinars and courses tailored to help facility management companies leverage marketing for business growth. Subscribing is entirely voluntary, and opting out is as easy as clicking a button. So, brace yourself for a transformative journey and elevate your organization to new heights!
Get ready to revolutionize the way you grow your facility management company in the cut-throat digital age. We're serving you the strategic marketing secrets that will transform your business's growth trajectory. You'll discover how to attract better customers with the right 'bait' and how harnessing tech will enable you to manage more accounts, position your services as premium offerings, and enhance customer experiences to a whole new level. But that's not all. We're also unveiling how to sift through potential clients to get the cream of the crop - those who understand your worth, appreciate your superior offerings, and promptly pay their dues.
All set to unleash the true potential of your facility management company? Hold onto your seats as we dive into the world of powerful promotion and marketing strategies. Learn how to make your mark with the right pricing and customer service, and gain insights into building a robust email list to foster an enduring connection with your customers. We're also going to share invaluable advice on leveraging webinars and courses for providing value-added training and insights to your audience. Remember, the right marketing strategies are your golden ticket to thriving in this digital era. Tune in, learn, and conquer!
The power of prioritization as an IFM marketing (or sales) executive can provide you with a marketing advantage. Prioritizing your marketing efforts is crucial for success, and we'll explore why in this episode.
By focusing on the right initiatives and making informed decisions, you can create a strategy that aligns with your business goals and effectively reaches your target audience.
We'll discuss various strategies that you can use to prioritize your marketing efforts, including analyzing your competition, identifying your unique selling proposition, and conducting market research. These steps will help you to understand your target audience better and create a marketing plan that resonates with them.
We'll also talk about how to measure the success of your marketing efforts and adjust your strategy as needed. By analyzing key metrics and data, you can gain insights into what is working and what isn't, allowing you to make informed decisions and continuously improve your marketing efforts.
Join us for this insightful episode as we explore how the power of prioritization can provide a marketing advantage for IFM executives. Tune in now to learn more about how to prioritize your marketing efforts effectively and drive success for your business.
Learn how to craft effective email subject lines that can help improve your open rates and engagement with your target audience. By swiping these formats, you can create subject lines that appeal to your audience's interests, needs, and pain points.
This podcast episode covers the subject line formats with a range of strategies, including providing reasons for taking action, overcoming obstacles, revealing secrets, making predictions, and using urgency to encourage action. Javier emphasizes the importance of researching your target audience and testing different subject lines to see what resonates with them.
If you want to improve your email marketing game and increase your open rates, this episode is a must-listen.
Tune in to the Facility Management Marketing Podcast to learn how to create subject lines that drive engagement and conversions.
Have you thought about the crucial marketing aspect of brand versus demand?
While brand matters, too many Facility and Property Management founders make the mistake of focusing solely on building a brand when launching a business.
Instead, your first job should be to create demand for your product or service by focusing on getting people to buy from you.
In this episode, we'll dive into the importance of nailing your product before worrying about building a brand and how brand considerations can quickly become irrelevant without generating revenue.
Join us as we explore the difference between getting people to buy from you versus getting people to know about you, and why it matters for businesses under 10 million dollars in revenue.
Don't miss out on this important discussion that will help you focus your efforts and increase your chances of success. Tune in to the Facility Management Marketing Podcast now!
Creating a unique selling proposition (USP) for your facility management business can be difficult. Plus, with so many players in the industry, it can be challenging to differentiate yourself and stand out from the competition.
You’ll learn a proven, step-by-step system on how to create an irresistible offer that will attract potential clients and make your FM or PM business the obvious choice.
From identifying your target audience to determining your unique value proposition, you’ll learn everything you need to know to create a compelling USP that resonates with your ideal customers.
In addition, you’ll get access to some simple tips on crafting effective marketing messages and offers examples of successful USPs from another industry that you can adapt to fit your facility management business.
If you're struggling to generate leads and close deals, this episode is a must-listen.
By the end, you'll have a clear understanding of how to create an offer that sets your business apart and drives revenue growth.
Tune in now to learn how to create a unique selling proposition that will make your facility management business stand out in the crowd.
There is a messy reality of building and growing a business, from $0 to $125mm in revenue. If you take the time to look under the hood of various companies, you’ll quickly realize that every facility management business goes through chaos.
They are all messy, and dramatic, and have their own dumpster fires on a daily basis. Even businesses that seem buttoned up have their own struggles.
In this podcast, Javier shares his insights on the messy 90% of building a business from scratch, which isn't always talked about on social media.
He advises listeners not to let their perception of others occupy mental space, as it is not productive. Instead, he encourages them to keep waking up every day and working on cleaning their own house.
By acknowledging the chaos and messiness of the business world, this podcast helps facility management professionals stay grounded and focused on the hard work required to build and grow their businesses.
The marketing landscape is constantly evolving, and it's crucial to stay up-to-date with the latest trends.
Here are four key strategies to keep in mind in 2023.
Be human: People connect with other people, not with brands. Show your brand's human side by being relatable, authentic, and empathetic. Use language that is conversational and easy to understand.
Write like you speak: Ditch the corporate jargon and speak in a language that your audience can relate to. Use a tone that matches your brand's personality, and write as if you are having a conversation with your audience.
Create lifelike, less-scripted videos: Video is a powerful medium for storytelling. Create videos that showcase your brand's personality and authenticity. Avoid over-scripting and focus on capturing the essence of your brand and message.
Feature humans in your ads: People connect with people. Incorporate real people in your advertisements, and showcase their stories. This humanizes your brand and makes it more relatable to your target audience.
It's important to remember that all marketing is human to human. By focusing on being more human in your marketing efforts, you can build stronger connections with your audience and ultimately drive more business.
Tune in to this episode of the Facility Management Marketing Podcast to learn more about how to implement these strategies in your marketing efforts.
There are 6 common sales activities and mistakes that will have a negative impact on your Facility Management’s marketing efforts.
The number one mistake? Talking too much.
Plus, it’s critical to ask questions and listen to your prospects, rather than simply telling them about your product or service.
Other sales mistakes to avoid include discussing other customers, focusing too much on features and benefits, and over-explaining your process.
Instead, salespeople need to ask open-ended questions and truly listen to the answers.
By doing so, you can gain a deeper understanding of your prospects' needs and tailor your marketing efforts accordingly.
Tune in for more tips on how to avoid these common sales mistakes and improve your marketing strategy.
In this episode, you’ll learn four landing page tips that can help increase your sales.
Your landing page should have a clear and intriguing header/subheader. This will help grab the attention of your visitors and make them want to learn more about what you are offering.
By using social proof, it will help humanize your product or service. This can be in the form of testimonials, reviews, or case studies. Make sure that the social proof is placed above the fold, so it's visible to your visitors without them having to scroll down.
You can also include "curtain language" to entice your visitors. This means teasing your offer in a way that makes them curious and interested. Use words like "secret" or "limited-time offer" to create a sense of urgency and exclusivity.
Finally, you want to make it easy for your visitors to buy. This means having a clear call-to-action button that stands out on the page, and making the checkout process as simple as possible. Don't make your visitors jump through hoops to make a purchase, or they may abandon their cart.
By implementing these landing page tips, you can increase your chances of converting visitors into customers. Remember, your landing page should be designed to make the buying process as easy and enjoyable as possible for your potential customers. Stay tuned for more valuable tips on the Facility Management Marketing Podcast.
There are two main strategies for growing and succeeding in the facility management industry: building a marketing team and building a media company.
In this episode, Javier explores the benefits and drawbacks of both approaches and helps you decide which strategy is the right fit for your company’s specific goals and needs.
Whether you're looking to expand your reach, generate more leads, or increase your revenue, you’ll learn practical tips that can help you make the best decision for your IFM or Property Management business.
With years of experience in the facility management industry, Javier offers a unique perspective and actionable advice that can help you achieve sustainable success and profitability.
Tune in to learn more about each approach and which one may be the right choice for your business.
In the Facility Management industry, growth and profitability are crucial for success.
In this podcast, host Javier Lozano, Jr. shares his 9-Step System for unlocking revenue growth and achieving sustainable profitability.
From understanding your market to optimizing your sales funnel, this system covers all aspects of revenue growth for Facility Management businesses. By following these 9 steps, you'll be able to identify opportunities for growth, improve your sales processes, and achieve long-term success in the industry.
Whether you're just starting out or looking to take your Facility Management business to the next level, this podcast is a must-listen for anyone looking to increase revenue and drive profitability.
Join us as we dive deep into the strategies, tactics, and best practices that will help you unlock the full potential of your Facility Management business.
Looking to create presentations that captivate and engage your FM audience? In this episode, Javier Lozano, Jr. shares four proven strategies for crafting compelling presentations that achieve your objectives.
From understanding your audience to incorporating storytelling and visuals, you'll learn practical tips and techniques for creating presentations that leave a lasting impact.
Whether you're an IFM Sales leader looking to pitch a new service or a Marketing executive seeking to communicate key messages to stakeholders, this episode is a must-listen.
Tune in now to start creating more effective and engaging presentations.
In copywriting, your CEOs personal opinion (or non-marketers) doesn't matter. It's all about what resonates with your target market.
So, ignore their personal preferences and base your copy choices on research. Put your new copy in front of your market and see what they think.
It doesn't matter if you think it's too negative, too long, too short, or doesn't sound right. What matters is whether it converts.
Tune in to this episode of the Facility Management Marketing Podcast to learn more about why non-marketing colleagues’ opinion doesn't matter when it comes to creating copy that converts.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano, Jr. shares a 7-step ad copy framework that can help facility and property management companies create high-converting ad copy.
The framework includes seven questions that businesses should ask themselves to ensure their ads and content are effective in attracting and converting the right audience.
The questions range from whether the ad is attracting the right audience to whether it provides a reason for prospects to act immediately.
By answering "yes" to all of these questions, your ad can form a persuasive argument that will drive conversions and increase ROI.
Tune in to this episode to learn more about the 7-step ad copy framework and how you can apply it to your facility and property management company's advertising strategy.
In this podcast episode, I share insights and strategies for measuring the impact of your facility services brand on social media and beyond.
By tracking four key metrics, you can gain a better understanding of how well your brand is resonating with your target audience.
The first metric to consider is Branded Search Volume, which tracks how many people are searching for your brand name. Some simple and free tools to use are Google Ads, Google Trends, and Google Analytics.
The second metric is Brand Mentions, which monitor how often your brand is mentioned online. The best tool is using Google Alerts.
Direct Website Traffic is another important metric to track, as it can indicate whether your brand is becoming more well-known and trusted. You can monitor this metric using Google Analytics.
Finally, Social Media metrics like followers, engagement rates, and reach can also provide insights into how well your brand is performing on social media platforms.
With the help of tools like Hootsuite or Sprout Social, you can easily track these metrics and make adjustments to your social media strategy accordingly.
Tune in to the Facility Management Marketing Podcast to learn more about measuring your brand's impact and optimizing your marketing efforts for success.
A comprehensive guide for facility and property service providers who want to increase their sales and grow their business using LinkedIn.
In this episode, Javier walks through 14 proven steps to improve your LinkedIn profile and generate new business for your facility management company.
From cleaning up your LinkedIn profile to creating daily content, and using Calendly to start booking appointments.
The podcast also provides tips on directing people who ask questions to your training link and the importance of doing so to generate new leads for your business. The episode emphasizes the need to create a strong personal brand on LinkedIn and how it can impact your business's growth.
By following the steps outlined in this podcast, you'll learn how to leverage LinkedIn to boost your facility and property service sales and increase your business's success.
Tune in to the Facility Management Marketing Podcast to discover more effective strategies to improve your facility management business's marketing and sales.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano, Jr. explores the transition from lead generation to demand generation for facility management companies.
With a focus on sustainable growth and success, Lozano shares three effective strategies for making the switch.
The first strategy is a shift in mindset, emphasizing the importance of quality over quantity when it comes to leads.
The second strategy involves tracking and analyzing metrics to better understand what works and what doesn't in terms of demand generation.
Finally, he’ll discuss practical steps to implement demand generation tactics that will help your facility management company stand out and attract high-quality leads.
Whether you're a marketer or business owner in the FM industry, this episode provides valuable insights and actionable tips for taking your lead generation efforts to the next level. Tune in now to learn how to make the transition to demand gen and set your FM company up for long-term growth and success.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano, Jr. dives into why CMOs (Chief Marketing Officers) are becoming the future CEOs (Chief Executive Officers) of facility management companies. With the industry evolving rapidly, there's a growing demand for CMOs who possess a wide range of skills and expertise, from marketing and sales to leadership and strategic thinking.
Javier shares insights and strategies for CMOs looking to advance their careers and position themselves for leadership roles. He also discusses the importance of building a strong personal brand and creating a culture of innovation within the company.
Listeners will gain valuable insights into the changing landscape of facility management and the growing role of marketing in driving business growth. Whether you're a CMO looking to take the next step in your career or a facility management professional interested in staying ahead of industry trends, this episode is a must-listen.
In this episode, we’ll be discussing the top 3 branding strategies that can help differentiate your company and drive growth.
The first strategy is to define your company strategy. Understanding your company's mission, values, and goals is critical in developing a unique brand identity that resonates with your target audience.
The second strategy is positioning, which involves identifying your company's unique selling proposition and how it differentiates you from your competitors. By highlighting your strengths and the benefits you offer, you can position your company as the go-to choice in your market.
The third strategy is messaging, which involves crafting a clear and consistent message that effectively communicates your brand identity, value proposition, and unique selling points. By using the right language, tone, and style, you can create a powerful brand message that connects with your target audience and inspires them to take action.
By implementing these three branding strategies, you can differentiate your company and establish a strong brand identity that resonates with your target audience, ultimately driving growth and success in the facility services industry.
Tune in to this episode of the Facility Management Marketing Podcast to learn more.
host Javier Lozano, Jr. shares the top 6 strategies for effective distribution of your content.
From social media platforms like Twitter, LinkedIn, Instagram, and Facebook groups to community forums like Reddit and private networks like Slack and Discord, learn how to reach your target audience and drive engagement with your facility management content.
With these proven distribution ideas, you'll be able to maximize your content's visibility and impact, ultimately driving growth and success for your facility management business.
Tune in now to take your content distribution game to the next level
In this episode of the Facility Management Marketing Podcast, host Javier Lozano, Jr. shares seven proven LinkedIn Dark Social strategies that will help you win new business and boost growth in the industry.
The strategies include developing a strong company culture, adopting the right mindset, tracking and measuring your efforts, encouraging and enabling your team, incorporating gamification, effectively marketing and hiring talent, and being led by strong leadership.
Javier dives deep into each strategy, sharing practical tips and real-world examples that you can use to take your LinkedIn presence to the next level. By implementing these proven strategies, you can increase your visibility, grow your network, and win new business on the world's largest professional networking platform.
If you're ready to take your Facility and Property Management business to the next level on LinkedIn, this episode is a must-listen. Don't miss out on these valuable insights and practical tips that can help you achieve success and drive growth in the industry.
Looking to improve the visibility of your Facility Management website on search engines? Then you won't want to miss this episode! Join host Javier Lozano, Jr. as he shares the top 10 guaranteed SEO ranking factors that will help you drive more traffic, engagement, and conversions to your site.
Learn how creating quality content that addresses user search intent can improve your rankings, and discover how click-through rates, user experience, and page speed impact SEO.
Plus, find out why the title tag and content freshness are important ranking factors, and how building expertise, authority, and trustworthiness can earn your site higher visibility.
And that's not all - Javier also breaks down the significance of SSL encryption and how it can help boost your website's SEO.
Whether you're a seasoned facility management marketer or just starting out, these 10 SEO ranking factors are essential for any website looking to succeed in today's competitive landscape. Tune in to learn more!
In the highly competitive world of facility management, content marketing is critical for driving growth and success. But what skills are necessary for facility management leaders to create effective content?
In this episode, we cover the four essential content marketing skills that every facility management leader needs to master:
- The Subject Matter Expert: Understand your target audience and become an expert on the topics that matter to them.
- The Architect: Create a solid content strategy that aligns with your business goals and speaks to your audience.
- The Creative: Develop engaging and visually appealing content that captures your audience's attention and leaves a lasting impression.
- The Distributor: Promote your content through various channels to maximize reach and engagement.
Whether you're a seasoned marketer or new to the game, these essential content marketing skills will help you stand out from the crowd and drive growth for your facility management business.
Tune in to this episode to learn more about each skill and how to master them.
Are you looking to fast-track your marketing career in facility services? Then this episode is a must-listen for you. In this episode, host Javier Lozano Jr. shares his top 10 tips for success and advancement in facility services marketing.
From owning a number and solving problems to managing up and getting good at internal marketing, these tips are proven strategies to help you advance in your career. You'll also learn how to become a magnet, find peers, and see problems before they become problems.
By following these tips and implementing them in your daily work life, you can accelerate your career growth and become a leader in the industry. So, tune in now to learn how to fast-track your facility services marketing career with these proven strategies for success and advancement.
Looking to improve your Facility Management and Property Management LinkedIn profile?
In this episode of the Facility Management Marketing Podcast, host Javier Lozano Jr. shares 14 simple and actionable tips to help you build up your profile and attract more traffic to your page.
While these tips are effective, it's important to note that building a strong audience on LinkedIn requires consistency and dedication. This means writing frequently and engaging with your audience regularly. But don't worry, with these tips, you'll be on your way to becoming an industry leader in no time.
So if you're ready to start building your LinkedIn profile and connecting with Facility Managers and strategic partners, tune in to this episode and start implementing these tips today.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano, Jr. discusses the importance of storytelling in the facility services industry. He explains that storytelling can be challenging if you're not naturally creative, but understanding the different angles of a story can help.
Javier shares insights from some of the best storytellers in music, specifically hip-hop artists. He highlights Nortorisus B.I.G., Nas, Eminem, Jay-Z, and Tupac as examples of great storytellers. Listeners will learn how these artists use different techniques such as transformations, metaphors, show don't tell, wordplay, and vulnerability to craft compelling stories in their music.
While listeners don't need to be passionate about hip hop, Javier emphasizes that these artists have a skill that can be applied to telling better stories for FM or PM businesses. Understanding the art of storytelling can help facility services companies connect with their target audience and differentiate themselves in a crowded market.
Tune in to this episode to learn from some of the best storytellers in music and improve your storytelling skills for your facility services business.
Facility management is a complex and challenging field, requiring a combination of technical expertise and leadership skills. To be a successful leader in the industry, it's important to build a strong personal brand that reflects your values, skills, and knowledge.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano, Jr. explores the 3 key steps to building a strong personal brand, including understanding your unique value proposition, leveraging social media, and creating content that showcases your expertise.
Whether you're just starting out in the industry or looking to take your leadership skills to the next level, this episode provides valuable insights and practical tips to help you elevate your facility management leadership and make a positive impact in your organization.
With a focus on developing a winning personal brand strategy, this podcast episode is a must-listen for anyone looking to establish themselves as a thought leader in the facility
Are you tired of feeling like your marketing efforts aren't being heard or understood? Are you struggling to communicate your vision and ideas effectively within your facility management business? Look no further! In this episode of the Facility Management Marketing Podcast, hosted by Javier Lozano Jr., we explore the secrets and strategies of effective communication in marketing leadership.
Effective communication is a critical skill for any marketing leader. Whether you're presenting to your team, pitching to a potential client, or simply trying to get your ideas across, the ability to articulate your message clearly and persuasively is essential. In this episode, Javier will share his insights and experience on how to elevate your communication skills and become a more effective marketing leader.
We'll cover topics like how to tailor your communication style to different audiences, how to craft compelling messages that resonate with your audience, and how to manage difficult conversations. Whether you're just starting out in marketing or you're a seasoned professional, this episode will provide you with practical tips and advice to improve your communication skills and drive better results for your IFM business.
Don't miss out on this opportunity to unlock the secrets to successful marketing leadership. Download the latest episode of the Facility Management Marketing Podcast today!
Email marketing is an effective and cost-efficient tool that has the power to drive growth for your IFM business. The ability to reach out to prospects and customers directly, with a personalized message that resonates with them, is a key advantage of email marketing. In this episode of the Facility Management Marketing Podcast, hosted by Javier Lozano, Jr., we'll dive into the six most powerful reasons why you should incorporate email marketing into your IFM business growth strategy.
Email marketing allows you to build relationships with your target audience by providing them with valuable information and offers.
It's also a cost-effective way to reach out to potential customers. Compared to other marketing channels, email is significantly cheaper, which means you can reach more people without having to worry about breaking the bank.
Plus, email marketing is a great way to stay top-of-mind with your target audience. Regular email communication helps to keep your brand fresh in their minds.
Javier Lozano, Jr., will explore the six powerful reasons in greater detail, and give you the tools you need to get started with email marketing for your IFM business. Whether you're just starting out or you're a seasoned marketer, you won't want to miss this episode.
In the facility management and property management industry, having a successful Go-to-Market (GTM) strategy is crucial for growth and success. But what exactly makes a GTM strategy successful, and how can you create one that works for your IFM business?
In this episode of the Facility Management Marketing Podcast, hosted by Javier Lozano Jr., we dive deep into the secrets of a winning GTM strategy. From understanding your target audience and their pain points, to aligning your sales and marketing efforts and tracking your results, this episode provides practical tips and insights to help you create a GTM strategy that drives results.
Whether you're a seasoned marketer or just starting out in the industry, this episode is a must-listen for anyone looking to improve their GTM strategy and achieve success in the IFM and property management space. So join us for a journey into the world of GTM strategies and learn how to take your IFM business to the next level.
The Facility Management industry is a highly competitive space and standing out as a marketer can be challenging. While traditional marketing skills are crucial, there's one aspect that often gets overlooked - sales skills. In this episode of the Facility Management Marketing Podcast, hosted by Javier Lozano Jr., we explore the importance of sales skills for marketers in the FM industry and how they can make all the difference in driving successful marketing campaigns.
Join us as we dive into the key aspects of sales skills and how they complement traditional marketing techniques. From building strong relationships with clients to understanding their needs, we'll show you how sales skills can help you create tailored campaigns that generate results. Whether you're a seasoned marketer or just starting out, this episode is a must-listen for anyone looking to take their marketing career to the next level in the FM industry.
Unlock the secret to successful marketing in the Facility Management industry and start honing your sales skills today!
Are you looking to make a career move in the facility services industry and interested in finding your dream marketing job?
In this episode of the Facility Management Marketing Podcast, hosted by Javier Lozano, Jr, you will gain a comprehensive understanding of the job search process and how to achieve career advancement in the field of facility management marketing.
From determining when to start looking for a new opportunity to strategies that will make you standout as a top candidate, this episode will provide valuable insights and tips to help you stand out as a top candidate.
Learn how to effectively showcase your skills and experience, and what employers are looking for when it comes to finding the right marketing professional for their company.
This episode is a must-listen for anyone who wants to take their facility services marketing career to the next level. Whether you're just starting out or looking for a change, the information covered in this episode will give you a competitive edge and help you land your dream marketing job in the facility services industry.
Don't miss out on this opportunity to learn from the expert, Javier Lozano, Jr.
In this episode of the Facility Management Marketing Podcast, we dive into the importance of lead segmentation and how it can take your IFM marketing strategy to the next level. Not every lead is the same, and not every lead source is equal. However, many facility management and property management companies don't take the time to figure out which lead sources are delivering the most high-quality leads that eventually convert into closed-won business.
This episode will teach you how to take a data-driven approach to lead segmentation by breaking down leads into different channels, and then analyzing which marketing qualified leads (MQLs) turn into sales qualified leads (SQLs) and eventually customers. By doing this, you'll be able to predict your most successful lead generation and demand generation channels, allowing you to make informed decisions about how to allocate your marketing resources.
With a CRM like Hubspot, lead segmentation is easily implemented and can provide valuable insights into the performance of your marketing channels. Don't miss out on this opportunity to take your IFM marketing strategy to the next level and maximize your marketing ROI. Tune in to the Facility Management Marketing Podcast now and learn how to make the most of your marketing efforts.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano Jr. delves into the world of lead segmentation and how it can take your marketing strategy to the next level.
By understanding which channels deliver the highest quality leads, you can focus your efforts on the areas that are most likely to convert into closed-won business.
Learn how to implement this approach for your IFM or Property Management company and gain a competitive edge in the industry.
With a simple CRM like Hubspot, you can easily manage and analyze your data to make informed decisions about your marketing strategy. Don't miss this valuable episode and take your marketing efforts to the next level.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano Jr. shares his expert insights on creating SEO-friendly content that positions your IFM business as the authority in your industry.
With a 7-step framework, you'll learn how to create content that improves your search engine rankings and helps your business understand the value of a hyper-focused Go-To-Market (GTM) content strategy.
Whether you're just getting started with content marketing or looking to take your efforts to the next level, this episode is a must-listen for any Facility Management company looking to grow its business.
As Javier explains, the first step to achieving a marketing leadership position is to have a conversation with your leader about your goals as a marketing professional. He will share tips on how to express your aspirations and objectives, and how your leader can help you achieve them.
Once you have that conversation, the next step is to start thinking about doing more in your company. Javier will teach you how to take on responsibilities that align with the job you are aiming for, even if you are not getting paid more. By positioning yourself as a top candidate who is committed to achieving success, you will increase your chances of getting that promotion.
In addition to this, Javier will also discuss other options that can help you gain the necessary skills and experience to advance in your career, such as having a side hustle, running ads on social media or Google, and implementing an SEO or content marketing strategy. By stepping out of your comfort zone, you will not only gain new skills but also learn how to manage your time while growing the business goals.
Listen to the Facility Management Marketing Podcast to gain valuable insights and strategies for advancing your marketing career in the Facility and Property Management industry. With Javier's expert guidance, you'll be able to achieve your goals and grow your career in 2023.
Javier will explain, one of the keys to producing irresistible content is to focus on your ideal customer profile (ICP). In this podcast, he will share actionable insights on how to create content that speaks directly to your ICP, whether it's blog posts, LinkedIn posts, or even a podcast.
First, Javier will discuss the importance of understanding your ICP and what they are looking for in terms of content. He will share strategies for researching your audience and discovering their pain points, interests, and goals.
Next, he will teach you how to create content that addresses your ICP's pain points and interests, and how to use storytelling and other techniques to make your content more engaging. He will also explain how to use data and analytics to measure the effectiveness of your content and make data-driven decisions.
Listen to the Facility Management Marketing Podcast to gain valuable insights and strategies for creating content that stands out in a crowded market. With Javier's expert guidance, you'll be able to create irresistible content that resonates with your ideal customers and drives business growth.
Facility Management Marketing Podcast, is the ultimate resource for IFM professionals looking to create irresistible content that stands out in a crowded market. Hosted by marketing expert Javier Lozano, Jr., this podcast is dedicated to sharing strategies and tactics for creating content that resonates with your ideal customers and drives business growth.
Welcome to the Facility Management Marketing Podcast, the ultimate resource for IFM professionals looking to grow their business in 2023. Hosted by marketing expert Javier Lozano, Jr., this podcast is dedicated to sharing strategies and tactics that will help you increase sales and grow your facility services company.
As Javier will explain, one of the most effective ways to grow your business is by producing valuable content that encourages customers and prospects to engage and share. In this podcast, he will discuss the different types of content that can be used to achieve this goal.
First, he will talk about the importance of creating content that is private to your customers and provides them with a value-add for becoming a customer of your IFM business. This can include exclusive offers, industry insights, or behind-the-scenes content that is not available to the general public.
Next, Javier will discuss how to create content that educates and encourages prospects to engage with your business. This can include blog posts, podcast episodes, and social media posts that are designed to be shared and commented on. He will also discuss the importance of creating content that is easy to share internally, such as blog posts that can be passed along to co-workers.
Listen to the Facility Management Marketing Podcast to gain valuable insights and strategies for creating content that encourages engagement and drives sales. With Javier's expert guidance, you'll be able to take your content marketing to the next level and achieve your business goals.
As Javier explains, every IFM company should have an email marketing strategy that is set on autopilot. In this podcast, he will share the 3 important layers of email communication that your company can implement to maximize your conversion rates.
First, Javier will discuss the importance of creating a series of initial communication and sales emails, which will help your sales team communicate with leads quickly, when they're most engaged. Next, he will explain how to use a welcome series of emails to move leads further down the sales funnel. Finally, he will teach you how to use nurture emails to keep leads engaged and interested in your business, so that they know who to contact when they are ready to buy.
Tune in to the Facility Management Marketing Podcast to gain valuable insights and strategies for optimizing your email marketing campaigns and converting leads into paying customers. With Javier's expert guidance, you'll be able to take your email marketing to the next level and achieve your business goals.
Facility Management Marketing Podcast, helps facility and property service companies navigate the world of email marketing and other marketing strategies. Hosted by marketing expert Javier Lozano, Jr., this podcast is the go-to resource for IFM professionals looking to optimize their email marketing strategies and convert leads into paying customers.
Looking for expert insights and strategies for marketing in the facility management industry? Look no further than the Facility Management Marketing Podcast! Hosted by marketing leader Javier Lozano, Jr., this podcast is the go-to resource for facility management professionals looking to stay competitive in today's market, even during tough economic times.
As we all know, the current recession has forced many companies, including facility management companies, to make cuts in various departments - including marketing. However, as Javier will explain, cutting back on marketing efforts is not the answer. Instead, he will share actionable strategies for doing more with less, from budget to staff. He will also teach you how to track and measure key performance indicators (KPIs) that directly impact revenue, so you can get as close as possible to revenue.
If your marketing plans fail, don't worry. Javier will teach you how to fail fast and pivot quickly, so you can stay ahead of the competition. He will also stress the importance of not cutting back on your marketing efforts during recession, this is the time to gain transaction and separate yourself from the competition.
Tune in to the Facility Management Marketing Podcast to gain valuable insights and strategies for driving revenue and separating your company from the competition. With Javier's expert guidance, you'll be able to navigate the challenges of a recession and stay competitive in today's market.
As a facility services professional, you know that running a successful business requires staying on top of a wide range of tasks and responsibilities.
Marketing is just one piece of the puzzle, but it's a crucial one – especially in today's competitive business environment. If you're a solo marketing professional working for a facility services company, you may feel overwhelmed at times by the demands of your job. But don't worry – in this episode of the Facility Management Marketing Podcast, host Javier Lozano Jr. shares his expert tips for maximizing the efficiency of your solo marketing team.
By following these strategies, you can streamline your marketing efforts and make the most of your time and resources.
From prioritizing tasks and delegating where appropriate, to using tools and technologies that help automate marketing processes, Javier will show you how to get the job done right.
Whether you're just starting out in facility services marketing or you're a seasoned pro looking for ways to improve your efficiency, you won't want to miss this valuable episode.
Welcome to the Facility Management Marketing Podcast, hosted by Javier Lozano Jr. In this episode, we explore how you can grow your facility management business by adopting marketing strategies from other industries.
As a facility management professional, you may be well-versed in the marketing tactics and strategies specific to your industry. However, there is always room to learn from other industries and adapt their techniques to fit your business goals.
By looking at successful marketing strategies from outside the facility management industry, you can bring fresh ideas to the table and gain a competitive edge. In this episode, Javier shares practical tips and examples on how you can apply cross-industry marketing strategies to your facility management business.
From leveraging social media influencers to implementing customer loyalty programs, you'll learn how to effectively market your business to attract new clients and retain your current ones.
Don't miss out on this valuable episode filled with actionable advice on how to grow your facility management business through cross-industry marketing strategies. Tune in now and take your marketing efforts to the next level.
Welcome to the Facility Management Marketing Podcast, hosted by Javier Lozano Jr. In this episode, we'll explore how to leverage the power of social media to drive business growth and attract key accounts.
As a CEO of a facility and property management company, you may find yourself stretched thin with little time to devote to social media. But, as a marketing leader, you know that social media can be an invaluable tool for attracting large accounts and scaling your business.
So, how can you make the most of social media while still managing your busy schedule? In this episode, Javier shares a 7-step framework for leveraging your CEO's expertise and experience to create engaging and valuable content for social media platforms like LinkedIn.
By implementing this turnkey and duplicatable strategy, you'll be able to utilize your CEO's knowledge and success to drive business growth and stand out in the crowded facility and property management industry.
Don't miss this episode of the Facility Management Marketing Podcast for actionable tips on using social media to attract key accounts and scale your business.
Artificial intelligence (AI) software has exploded in popularity in recent months, with open source and free options like Chat GPT making it easier for businesses to create content. But is AI the right choice for your facility services company?
In this episode of the Facility Management Marketing Podcast, host Javier Lozano Jr. discusses the pros and cons of using AI technology to create content, post on social media, write white papers, and more.
Join us as we explore how AI can be used as a tool rather than the sole solution to producing amazing content for your business.
We'll also cover the four best ways to utilize AI technology without damaging your SEO or organic rankings on Google.
Don't miss this valuable episode on how to make the most of AI for your facility business. Tune in now to learn more.
Account Based Marketing (ABM) strategies are increasingly being adopted by successful companies as a way to acquire large, key accounts from big brands. But if your facility management company is still relying on traditional methods like cold calling to reach potential clients, it's time to consider a more targeted approach.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano Jr. shares four simple ABM strategies that any company can implement to grow their business.
From well-planned execution to long-term results, these strategies can be an invaluable tool for driving growth and success in the facility and property management industry.
Don't miss this valuable episode on how to effectively implement ABM strategies for your business. Tune in now to learn more.
If your facility or property management company is still using Marketing Qualified Leads (MQLs) as a metric of success, it's time to reconsider.
While MQLs were once a popular way to measure the success of a marketing team, studies have shown that this outdated model can be costly and demoralizing for businesses.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano Jr. shares 7 reasons why your company should stop tracking MQLs and move on to a metric that directly affects company revenue.
Don't miss this valuable episode on how to better measure the success of your marketing efforts and drive growth for your business. Tune in now to learn more.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano Jr. shares the ultimate framework for hosting successful webinars and live seminars in the facility and property management industry.
With this proven 4-part strategy, you'll be able to effectively sell your products and services, close more deals, and take your FM business to the next level.
Tune in now to learn the secrets to hosting successful webinars and seminars and drive growth for your business.
In this episode of the Facility Management Marketing Podcast, host Javier Lozano Jr. shares the ultimate framework for hosting successful webinars and live seminars in the facility and property management industry.
With this proven 4-part strategy, you'll be able to effectively sell your products and services, close more deals, and take your FM business to the next level.
Tune in now to learn the secrets to hosting successful webinars and seminars and drive growth for your business.
That old blog you wrote 3 years ago… Optimize it. Make it better. Maybe you add more content. Maybe you add some anchor tags, cross-link it with other blogs and content. Or webpages. Improve the images.
There’s a strategy to optimize old blogs you may have written 12+ months ago. The same goes with web pages you have that may be part of your service offering. Either way, in 2023, your Facility Management marketing team should take the time to update content and optimize.
Learn how I’m doing it with some simple tips to move you in the right direction.
Marketing isn’t just “great ideas”... Or hats… pencils… tradeshows… t-shirts… flyers… and other dumb things.
Marketing is also tracking metrics and understanding your numbers.
There are certain channels that generate more revenue for your Facility and Property Management company than other channels… Which one are they? And, do you know how much?
There are certain channels that generate less leads… but deliver the most revenue, but take longer to close. What’s the data there?
Where I’m coming from is that if you can break your numbers down even more and get more granular with your ads… well… things start to change.
In this podcast episode I share how we’re doing that with my company as I head the Marketing department into 2023.
Credit card companies essentially give you a loan every month, for free, as long as you pay it back within 30 days. One of the best ways to leverage cash.
Now, what if you took that same concept and used it to fund your Paid Acquisition strategy for ads on Google, Facebook, LinkedIn, TikTok, etc?
And, not only if you took that same concept, you continued to increase your budget EVERY month without “dipping” into your bottom line. In essence, having your customers pay for your customer acquisition.
Now, this theory can work, but it takes some planning and understanding of your metrics.
Learn how I’m doing this for our company.
If you are currently running a paid social marketing strategy for your Facility Services company, but it hasn’t been performing well…
Or… your company has NEVER run a paid social campaign before… then this is a great podcast to listen to.
In this episode I share exactly how to revamp and improve your paid social marketing strategy. Everything from the key metrics to track to how to implement this strategy within 90 days.
Content marketing isn’t just blogs. Or podcasts. Or social media. It’s all of that… and then some.
Emails. YouTube. Video. Events. Webinars.
If you have content to share… somewhere… then it should be classified as content marketing.
Now this 4-part content marketing framework is essentially a fail proof strategy. It will help any facility or property management company properly execute, implement, optimize and improve their content marketing strategy.
Posting on Social Media is almost it’s own animal. You can’t approach a social media posting strategy the same as you would an email strategy. Or a blogging strategy. Or even a webinar strategy.
Heck, you can’t even apply the same posting strategy on 4 different social channels.
Each social media channel is it’s own animal as well.
In this episode, I share 4 simple tips that any facility services company can implement quickly and effectively to get better results on their social media posting strategy.
And yes… there’s a strategy to it.
There are 4 main functions to a properly written headline. These functions have proven to deliver higher quality leads to your IFM business. And, eventually allow your sales team to close those leads.
However, if these 4 functions are not used correctly in your headline creation – you’ll loose every chance of even striking a conversation.
A headline is almost like your “elevator pitch”. If you can’t sum up what your business does in 30 seconds or less you’ll never get a follow up question.
Headlines are the same… but much shorter. If you can’t sum up what you do, who you serve, and how you do it… in under 10 words… well… you’re dead in the water.
We are all guilty of consuming so much knowledge that we take it in… then do nothing with it. We all want to be students of the game. Students of an industry. But, we’re all afraid to become the teacher. We’re all afraid to hit the “publish” button. We’re all afraid to voice an opinion that may draw attention… and negative at that.
Today I’m telling you that in order to grow your Facility Services company, you need to stop consuming content (except this podcast) and start publishing frequently.
And, if you’re afraid of sharing your knowledge, I’ll tell you a few stories to help you get around that.
If your Facility Service Company is not focused on Brand Marketing, then you’re missing out on an opportunity to establish your business (and your personal brand) as the leader in the IFM or Property Management space.
In this episode I share 10 things I wish I knew (or did) with branding…. 10 years ago. And, keep in mind, I only started the “brand play” about 4+ years ago. And, boy am I happy I did.
I’ve made connections and gained business because I built up my personal brand, which rubbed off into the brand for my current CMO role.
If you have a Facility Management company and you don’t have a podcast today, you’re leaving thousands (if not millions) of dollars on the table.
In this episode I share 9 reasons why IFM company needs to have a podcast. And… let’s be honest. There are PLENTY of ways to monetize on a podcast.
Enjoy!
The key to having a successful marketing department is to script your marketing campaigns and strategies ahead of time.
In this episode I share why you want to play offense with your marketing strategies and not always defense.
If you want to have a successful attempt at launching marketing campaigns, initiatives, etc – then you need to follow 1 (or all 4) marketing strategies mentioned in this podcast episode.
I share the exact 4 strategies (and some tactics within those strategies) that have made me a successful CMO. And, these strategies have been proven to work in the facility and property management industry through some previous marketing implementations.
A successful marketing plan isn’t just a great idea. Even better… a successful facility services marketing leader doesn’t just create cool things…
Marketing sometimes is just a bet, based on theories. Better said… marketing is the act of creating a hypothesis that supports your theory which will eventually impact your sales pipeline and directly grow company revenue.
So, how do you create a marketing hypothesis for your facility or property services company??
Easy… go back to your 6th grade science class. Or… just listen to this podcast :-)
Possibly the most controversial topic, but your facility services company shouldn’t have a VP of Sales and Marketing. They should have a VP of Sales. Then have a separate hire as the VP of Marketing.
In this podcast, I break down how combining Sales and Marketing into 1 department and 1 leader is not only hurting your FM business, it’s wasting valuable resources, time, and money.
As a facility management marketing expert I track all sorts of metrics and KPIs for all of our marketing strategies.
Yes, they are a ton of numbers to track. But, these numbers allow us to understand if we need to add more fuel to a strategy that is crushing it for us, while also placing a hold and pivot on other areas.
However, with all these metrics we track – there are only 2 objectives that your CEO is going to care about. This podcast episode will share them with you.
If you’re an aspiring marketing leader in the facility services industry, then there are 5 areas you should focus your attention on to ensure your marketing initiatives are successful.
As a CMO of an emerging tech company, I always focus my attention on these 5 areas because it not only keeps me accountable, but demonstrates to my CEO that our strategies are working as planned.
And, if they aren’t working, it gives us feedback to make better decisions and pivot into a new direction.
Back in December 2020 I took on an Inc 5000 client in the facility services space. In a matter of 18+ months I helped this company increase their website traffic by over 700%.
This podcast episode gives you the exact steps I used to achieve this type of success that has helped them close multiple deals… all through organic traffic.
As a marketing leader (or aspiring) in the facility services space, sometimes it’s difficult to get, listen, articulate, and implement feedback from the sales team.
A lot of the time it’s unmerited. While other times it’s super helpful. But how do you balance it? What type of feedback should you accept?
Here’s the thing… feedback from a sales team shouldn’t dictate the direction or strategy that has been laid out for your FM business. This podcast will help you navigate these challenges with some actionable items.
Marketing has a new metric called ROAS – return on ad spend. Essentially it’s what the company makes after the cost of running a specific ad or campaign.
However, the challenge with calculating ROAS is that it requires a TON of money spent on ads before you can find a reliable number.
This podcast breaks down how our team was able to evaluate dozens of ads on different channels and get an 8 to 1 ROAS.
In this episode I share 3 simple strategies that will help you create and find your dream customer in the facility and property management industry.
Honestly… it’s pretty easy to implement and execute too.
Plus, having a clear understanding of your ICP (ideal customer profile) will also improve your marketing focus and direction. Creating a strategy becomes easier and executing is as simple as hitting play on your phone.
If your Facility Management company focused on growing your email list over the next 12 to 24 months – the challenges of cold calling, getting new leads, generating new business, etc will almost be solved.
And email list is like a secret way to printing money that you can depend on.
Learn how I grew my email list over the course of 10 years and what it generated for my business.
Disney is the perfect example every facility and property management company should model their services after.
Disney shares an experience that is 2nd to none. And, many of us have been there too.
However, not many IFMs are willing to deliver the same level of service as a Disney would.
Imagine if your business stepped up and gave that level of service…? What could that do for your business?
We all listen to experts. In sports. On the news. At school.
If you’re an expert, people will listen.
But, how do you position yourself as the “go to” expert in the Facility Services industry?
It takes time, but it can be done.
And, when you’re positioned as the “go to” expert, Facility Managers will pay top dollar for your services because you’ve cornered the market.
A few years ago, my business was featured in the news because I followed this really simple process to get interviewed by a news anchor.
That interview became the focal point of my marketing strategy for my business for several years to come.
Why?
Because it created authority and trust.
This same strategy can be used for every Property Management and Facility Management company that wants to be featured in their local news station.
Not only can this become free publicity for your IFM or PM business, but it can create a new level of trust within your community.
Enjoy the episode.
Sales wants more leads. So, then marketing begins to generate more leads.
Now sales wants better QUALIFIED leads. And, now Marketing has to create yet another layer to help bring in better quality leads.
It’s an ongoing challenge between sales and marketing.
So, what’s a qualified lead???
Well, it can be different for everyone. It depends on what your business model is as a Facilities Management company.
For some reason, everyone has an opinion about how marketing should do things. What they should say. What channels to focus on. And more.
Yet… those same people won’t tell Finance how to manage their books. How Operations should improve their efficiencies. How engineers should code a website. Or how sales should talk on the phone.
Weird, right?
So, why is everyone a marketing expert with no real life (or proven) experience in marketing???
I’m not sure either.
With that said, I believe Facility Management leaders that carry a marketing role should be selective on who they listen to and what they allow into their heads… otherwise, it can affect their performance.
This one little email hack can help your IFM business improve your messaging, create better arguments, and assist your Sales team close more deals.
Yet, it’s overlooked. Even by me at times.
If you’re a CXO, Founder, or senior level FM leader, then positioning yourself (yes, you) is a critical piece to the puzzle of standing apart and growing your business.
This concept is called the Attractive Character.
And, it’s used in movies. Sports teams. Online brands. Franchises. Fortune companies… and more.
But, almost no one in the Facility Management or Property Management industry is using this powerful strategy.
In theory it’s easy to launch. However, with some dedicated focus, planning, and strategizing, creating an Attractive Character will not only help your business grow and scale, but blow your competition out of the water.
Over 90% of people read online reviews.
And, that includes the Facility Managers that are researching IFM's and service providers to help manage their properties.
Even though your business is strictly B2B, these HUMANS are reading your company's online reviews.
And, if your IFM does NOT have online reviews, you could be leaving money on the table. A whopping 9% could go into your bottom line if your business focused on generating and improving online reviews.
Here's how to have online reviews help your Facility Management company sell more.
One of the toughest challenges you need to face as an IFM leader is making your first marketing hire.
Sometimes, your first marketing hire is simply an agency. Other times it’s a Marketing Coordinator.
So, here are the pros and cons to hiring a marketing agency AND the pros and cons to keeping marketing in-house for your facilities business.
Yes, there is a world where one approach is better than the other. And, there’s a world where a balance of the two may work.
But, the most important part, before hiring an agency or bringing marketing in-house is what’s shared in the first 5 minutes of this podcast.
Posting on social media is probably one of the best marketing strategies your IFM business can implement. However, how do you create a content calendar that avoids you from having to manually post content on a daily basis.
By following this framework, not only are you going to learn how to post up to 100 posts over a span of a few days, but also how to quickly create social media content that people want to read and engage with.
Warning… only listen to this podcast if you’re committed to leveraging social media to grow your IFM’s brand. Otherwise… move on.
I get this question all the time… “Javier, what’s your current marketing stack?”.
Or… “what marketing stack would you recommend for my Facilities business?”
Well, that’s an EASY answer.
In this podcast, I share the 13 marketing tools I use daily to execute my marketing strategies and how each one can help your Facilities Services company dominate the competition and stay organized.
The debate between long sales copy vs short sales copy continues… and its no different for the facilities management industry.
Too many facility businesses are afraid to write long copy because they believe “people don’t read anymore.” Whiles others write short copy because they see other big name brands do the same thing.
However, there is a world where long copy is more effective than short copy… as well as short copy is more effective than long copy.
But, when do you use the different copy styles? Which is more effective for your Facilities Management company?
Listen to this podcast to determine the best copy strategy for your IFM business.
Here are 7 reasons why your Facility Services company needs to hire a fractional CMO (Chief Marketing Officer) as your next hire.
Not only will a seasoned fractional Chief of Marketing help your IFM company build a strong marketing strategy, but they will also assist in helping your company execute the strategy correctly, while placing the right resources to do the tactical precisely.
Cold email is possibly one of the most underutilized marketing and sales strategy – yet the one that is also the most screwed up strategy when executing.
If you’re a facility management company looking to entertain cold emails, but not sure where to start, this podcast will help you navigate cold emails.
Cold emails is an extension of your Business Development Rep team. Cold emails can be a great way to test new strategies. And, cold email can be more efficient and cost effective than hiring an outbound sales team.
Also, in this podcast, you’ll learn how I build lists for cold emailing at a cost that is better than buying a list of contacts.
Creating a content calendar for your Facility Maintenance blogs is possibly the most efficient way to leverage your time and resources.
This strategy will teach you the frameworks I use to write blogs on a weekly basis without spending countless hours every week trying to figure out what to write.
In addition, I share the best strategy to post these blogs automatically, so you can focus your attention in other areas.
Not only was this strategy used during my days at CMI Mechanical in the Facility Services space, but I also use this exact framework in my current role.
One of the biggest challenges an Integrated Facilities Management company faces is balancing a dual marketplace. Not only do they need to capture new customers on a monthly basis, but they also need to get new vendors to fulfill the contracts they just acquired.
One of the toughest tasks as an IFM is finding high quality vendors to handle work orders you send their way.
Here, I’ll teach you how I grew our 800+ vendor list of commercial HVAC contractors to 30,000 in a matter of weeks.
This strategy allowed our sourcing employee go from setting up 5 or 6 appointments per week to 6+ appointments per day. And, having contractors book appointments while on lunch break or overnight.
So, if you’re wanting to grow your vendor list, don’t miss this episode.
The term “marketing automation” has become a staple in nearly every SaaS business looking to scale.
However, Marketing Automation hasn’t really taken off in the Facility Services industry.
Why???
I’m not sure. But, what I can say is that implementing a this type of tool won’t just make your sales and marketing team work more efficiently – it’ll increase your company’s revenue too.
Now, there are all sorts of SaaS based tools out there, such as Sales Force, Pipe Drive, Hubspot, InfusionSoft / Keap and more.
But, which one is the best? Which one will help you scale your IFM business to the next level.
In this episode I share my favorite marketing automation tool, how we use, and why I love this particular tool over others.
Writing emails can be very challenging for any business. Especially if you don’t have a framework to follow.
Some of the biggest challenges many IFMs face is how to come up with content for these emails.
And, yea, writing 52 emails can be daunting and overwhelming.
But, a few weeks ago I made a LinkedIn post sharing exactly how I was able to write 12 months worth of email marketing content in a matter of weeks for a Commercial HVAC company back in 2019.
And, how we’re following the same strategy in my current role as CMO of Wrapmate.
This simple nurture email marketing strategy won’t just help you find the content, it’ll help you how to structure the emails too.
Most Facility Management companies do a horrible job marketing their business for conferences and trade shows such as IFMA, RFMA, Connex and more.
But why? Why are these IFM businesses doing such a poor job to stand out?
And, how can they change this?
Well, I can tell you, doing the same thing every year isn’t gonna help. And, doing what other IFMs are doing isn’t going to help either.
So, when everyone Zigs… you should… ZAG.
And, this podcast will give you some ideas of exactly HOW to ZAG for your next conference or trade show.
Many Facilities Service Providers may take a variety of stabs at marketing their business, services, technology, and more.
However, this one strategy is possibly the worst attempt to “marketing” your IFM business.
Not only will this marketing strategy dilute your brand, but it will confuse your prospects.
And, a confused mind never buys.
In this podcast episode, I share exactly what NOT to do when implementing new marketing strategies for your facility management company. But, I also share how to best avoid this common mistake with a better approach.
Every facilities business is looking for a shortcut, hack, or strategy to move more sales opportunities over the finish line and into Closed Won.
Honestly – that should also be the goal for all marketing leaders in the IFM space.
But, how do you move more Sales Qualified Opportunities to Won Deals?
And, how do you do it with LESS human power and more automation – without it making look like it’s automation.
Well, that’s why I’ve created this thing called an SQO Sales Sequence.
This strategy is designed to move Sales Qualified Opportunities closer to the finish line and into Closed Won.
This podcast will teach you exactly how we’re doing this at Wrapmate and why it will work for your facilities business.
How I landed this multimillion dollar Facilities Management deal for a commercial HVAC company is sorta crazy, but shows you how efficient it is to create a sequence of touch points.
In the podcast I share WHO the company is… and how I got the VP of Facilities to call me… after initially rejecting me after the Connex (formerly PRSM) trade show.
And, thanks to Tyler M. from Southland Industries for asking this question via LinkedIn. Shoutout to you and your team.
The other day, I had an aspiring marketing leader in the Facility Maintenance industry ask me how to quickly achieve success in their new role.
I was able to break it down to 8 key steps.
These steps have helped me success as a facility management marketing expert and crush my expectations in my new role at Wrapmate.
And, when you model this exact framework for marketing leadership success – you’ll crush it too.
If you’re looking to infiltrate and influence a certain group of Facility Managers and other future customers, following this cool concept is a game changer.
In this podcast episode I teach you how I used the Dream 100 strategy to not just grow a podcast, but win business from my guest.
Plus, how you can work your way in to being recognized by your most ideal customers.
And, if you have both Sales and Marketing executing on this strategy, your Facility Management company will truly benefit from it.
I get asked by several different Facility Management leaders which marketing metric is the most important to track.
Each metric is important.
But, calculating CAC could possibly be the #1 metric to track the success of your marketing strategy.
Why?
Well, you’ll have to listen to this podcast. I’ll share exactly how we are doing it at Wrapmate and what you can do for your IFM to calculate CAC.
Have you ever charged your clients to share a testimonial or case study?
Probably not. Who would do that?
Well, we did.
But, we did because we were also offering over $165k worth of advertising that came along with their 2 minute testimonial.
Can this be done for your Facility Services company? Sure.
But, that’s not the goal. It’s the assets that you get from these testimonials.
Checkout this episode to learn exactly how I pulled this off. And, made these testimonials where we were losing money and flipped the script.
I see this all the time, but marketing and sales bicker at each other like siblings.
But, if you want your Facility Maintenance company to succeed beyond your wildest dreams, then you need to make sure that both Sales and Marketing are on the same page.
They need to be in sync.
And, if they aren’t… you as the facilities leader need to figure something out.
By making sure Marketing and Sales are on the same page you’re guaranteeing a higher chance of success.
Here’s exactly what I did to make sure our SVP of Revenue and Growth at Wrapmate was on my side.
This strategy will help your IFM get both departments in sync… fast.
Too many executives in the facility services industry misuse marketing automation.
Better yet, they believe marketing automation, such as emails, SMS, and call tasks are worthless.
And… that can’t be further from the truth.
In this podcast episode, I share exactly how our 2 person sales team manage 4k leads per month with marketing automation. And, they close several deals per month because of these new efficiencies.
Yes… you need to implement this strategy because your Facility Services AEs will thank you. And, you’ll be able to make more sales with less touches.
It was January 31st, 2022… my first day on the job as CMO of Wrapmate. After several meetings and an analysis of our current marketing “strategy”, I realized we needed to create a proper Q1 & Q2 Marketing Strategy.
But how? I’ve only been on the job for less than 8 hours.
Well, I followed this framework that was taught to me in an exclusive B2B Leaders Marketing group I’m a part of.
After reviewing the blueprint, I made it work for me and our company at Wrapmate.
6 days later, I had a fully flushed out Q1/Q2 Marketing Strategy. Yea… it was that easy and that quick.
This marketing strategy framework is perfect for any facility management company that is trying to dial in their marketing approach. Campaigns are important. But, a strategy that has levers and tactics is even more effective.
Plus, this framework was created by a former CMO of 2 SaaS companies.
There are all sorts of marketing tips I can share that will help put your facility services business into hyper-growth mode.
Some will work perfectly and instantly, while others will be slow and methodical. But, every marketing strategy I implement and follow has been thought through.
And, since I get asked all the time "hey Javier, what are your top 3 marketing tips for an IFM company to follow?"... I decided to share them in this episode.
Now, your millage may vary. At the end of the day, marketing works with 2 simple ingredients. The most ideal strategy that supports the company goals. And proper execution.
If you can't execute -- no marketing strategy will work. And, if you don't have a properly laid out strategy, execution will be useless. So, use these 3 marketing tips as a way to help create your strategy and execute it properly.
Enjoy!
Most Facility Service Providers don’t know what direct response marketing truly is. However, they probably see it every day and have experienced it in one way, shape or form.
Direct response marketing is one of the few marketing strategies that allow you to measure the success of your marketing efforts.
But, how it’s executed makes a huge difference.
In addition, direct response marketing is leveraging sales copy and using it as your “sales team”.
But, most Facility businesses aren’t using it, or don’t know how to implement it. Or… even where to start.
Well, in this episode, we share some of the legends of Direct Response marketing, why you should study them, and how to use their strategies for your FM company.
Today, there are 2 types of marketing beliefs…
1) Demand Generation
2) Lead Generation
There are people that will argue that Demand Gen is the best way to get better leads with high intent.
While others will say that Lead Generation is the holy grail to marketing and can help you scale your business quicker.
Both are right.
But… what is Demand Gen? What is Lead gen? Which strategy is right for your Facility Management business at this current juncture?
In this episode we’ll talk more about the 2 different strategies and how to best implement each one based on your FM business goals and current situation.
For some reason, no one is using lead magnets in the Facility Management industry.
Why?
Probably because they don’t know how to create one. Or they don’t know what it is. Possibly it’s because they think it's too complicated.
This episode will teach you more about creating a lead magnet for your FM company, why it’s so important, the value of creating them, and how you can make MORE money by simply adding it to your website.
You’re a Facilities expert, right?
But, if you’re an expert why aren’t you showing, telling, sharing your expertise?
In this episode you’ll understand HOW to become an expert, build the confidence to talk about your expertise, what it takes to actually place yourself as one, and more.
More importantly, using this Expert strategy will create a following that is captivating.
This strategy can truly move your Facilities Maintenance business in a different direction.
Every successful marketer has a few go to books they always refer to when they start a new marketing campaign, implement a different strategy, or need some ideas to execute a tactic.
Here are my top marketing books, today, that I reference on a daily basis.
These marketing books can EASILY carry over in the FM business because the concepts are “evergreen”. They are agnostic from the industry. They are effective when no matter what space you’re in. You just have to be creative enough to implement it.
These books have shaped the way I create strategies, launch campaigns – or simply help me spur some ideas when I’m in a rut.
Offer creation is an underestimated skill by most Facility Service Providers.
When you create an offer you not only set your business apart from your competition, you become incomparable.
But, what’s a good offer in the Facilities space?
What type of offers could you create?
What is an offer?
All of these questions can be challenging, but this podcast will help you better understand the importance of offers and how they can be a game changer for your IFM business.
I was once told that copywriting is sales at scale.
Think about that…
If you understand how to write persuasive sales copy, it’s as good (if not better) then having a sales team making calls daily.
So, how do you improve your copywriting skills?
This podcast will share a few different strategies that some of the best copywriters have used to sell their services and products.
The key… finding an angle that tells a story which builds a problem and is solved by your Facility Services business.
When business owners ask me to evaluate their website, I typically use this Website Framework to help explain the parts they are missing and the areas that can use improvements.
The best part about following this Facilities Services website framework is that it can be created like lego pieces. Modular. And, you can do it for nearly ALL of your website pages.
Not only does this make your team more efficient, but also improve your website strategy.
Part 2 of 2
When business owners ask me to evaluate their website, I typically use this Website Framework to help explain the parts they are missing and the areas that can use improvements.
The best part about following this Facilities Services website framework is that it can be created like lego pieces. Modular. And, you can do it for nearly ALL of your website pages.
Not only does this make your team more efficient, but also improve your website strategy.
Part 1 of 2
If you follow this Content Marketing framework, your blogs on your Facilities Management website will begin to rank... quickly... and possibly in the top of the SERPs.
And... I can almost guarantee NONE of your competitors are doing this strategy. So, the likelihood of your FM business crushing it... is really high.
So... my new career path with this NEW tech company will help your facilities maintenance company improve your overall marketing strategy.
Guaranteed.
Across the board... most B2B companies are HORRIBLE at executing email marketing. It's BAD!!
The excuses are rampant on why "email marketing doesn't work" either.
From "I don't like it, so therefore we don't do it..."
Or, "I've done before, but no one reads or opens our emails..."
And, "email is dead..." (eye roll emoji)
In reality, though, the reason email marketing doesn't work for your Facility Services company is because it's done wrong.
Yes, there is a strategy on how to properly execute email marketing. And, if your company creates this strategy (and executes to a T), then generating 5 to 6 figures annually (possibly monthly) JUST from email marketing is 100% possible.
I love watching the Super Bowl... and I LOVE watching commercials.
It's so bad that I'll rewind commercials, I'll look for ads on my social feed, and I'll pay attention to the nuances within the ads.
This Super Bowl was no different.
However, my favorite commercial this year during the Rams vs Bengals Super Bowl isn't what you'd expect.
In this episode I'll share why this particular commercial wasn't just the best... it's possibly the best ad in Super Bowl history.
But, you gotta listen through the entire episode to understand WHY I believe it's the best ad ever created.
Enjoy.
Many facilities service providers miss the mark on this 1 marketing concept. But, I don't blame them.
Why...? What is it??
If you're like other FM service providers that goes to these national conferences and trade shows we can all agree that you're all sharing the same leads. They aren't truly YOUR leads.
I've seen businesses grow from zero dollars to over $100M in revenue in 5 years by focusing on this one thing.
Some of the top marketing gurus do this so well you don't even realize you're falling in to their "trap".
Plus, I would argue that this one piece of asset is possibly your most valuable asset of things within your business. I'm not saying employees aren't valuable. Or customers. Or anything like that. But, this one asset carries so much weight and can change the projection of your business.
Yea... I said it.
There's a secret marketing strategy that us high-level marketing experts use to help us pay for our marketing efforts, and run ads for free.
Yes... it's possible.
It's not a pipe dream either.
Honestly, it's all about how you structure your offer. And most Facility Maintenance companies are setting up their offers incorrectly.
And, when your offers are done wrong, you have to dig into your pockets every month and run ads by throwing money into a bottomless pit. After awhile that gets old and most IFM's will stop running ads and simply build their business through a traditional sales org.
But, what if I told you that there was a way to run ads for free. Where the cost of your ads are getting covered every month.
The top marketers in the world are using this strategy, and I'm here to teach you how it's done.
If you've attempted to launch a paid social ad on LinkedIn or Facebook for your FM business -- it's really overwhelming.
Actually... it's really confusing. And, I've been doing paid social for nearly a decade now!
From figuring out what type of campaigns to run, to what to write, to who to target, to figuring out the creative (image/video)... and so much more!
In this episode I give you the foundation that you can use to run paid social media ads for your Facilities Management business.
This foundation can be used for nearly any social channel... you just gotta make sure your audience is hanging out there.
I learned this strategy from reading a book a couple of years ago. And... it's changed the game and approach on how I create marketing strategies and content.
It's literally changed everything for me.
I write my LinkedIn posts differently.
I write my blog posts differently.
I write my emails differently.
I write my sales pages and ad copy differently.
This marketing strategy has improved my skills as a marketing leader. And, I can guaranteed that NO ONE in the Facilities Management industry is using this strategy.
I promise.
Look... if you hate money, then don't run paid ads for your Facility Management business.
Running any form of paid ads, whether it's on Google, LinkedIn, Facebook, Tik Tok (you'd be surprised), Instagram or any other digital channel should be part of your marketing strategy and business growth.
Why?
If filling up your sales pipeline and acquiring leads on demand is important to your FM company -- then paid ads is critical for your company.
In this episode, I explain the many benefits of running ads on several digital channels and how it can help grow your FM brand.
Look... I understand... running paid ads is really confusing.
It used to be that all you needed to do was pay a couple grand (or more) to a media publication company for a 3 to 6 month ad, they'd design the ad, and you approved it.
And, not that those days are over -- but with digital marketing changing so much -- running Google Ads for your FM business is tough and confusing.
In this episode we discuss how to do keyword research so you aren't wasting money. The importance of a landing page for your ads (and how to structure them). How to use negative keywords so you don't get found for keywords that don't mean anything to your business. And, this whole thing about conversions.
Checkout this episode if you're interested in learning how to properly structure a Google Ads campaign... or simply get a better understanding before committing to this strategy for your Facility Services business.
Here's the thing about social media that so many B2B companies get wrong. And I see it carry over into the Facility Maintenance world too.
People (and companies) use social media... and aren't... social. Yea... I said people. Your social media activity should be by you. Not just the company.
In this episode, I share the different strategies you should use for your social media marketing approach.
It becomes a place where companies just barf up information. Stuff that adds no value or many folks aren't excited to learn about.
In this episode I walk you through some basic strategies that are designed to help you get more engagement and better results while on LinkedIn, Facebook, or any other social platform you use for Facility Services.
You've probably heard of the term SEO or Search Engine Optimization... but what does it really mean, how does it work, and does it really matter.
So, how does SEO work? Will SEO work for your Facility Management business? Can you do SEO on your own?
There are so many questions about SEO -- yet people act like they know exactly how it all works.
Listen to this podcast to learn a bit more about SEO by getting the basics. Then figure out if hiring an SEO company is worth it or maybe keep this marketing strategy in-house.
This is part 2 of a 2 part series about SEO basics.
You've probably heard of the term SEO or Search Engine Optimization... but what does it really mean, how does it work, and does it really matter.
So, how does SEO work? Will SEO work for your Facility Management business? Can you do SEO on your own?
There are so many questions about SEO -- yet people act like they know exactly how it all works.
Listen to this podcast to learn a bit more about SEO by getting the basics. Then figure out if hiring an SEO company is worth it or maybe keep this marketing strategy in-house.
This is part 1 of a 2 part series about SEO basics.
As a Facility Management leader, you're probably always looking for ways to get FREE traffic to your business.
Well, you're in luck -- cause Google wants to send you FREE traffic to your website.
A few years ago, Google came out with a service called Google My Business, which has now changed to Google Business Profile.
Either way, the platform is still the same.
By optimizing your Google Business Profile to the fullest extent, Google will help push traffic to your website.
In this mini directory you can share your business services, hours of operation, images and videos of your FM company, mini blogs, set appointments, and more.
Follow this podcast and you'll realize what you may be missing... or how to better optimize your Google Business Profile.
In this episode I share how FM businesses can create a brand worth following.
A Brand that is beyond how long you've been in business. Or the colors on your website. And even your logo...
Your brand is way more than all of that.
So, when we talk about your brand we're going deeper. And, this is the stuff that wasn't taught in college.
Are you ready to build your brand?
If you can tell a captivating story, then you'll capture the attention of your friends and family.
But telling a story can be really difficult. Especially the story about your business.
In this episode, Javier teaches you a simple, yet effective 7-step framework that will help tell the story of your Facility Management company.
This framework will work for ANY business -- but he has live examples of how it can be used in the facility world.
And, by building a branded story framework, you'll no longer have to compete on pricing, services, coverage, etc. You'll begin to compete on areas that your competitors can't even touch because of your company story.
Everyone has an origin story. If you don't have one... well... dig deep inside of you and find it, 'cause your origin story is the beginning of your marketing journey (and mine).
In this episode I share my origin story.
I haven't always been in the Facility Management industry. I actually started my marketing journey while being an entrepreneur for over a decade, before selling my business for multi-six figures.
But, that time running my business. That gave me the chops to understand HOW to communicate to my audience. What types of strategies worked. Etc.
After I sold my business, I did a little bit of consulting. Tried to figure out what I wanted to do.
Then... I ended up taking a role for a Denver company called CMI Mechanical -- a commercial HVAC/R business.
They were hungry for big national accounts, but didn't know how to compete with some of the big boys who had larger budgets.
In 18 months I was able to increase their website traffic by over 750% and get them leads (and new business) from companies such as Ratheon, T-Mobile, Qualcomm, Dollar General, Chipotle, Anheuser-Busch, 7-Eleven, Cushmon and Wakefield -- and so much more.
And... it was organic. I didn't have to cold call. Smile and dial. You know... how it's done in the Facility world.
Fast forward to today and I'm using these same strategies for an Inc 5000 company, and many other Facility Management brands across the US.
So... that's my origin story. Now, listen to the podcast.