Welcome to Solo2CEO. Today, we have Jake Fichman, CEO of Goldfish Marketing, a digital agency focused on helping companies become successful by driving more growth and revenue to their business.
Tell us about your journey and Goldfish Marketing.
I run an agency called Goldfish Marketing, which I founded about eight years ago. We focus on helping NGOs, B2B, B2C, and service-based companies, whether big or small. We drive quality traffic, success, and profit in the digital realm.
I have been in this industry my whole life, thanks to my entrepreneurial family background.
Why did you choose the name Goldfish Marketing?
It was a challenge for us to come up with a name. We wanted something easy to remember in multiple languages. "Goldfish" signifies fun, young, and poppy, and I am "Fishman" who brings the gold, which signifies us helping our clients achieve success.
How do you help businesses drive traffic and success in the digital space?
Our clients are given a holistic digital strategy that involves three essential elements: strategy, content, and platform expertise. We guide our clients through these stages, starting with making potential customers aware of their existence, presenting relevant content, and guiding them through the nurturing process to become customers.
What marketing techniques do you find most effective for service businesses?
A strategically-designed and user-friendly website with a clear message and effective lead-generation journey is important in utilizing marketing techniques. You should know what your potential clients are looking for and give what they need through your website. It’s optimal to primarily focus on the optimization of your website, then consider investing in ads.
Can you explain how your services work?
We help service companies improve their online presence with the ultimate goal being a dramatic increase in lead-generation conversion rates, revenue growth, and market exposure.
We start our service by conducting an audit of the client’s platforms and defining their target clients through persona building. That way, we are made aware of their needs and preferences. Then we map out the customer's digital journey, from being unaware of their problem to becoming a paying customer.
Once we have a clear understanding, we focus on lead generation. For service-based businesses, we primarily use Google and Meta platforms, like Google Ads and Facebook/Instagram. Video content is essential in today's marketing landscape, as it helps build trust and engage potential customers.
In lead generation, how do you handle the challenge of capturing user information when a customer's problem requires a physical presence?
A customer is more likely to voluntarily provide user-generated content when he feels that you are providing him with exceptional service and you are showing him that you care about his needs. In other words, you should work on building a strong relationship with the customer. For instance, if we let our customers have an enjoyable, empowering process to walkthrough, they are more likely to agree to give a testimonial or endorsement. Getting their endorsement is a powerful way to drive trust and attract new leads.
How do you recommend allocating the advertising budget between platforms like Google and Meta for service-based businesses?
The allocation of the advertising budget depends on the business and its objectives. A business that is offering solutions to an existing problem may use Google Ads, while for inbounding new potential customers with inspiration and desire-building content, Facebook and Instagram platforms can be more effective.
Adjust your budget based on the campaign’s performance, which you can base on such factors as cost-per-click, and most importantly, cost-per-acquisition.
What are your thoughts on using video content in ads and how it impacts return on ad spend?
Video content is incredibly valuable in advertising, especially on Meta platforms where it's prioritized. It can lead to a higher return on ad spend as it engages users more effectively. Video testimonials, endorsements, or case studies can build trust and present a solution in a compelling way. On Meta platforms, where competition is fierce, incorporating video content can give businesses a significant edge.
What is the importance of using testimonials in your marketing strategy?
Testimonials are a necessary part of any marketing strategy because they provide social proof and credibility to your business or service. When potential customers see others who have had a positive experience with your service, it builds trust and encourages them to consider your offering.
How can businesses effectively collect testimonials from their satisfied customers?
One of the best ways to collect testimonials is to reach out to all customers who have already experienced your service. You can ask them directly to provide a video or written testimonial about their experience. Prioritize approaching those who have had a positive interaction with your service and who are likely to endorse your business.
Should businesses focus on using professionally produced testimonial videos or authentic cellphone-style videos?
The choice between professional and authentic cellphone-style videos depends on the type of service you offer and your target audience. If your business caters to a professional clientele, then professionally produced videos may be more appropriate. On the other hand, if you're targeting a more casual or relatable audience, authentic cellphone-style videos can be very effective in building trust.
How can content marketing help service businesses in attracting and engaging their potential clients?
Great content will attract and engage potential customers Start by creating a content plan with a variety of categories that align with your target audience’s interests and pain points. Showcase your expertise by showing educational content that provides valuable information to potential clients.
Social media is an excellent tool for lead generation. Attract potential customers by sharing educational content, advice, and tips related to your services. With clients seeking solutions to their problems, offering valuable insights will help you build your credibility and establish your business in your industry.
What advice can you give to service businesses looking to improve their lead nurturing and closing process?
To convert potential customers to paying clients, the lead nurturing and closing process is very important. Responding to clients within 10 minutes of their inquiry is a sign of your commitment and responsiveness. Be ready to implement a follow-up strategy to nurture leads who are not ready to commit immediately. Most importantly, you need to build a strong relationship with potential clients to increase the chances of converting them into loyal clients.
What tools do you use to track marketing performance?
There are many tools used to track marketing performance, and using them depends on the specific area you are tracking. For promoted advertising, Google and Facebook have good backends and dashboards for tracking key performance indicators (KPIs); click-through rates, conversion rates, and more.
For tracking website conversions and events, Google Analytics is a good tool. Additionally, Hotar can help you understand how users are interacting with your website.
With all the constant changes happening, how do you stay up to date on marketing trends?
Social media platforms are constantly evolving, and changing what you can and cannot do. As a business owner, it is good to stay creative and find new ways to target your audience.
Artificial intelligence (AI) is helpful for content creation, but it cannot replace the human touch that customers appreciate. People sense authentic emotions and human connections, which AI cannot yet replicate. Businesses should focus on building human connections and trust with their clients.
What can service-business owners do when choosing a marketing company?
The main thing to do is to research, check their client testimonials and case studies, and reach out to their previous clients for feedback. Agencies that offer transparency, clear communication, and alignment with your business goals should be included in your selection. Do not be moved by flashy promises, but focus on companies that show their expertise and commitment to delivering results.
Have you ever considered money-back guarantees offered by marketing companies?
In the past, I have considered money-back guarantees, but I found out that it is not a common practice in my line of business. I think that a money-back guarantee can be a sign of a trustworthy marketing company that focuses on delivering results in addition to standing behind its promises.
Can you tell us the advantages of using video for promoting service-based businesses?
Video is a powerful tool for promotion because it captures attention and engages users on social media platforms. It is an effective way to deliver your message because people tend to pause and watch, as compared to static graphics or written content.
Videos are more engaging and memorable, but you have to make sure of the quality and relevance to achieve the desired results.
What has been your experience with using promo videos for video marketing?
Promo videos are a huge asset for your website and social media content. They are quick and to the point, engaging viewers and building trust. A promo video on your landing page can increase conversion rates by up to 80%.
Promo videos provide your potential customers with a human touch – seeing the person behind the company and understanding what value they offer within the short duration of the video.
The promo video should be placed on your homepage to capture the attention of visitors as soon as they land on the website. It is a great way to introduce your brand and build a relationship with the viewers.
Video content can also be included in your lead capture pages. This can boost conversion rates, by creating a dynamic experience for your viewers.
Where else can video content be strategically placed to drive conversions?
Aside from the homepage and the lead capture page, you can also place video content throughout the website. This will reinforce your brand’s message and will build your credibility as well.
Consider including videos on information pages or educational content to keep viewers interested. Using video in remarketing campaigns on social media sites can also target visitors who have already shown interest in your website.
Before we end can you tell our audience how can they get in touch with you if they have questions or if they want to work with you?
If you want to get in touch with me, you can find me on LinkedIn as Jake Fichman, or write to me at jake@goldfishmarketing.co.il. My company is Goldfish Marketing, which you can learn more about at goldfishmarketing.co.il. Feel free to write me a personal message via email or LinkedIn, and I'd be happy to schedule a one-on-one call to discuss how we can take your business to the next level.