Omni-Channel Marketing in 2025 with Raycheal Proctor

0:00Raycheal Proctorthe reason we chose to go out on our own, we all have a lot of reasons.

0:04But a lot of the reasons are centered around wanting to either do a job the way we want to do it. Peace, flexibility.

0:12And when we sort of step back into the role of I'll just take this client.

0:16We all know headache clients, and it's not necessarily a headache because they are a headache.

0:21It's just misalignment.

0:23Welcome to the simple and smart SEO show podcast, where we talk all things, brand building, SEO, helping you connect with your audience, elevate your visibility and grow your business.

0:33I'm your host, Crystal Waddell, here to bridge the gap between SEO strategy and real world business success. By bringing you insights, stories, and conversations from the SEO community and beyond.

0:43Whether you're an entrepreneur, marketer, or SEO enthusiast, this is your place to learn, share, and build a brand that stands out.

0:51So grab a coffee or your favorite tea, and let's dive into Smarter SEO for your business.

0:56Crystalwelcome back to the simple and smart SEO show podcast. I'm your host, Crystal Waddell, super excited to be here today with a new friend, Raycheal Proctor.

1:05Who I met at Brighton SEO, San Diego in 2024. It was an amazing conference full of super smart people like Raycheal.

1:14Raycheal is an agency owner who also specializes. In omni channel marketing. And I loved her presentation at Brighton.

1:23I knew that you would love hearing from her today.

1:25Raycheal, thank you so much for joining us on the simple and smart SEO show podcast.

1:29Raycheal ProctorYes, absolutely. Thank you for having me. I enjoyed meeting you as well, and I'm glad that the speech that I presented at Brighton resonated with you.

1:38CrystalIt was fantastic. And to hear somebody talking about omni channel strategies. And just how things are interconnected.

1:46Anytime I hear someone mentioned that, you know, just the interconnectedness of it all.

1:51Versus SEO is this thing over here in a silo. I'm like, Immediately attracted to that. So, yeah.

1:58Tell us all about how you started your agency and your background in SEO.

2:01Raycheal ProctorYeah, sure.

2:02Let's let's back up a bit. So I am classically trained musician, right? And in order to do that, I learned a lot of different instruments.

2:09And I've I've run music schools, a lot of music education and composition. Within that.

2:15I understand how all of these different instruments and parts work together. At one point I decided to have dual careers.

2:22And part of that is focusing on marketing. And really learning about how all the different parts of marketing work together.

2:29I learned all about these things.

2:31And it got to the point where I just saw so many agencies with different teams working alone. Freelancing. And it didn't matter what industry. Could be nonprofit. It could be healthcare. Could be entertainment.

2:46I just noticed that all these different marketing efforts were. Siloed. So that led me to start my own agency.

2:55As most people in this industry and marketing, we always sort of have our, you know, our side hustles. Our side loves, side families. And I just took off of those and create my own.

3:06And it's been wonderful. It's been great. And part of it is I like to do a good job. And part of doing a good job is Using our resources and making sure our efforts are are efficient and they work together.

3:20And that's where omni channel marketing comes in.

3:22To me, it's a no brainer.

3:23The long term gains we get from SEO should absolutely and directly compliment the more short term strategic gains we get from paid media.

3:31That should influence what's going on online, but also offline.

3:35So that's what led me to sort of develop the philosophies I have now. And even in being comfortable in developing my own strategies and approach.

3:43Comes from walking into rooms with people who are at the top of the company food chain.

3:49Who didn't know what they were talking about. Or just sort of regurgitating something I saw on YouTube.

3:54So I said, okay, so we could all just make up what we think and execute it. And that's sort of what I've been doing.

4:01So since philosophy 101 freshman year. It's just like, oh, so everyone could just. Take do their own thing here and make life their own.

4:08So make their own reality?

4:09Yeah.

4:11That I hope that's a long winded way to say, I saw a better way to do things. And I never wanted to or will be limited by just sort of one channel.

4:20I like for everything to work together.

4:21That's long term efficiency.

4:23And learning how you know learn how the team works together, it benefits everyone not just financially.

4:28CrystalI find you so brave. I think that's incredibly brave, you know, because you were in an agency and you saw a better way.

4:35And so you stepped out on your own.

4:37But I do want to take a moment to just kind of back up and define omni channel marketing. Because I know there might be, you know.

4:44Someone on the other side that's kind of like, huh, I think I might understand the concept of that, but if we could speak the same language, that way we aren't creating our own realities. But have just kind of like a basis of what we're talking about today.

4:55How do you define omni channel marketing?

4:58Raycheal ProctorYeah, that's great. We do need to agree on the semantics here. So when I think of omnichannel marketing, I think of different marketing efforts, different channels working together.

5:09CrystalAnd why do you think it's critical today?

5:13Whereas, before there were, like you said, siloed departments. Why is it more important today that people embrace omni channel marketing?

5:22Raycheal ProctorThat's a good question.

5:23Well, because we're going to have better results, ultimately we'll have better results and we can preserve the integrity of our industry.

5:31For instance, I'll do a paid media example.

5:35Let's say I'm running a campaign on Google ads, right?

5:38And we're working for a law firm and our CPCs are high.

5:42Like comically high. We're talking like 35, $40 a click.

5:46And we have a budget. There are different ways to get that CPC down.

5:51Right. And that's considering our organic approach, our SEO.

5:56Making sure that the content on the page and everything is sort of collaborative.

6:00We said, why is it important?

6:01Is

6:01it? You're going to get better results. You're going to get better results.

6:05People won't just think that we are a churn and burn industry of snake oil salesman.

6:10When you're working in silos.

6:12Your results are eventually either going to plateau or plummet.

6:17And to keep pushing them up, you're going to encounter this sort of frenzied approach.

6:22But if everything works together, you're going to see gradual improvements and lasting improvements.

6:29And that's why I think it's important to to think holistically, because as so many people have sort of flooded this industry, digital marketing.

6:36And now I think people are.

6:39Especially after COVID. Wanting to go outside more. So now the traditional marketers who did embrace digital, they have a wealth of knowledge too.

6:47But I think all of this helps preserve the integrity of our industry. Just making sure that everything works together because we have the data. We have the, the the expertise and the know how.

6:56We need to just implement it. And, and be more complimentary.

7:00CrystalWhat you're talking about is just this idea of everybody working together to build a brand,

7:05and from a very small scale.

7:07I have, I have something I think it's going to illustrate this.

Case StudyBlog and YouTube Integration

7:11CrystalThis concept here.

7:12Because I am a blog manager for one of my clients. And since we started taking her content from YouTube. And repurposing it on her website in the form of a blog.

7:23With the video embed.

7:24A lot of the searches that come from the text based searches online.

7:28Have resulted in them retarget those blog page clicks, right?

7:35So her CPC. And actually it's more like her CPA is like her, not the cost per click, but the actual cost per acquisition of a client. Has been reduced anywhere between 30 to 70%.

7:47Wow.

7:48I've talked about this before in other podcasts. I don't always know like the terminology, you know, like CPC CPA. You know, I don't always know what those acronyms.

7:59necessarily represent, but I understand the concept of why they work or how they work.

8:05And so it was really exciting when I finally had like some data that I could actually present and show and say, Oh my gosh, this is what my work can do for your business.

8:15And, but it takes that multi channel or omni channel approach to really be effective.

8:21Raycheal ProctorRight? Absolutely. Yes. And congratulations. Those are really good results.

8:25Yes, yes, absolutely. Throw the confetti. And I think that the next step would be to, you know, keep that, that life cycle going.

8:33And keep engaging with those clients. And make sure that they are being retargeted on different platforms.

8:39And that's more of the omni channel approach to things. It's like, okay, we're doing great here. Let's. See how else we can work together efficiently.

8:49To deliver the best value for our clients. And also make ourselves look good without fudging any data's.

8:55Yeah, I guess I've dealt with some, some, some interesting folks in the past.

8:58CrystalYeah. And she's got a lot of things working. Because obviously she's got the YouTube channel.

9:02And we've got the blog. And then retargeting ads and then, of course, her email pushes to say, Hey, got this video or this blog or whatever.

9:12So it's all of these different ways of interacting with potential customers working together. And because she's a small company. You know, and she has a small team.

9:22There's no, there's no competition for attribution.

9:26It's just like, Hey, this is what we're working for. And these are actually the outcomes that we're seeing. And so we want more of these. But it's not, Oh, you know, we're only going to give credit to the YouTube channel for this, or credit to crystal for this.

9:40Although she did say. I attribute this to the work you're doing on the blog. So I will take that praise. You know what I mean?

9:47But I loved that I could see that in action. Where it's like, you could have all of these different channels, but ultimately they're all pointing towards the same goal.

9:56Which was selling this particular product,

9:58Raycheal Proctorright?

9:59Very cool. And I think that's, that's the goal. And when we, when we started to get really clever with the different products and how they can compliment one another.

10:08That's when I think a lot of magic happens. And, and yeah, we're able to see those, those true results.

10:15CrystalAnd you mentioned like the offline marketers kind of redefining their place in the marketing world right now.

10:21Yeah.

10:22I feel like I kind of fall more into that category. Plus, you know, the SEO category.

10:29But PPC is something that's unfamiliar to me. And I'm a little disappointed in myself.

10:35Because Brighton SEO, they had the, the SEO conference, right next to the PPC conference.

10:41I've been kicking myself because I'm like, I should have been going to more of the PPC presentations.

10:46You know, of course not missing yours.

10:49Raycheal ProctorNo, no, no, no. I actually am helping PPC Hero. So I'll be doing a lot with them to do their revamp.

10:54So you can see my writings and musings there as well.

10:58CrystalAwesome. Well, and so that's what I was just thinking.

11:01How can you stay consistent across these different. You know, channels? Especially when you're not familiar with one, like say PPC for me.

11:10Raycheal ProctorSure. So it's a, it's an approach. So, you know, you get excited when you start speaking in more of a chipmunk register.

11:18Crystal WaddellI was like, I'm sorry. I got y'all amped up.

11:21Raycheal ProctorMy dog's ears are like this. She's like, whoa, whoa. Okay. So That's a great question. I think intentional study. Intentional review helps satisfy that.

11:32Meaning we take projects that keep us fresh. You know, we, we, we, we seek out maybe projects that keep us fresh.

11:39So say for instance, if we're going with your example now, the next step would be implementing maybe some paid ads. You mentioned paid ads.

11:47Well, in order to do that you would need to make sure that you're. Proposing an effective plan and executing correctly. And being able to to measure that.

11:56So now you have a reason, more of a reason, you have a goal.

12:00So then you study different parts and you just do bite sized chunks.

12:04As the music analogy would be, you don't write the entire piece.

12:08You start step by step.

12:09And what is applicable to you, and you do that very well. And while you're doing that you learn more.

12:13So for me My Mondays, I really tried to hold sacred meaning.

12:18I mean, can you imagine a world where you say I don't have meetings Mondays before noon?

12:23I don't, I don't, I don't think it's natural. And so it feels weird. It feels icky.

12:28But during that time, I do a lot of organization, a lot of strategizing for the week and also just to study.

12:34So yeah, it feels really solid, solid on all these areas. But if I know I have a client or if I have an interest or there are things changing, let's say Within paid search some of the things that they're rolling out some of the updates.

12:47I want to make sure I devote during my. Intentional study time, time to review those things. And that's how you so very long winded way to say just devote time incrementally.

12:58Like this week, I rush up on all things. SEo. Even if if there are things that I think that I'm already good at, you have a library of books just sort of thumb through.

13:08You just give yourself an hour or 2 per week to either review or enhance and. That's how I say abreast of the different channels and the different ways that The things are moving forward.

13:20CrystalI have a 2 part question for you. So I'll start with this. In regards to say, mapping a customer journey.

13:28Fro m never hearing from you or about you before, to the actual purchase or conversion situation.

13:35Is there a place where. Like SEO fits and then PPC fits or social media fits?

13:43Anything that you've discovered that's not necessarily hard and fast, but like guidelines in that funnel?

13:48Raycheal ProctorI work a lot right now in the B2B space. I like how the potential for structure is.

13:55And I focus a lot with something called account based marketing.

14:00We can get more into what that is, but I work very targeted.

14:04I don't really have a spray and pray approach.

14:06I try to provide immediate value for anyone looking for sort of what I do. And what my specialty is.

14:14I've mentioned music a lot, clearly is something I'm into. So, I know that a lot of symphonies, orchestras.

14:22Of course, they need marketing. If you go hang out with them.

14:25Every single day, the sky is falling. Oh, classical music is dying and we, we will be on the streets. It's a lot like Charles Dickens for some reason.

14:34Because there are a dramatic people.

14:35So, 1 of the challenges there is, is it's not it's very niche. And you have to be able to address their very specific concerns.

14:45So that's what I do. My approach is very targeted. I already know what their problem is. And then I provide a possible solution.

14:54And my solutions are either workshop based. Consultative base, or my agency will take on and help with that plan and execute what you need.

15:05That's important because a lot of times these more niche organizations don't know exactly how to find what they're looking for.

15:14So that goes organically. I have blogs to say how to hire a marketing director.

15:20How to hire an agency.

15:21And then within that, with certain target audiences. I make sure to explain to them my full credentials and how I can help them.

15:30So short answer is I have cut out the process of them finding me.

15:36Because there's so much digital noise and I have a very long list years of list of building of folks who I know could directly benefit from my services.

15:47I go to conferences. There's Tons of conferences, I stay abreast. I join webinars. And I just make sure that they know that I'm available when they are ready.

15:57Some of these folks work on grants. I'm really great at Google Grants. I'm great at making your Google Grants complimenting what you're doing organically, etc.

16:04So, short answer is, I use what I know with account based marketing.

16:09And I just, I do a hyper targeted approach when I find my clients.

16:12And it's awesome because in being agency owners and entrepreneurs, you have two ways to go about it.

16:18You can take what's given and love it and be happy with it.

16:21Or the way that they want to select what agency to work with, you can have that same level of discernment with the clients you take.

16:30Based off of what, you know will succeed.

16:33And I think that's the difference between just, just that's a turn and burn versus providing real value.

16:39CrystalYou said so many things there that I'm going to have to address just super fast before I ask my next question.

16:45Number one, the fact that you said joining webinars as, you know, kind of a marketing strategy and staying top of mind.

16:52I'm like, that's, that's the first time someone has dropped that. little nugget as opportunity for branding. Because we're like, you know, how do you stay visible? How do you increase your visibility online?

17:03Getting in front of the people who make decisions about the services that you provide is super smart.

17:09So I, I love that one. I love the, you know, attending conferences.

17:13And then determining who you're right fit clients are.

17:16Because initially as entrepreneurs, so many times it's like any business is good business.

17:21Until it's not.

17:22I feel like you've just given us all permission to really sit down and define: who is the client that I can work with? That's going to be the most mutually beneficial relationship?

17:32So I love how you said that.

17:34Not just take what you can get.

17:35It's position yourself for what you want.

17:38Raycheal ProctorWell, there's all different ways to make money, right?

17:40You could rake leaves. You could do all these different things and make money.

17:43But the reason we chose to go out on our own, we all have a lot of reasons.

17:47But a lot of the reasons are centered around wanting to either do a job the way we want to do it. Peace, flexibility.

17:55And when we sort of step back into the role of I'll just take this client.

18:00We all know headache clients, and it's not necessarily a headache because they are a headache.

18:05It's just misalignment.

18:06And so yeah, do what you have to do.

18:10And I give everyone also permission to quote, do what you want to do. I encouraged a family member to just get a job at Home Depot. She was always there.

18:18And so now she leads workshops there. And it brings her a lot of joy more so than her full time job.

18:24She makes sure that young women and young people are comfortable doing easy household repairs.

18:31And although, you know, you could turn your nose up at that.

18:34But ultimately doing something you love in a way that brings you joy and profit is a win.

18:42And also when you are attending these conferences. You have a cricket?

18:46I know you do.

18:47I used to have a silhouette, but I have a I have a Glowforge.

18:50Okay. Okay, Miss Fancy.

18:52Unlimited mixed marketing.

18:53When I'm on these webinars. I have on my hoodie. I have on a sweatshirt. I have nice embroidered things.

18:59It's passive branding. So it looks nice, right?

19:03There's entrepreneur run group.

19:05Why would I wear Nike when I have my own branding?

19:08And it's, it's just an easier conversation starter, things like that. So now it's fun when we start thinking about marketing in a way that is, is more a passive and organic.

19:17Versus shoving your business card in someone's hand and people getting paper cuts, hands are dry.

19:22CrystalI love that. And that's, it's just natural. It's natural.

19:25It's yours.

19:26I remember before the conference in San Diego, when we were at Brighton, I had actually gotten a Nike t shirt. Because I love Deion Sanders. And what he's done at Colorado. I think it's just fun to watch.

19:37And I'm like, Oh, is he going to go to Dallas?

19:39I don't know. But I wanted to get, you know, simple and smart SEO put on the back of it. Cause the front of it says, I ain't hard to find.

SEO and Deion SandersA Unique Connection

19:48CrystalRight is kind of a play on SEO. So I thought that was really fun.

19:52So those t shirts are so hard to find. I will tell you that.

19:56Raycheal ProctorI feel like Deion Sanders is a great embodiment of the omni channel approach.

20:01Like, you can't tell the man what he can and cannot do. And yeah, I think I love reading his stories and watching. Like all, all the documentaries on Deion Sanders in primetime.

20:11He's one of the people I look at as an example of there's really no limit to how all this can work together.

20:17It does work together.

20:19CrystalSuch a great illustration. I thank you for that.

20:21I'm gonna have to look at it through that mindset next time I'm thinking about Deion Sanders or see anything about him online.

20:27So back to like the Omni channel with. SEO and PPC. So just like a very kind of tactical question. When you are trying to transition your SEO knowledge to PPC.

20:40Is it good to look at like an SEO tool that says, okay, the cost per click on this particular keyword is low.

20:48Are those good keywords to target in PPC? Are you looking at it from the same perspective as low competition, low costs.

20:56And even though you're targeting it on a blog post or something with your SEO, that you should also target it in your PPC campaigns?

21:03Raycheal ProctorOkay. So I get quite aggressive in this question.

Case StudyRetirement Homes Marketing

21:07Raycheal ProctorSo, so I now go to one of my favorite case studies. I was living in Houston and learned about retirement homes. And I say learned about, I didn't really understand. I knew retirement homes or something kind of tucked away.

21:20I didn't even know they were an option for me.

21:21I'm the eldest daughter, so I thought.

21:23Other folks are coming with me, but they could go retirement home.

21:26CrystalOh, okay. I was just like, what are you talking about? We can live at a retirement home before we're of retirement age, but okay. I'm following you.

21:32Raycheal Proctor55. I checked it out. Because I mean, that's the ideal lifestyle for me at 35. I was like, so wait a minute.

21:38I could just live in some type of a dormitory.

21:41Where like, hypoallergenic dogs are allowed?

21:43And yeah, three meals a day. So there's activities, there's planned activities. There's a sense of community, but also like there's someone who comes in and checks my vitals. Like I, everything about this sounded amazing.

21:58So aside from that.

22:00When we talk about an omnichannel approach, and I hope that comment doesn't get me canceled, but honestly, it sounds like a good time. Because there are also some deep tissue massages when needed.

22:11CrystalEverything that you could ask for.

22:13Raycheal ProctorSo this makes my eyes water thinking of the possibilities. ... guitar circles.

22:17So we had two dueling and I, and I mentioned this at Brighton. And I have tons of examples like this, but this is the most aggressive one. And we had dueling sisters and they're both heiresses to these retirement facilities. I think I changed it to hotel for the conference, but there are retirement facilities.

22:33And one was a very like outgoing type woman. She was in the theater. She, she mentioned that daily.

22:41And she was very gregarious and did a lot of workshops.

22:45Which I loved. That, that she was out, she, she wants to be on radio and all this.

22:50Her sister was more of a throw money at it.

22:53So if one sister is putting the plays on at her retirement home. The other sister is saying we need updated X, Y, and Z like she's more monetary.

23:03She, she liked to throw money at the issue.

23:05That's paid search. The other sister liked to speak from the mountaintop. That's what?

23:11So now, as the marketer and Someone in the meetings watching catastrophe go on.

23:17I say, Hey, let's make sure you own in six months and then 12 months, I want to own these keywords.

23:24I want, when anyone searches for Houston retirement home. Houston luxury retirement home.

23:29I gave her 10 keywords that we're going to own. This is where we are with these keywords right now.

23:35It was horrible. I'm talking to the sister who I had an aggressive paid search campaign for those same keywords outside a different meeting.

23:43I say, it's almost similar, similar keywords to the other sister who what wanted to be more seen. Wanted to be a, what? A thought leader.

23:51I want when we look organically, I want your content to show up. And then I just, I just bounced them off each other. So if I noticed one keyword was lagging within our organic ranks, we needed a boost.

24:04Or we needed to bump someone else out the way.

24:06I had an aggressive paid search campaign and made sure that we just. Pretty much boosted everyone out the way, but we're complimentary for one another.

24:16But they still got their their objectives met. One, the sister who had an organic campaign or organic strategy, she was almost at capacity. She was just being ornery.

24:28The other sisters The other sister saw dramatic growth, retention. So retirement homes, especially luxury retirement homes in Texas, have five to six, seven years of buying cycles. There's a long wait list. There's a lot of things going on.

24:45So we also look at more of the omnichannel approach. Meaning I am now making sure I'm listening to sales calls.

24:53I'm making sure that once I provide you these leads. Your sales team knows what to do with them. Your sales team knows what questions to ask and what qualifies somebody. So, now we're taking what is a siloed approach. And we're making sure that all of our touch points are strong. And moving towards the right direction.

25:11Again, I keep mentioning music.

25:14I play a lot of jazz or saxophones everywhere in this room. So I'm very comfortable being around those situations.

25:19Which meant I was at the workshops.

25:21I was going to the retirement homes. And learning about the audience in a way that made sure to, to drive home and make sure we got our results.

25:31So when you're looking at retirement homes, and that's why I brought up, I didn't know it was an option for me. I thought my parents were staying with me, but they're not.

25:38But when I'm thinking about all the people that go into this decision making, we're talking about the children. We're talking about the, the parents, of course. And we're talking about the spouses.

25:48All of these people are looking for information. So. I'm also ADA compliant furnishings, ADA compliant construction companies in Houston.

25:57We're also taking some of those keywords and making sure that the retirement homes are showing up. Because in my research of these different audiences and these different perspectives, I learned that typically it starts off with a question.

26:10You're on a wait list, and then you try to remodel your home. Especially at this caliber.

26:15And all the information I wanted to be coming from our retirement homes. And eventually that's how we were able to build and take over those keywords so quickly in a localized and then nationalized.

26:28Since I went after some of the big national brands, like a place for mom, et cetera. And. I saw a tremendous results there.

26:35CrystalThat is an amazing story and amazing case study to share. And I'm even going back to that point where you said you were listening to sales calls.

26:44It's just another example of how you're breaking down those silos.

26:47Because so many times even with sEOs, or especially with agency SEOs.

26:53I've heard it said so many times that like, okay, my responsibility stops with the traffic.

26:59Or maybe there's an incentive where my my responsibilities stops at the click.

27:05You know, it's like my job is only to X, Y, Z.

27:08And I get it. There's different jobs that need to be done on the way to, to meeting a goal, or achieving objective, but I've never understood how somebody could feel that way without understanding like the quality of the click.

27:24Or the needs of the people clicking. And then and then that that reciprocal information back from a salesperson. To say, you sent me a qualified lead or I need people more like this or not like that.

27:36And so your illustration was perfect. Because you're understanding that full sales cycle and that full sales process as a marketer.

27:46Raycheal ProctorCorrect. And what you can also do to help build that organic content. You have your content right there when you listen to these sales calls and you start noticing trends.

27:56You start noticing seasonal trends with the type of questions people are asking. The type of healthcare concerns and that should inform along with the data because data drives decisions. That should help inform everything you do.

28:08CrystalSo when you are doing this and building these strategies, is it just you disseminating the information or do you have any tools or platforms that have helped manage some of this data.

28:20Raycheal ProctorOh, yeah, it's also old school and scrappy.

28:23That's what some of my colleagues have described. So I use I use the big ones. I use SEMrush helps. I use google Ads.

28:31I look at their analytics. Moz, I still like SpyFu. I'm thinking what else. I've been doing this for so long.

28:37Those are, those are the big ones. Other platforms come and go.

28:41But when I get too into the third party Platforms it gets a little wonky. Plus I'm at a strategic level right now.

28:48So I'm not so in the weeds like I used to be. And when I do get into weeds, I still fall back to those tried and true platforms.

28:55And HubSpot is 1, too. When I'm thinking of just the whole client cycle and organization.

29:00So that's a good question and I don't have a super sexy answer. Unless i'm sponsored then my answers will be more poignant.

29:07CrystalI love that. That differentiation between you know strategy. And executing tactics.

29:13A lot of the people who listen to this podcast, they're entrepreneurs.

29:16They may be trying to get started in SEO as a business. Or just doing SEO for their own small business.

29:23How can they with limited budgets effectively implement some of this omni channel marketing that we're talking about?

29:30Raycheal ProctorYeah. I think thinking is free. For now.

29:33So I think when you have your plan, think of how everything can work together. Think about the ways that when you do spend money, you could be the most efficient.

29:43Have short term and long term goals.

29:46So when an entrepreneur is looking at ways to be most efficient.

29:50Short term, long term goals.

29:51Think of how things can work together. And also think about what comes most natural to you.

29:56You have to know who you are and what comes natural to you.

29:59And then focus on that and build on those skills is is something else that I would say. Is find what's working.

30:06And what's working and maybe different areas and try to bring that together.

30:09Or just call me and we can work together to see how you can pivot what you're already doing.

30:15And what audiences you already are a part of.

30:18I had a meeting last night with a group that I'm in.

30:21And someone suggested, well, we'll just emulate what we see so and so doing. Which is a bad idea. Because first off, you only see what they allow you to see.

30:31Secondly, they may have different goals than you.

30:33So, having those conversations with yourself and then someone maybe you trust as an advisor would be how I go about that.

30:40And always, always be learning.

30:42But make sure that you aren't make sure that you're absorbing and applying.

30:45And not just sort of trying to regurgitate things.

30:47CrystalI know that our time is running out here. So I'm like, okay, how can I prioritize this?

30:51What about, what about just thinking through like how to repurpose content?

30:57Sure. Sure.

30:58How do you even think through like, where should I repurpose this content?

31:02Sure.

31:03Raycheal ProctorThat's a really good question. Yeah. Where should I repurpose this content? And how?

31:07Well, are you only sticking online or offline would be 1 thing. And I think when we repurpose. We take a whole and we break it off into smaller chunks and just different formats really.

31:19So just your example was you had a YouTube video.

31:22You took the transcript. I'm sure you optimize and create a blog. So that's 1 way to do it.

31:27But also in our emails, we can have different quotes and things like that.

31:31That's a really good question. I would say with the repurposing Make sure it's a part of your overall plan And when you do create content, especially the digital way, just use it at least maybe two or three times In different channels as you see fit.

31:45And don't be afraid to, when you are repurposing, create something totally new.

31:51When you're repurposing. I feel like it has to go with your marketing plan.

31:57And then you take that content and you look at it from as many different angles as possible.

32:02And as different audiences.

32:05And similar to what you do. You also have the podcast, you also can have email chains. You also can have a different ebooks. You can have different workshops. There's different things that you can do to provide that value.

32:17CrystalAnd what about with like all the changes that are happening with Google updates ?

32:22Search GPT coming out as a, you know, an actual alternative to Google search.

32:27How does an omni channel strategy respond to those kind of algorithm changes or market shifts?

32:35Raycheal ProctorWell, keeping with our sports analogies, what would a primetime do? He went in a lot of different directions and did everything he wanted to do.

32:44And I guess we could go with some great defensive players or MJ.

32:50You pivot up and down the court. So if you see things are shifting in a different direction, you don't just keep running.

32:55You pivot, and you get comfortable with pivoting, you practice pivoting.

32:59You practice sleeping on different plans and waking up and thinking about.

33:03What different perspective I can take here?

33:05And I think another practice would be practicing a level of detachment from what you think something should be doing.

33:14And look around and be ready to adjust when needed.

33:19But also be confident and grounded enough in what you want to do to say, no, we're going on this course.

33:26And that comes with experience. And that comes with having a sound foundation with your marketing.

33:32CrystalI love that belief in yourself element to that. And what would you say to.

33:37Those that have heard the advice of like, okay, learn one platform.

33:41Get really good at that one platform and just do that platform before you move on to other ones.

33:45Like if there's that level of overwhelm, like I don't understand all of these different channels.

33:50What's your advice to that overwhelmed business owner?

33:53Raycheal ProctorWell, you have to be honest with who you are. So if you want to learn one channel that could be acquired. Or could no longer work. Or could drastically change everything.

34:04If you are comfortable with putting all of your everything in that 1 channel. Your livelihood. Someone who looks like you, who you feed. If you're comfortable with putting all of that into 1 channel, go for it. Otherwise, you're going to want to make sure that. You're able to be a diverse marketer, a pivotist, like we said.

34:25CrystalI have never thought about it that way. That is such a great, like paradigm shift.

34:31Raycheal ProctorYeah, that's it's putting a lot of trust into something you have absolutely no control over when you do have control over the way that you approach things.

34:39The way that you handle certain situations.

34:42The elasticity in your mind being able to say, okay, it's a new platform.

34:46I'll learn this. A lot of platforms follow the same sort of set up.

34:51I'm working a lot in ABM as mentioned previously. So a lot of the DSPs out there, terminus six cents now propensity is a smaller entity.

35:00They all sort of work together and I've spent weekends making sure I know the difference between them and how to navigate that.

35:07And also training my team to be able to sort of get in the weeds with certain things. But also empowering them to know what the pros and cons of each one is.

35:17And if this falls out, if our client doesn't have the budget for this.

35:21How could I do this without this platform?

35:24That's a strength versus, well, I can only work on this one platform. That's

35:29Crystalyikes.

35:30Okay, real quick. What's a DSP?

35:32Raycheal ProctorDSP is a demand side platform.

35:34Essentially, it's how in ABM marketing, we're able to truly map that customer journey and succinctly learn how they're interacting with all of the content we have out there online and offline. It's a great way for marketing and sales to come together as well.

35:50CrystalYeah. That sounds like an amazing tool that I want in my life.

35:54Raycheal ProctorYeah, yeah, yeah.

35:55I used to work for one of the major ones. And learning how, how they worked and learning the intricacies.

36:01So as your agency on record. One of the benefits is I know what questions to ask.

36:06I know what levers to pull deep within those platforms. Versus someone who's learning from the outside.

36:13CrystalYeah. I didn't even know such a tool existed, but okay. So let's, let's finish with these two questions. Sure.

36:19What is your top piece of advice for brands looking to create a seamless omni channel experience for their customers?

36:26Raycheal ProctorOkay, cool

36:27I would say start where you can. An omnichannel approach can easily be two to three.

36:34It doesn't have to be what I spelled out.

36:37But start off seeing how two channels can work together. Get good at that.

36:42Give yourself three months. Give yourself time. A lot of us have gray hairs.

36:46So like give yourself some time.

36:48You know the value of time but stick to it and be disciplined. So give yourself maybe three months to figure out how this works.

36:55And then just Scale up.

36:56You don't have to tell anyone what you're doing. But just give yourself time. Give yourself grace, but find out ways these can work together.

37:03Earlier in our conversation, we talked about paid search and SEO and how sort of they work together, spend 3, 6 months, making sure that that is tight. And then looping something else.

37:13And just build on it. So if you're feeling overwhelmed at a certain point that becomes a personal problem.

37:18And you need to start scaling back a bit. And and focusing on what matters the most.

37:24CrystalYou are just as awesome as I thought you would be as an interview guest Raycheal Thank you so much for like all the the time that you've spent Spent with us today. And all the amazing practical advice.

37:35Like I can't wait to go back and listen again.

37:37If someone is interested in connecting with you in terms of, hiring you as their agency partner, how can they get in contact with you?

37:45Raycheal ProctorSo UnlimitedMixedMarketing.com. There we have forms that you can fill out really quickly.

37:51Also, there is a phone number you can call. We're taking it old school. There's a number you can call.

37:56Someone will answer the call and take your information. And do a quick qualifying just to make sure that from a top level, we're aligned. So just unlimited mixed marketing. com. Also Search me on LinkedIn, shoot me a message that way, and I'd be happy to connect with you.

38:12CrystalI'll make sure to add all of those links for Raycheal in the show notes.

38:16An omni channel approach, including the telephone.

38:19Who knew that could be a part of our marketing efforts?

38:22We have to answer the phone though, right?

38:23That's the hard part, probably.

38:25Raycheal ProctorJust shoot a text the number if you're, if that's where you're most comfortable if you FaceTime me at a certain time, you, you, you might, you know, catch a cool sunset with me.

38:33But otherwise, there's multiple ways to reach out and I welcome the alignment.

38:38And if not, I have a great network and I can make sure that hopefully you end up in the best hands possible.

38:43CrystalI love that. My sunset sister, Raycheal Proctor. Absolutely. Crystal, it's been an absolute pleasure. And for you on the other side of the headphones, I will see you next week.

38:54Thanks, Raycheal.

38:55Thanks a lot.