In this daily update, Ryan Shank of PhoneWagon explains why creating educational content for customers is essential for any business. He argues that marketers must first reach their target audience at the right place and time, then clearly articulate the specific problem (pain point) the product or service solves. Using a call‑tracking example from PhoneWagon, he shows how agencies that report phone calls in addition to web leads can demonstrate higher‑quality leads, capture about 40% more conversions, and lower the reported cost‑per‑lead. He illustrates the concept with analogies (e.g., a plastic surgeon selling confidence) and stresses that educating the market builds trust, prevents being dismissed, and ultimately drives better ROI. The video serves as a practical guide for agencies and marketers on content strategy, timing, pain‑point framing, and comprehensive lead reporting.
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Guys, it's Ryan from PhoneWagon. Here we are, gonna go over our daily update today. Gonna go over a few things. First thing that I do wanna go over is the value of putting out content for your customers. Reason this is so valuable, what you wanna do is you're gonna need to educate the market on not only your company and your product, but really overall why they need that particular thing, that particular product, that particular service in their life. and what you're gonna have to do in order to educate them is couple things. One, you have to figure out a way to get in front of your actual customers. It's gonna be difficult, they're gonna be hanging out in certain areas, and then you also have to figure out the right timing because if you just go in front of your customers at the wrong time and start educating them, uh, it's gonna be awkward, they're gonna probably hate you and not listen to you, and you're gonna be discredited. So figure out a way to get in front of your customers at the right time, and then once you actually are in front of your customers, you're gonna need to, uh, figure out a way to educate them on why they need your service. Typically what you're gonna do during that time is you're gonna figure out what is their pain point, and then you're gonna want to really address that pain point and how your product or service solves that problem that they're experiencing. They might not even know that it is a pain point. So I'm gonna give you an example from PhoneWagon, but this can be applicable across a ton of different businesses, whether you're an interior designer, whether you are a cosmetic surgeon, a plastic surgeon, right? Maybe you, you know, You know, if you're a plastic surgeon, this just randomly came to me, but maybe you're, you know, obviously you do boob jobs, right, that's like the product or the service that you do, but the pain point that you might want to solve is confidence, right, and telling someone how they are going to be able to feel more confident once they experience your, or purchase your service. That doesn't matter. I mean, it does matter, but with PhoneWagon, what we do is, you know, obviously we do call tracking software, and a lot of times what's happening recently is we're getting agencies coming on on board with us because these agencies need to prove to their customers that, hey, I'm generating phone calls for you in addition to web leads. And the problem, if you aren't using call tracking and you're not reporting on phone calls, is that you're only giving them a, a small glimpse of exactly, you know, what you're doing. So if I'm an agency and I'm reporting to one of my clients, let's say a client that I have as an agency is a, uh, a spa company, right? And I'm generating, you know, like appointments and leads them and I'm saying, "Hey, here is what I'm doing for you. I got your website. I'm managing your listings and I'm generating, you know, this many leads," but you also are generating phone calls for them and if you are leaving that out, you are leaving out about 40% of the leads that you are generating and by the way, the phone calls that you are generating are actually higher quality leads than just web leads because guess what, someone has already done a lot of diligence. Everyone knows that we have the entire internet and access to information in the palm of our hands, so by the time I pick up the phone and actually call the business, I've done research, I've done diligence and I'm I'm calling, you know, to ask a very, very specific sales question. I'm the target customer on the phone, so that's why it's really important to be able to, you know, track phone calls and report on phone calls to your customers if you're an agency, because that is what you're doing for them. I actually had a customer talk to me yesterday and said, hey, you know, I'm managing a website for a guy. He said he hasn't gotten any phone calls from the website. He put PhoneWagon call tracking on the website, and the first day The guy got a 10-minute phone call and the person booked an appointment, booked a job for like $400. The guy, the agency, wouldn't have been able to prove that he did that if he didn't have call tracking. The point, this isn't really necessarily about call tracking is the point that I am trying to make. It is more of like, hey, you need to educate the market. I personally need to educate like agencies and marketers on why they need to be reporting on more things than just web leads, online appointments, things like that. We need to be reporting reporting on phone calls so that, you know, you're giving your clients the big picture on everything that you're doing for them. Because if you're leaving it out, you're reporting on less leads and you're actually reporting a higher cost per lead because you're— same amount of spend but less leads equals a higher cost, right? If same amount of spend, more leads, lower cost division. I get it. So anyway, that's what I wanted to go over today in our update is the importance of educating your market. Creating content around that, and then getting in front of your customers at the right time and, and telling them the story. I will see you guys tomorrow.
