Are you one of those people who don’t know what to do with the internet and what you’re supposed to be doing and using it for your business? Kellen Kautzman is an internet marketing specialist who manages a team of over twenty internet marketing professionals. Kellen says unless your internet marketing campaign has a heart, it’s all basically meaningless. What truly matters is whether the story you’re telling can make someone laugh and cry, whether you’re actively engaged in pursuing the depths of your soul through the lens of your business. He adds that profit matters, payroll matters, and paying your taxes matters, but true altruism can fulfill your life’s purpose while simultaneously growing your business.
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How To Create A Successful Marketing Campaign with Kellen Kautzman
I have a very special guest. His name is Kellen Kautzman. He owns Send It Rising Internet Marketing. He manages the team of over twenty internet marketing professionals. His book, Everybody’s Doing It: Advertising Redefined by an SEO Expert, Kellen Kautzman was the number one new release on Amazon in the SEO category. Congratulations, that’s awesome. He was also the keynote speaker at Planet Hollywood and the Las Vegas Strip. He’s spoken at the University of Nevada and the Lance Tamashiro podcast. He’s here with us at Heartrepreneur Radio. Welcome, Kellen.
Terri, what’s going on?
What’s going on is that I’m with you and you are a rock star in your industry. It’s an industry that the listeners are interested in because more and more people are saying, “I’m not sure what to do on the internet. What am I supposed to be doing? How am I supposed to be using it?” First of all, how did you even get into internet marketing?
I was a teacher. I have a Master’s Degree in Education from University of Minnesota. I taught for five years and became addicted to the game that is earning views online. I was running a lot of lesson plans, ESL, English as a Second Language and Spanish lesson plans on a couple of websites associated content and Bright Hub. You look at it just like you would be playing a video game trying to level up so to speak. Every thousand views that I got, paid me about $2 and the goal was to create passive income and generate millions of views. The goal was $1 million. I got to that and basically moved from that into doing exactly the same blog content creation on behalf of businesses, which is what we do at Send It Rising.
I want to be able to have that much influence and impact, and I’m sure so do many of the listeners. What are some of the things that we need to know?
I would start by understanding that the Heartrepreneur is actually good now to describe it. It’s funny, I sit on the Board of a nonprofit called the Philantrepreneur. It’s very similar conceptually. Let me tell you a story and get you there. Usually, I start by talking about Google’s artificial intelligence and how when you create a YouTube video, if you click on the close caption in the upper right-hand corner, you’ll find that YouTube, which is Google, same company, it’s called Alphabet, understands 99% of what you’re saying. AI is actually capable of some pretty impressive language itself as in it can talk and fool most people. They don’t realize it’s human or not human. What we want to do is start with the heart and I think that we’re going to see the emergence of cause marketing.
We’ve already seen some amazing stuff in the past, have had an interesting campaign where they found that most women don’t perceive themselves as beautiful. Even though they’re in the soap and lotion business, they basically had sketch artists that detectives and police use. They had a woman describe themselves and they also had a woman talk to someone they never seen before and have that person described them and they look totally different. The way that the women perceive themselves as not as beautiful as the way that these strangers did. They did this campaign for real beauty that revived the brand. It’s a good example of cause marketing. Another good example of what I want to focus on is Mission High School. A friend of mine, Don Jersey, was a newsman at the Las Vegas Sun and he found out that his daughter was addicted to heroin. She was a prostitute and was being shot at like a pimp was shooting at her or something like that. Just devastating, horrible life tragedy and he ended up working with some of the government officials, congressmen in Nevada. He helped open the first ever completely publicly-funded drug addiction recovery high school.
Here’s the crazy thing, Terri. Nobody knows about it. I made a video, I showed up and Don invited me. When he’s telling me about it, I teared up, he teared up and we were just all about getting in there. I thought I’d be there for about an hour. I had my camera and my lapel mic, just do a short little use of video. I left at the end of the school day. I interviewed seven people including Principal Collins. It’s the best video I’ve ever made hands down. The first interview I had with a student, she talks about how she was at home and her mother’s fiancé was drunk and he committed suicide in the bathroom. She walked in on it and she realized she saw what that did to her mom. She came to the conclusion that she has to kick her drug addiction because if she dies, she didn’t think her mom could take it, and she didn’t want to do that to her. That was the first interview of the day.
When we talk about, “Make sure that your internet marketing campaign has heart. Remember your metadata and your titles and descriptions,” it’s all basically meaningless. What truly matters is whether the story you’re telling can make someone laugh and cry, whether you’re actively engaged in pursuing the depths of your soul through the lens of your business. I don’t care if you’re selling soap or internet marketing or tires. It makes no difference to me. The next phase is going to be companies that realize that heart first, selfishly is going to have a huge impact on profits because this is exactly what people want to see. There is a selfishness in it and I’m not afraid to focus on that for a second. Profit matters. Payroll matters. Paying your taxes matters. The altruism can fulfill life’s purpose while simultaneously growing your business.
Where are we going to be able to see this video?
If you go into YouTube, you type in Send It Rising. That’s all you need to remember because you can see it on YouTube, SendItRising.com. If you walk away from this and those are the three words you remember, you’ll be able to find it. The school only has 26 students. It’s its first year. This is a Beta test. It has to go well. My vision for the school next year is to get it to capacity, which is 100. If there are waiting lists that will apply pressure to government and it will send a message that this is something that needs to be international and then I want to be part of the process of advertising and growing this concept because fiscally I think it saves our country and the world a lot of money because imprisoning these people’s obviously financially so stupid and ignorant. They’re sick kids. They need help. That’s exactly what the culture of Mission High School is. The principal, Barbara Collins, who walks around the campus says things like, “Love you, proud of you, missed you yesterday.” It’s what high school should look like. If you’re interested in this, I’m begging you, please seriously consider sharing us because I cannot do this without you.
Send It Rising and the power of video. Can you speak to the power of video and how that should tie into someone marketing nowadays?
First of all, you don’t want to say you have to but we’re getting pretty close to you have to. All of the major publications online in my world, SEO, social media are saying 2018 video. Here’s a tip and a trick for you. If you’re familiar with Mel Robbins, there’s something called the 5 Second Rule, which is effective. If you are thinking about creating a video, count backwards, five, four, three, two, one, and physically move. Take the next step towards creating that video. Most of your computer, still will have a camera on it. Hit the record button. You may be staring blankly into the camera with nothing to say, just looking at it and go, “Here I am.” Great and that’s fine. There’s going to be some perspiration. There’s going to be some anxiety. Try to turn that anxiety into excitement. Try to perceive it as being excited and begin the process of creating video one, because Google’s Rank Brain algorithm understands English incredibly well and two, because when you upload your video to YouTube and you’re happy with it.
When you go to the closed captions section of it, you can add the proper grammar, capitalization, punctuation. Then here’s a secret tip for you, you go to a website called DownSub.com and you punch in the URL of the YouTube video, which is just the address and it will give you .SRT file. Bear with me, you’re going to want this SRT file because it is a subtitle file. When you go to Facebook and you upload it, there’s a little button that says options that when you click on it, there’s a place to add that .SRT file. The reason you desperately want to do what I just told you to do is because nine out of ten people, when they watch Facebook videos, don’t listen to the audio. They’re at the doctor’s appointment. They’re over here, they’re over there. They can’t turn it on and so they need to it. As you create video, especially on Facebook, make sure to have subtitles.
That by itself made this whole show ridiculous valuable. That is this brilliant. I never knew about that at all. I love what you were saying about more and more businesses and companies getting it, doing cause marketing, putting heart into the marketing and marketing with heart. It’s funny, I don’t watch very much TV, like almost none. I did happen to see some of the Dove things that were going around. I remember almost being mesmerized like a company gets it and accompany cares, and I actually felt more endeared to Dove. I was neutral about it before and I feel a lot more endear to it. Anything that you’d want to stay in response to that?
If you’re listening to this and you have suffered deeply, deeply and that pain and the tragedy, all that you’ve been through can be transmuted into life. It takes a tremendous amount of courage to do that. All great leaders started history, have done exactly that, and you have it within you to do that. Business people understand that you’ve got to put a roof over your head. Don’t feel like selfish thoughts and the desire to be successful is inherently bad. There’s nothing inherently bad about it. Not sharing the things that just rocked your world and turning that into something good that’s bad, that’s the problem. Regardless of whatever industry you find yourself in, have enough self-awareness to share that tragedy, but transmute it into something good and understand that you are a media company like it or not. The game has changed. You can reach millions and millions of people and I wish you the best of luck in doing so.
Thank you so much. You have heart shared your story and make a difference. I love what you’re doing. Where can we find your book?
Kellen, I just want to say not only thank you for being here but I’m glad I connected with you. I learned from you and more than that I felt very engaged with who you are and what you’re doing in the world. Thank you. You’re creating magnificence in the world, not just as an SEO expert, truly as someone who as a lot of heart and who cares.
I appreciate what you’re doing, Terri. I think Heartrepreneur is a good noun to describe what we’re going for here. It’s easy to hop on someone else’s show, “Hi, I’m Kellen. Hello, folks.” Super simple but creating a show is very challenging, so I do appreciate all the work that you put into this.
Thank you. For the audience, to make it easy for you, just subscribe to the show in iTunes, that way you won’t miss any shows. You could have missed Kellen, you could have missed hearing about Send It Rising. Be a heartrepreneur, pass it forward. Share the show with others that you think would get value from it. Don’t forget the gift that I gave you, GetHotPayingClients.com, a totally free course. Thank you for being here, tune in next time at Heartrepreneur Radio.
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About Kellen Kautzman
Kellen owns Send It Rising Internet Marketing and manages a team of over 20 internet marketing professionals. His book “Everybody’s Doing It | Advertising Redefined by SEO Expert Kellen Kautzman” was the #1 New Release on Amazon.com in the SEO category. His articles have been featured in the Las Vegas Business Press. He was the keynote speaker at Planet Hollywood on the Las Vegas strip and has spoken at Roseman University and the Lance Tamashiro podcast. Kellen holds a master’s degree in education and taught for 5 years before transitioning into his career as an internet marketer.