The Smart Marketer Journey

The Old WayHey So I Want You To Pay Me A Lot Of Money Every Month For 6-12 Months and I Might Get You Some Customers...Cool?

Ummm...F off weirdo?

The New WayHey So I Want To Send You Some Customers This Week and You Simply Help Cover The Advertising Cost and Then We’ll Talk Longer Term...Cool?

Wow! That Sounds Awesome!!

Our Lead Gen Agency Model➔ Customers Now (Start With This)

◆ Pay Per Click◆ FB Ads◆ Leads In The Door Right Away = Happy Prospect = Easy Close

➔ Customers Later (Upsell This)◆ SEO

● Clients leave us alone (more patience) because of the short term business they get◆ Pay Per Lead Sites

The Business

Behind The Business➔ Key Stats (In The Last Year):

◆ Facebook Ad Spend: $2,002,910◆ PPC Ad Spend: $504,794◆ Leads Generated: 163,346

➔ And Lots of Money Made For Our Clients AND Us

Step 1: Get Your Head Right➔ The Guaranteed Success Formula

◆ Taking Action + Consistency / Persistence + Patience = $uccess

➔ Practice Aggressive Patience (The Snowball)

➔ Are You Giving Yourself Too Many Options?◆ Don’t Give Yourself Permission To Fail

Step 2: Find a Potential Client➔ Why Not Start With The FREE, Easy, Warm Leads?

◆ Craigslist◆ Freelancer + Upwork◆ Meetups

➔ 90% Of Your Time Should Be Focused On Client Getting Activities◆ Start First Thing In The Morning◆ Block Off Time On The Calendar◆ Use a Timer◆ Do This Religiously

Step 3: Close Them On A Trial (Foot In The Door)➔ What’s A Low Risk, High Perceived Value Service You Can Provide?

◆ We Offer Lead Gen Trials

➔ Be Flexible, Creative◆ Just Get Your Foot In The Door!

➔ Ideas◆ Leads / Lead Generation (Trial)◆ SEO◆ Social Media Management◆ Website Audit◆ Reputation Management

Qualify Them First➔ ALWAYS Qualify Your Prospect To See If They Are A Fit For YOU!

➔ Ask Questions and Watch Out For Red Flag Answers● How Long You Been In Business?

○ Less than 6 Months?● Do You Have A Budget Dedicated To Advertising Your Business?

○ No?

➔ Helps You Only Work With People That Can Afford Your Value

Step 4: Setup & Run A Successful Campaign ➔ Start With A Solid Offer / Angle

◆ What are People Already Doing? Test There First● PPC

○ Landing Page, Ad, + Keyword Research: SEMRush, SpyFu● Facebook

○ Landing Page + Ads: AdEspresso Free Ad Gallery○ Landing Page: Google Search => site:clickfunnels.com “yoga”

➔ Offers / Angles Move People Toward Gain or Away From Pain○ Away From Pain Usually Does Better○ Never Sell Prevention => Sell Cures

Step 4: Setup & Run A Successful Campaign ➔ Landing Pages

◆ ALWAYS Use Conversion Tracking● Call Tracking● Conversion Pixels

➔ Check Your Landing Pages on Mobile Before Launching Your Campaign!● Check on your own phone, fill out your forms, and check ‘Click to Call’ too● http://browsershots.org

Step 4: Setup & Run A Successful Campaign ➔ Ads

◆ AIDA● Attention● Interest● Desire● Action

➔ Images That POP (I use the Scroll Test)

Step 5: Gold Is In The Follow-up➔ Non-Leads

◆ Retargeting (Facebook)◆ Remarketing (Google)◆ Cross-Channel (Facebook => Google, etc)

➔ Leads◆ Help Your Client Close Business (Means More Value For Them AND You)

● Email Follow-ups● Auto Texts● Voicemail Drops● Anything That Helps Your Client Connect With Your Leads

9-Touch Follow-up (50%-70% Contact Rate)➔ Day 1: Lead Comes In

◆ Email (Immediately)◆ Voicemail Drop (5 Minutes After)◆ Text Message (10 Minutes After)

➔ Day 2:◆ Text Message

➔ Day 3:● Email● Voicemail Drop● Text Message

➔ Day 4:◆ Text Message

➔ Day 7:◆ Text Message

Step 6: Convert Them From Foot In Door to Retainer➔ There Is No Such Thing As A Failed Trial

◆ Unless you get them ZERO results!

➔ You Got Results and/or Data◆ You Got Great Results = Win◆ You Got Horrible Results = You Know What Doesn’t Work

Step 7: Upsell Them Complimentary Services➔ Customers Now / Customers Later

➔ SEO is Easy Sell After Converting To Lead Gen Retainer◆ Turn $1000 Clients into $2000 Clients!

● $1000/Month Lead Gen + $1000/Month SEO Retainer

➔ Ideas◆ SEO◆ Web Design◆ Social Media Management◆ Blog Content◆ Website Audit◆ Reputation Management

Step 8: Then REPEAT This Process➔ 5 Clients Is All You Need

◆ 1 Client @ $500/Month = $6,000/Year◆ 1 Client @ $1000/Month = $12,000/Year◆ 1 Client @ $1500/Month = $18,000/Year

➔ 5 Clients Is All You Need● 5 Client @ $500/Month = $30,000/Year● 5 Client @ $1000/Month = $60,000/Year● 5 Client @ $1500/Month = $90,000/Year

Speed The Entire Process Up➔ Partner With Someone That Compliments Your Strengths and Weaknesses

◆ Suck at Finding Clients? => Partner With Someone That Doesn’t◆ Suck at Selling/Closing Clients? => Partner With Someone That Doesn’t◆ Suck at Setting Up/Running Campaigns? => Partner With Someone That Doesn’t

➔ Partnerships Are Great Even If You Don’t SUCK At This Stuff◆ Is Your Time Better Spent Elsewhere?

This Isn’t That Hard➔ If You Go Where Businesses Are Raising Their Hand Asking For Help…

◆ Can You Get 5 Clients All Year?

➔ If You Suck At Something Selling or Delivering Results◆ Is There Someone Else That Doesn’t?

➔ Business Owners NEED Us◆ We Have A Super Power They Don’t

➔ Keep Perspective◆ Chamber of Commerce Test

And Remember This...

You Can Only Be Right or Wrong...in Hindsight....

For Being So Great... ➔ 2 PROVEN Lead Generation Campaigns

◆ 1 Facebook◆ 1 Google PPC

➔ Each Campaign Includes:◆ Exact Landing Pages◆ Exact Ads◆ Exact Keywords◆ Exact Targeting◆ Selling Stats

Campaign 1: Lawn Care➔ Facebook Ad Campaign

◆ Typical Retainer = $500 - $1,000 (Doesn’t Include Ad Spend)

➔ Key Stats:◆ Offer: 25% Off First Service + Free Lawn Analysis◆ Primary Conversion Type: Form Submits◆ Avg Cost Per Lead: ~ $12 Cost Per Lead (Ranged From $10 - $15)◆ Avg Client Conversion Rate: 20% - 30% (Implement Follow-Up System For Higher %)

● ~75%+ Of Conversions Get Multiple Services● ~ $850+ Avg Customer Lifetime Value

Campaign 2: Commercial Trucking Insurance➔ Google PPC Campaign

◆ Typical Retainer = $1,000 - $2,000 (Doesn’t Include Ad Spend)

➔ Key Stats:◆ Avg Cost Per Click: $18-$25◆ Primary Conversion Type: Phone Call◆ Avg Cost Per Lead: ~ $40 - $60 Cost Per Conversion◆ Avg Client Conversion Rate: 20% - 40%

● Avg Closed Lead Worth $17,000 - $39,000 in Annual Premium○ They Typically Earn 10%-20% Commission

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