How to Build Local Marketing From Scratch — Transcript

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1. 0:00I just a quick background. So, I own
2. 0:01four auto body shops and then I pivoted
3. 0:04into garage doors.
4. 0:06>> [laughter]
5. 0:07>> Yeah, there was a there was a hail storm
6. 0:09which I love and you hate.
7. 0:10>> Yeah, got it. Yeah, right.
8. 0:12>> I pivoted I pivoted to garage doors
9. 0:14because it's just um industry highly
10. 0:17fragmented right now. There There's only
11. 0:19maybe two big players that area I'm in
12. 0:21is there's not that many.
13. 0:23>> Cool.
14. 0:23>> And so we started professionalizing the
15. 0:25company up and installing SOPs,
16. 0:26checklists, arms process. You got
17. 0:28training, you got to get a good team.
18. 0:30>> Everything else is really good.
19. 0:31>> Um but my one issue is uh we have a
20. 0:33weird niche at the moment which we're
21. 0:35trying to diversify heavily away from
22. 0:37where we kind of have a single channel
23. 0:39risk. We pretty much give most of our
24. 0:41leads to home warranty companies. Now,
25. 0:42there are eight of them so it's not like
26. 0:44one, you know, trail but I don't like
27. 0:48Yeah, I used to work like I did though
28. 0:49and we would get a body shop and we'd
29. 0:51become 30%, 40, 50, 60, 70% and then we
30. 0:54own them, you know. I don't want that. I
31. 0:56want just like I'm buying stuff organic
32. 0:58customers coming in paying leads, you
33. 1:00know, all these things. And so where I'm
34. 1:02at is I'm at this pivot point where I'm
35. 1:04just about to start marketing.
36. 1:06>> seven or you doing seven million, what
37. 1:07was it?
38. 1:07>> Seven million,
39. 1:081.5 million in cash flow and but it does
40. 1:11have 4 million in the debt that I like
41. 1:13purchased the garage door.
42. 1:14>> Got it.
43. 1:15>> Um anyways, the cool thing is it's doing
44. 1:17no marketing right now at all. Like we
45. 1:19have one lead every month from
46. 1:21marketing. So, I'm about to start this
47. 1:23whole SEO, PPC, maybe Facebook, etc.,
48. 1:26etc. So, my one
49. 1:29question is you know, I got to organize
50. 1:31how it's going to happen. How should I
51. 1:33organize it? Should I get a marketing
52. 1:35manager? Where should I get them from?
53. 1:37Should I hire them just kind of
54. 1:38supervise, build it up, but teach me so
55. 1:40I can know cuz it it'll integrate with
56. 1:43other parts of the business, you know,
57. 1:44and it's just How do I How would you
58. 1:46organize it if you're at my state? I
59. 1:47basically get to build it from the
60. 1:48ground up which is kind of cool.
61. 1:49>> Yeah. Yeah, I'm trying to think cuz it's
62. 1:52kind of the it's kind of the issue that
63. 1:53Aaron had with
64. 1:55like when it's a core function of the
65. 1:56business like I see I see rainmaking as
66. 1:58a big part of the business. Like
67. 1:59customer You have customer acquisition,
68. 2:00you have delivery as the two, you know,
69. 2:02and then you got ops as the third leg of
70. 2:04the stool. Like every business needs all
71. 2:05three. Somebody to get customers,
72. 2:06somebody to deliver customers, and
73. 2:07somebody to make sure that no one goes
74. 2:08to jail, right? And like make sure all
75. 2:10three have to like keep going around,
76. 2:11right? And by that one I mean talk to
77. 2:13people, HR, finance, legal, all that
78. 2:16stuff, right?
79. 2:17Um
80. 2:18Okay. So, it's a core function of the I
81. 2:21mean like generating leads. Now, I like
82. 2:22the the fact that you have the eight
83. 2:24that you have different places that
84. 2:25you're getting the the warranty leads
85. 2:26from, so that's kind of sweet. Um
86. 2:28I mean I would just continue to do that
87. 2:29as much as I could. Get, you know, go
88. 2:31from eight to, you know, 20 or whatever.
89. 2:33Um I don't even know how many You
90. 2:35probably know the number of saturated in
91. 2:37your
92. 2:37>> Yeah, right. You probably got them all.
93. 2:38>> There's one of them who said like, "Oh,
94. 2:39you're a biggest vendor along with Home
95. 2:41Depot." And like then that was good. I'm
96. 2:43a wilder than
97. 2:44>> Yeah, right. I would I would probably if
98. 2:46I'm trying to think about where I'd
99. 2:47start. I Me personally, um
100. 2:50PPC is is uh will be
101. 2:53harder to crack initially, but then once
102. 2:55you have it's very uh stable.
103. 2:57And so, for local PPC I think it'll
104. 3:00it'll work really well.
105. 3:01Um it's a totally different monster, but
106. 3:03then social media ads like Meta
107. 3:06um specifically I think will work
108. 3:07really, really well. The thing with Meta
109. 3:09ads for local is
110. 3:12I'd want to have someone in-house for
111. 3:13that.
112. 3:14Um
113. 3:15the PPC guys, there's a bunch of really
114. 3:17good agencies for PPC that can do pretty
115. 3:19good work for you on the local level. Um
116. 3:22who can just probably handle it pretty
117. 3:23well.
118. 3:24Uh but the the social media side I have
119. 3:26yet to see people who don't do huge
120. 3:29companies do a good job, and that's just
121. 3:31because
122. 3:32you have to have so much creative. Like
123. 3:34creative gets tired in local market in
124. 3:36like two to three weeks. So, you have to
125. 3:37make creative
126. 3:39every 21 days. Like and like a decent
127. 3:42amount of it. I mean this is why we had
128. 3:44Jim's watch. Like we just we took all
129. 3:45the creative burden over, but we did it
130. 3:47for 1,000 locations. So, you'd have to
131. 3:50build that in-house. So, in terms of
132. 3:51like ease and speed, I would probably go
133. 3:53vendor first for the PPC.
134. 3:57Um this is me just saying what would I
135. 3:58do.
136. 3:59>> Yeah, yeah.
137. 3:59>> I would probably go vendor first for
138. 4:00PPC.
139. 4:02Um and then I would
140. 4:04and then I would probably I'd try and
141. 4:06bring someone in house who understand
142. 4:08probably a younger guy who understands
143. 4:10um paid ads at a local level. And the
144. 4:13nice thing is that there's a gazillion
145. 4:14of them.
146. 4:15Guys who understand local ads on social
147. 4:17media. Um
148. 4:19>> Okay.
149. 4:19>> And uh and give him some sort of
150. 4:21exciting like little mini comp that he
151. 4:23can earn into.
152. 4:24>> Yeah.
153. 4:24>> Um
154. 4:25And uh cuz if if he's relatively
155. 4:28tech-savvy and knows how to do social
156. 4:30media ads and whatnot, he could become a
157. 4:31weapon for the business. Um and that
158. 4:33could probably really help you on the
159. 4:35acquisition side cuz you'll just like
160. 4:37scoop them up, put whatever 100 grand,
161. 4:39200 grand in, whatever you buy them for,
162. 4:41lever the rest, and then you could like
163. 4:43immediately triple the business and roll
164. 4:45it in.
165. 4:45>> Now, at some point I thought about the
166. 4:46SEO portion cuz I know that too. We're
167. 4:48doing a rebrand too. So, we want to have
168. 4:50the trucks wrapped a certain way but
169. 4:52the company and all that. The SEO, would
170. 4:53you do that same kind of go through an
171. 4:55agency on that or eight hours? Seems
172. 4:57like the agency but
173. 4:58>> Yeah, I mean PPC's really simple. And
174. 5:01so,
175. 5:02I think and they're usually pretty well
176. 5:03priced especially for local. And when
177. 5:05you get a good guy, it's like you they
178. 5:06just run the same playbook. They go for
179. 5:08the same links. They build the same way.
180. 5:09And they just kind of like it works.
181. 5:11Um
182. 5:13For SEO,
183. 5:14SEO's more complicated. Um and it is
184. 5:17very much like the skill of the like
185. 5:19there's I feel like there's more skill
186. 5:21in my opinion for SEO than there is for
187. 5:23PPC.
188. 5:25Um but the nice thing is that local's
189. 5:27easy to win
190. 5:28um compared to like national. And so,
191. 5:30since you're just trying to win local
192. 5:31markets, um again, I just whenever I do
193. 5:34anything in a new thing, I start with
194. 5:36vendors. I Have you gone through the
195. 5:37agency chapter in the um Leads Book?
196. 5:40>> I just have it bought. Like just showed
197. 5:42up on the
198. 5:42>> No, you dude, just literally read that
199. 5:44chapter. Just read that chapter, yeah.
200. 5:46It's um
201. 5:47it just gives you my playbook for how I
202. 5:48crack every new channel.
203. 5:50It's really what I do. I buy buy the
204. 5:52agency
205. 5:53and then I I tell them I'm going to take
206. 5:55over in 6 months.
207. 5:57You help me train the person
208. 5:58and then eventually I won't need you.
209. 6:02Yeah.
210. 6:02>> That was actually why I bought the book
211. 6:03and I came cuz I was like I think of
212. 6:05>> What do [clears throat] you like to
213. 6:05think of?
214. 6:06>> Uh yeah, I think of marketing and sales
215. 6:08and conversions and
216. 6:09>> Have you had offers yet?
217. 6:11>> I know yeah, but I don't yeah.
218. 6:12>> Listen now. [laughter]
219. 6:16>> Yeah.
220. 6:17>> Yeah. Yeah, you can you can literally
221. 6:18both in like there's one's 3 hours the
222. 6:20others like 4 and 1/2. So you should be
223. 6:21good. All right.
224. 6:23>> If you're not getting as many leads as
225. 6:24you want and your business is demand
226. 6:25constrained, [music] meaning you could
227. 6:27service more customers than you
228. 6:28currently have, then this is for you. So
229. 6:30marketing is changing [music] and I
230. 6:32think ACQ tends to be on the bleeding
231. 6:33edge of the stuff. We certainly spend
232. 6:35the money
233. 6:36to do it, but we also build custom
234. 6:37software and we pay amazing vendors and
235. 6:39very expensive people to figure out the
236. 6:41system that we have right now and I'm
237. 6:42going to share it with you kind of open
238. 6:43kimono style. If you're not getting as
239. 6:44many leads as you want,
240. 6:46boy do I have the thing for you. Click
241. 6:47below, book call and
242. 6:49hopefully I'll see you in Vegas.