Jared Gobler’s high school had 200 students. It also had a class in entrepreneurship. He used what he learned there as part-owner of a paintball company, handling administration and accounts and getting comfortable with the business side of entrepreneurship.
When he started his own moving company, he says his focus was always “finding my next customer. That was my number 1 goal. All of that work was useless if I wasn’t finding a new customer to serve every time.” During this experience he learned the best strategies to get new customers.
It worked then, and still does. Today, Jared is CEO of FG Marketing, a full-service digital marketing shop whose clients include high-dollar investment services, a luxury yacht builder, and a firm that researches exotic energy and aerospace solutions. He continues to apply his best strategies to get new customers in that business.
They all have two things in common: They all want to find new customers, and they all trust Jared to help them do it.
CEO of FG Marketing Co
Rise Grind Repeat Podcast
powered by EIC Agency
Hosted by Dustin Trout
Produced by Andrei Gardiola
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| Rise Grind Repeat 054 |
Most people are so stuck on just Google, just Facebook and they’re forgetting about all these other platforms that you can still advertise on
today’s episode of rise, grind, repeat. We talked to Jared from FG marketing dive deep into the different marketing strategies that they’re using to sell big ticket items. Let’s dive right in.
Jared, thanks so much for joining another episode of riser on repeat. I first saw you when he came on for uh, an SMS, uh, social media summit, um, podcast with Louis and I loved everything you were talking about. There’s a lot of data, a lot of analytics, a lot of like Google stuff, a lot of, just a lot of good stuff that really resonates and just how you approach digital marketing and I wanting to get you in on here and before we go in too far, we’d love to just kind of hear your background. I mean the, you do have extensive knowledge on the ins and outs. It sounded like more of the Google platform. Um, so yeah, I mean, what, what is your background? How did you get into marketing and, yeah, for sure. Um, so, you
know, I, I originally when I was in high school, I wanted to go to the military pretty bad was I liked the action side. I was in paintball airsoft, like just growing up. Right. I love that. I love that stuff. You know, getting in there, you know, shooting around and, and uh, you know, ultimately I did like to pay, I didn’t like having to sign your life over for two years and if they say be there, be at this time, you know, you better be there otherwise, you know, you’re deserted and all that stuff. So I avoided that and I really learned about entrepreneurship. Uh, we had a class in high school and so I went to that class and, and learn more about business. And at that point in time, uh, one of my best friends, um, he had part ownership in a paintball company.
He’d just taken it all over. And so I came in at a 50, 50 owner with him and I handled all the admin side of the work, the paper side, um, you know, setting up all the bank counts, you know, all that stuff. So that’s where I really kinda got into the business aspect of things and learning how to work for yourself a little bit. And, and that idea of, of just owning your own business and that, that entrepreneurship spirit. So what year was that? Uh, that was 2016. That’s when I, yep. So, uh, almost four years ago now, I think. Yeah. So, um, so that was 2016 and then that business didn’t last more than a year. Um, we just didn’t, at the end of the day, we didn’t get customers, you know, we were from a small town, 2000 people max, maybe I’m just in the township of courses, there’s more outside of it.
But you know, our school, my class had I think a 200 kids in it total. So I mean, you know, not a big class at all and not a big town. So, you know, getting the word out there, um, was definitely a major thing because not everybody would just paint Bon in the small city like that. So we’ve got a lot, a couple bachelor parties. We were, we were, um, there’s a bar like here and we were, we were just in the backyard, just big old paintball course set up and cool. Yeah. So I mean it worked out well. I mean bachelor parties came in and they were able to go get some drinks and then they come out and you’ll have some fun on the chorus. So that was good. But at the end of the day, we just didn’t have enough customers. So we ended up shutting that down.
We sold all this stuff. And then, I mean, not, not four months after that I was, I already started up a moving company. Um, cause I had worked at a company called stumble and furniture for, you know, three years prior, since high school. And in that we delivered furniture of course, customer service, you know, learned all that knocking on doors, um, you know, bringing in coaches in. Yeah. We’re carrying heavy, heavy furniture. And so through that learning process, you learn how to stack a truck, pack a truck and get into it a little bit. So, um, there was no moving companies in the town there. So I started that up. Uh, we rented you halls and use you halls forever. We went, of course, they have great benefits and they, you know, have insurance, you break down a side of the road, they come fix your truck or they give you a new one.
So you gotta figure out exactly in overhead expenses cut down way, way, way more to cause you don’t have a truck to worry about. You don’t have like the insurances, you know, all that stuff. Um, so I did that and that’s where I, I was like, all right, I need to find my next customer. That is my number one goal. I mean, all this useless unless I find a new customer to serve, eat every time. So yeah. So that’s where I jumped into, you know, started with business cards, you know, I pin those up on boards and then it started with Facebook page and you know, that’s where I really started to dive into it. And that same year I took Tai Lopez’s course, uh, the SMMA a marketing course.
How was it? I mean, I, I seen him obviously everywhere,
right? Yeah. So I, I took the traveling CEO one cause that’s, that’s the one that interests me the most, right, is, is revolved around the SMMA, um, uh, ideology where you work from a laptop, your phone, wifi and travel the world and you can get new clients in different countries, you know, States, whatever. Maybe. So I really liked that idea. And you know, one day I knew I was gonna, you know, didn’t know when, didn’t know how, didn’t know where, but I knew I was gonna run an agency, you know, one day. And so I started just taking that knowledge and applying it to the, um, moving company. So we’ve got the Facebook page gone and that’s where I really dug into Google ads more than I did Facebook ads. I didn’t really know much about Facebook ads. So I dug into, you know, of course Google my business, you know, get all that set up.
And is that, where, did you try and learn the Google ads first? Or did you try to, to go Facebook and then saw the results and then tried to learn it? Cause it sounds like you do a lot of, tried this, tried this, tried this, and be an analytical trying to identify the ROI of each thing you’re doing.
Yeah. So I mean, you know, I just left Facebook organic, you know, not much came from it. From my understanding, it was cool to just be able to direct people there and just kind of share a post here or there. Um, but you know, early on I didn’t think too much about my social presence as a business. Uh, it didn’t take pictures of the jobs or post to much or anything like that. You know, I like getting reviews, so that was always a good thing. Um, but Google, the reason that I liked Google so much was because of the buyer’s intent. Right? Most people go to Google because they have a problem to solve, right. Whether that’d be a product, you know, they need a plumber or they’re moving, you know, they’re looking for real estate, they’re looking for a mover. So I really liked that aspect of it.
And so I figured, you know, that’s the best return for my dollar that I’m going to get. So I went down there and just started with a simple Google campaign. And I think the biggest thing you know, as an agency owner now is, is having the ability to spend my own money, lose my own money, make my own money and systematize it is what really gave me a lot of knowledge to come into this business and be able to help clients the way we do. Because, you know, I actually took the time to lose my own personal money and with my business as well in order to get a return and learn off that data and youth how to use these platforms. So, um, he, that was very helpful and, and you know, onto the second year I was able to kind of automate that, you know, get an automated system going in.
That’s why I started to integrate email, you know, start giving them, you know, Hey moving tips and tricks, packing tips and tricks. Cause at the end of the day I was able to provide that value for free. What, it just made my job that much easier because now they’re packing stuff correctly. Now they’re now they know what they’re doing now. They’re not so stressed out and they’re getting mad at us for, you know, stupid stuff that’s not even in our control. Right. So, um, and then from there, I, you know, in 2017 I moved down to Arizona and then, uh, just last year I sold them moving company to another couple of young entrepreneurs and I actually still do all the marketing for them. So yeah. So I mean, I just knew it so well and, and obviously I’m doing this and I have so much other, you know, two years of experience with working with other clients as well.
The automations, the CRMs and pipe drive, you know, getting leads in the door and converting those leads into revenue. You know, I think that’s really important is not just driving leads, but you know, how are those leads converting to revenue? Cause that’s the ultimate goal. So, um, you know, I still help them out with that, but, but yeah, now I find myself here, you know, we have the marketing company for, for going on our third year now. And then the, I have clothing line as well that, uh, we’re, we’re looking for funding at the moment. You know, I’ve kind of going slow with it. Not too crazy, cause clothing can be kind of expensive to get started and you’re not going to get the product to then to sell it, so it’s not, you know, you’re drop ship in there, anything like that. So, um, so yeah, I mean that’s a quick rundown on my background. I mean, I just turned 22 yesterday, so it’s not like I have asked, not like thank you. It’s not like I have a ton of history, you know, behind me. But, uh, but you know, since I was in high school, I’ve been in, been in business and learning and spending my money, losing that money and then making money too. So that’s all helped.
And that’s, I mean, that’s probably the key. I mean you got a lot of people in marketing that, I mean learn it and, and execute for clients but haven’t had that or haven’t basically gambled with their own money. And it’s like, Oh wait, did that kind of flush down the toilet? How could I not do this and what can I do? And I mean, you learn quicker, much quicker whenever you got your own skin in the game and no, that’s cool. I mean, everything you just said absolutely love it. I mean that’s essentially what we’re trying to do. Crave. I will content use that to gain awareness and all that type of stuff. Where have you done, uh, the emails that you’re sending out? I mean, tips on packing and stuff like that. Have you done much on the native side of things like native advertising, like Outbrain or Taboola or,
so not, not quite yet. Um, that’s uh, it kinda just the biggest problem is, is allocating that budget to proper platforms, um, and finding those platforms that are getting a return on your money. Um, and then obviously testing new platforms. You know, I’m a big believer in testing new things because you never gonna find that next thing that works better unless you start trying new things. Right? And testing new things and new platforms. So, you know, a lot of people want to go after Pinterest and you’ll Snapchat. It’s like, you know, I, I don’t disagree with that, but I would more retarget on those platforms with based on the website visitors. So that’s, that’s kind of one thing that we’ve been attacking quite frequently is, you know, we know Google and Facebook and the different targeting and go after and even buy, you know, data lists and directly market to that list, you know, and, and be in front of people you want to be in front of. And then based off that website visit, you know, we try to follow them around wherever they go, whether that be Pinterest, Snapchat, Twitter, um, you know, some of these other platforms just don’t have the detailed targeting. And, uh, and I know like geo-fencing and uh, you know, native targeting, they’re, they’re definitely got way more touch points now than I’m most, I mean even Google and Facebook. So you know, I think you sent me that one over Instagram that has like over 300 K
Oh yeah. Actually that’s, that’s that right there. Choose. Well they were in a perfect um, yeah cause I mean it’s funny that you mentioned that cause that’s what we’re huge on. I mean that’s what I, I love is like, I don’t know, to meet searches gray, I grew, I mean that’s where I started all of this is working with Google on the search side of things, um, back when it’s called AdWords. But it’s figuring out how to allocate your budget based off of what platforms you use to prospect or introduce the brand. Where I think in my, I mean in today’s world where you need 15, 16 different touch points. Um, sometimes I think it might not be the best use of dollars to introduce the brand on search cause the CPA, I’m a CPA and a couple of hundred bucks and in some instances cost per clicks are higher.
Where it’s like you can use something like, um, uh, the, the how to pack properly and stuff like that. And I mean that chisel company, I mean trade desk is another one. I mean, but they all have data providers where you can target people based off of if they filled out a credit application on for a mortgage, I mean they’re probably in a market to move. And so you can use all this data to identify your audience and then use things like, I mean even GDN um, but the, the native ads, I mean we’re running some stuff onto Bula right now as well, where CPMs are literally like a dollar 80. Cost per clicks are like 20 cents. And then all we’re doing is targeting marketing decision makers, uh, CMOs, marketing directors. I mean, they have those data points. And so it’s like when you get a click at 20 cents, 30 cents, they hit the website.
Then, I mean, that’s, that’s where then we start building up an audience, a larger audience, and then use like RLSA to then re only retarded on the search. Cause I mean, the marketing clicks, I mean 50 60 bucks or so and so it’s like, yeah, yeah, yeah. And so, I mean, we’ve bootstrapped everything. And so whenever you have a pretty minimal budget and you’re paying 60 bucks a click, it’s like, eh, we only, we only get two clicks a day, three clicks a day. And so it’s like, all right, well, how can we, how can we reach the audience that we want and what platforms can we use to reach that audience where we’re building up a larger audience and then retarget so that our overall reach on search isn’t as large yet. I mean, eventually there’ll be a time where if we do branding well enough that, I mean, when people see the brand name, we want to call it and click and the conversion rates will be better on those non-brand clicks. But yeah, I know where what you’re talking about is just like, yeah, right up my alley. What I love. It’s like where are, yeah, where do we split up the budget to introduce the brand, show the value of what we bring and then where did that, that conversion comes in and huge proponent of just retargeting everywhere. Cause again, being top of mind.
Yeah. I think that’s, I think that’s a huge key. You know, a lot of people, you know, I think most people forget that, you know, they think they’re the only ones selling to that, that particular individual, which is, I mean, completely, completely backwards. You know, I, I read a crazy statistic that it’s like people are seeing over 5,000 advertisements a day. Like just crazy amounts if not more. So like that makes you think why that repetition is key and why you’re trying to program that subconscious mind to remember why they’re seeing that ad, you know, how did they get that ad? You know, I dunno if you do this, but, uh, I, I allow my phone to follow me everywhere I location. Like just how it, all right. I wanted to see how people are coming to me with advertisements. Second, learn from that, you know, are they targeting me based off of where I go if I go to East somewhere, next thing you know, I’m getting at, I’m like, all right, well there they’re probably, you know, tracking me somehow as I’ve walked into that location.
So see, I’m truly fascinated by that aspect of advertising in general. And I think, uh, you know, the native advertising targeting and the geo fencing and all that is a big proponent in, in digital advertising nowadays. And most people are still stuck on just Google, just Facebook and they’re forgetting about all these other platforms that you can still advertise on and get quality traffic out of it as well. So I think a, I think you touched on a key point there. You know, I think, uh, you know, even even just running blog posts, you know, I think that’s a big thing for us. You know, uh, with high ticket items in general, you know, depending on the demographic, you know, a lot of those people who are spending that, that high ticket dollar are usually business owners. You know, they make a good money or they’re, you know, in a corporate job.
And so he knows retargeting with a piece of content where they can read through. It’s a nice long form text copy instead of just having a video or picture every time, you know, trying to persuade them in, you know, just a nice little sub headline and, uh, you know, bring them to that website and read that blog and your credit it yourself a little bit and, and say, yeah, you know, I love all those strategies. And, and at the end of the day, I think most of them, mostly we use, uh, it depends on, on the client again, you know, like right now we have a client where we use Google for all front end, um, based off the searches and what they’re looking for. And then we remarket to them based off Facebook. Right. Cause um, Facebook’s targeting, sure. Cold targeting’s good and all, but you know, we’d rather spend money on people who we know are already qualified. So that’s why we just run that traffic based on the keyword clicks and searches and then we remarket to them via Instagram and in Facebook. So I don’t know. Do you guys do something similar to that? Sometimes.
Yeah. And actually having a, having a conversation now where, uh, um, we just got a new client and, and it came up like a, they do B2B and it came up to where, uh, I was like, Hey, we should be doing some Facebook. It’s like, Oh, we’ve tried that. It doesn’t work. I was like, eh, but how did you use it? And that’s what’s always great. It’s like, I mean people can use things a certain way. I mean you could use only a hammer to try and build a house or there’s other tools that can be used to build a house and you’re probably gonna build it either quickly are a little bit more quickly or better using different tools or just using things differently. And so it was a, um, I mean, again, using some DSP or whatever, uh, basically to, to identify logistics people and stuff that that would be, uh, the decision makers of using their service.
And it’s like once we drive them to the website, then let’s maybe retarget on Facebook and drive the lead ads cause they have a sweet white paper. We probably, I mean, there, there wasn’t any targeting within Facebook. I mean, I’m sure there’s, there’s a bit, but not as, as apparent as some of the other platforms. So it’s like, well, let’s not prospect on Facebook. Let’s use another platform to prospect. Once we know we have our target audience, let’s, let’s figure out how to use Facebook and its capabilities to do what we needed to do to continue the conversation.
100%. Yep. No, I definitely agree with that. And I’m curious, actually, have you guys, uh, uh, I’ve never personally tried this. I’m in our, in our, uh, marketing mastermind. We’ve, uh, uh, one of the guys has talked about this a little bit where they actually don’t do any targeting. They’ll let the content be the filter and they just like pick a city. Uh, I mean, male, female sometimes may be, uh, you know, the top 10% or you know, the, um, the income demographic and then they just let the ad go. Um, have you guys ever tried that with, with no detailed targeting and just some demographic stuff?
Yeah, so we tried it, uh, testing it with a solar company and, and uh, I mean on the front end, the cost per lead was a bit lower. But I mean, we’re finding, I mean, looking at the CRM data that the conversion rate wasn’t as strong and so, and, and come to find out there, a big chunk of leads were coming in where people lived in apartments or something like that. It’s like they can’t even get the product. And so yeah, and it’s, I mean it’s, it’s cause I remember where I saw, but I’ve heard a bit more testing where that that’s done is just like open it up to everyone and then like let Facebook’s machine learning kind of identify the audience and stuff like that, which from a cost per lead and all that, I think the, there that are machine learning can do a great job at that.
But what they, they don’t have is that back end data and, and how are these leads converting? And, and like you said, uh, how is all this turning into revenue and ROI, which is ultimately what everyone wants. And that’s, um, and that’s, I mean, that’s, that’s, I, I just love the analytic side and, and, and implementation and optimization because that’s where it’s like, I just worked at different and it’s always like, Whoa, we had over a million, a million impressions or had millions of impressions and clicks and likes and all that. And then it’s just like, cool, but how much revenue did I, Mack? Like that’s, that’s what always came up. And that’s where a huge disconnect.
Yeah, no, I definitely agree with that. You know, I think, uh, one of the big things that we do when, uh, when a client comes to bore, you know, we’re like, all right, so we want to identify some key performance indicators for you, right? Like, you know, clicks, impressions. I mean, that’s one side of, of you know, KPIs, right? I mean, that’s how we measure the effectiveness of the advertisement and click through rate. How has it resonated with the audience that we’re sending it to? Um, but additionally, we want to measure KPIs based off conversion rates. You know, your CRM leads and how you’re converting those leads, how many are winning, losing. So I definitely agree there. You know, some agencies are like, yeah, we got your million impressions or perfect, cool. How, how did that help my bank account? You know, how did that bring some money back to me?
You know? And so that’s, you know, that’s a big thing that I touch on too, is, is personalizing those KPIs for businesses based on what they want to see. Right? I mean, if, if a company comes to us and they say, yeah, we’ll look at, we just wanna we just want to be in front of a couple million people a month, you know, and just, you know, solidify a brand awareness, like a big company, like, you know, McDonald’s and just buy a billboard here or there, you know, some, some advertising placements and, you know, they’re not necessarily tracking the, the revenue, but they’re like, you know, we need more impressions cause we want to remind people that we’re still here, we’re right down the block, you know, so on and so on. You know, that’s perfect. We’d love to take on a client like that. But at the end of the day, you know, most clients are not like that.
You know, most clients are looking for a return on their money. You know, they just don’t have money to throw out the door and just start tossing it out the window, you know, and letting it fly. So, um, that’s, that’s a big thing that we try to touch on is what do you want to see in your business, you know, and how can we help you achieve that goal? Um, and, and a big thing about us too is, you know, the client can need marketing services, but we may not be the perfect fit for them. So we’ll actually turn a lot of people away. I mean, we’re not just, you know, I try to think of ourselves as a, you know, we want to solve a problem for you. You know, we don’t want to just take your money and try to run with it. You know, if we can’t solve a problem for you, we’re going to try to bring you to somebody that we know and trust that could probably solve this problem for you and get you on the right. Right.
Yeah. No, I mean, I love that. And that’s, I mean, something that we’ve, I have had to learn is, is, I mean at the very beginning was just take anyone and everyone and then, yeah. Yeah. And then it’s a after. I mean a lot of it is learning too. Cause I had, I’ve never ran a business or anything. I’ve never managed anyone before all this. And so it was like you say yes. And then also it’s like, all right, we’re getting this much and you add up all the time and everything’s like, wait, we got more going out than what’s coming in. And like, Hey, can’t really sustain that way. And so it’s, it’s a lot of learning, which is, which has been fun. But I mean what, what you’re doing and your, your agency, it seems like you guys focus more on high ticket items. How did you, how did you get there? And one thing that’s interesting that, um, uh, you guys do is, um, have a blend or different models. Can you kinda, I guess first explain how you got into more of high ticket industries and I guess did that kind of lead to the model pricing structure or pricing model that you guys do where you have just, it seems like hours and then there’s a performance based model as well? Yeah. So, uh,
that’s a great question. I mean, you know, we, we took on just like you said, everybody under the sun that wanted to give us money, you know, it doesn’t matter who they were, what they were doing, you know, we’re like perfect. You know, we’re, you know, young business owners who were like, money’s coming in the door. Fantastic, right? We weren’t necessarily paying attention to the outcome of what we could do for them and the overall effect of what we could do. So I think the biggest thing why we got into the high ticket space was, you know, we, we’ve tried working for, you know, some small supplement companies that are selling a bottle supplements from $10 to $40. Right? But they also, I think a big thing that most marketers don’t understand is the backside of businesses, right? I mean, you could sell, you could sell $140 products, right?
And you got four, four grand. But at again, the backside of the business, to us that looks like, okay, great, we made you four grand. You only put in two grand. You got to, you know, 200% ROI. Right? And then all of a sudden they’re like, yeah, well after expenses, after we paid for the products again to restock the ones that we sold and the packaging and the labeling and the branding and all that stuff. Right? They’re negative, right? I mean, so it’s like, you know, that’s why we got into high ticket stuff is you have to sell hundreds and hundreds and be, I mean, acquiring customers at dollars, if not pennies on the dollar to be profitable in some cases. You know, especially with like drop shipping nowadays, you know, they’re, they’re selling a product that’s $2 30 cents for $13. They could be acquiring that customer from $5 and they’re really small margins there.
So, you know, selling, selling a car, selling a high ticket item, even like a, you know, we work, uh, one of our clients is we’re QT the coworking space out here, you know, that’s a high ticket item. You know, that’s a, that’s a, they’re either selling a $225 coworking space where it’s, you know, you just jump around from desk desk, desk or the sign, you know, a $5,000 office private office suite to, you know, 10 people, 10 20 people. Um, so again, their margin to spend more ad spend and get a better return is, is there, right? I mean, they could, we could spend $200 to acquire a customer, even $1,000 to get that customer to convert in after they are lead. He spent $1,200 to seal a $3,000 a month deal for 12 months lease. That’s, that’s it. That’s a significant, uh, customer acquisition cost right there.
So that works out well. You know, even even with the yacht company that we helped out here, you know, they, uh, they’re selling a $250,000 share to a $4 million boat, right? I mean for us too, we were acquiring leads, you know, and you’re from 80 to a hundred dollars and then putting them into the automated pipeline process and the, you know, uh, email process and eventually, you know, we helped them make a couple million dollars in return for, you know, you the five figures that they put in. So, so, right. Yeah. So I mean, you know, it, uh, that’s the high ticket item is big for us and that’s why we like it so much is there’s a lot more room to play and test a little bit rather than just like, you’ve got to get it right the first time. And if not, I mean, they’re going to be, they’re going to be pissed off at you and they’re not going to be too happy and they’re losing money.
And then, you know, we’re sitting here scratching our heads scrambling like, what do we do now? So we took a lot of that pressure off ourselves and we just wanted to operate more effectively and be more efficient with, with what we were doing and be able to learn better. Um, so that’s why we switched over to the high ticket items to really just, you know, attack that. I mean we’re not like stuck in the high ticket item either. You know, we take a couple of people here or there, whether it be a service or um, sometimes depending on the eCommerce a company we’ll take a eCommerce product in. But uh, but yeah, so and then as far as pricing goes, you know, our, our pricing is based off value that we’re providing. You know, after, after the two years, um, we don’t charge any hourly.
I think. I think paying people hourly is probably the worst way to incentivize anybody. Cause if you pay me hourly for a 30 day period to get something done, I’m probably going to take as long as I can to do it because that means more money for me. Versus if I’m paid via performance or a just a fixed fee, monthly fee based on value I’m providing, I’m more incentivized to get that done quicker on the spend less time on it and get you better results. That way I get paid more and I get more bang for, for what I’m getting paid for. So that’s really what our model revolves around is how much value are we providing that client, you know, like whether it be comes down to email, Google, Facebook. It would just try to identify, you know, how much value are we going to give you?
And then, you know, how much do we deserve for the value we’re providing your company? You know, so I mean, even generating that couple million dollars, you know, I believe them paying us our fee is well-worth to generate that much extra revenue for them. Right. So, um, and then, you know, we, we charge, you know, depending on the website, you know, we try to stay a little bit away from web design, but, you know, of course if a client needs it, you know, if we bring on a client, you know, and we don’t try to like go in there and just change everything they’re doing right away. We’re going to run some ads. And then I take a look at the analytics data, especially Google analytics. You know, I think that’s by far one of the most powerful tools, uh, in the, in the book, you know, just especially if you know how to use it and leverage all the data that it holds.
Um, you know, you can leverage that and just identify, all right, so we have a 90% bounce rate and you know, these pages have a 95% exit rate. You know, we need to identify and change some things here so that we’re keeping people on there longer. They’re not just exiting off as soon as they hit. And also looking at the traffic we’re sending there to, you know, as irrelevant. So I think, uh, you know, a big thing for us is, is, you know, identifying those things and then based off, uh, you know, the client’s needs, we’ll, we’ll make some changes to the website and, you know, charge accordingly based on the project size. But, uh, we, yeah, we, we, uh, we, I don’t think we’ve ever charged hourly for what we do. Um, you know, with the moving company that’s hourly cause that’s a service based, you know, that’s a, you know, you’re there for four or hours, you know, it’s just a different model.
But if that was, that was a big switch for us, you know, especially for me, you know, coming into the, going from BTC to B2B, uh, was a big switch, number one for sales hands down. And then from there, just a pricing model, right? Having that different structure, creating that different model and understanding, you know, what do you charge for the value you’re providing. You know, you make a company, you know, a couple of million dollars, even six figures in return in one month, you know, what do you charge sufficiently to, you know, provide that type of value. Yeah. So yeah, I mean that’s, that’s really what our revolves around our pricing structure and what we go for. Um, you know, and depending on the client, you know, if we have a client comes on and they take all the services, we have like a, uh, like what we would call like a whale package or we’re doing a lot more than just the services that they paid for.
You know, we’re doing damage control, we’re making sure that everything’s running smoothly. You know, like, um, you know, emergency state as well in case anything uh, is something happens out of the blue. Right. I’m sure you guys have experienced that, you know, uh, ad account gets shut down or you know, um, Google account gets suspended or whatever that is right. That, I mean we react to that very fast and very quickly to get that taken care of and get you back up and running on these platforms. Cause you know, a lot of companies, I mean, I’ve seen it where, um, the companies are spending their whole budget on just Facebook and that account gets shut down cause Facebook can do that for whatever.
Oh and it’s happening more and more it seems like. Yeah,
absolutely. I’ve definitely been reading some horror stories where they just get shut down out of the blue. And like, of course Facebook doesn’t give an explanation either and then known and talked to, which is frustrating, right? No one to talk to. And then it’s like, well that was only, I was only spending money there. I want to spend money on Google when I’m doing any native advertising, you know, nothing else. Right. Their whole business just went to a pause. At least a significant reduce at the very least. So, um, so yeah, I mean we do a lot of that, you know, um, and just try to be there for the client, you know, any questions, comments, concerns, make recommendations. I mean, I’m no sales expert. My myself or I go into a company, they don’t have a CRM, they don’t have automated emails following up with people based off CRM leads. I’m like, you know, listen, let’s, let’s get you guys set up here. I mean, my job is only as good as, you know, I can only do as good as your sales processes, right? I mean I drive you guys a hundred leads, but if you convert one of those because you guys don’t have a proper sales funnel, you know, pipeline to follow up with people or automation.
So have you ever run into any issues with that? Cause that’s where, I mean we’re, I mean there’s probably more businesses that don’t have all that setup than do. And so if you go to the performance based model, that’s the variable that could be negatively impacting what you’re doing is driving these leads. But it’s taking a four days for your sales team to even reach out cause you guys don’t want either have a CRM or even have views or reports set up in your CRM to assign it to the right person to then reach out. Um, so how do you kind of navigate it?
Yeah, so I mean, you know, I, uh, I’m sure you’re familiar with like a SWAT, you know, the strength, weakness, opportunity, threats. Um, you can virtually do that for any, any piece of your business. I mean, operations management, uh, you know, marketing content. You know, you could literally just run that report through your whole business and, and identify everything. So, uh, we tried to do that with, with the clients. Um, you know, when we onboard a client, usually we’re, we’re identifying and auditing what they’ve already done instead of just like taking them on board and like, all right, let’s go. Like we could just be falling right in the footsteps of the people who previously did it and what nothing was working. So, so, you know, that was one thing, you know, we brought on a client here recently. They had no, no CRM. They were doing the, the reason MailChimp, I’m not a fan of MailChimp personally.
I mean, it’s a cheap, easy platform to use for beginners. But you know, I’m more about a, you know, I use it personally, autopilot HQ. I love that platform. Um, you know, I know active campaign, they’re very good and there’s a few, you know, Clavio’s good as well for eCommerce. There’s, you know, there’s a few platforms out there that are far superior to MailChimp, but they’re just using a simple MailChimp automation, you know, no CRM paper, you know, write down on paper and things like that. And so I came in, that was the first thing we did, you know, before we really even took over the ads. We’re like, all right, let’s get you set up here because this is going to have a drastic effect as to how we do our job and drive you leads and get you sales is by having this organized.
And that way we can identify where things are working, where things aren’t working. And so, you know, we, uh, you know, even a, here’s a, here’s a horror story for ya. We work with a client one time and we drove a hundred leads to first month a hundred leads and called them up and said, Hey, how, how the leads gone call them excitedly probably. Oh yeah, we’re, I mean, we’re thrilled. We’re like, boom, a hundred leads. I mean, the guy to convert something, right? I mean, even a 1% conversion rates, one lead, right? And yeah, we haven’t seen any leads come through. And we’re like, well, this is the email, this is the email we’re sending them to. Oh yeah. None of our sales reps have access to that email. And we’re like, well, why would you give us that email? You know, why we asked you clearly like, Hey, what’s a good email that everybody has access to that we can drive these leads to?
And nobody had access to it. And I was just like, that is unbelievable to me. I mean, you know, it sucks, but you know, of course then those leads sat there for 30 days untouched, you know, so it was just reaching back out to them and then still be ready for your product or service. He’s probably pretty minimal. Yeah, exactly. So, you know, again, based off those experiences, we, we do some heavy audits and again, just some SWAT analysis of what are you doing? How’s it working? Perfect. This is where we can be better. This is where you have some threats, you know, and, and opportunities. Um, any even balls around content to, you know, most people. Um, I think continents, I mean crucial. I mean obviously that’s why you guys are doing all this content. You guys probably have the equipment to do content because you know, right now that’s, I mean that’s almost a forefront of marketing right now is having good content that speaks to the customer. Um, you know, and, and even long form content to, you know, copy, uh, is, is important in the content game. So, so yeah, I mean to answer your question, we just do try to do a full audit and understand what’s going on, why, that’s why that’s exactly happening and how we’re going to come in and we’re going to solve that for you.
Yeah, no, it’s funny we were just talking about this right before, but I think what, what you see in success is essentially the pre-planning or before you go in and, and uh, that’s another hard thing that we’ve had to learn this last. I’ve had to learn this last year, year and a half or so is, uh, I mean, you know, I mean, so I love the video or not video, but even just content side. Cause it’s, I mean six, it’s been like seven years now. I’m running the distribution sides of the ads and all that and even working with huge brands, it’s like all right, we’ve had the same banner ad for literally three months. Like it’s, it’s going out to anyone and everyone and with the ability of being able to segment down to, I mean household incomes down to I, there’s so much that you could target.
It’s like there’s no point in that if you’re not pretty soon the content to speak to that. And to me it’s like use the data to identify who these people are. And it’s like how I kind of compare it is like, all right, you’re at a bar and there’s, there’s a hot chick or dude that you’re wanting to talk to you. If you know more about them, you’re probably going to go up and have a better conversation rather than like what you say to them, your tone and all of that is going to change. The more you know about them. And that’s how I kind of equate all this too, is the more you know about your, your cold audience and the people that are in your CRM and the more you know about them, you can then lead the content production to have a better conversation.
And to me that’s, it’s when it’s marketing communication, that’s all this is, is having different conversations. We just now have the ability to identify how people are talking back. And I, I say you look at the data and that’s what people are saying. It’s now what content can you then follow up with to then keep nurturing them down the, the overall marketing and sales funnel. Um, yeah, I know that’s, that’s, that’s interesting. Um, and, and one question I did have is, I know even on like the pills or shirts, I mean just smaller ticket items. I think one thing that is wildly, wildly untalked about is lifetime value of a customer. And I think that, cause everyone’s always like, well I spent $3 to then make a dollar. And it’s like I’m losing money when it’s like, okay, well what are you doing to bring them back? Because chances are you’re not one and done. If you’re selling vitamins, they probably need it every month. And so, I mean, do you guys help with that? Sounds like got a lot of CRM knowledge
that, I mean that I think that’s uh, I think in eCommerce and if you’re selling an online product, lifetime value of a customer or at least a recurring product, I think the lifetime value of a customer, almost a lot of people that we’ve talked to, number one, don’t know what that means really. And they don’t really know how to calculate that. And I think that’s so important, you know, for like even our clothing company and you know, there are certain points where we had a 50% customer retention rate. So even if we’re selling a $40 t-shirt, we could afford to acquire that customer at $100 because they’re coming back and purchasing more and more and more. And three purchases down the road. We are now in the green. Right. And they’re just going to keep coming back, keep coming back. So I think, you know, an eCommerce, this would totally sound backwards, but you know, when we were running some e-commerce stuff, we were willing to lose money on the front end acquisition knowing that they had such a good product and service and their customer retention rate was just coming back and back and back that we would spend, you know, $40 to acquire a customer for a $20 product.
But you know, again, four months down the road when they’re a recurring customer, there’s coming back every month, you know, that turns into a pretty significant profit. And most people don’t look at that. And most of the clients that we’ve talked to, unfortunately, how the mindset of, well, I got to, you tell me I got to put 10 grand into this. I got to come 10 grand out of my pocket and put it into this thing that, you know, we don’t even know if it’s gonna work yet or right. I mean, nobody’s looking at the back end ROI. Like, that’s my big thing is like, well, look at what’s to come out of this. You’re going to put money into a platform that, you know, we, we know what we’re doing. And I think marketing in general is kind of like a brain surgeon, right? A brain surgeon has to go to, they have to go to school for eight years to be a brain surgeon.
You know, they’re not going for two years in like, Oh well let’s go to [inaudible] schools. Yeah, let’s, let’s start digging in. You know? So the same thing with marketing, you know, I mean, people are trusting people with one, one year, maybe even less with, with their marketing money and spending these budgets and it’s going nowhere, you know? So I think, uh, you know, having that knowledge and, and of course reassuring that client that you have that knowledge and, and being able to spend that money on the front end to acquire those customers to then retain them is a big part of that. And emails. I mean, email is one of the biggest parts of retaining customers and getting them to come back is, you know, mean you pay, usually pay a monthly fee for email. Um, whether it be contacts or you just pay a fixed fee and you’re sending emails out for free.
You could send 800,000 to 800,000 emails out depending on your list for free. Right? I mean, you know, and even if you have, you know, 5% conversion rate on that, I mean, that’s still a significant people coming back that again, you required on the front end, they purchased from me, you all acquired all their information and now you’re just getting them to come back for free. You know? So I think, um, lifetime value is huge for us. You know, I love, I love lifetime value and, uh, I think a lot of people overlooked at when acquiring customers. And you know, again, for us, you know, especially me being the COO and our in our clothing agency or sorry clothing company, um, you know, I look at that pretty heavily, you know, I’m like, all right, what’s our customer retention rate? Because based off that, you know, we send, you know, we have 5% conversion rate, we send, you know, 50,000 people there and we’re going to have so many people convert and then we’re going to have even that percentage of people who converted, come back to us and continue to purchase.
So then you can literally calculate that out, you know, and, and so again, I look at that very heavily and that gives me the ability to acquire customers on the front end at a little bit of a loss, which doesn’t look good on paper, you know, especially with the CFO, you know, but uh, but then you can come swing back around and, and show him, I, you know, this is the tactic and behind it, you know, behind losing a little bit of money to, you know, ultimately gain a brand new customer. And, and not, you know, I think I’ve heard you guys talk about this quite a bit, you know, not just be a direct response marketer and not, don’t be the guy in the Costco, you know, Hey, do you want some direct TV? It’s like, what if I were to have it, you didn’t even care to qualify me.
Right. You know, it’s like you just threw something in my face and hoped that I would come and convert. Right. I mean, you know, so qualifying that customer, being treating them like an actual person instead of just another customer, um, and getting them in the door and, you know, treating them well instead of just great, gotcha purchase. That’s it. That’s all I needed to for know, hope you enjoy the product, you know? So, um, we tried to avoid that and treat people like people, humans, you know, and, and, uh, you know, get them in the door on an ethical way and again, tried to resell them in a, in a good way as well. You know, I think, uh, uh, uh, this is a strategy that, uh, you know, we, we try to use depending on the client. Um, if it’s a product, you know, you can usually segment lists out pretty well full of people who convert, right?
Sending a video content or just even emails to those people. Um, you know, I like I bought this, uh, it’s called a woop. Um, I would highly recommend it monitors your sleep, your exercise, your recovery, um, your heart rate. So like when you go to the gym, you know, I’ve measured is how much you’re, you’re producing and then based off your exertion for the entire day, it tells you how much sleep you should get. It tells you your sleep cycles. So, um, being an analytical guy, I like looking at that stuff. It’s already helped me. I’ve noticed sleeping trends and trends in my workouts and just being able to, uh, identify those. But you know, they had recognized that I converted. And then, you know, a couple of days later I had gotten an email saying, you know, here’s your whoops trap. And it brought me to a video on how to set things up, how to take it out of the box, how to properly use it.
And again, that’s to me, that is an incredible strategy. Instead of trying to upsell me right away on the next product there, there were instead paying to inform me about the current product I already bought. So that way I would gain trust, gain credibility, and gain knowledge about the company. So, so now I’m more entitled to go back and purchase from them because they’re, they’re putting me into a process instead of just like perfect match. She has a customer, Oh, just in case, you know, in case you didn’t see it, we got sweatshirts to for for $50, but since you bought a tee shirt, we’ll give it to you for 20. Right. Like, you know, we’re not trying to do that. And we, you know, we’re trying to again, treat people like people walked into the process, you know, and if you have a technical product, you know, whether it be, uh, you know, again, this wristband, you know, and if I didn’t have that video, I would have taken it on.
I’m like, well, now what? You know? So, so again, you know, I really enjoyed not only seeing that strategy, um, happen to me and work on me, but also, you know, deploying that strategy as well. Again, you know, I think a lot of people were looked at, you know, um, there’s a great example is like hair curlers. Um, we’re prospecting client one time and they sell, you know, curling irons, hairspray or you know, all that stuff. And a lot of people were asking them, how do we, how do we get the perfect curl? Right? And they do free consultations. And so, you know, that’s a point where you’d then run marketing videos to your converters. You know, here’s how to get the perfect curls with your brand new iron you just bought. Right? And again, instead of trying to upsell them on, here’s a brand new comb that would help with your curler, or here’s some hairspray, it’s like, you know, he’s how to get the best use out of the product you just bought. Right? And then, and then after that, then you have the right to go and say, Hey, this would even help you even more right now, now that we won you as a customer. So, um, again, just treating people as people and getting people in the door and, and really embracing that lifetime value in educating people on what we’re doing with them.
Yeah, no, I absolutely love that approach. I’m definitely speaking our language and, and yeah, it, by educating you’re bringing more value and then it can turn people into brand ambassadors, which creates the word of mouth, which is always going to have the highest ROI because you don’t have to spend money on someone going out and telling their friends. Like, I mean, you just brought it up on this because of your experience and stuff like that. And even then you could, you could upsell in a way that isn’t cars used, car salesman ish, where it’s like the people that have watched the video all the way through or like you can segment the audience based off of how they’re engaging with that video and the ones that watched all the way through or keep coming back. And then maybe it’s like, Hey, it looks like you like this.
Here’s some other things related to it. Rather than everyone that got that two days later we send this up where it’s like, well they might not even watched it. So it’s like, again, using data to then know more about the person where they can continue the conversation. There’s a, yeah, I think there’s so much opportunity there and, and, and many people don’t leverage that. And so I kinda as a kind of wrap things up, would love to hear what, what is your next 12 months look like for you and your agency? And like, what do you think, I mean, is, is the biggest opportunity in the marketing space?
That’s a great question. You know, the next 12 months are just, you know, definitely would be focused on getting some, some new clients in the door and helping more people at the end of the day, you know, with, with marketing and, and, uh, you know, just being in the service based business in general, um, with the last couple of companies. And I would really found, I mean, even the jobs I worked in high school, you know, that service-based, you know, helping customers and just, you know, seeing satisfied customers that had, they had a good experience. Um, that’s what I really enjoy. So, you know, that’s why I’m in this business is to help people achieve their goals and get to where they want to be. So, you know, the next 12 months a obviously it looks like, um, you know, continuing education for sure. I mean, I think that’s the biggest thing, you know, and these platforms are ever changing.
Everything’s changing for us and, uh, and we need to be able to adapt to that just as quickly as it’s coming out. You know, Facebook changes the algorithm. We need to be able to hop on that. And know about it and learn how to leverage that much more. Um, and then, you know, just going to have some more high ticket clients. You know, I’d like to try to get into the automotive industry. Um, you can do some pretty cool stuff with some of the data that you can buy. And of course some, some of the native advertising. I mean, you can anybody who goes to cars.com or you know, Craigslist or anything that, right. Just you’re retargeting them and then, uh, you know, people visit your neighborhood dealership and not necessarily yours. So you can pick up on that and, you know, bring them back to your place.
Um, even send an email. So, um, that’s what that looks like. And then, you know, as far as like growth, you know, we’re, we’re not trying to take on like 20, 30 clients because I feel like you can lose, um, a significant amount of quality that you’re delivering to those clients. You know, so we look for really a client that, uh, we know we can help for sure. And then, you know, that’s, it’s also going to be a good partnership. You know, they value us, they value what we do, they know what we do, they respect what we do and, and even have the budget to do it. You know, I think, uh, one of the great things about working, uh, with some of the clients that we have now is, is as we’re learning, we find new tools to help what we do, uh, get better.
Right? I mean, it’s like, yeah, I think you touched on this earlier, so I can imagine showing up to build a house with no tools like, yeah, you did. I piece it together. No nails, screws. I mean, probably the last inspection. Exactly. And then, uh, or even showing up to, to reroof a house without a ladder. Right? I mean, you know, so, you know, we find all these new tools to help better what we do and deliver what we do. And, and you know, of course, that doesn’t really come out of our pocket that comes out of the client’s pocket. Cause at the end of the day, it’s their platform, you know, whatever it may be is their account. They pay for it and they, they get to keep it, whether they stay with us or not. Right. So, um, you know, having the money in the budget to be able to, you know, on top of that, it’s been in our management fee, be able to purchase some of those, uh, excess platforms to, again, better what we do and, and ultimately help their business and, and create automation.
Um, you know, so that’s a huge thing that, that’s big for us. And then of course, uh, learning how to, um, analyze better data and analytics so that, you know, obviously you can get better at, uh, higher performing and reaching out to people and, and getting in front of people. And, and really, uh, you know, I think data and KPIs are a really big, for me personally. Um, you know, I think you can get lost in data very easily looking at too much of it. But if you’re looking at the things, you know, what you want to look at and change and you know, one month you could be looking at this metric, but we fix that metric, that looks fantastic. Now we want to move on to right. What’s her landing page, you know, load up speed look like or what’s all this different KPIs?
Cause I mean, like I said, you get lost in KPIs and you’d be like, all right, well we’ve got 30 things to do. I need you just frozen. Right? You kinda like freeze up and which, what do we do first? Right? So it’s like move on one to the next and the next. Um, so I mean really that’s what our next 12 months looks like. You know, especially for me is, is a lot of education. You know, I need to, I need to stay on top of these platforms. I need to stay on top of marketing, um, and what’s going on in the business world. And then, you know, like I said, just just getting some more qualified clients, people that we want to work with and people who have the, the budget to work with us, um, to really get them some good results. So
I love it. And, uh, well this has been great. I enjoyed this conversation. There’s so many more questions I want to ask. I’m sure that, uh, it’d be, I’m sure I’ll be reaching out. It would be cool to do a, another followup to this, cause there’s a lot with the geo fencing. There’s just a lot that we didn’t even touch on, um, that would love to. But, uh, yeah, I mean if there’s anyone that that wants to reach out or has any questions or just might be in that higher, higher budget range or just a higher ticket item that they would like to, to sell more of, how could they reach out to you or what can they find you?
Yeah, so you can find us on social media, uh, at FG marketing co. Uh, same with our website is FC marketing code.com. And then, uh, you know, my personal email, I try to reply to everybody. Um, you know, I’m, I’m the client manager, you know, I, I believe in not only working on the platform, but also being able to translate that properly to the client. So, uh, my email is email@example.com. So again, feel free to reach out. I’m always happy to help give us some advice and, and, uh, you know, see how we can further that relationship. So, uh, and then of course, all my personal social media is at yard Gugler too. So, I mean, I don’t post too much myself. I’m more focused on getting my clients results then than my personal brand, which I probably need to work on more. But, uh,
Hmm. It’s always, there’s only so much time in the day. That’s right. So much time in the day.
Yeah, exactly. So, uh, I think, you know, big priority for me is just taking care of my clients. You know, it’s big for me, so
love it. Well, I appreciate the time and, uh, we’ll be connecting soon. Absolutely. Appreciate it. Thank you.