“The riches are in the niches…”
If you’ve been in the online marketing or entrepreneurship space for any length of time, then you’re probably pretty familiar with this phrase. Or at least some variation of it.
By now most of us have heard industry leaders suggest that “niching down” (or focusing on solving a specific problem for a super specific target market) is the key to success.
I feel like this idea comes up as a key piece of advice both to brand new entrepreneurs who are just starting out, and to more experienced business owners who are looking to take things to the next level.
And that’s one of the reasons I know this week’s podcast episode has the potential to be a real game-changer for people.
On Episode #111 of The Art of Paid Traffic, I talk with my friend and former student, Robb Bailey.
Robb’s been in the online marketing world for over a decade and he spent nine of those years running, what he calls, a “jack-of-all-trades” marketing agency.
He and his team offered everything from SEO to blog writing to marketing automation — you name it.
But as you’ll hear Robb explain on the show, offering tons of services to tons of clients in tons of industries can lead to, well….a ton of stress.
This year, he finally decided to niche down and focus on solving a specific problem for businesses in a specific industry. Now, he runs a successful Facebook Ads agency that serves businesses in the health and fitness industries.
Whether you manage Facebook ads for clients or not, you’ve got to hear the smart strategies Robb used to optimize the profitability of his ads management business while prioritizing top-notch results for his clients.
It’s some seriously good stuff.
Still, the biggest reason I can’t wait for you to listen to this episode is because Robb talks a lot about how niching down in business has allowed him to level up his happiness in life.
It’s a show with the kind of value that, frankly, speaks for itself.
I hope you’ll agree.
On Today’s Show You’ll Learn:
- Robb’s initial client acquisition strategy when he started his Facebook ads agency
- How Robb charged new clients for his Facebook Ads services
- Why niching down is a game-changer for business owners today
- What’s allowed Robb to actually interview potential clients and pick and choose who he wants to work with
- How Robb is able to offer a money-back guarantee on his services
- The value you can gain by looking at offers from similar businesses as you’re setting up Facebook ad campaigns
- Why video can be the difference between a home run Facebook ads campaign and a complete strikeout
- The importance of a follow up sales sequence and how to set one up so it works with your Facebook ads strategy
- And a lot more…
Links & Resources Mentioned in this Episode
Check out Robb on Facebook: Facebook.com/RobbBailey
Want to contact Robb? Text him at: 619-202-8441
Got A Question You Want Answered On the Podcast?
Ask your questions in the comments below or click here to visit my contact page and submit your question there for a chance to be featured on one of my upcoming Q&A episodes.
Subscribe to The Art of Paid Traffic on iTunes and/or Stitcher
Other Episodes You’ll Like
#110: Choosing the “Right” Facebook Ads Objective
#109: The Critical Work Needed for Successful Facebook Ads
#108: How to Write Better Copy by Hacking Your Ideal Customer
#107: How to Allocate Your Local Marketing Budget + Other Q&A
Transcription of Today’s Episode
[00:00:00] Once they start to go Oh this works you know oh there’s money to pay for your efforts. Oh I can directly tie that and it’s just a conversation completely changes. It’s. Is.
[00:00:17] This is the show where I bring you the best tips tactics and strategies for using paid traffic to grow your business on autopilot. You’ll also hear what’s working and not working right now from the top minds in online marketing so they get more leads and sales every day without having to empty your wallet in the process. All right let’s jump into it.
[00:00:41] Hey what is up everybody welcome to the art of paid traffic podcast Rick I’m already here. This is episode number one hundred and eleven. Thank you so much for coming to hang out today really appreciate that. Got a really good episode for you today my friend and former student Rob Bailey has built a very successful Facebook Ads agency for himself and we’re to be talking with him today about that. His agency specializes in managing Facebook ads for the health or fitness niches. And as you’re going to hear during my talk with Rob Today he works with in a niche within those health or fitness niches so we’re going to be a big focus for the episode today how Rob has niche down to specialize in a specific type of client that he loves to work with. But it wasn’t always that way though for several years Rob ran kind of like what I like to call a jack of all trades online marketing agency. And frankly it did not make him happy so we’re going to dive in his story today and how he’s built the Facebook as agency that he has right now what’s gone into it how he got to where he is today and man in talking to him he is happier now. From what I can hear in his voice he’s happier now than I’ve known in the last few years so. Super super site to bring you this episode. Here with Rob now. Before we dive into it.
[00:01:58] I’ve I got 6 spots left so it may or may not be full by the time that you listened to this so if you are interested in it definitely check out Rick Mulready dot com forward slash live. This is not your normal run of the mill live event where you get you know spoken out all day. Fbi live is a three day intimate workshop experience where you’re going to learn cutting edge online business building strategies tips and tactics that are working right now to grow and automate your business. And if you’re one of my F.P. advantage or even local students you get a special discount to attend so be sure and get in touch with me or in the Facebook group. We will get you that discount code at FBA alive. You’re also going to have access to and learn from some of the smartest and best online entrepreneurs around. People like Amy Porterfield Pat Flynn James Wedmore Amber McHugh. We’ve just added copywriters Sarah Greer to be there and more. I’m really really excited about having all of my guests there for you guys at the live event. You’re going to be surrounded by other like minded entrepreneurs who are trying to grow their business just like you and this is an opportunity for you to implement with the help of me and my team. Your Facebook ad strategy to grow your business. We’re going to be there personally helping you looking over your shoulder to make sure that you’re walking away with an active high converting campaign if you’re already doing Facebook ads right now. Your face guys are going to be better by the time that you leave this event.
[00:03:25] I want to be walking away from the event with everything done the right way so we’re going to be helping you discover those blind spots of things that may be getting in your way of effectively marketing your business online. And then we’re going to fix them for you on the spot. So fba live is going to be December 9th 10th and 11th here in San Diego California. So to check out the full agenda and sign up to reserve one of those remaining spots simply visit Rick Mulready dot com forward slash live. All right let’s get into the episode here with Rob we covered today the strategy that Rob used to get his first Facebook Ads client. This is one of those questions. Actually what we talk about here today I had questions about almost on a daily basis from people who want to be running Facebook ads for other business and this is really what we are talking about here today. This is really a good glimpse into what my new program in January after the first of the year is going to be for Facebook Ads manager So this is going to be a good glimpse into what the types of things that you can expect in that program so we get into the strategy that Rob used to get his first Facebook Ads clients how he charged his first Facebook Ads clients. Why inching down has now allowed Rob to interview potential clients not the other way around. Pretty cool stuff there how he’s able to offer a money back guarantee on his Facebook Ads management services while looking at other offers in the niche that you’re working with.
[00:04:54] So the business that you’re going to be managing Facebook ads for y looking at other offers in that specific niche can be an invaluable experience and lead very much to the success of the Facebook ads campaigns that you’re running for your clients. Why. Video can be the difference between a home run Facebook ads campaign and a complete strike out of your Facebook ads and why clients need to have a follow up system in place in order to have a successful Facebook ads and a whole lot more. So without further ado here’s Rob Bailey. Rob Bailey Welcome to the Art of paid traffic how is it going my friend.
[00:05:31] Oh thank you sir for having me.
[00:05:33] Absolutely. I was so pumped to have you on here we were catching up last week and you were filling me in on everything they’ve been doing this year. We’re recording this early part in November so you’ve had most of the year to be working on stuff and you would give me that it was like when I was so excited for you. Like I got to have you on the podcast and to share what I’ve been doing because we have a background. We’ve been working together or I should say we were working together a little over a year ago and then about right about a year and a half ago.
[00:06:01] So we’re on the yeah that’s right. Yeah I think it’s a whole series.
[00:06:06] And then I mean to you just like just took off this year and what’s going to come up during our conversation here is what I’m most happy about is I can tell in your voice how happy you are and that like that just means a ton to me.
[00:06:20] So before we kind of dive into things here why don’t you give a sort of a quick background about who you are and what your background is.
[00:06:27] Yes. So you know I’m from San Diego but what happened was my business story is that I was flailing for years.
[00:06:37] This is from about six years ago as agency an agency quietly started to like a billion dollar. You know Jack of all trades you know they should write blog posts writing social media posts type of agency and so on we had you know a lot of revenue I was not making a lot of money and not a whole lot of money so I’m sure that they see out we lose our offices town like this.
[00:07:06] I’d like to go to something else and I kind of have to hit the reset button. That was two years ago now. So you had it on your sets. You know for a while that that’s when I met you I said at your workshop and I really as a serious business. So you got to got to see it you very very very extreme moments. Why did they flee this. Well it was a lot happier than that.
[00:07:32] So that’s kind of the short history yeah yeah when we started working together you were you were doing that agency thing and you were like I’m glad you brought that up because you were a jack of all trades you were doing a little bit of everything you’re doing as CEO or writing articles Content Marketing you’re doing some Facebook ads you’re doing all kinds of very thing. And that was one of the conversations that we had was Are you ready to kind of niche down from there.
[00:07:56] Because that was one of the first things that I was able to see when we started working together was that you were unhappy and you know that the agency was successful but you know like you mentioned the revenue coming into your pocket wasn’t that much compared to what the agency was doing. So we you kind of I don’t know how long it took you so I want to hear about that. But when did you finally because now here in 2016 you have been focusing on Facebook ads only. Is that correct.
[00:08:25] Correct. Yeah and it took me forever to figure this out like I did do online marketing for like 11 years and I know a lot about it. But that still doesn’t mean that I was good at making it profitable business like those are two very different things as you well know. And so yes so essentially about a year ago I speculated or if you remember I remember you asking me why I hadn’t considered just doing Facebook ads as a service to clients you know basically had Facebook as a way agency and I was like you know I was like kicking and screaming like I do work for steaks and down here and today I am super happy that I’m doing this guest class already.
[00:09:12] And the reason I brought that up is because you had somebody on your team who was doing Facebook ads you were learning Facebook ads and the clients that you were working with and also if I remember correctly new conversations that you’re having with other businesses were centering on Facebook ads. But you were you were very like you just didn’t want to go there which I totally respect that’s totally fine. But at what point did you make that shift so you go from what you were doing sort of jack of all trades into the agency that you are right now.
[00:09:44] Yeah for sure. So what ended up happening was you’re right I was getting tons of people asking me to ask for that. Still at that moment the problem was that I did not specialize even further down from there. So I had no doubt it it’s harder to make it where it was. You know it was just waking up every day and trying to figure everything out for you all the time all over again you know because that’s where the previous three four or five years of my life looks like you know it’s just how it’s tiresome. You know I don’t is it is so stressful. It’s it’s your creative energy out of you. It all largely doesn’t appreciate it at the end of the day you know. So essentially what happening was I wish I had a couple of pretty good relationships as I said of the game podcast that I was from the because what I did was I reached out to my friends family and business contacts and just said. Listen you know I’m concerned. Sorry gas agency and I’d be curious to know if you or I would get cut off the middle I said. They go oh my god I was just looking for something just like you the other day. Right. And like it was like almost every smoke hole that they have today.
[00:11:04] And these were just clarify these were people you already knew. Yeah.
[00:11:08] If you have one that works so literally like just for Fred’s life when my good friend she’s a district manager restaurants like you know what do you think about that. Just like wohi it’s possibilities for a restaurant local. Can I just let’s say some people are really trying to get out. You know so when it ended up doing was I said OK I have lots of opportunity so maybe I should do is start off focusing in like over a week or two. And it turned out that I had a ton of not only acquaintances or friends or the real estate industry but also in real estate before I started on my marketing so I knew the original issue. And also I said OK let me just reach out to a few realtors and see how this goes. You know it’s like being religious. So I literally had and I had a couple a couple of other you know Facebook Ads clients that were really stalwart just in all the kinds of articles but I wanted to try to figure out and narrow this down right so I literally it was also the second I decided that I started getting all kinds of people who are close friends of mine and acquaintances and even people who I didn’t really know that well just really you know got in touch my face and said rather say resilience you know and also seeing all these. To be honest with you today they’re probably still there. I just sort of pay attention to them.
[00:12:36] But you know I really started to understand an hour ago because I really want to know I said hey listen I kind of knew how they were saying that it had some success to my other clients whereas I just read it over house good for you for free. So it’s release in exchange for a case study he said why would I say no to that. Yeah. And so they just happened to turn out that this guy is you know pretty well connected and stuff. And so I created what I think is like a home run campaign for an open house promotion and then I use that as a case study to get a buzz for realtors and I sold the exact same campaign over and over and over and over again that my campaign was the U.S. Open House campaign.
[00:13:21] Yeah. OK so what did that kind of look like when you were you did it the first time and so it’s more like the set up will be you’re basically just targeting locally and getting images of the Holmer. I’m assuming just like very simplistically. But for me strategic perspective and how you’re pitching that to other realtors at that time what did that conversation look like.
[00:13:41] So I just told him was I said we can forgive people like this page. He’s my age with with. He was like kind of like just getting into a real estate like he was in the home remodeling business.
[00:13:56] And then he’s getting into being a full time agent. Right.
[00:14:02] So he doesn’t have like this huge budget this is. But look we have a Facebook page but let me show you with and talk. So we can target people by Tubridy his income level with 100000 or maybe not all these things. What I can do is make it so that like 10 to 30000 people in your neighborhood in your zip code around the house no 8 year old house is out today. You know so if I show them and announcing what he would announce like a direct mail postcard or something. Actually it’s only people who you could afford to buy that house or buy a home homeowner like me that would sell their house and my horse that I used to do it for a fraction of the cost. It’s like yeah yeah. So I him just a few hundred bucks to spend. I mean it was dead simple. It was dead seriously just bouncing. Open House. And we’ve heard of people who could afford to buy our house because that’s our first wife but the beautiful thing about it was all we did was ask people to let it take that delivered. But toward video and open house photos too. So is it a form to set your name email address and phone number in here. If you’d like to have your brochure and the videos for the large area box immediately order followed immediately. OK. And that was it. It was the only thing that that it was that elaborate.
[00:15:32] We set up one follow email just saying the same thing to relate to the video that was that it’s only thing that we did it and this thing just worked like gangbusters. It was crazy how well it works. So we’re getting hundreds leads for about 500 bucks hour which is nuts. He also got some things you email at the same page we all said just like you know hey here’s my phone or text me or call me if you want to schedule a private showing or if you have any questions that I’ll just reach out to me with a picture of him with his license number and all that good stuff. So it’s all very personal. So what are the words we should. He’s getting texts and phone calls the stuff on the house happened here he has a full price offer of a house and had a few backup offers for that and he can read. So it was just like that’s crazy. First of all an open house there was so many people that he could not even talk to other people at this open house. So they were all on the property had going for it. That helped a lot to save lives. You know we did that for church property because we didn’t but at the same time this guy was like What did you do. You know this is this is crazy. So I first to work it out not just a momentum to go you know business. I had the confidence to tell people that I could get them results because that’s what I was doing. That’s why I was the results. And it just became a lot easier to talk about it after that it’s super.
[00:17:07] So you use that as a case study. I’m sure we gave you a testimonial to take into other realtors that point and what I love about are you doing here is you didn’t go to them and say hey you could do X Y and Z. You said look I will do this campaign this type of campaign for you. And so you would just pretty much replicating everything you’ve done for that guy there. Now I have to ask you this and I’m sure that we’ll talk more about this as we go because I get this question pretty much on a daily basis. How did you start charging. I know that you did it. You did that. That was a free campaign for your buddy there. But as he went to other realtors How do you start charging at that point or what were you offering them.
[00:17:47] So what he were doing was what we quickly figured out was running this is it just to open houses as a business model required so much starting and stopping. So I started charging about $1000 as a service fee to run the whole campaign for them. And then I asked them to pitch in an additional $500 for the ads that just went directly to Facebook. And the reason why we did it was because you know most agents were getting like between 50 and 100 people to their open house and about 100 beats ish. But it was how was like it was turned out to be not about open it was actually opportunities to get clients. In other words it wasn’t particularly serving that particular site they were the open house for but it was more like introducing those new opportunities and the old house for just the event that was the conduit to make that happen you know. So we were selling it was a Boss house this creature was a celebrity. And they actually had other things like that.
[00:18:46] So that was it a thousand for one like for one open house or because. Because realtors have I’m assuming they have multiple open houses let’s say during a month. Maybe they have me four during the month. Would that be were you charging per open house or per month or how would that work in concert hall starting.
[00:19:06] So I decided to focus solely on top producers of brokers because those are people out there for you to just give out like we had some brokers that were doing like Video old houses you want to get ads for for twenty five hundred dollars. Then we have some brokers who are paying us $5000 a month plus you know as much as is required to do all you know in campaigns ad buys campaigns over the houses so like you know it was sort of an all case scenario Rastelli that we stopped focusing on that whole because what was happening was that Asians are getting so many reasons a short time that most of them will load it up basically. And like I said the next three months six months service here the it didn’t work out. So they were built for growth can be thankful. Yeah. Yeah. That’s something that I find this super super small This is actually service professionals as they don’t have the automation or leverage or the you know the trainee to handle growing that fast. You know it’s just it’s almost like you know I think you’ve probably spent hours but it seems to me like most small businesses never tried paycheck before. Yep for the purposes of scantly. Yep you know and that’s what I figured out. So we quickly changed to a vertical that could handle more scale just from the business itself which is health and fitness industry and that’s helped out with that problem a lot. So since like the beginning of this year we begin see I just felt that this industry and that’s worked out a lot better.
[00:20:43] They can handle this scale which is your sense.
[00:20:45] Why did you shift to. I mean I understand why you shifted but why did you go to the health and fitness niche.
[00:20:51] So one of our earlier science was our service OK. And actually it is a CEO who owns a small office studio and now it is industries like if like a GM or a studio recording studio or any of this business that has group classes it’s a lot easier for them to follow those classes. There’s just not that much extra they have to do to fill those empty classes than they would have to do otherwise. Meaning they could have one person who has a pretty good class that keep the lights on their operational costs like everything they see the same the only difference is like if people are you they’re not.
[00:21:35] Whereas like in Asia for example is somewhat sort of one to one. Right. So the jitters is how businesses typically have some sort of once in May or route basis model built into them.
[00:21:49] And so we could sell a lot more slots a lot more classes. I think we can have this new universe to GM. And it is going to love it. They can handle it. You know if I had to it leads to almost any professional services provider. They have some things in place. Yeah actually you know what’s really smart.
[00:22:09] You’ve really honed in you really niche down on the into the health and fitness nakedness year. How many clients are you working right. Like have you kind of experimented with and found sort of your groove as far as number of clients that you can work with at a time and really service them well.
[00:22:26] Yeah I mean it become more and more picky which is a good thing right it allows me to search the sites to really help to my next job. And it sounds like you know most people who are a small business they’ve experienced this before. The more diluted their messaging gets the more of a generalist or jackhole they get the less they’re able to actually saw one specific problem right. So what going to do is just hope all I can take a little bit of a higher role. So we started working with tiny yoga studios I just like one room to fill. And that’s the only thing they offer most of guys are on franchises who have a pretty high capacity say November is a month with ease. They get really served them while there’s a lot of different types of things that members can do so they might have liked Zulma class platies yoga class training CrossFit classes strength training core training. So you don’t my class things that you can do it again at a certain size. And so we must say how does that look like that you were helping. Sure. And so we had a couple of those in class that we heard about until age. 18. But we’re helping those in much more than we were helping you know when we have class and my list of people you know I mean so you really niched down within a niche.
[00:23:54] Yes it is one of the kind of dive into that little bit more because I think that’s so important and you know I think you are talking about this last week when we were chatting on the phone and this is a conversation I had with a lot of my students who are managing ads for other businesses.
[00:24:09] And if they’re just starting out it’s a government station. I’m not laughing. I’m just I just I’m laughing because there’s so much opportunity out there yet. What I often see happening is they’re picking sort of the hardest businesses to start off with. You know it’s like set yourself up for success rate from the beginning.
[00:24:28] Meaning like pick something that you know that you know you can help them right away and then start to build that momentum from there and you start up. That’s what you did. You turn up with the realtors because you understood that market you’ve got some experience there you got you know and then figured out that you know what this is not a really a niche that is really working for me. I don’t really want to focus on this or we’re going to pivot this way. And now you’ve niche down to within the health and fitness niche what really has that allowed you guys to do outside of knowing exactly what works for them. So all of that first of all I can understand how hard it ARDE just turns on its like heres where the level of confidence about I are a money back guarantee from working with somebody on getting results and thats what I care about most like I think the thing that youd like to see part of my frustration with all my previous agency clients for that I cared more about the results that they did you know to me I had a fundamental problem with having a business relationship was not like that because at some point down the line theyre going to go well this is all worked out for me and I’m going to have to say yes because you don’t.
[00:25:39] Want to take a gonna make these changes or solve the software or find the person that’s holding you back or something like that. You know I don’t feel good at doing that you know going home being business owners but also someone who’s got that type of attitude is unappreciative value by the help that I’ve proven to that. And so you know when I go into a relationship with a client now I’m a trusted adviser I’m a growth adviser I’m helping them grow in a way that is good for their businesses. This Groupon type thing where they get blasted one day with you know cheap tire kickers they can’t handle the business. Anyway it’s straight out the next day it’s all gone. You know what. Back to square one yeah that’s not the type of help that we’re delivering or profitably acquiring customers numbers. Patience in a way it can be a very steady pace week in week out month after about you know we’re doing it for profits restraining their business financially and we’re growing a in a way where it’s free to play you know make your promotional or you know plan or offer it for a year yeah really like get to know their customer and figure out what their customers wants and needs are and help them craft that message that they can be their missed you too you know. So all that stuff is it’s a lot in that of search results. So sure with these are two important results here. You know I think what it does mostly is don’t worry to get those kinds of results or people looking at the Facebook ads.
[00:27:10] Sometimes when we that’s a day sometimes just really fast but once they started to go Oh this works you know oh there’s money in the bank from your efforts to directly tie that Abelard’s profit I just made the conversation completely changes. They’re able to relax or sleep or the staff live happily. They’re able to do the things that they know they should be doing. The longer term things instead of just you know struggling day to day wondering what kind of crap are put out there a market place just resonate with anyone.
[00:27:46] So increase sales income for income for the most small business owners create really you know it allows us to do our best work with them.
[00:27:55] I just can’t explain how valuable that is. I know that you know that Rick for somebody who’s never failed as hard as I was frustrated with not being able to help our clients in the way that we feel what if we could and we should.
[00:28:09] It’s just night and day that man is explain how this can leave me into that and sort of my next question there about what you’re talking about as far as you know when you’re so niched down into these types of clients within the health and fitness space it becomes a snowball effect because when you need a new client if you do you can just use like the case studies and the results that you’re getting from your previous clients that are just like these new ones that you might be approaching and use that as leverage to get these new clients. Now when you went into I’m so glad you went into that as far as like they’re able to figure out exactly you know what the return is on the spend that they’re spending on Facebook ads and audio do want you guys to run this for them so they’re able to see an immediate return maybe not in immediate return but they’re able to very clearly calculate this out enable to as you said like make you know planted in content calendar promotional calendar and all this other stuff. How do you track that. How do you track that. You know coming in from the cost of a lead from Facebook ads all the way through to you know what this person signed up for whatever it is a free class or a free week’s worth of classes and then that person signed up or you know converted into a longer term paying customer.
[00:29:22] Yeah. So this is how we provide this honor for you. Meaning we run a self-contained campaign. In other words they know that every dollar that they said are Cercy and Facebook ads is resulting in a league that can only have come from one place. Got it. So what we did was wrong. I’ll just explain it for sure. For me it’s a simple got a direct response offer a group style offer so we have to describe that because people sort of know what that is like for Jimmy could offer a free trial four times a week two weeks a month whatever you want to do but to craft a direct response offer that’s actually good stinky and you know cold and corporate. And so we give them something that they want and click we had to do any piece that we’ve built through them that’s usually got a video. But it says it just reiterates the direct response offer and tells them why they should take action now. Where the person glances at their name email address and phone number that lead gets shot off to our clients so that they can pick up the phone call them and slow down and it is always but also happens is that they get sent to a Google fee that we shared between us and clients so we know it’s the we have a list of all of the leads that came from that campaign and both sides know exactly what’s happening. So Philidor King Morhange volumes for that day for us our client can type that one today. Got a hold of that person docilely No.
[00:30:55] They’re actually like picking it up at the sales to close the person and things like that but that’s the entire campaign. You know it’s just it’s very simple. But we like that quote I love it’s like we said if we had 10 hours to put out a tree we spent eight hours sharpening the x 2 hours executing on chopping a tree down right now. So that’s how it works in our clients. You know it’s funny because usually what happens is like this the story gets started and those happen is the exposure gets added sales like declines are starting to report back to us that not only how we set them honorably. You know 20 to training new members because they can just look at the database that we provide to them every day. But they’re saying that people are just walking the street guy or Facebook and just sort of just by their reporting all sales on top of what came through that fall which is amazing and awesome. Yeah.
[00:31:50] Now you share with me now and if you don’t want to share. That’s totally cool but you hear with me last week sort of a case study of a gene that you’re either working with right now or have recently worked with can you kind of give some loose details on what that campaign look like.
[00:32:01] Yeah sure. This is a good example of what’s possible. And I’ll give you guys you know basically that what I think is a home run campaign but we’re doing this on the regular on a smaller scale without a single double triple sort of scale with all of our citizens health is quite so. I hate to say these results are typical but they just sounds like I’m about to be asked my way through. I have documentation not at all it’s real. I have even got the clients itself saying this stuff on video so I can assure you all this material. But so that outcome that we achieved with this client after working for three months with us this is just a local jam Assata corporate jet is not a franchise or anything it’s a single other single location.
[00:32:44] GM was just about 21 ish hundred dollars it had spent over a three month period. We were able to had over $200000 in the revenue to their jet. And I think it’s like over $60000 in upfront fees over this three months. So yeah that number is life changing.
[00:33:03] Oh yeah the guy who shelled out his life savings. So that’s what he’s now is a span of twenty $100 he said over three months. Yeah. What was he.
[00:33:12] What was the offer that you guys use.
[00:33:15] So what we did was this June it has a it’s like we’re disregarded sort of like that. You know we always have a place for folks. Yeah. It’s actually pretty darn big. It’s got a spin studio Studio across the area. Gospel corner. It’s like open workout areas so you can push sleds or you know there’s just stuff out that you can use in this open area. And I just normal like you know treadmills free weights all the machines. It’s got tons of showers Casada. So it’s a nicer place. You know it’s not cheap to go there. I pay five bucks a month. So essentially this place has a lot of capacity to add to fill up. You know it’s not the size of the growth in the infrastructure to grow. So what we ended up doing was saying let’s look at all the jobs look like this GM will offer something similar right. You can’t compare apples to apples. And we have a story of sort of when the market was offering Howzat introductory offer and we just made it better. It was very simple. We do agree that the offer gets super fancy or bright people. So the offer from now on is pretty limited. So you know it’s essentially like if you’re do yoga or something you understand that it costs a hundred to 200 dollars a month so yoga membership for our limited yoga. Right. The typical studio.
[00:34:37] So 10 is free SUPERVALU if you want to go to the same class every day that same thing I her monsters I think for at least like crazy since studios you know. So that I is really high obiter that child care. I mean it’s just it’s a really nice place to go and tell me is created by you. It’s time for that to get to you know it’s like it just so that one day is just not enough for people to you know go they’re comfortable or are they like about the place et cetera. So it’s a free pass. What’s the offer. The way it looked to people was you know just go to the front desk and sign up for your pass. They like a little bit more information about you and the person is immediately really cool indoctrination but that the person gets somebody who’s in charge of making sure that they get a tour they know where the walkers are. They know it’s a facility they’re comfortable with everything they can set up a free personal transaction if they are going out with her trading session. So they really rule the red carpet at which is part of the reason why this works so well. Sure.
[00:35:42] So they have that system in place to be ready for the possible influx of new leads coming in.
[00:35:48] Exactly yeah. OK.
[00:35:50] Now you said actually 50 percent of this from where is I feel now that I can send them. And believe me it’s a good system and it’s worked out well.
[00:36:01] Yes. Now you said that you’re doing so you create the ads obviously you said. I’ve said all that the campaign up to the landing page or you create the images and the ad copy yourself for. How is that working.
[00:36:13] Yes 100 percent for sure. So that’s. Yeah we get pushback from clients all the time and we always have to basically just say look we tested the heck out of this by the hour and you know part of communities where they’ve also tested the heck out of this stuff. Yeah. And so why would you start with something that you knew didn’t work as well as this. Right. You know why. And if we have good reason to hope it’s that.
[00:36:37] But I haven’t heard one yet so we always start with that and meet danger after results when I get backlash results we get fancier after getting results.
[00:36:47] But let’s get results first. That’s right.
[00:36:51] Let’s overclass also position yourself on gotten to a point now where if you like the client is not somebody that’s like you know lining up that you think is going to be good to work with. You don’t have to work with them.
[00:37:03] No. No. In fact I interview my clients again and again this is not the same or better than anybody else. I honestly believe that is the fear is that I get it that we’re both doing ourselves a disservice. I mean at this point in my career I’ve got kids who got a family. You know I’m happy to connect people with somebody who’s a better senator than terrorist about me saying Oh I’m so cold like I’ve got I’m turning business away. I just buy you that relationship at the time in my life the time of their life that much to just be like I get help a very specific person or a very specific problem. Affects you that’s OK. But this is what I need to know. If you you know we would consider doing this together or just start asking questions.
[00:37:49] I love it. You are interviewing your potential clients now.
[00:37:53] Yeah. For a good reason to have it. They don’t know anything and they never doubt it. Yes. Yes specially if they don’t always ask for. They don’t know what what is the criteria for being a good fit for this kind of traffic. I mean none of the people that I’ve done business with though those questions that you know they don’t know the criteria.
[00:38:13] You’re the expert. Yeah. Yeah. I love it. I love it.
[00:38:16] Rob I can just see my listeners here. Those people in the health and well this are the health and fitness I should say niche. Just be like look just tell me how to get in touch with Rob and his fiancee so we can start talking to them.
[00:38:29] Is there anything else I haven’t asked you about that because I feel like we’ve covered a lot here today and even really gracious in sharing actual results from some of your clients. Is there anything we didn’t talk about today that you think we should.
[00:38:41] Yeah honestly I do. I think so. Here’s the thing. Is this your health status. You know business is business and you know there’s a couple things. First this is this is a good one and this could also be applied to a lot of other verticals although I haven’t. Tested it as extensively as they don’t work everything anymore. But these are the two biggest things that I think that small business owners are behind on constantly. Right. This is just something anybody can take away but especially for for a whole that I certainly has it right the two things that I think are big missing piece out of almost every business that I talk to and I talk to a lot of them every month is the number one video video cannot explain to you. How much of a difference it makes. And not only the person’s business overall but in these types of campaigns from a conversion perspective if there’s good video versus not. It’s very hard for us to work with the business who either does not have a good video or who is willing to go make a video and we have some resources for making really good video for lower no cost. So it’s not about budget all the time but it’s more about willing to embrace the fact that we’re living in a society where if you don’t care for somebody’s attention and get them interested in what you have to sell at a very short period of time then move it onto the next thing. That is the reality that we’re living in.
[00:40:08] You know and so the clients we do have they all have video that’s a very very specific reason. Some of them come to us with good videos some of them don’t. But that’s one of my questions is are you willing to go create good video. According to our instruction using some tools or resources will clearly help us yes or no because the answer is No then there’s a better fit for you out there and we can just call sure you know and I’ve gotten that with because the campaigns are home runs the trolls as they are video they can campaigns that are shoot outs or singles that are happy. Or at least a good idea you know meaning like clarity or good messaging. And so I think you know if any of your listeners follow Gary Vaynerchuk or even you talk about old time but you know like you see that enough especially at local businesses there’s a small timeframe to capture folks attention. Video it is clear is concise most compelling most engaging way to get that done. Yeah sure. And it was sort of goodbye you know. So that’s one. Number two I think most small businesses are also way worse at sales than they think they are. The way it works and I’ll tell you why.
[00:41:23] There’s a stat out there that says that if you don’t lead with that in 15 minutes your chances of actually getting a hold of them again go down by like 90 times something crazy like that.
[00:41:35] And if you can get them on the south side of it it’s more like four or five times higher than if you don’t. So see matters that you’re paying for traffic but with your leads all around there and for almost every single business I get on the phone with when we’re talking they don’t have somebody to either pick up the phone or return a call or take care of that person or just get their money and eat so that they can extend that relationship or try to do a customer patient whatever it is because those are the two key fundamentals for lyche getting some of this. You get the chance to give you money you know. Yeah.
[00:42:11] So is that one is that part of the questions that you ask in answer to your interview when you’re talking in your clients.
[00:42:18] The first I ask. The process is difficult in those first two questions. I had the call.
[00:42:23] I just wish that luck and you know some other way but it is as they go back and think about it or come back later and go. Like when you made need to get that done.
[00:42:33] You know I don’t have a problem helping people but those are the two things that are alleged. And for this to work literally. So you know are you going to take 100 opportunities and the person out of I mean like 100 is or process. And obviously you don’t see a video and don’t get followed up quickly on the right way. I can guarantee you’re looking at really really I mean like you might have a handful of them if you have video and you do have a good sales process. It can be as high as 50 percent. The candidate for the homerun example tour round one. They’ve got both of those diamonds and you know with our help you know there are about a 50 percent conversion rate 8H which is just like insane. So that means for every two clicks and they’re getting what they need. So everybody with everybody should be jumping up and down say that’s a small business. I mean just those two takeaways and you know you don’t have to do any of that with me I’m not saying that I’m the best at that.
[00:43:38] There are definitely lots of good people who understand these concepts but those are by far the two biggest things that I see that improving with small business owners in general video and make sure that you have a really good follow up sale system in place when they do click on your ad and they do give you their lead information their name and email and phone number that you have a system in place where you can follow up with them very quickly. Exactly. Yeah. I love it. Rob this is been all amazing and we can talk about this. We’d like to continue on for hours here and I’m sure I’m going to have to have it back on the show not have you. I would love to have you back on the show. Let’s continue this conversation here. Where can people like I said before I know that people are clamoring right now to find out how to get in touch with you where can people find you and connect with you.
[00:44:24] Absolutely so a little bit old school is a part of it. I’m super super direct. So today I’ll give you my Facebook page I’ll give you my phone number.
[00:44:33] You can tax my business. So here’s a fun number. If you want to do that.
[00:44:38] Yes. OK. Let’s just tell people that weird please.
[00:44:43] You said 6 1 9 6 1 9 2 0 2 8 4 4 1. Is it ever.
[00:44:50] So let me repeat that 6 1 9 2 0 2 8 4 4 1. That’s Rob’s business phones. You can text him to reach out to him and start a conversation. I’ll have that on the show notes page also.
[00:45:03] And then what was your Facebook page your cell phone and then the pages as the dot com slash Rob Bailey and I still left to me so it’s R-OH B. B I L Y. That’ll take it to my personal Facebook page just for our questions stream as you say your 300 show off sir.
[00:45:23] You get freebies in there for your for us. I got to be at work. Only you will be in and that’s is extra bonus point. That’s the hidden carrot. Awesome. Rob you so much for coming on here.
[00:45:39] This has been amazing and I’m sure that a lot of people are going to reaching out to you here. Again guys I will make sure to post Rob’s information on the show notes page. Rob thanks again. And look forward to having you back on the show sometime soon. All right. Hope you got a lot out on the job today really good stuff if you are liking the podcast here. Please show your support by leaving a quick honest rating review for the show over on iTunes. It’s a huge help. Only takes about 30 seconds to do it. Just go to iTunes type in the art of paid traffic click on ratings and reviews and leave your honest review and rating right there we’re currently at 180 for ratings. And my goal is to hit 200 by the end of the year we can totally do that. It’s mid-November right now. We can definitely get about 16 more ratings by the end of the year. So if you’ve not yet left a rating Please take a quick second to do that. Thank you so much in advance for doing that. Really appreciate it.
[00:46:31] Thank you also for listening to the show today. I’ve got a lot of great episodes coming your way including we’re going to revisit some Pinterest ads coming up. We’re going to talk about sales finals and copywriting again coming up. A lot of good stuff coming your way. So until then keep testing your traffic to find out what works for you and your business and then do more of what’s working. And I’ll see you in the next episode.