Workshop: Marketingsystem ganz neu aufbauen

0:00Just a quick background. So, I own four auto body shops and then I pivoted into garage doors. >> [laughter] >> There was a There was a hail storm which I love and you hate. Yeah. Got it. Yeah, right. I pivoted pivoted to garage doors because it's just industry highly fragmented right now. There's There's only maybe two big players that area I'm in is They're not that many. Cool. And so we started professionalizing the company and putting in systems, SOPs, checklists, arms process. You got training. You got to give me something. Thank you. That's really good.

0:31Um but my one issue is uh we have a weird niche at the moment which we're trying to diversify heavily away from or we kind of have a single channel risk. We pretty much give most of our leads to a home warranty companies. Uh there are eight of them so it's not like one, you know, trail but I don't like Yeah, I used to work like that though and we would get a body shop and we'd become 30%, 40%, 50%, 60%, 70% and we own them, you know. I don't want that. I want just like I'm buying organic customers coming in, paid leads, you know, all these things. And so where I'm at is I'm at this pivot point where I'm just about to start marketing.

1:06>> seven Are you doing seven million? What was it? >> Seven million. Okay. Got it. 1.5 million in cash flow and um but it does have 4 million in debt that I purchased the garage store. Okay. Got it. Um anyways, the cool thing is it's doing no marketing right now at all. Like we have one lead every month from marketing. Uh so I'm about to start this whole SEO, PPC, maybe plus block, etc., etc. So my one question is you know, I got to organize how it's going to happen. How should I organize it? Should I get a marketing manager or should I get them from?

1:37Should I hire them and just kind of supervise, build it out, but teach me so that I can know cuz it it'll integrate with other parts of the business, you know, and it's just How do I How would you organize if you're at my state? I basically get to build it from the ground up which is kind of cool. Yeah. Yeah, I'm trying to think cuz it's kind of the it's kind of the issue that Anson had with Like when it's a core function of the business like I see I see drain making as a big part of the business like customer acquisition customer acquisition you got delivery as the two, you know, and then you got ops as the third leg of the stool. Like every business needs all three. Someone to get customers, someone to deliver customers, and someone to make sure that no one goes to jail, right? And like make sure all three have to like keep going around, right? And by that one I mean talks to people, HR, finance, legal, all that stuff, right?

2:17Um Okay. So, it's a core function of the I mean like generating leads. Now, I like the the fact that you have the eight the eight different places that you're getting the the warranty leads from so that's kind of sweet. Um I mean I would just continue to do that as much as I could get, you know, go from eight to you know, 20 or whatever. Um I don't even know how many You probably know the numbers. >> in the area. >> Yeah, right. You probably got them all. There's one of them who said like, "Oh, you're our biggest vendor along with Home Depot." And they banned me off the I'm loyal to them. Yeah, right.

2:45I would I would probably if I'm trying to think about where I'd start. I Me personally um PPC is is uh will be harder to crack initially but then once you have it it's very uh stable. And so for local PPC I think will will work really well. Um it's a totally different monster but then social media ads like Meta um specifically I think will work really really well. The thing with Meta ads for local is I'd want to have someone in house for that.

3:14Um the PPC guys there's a bunch of really good agencies for PPC that can do pretty good work for you on the local level. Um who can just probably handle it pretty well. Uh but the the social media side I have yet to see people who don't do huge companies do a good job and that's just because you have to have so much creative. Like creative gets tired in local marketing like two to three weeks. So you have to make creative every 21 days like and like a decent amount of it. I mean this is why we had Jim Roach. Like we just we took all the creative burden over but we did it for a thousand locations.

3:49So you'd have to build that in house. So in terms of like ease and speed, I would probably go vendor first for the PPC. Um this is me just saying what would I do. >> Yeah, yeah. I would probably go vendor first for PPC um and then I would and then I would probably I'd [snorts] try and bring someone in house who understand probably a younger guy who understands um paid ads at a local level. And the the nice thing is that there's a gazillion of them.

4:15Guys who understand local ads on social media. Um and uh and give him some sort of exciting like little mini comp they can earn into. Um and uh cuz if if he's relatively tech savvy and knows how to do social media ads and whatnot, he could become a weapon for the business. Um and that could probably really help you on the acquisition side cuz you'll just like scoop them up, put whatever 100 grand, 200 grand in, whatever you buy them for, lever the rest, and then you could like immediately triple the business and roll it in. Yeah, cuz something I'm excited about the SEO portion cuz I know that's who we're doing a rebrand too. So we're going to have the trucks wrapped a certain way but company and all that.

4:52The SEO, would you do that same kind of go through an agency on that or in house? Seems like the agency but Yeah, I mean PPC is really simple and so I think and they're usually pretty well priced especially for local. And when you get a good guy it's like you they just run the same playbook. They go for the same links. They build the same way and they just kind of like it works. Um for SEO SEO is more complicated um and it is very much like the skill of the Like there's I feel like there's more skill in my opinion for SEO than there is for PPC. Um but the nice thing is that local is easy to win um compared to like national. And so since you're just trying to win local markets, um again, I just whenever I do anything in a new thing, I start with vendors. I Have you gone through the agency chapter in the um Leads book? I don't have it bought. Like just showed up on the website.

5:43>> read that chapter. Just read that chapter. Yeah, it's um it just gives you my playbook for how I crack every new channel. It's really what I do. I buy buy the agency and then I I tell them I'm going to take over in six months. You help me train the person. And then eventually I won't need you. Yeah. That was actually why I bought the book and I came cuz I was like I think of you I think of >> Uh yeah. [laughter] I think of marketing and sales and conversions and

6:09>> read Offers yet? I have not yet but I'm going to Yeah. >> Listen now. [laughter] I'm going to read these. Yeah. Yeah. You could You could literally read both in like there's one's three hours, the other's like four and a half. So you should be good. All right. So if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here in Vegas to learn how we scale. It's a my team spends two days with you to identify the thing that's holding your business back. And so if that sounds interesting, click, book a call, and if you're a fit, we'd love to potentially see you out here in Vegas.