Marketing-System von null aufbauen ohne Vorerfahrung

0:00I just a quick background. So, I own four auto body shops and then I pivoted into garage doors. >> [laughter] >> Yeah, there was a there was a hail storm which I love and you hate. Yeah, yeah. Got it. Yeah, right. >> I visited uh pivoted to garage doors because it's just um the 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. I've been installing SOPs, checklists, orange process. Yeah, training manual. That would be good for me. I think it was really good.

0:31Um but my one issue is uh we have a weird niche alpha 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 straight to home warranty companies. Now, there are eight of them so it's not like one, you know, jail but I don't like Yeah, I used to work at Geico and we would get a body shop and we'd become 30%, 40, 50, 60, 70% and then we own them, you know. I don't want that. I want just like I'm buying stuff organic customers coming in paying 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.

1:05>> doing 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 the debt that I purchased in the garage store. >> You got it. Um anyways, the cool thing is it's doing no marketing right now at all. We have one lead every month from marketing. And so I'm about to start this whole SEO, PPC, maybe Facebook, 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? Where should I get them from?

1:37Should I hire them and just kind of supervise, build it up, and teach me so that I can know cuz it you know integrate with other parts of the business, you know. And it's just How do I How would you organize it 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 everyone had with um like when it's a core function of the business like I see I see rainmaking as a big part of the business. Like customer You have customer acquisition and you have 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? Um 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 that you have 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.

2:33Um I don't even know how many You probably know the number saturated in the area. You probably got them all. >> There's one of them who said like, "Oh, you're a biggest vendor along with Home Depot and Lowe's." And then they asked to I'm a whale to them. Yeah, right. I 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.

3:01Um 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. Um 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 market in 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 1,000 locations.

3:49So, you'd You 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 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 Okay. and uh and give him some sort of exciting like little mini comp they can earn into. Yeah. 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. Now, the something I thought about the SEO portion cuz I know that's who we're doing a rebrand too. So, we want to have the truck wrapped a certain way but Yeah. the company and all that.

4:53The SEO, would you do that same kind of go through an agency all that or in-house? Seems like the agency but Yeah, I mean uh PPC's 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's 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.

5:25Um but the nice thing is that local's 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 I have it bought. I know it just showed up on the like today. >> literally 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 6 months.

5:57You 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 when I think of >> [clears throat] >> you I think of I yeah, [laughter] I think of marketing and sales and conversions and all >> read Offer yet? I not yet, but I don't yeah. Listen now. [laughter] Yeah. Yeah, you could you could literally both in like there's one's 3 hours there there's like 4 and 1/2. 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 2 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.