Video Transcript:

Correct lead source tracking and in addition to the lead source tracking how are the sales tracked based on the salesperson? The third question around this sales tracking lead conversion is how do I track the effectiveness of a marketing campaign and what is my cost per acquired client in my sales basically closing conversion ratio on that campaign? And finally what is my lifetime value per lead source for my marketing function? Going into this year hot topic is everybody’s looking to grow their business and you can listen to any of the videos we’ve been putting out lately especially around what’s going on in the world these days we’re recommending to double down your marketing spend and track and continue to grow and scale your business as most businesses can track. The idea here is we really want to be able to go out and track how our clients heard about us, how many of them converted into clients, what is the cost and how do we go out and track referrals from our existing leadsor clients in the system. The way to tackle this is we’re gonna jump in the Service Autopilot as always do on Callahan’s Corner. So once again if you have any questions you’d like answered live on Callahan’s Corner if you have any comments or questions while we’re live tonight I’ve got the next two minutes on anybody watching live if you have some questions we may even dive into your questions right now live on Facebook but first what we’re gonna do is drive in and flip down the screen and go into lead source tracking lead conversion marketing campaign tracking and client lifetime value and a few other things how to set this up in Service Autopilot. We’re gonna knock down the screen here and dive into it so first i’m going to do in Service Autopilot that we want to do foundationally when we set up a form we want to be able to set the form source to website lead conversion so without going into the form I’m gonna actually just go in and grab the actual lead source so I’m gonna go in here and type in lead source actually sources typing like it’s a Monday but it’s not a Monday so we’re gonna go into client source and go in and out in the lead source so we’re gonna put it in and we’re gonna do a EDDM so every door direct mailing and for some of these or we’re gonna do website but basically each one of these needs to be set up but the interesting thing here is there’s two different ways of tackling. If you’re doing every door direct mailing you may want to define what every door direct mailing so maybe you have one with prices one without price one of a picture of people laying in the lawn with a dog whatever that is to find that actual source itself so we can track it. So what we’re gonna do is put the name in and then when we actually go out to do the actual marketing campaign we want to come back under ad campaign and put the start end date so let’s say this started March 1st and it’s running up through April 15th of this year and we’re gonna go in put the quantity distribution so let’s say there’s 10,000 of these every door direct mailings and the cost of it is costing us forty five hundred dollars so by plugging this in each and every time we have a lead come in and I’m gonna show you how to capture this information and track it when people come in and I’ll give you a few tricks as well if they came in between March 1st and April 15th that lead acquisition is counted to not only the other door direct mailing but that specific marketing campaign so then we can have statistics in the report center that’s going to say X amount of people came in off 10,000 flyers so out of 10,000 Flyers. Let’s say we had 500 estimates created out of those 500 estimates created let’s say we closed 50% so we had 50 or 250 jobs so we could then in the reporting center it was going to take the 250 into the ten into the 4500 and give you a cost for acquired account then once we have some statistics in there and several years worth of data we can actually run a client lifetime value based on each marketing source or campaign Im willing to bet something like Homeadvisor may have a really cheap lead acquisition maybe it’s 30 or 40 dollars per lead acquisition but our client acquisition or a facebook ad may have a hundred to maybe eighty dollars of lead acquisition cost or client acquisition cost but when we go and run the stats the client lifetime value that Facebook ad could be nine or ten thousand dollars your Homeadvisor add maybe a couple hundred dollars so the value of that lead is significantly more profitable in that generic example on Facebook than it is Homeadvisor. These are the things we actually want to be able to dive in and not emotionally build out a marketing plan around . The first things we want to go into that gear icon we want to go into sources and we want to go in a client source and select all or create all the sources that would be applicable for your business and then also include website so when we have the form for your website in a v3 form or if you’re still using a V2 form the source acquisition should be from the website so because how many people came from your website how many created estimates how many became clients and we can we can go in and drive that as well . A lot of times it’s hard to tell the specific lead source or marketing source of client came from best bet it’s literally the last place that caused that or caused them to drive and get that estimate is is probably the safest way but there’s many thoughts on that so I’m not going to get into that conversation today but that’s the idea. We wanted first of all going to the gear climb gear icon go into client sources and build these out next thing is when we go in to add a lead so if they’ve come off the website we’ve already captured the lead they should be automatically created from a v3 for or v2 form v2 reforms going to check for duplicates and automatically create a lead with a v3 form it will not create a client but in this scenario we don’t want to automatically create a client and we do want them to convert from a lead to client so there is a method to the madness why Service Autopilot builds it the way they did and I 100% back the reasoning behind it when you look as good data in good data out with data conversion but the idea is if they didn’t come off the website we want to go in and add this lead and when we add this lead in I’m gonna just put in our test tester account here and I’m gonna put this in with a number behind it but we’re gonna go away and we’re gonna take this information and this is gonna answer two of the main questions we had about client referrals and lead source tracking how we know and we’ve already set up our marketing campaign on the lead source this will driver it into them we get a first name last name if it’s a commercial client we’d stick the commercial clients name in here we’re gonna type in the service address the billing address over here automatically loads and the two main things that we have to get in my opinion is the email and we’ve got to get their cell phone when in doubt always put in the cell phone because this is gonna tie into different automation marketing and two-way texting features now and in the future that essay is building cell phone provider you do not have to touch this this is a legacy feature a lot of people get hung up on this for 15 bucks a month to a texting is the way to go so once again ignored this it doesn’t matter. Now as I’m on the page here if Mrs.Smith or whoever it is owns multiple properties we can select the master property and make any sub property because that’s another video we’re gonna be making later this week about creating master properties with sub properties for billing that’s the next one of the next videos we’re gonna be making but be aware that this is here if you have somebody owns multiple properties so we did all the Rite Aids in the city for a while that was one property manager with multiple properties underneath next thing is we should be going to details in a select account type commercial residential that’s gonna go and define some of your marketing in your ability for different automations now the answer for the question for Callahan’s Corner was how do we track it what’s the best practice so we want to go in and select source and if we had already stuck it in here let’s just say it’s on Angie’s List. Now maybe Mrs. Smith or whoever was referred somebody in so this is where we’d go into referred by and all if this was a real account now to test account we would have all our leads and clients so if test tested the client was the referring the referring client we can now run a report in a report and then see how many people test they’re actually referred so we actually had a older lady that only did a spring cleanup in our business and we were thinking about doing just anybody who had a full maintenance package that was the only way we’re gonna operate but we run this report we realized it was a handful of people especially this one lady she did it maybe a hundred and fifty to two hundred dollars spring cleanup and but she was referred fifteen to twenty thousand dollars of work to all her friends at church each year so that to make that decision knee-jerk would have been detrimental because this this older woman who was just getting the spring cleanup was a huge client life time referral value so that was the things you need to look at when you do this. The next thing is sales person so if we had some salespeople tested in this test account there would be the ability to assign the sales person now one thing of note that you really want to be aware of when you assign a salesperson is they become the sales person on record so out the gate the first sale or estimate that’s not a big deal but let’s say test tester here buys our weekly mowing or our weekly cleaning or let’s just say our our one-time spring cleanup or in cleaning may be a one-time deep-clean if Dillon on my team goes out and does the next estimate he will not get credit for this sale based on the reporting because it’s based on the salesperson on record so that would need to be updated or through some other things will show in later videos how to track that on the other person and build a custom report around that in that report center but those are the main idea that you really need to do so you need to be going in gear on icon clientsource build all your client sources out need to go in get all the personal information in here under details commercial or residential and then sales we need to go in and select the source and if they were referred by somebody stick it in there that is gonna give you all the good data in so you have good data out and then the final thing that we just hit on and the beginning of the video that Iwant to reinforce that’s really important is when you’re going into client sources it’s not enough to just have them set up but you also need to go in and set up your marketing campaigns when you do them so it can be accredited to these specific marketing campaign so we can see how many leads came in how many converted into clients and then a lifetime value of that marketing campaign those are the key parts that you need to know about lead source tracking lead acquisition in marketing tracking in Service Autopilot. If you have any comments or questions drop them below here in the live feed I’m happy to answer them here. I’m just going to double check on my phone because sometimes in the live feed here does not show the comments but if you have any questions or comments around this I am happy to answer them live here and we will go from there, but give me a minute I’m gonna take a look at it just to see before I wrap up this video. Once again Callahan’s Corner you ask the questions we answer them live on Facebook and we’re happy to basically show you what that looks like each and every time we do it so doesn’t look like at least on my camera or the live feed there is any questions if there is and I’m missing anyset questions we will definitely circleback and answer those in the recorded version. If you’re looking at lead source tracking, lead acquisition cost that’s how it’s done and best practice in Service Autopilot. Once again Callahan’s Corner gonna be coming back at you again tomorrow you ask the questions we answer live right here on Facebook. If you are a follower of Simple Growth in the SA weekly talk show Brett Gillian of elite forumin momentum and elite mastermind is going to be on live at four Eastern approximately tomorrow for tough conversations that you need to have with your staff when there are not a good cultural fit or they’re not producing the way they have or where they should. It’’s gonna be a huge huge Facebook live 4 Eastern tomorrow right on the simple growth pace SA weekly talk show coming back at you on a weekly basis once again so we’ll see you there either on the SA weekly talk show or Callahan’s corner tomorrow evening