Video Transcript

00:00
Welcome back to Callahan
00:02
corner, where you ask a
00:03
question we have some live
00:05
right here on Facebook, so I
00:06
had a question submitted here
00:08
um in one of the user groups uh
00:10
gentlemen, wanna know anyone
00:12
have a good way to track
00:14
advertising spend based on a
00:15
specific segment of your
00:17
business. so gonna answer the
00:18
question here How to track it
00:19
based on each segment of your
00:22
business as well as an overall
00:23
view of your advertising um for
00:27
your service business, so it
00:29
doesn’t matter whether your
00:29
lawn care home cleaning pest
00:30
control. Uh these are features
00:31
that are built. In natively
00:34
inside service Autopilot to
00:35
track these spends and then I’m
00:37
gonna actually dive into a
00:38
Google sheet that we used in my
00:39
business uh to seven figures in
00:41
well beyond to actually track
00:43
and forecast um the sales goals
00:46
now going into 21 so um next
00:49
five to 10 minutes are gonna
00:50
really dial in and show you how
00:51
this can be done uh in
00:53
addition, if you’re watching
00:54
live or recorded kinda curious
00:55
if you can put a comment in
00:57
here uh we’re thinking about
00:58
doing a uh almost a webinar
01:01
Wednesday type deal where we go
01:02
through and break down all the
01:04
different things that civil
01:05
growth does um and if you’re
01:07
looking to do it yourself,
01:07
we’re gonna kinda. Demystify
01:10
that and if you’re looking to
01:11
get some help with it, then
01:11
you’re aware of what we do, but
01:13
um probably like a webinar
01:14
Wednesday, whether it’s on
01:15
Facebook, live or private
01:17
webinar, but if anybody
01:18
watching this live or recorded
01:19
uh thinks of that would be of
01:21
interest. um it’s something
01:22
we’re considering doing over
01:22
here and potentially creating a
01:25
private Facebook group um to
01:27
create a community around just
01:29
the people who wanna work uh on
01:30
their business and not
01:31
necessarily in it like Michael
01:32
Gerber would say so uh without
01:34
any further delay, I’m gonna
01:34
bump out the screen here and.
01:38
Get in the service Autopilot,
01:40
so I’m in one of our test
01:41
accounts here and the
01:43
foundational piece of this uh
01:44
there’s really two parts um the
01:46
main thing here is we wanna go
01:48
in and set up some um sources
01:52
so our clients sources now it’s
01:55
kind of uh a two-step approach
01:57
here um and I think to answer
01:58
the question directly. I think
01:59
there is best practice so if
02:01
you are working with a Facebook
02:03
ad agency, you’re running sales
02:06
um or you’re doing paper, click
02:07
or anything on Google. Uh I
02:08
think the best process. Here is
02:11
probably going to go in and we
02:13
wanna add some sources per
02:16
campaign um and that maybe for
02:18
ticket segment if you’re doing
02:19
uh lawn care and design build
02:22
um it must be separate. but the
02:23
main thing here is we’ve got
02:26
our Facebook. Let’s call our
02:28
Facebook ad um and let’s just
02:31
see it’s gonna be from one uh
02:34
to make it twelve one.
02:41
Twenty to 120 slash 21, so
02:45
we’ve got our our our Facebook
02:47
ad source for the specific
02:49
campaign. Um now this can be
02:50
done for door hangers and other
02:51
things or every door direct
02:53
mailing but the more specific
02:54
you can get in here is probably
02:55
the better than once you have
02:57
this. we’d go in and add a
02:58
campaign so we would actually
03:00
put our end of this from twelve
03:03
one into the twentieth of next
03:07
year and obviously distribution
03:09
you don’t have that. but if
03:10
you’re doing door hangers or
03:11
anything physical, you can have
03:13
account that’s gonna be uh an
03:13
extra data. You’re definitely
03:15
gonna want in there now our
03:17
total expense, so let’s just
03:19
say um that it’s a 1 month
03:21
campaign or actually almost 2
03:23
month campaign. Let’s say we’ve
03:25
got a uh a $3000 ad spend we’re
03:28
gonna put that in there now,
03:29
it’s not an up-sell so an
03:31
up-sell could be done through
03:32
Facebook or potentially
03:35
retargeting um but the idea
03:36
there would be is you’ve got a
03:38
custom audience you’ve loaded
03:39
up so people that are existing
03:40
customers that you’re
03:41
retargeting through Facebook ad
03:43
or door hangers online or
03:44
offline marketing. This is
03:45
gonna be an online marketing
03:47
play here um so that’s how
03:48
we’re gonna set that up. Next
03:51
thing is you wanna go in? um we
03:52
do this for a lot of the um
03:54
Facebook management companies
03:56
that we work with, but the idea
03:57
here is you’re gonna be going
03:58
in and adding a forms are we
04:00
actually go back just to vtwo
04:01
uh because that’s where most
04:03
people are playing right now,
04:03
but it most definitely can be
04:05
done in vthree um and depending
04:07
on uh the sophistication level
04:09
almost recommended in vthree,
04:11
but I’m just gonna add a form
04:12
here just cuz it’s gonna be
04:13
really simplistic to get it. Uh
04:15
in vtwo here so you can see it
04:17
and this is where most of our
04:17
clients right now are hanging
04:19
out so that um just kinda make
04:22
sense here. but once this
04:23
loads, I’m gonna pull this up
04:25
and the idea here is um when we
04:29
add this form, there’s a couple
04:31
main things in vtwo that you
04:32
need so you’re gonna need a
04:33
first name the last name map
04:34
back the first name last name
04:36
um and you’re gonna need. email
04:37
back to email cuz this is a
04:39
lead uh service address would
04:41
be creating a client and you
04:43
map that back to service
04:44
address. but really that’s not
04:45
the play here we’re going in
04:46
and we’re capturing their. When
04:48
they request an estimate now
04:50
with an estimate request for
04:52
transparency, you may need that
04:53
service address but minimally
04:54
in your first name last name
04:55
and email uh in the additional
04:57
one is going to be um the
05:00
service address mapped back
05:02
here. So let me refresh this
05:03
here uh internet has been a
05:04
little wonky with all the kids
05:05
home in the neighborhood so it
05:08
is possible um so I’m gonna go
05:09
into my test form here. Pull
05:12
this up and show you uh what
05:13
we’re doing here but basically
05:14
what we’re doing is they scroll
05:15
about three quarters away down
05:16
the screen and That is going to
05:19
allow you to set up your um
05:22
client. source. We taking our
05:23
client source and the gear icon
05:26
under client source. We’ve set
05:27
up that Facebook ad and then
05:29
we’d have a specific form here
05:32
that is going to be
05:34
specifically for that. um
05:37
Facebook ad and then source on
05:39
submit We’re gonna go in and
05:40
take our Facebook ad of that
05:43
date run. So now we’ve we’ve
05:44
tracked the lead acquisition
05:46
and then in the report. It was
05:48
gonna show you your conversion,
05:49
so I’m gonna show you in the
05:50
back end what this looks like
05:52
but uh any comments or
05:53
questions you know, feel free
05:54
to do that but uh first name
05:56
last name need to be back to a
05:58
first name last name and a bare
06:00
minimum you need email back to
06:00
email now the address for an
06:02
estimate uh it is probably
06:04
something you want um and a
06:05
phone number. So we’re talking
06:07
about amp Omni-channel
06:08
marketing So we’re talking
06:10
about email text message and
06:12
messenger um and phone call so
06:15
we wanna be able to get enough
06:16
data in there. So it’s a list
06:17
that. Well now and you’re not
06:19
borrowing it from Facebook uh
06:20
cuz if the algorithm switches
06:22
you want control of that so the
06:23
main idea is you’re under the
06:25
gear icon. We’re setting up
06:26
that client source once again,
06:27
um if you haven’t done this in
06:30
2020, you can actually go back
06:31
and update this and for what
06:34
I’ve seen with the simple
06:35
growth clients that we’ve had
06:36
to go out and pull this state
06:37
out uh for all of last year,
06:39
but we wanna go in and add a
06:41
source name the source and then
06:42
every time you do an ad
06:43
campaign underneath that
06:45
particular source. We can have
06:46
these. Ending so you may have
06:49
Facebook um particularly if you
06:52
don’t care about the granular
06:53
each campaign and you’re gonna
06:54
have the start end date of each
06:56
campaign. Uh so Facebook can be
06:57
a general header and these are
06:59
just the separate campaigns or
07:00
you’d have each particular ad
07:02
um and then having that form
07:04
automatically submit that lead
07:05
contact your office to um
07:08
require that estimate or if
07:09
you’re not using a bot, a
07:10
messenger bot um this is the
07:12
way to go um in addition, you
07:13
can do something like a door
07:15
hanger so um the door hanger
07:17
you can you can have the start
07:19
and the distribution of say
07:21
5000 uh actually maybe fifty.
07:23
Of these And it was a uh a
07:26
$1000 spend. That’s how you
07:28
attract that so all flat online
07:30
marketing. we have a form that
07:32
automatically submits if you’re
07:33
driving them to a landing page
07:34
with that embedded into it. And
07:35
then the final part is under
07:37
reports Report Center Uh we’re
07:39
going into service Autopilot
07:41
and we’re going into the uh on
07:43
the left here when it loads up.
07:44
It’s the old toaster oven that
07:46
I like to call it This is not
07:48
in the new reporting Center.
07:50
We’re actually going over here
07:51
to essay reports and this.
07:55
Report is gonna give you
07:56
everything you need so um if
07:57
you’re watching this or you
07:59
wanna watch the recorded
07:59
version, you wanna kinda hop
08:00
back and forth every report.
08:03
I’m running is right from the
08:04
screen. It’s prebuilt and you
08:05
just filter the dates and
08:06
everything loads in nicely. So
08:08
um I’ve taken the Liberty take
08:10
some screenshots, but the first
08:12
report is sourced by summary
08:14
and that is one of the reports
08:15
in here so we can run that sale
08:18
source by summer report and
08:19
this is the data that we’re
08:20
getting out of it um so it’s
08:23
gonna give us our number of
08:23
leads number of converted
08:25
conversion ratio so in this.
08:28
Example, we had 1800 leads 485
08:32
turned into clients. We had a
08:33
conversion ratio of 26% now
08:35
that’s across all our sales.
08:37
now we go into our source name.
08:39
so these are the clients
08:41
sources so if he had broken
08:41
down each Facebook ad uh we
08:44
would actually be able to see
08:45
the efficiency of each ad and
08:47
then we can go back into our
08:49
ads, manager and repurpose the
08:51
winning ads for the next year
08:52
um and like I said, you
08:53
probably wanna have a separate
08:55
form with the lead source for
08:56
that online marketing. Or
08:57
Google so you can track the
09:01
efficiency and the return on
09:03
investment for um your company
09:05
running your Facebook ads or
09:07
your Google um paper click So
09:09
what we’ve got is a whole bunch
09:10
of um sources here and we’ve
09:13
got here is uh how many new
09:15
leads how many leads converted
09:17
in a conversion percentage of
09:19
uh a sale. So now we’ve got the
09:21
overall new leads and
09:23
conversion percentage, but some
09:23
of these uh here are obviously
09:25
going to be bigger winners so
09:27
customer referral uh fictitious
09:28
here. Converted at 57%, which
09:31
is probably about right um but
09:33
our postcards direct mails
09:35
about 33 to 36%, so you’re
09:37
gonna be able to define your
09:38
winners and losers on this and
09:40
be able to work this back into
09:41
a marketing plan next year. So
09:43
this is the next step and I’ll
09:44
show you uh how we do that. now
09:46
we got a company scorecard for
09:47
my year so this is another uh
09:49
great report once again under
09:53
that um the gear the report
09:55
center the little toaster oven
09:56
there and then the final thing
09:57
uh that we’re looking at is. A
10:00
cancellation report per um
10:02
reason so we wanna set up our
10:04
cancellation reasons as well
10:07
and by source our cancellations
10:11
and um the additional
10:13
information around councils. So
10:14
what we can do is we had a
10:15
total of 437 the average days
10:19
as a client here uh was 9
10:21
years, so you can run some
10:23
client lifetime um reports on
10:25
that as well. so that’s uh
10:27
pretty interesting so the
10:28
average days for client uh in
10:30
this test account was thirty
10:32
100 days. um this is uh I think
10:33
this. Data was actually here um
10:37
pulled out of the the old
10:38
Callahan’s account. um I think
10:39
our average client lifetime
10:40
value was around 9 years. Our
10:42
retention was pretty high um,
10:43
but that is the data that you
10:44
can have so it’s non emotional
10:46
data. We wanna set the client
10:47
source. We set up forms and
10:49
submit it and then we go to
10:50
that toaster icon on the report
10:52
center pull up the uh area here
10:53
and then what you can do is you
10:54
can create a marketing plan, so
10:55
this is something that we do
10:56
when we work with clients that
10:58
work with simple growth as we
11:00
set up um, for example, Google
11:03
ads here so if we based it off
11:04
six. Um leads in 2020, we had a
11:10
20% increase in spend
11:11
statistically that should have
11:13
um basically the same ratio of
11:15
closing rates. so if we bumped
11:17
it up by 20%, we have the same
11:18
closing ratio of 35% uh we
11:21
should instead of 600 leads
11:22
last year produced 720 leads uh
11:25
we get about 252 new clients at
11:28
that closing ratio and then we
11:29
can have cost of our marketing
11:31
spend and then the average cost
11:32
per client for. Google or
11:35
Facebook or Yelp, or whatever
11:36
that looks like so we know what
11:38
is our client acquisition cost.
11:40
And now we know our average
11:41
total for the season of 878 uh
11:44
uh we’re gonna talk timing and
11:45
the geographic area and what
11:46
we’re gonna do here uh
11:48
potentially is if it’s a
11:49
straight uh $1500 a month we
11:52
can do that or uh if you’re
11:54
kind of in my market here
11:56
you’re gonna be going uh
11:58
significantly heavier in March,
12:00
April and May um they’re
12:01
plugging those numbers and what
12:03
you’ve got is your projected
12:04
cash flow outlay for marketing
12:05
and you’re projected new. Per
12:07
month and at the end, you’ve
12:09
got your projected net new
12:11
projected cancel so we need to
12:13
take care of our sure um and
12:15
nutrition and then the
12:16
projected client total
12:18
thereafter. um so we’re we’re
12:20
building in new clients, but at
12:21
the same time we probably have
12:22
a couple coming out the bottom
12:23
so we wanna know what our
12:25
projected net is projected
12:27
projected client total after
12:28
that um and we’re gonna back
12:30
these numbers in here um great
12:32
talk if you have the recordings
12:35
to um essay thrive, Jonathan
12:37
One uh even deeper than this in
12:39
his as a thrive talk um and it
12:42
was interesting cuz we had uh
12:43
had not talked about that, but
12:45
we’ve been actually talking
12:45
about this with simple growth
12:47
clients and how to actually do
12:49
this and working with them to
12:50
set these plans up uh and then
12:51
Jonathan actually talked about
12:53
it as essay thrive um so if
12:54
you’re unfamiliar with Jonathan
12:57
he’s from or of the lawn care
12:58
Millionaire uh co-owner service
12:59
autopilot, but that’s uh
13:00
something that he was teaching
13:02
and I say thrive and we’re
13:03
gonna break down our services
13:04
so the uh the actual. For last
13:07
year, the projected actuals for
13:08
this year, then the difference
13:10
from our goal and as we go
13:12
down, we’re gonna track it
13:12
weekly So at the end of this
13:14
week, we had a new twelve
13:16
clients and we need an
13:17
additional thirteen to hit our
13:18
goal so you have a daily um
13:21
cadence of tracking the actual
13:22
versus budget and sales goals
13:23
that way to hold your team and
13:25
yourself responsible so uh
13:26
hopefully this is helpful Gear
13:28
icon client sources forms and
13:30
auto with that lead source in
13:32
there we wanna track underneath
13:34
it to the uh actual start and
13:35
end the distribution quantity
13:36
of it. Offline hard copy and me
13:39
being otherwise um we
13:40
definitely wanna track the
13:41
price or what you’re paying for
13:43
your digital marketing and that
13:45
will get you those uh values
13:47
that you’re looking for so
13:48
Callahan’s corner ask
13:49
questions. We answer them live
13:50
right here on Facebook feel
13:51
free to submit any questions
13:53
once again, if you’re watching
13:54
this live recorded um thinking
13:56
about doing it on a set time
13:57
every Wednesday um to
13:59
compliment the essay weekly
14:00
talk show, but uh be like a
14:01
webinar Wednesday where we go
14:02
out and break down all the
14:04
things in your business that
14:05
you need to do to be successful
14:07
for 21 or 2021. Usher girls and
14:10
outline your competition so
14:11
we’ll see you again tomorrow.
14:13
Callahan’s corner ask the
14:14
questions We have some live