Video Transcript

0:02 Callahan’s Corner where you ask
0:04
the questions. We answer them
0:05
live right here on Facebook.
0:07
So, one of the many Facebook
0:08
groups we are involved in with
0:11
Callahan’s Corner s, there was
0:11
a question asked this morning,
0:15
what works better? Direct mail
0:16
or Every Door Direct Mailing
0:19
EDDM. Well, really the question
0:22
is right off the bat is, is
0:24
this individual or if you’re
0:25
looking at exploring different
0:27
marketing options for Everydoor
0:28
Direct, mailing, mail Facebook
0:30
ads, Google Ads, whatever that
0:32
is, are you actually tracking
0:34
the data? So, we did, in our
0:38
run, usually in the spring, we
0:39
run 75 to maybe $85, 000 at the
0:42
peak of the advertising season
0:44
in a month in Upstate New York
0:46
for the lawn care company I own
0:48
and that definitely worked but
0:50
the thing that I will tell you
0:51
is is working with hundreds of
0:53
businesses all over the US and
0:54
Canada, even Australia, and the
0:55
UK now. Um each market is the
0:58
same but it’s going to be a
0:58
little bit different based on
1:01
how they digest and what target
1:02
market actually demographic
1:04
you’re going after. So, really
1:06
I think it would be foolish to
1:06
answer the question directly
1:08
what worked better in my market
1:09
and actually show you how to
1:10
track your own data for
1:13
non-emotional systematic way
1:14
and I can show you how to
1:15
actually create a high-level
1:16
marketing plan to go along with
1:17
this. Once we got some good
1:18
data. So, what I’m going to do
1:19
here is open up the screen and
1:22
open up service autopilot. So,
1:24
this is one of the CRMs that we
1:26
use, customer relationship
1:27
management software is here. Um
1:28
so, if you using service
1:30
autopilot and the gentleman
1:31
that actually asked this
1:32
question, I know, is using
1:33
service autopilot. I’m going to
1:34
open it up and show you how to
1:36
actually use service autopilot
1:37
to track this stuff. Literally,
1:38
automatically, once you set it
1:40
up, it takes about five minutes
1:41
to set up. I’m going to show
1:43
you actually how to do it. So,
1:45
first thing you want to do is
1:46
go to our gear icon. and we’re
1:50
going to go into
1:54
client source right here and
1:55
client source is going to be
1:56
lead source tracking. So,
1:58
whether you’re doing Everydoor
1:59
Direct Mail ing, direct
2:00
mailing, or any other type of
2:03
advertising, literally, word of
2:04
mouth, they saw your truck,
2:05
whatever that is, that will be
2:07
able what we’re, we’re looking
2:09
at here. So, as you can see in
2:11
my old account here, we had our
2:13
20 twenty Every Door Direct
2:15
Mail ing with the long copy,
2:15
and one with the picture of a
2:18
family. So, you may be testing
2:19
different copies of this
2:20
marketing copy as well, because
2:22
Avidor Direct Mail ing may work
2:24
great on one piece but not as
2:26
good on in others. So, this is
2:27
how we go in a non-emotionally
2:28
set this up. So, if we go in
2:31
and let’s add a new source
2:33
right from the beginning, I’m
2:34
going to put this as our Every
2:35
Door Direct Mail ing test. 2022
2:41
and we can go in and put some
2:42
details in here. Now, the first
2:44
thing we need to do is set
2:45
these up. The second thing now
2:46
is when we do that Every Door
2:48
Direct Mail ing, we need to
2:49
actually go in and add a
2:50
campaign. So, if we
2:54
let’s say in March and it ran
2:56
all the way through the end of
2:58
April, we could put that date
3:00
in there. So, anytime a lead
3:02
comes into the system in that
3:03
date for that particular client
3:05
or lead source, it’s accredited
3:07
to that. Now, let’s say we’ve
3:09
did a ten thousand distribution
3:12
and it ran us to $8000 dollars.
3:15
So, we put the 10, 000 in here.
3:18
And our eight-thousand-dollar,
3:20
oh,
3:23
$10, 000 distribution and our
3:27
8, 000 dollars to actually have
3:30
the expense. Now, if you’re
3:31
actually marketing your current
3:32
database, we can actually hit
3:33
upsell and it would track the
3:34
upsell conversion ratio. So,
3:35
what this is going to give you
3:37
is how many leads came from
3:38
each marketing source? how many
3:42
converted into a client, the
3:43
closing percentage for your
3:45
actual estimator, and the
3:48
client acquisition cost. So,
3:49
what it costs you acquire for
3:50
each and every client that you
3:52
get and then, in addition we
3:53
could have a client lifetime
3:55
value. Uh if you are going to
3:57
this extent, I’m also going to
3:59
recommend that you go in and
4:01
track your cancellation and one
4:03
and loss reasons. So, if we go
4:05
into the gear icon, and go into
4:10
cancellation reasons and
4:11
estimate reasons. So, we have
4:12
estimate reasons and we’re
4:13
going to go in and put the
4:15
reason why we won and lost the
4:17
estimate and then, we’re
4:19
going to go back in. And
4:22
cancel, track our cancellation
4:25
reason. So, what we’ve done is
4:25
track our acquisition, cost,
4:27
and percentage of closing and
4:29
client lifetime value per lead
4:31
source and then, we can also
4:31
track our cancellation. So,
4:34
dissatisfied, whatever those
4:35
may be, we just go in and add a
4:37
cancellation reason and it’s
4:38
based on gleed or client. So,
4:39
once we have that information,
4:41
all the data now flows
4:42
automatically So, if you’re
4:44
using service autopilot, the
4:46
other thing that you may
4:47
want to look at here is your
4:50
website lead capture form. Now,
4:51
there’s two different versions
4:52
of it. There’s a V 2, there’s a
4:54
Vthree, for simplicity,
4:55
whatever I’m in here. I think
4:57
we’re in probably Vtwo. I’ll
4:59
show you but it’s going to be
4:59
the same exact thing whether
5:00
the V2 or V3 version but what
5:03
you want to do is go in and
5:04
when you create a form, we
5:07
want to be able to have it
5:08
automatically submit, do some
5:10
duplicate checking but the
5:11
thing that we’re looking at for
5:13
this video is how do we track
5:14
that lead acquisition off the
5:18
website. So, what we want to do
5:19
is autoproof, create on,
5:21
submit, and we’re going to
5:23
update and probably create and
5:25
update a lead source on submit
5:30
So, we’d actually go in and
5:32
have one in here for our
5:35
website. In that way, we would
5:36
have the ability to track the
5:37
lead sourcing coming off your
5:39
website or if you have separate
5:40
forms embedded into a Facebook
5:43
ad or a landing page, you
5:44
probably want separate lead
5:45
source tracking to track those
5:47
campaigns with the pricing
5:48
behind it. So, that’s how we
5:48
would be able to tackle that.
5:50
So, the final part is here,
5:52
when we go in to the My Day
5:54
screen, your office is working
5:56
this. We want to go into the
5:57
green plus icon, add a lead and
5:59
this is the important here. So,
6:01
we’re going to put in our first
6:04
name last name, the service
6:08
address,
6:12
As we’re talking to him, we’re
6:13
going to put in the postal code
6:15
and we’re going to update the
6:16
city. We’re going to get the
6:17
Email in here.
6:24
and we want to put the phone
6:25
number in the cellphone field.
6:27
Once we get the basic
6:28
information, we, this, the main
6:30
part around this question is we
6:31
want to go into details, select
6:33
the account type, and most
6:35
importantly, the sales type,
6:36
how did you hear about us? And
6:38
that’s where we can go in and
6:39
say they selected the Every
6:40
Direct Direct Mail ing with the
6:43
picture. Now, if they were
6:44
referred by someone in your
6:47
list here and you actually went
6:47
in, and had a customer referral
6:52
in here, you can go in and if
6:56
this wasn’t a test account, a
6:57
list of all our leads and
6:57
clients would show and you
6:59
would select the appropriate
7:00
person. So, not only do you
7:01
know the effectiveness of your
7:03
mail, your marketing copy but
7:05
your customer referral,
7:06
conversion ratio, and client
7:08
lead acquisition. If there’s
7:09
any gift cards or things you
7:12
send out for referrals. So,
7:13
comments, questions, drop
7:14
below. Callahan’s Corner. You
7:15
ask the questions. We answer em
7:16
live right here on Facebook.
7:17
What marketing source is
7:19
better? Direct mail, every
7:20
door, direct mailing. That’s
7:21
going to depend on your market
7:24
but a pro tip here is if you
7:25
are doing Every Door Direct
7:27
Mail ing, we want to do it not
7:29
just once. We want to do three
7:30
to five times. That’s going to
7:31
give us the best result and
7:33
then, in addition to that, one
7:35
thing that we did in my lawn
7:37
care companies, we drove around
7:39
literally with a notepad, a
7:42
notepad, something like this
7:44
and we wrote down the addresses
7:45
of all the homes that looked
7:47
like they were commercially
7:49
mowed and we went in through
7:50
the winter months when we’re
7:51
slow and went in through
7:52
satellite imagery and measure
7:54
all those and did direct
7:56
mailing to all those properties
7:58
with property specific pricing
7:59
and in the Email or on the
8:02
envelope, the address would be
8:03
lawn mowing customer. So, we
8:05
knew they were getting their
8:06
lawn mowed most likely and we
8:06
sent them a direct contract to
8:10
sign up with us. With property
8:12
specific pricing. So, that was
8:14
a huge way that we dominated
8:14
our market and grew market
8:16
share specifically in the
8:18
neighborhoods that we’re
8:18
already in and the
8:19
neighborhoods in between the
8:20
neighborhoods that we weren’t
8:21
servicing to build route
8:22
density. So, once again, you
8:23
want to the lead source on that
8:26
as well so you know the
8:27
conversion ratio and the cost
8:28
per acquired client. So it
8:30
actually cost a little bit more
8:30
to do the direct mailing with
8:32
property specific pricing. But
8:34
on average our client
8:36
acquisition cost because it was
8:37
so effective was actually
8:39
lowered. So the upfront cost
8:41
was a lot more but when you
8:42
average it over all the clients
8:43
we gained. Um that was a great
8:45
way of doing that. So it’s kind
8:46
of a pro tip. Callahan’s
8:48
Corner. You ask a question to
8:49
answer live right