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The Importance Of Ads Being On For New Customers · Local Business Marketing Made Simple

• 0:00
  Speaker 1: Hello, and welcome to another episode of Local Business Marketing Made Simple with your host, Liam Walsh. I hope you are having a fabulous day, whatever you are up to. And I... Today is a funny one. I was I was almost in the sense of looking at what I was gonna be speaking about, but then I had a change of heart.
• 0:17
  And today, we're just gonna riff randomly because I know this is gonna be beneficial to anyone listening who isn't getting as many customers as they want, and that is the importance of ads. And I don't know how you perceive ads. Some people will perceive ads as Google, Google Ads, just boosting a post here and there. Some people will be listening to this and be like, you know, understanding ads is like needing a full system. But let me break it
• 0:45
  Speaker 2: down to you. If your business isn't
• 0:49
  Speaker 1: where it wants to be... Oh, sorry. If your business isn't where you want it to be, then there's a very strong chance right now that you're not running a half decent ad system. Because what ads is... K.
• 1:00
  And I know some people
• 1:00
  Speaker 2: will be like, ah, gotta spend money. And it's like, yeah, you do. But you never look
• 1:06
  Speaker 1: at it like... What's the word? You never look at ads as like a monthly outgoing, like like almost a software that's just like an outgoing, an expense, should I say. Of course, is expenditure, but it's about money out versus money in. Right?
• 1:20
  You know, understanding that for every pound you put into the system, you can get three to four to five pounds back. You hear me speak a lot about my clients' returns. They they do really, really well because they've got a proven ad system. But I need you to to... If anything, I want this episode to be the light bulb moment for you to understand that if your business isn't where you want it to be, it's because you don't have ads on.
• 1:41
  There'll be a there'll be a few things, you know, it could be the... It will be like the fact that you... You're probably not posting the right content strategy. But again, what is the point in content if no one's actually finding the page anyway? You might not have a half decent sales process in place, but what is the point of having a half decent sales process in place if no one's inquiring in the first place?
• 2:01
  You see where I'm going with this? You wanna look at ads as attention.
• 2:05
  Speaker 2: Now we primarily work with local service based businesses. They're looking to work with people in a area. Right? Sure. We've got a we've
• 2:13
  Speaker 1: got a handful of online businesses as well, and we always will do, but we're primarily marketing to service based businesses in a localized area. And with that, k, you have to look at, right. Okay. So my business is here on the map. You draw a, like, a radius around it.
• 2:30
  Usually, for the most part, it's, like, gonna be, like, 15 miles, 20 miles depending on the business itself. Obviously, trades business will be going out to people, so they will cover all ends. You've got people who... They might be a personal trainer, and you're like, well, someone's not really going to travel what further than 15 to 20 miles without being hit with loads of other competition and also for them to... For it to make
• 2:53
  Speaker 2: sense in their life. So where I'm going with this is when we look
• 2:57
  Speaker 1: at attention, how do you get attention? K. You've got all the crap ways, like like for like, follow for follow, you
• 3:04
  Speaker 2: know, all of that bullshizzle, cold DM ing strangers who don't even know you. I've done all this, by the way. Literally done it all. I remember I would be liking people's content from local restaurants. It was
• 3:20
  Speaker 1: fucking mind numbing. Just sat there. And I remember it now. It was when we had the the facility, and I'd just be like, like, like, like, is this even gonna do anything? I don't even know, but I'm doing something.
• 3:32
  I'm feeling busy. You know, that's what we always want to feel like. We wanna feel productive. We wanna feel like
• 3:36
  Speaker 2: we're actually trying to do something to to to grow the business. And so so you've got
• 3:43
  Speaker 1: all those crap ways. You you can argue, yes, you could do
• 3:46
  Speaker 2: a free giveaway. Right? But you can't do
• 3:48
  Speaker 1: a free giveaway every day. You wanna have opportunity every day in your business. That's why I always say to my clients. The way that you grow the fastest is having opportunity every single day. I've had businesses before where there was opportunity every month, every other week, once.
• 4:04
  We used to do offers, sell, sell, sell.
• 4:08
  Speaker 2: It's not good enough. So you have
• 4:09
  Speaker 1: to look at, right, well, how do I get attention? K. Because attention fuels everything. Attention is the thing that's going to fuel your business. Why?
• 4:16
  Because if people don't know about you, obviously, they cannot buy from you. So it's like, cool. So I need to get people to find me, then I can get my content seen, then I can get inquiries, then I can put people through my sales process that I have. And the only logical thing here is ads because... And, again, there's multiple ways of ads, and I was saying this to a client the other day is, you know, you can run ads to website traffic.
• 4:42
  You can use Google Ads. You can do Facebook Ads. I've run Facebook Ads now. But what I look at for my clients is the quickest, fastest, most logical way of running ads. And what you wanna be able to do with that is grow your audience full of people who can buy today,
• 5:00
  Speaker 2: but also buy tomorrow. Now if you
• 5:03
  Speaker 1: imagine your business now where it is, just logically think with me. If hundreds of people were finding it every day, every week, thousands a month will be seeing it, and you've got good content going out, you know, what's gonna happen? You know, I'm talking about this as well, like, because people say to me, oh, what about the trial reels? Like, trial reels are pointless for someone who wants
• 5:23
  Speaker 2: to get someone within a 15, 20 kilometer radius. If you're
• 5:27
  Speaker 1: in Scotland and someone sees it from bloody London, it's, like, literally pointless. Right? So, again, you're not in control. You don't get daily opportunity. You can't can't win with those.
• 5:36
  So ads, in my personal opinion, to grow the business predictably, comfortably, with absolute certainty, to give you daily opportunity are fundamental. Right? Even when you look
• 5:50
  Speaker 2: at my business now, would we be at the position we're at right now? To give you context, this month this month in this business... So I've
• 6:01
  Speaker 1: had four businesses. This is
• 6:02
  Speaker 2: my fourth. This is the
• 6:03
  Speaker 1: one where I'm now teaching people how I've done it. This business will generate more revenue than an entire year of my first business, and that
• 6:12
  Speaker 2: was quite successful. Every business has got better and better. Every business has grown with the help of ads. I shit you not. My first set of business, if I've told you
• 6:23
  Speaker 1: this story before, personal training,
• 6:26
  Speaker 2: I was in a in
• 6:27
  Speaker 1: a facility with way more qualified personal trainers than me. Been in the game longer, more educated. I was struggling at the start, and I was like, you know, gotta change something, gotta do something, gotta make something happen. Started learning everything about marketing,
• 6:39
  Speaker 2: content, sales systems, copywriting, you name it. And then it was like, right. Cool.
• 6:46
  Speaker 1: I've got all these... You know, I'm doing all this stuff. It's still not really where I want it to be. And then I started to learn more and more about ads. And within six weeks, I had more clients than all of the other personal trainers in that place put together.
• 7:01
  To the point, they were like, how the fuck have you done that? And obviously, I didn't tell them. Kept the secrets to myself back then until now from opening the void and letting everyone have them. But that is the root because the root of every business owner who is struggling is the fact that not... No one knows they exist.
• 7:16
  We've got a chiropractor in the program, and it was funny because he's just stayed on with us. He dislikes the program, likes the support, likes the accountability, knows everything, but
• 7:24
  Speaker 2: he dislikes the direction. And even he had his ads on for...
• 7:30
  Speaker 1: I think he I think it was something like he... He's already been in the business for, like, two years, something like that. And he had people say to him, oh, I never knew you was here. Like, how do you not know we're here? We've literally been here for two years.
• 7:44
  You know, like, what the hell? And it's so true. Until you unlock that, you just end up... You end up... What you what you end up doing is you end up posting content to the same people who've more than likely switched off.
• 7:54
  Because the the thing is as well, what I typically find, especially with businesses like yours, the
• 7:58
  Speaker 2: one I'm speaking to now, local service base, even online, is you only have... Unless you get a follower who just loves everything about you, tunes in... I have
• 8:11
  Speaker 1: a I have a few like that. Maybe you're one now, but I always... I also have 50,000... No. No.
• 8:15
  Speaker 2: I have 58, ego stroke, thousand followers. Do I have do I
• 8:20
  Speaker 1: have 10,000? 20%? Do I have 10...
• 8:23
  Speaker 2: Is that right, maths? Shit, Mouse. No. Yeah. 10,000.
• 8:27
  20%.
• 8:28
  Speaker 1: Come on, Liam. Half term. Anyone else
• 8:30
  Speaker 2: got kids? Jeez. Do I
• 8:31
  Speaker 1: have 10,000 loyal peoples? No. I don't. Because the the brutal honesty is when someone finds you, you only have a few months, I find. Some people will stay longer and longer and longer.
• 8:43
  You're on a bit of a time frame where that person eventually doesn't want what you offer anymore, found someone else, followed that many other accounts that you just got pushed out
• 8:53
  Speaker 2: of the algorithm completely, and thus, you're posting content to people who eventually have switched off. And this is
• 9:00
  Speaker 1: what I find with business owners. There's a few things, but number one is they haven't got the right content strategy anyway. But even if they did, the followers that they have have already gone and switched off. So it's all... It all stems from there.
• 9:10
  Imagine just a funnel and you cannot get anything, you you know, to get things in through that funnel. They just need to be pouring the water through all the time, all the time, until you get to the point where many of my clients, they've they've got to the fully booked stage, the diary's full, and they're like, right, Liam, what do I do here? Is that turn them off, to be honest, or turn them right down to see you get trickles through, so you're still you're still populating it. Because again, you wouldn't turn them off for a long period of time, but turning on and off, but you get to have that control. My ads are on all the time because if, you know, I'm really I'm really I'm really sending it this side.
• 9:45
  If if if we maxed out our appointments more than we do now, then I'll get someone else in to help with the appointments. That's just the mindset we're in. So mine are on all the time. All the time. And I have business owners like that.
• 9:55
  I've got Mark, who's a kitchen resprayer. He's just took on a new apprentice because his hands are working so well, and he's like, I don't wanna turn these off. I just wanna keep pouring fuel on the fire. It's like, yeah, that's what you should do. But until then, Mark, funnily enough, like, spent...
• 10:07
  He... Don't get me wrong, he's a kitchen resprayer, so he's got, a a premium product. But he's made, like, $40 for Instagram. He spent
• 10:12
  Speaker 2: about a grand. K? So... And when I say premium, it's probably, like, $2 or something like that. But, you know,
• 10:20
  Speaker 1: it's it's just it just needs to happen. K? And whether you... I don't like saying this because I don't want anyone to screw you, whether you use someone else
• 10:29
  Speaker 2: or me, you know, it needs to happen in the end.
• 10:32
  Speaker 1: K? And, you know, business will not get any better. If you're if you're listening to this now and business is not where you want it to be, time in the game is not gonna change it. If anything, it's gonna make it painful. If anything, it's gonna make it more damaging.
• 10:43
  I had Nicole. She has a wellness center. She regretted taking her time signing up. But again, I get it. I understand, you know, and there's never any pressure this side, but she was essentially pouring her own personal money into the business to keep it afloat.
• 10:59
  And now she's flying. She's actually got, 10,000 followers, quadrupled trip... What what comes after quadruple? I don't know. Five times.
• 11:08
  Her revenue took a week out of work, shut down the facility, came back.
• 11:12
  Speaker 2: It was fully booked. None of that would have happened. Evidently, she...
• 11:16
  Speaker 1: I think she was about six months on the fence. So I don't even know how long before then was business not in a good place, but it's never going to get better. You're never suddenly going to just get this miraculous overnight change. Because you look at it black and white, like I've just said there, right now, you'll probably be posting content. K?
• 11:35
  You might not know if it's the right content, but you're still doing stuff. K? And you're posting it to an audience which is not growing to the rate that is going to supply you with inquiries. So if you look at it, whether it is now two years down the line, you keep doing the same thing over and over is going to equal the same results up until now. And some people might have good months and and they get to the end of the month and they go, fucking hell.
• 11:57
  That was great. Oh, really worried about next month. Hope it happens again. And it doesn't. And you're like, ah, but it's because you don't know why.
• 12:02
  You can't. You can get flukes in business always. Like, sometimes you just get a really good word-of-mouth client. You get a few referrals and someone finds you on Google or whatever it is and you're like, oh, yeah, here we go. But it's not...
• 12:14
  You're not in control
• 12:15
  Speaker 2: of that. The only way personally I feel you can be in
• 12:18
  Speaker 1: control is ads because every day you wake up with that opportunity.
• 12:21
  Speaker 2: So it's almost like you're going in... Like, we we book around anywhere from 45 to 60 consults every week. K? And if I
• 12:32
  Speaker 1: was to get my data tracker up here, I'm gonna... You know what? Fuck it. I'm gonna do it because I think I can switch screen. Bum bum bum bum.
• 12:40
  Let me go down to down down down down down.
• 12:43
  Speaker 2: Right. So just to give
• 12:44
  Speaker 1: you a snapshot. Yeah? Last week, I had 59 consults booked. The week before, I had 51. The week before that, I had 56.
• 12:51
  The week before that, I had 64. The week before that, I had 65. The week before that, I had 59. You know where I'm going with this? This this this is where we're aiming for now.
• 12:58
  This is our nice little... This is our good place. If if we... The thing is in my business, I'll show... Sorry.
• 13:04
  If we take on too many clients, it'll impact the support that people get. I've got a
• 13:08
  Speaker 2: really good team now where it's me, Sharif, Paul, Lisa. I've got a really good harmony of everything,
• 13:14
  Speaker 1: and I'm just enjoying. The business has built up to a substantial level now, and I'm just enjoying it. When the next phase of growth comes in, which will be soon, but there's things coming up in life and all the rest of it, but it's good because you get to be in control because you just put the foot on the gas. Spend more money on ads, get more followers,
• 13:29
  Speaker 2: get more conversations, get more get more inquiries. That's all it is. You know, I'll tell you this. Right? So this time...
• 13:39
  Where are we? October?
• 13:42
  Speaker 1: So in October last year, was booking 15 consoles, 18 consoles, 17 consoles, nine consoles, 18 consoles, 16. It was consistent then. Was spending the same money as. But when you're in control of your ad budget and it works, it's predictable, all that you do is just put the fucking foot on the gas. More volume.
• 13:59
  Look look at
• 13:59
  Speaker 2: it logically. If a 100 people are finding you and you're getting appointments booked, what happens when it's a thousand? You know, the rules apply. It's all logical. So anyway, this was
• 14:10
  Speaker 1: a bit of a tangent of an episode over... How long has it been on? I don't even know what the timer is.
• 14:16
  Speaker 2: Fifteen minutes. Remove the thing. But just know. K? The root is ads.
• 14:23
  And if you ever wanna know how it works with us
• 14:24
  Speaker 1: in the Business Accelerator, just come over
• 14:26
  Speaker 2: to my socials, Liam underscore Walsh underscore coach. Message me. Find out more. I can help when you are ready, of course. Goodbye.