Latest / Local Business Marketing Made Simple / How To Get Your Next 50 Customers

Transcript

How To Get Your Next 50 Customers · Local Business Marketing Made Simple

• 0:00
  Speaker 1: Yes, team. We are back on the Local Business Marketing Made Simple podcast, and I hope you are well and having a fantastic New Year or whenever you are listening to this. I know a lot of people catch up on this, so it literally could be July for all I know when you're listening. However, I know a lot of you will be listening right now in the new year, and I hope things are good. We are back in routine with the kids.
• 0:18
  The kids are back in school and preschool, and the school runs have started again. It's all just very fucking chaotic as always as a business owner, a parent, and all the rest of it. However, what are we diving into today? Well, today, we are going to dive into how to get your next 50 clients. I actually was going to do this as 30, how to get your next 30, but actually, it makes a lot more sense when I go through this of getting your next 50 clients, whether that's 50 customers, bookings, appointments, you name it.
• 0:46
  I'm gonna walk you through exactly what I would basically advise you to do is what we teach anyway in in the in the business accelerator in a nutshell. Obviously, there's a few more components in between. There's a few more cheeky little modules and stuff, but it's just essentially like if you're going because what I notice, get a lot of followers. Okay? I'm talking at the moment, like last month, we're really we're really in an aggressive scaling phase, should I say.
• 1:13
  So you have businesses that are maintaining. You obviously have businesses that are dipping because they've not got the the strategy together. You have businesses that are growing and you have businesses that are aggressively growing. And we're just sending at the moment. And if you're not sure what that term means, it means we're just absolutely going for it because why not?
• 1:28
  It's fun. It's enjoyable. We've got an absolute amazing team around me. I've got Sharif who's my head of client success. Got Connor, who's also my online, success coach.
• 1:37
  We've just got just a great team. It's so good. It's fun. It's enjoyable. The results that the clients are getting are amazing.
• 1:44
  The clients that we're working with are amazing. You know, we don't attract the wrong type of clients, should I say, because our marketing is dialed in to attract the people that we want to work with, which is what you should be doing. But anyway, I digress. So what we're gonna do today is what you for exactly how to get your next 50 clients. Why 50?
• 2:00
  Well, it kinda makes sense when I go through this, the numbers over like a eight week period. Now yeah. Let's do it. And again, you know, this is this is not like textbook. This is I have been in business now for ten years, and that doesn't mean anything really, I suppose.
• 2:17
  But the first two years, I kind of fumbled around until I actually hired my first ever mentor. And that changed everything for me because you end up in this place where you're passionate about what you do, you know you wanna help people or deliver a great service or whatever it is that you do. And social media can just feel like a strange place. You know? What do I speak about?
• 2:36
  What do I do? How do I get people to find me? Like, all this stuff. And it can be an absolute headache. And you can do things based on emotion.
• 2:44
  You can just end up throwing money at the wall. You can hire agencies that you shouldn't have hired. You can put money on boosted posts that didn't really do anything, and then you've got a fear of running out of it so much. So I was in that place ten years ago, you know, nine years ago, whatever it is. And it's like anything.
• 3:00
  Like, whatever business you're in right now, you help people either feel good, move better, solve a problem, fix a pain, whatever it is that they cannot do on their own. They need you. And it's the same reason for me. People like yourself listening to this on the other side need me. And what I've developed over the years is just from trial, error, failing, succeeding, hiring, doing this, learning that is just my own marketing strategy.
• 3:23
  And, you know, you go and flick through the podcast, it'll make sense. I won't go through it right now, but just a sense of, like, how to get people to find you, trust you, and buy from you. And it's awareness, trust, and sales. Like, those three are the three fundamental things that you need to get a customer. But anyway, I digress again.
• 3:37
  So what we're going to do is like, this will make sense as we go through things here, but we're going to be very tactical here. We're going to be very logistical. There's no fluff. There's no theory. There's no trancing around here.
• 3:46
  It's let's go through the steps. Now, step number one, very important. You want to optimize your profile. Okay? Because what we're gonna do here is I'm gonna show you the system.
• 3:55
  The system to get fully booked and stay fully booked is going to require you to run ads. Okay? And that may make you go, no, not for me. No, you have to. If you're a business right now who is not growing.
• 4:06
  Okay. That means that you don't have a level of authority. You don't have a level of word-of-mouth, which is unpredictable anyway. You've probably not, you know, in a simple form, and I'll go through the numbers here and it makes sense. Not complicated ads.
• 4:16
  It's not like you have to spend thousands and thousands, unless you grow in to thousands and thousands. Of course, they're low cost, they're cheap, and they get attention like nothing else. And more attention that you get equals more inquiries you get. More inquiries you get equals more customers you get, and your business grows faster. It also grows your audience, so you do become that go to person in your area.
• 4:35
  But before you spend a single penny on ads, you, of course, want to fix your profile. Most people, they optima sorry. Most people, they run ads and they boost stuff on the page, and they're just like, oh, let's just take this for a spin, and nothing happens. So many things come into it. One, profile optimization.
• 4:50
  Two, the creative and the ads that you use. Free, the sales chats that you have after. Okay? So it's not just put an ad on and it suddenly just grows your business. That is literally unheard of.
• 4:59
  But before you spend a single penny anyway, just in general, like, optimizing your page. Because if someone lands on your page and it's just a logo with no information and no call to action, nothing that's concrete in the bio, like, I've seen some some poor bios, but you're not you're not taught. So, you know, this isn't this isn't me being harsh, but, you know, I see pages where it's just literally a logo top left. No one's buying into that. And then it's just a list of things they do.
• 5:21
  You know? No no real benefit. No call to action to follow the page. No call to action to message. Maybe a link in the bio to book an appointment, but it just feels it feels like a business.
• 5:32
  And that might sound stupid, but you don't want it to feel like a business. You want it to feel personable, relatable, likable, trustable. Trustable, real word. Who knows? So instead of you having a page with your logo and an unoptimized bio, what we wanna do first is profile picture is your face, not your logo.
• 5:50
  Number one. Why? Why? Why? Because people buy into Okay?
• 5:53
  And then with the bio, what we wanna do here is imagine what I would actually go and advise you to do is go and look at mine. Go to my page. Look at it. You'll see we lead with authority. You'll see we have I can't remember the right way around this is.
• 6:04
  Lead with authority, call to action in the middle. So second line as in follow the page. K? Because remember, if I land on your page today, one, I see a profile picture. Great.
• 6:13
  Two, we've helped 50 people in Preston lose two stone or more. Follow for tips. Okay. I'm gonna follow. I'm I'm almost inclined now to follow.
• 6:20
  People will do what you tell them to do. It's because it's so fast. Social media is so fast. Okay. They're not sat there and thinking for ages, am I going to follow?
• 6:27
  Know? So if you tell them in your bio, go look at mine and then message for info to get started. A lot of people don't do this. They essentially put the blink in the bio. No, not many people are going to go to that link and book straight away.
• 6:38
  A few will, but you will get more traction if someone sends you the word info because you can have a genuine sales conversation with them versus them going on the link and going, I'll try it again. And also you capture a lead. You don't capture a lead if they click the form and don't do anything more. Sure. That's number one.
• 6:52
  But what this does, just by changing that, it shows authority. You've done this before. You've got the targeting by the location, you know, clear results. You know, if you're a mortgage adviser, we help we help homeowners in Lancashire get the lowest rate possible. If you're an aesthetics practitioner, we help women 30 glow, feel amazing, and blah blah blah.
• 7:11
  If you're a personal trainer, we help men in Lancashire lose weight. If you're a business coach, we help business owners. So just lead of authority, you'll get more people following and that's your page basically a bit more optimized from a first impression standpoint. Okay? Now here's the juiciness.
• 7:26
  The juiciness. Step two is run awareness ads. Now we we need step one because this makes sense now. Numbers two, this is where the numbers are all gonna come in. Okay?
• 7:34
  So awareness ads, these are simple content ads with a call to action to follow your page. Right? The goal here is to get your ideal clients seeing your content and following you. K? So if you imagine, like, even probably you listening to this, you probably followed me from an ad.
• 7:48
  Okay? But it's so much easier. I sell an online program. It's easy to do for me, but it's easier to sell something in person because you've got that element of the, like, down the road. Now the goal is obviously to get them to follow.
• 7:59
  Okay? Now, by the way, just gonna stress this here. If you've never run ads before, I would strongly advise getting proper training on this because otherwise you will burn money. You don't just do ads. You get taught and coached how to do them.
• 8:12
  Okay? So I just wanna just wanna stress that. Obviously, this is what we teach in the accelerator, but I don't want you burning money for the sake of it. But here are the metrics we're looking for. So just you might wanna get a pen and paper here and you can just visually see them and maybe even write down your prices.
• 8:25
  When we get to this in approximately twenty seconds, write this down and you'll be able to visually see the numbers. Okay? So the metrics that we're aiming for. So let's imagine your profile's optimized. Great.
• 8:36
  You've got your add on. Great. What the hell are we looking for? How do we know this is working? How do we know?
• 8:41
  Right? So what we do is we look at £1 or less per follow. Come with me here. Maybe even write this down or just visually one pound or less a follow. I'll do the total numbers in a minute.
• 8:50
  20% or more reply from those who follow. And then we're looking at around 15 to 20% of those who book. Now what does this mean in numbers, Liam? Tell me. I'll show you the math.
• 9:00
  If you spend £300 in a month, that's 300 followers. K? £1 or less. So we'll just go with the pound. 60 people will reply because 20% of 300 is 60.
• 9:11
  K? You with me? And then when we look at 20% conversion of those 60, that equals 12 bookings. Right? So now you've spent £300 and you've acquired 12 new clients.
• 9:25
  Now let's talk about what those clients are actually worth to you. This is where you probably want to write the numbers down because everyone is different and not everyone knows this. So this is why you need to be a business owner and actually do business stuff. But let's talk about what are those clients to you actually worth to you? This is the big one.
• 9:41
  You might be let's just say you're a PT and you charge £50 a session and most clients on average, this is the Bing, you should always know your average customer value. But let's just say you're a PT charging £50 a session and most clients do 10 sessions, that's £500 a client. Let's say you're a sports massage and you're £40 a session, but most people do, you know, they have to do five. Let's just say that's 200 clients. So just work out the numbers.
• 10:05
  I'm gonna go for PT here. Time value. Lifetime means over the entire time that someone is a customer. What is the average? Some people pay more, some people pay less, but on average.
• 10:15
  Okay? And if you don't know the number, just just just have a think. K? Just think, wonder how many times are coming back. So let's just say the PT.
• 10:21
  So 12 clients we've acquired, £500 average average over the lifetime, which means from £300 spend, you've acquired 6,000 in revenue over time. That's £6,000 in the business created from the ads. That's such a 20 times return on investment overall, which is huge. Now here's the kicker. You haven't just acquired 12 clients.
• 10:40
  K? You've also got, again, remember, 300 people minus 12 equals 288 people. 288 new followers. 288 new followers who all came from an ad which called them to you. So for example, we run ads right now, which basically says if you're a service based business owner, fold the page, And of course, what's happening?
• 11:00
  Oh, I'm getting tons a little a bit more goes into it, but just to give you a snapshot. I'm getting people come to the page. Who are business owners? Great. Attendance bookings.
• 11:06
  We got we booked 60 calls last week for business owners who are ready to go, ready to find out more. And the other people who didn't, now they are watching, lurking, feeling, listening to the podcast, watching the stories, reading the content. Okay? Which now brings us to step three. You wanna have your dialed in content strategy.
• 11:24
  And by the way, just go back to that bit. Right? Even if we didn't talk about anything else. K? 300 12 clients.
• 11:30
  Okay. Let's just say that you do that for the next nothing else. You just spend £300 every month. Imagine how many people refer and all that, but let's just say a a flat. Okay.
• 11:39
  A flat 12 clients a month, really simply from ads. Right? 12 times four is 50. So in four months, you have 50 clients ready. Here's the funny thing.
• 11:50
  Let's say, okay, this is working now. We are on fire. Why you turn that £300 into 600? Because that would get you 24 clients and you'd be there in two months. You wanna go a step further?
• 11:59
  Why don't you spend 1,200? Do it in a month. Mathematical and maths and ads and all the rest of it is just all data. It's all supported. It's magical because you are fully in control.
• 12:12
  You ever wondered how I grew four businesses? This is my fourth, by the way. My first three businesses were all in the health and wellness space and grew arms and legs, and now I teach business owners because I just learned the system. I invested. I I studied.
• 12:23
  I did it all, and I was relentless with it. A few a few life hurdles forced me to learn. I my mom's business went down the gutter. So I've got made redundant, needed to earn more. There was always things that pushed me to move faster, which is why I'm young and know it all technically without sounding like an absolute big head.
• 12:43
  But, hey. But that's how fast things can move. K? And that's why I'm coming to you now saying ads are so important because if you didn't run those ads, this is the kicker here. You would not, one, acquire those customers to begin with, and two, you would not grow your audience, which brings me to step three.
• 12:57
  You need a dialed in content strategy, not just posting for sake of it, not just randomly posting your availability, which just makes you look desperate, just a content strategy. Okay? Because now let's just do this imaginary scenario. You've got 300 new followers, 12 have booked, 288 haven't. So what do we do with them?
• 13:15
  We nurture them with a content strategy that converts them over time. I've talked about this all the time. You've got fast movers. They typically will take action within seven days. You've got consideration phases.
• 13:24
  They will typically take action within four to six months. Anything outside the realms of that, they're gone. Imagine if you follow imagine if you followed me today, you know, for social media advice, business, you're looking for a mentor, who knows? And then tomorrow you follow someone else. And then next day you follow someone else.
• 13:38
  And then next month you follow someone else. Eventually, I will get pushed down the ladder. Okay? This is gonna happen. Right?
• 13:45
  No one stays engaged forever. And then what happens is I just become a number on your following. Okay? I may pop up from time to time, but that's the lifetime that's the that's the span of a follower. Okay?
• 13:56
  Because you just especially if they're following accounts all the time, which most people do, they follow new people. Okay? They can only see so many people on social media. So what we wanna do is make sure that those followers that followed us for a reason in mind, consideration phases here, they're either wanting what you want right now, they're choosing between you and someone else, they've got a holiday coming up. Who knows?
• 14:15
  You need to build trust with them fast, otherwise, are gone. K? So what we wanna make sure we do is show face, build familiarity, use polls to get people to reach out, handle sales objections, show value, show your service, show you as a human being. You don't need to have the most fantastic, incredible, amazing, jaw dropping life. You just need to show you who you are.
• 14:34
  Why do you do what you do? Like, just, you know, I don't fair fair enough. I go on holiday. I share a lot of that stuff. Me and Sharif, we go we went to Dubai.
• 14:43
  We're going to Dubai again in March, March. But that's like we might go to Dubai twice a year. That's literally eight days out of 365. You don't have and that does by the way, that does nothing for my business, I don't think anyway. And what does stuff for my business is showcasing me as a human being on camera.
• 14:59
  You have to have confidence on camera. Is it a must? Probably, to be honest. Oh, that's my alarm reminding me to do something at twelve. So I better go on.
• 15:08
  But here's the thing. Okay? What we look at there is over time is about five like, three to five. We'll call it 5% of those 288 followers turning to passive bookings. Okay?
• 15:17
  That equals another 14 clients. So you acquire 12 from your ads. You acquire 14 passively. You see where we're going now? All this is getting dialed in.
• 15:26
  We're pouring. We're getting good content out. It's building trust with people. K? You then you're pouring followers over it.
• 15:34
  You know that some are gonna move fast because that's what they are. They're ready to go. They have a problem. They need a thing. They're looking for you.
• 15:40
  You have consideration phases, and this is why marketing strategy is so important. If you wanna grow and you wanna grow fast, and even if you don't wanna grow fast, but you wanna grow and things feel stable, things feel predictable, you're not going, oh, fuck. I wonder where the next customer's gonna come in. It's been a week and no one's inquired. Why not?
• 15:55
  Am I doing something wrong? Am I doing the wrong? Should I be posting more? And then you start getting volatile, and you start making choices based on emotion, not data. But all of this here is why I teach and I preach and I do this podcast.
• 16:04
  To be honest, I do this podcast to build trust with you lovely people. Okay? But there's a level of me that I've had people come to me who've grown the business by listening to this. Some people need more structure, accountability, support, and all the rest of it. To be honest, 98% of people do.
• 16:16
  But you I want you to know this. If you're still listening and you've been listening to my voice for however many minutes, you can control the outcome. K? You need to just lean in. You need to learn.
• 16:29
  You need to get support. Whether it's with me or someone else, who knows, but life is literally short. Yeah? And if, like, it's January now, it's the January done, before we know it's gonna be February. It comes around so quick.
• 16:40
  So if just make sure you get things dialed in. But if you do all of that above the ads is number one. From my personal opinion, from a local service based business, there's no point doing viral content because you're gonna attract people who aren't even in your area. Okay? So scratch that off.
• 16:53
  So okay. So how do we get more attraction? What? Did you go and fucking leaflet drop? No.
• 16:57
  That's horrific. How'd you there's a worst idea in the world. Yes. You can run Google Ads, of course. But also there's the the sense of Google Ads are expensive and two, they don't hit both metrics.
• 17:08
  They don't grow your audience as well of consideration phases. They just get fast movers. Google Ads will go in front of people who are looking to go now. Okay? So now you don't get the harmony.
• 17:16
  Yes. You can optimize SEO for website, but could you tomorrow predict when that person who is in your area is gonna click your website? No. So now you've missed the predictability standpoint. I'm not one to slander any other businessmen.
• 17:30
  And to be honest, I actually don't know anyone who does what I do. There obviously is, but I don't give a shit. I don't care. I don't look. I don't search.
• 17:36
  But when you look at it from a logical standpoint, this is the route. Like, this is the route. This is it. You do your ads. You get fast movers.
• 17:43
  Get your content dialed in. That will get the consideration phases. And if you have all this dialed in, you can get your 50 customers very, very fast. Remember we're speaking about Paul. He went from 12 clients to a 135 in ninety days.
• 17:57
  Oh, and Paul doesn't have anything special with his content. Loving to the world. He's amazing. He actually renewed us for another six months just because he likes having the support, accountability, and guidance, and we're gonna really send it this year. He's in about 5 k a month now, adjust.
• 18:08
  And the goal for this year is to get him to 10, whether that's for extra online programs, whether that's for him getting someone on his team, but he's in control. He can do it, and we're gonna do But this is it. And then you just rinse and repeat. So step one, optimize the profile. Step two, make sure awareness ads.
• 18:22
  If you've never run them before, you need to get training, reach out to us. We can help with everything that we've gone through here. But, of course, this is the root. Profile ads, nurture, repeat, rinse and repeat. We had Josh who joined us when did Josh join?
• 18:36
  I think it was November. Never had a client from Instagram before. Never. December, I'm pretty certain. Bear in mind, he never had a customer from Instagram.
• 18:45
  I've pretty certain he got like '22, '19 maybe. Can't remember, but anyway, he's flying and he's gone through everything. And now he's at that point and he, he likes to do a lot. He likes to move. He likes to take action.
• 18:54
  And he's like, what else do I need to do? I was like, nothing. This is it. You rinse and repeat. When you look at my marketing strategy now, of course I do the podcast and stuff a bit more, do a bit more, but it is simply ads, conversations, clients, inter clients, good content to nurture job done.
• 19:09
  You actually start to feel quite guilty that you've got this time left because everything's just working in harmony. You know, it's it's not complicated in the end. You obviously if you know, you know. Right? But it's a simple and it works, and that's what I would do.
• 19:23
  That's what I would be advising. That's what I would be teaching for you to get your next 50 clients. And I hope today this was helpful, and I'm gonna love you and leave you.