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Transcript

Google Ads Mastery For Your Gym · Gym Business Coach Podcast

0:08
[SPEAKER_00]: You are listening to the built-to-grow podcast delivering the knowledge and all things fitness business.
0:16
[SPEAKER_00]: We help jimmers win, hear your hosts, Tim Lions and Randy Axton.
0:27
[SPEAKER_01]: All right, welcome back to the built-to-grow podcast and host Tim Lions in studio today with of course Randy Axton.
0:33
[SPEAKER_02]: A good morning.
0:35
[SPEAKER_01]: And we have a special guest today.
0:36
[SPEAKER_01]: We don't really have a lot of guests.
0:37
[SPEAKER_01]: We have a third mic.
0:39
[SPEAKER_01]: But we don't really use it a whole lot.
0:41
[SPEAKER_01]: So today I'm excited.
0:42
[SPEAKER_01]: We've got the Google ads wizard.
0:46
[SPEAKER_01]: Zach Coleman coming with, uh, he's creative.
0:49
[SPEAKER_01]: This is his name of his company.
0:51
[SPEAKER_01]: But he's local.
0:51
[SPEAKER_01]: So I was like, get your ass in that seat.
0:53
[SPEAKER_01]: He's here.
0:54
[SPEAKER_01]: What's up, buddy?
0:55
[SPEAKER_01]: How are you?
0:55
[SPEAKER_01]: Thanks for having me on.
0:56
[SPEAKER_01]: I appreciate it.
0:57
[SPEAKER_01]: Yeah, man.
0:58
[SPEAKER_01]: Um, let's get right into this because here's the kicker.
1:01
[SPEAKER_01]: Um, and I was kind of seeing this just a second ago.
1:04
[SPEAKER_01]: There's two main platforms that most Jim owners use.
1:06
[SPEAKER_01]: We'll call meta and we'll say some fraction of those people that do meta also do Google.
1:12
[SPEAKER_01]: And what meta did or Facebook of the day, they did a really good job of making it easy for businesses to spend money with them.
1:20
[SPEAKER_01]: Their platform is pretty simple.
1:21
[SPEAKER_01]: This user intuitive, right?
1:22
[SPEAKER_01]: You can, you could give them money pretty easily.
1:26
[SPEAKER_01]: Whether or not it works.
1:27
[SPEAKER_01]: That's a different story.
1:29
[SPEAKER_01]: But I almost feel like it's the exact opposite when it comes to Google.
1:32
[SPEAKER_01]: It's almost like a foreign language in there.
1:34
[SPEAKER_01]: You're your snickery because you're like, this is really actually pretty easy.
1:38
[SPEAKER_01]: Not to me, okay?
1:39
[SPEAKER_01]: I don't know if you've been in there, Randy.
1:43
[SPEAKER_01]: It's not the same.
1:44
[SPEAKER_01]: So first and foremost, they're not equal in regards to the usability of somebody to spend money with them.
1:51
[SPEAKER_01]: The other thing is,
1:53
[SPEAKER_01]: Meta has always been the king, not always, but I think in the last decade, let's call it, twenty-fifteen on.
2:00
[SPEAKER_01]: They've been the king of lead generation for fitness businesses.
2:05
[SPEAKER_01]: In the last, let's call it six to eight months, it's fallen off a cliff.
2:10
[SPEAKER_01]: The performance of Meta is absolute garbage trash.
2:15
[SPEAKER_01]: We've put it at conspiracy theory out there several episodes ago and I've had people also respond to this conspiracy theory that they believe it's going to be true.
2:23
[SPEAKER_01]: I think that has been feeding up some fake S, but leads to all these gems.
2:30
[SPEAKER_01]: And I believe some super smart company down the road is going to figure all this out and we're going to be all in his class action lawsuit where you get checks for thirty two dollars and seventeen cents.
2:40
[SPEAKER_01]: I think they're going to lose.
2:42
[SPEAKER_01]: I think there's something going on with the leads coming through meta.
2:47
[SPEAKER_01]: Because even here we'll get a lead.
2:50
[SPEAKER_01]: We'll call them.
2:50
[SPEAKER_01]: I didn't submit that.
2:51
[SPEAKER_01]: They'll answer the phone.
2:53
[SPEAKER_01]: I did submit that.
2:53
[SPEAKER_01]: What are you talking about?
2:55
[SPEAKER_01]: Or.
2:56
[SPEAKER_01]: Soon as we send them a text, it's stop.
2:59
[SPEAKER_01]: or they have no recollection or there were they never respond in all these things.
3:03
[SPEAKER_01]: Whereas Google, it's a totally different story.
3:06
[SPEAKER_01]: So let's get into it.
3:07
[SPEAKER_01]: Give me a low background on you, man.
3:09
[SPEAKER_03]: Yeah, you know, grew up.
3:11
[SPEAKER_03]: Dad was an NFL player, worked for sports teams, worked with a lot of NFL players, doing branding, started bringing studio owners in, pretty early on, probably about three years into the business.
3:23
[SPEAKER_03]: And, you know, finally as I went through my growing period and tried to reconnect with what I wanted out of my business, I just related more to the every day.
3:34
[SPEAKER_03]: fitness enthusiasts.
3:35
[SPEAKER_03]: So I started working with gym owners, started working with gym owners full time and started putting all our processes towards them and coming at it from a more of a marketing angle and not a gym owner angle.
3:48
[SPEAKER_03]: I was able to see certain types of scenarios within the environment of studio ownership where I'm like, man, why is this process like this?
3:57
[SPEAKER_03]: Why are studio owners sitting down working on meta ads?
4:03
[SPEAKER_03]: Spending hours and hours trying to be a glorified salesman selling maybe one out of a hundred leads.
4:09
[SPEAKER_03]: Spending thousands on creative.
4:12
[SPEAKER_03]: When, hey, it's, I tell them, like, you're not Nike.
4:16
[SPEAKER_03]: You're not any commerce brand.
4:18
[SPEAKER_03]: If you want to get an operations mode, you need to start focusing on operations, not marketing.
4:23
[SPEAKER_03]: You get stuck in this marketing fatigue perspective.
4:26
[SPEAKER_03]: And so we started going, hey, what has worked in the past?
4:30
[SPEAKER_03]: What really works?
4:31
[SPEAKER_03]: And really at the end of the day, most people that want to go to a studio, they think about two things.
4:38
[SPEAKER_03]: How close is it to my house and how great is the customer service slash experience?
4:42
[SPEAKER_03]: And so what's the best way to do that?
4:44
[SPEAKER_03]: Go to a website, find information, have that intent.
4:48
[SPEAKER_03]: And so it's that plethora of how do we bring in leads that are more quality by giving them as much information as possible?
4:57
[SPEAKER_03]: instead of, hey, let's hit a dopamine level of trying to throw this creative out there, hitting a hundred leads and thinking, oh, I'm doing great.
5:05
[SPEAKER_03]: I have a hundred leads when in reality, it's like, we're not selling any of those.
5:08
[SPEAKER_03]: Yeah.
5:09
[SPEAKER_01]: Yeah.
5:09
[SPEAKER_01]: It's, it's, it couldn't be more true.
5:11
[SPEAKER_01]: So the insults really quick, just gone over, overview meta versus Google and the intent.
5:18
[SPEAKER_01]: Go ahead.
5:18
[SPEAKER_01]: Yeah.
5:19
[SPEAKER_01]: The intent of the consumer.
5:21
[SPEAKER_03]: Yeah, I think at the end of the day, it really comes down to just one thing.
5:23
[SPEAKER_03]: If you open, let's just say you open a studio in a mall.
5:26
[SPEAKER_03]: I don't know why you would open a studio in a mall, but let's say you open a studio in a mall, right?
5:30
[SPEAKER_03]: You're going to look at it and be like, no one's still finding you.
5:32
[SPEAKER_03]: No matter how great you are at the end of the day, you put your name on that kiosk it in the front of the mall.
5:37
[SPEAKER_03]: People are going to find you.
5:38
[SPEAKER_03]: And then that intent of them already looking for a studio.
5:42
[SPEAKER_03]: They're going to go into the, they're going to go into the mall and find your location, right?
5:46
[SPEAKER_03]: And so that's really what Google is in a nutshell.
5:49
[SPEAKER_03]: It's glorified white pages and yellow pages, but people have that intent of their already searching for you.
5:55
[SPEAKER_03]: So you're already moving away from what I consider Facebook is glorified billboard ads, where it's like, oh, I'm just going to, you know, I'm kind of interested, but I've never really, you know, got about it.
6:07
[SPEAKER_03]: And then that and itself brings higher quality leads.
6:11
[SPEAKER_02]: Yeah, absolutely.
6:12
[SPEAKER_02]: I mean, just just long that we've always said the same thing, right?
6:14
[SPEAKER_02]: The intent of somebody seeking personal training or seeking of fitness facility, Google to capitalizes on that, right?
6:21
[SPEAKER_02]: Direct response, advertising on meta is the exact opposite, right?
6:24
[SPEAKER_02]: To your point, we're hitting them with something flashy to get them to stop that scroll.
6:28
[SPEAKER_02]: A lot of times, Jim's are utilizing discounts or low barrier offers are doing things to
6:34
[SPEAKER_02]: really hooked that user.
6:35
[SPEAKER_02]: Because to your point, right, we're putting it in front of people, almost like slapping them in the face, not really, it's not what they're there for.
6:42
[SPEAKER_02]: They're not looking or seeking it out.
6:44
[SPEAKER_02]: We're kind of attacking that as opposed to allowing the intent of the end user coming to us.
6:50
[SPEAKER_02]: And that's really what Google capitalized on.
6:53
[SPEAKER_02]: I think that, I mean, I think all of us would attest to
6:56
[SPEAKER_02]: Like you said, everything downhill, the sales, a hell of a lot more likely.
7:00
[SPEAKER_02]: The person's looking for that service, they're trying to get out of that position of pain or seek that pleasure that they're looking for.
7:06
[SPEAKER_02]: And it's not always going to happen when you kind of slap them in the face with a direct response at a meta.
7:12
[SPEAKER_02]: And so I mean, I see this continually being an area where Google will continue to kind of rise to the occasion because people are always going to be searching for it.
7:24
[SPEAKER_02]: But how do you become that, you know, the one that's found, that's I'm sure that's your specialty.
7:28
[SPEAKER_03]: Yeah.
7:30
[SPEAKER_01]: Yeah, so the intent of I would tell you from a gym owner and perspective, I'd rather have twenty website leads than a hundred macebook leads.
7:39
[SPEAKER_01]: Think about that.
7:39
[SPEAKER_01]: It's five times more valuable because the person actually was seeking you out through the keywords.
7:45
[SPEAKER_01]: And so kind of going back to the Google and the way it works is
7:49
[SPEAKER_01]: correct me if I'm wrong I'm not the wizard like you but like you select keywords that are most in line with your brand personal trainer near me best personal trainer in city semi private training in city
8:06
[SPEAKER_01]: XYZ personal training weight loss training all these things are keywords that people would search and then based on keywords and bidding and all these things you you paid to say hey I want my ad to show up here when somebody searches that keyword and it's this auction right your paint your it's all about against the competition and it's only the the amount of here this is the kicker to this whole thing the amount of searches
8:34
[SPEAKER_01]: And given thirty-day period is finite.
8:37
[SPEAKER_01]: It's not finite.
8:39
[SPEAKER_01]: It's limited, right?
8:42
[SPEAKER_01]: It's like it's only X amount.
8:43
[SPEAKER_01]: So if you're in December, nobody's really searching for fitness.
8:49
[SPEAKER_01]: Those search keywords go down.
8:52
[SPEAKER_01]: You're not seen as much and to be shown is going to cost you more.
8:56
[SPEAKER_01]: I would imagine.
8:57
[SPEAKER_01]: Did I get it right?
9:00
[SPEAKER_03]: It may cost you more.
9:02
[SPEAKER_03]: It's not really bid that will change.
9:04
[SPEAKER_03]: It's more intent, right?
9:06
[SPEAKER_03]: Less searchers, less people searching for, let searching for your area.
9:11
[SPEAKER_03]: So you may actually spend less money.
9:13
[SPEAKER_01]: Okay, so I guess you set up a budget and it's only gonna be shown to the amount of people that are searching.
9:20
[SPEAKER_01]: Within those keywords, yes.
9:21
[SPEAKER_01]: Could you set a budget and not spend it?
9:24
[SPEAKER_01]: Because there's not enough searches.
9:27
[SPEAKER_01]: Yes and no, because Facebook said make sure you spend it.
9:30
[SPEAKER_01]: So does Google say, hey, you know what, you give us too much mic, because there's not enough searches to even show these.
9:36
[SPEAKER_03]: Yeah, like back to what you were saying earlier, where you can't just like leave it and forget it anymore.
9:40
[SPEAKER_03]: The biggest thing with Google ads is
9:42
[SPEAKER_03]: Hey, you need to come up with certain types of campaigns and then you literally follow and watch those campaigns on a normal basis.
9:49
[SPEAKER_03]: So as you know, as you go in and you set like these certain types of campaigns, let's say like a search campaign, you set a brand campaign, you set a performance max or one of the things we do is a price comparison, type landing page situation.
10:05
[SPEAKER_03]: You kind of go in and you say, hey, we're going to do these keywords or location-based keywords as well.
10:10
[SPEAKER_03]: A lot of people still search.
10:13
[SPEAKER_03]: personal trainer and Scottsdale for instance.
10:15
[SPEAKER_03]: So they will search their area even though it's already geotargeted.
10:19
[SPEAKER_03]: They just what people do.
10:21
[SPEAKER_03]: And so you have certain bids.
10:23
[SPEAKER_03]: And then what you do is you watch the traction after one, two, three days.
10:27
[SPEAKER_03]: And it will say, hey, you got to click on this, but it costs this much more with one lead.
10:35
[SPEAKER_03]: And then over here, you'll have one that will, but this one brought six, six clicks.
10:40
[SPEAKER_03]: with three leads at half the cost.
10:42
[SPEAKER_03]: And so you have to compare those and then you have to get into, okay, well, how good were those leads?
10:48
[SPEAKER_03]: Because you still have a sense of, even though it's intense, you still have an, uh, an understanding, have to understand that people search different things based off of their own intent.
10:56
[SPEAKER_03]: Someone may be searching.
10:58
[SPEAKER_03]: best, you know, personal training equipment may not mean they're looking for a personal trainer, right?
11:03
[SPEAKER_03]: They're just looking for equipment at good point.
11:04
[SPEAKER_03]: So you have to follow and but sometimes those work, you know, sometimes those still works.
11:10
[SPEAKER_03]: You have to understand the intent and that very much is similar to SEO, right?
11:14
[SPEAKER_03]: You have to follow the intent of what's the purpose as an informational based?
11:18
[SPEAKER_03]: Is it
11:19
[SPEAKER_03]: commercial base is it pricing based and then you have to follow those types of keywords and then you have area, of course, right?
11:26
[SPEAKER_03]: You have different counties.
11:27
[SPEAKER_03]: You have different cities.
11:29
[SPEAKER_03]: You can even get as granular as, you know,
11:33
[SPEAKER_03]: like neighborhoods, if you really wanted to.
11:35
[SPEAKER_01]: See, right away, like that's just not even appealing to me to learn.
11:41
[SPEAKER_01]: Like, what Facebook ads, it was really easy.
11:43
[SPEAKER_01]: This is not easy.
11:44
[SPEAKER_01]: See the difference.
11:45
[SPEAKER_01]: And so what happens a lot of times is, Jims just won't run Google ads.
11:49
[SPEAKER_01]: They just won't.
11:51
[SPEAKER_01]: I mean, even us, we've struggled with Google ads in the past, because we've tried different agencies over the years.
11:58
[SPEAKER_01]: And I've been very clear with you, Zac, as Zac is now running our ads.
12:02
[SPEAKER_01]: amazingly, by the way.
12:05
[SPEAKER_01]: I was never able to say that the money that I spent with agency A on the Google ads was, you know, got us X return because there was no way there wasn't a tracking mechanism that they could figure out to show me or they would run the ads out of their own account.
12:21
[SPEAKER_01]: I would never see anything.
12:22
[SPEAKER_01]: It was just always disappointing.
12:24
[SPEAKER_01]: I was always let down because on Facebook, especially with Facebook lead forums,
12:29
[SPEAKER_01]: You can put download that list.
12:32
[SPEAKER_01]: I know that this person came from this ad.
12:34
[SPEAKER_01]: Therefore, they signed up.
12:35
[SPEAKER_01]: I can attribute, you know, the return on an aspect, period and a story.
12:38
[SPEAKER_01]: And that's why you would almost only do a face of Facebook ads because you can say, yeah, either work or it didn't work.
12:45
[SPEAKER_01]: With Google, up until now, I've been real glad.
12:49
[SPEAKER_01]: I don't know how many times we've repeated the same story.
12:53
[SPEAKER_01]: We weren't able to say, like, hey, that website lead really came from a paid source versus organic source.
12:59
[SPEAKER_01]: And so I would just give credit to the agency for all website leads.
13:04
[SPEAKER_01]: And I know it was over attributing because there's absolutely no way a hundred percent of leads come from paid sources.
13:11
[SPEAKER_01]: You would have somebody that just drives past your placing and looks you up is going to go to your website, right?
13:16
[SPEAKER_01]: Like, that's not paid source.
13:17
[SPEAKER_01]: That was literally somebody driving by.
13:20
[SPEAKER_01]: So in the past, I've always been giving more benefit to the agency.
13:24
[SPEAKER_01]: But then, finally, we found you, and I was like, we got to be able to say, we spent X, it generated these people's names.
13:33
[SPEAKER_01]: Those people came in and signed up or not.
13:36
[SPEAKER_01]: and you've been able to do that.
13:37
[SPEAKER_01]: So to walk us through the attribution stuff.
13:39
[SPEAKER_03]: Yeah, so long story short, it honestly is just magic at this point.
13:45
[SPEAKER_03]: We've installed call rails into most of our clients account.
13:49
[SPEAKER_03]: So we try to look at it more of how do we do a pre-purchase optimization type platform.
13:55
[SPEAKER_03]: that we can help give not just our clients full transparency over the leads that are coming through Google ads, but they can start seeing them come through other sources as well.
14:04
[SPEAKER_03]: Because you do have the problem, especially in today's day and age, there's what like eight points, there's like eight touch points just to do a sale anymore.
14:12
[SPEAKER_03]: People just don't trust people anymore.
14:13
[SPEAKER_03]: So there are situations where
14:16
[SPEAKER_03]: You know, you'll have someone come through and they may look at you and see a Facebook ad or a billboard and then they're like, oh yeah, and then they'll search you on Google.
14:23
[SPEAKER_03]: And so you have certain attributes that you have to set forth and call rails allows us to designate phone numbers that are random that kind of help us track everything that comes in and where that source comes from if it comes in direct if it comes through Google ads.
14:41
[SPEAKER_03]: if it comes from even different types of campaigns through Google ads, even down to the Google Business Profile Optimization and even local SEO.
14:49
[SPEAKER_03]: You can start attracting keywords to it, but then it gives you a nice, a nice weekly report at the end that says, end of the week that says,
14:57
[SPEAKER_03]: You've had eight calls.
14:59
[SPEAKER_03]: I was actually looking at your report the other day.
15:00
[SPEAKER_03]: It has ten calls, fifteen, you know, fifteen, four fields, four fields.
15:05
[SPEAKER_03]: And then you can export it if you want.
15:07
[SPEAKER_03]: And then, you know, at the end of the month, you can kind of go through it and say, all right, do these sell or are they in a retention plan and thinking about selling in the future?
15:14
[SPEAKER_03]: And you kind of attribute it.
15:17
[SPEAKER_01]: And that's as a gym owner you need to know this.
15:19
[SPEAKER_01]: And so a lot of times gym owners will come to us and give us like they've been pitched on a magazine or they've been pitched on the back of the receipt at the grocery store.
15:27
[SPEAKER_01]: They were pitched on the grocery store shopping cart.
15:31
[SPEAKER_01]: And I've always said don't do any of the scenes unless you can track the return.
15:37
[SPEAKER_01]: You know what I mean?
15:37
[SPEAKER_01]: And yes, you can track with a QR code sometimes and you can track with a special phone number sometimes.
15:43
[SPEAKER_01]: But with digital, it's literally electronic.
15:47
[SPEAKER_01]: There is no.
15:49
[SPEAKER_01]: You can't fake it.
15:50
[SPEAKER_01]: It's there or not.
15:51
[SPEAKER_03]: Yeah.
15:51
[SPEAKER_01]: And so the reports that I get from from from Zach and his team, it says organic or Facebook or paid search paid Google my business paid and then all the calls are recorded.
16:01
[SPEAKER_01]: So we can listen to Zach talking to people.
16:04
[SPEAKER_01]: And obviously some are trying to sell us something, right?
16:06
[SPEAKER_01]: Like we get that all the time.
16:08
[SPEAKER_01]: We're, you know, we're running ads for, um, and indeed for, for new personal trainers, we're hiring.
16:12
[SPEAKER_01]: So we're getting a lot of those calls because they just search us and click the button.
16:17
[SPEAKER_01]: But you don't pay for those, which is fine, because that's how we track everything.
16:20
[SPEAKER_01]: And so finally, we can say the money we spent here has resulted in return on investment.
16:29
[SPEAKER_02]: And that end of story.
16:30
[SPEAKER_02]: That's so big for Jim owners.
16:31
[SPEAKER_02]: I mean, everything we talk about on the show, I mean, it's data driven decisions.
16:35
[SPEAKER_02]: And it reminds me a lot of like the Google side previously kind of reminds me of like direct mail.
16:42
[SPEAKER_02]: You know what I mean?
16:42
[SPEAKER_02]: Like it's a blanket of thing.
16:43
[SPEAKER_02]: You throw it all out there.
16:44
[SPEAKER_02]: You don't know that person's got that mail or walked in as a result of that.
16:49
[SPEAKER_02]: And that's what throws off all your attribution, right?
16:52
[SPEAKER_02]: And so I think the important thing for Jim owners to know is like the direction of going towards
16:58
[SPEAKER_02]: that level of detailed attribution.
17:01
[SPEAKER_02]: That's what clarifies all of the decisions when it comes to those platforms.
17:06
[SPEAKER_02]: When it comes to marketing in that platform, the last thing I want to see a Jim owner do is just throw money out there and hope something works.
17:13
[SPEAKER_02]: And that was the problem with direct mail with the things in the grocery stores, with probably early stage Google when we didn't have that level of data tracking.
17:22
[SPEAKER_02]: It's a guess.
17:23
[SPEAKER_02]: It's a wish.
17:24
[SPEAKER_02]: It's, you know what I mean?
17:25
[SPEAKER_02]: And so this obviously it'll allow you to be a lot more intentional and specific with the dollars that you're spending in those platforms.
17:33
[SPEAKER_02]: And the goal is always that return.
17:35
[SPEAKER_01]: And I'm shifting almost all my funds for Meta over to Google.
17:38
[SPEAKER_01]: I have already told you, I keep, I can raise it up again.
17:41
[SPEAKER_01]: Did you raise it?
17:42
[SPEAKER_01]: Yeah.
17:42
[SPEAKER_01]: OK, cool.
17:43
[SPEAKER_01]: I was making sure.
17:44
[SPEAKER_01]: The grace it up again, because we're just not seeing that return we used to.
17:48
[SPEAKER_01]: It used to be like stealing, or I'm better.
17:50
[SPEAKER_01]: Did anybody listen to this?
17:51
[SPEAKER_01]: That's been in the game for ten years, or five, even.
17:55
[SPEAKER_01]: Five years ago, it's a different story.
17:57
[SPEAKER_01]: I can lob an ad out there on Facebook and get two, three, four rowas.
18:02
[SPEAKER_01]: And I'm like, yeah, keep doing that.
18:04
[SPEAKER_01]: Right.
18:05
[SPEAKER_01]: But now with Google, it's, I mean, again, twenty to five to one, I would say, twenty Google ads are better than a hundred Facebook ads in my opinion.
18:16
[SPEAKER_02]: And a lot of it goes back to the intent, right?
18:17
[SPEAKER_02]: Those people are seeking that solution.
18:20
[SPEAKER_02]: They're seeking that service.
18:21
[SPEAKER_02]: It's not just something that popped up in their thing and they said, oh, you know what?
18:24
[SPEAKER_02]: Maybe that's for me.
18:25
[SPEAKER_01]: They're already leaning in.
18:26
[SPEAKER_01]: Exactly.
18:26
[SPEAKER_01]: So let's just keep them coming in, right?
18:28
[SPEAKER_01]: So what do you see in Zach right now as far as like I'm trans?
18:31
[SPEAKER_01]: You see any trans or you've seen because for a while it was all about they called it you called it the snack pack or something.
18:36
[SPEAKER_01]: You want to be showing up in the maps and the organic and the first and paid.
18:41
[SPEAKER_01]: What do you see in these days?
18:42
[SPEAKER_01]: What's the newest thing with Google?
18:43
[SPEAKER_03]: Yeah, I think honestly at the end of the day the the Google business profile is is completely underutilized.
18:50
[SPEAKER_03]: not just for studios, but for a lot of a lot of businesses.
18:54
[SPEAKER_03]: I think that even when you look at the online search situation from five, ten years ago, it was all about, hey, let's create all these location pages, let's do all these blog posts, let's do all this, and that stuff still works, and it's great if you have like three, seven,
19:12
[SPEAKER_03]: You know, are a franchise and you're this big low.
19:14
[SPEAKER_03]: You have all these locations and you can attribute your spend accordingly.
19:18
[SPEAKER_03]: But when you're one location or even two locations, your reviews and the advocacy of the people in studio are going to raise you higher on Google.
19:30
[SPEAKER_03]: faster.
19:30
[SPEAKER_03]: And so it really comes down to the, what are the easier ways that you can really strategize, you know, growing yourself up in the snack pack, which is if anyone doesn't know, it's the maps.
19:42
[SPEAKER_03]: It's just, you know, like I said earlier, first thing people are going to do is say, how far are you away from my house, right?
19:47
[SPEAKER_03]: They're going to look at you with the maps.
19:49
[SPEAKER_03]: And if you're number one on there because you're able to get reviews, you're already building trust with
19:55
[SPEAKER_03]: said user and every time I talk to a studio owner, it's always the same thing.
20:00
[SPEAKER_03]: I always say, what is your close rate on someone that comes in through a challenge and their retention rate?
20:06
[SPEAKER_03]: They're usually like, you know, like, ten, twenty percent, you know, what about a walk in?
20:10
[SPEAKER_03]: Oh, it's about fifty percent close.
20:12
[SPEAKER_03]: It's like because the intense there.
20:14
[SPEAKER_03]: So focus on a way for people to come to you and with through Google Business Profile, all you all you need to do is really work on your customer service and then get though have a review strategy to get those reviews.
20:26
[SPEAKER_03]: And, you know, our team would do the rest when it comes to how do you SEO it?
20:31
[SPEAKER_03]: Yeah, yeah, yeah.
20:32
[SPEAKER_01]: So we won't share all the secrets here.
20:34
[SPEAKER_01]: You got to hire Zach to do this for you.
20:38
[SPEAKER_01]: Yeah, so what's what's really weird and I don't know like I look at other businesses in the area that we're competing against they all have hype more reviews in us like hundreds and hundreds of reviews and I know it's because they've went out and asked like hey race read these are not organic like they didn't just give them five hundred five star reviews is like some campaign that they ran
21:00
[SPEAKER_01]: or continue to run.
21:01
[SPEAKER_01]: For us, it's been so wide.
21:03
[SPEAKER_01]: We've been in business sixteen years.
21:05
[SPEAKER_01]: When we switched names, we kind of had to start over.
21:08
[SPEAKER_01]: When we moved from me up, that started over.
21:10
[SPEAKER_01]: In case there's three times we've had to start over.
21:13
[SPEAKER_01]: When we moved locations, we had to wipe out all of our, like the name was the same, but we lost all the reviews.
21:20
[SPEAKER_01]: Then we started growing reviews and there were some weird purge that happened and then like we lost half of them.
21:26
[SPEAKER_01]: Never got them back.
21:28
[SPEAKER_01]: Then when we changed the name, we lost all the reviews again.
21:31
[SPEAKER_01]: And then some are starting to creep up.
21:33
[SPEAKER_01]: And then when there was another purge, not even maybe six months ago, where we lost another fifty to eighty reviews.
21:39
[SPEAKER_01]: And so it gets frustrating, I guess in a lot of ways, is that you see in that across the board?
21:44
[SPEAKER_03]: Yeah, Google, I mean, Google recently did it for me with a couple of reviews to it.
21:50
[SPEAKER_03]: It was funny.
21:50
[SPEAKER_03]: We had a situation where we had a studio owner leave us a review.
21:54
[SPEAKER_03]: they accidentally took our review link and gave it to one of their clients and so we had a review from one of their clients and from them and they purged the they purged my client and they didn't purge the one from the studio so Google Google
22:13
[SPEAKER_03]: Excuse me.
22:13
[SPEAKER_03]: No matter what, Google is they are going to purge some reviews and our strategy is is just like just have to keep at it.
22:21
[SPEAKER_03]: Yeah, keep stacking.
22:22
[SPEAKER_03]: Yeah.
22:23
[SPEAKER_01]: Got it.
22:24
[SPEAKER_01]: You have any like strategies to get reviews from your clients?
22:27
[SPEAKER_03]: Yeah, we kind of have it.
22:29
[SPEAKER_03]: It's not just getting reviews.
22:30
[SPEAKER_03]: It's how can you leverage reviews and a campaign to bring more valued members to your studio.
22:35
[SPEAKER_03]: So we're very big on first and foremost, like if you're going to build a strategy around reviews, don't just do AI,
22:42
[SPEAKER_03]: written responses.
22:43
[SPEAKER_03]: Like at the end of the day, the thanks for coming in.
22:46
[SPEAKER_03]: It's for your review.
22:47
[SPEAKER_03]: Yeah, I mean, it's just a response to have a response.
22:51
[SPEAKER_03]: But if you're able to use it from a given take sales process and say, hey, thank you for coming to our studio.
22:57
[SPEAKER_03]: I usually say, if you haven't done any reviews, start with your longest lasting clients.
23:03
[SPEAKER_03]: You know, the ones that've been there the longest, those are going to be the ones that start to give your review asked for five a day.
23:07
[SPEAKER_03]: That's who could start.
23:09
[SPEAKER_03]: if not give it three months and start a campaign up and then kind of do a whole method of give and take be like hey we'd love to you know we'd love for you to give us review and if you give us a review you know we'll give you a discount on on your next month membership fee if you can refer someone over that you feel values are studio use the review from a process of bringing in more like-minded value members that already match a similar intent to the studio
23:37
[SPEAKER_03]: and that in itself kills three birds with one stone.
23:39
[SPEAKER_03]: You get more reviews.
23:42
[SPEAKER_03]: You get higher search ranking and you possibly even get new clients from it.
23:47
[SPEAKER_03]: That's a golden brown breaking.
23:49
[SPEAKER_01]: Go ask your clients to brown breaking.
23:52
[SPEAKER_01]: Go ask them to give you a review.
23:55
[SPEAKER_01]: You know, it's really weird.
23:55
[SPEAKER_01]: Like some, if you're ever going to get a battery view, you don't have to ask for it.
23:59
[SPEAKER_01]: They're going to be the first one to be, I can't wait to go home and blast this company.
24:03
[SPEAKER_01]: But in order to get a good or a five star reviews, you just have to freaking ask.
24:07
[SPEAKER_01]: You just have to.
24:08
[SPEAKER_01]: Like they're not thinking about it.
24:10
[SPEAKER_01]: They're happy.
24:11
[SPEAKER_01]: They're just not going to go out of their way to go out and give you a review unless they're a business owner, probably.
24:17
[SPEAKER_01]: So you just gotta ask, period, right?
24:18
[SPEAKER_01]: Like that's it.
24:20
[SPEAKER_01]: All right, cool.
24:21
[SPEAKER_01]: All right, so kind of discussed intent, met as falling off a cliff.
24:26
[SPEAKER_01]: Google's hard to do.
24:29
[SPEAKER_01]: Google my business is underutilized.
24:30
[SPEAKER_01]: I would agree.
24:31
[SPEAKER_01]: So if it's from an organic standpoint, from a Jim owner, obviously go claim your my Google my business.
24:37
[SPEAKER_01]: It's not called Google my business anymore, is it?
24:40
[SPEAKER_01]: No, it's Google business profile now.
24:42
[SPEAKER_01]: I still get a confused.
24:43
[SPEAKER_01]: I hate it, too.
24:44
[SPEAKER_03]: All right.
24:45
[SPEAKER_03]: So how does somebody go claim it if they don't even have it?
24:48
[SPEAKER_03]: They have to have a location.
24:50
[SPEAKER_03]: First and foremost, you just have to have a location.
24:52
[SPEAKER_03]: If you're doing a virtual gym setup, you can try to do your home, but Google won't Google's really trying to crack down part of the stint of getting rid of reviews.
25:02
[SPEAKER_03]: is they're trying to get rid of the black hatters, which are people that try to rig the system to try to get reviews and higher rankings.
25:10
[SPEAKER_03]: And so they do something very similar with setting your profile up.
25:14
[SPEAKER_03]: I mean, we set profiles up for clients, but at the end of the day, Google's going to be like,
25:18
[SPEAKER_03]: I want you to have a video call with me to show me the location.
25:23
[SPEAKER_03]: Show me.
25:23
[SPEAKER_01]: Yeah, prove that you're actual brick and mortar.
25:26
[SPEAKER_01]: I think they used to sense something in the mail and you would have a code.
25:29
[SPEAKER_01]: They still do that.
25:30
[SPEAKER_01]: Yeah, because if you're not at that address, then you can't get it.
25:33
[SPEAKER_01]: Can't get it, right?
25:34
[SPEAKER_01]: Go hack it, right?
25:35
[SPEAKER_01]: Get in there.
25:35
[SPEAKER_01]: Can't get me.
25:36
[SPEAKER_01]: Go rob the mailbox.
25:38
[SPEAKER_01]: Right on.
25:39
[SPEAKER_01]: All right.
25:39
[SPEAKER_01]: So, how are you helping Jim motors today?
25:41
[SPEAKER_03]: You know, we're really building a mess of Santa believe flow, right?
25:44
[SPEAKER_03]: We're kind of going in.
25:45
[SPEAKER_03]: We're saying, hey, let's
25:46
[SPEAKER_03]: Let's build your pre-sale optimization system for you.
25:51
[SPEAKER_03]: And that involves the Google Ads, the Google My Business profile, Google.
25:55
[SPEAKER_03]: business profile.
25:56
[SPEAKER_01]: And when you say pre-sell, you're not saying pre-sell to a pre-open, you're saying pre-sell to them getting in the gym.
26:02
[SPEAKER_01]: Yes.
26:03
[SPEAKER_01]: Yes.
26:03
[SPEAKER_01]: So there's a lot of times in this world, pre-sells are like grand opening.
26:08
[SPEAKER_01]: I'm sure you can help with people doing that too.
26:10
[SPEAKER_01]: And I know you do websites and I know that was kind of your big thing and you do, you don't do Facebook ads, right?
26:15
[SPEAKER_03]: Or all.
26:15
[SPEAKER_03]: Not at this moment, we do have partnerships on that where I'm very big on like what we're good at, we're going to stick out.
26:20
[SPEAKER_01]: Yeah.
26:21
[SPEAKER_01]: Guys, and I've been kind of
26:24
[SPEAKER_01]: sending you people already, but like at the end of the day, I'm so happy that we have attribution.
26:31
[SPEAKER_01]: I can prove, and if it sucks, I'm going to tell you, like, dude, this doesn't work.
26:35
[SPEAKER_01]: You don't have to fix it, but like in the past, I have not ever been able to prove it.
26:39
[SPEAKER_01]: So thank you for doing that for us, because you wouldn't be sitting here if you were, because that was so important to me, and it's actually, it should be important to every gender period.
26:47
[SPEAKER_01]: She never just throw your money out there without knowing did it work or did it work, and it's not always going to work.
26:53
[SPEAKER_01]: It's been working great.
26:54
[SPEAKER_01]: I got to look at what are we, what month are we in right now?
26:57
[SPEAKER_01]: I guess so we just finished to lie.
26:59
[SPEAKER_01]: Yeah, do we, do we review on that?
27:02
[SPEAKER_01]: Yeah, that's yeah, one point four four row as that was what we were getting on Google.
27:07
[SPEAKER_01]: And I could tell you meta row as has been like point seven.
27:12
[SPEAKER_01]: So double just by default right double double the double the the return and that's been which is great.
27:19
[SPEAKER_01]: So how do how does somebody get a whole the is there a link that we want to share?
27:25
[SPEAKER_03]: Yeah, definitely you can head over to gymmark.com now you can go through see some of the packages and
27:32
[SPEAKER_03]: You know, set up a call with me and we can kind of go through an audit for you for your area and see how a PPC and how Google ads can help you.
27:42
[SPEAKER_03]: Right.
27:43
[SPEAKER_01]: PPC.
27:44
[SPEAKER_01]: Google ads.
27:45
[SPEAKER_01]: Pay per click.
27:46
[SPEAKER_03]: That's the old way.
27:47
[SPEAKER_03]: That's the old term.
27:47
[SPEAKER_01]: Yeah, we used to be called ad words.
27:49
[SPEAKER_01]: I remember how it works.
27:50
[SPEAKER_03]: I say I try to my best to say ad words because that's what everyone recognizes.
27:53
[SPEAKER_03]: Google ads ad words.
27:55
[SPEAKER_01]: PPC Google ad words and CBC.
27:57
[SPEAKER_01]: I put all the stupid stuff.
27:58
[SPEAKER_01]: All right, guys, we'll put a link in the show notes.
28:02
[SPEAKER_01]: I'm sure you'll hook them up with some deal because you're coming from the podcast so we didn't even talk about this but oh yeah okay coming coming so coming from the podcast coming from your community they are gonna get the whole onboarding fee waived off oh you know that's a thousand dollar waive fee that they will have for coming to work with us they're coming to Nashville too yep yep guys so if you're coming to Nashville you just want to meet as I can personal be there you see or you want to have a booth
28:29
[SPEAKER_03]: You know, I'm a walker in a talker man.
28:30
[SPEAKER_03]: All right.
28:30
[SPEAKER_01]: So how are they going to know how to do that?
28:32
[SPEAKER_03]: I have a booth.
28:32
[SPEAKER_03]: I'm bringing a booth.
28:33
[SPEAKER_01]: Oh, you are.
28:34
[SPEAKER_03]: So I'll have a booth there.
28:35
[SPEAKER_03]: You're just not going to be at it.
28:37
[SPEAKER_03]: I'll see what happens.
28:38
[SPEAKER_03]: Oh, I'll probably be walking around, but it will be there.
28:40
[SPEAKER_03]: And, you know, we can have a conversation and said it was time to talk about stuff.
28:44
[SPEAKER_01]: Oh, God.
28:45
[SPEAKER_01]: All right.
28:46
[SPEAKER_01]: Well, listen, Zach, thanks for coming down.
28:48
[SPEAKER_01]: He's local.
28:48
[SPEAKER_01]: So it was awesome to have you on the show.
28:51
[SPEAKER_01]: And for Jim owner's look, look, guys, you need to be doing Google.
28:54
[SPEAKER_01]: Period.
28:55
[SPEAKER_01]: If you're already doing meta.
28:57
[SPEAKER_01]: You just, the honest, the honest truth is you should probably ship some funds.
29:01
[SPEAKER_01]: You may not have to put new funds in, but the ship funds over, allocate it towards Google.
29:06
[SPEAKER_01]: You just have just a much better lead.
29:09
[SPEAKER_01]: Just a much better lead.
29:11
[SPEAKER_01]: So hopefully that helps you guys act for, thanks for joining.
29:13
[SPEAKER_01]: Thank you for having me on.
29:15
[SPEAKER_01]: Absolutely.
29:15
[SPEAKER_01]: Until next show guys, keep changing the lives.
29:17
[SPEAKER_01]: We'll see you in the next one.
29:18
[SPEAKER_01]: Bye.
29:20
[SPEAKER_01]: Alright, thanks for listening to another episode of the Builds Grow podcast.
29:23
[SPEAKER_01]: If you want more help growing your business, join our free Facebook group, profit accelerator, hoping training gyms grow to thirty thousand dollars a month and beyond.
29:32
[SPEAKER_01]: We'd love to see you there, go check out the show notes for the link, and keep building something great, and we'll see you in the next episode.