Prerequisites for Successful Lead Generation Campaigns

John: 00:00:11

Today we're gonna take a little bit of a detour and we're gonna do LeadGen.

John: 00:00:15

like LeadGen I also extremely hate LeadGen.

John: 00:00:18

It's way more complicated than e-commerce and it needs a lot more

John: 00:00:22

handholding and a lot more training from our side to the client side.

John: 00:00:25

And what I like about lead gen is it's fairly simple.

John: 00:00:29

You know, there's not a very specific amount of money that we have to sell on a

John: 00:00:31

specific product to a specific audience.

John: 00:00:33

We're just trying to develop the leads from one company to another

John: 00:00:36

or from a, user to a company.

John: 00:00:38

it's simplistic on its face, but The hard part comes post lead generation.

John: 00:00:42

There's a few things that we're gonna talk about is what is the best

John: 00:00:44

structured setup for not in Google ads.

John: 00:00:46

Google ads.

John: 00:00:47

Lead generation is primarily search and YouTube, it's not too difficult.

John: 00:00:50

You can get a lot done with just a simple search campaign, but

John: 00:00:52

I took a few of my clients that I manage on a day-to-day basis.

John: 00:00:56

I'm gonna use what I do for them.

John: 00:00:57

Some of you have actually been involved in the weekly meetings.

John: 00:01:00

I think Kane was at one point, and I think Colby, you're

John: 00:01:02

obviously with my meetings now.

John: 00:01:04

But what we're gonna be doing is just essentially talking to manage

John: 00:01:07

a lead generation client and what are some of the actions that we will need

John: 00:01:11

to take starting kind of day one.

John: 00:01:13

In ensuring a successful relationship with solutions AIDS and that client.

John: 00:01:17

So we're just gonna dive right in.

John: 00:01:19

I'm gonna hop into a campaign.

John: 00:01:20

Oh, and also this is actually what's really cool is you can actually

John: 00:01:24

manage a lead generation campaign, not even really entirely in Google ads.

John: 00:01:29

Google Ads is actually sort of second.

John: 00:01:31

And I think that we've perhaps talked about this in a previous brain transfer

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videos or whatever it may be, but I think this is gonna be important

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to revisit it because we have some new faces, new clients, and get

John: 00:01:41

kind of a refresher course on this.

John: 00:01:43

This client here.

John: 00:01:44

not a very large client.

John: 00:01:46

So seven K per month, something too bad.

John: 00:01:48

Seven K per month is on the higher end side of, we were talking about like a low,

John: 00:01:51

medium, and high size clients, but I'll share with you all of 2020 twos metrics.

John: 00:01:56

The conversions were only starting to be tracked in September,

John: 00:01:59

and I've been managing this account since 2020, by the way.

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So this is an account that's been already up running for some time

John: 00:02:04

What you'll see here on the screen is one campaign that's been 44 grand.

John: 00:02:07

I got 275 leads than I can count.

John: 00:02:09

There's more conversions here than I just wasn't tracking

John: 00:02:12

this sick out for about a year.

John: 00:02:13

And the reason being is that I did everyth.

John: 00:02:15

Inside of HubSpot.

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So I wasn't even actually inside of Google ads.

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When I was talking to clients, managing it and having conversations with

John: 00:02:21

them on a fairly consistent basis.

John: 00:02:22

And you can see even day per day we're still getting, anywhere

John: 00:02:25

between one and, on the high side, six leads or seven leads.

John: 00:02:28

But it's fairly consistent and that was because I looked inside a HubSpot and I

John: 00:02:32

know what I'm tracking as a good quality.

John: 00:02:35

Now some prerequisites for having a successfully generation campaign is a

John: 00:02:40

quality sales team that is communicative.

John: 00:02:42

If we do not have a quality sales team that is communicative on the client side,

John: 00:02:47

this will 100% fail collectively, and no one will know who or why or what the

John: 00:02:55

lynchpin was and where it has failed.

John: 00:02:56

A communicative sales team is your lifeline to your feedback.

John: 00:03:01

What is going on with these campaigns?

John: 00:03:02

The reason why I didn't track these conversions inside of Google Ads

John: 00:03:06

for over a year is because I was tracking 'em here inside of the

John: 00:03:09

dashboard That same company in HubSpot.

John: 00:03:11

Now, when I'm looking at all of my dashboards here, I can kind of

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see the source that's created the leads and you can see pay searches.

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Here.

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There is gonna be some offline sources and organic that's not all gonna be

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attributed to me, but that's okay.

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Where I'm gonna see the majority of what I need to see in order to make

John: 00:03:26

sure that I'm doing my job correctly.

John: 00:03:27

What I was using primarily is the ads section of market.

John: 00:03:31

And because we have a good team that is very I can see even just the last

John: 00:03:35

30 days, I have 83 leads, $85 each.

John: 00:03:38

Let's see how that looks in the last 30 days.

John: 00:03:40

Last 30 days I have 109.

John: 00:03:42

Okay.

John: 00:03:42

So I'm missing some.

John: 00:03:43

And $7,000 in cost and that's $7,000 in cost.

John: 00:03:46

I know that I've turned that seven grand into 121,000 so

John: 00:03:49

far though, off of one deal.

John: 00:03:51

And there's gotta be more deals that will be attributed to this month.

John: 00:03:54

It's just not gonna happen cuz the sales cycle is about four to six months.

John: 00:03:58

That is something that we need to know really well is what is the

John: 00:04:00

average sales cycle and what is an appropriate time to measure.

John: 00:04:04

You can see last month my roaz was.

John: 00:04:06

Good.

John: 00:04:07

1600%.

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I had one deal.

John: 00:04:09

It cost me $7,000 per deal.

John: 00:04:11

Well, that's because if we look at last year, for example,

John: 00:04:15

my cost per deal was 3000.

John: 00:04:17

It takes a while for these deals to close, and that's how I'm tracking.

John: 00:04:20

This is $60 leads, 16 deals closed at 3000.

John: 00:04:24

I have 4,800 roaz.

John: 00:04:26

Last year I spent 48 grand to make 2.3.

John: 00:04:28

This is way more valuable than Google Ads.

John: 00:04:31

they're gonna tell me that a leap came in, but they're not gonna tell me what's

John: 00:04:34

quality is, how long it take to close, who's responsive, who's not, based on

John: 00:04:38

also the search terms that they're using.

John: 00:04:40

If you look at the campaign, I got one little campaign here running Pure, broad.

John: 00:04:43

That's pretty much it.

John: 00:04:43

My search keywords are pretty simple.

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Metal building steel, building metal carports, steel barn

John: 00:04:48

structures, metal shop, RV carport.

John: 00:04:50

this RV carport here, for example, made that a hundred dollars

John: 00:04:53

I spent there made $80,000.

John: 00:04:55

Last month with that a hundred dollars right there.

John: 00:04:57

I can tell you that for sure.

John: 00:04:58

And so I'm, with bidding on these type of keywords.

John: 00:05:00

Half of more than half of these things are junk, but I'm tracking

John: 00:05:03

what the actual result is.

John: 00:05:04

So the moral is, do I look at Google ads?

John: 00:05:06

No.

John: 00:05:06

If I look at the change history over this last July, I made 64 keyword changes.

John: 00:05:10

So I added a bunch, but that was it.

John: 00:05:12

Bidding budget.

John: 00:05:13

I didn't make one ad.

John: 00:05:14

barely touch this thing because when you find out what is working and what's not,

John: 00:05:18

my actual contribution to this company has actually been primarily in HubSpot.

John: 00:05:21

I'm the one that has built their workflow.

John: 00:05:24

Now, I'm not saying that we need to build the flow, but this organic lead

John: 00:05:27

routing here, this is the one, I dunno why it's acting like I'm a new user.

John: 00:05:31

All this stuff that we've done in here is all from me.

John: 00:05:33

all the workflows I have in the FSN branches, all this

John: 00:05:36

stuff here has come from me.

John: 00:05:37

Why?

John: 00:05:38

Well, because I'm helping them with their sales team.