133 – Cost Per Lead during the Pandemic Times

Profit Engines Show: Digital Marketing Strategy and Process for success, business tips, sales tactics and more. The show includes real true case studies from Matt’s Agencies Customerbloom and PracticeBloom. Guest interviews from experts, increase your understanding of advanced business concepts and life productivity.

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May 28, 2020

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Matt Coffy: James, I am so excited again today to go through pricing in our covert slash pandemics. Slash you know, my hair is on fire world and I think we’ve learned very quickly that Facebook is lowering their rates or, or just not that many players. And we’ve seen some great numbers. We have a lot of happy customers right now during it’s now late Bay and we have, obviously there are a lot of States still impacted, some are opening up. and, and whether, you know, you believe in this stuff or you’re not believer or, I mean, it’s almost like they’re, it doesn’t really matter. You really just have to, there’s no excuses. If you’ve got a business up and running, you have a responsibility to get this stuff accomplished. We’ve helped a lot of people. What’s your feelings right now you know, with the fact that we’ve seen so many productive sessions now going from the clients we picked up in April and may and now we’re working through like a lot of new, you know, ideas about how to support people as they, as it were really turning back on now.

Matt Coffy: And that’s the story. Yeah. I what I can tell you right now from, you know, our first, portion of this lockdown month or so, two months, the ones that pushed through market share and are getting great results and now as they’re opening their booking, that’s a, that’s a clear fact, right They, they didn’t they say the question now the next round is getting the other business owners to have that same, yeah. Persuade them to think like this because it works and we have the numbers to show it. Yeah. And the funny thing is, is that, you know, people were concerned. I think there’s obviously the States that are opening, they were concerned about the fact that people would be afraid to come into the locations. Now I’m getting mixed feelings on this because we’re seeing that what’s happening is that there’s sort of like a one week delay where people are over concerned and then within a few days it seems like this is sort of turning really quickly.

Matt Coffy: Like people are like, Oh, it’s back to normal for somebody now in Europe and other areas where this is kind of all done. They’re like, yeah, it’s been back to normal for, you know, X amount of days or X amount of weeks. And I think what’s going to happen with us. And, and of course we’re praying for not anything bad to happen, but we kind of see that most Americans will kind of get used to some being just, there’s just going to be people who are just afraid and that’s it. And the ones that aren’t, are not going to be afraid. And you know, I go and walk around town and we’re in the most impacted place in the planet, according to our governor. but Mmm. People aren’t wearing masks. People are congregating. it’s just like there is a certain level and maybe people will be upset at this, but I think that there’s just going to be a sort of, fatigue to this very quickly. That’s what I’m saying. There’s going to be

James King: A collective when that is, who knows July, August, it’s September, but yet we really, this is really on the, on the, from a business standpoint and personal standpoint, it’s on the people at this point. Everybody’s been locked in front of the house, in front of the TV for two months. They understand what’s in front of us, how to deal with it, know how to deal with it. They come up with businesses or coming up with creative ways, curbside and so forth to handle it. So really like you said, it’s a fear thing and they just have to, like I said, there’ll be a collective. So until we get to that point, you know it’s business.

James King: You gotta know that the numbers don’t lie. So, so let’s talk about that. Let’s get right into this and show some numbers. So why don’t you do a screen share. Let me give you the ability to do this. You could pull up a couple of numbers and we’ll show folks like, look, this is what’s happening. People are booking and people are booking a lot of appointments very inexpensively. And I think that’s the thing that people don’t realize is that it’s like really happening. You know, like there’s, there’s really a lot of activity that’s happening out there and I think that that’s the one thing that people have got to get in their head is like, look, we’re not making this up. Like, no, this does happen. And, and what, as I said before you started w what I’ve noticed, and this is the one thing that people should recognize, the people who have a positive attitude no matter what the problem is, they don’t take the negative of this.

James King: They take it as a challenge and they move to the other side of this. And as you said, Dave won through this whole thing. They’ve gotten more clients and you can, it’s not like the, that everybody’s jumping into this, right in two seconds. It’s like you still have this now time right now it’s like jumped into this before the all the rates go back up because it’s like this is like the best time ever to get customers. Yeah. Because there’s demand and outside of the accounts we’re going to show you now there’s other accounts. I work on another industries. There was a, there’s been a demand to the point where there is, because the employees aren’t back yet, they can’t service all of the demand because they just physically don’t have the structural, you know, enough people don’t service it yet. So it’s there, you know.

James King: and what we’re going to show you now here, what you’re going to see, and it’s great, these three clients are ones in the hot zone right here in New Jersey, in the New York area. Another one is in Florida, one that is doing great with the virus and another one is in Ontario. So it’s international. So we get a real array of different samples here of, of different situations. But the constant is they pushed through, we came up with some great offers, you know, even while they couldn’t book, they were doing virtual. And as I got closer now to even when not, they’re not open yet, they’re still still start to take bookings, which that momentum carry. It’s now the bookings. So what we’re looking at here is walking dermatology and they’re in a Greenville, New York long Island. Okay. So long Island right in front of me, but they are doing a skin rash.

James King: Mmm. Advertisement, specifically for, well multiple skin rashes, but then one specifically for coronavirus fresh and they are doing great. I mean, if you could see here on the screen, you know, we started this April, actually 28th, that’s when we built the span of 28. So we’re about three and a half weeks in. They have 76, submissions and at $14 cost per lead per submission. And quite honestly that was, that wasn’t a single digit. They had a credit card issue a couple of days ago. That’s, so we had to stop down for a couple of days. So yeah. And then that’s what’s going back down again. So this is living in the single digit lead area. and they’re there, they’re converting, you know, talking to the client. It’s, it’s working. Yeah. learning.

Matt Coffy: As I say, what’s interesting is the reach that they’re getting, look at that 60,000 people. They’re reaching for

James King: Nothing. I mean, it’s just pennies, you know Yeah. Penny hall, it’s in there. let me show you some other numbers here. I think you can take a look here. Not the, it’s going through our own work, but all of the major ad ranking, quality, engagement, conversion, all average above average. You know, so that’s why we’re getting these great rates. you know, $10 per every thousand impressions, 1600 link clicks. it, it’s, it’s, it’s activity. And, and here’s the other thing too. They got a ton of engagement on there. the common threads of the edge, right That helps. It helps the cost per lead because then Facebook’s algorithm says, Oh, this is a really good piece of content. Let’s keep it up there, keep it cheap and make sure it stays there. You know, it makes our product look good. So it’s working, you know, we, if you could see here, you kind wanna open ESX a little bit longer, but you put multiple colors, you know, it seems the blues, the whites and the reds are killing it.

James King: But that was a strategy here to pull people. It was kind of a mean looking video, which is working fantastic. And, and really they don’t know what to do a little bit. Again, nothing social. They don’t know what to do. They’re really figuring it out as they go along it. But they’re booking people. They probably give them about another month or so and they’ll be Booker at a higher conversion, you know, so they learn how to do this even better. But yeah, we flooded them again anywhere from six to 10 leads a day, depending on the day.

Matt Coffy: The six to 10 leads a day. That’s a good, that’s a good story for anybody to understand the demand curve in the market and Facebook, it’s just there. So let’s move on to the next one. Why Why don’t we, why don’t we talk about,

James King: this, this next one I, I, I really like this cause it’s for real, for real. Meaning it is just like, like this is the question that we have across the boards, for which account you’re talking about sport and spine. Yeah, I love it. It’s physical therapy. It’s, it’s one to one ratio strategy. It’s, it’s really blocking and tackling traditional. Like, I’m hurt, I need physical therapy. I’ve got, okay, this is the market. Like it’s literally right there, right in front of your face. You see it outside people trip, fall, whatever. They hurt themselves or they have existing conditions. These people are rocking and rolling, coming right in now because they know that look, it’s better to do this done, you know, to then to wait. Mmm. Talk to me a little bit about this, cause I love this campaign. It’s a great story about this is is remember we brought him on, remember Matt and he’s like, I have, I do Facebook.

James King: And he did and it’s a main source of revenue through marketing. He puts $10,000 a month or so into it and he was dealing okay. But then we came in, but okay. For him was 45 34 okay. That was Lee. Which is that horrible for what he does. Well, we came in. What we did was we cut it in half. I don’t show you. We had cut it in half. He had to shut down for a month and a half. So what you’re looking at here is about three and a half weeks. I believe three weeks since we fired him back up again. And he’s like, all right, we’re open. He to Florida. Mmm. I think in the West Palm area, I believe, but he’s in Florida. So there they never really closed but they did close. They, there wasn’t a fish shut down but he had to close shop for a month.

James King: So what you’re looking at here is the last three weeks. he, what he does is great. He just does everything, shows all of his clients on video. It’s fantastic. He’s got a library of like, I dunno, like over a hundred videos and it’s always updating. and like you said Matt, yeah, it’s a simple, he’s doing a $21 consultation. I had another thing I want to also include that regarding the covert situation. When I relaunched him for the first day or two there was, I kept the covert kind of safety message in there and, and tell us what a couple of accounts I’ve noticed it, it didn’t pop it like it just like, so they took it out and I went back to just straight normal before coven, you know, Hey, this is a great deal and come see us and we’re wonderful.

James King: Right It cooks, it took off and he’s not the only account this happened to. So just a little side note, you know, it’s good to letting people know that you’re following precautions, but I think, like you said before earlier, you don’t want to tap into that fear fatigue to a lot of people, it might turn them off. So you know, you can address all those things when you meet them and you talk to them. But as far as your marketing goes, you know, unless you’re something, and he is in the medical field and he is showing that’d be clean stuff. But he’s not a doctor per se, you know, he’s pretty hands on somebody. Oh yeah. I just want to make, I just want to make that note. It’s a, it’s a very important thing with the marketing. You never know the last two months people have been very, I’ve seen the marketing goes a thousand different ways on everywhere.

James King: It’s just they don’t know what they don’t want to grab, so go back to normal. That’s my, that’s my overall take on everything. As you’re opening up States and you’re getting back to your marketing, just get back to it. You know And if you need to address anything about safety and guidance, just take care of it when you actually speak with the person. But like I said, he is crushing it here. He can do an $18 a week with him. I believe a client, you know, he, I don’t want to reveal his business model here on, on this podcast, but it’s like a 40 to one return on, on this right here. What you’re looking at, it’s, it’s a ridiculously, ridiculously high number. Mmm. That’s why he spends $10,000 a month on Facebook. I mean a lot of the physical therapy work becomes a routine for someone to come in because they’ve got a problem that they need to have routinely fixed either weekly, biweekly or whatever.

James King: And this becomes a, a subscription type of model for most of the physical therapy. And although the eventual goal is to get them out of physical therapy, the theory is, is that instead of them going for surgery or you know, more invasive stuff that if they just are on a plan, a regiment that they’ll do much better. And I’m sort of broad basing that story, but the concept is very much for most practitioners is that they want a low cost lead that initializes their services. But the lifetime value of that lead could be 40 to one 20 to one because if it’s a lead, it’s not that first service or an $18, Oh I’m getting leads. Or $18 it’s, you’re getting an $18 lead that will be your customer and their four or five friends who will become your customers. You know, down the line, the lifetime values just thousands of dollars, which is hard for people to understand.

James King: They can’t see it because they don’t bury the costs into the theory of where they put their money. They put it in for only a 30 day window. And that’s not how you really should be gauging profitability. No, not one bit. And just a little insight on this, what we do with for him is, well he had it, you know, even more than double what he was spending now per lead. What we do is not in that show, in the magic, you know, how we do what we do, but what he couldn’t do. And what we found was we were finding pockets of people that he wasn’t looking at or in his geographic area and from the targeting, you know, and, and, and taking certain zip codes and applying certain interests. So certain zip codes that were on, popping before but a certain interests grabbed them.

James King: and if the people that are watching this Facebook interest are like, you know, Google keywords, I guess we can sort of have, Hey, tap, find people on social. you know, they track what you read, what you do, but that’s my point. So yeah, it’s an ongoing thing, but we are, he’s down to where he’s at the lowest he’s ever been, you know, ever. And he’s ecstatic and it’s open it up and he’s closing. And then like you said, there’s a demand. People need this, you know, you still fell down your steps on covert that didn’t stop you get up out your front door. All I still have still needs to fix it. I think more relevant is that everybody’s outside now, you know, they’ve, they’ve been, they haven’t exercised for a month or two and then they go outside for the first time and then the hammer themselves.

James King: All right, so that’s great. Let’s move on to the next one, which is a big kahuna. and it, it really is our sweet spot. you know, med spa aesthetics, you know, pay cash, strategies. We’ve been working with these types of clients for 10 years and we really see that, you know, even in hammered areas. I mean I think our biggest challenge with these guys was that okay really Ontario took a massive hit. They were almost like the New York of Canada. Yep. But it, and they really are thinking about what they’re going to, how they’re going to open their, they’re in a different array because it’s a different country. But same story, which is that the guy plowed through it and he’s got these leads that are just unbelievably low cost. I mean a third of the cost because no one else has advertising apparently.

James King: So talk a little bit about these costs per lease. Cause I’m seeing $3 and 84 cents. I’ve never seen a $3 Lee. Well, so we have both of us. So there’s three looking at three things. One thing we actually just launched literally four hours ago, it’s for their new Botox filler campaign. They got two leads are paying $2 a week at this point. You know what I’m saying So we just launched that. But, well, we were running throughout all of it and he’s running that because of the momentum of what I’m about to explain. Now know when we first started the Kobe thing, we were like, alright, virtual consultations for the med spas, but you know, for what it was, tie it to something already has a consult. So it’s a natural, you know, something that you would never really do a real console for. It made no sense.

James King: We tried Botox network, so we stepped on the cool scoping world and the margins are there that, you know, if you pull down a couple, he’s doing great. So we did two things. We did, he has a call center. They were still functioning. Mmm. We had a lead form, to, to contact them that way, to get them on the books, you know, for a virtual consultation or even more possibly down the road. Like, listen, I was planning on doing this in December anyway, we shouldn’t be good. You know. So there taken advantage of that. And then we did a call now campaign. Okay. Which was because with the virtual consultations, a lot of people didn’t feel comfortable at first just submitting something digitally. I don’t know what it was, how it worked. They heard about it. So there’s a little education involved. So we decided let’s, let’s make it both options. Somebody that they could just call up, they weren’t doing anything anyway. Talk to their call center, find out what this is or just submit. They know what it is. They’re gonna want to do a console. So what we did was, and let me just show you the numbers here. So we started with April 1st I believe we re went back up again. He went down for March.

James King: Yeah, here we go. Alright. So I know if I show it to you in this, do, this will be better. Here we go. 147 CoolSculpting, Leeds. Okay. And, and in the last two weeks, so that was all virtual, virtual consultations and some scheduling out. So now I would say about 40 of these two weeks ago we threw in, now we started booking in office. So it’s like kind of a compote special. So we’re doing a $25 and if, if you know anything about CoolSculpting leads, that’s fantastic. And during, you know, pandemic even better, you know, and it kept him, it kept them busy. What was really interesting was the call now campaign. Mmm. Oh man, let me pull this open for you. I see. Get a little bit, get to the clicks cause the clicks, the link clicks are the call now button. All right. And 666 people trigger it and call in. And now I had, we had the targeting set up their call center. There was a limited time, so it was like, you know, certain hours during the day, certain days of the week. So that’s that during just limited run on this. So that’s, I would say maybe we were running three, four days a week. You’re looking at, yep. Yeah. So they were getting a ton of calls and they were booking.

Matt Coffy: Yeah. And I think that that’s a good lesson for future, which is I wonder if that two-stepping the ad process in the future might be a new, it’s almost like you’ve discovered a new way to start to run

James King: The process. Right. Because my only man that doesn’t leave anybody out. Right. Cause there’s all different, believe it or not, in 2020 on Facebook, yes there were people that are still weary of submitting their info to anything Peter. Right. So, but a call now button, I’ve been calling people since 82 that I’m comfortable with. Right. So it works. You’re right. We did. So we learned something. You know, I’m here. It’s not that we had never used it before. We had on certain occasions where it works best. But as far as a double combo, like launching every campaign, I would have called out that day that we’re going to be doing that going forward.

Matt Coffy: Yeah, definitely. Because it’s sort of like what’s going to happen where people are just like, I don’t want to do this cause I’m going to get another email from these guys or text or whatever. I’m done with this. I just want to get the appointment. I, you don’t need to tell me again. And maybe that’s,

James King: You know, we work with call centers now because we’ve had to move to call centers in order to take the volume of some of the client’s traffic because they can’t handle a front desk person can handle 147 leads in four weeks and the front desk stuff, you can’t do it right and you can’t even try it. So yeah, you’re right. You need, we’re in call center world now.

Matt Coffy: Yeah. Well, and it’s not that you have to have a call center, it’s just like, you know, because we found low cost call center,

James King: Mmm.

Matt Coffy: Specific people for medical, it’s making it, they’re all having now record-breaking months because they’re using people who are skilled in sales to close appointments to consultations instead of relying on their existing staff that may or may not have skills or may or may not

James King: Actually

Matt Coffy: Really the Intuit. You know what I mean Cause you have to actually kind of being,

James King: You

Matt Coffy: Know, paid to do sales and these, these next level thinking businesses are saying, you know what Even though I have 20 appointments per week or 10, have it go to a call center, let my staff do what they normally do and run whatever. I mean we’re seeing such, such challenges in this space with closing appointments because people are just people. They’re just scared. So get someone that’s trained.

James King: Yeah, they know exactly. They a front desk sales person. Unless you’re a sales person, by trade, the amount of rejection you get, a human can’t handle that. And that’s the, that’s the nature of it all. You know what I’m saying It’s a salespeople are salespeople, they’re resilient. You throw things out of it, bounce off, whatever next. Now, well, you put someone that doesn’t do sales and you’re like, Hey, here’s 147 leads, go sell something. They’re gonna start crying by, but by the fifth one when they say, you know, they don’t want to talk to me. So yeah, that’s all.

Matt Coffy: Yeah. And I think we kind of learned it and that’s not, it’s not true for everybody, but I think we kind of learned that going through a lot of the initial med spas and aesthetics groups that we work with, which is that we sent them hundreds of hundreds of leads and we kind of figured out after a while it really wasn’t deleted flow process that they had challenges with. It was really the managing of the conversations and closing and booking, that we thought would be sort of just, Hey, you, your business. But then we found out, yeah, it’s a lot more and that’s a good thing. And we do coaching and training and we help people. Cause now obviously we have people on our team that are ex front desk people. I have run that front desk. So they’re really helping. But you know, there’s always these options of having higher horsepower. James, this has been great. Super thankful for getting the numbers. We’ll keep doing this. Maybe another couple of weeks we’ll do another one with some other clients, but thank you so much for your attentiveness to this. This is awesome. Always my pleasure.