Mike Minutes Mastermind 01/27/2023

What's up everyone? Hope you're doing super well and get things kicked off. Let me go ahead and put this into the Facebook group.

Okay.

I upgrade the microphone, make sure it's nice for everyone, upgrade the production value. Hopefully it's a little clearer for you to hear too. I don't want background noise distracting or having just the AirPods volume. As we get more people in this room, it'll get louder. So just being able to hear me a little better if you're out mowing out in the field, working, etc. So let's go ahead and get started.

Cool. All right. Sorry if there's been things on the Facebook grid this morning, I have missed them. I've been busy this morning. Sorry. All right, let's go ahead and add in this page here. Boom. First question comes from Terrell.

Creek, Tennessee. I can't seem to find the email with the link to Google Drive with the one click estimate mails. Could I get it sent to me? Yes. I will put it in the academy today and I'll also put it on the Facebook group as a reminder with the link to the calendar for one click estimate emails. Again, highly recommend you do that now when it is a little bit slower and actually think about those. Change the documents to modify them appropriately based upon the timing of the year and what you're going to say. Do that all now so that it's very easy for you to send them out and then change the title inside those email documents to be the name of the month that you're going to send them in. So again that's all in the document explaining all that and I'll put that out today again just as a reminder. Next question Plantation. Also, is the microphone helpful? Does it sound okay? Is it too loud? I have this fancy little dial over here. I can turn turn myself way down or I can turn myself like way up like super super loud. So yeah, and I can also mute myself with a tap of a button.

All right. If it's helpful, let me know. I was just thinking about some of you that might be listening while you're out mowing, things like that. Wanted to be as clear as possible so you can hear. I can also max turn up the volume a bit here just so that way. Again if you're mowing and things, it's nice and clear for you. Okay.

Next question is from Plantation. Would app do Would would app do you. Oh, what app do you use to stay organized with your daily tasks, both personal and work related? Also a bill reminder as well lol. Last season I financed A48 due to the amount of big yards I was receiving. I noticed that underbidded all those yards and I plan to drop them. Should I sell the 48 and keep the 32 stand on? Since I can cut all my yards with a 32 and some of them with the 48, I plan to run only 32s and 30s. All my yards are 5000 and under. Maybe 5, just maybe maybe 5 of them are between 6 to 8k. I like the 32 because it's harder to. Harder to push MO all day in 80 degree year weather year round. Yeah, so I'd definitely be sticking with your 32 inch. I'd probably have a 32 inch and a 21 inch. Honestly, a 32 and a 30 are just too close in my opinion to actually have both of them. I would just do a 32 inch. Sounds like you can do almost all your lawns with that. And then I'd have your 21 inch backup just in case something happened or ditches or, you know, weird spots. I'd probably run with a 32 and a 21 in this case, especially because only five of your lawns are are 6 to 8,000. Like those are your large ones. That's definitely don't need a 48 for that. So if the question is should you sell the other one, I probably would. As you grow and scale, as you just have 12 trucks and you're just getting started, it's gonna be fine to have the 48. Honestly, it's not gonna be a big deal. But as you get a second setup and a third setup, et cetera, just, just try it your best as soon as possible. Once you know exactly what you're going to need to service 70, 80% of your customers, and it sounds like you do, you just try to stick with that as much as possible and reduce any sort of variability by removing those other sized mowers. First question though is about what app do I use to stay organized? I use my calendar app a lot just for like scheduling things. I recommend if you have a lot of, if people are booking appointments with you, which most of you are not going to be in this situation. I would use Calendly down the road with Copilot. I want to be able to make sure that the, the software syncs with your, your calendar app. So that way throughout the day you have your, you know, your estimates are on your calendar. But the thing that I use all the time is let me just make sure I have nothing that's like personal or something crazy on here. Okay, let me delete this one. Sorry. This is about team members. I just don't want people's names on here.

Boom. Sorry, I just got to make sure. Okay, cool. So this is like my stuff I got done this week. It's Friday so there's only eight things on here. So as this can get as high as 20 or 30 things, I just add things I dump into here. Little stuff I gotta remember to do.

And then like for example I got on here today, I gotta do the secondary option for Google Performance Max for the competitive trying to market to your competitors clients rearrange P4P videos. I was already done this morning by Zach, so I can take that off. So yeah. And then I can go into archive. There's like 1300 things this year so far. So yeah, that's where I try to keep most of it. I just try really simple. I'm not into like over complexifying all the year to do tasks. And in terms of bills, I would if there was like one that you need a reminder on, I'd probably just make a recurring.

A recurring all day.

Reminder on your calendar and then mark it as not busy, like free. So that way people can still put other appointments on your day. And I'd probably put an alert at a certain time like 9am to make sure I actually saw it and like alarm would go off. That's potentially something you could do. There's some cool stuff you can do even around reminders. You can do reminders based on when you show up at certain spots. So for example, if you like I've done this a few times when I go to the Bellingham shop, I will put on there like when I'm leaving, show me an alert. And so it knows where you're at. Right. So when you're leaving that address it'll like hey, just making sure you talked about these certain things. I'm like, oh snap. So sometimes I'm like, oh, I forgot one or two of these things and I got to, you know, remind the team then I've tried doing it when I enter, but I'm never looking at my phone because I'm usually I'm like going to the meeting. So I always mess them up anyways. So yeah, you can do all sorts of cool things inside the reminders app. The Reminders app inside of your. If you have an iPhone is massively underutilized. There are so many cool things you can do inside of here in terms of tagging, alarms setting, recurring reminders when you show up at certain places, geographically, when you're with certain people, you can share reminder lists. So for example, you can share. I think I have one with. I have several, but here's one with Liz. It's called CEO and coo. There's only one thing on it right now, so I'll show that. So it's a shared. So you share that. You can actually share the reminder list and then people can put things on together so that when next time you're together, you can talk about it. So I'd Recommend this. Like GMs, for example, back in the day when I didn't have a regional, I would have a reminders thing with every single one of my locations. And then I would share that with the GM and I'd just be like, okay, if there's things that you want to talk about or I want to talk about next time we're together, just put them on the list and then we'll address them when we get in person. So I would highly recommend that for managers, spouses, people you're trying to work with on a close basis, direct reports. Those are helpful. Logan, Columbus, Nebraska I'm working on getting on setting up the Google Maps campaign. I just finished setting up a Max campaign with your video and it's now running. It's running now. Attached is the information for the ads we ran on Google last year. Augusta Lawn Care was. Was mowing. Was mowing. That ran all year long. Fall cleanups. We started in the fall. Were these ads effective? Where, where else can I look to tell how they did? Free. Feel free to log in to our ads if needs be. Additionally, should I cancel the ads we have now that we're running Google Max campaigns? Would it make a difference to what's showing up or just be be spending redundantly? No. So Google's not going to spend the money redundantly unless you have a budget that's way too high and then it's going to start having a increase in your cost per click. Way too much.

Let's go and look at these real quick. I think I fixed this the other day so now we can actually see.

We can see these pictures better. Okay. Impressions. Hardly any impressions. Mercy only. Hey, it's 10%. Let's go 5%. Okay. Got two calls. Okay, so it's not bad. So looks like you're getting two calls. 12 clicks impression. Oh, I see there's more information. I was like, this is not everything, by the way. This is like the kind of easy version of Google performance. If you go to the actual ad manager, you'll see better graphs and more complicated stuff. It's a little harder to read, but it's more in depth than just this click here. For example, I got to do the math in my head. So for example, what I'm doing right now is okay, 2000 impressions, 29 clicks, that means you're running about a 1.1% CTR click through rate.

Which is not bad. So that's not bad. 29 clicks, you're paying less than a dollar per click. Not bad either. So based on just this very limited data, I would say these are decent campaigns. This one is much more wide. I would imagine this one is going after keywords because it's, you know, massive amounts of impressions of the course of the whole year versus these other ones. You were getting like 2, 300 impressions. This is massive amount of impressions. Great cost per click, great CTR spent $5,000. So I would expect again for the, for this to just like break even. I'd be expecting at least $50,000 worth of new work to come from this. A 10x is very much an approximation, but usually just to break even you need to be able to get 10x multiple on revenue or on marketing dollars. So $5,000 spend. Typically again there's so many variables in terms of what services you're offering, things like that. But typically I see a 10x being where you just break even. If you're able to get above that, that's usually when you start to become really profitable and your cash flow is much better. You're able to recoup the cost of marketing much faster.

So those all look pretty good.

Okay, so yeah, here's the breakdown. Total gotcha. Yeah, so your click through rate being over 1% means that they were.

As a rule of thumb pretty good in terms of the creative, the text, etc. I don't know if you ran the ones that we ran on from dumb for you ads, but the vast majority of marketers will say anything above 1% CTR is means you're targeting like the creative, the text, etc. Is good, the targeting is good. That's on point, the timing of it, of whether or not your offer is right, whether or not, like what I saw last year that I was really mad about is people spending money on ads like their CTR was great and everything. Like 2, 3% drains progress and they weren't taking any leads like they're, they usually would get to their website and like we are not taking new estimates like what in the world are we doing so based upon that limited information I got there? I would say that the.

CTR good, anything over above 1%, I usually give a pass on. When it gets under 1%, it's like, okay, is it winter? Maybe I'll give you a pass. If it's under 0.5%, I would be changing your creative out, changing out your text. I'd be changing out the pictures in the video. The thing about Google Performance Max is because it optimizes all of that. I've rarely seen them go under 0.5% of CTR click through rate. So.

Logan, also, could we have a mowing banner at the top of the website?

Oh, I see what you're saying. Like we're now accepting mowing customers. Kind of like we do for winter or for fall cleanups and stuff. Yeah. Let me just make a note here.

See this goes on to the week list because it's Friday. Okay, so this is going to be.

Banner for alc site for mowing.

Media. Boom. Cool alert. Thank you. All right. Yes, that can be done. All right, I think that's all the questions we had on there. There's one that came in on Facebook.

All right, can you can use reminders when it comes to Apple to Android, or is it Apple to Apple only to share? If you're going to share the reminders with someone else, they have to have an iPhone. Would you pay for your GM's phone when they got that promotion and buy them what is most compatible with what you have? Thanks. I would not. I don't think it's that important to me that they share reminders, app or calendars. In terms of the iOS vs Android debate, I wouldn't, I don't think it's worth a thousand dollars and I don't want the liability of what they're doing with that phone outside of work. So I don't do that. But anyways, I think that's all we had. Happy Friday. Hope you all have a fantastic weekend. Next Monday we start training at command center. I think each week is like eight people coming in throughout. So basically February is big time training and then we should be ready for March for spring rush. It's going to be great. All right, everyone, hope you have a fantastic rest of your week end and we'll see you on Monday. Take care.