S2 Ep 15: Stop Running Marketing Funnels That Don't Work

Welcome back everyone to the podcast. Today you're about to dive into a training that Richard did recently called How to Stop Running Marketing Funnels That Don't Work. That's right. He's going to give you 4 ways that you can be confident that the funnels you're running are working and the funnels that aren't working, you're either going to fix them or dump them. So let's do it.

Welcome, everybody. We're talking about stop running marketing funnels that don't work. I'm going to share with you some of our biggest mistakes that we have done in this space, the biggest mistakes that we've done in this space. And I want to give you some strategies that we've learned that we do all the time now to ensure that it doesn't happen again. We wanna make sure that our marketing funnels, where we bring our leads in, are actually working. You may be sitting here going, yep, they're on and off, I don't get many, or I get a lot and they're just no good, nobody picks up the phone. We are talking about the marketing funnels, and this is gonna be an easy strategy for you. I'm gonna share with you the 4 things that we have done to eliminate this problem coming up, because this problem is generally the issue why we can't keep growing our membership base, why we can't keep growing our clientele. If this is an issue for you, this is something that you do want to listen to. I'm Richard Toutounji, and in this episode we're going to deep dive into that. Something that happened to us Happens to us now and again, and it happened a lot in the past when we didn't have this system in place. And so I'm talking about— this is something

that— Welcome back to the podcast. Today you are about to dive into a training that Richard did recently called How to Stop Running Funnels That Don't Work.

A lot of the best business owners are just shooting things out hoping things will work. So if you're a really good operator in your fitness business, Some of the times we just hope that our marketing works, and but hope marketing is not a valid strategy to continually grow our business. Pardon me. What do I mean by that? Well, if you're relying just on referrals now and again, or somebody refers a client to you, and it's like, oh my gosh, I had such a great week of sales, but then the next week after that, is just like average or plateau. We see this all the time. We've done it so many times. We think that because we had a good week or a good month, that will connect to the next week or month. Does that make sense? Let me know. And I call that hope marketing. Again, hope marketing is not a valid strategy to make this work. So you may have heard me talk about these 5 marketing funnels. We know what's the five marketing funnels. I also call this the the water tanks. I recently moved up to Sunshine Coast, and we've got water tanks here. And the analogy is that if I've got water tanks that are empty, I'm going to go in panic mode. If there's three tanks are empty, this is this is high stress mode because you don't have water. It's the same thing with your business. If you don't have leads. You don't have water in your business. And remember, fresh leads equal new clients. And if you don't have any regular parts of that, it's kind of like hoping for the rain to happen, hoping that something will happen. So I want to talk about here what funnels are working. So we've introduced this concept that we call the monthly optimized days. Yep, that's right, the monthly optimized days. And I'll tell you what happens in these monthly optimized days. These are— these monthly optimized days are pretty much the foundations of growth. It's the way that we can always understand where we are at at every month, and then what we need to adjust. Now, the times that we've missed these monthly optimized days, it's because of a few reasons. One, We got too busy on just servicing. We just thought, you know, this is a good month, we don't need to do this, things are rolling through. And then after that, things adjust, things change very fast. And so we kept it, things were okay. And so you forget to have these monthly optimized days, because they're not a priority in your business. However, monthly optimized days are the biggest priority that you need to change in the way that you run your business to ensure that you're running a consistent process to generate leads and inquiries and not a hope marketing strategy. So these are 4 things I want to take you through, simple concepts that if you implement in, this is going to have a direct change on the way that the amount of leads, I should say, And this is the important task. We do talk about brand a lot. We talk about personality, credibility. When we are talking about marketing funnels, my concept is have 5 acquisition marketing funnels running at every time. So 5, that could be an SEO campaign, it could be a Facebook campaign, it could be an organic campaign, it could be social media campaign, it could be a referral old school campaign, it could be a flyer drop campaign. It doesn't matter what it is. The question is, is it working? And if it's not working, we need to adjust. So number 1, 1 day per month where you review the last month's effort. Now I recommend putting this day somewhere towards the very first or the end of the month. So I would be putting the Friday, the last Friday of the month, you can review the stats, or you can do it very early the next month to review the stats from there. And block some time out here to look at your last month's efforts. I would always have it the same time, same time every month, and know who's going to be involved in that meeting. It could just be yourself. It could be your report of Facebook. It could be whoever's helping you with the marketing. Could be your business coach. And you go, that's the time that I want to review my last month's effort. That's number one. Number 2, We want to list all the marketing activities you did, and most importantly, the result. Was it awareness, brand, or more leads? So, so that marketing activity, what was the outcome? Was it generate bigger awareness so people know who you are, know, like, and trust you? That's number one. Number 2, was it, you know, more brand getting in the marketplace in a specific niche, or was it more leads? So sometimes brand can also bring up conversation. Was it more leads? So basically list all the marketing activities you did and what happened. And literally just list them. I did a flyer drop. I did a referral campaign. We did Facebook advertising. And list all the campaigns. And then write in how much you spent, the results you got, the conversions, and so forth. And number 3, identify the opportunities and blockages here. So once you go through the stats and you say, okay, well, what are the opportunities that we thought we could double down on? Was it partnerships? Did that work? Let's go double down on that. Was it Facebook ads? That work, right? Let's get that working. Or didn't it work? And we should get that working. So focus on where the opportunities and also the blockages that happen. So you, you're going to see opportunities every month from the work that you did the previous month. It's like sowing a seed, you're gonna say, okay, that's great. But something came up here. So focus on where the opportunities and blockages are. Number 4, then which is the most important thing, you wanna experiment for another 30 days. So treat everything as a 30-day experiment. And you wanna try a new funnel. And I use the word try. So for us to get movement, we don't wanna overthink things, especially marketing. Marketing's about attention. Marketing's about tests and trials, making fast decisions, and moving to the next concept. So you wanna try a new marketing funnel, try a new strategy, new tactic, what you've identified, test it out for 30 days. Give it a 30-day test, give it a run, and see, did it work? And a lot of the time, if it didn't work, it might be just that it was executed poorly, it didn't have the result you wanted to have, maybe you didn't put the time into it, and just review it. And so that's how we focus now every single month. And I'll just repeat these. Number 1, One day per month where you review last month's efforts. That's number one. Number 2, list all the marketing activities that you did and the result that you've actually got. Remember, was it awareness? Was it acquisition? Was it just generating leads? Number 3, identify the blockages and the opportunities. Why didn't something work and what's the opportunities? Don't look, go, ah, I failed, didn't work, let me just stop it. No, identify why. And then once you do that, you want to experiment with a new or existing funnel and double down on that over 30 days. Remember, you don't— it's hard to go for 5 things at once. But you work one, you make it work, you test it, that goes into the process, and then you get the next one after that. So that's exactly how this process works. And again, we don't want to run marketing funnels and hope that these things worked. We may have ran these years ago, 10 years ago, 2 years ago, 6 months ago, and they worked, but it doesn't work now. Marketing is changing at a very fast, rapid pace. Why? Because of digital, because of especially COVID, more people are coming through the online sector, more competition in the marketplace. So stay current in what you have to do. Set the day in your calendar, the day that you're going to review your monthly optimized days? Call the monthly optimized days the MOD. The MOD. When are you going to review that? Put it down and let me know how that works for you. You're going to identify and you don't have— and by the way, you don't have to be a marketing expert or genius to figure out, well, I ran Facebook ads and it actually delivered a result or it didn't deliver a result. That doesn't require genius for that activity to happen. You ran a referral campaign and you actually got clients in, or you didn't get clients in. And if you did, work out how much it costs to get in. I had a client the other day, just yesterday, and they were spending $10 a day on Facebook ads, running an offer of $97 trial. They said to me, I've been running this for approximately I think it was a week, week and a half, and I've had a whole bunch of inquiries and I've made 3 sales. And we identified how much it actually cost to make those 3 sales. It was $150. Must have been 15 days of running this. Generated 3 paying clients, and there's a few more on trials, a few more on inquiries, I should say. And those paying clients equaled $300. But the spend was $150. And she sort of said, well, not a huge amount. But I said, well, hang on, you've doubled. You've actually made money on the front end of your Facebook ad. So that's a massive success. Again, the numbers might not seem huge, but again, if we do that every month and we have 5 funnels running, the numbers add up. The numbers add up. Team, so I hope you've enjoyed this episode. Go and make it happen. Go and adjust your business and make it and make the business work for you, not against you. Guys, just lastly, we have an immersive event coming up, the Common Mercy. We run this three times a year. The next event is coming up in just a couple weeks on the 25th and 26th of November. It's a two-day event. We have some of the best speakers in the world coming. Sam Cawthorn, international speaker, and he he's. His whole focus is how to actually move from, you know, being pushed behind, having the worst time of your life to actually flipping it entirely and making the next stage the best of your life. And he's done that multiple times. He's going to share his process, how that works. We've got Matt from Zip Leads coming on. He's actually going to talk about which parts of your membership cycle where you will actually get a plateau effect and why you get the plateau effect and how you can actually bounce past that plateau effect. And the whole comm team is there. We've got about 3 people from our comm ninjas and they're gonna share some of their geniuses concepts they did to love their business and love their life. I am pumped for this event. And of course, we've got a whole bunch of other fun things. We're running also our yearly awards at that event as well. That is going to be outstanding. So team, I'll catch you next time. Bye for now.