Do you know how your marketing efforts are performing down to the dollar for your roofing or solar business? Are you keeping track of the most important KPI’s for your business? If not, it’s about time that you do..! In today’s episode I discuss why It’s so important to track everything and how you do targeting on social media to generate high-quality and exclusive leads that convert! That and much more, tune in! For more information click the button below!
This is what we cover:
- Why you must know your numbers.
- How to do targeting on social media the RIGHT WAY.
- Why you MUST control the perception of your company online.
FULL VIDEO TRANSCRIPT
This is how you get roofing or solar leads that are ready to buy.
Hey guys, Max Perzon here. And if you've never seen me before, I help both roofing and solar contractors to get more leads, more customers, and ultimately help them to scale their business to that next level. And by utilizing social media and Facebook advertising together with our online sales system. And if you want to know more about that, you can head over to our website. If you're watching this on YouTube, we search like subscribe and leave a comment down below. What? For today's video, I want to talk about how you actually generate exclusive high quality roofing or solar leads for business that are ready to buy right now. I'm not talking about duplicate, expensive, low quality leads. I'm talking about exclusive high quality leads for cheap prices that are ready to buy right now. How do you get them? What do you do? Let's talk about it.
So the first point that is very important is that you need to know your numbers. And what do I mean by that? Well, when you do direct response advertising online and direct response has been around for a long, long time. You either did direct response advertising or you did branding. The cool thing now in 2020 and beyond is that we can do both on social media, which is very cool, but it is crucial that you know your numbers. It is crucial that you know your KPIs as it's called. So keep it Formance indicators. How much do you pay per click? How much do people need, how much do you pay to acquire a new customer and so forth. That is the most important metric. That is the ROI. You need to be able to track your marketing efforts, um, from day to day and know exactly how much did we spend on advertising, how ma, how many sales did we do, how much revenue did we get in, how much revenue, how much revenue did we get in, and what's the ROI from day to day?
It's so important and to be able to do that, you need to have a advertising campaign built on Facebook for example. You need to connect it to an online sales system that you can track, you know exactly where their leads are coming from. It's not like people are just calling in from everywhere utilizing, you know, TV and radio or none of that nonsense. You want a sophisticated online sales system that you can drive traffic into and that you can, you know, the numbers down to the dollar. So that is super, super important. We, and we do that by building the online advertising campaigns, utilizing direct response advertising. And there's some big names out there from, from the past who really, really talked about direct response or David Ogilvy for example. I read a ton of his books and um, yeah, you can almost hear what it is and the names are direct response.
What's the difference between direct response and branding, for example? Well, when you craft a direct response ad, you have an image you haven't headlined, but you normally have a little bit longer copy. But most important thing is that you have a call to action in the actual ad. So you want the prospect to do something, you want them to uh, to call this phone number or you want them to, to leave their information for free estimates, for example, that what is what we do when we do roofing or solely try to, to want the prospect to take indefinitely action versus branding where you like just have a bunch of images or cool videos and a logo up there and you're not telling them to do anything. You're not, you're just doing it for branding purposes. And up until this point, a lot of people have been like only do direct response and they've been ignoring the branding part.
But the cool thing now is that we can do both because branding is still super, super powerful. They're there. You know, Nike is Nike because of branding and Apple is Apple because of broadening. So we shouldn't ignore branding, but we can mix them both, both direct response and advertising. So that's the first thing. It's super important that you have an online sales system and a marketing system in place for your business that you can track. If you don't have that, it's going to be very tough for you to to scale advertising online or scale advertising at all nowadays. So that's the first thing that you need to fix is an online sales system that you could track so that you know your numbers down to the dollar. And if you want to know more about that, how to do that for your roof and solar contractor business, you can head over to [inaudible] from the [inaudible] where we show you exactly how to do it step by step.
And it's very easy, it sounds complicated, but it's like a plug and play system that you set up and then you can track everything. It's possible. Just make sure to check that out. So that's the first thing. Now you have your system in place, you know how to track it, you know your numbers down to the dollar. Awesome. Now we can scale it. So how do you actually scale it when you have a system in place that you can track, what do you do to scale it? Well, you try more traffic traffic into it and you wanna you want to find people that are ready to buy. You want to find people in your area that uh, that you, that can buy that, that you can sell more easily. Right? And we do that by targeting people on social media. And so how do you target people on social media?
Well, you know Google, which is a search engine, you pay for keywords, right? So you find a keyword in your ear like roofing in your city or solar company in your city. And the problem with that, with the search engine is that so many companies specifically in the roof in the solar industry are doing Google ads and [inaudible] and, and PPC and SEO. So the prices are very high. Um, also the competition is very high. It takes long time to get results and it just, the big massive Yas, which we generate a ton of tire figure leads. And when someone Googles that search term, you might show up, but also all of your competitors show up on the same page. In my opinion, it's not the best venue to go. If you want to do advertising for movements, solar business simply because it's so popular. So why do Facebook or why do social media?
Well, the competition there is so much lowered. Like there's no competition right now almost in the roofing and solar in the team. There's a little bit higher in the solar industry. They are a bit a little bit quicker to adapt. Uh, but it's still like an open field. And in the roofing industry it's, you know, it's a complete open field and a few customers that act that we have that have adapted to social media and have the system in place and start to pump money into generating traffic. We've got some amazing results. You know, one of our customers went from low seven to eight figures in less than 90 days, which is insane. And we have video testimonials from them going from hundred and $30 leads down to, you know, between 20 to $25 leads in the solar industry and other clients of ours and each figure roofing contractor, top 100 roofing contractor, like five years in a row, something like that.
They went from $14 million to $27 million in less than two years and they went from $130 leads to, yeah, 10 to $15 leads by embracing social media. I'm not saying that we're the only reason behind the exponential growth, but now they're only utilizing our system of is with advertising right now and they have left no lead generation sites in a home advisor and all of the, all of these ones behind now they're pumping all of their money in to this online sales sales system that we can track and moving over to social media because the competition is so much lower and so much better. So Google not best option. Facebook advertising a lot better. The um, the competition is a lot lower and we can build those direct response advertising campaigns and actually attract everything here, which is awesome. And we, how do we actually find people on social media then then are ready to buy?
Well, the way Facebook works is that they have a ton of people, right? They have a ton of users. Like in North America, I think it's like 220 million active monthly users, something like that. Probably more in North America I had something like that that right. So they have a huge pool of people and the crazy part is that they have so much data about all their users. It's not just like their name, email and phone number. They know a lot more. They know what websites you're visiting, they know your photos, they know who you're talking to, they know your search patterns, they know like everything, they have access to your photos. It's, it's insane. If you just start to educate yourself a little bit more of this. They have a crazy ton of data about everyone on their user or on their platform. So what they can do now that we have AI and machine learning and all of this is that they can have like robots that can scan their data.
No human can do that. They have like an algorithm that scans all this data and finds an understanding and connects people and it's just insane. And what you can do with that in terms of advertising is that if you know how to build the campaigns the right way and if you know how to work with this algorithm or this machine, if you know how it works and how it thinks, and you can build your campaigns the right ways to this so that this algorithm can perform at its optimal rate, essentially, then you can get crazy good results and you can allow this algorithm to help you and work with you instead of working against you. So the problem and the biggest mistake that most people do on Facebook and when it comes to social media advertising, is that they have no idea how to work with this algorithm.
They feed it to too little data. They know it don't know how to build the campaigns the right way. They don't know essentially how to feed the algorithm enough variations so that the algorithm can go out there and do the heavy lifting for you. Most people think that they have to do the heavy lifting, you know, creating super targeted, narrow, narrow audiences, trying to target as this few portion of people as possible, only targeting males instead of females only specific age group. And that's the totally wrong way to do it. When you know how to do, how to broaden and our pub to targeted area or to have a sophisticated advertising campaign with direct response, we know how to craft your ads the right way, the right images, the right Meadows, and you know how to work with the algorithm. That's when you can find people that are ready to buy right now because the algorithm will go there on optimize.
Everything for it will look at is huge pool of people and it will find people that are ready to buy. So you need to know how to work with the algorithm. So the first thing, know your numbers. The second thing, learn how to do targeting on social media. The third thing is that you need to start controlling the perception of your company online, especially when you do social media advertising. Uh, why? Because you, it's so damn powerful. It's insane. And what I mean by controlling the perception of your company, that's really just the definition of branding, right? So if you're not doing any type of branding for your business right now, why aren't you doing it? And like some people just talk about wrapping their truck or you know, doing some, um, direct mail campaigns or doing some, um, you know, yard signs or something like that.
In my opinion, that's not really, it doesn't even compare to the type of branding that you can do online nowadays. Not a lot of people are going to see your truck triplet, let's be honest, maybe one neighborhood, but not everyone in your state is going to see your truck. Right. And the yard signs, it's like you don't even notice it anymore. And a direct mail campaign, you just throw it away if you're not interested in it. So the way me to do branding and control the perception of your company nowadays is obviously online. Why? Because everyone is watching this thing. 24, seven, three 65. Everyone has like a, a big focus of span. Two things. Less than like a couple of seconds, right? If it's not interesting enough and if it's just a paper, people aren't going to throw it away. Everyone is just so yeah, it's, they can't really concentrate on anything anymore.
Everyone is just concentrating on this thing walking like this all day everyday. So you need to show how to, you need to learn how to create high quality and good branding videos that evoke some type of emotion into homeowners in one area so that you can share those videos in that content on the social media platforms. You want to do that with paid traffic and it's cheap to do branding and retargeting and all of that right now on social media and it's super, super powerful. So don't just create them super high quality branding video that controls the perception of your company and just post it on YouTube and post it on your Facebook page and your, because you are not getting an abuse from that, like organic reach is becoming worse and worse and worse. And right now all the time on social media, but the paid traffic channels is where you want to, that's where you want to put your money to and that's where you wanna put your band on.
It's actually right. So when you have created a high quality video for your company, you want to share it, you want to distribute it, you want to do re retargeting campaigns as retarded taught as we call it, and distribute those branding videos for your company so that you control that. The separate perception of your company. And why is it so powerful to control the perception of your company? Well, just think about it. If you have a direct mail or a direct response campaign and you start to advertise for your business and you start to show ads to people in your area that have never seen your ads before, they are going to be, that are going to have their guard up a little bit. They're not going to trust you 100% they don't know you. They don't. They don't know. If they like you, they don't, don't know.
If they trust you, they don't know who you are. And if you're just trying to get a free estimate from them like that, it's going to be quite tough. And even if you get it, when your sales reps get up to them and meet them and sets the appointments so forth, they're going to have to do a lot of heavy lifting because they now have to sell this feeling. You know they now have to sell, you know, the, the likeability, the trustability and all of that. They have to do a lot of heavy lifting on the spot. And it might be hard to just close that client on when you actually visit them. But if you have done that heavy lifting online and you've done that heavy lifting prior to coming and meeting them, it can be a lot easier for the sales person to actually close them.
So what do I mean by that? Well, let's say someone has seen your brand in videos across the web, on Facebook, Instagram, and on YouTube. Let's say they start to see your face or your brand in venues all the time, it's hype, Alta video, they start to like you, they start to trust you. They get the feeling for the company, they get the, the, the, you know, what you stand for them, some testimonials from clients and so forth. So no. So now they started like you now they have seen your Lord that you have served them a lot of impressions online. So now they start to trust you as well. So now when the sales guy comes out to them, they're actually going to be happy to meet you guys because they already know who you are and the six process going to be a lot smoother, a lot easier.
And you can, instead of just being a pushy sales guy, you can just educate and answer questions and just get that positive feeling in their body even more. And the process, which is going to be a lot easier. So yeah, that's pretty much it. Uh, you know, number one country, know your numbers. Number two, learn how to do retargeting on social media with big data. And, and AI and machine learning and so forth. The third thing is that you need to control the perception of the company with the brand. And when you do that, that's when you just take it to that next level. And if this sounds complicated or like too much or very hard to learn, it's super easy to learn. You just need a step by step process. Having someone, you walk me through this, everything from a to Z, from, you know, yeah, there's walking through everything. It's super simple. When you have someone to show you, you don't need to know anything about social media or at Tyson or anything like that. And we have, we shared a bunch of free training and video testimonials and all of that on our websites, or make sure to check that out. If you're watching this on YouTube, we should like, subscribe and leave a comment down below. So that will be it for today's video. Hope you like it and have an awesome day.