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Transcription – Greg Cassar Show 111

Chantal: As Australia’s leading digital marketing business coach, Greg Cassar, is an expert when it comes to online conversion and lead generation. Having run several successful online consulting and e-commerce businesses for the past decade, Greg is now a sought after business coach and mentor for those wanting to optimize and ramp up their online businesses by laser-targeting all aspects of digital marketing. Greg is joining us today to chat about Pay-Per-Click Advertising for fitness business owners. What it is? How targeted you can get? And most importantly, what are the steps to getting started. Hey Greg, welcome along to the show.

Greg: Hey Chantal, thank you for having me. I’m very excited! We met on an airplane, of all places, on the way back from the U.S. and then exchanged info and ideas and that kind of stuff. And I love what you’re doing with the show and the amount of people that you helped and it’s really cool to have me come along, thank you.

Chantal: Thank you so much Greg. You probably don’t know this but after I met you on the plane, I did a show, which was all about it my experience at IHRSA and the highlights and all that type of thing. And I mentioned your name because I was saying how amazing it is when you go somewhere for a conference and you go to learn stuff from the speakers but I walked away from IHRSA this year and what I got the most out of was the people that I met and you’re one of those people. I mean, what are the chances of getting allocated a plane seat next to someone, someone like you, that can come on the show with all of your experience and add value to our show and to our listeners. So, I felt just so lucky 

Greg: Yeah, that was really, really cool. And also on the same row, we had Tom Breeze, I think he was on your show – a world class at YouTube guy. So, we just had such a smart row of people.

Chantal: It was awesome! Our first question that we like to talk about is the way that you can either use systems or apps or rituals to stay on top of a work load. And I know that you’re entrenched in technology, so, do you want to share with us anything that you use or recommend for staying on top of a busy work load?

Greg: Okay, one of the things that I’ve spoken with you about before is how I manage my time? My diary I guess is one of the key things that I do. So I work on my business in the morning and then I work in my business in the afternoon. I use a tool called “Schedule Once,” which allows my clients, my collective members, most of my members to book into my diary in the afternoon. But then I know that, like all my morning is free and I can basically work on stuff. Because we’re working on a whole bunch of stuff like, whether it’s importing or e-commerce businesses of our own, as well as the business coaching and mastermind stuff we do with our clients. So that’s really one of the main things I do.

And another really really cool thing that I use Evernote and just take everything I learn I just keep putting it in there. And Evernote becomes like a Google search

of my brain, of all the things that I’ve learned. And I think that becomes really really cool in that it’s just like a pointer, I don’t really need to remember everything; I just need to know how to find stuff. So these are really really cool tools that I use. Obviously, the way that we build pages with Click Funnels and the other things that we use tools like Infusion Soft , they’re kind of like the main tools that we use within our business.

Chantal: Greg, when you said it “Schedule Once”, I have to tell everyone, “Schedule Once” changed my life. Oh my gosh…Especially for me, because I’m always well generally 90% of the interviews that we do are with our American guests, and so, “Schedule Once” gives you the opportunity to basically say: “Here’s where I’m available, choose a time that suits you.” And it doesn’t matter what time zone you are in at all corresponds.

Greg: Awesome! And then it comes through to your Google calendar and through my Mac and so it’s just so so easy. Yeah, it’s a great win-win. And it avoids that whole to and fro if you’re available at this time, you’re available at that time

Chantal: It saves so much time.

Greg: Yeah, it’s great. And I’d like to say, I can even preserve my mornings and I come work in the afternoon. And that way I know, like I said, I do the “Mr Mum” thing in the afternoon. So I’m really working on lifestyle creation as well. So, I now knock off at 3 in the afternoon. I go pick up the kids from school and I play with them in the park and go bike riding and surfing and that kind of stuff. So, it allows me to preserve that, which is great!

Chantal: That is so cool. Listen Greg, what I thought we’d start off with today is I think that sometimes, if you’re not an experienced digital marketer, I think the whole world of online marketing and Pay-per-Click can all be a little bit of confusing. So I thought we might try and break it all down and perhaps, start with the absolute basics. So do you want to explain to us, what is Pay-Per-Click Advertising and why should we be considering it as part of our marketing mix?

 

Greg: Okay, great question. Yes. Pay-Per-Click Advertising, the title of it really says what it is, basically it’s an advertising method where instead of just paying, you think of traditional medium you put your ad in the paper or you put your ad on TV, we’re going to pay for it, whether someone sees it or not, you had to pay for your placement. Where it’s really changed with Pay-Per-Click Advertising, when you only pay for your ad if someone actually clicks on it. Before, with traditional mediums, where it was really very broadcast based, so if you want to put an ad on a radio, it goes out to everyone listening that day.

Or you want to put an ad in the paper, it’s everyone, but out of those people, how many are really relevant to you? Whereas these days, you can put your ad just in front

of the right people. So for example, with Google search, you can put in front of the people who are looking for gym. Or that kind of stuff or you can put in front of people who your exact Avatar. So meaning, you’re advertising on Facebook, it could be for example people within a 20k radius of you and in between the ages of 18 and 36 and you know the exact demographic, you know that kind of stuff. So, it’s just a more efficient way of advertising. And what’s happening actually over time is Google and Facebook, they’re becoming more artificial intelligence engines. So no longer do you just have to pay on a Pay-Per-Click basis, this is more advanced, but as you get more advanced in that marketing, you can actually let Google and

Facebook find clients for you. You can say, “Okay, give me, there’s a thing called CPA, which means Cost Per Acquisition.” You can tell Google and Facebook, “give me

as many twelve-a-dollar leads that you can get me and that kind of thing.” So, where as traditionally, you might want to pay a dollar-per-click, that kind of thing or two dollars-per-click, but yeah, over time, you can let those artificial intelligence engines find leads for you but that’s a much more advanced strategy.

 

Chantal: Wow, that’s incredible. And needless to say, for those who own a fitness facility within the specific suburb or one or two of some of these then, of course, Pay-Per-Click Advertising as you’re talking about, allows us to be that much more targeted and we have a lot less wastage than what we do with traditional

advertising avenues.

Greg: Yeah, great. We’ve worked in this space before with great success and really like with Pay-Per-Click, it comes out of these, there’s two types of it. So, if you think about search that people were searching for what you do, that’s kind of like the equivalent, like Google is the main one now, obviously, that kind of the equivalent of the white pages or the yellow pages where we used to go-search for stuff. And then you’ve got disruption media, something like the Facebook example. And that is kind of like coffee shop. People are going there to hang out. But if you can put your message in front the right people. Then, again you can get… you can disrupt them and then send them along.

So both work great but they are two completely different things.

Chantal: Can we put ourselves in the shoes of the fitness business owner and perhaps you can give us an example of how a studio owner within a particular suburb. What would be their starting point for utilizing pay-per-click?

Greg: Everyone always focuses on the traffic side but what we have found is if you focus on conversions first then you will get a better result. Is not just all about the traffic. So what I mean is that you should have a site like a website if you are a fitness business. So it could be a whole site with all the different services that you do. But really, it needs great calls to action.

Do you have a 7-day free trial or what is your offer, is it very very prominent and can people quickly, easily find that kind of thing? Because you can send all this traffic to pages. But if it doesn’t have that call to action, if you really haven’t thought about what you want them to take, then it all kind of comes to naught.

So that is why we really need to have that. Or you might be sending them to a landing page, which is just like a one-page that exactly has that offer on a call to action. So we always say ,start on the site and the landing page first. And really, another mistake we see is a lot of people focus on how great we are, but it is really not about how great we are as a fitness business, it is really about the benefits for them, the benefits for the consumer, the individual and the community, who wants to change their results. So really making it about them and the benefits for them and having a great call to action and that kind of stuff really makes a difference.

So assuming now that you’ve got a great website or a great landing page that you are going to send traffic to. It’s kind of like the road map of what we would do from, you can think about pay-per-click business. The first thing really we would focus on is search because people are already out there searching in your geographical area and already know what you do. You don’t want to target the whole of whatever state you are in. If you are in New South Wales that kind of thing. You really need to figure you what geographical circle are they in. And most fitness professionals would know that their customers come within, might be different for every individual business, say, 15k, 20K’s that kind of thing. You want to advertise within that. We talked about Google from a search point of view, there is one main advertising platform called Google Adwords.  And what it allows you to do is it allows you to think about, what role does search terms, they call them keywords, that people are searching for and if they’re searching for this that I want to show them and ad and so those are the ads that turn up on top of Google.

And they are like what you are talking about, pay-per-click. So, if someone is searching for a gym or bootcamp or something. I can show them an ad that pops up on top of Google then click on that it goes over to a page specifically about that product or service and it has a call to action in there. So, you’re showing them a relevant ad to what they’ve searched for and you’re sending them to a relevant page. And they can click it. Ultimately, you would either get some phone leads, which is more powerful when you want people to fill in your forms. The reality is it is a little bit more complicated than most businesses can set up on their own.

So Google has created this thing called Google Adwords Express. So what I learned from this is you can set this up yourself in like 10 minutes. So how Google Express works is you just type in Google Adwords Express and it will pop up and it will say, find your business or like on the map, that kind of thing. So you’ll find your business and you’ll say what type of business you are. So you might go down and say that you are a gym or you might say that you are a personal trainer. Whatever it is that you say what type of business you are, and they will say, “What geographical circle do you want to cover?” And then you choose like15Kms, 20Kms that kind of thing. Then tell us your budget, how much do you want to spend a day on ads? And then you’ll say, I’d be happy to spend 15 bucks a day on ads that kind of thing. And then they’ll say, write one ad, like a headline or two lines of text. And then you are putting your web address or the landing page address. And that’s it. They’ll say, they basically approved your ad and then they’ll start bidding for you and they will start putting your ad on top of Google and that’s just like a quick and easy way and that really generates business for pretty much any business that is working on that small geographical circle. And what I love about that is you don’t need to bring in a specialist like us or whatever to make it happen. Obviously, if you do go to the next level, when you want to take it to the next level, then getting a professionally designed Google Adwords campaign is going to get you more leads but there is no doubt about it.

Just doing that Google Adwords Express would get you far more leads than if you’re not doing it. So, I love that strategy, quick and easy. You can do it yourself and if you are not sure how to do it, you can either just go to YouTube and you can just type in Google Adwords Express tutorial and someone will show you step-by-step how to do that.

Chantal: That is such a great suggestion. So Google Adwords Express is what we need to look out for. And I just want to go back to that first comment that you made Greg in regards to how important it is that we have our website right. In order to make sure that when someone does actually click through. They do actually land on your website, and that they are not just landing and looking and that they’re actually landing and taking and action of some sort. So, can I ask you, in your experience, what is going to be some of the most effective calls to action?

Greg: The real answer is “test and measure.” So, one of the greatest ways to become a marketing expert is just to ask your client and your prospect and they’ll let you know. I’ve seen people become upset if they do something and it doesn’t work. But if you do a marketing campaign and it doesn’t work, really it is just feedback that you’ve got back from the market. Yeah, they didn’t resonate with that. So what I’ll think about is let’s say for example you are a gym, what are the different offers that you could do.

So whether it is like the free 7-day pass. That one we’ve proven really really works. I think you would find a lot of people use that but you don’t want just that. You just got a lot of calls to action on the site, so because these things are not just on laptops or desktops, most days people are not going to find you on a mobile, so having like a

click-to-call is a great thing

Another thing that not many people think about it “Got questions? Send us a quick text.” And you can have that on a button and they can send us a quick text and people are happy to talk and they are happy to talk these days and it is not really very threatening it is not really saying give us a quote or that kind of stuff, and four magic words that we’ve used over and over again is “How can we help?”

Again it’s not “Give us a quote” its just “Got questions, how can we help?” Then that might pop up to what we call like a lightbox where it kind of makes the website a bit dark and it pops up and has a form over the top and it might say your name or email, or mobile, how can we help? And people might write in saying, oh whether you guys open in the morning? Do you open at night? Or whatever those kind of things. But you’re just engaging in a conversation. Because ultimately what we want to do is we want to take website visitors and we want them to get them to raise their hands some way and we don’t really care whether they take up the free class or whether they inquire online or how can we help or whether they text us or whether they call us, the more mediums that we can have, the better in that regards.

So that is kind of the main stuff that we do. Also, think about those calls to action, make sure that they are on top of the page, so what we call above the fold, before you have to scroll down, and also include them at the bottom as well. Because otherwise people scroll and when they get to the bottom, and they either figure out what to do next, we don’t want them to click that back button. What we want them to do is take one of those calls to actions. So, these are one of the main ones.

Also, using video, like if you can become genuine and just talk exactly like what you and I are doing right now. But a lot of people are afraid to get in front of the camera but I think sometimes you just talking for genuinely about what you do is really really helpful. Just like getting a video on there. You can get a professionally produced video that is obviously better, but people who are scared about that stuff, often is because they are inwardly focused.

They’ve been thinking about me. But I think if you are scared about being on video, then think about, the product of the service that I’m doing, is it really going to help people? Is it really going to impact people’s lives, If the answer is yes, then you’re doing them a disservice by not selling it to them. So be confident and put yourself out there. And be outwardly focused on, you know what, what we do really helps people, so let’s put it out there rather than focusing on… I think everyone gets that anxiety and annoying negative thoughts of am I good enough or am I presenting well enough. Although, we are not any of that any kind of rubbish, push past that. Get the video on there. I

It is real stuff that people really come up with as well. Like that “Am I good enough to be on the video online or any page.” If in doubt, just give it a go because people can see you real and they can relate to you more than just a name or famous brand sort of thing.

Chantal: And you find that is the situation whether it may be “Facebook Live-ing” while we do this, so having a video on your landing page, doing your Facebook Live in your website is it in all situations your feel like video is a strong connection tool that you can actually have with your customers?

Greg: Yeah, absolutely, whether it is from the advertising, we’ll move over to Facebook in a moment like for example in Facebook Ads, video is really powerful.

We can use it in all aspects, whether it is like from the initial advertising whether it is from Facebook or whatever, the landing page. But they’ll say, for example, either they take the call to action and they filled in for your 7-day free pass or something. When they get to the thank you page, it will be great to say, congratulations on your initiative, for investing on yourself, your health and your mindset, whatever the best thing you’d got.

Here’s what’s going to happen next. You’d get this sent out to you via email. You need to call me in the next couple of days. So you just guide them through that process. So video is just so so powerful and people’s bandwidth is getting so so much better.

Chantal: Great suggestion. I wouldn’t have you on the show without probing a little bit further into your areas of expertise. Maybe share with us if you are thinking about fitness business owners out there and where should we be active, and obviously we’ve touched on pay-per-click. But in your experience, what sort of advice would you give to a fitness business owner as far as their digital marketing mix is concerned.

Greg: Yeah, from a strategy point of view, I would add Google Adwords Express, I would add Facebook Advertising, and I would also add remarketing. So, if we now unpack those next two. So what is good about Facebook Advertising.

What is great about this is it has really revolutionized advertising in that you can really get laser targeted with your people. So you go to Facebook ads manager. So, it is just within Facebook. It is very point and click. So, you can create your first ad without being very technical which is great. They’ve done a really good job on that. So then you’ll say what type of campaign you want. Really, you want to probably say, I want people to really want to click on my website.

And it is kind of the best one to get started with. There’s a whole bunch of other options but let’s keep it simple. People that click through on my website, and then they said, ok do you want to target. And you can say, I want to target people, you generally knows you’d advertised, so it would know the right age, the right gender, it might be interested in certain things.

Whether it is weight lifting or they are interested in fitness, even if they are motivational people whether they are just tagging you with something, but you are just going to figure out who are the right people, but sometimes actually within small communities, if you only got like a 10Km circle or something, I would actually just choose whether it is both male or female, and the exact right ages, and I go blanket, and then go broad, because you don’t really have many people to target.

And then once you’ve got that, where do you want us to show you Ad? Do you want us to show you at the side of Facebook or in the newsfeed? And generally, the newsfeed one is best which is what people are scrolling through but it is okay to do both and then it will say, let’s create an ad. It will say, do you want an image or do you want a video? Video is more powerful than an image but image is a much easier way to get started. Then you just write a bit of a headline and a link across to your site. You can even put a button there that can link across your site and have a call to action there. Come along and try this out for seven days and we use that example again or whatever it is.

But it is really just about things to get them disruption in their day and for them to say, yeah, that is really really cool. Other things that you can do, is for example you can put up video into the community. So, whether we do another type of Facebook view adds where we finish videos and then we just push them out our exact target market, and that just allows you to be a thought leader and really achieve the thing that you call Facebook video view ads and it only costs 2-3 cents to put your video in front of an individual person. It is an amazing strategy. Even just today, I was working with my operations manager and we’re mapping out our traffic strategy, just refreshing it and like what we always thought video view ads because it is so cheap, you can meet so many people, so quickly and it is just a growing thing that you put yourself out because people have multiple touches with your brand before they get they know you, and trust you enough to then want to do business with you.

So that is like Facebook advertising in a nutshell. You can tune your budget up, like 5 bucks a day, 15 bucks a day that kind of thing. So it is really good like that. And there is a thing called conversion tracking which is basically means you can start to figure out how many people are filling in your forms and to make sure that you are getting a return of investment.

We don’t want to just do this blindly, you want to make sure that we are spending money that we are getting leads from it and then know that we are closing those leads in turn, whether it is members and you know all that kind of stuff. They are kind of the two traffic sources work really well in this space.

And there is another piece we add-on which is called remarketing and this gets a little bit of geeky, but I’m going to really try to keep it really simple. So remarketing, if you think about it, most people if you think back about 4-5 years ago, if you hit that website, and if I didn’t call you, if I didn’t buy something from you, or if I didn’t fill in a form, effectively, I’m gone. And then you’ve got no way of touching base with me again.

But there’s this technology that Google has and Facebook has it. You can put a little bit of website code on your website and your developer can do this for you and it is called a cookie code or pixel code, and basically, what it means is when people turn up to your website, they are not filling that inquiry form or didn’t call you and that kind of thing, you can now start building a list of this people. You don’t know exactly who the people are, but you know you build a list of whether it is a thousand or two thousand people who has visited your site in the last month

And as they leave and they go across anywhere on the web or onto Facebook, you can now start showing them ads that are specifically relevant to them. So for example, they hit your website and they just hit your yoga or pilates page but they didn’t fill in the form, you can now – as they get over to Facebook, you can now show them an ad saying, interested in doing yoga and pilates? come along to do a free class.

So you just basically have multiple touches with them and we’d call this the 95% rule because 95% of people who hit your website, don’t actually do anything, so you really don’t want to be just leaving it there. You want to get this remarketing happening so that you can have multiple touches with them, because you need multiple touches for them to know you, and trust you.

It is also Chantal, the right message for the right person at the right time. So for example, you take my wife Jules, often when we do kids pickup together or that kind of thing, but she might be the right person for you. She’s got money. She’s working on her health and her fitness, and she actively wants to do stuff. She might think you guys are really cool but she looks at the clock and it is like 3:15. She’s going to run out the door. So she didn’t do anything about it. But then if she then gets back to Facebook later at night, say shes sitting on the couch and then she sees your ad saying, she can get her free trial, then it is the right message for the right person at the right time.

Whereas before, all we had is the right message for the right person. So, by having multiple touches with them. Then you can then get them across the line and that remarketing is the highest return on investment traffic source that you can do.

So meaning, out of all the money you can spend on advertising, remarketing is going to give you the best bang for buck. Because often you are only spending only 7 bucks a day or something like that. It is not very much money and it just works just amazing.

Chantal: Hey Greg, I just want to go back to was it video view ads is what you call them?

Greg Yes, video view ads.

Chantal: So, in the context of a fitness business would you say, that content could be things like tips on warm ups that you can do on benefits of exercise, of staying active. Are they educational videos that are just going out and do they have a call to action or are they just setting the scene and making you an expert on that area?

Greg: Okay, so there are multiple ways of doing it, we always start with that thing that we call the magic wand technique and it is like when you think about our perfect Avatar, the perfect client, if we can wave a magic wand for them, what do they want? Like in our space, they want more traffic, more leads, more sales, more profit, that kind of thing. But it might actually be broken up in to different areas. So if we take the business space, we’ve done really like a lot in this space, and also in the weight loss space.

So one weight loss company, we’ve pretty much took them from 30 million to 40 million in that kind of area. So we know a little bit about this. What it actually is multiple advertising and multiple sub customers

So, you might want to put out video content that is just targeting for example women aged between 28 and 36, who have children who are one-year old. And then saying, you’re going to be doing ads not ads but just content that is really helpful.

So like along the lines of, now you got your baby and chasing him around, that kind of thing. But you really got to figure out how can you juggle your fitness and that… Here are a couple of things on your own time, and then tell them about post baby losing weight.

Or you can target different things about to being able to do another avatar. Here’s a couple of things that you can do. Click on here to talk about baby losing weight kind of stuff and it has a call to action on it, that is actually a cooler way of doing it under social media. But you can have a more direct response here is some helpful stuff and there is a call to action to come along and you know, try this. That kind of stuff. But actually, how it works is we figure out the content in advance, the messages that I want to hear and then we record videos whether it is two or three minutes or something in that. It’s just really helpful, it is not selling, it’s just helpful.

You can have a call to action in the end, and then, like what we did with the Facebook advertising before, instead of choosing clicks to website, we are going to say, “What do you want to do?” We want to choose video views. We want to get as many people watch our videos as possible. And that’s how you get that two to three cents, it’s all it cost for someone to watch your video as opposed to a dollar a click or 30 cents a click or whatever. So, it is just choosing a different objective but it works amazing and I we spoke about remarketing or someone clicked your website, you can then show them ads again, it is really advanced now.

If someone watches your video on Facebook but also after they clicked your website, you can now show them ads again. And you can treat them differently if they watched less than 50%, more than 50%, more than 75%, It’s getting really really geeky but you can see if someone just watched less than 15% of your video or 50% of your video, give them more content. But if someone watched more than 75% of your video or more, then you might want to give them an ad which is all about your free trial or getting them to take action, so it can be as sophisticated or or simple as you want.

But really, for most people, it is just about taking action and getting that “authority site” getting like for example your basic Google Adwords Express, your basic Facebook Ads going out to your exact target market. And then if you need help with getting a bit of remarketing happening. So that when people hit you. They don’t just have one touch with you. They got multiple touches. That is kind of in a nutshell of what we do for those type of businesses and what I recommend that you should do.

Chantal: Can you share with everyone a little bit a bit more about The Collective, about what you do and what type of services that you can actually help people.

Greg: Yeah thanks. We are run a digital mastermind called The Collective and we work with services and businesses, SAS businesses, sellers, e-commerce, business owners. Basically, it is just a fast track. So education, plus we help you implement, so you need a good Adwords campaign, we’ll help you build it. If you need a website we’ll help you built it that kind of thing but we’ll help you build it but we coach you and mentor you along the way. So that is why people are getting amazing results because by helping them, whether it is mindset or whether what’s strategy or what to do next, we actually had a team that helps them implement it.

We’re probably not so good with small businesses. I think we generally work with businesses doing between half a million and then after that after 150 million space. So anywhere kind of in there. So we definitely are not really so good for the one man show probably. And it is because really of price point where I am lucky and I’m at the top one percent of my industry. But when I say lucky, all lucky is labour under correct knowledge. So I think you engineer your own luck. Like what you are doing, when we met, you hopped on the plane to the U.S. and I’m learning stuff and I was plane on the same day I think so you are very switched on Chantal, you are engineering your own luck as well. I think that is basically what we do. So our website is collective.com.au and we also have a bunch of free content at salesforprofit.com which is our podcast that we’ve talked about all digital marketing stuff and how to get more traffic, more leads, more sales, more profit that kind of stuff.

Chantal: Well Greg that is great because you’ve given us for those people that are listening that are kind of the one-man band and the smaller studio owners, you’ve given us so much information that they can go about and do all of those things for themselves. For those of you that are listening, that in the larger business size that do need a little bit of extra help and want to get into the geeky area of it. You said it, not me.

So Greg, it has just been so valuable having you on this show today. Are there any last tips or pieces of advice that you’d leave us with toda

 

Greg: Yeah, I was thinking to just be a student of sales and marketing and one thing I’ve found out is the more that you learn about marketing, the more money you make as a direct correlation and don’t be afraid of selling. Some people think that selling is a dirty word or that kind of thing. But like I talked about before, if you are genuinely helping people then don’t be afraid of sales and marketing. Just be a constant student of it. And don’t be scared of the internet as well. Because a lot people say that I’m not interested in that or too hard or whatever. But the thing is, it is not going to go away. It is going to get bigger and bigger and bigger. So, the more you can learn about this phase the better, and the more money that you are going to make.

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