Local Market Monopoly

Clarence Fisher: Hey, what's up? It's Clarence. Welcome to Local Market Monopoly. Welcome back. Hey, this week we're going to share, or I'm going to share with you four proven marketing systems that are guaranteed to grow your business every year. Yes, I say 'Garron ti gar t'. That's from an old commercial. So it's actually four systems that make up, or one system made up of four systems. And it solves the problem of how Google AdWords can work and it can be firing on all cylinders, getting great response. All of something happens and it doesn't work anymore. And then so you moved to Facebook, and then Facebook is working well, then all of a sudden something happens there. Typically Facebook has something or they get in trouble or something and everything changes and your leads dry up. Your business that you've got coming from that dries up. And so then you move to seo, there's this round and round and you're like, I don't know where to be at this moment. We're going to solve that for you.

Clarence Fisher: All right, it's Clarence and welcome to this week's edition of Local Market Monopoly. I'm so glad that you made it because this week we're going to talk about a system that's been near and dear to my heart. It's actually four systems that we've kind of put together as one, but it is how can I say it? It is the stuff I'm , the S T U F F. You could make that grown up if you want to, but anyway, let's get to it. So lemme tell you a quick story. Back in the day, let's say way back in the day about 2008, that's about a hundred years in internet marketing years. So back in the day when I very first started trying to make money online, AdWords was the thing. So Google paper, click, you make an ad, you put the ad up there, you pay whenever anybody clicks.
That was the thing. That was how everyone was making money. So I jumped in there and put up my Google ads and everything was going great until one day they just weren't this thing called the Google slap happened and Google was really pimp slapping everybody, keeping its right hand strong. So can I say that on this? Well, it's my podcast. I can say that. All right. So it was a crazy slap and what it was was you just woke up and your account was shut down. You woke up and everything that you had worked so hard to do to get the conversions going, to get the sales going was gone. So everyone moved to seo. I mean, it was really painful. Seriously, if you can imagine having a business and just waking up the next day and your business is gone, how it was, imagine your business burning down and nobody can work.
That's exactly how it was, okay? Because everybody had all of their eggs into the Google AdWords basket. So after we recovered, wiped our tears, don't cry, try your eyes. We moved on to S E O, Google and seo. the fact that it is still a Google property should have warned us that the same thing would happen years later with algorithm switch. I believe it was Panda. I mean, this is some years later. By that time, I'd been helping local businesses rank their get on first page number one in Google. That was the big thing. Do you remember that? We can get you number one in three days, but number one in Google had to be like 90 days or less. I mean, it was just crazy. So wild, wild West, s e o, everybody moved there until Panda, Panda, Panda, Panda. Again, everyone lost rankings.
I mean, there were people that had accent sites. They were cranking out these little crappy looking sites, but they had high traffic to it. So they were making money. And the same thing was happening in the local space. You'd have a plumber that bought all these different domains and would put up these one page sites to them and rank for those one page. And then when they click the button, they go to the main page. So that's where, and you remember you probably bought a bunch of domains. I probably, I told my wife, Hey, if I go first, just sell all of these domains and you'll be set for probably two lives. So we all had domains. So SEO went out the window. Then her Facebook, Facebook shows up, and we get really cheap leads, really cheap clicks, which we enter this story here at this time, Facebook, I am making quite a bit of money by helping other people get leads on Facebook, particularly chiropractors.
We had a what was that? Insurance companies, I mean, we're getting leads, funeral homes, getting leads on Facebook. And I had been through several storms before. I just told you AdWords, seo, O. And so I began to talk to my clients and say, Hey, this is gravy. I mean this is good. So we should have our alert up and we should be taking about 20% of this budget and testing something else. Take this offer and test something else because I promise you something's going to happen. And without fail, I would get this. Well, I mean, why don't we just keep doing this until, if that happens, I'm like, no, not if when. And then it happened. Facebook changed their algorithm and nothing worked. Lead costs, when we were getting leads for $3, $4 all the way to $20, the inventory, there was that big scare that all the inventory's gone.
All the big guys are in here. So the local guys, there's no room for us. But it got difficult. And what I feared would happen happened. People acted like I'd never warned them about this and pulled their contracts. I mean, it's just part of the thing that happens in my business. It's no big. In the very beginning I was like, I'm going to jump. But year after year after year, it happens because I know this is going to happen as well. It's going to come back around and more than likely we're going to get the contract again. But in thinking about that, it made me think, how do you get ahead of this? I mean, I was telling my clients we need to do something else, but I didn't really have a plan. We were just going to test that something else until I ran into a guy named Mike Koch.
I got to give Mike credit for putting this on my radar. And it's called the R four marketing system. And what we started to do was think about things not as promotions, but as systems. Systematic marketing. So if you can create systems, and I started looking around and there were some other big guys in the local space that were talking about marketing systems and how marketing systems will outperform promotions, these one-off promotions every single time. But what's a marketing system? But I'm about to cover, if you go to clarence fisher.com/one, it can be the number one or you can spell it out one because you're super du smart. Either way you can download this worksheet here, this example that I'm giving you. But if you build the systems, what happens is it doesn't matter what these ad networks do, it doesn't matter who's in and who's out, you're going to win.
And so we started testing this client after client after client testing it on ourself. And if you want to become omnipresent in your market, this is it. Okay? So pull up your sheet there, clarence fisher.com/one. It's free. You don't have to put in your email address or anything. Just go get it and follow along. You see on the bottom there, the base of this, well, it's a triangle in case you're driving. Okay? And you have to get it later. I'll tell you, it's a triangle. This pyramid. And on the bottom, the biggest widest part is your reputation. So let me ask you, do you have a systematic way of building your reputation in your market, online, offline, wherever it needs to be a system. And the reason I say a system is because if you're anything like most of the businesses that I talked to in the very beginning, for sure, your reputation is basically, I don't know.
Hey, yeah, we get some Google reviews, but are you putting out videos, answering questions that people typically have? Are you putting out video testimonials? Are you doing this in a systematic way? Does your front desk know that When someone calls and says, oh my goodness, I just love what you did for us. Do they snap in action and say, Hey, can we get that testimonial if nothing else in rioting, but I would sure like to whip out my phone and take this testimonial right now. There's other things you can do, but it needs to be systematic, okay? Because what happens right now before anybody picks up the phone and calls you or they click through, they look at your reputation. So the reputation is the bottom. So we create that system. And by the way, if you look at all four of these systems, just putting one of these systems to play in your business can grow your business by about 25% in 12 months.
Just one of these systems. So imagine if you stacked them, okay? Now, if you move up a little bit to reach, this is making sure more people know about you today than did yesterday. That is the, I coined that when I very first started my business and I posted it on the wall. Make sure more people know about you today than did yesterday. Since then. There's like tons of people to say that. But if you know somebody that said it before me, just let me know. Okay? And I'll give you the credit, but I think it was me, . So make sure more people know about you today than yesterday. And this is typically where people start. They typically start with the Google AdWords, YouTube, what is it? Facebook, LinkedIn, Twitter, all of these things to reach out. But I want to encourage you to build your reputation first.
Cause what happens if you're reaching out, but people are coming back to, you only have three reviews or four reviews and two and a half, three star at that. They Google you. There are no videos that are popping up showing you as the authority, the expert in what you do. Remember I said people are going to look at your reputation first, but let's say you're getting your reach system, your Facebook marketing system, that's not your one-off promotion. That's creating a content calendar. If you're going to do promotions, do a promotion calendar, a marketing calendar that is going to tie Facebook, AdWords, YouTube, LinkedIn, everything together. Your newspaper, your billboard. If you're doing newspaper, I'm not just totally, I'm not going to be a newspaper hater or cable TV hater that I think Facebook is cheaper and more targeted than television, but you could be doing all of this.
The point is, it needs to be done in a systematic way and get the system going. By the way, you can start wherever your Bob or Jane, wherever your profile, your ideal client, customer patient is, start there first. If they're all hanging out on Facebook, start there first and then remember what I said, don't stay. Don't just stay there. Then start adding other mediums, other channels, okay? So now you have your reputation system going. When you go open up the office, when you go to the practice, when you go to the shop, people are leaving your reviews, people, you're getting testimonials, they're seeing your video, you, all of this stuff is happening now. You have your reach system going, more people are knowing about you today than they did yesterday every single day. Now we move up a little bit and we go to repeat sales.
A lot of people that I know just expect for repeat sales to happen. We're just going to do a great job and they are going to think of us next time. Well, the problem is though, there's like five or six different competitors that do the exact same thing that we do, and they are always trying to get our customers. I mean, they were trying to get new customers, new clients, new patients. I mean, they're not necessarily just trying to get ours. Maybe in some cases somebody's got a vendetta against you, but for the most part, we all share the same clientele in the market. So in order to get repeat sales, I want to encourage you to look at implementing an email marketing system. You can use. I mean, we use Active Campaign a lot and refer Active Campaign. And full disclosure, we are a reseller of Active Campaign.
We also use Infusionsoft within our business. There is also, drip is kind of more e-commerce. Now, convert Kit is one that I'm hearing a lot about. Constant Contact. I know everybody thinks use Constant Contact if that's all you have. But I'm telling you, , use what you have. Okay? I think my response to that just said everything. But anyway, get your email marketing in check. And this is going to tie back into your content calendar, into your promotion calendar, the email you need to be touching base with your people once a week. And I know everybody says, oh, that's too much. I don't want them to unsubscribe. Well, what happens if you never email them anyway? I mean, it's the same thing, right? Except the people that do want to hear from you don't hear from you. So you lose, listen, nobody, I gets upset when they get relevant information.
Just email relevant information. And the issue is that tell does take a little bit of time, but you just want to deliver value. Give them results in advance, deliver value, and nobody will have a problem. But on top of that, for instance, I was telling a CPA once, the only time you email, the only time you seem to email your list, your customers, your clients, clients in his pay, and in his case was tax time. Whenever you want money from them, they may have forgotten about you unless you have a personal connection, right? So what we started to do was when there were new tax rules that came out, we made sure that the list got those so that they feel like I have a guy that stays on it and that keeps me up to date. There's something like that that happens in your industry.
Send out a monthly newsletter at very, very, very, very, very, very least. And so now we've got three systems going, and you can see how putting your email marketing into play can grow your business by 25% or so. The next thing is referrals. Here's the thing that I've, that's always gotten me at the tip. You have referrals. The thing that has gotten me is that most businesses rely the most on referrals. I'm from Oklahoma, so I just said referrals. Is it referrals? Okay? Most businesses rely on that yet. Few businesses have a systematic way of getting them. Are you on purpose about building your referral network? People who know exactly what you want, what you need, looking out for you, centers of influence. Do your people, your customers, clients, patients, we call it a referral kit. Do they have reports that they can share? Or what do they, have they been instructed on what to share?
A lot of the good easiest ways to do it is either you have a report or video or something on a condition, on a problem that you're solving. Give them something that they can just easily share and that will do the work for them. Okay? There's other things that we can do that I'm just trying to go through this kind of system with you. Again, downloaded clarence fisher.com/one. You can type in one or spell it out. It's all the same thing. But when we started implementing these marketing systems, reputation, reach, repeat sales, referrals, referrals, that's going to stick with me. I'm going to practice that right after this show. Fair roles, . When we started implementing that, we started winning consistently because it didn't matter what Facebook was doing when the lead cost the C P A, we call it cost per acquisition, the C P A, when that became too high, because Facebook is having a trip this week, this month, our Google ads are still pulling.
The videos that are on YouTube that are ranking is still pulling, the website itself is still pulling. All of these things are still working. Again, start with one system and then add the others. I mean, typically you're like, how long does it take to get all this together? You can typically have a system solid and together and running humming in about 90 days. So if you say, Hey, we're going to concentrate this quarter on building our reputation so that we are the number one authority positioning our company, and you as the number one authority in your market, we're going to do this quarter. You can do it. And then the next quarter, all you're doing, just keeping that plate spinning and then you start on your reach. So we can go into all of these and I think we will. I think what I would do is break this down and we will go to into each system in more depth.
But what I wanted to get across to you today is that if you have one channel that is killing it right now, I want to urge you to take 20% of your budget and experiment somewhere else. Take 20% of your budget and go to the next thing, because I promise, I promise you're going to need it. Think about it. Real estate is big, and then it's gold and jewels, and then it's stocks. Every market has a cycle. It is the exact same thing with online advertising platforms. These are businesses. And as they continue to grow and change, it changes for us, which changes for you. Go to the site, clarence fisher.com/one. Download it. Share it with your team, and if you have any questions you can go to clarence fisher.com/ask as K, and you can leave us question and we'll get it answered on the next show. So I'm so glad that you joined us this week. Go ahead and subscribe in iTunes, share it. Take a picture of the screen, post it on Instagram, hashtag own the block, and we'll see you next week.

Clarence Fisher: Whoa, we appreciate you listening to Local Market Monopoly. Be sure to rate, review and subscribe to the show and visit clarence fisher.com for more resources that will help you dominate your local market and own the block.