Topic: How to Master Digital Marketing for your Dojo
Speaker: Keith McGregor, Andrew O'Halloran, Haley Stich, and Luthfi Dhofier
Are you looking to get a bigger bang for your buck from digital marketing? Competition among martial arts schools is fierce and there are only so many hours in a day to promote your school and increase sign ups. Are you wondering how successful school owners are using social media, email, referrals and marketing automation to consistently grow their student base year after year?
Join our panel of industry experts who will show you how to reach new prospects at the best times. You will learn actionable tips from martial arts marketing experts that you can use today to start growing your school while saving time and wasted advertising dollars.
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PerfectMind Inc | 4333 Still Creek Drive 2nd Floor Burnaby, BC V5C 6S6 | www.perfectmind.com
Hi everyone, good morning to some of you and good afternoon to others. My name is Whitney Donaldson. I am your host for today's webinar. Really quickly
we're going to do a sound check. If you can hear me, can you please type 'Yes' into the chat box?
Perfect! We're getting a bunch of yes’s, so we are ready to go.
Firstly thank you so much for being here today. We're excited you're joining ChampionsWay, a PerfectMind company, for another webinar. Today we have an exciting topic: 'How To Master Digital Marketing For Your Dojo'. Before we begin, I'd like to do some quick housekeeping. The webinar is being recorded and we will send out the final recording within the next three days. If we miss any questions or you have some questions after the webinar is finished, please email firstname.lastname@example.org and we will attend to those. If you haven't done so already, you can also like us on social media: facebook.com/championswayfans; our blog: championsway.com/academy to receive future webinar notifications, articles and see all past webinar recordings.
For the format of this webinar, we will spend the first portion with our panelists, whom I will introduce shortly. Following the presentation we will have Questions and Answers. If you have any questions while we're presenting, please type them into the Questions box and we will spend a chunk of the time answering them in the second part of the webinar. As mentioned if we run out of time or don't get to your questions, please email email@example.com and we will get to them after.
Now to bring our exciting group of panelists to the show. We've got Keith McGregor - Manager of Customer Success at ChampionsWay, Andrew O’Hallogren - Digital Marketing Product Manager of ChampionsWay. We've got Luthfi Dolfier - he's our Customer Success Manager, and last but not least we've got Hailey Stich - our Senior Account Manager for ChampionsWay. Let's bring our panelists to the show. Enjoy, and we will talk to you after.
Keith: Thank you so much, Whitney. Hi everyone, it's Keith McGregor, I'm sure a lot of have come to my webinars before. It's nice to share with this panelist this time. I work very closely with the three of them. This webinar's going to be all about digital marketing for the martial arts school. So the first person up is our Digital Marketing Manager, Andrew O'halloren. This man has an extensive background in digital marketing. He has a BA in Psychology, an MBA from McGill University. He was a Product Manager at an email solutions company. He was a Senior Director of Operations for Cypra Media Inc. He's been a digital marketing consultant for several large and small companies. This man knows this business. He's revamped our Digital Marketing Department here at ChampionsWay and PerfectMind. So I'm going to let Andrew take the wheel here. Andrew, welcome to the webinar.
Perfect! Thank you very much, Keith, I'm really happy to be here. We have a lot of information we want to cover in this webinar. Just before I begin, I
just really want to start off by defining not only what digital marketing is, but what marketing is specifically. I think it's really an important point to
make just at the beginning of the webinar, just to create it as an anchor in terms of the grasp of details that we're going to cover. So if you really
think about it and you just feel it, in terms of trying to define what marketing it is, it's really two things.
First thing is marketing is a contest for people's attention.
The second thing obviously in terms of getting their attention is it has the goal to sell your products and services. Coming to work today I was thinking about this and a lot of things have changed over the last say 30 years. I don't want to age myself on this webinar but obviously I'm a little bit older than most of the people.
Keith: I'm older than you. How old are you?
Andrew: I don't want to say it. I remember as a kid for instance we had maybe five or 6 TV stations. We had no choice of the commercial came on, you have to sit through the TV, we didn't have pause, or we couldn't fast forward it. Most we could do is probably just go upstairs to grab a drink, bring some food, and wait out the commercial or try to make it back in time. We didn't have Facebook either so if something wasn't interesting on TV, we couldn't pull out our phones, check the updates. So a lot has changed. I even remember for instance in terms of email, there was a time where maybe I get one email every week and sometimes I would get a spam message and I was excited.
Today I get over 100 emails and I can't keep up with it. So a lot of things have changed in the world. Fast forward to the present we have hundreds, if not thousands of TV stations. You can pause TV, you can record it, you can check your Facebook updates while you're watching TV, or Twitter. You have Google, so if you want to find information that you've seen on TV or in the bus, you can access that information right away. So a lot of things have changed in the world but in terms of the definition of digital marketing, it's still the same definition. Again it's a contest for people's attention with the goal of selling your products and services. So in terms of all these differences, I just want to make a few key points and we're going to expand on them in more detail throughout this webinar.
The first thing in terms of the communication channels, obviously the digital world is hyper-fragmented now. In the past maybe in terms of promoting your martial arts school, you have the local newspaper, // the grocery store in terms of putting a flyer or a banner // school. Now you have multiple channels. You have social media: Facebook, Twitter; you have email, you have a lot of different things that you have to manage in terms of keeping up with getting your message across.
I was reading an interesting statistics the other day and it was very interesting in terms of the amount of marketing messages that a typical person experiences in a day, somewhere around 3,000. To put that into context, 3,000 marketing messages from the time you wake up until the time you go to sleep - that works out to about two every minute. There's a lot of information out there, everyone is competing for the consumer's attention. In terms of that point that's why we have a lot of technology in place these days. So that's reason why for instance spam filters. If you didn't have spam filters, obviously we'd be overloaded with too much emails that we didn't want.
Facebook has algorithms, and we'll touch on a little bit about that later on. Even in terms of Google, how you rank, is it on the first page, second page, that's all related in terms of the algorithm that, in terms of getting your business up front and centre. Important point here is one thing in terms of what's changed a lot. In terms of getting your message out, you have to be consistent and you have to leverage different channels. Chances are if you have one campaign on social media and then that's all you do, it's not going to be enough. There has to be a repetition and consistency in terms of the way that you market.
The other big difference today obviously is that consumers seek your company online for problems and they're looking for immediate fulfillment. Just to give you a little bit of a context, chances are if you're doing a search on Google, they land on your website, they're going to take about five seconds to kind of figure out whether or not this is a program or something that interests them. So in terms of competition out there, your competitors have websites, competitors have other marketing programs going on, and they're overloaded with information, so they really have to figure out in the first five seconds whether or not this is something they want to pursue.
Other point, and this is somewhat of a paradox in terms of marketing today, digital marketing specifically, it's often both complex and simpler at the same time. In the past obviously there is a little bit of a simpler format in terms of marketing. You had a limited options in terms of what you use, the paper, banners and flyers, and so on. Obviously today we have a lot of different channels. However at the same time there's a lot of tools and resources available that you can leverage to save time in your marketing. One thing that I've noticed as a consultant 'cause I haven't been here long in PerfectMind is that a lot of the big differences that I see in terms of large clients versus small clients is lots of large clients are leveraging technology to market. A lot of these tools are also available at a price where they're accessible to smaller clients, so that's something that always strikes as interesting that a lot of these technologies are available to smaller clients.
Last point, and this is really important to think about, goes back in terms of what marketing is, obviously contest for someone's attention to sell your products and services is that in today's world you can have the best school out there in terms of how you run it, in terms of your students and so on, but if you're not able to market your school well in the online world, chances are you won't have the most successful business. I'm not saying that it doesn't matter how you run your school because that's very important obviously for retention, member referrals, but it's digital roadmap, people really want to find out from your website other ways, and the more successful you are in terms of digital marketing, more successful you're going to be as a business.
So I gave a very high level in terms of the things that we're going to talk about in this webinar. I just want to turn it over for now to Haley who's going to cover a little bit more about email marketing.
Keith: I just kind of want to interject that, that's great, Andrew, thank you so much for that. I want to introduce Hailey Stich, this is her first webinar, she's helped me on other webinars. I'm sure many of you know her. I've worked with Hailey for the past five years. Some of you know her as my work wife, she is, I spend a lot of time with Haley. But the one thing I could say is she is the go to person in terms of setup. She has literally setup hundreds of schools all over the world. So I want to pass it off to her. Haley, I'll let you take it from here.
Haley: Thanks for the introduction, Keith. I know we do play a lot so I guess the work wife does kind of fit. Today I'm going to talking about emailing basics for digital marketing. I want to hone in on the four principles for any membership-based business. We actually use at PerfectMind and this also applies to you and your school. Number One is Acquire, Two is On board, Three is Engage, and Four is Retain. I'm going to repeat that again, I know a lot of you will be taking some notes, so again One is Acquire, Two: On board, Three: Engage, and Four: Retain. Now I'm going to explain how this applies to your digital marketing through emailing, okay.
Acquire - we spend a lot of time acquiring leads and getting them into your system. You spend a lot of money getting a lead. Now you're going to have leads, and as far as emailing your lead, you're going to be wanting to send them a useful and educational information to them. Basically you want them to kind of see your school out, and you don't want to just be marketing your school and how good you guys are about, so you want to be educating them with information that's actually going to help them make the right decision and join your school.
Setting up lead emails are so important, right? Now that you actually got to the student, now it's the on boarding phase. With on boarding, it's still crucial within the first six weeks to actually be checking in with the student, this is the most crucial part because this is when they're at school, they're in your classes, this is where they're most impressionable right, so you really want to be checking in with them. I just want to ask, does everyone here use that 2-4-6 or know what's a 2-4-6 check-ins are? Just type a yes or no on the chat box if you're familiar with it.
Keith: There's a couple yes’s, we have a no.
Andrew: There's another no.
Keith: No, yes, yes, so we got kind of mixed bag here.
Keith: We can explain what 2-4-6 is.
Haley: Yeah definitely. Again like I said the first six weeks is so crucial right, so these are your check-in points: two weeks after the member joins, you want to be checking in with them. Also you want to do a follow up in four weeks. And then kind of main check in and follow up after the six weeks. This is to make sure that everyone is kind of in check and happy and comfortable at your school. If you want to create an environment that they're going to be feeling they're actually being noticed and you're actually actively checking in with them.
Let's think about two weeks in they're not quite comfortable with the classes, maybe they just feel out place because they're new right, they're not quite
use to this environment, maybe they're working out for the first time. So if you check in, it's perfect time for them to say 'yes I'm doing great, this is
awesome, I'm loving the classes.' Or if they say no, then this is a perfect opportunity for you to step in. Maybe work a little bit more one on one with
them, or assign one of your ace students, or some of younger instructors or whoever // with them better and really try to work with them to make them more
And obviously four weeks in you want to be checking in, making sure that now they're doing better.
And then six weeks, this is the perfect time if they're happy to ask for referrals right. So that they've been training, they're really feeling good, this is the perfect time. So having a good on boarding process is really going to help you and your business.
You can check in with them through phone or at the school, but having an automatic email in phase is really going to help you because it's going to be automatically emailing it for you. So if you don't actually have the chance to check in with them, let the email works for you. Digital marketing is really going to help you go to the next level.
Now how do you know if a student is happy? If you have a proper system in place, you should be able to tell. For our PerfectMind clients, we can help you and show you how you can setup this email.
Keith: One note on there, Haley, like how do you know if a student's happy - we actually have a system that actually tells you that. We can talk about that in the Q&A later on. We can explain exactly how you track happy students.
Haley: Yeah totally. Now the third one - Engage. Engaging with your students is so important because you really want to have a tight knit community or family per se right. These are people that are actively coming. The more that the students and families are engaged, the more likely the student's actually going to be staying there for a longer period of time, or referring people 'cause they're more invested with your company or your business. The day to day email that you may want to use to engage with your students would be newsletters, weekly or bi-monthly newsletters, promotional items, new sales or events or upcoming fun events that are coming up. You can even do a survey, check in on how instructors are doing, and how people are liking your practice. Getting feedback from them is a huge part of engagement and actually feedback is good and crucial for your business, you should be implementing it as well.
And then the last one - Retain. Obviously you spend all this time and money capturing the lead and converting them to a student, now you really want to make sure that you're retaining the student. This is going to be email that you can send out for retention is attendance email if you haven't seen them in class, have your system send an automatic email if they're not attending. This is going to show them that you're actually are thinking about them, and you notice that they haven't been in class last week, why. If you don't have it in place, they're going to fall to the crack, and you don't want them to do that, right? You want to be active and communicating with them. When the student's back or maybe they'll just responding 'hey, I'm just out of town for the week,' right, so it's good to have that communication.
And then also emailing former students. I feel a lot of people, or students or schools rather, they don't always email former students for some reason, I'm not quite sure why they do that. But I think how many people in the room actively email former students to try to win them back? Can you just say if you do it in the chat box?
Keith: Yes, yes, no, yes, no, yes.
Keith: Yes, no, no.
Keith: Mix bag.
Haley: Mix bag, okay. Maybe they quit two months ago and now they might've started yoga or they've done something, maybe they fell off that, they weren't interested, or maybe whatever they're doing is now over, and they're not....
Andrew: Haley, just kind of interject, but often life events too, right? They have family issue, there's this other reason, issues, and someone just reaching out to them that kind of bring them back.
Hailey: Yeah exactly.
Keith: Quick reminder.
Haley: You know we're here, we're thinking of you, here's some help to get back to working out, or something that's educational as well, trying to maybe invite them to come back. I do find people that do that have a good success rate. You could be sitting on a little gold mine, right, I mean with the current data that you have, use it to your advantage.
Okay now I have been working here for long, you know I'm in sixth year now, so I have seen a lot of good and bad emails, so I'm just going to come and talk a little bit more about some emails that body and the subject and timing.
Timing - what is the best time to send an email? Experience, a decision analytics company, actually shows that it's at night time is the best time. It's actually improved them open right in the morning. Think about when you wake up in the morning, you're checking your phone, your email, one of the first things that people view in the morning. So it's a good time to do that. Also study shows that Tuesdays and Thursdays are good days to be emailing people. // the higher open rate on those days 'cause also Mondays morning you get a big flow of emails from the weekend, and the craziness of Monday alone, so it's not always the best time to receive the email 'cause that make it deleted or overlooked. And then also think about on Friday, you're done for the, almost time for the weekend, you're kind of finishing things up and your mind is elsewhere, so that's why they say Tuesdays and Thursdays are generally the better days.
I want to get into the subject line as well, which ones are more successful to use. When you're doing a subject line, you want to do something short and to the point, something descriptive or something that kind of quickly describe the email and it's going to be exciting, or something to actually entice them into opening it, you don't want to get it deleted, right. Questions are always great for putting in the subject line, like 'how was your first lesson?' or 'why did you stop training?' Stuff like that that's going to actually ask them a question and they're more inclined to quickly give you a response, right. Another really good thing is adding in numbers. Something like 'five reasons to attend our seminar' or 'three ways to improve your health'. Things like that, something that's going to entice them that they know it's going to be a quick read and it's going to benefit them by opening the email.
In the actual body of the email, there's a few things that I want to give you guys some tips on. As far as I see now I do see a lot of people that forget actually to put in a signature or write a really quick sloppy one. I think it's always the best when you put in who's writing the email. So Instructor Joe, right, everyone loves Instructor Joe, why not include his name in the email, right, with your website, your phone number, something easy access for them to contact you. If it's something about an upcoming event maybe they want to call you, if not they're going to have to go to Google look up for your number, so make it easily and accessible for them.
Also again with the logo and your branding - if you're including your logo, make sure that it's something that kind of goes with your brand, right, and you want to continue that experience for the user.
Also we have the open preview. Whenever you're looking at your email, you see a quick preview of whatever the email's going to say to make that enticing and fun as well. Also if you talk about summer camps or birthday parties provide links for them to go and register themselves for it or book into the class or special events.
Just a couple other useful tips for you as well. Only 19% of businesses use birthday campaign email and only 36% of businesses use loyalty campaign email. These campaigns are reported the highest success rate compared to all other marketing campaign emails. Just so you know this is not just for martial arts, this is for all business, so keep that in mind when implementing this into your digital marketing.
That pretty concludes email, I know we can probably talk a lot more about this but if you guys do have any other questions, and at the end of webinar, we'll be doing some Q&A. And then also I will be attending the Las Vegas so if you guys are there, come say hi. Alright, thank you.
Keith: Haley, that was amazing. And as Haley said, both me and Haley will be at the Las Vegas Super Show. One note here. We have a lot of clients in here, we have a lot of non-clients in here. You don't have to be a PerfectMind client to view this webinar, this is a free webinar for anybody. We at PerfectMind ChampionsWay, we just want to educate the martial arts industry 'cause it benefits us all.
The other thing about it for Mr.Marketer, non-Mr.Marketer clients, if you stay tune to the end, we will be talking about the roadmap and what's coming with Mr.Marketer. Likewise we have a special bonus in store for everyone that you can take advantage of. So I will unveil that at the end of the webinar after the Q&A.
The next man I'm going to introduce here, I know him very well, I have worked with him for well over a year now. It's a funny story when I saw his resume he has a digital marketing background, he has a technology background, and then he said he had a martial arts and kickboxing background, he also said he had bodybuilding background. Well myself being a former bodybuilding champion I thought I got to see this guy. And I didn't like him, because he actually had a bigger physique than I did, he has an amazing physique and he has an extensive martial arts background. But what's more important he has a great digital marketing background. He's my master in social media, I can't do my job without him, so I'm going to put right now on the webinar Luthfi Dolfier.
Luthfi: Well thank you, Keith, for your kind words of introduction, That was actually really nice. I'm so glad that I feel like I want to jump up the roof over the Empire State Building, that's what I'm feeling right now. I just want to briefly talk about landing pages and in my opinion, landing pages the best way to convert somebody into a lead. I'm pretty sure many of our attendees here know what a landing page is, but to some of you who don't, in a nutshell a landing page is lead capturing form. Here at PerfectMind we use the analogy a fishing man. Imagine yourself as a fisherman, and your landing page is your fishing net that capture the fish.
And just like fishing net, your landing page must be professionally designed. If your fishing net is professionally made with raw materials and small thread without any hole, you will catch more fishes. Same goes with your landing page. If your landing page is professionally designed with good details you can likely capture more leads.
I want to give an example of a situation where you need a landing page. Let's say you have a good website, and your website comes with an online store. On the chance that people who are fixed to purchase a membership will buy your membership right up the bet, but the thing is there are two different types of visitors. The first is those people who have purchased your membership or your product right up the bet on the website. These are people who don't need any additional information from you, right. But there's also a second type of visitors. These are people who need more information about your business, about your programs, or simply need more interaction with the owner, they want to know the culture of the school. So if your landing page can store that information, you can have future communications with these people. That's basically some of the benefits of landing page.
Some of the things you need to consider if you want to create your own landing page is first, you need to know how to create a webpage, obviously, most of the time through coding. So if you want to create your own landing page, you need to learn basic HTML, and there are many tutorials out there if you don't know how to do it. On YouTube they will show you how to create an HTML page. You also have to make sure that you create the fields where your leads can store their information. You have to include their names, their emails and phone numbers. The design's also really important. You have to make sure that graphics and the content are enticing and easy to read, so you don't want your landing page to look too confusing, so many details there.
Now all of the things that I just mentioned will likely be time consuming, but if you have software management that comes with a basic marketing feature, the chances that you will have landing page templates that you can use, so you don't need to code. And if you subscribe to an online marketing service, you will definitely get professionally designed landing pages that you can use for your digital marketing. So in an ideal world you want to have an online marketing service that integrates with your management software. This will make your marketing highly expected. So that's landing page. In the situation where you have only that one landing page, what do you need to do next? I think Haley's probably the best person to explain here.
Keith: I'm just going to interject there because I mean one it's great information. The one question I get quite often is what information should I ask for in my landing page? If you're PerfectMind client you know you can choose and you can pick whatever field you want to ask for. Typically what we're offering, what we explain to our clients is we say get the name, get the phone number, get the email address. Now the reason why we ask for that, Haley's going to explain the phone number in a little bit. But the one thing that we find as well people say 'why don't I just ask for the email address? I'll get more leads that way.' It's one way of thinking, you know it's the thinking just leads, leads, leads - well I think different. I think customers, customers, customers. If I got an email address, is that a qualified lead? Is that somebody that I'm actually going to be able to convert to a student? Sometimes yes, but a lot of times no. When you get the phone number, that's a qualified lead, that's a lead you can call. Haley's going to touch base on that in just a moment. But the one thing is in terms of just asking for the email address, what I do recommend is asking for the email address and the phone number, but not making the phone number required. So that way you'd improve the lead generation, but if you get the phone number all the best. But again what we're talking about here is digital marketing, so what we're talking about is a failsafe. If you can't get them on the phone, what happens next, and that's exactly where digital marketing kicks in. So from there I'm going to pass it back to the great Haley Stich, she'll take over from here.
Haley: Thanks, Keith. Yeah definitely I mean in all those fields and you'll definitely, especially nowadays with Google fill it's automatically going to fill in their phone number and email address most likely anyway, so it's going to be really quick for them. With getting their information and say that you do get the phone number, you're going to get your lead notification notifying you that that new lead just entered their information, now what you're going to do is you really want to call them within 15 minutes of getting that new lead, right.
The quicker that you are to actually get them on the phone the better, because honestly they're looking at your website, they're going to be looking at your neighbor's website, looking at your competitors. If they're faster than you, then you may lose this fish. So you really want to utilize that and if you get their phone number, get right on it. It's the hot lead, they're most likely ready to talk to someone and get information.
Keith: What's the timeframe here? There's a timeframe when somebody enters in their information, you receive that email notification from your system when your system should send your email notification. What's the timeframe to call that lead?
Haley: Fifteen minutes.
Haley: So yeah within 15 minutes for sure. Now I'm going to explain the fishing net effect, right, which is a great analogy for capturing leads that you do want to as many fish, so the more landing pages is the better.
The next one is the Cooler Effect. Once you gather all of those leads where they're going to go? You got to go into the system. So it's the landing page that we have obviously they go right into your PerfectMind software. This is where you're going to store and manage your information. You can send email based of a campaign, or based of how long they've been in your system.
For the time to cook, this is when your automation really kicks in, right. You may forget, if you just get their information you have stored, you may forget to actually contact that lead later, and your system should not forget, so you should have something in place where it's actually automates and that starts sending out these educational lead emails to get them and convert them to a student.
Alright now Keith is actually going to talk a little bit more about this now, so I'll pass it over to Luthfi.
Luthfi: Let's talk about marketing automation, and I perfectly put Benjamin Franklin's quote 'lost time never found', because I think it's really relevant to the benefits of marketing automation.
Time is money, and we all know running a martial arts school can be extremely time consuming and stressful. I want to share a story about my MMA coach. He runs a local gym here in Vancouver, and our earliest kickboxing class starts at 7:30 in the morning. I know for a fact that he wakes up at 6:30 in the morning and does not leave the gym until 10:30 at night, at least most of the days. So in addition to training the fighters and teaching some classes, he has to manage his instructors, he has to make sure that the gym is clean and neat, and he does his own accounting. So imagine doing all these things every day, how can you maintain balance in your life. And I'm pretty sure that this is the situation that is shared by many of our clients or all school owners or most of school owners. And let's not forget you probably have a family that you would like to spend time with. If you have the option to automate a big chunk of your marketing, why not? Especially if you consider the opportunity cost that is associated with all leads. I mean imagine if somebody // your website or walk into your school and you have to manually send email or phone each of these individuals. Over the course of the week obviously this will consume hours and hours of your time. So instead if you have marketing automation, you can set up automated welcome email to do this thing for you. That's basically the beauty of automation. You can set up various emails once and as more people continue to meet the trigger that you define, email will be sent to them without you ever having to lift a finger. That's the benefit of marketing automation from the time efficiency stand point. But there are also monetary value or monetary reasons why you need marketing automation.
The first is this will reduce your self-cycle. If you have marketing automation, you or your staff can focus more on closing deal, and ultimately making money. You can also promote your offers or your programs more aggressively but efficiently. Let's think about summer camp, right. It's going to be hard for you to mention to parents in great details about our summer camp, but if you automate this you can remind parents about it in great details, either via emails or your landing page. One key area that I want to stress here is that having a solid database of lead is a pre-condition for a successful marketing automation.
Another reason why marketing automation is important is that it will help you significantly to basically manage your data. I think Keith has a lot of information pertaining this topic here.
Keith: Yeah I mean the one thing you see the slide there, 'your memory will not suffice' and we're not computers, I mean that's why we have technology. If you're going to rely on yourself to remember to do task and you're going to eventually miss that thing. We rely on calendars, we rely on our technology and obviously a lot of people on PerfectMind as I do. But the one thing is when you forget, your system cannot - Hailey touch base on that. Your system needs to be there as the safety net. So the one thing is automation within your system, whether it be PerfectMind, whether it be some other company - should be PerfectMind, just be realistic here. But the one thing is your system will never forget.
The question that I got a lot is why should I be sending out in terms of automated emails, and what I always say you want to send things that are educational. You want to send things that are informative. I love e-books. E-books are great to send out to leads, even your current students and so on, right. My biggest thing personally is seminars.
If you're with Mr.Marketer, a lot of you have probably seen me in Mr.Marketer seminar emails that go out like bully prevention which is ultimately my favorite seminar. I love the bully prevention seminar emails. It's not booking the seminar, that's the one thing. You don't send out an email to everyone saying 'this is the date of seminar I'm having.' What you're doing is you're sending out an automated email with a bully prevention seminar saying 'are you interested?' and you can send that to your leads, you can send that to your active students. Now where you're going to get the biggest response from is your active students. So a lot of people say to me 'well what, what am I going to gain here from it?' This is the key moment, okay. If your active students, okay, your 12-year-olds, 13-year-olds, 14-year-olds, whatever it is, if they express interest in the seminar, this is your way into the school system, okay. These people are already interested in the seminar, they can go to the principal, they can go their teacher, and they can try to get you into school system, so maybe you can teach a bully prevention seminar at the school, or during a PE class, or like what Champions Martial Arts up here in Vancouver, the largest martial arts school in Canada, and that's actually our school, they actually have the PE come up with Champions. So this is a good way to get into the school system, ways to utilize, so bully prevention seminar emails are really key for this. If you guys are interested in that, wait for the Q&A, or you can email firstname.lastname@example.org, we can talk about that later. So from here I know I like to talk and like I said I'm going to pass it off to other panelist today. I'm going to pass it back to Andrew and he's going to be talking about out with the old, in with the new.
Andrew: Great, great, thank you, Keith. Just before I can tell you this, I'll just give you a quick quote, and I think it's really relevant and it's going to make more sense as I go through the rest of the presentation. The quote goes like this 'your opinion although interesting is irrelevant' and the really // way of saying that as much as possible in terms of your marketing, you want to focus on activities and initiatives that are fact-based. So things that have been researched, tested, proven, as oppose to a lot of misinformation out there that is I guess in a way pulled out of thin air, right, so there's a lot of information to absorb. I feel like I'm at a very privileged position here at PerfectMind as the Digital Marketing Product Manager 'cause I have access to a lot of information. We have thousands of clients running our software, websites, Mr.Marketer. I can see what's working, what's not working, we can make changes, so I get a lot of feedback in terms of what's successful and what's not.
Based on that input, obviously what we can do is we can use that input and to improve the services and products for our clients. So that's really interesting for me in terms of a product manager. We also have access to a lot of data and statistics, // to small businesses, studies and so on, and there's a lot of things that are somewhat counterintuitive but are very relevant when you're focusing on terms lead generation or lead conversion. There's no way I can cover everything in this webinar, but I just want to give you a few points in terms of our findings and obviously they span different areas, so we'll try to touch on a little bit more on them afterwards, but let me just give you a few points to get started.
First, in terms of your website, really what matters the most is less is more. I know in terms of experiencing clients, in terms of building the new website, there's often a tendency that you want to add loads of information, you want to have all these pictures there, long files in terms of instructors. The information sometimes is scattered throughout the website, which remember from the presentation, merely a five seconds, five seconds to get their attention and five seconds to get them a conversion tunnel. Way that I like to explain it is that in terms of your website and other solutions that you're using for your marketing, I think sometimes what the issue is that you're seeing it from your perspective.
As the school owner obviously you're familiar with your school, you're familiar with your program, and you're trying to build your website from your perspective. However you should be building your website from your web visitors perspective. So these are people that may not know a lot about martial arts, they may not know a lot about your school, so you have to really get their attention that was five seconds, and make it easy for them to // your website.
Second point and this is related to what I just said is that in terms of the structure of your website, especially in terms of your programs, sometimes I see a mistake quite often in terms of the naming convention you're using for your programs. If you think about it, someone that doesn't know anything about martial arts, if you call your programs say Ninja which obviously made reference Little Ninjas program for kids, it makes sense in that context as // context, and I get why you want to do that. However again you have to think of the perspective of the web visitors. If you structure it along the lines of Kids, Teens, Adults, maybe you have a Woman's program, it's a lot easier than when someone lands on your website to figure out which program applies or not. And you have to remember this also in the context of how people are searching. They're doing it on the bus, they're doing it while they're watching TV, and again it's five seconds. So they can't figure out on your website when they land on it, chances are they're going to move on to your competitor's website and if it's structured a lot clearer, they're going to likely convert on that.
Next point is in terms of your website, in terms of the segments that visit websites. Really interesting statistics that I was reading it is that about 81% of website visits, the conversion happens sometimes around five hours. Obviously this is going to depend on the price point, what you're selling and so on, but it's equally act well to the // business market. Your products and services are not at very high price point. So again in terms of your website, you may have two segments that visit it. You have a segment that maybe a little bit more information, so maybe they're going to want to call you, they're going to look at some of the information, so obviously that's always going to get constant in terms of running a business. We have another segment as I mentioned at the beginning of presentation, they want immediate fulfillment. They're going to want to land on your website, they're going to want to look at your options for beginner classes, and they're going to want to be able to sign up right there and then. So if you're not offering that option to actually purchase a trial membership, chances are they're going to leave your website, they're going to go somewhere else. And if you think about it, it's really, this is what's happening in terms of their mind. So they go to your website, they don't see that option, they're going to have to contact you, right. They're going to have to email you, call you, they're going to have to wait for an answer, and there's a lot of back and forth. And if your competitor's offering that option, obviously it's a lot easier for them to fulfill what they were seeking in the first place.
Other point is that in terms of purchases online especially at the lower price point for trials, the ones are not going to happen overnight, so that's between 10 PM and 6 AM. So unless you're up and ready, you're answering the phone or you're willing to take phone calls and other things at the middle of the night, you're going to lose maybe about 1/3 of the potential conversions just by not having option on the website to process a trial membership.
Next point and this is really important and I see a lot of martial arts schools get it wrong is in terms of the price point to offer for their trial program. What we recommend here is to have a very low price point, $20 say three classes and a T-shirt. The reasoning here is actually very logical. If you think about it, if you were in the market to buy a new car, obviously you're not going to on a website and pay $15 - 20,000 just like that. You're going to have to think about it, do some more research. But by contrast if you're say hungry one night, you landed on a website, you want to order food, $20 price is low risk. Even if it doesn't work out, you don't like the food, you're not losing tons of money. So price point $20 is the most effective and optimal. Obviously if you go up to $30, $50 and so on, you're going to get less and less conversions.
Keith: I just want to interject there. One of the things for those of you who do pay trials and again like Andrew said --and Andrew's the expert on this, he's monitored this very closely-- we should be doing $20 offers, because you're going to get the // offering at that level. But the one thing is for those of you tracking paid trials and I always stress this, you track paid trials as leads, not students. They are not students until they commit. So a $20 paid trial still qualifies you for leads and I've always stressed this. If anybody has questions about that we can talk about that in the Q&A. I'll pass it back to Andrew.
Andrew: Perfect, thanks, Keith, very good point. And there's a lot of other details I can talk about but obviously there's, we have a limited time here. The bottom point I just want to make is in terms of your website. In today's climate in terms of lead generation, especially related to your competitors, your website must be responsive. I think there's sometimes some confusion in terms of what responsive means, but what it means is it renders well on different mobile devices and on different screen sizes. There is some miscommunication out there that some people claim to have a mobile-friendly website but obviously phone sizes are different, you have tablets, so you have to make sure that it renders on on all those devices. Real reason for this is that if you look at some of the stats, over 50% of your website visitors are likely going to be coming in on a mobile device, and again it relates to today's world, they're on the bus, maybe they're thinking of starting martial arts programs, maybe if they're watching TV and they realize they have to get in shape, so they pick up their phones, start doing some searching. So obviously your website has to be mobile responsive for it to be successful. So if you know how that that's a really big win in terms of increasing your conversion.
The other reason and some of you may have seen this news, more recently Google release an update. In terms of update what consequence it had is that if your website is not mobile-friendly as you define it, your rankings are going to suffer. So if your competitors has a mobile-friendly website, that can cost them to move up in terms of their rankings and your website to move down, so you may be seeing a negative consequence for that. So it's really important in terms of responsive website. Obviously there's a lot more I want to cover but I just want to turn it around to other panelist who are going to go into a little bit details in terms of our discussion today.
Keith: We're going to pass it back to Luthfi, and again I told you he's the social media master, so he's going to be talking about the real face of social media. I let you take it from here, Luthfi.
Luthfi: Thank you, Keith. Social media for your marketing is really important, not only that it can help you generate leads, make yourself more popular, but also it can basically, you can actually sell membership on social media, and we will show you how to do it in a bit. There are various social media platforms out there that can help you marketing. Just to name a few, you have LinkedIn, you have Instagram, you have Twitter, but in the context of martial arts industry, Facebook is the king.
Luthfi: I wasn't born yet, Keith.
Keith: Oh sorry, sorry.
Luthfi: I apologize for that. So I want to give some tips here about Facebook marketing. Facebook is by in large the most popular social media platform. I would even argue that if you have inactive business Facebook page, that would give the impression that your business or your school is inactive, or there's nothing exciting going on with your school. Facebook again it's really popular. Majority of people are using it especially those in the age, young people in the age of 12 to even I know my grandmother uses Facebook. I have some facts and figures here that can give you some idea as to how important Facebook is.
As of 2014, Facebook tops Google for weekly traffic in US. So the top online traffic in US is not Google, it's actually Facebook. 77% of business-to-consumer companies in the US acquiring new clients from Facebook. In the late 2014, Facebook added 100 million users within nine months. So if it was a country, it would've been the second largest country in the world with 1.3 billion people. That's how staggering the numbers is.
Keith: So what's the largest country in the world?
Panelist 4: The largest country in the world right now as of is China.
Keith: Second largest?
Panelist 4: Will be India with 1.2 billion people.
Keith: Third largest?
Panelist 4: That will be United States, and the fourth if you want to know is Indonesia.
Luthfi: I have my own share of globalization knowledge, Keith. But I just want to give some tips how to make your Facebook marketing successful. What you want to achieve here ultimately is that you want to be popular, you want to have engagement on your post or on your page. The reason why it is important for you to have engagement is that Facebook has its own algorithm, so if your post has a lot of engagement, your post also appear on other people's timeline, even if these people are not even your fans. So that's the beauty of having strong engagement on Facebook post.
How do you get a lot of engagement? First of all you want to focus on your content. You have to have purpose when you post something, right. You have to
decide what you want to achieve here: are you posting to educate, are you posting to entertain, or are you posting to motivate or empowering your fans? You
also have to cultivate a two-way dialogue, and the easiest way to do this is by asking questions. The most effective questions to ask on your post is one
that requires only a one word answer. For example, last night we had the Golden States versus Cleveland game. If this was yesterday hypothetically, you
could ask questions such as 'the game is on tonight, who's your pick for tonight's game? Go on Facebook, click this.' So this one kind of questions that
only requires one word answer and people will be more likely to respond to that kind of question.
You can also ask your fans to like and share. It is normal for business owners to 'please like and share', something on this line.
You want to make it personal, you want to add your name and signature on the bottom of your post, so that your fans know that you actually wrote the post.
You want to integrate visual media such as pictures or video, and when you're integrating visual media, you have to make sure that these are the kind of videos or pictures that your fans can relate to. For example you can post a video about your class, or you can post a picture of your students who just got promoted to the next rank, or you can post a picture about your student who just won a tournament. So this kind of thing is the kind of visual media that can boost your engagement. Studies have shown that post that has visual media in it will likely get twice engagement than the ones who are not.
Now the next thing and this is really important - you have to integrate hashtags. To some of you who don't know what a hashtag means, it is basically a pound symbol that before a phrase or a word that turns that phrase or word into a clickable link that make them trending. It is important to use this because brands that use hashtags will receive twice engagement as compared to those who don't use hashtags.
Now there are three types of hashtags and I hope people are taking note on this 'cause it's really important.
The first is brand, okay. Just to give you an example, if you're the owner of // School, you want to put hashtags //. If you own school called Jim's Martial Arts, you want to put hashtags #JimsMartialArts. So this is brand.
The second type of hashtag is trending. For example if going back to last night's game, if you're posting yesterday you can put #NBAfinals and people can
click that. If it's Thursday you want to put picture of your student who won a tournament that's two years ago, you can put #throwbackthursday or #ttt.
That will make your post trending.
The last type of hashtag is content. Because we are in martial arts industry, you can use #martialarts, or if you want to promote the // that you teach at your martial arts school, you can put #kickboxing or maybe #healthylifestyle.
So again hashtaging is really important. I suggest that you use hashtag.
Keith: // I saw somebody, the martial arts industry was using the hashtag #sick, and I thought that was a little bit odd. I mean does it have any relevance in terms of this industry?
Panelist 4: Well, // Keith, the thing about hashtag is that it can be a double edge sword, right. If it's not specifically // to a certain industry, then it'll put you in the same category as, you know you've given an example of #sick and maybe #sickkids or #sickdogs.
So that's dangerous, right. You want to make sure, all I can say is that you want to make sure that you have to think about your industry and your target market, okay. Again if any of you need help, you know where to reach me and I can definitely give you some advice on how to post an effective Facebook post.
The last thing I want to mention here about Facebook is that you can actually sell or make money on Facebook, simply by including your landing page link on your Facebook, provided that you also include the stuff that I mention earlier, about impacting content, a visual media and a hashtag. So you can put your link to your landing page, you can put link to your membership page, all this thing can enable you to actually make money on Facebook. So that's Facebook, that's basically my favorite subject.
Keith: Thanks so much, Luthfi. One thing that we wanted to talk about next, you know I've said this before and I've said this on other webinars, you can't manage what you can't measure, and all of you know this obviously you know we're here as PerfectMind clients or if you're not PerfectMind clients. But I mean the real key is measure results. So like we're talking about proper reporting key, who's opening your emails, where your lead's coming from, you need a system that's going to track all of that. Now if you're current PerfectMind client, you should know these things already, and if you don't, again, you can ask me in the Q&A, or you can email email@example.com and we can put you to the setup process again with our Success Coaches to walk you through this.
I mean things like this, this is actually Mr.Marketer's results report, this is actually from a real database as well. You can kind of see the generation of these guys produced with Mr.Marketer. For those of you who are not familiar with Mr.Marketer, we do have an offer that we will be offering after the Q&A. Mr.Marketer is our biggest marketing package with our offer with PerfectMind. If your Mr.Marketer package is not working the way you want, again email firstname.lastname@example.org and we can have either myself or Andrew have a look at it so we can revamp it, and get it going in the way that you like.
Other things is leads and campaigns. Generating leads, tracking where your leads are coming from, that's the biggest thing: you need to know where your leads are coming from, you need to know what campaigns are successful, what campaigns are not. What do you charge for this campaign, what is the campaign ultimately cost you, is it profitable. So again you need a system that tracks all of this.
Finally here, we have the emails. You can actually see the opened, you can see the recipients, the bounces, the unsubscribed, you need to know who's looking at your emails, you need to know exactly what's going on so you can judge the strength of your email was.
And finally this is what it's all about. It's going into your dashboard, you see growth. Are you growing, can you track the health of your school, and this is really what it's all about. Everything, we've been talking about leads into this, and at the end of the day, like I said and most of you are PerfectMind client, you should be tracking the health of your school through the dashboard. How many students, how much percentage //, what am I doing //, what is my overdue, how many leads am I booking, how many are showing up, how many are A-rated, B-rated, C-rated. So from there I'm going to let Whitney take over here. We're going to take some questions, 'cause I know we went a little long. So I'll let you take over from here.
Whitney: Thanks, Keith.
Andrew is the Digital Marketing Product Manager for ChampionsWay. He brings over 6 years of digital marketing experience with a focus on email marketing strategy. He spent two years as a CASL (Canadian Anti-Spam Legislation) Compliance Consultant proving email deliverability best practices to small-to-medium sized businesses.
Keith owned and operated his own fitness and kickboxing club for 7 years before owning the title, Manager of Customer Success, at ChampionsWay. He has successfully set up over 400 membership based businesses and is often considered the retention expert and go-to man for business management solutions.
Haley is ChampionsWay's Senior Account Manager. In the past 5 years she has set up some of the largest martial arts facilities in the United States and brings a number of success secrets and best practices to the panel.
Luthfi spent years focusing on social media best practices before bringing the knowledge learned to his martial arts clients at ChampionsWay. He is the ultimate Customer Success Coordinator, knowing exactly when martial arts schools need to deliver content to attract the right audience.