What's up guys? How's it going? It's been a while. This is literally like attempt four of us trying to record our intro properly and we've failed each time. So fourth time's the charm. that you might find useful, you might not find useful, but we'll see. Today's topic we're kind of gonna get go over is what we look for in a client before we onboard them. The way we're gonna split this up is we're gonna talk about lead generation and e-com separately. So we'll start with lead generation first, and I'll get my 2 cents first for lead generation, can go both ways. When you're trying to take on a client, it's both very easy and very difficult. So when I say it's easy, lead generation is probably easier than doing regular e-commerce stores. But it's difficult if the sales or the backend team is just as bad. So when we're talking about a lead generation client, the first thing I do is look at expectations for their leads? Like what type of leads are they expecting? How much to get those leads is the main driver here. if they're asking me for $20 CPAs and the cost per click for me as like $3, that's very hard to do. Those expectations are very high and probably unachievable, maybe on a very small scale. But if they try to scale that and go more broad, it's not gonna happen. Right? So the first thing is expectations, right? The second thing I usually look at is if it's a viable business, does it make sense the service they're providing, like if it's something that actually sells, I can sell on Google. Like a service-based businesses are always really good for lead generation. Something like doctors, chiros, dentists, all those are very easy to work with and pretty easy to do. Their expectations are low and it's just a matter of getting them phone calls and clients. Gimme an example of one that's hard to do for lead generation. We've had difficulties with. I would say B two B, anything with a geo location is going to be difficult because of limited search term. Again, I can just give you my example and yeah. Take commercial security in a city level targeting or regional, yeah. Marketing. Yeah. Yep. that makes sense. Something like that where there's also a lot of competition in a small area for that type of service-based business also becomes very difficult for lead generation. the main thing I look for is expectations. They're lenders, like if they have a good website and it makes sense and provides all the information. How strong their backend team is because I can send them all the leads. Like finding keywords for a business is not hard. Getting clicks into their website is not hard. The part where they actually convert on the lander and fill out the form and then the team follow ups on the backend is very difficult. So one of the things that we have no control over either, so one of the things that we like to do, we'd like to ask for actually is their backend c r m system to see what's happening on their backend as well. Like are they picking up calls? Are they following up? Are they actually texting, emailing, having conversations once we send them the leads, right. The other thing it helps us understand when we have access to their backend c R m, is whether the leads we're sending them are actually valid leads. Like if Someone searched security cameras and went to the website, filled out a form. Were they actually looking for security cameras or was it something completely random? That's my 2 cents use of Europe. I'll expand on what you said. Basically, I think the first award of business is, again, reality. Check what you said. Like, going off of my security example it's an actual client that I still work with. I really love them. But. Their CPCs are brutal and due to the B two B nature of the CPCs, they're like up to $30 per click. So no reasonable client can come to you and say, I expect a hundred dollars leads not gonna be possible at any rate. And I think the second most important thing is, A proper c r m setup because I also have another client know for some reason. So Lake hates me because they keep giving me just for you? Yeah, probably. I don't know. C r m really either makes or breaks your account here's an example. I also have another client Because I also like to live dangerously. I run both a search campaign and a pmax campaign for a, type of service they offer. So they're both generating leads on paper when I look at Google Ads. But if I have a solid C R M backend that, keeps track of all the UTMs in the parameters, and if I can log into there, I can see. Whether it is the search campaign or the pax is bringing on the sales, because like on paper, PAX looks a lot better. Like it's, it's bringing like twice or the Triple amounts of leads compared to search. But if search is resulting more in sales, there's more incentive for me to put more budget in search rather than Pax with just regular Google ads. It's looking at numbers and making an educated guess, I would say. But with c r m, you got a much cleaner picture with that said, yeah, my two biggest things is with Legion is getting the expectation set and having a proper c r m Oh, by the way, with proper c R M. A third example from my clients is what you also said, like whether they have a solid team, because I might bring all day long proper potential customers, but if they're failing to close them in a reasonable rate, then what could are? My campaigns, this actually happened with my, one of my clients they had like, Three week conversion lag, and almost like a four week sales cycle. any change I did, I had to wait like up to seven, eight weeks to see the effects on sales. So I just looked in the, properly every day I was in their HubSpot. I was just showing that, hey x. Have some more patience and these will result in sales because like, here's are the reasons. And then like once they come, you know, start from turning from potential leads into customers and you start seeing close one, close one, close one, then you can kind of like say, okay, here's I. What I'm gonna do and then eight weeks later we are gonna start probably seeing those that, helps you with that narrative and make sure that you calm the nerves of the clients. The first thing like those, I agree on those. By the way, the client expectation is key the first thing I look at is usually the website. 'cause in lead generation we can all agree that the CPCs will be high, right? For the doctors I know, like the B two B or any software, the CPCs will eventually be high. So I would just focus on the conversion rate. If you have a consumable content in your website, it might be a video, it might be some images, maybe before and after if you're a doctor, or do you have a social proof, some testimonials, multiple call to action or multiple forms, a live chat, maybe to just give multiple options for people to engage and communicate with you. Because if my C p A is $200, I have 1% conversionary on the website. If I can increase 2%, then without doing anything in the campaign structure, I can just help my c p a. So that's what I can, if some clients. Have a landing page that looks like a block, right? They have a slider and a long, long text. No images, no videos, no forms, only a call button at the end of the page. And eventually you think, okay, I will never make this work. we'll spend $3,000, we'll not be happy, we'll have a fight and the climb will off board, and I'll eventually blame the website for this. So I usually look at the website first and be like, Hey client, I am willing to postpone the onboarding if you are. So I don't wanna spend $3,000 to prove a point. If you immediately wanna start, I can do it, but I can assure you I cannot convert with this landing page no matter what you do, right? Because digital marketing is not about targeting only so I can target the best people, but if you don't have enough, like the proper tools to converse somebody to make them trust, 'cause each generation is all about trust. Right. So you're searching for a doctor, you wanna see some before, after you wanna see the clinic maybe, or you want to see some happy customer videos? I don't know. Like you want some sort of assurance, right? It only takes no way I'm gonna call you or no way. I'm gonna fill out a form. So the website is the most crucial thing for me. It's a red flag. And on the other terms, I also agree and the c r m system has to be set up properly. Like we have this client. We had the hardest time to understand what they're doing. have a, lead, right? They give a score of 17, it's not a sale, then they give it five. Then they were able to convert to five and they give seven. It's not converting. So you have to be in communication and know what the sales teams also on. Yeah, understanding the sales cycle of a legion client is really key because you gotta know what sort of path. The potential customer is gonna take once they, convert on the webpage. instead of acting, you might start reacting because everything on paper looks bad. But if you were just kind of like, know that it's a long process, if you just. How tight it might have worked in eventually. But if you don't know that, if your client is not feeding that input to you, it leaves you in the dark. you're just taking potshots and hoping that something sticks. But again, with knee gen, it's not like E-com stuff takes time. And if you're not patient, if you don't know the proper what's happening, once they convert on the webpage, what's happening on the background, you're gonna be reacting instead of acting. Yep. Makes sense. So I guess our main takeaways are good c r m, good sales teams, good lenders, reasonable expectations, four. Yep. That will be it. Yeah, I totally agree with the other part of it towards like, you gotta understand their sales cycle completely. 'cause if you don't, then there's nothing really, you can make adjustments on the front end to actually help them in the backend itself. But yeah, that makes a lot of sense. Okay, moving on to e-commerce. margins, right? Sometimes like you have to choose what channel or even campaign types, right? If you have a tenner profit margins, you cannot go for search because search will be expensive for you. So have to Going to shopping or maybe move on to Facebook to just really a bit like creating demand part, but the profit margins cannot be thin if you're a digital margin, right, for the ads, and you have to make sure that you have some sort of, second purchase, either you're playing for the loyalty or you're playing for the cross sell, or you're playing for the upsell, you wanna. sell something as maybe bundle, like instead of a discount you should do a bundle. So profit margins will be the most important thing in managing an e-comm, in my opinion. For e-comm, I think the most important thing I look at, Is whether the client is a reseller or they're selling their own products, that's one of the most important because if they're a reseller and if someone selling that stuff cheaper than you and the story money talks, no matter what you do, I mean, you're still gonna get conversion, but the bulk of your customers will go where that same stuff is. Cheaper. for example, like this is a AirPods case from a Wellknown brand speaking, I guess there, it's pronounced in us. I o This is the same product everywhere. Whether W sells it, FSLS, if I sell it, this is the same product, and if I sell it the cheapest, no matter what sort of strategy or, high-end Google ad stuff you do. Seven out of 10 people will end up buying it from me. You are only going to spend your money to educate those customers on this product will, inadvertently help me sell this product better because again, they will do the research for phase on your time and end up converting on me. So that's, I think the most important thing is unless the client is selling their original goods, Is to make a quick price check and like their best sellers, whether they're selling at least the market rate. The reverse side of that thing is they might sell their own stuff, but are those products also available in other place? Like, let's talk about cat screening points. I have two in my background, Cardboard ones, let's say if it's a brand one, if my client is selling it on their own website, and if they're also selling on Chewy or like they're wholesaling it to Chewy and Chewy is slashing the prices by like 20%. Again, no matter what I do, my metrics will never look that good. So price check is I think the number one thing. And second, the most important thing for me is. What FA said for lead gen, but I believe, I think it's most important for e-comm because if I land on the webpage to buy a product, 50% of those times it can be an impulse. Like I see something shiny, I want buy it. I don't want to broken checkout experience. I don't want to hop over like, Eight different pages to fill out my mother's maiden name. I just wanted to smooth, like two button click transaction, be done with it. Or if I go into website and I'm looking for AirPods cases, I want some proper filtering, like I want black ones. Silicon fits for AirPods, first generation. If your website, has that product but doesn't have those necessary filtering, You are failing to probably, maybe upsell a better product to me with better profit margins. website and product price ranges, whether they match what the market is offering. That's, I think the most important things for me to begin with when I onboard the new client. Makes sense. I agree with the o u too at this point was a good profit margins use of towards make sure it's competitively priced to give or take right? And have a good website experience. I'm just gonna build upon both of those. I agree with the profit margins, but I also want to add on it has to have a decent a o b I like to go like 60, 70 bucks, bare minimum, because marketing isn't getting cheaper, it's getting expensive. It's the average cost per conversion is like 30 bucks on a good day. And if your profit margins aren't there to support that, like if you're selling a product for 60 bucks and $34 of it is gone towards what do you call it advertising cost to convert that product and let's just say $15 or whatever to 15, 20 to ship out, but the product costs, you're left with $10. That's still some decent amount of money. But at the same time, if you're selling a $40 product that costs you $30 to convert, you're not gonna make money off of that. So good a o b, then it has to be something sellable on Google or on the platform. Like is it something, is it 'cause Google is a wants platform, something that people search for and want and need, right? It isn't a visual platform. Like if you're trying to sell clothing on Google, it's probably not gonna work, right? Clothing is more for visualization. You wanna go to Facebook, right? If you're trying to sell supplements, Yes, but under very rare conditions, like you have to be spending a lot on Facebook where people are slightly warmed up before they come to Google, search for the product, the type of product, and then convert after, right? So the want factor comes in. The other thing I kind of look at when I want take a client is what their a o v, not their a o B. The L T V is like, do people actually come back to buy a product? Like in the case of supplements, do people come back to your store to buy another item? Like if you're selling. I dunno. Yusef kept scratching stuff, right? Is Yusef gonna go back to the website to buy another one three months from now? Six months from now? Right. That makes my business scalable. Given that that means I can lose money on the front end the first time grabbing Yusef right, and then make money when he comes and buys the second and third time, I just have to get him to my website again, which is a lot cheaper because he already knows the brand, he already knows the product. So when he wants to buy it, he's just gonna check the label and come to me. So those are the main ones. A good A O V, a good L T V A sellable product and a good business. One of the things that people fail to understand is that you can't always sell a shitty product. If it's a good product, if it's a good business, it'll work, right? It'll skill. if it's a bad product that people don't want, then it won't, you can't sell stuff people don't want at a price point. They don't want. So you can't force it, especially on Google. Facebook is post wise, they can't check their competitors and whatnot. When you're looking at Google and you search Automo, let's just say cat scratch, pulse, there's 50 listings of different images, different type, and the price is right underneath, right. If it's not in a good spot where it doesn't look pretty, it doesn't look nice, you're gonna lose. When as soon as someone searches for your product type, you're already competing with everybody else right off the bat. 'cause it's right there. That's my 2 cents on it. I agree with you on that. So everybody has to understand that digital marketing is not magic, right? You're, you're not pulling a rabbit out of the hat, like the product has to be sellable. The first thing I look at, like, would I buy this, right? can the client gimme a reason? And I ask, why would people buy this? Or you have to gimme a reason, can push on it if it's something that needs to be explained, right? We had this client, it's a brewing something. It has a brew here, so you burn it around rules and you turn. Read to Dream. So something like that needs an explanation. A YouTube campaign might be proper for that, but if it's a like, cheaper product where people just need to see the price, you can continue with the shopping campaign. But first it has to be sellable. Like, would I buy this if they cannot answer the why, it's hard to sell something. Nice. Well, with that said question for you guys, what will prompt you to hold off launching an account? what would you say like, oh, this can't launch while this is in place. What sort of problem would that be? Summer landing page. like I just said, I cannot convert somebody on a blog post. You have to have, yeah. Landing page. So this is for legion and e-comm combined again, let's do for legion, like what, fa, since you went first, what would prompt you to stop a launch process for Legion? What sort of issues? Yes. I already said website, and the, like, the client expectation. Like if the client wants, like, I want 80 calls per day, how much budget do you have? 2000. What is the CPCs? $3. It's not possible. I cannot. Right? Like, if you think that's possible, and if anybody says I can bring that side, the stem or low quality. So you have to understand that if not, I don't want you to feel like I'm not good at my job. So I have to set, clear expectation so we don't have a problem. It's like John always says, it is better to just fire a client before they fire you. So you're just more honest. Right. Makes sense Like my pain point is profit margins. Like either you have to have a clear, unique selling proposition or value proposition or mm-hmm. You have to have a strong for that second purchase rate? cheap. Like, hey, the C P C C P A will be $20, the product is $20. If you can say a f a is completely fine, it's a cat foot. Like I'm sure if a new user can purchase this, I'm pretty sure I can sell this for a couple of time. My lifetime, value is $70 for this $20 product. Then it's better. Now I have three x. Player play area, right? I need something like that because a lot of clients is board because like we have 5%, 6% conversion rate on a standard, the shopping campaign, which is cold. That's good. Like, that's actually great. If you're not profitable, at that point, you need to change something about your business. Like marketing is not one sided. Everybody has to understand that. we are digital marketers, like we use Google Ads to just market your thing. If your thing is bad, if it's not like red flag, I mean, we can't do anything for that. So I'll just postpone start and be like, Hey, I either do a bundle or get a new product or do something that can help me help you. If that makes sense. Alright. Sama, are you, I agree with F Pay. My two biggest ones are just technical aspect of things. Make sure all my analytics, all my numbers are connected, conversion tracking is set up properly. And a good website, I don't ask for much. That's it. Well, for me, I think e-comm, if that price, price match thing is, Disproportionately favors other clients. I will vote to postpone the launch until we get the prices fixed because again, at the end of the day, money speaks and I I can launch the best p max or the account structure the world has ever seen. If my client is selling $50 cheaper than me, sorry, if the competitor is selling $50 cheaper than me, the same product. I'm never gonna hit that goal. So I will gladly talk with the client and say, Hey, client, our prices, again, I can't give a ballpark percentage because like 10% of a $50 versus $45 is different, but 10% or $500 versus 44 50 is in charge. Different thing. So if that price gap is really large to justify user to go to another web webpage, all I'll be doing is, you know, educating the. User to go buy this product somewhere else where they, you know, offer the same thing for the cheaper. So that, for e-comm, I think my biggest thing is, and aside from conversion, obviously e-comm product Id, I mean that these stuff I just usually takes like, unless it's super broken, 30, you know, minutes at max. So that pricing thing is my biggest red flag and I think most of times it's overlooked in e-comm is feed quality. Like oftentimes we have clients come in with really bad feed quality. The titles are really messy because like if you want to start shopping, your titles are gonna make those products appear visible or not. I mean, yes, G T I N and other stuff also plays well, but titles, images, descriptions, somewhere. But a good proper feed structure will save a lot of headache down the line. That's my two biggest reasons to postpone the launch for e-comm would be, and for lead gen, I would say definitely c r m with UTM tracking, because without those I will be flying blind. I will solely rely on Google as numbers. Like again, I have one search campaign inbound, one Pmax doing the same service, one sales 10, lease 1 6 50 lease. I don't know which brought me the most sales. So now, I don't know which one to prioritize over than that. If they don't have proper c r m set up and proper your u t M tracking, I will, try to push to my best ability to have that in place. Because again, if a campaign just spend like $5,000 and only broke me one conversion, but that conversion. ended up with a sale while Pax brought me a hundred conversions, which almost none of them converted. That all that tells me an entirely different story than what I see on Google Ads. that's, makes it really important to have a proper c r m. that's the thing., Okay, thanks for listening guys.