132 – Pros And Cons Of Hiring A Martial Arts Digital Agency

Many martial arts school owners long for a martial arts digital agency that delivers new students on demand without having to lift a finger. But Beware! This pipedream could cost you your business. Here’s the pitfalls to avoid and what to do instead. 


IN THIS EPISODE:

  • Pitfalls to avoid when working with a martial arts marketing agency
  • Who owns your digital assets?
  • Local digital marketing agency: Do they have proven, irresistible martial arts offers? 
  • What media should you use when running Facebook or Google ads?
  • Why most martial arts schools don't need a marketing agency
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

Hey, it's George Fourie. Welcome to the Martial Arts Media™ Business podcast. In this episode, I'm going to be talking about digital marketing agencies for martial arts schools. Martial arts, marketing agencies, however, you want to word that.

Do you need one? Do you need to hire an agency? And if you do, what are the pitfalls to avoid? What should you be avoiding? What questions should you be asking? What should you be looking out for? All are covered in this episode.

Make sure you stick around to the end and I'll share with you how you can download an actual checklist with everything discussed, all the questions to ask, pitfalls to avoid and so forth. All right, let's jump in.

All right. So let's talk about digital marketing agencies and do you actually need to hire one? I've got to start this one with a short story, and the story actually involves how I, one time, lost a valued podcast listener by my actions and I don't regret it. I've got to share the story. I've probably shared this in a previous podcast, but I think it's relevant if you haven't heard it. It's a relevant story for what we are talking about today.

All right. A couple of years ago, a podcast listener reached out to me and said, “Hey, George, love the podcast. Got a quick question. Which channels are the best for advertising a martial arts school? Is it Facebook or is it Google? Facebook ads or Google ads?”

And I replied, “Good question. It depends on a few factors, which it does. Facebook strategy works like this. Google strategy works like this. If I was doing this myself and trying it, this is the one that I would go for, which was Facebook in this case.”

I said, “Curious, just why are you asking?” And he replied and said, “Thanks for the information, but I'm actually starting a digital marketing agency for martial arts schools and I just wanted to know which channel works best.” And that got me fired up a bit. I said, “Hang on. You're opening a marketing agency and you are asking me which platform to advertise on. How are you going to actually take people's hard-earned money and run ads for them if you've never done it yourself?”

And then his response fired me up even more. And he said, “Oh, that's okay. I'm just going to hire someone offshore to do it for me and run the agency that way.” And that made me boil over.

And I can't recall the exact reply that I messaged back, but I said, “Look, the world does not work like that and you cannot take people's hard-earned money and charge them and think some magical person offshore is just going to know what to do.” Now, there is a way to use an offshore person, and I might share this in this episode, but that's definitely not the way to go about it.

And so I wanted to start that with caution because, well, as a warning, really, if someone is not charging you a premium fee to run ads, which is quite a hard thing to do, they're probably not going to do a very good job.

Now, I must admit the industry's come a long way and I've been doing this for a long time. Facebook wasn't around when I started digital marketing. I started by hard trial and error, wasting a lot of money. It was way harder to run ads back in the day than it is now. So things have evolved. The industry has evolved and agencies have also evolved, but there are a few pet peeves and pitfalls you got to watch out for.

Pet peeves I have about agencies and pitfalls that you should watch out for, and there's this dream scenario for martial arts school I know is you could just do what you love. You could just do the teaching. You could just show up. There are always students and you just do what you love.

That is the dream scenario and you could definitely achieve that, but is an agency always the answer to do that? And I'm going to say no because I've played on both sides of the coin. This is purely from my experience. I want to give props to really good agencies that are out there and that have really evolved in the martial arts space, but I still want to approach this with a word of caution because I've seen the pitfalls and I've seen how things adapt. At the end of the day, you as the martial arts school owner are worse off.

Another just trip down in history, memory lane. So the way I got started in this industry before I started our Partners group, where we helped martial arts school on a scale worth marketing and attracting the right students, increasing sign-ups and retaining more members, we were an agency and I started my agency with this dream idea. If we could just do everything for martial arts school owners, they would be better off and I really believed that. 

And I really wanted to create something magical for school owners in that way, but as we ran it and as we had clients do this, I felt that every time things didn't go right, or worst case, we parted ways with a client, the client is always worse off. The client is always worse off running by just throwing their entire energy and faith into a marketing agency to deliver leads for them every month and month-end.

When you part ways, you're always worse off because now you're left with nothing. You've got nothing. And so again, you're looking for this magical agency to do everything for you, and that was always a big concern for me is when somebody is doing the lifeblood of your business and they are responsible for it, and they're always doing it.

What if that service is not what it is a month later, or they grow too big, and now the service starts to deteriorate and they're not on top of the strategy and they need to scale, so they need to get on more clients and they need to hire more staff. And now the person that you hired, isn't even touching your account anymore and your costs are going through the roof.

So for you to be better off, I'm going to go through a couple of things that you should be watching out for, pitfalls to avoid, and things to consider when you are hiring an agency.

By the way, if you're listening to us or wherever you're watching us, go to martialartsmedia.com/132, that's the numbers one, three, two. I'll have a checklist where you can download all these questions and that you've got just a guide for the right questions to ask if you're ever going to hire an agency.

All right, here we go. First up, let's just start with a few pitfalls. Who keeps the data? Number one, if they're going to run your ads, who keeps the data, and this goes hand in hand with, are you going to be better off? Meaning if somebody comes and they're running the ads for you, then who keeps the data? Are they hanging onto the data or will you actually get the data?

Meaning if you ever left the agency, are you going to be better off or are you going to be back to square one, back to where you were before you started with the agency and you've got no way to generate more leads? So you've learned nothing. You've gathered nothing. You've gained nothing other than, of course, the leads that you got. But when you leave the agency, you're back to square one.

And so with that, the follow-up question to ask on that, whose ad account do they run the ads from? Is it your ad account or is it an account that they have and they just run your page through that? Because if they're doing that, that means they are keeping all the data. I had a local company here that I helped out in Perth, Australia, just another nightmare story from an agency.

They had developed a website for this martial arts school and they were running the Google ads and they never handed over admin access. So they'd spend five to $10,000 on this website with combined services. Well, mainly for the website and they didn't get handed over the admin access to the website and they didn't want to hand it over when they moved. So they made it super uncomfortable for them.

So they'd paid for something that they had no ownership rights to because they had no login details to the hosting company or the website company, and I was just shocked that any company would hold a business hostage like that.

And that's the first time I'd seen that unethicalness in an industry. And I picked a big fight with them and called them for what it is because they knew what they were doing was unethical. After a long fight, they handed it over, but it really opened my eyes to realize that hang on, when agencies are trying to scale, they take shortcuts.

And so they'll take your money and they won't set up an account for you in your name. They'll run it on their account, which means they always keep the data and they hang onto all the assets. A big thing that you've got to watch out for. Which accounts are they running it from? And are you going to be better off when you leave?

All right, let's go to the next step. What type of offer are they running? Now, if you are running a niche agency that's in the martial arts space, hopefully, they've tested some offers. But if you go looking for the local agency, the problem that you're going to find with the local agency is they probably have not fine-tuned the right offer for a martial arts school.

So they don't know what strategy works and that is something that takes experience and it takes a lot of testing. And so if you are the guinea pig and you are the first guy that they're testing, they're not going to know if it's going to be a free trial, a paid trial.

They're not going to know which wording to use, which copy. They might be as experienced as they are, but they are used to running ads for corporate-type companies. And so they've got this corporate type strategy, which means the strategy they're going to use for you is going to cost you a lot, and it's going to take a long time for you to get results.

How much experience does that company actually have with martial arts schools? Are they going to get you the results that you want or are you going to have to burn through a lot of money before they get to a result? All right.

So let's talk about strategy. What strategy are they using to generate leads? And are they on top of these strategies? So here's something that's happening in the digital space right now. At the time we're recording this 2022, there's been a lot of shifts and things happening on platforms.

Facebook has still been the dominant ad platform. There are emerging platforms, more Instagram, which is under the Facebook umbrella. TikTok is doing a lot of things. So are YouTube ads. So there are a lot of things happening, but is the strategy that you are using going to work now and in the long run, or are they hanging onto an old strategy, which means it doesn't really work that much on the platform anymore.

And so you're spending way too much money to generate leads. So now you've got this massive fee for the agency and your ad costs are way higher because they are doing the wrong strategy to get you the result.

Now, maybe you don't have to touch it and that's okay, but you're burning through a lot of cash and way too much cash for something that could be actually done if it was really, really simple, because I'll go through quickly, something that we do with our martial arts school clients. We work on getting the offer right. We spend a lot of time on this.

We've helped our school-owner clients generate way more than 7,000 paid trials through our process. So it's something that we've refined and tested, so we know it works in different styles for karate, four TaeKwonDo, for jiu-jitsu. We've played around with various offers in all styles and modified it.

We know what offer works best for which style and which offer works best in a scenario. So how are you going to sign people up afterwards? Is it going to be a free trial or you're going to run a paid trial and then sign people up? What's your sales process going to be because it's all got to be congruent. Your front-end offers really got to be congruent with your sales process on the back end.

And so if an agency doesn't know that flow that works, number one, and that compliments your strengths, well, there's going to be things that break in between. That's a big thing to consider.

First up, we look at how we craft the irresistible offer? Now, you can run a bad ad with a good offer and get great results, but you can't run a great ad with a bad offer. So we know that if we craft the perfect offer for our clients, they're going to get results. And then we go through the process of how to run an ad that gets results. And how do you go by testing and refining the process so that you'll get the best results from your ads? And it's a really simple process and formula.

And then after that is, well, how do you do the follow-up? How do you follow people up and how do you use a strategy that is congruent with how the platforms work right now? Because as we speak right now on Facebook, for example, if you are sending people away from Facebook, meaning they got to click on a website link or go to a page, that's great, but Facebook doesn't want you to leave Facebook.

Your strategy to optimize for people clicking away from Facebook is way more expensive than if you had the conversation within Facebook. Got to admit, this was a hard pill for me to swallow because I'm used to being the website guy and developing landing pages.

And so it took a lot of adjusting for my mindset first up to adapt to that, but there's a simple strategy like we use our Messenger signup method where you can follow up with people within Facebook and your conversion rate is way much higher and your cost per lead is way, way less. What is the strategy that your agency's taking, and is that congruent with how things work today?

All right, let's look at another thing. Media. Okay. Media means videos or photos, for example. What are they going to use, and have they tested it? If they're going to recommend the video, well, there's a whole list of boxes to tick with the video.

Now, generally speaking, people say video is better on social media. It is, but generally speaking, not on ads. Video for the most part is not better on ads. And look, there's an exception to the rule and I'm generally speaking, generally.

If people think video is better, then everybody says, “Hey, let's go do video.” Well, can you craft a good video? And that doesn't mean a video that's got a logo circling for 10 seconds, where by that time everybody's left or it's a video that the videographer student, maybe someone that's got great intentions and they're a student with you and they created for you, but have they crafted a video that conveys a structured sales message and gets people to take action?

That is a whole different ball game. So just because you can edit on video software does not mean you can create a video that's going to drive a conversion. Completely different thing.

What media should you use and how are they going to go about that? Now, they might say, “Well, we've tested these stock images,” and that's great. Now, I've got a bit of a pet peeve with stock images because again, it's not congruent and it looks fake. People can see what is fake and what is real.

And here's the thing, they've probably seen everybody else use the same images in your area as well. Do stock images work? Again, an exception to the rule, but do you really want to portray a fake image about what it is that you offer and then people arrive at your school and there's a complete disconnect about there's no congruence with what they saw and what they're getting at your school.

What images are they going to use and what are they going to recommend? So they're probably going to say, “Look, use these stock images.” All right. Maybe it works. Maybe it doesn't, but in the long run, it's going to tarnish your reputation, and it's going to do damage to your brand at the end of the day.

We got a strategy we followed. We did a course with Francine Schaepper. We did The Smartphone Photography Masterclass, and in that, we cover the process of how do you take the photos? And it's not rocket science. It's the kind of thing that when you learn it, you know it and you know what to look for. 

And there's a whole bunch of things that go into that, but it's something that you got to know. And if you don't know it, then you, depending on this agency, deliver all these results for you, but what are they going to use to get the message out and is it going to be congruent with your brand?

So we teach our clients just the basics, what to look for, what type of photos should you be taking, and how many people should be in the photos. Smiling faces is always a plus and go about the testing and then roll the ad out and just do the testing. So it's really a simple process to follow if you know what to do.

And so that for me begs the question, do you actually need an agency? Now, what I'm not saying is you have to be running the ads and be hands-on all your life in marketing. But the danger is, if you give your lifeblood over to a marketing company, you have to hope that they're around today, in 3 years, in 5 years and 10 years. So you've not only got to hope that they're a good marketer, but you've got to hope that they're a good business owner and know how to run an agency.

In the agency world, there used to be this thing of there's a breakpoint at, I think, it's 20 clients, that when you've got 20 clients and 20 ad accounts to run, the agency owner typically breaks because they just got to keep employing staff and keep employing staff, unless they're just doing a cookie-cutter approach and doing the same thing for everyone. In our experience, that is not a good strategy to go by.

One of our frequent guests, Kevin Blundell, we were chatting about running ads way back. And we were looking at ad accounts from two different locations and we were running the same offer in two different locations, with the same strategy. One went through the roof and the other one crickets. And so when somebody takes a blanket approach and doesn't assess things specifically for your location, again, you're going to spend way more to get the results and probably it's going to be costly.

And then the danger is, let's say they did deliver. So let's say you got the guy and he was a great marketer. He's a great marketer. So he is a great marketer and he's getting the results, but now he hits that benchmark. Well, he's got 20 clients plus. Now, he's got a scale. And so now employs the staff member to run it, and the staff member still needs to learn the strategy and experiment. And the person that you hired gets more and more detached from the actual process and your ads start to decline and decline and decline and decline and decline.

And so here you are, and you're like, well, this isn't working anymore and you don't know what to do because you are disconnected from the strategy. You don't know the offers, you don't know what works, and you don't have access to the data.

And so you decide, all right, well, I'm going to do the next thing and look for another agency to run this, and here you go back on the train. The lifeblood of your business is always dependent on somebody else looking after it, and you just have to have the hope strategy. You hope and pray that they deliver for a long time.

And so when it comes to the way we go about it, we know that most school owners don't need an agency. Number one, you can save a lot of money doing it yourself, but the other thing is you get an insight about your business that you will not get when you work through an agency because you know what offers work, you know what people respond to, and that is something that you don't just do in your ads, but now you start duplicating that across the board with internal marketing and running flyer campaigns or internal flyers or other advertising platforms that you want to work on.

So you've got the insight and you know what people respond to because you've got a hands-on overview. Now, does that mean you've got to always be hands-on? Definitely not. But if you've got the strategy and you know how this works, then finding the hands to do that is really easy.

We've got a few school owner clients that we work with that are growing the family business and they've either got their kids that are taking over the business, or they've got other instructors that want to be hands-on in the business.

And so slowly, they're just handing over the reins to them. They keep the data, they keep the strategy and they hang onto it and everything grows within the organization, and that way everybody's hands-on, everyone knows which strategies work, which offers work, and you can get students on-demand without knowing that the livelihood of your business is dependent on X, Y, Z business and you got to hope and pray that they're going to be around in the next five, 10 years.

Anyway, there was a lot more that I wanted to cover. I have spoken about a few of these things before, but I just wanted to give you a good perspective on what to look out for, and what to watch for. Head over to martialartsmedia.com/132, numbers one, three, two, and you can download a resource, just all the questions and all these things that we've just discussed, what to ask, what to look out for, and hope that helps.

Anyway, thanks so much for watching and listening. I'll see you in the next episode. Cheers.

 

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124 – Free Trials Vs Paid Trials For Martial Arts: Which Works Better Between Facebook & Google?

Even if you’re biased like I am between free or paid martial arts trials, this might make you reconsider where one might be more useful than the other.


IN THIS EPISODE:

  • What’s the purpose of a trial class anyways? 
  • Why what happens before the actual enquiry matters
  • When to use a free trial and a paid trial offer?
  • Intent-based vs Interruption-based marketing
  • What differences to consider when marketing on Facebook and Google 
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

Hey, George Fourie here. Welcome to the Martial Arts Media™ business podcast. In this episode, I'm going to be talking about a martial arts marketing age-old dilemma: free trials versus paid trials, which one should you be using in your social media, in your Facebook ads, your Google ads, your promotions, and so forth. 

So, I'm going to break it down, and the answer is actually not as straightforward as you might think, especially if you're getting good results with free trials or paid trials, and you are kind of biased towards the other. So, there's actually a place for both. So, I'm going to break down where you could potentially use the paid trial, the free trials, and a bit of the science and the logic behind why you should be using it, at which area in your marketing. 

Stick around to the end, I'll share with you how to, where you can download our free resource, ‘The Ultimate Facebook™ guide for Martial Arts Schools', that will help you create your next winning ad. Alright, let's jump in. 

So, before we dive into details of free versus paid trials, I think it's important to just discuss why a trial in the first place? I mean, we're not in the business of free and paid trials, right? We're in the business of signing up students; and if a student stays with us for one year to two years to three years, I mean, that's really where things are at, right? 

So, why not just go for the marriage proposal straight-up, instead of the drink at the bar? Well, it's really just that, right? We kind of need to start with the drink at the bar. So, what is the drink at the bar? Well, we can use a different analogy for that. But you get what I'm saying, right? So, free trial, paid trial, which is going to work best? Well, it's going to depend on what happens before the trial. 

So, how are they actually entering into your world? And where are the inquiries coming from? So, let's take the first example. Let's say somebody walks into your school, they walk into your school, and the conversation goes, “Hey, I'm, you know, been walking past the school and had a look at your website and had a look at- I've seen your posts on social media, and I wouldn't mind giving it a try and seeing if it will work for me.” 

So, what do you do in that situation? Well, you could present your paid trial, if that's something that you do. But what if a person like that is not keen to pay something just yet? And they just want to try it out? And maybe it's not the money at all, it's just, they just want to give it a go.

They're just not sure, right? What would you do in that scenario? Is it- should you be enforcing a paid trial? You could… or why not just give away a free trial and let them try it out, right? 

Because whether they, I mean, the hard work is done – they've actually walked through the door. From there, you know, how they get to being a member, is really up to you and your sales process, and we'll talk a bit more about that as well. In a sense of that, that's where a free trial could work great, right? Somebody walked in, and they just wanted to give it a try. 

Let's look at another angle where free trials can work great, and to do that, let's do a quick comparison on two core platforms, two core advertising or promotional channels, one being social media, and one being Google. So, let's take Facebook versus Google, for example. Alright, so starting with Google, when people go to Google, Google is intent-based marketing. Facebook is interruption-based.

So, let's talk about the big G first. So, Google: intent-based, so, somebody goes to Google, they are actively searching for a solution or trying to solve a problem. And so, depending on where they are in the buying cycle, is going to depend where they're at, with what their search terms are going to be. So, if they've gone through all the cycles, they might be typing in something like, “martial arts school near me”. 

But if they're not there yet, then they might be typing in something like, “is martial arts the right thing for my child?” or if they know a little bit about different martial arts schools and martial arts styles, they might be typing in, like, “taekwondo versus Jiu jitsu”, or, “Jiu jitsu versus karate”, etc. So, depending on where they're at in the buying cycle, would really depend on where they're at and what type of search term they are typing in. But nevertheless, this person has got intent. 

And by the way, if you want to know more about how these different cycles work, these different stages, I recorded a podcast quite a while ago, called ‘The Five Stages of the Martial Arts Students Signup Cycle'. It's podcast episode #41 – if you go to martialartsmedia.com/41, I'll dive into the details of that, Alright, back to free trials. So, free trials, and searching Google. So, your prospect is searching Google and they find your website. 

Now, they've got some intent, right? Because they've been searching, educating themselves about martial arts and they're kind of ready to potentially take the first step – or not. So, they get your website and they're presented with two options. Now, if they know you, like you, and trust you at this point, or your website does a good job of doing that, they might be ready to take on the paid trial. But maybe they're not, right? 

So, this is where a website could really, it's good to have a few options. And having an option to have a free trial or inquiry, and the paid trial are all good, right? So, this is where a free trial could also be good, because your prospect is just not ready to take out their credit card just yet, although they are very interested. So, that takes care of Google. 

Now, let's move over to Facebook. If we look at mass growth, and student signups, what we've experienced mostly with most of our clients, is it's still the premium channel to attract new students. So, let's look at Facebook. The difference between Facebook and Google, is Facebook is more interruption-based.

So, you can target really well and define exactly who you want to, which demographic you want your ads to be shown to. But you still have to interrupt someone out of their mindless scrolling, right? 

So, they're scrolling or they’re just checking the phone for a couple of minutes, your ads have got to grab attention – got to grab attention. And if you want to know how exactly to do that ad structure, I'll share with you the download resource that you can grab on the podcast page, that will go through that resource. 

But firstly, you have to grab attention, and attention, interest, and desire, right? So, to create desire, you need to create an irresistible offer – an irresistible offer that's got to communicate value. Now, here's where you can struggle with a free trial. If you've just interrupted someone, and they look at your ad, and they look at the option of a free martial arts class, it doesn't really, it's hard to paint the value around it, right? Again, could be case by case, could be different, right? But we're just talking in general. 

In general, how this platform works, it's going to be hard to establish value with a free class. And because you interrupted someone, you could be getting inquiries from people that maybe aren't that interested. And so, you're also going to potentially attract the wrong crowd by having the free trial on Facebook. So, in our experience, and I say in our experience, because we work with a lot of school owners, and we've helped martial arts school owners generate more than 7000 paid trials through this formula. 

It's important to have a well-structured, well-worded paid trial with a Facebook ad, and we find that works way better on Facebook. Now, how do we structure the paid trial? Well, that's important as well. It's not just paying for a few classes, but it's packaged with a combination of classes. Classes plus a physical item, and then demonstrating what the value is. And that last point is really key.

So, what do I mean by that? Well, it's not just, you know, buy five classes for 50 bucks, or, you know, whatever the number is, and I'm just making that number up. I've actually never used that offer, so don't… well, try it – if it works, let me know. But it's important to package it with something physical. Why the physical really helps, because if I'm paying, let's say, 39.95 for two weeks, and I get a free training t-shirt or free uniform, that's something physical that I can picture in my mind. 

And so, if I'm looking at an offer, and I can see that I'm going to pay 39.95 for a two-week trial, I'm going to get this free uniform that's valued at 75, 85, 95 dollars, or I'm saving this much. Now, if you look at this as a package, and it's like, “Ah, cool,” that makes sense – that demonstrates value. I can understand that, because I can understand a physical item better than I can imagining what a martial arts class would be like.

The silly thing is, in your mind, you might be, you know, a prospect might be rationalizing, “Well, you know, if I can try this, and at least I can keep the free item, if I don't like it.” Not sure what you're going to do with a Gi if, or a uniform, if you're not going to train, but hey, nevertheless, that's cool. 

So, just to wrap it up, where do you use a free trial? Where do you use a paid trial? Depends on the platform, where you're going to use it. Make sure that you've got both on your website, so that if somebody finds you, that they can access both – whichever one suits them at the time in their buying cycle. And if you're going to use Facebook ads, then the best bet is to use the paid trial and potentially get the most results from that. 

And if you want to know how to do that, then on this page, depending on where you are watching or listening to this episode, martialartsmedia.com/124. So, the number 124, martialartsmedia.com/124. Scroll down to the big red button that says, ‘Download the Ultimate Facebook™ Ad Formula for Martial Arts Schools.' That will help you, take you through the exact process that we use with all our clients to create winning Facebook ad campaigns that help you attract new students all year long

Thanks so much for watching. Thanks so much for listening. Wherever you are accessing this episode, please make sure you subscribe, that you get notified when our next episode comes out. And please do me a favor, if you got great value from this episode, please share this with a martial arts school owner or instructor friend that you know would get some great value from listening to or watching this.

Thanks again. See you in the next episode, speak soon.

 

Here are 3 ways we can help scale your school right now.

1. Download the Martial Arts Media™ Mobile App.

It's our new private community app exclusive for martial arts school owners, with top courses, online events, and free resources to help grow your business.  Click here to download for iPhone or Android (any other device).

2. Join the Martial Arts Media™ Academy Membership and become a Case Study.

I'm working closely with a group of martial arts school owners this month to get to 100+ students. If you'd like to work with me to help you grow your martial arts school, get started with our 7-day risk-free trial – Click Here

3. Work With Me and My Team Privately.

If you would like to work with me and my team to scale your school to the next level, fill out the form and apply HERE … tell me a little about your business and what you would like to work on together and I'll get you all the details – Click Here

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.

***NEW*** Now available on Spotify!

123 – 3 Key Steps To Master For Your Next Martial Arts Facebook Ad Campaign

If you believe that things like the iOS updates have impacted your martial arts ads, chances are you’re going about this the wrong way. Here’s a foolproof strategy to adapt for your next successful campaign.


IN THIS EPISODE:

  • What is The Ultimate Facebook Ad Formula For Martial Arts Schools?
  • Spending too much money on ads? This number might tell a different story
  • Creating an irresistible martial arts offer
  • How to use the AIDA formula for martial arts Facebook ads
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

If you don't get the leads, you don't get the trials, you don't get the signups. So if we get this right with Facebook, first up, we can get the ads to flow easily. So it becomes a bit of a timing thing. The right offer at the right time in front of the right people.

Hey, this is George Fourie. Welcome to the Martial Arts Media business podcast. And in this episode, I'm going to be talking about three key steps that you need to master your next Facebook ad campaign. And I'm going to kick off with a bold statement. And the bold statement is, most martial arts school owners are going about this dead wrong. Why do I know this?

Well, first up, we look and we speak to a lot of school owners and look at a lot of ad accounts, but I can tell you that we don't even have to look at the ad accounts when we hear things like, the iOS, the latest iOS update has completely crushed our results. Or, our website is not bringing in leads anymore. Or, we used to have this strategy of running this ad and this retargeting ad, and this doesn't work anymore. Or, everything used to work, and now our ad costs have gone through the roof, and it's not working anymore. 

All those things are really a key sign that it's not about Facebook itself, but it's actually about the strategy. So in this episode, I'm going to break down the entire strategy, how to go about it, what to avoid, what to optimize, what to look for and outline a winning ad strategy that you can use. Winning to the point that we've refined it over the last four, five, six years. And we've seen more than 7,000 paid trials go through the system.

So I'm going to share this with you today. Make sure that you hit subscribe wherever you are watching this video, or if you're listening to it, head over to your favorite podcast listening tool thingy, and make sure you subscribe. And also if you hang around to the end, I will share with you where you can get our latest e-book, which is a breakdown of much of what we're discussing here today, which is called The Ultimate Facebook Ad Formula for Martial Arts Schools.

All right, let's jump in. 

martial arts ads

Let's jump into three key steps to master your next Facebook ad campaign. So just for a little bit of context, this presentation and these slides that I'm going through right now comes from our Partners group. Our Partners program is our flagship program where we help school owners attract the right students, increase signups, and retain more members.

And if you look at it from a model standpoint, this is pretty much what we work on on a month to month basis. And what we're talking about right now, Facebook, Facebook advertising, falls in the top group there, which is called activate ads. All right. Activate ads under Attract. All right. So let's jump in. 

So first up, what's the big problem that we're trying to solve here with Facebook ads? And the big problems that we run into? Well, first up, I'm sure you know advertising is hard. No matter who says what, it's hard. Sometimes it works and sometimes it doesn't, right? It can be very inconsistent.

And so sometimes it's hard and sometimes you think, well, hang on, I'm actually, I'm on top of this. And then somebody pulls the rug underneath your feet and it just stops working and it could be hard to diagnose and figure out, all right, well, what's actually going on here?

Why is this working and why not? Which can cause a lot of frustration, but more… The biggest impact of course that you get is you struggle to get the leads, and if you don't get the leads, you don't get the trials, you don't get the signups.

So if we get this right with Facebook, first up, we can get the ads to flow easily. So it becomes a bit of a timing thing, right? The right offer at the right time in front of the right people. 

And if we know how to adapt our four-step formula that works in between those timeframes, in between those segments, then we're off to a good start. If we could do that, ads will keep on working. Most importantly, we know what to measure and improve. You want to be building up a big library of winning ad campaigns. And this is how it really becomes easier.

Some of our best clients that always used to ask all the questions in the group about Facebook ads now almost ask nothing because, hey, they've just got it mastered. And they've built up this library of winning ad campaigns. And best of all, you get it right, obviously you get the leads and you get the signups. So I'm going to jump into three key concepts, three key concepts to win at your next ad campaign.

So first up, know your numbers. Now I'm sure you've heard this thrown around a lot, right? Yeah, you got to know your numbers, and yeah, we all know we got to know our numbers, but what numbers are we really looking for? So first up we want to know what is a student actually worth?

Because here's the metric that everyone focuses on that's the wrong metric. And that metric is cost per lead. Cost per lead. How much did it cost? What is the cost per click?

Now, yep, it's important to try and reduce that, but it's not really the number that matters, right? Because if you were in real estate, for example, and you were paying per lead, that most martial arts schools are paying, you would be winning. So, yep, we want to try and reduce that cost. But what really matters is, what is the return on investment? 

And I'll give a real simple example. I mean, if you had to walk into the casino, and you found a slot machine, and every time you put $1 into that slot machine, it gave $2 back. How many dollars are you going to put into that slot machine? All of them, right? So that's the winning formula.

Now, I mean, if you had to put $5 in and you got $10 out, well, how many dollars are you going to put in? All the $5 that you can get together. So you're not going to go back and say, oh, well, hang on.

I really preferred to put a dollar into the slot machine. No, you don't care because you're getting $10 back. So what I'm really trying to reference to is what is that number? What is the lifetime student value, or at least, what is a student worth for you over the next year? 

Because if you know that every student that signs up is worth $1,500, $2,000, $2,500, then the cost per click starts getting a little more irrelevant. Now, obviously you need to be concerned about that because I mean, if we're spending $1,000 to get a new student and a student's only worth $1,500, well, we're going to burn through cash flow quite fast, right?

And something I learned from Mike Rhodes way long ago was to look at what is a student worth? What is a customer worth over the first three months? And then, grabbing a name, another tip from another gentleman I've learned a lot from, Dean Jackson, stating how much would you spend with a smile on your face to acquire a customer? 

So if you look at, let's say, all right, well, what is the student worth over the next three months? And then, how much of that am I going to spend with a smile on my face to acquire a new customer, a new student in our case, then what is that number? So if you're comfortable with that number, now we know, all right, well, I'm comfortable spending $50, $100, $150 to acquire a new student, and I will do that all day long. And that's the metric that you've got to dial in. All right, let's move on. 

Number two, your irresistible offer. What is an irresistible offer? Well, I've got a picture here of a fidget spinner. It's probably not an ideal irresistible offer. Well, it was for a while, right? Because everybody wanted a fidget spinner.

But what is an irresistible offer? Well, you want to think of your offer, in the case with martial arts, is how do students get started with you? And what is a way that they can get started with you that's completely risk free for them, and it's enticing enough for them to take the first step.

So here's what the offer is not. The offer is not trying to sell the membership, especially not on Facebook, right? Not with this type of marketing. And I can dive deeper into how Facebook works as an interruption, but for now, we've just got to focus on the fact that we want to put an enticing offer in front of people that gets them to take the first step. 

Now, the first step is not signing up for a 12-month membership, right? The first step is them seeing an offer, seeing something that's irresistible enough for them to go ahead and take the first step and put their hand up and say, all right, I'm keen to do this. Okay. I'm keen to do this and let's go ahead and try this out, right?

And I say try this out, I mean, we want people to start, but we want people to feel comfortable about taking that first step without the risk being on them. And risk might be, well, sign up for a 12-month membership to get started. I know nobody does that, but hey, you want to make it easy for them.

So let's talk about offers. So what is better? Should we run a free trial or a paid trial? Now in our experience there's room for both, but when it comes to Facebook, paid trial typically works better. And I'll explain why.

If we had to compare Facebook and Google, when somebody comes through Google, there's some intent. Meaning they go to Google, they look for it, they search, and they've got some intent to actually… They're interested, right? They already have the interest.

On Facebook, we can target really well, but we have to interrupt. So we got to interrupt people from scrolling. People are sitting on their phones and they're looking through, and we got to put something in front of people that appears of great value. So, yep, we can grab their attention and get them interested, but we've got to build desire with a specific ad offer. And that's where a good irresistible offer comes into play. 

So you need a good, irresistible offer, and you need to establish some value. Now it's very hard to establish value with something that's free. Because what is a free trial?

What does that mean? What's the catch? Why is it free?

But if you package something with a uniform or a physical item, like gloves, t-shirt, belt, et cetera, and they're paying X instead of XX, now they can see the value and it's much easier to make a decision. All right. So work on your offer and work on your paid trials. 

Now, these are examples. You might already be using a paid trial, but what could… And if your paid trial is not working, then you got to dig a bit deeper, and it could be actually in the way that it's worded.

So there's certain things that you've got to avoid and certain things you can say or not, and there's certain numbers that will work better than the others. But too much detail to get into right now, but pay attention to the way you deliver your paid trial. All right, let's move on. 

And number three is, follow the formula. Follow the formula. So what is the ad formula to work with when creating ads? For us, we keep it super simple. We use the age-old AIDA formula. A I D A. If you've heard of it, great. Maybe you'll get some context if you haven't heard of it. A is for attention. I is for interest. D is for desire. A is for action. So I'm going to break down exactly how we go about this, right?

So A for attention is grabbing attention. So you want to call the people out that you are trying to have a conversation with, and that could be simply calling them out. San Diego moms, men of Sydney.

So it's just telling the people who we are talking to, that we are trying to talk to them. The next thing that will also, and this probably counts for more than anything, is the type of media that you use. So the type of image. Now, should you use images? Should you use videos? 

Well, in our case, I'd rather use an image. It's just much easier and you've got to be really good at video to really make video work. And side note, all respect to all videographers, but most people that think they're really good at video are not because they create a good video, but they don't have the sales knowledge and marketing knowledge to package it in the right way, to grab the attention and build up the desire. That's attention.

Interest is creating a cool headline. How do you grab interest? Well, in our case, what we do is we create a benefit driven headline.

So how do we craft a benefit? Something that, what is the thing that they're going to get? Now, what you want to avoid here is not talk about what it is, but you want to talk about what they get.

Two different things, right? What it is, is they get martial arts classes. What they get is the result that they get from martial arts classes. 

So this is where we want to talk about more of the end result, the benefit, the desire that they're going to get from this. Let's talk about desire. How do we go about desire? Because we've managed to craft the offers in such an irresistible way, we tend to find that in the desire section, we just insert our irresistible offer right there.

And if we've grabbed their attention and built up their interest with a powerful, benefit driven headline, then that's normally enough for them to say, all right, I want to try this out. And this is where we insert our irresistible offer. And then last but not least is the call to action.

So what do they need to do to get this? And this is where most school owners fall flat. Reason why: they will send the person to a website.

The worst thing you can possibly do is just send them to your homepage website. Because imagine you've just spoken about this awesome offer and everything, and now they click on a link and when they click on it, it's nothing relevant to what was just spoken about. 

So they're lost, and immediately they leave, right? And they bounce and away they go. The other is to send them to a landing page.

Now this is where everybody feels and thinks that they have to have the best landing page. Well, got news for you. If you're struggling with Facebook right now, Facebook doesn't want you to leave Facebook.

So actually sending people to a landing page could be really, really hard to do. So unless you're super experienced and you're testing it and your landing page was specifically created for that specific offer, I would not recommend going about this.

I would do one of two things. One would be to create a lead ad, which is internal with Facebook. Or number two is send people directly to Messenger. And by doing this people stay on Facebook, they stay in the framework, and now you can follow up in that way. 

And if you do something like in our Partners group, we have The Messenger Signup Method. It takes your prospects from being curious to serious, and then we sign them up. Then that's something that can really work for you. And it's really scalable, as well.

All right. And that's it. Those are the three key steps.

So quickly as a recap, number one, know your numbers. What are the key numbers you got to pay attention to? Well, first up, what is your student worth over the next 12 months or for the lifetime?

Your lifetime student value, and how much are you comfortable spending that? What are you comfortable spending with a smile on your face to acquire your student? So paying attention to that rather than what are you paying per click. 

Number two is your irresistible martial arts offer. So what type of offer are you using? If you are generating your ads from Facebook, highly recommend you look at a paid trial offer and then make sure that your paid trial offer is worded the right way, worded using the right numbers and making sure that when somebody looks at the offer, that it automatically screams of value.

And what I mean by that is, they look at it, and it's a no brainer for them to not go ahead with it. And then number three, follow the formula. So the formula being AIDA, which is the formula we follow. A for attention, I for interest, D for desire, and A for action. All right. And that's it. 

Now, if you do want a copy of our latest e-book, The Ultimate Facebook Ad Formula for Martial Arts Schools, then head over to the podcast episode on martialartsmedia.com, and you'll find it at martialartsmedia.com/123.

We're just lucky that this episode is number 123, right? So martialartsmedia.com/ the numbers 123, not the words written out, just the numbers, 123. And there'll be a button there, all the show notes will be there, plus a transcript. And you'll be able to download The Ultimate Facebook Ad Formula for Martial Arts Schools. 

And if you need some help with your Facebook ads and you want to learn more, how we can help you, or maybe you need someone, you just need a second set of eyes to have a look at your ad account and your ads, then reach out to us. Best way to do that is go to martialartsmedia.com/scale. So S-C-A-L-E. martialartsmedia.com/scale.

There's a little questionnaire, a couple of steps with a few questions for us to better understand where you're at with your business, what you need help with. And then that will go through to another screen where we can book any time to chat and go from there. 

All right, thanks so much. I hope this episode was helpful. And if you're struggling with ads, I just want to confirm this, do take this formula seriously because we work with this formula. Obviously, there's layers and details on it, but this formula, it's not our formula.

It's a proven formula. We've just refined it for martial arts schools. And like I've said, we've seen more than 7,000 paid trials go through the system for schools of all sizes. Schools that are just starting out, pushing a hundred students, schools that have got multiple thousands of students, and the formula just works.

If you need any help, let us know. And otherwise, thanks a lot for listening, thanks a lot for watching, and I'll see you in the next episode. Cheers.

 

Here are 3 ways we can help scale your school right now.

1. Download the Martial Arts Media™ Mobile App.

It's our new private community app exclusive for martial arts school owners, with top courses, online events, and free resources to help grow your business.  Click here to download for iPhone or Android (any other device).

2. Join the Martial Arts Media™ Academy Membership and become a Case Study.

I'm working closely with a group of martial arts school owners this month to get to 100+ students. If you'd like to work with me to help you grow your martial arts school, get started with our 7-day risk-free trial – Click Here

3. Work With Me and My Team Privately.

If you would like to work with me and my team to scale your school to the next level, fill out the form and apply HERE … tell me a little about your business and what you would like to work on together and I'll get you all the details – Click Here

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.

Now also available on Spotify!

53 – [Case Study] Mike Fooks – Doubling Your Part-Time BJJ School With One Successful Campaign

Martial Arts Media Academy member Mike Fooks from Auckland is on a marketing roll! And if his new student signups stay, he's doubled his BJJ school.

IN THIS EPISODE, YOU WILL LEARN:

  • How Mike Fooks has managed to balance his martial arts and corporate life
  • The benefits of online advertising services such as Facebook Ads and Google AdWords
  • How a single Facebook campaign doubled Mike’s student number
  • How the Martial Arts Media Academy program has helped Mike implement his campaign correctly
  • The one thing that Mike could have done differently before he launched his Facebook campaign
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

So already from one two-week campaign. I'm going to, if not hit my goal, I'm going to be at least halfway towards it. In effect, the only reason I've pulled back on the campaign a little bit now is because we ran out of the free uniforms, or close to it. So I've got more on order. When they head, we'll be back into it. Their goal, which I thought was, these people are audacious to try and double. I have a suspicion we're going to hit that fairly quickly.

GEORGE: Hi, this is George Fourie and welcome to another Martial Arts Media business podcast! Today I'm with Mike Fooks and we're going to do a bit of a combination here. I got to know Mike through one of the online communities that I'm part of and we've built a new website for him; which you can check out at groundcontrol.net.nz.

Mike's based in Auckland and we got started with helping him with the Martial Arts Media Academy Program where we help martial arts school owners with lead generation and so forth. Besides that, Mike's got a very interesting story with things that he does in the corporate world and how that overlaps with the martial arts school. This is going to be a fun conversation! So welcome to the podcast, Mike!

MIKE: Thanks, George! Thanks for having me on!

GEORGE: Awesome! So, based in Auckland. Probably going to come and visit you September this year. So, I guess just to start things off. Who is Mike Fooks?

MIKE: Okay, so I spend my time doing a number of different things. Obviously, I'm a martial arts school owner. We run an academy called “GroundControl” where we focus on Brazilian Jiu-Jitsu and mixed martial arts. That's been going for about 11 years now under that name. Been training for a little bit longer than that before we named the school, but that's not my full-time gig. During the day I spend most of my time doing corporate training.

So, working with sales teams and leaders and various people. Primarily on face-to-face persuasive communication whether it's sales or influence in negotiation or even internal communication and conflict management. Those sorts of things and also a lot on mindset and resilience. I'm trained at university in Psychology and then went on and got qualified in neurolinguistics or NLP over a number of years. Then, based on that, my partner and I have a private practice where we do individual work with people one-on-one sort of coaching, counselling, therapeutic type stuff.

Obviously whether it is therapy or coaching just depends on how messed up they are when they walk in the door but hopefully, it's all the same by the time they walk out. And so that's another thing I spend my time doing.

Sometimes people say to me, wow, Mike, well that's a lot you've got going on but to me, it's actually really simple. When people ask me, “What do you do?” I'm a coach. You know? My job is to bring out the potential in others. And I just do that in various formats. Sometimes I do that in the boardroom, in the training room. Sometimes I do that in my coaching room. And of course, sometimes I do that on the martial arts mat.

GEORGE: That's an interesting philosophy. Yeah. It sounds like many things happening but as you mentioned, you're kind of trying to achieve the same result with the people that you work with, just through a different medium.

MIKE: Yeah, that's right. There's often a little bit of leakage between the two things. I get frustrated when I'm teaching corporates, for example, because I'm going, “Look, there are so many great examples of what I'm talking about if you just knew jiu-jitsu.” And certainly, on the jiu-jitsu mat, you know, there are concepts that I will teach corporates about communication or how to problem solve, which make it into our coaching sessions at GroundControl. There's a little bit of leakage involved.

GEORGE: So have you ever then cross-promoted if you feel. Do you cross promote between the corporate training that you do and jiu-jitsu?

MIKE: I have to be a little careful on that because the sponsors that get me involved too, you know, I’m with the sales team would probably take a dim view if they thought I was using that as a platform to cross-promote jiu-jitsu. Having said that, inevitably I tell a couple of jiu-jitsu stories or metaphors and it's not unusual for somebody to tap me on the shoulder afterwards and say, “Hey, have you got more information on that? I'd be keen to have a look.” So that certainly happens.

GEORGE: Alright, alright. Interesting. Now, how did you get started in jiu-jitsu, first and foremost?

MIKE: If we go all the way back, as a kid I did the standard dabbling in martial arts, I think a couple of lessons in judo when I was about six. And two lessons of karate when I was 13. But I got started, seriously in my martial arts career in another style, Aikido. Which I started in 1993. Had always been interested in martial arts, watched all the movies. But got intrigued by this idea of Aikido, based on a conversation I had with a friend of my brothers who was into judo and karate. And showed me a basic kind of immobilization arm lock. And then talked about how Aikido guys, that's what you do in anything like that, just immobilize, wow that sounds cool.

So I did some research and got involved in Aikido. Now, of course, 1993 was an interesting year to start in the martial arts because it was the same year of the first UFC. So I started in April and towards the end of that year, the first UFC came out and, of course, that just rocked the entire martial arts community as most of your listeners will be aware.

At the time, I was at university. And I was working in a video games parlor to earn some cash, part-time. So I would sit on the desk and just load myself up with five martial arts magazines every shift and just devour as much information as I could. And so I was kind of got a front-row seat. We didn't have access to any of the footage or anything like that in New Zealand but I started to read all of the stuff coming out about the UFC and what does it mean that it seems like the stand-up fighters aren't doing so well. Got curious about that.

And then I got onto Usenet. Onto the old newsgroups. You know, before we had online forums or anything like that let alone Facebook. And there were all of these debates that sprung up about my style is better than yours. And I started out 100 percent in the traditional martial artist camp. You know, “Well, a true Aikido master would never debase themselves by entering such a competition.” You know, that kind of thing.

Over time I noticed something really interesting. When people were having these debates about what works, what doesn't what I consistently noticed was the BJJ guys that were saying, well, where are you? Let's get together, let's find out.

And not necessarily in an overly aggressive way although there's always a little bit of that sometimes but for a lot of them it was just a “we can show you.” I'm completely confident that I know how this will go. And over time as I sat there, by now about I think a second degree black belt in Aikido I was thinking I'm not sure I've got that same level of, “I definitely know how this is going to go confidence that these people seem to have.” So I got really curious about that.

And then in 2001, after the first time, New Zealand showed MMA on TV. Sky TV over here ran a weekend where they played back-to-back Pride and King of the Cage events. Old ones. I was on a honeymoon that weekend. Overseas. So I had my new brother-in-law set up in my living room with a VCR player swapping tapes over. And so when I got back I just devoured it and found a BJJ school within a month or two after that. Which, at the time, was not easy in New Zealand. Because there really wasn't a lot going on. Certainly no black belts around. It was early days for sure.

GEORGE: What an awesome and interesting journey. So now you've got the school, and I guess, let's backtrack a bit. Before I met you and sort of what is the school up to at this point in time?

MIKE: Yeah. So we gave ourselves a name in 2006. Up until then, it had been, you know, the standard thing. A bunch of people train in my garage. Most of those, my Aikido students who I'd said, hey have a look at this. And then, hey, let's do more of this and come to the garage. Because I was training them consecutively at the time. That was something that we knew as my club. What we called it because we weren't supposed to talk about it outside of my club. And then over time that grew and grew and grew. We started to get more and more professional. My coach, John Will runs a competition every September called, “The Gathering.”

The first time I went to that, one of the things he had done for the school owners got a bunch of Australian school owners together, I think it was about five of them, to give us some tips. I remember, you know, Fari Salievski was there. And a few other people. Frank was there. And so I come over with like, 48 action items about how do we make this thing more professional. And then over time, we got more and more so by the time we hit kind of the end of 2017, I'm running a school which is muddling along alright. You know? It's a part-time school. I'd got to the point where I had realized that look, I'm only part-time in this, it is never going to be a huge money spinner for me. If I can, you know, break even and get a little bit of pocket money but keep the thing going, that's pretty cool.

So 30 students on contract, and then with the various people coming through, beginners trials and various sorts that we had. I was probably content to leave it sitting there. Except for a conversation that I had with a guy, Trent Rice. Who some people know as Bear in the jiu-jitsu community. He was over from Australia to do some work for his day job. And he said, yeah, I want to come train, can I come along? I said, sure.

So we met each other on the ferry from town back to where I live. And we had a chat and he was just in the process of looking at going full time into martial arts and he mentioned, you know, one of the online communities that he was involved with which is, you know, where we hooked up. And it started to occur to me that, hey look, I don't have a full-time brain to put on this.

But if I can start to connect with people that are thinking about this full time and have figured out what works and what doesn't, and just do what they say, maybe I can actually start to make some gains I'd kind of put away on the shelf. In terms of ambition, for a little while. So I started to get quite excited at that idea and over the last, even just last month or so since we've really started firing, it's really starting to get quite exciting.

GEORGE: Fantastic. And full credit to the community that's Paul Veldman's Martial Arts Business Community.

MIKE: Yeah, absolutely, yeah I've seen various things like that throughout my Facebook feed from time to time and I was always a bit suspicious about, you know, there's a lot of people out there making money off telling people how to make money. But don't usually make money any other way.

So the fact that Trent knew Paul personally and he logged in and he showed me some of the stuff that was going on gave me a lot of comfort that, hey this is going to be worthwhile. And, you know, the investments I've made around things like that community, the website, the Martial Arts Media Academy are paying themselves back very, very quickly and very, very easily.  

GEORGE: Cool. So let's have a look. We made some changes with, first and foremost, got you set up with a new website. I mean, I'm a fan, obviously, of all the websites that we create but I'm really a fan of the GroundControl website, just how it came out in the end. I mean, it took a while for us to really fine tune and get through the obstacles, but it really, for a jiu-jitsu website it really, it brings out a lot of color and I'm using it as an example within the BJJ community, for websites that we are developing.

So we got you set up with the right tools. And then you got started in the Martial Arts Media Academy. Before you got started, what type of lead generation were you doing on the internet?

MIKE: Yeah, not a lot to be honest. Most of our stuff came through word of mouth or, you know, maybe they'll find us in a Google search. I had dabbled in Facebook so I had done the odd promotion here and there. Start of the year, come at half price or come in and your friend trains for free or something like that. And they would bring in maybe four or five people two of which might hang around and we thought that was a pretty good job.

When I did those sort of promotions I wasn't throwing too much spend at it. Very conservative. Because I wasn't quite sure how much they'd pay off. So I dabbled but it hadn't really amounted to too much.

GEORGE: Alright. So you got started in the training. So what part has helped the most? And then we'll talk about what you're doing right now that's really working as well.

MIKE: I think, in terms of what part has helped the most, I mean it's all helping but I think just starting to feel like I can never get in my way through things. So when I had dabble before, you know you go into the ad manager on Facebook and there are all these different options, you know, what's the objective of your campaign, this that or the other, and so I was kind of like, click, click, click, click. That'll do.

So to be able to kind of sit down and have you kind of work me through some stuff live and go, oh, okay, so I want interaction and I know the reasons why I want interaction now. And actually being able to figure out how those consoles work and why I would make certain decisions when we have those sorts of choices that was a huge help. Because the ability to be walked through your first time is where you get your understanding from. People can throw theory at you all day, but when you actually start you know, I literally had you on one screen while I had the thing on the other screen going, “and now what? I'll click on that? Okay, now I'll click on that.”

And so and with the content creation as well in terms of, here's how you design your ad and this is what your copy should look like, all of that stuff made me much more focused, I think, in what I was doing.

GEORGE: I guess this is the biggest pain point for me or frustration. It makes me want to rant, and I don't really rant. But it makes me want to rant, is a theory without substance.

MIKE: Yup.

GEORGE: There's a lot of, this is, you should do this, but there's not “here's how to do it.” And a lot of the times, the people who are talking the ‘what’ are not actually doing the how. So you can buy into a concept of coaching where you kind of can be shown how to do it, you should get another guy to do it. Us.

MIKE: That's right. You know, when I think about it, as you talked just now, that's exactly how we teach martial arts. I don't show a bunch of beginners a move and then say, good luck, go and try it out, right? I show them the move and then I talk them through each individual step to make sure they're on the same path. So it kind of felt like that. That I was being given, hey here's what you should do and why, but now here's the bit where I'm going to talk you through each step and then I can play along. And before I know it I've got an ad campaign running.

GEORGE: Of course, it's one thing to be walked through, but then that's where, and the same as in martial arts, now you know how to do it, but now you apply it, and it doesn't work the way you were … actually experienced it. And then, that's I guess where the key part comes in. You know, what we really try and focus on in the academy is, alright, you've implemented, now let's correct. Let's see if we can fine-tune, let's see if we can fix things and get them working in the end.

MIKE: Yeah, that's right and that's where I think the value of those. We've got a lot of content about here's how to set up Facebook and here's how to develop content and AdWords and all these sorts of things but the coaching calls are really, really valuable as well. Because you know, you come along and go, well this is what I'm doing right now, that's what's relevant for me, and ask you questions and there's always really good content generated either it's from my own questions or other people's. So I think that's why coaching calls are really valuable. And really valuable to get on live. Rather than just watching the recording sometimes as because you come up with questions that you wouldn't have asked, you know, other people don't necessarily ask so that's really cool.

GEORGE: Awesome. You were having some good results with your campaigns in the beginning of the year, where are you at with your campaign?

MIKE: When I first signed up to Paul Veldman's group, you know, the first thing I saw him say is, you set some goals. I thought, well, yeah, I know about setting goals. I teach people about that so I better do one and so it's been, what on paper sounds fairly ambitious, even though we're starting from a small base is to double membership and it's been done relatively quickly.

So I have 30 people on contract, this takes that to 60. That would be good. So once the website was up and I started the Facebook campaign, I ran that campaign for about two weeks. No more than that. And at last count, I think we've got close to 35 paid trials. So over the next two to three weeks, we'll start to see how many of those paid trials tip over into full membership. But certainly the feedback I'm getting from the people on the trial is that they're loving it. So we should convert a reasonable amount of those.

Already from one, two-week campaign, I'm going to if not hit my goal, I'm going to be, you know, at least halfway towards it. And, in fact, the only reason I've pulled back on the campaign a little bit now is that we ran out of the free uniforms or got close to it so I've got more on order when they head we'll be back into it. That goal which I thought was, you know, these people are audacious to try and double, I have a suspicion we're going to hit that pretty quickly.

GEORGE: That's awesome. So you've gone from, so you started up with 30 students although you've got them in the trial so you've kind of doubled but not, obviously, proved down the line where things are at. Yeah.

MIKE: Yeah, that's right. Yeah, I'm fairly confident because our retention rate from trial into full membership tends to be pretty good. Having said that, I have redesigned how that whole thing works based on the advice I've got from you and Paul and various people like this is the first we've used paid trials. Which I think there's a lot of hesitation about for people that are used to going, hey, a free week. To go to paid trial, certainly in New Zealand, I don't see a lot of that going on. But it's worked really, really well for us.

So the fact that they've got that skin in the game and I know we can give them a really good experience over four weeks. It's going to be really interesting to kind of look back in four weeks’ time or so and go, okay, what was our conversion rate? But I'm expecting it to be pretty solid.

GEORGE: That's awesome. That's really good going. Well done. That's awesome. So, and I'm thinking, though, that the fact that you've run out of uniforms, I'm like, alright, those create perfect conversations for your marketing campaigns as well. You know.

MIKE: Yeah.

GEORGE: You've sold out, here's a waiting list. We'll let you know when the next batch comes in. And then that creates a whole new urgency campaign for your next follow-up because, yeah. People missed out, now they've got to jump on board and they've only got, you know. They missed out the last time. They better jump on.

MIKE: That's a really good point. Literally, just before we came on this call, I got a message pop-up from, because we had, like, over 200 people message us with an expression of interest so I've got all those leads that I started to go back to and say, hey, are you still interested?

But one of them popped up and said, hey, is this thing still on? So I was about to go back and say yes and just, I really hope you're not a size 5. But yeah, that's a really good point. We can go, “Well, actually we've sold out but you know, over the next two weeks we might launch it again so just look out.”

GEORGE: Yeah. Waitlist. Awesome. I like that.

MIKE: Nice.

GEORGE: Good stuff. Okay. Just a couple of things. And just for, you know, as part of the case study of course, of the Martial Arts Media Academy program, who would you recommend it to? And why?

MIKE: Pretty broad. Martial arts school owners that want to grow. Because I think there's a lot of people. So my school, for example, we've tried this on adults, I notice a lot of the schools around have got real kids focus. But that hasn't made any difference to me in terms of the quality of the content, it's all completely applicable.

By the standards of some schools, we are relatively small so I know a lot of people look at the initial outlay and go, oh, that must for really big professional schools. But that's not us. In some ways, I think it's even more useful for people our size because, you know, I don't have time to really think about this stuff and figure it out so I was kind of groping in the dark a little bit. And in terms of, you know, what it costs to get on the program, you know, you make that back with a couple students pretty quickly.

So I'm really interested, as I look around the New Zealand scene, there's not a lot of people taking a sophisticated approach to this. When I look at the results that I've had, part of that may be that my competitors just aren't doing it this way. So I think anyone that really wants to grow and stay up with the game or enter the game, it's really worthwhile. You do have to put some time commitment into it. You know, the financial investment is probably the easier thing. The time investment is the really important thing. There's so much great content in there that you're going to have to go through it a few times you know, I've got notes scrawled everywhere and then go back to the recording as I'm doing a particular campaign.

So as long as people are free to put the time investment in, I struggle to think of a school that wouldn't benefit from it unless the person themselves is already pretty sophisticated in not just marketing, but specifically online marketing. But I don't see a lot of that it martial arts.

GEORGE: Yeah, thanks, Mike. And you bring up a good point on time because there's time spent and then there's time well spent. I mean, either way, you're going to have to spend the time. You're going to have to spend the time to do the marketing and I mean, you can take an hour to do an okay or really mediocre job at your marketing, get frustrated, not a way to ask for help. The biggest danger of that is reaching a level of frustration where you just, this online stuff is crap or, you know, just, I don't have time to deal with this. I'm not going to do it. And you abandon the whole thing. And your business suffers.

Or, what's worse is, you know, people get a call from a company that says, hey, we can get you on the first page of Google and they have no sense of an actual overall strategy that you need for your school and again, it could be the easy way out, because you can just pay money, but if they don't know their overall strategy, they're just catering for one touch point. Which is search? The search engines. When you've got to cover for all six to eight interactions that are going to happen before conversion.

So you've got to be covering all the steps. If you get educated, get a bit of a strategy, it's easy to spend money on getting the hands to get people to do stuff, as long as you actually know what to do and what to look out for at the end of the day.

MIKE: I think that's really right. I think, if I had decided, look, I really want to put some focus into growing the school, I'm going really spend some time over generally to do that but I want to do it myself. What probably would have happened if I would have sat down with my partner Carleen and we would have spent, maybe even as much time, maybe even more time. But we would have spent it on completely the wrong stuff.

You know, there's design, there are ads, and you have to get really finicky over how the image looks and really kind of tweak that to the nth degree. Within actual fact it was much better just to go, let's just blast out five images, three for BJJ, two for MMA, split test them, see what works. And after a couple of days, we know what the winner is. And as you had indicated, it's always the one that surprises you. You know? It's not the one I would have picked. So a lot of those sorts of things but sort of sacked a lot of our time trying to finesse stuff that could have been done a lot more simply and then that time spent put back to more things.

What I like about the academy is, as you just kind of alluded to, is the comprehensiveness of it. What I'm excited about is, we've got these results already just from one Facebook campaign. Now, we've got some professional videos that have been done which are going to land sometime this week so I'm already excited about how we're going to introduce them, let alone through email campaigns and content strategy and AdWords working properly. We've got this much growth but we've really just scratched the tip of the iceberg.

GEORGE: That's exciting. Yeah, I look forward to seeing the videos and really looking at a few things that we're trialling right now with all the new changes within Facebook and how to really get that message out. Hey, Mike, it's been great having you on, is there anything I should have asked you? That I haven't covered?

MIKE: Is there anything that you shouldn't have asked me?

GEORGE: I know, it's sort of that question that people ask when they think they haven't asked enough questions.

MIKE: The only thing I guess I would add, thinking about the most recent campaign that we've done, it comes back a little bit to the commitment thing, is it's one thing to throw up an ad, and I kind of came into both Paul's group and your group hoping for, look, you can tell me how to automate everything so I can just press go and walk away and the club will just go boom. And of course it doesn't work that way so you know, we aim for interaction which means that I was, every day, once or twice a day, sometimes three times a day, having to log in and go, oh look, there are another 30 responses here, I've got to go back and respond to each one.

Now the response was pretty easy, ones I cut and paste into a PM but just be really disciplined about that. Because it's one thing to put up a shop front and say, this is a really great shop, come and look in the window but if you're not providing something quality in terms of experience when they get there, then it's all for nought.

So, the Machado brothers had an expression in jiu-jitsu, “Swim, swim, swim, die on the beach.” You know, you don't want to have to do all that work and then just follow over the last hurdle through, not doing you're follow through and your responsiveness and those sorts of things really well.

Probably the one thing that I would have done differently if I went back, and even though I had heard warnings about this from yourself and Paul, I don't think I had got my admin geared up well enough to handle the sudden influx of people. So we've given them a pretty good experience signing in but there are just a couple little things I've seen fall through the cracks. Only one's got their membership card or they haven't all been given the beginner's manual for some reason. So, looking forward, next time my site's running campaigns I'm really going to make sure that all that stuff's locked in and ready to go. Because it kind of caught me by surprise how many people signed up so quickly.

GEORGE: Very good point on a few things. The messaging, I see a lot of people want to automate too quickly and I hear, I see in communities, people get frustrated about the mundane responses that they've got to give but there's a big lesson in those mundane responses and yeah, look, sometimes people are just ignorant but you always got to look at your marketing and your message and say, alright, why's this coming up all the time? If everybody is asking what your location is, hey then just put at the end, “Conveniently located in the suburb.” That might just cover it.

o you've got to pay attention to what people are asking and those are the objections that you can turn into better marketing next time. It's all about learning and I see people too quick to want to automate it. And I always say, you can't automate something that's not working manually. If you can't sell your membership face to face or in a text message then no chatbot or anything is going to do that magically for you.

Your conversion is going to go down. So master that first, and then you can go and add all the automation but you've got to get the conversion right first. And I mean, if the … when the offer converts, everything else works. You know? You can go and you can go tweak everything else, but getting that offer to convert first, that's the real art. And that's the real work. And if you can focus just on that, then you can get fancy. And then you can start taking your campaigns to a higher level if that's really what you want to do. And really scale it up. For the next school, opening multiple schools and so forth.

MIKE: Absolutely.

GEORGE: Awesome. Hey, Mike, it's been great chatting with you. So people can find out more about you at groundcontrol.net.nz and anywhere else people can find more info about you?

MIKE: There's a little bit about my corporate stuff on my other website which is kineticpotential.co.nz. So the stuff about the individual coaching and the corporate work I do there is on there. So, yeah, those are the two places to find me.

GEORGE: Awesome. I think we could probably do a round two and go really, really deep into some psychology stuff and things that you do in your day job and how that connects with your martial arts. And if you are interested in the Martial Arts Media Academy where you watch this you can just send us a message or you can go to martialartsmedia.academy and find out more about that. Mike, great speaking to you face to face for the first time. And I will see you in Auckland this year.

MIKE: Looking forward to it. Thanks, George.

GEORGE: Awesome. Thanks, Mike.

 

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Email is not recognized as a secure medium of communication. For this reason, we request that you do not send private information to us by email. However, doing so is allowed, but at your own risk. Some of the information you may enter on our website may be transmitted securely via a secure medium known as Secure Sockets Layer, or SSL. Credit Card information and other sensitive information is never transmitted via email.

may use software programs to create summary statistics, which are used for such purposes as assessing the number of visitors to the different sections of our site, what information is of most and least interest, determining technical design specifications, and identifying system performance or problem areas.

For site security purposes and to ensure that this service remains available to all users, uses software programs to monitor network traffic to identify unauthorized attempts to upload or change information, or otherwise cause damage.

Disclaimer and Limitation of Liability

makes no representations, warranties, or assurances as to the accuracy, currency or completeness of the content contain on this website or any sites linked to this site.

All the materials on this site are provided “as is” without any express or implied warranty of any kind, including warranties of merchantability, noninfringement of intellectual property or fitness for any particular purpose. In no event shall or its agents or associates be liable for any damages whatsoever (including, without limitation, damages for loss of profits, business interruption, loss of information, injury or death) arising out of the use of or inability to use the materials, even if has been advised of the possibility of such loss or damages.

Policy Changes

We reserve the right to amend this privacy policy at any time with or without notice. However, please be assured that if the privacy policy changes in the future, we will not use the personal information you have submitted to us under this privacy policy in a manner that is materially inconsistent with this privacy policy, without your prior consent.

We are committed to conducting our business in accordance with these principles in order to ensure that the confidentiality of personal information is protected and maintained.

Contact

If you have any questions regarding this policy, or your dealings with our website, please contact us here:

Martial Arts Media™
Suite 218
5/115 Grand Boulevard
Joondalup WA
6027
Australia

Email: team (at) martialartsmedia dot com

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