Clicks and Giggles | Your Backstage Pass to Digital Marketing Strategies

Scaling Smarter: From Networking to Profitability

• Jordan Rothwell Perry • Episode 24

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Ready to scale your business without losing your mind (or your wallet)? Join me as I dish out the real deal on smart growth strategies from my recent adventure at a major business event. I'm spilling the tea on quality networking, savvy market research, and the actual math behind profitable scaling. Whether you're bootstrapping or ready to level up, I've got practical tips to get your awesome business in front of the right eyes. Curious about how to fuel your growth and boost profitability? This episode is your roadmap to scaling smarter, not harder. Let's click, giggle, and grow together! 

Topics covered in this episode:

  • Importance of quality over quantity in making connections.
  • Gathering valuable market research at events and from peers. 
  • Reworking business offers to better meet customer needs. 
  • Understanding the costs and potential returns of lead generation.
  • Recognizing the long-term value in nurturing customer relationships.
  • Exploring different marketing approaches for business growth. 

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Thanks for listening to Clicks and Giggles!

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Speaker 1:

Welcome to the Clicks and Giggles podcast. I'm your host, jordan Rothwell-Perry, and I'm here to make your marketing click, connect and convert. My mission is to help good people with great offers make more money through paid digital marketing strategies. I truly believe that one ad can change everything for you and your business. Tune in weekly to unlearn what the bros and insert air quotes agency gurus have led you to believe about advertising and hear from inspiring women in my network who are making business a little more live, laugh, launch and a little less stuffy suit and tie, because nobody playing the long game is having a terrible time. Whether you're new to business making millions or you're just my mom tuning in for clicks and giggles, you are welcome here in the room. Get ready for a good, good time.

Speaker 1:

Welcome to the Clicks and Giggles podcast. This is your host, jordan Rothwell Carey. We're having a little car chat. I actually just posted on stories that I ghosted my husband, brad, to go to the OG Olive Garden have some soup, salad and breadsticks while I reworked some offers. I'll garden, have some soup, salad and breadsticks while I reworked some offers, and I need to tell you why this matters for you One.

Speaker 1:

I think that I don't think that I know that people get so in the zone when they're scaling, air quotes, scaling and growing, that they're like, okay, maybe not everyone, but what I see is, how do I do the least amount of work and make the most amount of money, which I personally don't think is the best way to operate but conversation for another day and so. So then with people when they're scaling, when they're growing their business, et cetera, et cetera, they're like what do I build that I don't have to show up that much to and I'll be honest, that can be freaking tempting. Now I have a couple different facets to my business and that's just not possible. That's just not how I roll. So I have an agency. So I have a graphic designer, operations manager, day-to-day amazing executive assistant, ads manager just well, well, well, freaking humming machine. It took a freaking long time to get there and it's worth every minute and dollar invested to get to that. So I have that. And the way agencies scale is they sell, which is pretty cool. So you can sell your agency.

Speaker 1:

You can just continue to get more clients and then you know what your margins are. For example, I know for every client that comes on, what percentage I spend on my team and then the rest comes into the business. And then, as long as there's not crazy investments, I make X percent profit based on the whole nine yards. So that's one thing. Then there's coaching which coaching I mean? I think coaching is like 100% profit until you invest in other, you know a coach to learn from or be mentored from. Then you invest in the marketing side of things, etc. Etc. Then there's like brick and mortar businesses, where you're going to have more expenses if you have a physical location, office space etc. And then there's group programs one to many, and then there's one to one, which one to one is just taking more of your time up and you can help people get such a crazy good transformation. I love my CMO offer for that reason.

Speaker 1:

Anywho, all that to say, I just reworked all of my offers to be like what do you need? Not what has gotten kind of into my maybe subconscious about? Oh well, this offer doesn't make sense. Well, it's like well, does it help them? Okay, cool. And so I kind of felt like I've been calling it like baby proofing my business for the last bit, for when we start a family down the road, and that's pretty much on lock. But I'll tell you what you don't have to be married to something in business. I'm all for commitment and sticking with your word and all that good stuff, so do that. But if something's not working right in your business, you have the permission to change it, and that is such a beautiful gift of entrepreneurship.

Speaker 1:

And then if you're an entrepreneur and you notice something isn't working well in a business, speak up. I mean, gosh, if someone on my team politely said like hey, this, like there is some friction in this process, what do you think about? X? I mean, my thing is like don't, don't tell me something's wrong and not give me ways to fix it. Like that isn't helpful and not give me ways to fix it. Like that isn't helpful. But gosh, I remember my old boss. He was like okay, before you come to me with a problem, come with three solutions. And that has changed everything for me, where I'm like, oh she, okay, this, this and this, and I would bring them to him. And now when I have a problem in my business, I think about those things, or with a client or whatnot. So that little spiel ties into this. So market research and why it freaking matters.

Speaker 1:

I was in Miami this weekend. I was actually, if you didn't know this, born in Fort Lauderdale, near Miami. My mom is Miami girly. My dad met her. They both went to the same college, florida Southern Lakeland, and then he moved to Miami for her proposed, got married and moved her back to St Pete within like I don't know. We moved when I was two and a half, so probably five years, and so my history in Miami. I have family there. I'm like cool, grant Cardone is having this event. I'll go.

Speaker 1:

So went to the event and I will tell you this. I wonder if my podcast editor will title this as market research or if she'll talk about the power of being in the room. Taryn and team just freaking send it. I don't care. I'm excited to see where this goes. But I talk a lot about the power of being in a room and meeting different people and who you meet, matters and networking and all this good stuff. So my husband came to the event with me. I am in Grant Cardone's year long program program. I joined in April and it's called the Seven-Figure Business Accelerator. So if you're going for seven figures, it's the place to be and he helps get you there. And I will say what I've learned has really helped get me closer to that goal. So, all that to say, go to Miami and Grant's events. He has a freaking phenomenal sales team. They are a lot. I will say that and I would say this if he asked for feedback, or to his face.

Speaker 1:

But Brad and I joked my husband Brad and I called it jokingly the gauntlet, because you had his salespeople mingling with you with their clipboards, trying to upsell you into the next packages. So I just had like the bare bones tickets that came with my coaching package for the year, so like executive level, and they're like do you want to be in VIP? You want to do this? And I am like I'm not sold too well. In a masculine way, I like to kind of ponder. I'm a quick decision maker, though with buying things I'm like yep, send it, let's go. And it just was too much for me. And so it was funny because Brad and I talked about it and I was like, oh my gosh, if they which this, if you have an event, this is what I would freaking do. I would upsell people into the VIP, the entire event.

Speaker 1:

So the way his event went is Friday, all day, vip lunch, and we didn't get to go to that lunch. And we didn't get to go to that. Saturday all day vip lunch we didn't get to go to that. And then sunday all day vip lunch we didn't get to go to that. So, rather than like hounding people down in hallways, my thing would be like text them you know freaking friday after the first lunch like hey, we missed you at the vip lunch, click here to upgrade and we'll see you at tomorrow's. I would have done that in a heartbeat, but being talked to in the hallway and being like hey, where are you from? And when you know what's coming next, it's like no, that's just not my vibe. So, anyhow, that was just for me.

Speaker 1:

We did meet an awesome salesperson on Grant's team, joshua, who's great. I will be going to the event in Vegas with Brad in March and we don't have tickets for the main event, but I have my mastermind will be like the day after the event, and so I was like, hey, I have mastermind tickets, I'm going to buy tickets to March, but I'm putting it on 2025 books, like let's talk or whatever. So I love, I loved him and like that. But I just Brad and I kept calling it like the sales gauntlet. We're laughing, but there's just so many different ways to upsell people and meet them where they are. So I also felt like it took away from being able to network, which is what I really wanted to do. And so when I go back to saying the power of being in the room, I always try to make one amazing connection when I go places. So my motto is quality over quantity. So of course, I'm saying hi to people, smiling at them, shaking hands, whatever.

Speaker 1:

But there was a guy there, steve, who was sitting behind us who had a roofing company shirt on, and one thing about me and where I'm in my business right now is I know I can get you leads, and if you're like what's a lead, I can get you a contact that may want to work with your business. I can grow your list. That's what a lead is Someone for you to potentially rub elbows with and buy from you one day. So I know that. Yes, so I'm like ooh, I really am here to info gather at this event. So if I meet one person, great contact. That's my goal. And then this event was like freaking info gather. So I just said to Steve I was like I see, you have a roofing shirt on and I would assume you have a roofing company. And we just started talking and he told me about his monthly budget for getting leads and he has a franchise actually in Tampa which is not far from where we live, and I just was like let me get the deets, let me get the tea here on what is worth it for him to spend for a lead, because I know deep down what I think is worth it for a contact.

Speaker 1:

In my business I've had people spend gosh $50,000 with me, $15,000, $5,000. Really, the minimum people spend with me is generally $597,000. So for me, I know the lifetime value of a client. I know that connections are valuable for me. They're going to come on, they're generally going to stay, especially if they have an offer that they know sells or they need us to do a certain package for them and send them on their way and they come back when they're ready for ads, whatnot.

Speaker 1:

So say my customer lifetime value. I'll make it easy as like 10 grand for easy numbers. I will all day long pay $1,000 to be in a room where there's people that could be a client. So for me, obviously a lead that's like 10 bucks and buys and comes on board would be even better. But I know that I'm like all right, a thousand. So then when I'm running ads I have a way lower number to get on my email list and be like let's nurture them and see what happens. So all that to say that's kind of my number. So when people are like, when I ask them, what would it be worth it to get a customer, how much? Oh, okay, how much would it be worth it to get a lead to hopefully turn into a customer one day? And so he told me, hey, we pay anywhere right now, uh, between $25 to $75 a lead, and if they buy, we make $15,000 on this kind of roof. And I just was like this man knows his numbers and that is such a freaking reminder for you to, as you're listening, be like what is the lifetime value of my client or customer and how long do I court them before they buy? What does this look like? And if they don't need me now, do they need to know who I am to build trust and learn from me for three months, because they're really going to need me down the road? So all that to say.

Speaker 1:

I thought it was so cool meeting Steve. Talking to Steve finding out hey, I generally pay $25 to $75 a lead. He actually is meeting with a different company to help him get more contacts to talk to about their roofing needs and I have an email going out to him tomorrow. He's like follow up with me, like I want to tell you how this meeting went and see if we could work together down the road. So that's the power of being in the room and also not getting overwhelmed with networking. I have to meet people. I'm like I need to meet one great person and so that was my goal. It's like meet one great contact, which I did with Steve and I doubt he'll ever listen to. But if you do, steve, it was really nice to meet you.

Speaker 1:

And then I wanted the tea. I need to know who runs Grant Cardone's ads, because I want to either have us buy them one day or I want to consult on his advertising strategy, and I've still not been able. We have a weekly call on Tuesdays so I may ask on the next call if I get to ask him and his team a question. That's really not the question I want to ask, but anywho, I digress on that one trying to figure that out. But they went into a huge session on marketing and Grant's a salesman, right, but he's like if you're not known, people cannot buy your product from you. So it doesn't matter how good you are at sales, if people can't find you, they literally cannot buy from you. So I just love A he's reiterating what I talk about in truth.

Speaker 1:

But B he talked about what they pay for leads in the B2B space business to business and they said they spend about $18 to $25 a lead and they spend $2 million a month on advertising. And so you might be listening to this and be like, well, if I had his funnel into an offer. And he said that when Jared on his team who's the president was talking about it, he was like, yes, and we probably make $25,000 a day off those, so there's a discrepancy of $5,000. A day off those? So there's a discrepancy of $5,000. But then he said we bring them into the series of emails for 90 days after and then we average out getting about $1,100 from them. So I just want you to think about that. Would you be okay getting someone on your list for X amount of money?

Speaker 1:

You kind of decide the target of what you would pay to get them on your email list leads list, whatever you want to call it knowing that you could build out these emails and get them over time to convert X amount of people. To spend $1,100 with you and then to spend more over time, right? So gosh, I feel like probably two, three years ago I probably paid Grant I could go look $97 for something, and then now this year I've paid him $12,000 for the year. And so you look at that customer journey. And what if he just threw in the towel after two or three months he's like, oh, this isn't working. This market this is does not work. But no, he has that long term vision. And so the way that correlates with your marketing efforts is you have to figure out are you bootstrapping, are you the one who's learning these tactics, or are you outsourcing it so you can stay in your zone of genius, or are you doing a little bit of both?

Speaker 1:

When I was first getting started, there was this girl I would book 30-minute calls with and I'd be like, hey, do you have time this week? I need you to look at this for 30 minutes with me. I want to look through these campaigns. Is there anything? You see, I need another set of eyes on this. So is it time in your business you need to bring another set of eyes. Is it time in your business You're like, okay, I know what I have sells. I know that this way to lead them in my business is the best way. Or I know that I just need more eyeballs on myself. I need people to know who I am and I'm going to dig in to this lead generation through ads. Or are you like hey, I have a six-month goal in mind. This is what I am working with. Can I partner with you or someone to do that? Really, think about it, because your marketing it's imperative for people to know who you are.

Speaker 1:

Now, also, your offer needs to sell and your offer needs to make sense. And when I say offer, I mean product service. You're a copywriter. You're a business coach with a three-month package. You are a house of color stylist who's trying to get 10 more people in a month for color and style. Do you know what you have to sell? Because once you do, you just need to pour fuel on the fire. And whether it's me helping you pour the fuel, you're pouring the fuel and bringing someone like me into check and be like, oh my gosh, I love that, how would I pour it this way? Or you're like I'm just gonna full send and outsource this while I hustle in other ways to make this work.

Speaker 1:

So I just wanted to share that, those stories and that experience with you, because there's this comparison trap and funnel hacking too, when people are like, oh my gosh, they're making this much or their business is this big and they spend this or that, and it's like you do not know the full picture. My clients who have done the best with me are willing to do lead generation in between launches or take a loss on the initial sale to then make way more money later. I have case study upon case study where and now I have some who are tweaking their evergreen funnels to get people in, make a return on that, of course, and then sell them into bigger sales down the road. Or you have the book, a call funnel, get people on a strategy call with you and at the end, sell them into the next step, and that is just basically a game of how many sales can you convert? What's your closing rate? So just don't be fooled by people saying my business is making this and I'm doing this and that and you just literally they're not sharing the full picture. And you can ask hey, what do you spend on ads? Hey, what is your cost per lead? I'm so curious. I admire what you're building. Hey, do you take a loss on the front end? Hey, I see you're doing these challenges in live events. What are you willing to pay per person to get them there, knowing you will make X off them if X amount of people buy?

Speaker 1:

It's a math problem and I don't even like saying math problem. I don't like saying problem, but it's just an equation. Like Brandon Dawson, who is a partner with Grant in one of his businesses, is like business is an algorithm. Like you're just figuring it out and rolling with it. This is an algorithm. Like you're just figuring it out and rolling with it. So there's, there's. No, I don't want you to be confused.

Speaker 1:

If you have something that sells, if you don't have something that sells, or you just have an idea and you love it, do some research to make sure that people really want it. And I know I've talked about my course before, that my group coaching program I did before a couple years ago. That was like not a thing and now clicks that count. The program is is great. They're learning marketing tactics, funnels, ads, email, lead generation all of this good stuff. But what if I had just stopped two years ago and said, well, that didn't work, I'm never doing that again? It's like no talk to people. What do they need right now? How can you solve their problem? Alex Ramozy talks about solving rich people's problems, which I love that. I just I'm like how do I solve anyone's problem? So do it from that lens.

Speaker 1:

But I hope this has encouraged you to a pick a room in the next quarter that you're going to go in and then, when you go in that room, find one good connection you're going to make Mine was Steven and then figure out what other ways you're going to use to do some market research For me, luckily, they shared the numbers right there. But who can you talk to and be like, hey, I've been working on this, or hey, what has felt hard in your business, what would make your business easier? And then solve that freaking problem, and then, when you're ready to get more eyeballs on your business, you know who to call right. But really, though, whether you call me or someone else when you need marketing help, I just hope you get your awesome business in front of more people, because if they don't know you exist, they cannot buy from you, and I'm just going to be shouting that from the rooftops from now on. So thanks for listening. I'm cheering you on, as always, and I will catch you soon on the Clicks and Giggles podcast.

Speaker 1:

And that's a wrap. Thank you for listening. If you were inspired by this episode, be sure to check out the show notes for the linked resources and my free guide three ways to know you're ready for ads. If weekly episodes aren't enough for you and you want more of your favorite click magnet, you can connect with me over on Instagram. At launch with Jordan, I host regular challenges and drop valuable tips that will help make your marketing click, connect and convert. And if you think it would inspire a friend, send it, share it, just for clicks and giggles.