Note: This transcript was auto generated. As our team is small, we have done our best to correct any errors. If you spot any issues, we’d sure appreciate it if you let us know and we can resolve! Thank you for being a part of the community.
Verbatim text
Lee:
Before we start today’s show, let me share with you something super exciting that we are launching. That’s an event here in the UK all around helping you transform your agency. If you look back over the last year, maybe two years, and feel frustrated that maybe you’ve not moved forward, then this is the event for you. Check it out over on agencytransformation.live. That’s agencytransformation.live. We have We’ve got speakers from all around the world here to help you plan your next 90 days, your next three months, your next year, whatever that needs to be to help you get the level of transformation that you need in your business. That’s agencytransformation.live. We’ll see you there. Welcome to the Agency Trailblazer podcast. This is your host, Lee. On today’s show, we are talking with Kim Barrett. He started as a one man, full Service Agency and has been able to productize his systems, his services, and created an amazing business model. So sit back, relax, and enjoy the ride.
Lee:
Welcome to a conversation with me, Mr. Lee Jackson. And today we have on the show Mr. Kim Barrett. How are you?
Kim:
I’m doing super well. Thank you, sir. Thanks for having me.
Lee:
Super well. So is that extremely well or is that in the middle?
Kim:
It’s well with the cape on.
Lee:
That’s brilliant. I assume you’re wearing your cape.
Kim:
Of course. Always.
Lee:
And looking fabulous. Folks, if you don’t know who Kim is, neither did I until the wonderful Troy Dean introduced us. He moves and shakes in the similar circles to me, which is awesome and has your Social Voice, which I believe is your main business or your main agency. So that was my butchered terrible introduction to you. What’s always best is if I shut up and you tell us all about yourself. Tell us who you are, favourite colour, favourite drink, about your business, anything like that that people would love to know.
Kim:
Beautiful. I’ll get the easy one out of the way. Favourite colour, red. Favourite drink, long black, coffee. So Kim, from your Social Voice, we basically help businesses be able to focus on doing what they do best. So we take over and we help them increase awareness, increase their leads and increase their sales. And basically cover it off in three different areas. So we either teach people our system so they can implement in their business. We either do it for them or and then on the agency side of things, we’re actually helping give them our systems for an agency and help them scale that up as well.
Lee:
That’s phenomenal. And that’s what we’re going to find out loads more about as well during the show. But before we do, what I would love to find out is if we could jump back in that time machine, back to when you were a wee whipper snapper and you are getting into the whole agency space. Can you Can you just share that story about how you even got started and what life was like in the early days?
Kim:
Yeah, sure. So I want to go all the way back. So what I started off doing when I very first began was probably most people was doing everything. So I was doing websites, I was in social media management. Someone mentioned, I think I set up companies for people at one point. I was just doing anything to get money coming in. And I very quickly realised that that was a very big mistake because then it’s like I was outsourcing stuff for websites and things. And then it’s like, website started breaking, people started disappearing. I had to give people refunds, all this stuff started happening. I was like, this is crazy. So at that time, I decided to focus just on the social media management because not a lot of people were doing it. And the biggest thing that I found was that as I was doing it, people were going, well, it’s cool. And thank you for doing posts for us. And thank you for getting us an increased level of engagement. But we didn’t get any sales from that. We didn’t make any money. And I was like, yeah, but you got engagement. And they’re like, yeah, but engagement doesn’t pay our bills.
Kim:
And I was like, yes. And at the time I was like, well, actually, that’s a very… Like I said to the guy, that’s a very good point. I was like, what I can do instead of doing this is what if we focused on, and to be honest, I didn’t really know how to do it at the time properly. I was like, what if we focus on just getting you inquiries as opposed to engagement? If you didn’t get engagement, but you got inquiries, would you be happy? And it obviously takes more time, so you have to pay a bit more. And he’s like, yeah, cool, do that. I was like, okay, cool. Now I got to figure out how to do that. I’ve actually always done a little bit of online marketing and stuff before, so I wasn’t too afraid that I wouldn’t be able to figure it out. And I go, well, I’ve been seeing Facebook as a platform developed and things like that. And I was like, it seems relatively straightforward to me. It seems a little bit commonsensical. It’s like, you do this, you click this. People click to here, they either register or they don’t.
Kim:
I’m like, okay, pretty straightforward. So I started doing that and started playing with that and started learning it more and more and more. And it was so much easier when I was having conversations with people, they’re like, how can you help us? I was like, well, I can drive people from social media to a landing page for you. They fill in the details, you collect the lead, and then you phone them up and you take it from there. I was like, are you willing to pay for that? And they’re like, yeah, we want that. I was like, oh, cool. And then the conversations became easier and easier. And then people were willing to pay much more than my, whatever it was, $200 a month social media management fee at the time. So for me, I was like, okay, this is where I need to focus on. This is what I need to build out. This is what I need to dive into. And I I knew there were… I’d always seen in pre-inverted commas, the agency world and go, it’s mad, man, it’s this people. That’s what happens. And I was like, oh, there’s guys that do websites, there’s guys that do Google AdWords, there’s all this different stuff.
Kim:
So maybe I need to dive more into this and start to focus on Facebook and become a Facebook guy. And that’s really where we then started building the agency out from there. I started getting results for clients. I started working out my own process for doing it and learning from mentors. We started to increase Please improve, bring on staff, rapidly scale at some point. And that’s really how then the agency started to grow and take off.
Lee:
That’s a brilliant story. I love the concept of you being that one man full service agency right at the very beginning. I could just imagine how stressed you might have been trying to do everything. Having that typical scenario where you have people letting you down, people disappearing and having to give refunds, it’s a horrible time. But what’s really encouraging is how you realised, well, I think a lot of us, we take on these challenges, don’t we? When we see that somebody has a problem and we think, well, I’m pretty sure I can help with that. So I’m going to go for it. That’s exactly what you did. You’ve learned then how to help your clients drive traffic to their landing pages, how to generate inquiries for them. And then you’ve noticed that that seems to be where the main pain point is. That’s where people need your help. That’s where you’re able to help them. And that’s where you’ve then focused in on. How did that change for you? With regards to having… You must have already had a group of different types of projects because you’d been the one-man service, full-service agency. And now you were taking on more and more social.
Lee:
How did you handle that transition, especially with the older clients, as you were moving away from that business?
Kim:
Pretty badly, to be honest.
Lee:
Oh, okay.
Kim:
I went through it, but it was like, as I did, I didn’t really know how to transition. Luckily, I had some good mentors. So I’m literally on the phone to a lot of them. I was like, I’m having this problem. I have these people. I want to go over this way. What do I do? And they’re like, well, because it didn’t actually occur to me. I used to work in corporate and I’ve been to Uni and all this stuff. And I was like, they said, well, you can fire a client. And I’m like, what? He’s like, if they stop working with you, you also can stop working with them. And I was like, I’m sitting here stressed out doing 65 different things still because I didn’t want to get rid of my… I was like, that actually makes sense. So I can also stop working with them. But it took me two months of pain and long nights and stress and probably taking 10 years off my life for all the hair pulling out that came from it. But then I realised, okay, cool. Well, this is also where I got known for, especially It’s like I always was giving business to other people because as I did, I was like, well, I read, I watched a video from Jay Abraham, and it’s all about the theory of pre-eminence and doing the best for clients.
Kim:
But basically, the thing is just like treat people well is basically what it was. So what I did was I found people that were doing the services that were specialising the services that I was providing previously. And I contacted them or I got referrals from people that I knew and they said, yeah, cool. I was like, cool, show me what you do for people. You do it well. Have you got client results? Yeah. I was like, great. Let me introduce my people to you because I’m focusing over here. And if you can look after them, I don’t want anything. Just make sure that they’re happy. And started doing that. And that was really where it freed up a lot of my time and energy then to focus on the Facebook side, the landing page side, the direct response side, which then allowed us to grow into new clients, larger fees, etc.
Lee:
That’s cool. So essentially you became a broker, as it were, for developers, designers, etc. For people who needed that, sent people in that direction, and then you were able to grow your own business. You mentioned that you were starting off with your social fee at, say, $200 a month on a retainer. How did you scale that? How did you change your pricing structure? Do you keep existing clients on that? What was that journey to getting those bigger projects? Because if you imagine, quite a few people listening now are at that stage where they’ve still got clients on certain packages, et cetera, and they’re looking now to grow. They’re attracting the higher payer clients, and they’re wondering how to package that or how to scale up.
Kim:
Well, the bigger thing for me was understanding that it all comes down to the value proposition and how you present it to someone. It’s like people are willing to… If you say to someone that, I’m going to do this, and it’s going to generate you 100 grand a month, it doesn’t matter if you charge them a thousand, 5,000, 10,000, even 20,000. If you pay 20,000, you get 100,000. You do that every day of the week, right? It’s pretty much a no brainer. So what I very quickly realised was to go, well, if I can present you with this product or offering and anyone that was on existing packages, I said, well, look, I’m focussing on this. Do you want… And basically resold them, had a sales conversation with them and said, do you want this outcome? If not, look, I can probably send you to someone else that can help you at a similar price point to where you’re paying me now. If you want to step up to here, this is what I’m doing now. This is where I want to take you to and I want to help you grow to. Do you want to come up to this level or not?
Kim:
And when I did that, I probably had probably 20 % of people step up. But then the rest of the people I handed over to other service providers. But the 20% of people that stepped up were like, by the time they stepped up to my new fees, it was like I was already making five times more than I was before, and I was working with only 20% of the amount of clients.
Lee:
Which is something that people as well are fearful, aren’t they? Of changing their offering and increasing their prices, etc. Thinking that they’re going to lose a whole lot of people, except you’re working with less people and turning over more, which is phenomenal. And you’re able to add way more value as well, because instead of just giving people exposure, which you can’t spend. You’re actually helping people generate leads. You’re actually helping people put money in their bank, which is a much more rewarding process, I imagine.
Kim:
Yeah, 100 %. And it really just comes down to tying it into the outcome that the client wants. If you can tie whatever service, if you’re doing, it doesn’t matter if you’re doing websites, SEO, Google, Facebook, it doesn’t really matter. Anything. If you’re doing that and you’re helping them achieve an outcome and they can tangibly see their benefit that will have on their business, it’s really not that hard to sell something for $2, $5, $10,000 a month. The transition from going from $200 to, I think, $1,500 a month retainers is probably the biggest. But after that, it’s like it almost becomes, I remember one time I was pitching a client and I was like, I just want to see what they’ll say. And what’s the price? And I was like, oh, it’s 7,000 a month. And they’re like, okay, cool. So do you want to send the paperwork through and we’ll get started? I was like, oh. They said, yes. I was expecting like, no, what can you do with some price, that stuff. It was literally… And it just went through. I was like, okay, so that’s how easy it is to sell someone for $7,000 a month retainer.
Lee:
I could just imagine you inside going…
Kim:
As soon as I hung up the phone, I I actually did like a little happy dance.
Lee:
Look cool, sound cool, pretend everything is fine.
Lee:
Wait, have I hung up yet? Yeah.
Kim:
Yeah, it was pretty much exactly that. I literally did like a dancer. When I was still… I didn’t have an office yet. I was working from my spare bedroom. I was literally in my lounge room, like dancing around the table.
Lee:
That was so cool.
Kim:
Yeah. So it was great. And then now that’s like that process of understanding that now I teach that to other agencies, and we give that system to them as well. And we give them our referrals that come through that aren’t at… We normally have a set minimum now. So when it comes to us that doesn’t do that as well. We feed into other agencies to help them grow. And literally, I had this exact same conversation with one of our guys today. And I was like, well, what about this situation? I was like, look, man, It’s like unless you have an abundance of this abundance of work and abundance of businesses that want to spend money with you, if someone says no to it, it really does… It’s weird. It’s like that whole abundance, scarcity, lack conundrum. And it’s like, well, there’s more than enough business out there. If you’re so worried about one person saying yes to a small retainer, it’s probably around the corner, there’s a big retainer that you’re going to miss out on because you’re so focused on this little one. It’s no harm or fail. If someone says no, it’s great.
Kim:
It’s a learning experience for you because obviously, you couldn’t portray it enough in a way that wanted them to take action. But you learn, you go, you go forward, and then there’s more than enough businesses in the world that need help with online stuff. There’s just so many of them. So it’s like you never got to run out of business.
Lee:
Now, folks, before we carry on, I just want to remind you that you can find out more about Kim and his team’s work over on yoursocialvoice. Com. Au. And also, if everything that Kim is saying so far is already tickling your fancy, then click on that big orange, Get My Free Training button because I think there’s some nice surprises inside of there as well for you. So that’s yoursocialvoice. Com. Au. Now, Kim, mate, that was a little advertisement for you there. But I’m intrigued at this point. You’ve got your social clients. You’ve gone from the one man doing everything to niching down into a productized service of social, where you’ve realised that people don’t want to buy exposure, they want to buy results. So now you’re selling results, as it were, and you’re scaling up those prices. How are you finding those clients?
Kim:
So funnily It’s funny enough, right? And it’s very interesting, everyone’s like, oh, how do you get them? I’m like, well, I do Facebook ads for clients, so I also do Facebook ads for me. No way. And everyone’s like, what? It’s funny. I literally there’s groups of Facebook people, SEO people, Google people on online. I look at them on Facebook and I’m like, oh, how do you get? I’m like, don’t you just do what you do for your clients for yourself? They’re like, no, it’s word of mouth or referrals. I’m like, okay. I went to, I did all the things in Australia. I don’t know if they’re international, probably. Bni and things like that.
Lee:
Oh, yeah, BNI.
Kim:
So I went to all those things, explored them, checked them out. And I was like, to be honest, every event I go to, this is because I’m from a small town, Perth, Australia. I saw the same people. They all never get the same stuff. They all try and sell each other the same little stuff. And I was like, sure, who here would pay me two, three grand a month? And they’re all like, well, they struggle to pay for their eggs and bacon on toast for breakfast. So I’m like, okay, this is not the right crowd that I’m looking for. So I started running ads and started running and going, cool, I was targeting the whole of Australia. And then what I did next, which probably was the biggest impact for me, especially because it’s not many people could explain it well. And that’s probably, if I was to say what my really good ability is when it comes to understanding Facebook and social, is simplifying and breaking down things so that anyone can understand them. So I started because no one else was talking about Facebook and social at any of these events. But like, Kim, why don’t you do a 30 minute presentation for us on it?
Kim:
So started doing those. And then people started going, wow, I didn’t know this was possible. It sounds really simple and easy. Thank you for explaining it to me. And then other groups would go, oh, you spoke here. Can you come speak here? And then I started getting more and more speaking engagements. And when I could speak to mass people at a time, I only need one person to come through from that to make it more than worth my time. So then I started hunting out speaking engagements and things like that to really allow me to get more and more volume in, as well as building my own sales pipeline from our own advertising as well.
Lee:
That’s great. And that’s definitely Something that’s something I’ve seen with a lot of specialists in these fields where people have actually built up quite a good business through travelling around doing public speaking. And like you said, if there’s only one or two people in the room that actually want to get involved with what you’re doing, some people are just too busy to do it for themselves. Yes, you can simplify it and say, Hey, guys, this is how you do it. But in a real world, a lot of people just simply want you to do it for them and help them out, which is phenomenal, which is why when I checked out your website earlier, you’ve got your range of packages, haven’t you? The done for you and then the handholding and all that stuff as well, the trading as well, which is a great stack. Now, with regards to the Facebook advertising, I feel like this is a dumb question, but I’ll look at Facebook advertisements and I’ll think, Well, how the hell do I target the people I want to target with Facebook? Because it’s not that obvious to me. In LinkedIn, I can at least select a job type.
Lee:
But with Facebook, I go blank. So I’m thinking of you looking to help, I presume. Is it business owners to grow their brand online and to generate leads online? So how would you target those sorts of people in Facebook?
Kim:
There’s many different ways, right? So the biggest thing, and I understand what you talk about when you talk about LinkedIn and things like that, you can hit job title. Facebook used to have that, but they were terrible anyway. You target CEO and you get someone who’s CEO of all. So and stuff like that. I’m like, mate, that’s not a company. Come on. I sound like 12-year-old kid with that title. But so what I really look at and identify is I like to pull, and I call them like, buckets of targeting. So for example, you can target, technically Basically speaking, small business owners. There is a behaviour based on certain actions that they do, based on certain data that they get access to. That is a small business owner. But I go, okay, I put that to one side because the type of business owner I want is relatively savvy. They’re growth-minded. They understand that Facebook works. I don’t want to try and educate them. We have a YouTube channel for educating people that don’t know how Facebook works yet. They know that it works, but they want to amplify it. So for me, I bring in one bucket and I go, cool, who are the educators that they might listen to?
Kim:
I might have Gary Vanderschuck, Lewis House, Grant Cardone, any of the the big online Inverter Commerce gurus. Then I go, Great. What are the other influences? What do they read? So it might be they read entrepreneur. Com, Forbes, Fast Company, business review and Harvard business review and something else. And then my last bucket will be, then I’ll narrow it down by Facebook page admin. So they’re admin of a Facebook page. So I know that if someone owns a business, 99 % of the time, they are the admin of their page and they give access to their employees because they always want to have control of it. So by me starting with those three buckets, and what I do is I don’t do all of them. I do the intersection of all three. And that’s where you can really find the goal is when you overlay the educators, overlay the educational material like the magazine, and then you overlay the Facebook Page Admin, you get people that, for example, Gary Vee, that read entrepreneur magazine online or physical, and they are also a Facebook page admin, whereas most people put all those things into one category and you get…
Kim:
And what happens then is it becomes a or. So it’s like, Gary Vee or entrepreneur magazine or a Facebook Page Admin.
Lee:
Which doesn’t work. Yeah, I get you.
Kim:
And you’re like, oh, yeah, I’ve got 100 million people here that fit in my target audience. I was like, No, you’ve got to narrow it down. So you philtre it down. So you just get people that tick all three boxes. Then it’s like you’re as close as possible to finding people that fit that criteria.
Lee:
And now I did not know about the Facebook page admin thing. I don’t know why I didn’t know about that, but that instantly just gets of a whole chunk of people who are not in business, which is phenomenal. Like you said, I wish I knew that. I wish I’d done that. So we’re doing our Facebook campaigns at the moment for our event that’s happening in about 50 odd days from the time of this recording. And I had not checked that. I’m going to go back, I think as well, I may have made your mistake, not your mistake, but the mistake of pressing all. So I could be actually, I might have two separate people being targeted with certain campaigns. So I need to go ahead and go and double check that as well. So you’ll see why I selfishly asked that. Now, my next question then on Facebook the advertisement is, what things do you say? And I presume this is the stuff you do for your clients as well. Now, I’ve always been told that I should lead with some problem and say, hey, are you struggling with this? But I don’t know if that’s even right.
Lee:
So what messages would you give to attract people to your service or were you giving to attract people to your services on Facebook?
Kim:
So it always depends on the angle. And so I’m a big believer in all the old school copywriters and stuff like that. You look at the David Ogilvies, the Gary Halbert, the Claude Hopkins, all these sorts of guys, and looking at how they do it and how they open it. So you’ve always got, yes, you can go straight in and dive in with the problem, but it also depends on several different things, which we probably don’t have enough time to go in fully. Number one is the level of awareness of their problem. So if you have this level of awareness, it’s like they can be aware they have a problem. They can be unaware, they can be aware of what the solutions are, they can be aware of what the product is physically that you’re selling. So there’s so many different levels there. That’s one thing you have to assess. And the second thing you have to assess is how sophisticated the market is. If I’m coming in and I’m Elon Musk and I’m selling you these battery-powered things that are going to fly your house to the moon, it’s like there’s no competition for that.
Kim:
No one else is selling a competitive product. So it’s very easy. It’s like, hey, do you want to fly to Mars? Yeah, great. Buy this. Versus going, okay, cool. I’m going to teach you how to lose weight. It’s like, okay, yeah, well, everyone’s done that for the last 100 years. And it’s like, well, no. Then you have to come in with a different angle. So you have to come in with a different hook or lead is what they call So a lot of the time I go down the matter of curiosity, because most people, if they haven’t got results yet, it’s just human nature to go, well, I haven’t found… It doesn’t matter if they’ve tried Facebook ads with 10 different people and they didn’t work. They still think that Facebook ads is a possibility of working. They just haven’t got the magic bullet. So it’s like, how can I entice their curiosity enough to that? Then they go, well, Kim might have the magic bullet. Let me register for his webinar. Let me register for his event. Let me register for having a call with his team to find out what that bullet is.
Kim:
So it might be like, here’s how everyday Australian business owners, just like you, are spending 83 % more on their Facebook ads when they don’t need to be. And then it might be like, cool. And it’s like, elicited the pain a little bit more. It’s like, if you’re like many of our clients, blah, blah, blah. Here’s all the problems that they face. And here’s all the problems that they face, and here’s all the thing, and basically insert your social voice or our team or whoever. It’s like, we help you over. We know we have the magic potion, right? We have the solution right here. And it’s like you give them a little sprinkle of that so that they know in certainly a bit of client result action. And then from there, it’s like, well, if you want to find out, if you want the full magic bullet, then you better register, you better opt in, you better hop on a call with our team.
Lee:
I could just imagine people listening in there is perking up when you just said about 83 %. Was it 83 % or something like that? So remember, guys, yoursocialvoice. Com. Au. You can find out more information on that because I’m already on that website. Now, that is really, really helpful and really phenomenal. Now, you’ve productized your packages as well. Are you okay in just unpacking what you’ve done there? Because I’m imagining in most circumstances, everything sounds very unique when you’re doing some online social package for clients or you’re driving leads in that. I’ve always assumed that there’s no one size fits all. It’s the same with web builds. It always seems to be very different process. Every web project looks different, and you’re thinking, how the held can I systemize and productize this service? How have you guys gone about doing that?
Kim:
Well, the way that we did it is we identified really at each stage, there’s a process So the way that we go through, even though each time we have to think differently, we still go through the same process. So one of those processes is, and so this is what we systemize then prioritise and we sell that product, is just to give some value for your listeners, is what I call the NOC method, which is identifying the niche, identifying the offer, and identifying the right copy to get them to take action upon that. It sounds really simple, but every single campaign, if you don’t tick those three boxes, will not be successful. Yes, there’s a lot of research. Yes, there’s a lot of time, energy, and effort that goes into each one to make sure that it’s on point. Even yourself said, Cool, you probably didn’t identify that your niche was a Facebook page admin, so it means you probably spend a little bit more on ads than you should have. So that whole three step process that we take people through every single time, we do that for people. And it’s like same for our campaign set up.
Kim:
Every single time we have to tick boxes. Like, yes, the outcome might be slightly different, but we still go through the same thing. Same with our landing page builds, same with our integrations with our checks. So everything we do is a system, even though each component has variables within it, and it takes research and time and engine effort. So what we did is we went, okay, cool. From start to finish, if we’re helping someone grow, it’s like, cool, we need to first off help them. First of all, we need to help them make some quick wins so they can justify spending money with us. How do we do that? We have a hustle plan, we have some reactivation strategies, and get them some quick wins with some leads. Then we tell them how to identify their niche offer and copy. Then we go into how do you actually build that out into campaigns, into funnels. Then how do you leverage that? How do you leverage organic growth across some platforms as well. And then by the end of that, it’s like they’ve got a full ecosystem working for them. So every time we do that, but all we had to do, and look, it did not happen straight away.
Kim:
I did not realise what we were doing, etc. Until I had to then, as we grew and I had to bring on a team, it’s like, well, if I need to teach them. I’m teaching my team. I’m teaching the way that I do it. Why don’t I just record it? And then we have the systems, and then I also can sell that.
Lee:
Absolutely. And I understand that you’ve gone on to do that as well. I mean, just to highlight as well. So if you’re listening, you have a team or you’re thinking of growing a team, Then having those systems, having those processes is absolutely essential. I know it sounds boring, but the fact that Kim was at least starting to record some of that stuff, you can start with bullets, you could even start with just doing videos, whatever it needs to be, but starting to build out that process because it makes it easier for yourself to keep rinsing and repeating, even though each section might be unique, at least you’re going through the same process. But equally, it’s amazing when you’re then able to bring members of the team and then just not hand the process to them, but at least lead them through the process, and then they can train other people. That’s a wonderful scalable model. Now, I understand, sorry, I went off on a slight tangent there, but you have this system now. How are you going about packaging that up to other agencies, et cetera? How have you gone about doing that and how are you helping them with it?
Kim:
Yeah, so we have the systems of what we do for people. We have, and we call this our mogul system, 12-week programme. So that’s for general business owners. Then what we have is when we looked at this, when was it? End of midway through last year. Again, we always take time to identify opportunities within our business of things that we see. It’s like, cool, what are we producing and what’s the buy products? But maybe that we’re not monetizing. And I was like, well, we have a full project management system. We have a full internal management system for ads, for campaigns, for landing page set up, etc. We have our mogul system as well. And we have a buy product of leads that come to us because our minimum charge is five grand a month to run ads for people. If people come to us and their budget is not five grand, at the moment, sometimes we send them to certain people if they’re very specific and we know who can help them. Other times we say, sorry, we I can help you. We send them on their way. I was like, well, we have an abundance of leads that come to us that don’t fit our budget and we don’t lower our prices.
Kim:
So it’s like all these five things that we have are pretty much ideal for someone who wants to grow and scale their agency. I was like, well, why don’t we package that up? It’s already there. It’s just not put in the format that someone can have access to it. It’s like, why don’t we productize that? And then we sell that as a full… We licence our IP to them. They get access to everything and they keep it for a year and they keep it. And then if they want to stay in and get the up to date, so we also do two live events within that. If they want to stay up to date with up to date training and consistently and continue to get the referrals, which is one referral pays for the whole programme anyway, then it’s like, well, then we sell them an ongoing licence model to be a part of that. We call it being a social baller. So if they stay into that, then great. But if not, they’ve still got a licence to our IP, which we give them. We teach them a home model. I help them understand how to do their sales process to sell.
Kim:
Because a lot of people can sell, they can sell agency services. Not necessarily a lot of people can sell four, five, $10,000 a month agency services. There’s a lot of different approaches that you need to have to be able to do that in my mind anyway.
Lee:
And that’s the marketing mogul system, isn’t it, that we’re talking about?
Kim:
So the mogul system is within the agency system. So the mogul system is a 12-week programme, which is all basically what we do if we bring a client on. If we’re running it for it, we take people through what we would do if we run the campaigns for them, but they’re doing it themselves. But we also give that to the agencies because we go, well, you should go through this and do it not only for yourself, but you should be doing this for your clients as well. So there’s a lot of the times they miss out in certain aspects, like some of the reactivation strategies, because, yes, people come to you for Facebook or social. But if you can provide a value outside of that, it’s cool. We’ve got a database of 5,000 people. Let me show you how you can send one email, type it out in five minutes. And on average, our clients make anywhere from five to $30,000 from that one email. Would you like us to send that email for you? And they’re like, oh, wow. Yeah, cool. I thought you were just going to do Facebook ads for me. That’s great.
Lee:
That’s phenomenal. Folks, again, yoursocialservice. Com. Au. Links are always in the show notes. So with regards to these events that you’re doing, are these online events or are these physical events that you’re having everyone come to you at? Because I presume you’re dealing with people all around the world now as well.
Kim:
Yeah, we have people all around the world. So we do two live events per year. And then we also do regular webinars and catch-ups and stuff. And so I also bring in people in key areas because look, I do know a lot about finances, systems, etc, of an agency, but by no means am I an accountant, but am I a systems or an automation specialist? I know a lot about them, but I’m not the specialist in those areas. So I bring the specialists in to train. And it’s literally the people, if I pay someone, the other day we paid to get a dashboarding set up down, which cost us seven grand. So the people that I did that build that for me, I go, Hey, this is epic. Will you come and teach my guys why you did it, how you did it, how they could do it, if they wanted to do it themselves? They’re like, Yeah, sure. We’ll do that. So then I bring that asset into the training my guys as well.
Lee:
That’s awesome. So not only have you found a system that works for you with your clients, you’ve also then been able to productize the system itself. So you productize the service, then you productize the system. So you have all these different revenue channels and you’re being able to add value across the board, which I absolutely freaking love it. And if I’ve learned anything today, not only is it productization, not only is it systems and processes, it’s reaffirming the things that we’re preaching all the time. But probably my biggest lesson is to go and edit my Facebook campaign so that I make sure that the person is actually a page admin because that’s been irritating me now the entire call. Why didn’t I think of that? I didn’t even know that freaking well existed. Kim, this has been absolutely wonderful. I think it’s a good point to start now. We’re trying to keep the podcast short enough for people’s commute. You’ve dropped a whole lot of value. Thank you so much for sharing and being very, very open about what you guys do, how you’ve done it, how you’ve grown, the mistakes you made at the beginning, but then how you’ve grown through that, productized your services, They’ve created some awesome systems, and also what you’re doing as well for other agency owners.
Lee:
So thank you very much for your time. You did mention that you have a YouTube channel. Where can people find that?
Kim:
If you just search your social voice on YouTube, we’re putting out two new content pieces every single week on there. So if anyone wants to find us on YouTube. Yeah, your social voice will be the first one that pops up in the search engine.
Lee:
Awesome. And if you’re lazy, we will Google that for you and we will put a link in the show notes as well so that you can find access to the YouTube channel as well. Kim, thank you so much for your time. You are a legend.
Kim:
My pleasure. Thanks for having me. Cheerio.
Lee:
And that wraps up today’s show. Don’t forget, if you are not coming to the event here in the UK, you’re missing out on a treat. We’re going to have people like Lee Jackson. I hear he’s a lovely chap. You’re going to have Chris Ducker, you’re going to have Amy Woods, we’re going to have Mr. Troy Dean. That’s right. The Australian dude as well is coming over, and we are all rocking a party together for two whole days talking about how you can solve that next big problem in your agency and create an agency that you can love. If you want to know more, check out agencytransformation.live.
Lee:
That’s agencytransformation.live. If we don’t see you there, we’ll definitely see you in the next episode.
