In this week’s episode of the Law Practice Doctor, Sam Gaylord interviews Frank Klesitz. Frank is an entrepreneur, real estate investor, marketer, and CEO of Vyral Marketing. Frank started his own marketing firm in order to build up and acquire leads for his fitness training business.
Main Questions Asked:
- Who is Frank Klesitz?
- What kinds of things should you do to simplify lead generation?
- Why do you focus on education?
- What are some of the problems your clients often have?
- How does a marketing plan help with client retention?
- What happens when a client contracts with you?
Key Lessons Learned:
- Frank found himself wasting a lot of money marketing to strangers to build his fitness training business.
- Instead of constantly marketing to a cold audience, Frank began building a database and then building relationships.
- Lead generation is the most important thing you can do.
- Be the trusted resource.
- Educate your audience and then add a call to action to turn them into customers.
- Get your service and knowledge into some form of media and get it out to your database.
- Filter your list and follow up with the people who click on your links.
- Focus on whatever media type works best for you.
- Marketing is more than just offers, you have to bring value via education first.
- Educating your audience gets people to trust you.
- It’s easier to book clients with a seminar where they learn something than where they expect to be sold to.
- There’s no such thing as over communicating, communicating builds good relationships which helps with client retention.
- You want to be the preeminent advisor in your space.
- Seeds - basically your referrals, they take a while to grow and flourish.
- Nets - videos and media you put out to a wide audience.
- Spears - going after a specific target that could use your services.
- Having a mix is good but Frank likes to focus on Spears.
- Build a list of highly qualified people that have given you permission to stay in touch with them.
Building a Plan
- Your database of contacts needs to be consolidated. Create a spreadsheet of all your contacts and upload them to an email responder.
- Grow your list, ask for permission to stay in touch after every conversation. Get the email address.
- Schedule time to record to simple educational videos, post them online, and the pull the data of the people who watched the video.
- Contact the people and ask if they are interested in knowing more or using your services.
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Links to Resources Mentioned