How to Recession-Proof Your Business in 2020

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How to Recession-Proof Your Business in 2020

Challenging times come and go.

Throughout the life of your business, you’ll experience highs and lows. 

In the midst of the downturns, you need to have a strategy in place to sustain your business. Instead of scrambling to build an approach.

Our new training video – How To Recession-Proof Your SaaS Or Service-Based Business – is the tool you need.

In it, we’ll show you how to quickly implement campaigns that will generate sales, increase organic website traffic, and build a framework for sustainable growth.

Watch the video now and stop worrying about how to keep your business afloat in trying economic times.

Video training

Keep reading below for the full video transcript.


How To Recession-Proof Your SaaS Or Service-Based Business

Thank you so much for registering for this training on how to recession-proof your SaaS or service-based business. Just to clarify, I'm going to be focusing on marketing in this training so when I talk about recession-proofing your business, we're going to be talking from a marketing standpoint. 

In this training, I have a few goals and there are a few things that you're going to walk away with. By the end of this training, you’ll have two marketing campaign templates you’ll need to run right away to generate sales.

You're also going to learn how we generated 203,033 organic visitors last year. And I’ll walk through how we generate those organically. 

And the last thing I'm going to walk through is a simple three-step framework that you can take and implement for stable revenue growth. And I promise that, if you follow the order of the framework that I'm going to teach you, you are going to see significant revenue increases over the next 12 months. 

This training is for you if you’re in an SaaS or service-based business, if you require leads to grow, or you have a sales team, meaning this isn't for e-commerce. Now, I love e-commerce. We work with many e-commerce clients, but this training is primarily lead-based organizations. If you require leads or demos in order to grow revenue, this is for you. And lastly, this is for you if you want to systematically scale your revenue within your SaaS or service-based business. 

Now, who is this guy that's talking? My name is Josh Coffy. I like to tell people “like the drink, but stronger.” I own Flight Media, a digital marketing and design agency. We've been around the block a time or two. We've helped SaaS and service-based organizations for a good amount of time.

So, what I'm going to show you today is not based on theory. It's not based on some articles I read or a video that I watched. It's based on facts. It's based on experience. We have generated millions of visitors and tens of millions of dollars for our clients through strategic digital marketing efforts. And that’s what I’m going to teach you today.

Whether you're the VP of marketing or sales, oversee a business, a CEO, founder or business owner – this training is for you. 

Before I dive into some of the nitty-gritty stuff, I want to bust two myths – two things that I hear all the time from clients. (If you're thinking these it's okay, but I want to address them.) The first one is that a lot of people think that digital marketing won't work for their audience. So, if you're watching this right now, you might be thinking, “My audience isn't online. They're not going to watch this. They're not going to listen to my stuff. They're not going to read my stuff.” 

I'll tell you from experience, that’s simply not true. 

Here’s an example. This is a case study we put together for one of our clients. They do fabrication and build autoclaves and ASME tanks. If you're reading this right now and you have no idea what that means, don't worry. You're like most of the world who don't know what an autoclave is. But I'll tell you, after doing digital marketing, they've seen some of the largest growth they've ever seen as an organization. It’s because they've gone online and they've started doing digital marketing in an industry that is so precise that there are only several hundred potential customers in the United States for this one business. 

So, I assure you, your audience is online. You just need to know what to do and how to reach them. 

The second myth is that digital marketing is an expense. It's not a revenue generator. 

This is one of the most prominent ones. Most people view marketing as a line-item expense. If you're running your numbers and you say, “We budgeted $10,000 for marketing this month or for ad spend this month,” or whatever that is, it's usually a line item. But what I want you to do is to take a little bit of a mindset shift and make marketing decisions based on mathematics, not based on emotions. For example, let's say you've never run Facebook ads before. Maybe you're doing some other marketing efforts and you've never gotten into Facebook or LinkedIn ads, for example. Let's say you've never done LinkedIn.

If I recommended that you start with $5,000 a day in ad spend, most people's thoughts would start with, “No way! That's too much. We've never spent $5,000 a day on LinkedIn before. We won't spend $5,000 a day.” 

But what if that $5,000 produced $15,000 or $22,000 in collected sales per day? The conversation might shift a little bit. 

I'm giving you an example based on experience. If you make decisions based on your gut when it comes to marketing – and not based on mathematics – then you won't win in the long run versus your competition who IS thinking and making decisions based on mathematics. 

Ok. Let's dive into two marketing campaigns you need to run right now to generate sales. These are what I consider low-hanging fruit. These are two that you can get off the ground in a week to two weeks tops. If you dedicated a few full days and some resources to this, you could actually have this done in less than three days. 

How to recession-proof your business with quick-win marketing campaigns:

  1. Set up retargeting ads
  2. Create a free-offer funnel

The first one is retargeting ads. 

Set up ads to run to your email list and website visitors from the last 90 days. The goal could be getting them to download something for free, for example, a video training, an ebook, a case study of some sort, or to schedule a demo or a call with your sales team. Even if you have little traffic or a small or nonexistent email list. I recommend setting up retargeting ads on Facebook ads, Google and LinkedIn. You can use all of these because it doesn't take much.

And by setting up ads, you can install their different pixels or conversion codes. You can install the retargeting codes on your website so that when people visit your website, it places a cookie in their browser, which then allows you to follow them around the internet. And we've all experienced this as consumers.

If you're not familiar with how retargeting works, here’s an example. 

You go to Amazon or to another online store to look at something and then, suddenly, you're seeing that product everywhere that you go. This is called retargeting. And to the left, you can see this is an example of a retargeting ad we ran for Flight Media. It was actually for a free sales prospecting strategy webinar that we did. We were running ads to our website visitors for a free offer, but you can run them for calls or demos or a free offer as well. Do this, even if you have a little traffic or an email list, because the thing is, even if you're only spending $10 or $20 or $30 or $50 a day, this will yield results.

It's all dependent on your traffic and your email list size. If you are getting less than a thousand website visitors a month, you're not going to end up using your whole budget. You’re not going to spend a whole lot on this group, because you have a small list. But let's say you have a small website that’s getting 20,000 or 30,000 or 50,000 visitors a month. If you don’t “regarget” them, you’re leaving thousands and tens of thousands of dollars on the table for the bare minimum. This is low-hanging fruit. 

You can't afford NOT to do this. Just to give you an example, this is a campaign that we ran for an on-demand video training app similar to the training you’re watching right now. You could just see the difference. A cold targeting ad for that campaign that week generated leads at $16.64 per lead. Warm targeting was only $9.78 per lead. Just so you know, these are both within KPI for our company. We were happy with both of these, but the $9.78 cost us 42% less. 

Remember, you cannot afford not to do this because it's basically like having a stack of hundred dollar bills sitting on the kitchen table and you're on the couch and all you need to do is get up off the couch and walk over and pick it up. 

Once you get retargeting campaigns rolling on LinkedIn, Google, and Facebook, you must begin working on what I'm going to talk about in a moment, which is the next marketing strategy, which will take a little bit more work.

But you could get the retargeting ads out the door in a day – less than six hours of work. Write some ad copy, have a few creatives, maybe put together a video, determine where you're sending them and then install the pixels and set up the ads. 

Now, I do this all the time. You might be thinking, “Josh, I don't know how to do that!” 

And I know you could search it, but overall, setting up these retargeting ads is the lowest-hanging fruit that you have right now. The lowest cost per lead, the lowest cost per demo, per purchase, per call scheduled is going to happen with your warm audiences. So, this is the first thing. This does not take long. I promise you can have this out the door in a day or less, depending on how many resources you allocate.

Next is the second campaign. This takes a little bit more work, but you need to create a free offer funnel. This is the most effective way to generate inbound leads and grow your email list. It's by offering something for free in exchange for information like a name, email, phone number, a company, the amount of employees, their position and title, etc. You can ask whatever questions you want, but creating something for free is going to allow you to grow your email list and generate marketing qualified leads that your sales team can then begin pursuing. 

We highly recommend a video training, an ebook or a case study that has a call to action to schedule an appointment or a demo with you. 

The amount of companies I know that need sales leads in order to grow their revenue but don't have a free offer just blows me away. It blows me away because creating a training like this, or an ebook or a PDF and offering an exchange for free information is the easiest thing to give people that aren't ready to make decisions right now. 

And here's why: This is important because you look over here to the left and you see, this is actually a three-video course on-demand video training where we talk about costly marketing mistakes, how we 6-10X lead generation and so forth. When somebody opts into this training, here's what happens: First, they get access to these training sessions. Then our CRM and email marketing tool, HubSpot, begins nurturing them with emails. So, we're starting to warm them up. 

We're starting to add value to their life, and guess what?

We're also nurturing them by asking them to schedule a consultation call with our team. There's an automation and a marketing factor that comes into play. But here's the other thing that happens as soon as somebody fills out this form: they‘re sent into a segmented view inside of our sales CRM so that our sales team can qualify the lead.

If the lead is qualified, we then call them to initiate a conversation. Imagine how much better sales calls and conversations will go when you get to reference something that they just watched or read and opted in to get from you or your company. It's a significantly different conversation than if you're talking to someone that is cold and who's never heard of you. 

Cold calls are to people who are on the defensive when you call. But when you get to say, “Hey, this is Josh over at Flight Media, John. I noticed you downloaded our ebook on XYZ. I'm just curious about what triggered your interest in it,” this begins a conversation. 

Setting up and creating a free offer funnel is going to change your bottom line without a doubt. I know this because we do this all the time and we see this work with our clients. And here's another reality: Most people don't buy the first time they see you. I know shocker, right? You put this website together and maybe you were even sending traffic from paid sources, but most people don't buy the first time they see your brand or visit your website.

I was reading a 2020 State of Inbound Marketing report (actually HubSpot just changed the name to Not Another State of Marketing Report, which I thought was kind of funny). They analyzed over 3,400 global marketers’ contributions. I was part of this survey and they use the data to then figure out what consumers are actually doing, what marketing trends they’re seeing and where marketing resources are being allocated. 

There are a few interesting things that I pulled from this State of Inbound Marketing. The first thing is that 63% of consumers who ask for information about your business or products won't make a purchase for at least three months. Most people don't make a purchase or decision right away, which is why – if you have a free offer funnel – you'll be able to capture those people and then nurture them with emails to create demand for your product or service.

The second thing is that 79% of business-to-business marketers credit email as the most effective distribution channel for demand generation efforts. I found this so interesting because most consumers aren't ready to buy right now, but if we could generate them as a lead and we're using an email workflow to nurture them, they’ll eventually become a customer. The survey showed that eight out of 10 marketers credit emails as the most effective distribution. I also echoed that when I filled out the survey.  

It's crucial that you are getting people in your email list, but here's what's funny: Further down in their report, they found that 61% of marketers say generating traffic and leads is their top challenge. So if 63% of consumers aren't ready to buy right now or purchase in 79% of B2B and marketers credit emails as the most effective distribution method, then what does that say?

It's saying that you must be growing your email list and generating more leads. The easiest and best way to do that is with a free offer funnel like I was talking about in the previous slide. A free offer, like an ebook or a video training or a case study, for example, can be used for paid ads. 

You can run paid ads to them and get 30-50% of people converting into them. If you're running paid traffic, the free offer funnel can be used to re-engage your email list or social media followers. And they can also serve as a valuable call to action for someone who isn't ready to take your primary call to action yet. 

Donald Miller from StoryBrand calls this a transitional CTA or transitional call to action. You'll notice on Flight Media’s website, we have a “Get started.” That's our primary call to action for people to get started on their journey to working with us, but not everybody's there yet. 

Throughout our website, you'll notice forms like the one to the right. This a free ebook on how to guarantee marketing ROI with a custom marketing game plan template. And that ebook converts 26% of visitors that click the free ebook, meaning 26% of people are filling out that form and becoming a marketing qualified lead. Now, our sales team gets to qualify and pursue these leads. Even if they're not qualified yet, we continue to nurture them with emails. Pretty powerful stuff. 

I’ll give you another example. One of our clients – a B2B company out of Seattle – were struggling to generate leads for their sales team.

All we did was add two free offers to their website and here's what happened: They increased their new sales leads by 219.75% just by doing that. We got their website traffic up as well, but overall, their new sales leads increased by simply adding two free offers – both ebooks. That's all we added to the website and that's what ended up happening. We had 518 new sales leads in that 12 month period, which for them was incredible. Those are great numbers for their particular industry. 

We've talked about two campaigns that you need to run right now to begin filling your pipeline in generating more sales. You need your retargeting ads set up on LinkedIn, Google, and Facebook, and you need to begin planning out and building some kind of a free offer funnel.

Now, I want to switch gears. I want to talk about how we generate 203,033 organic website visitors per year. But before I talk about why organic traffic is so important, why I'm talking about organic traffic, it's important to understand why “organic traffic,” because there are all kinds of traffic. You can generate referral traffic, direct traffic, email marketing, social media traffic, paid traffic, and then organic traffic. There are a lot of different types of traffic and they're all valuable. 

But I want to elaborate on why organic is so good. First, you have paid traffic and I like to say paid traffic is like a faucet, right? If it's turned on and you're paying for ads, then it flows. But the second you stop paying for ads, it stops. And that's a good thing and a bad thing. It's a good thing because you can predictably start growing revenue with something like paid traffic, but it's a bad thing because the second you stop feeding the beast, or you stopped putting dollars to the ad platform, it flatlines. 

Now organic traffic, on the other hand, is more like a river. It takes a while to build up. You need to dig until you get to the water source – the spring. You gotta dig and you gotta dig and you gotta get a bigger shovel and you gotta keep digging. But once you get there and you build the trenches where the water is going to flow – once you dig deep and you get to that water source – it will flow consistently without needing to pay for it.

So the question is, how do you create long term organic traffic? We recommend doing this through something called content creation or ongoing SEO. By creating 4 to 12 blog posts or more per month, you're going to be getting increased organic traffic from keywords and phrases. 

People are searching in Google or Bing, and we call this ongoing SEO. You want to create valuable content that speaks to and solves your buyer persona’s problems. I think of content creation and ongoing SEO like this: Every blog post that I create, I visualize it as our website is the hub, right? It's the center of a spoke. And then every blog post we create, I envision it becoming four keyword phrases people search that might link back to us.

I have my circle, my hub, in the beginning, and then I have all these spokes going off of it that continue to drive traffic. Picture a bicycle wheel. They can continue to drive traffic to the source. Every single blog post that we create is now something that can rank in Google. Then, when people are searching certain keywords or certain phrases, they will link back to us. 

We recommend creating 4 to 12 blog posts. We do 12 per month, and we have seen significant traffic growth when we went from four and jumped up to 12. I recommend using a tool like MOZ that will allow you to find keywords and track performance. If you're taking notes right now, write down MOZ and look into it. There's a free trial.

MOZ will allow you to find keywords that people are searching. You can then write content around it. It will tell you how many monthly searches people do for a particular phrase. 

Here’s a good example: One article that we wrote – one of our most highly-trafficked articles on our blogs on our website was on the topic of “Salesforce versus HubSpot.” 

We use HubSpot. I've used Salesforce, but I'll tell you what, HubSpot blows Salesforce out of the water, just from my experience. I've worked with dozens of CRMs and HubSpot is the best, in my professional opinion. We wrote an article on HubSpot versus Salesforce, because I know that people are searching that in Google. It was a medium-competitive term but had thousands of searches a month. We created the blog and, over time, it ranked to the point of being the featured snippet and the number one article in Google that was driving thousands of website visitors to our blog – just from that single article.

We used MOZ in order to determine what keywords to go after and then we wrote content around those keywords. Here's what I want you to think about when we're talking about organic: If $3 to $6 per click for paid ads is generating that many visitors, it would have cost us $600,000 to 1.2 million in ad spend to generate the same number of organic visitors or blogged generated. But we did it for less than 5% of that, from the labor, time, resources and the things that we had to do to make that happen. We made it for less than 5% of that. And here's the better thing: it's compounding. It's growing. It's increasing every single year as our website becomes more authoritative in the marketing industry. That's the power of an organic traffic strategy like content creation.

Yes, it does take time. It's not a quick, out-the-door strategy, but in the long run, it is the most profitable strategy. To give you another example, one of our clients, through their blog, was able to rank on the first page of Google for 28 highly-targeted keywords. You can kind of see here where it says ranking one to three. It says 19, which means we had 19 blogs ranking for or 19 keywords that we wrote blogs for, that were ranking in the first three spots on the Google homepage. And we had nine keywords that we were tracking the rankings that were in the first four to 10 spots on page 1 of a Google search for those terms. So combined, they had 28 highly targeted keywords on the first page of Google - for free (meaning, no ad spend).

Meanwhile, other companies in their niche are paying $5 to $15 per click for those spots. And we're sitting in those spots right now for free and we get more and more and more as we create more content for other keywords. That's the power of content. 

The last kind of thing just to touch on content is that it has a lot of other valuable pieces to it. Content will help you make more sales because that's obviously your bottom line, right? That's the most important thing to you. Revenue and sales, at the end of the day, is what really matters when creating content. People trust and buy from thought leaders. If you're educating people and you're positioning yourself as a thought leader, or as an influencer, you're going to be able to influence more sales over time.

The second thing is, it gives you nurturing material. The amount of sales teams that I've worked with that don't have anything valuable to send to a prospect or post on their social media or email blows my mind – all because they don't have a blog. If you had a blog with helpful stuff, you can then email those blogs to prospects. You’ll be able to say, “Hey, I was just reading a new blog our team posted, and I thought of you.” It gives you nurturing material. You can send it out in your newsletter and it gives you a non-obtrusive way to stay in people's inboxes and stay top-of-mind with them that's not overly salesy. 

And the last thing is, it allows you to set up triggers for your sales reps. Most CRMs have these. If you don't have a CRM, I would advise that you get one. I'm not going to dive into that in this training, but it allows you to set up sales triggers for sales reps. 

We use HubSpot as our CRM, but there are a lot of them out there. Most CRMs allow you to set up notifications when a contact within your database visits your website, reads a blog or visits a certain page, for example. You can have a notification immediately sent to the assigned sales rep for that contact when that contact visits a blog. 

If you're creating content on an ongoing basis in your newsletter – if you have a weekly or biweekly newsletter that's going out and your contacts are clicking and reading your blogs – it's now giving another touchpoint for your sales reps and another reason for your sales reps to then initiate conversation on with those individual contacts. 

That's the power of content, and it gives you a good example of why this is also very valuable. Last week, ironically, our team closed a large deal with a company that had been following Flight Media's blog and getting our email newsletter for nearly four years before scheduling a call and deciding to work with us.

I'm not trying to say that it's going to take four years for that to happen with you. We've had people find one of our blogs and immediately go and fill out our Get Started and Talk to Us page, book a call, and become a client in just a few weeks. That happens all the time. But these are both examples of the power of nurturing people with content and providing that value over time. In creating that thought leadership will lead to sales. It happens regularly for us and also for our clients. 

Here's another example before we get into the final educational piece of the marketing framework. This $1.2 million deal took 21 months to close for one of our clients. But, after continual nurturing and reading our client's content, this person bought from them.

This person came into their CRM system, got newsletters, got emails, they read blogs, they got content and more content, and we continued to nurture them. Twenty-one months later – this particular client has a 1-3 year sales cycle, which is why this is a little bit longer for this particular client – that lead became a $1.2 million deal. All this is to say, I can't emphasize the importance of ongoing content creation in your marketing strategy. Become the thought leader, stay top-of-mind and generate more traffic organically by doing it. 

For the final piece of this training today, I want to walk through a three-step framework for stable revenue growth that you can take. If you follow this order, I promise you will experience more growth than ever before.

And I don't say this lightly. I'm not just exaggerating this because I've seen it happen for us. I've seen it happen for our clients. I've seen it happen for consulting clients and marketing teams that we've worked with. I've seen it happen for subscribers. I've seen this happen across the board. Organizations that follow this framework see steady revenue growth. It's not haphazard like a lot of teams operate, but conversely, if this framework isn't done in order, or it's not implemented fully, then what's going to happen is you're going to inevitably hit a ceiling. 

The problem with most companies is that their revenue primarily comes from a few places –  from referrals, word of mouth, outbound sales and sheer luck because sometimes it just happens. Yes, with outbound sales and prospecting there's a lot of intentionality behind it, but a lot of it is just sheer luck.

You can't control the amount of referrals you get. You can influence them, and you can't control when you get referrals. A lot of things are sheer luck with outbound sales. If you call 15 ½ minutes later, sometimes out of sheer luck, the person happened to have just  walked into their office and their phone was ringing. There is sheer luck involved occasionally, but don't get me wrong. These aren't bad. These are good things. In fact, they're crucial to business. We thrive on referrals, word of mouth, outbound sales, and sometimes sheer luck. 

But here's what I've learned. If you want to scale, you must have a proven framework and a system for doing so. Most successful companies don't just become successful by accident. They don't become profitable by accident, but rather strategically and intentionally, most of the time. I assume Mark Zuckerberg isn't watching this.

The framework that I'd like to introduce to you is something that we put together last year. After six years of working with B2B companies and doing digital marketing campaigns and sales consulting and working in CRM and marketing automation and all kinds of different tools, we've boiled it down to something that we call the marketing growth framework – or the MGF for short. 

This is a framework that, if you follow it in this particular order, will help you achieve significant revenue growth. At the foundation is your sales processes and your CRM. This is the foundational piece because you can send all the leads in the world to your sales team, but if they aren't segmented, they don't have processes.

They don't have templates or scripts. They don't have a CRM in which to log conversations and log things that happen with your different leads, and there isn't a system for follow-up. It will be wasted marketing dollars, and that will make for very, very expensive campaigns. Having a CRM like this allows you to take notes, call and record your calls, log activities, schedule meetings, email your leads, and keep track of when they're opening your emails or when they're clicking your emails. As you can see, this is a HubSpot CRM. There are a lot of CRMs and they all do similar things. 

You need to have this foundation before you really lean heavily into your marketing efforts, because if you lean heavy into marketing and you generate 500 leads in a month for your sales team, but there's no CRM, there's no sales processes and system to support that.

You're going to see leads falling through the cracks. You're going to see deals not being closed and quite frankly, your sales team is going to be massively overwhelmed. 

The first thing I want you to do from this marketing growth framework is make sure that you have a sales and CRM foundation that is strong and not super haphazard. Now with your sales processes, templates, scripts, CRM in place, you'll then proceed to the second step, which is paid ads. 

Paid ads are the most predictable way to scale revenue. It's how the fastest growing companies are winning and how they're taking their competition to the cleaners faster. If you can master this, you're going to get where you're going much, much quicker. With paid ads, just like most marketing, it's mathematics. But paid ads allow you to get to those mathematics much quicker.

Creating content takes time, but it's valuable. But if I wanted to drive traffic to a particular landing page or a particular form or website page, or a call booking calendar, I could do that immediately with paid ads. With paid ads, I could predictably scale revenue. And it's the most predictable way. Let’s say my average customer lifetime value is $10,000 and it costs $200 to get a call scheduled with a sales rep. (That might sound like a lot, but let's say your sales reps have a one in five conversion rate.) You get five people on the phone. One person becomes a customer worth $10,000. That means that your cost per acquisition for a customer is $1,000. At $200 a call with five calls, one customer equals $1,000 to acquire $10,000 in revenue. You're doing a 10 X return on ad spend and it's predictable. 

If you wanted to generate a sale a day, what would you do? You would increase your ad spend to $1,000 per day on that platform so that you're generating a sale a day. Now, there are a lot of variables with ads and nothing is ever super, super linear, but it is hands-down the most predictable way to scale your revenue. 

Once your sales system is in place, you can then begin fueling it with paid ads, which leads me to the third one.

Your paid ads are really rolling, and you're getting the messaging down. Maybe you've created a free offer funnel. People are trying to schedule calls with you. You can then begin implementing inbound marketing. 

This is the inbound marketing step and it’s the top of the funnel. You have your sales in place, you’re rolling out your paid ads. And then you begin inbound marketing. 

We've talked about a CRM integration, making sure that leads that come in are sent to your CRM and then assigned to sales reps, and making sure your webpages are good and they're branded properly and they flow properly. Your social media is being managed. You're tracking analytics of where leads and customers are coming from. You're making educated marketing decisions. You have email nurturing and automation and newsletters. You have search engine optimization going on, and then you have landing pages that you're funneling your leads through. 

Inbound marketing is the long-term strategy, but it will pay the largest dividends and it will produce the largest source of revenue over time. I assure you of this because the other thing when it comes to inbound marketing is without it, simply put, you will not build a truly sustainable brand without it. Inbound is based around content. It's based around developing the brand and all of these components you see on your screen right now are what builds sustainable brands. 

Don't get me wrong. Outbound sales are valuable. We do it. We consult clients on it. A lot of our clients do it. Paid ads are super, super valuable, but creating content, becoming a thought leader in your industry is what makes you omnipresent.

It makes you everywhere. It makes you the go-to resource and it truly builds a sustainable brand. If we're looking at the MGF framework in this order, you have your sales and marketing or your sales CRM in place. You begin scaling your paid ads. You begin creating content that attracts people to you. This is the order that you want to solidify. 

And then there's something very, very powerful that happens when you do it in this order. Most companies have some of these steps in place. Most companies, however, don't have all of these in place, but wherever you are, what I want you to do is actually evaluate each of these different foundational pieces. I want you to evaluate your sales and CRM. I want you to evaluate your paid ad efforts and your inbound marketing efforts.

I don't want you to stop just because this is the order that I'm recommending you do them in. If you have a solid sales and CRM, you're not doing any paid ads, but you're doing some inbound marketing, it doesn't mean I want you to stop and go down to the second step and start doing paid ads. What I want you to do is to go down and, instead of investing more resources and more time and more dollars in inbound, I want you to then allocate some of that for paid ads and begin building that foundation until it is locked tight. 

It’s a well-oiled machine and you're moving and refining your inbound. If you do this, over time, you will begin to see the results flood from the top down.

Here's what I mean by that. Right now, you're probably getting – if you're not doing these three things, or you're not doing paid ads or inbound very heavily –  most of your revenue typically starts through the first foundational piece: sales and CRM. 

This is your outbound sales. It's your referrals. Your word of mouth. People are just coming as a result of that. You're growing your business. I know people that pride themselves on the fact that 95% of their business comes from referrals and to that I say, “Yeah, that's great. But guess what? You're going to hit a logical ceiling. You can't force a referral. You can influence, but you can't force it. You can't controllably scale with only referrals. So most of your business might be coming from the first.” It typically starts in that first area of sales and CRM referrals, word of mouth.

Then the second largest source of your revenue will become paid ads. While your inbound is kicking it in the beginning, your inbound, your organic traffic and growth in social media presence will be smaller. But as that grows over time, inbound will become your largest source of revenue. Paid ads typically stay about in the center and then your sales and CRM. 

You're still going to get referrals. There's no doubt. You're still going to get upsells. You're still going to get all of that. You might still be doing outbound. Maybe you pull off of it a little bit because your inbound is producing enough leads, but it's going to become the smaller portion of your revenue and how the results are being produced. 

We've covered some valuable things today, or at least I hope they're valuable. Just to quickly recap, we've talked about two campaigns you need to run right now to generate sales, which are retargeting ads and a free offer funnel. 

We then talked about how we generate over 200,000+ organic website visitors every year by creating ongoing content or content creation, which is ongoing SEO. Because, if you truly want to build a brand and your traffic, then you must begin creating content in the form of blogging. Remember paid traffic is like a faucet and organic traffic is like a river. 

Then, the last thing we covered was a three-step framework for stable revenue growth. We just talked about the sales and CRM foundation. Then the second is the paid ads. And then the inbound marketing. If you build from the ground up over time, your results will come from the top down with inbound marketing being your most profitable stream of revenue.

Hopefully your gears are turning, but maybe you still have some questions. Maybe you're asking yourself now, “What if our sales team has been using paper, emails, and spreadsheets to attract leads, but not using a CRM?” I can't tell you how many times I’ve heard that. I heard that two days ago, “What paid ad platforms should we start on first? I don't know anything about retargeting, copywriting, etc., making ad creatives, etc. What if I don't know what kind of content our ideal customers want? What marketing efforts will produce the fastest return on investment? What should we do with nobody on our team is a designer, a search engine optimizer, etc.?” 

Here's what I've learned. You really have two choices. Choice #1 is you can figure this out on your own. You could go through the time, you could trial and error, figure out what works best.

I'll tell you from experience, that's a pretty expensive choice. Choice #2, you can implement your plan with an agency who has been there and done that. Someone who has a proven track record, who has done these things, who has proven templates for certain campaigns that you can implement. So you can avoid the entire learning curve in ad spend, SEO and email, automations, and funnels and all of the other things that you need to do, but you don't know how to do because you're figuring it out on your own. 

Let me tell you a quick story. I was asked to speak at a conference and I was going to charge the company a $5,000 fee.  Here's the crazy thing: At this conference, a leadership conference in Dallas, there was George Bush, Jr., Kaplan Mobray in the green tie, he's actually a client of ours, Sean Hannity in the middle, and another lady,  but I forget her name. She dropped out and Emmett Smith, the NFL player became the speaker who took her place. And then you have this goofy kid with glasses on and some crazy hair right next to George Bush. This was the graphic that was released with this leadership conference that I was at. The crazy thing was I was going to charge $5,000 to speak at this conference. I called up one of my mentors who did a lot of speaking himself and he charged $30,000 to $50,000 a speech, and I asked, “Jeffrey, I was going to charge them $5,000. What should I charge him?” And he said, “If you charge them anything less than $20,000, I'm going to fly up there and I'm going to kick your ass.”

So long story short, I ended up charging them $20,000 for a 60-minute talk. Plus, they covered travel, incidentals and hotel stay for my wife and I, which was really awesome. I had never done that before. It was a game-changer for me for a 60-minute talk, but I'll tell you what. I never would have done that. Even $5,000 for an hour of my time or a day of my time sounded great. But my mentor, who had been there and done that, helped me make $20,000 and everything else was covered.

One of our clients was making three to four grand a month with their email list through a newsletter. But during our first one-to-one working together, we tweaked his email strategy and added $250,000 in revenue. For another one of our clients who’d been running cold ads, we ended up launching a few retargeting campaigns that produced a 4.7 to 5.5 return on ad spend. They put in $1,388 in ad spend and produced almost $6,000 in sales over a seven day period, which for them was fantastic. 

Another client was a B2B company that had never had success like this before with email. And so we got this email from them after we ran an anniversary sale and they did $60,000 in revenue from a four-email campaign that our team wrote and launched for them. They said, “Hello there, this is just to let you know the anniversary sale was a hit. We did $31,000 area rug cleaning, which equates to around $60,000. And awaiting more rug, carpet and tile numbers to come in, which will be in a week or two. Thanks for all your help in making this a success.” They included a photo of their showroom on Saturday morning and they consider this a massive win and success for their organization. 

That's the power of having someone who's been there and done that. 

If you're serious, if you've watched this far and you're serious about building your marketing growth framework like I showed you and scaling your revenue through implementing that strategy, then I want you to book a free 45-minute marketing growth framework consultation with me at

First, we're going to discuss your current position and your marketing. We'll call this “Point A.” We're going to figure out where you are now within that marketing growth framework and where you're ranking well in and where you're ranking not so well in. And then we're going to discuss your revenue goals for the next 12 months. We're going to call this “Point B.” And then after we discuss that, we're going to see if there's a fit for us to partner together. This is what we call “Bridging the Gap.” 

We have Point A, where we're at. We have Point B, where we're going, and we want to see how we can bridge that gap to Point B, to hit the revenue targets that we've set forth together. 

Book a free 45-minute marketing growth framework consultation

You have nothing to lose everything to gain in. Once you schedule your call, you're going to be able to take this really cool assessment that we've put together. This assessment is going to rank you percentage-wise on where you stand on those three different sections of the marketing growth framework. You're going to be able to see what your score is right now. And then over the next 12 months, you're going to get to see where your score goes and how much revenue you've grown from, where you originally started. Book your free call, and I'll talk to you soon.

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Josh Coffy

Josh has an exhaustive understanding of technology and a creative marketing approach that drives client results. In his free time, Josh does CrossFit and travels with his wife.