How to run effective sales webinars in 2021 and beyond [Aaron LeBauer]

Join Andrei and our guest on today’s episode, Aaron LeBauer, as they will be discussing tactics and strategies he used to build and scale his business, as well as help 1000s of other entrepreneurs do the same in his niche, as well as insights into how to best run sales webinars and marketing in the health business to the patient sector.  Aaron is a doctor of physical therapy, business owner, author and podcast host of The CashPT® Lunch Hour Podcast. Dr LeBauer is on a mission to save 100 million people from unnecessary surgery by helping other passionate therapists succeed in business and learn how to market directly to patients.

Connect with Aaron: 

𝑊𝑒𝑏𝑠𝑖𝑡𝑒:   www.AaronLeBauer.com 

𝐴𝑎𝑟𝑜𝑛 𝑜𝑛 𝐿𝑖𝑛𝑘𝑒𝑑𝐼𝑛:   https://linkedin.com/in/aaronlebauer 

𝐴𝑎𝑟𝑜𝑛 𝑜𝑛 𝐹𝑎𝑐𝑒𝑏𝑜𝑜𝑘:   https://facebook.com/aaronlebauer 

𝐴𝑎𝑟𝑜𝑛 𝑜𝑛 𝑇𝑤𝑖𝑡𝑡𝑒𝑟:   @aaronlebauer  

 

𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐰𝐢𝐭𝐡 𝐀𝐧𝐝𝐫𝐞𝐢:

𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑢: https://marketiu.com  / https://marketiu.ro   

𝐴𝑛𝑑𝑟𝑒𝑖 𝑜𝑛 𝐿𝑖𝑛𝑘𝑒𝑑𝑖𝑛: https://www.linkedin.com/in/andreitiu/   

𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑢 𝑜𝑛 𝐿𝑖𝑛𝑘𝑒𝑑𝑖𝑛: https://www.linkedin.com/company/marketiu   

𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑢 𝑜𝑛 𝑇𝑤𝑖𝑡𝑡𝑒𝑟: https://twitter.com/marketiuagency   

𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑢 𝑜𝑛 𝐼𝑛𝑠𝑡𝑎𝑔𝑟𝑎𝑚: https://www.instagram.com/marketiuagency/  

𝐸𝑚𝑎𝑖𝑙 𝑎𝑡 hello@marketiu.ro

 

𝐋𝐢𝐬𝐭𝐞𝐧 𝐭𝐨 𝐭𝐡𝐞 𝐞𝐩𝐢𝐬𝐨𝐝𝐞 𝐨𝐧 𝐲𝐨𝐮𝐫 𝐟𝐚𝐯𝐨𝐮𝐫𝐢𝐭𝐞 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦:

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Episode transcript:

 

Andrei Tiu  

Hi there, this is Andrei and you're on The Marketing Innovation Podcast Show. Our special guest today is Aaron LeBauer. He's a doctor of physical therapy, business owner, author and podcast host. And today we look at together the tactics and strategies he used to build and scale his business, as well as help 1000s of other entrepreneurs do the same in his niche. We'll also discuss insights into how to best run sales webinars and marketing in the health business to the patient sector. So without further ado, Aaron, it's a pleasure to have you on the show. Excited to see where the discussion is going today. How are you? How's the morning going?

 

Aaron LeBauer  

I'm doing great, Andrei. Thank you for having me. It's an honour to be here on your show today.

 

Andrei Tiu  

It's an honour for me as well. I know that you just wrapped up recording for one of your own podcast episodes, right?

 

Aaron LeBauer  

Yeah. Oh, yeah. I did a, it was a solo episode today on the number one asset in your business, which emails your email list. So I went through all the pieces of that. Yeah.

 

Andrei Tiu  

Nice. Nice. Nice. Okay, so you're all warmed up and ready to go, I guess. 

 

Aaron LeBauer  

Oh, yeah. Absolutely. 

 

Andrei Tiu  

If you want, we can also go into, you know, email marketing at some point, because I'm sure it's gonna be relevant when we are discussing the sales webinars strategies. Right?

 

Aaron LeBauer  

Oh, absolutely. It's a huge key component of that.

 

Andrei Tiu  

Okay, so yeah, I guess let's just rock'n'roll and see where we go with this. So, first of all, impressive background and an impressive roster of clients, numbers and everything. I think a good place to start would be to let our listeners hear find out from you, or read about you, your background, how you started, what motivated you and how your growth look like?

 

Aaron LeBauer  

Yeah, I think the short version is I was racing bicycles in high school in college. And I think one day I was like, I think I was in high school. I told my mom how my legs hurt. I just don't feel like feeling that good riding. And she's like, You need to get a massage. I got a professional massage from someone locally. And I felt so great on my bike. And I was like, Wow, great. I went to college. Really, some of the options were, go into business, be a lawyer, be a physician. And med school wasn't in my future. They didn't know what to do with me. I was like, Well, let me just see if I can race bikes professionally. And I raced a little bit in Europe. And I spent a summer in Belgium, to law racing in France. So but I was super far away from Tour de France level, right. I came back to San Francisco, I moved to San Francisco and tried to get a real job,  in air quotes, a real job. And real jobs weren't for me. I ended up being a temp and I hated it. Temporary employee and then I decided, well, I could ride my bike and get paid if I'm a bike messenger. So I did that for about a year and a half. But long term, it wasn't fulfilling. And I had an epiphany one day if I go to a massage therapy school... My father and uncles, they're all physicians. And so that was definitely a path for me. And helping people, working with my hands, helping people heal was something that's kind of in my blood. And I was like, Well, if I can go to massage therapy school, I can work four hours a day, doing massage, and I can train on my bike four to five hours a day, and I'll make enough money to live. And I did that for six years. But eventually, people were asking me, Aaron, you're the first person to touch me where I hurt. I've been to physio, I've been to the surgeon acupuncture, chiropractic massage, and you're the first person to touch me where I hurt and actually helped me with this problem. And my girlfriend at the time, who's now my wife was like, we should go to become a physical therapist. I was like..No. And she: It's ok, you should. She encouraged me to do that. And eventually, we left California moved to where I live now, which is in North Carolina, on the other coast of the United States on the East Coast. And I looked into PT schools, and I went to PT school because it was going to give me the ability to help my patients understand when they would get better because they would say Aaron, so when is this going to finally go away and I'm like, I don't know. As a massage therapist. Our job is to help you feel comfortable and good and recover but it's not to predict when your injuries can go away. So I did that and went to PT school for that. On the very first clinical rotation. At the beginning of my second year I saw 43 patients one day, and I realised that day like 43 patients as a new student is a tonne of people that's four people an hour for over nine hours. I realised that day I already had a massage therapy practice, realised I just need to start my own practice and charge people cash, charge an extra $10 an hour. My clinical instructor was like, no one's gonna pay more than their copay for physical therapy. And I was like, Let me prove you wrong. If you're not, you don't live in the United States, we've got this weird, crazy medical system where everyone has insurance. But just because you have insurance doesn't mean it's less expensive or that things are actually covered. It really interferes with the way we practice therapy or people practice medicine, it just payment drives treatment. And I didn't want that. Because I didn't have that in massage therapy. And I knew there was a better way. And so that's where I started my own practice. Without relying on insurance. People started asking me, How do you do this? And then one day, someone said, what do I owe you for that? I was like, What do you mean, what do you owe me? She's like, well, you just gave me a tonne of valuable information, what can I pay you? And that's the day that I started my coaching and consulting business.

 

Andrei Tiu  

Nice. Okay, so it was sort of you didn't think about it from the beginning, but rather it just evolved organically from you're following your purpose or your passion in the sense, right,

 

Aaron LeBauer  

Right. Absolutely. Absolutely. It wasn't like, I didn't have this plan that I'm gonna sell 1000 courses and put a bunch of people in my mastermind group and write a book and start a podcast. It was like, How can I help people? And it was just the different things that people said, guided me along this path. And that's where I'm at today.

 

Andrei Tiu  

Super. So how do you go about establishing your first practice, the one that really helped you become a full-time entrepreneur to say so, as well as a doctor?

 

Aaron LeBauer  

Yeah, I think you know, and it's been 20 years since I started. I think the very first thing that I did was, well, I had to get licenced and tell people, but it was like, how do people know? So I had to start marketing myself in the very first book I read was Guerilla Marketing by Jay Conrad Levinson. And I read books, I read a marketing book. And that helped me out and I moved to North Carolina, and I read a couple of books. And I was like, Okay, I'm on a roll, word of mouth was working really well. But when I got out of PT school, I realised that no one really knew what physical therapy was, they have this idea about what Physiotherapy is, and what it can do. But it's so broad. And what I do is very different from a lot of people's experience, had to figure out how to market it. So that's where I had to get a coach and to get a business coach to help me. Just save time, by giving me a lot of the documentation forms we would need, but coaching me on how to set my prices. And actually this for the next business coach coached me on how to build a lead magnet and build my email list. And that was in 2008, I think?

 

Andrei Tiu  

Wow, you are you were a very early adopter.

 

Aaron LeBauer  

Oh, I built my first website in 1995.

 

Andrei Tiu  

Nice, nice, nice. Okay, so what was your first lead magnet? So by this time you had your practice, you're growing organically? And what did you use as a lead magnet to grow your email list back in the day?

 

Aaron LeBauer  

Yeah, the first lead magnet I used. I think I wrote a blog article. And someone asked me if they could use my blog article as part of their like, ebook, they did like a collection of articles that said, you can use it as long as I can give away the book as a lead magnet. And they said yes. Well, then I went from that compilation of back pain articles to my own book on back pain. I actually, I'm now on like, my fourth variation of that. So, but it was around back pain, because most people, at least in the United States, 87% of people have back pain. And it's the number one reason people miss work. And so that was the target that I went for.

 

Andrei Tiu  

Gotcha. Okay, I know you have... I don't know if it's a secret, but it is, in a way, at least for us until you let us know. But what was the number one marketing strategy used today to reach, engage and help people? I know, your mission is a very impressive one, which is helping 100 million people through the work that you do. So, you know, that's a big, big, group of people. What strategy are you using - marketing-wise - to get there?

 

Aaron LeBauer  

The number one marketing strategy I use is email marketing, everything else that sounds exciting is supported by it. It's just like it is it. It's been what I've been using for when did I start? I started my email list in 2005. Probably. Yeah.

 

Andrei Tiu  

And how big is it now?

 

Aaron LeBauer  

I have a bag that two different businesses, I've got 23,000 total contacts. I've got about 8000 active when I send an email to my list this morning of 2300 people who are actually actively engaged with my content, they've read an email, visit a website or engaged with me somehow in the last 45 days.

 

Andrei Tiu  

Okay. And so you mentioned email marketing. I agree, this is super, super powerful, and correct me if I'm wrong, but I think this is a good point where we could go into the webinar and email these building strategies that you have and then transition into the sales webinars and how to properly run these in order to be successful. 

 

Aaron LeBauer  

Yeah, it's perfect. Yeah, absolutely. 

 

Andrei Tiu  

Awesome. Okay, so tell us how do you run your promotions at the moment? So obviously, email marketing is a big thing. What do you use in terms of channels? And basically, how do you reach your ideal potential clients?

 

Aaron LeBauer  

It's a, I call it ”give to get” if anyone's familiar with Gary Vee, it's the Jab, Jab, Jab, Right Hook. You know, I provide a lot of value. It's one of those principles of exceeding someone's expectations, you have to give in order to receive and give your best content away. Because most people, most people aren't going to do anything with it. You know, when it comes to, let's say, fixing someone's body, like, for physical therapy, I can't actually give you one exercise that's going to fix your back. But I can give you an understanding of what's wrong. And what you can do about it, right, and I can help people see that. So what we do is - I try to provide as much value upfront before I ever ask anything in return. So we've got podcasts, I've got a blog. So a weekly blog, a weekly podcast, I've got a Facebook group, I've got Instagram, I do free webinars, I've got automated webinars, I've got read downloadable resources and a couple of different lead magnets. And like a free book, I've got an actual physical book that you can get for free. When you go to my website, you just cover shipping. And not only it's a lead magnet, but it's a great way to move people into my other programmes. And I lead with a give. And so all of these different channels lead back to the same place, which is you get on my email list. And once you're on my email list, I send you more information, I send you pieces of training, and I asked you to do something which is either to share something, tell somebody, click a link, or hey, here's your opportunity to join this programme before the price goes up next week. So that's the 30,000-foot view of it, I think the number one thing I did is to make sure you're able to build an email list with something that's irresistible. But leading into the webinars, the thing that built my list, the fastest early on was doing free online webinars. For physical therapists, I used webinars to build my list, and by 1000s of people a year. And it's been one of the most powerful ways, to do that. Because it's time spent with someone these days, people want to spend a little less time with you. But it still is incredibly powerful.

 

Andrei Tiu  

So I guess you push the webinars through something like Facebook, Instagram ads, right or?

 

Aaron LeBauer  

So what we did early on, like, in 2014 or 2013, I had a business coach, who was helping me. And he was big into webinars, and he still is and I just started doing interviews, but I did a used WebinarJam and I do a live interview and I invite everyone on my email lists to join us for this live interview, and I get their information in cinema replay. I didn't do a sales webinar for a long time. And finally, I had a product that actually converted through email. So I launched my course the cash PT blueprint. It was launched for like, to my email list of like 500 people for $197. And I sold 25 of them in a five day period.  I raised the price by 100 bucks.  I hadn't even built the course the thing is, is I had built the sales page, but it did not record the modules until I knew people wanted it.

 

Aaron LeBauer  

That's a very good approach. 

 

Aaron LeBauer  

Most people don't want it. Most people think they need to go build the thing and then try to sell it.

 

Andrei Tiu  

Yeah, I think Tim Ferriss was -  sorry for interrupting - but it just popped into my mind. I think Tim Ferriss was proposing a solution or this approach also in the four-hour workweek, I think, but he said I mean, he was an ambassador for also for other businesses, so not only for, you know, for courses for sure. But also this can be applied in any other business, I just test to see what the interest is. And then once the interest is there, and you can actually see some monetization happening, you can go and crack on.

 

Aaron LeBauer  

Absolutely. And one of the crazy things is that I use this for teaching people how to generate leads as well. Same thing like, don't go build your lead magnet, until you figure out if people actually want it because people will spend, especially physiotherapists, who are highly educated when I use the word ebook, they think 300 pages. They're like, Oh, no, I'll never do it. Or they go, right, this whole thing and no one. They're like, Why didn't even get me an email list, because no one wants it. And people aren't actually going to read it. They just, we just need an excuse for them to raise their hand. And so I have my coaching clients go and post a very specific script to social media. And generally, I mean, one of them, we just did this on Tuesday, she's got over 128 comments on her post. For people who want her video, and our lead magnet is just incredible. But she didn't make the video first. We posted about it first.

 

Andrei Tiu  

I see. Okay, would it be okay to go a bit into this specific tactic? Because I think it's a very interesting one. And we never discussed it on the podcast before. You know, how do you test a lead magnet? And how do you identify which one is best for you, because many of the people that we work with as well with the agency, leverage webinars for trying to get more needs? And also, it's still a very popular tactic. I totally agree with you that owning and having your own email list is super, super important for any business, because that's where the conversation actually happens, not necessarily on social media or not so much. And also definitely the sale. How do you go about choosing the right lead magnet and testing them?

 

Aaron LeBauer  

The first thing we have to do is we have to get our audience, we have to have an audience of people, whether it's an email list, a Facebook group, or a social media profile, something like that. And we have to survey them and ask them a question. Because you and I might look at someone's business and go, you need to be doing this for marketing, or you should be running this kind of ad that, but they may not want that they may think they want or need something else. So they're never going to buy what we know they need. But they think they need something else, we need to figure out what that is. So what we do is we will post and say, Hey, what's your number one problem with, you know, blank: back pain?  What's the hardest thing about growing your business? Or what's the hardest thing about hiring an additional new employee, you know, what's your biggest struggle around opening another location? Or launching a webinar? And then they'll tell us. And we'll find like, what's the commonality? And I may have to do that three or four times, I'll even send an email, you know, I might send them to a survey. But the next step would be, I take those survey results and say, hey, if I put together a free training on this, this and this, or this big thing, would you be interested? And if I can get 6, 12 or 128 people to say yes, then I'll go and put that thing together. And actually won't even build it. First, I'll put together a landing page or a sales page and say, Okay, here's the thing, I message it back to them, then they sign up for it. And then I'll go record the five-minute video or build a webinar or put together that, you know,  a five-week boot camp, which is what I'm in the middle of right now. I've done the exact same thing to do this. I've done it multiple times. But I can tell you, four or five years ago, everyone asked me to build a marketing course. And I built a marketing course on how I market my business and generate consistent leads every month. And I just went and sold it on a webinar. And not very many people bought it. And a bunch of people asked for refunds because it was too hard for them. And I'm like, Well, you want a business like I have you got to put in some work. But it wasn't what they wanted, right? They didn't want to work hard. They wanted an easy answer. And so that was a big lesson why I realised, okay, I have to get back to selling the thing first before I put the work and effort into it.

 

Andrei Tiu  

And if you're to think about what results like the best results that you are getting through selling, let's say through webinars, but you know, we can discuss any of the other lead magnets as well. And let's think about the last two years, let's say because when we talk about 2015, let's say, webinars were in the beginning so I think if you were running them then, you probably were getting a much better conversion rate because they were not so much noise. Maybe ads were a bit cheaper than but recently what type of products at which price point or how long were they the ones that were performing Super good for you? Yeah. And for your clients?

 

Aaron LeBauer  

Yeah, absolutely. You're right back in 2015 or 2016, I did a webinar and I sell 18, you know, $1,000 courses on a webinar. And then as webinars became more popular, it was less and less, it was less and less on the live ones. But I turned those into evergreen webinars, so much more on Evergreen. And now what I'm doing is on webinars where I make the biggest impact on myself and my clients is I sell a 12-month coaching programme. I don't actually sell the programme. It's an $18,000 programme. I don't sell that on the webinar, I sell a strategy call on the webinar, and I move people from the webinar to a one on one call with either me or someone on my team. And then into our course, or our you know, Platinum Mastermind Programme, and even doing webinars and then I don't even call them webinars, sometimes I'll call them a coaching call or a group gameplan call and I'll get people on a webinar or even into like a small group zoom. I did this just a few weeks ago to enrol people in our five-week programme. I said last time, it was a last-minute idea. And I was like, Why didn't I think of this? I have just been busy. Like, let's get together on Zoom. If I can get enough people and I had 12 People come to the zoom. And 12 People tell me that could come eight people showed up. One person bought a $2,500.05 week coaching programme, who's most likely to move into our Platinum Mastermind group at the end of that. And that was just from a last-minute email that I sent once. I did a 45-minute Zoom call with everybody.

 

Andrei Tiu  

Yeah, cool. Group planning plan. Know, what was the name of the group action plan? No.

 

Aaron LeBauer  

Like a game plan. A game plan call I did this last winter? I did. I did a game plan call where we did it was a coaching call where I built a game plan for people during the year. And we started with goals like what are your goals? Where are you now? What are your goals? How are you going to get there? And the whole idea is to figure out where they are now? And where do they want to go and create a gap and stretch the gap and create an open loop so that the way to close that gap is to come to join me in my coaching programme?

 

Andrei Tiu  

Absolutely love that this is the first time you know, I speak to somebody that refers to this specific, you know, phrase or talks about this development of the gap, as you mentioned. Awesome. So you guys tuning in, think whether this would be something good for your business because this is some real value here that Aaron is sharing. Aaron in terms of mentors or people that you learn from when you were designing your marketing strategy for the courses and you know, the programmes that you have right now. Is there a specific person that interests you a lot like Jeff Walker or Frank Kern or these types of guys, or?

 

Aaron LeBauer  

Yeah, my coach right now is Bedros Keuilian. The interesting thing about him is he knows a lot of these guys. And certainly, Dan Kennedy has been a big influence on me as well. But Bedros wrote a pot like blog post. And that I saw when I moved to move to Greensboro and move my massage practice from San Francisco Greensboro. In and I think right when I was moving, I was adjusting it from physical therapy to massage therapy to physical therapy. I was searching for physical therapy marketing. And I think I put in PT marketing and because he's a personal trainer, and I ended up on his blog post about how to rank your business on the first page of Google. And I did everything he said. And within six weeks, I got massive results. I was like, holy cow! Well, then 10 years later, I was showing someone that blog post, because I visited the website now. Was I got his Facebook pixel, he started showing me his new ads for his new podcast, the Empire podcast, and I listened to it, I went to his event signed up for his coaching programme, and we're going on our fourth year coaching together. And just that journey that I took is something that I implemented in my own business that worked and it's just been it's been massive. And I think the main thing that I've learned from him is how to see beyond my current capabilities and what's possible, but also the never quit attitude, you know, and how as entrepreneurs, there's no way we can fail if we keep moving forward.

 

Andrei Tiu  

Yeah, nice. Very cool. So how's your day looking like right now because it seems that you are a very busy man with all the calls and coaching and this stuff. Are you still doing the practical massaging and physiotherapy?

 

Aaron LeBauer  

No, I'm not,  spend about it, I spend two hours during the week, one hour, like coaching my team members over there and another hour just like on a team meeting that I split that with my wife. So that's about an hour and a half every week, I spent another hour answering emails and fielding questions for that business. And then in my coaching business, we have a weekly mastermind call for an hour. And then I spend the rest of my time and building programmes and building marketing strategies, recording podcasts, recording social media, meeting with you know, I'll spend, you know, three or four hours of me even five hours a week answering certain emails. But I've got a team member that helps with my customer service. And so because I've hired other people and trained them and built out systems for them, I'm allowed to spend, I get to spend a majority of my days doing things that I want to do. And I don't actually have to be here right now, if I didn't want to, I want my business to grow. But that's kind of how it is. I generally structure my day so that Mondays are a team meeting. Tuesday, Wednesday, Thursday mornings is time for me to do some deep work and build out systems and be creative and create courses and programmes. The afternoons are for coaching calls or meetings, podcasts recordings, and Fridays are kind of like an I record my own content, play with the technology, check-in with friends and go home early.

 

Andrei Tiu  

Nice. Nice, nice. Yeah, very cool. I think there's a lot of people out there that would like to get to where you got to today. And I think that some of the things that you and that we've been discussing here can be a real source of inspiration for many. And now to sort of bringing I mean to show how realistic it is too many people that maybe have another imagine themselves doing something like this. When you are working with clients, and let's say they are practitioners, maybe they have a small practice, and this I guess, can be physical therapy. But does it work for other niches as well, like plastic surgery or dental practice? Or?

 

Aaron LeBauer  

Yes, absolutely. You know,  I think the thing that people get into, is that my situation is unique. My situation is like, my job is unique or like you can't help me because like I can, I can tell you this or tell people listening, this is like your situation is not unique, it may feel unique. And it may be unique to you. And you know, a couple 1000 other people, but there are billions of people in the world and business principles or business principles. And we can choose to ignore them if we want to or not, or make excuses why we shouldn't listen to them or engage in them or use them. But what we do and what we teach our principals at work across businesses, it's one of the reasons like I consider like myself, and one of my, the guy who runs my Facebook ads and helps him to some on the ground marketing strategies, micro strategies, we consider ourselves snipers. We've built a robust follow-up system automation system, that of someone with a low friction business, like my physical therapy business because it doesn't take insurance is a high friction business. There's a lot of reasons why people wouldn't choose us. If someone in business had a lower friction business, like a physical therapist who takes insurance or surgical practice, he wants more clients, like if they use some of these principles, their business would grow tremendously. They just don't feel like they strong need to or why would I do something different? And do sometimes doing something different is the thing that's going to be the 10x factor in your business rather than what everyone else is doing. And this, I had to learn how to use this from outside of my industry, and I've just adapted it to physical therapy. And then plenty of things I've taken from my practice and moved them into my coaching business. So they oh, why am I not doing that? And then I move something from my coaching business over to the practice, like why wasn't I doing this kind of strategy call or something in the clinic, and we call it a total body diagnostic instead of a strategy call. It's the same thing. It's a sales call. So business principles or business principles, there's sometimes things that don't cross over but they can always be adapted.

 

Andrei Tiu  

And if we were to take this situation of...I'm still focusing on the Webinars and you know, creating these sorts of funnels because they are so popular today. And I think you are a very good example of somebody that is doing it well. And also being so involved with this and, having a resource to support your expertise. I think valuable for many people that are tuning in on this episode would be them. They are probably from different industries. I know, we are speaking to some of them that are messaging us after the shows and you know, also asking us questions or asking us to try to follow up with some of our guests on specific topics, which by the way, if you're open, maybe, depending on the messages that we get today, maybe we can organise a second episode as well on a specific micro topic to say so which I get the feeling that is what we're doing now, with sales, webinars and funnels. But, you know, because it's many people from many different industries, but the strategy is sort of, in a way similar, it just needs to be adapted to the industry as you did when you were adapting it to physical therapy. What do you feel is the one of the two, or the three factors that are super important and different from how they were maybe a year or two ago, when you run these lead magnets, like the webinar funnel, or the lead magnet, like what has changed in the way they've promoted the way that you follow up on it.

 

Aaron LeBauer  

The big changes that people's attention is divided, and it's shorter. Right? So we have to attract their attention really quick. We want to give them what they're asking for right away. One of the worst things I've seen people do is send me like from a Facebook ad, send me to a sales page. And as soon as I get there, there's a lead magnet offer that pops up, I'm like, but you're trying to get me to sell something, it's just like a, like, you didn't even look at your own ad, like or your own page. And so what we have to do is be very specific with the message. This is for and what it's going to do for them. Because it's people are thinking what's in it for me? And they need to be able to see that right of way. It's like, we just can't send people to a page with a bunch of options, we have to send them to one page. And so it's one message. And the other thing we're doing is, when we're running Facebook ads, we're not running Facebook ads directly to our webinars. I'm running Facebook ads to lead magnets - to blog posts, to get people into our email system. And then we'll email them about the webinars. Occasionally, we'll run an ad for webinars, especially if we do a live one, then on the webinar, it's I have to be very clear about who this is for, hey, you're in the right place and make it exciting and fun. So I've even got now an Elgato stream deck that allows me to make sounds and noises and cheers and, you know, like I can make a little sound, you know, things like that, to keep people engaged. And I also have to engage them by asking them questions and making it a conversation rather than just telling them because if I just tell them, they're gonna drop off. So questions like, Hey, before we move on, I'd love to know, what's been most helpful for you about this so far? So if you are actually listening to Andrei's podcast, just comment below the YouTube video, wherever you're watching this and let us know what's been helpful for you about this. And as I do that, in the webinar, I get people engaged, but I also start getting micro closes, where people are saying yes before I even get to my offer. And by doing that, that has been one of the biggest things that we've changed and allowed us to really capture people. One of my most successful ones was a two full-day live event because it COVID Instead of an in-person event, I did it online. And people had 90% of people there all day for two days in a row and we converted 20% of the room to my high-level coaching programme. 

 

Andrei Tiu  

Super good. And when you say driving the traffic to a blog post, I guess that has to do with providing them with a free value right away. And then how do you capture their email address? Do you have a pop-up or something similar to that? Or do you have gated content?

 

Aaron LeBauer  

Yeah, Yes, and yes. So I don't run my own Facebook ads. I have someone that does it for me. So if we're working off of a cold audience, a lookalike audience will drive them to the blog posts, the blog posts or articles I've written in like Forbes or Entrepreneur. And we'll start seeing like, who clicks through and, and taking that audience and making it into a warmer audience. And then we'll send them in ads where it's a short video of me talking about something for, you know, one to three minutes, maybe five minutes, and we'll build an audience off of that ad who watched the first you know, 30 seconds of it, or who watched the first minute. And then from there, we'll go another level and send them an offer for maybe a strategy call or a lead magnet, or to, you know, do something out, come to join us on a webinar or something else, and we'll build these audiences, and they've seen us not too much, but enough, and we can start to predict what they'll do next. And that's kind of how we run our ads. And if anyone's listening, don't run Facebook ads, unless you have an offer that converts. And if you're listening, and you're a marketing professional and or agency and you help other people, you know, it's probably the biggest frustration is people tell you the Facebook ads don't work, let's because their offer sucks. You know, and the one thing that I've seen people do is they just run Facebook ads, but they don't work with their client on like making sure the offer works. And then the client is unhappy.

 

Andrei Tiu  

Very well pointing there.

 

Aaron LeBauer  

Right. So that's the other thing I want to point out to people is like, I know the pain points that people have. Right, Andrei, like, that's, I can tell you as I've talked to enough people who run agencies like that's a big pain point. But their clients don't know it. So if we know the pain points of our customers, and agencies aren't my customers, but I work with enough people who run them to know that what these pain points are, because my clients had the pain point, they tell me that I tried so and so's agency and it didn't work. I need more new patients. And what I really know the problem is, is that their sales system stinks. And their follow up stinks. And they just think they need more new customers.

 

Andrei Tiu  

Or the productivity expensive. I mean, depends a lot on your industry.

 

Aaron LeBauer  

Right? Absolutely. 

 

Andrei Tiu  

Cool, cool, cool. This was such a good session, I've really enjoyed talking to you, man. So let's see, because we are sort of getting to the final points, at least with this episode, what we do typically is we try to draw three or five points are depending on you know, the subjects that are actionable, and that people tuning in, can take away and you know, for example, this weekend, go and implement into their business, or at least think about how they could be suited to their business. And I had in my notes here, one thing that I want you to touch upon and we did was, you know, the benefit of having these product elements to a service business to drive additional cash flow. So having a conditional cash flow channel, and how this can help a business, develop and build antifragility in a way. And also, you know, the things that we discussed now with, you know, webinars and marketing in the health sector, where you talk directly to patients. So this would not necessarily be as we talked a lot here about you and clients that own practices, it would be more about the clients that own practices, how they market further. And your experience with that, I guess from your personal experience as well, when you launched and grew your own practice back in the day. So if we were to draw these actionable points, what would you say are the top three? But I will not be very strict. If you want more we can we can have more action points. So what Yeah, it'd be and then what could people take away?

 

Aaron LeBauer  

Perfect, I think the top three things would be: 1. Commit to yourself to taking action. And one of the best ways to do that is to tell someone else what your goals are. Okay, or posted somewhere. But then really, it's posted on social media somewhere, like you figure out what's the biggest problem my clients think they have? Okay, then you're going to post to say, I just made a video on the three steps to fix or solve this problem. Would you like me to send you a copy? And see if any of you get it right, if you get the formula, right, you get the problem, right? People start responding. And now you got a bunch of leads. And now you need to go collect those leads into your email marketing platform. You just send them a Facebook Messenger, Instagram message, DM them, hey, here's the link and you just send a link to the landing page, like excited you're interested. Here's where you can go and get the video and they go get it so you haven't made the video. So you got to make the video and set up the reply email. But that was the first thing would be just post it and see what happens. The worst thing that can happen? Is it 500 people reply just like happen to one of my clients, Alexis, and you have to now go do some work to get them on your email list. That's a good problem.

 

Andrei Tiu  

Yeah, definitely.

 

Aaron LeBauer  

I mean, that would be like, if you could do that this way that might be enough like that as a takeaway. Most people probably won't do it. They'll be like, what if it doesn't work? And I would say so what? What if it doesn't work? And you just learned what message doesn't resonate with your audience. Try a different method. So then number 2 would be to try it again. The third thing to do would be if you do not have an email marketing platform or software, get one. Get one and start using it to add people onto it. I think the biggest excuse I've heard people say lately is, well, I don't have enough clients or patients to use that. Like, you don't need clients and patients and you don't need an email list to use it, you need to use it to build your email list, people have it backwards. And I do think that these are a lot of times excuses for people fear of failure. And the fourth thing to be would be to change your mindset this weekend, even if you have to write it down or tell everyone. If you want to be an entrepreneur, you want to help millions of people, there's no such thing as failure anymore. We're playing on a different field. And as entrepreneurs, when something doesn't work out the way we want it to or expect it to, we have to analyse the situation, learn from it, change something and try it again. Because you only fail if you stop.

 

Andrei Tiu  

Love it. Aaron, and like this was again, very good advice totally aligned with, you know, my thinking as well. I think it's spot on. And if people on the show, I mean, we don't know everybody, but we know they are from a bunch of industries, including health. And, you know, we might actually have some people here that specialise specifically in this niche or even, you know, why not? People, that have somebody in their family that has a practice or a friend or maybe even themselves? If they want you to engage with you directly. And maybe they want to take this to the next level and have somebody from your team or you know, yourself even help. What are the best platforms/ways in which you could potentially work together?

 

Aaron LeBauer  

We've got I've got quite a different, a few different options. I've got online courses, I've got books and coaching programmes, I think the best thing to do would be, go find me on Instagram, follow me at Aaron LeBauer. You'll find audited content, they're similar, hopefully, similar in alignment with what you've learned today, but also link there to get access to some of our other resources, podcast, books, downloadable guides. I do have one guide that is helpful for probably most people listening. I put together my top marketing strategies and put them on a list there are 35 of them. So it's the 35marketingstrategies.com If you want a free download cheat sheet of our best marketing strategies. You can go there, you can find it. When you come over to Instagram. Follow me at Aaron LeBauer. And if you have questions, feel free to shoot me a DM.

 

Andrei Tiu  

Super. So for the guys watching, you have here on the screen as well as handle and we'd have for everybody links in the description of this episode, whether you're watching on LinkedIn, listening on Apple Podcasts, or Spotify or whatever your chosen platform. Well, until next time, Aaron this was such a great chat really happy that we managed to sync up and to do this together. Thank you again for all the good insight and for being open about everything that has worked or not for you and for sharing all these insights with our audience.

 

Aaron LeBauer  

Absolutely, Andrei, it was a pleasure being here and was great meeting you and maybe one day we'll see each other in person but you never know.

 

Andrei Tiu  

The same, big pleasure here as well. Wishing you all the very best, keep rocking it, best of luck on your mission and looking forward to you know, if not in person soon maybe we'll just have another catch up online shortly.

 

Aaron LeBauer  

Absolutely. Thank you so much!

 

Andrei Tiu  

Thank you have an awesome meeting and rock it!