Zoom Meeting with Bear Iron Works – June 24, 2024

Roggen

Yeah, I’m here.

Mike Frick

No Hey guys good morning.

Josh Ramsey

Got my body How’s going good how y’all doing? Good, just one second. was just trying to wrap up a little bit of math here.

Josh Ramsey

Brogan, can you get my email from this morning?

Roggen

I haven’t read it yet. You

Josh Ramsey

You Okay, I’m ready. You get that email?

Roggen

I did. just going to find those things right now. So I’m missing six sales.

Josh Ramsey

Mike, what he’s looking at what I was sending him to discuss and talk about is the spreadsheet that we’ve been working on for budgeting.

Josh Ramsey

And as he’s pulling some of that and looking through it looks like you’re on your cell phone, but I’ll share it and we can get you a link later.

Josh Ramsey

Okay. But what we’re trying to identify here is what we are getting and what we are spending and then how do we optimize that to make it better.

Josh Ramsey

So what we’re, what we have here is on this left side. our mediums. This is what we’re investing in or running as legion.

Josh Ramsey

Then we have our spend and within our spend we’re identifying where we’re spending money. Facebook was 1,100 and this is just the month of May.

Josh Ramsey

So we spent approximately 900 in Google organic. We spent on being 1,700 Google 2,300. I was waiting to see if Ricky had updated some numbers.

Josh Ramsey

So we have, sorry guys, I’m not to to change my desk with standing. My back is fine. So I’m going to look at what I’m going to do is figure out how to leverage ourselves to either generate more leads or more sales and also what we’re spending in the modification of our spend.

Josh Ramsey

So with this sheet, what we’re identifying is our cost per visitor, our cost per lead, and our cost per sale.

Josh Ramsey

Now, what I’ve done, we can modify, and we’re all going to start talking about this last week. We’ve had two meetings on it, but what I counted wrong in here was contacts into the CRM.

Josh Ramsey

So if a contact went into the CRM, this is how many went in that we can count from organic Google.

Josh Ramsey

So Mike, where this is going to come back to you and whoever else is that our biggest question mark is, we have 15 sales orders that

Josh Ramsey

And generated 135,000, 134,000. And we don’t know the source of those. You follow me?

Mike Frick

Yeah. More than likely, they’re a Google search, most of them.

Josh Ramsey

So that needs to be done in organic Google. Some of them are for me to make sure.

Mike Frick

Yeah.

Josh Ramsey

So then that would be under direct traffic. So the thing that we have to know is what they are.

Josh Ramsey

Because we want to basically not worry about our repeat for direct traffic right now. This is something that we don’t really, for marketing purposes right now, we don’t care about it.

Josh Ramsey

It’s not something that we can really control of repeat. is, but it isn’t. So for right now, we’re going to ignore it.

Josh Ramsey

But what we need to feel. figure out is, okay, we spent this much in being and we had one contact started in zero dollars.

Josh Ramsey

Well, these numbers change a whole lot. If that 134, there’s 30,000 right here, it’s a big deal. Because right now, if these numbers are accurate, here’s my report to Roggan.

Josh Ramsey

Roggan, we’re going to kill being. Now again, we’re not, but just follow me for a minute to understand the logic here.

Josh Ramsey

We’re going to never pay for being again. We’re done. Or we have to modify it. I’m going to look at how we can modify.

Josh Ramsey

Google pay for click. This is good. I’m going to see if I can continue to improve it. And then I’m going to say, Roggan, this money, the 1700, you’re spent on being needs to be reallocated to Google organic or we need to find another region.

Josh Ramsey

And then I’m going to say Facebook, never do it again, either, because while we got 119, I need to talk to sales and see we had nothing come from being.

Josh Ramsey

But this is a good number. You sell one or two and we got it. Now what I think happened is that it says YouTube, but I think that that number goes there and I think this is nothing.

Mike Frick

Well, one thing, just to hold off for a second, when I said good little search and we sold them on there, I’m talking internet search.

Mike Frick

And, Rogan, did you get, have you talked to Don because he’s been asking everybody? Does he, does he give you any kind of indication of where they’re coming from?

Roggen

So he was pretty good about marking them down. I think in the month of May, he was good about marking them down.

Roggen

And he had them tagged and I showed Ricki how to get to those tags to find those sources. So I don’t know if these numbers here, Josh, are after he figured that out or not.

Josh Ramsey

Well, tags on.

Roggen

So on the orders themselves, when Don does a phone order, I tell him to tag the order with the source and ask the customer where did you hear about us and then tag him.

Roggen

And I don’t think, I mean, so this is gonna be 30 days.

Josh Ramsey

I’m asking him right now, he can jump in if we need him to, but I’m asking him if he were to figure out tags.

Josh Ramsey

Before we go down that road, does everyone follow my logic in the way of how in the marketing side that we would make these decisions on what to do and not do?

Mike Frick

Does everyone follow that logic?

Roggen

Yes. Okay, yeah.

Josh Ramsey

Because again, you know, two orders, three orders and this goes. It’s not necessarily that we shouldn’t be doing Facebook because I think after looking at this and talking to Christian, we think both that YouTube came from Facebook because what we need to refine a little bit more because there’s no YouTube paid ad running but we think that it says YouTube because it came from meta and they might have seen a video and maybe that’s tied to YouTube but it wouldn’t come from social so that’s why I’m giving that to social but now it becomes okay it’s an overwhelming amount of contacts that have come through maybe we need a temper that they not spend $1,100 we spend you know $600 now it becomes okay Mike how many calls can you handle from Facebook alone in a given month or a combination of Mike and someone else and then can we model that?

Josh Ramsey

Something different of tempering this but remember we talked about this with Christian also about or at least I did I don’t remember if he was on a call with us but we talked about maybe taking a little bit of a different approach of pricing or type right we’ll see on that call with us again um Christian yeah I think so sometimes things blur together I’m getting old but I know that we can modify this and do something different to make it better but our our Legion right here it looks like this so Rogan I don’t know where you want to go from this or Mike wants to come back to it but you know I don’t know this is right yes so it’s like in like for the month of May the tagging got missed on those orders

Roggen

So, 15 unknown is probably accurate there.

Mike Frick

So, one thing about what I added in there is eBay. So, I don’t know how to manipulate eBay to get number one to get us up there, mostly on top all the time.

Mike Frick

Doesn’t really cost me anything unless I buy, but I don’t know how to put our phone number and our web address on there on the eBay and I do get eBay people to that.

Roggen

So, in the last meeting that I had with Josh last week, something that we discussed is the call tracking obviously is the hardest part to nail down here, especially since we have 15 unknowns that’s greater than all the other ones combined.

Roggen

And so, what the game plan is is we’re going to take advantage of all these different phone numbers we have in the system and we’re going to use these numbers.

Roggen

In different places so that we can try to identify the source. like Craigslist, that number I gave you, put on the Craigslist ads, we use that number just for Craigslist.

Roggen

So when they call it on that one, we know that they keep from Craigslist, we can do a different number and put on the eBay listing on there.

Roggen

So when they call that number, we know that it came from eBay, so on and so forth, through the different mediums that we have that have phone numbers listed and that’s how they can hold with us.

Mike Frick

Well, you’ve sent me those numbers in some way where you want them to go and I’ll redo all that tonight.

Mike Frick

I’ll redo all the Craigslist, I’ll do all the eBay stuff. OK, yep.

Josh Ramsey

Are you talking about on this sheet or something else?

Roggen

Or moving forward to get the phone contracting? Because I think right now the data is what it is. And I don’t know if we’re going to, you know, we might be able to bring them down in on this call and see if they can.

Roggen

Go through some of these orders and may identify the sources from Emory, if you can remember, but it’s not going to be accurate and I think it’s kind of just a loss at this point of where those 15 went.

Josh Ramsey

So these direct Reiki looked at the tags and four orders were repeat and two were direct. So direct, I would consider they already knew your name, maybe they came back, but that was the tag source from traffic, tracking it inside Shopify.

Josh Ramsey

So here’s kind of where we’re at. Yes, set up the numbers and the numbers need to be set with the numbers need to be set basically with Reiki and Jimmy.

Josh Ramsey

There’s no point in bringing me in because I’m going to muddy it up. I’ll just get within afterwards to make sure they know what it is and that they get with you to know what you do.

Josh Ramsey

Where you want them and then and I’m highlighting this so I can send it to Tammy, Ricky and Jimmy so they can watch this but we want to know where those numbers are going so what our return is to plug into this sheet and then the next thing is Ricky I want you to take this sheet and go back this is May so go back like March April this one is May so I’m going to rename this to May and then you need to clone it and do March April and then we have May and then go ahead and do June so Ricky you’re going to do March April May is done and then June so you’re going to do three months because June is almost done so you can start on June and then update it after and then this number we’re still $35,000 off

Roggen

So, you know, like we’re missing about six orders or missing from the sheet.

Josh Ramsey

Okay, Ricky said six, but I don’t know which ones he was thinking. Ricky. going to highlight that as Ricky.

Josh Ramsey

You also need to look at where the six orders didn’t come from, because you gave me six Ricky on the teams at 11 11 a.m.

Josh Ramsey

On Monday, six, 24. June 24. We’re doing this call at 11 11 a.m. on teams. You said, I asked you if things were tagged and you said, yes, they were tagged.

Josh Ramsey

You found four orders on repeat and direct, but that shows me here. But we’re all in the same. There’s another different six orders.

Josh Ramsey

And you’ll see that this is the number that came from Shopify. And this came from this spreadsheet and this number should always match whatever Shopify is to the pin.

Josh Ramsey

And we’re not matching there. So we need to figure that out. Then our cost per lead. So average cost per lead right now is really high mainly because of being a Google paper click.

Josh Ramsey

But being is triple this one. So Ricky, that’s why Ricky, that’s why I want you to double check all of our being numbers in the past months because if this is the same trend or worse than we get rid of being and only be running the Google.

Josh Ramsey

And then Ash, I want you to go in and make adjustments or do not make any changes but give me an update on Google paid ads of what recommendations you see that we can do a little bit better.

Josh Ramsey

And then my question to you is if we did run Facebook again. again, how many leads a month do you think if they’re entered in a CRM, if we even filter them, based on what you have right now, if we were to give you more leads, how many a month do you think that you can handle?

Mike Frick

You mean the columns? Yeah. I thought we was going to change that up to where they’re, because right now, we found out that 99% of them want pricing, and they don’t, they’re not ready to buy.

Josh Ramsey

So we’re going to read what I thought. That’s what I was asking. Yeah.

Mike Frick

That’s what I asking. Yeah. what I was asking.

Josh Ramsey

My suggestion then is I get with Christian and we revamp this and see, let’s bring this spin down to 500, unless you feel different, Rogan, think we bring this spin down to 500.

Josh Ramsey

And and run it again with the updates whenever Christian and the team can get to it because they’ll have to make some updates within this on the website page to draw on to the website page but also in Facebook.

Josh Ramsey

Mid-July.

Roggen

I agree with that.

Josh Ramsey

I don’t want to work if you don’t agree. follow what I’m saying? Yeah, yeah, don’t think we should try to lower the budget of Facebook.

Roggen

Yeah, and I agree with that because the other thing that we’re looking at is the machinery trader and the my little salesman.

Roggen

Their publications and their print ads that go out to all the contractors and what I’ve kind of come to the conclusion on from all the kind of research that

Roggen

What I’ve done on the competitors is that they are pretty much only running their business through those mediums. So anybody else that’s on rock screens are only selling them through that medium there because they don’t seem to be very active on Google ads.

Roggen

Don’t seem to be very bad. I know they’re not active on Facebook. Their website traffic is drastically less than ours.

Roggen

And it seems that the only two sites that are beating us in SEO for certain terms like such as dirt scalp or for sale or something like that is machinery trader and my little salesman.

Roggen

And so we’re thinking about doing a trial run on at least one of those. To see what that might generate and they do have very good tools for conversion tracking and everything.

Roggen

Mike for call volume, how much, how many calls do you think you could do in wait, like, you know, say that we keep everything as is, and then we also included the my little salesman and the machinery trader, and we were getting additional calls that we would have to deal with from there.

Mike Frick

Can we handle that or, uh, starting, uh, August 1st, I can handle whatever pretty much, um, of course, you know, if I’m on the phone with somebody talking sell, somebody calls, and we’re getting that much traffic, then I’ll try to, try to log.

Mike Frick

That if I can and try to call the person back, because, you know, if I get another call coming in, and that’ll help us determine if we need to find a someone that we can have received calls and train them up or whatever, however that works.

Josh Ramsey

Okay, well, I’m gonna, Mike, you and Roger kind of figure that out as we go. I think these changes are gonna, are gonna be, you know, the next step, and then we’ll pull the past numbers, and then with the past number, we can then identify what the, we can identify what, know, do, I think my biggest question really is being, and then phone calls unknown, and then making modifications to Facebook.

Mike Frick

What about getting, going in front of the decision makers that I can, big rental companies, maybe equipment and work, we’re getting a little bit of people.

Mike Frick

Looking at us from rental companies wanting to rent our by our equipment to rent it But I would like to get into in front of people like United Rentals and Kirk Rentals and all the big all the big Big boys out there that might buy ours cuz our betting boxes are totally rentable And there’s really nobody that’s pushing that market.

Josh Ramsey

I don’t I don’t see other than It does have there’s made I don’t know if they’re making in their cells, but they’re they have a bunch of them I that I don’t talk that But I would just say let’s I said I have no problem with that I think that can be a good focus, but I would say let’s for the next 30 days or less Let’s hold in on this to see where we’re at and then we can build out But if we’re gonna do that we have to build out a whole nother page and there needs to be another strategy around that So I would say right now.

Josh Ramsey

Let’s focus on You know cuz when I look at these numbers, I would easily say we cut here We cut this and we increase that and then we modify this, but then if we do that, we get rid of being that would give us a whole other budget to go after what you’re talking about.

Josh Ramsey

But I don’t really spend more on the budget because right now we’re spending 6100 in the month of May.

Josh Ramsey

We spent 6100 dollars to do that, you know, and this doesn’t include, it doesn’t include management of ads and it doesn’t include me.

Josh Ramsey

So, you know, marketing and the marketing department is higher than this, but with actual spend forward towards mediums, this is where we’re at, right?

Josh Ramsey

6100 dollars, 200 generated for the company, So we spent 915 on our cost per sale and cost per lead was 586.

Josh Ramsey

We’ve got to get our cost per lead down and that’s our big number right now is getting our cost per lead down.

Roggen

We’re actually around 743 because we’re missing the six sales, okay?

Josh Ramsey

You’re saying this is 743?

Roggen

The cost per sale should be 743 because the number on that sheet doesn’t include those six missing sales for that.

Josh Ramsey

Okay, we’ll modify it as we go there. So, okay, Rog and I don’t have that email up in front of me.

Josh Ramsey

Anything else that you want to go over whether it’s in an email or something else?

Roggen

Not to think of, I guess, we can just make sure that Jenny’s getting that those numbers, the 1A-2 numbers set up, that we were ready to go.

Roggen

Because I think he told me it was going to take two weeks, like two months ago. So that needs to happen.

Josh Ramsey

I’ll just next the day. So I’ll follow up on that as well. So everything else that for right now, I think that’s all good.

Roggen

So just so everybody’s on the same page, we’re going to the next 30 days, or I guess August 1st is a good target date, since that’s when Mike is out of his shop and can give us full attention to sales, we’re going to identify our ad spends, identify where we’re going to spend our money next, and then around that August 1st date is when we can start.

Roggen

Building out other avatars for those rental companies and the bigger potential buyers. And then I think, Mike, what do you think?

Roggen

Do you think we should begin the trial run of the machinery trader now? they said it takes about two months for it to start getting results.

Mike Frick

Yeah, let’s start it. Obviously, today’s Monday. If we could, I mean, I’m busy this week, of in weird cell phone service, but after that, I’m in cell phone service all the time.

Josh Ramsey

Hey, give me one second, guys.

Roggen

On. Um, yeah, because I think by the time we get it all set up and all the ads bill out for that, it’ll probably be end of July.

Mike Frick

Yeah. Yeah, I think we can set the process right now. It was weird because as soon as said, machinery is greater.

Mike Frick

Was calling me.

Roggen

Is that weird? Yeah.

Mike Frick

Strange.

Josh Ramsey

Okay. So let’s hone in on this more, try to get more of our numbers under control. Let’s see where we land over the next couple of weeks.

Josh Ramsey

You know, I think week by week, we can track. Week by week, we should be able to track this so that in the CRM, our numbers continue to jive.

Josh Ramsey

So this is not.

Mike Frick

It’s going to take me a little bit to switch up the craigslist ads because they go through a different company.

Mike Frick

I don’t know how easy I can edit all them because they do like bulk.

Roggen

Should be able to edit it like that. That’s the real benefit of that. That as you can edit all the ads all at once.

Mike Frick

All right, good. you could send me the phone numbers and where you want everything to go, so I do Craigslist and eBay.

Mike Frick

And if you wanted me to do LinkedIn on my page, I could do that. also do, I do my Facebook groups, too.

Mike Frick

Once in a while, I don’t over-end date that, because guys get mad on there, you just sit there and advertise the same thing over and over.

Mike Frick

It seems like I do that once a month, and I get a little bit of comments anyways. least people know who we are.

Roggen

OK. I’ll get different numbers for each one. Josh, do you think for organic social, we should use one number across different means, like Facebook, Instagram, and LinkedIn, or should we have a different number for each organic social?

Josh Ramsey

I think you just leave one. I’m not as concerned about organic social because anything organic that comes from being or anything else, we’ll track it as we can track it.

Josh Ramsey

But really organic is all going to come from one thing because Google is the leader of it all. So if leads all come in, we can segment out everything and accept that.

Josh Ramsey

And then we know that pretty much came from organic. These numbers are never going to be 100%, but we want 90.

Josh Ramsey

But if we just have a generic main number for the company on Google, my business, the website, then anything that comes organically will come that way.

Josh Ramsey

So I’m with you on like, hey, other companies are on Facebook and that’s where they’re making the money and they’re not really doing much else.

Josh Ramsey

It just means we need to get a bigger share within that. So we need to figure that in, refine it a little bit more.

Josh Ramsey

I think we can be doing better and better with our ads. So I’ll try to pay attention to those a little bit more.

Josh Ramsey

I’m subscribed, so I see them. The last couple that have come out looked better. But let’s… look, you know, I’ll keep kind of looking at them.

Josh Ramsey

if I see something, I may just fire something over into a text or a quick email or something as I’m, you know, watching, watching it come through.

Josh Ramsey

I hate being on social media personally.

Roggen

So that’s why I’m not on it that much.

Josh Ramsey

I tell people all the time I’m like, if I didn’t do what I do for a living, I would not even have social media.

Josh Ramsey

I would be off of it completely. It’s just for me, it’s a negative world, at least with my own head.

Josh Ramsey

But but let’s, let’s see what we can get. But right now, I mean, organic social, and that’s always going to be the case just so you know, Roggan organic social is always going to be your best.

Josh Ramsey

You know, I mean, you can see the numbers right there. It’s always going to be the best. But there is a law of diminishing return, but we are not near that being a national.

Josh Ramsey

There’s city pages we can build out plus C names. know, I mean, there’s a lot on that list that we can.

Josh Ramsey

Do, but keeping the budget under control until we figure out what else is working and we pump this number up and these numbers down, you know, then, you know, I’m not saying that we need to do anything more in that.

Josh Ramsey

But, you know, here and here, because even if you said, okay, let’s drop this from 1100 to 500, okay, that’s 600.

Josh Ramsey

If you get rid of this and let’s do more, you know, now a sudden word 15 and now a sudden word 3000.

Josh Ramsey

Now I’m like, okay, if we’re really trying to pump it three to five grand is probably where we need to be.

Josh Ramsey

But even if you take this and you go, okay, five grand. I mean, look at your numbers, still, you see what I mean?

Roggen

Like, they’re still for training.

Josh Ramsey

Oh, I’m sorry.

Josh Ramsey

I got it. I got the choice.

Josh Ramsey

I need to take care of your guys. I think we’re good.

Mike Frick

We’ll see Mike.

Josh Ramsey

All right. Thank you. Bye. So right here, I changed this from 900 to 5,000, and then we’re still, you know, this one right here direct traffic is the only one that’s down, you know I mean, lower.

Josh Ramsey

So that’s why I’m saying like, even if we took this to three grand 693 still, you know, acceptable, this number isn’t great, but, you know, you’re still getting cost per view cost per sale.

Josh Ramsey

You you take this down to 2000, you know, now you’re a whole lot better than a thousand per, you know, but we’re at 900, 450 is really low.

Josh Ramsey

You know, I know what you would like to make in the margins, I get it, but 450 is still really low because you got to think other people are going to come back.

Josh Ramsey

They’ve already looked at you here. They are going to come here. We just want to make sure we show up for everything because then the reticular activator they’re looking for it.

Josh Ramsey

They may not remember bear iron. That means we got it. show up for whatever they’re thinking about. Whatever the terms are that we’re bringing into their brain through social, we have to show up in the organic.

Josh Ramsey

And that’s kind of that next level. Whatever the thinking about the social, we have to show up in PaperClick.

Josh Ramsey

But I think we need a little bit more traction in PaperClick with Google before we can continually find it.

Josh Ramsey

I think we’ve gotten better, but we’ll also be able to look at this PaperClick number when Ricky pulls the March, April, May, numbers.

Josh Ramsey

We can look at all of this and then make a decision. So that may be next week or the week after that Ricky has all this pulled for us.

Josh Ramsey

And then when that time is there and we look at it, then you’ll be able to make better educated decisions.

Josh Ramsey

And I can advise better on what those decisions should or should not be based on the data of having multiple months rather than one single month.

Josh Ramsey

I think I think this blueprint makes a lot of sense. And we can always modify it and grow it if we get in here.

Josh Ramsey

We’re like, what’s this? What’s that? You know, we can still tell the more to buy it. Cool. I’m sorry.

Josh Ramsey

Darlene, you spoke entirely too much today. time I need you to keep it down a little bit. And here comes the bird again.

Josh Ramsey

There comes Hannah.

Roggen

Gosh, she’s making her a parent.

Josh Ramsey

Three.

Roggen

Look at that.

Josh Ramsey

Look at that kid’s head fluff. I wish I could do that with my hair.

Roggen

I’m a Mohawk.

Josh Ramsey

I’d be like, flare up. So, next week I will be in touch, but I may be a little bit.

Josh Ramsey

I may need to try to shift our time a little bit. Let me think real quick. I have a flight Monday morning, but I want to look at these numbers even if we just do it for like 10 or 15 minutes.

Josh Ramsey

I want to. Let’s talk through it, especially if something changes. Let’s see what Ricky comes up with, and let’s maybe shoot for Friday.

Josh Ramsey

Is your Friday somewhat open and flexible?

Roggen

This week? Yeah. Earlier in the day on Friday.

Josh Ramsey

Okay. Let’s shoot to talk this week and then probably on Friday morning. Let’s jump on and look at it because Monday I probably am going to have a hard time.

Josh Ramsey

I’m going to be in California with my kids. My wife is taking my wedding anniversary coming up and we’re my mother-in-law is taking our kids and we’re going to take a short trip.

Josh Ramsey

It’s our 15 years, so we’re going to take a short trip. let’s shoot maybe for Friday. think Ricky can have several

Josh Ramsey

These months completed by Friday. I know he’s going on vacation as well on Wednesday. So let’s talk in the next 48 hours and see if Friday works and then we can jump on and look at it together and see what the numbers look like.

Josh Ramsey

And then we may want to adjust a little bit going into it. And then I can probably have Christian have a little bit of a more formal plan and maybe even some of it laid out.

Josh Ramsey

I’ve already sent him an email on it. So we may have a little bit more of a formal plan and maybe even have it laid out or have some more questions on Friday.

Josh Ramsey

So let’s do that. If that fails then I’ll have Christian leave the call next week and take it beyond it as well.

Josh Ramsey

And they’re all going to watch this session, this Fathom session because I’ve created little highlight notes for everyone to go back and read in their timestamps so I can share this.

Josh Ramsey

I’ll share this with Jimmy and everyone else. then Jimmy did text me back. And And said what I didn’t want to hear, which is nothing definitive.

Josh Ramsey

Put a big push on this later this afternoon as meetings in So I responded back to him and a little bit more of a direct approach and he said, okay, I’ll put a big push on it.

Josh Ramsey

He’s supposed to send an email today as well. So, okay, let’s let’s see where we can get Christian, Jimmy and Ricky to complete this week in the next few days and since I’m in the conference, that’s why I’m saying Friday because I’ve got wins I got travel Tuesday Wednesday Thursday conference travel Thursday night home.

Josh Ramsey

So Friday should be totally fine to go through this and that way We don’t miss a weekly meeting. We’ll just do it on Friday instead of Monday Okay Awesome, all right guys, we’ll talk later this week then