Paintless Dent & Hail Repair: What’s Your Winning Marketing Strategy?

Killa Dent Removal Marketing Strategy Call – Promoted Posts and Cornerstone Content

FULL TRANSCRIPTS

SUMMARY KEYWORDS

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Speaker: Jesse Razo & Sidney Ganeles

It’s a Marketing Strategy call at Killa Dent Removal, Promoted Post & Cornerstone Content.

Jesse Razo  00:01 – So you shouldn’t have at the bottom screen you should have here you can hear me and see me all good now, huh?

Sidney Ganeles  00:15 – Yeah. Yeah, I’m sitting in my car right now enjoying a cigarette

Jesse Razo  00:26 – After a long day’s work, Awesome. Hey, I appreciate you taking some time to chat with me. So, it’s been a couple of weeks since we’ve had an opportunity to talk. And, we’re just getting on the backside of the holidays. So, I appreciate you taking some time.

Sidney Ganeles  00:44 – Yeah, absolutely, I know, I’ve been real spacey and hard to get a hold of for these things. So, I apologize for that. And, I apologize about the signal because where I live at I have an internet signal that just drops people. So, you know, hopefully doesn’t drop you.

Jesse Razo  01:04 – That’s all right, I can hear you loud and clear this time. Hey, I wanted to touch base with you on two items. First and foremost, I sent you an email, I don’t know if you had a chance to review that. But, it talked a little bit about your media strategy, because I’ve seen that you shared some videos like Facebook.

01:30 – Media Strategy And Video Content Production – Paintless Dent Marketing Strategy

And, utilizing promoted posts in order to get some visibility with those videos. Then, I just sent you some ideas on how we can take those videos. And, not only utilize them on social media but also utilize them on your website. Also, utilize those for advertising purposes as well like YouTube, and things of that nature. So, did you get a chance to see that email?

Sidney Ganeles  01:56

Excuse me, I’m fighting a cold to know I hadn’t yet. So, I’ll have to check that out. You know, later on, this evening, when I get in going to have dinner? And then I’ll check out that email.

02:11 – How To Keep Your Brand Front Of Mind – Paintless Dent Marketing Strategy

Jesse Razo 02:11

Very cool, yeah, I mean that. So, the reality is that promoted posts are really good for getting your videos in front of people. And, that have some type of relationship with your brand already. Because when you publish a video on Facebook, it gets very limited in regards to organic reach. So, what Facebook does is give you the ability to promote that post. And, so that it reaches more friends and more friends of your friends inside of Facebook. So, it’s a good way to target those types of people. And, if you want to target people that don’t have a direct relationship with your brand it’s like new customers. It’s a customer that isn’t friends or friends of friends or fans, basically. So, we can build ads out for that and set a budget for that as well.

Then, you set like a $40, $100 budget, or whatever it is to promote a specific video to new customers. So, just let me know. And, we can go ahead and get those set up for you inside of the Facebook Ads Manager. But, that’s kind of the difference between promoted posts that I see you doing. And, a lot of which is really great. So, it does get you some visibility. Again, with people that have a relationship with you, our friends, and fans have killed it.

Sidney Ganeles  03:39

There are 3800 people to follow. So yeah, so

03:43 – Video Content To Expand Organic Reach & Improve PPC – Paintless Dent Marketing Strategy

Jesse Razo  03:43

It gets and expands that organic reach. And, it pushes those videos out to those 3800 people, whereas Facebook doesn’t give us much organic reach these days. So, if you don’t promote it, you’re probably only going to get between 12 and 40 or something like that. Yeah, it’s a good way to do that. But, there are some things to think about when you create that content. And, I’ve seen it, and it’s really good content. So, I’ve wanted to talk to you about it. And, I just want to get on the phone and chat. So, if you review my email, I took the repair video of the 2015 Silverado. And, the white one where it’s just like hey, you guys you out there watch look at it your phones.

Yeah, I love the video man. And, it really gets you connected. Then, it creates an instant rapport because it’s kind of your personality and everything like that. So, I took the video and published it on your website. And, I wrote about 300 to 400 words about the benefits of Paintless Dent Removal. So, I put the top three benefits on there. And, I sent links to you so you can take a look at them that’s like an annuity, right. So, that video, if we publish into social media and we promote it and everything like that. Then, it’s going to last us about two, three, maybe four days. And, it’s depending on how much money we spend on promoting it. But, if we take that same piece of content, we dump it into YouTube. Right, a different channel altogether.

Publishing A Video On Youtube & Increase Page Ranking – Paintless Dent Marketing Strategy

Then, we utilize YouTube in order to host the video, and then we publish it on your website. And, we write a little article around that. So, what happens is that a little bit of content on your website now becomes organically searchable. And, it’ll pay dividends over time, and it’ll increase your page ranking. Then, it’ll increase your domain authority, around Paintless Dent Removal. You know, that’s what we wrote the article around. And, we just published a video on there. Then, what happens is, when anybody lands on a page where there’s a video, they’ll click the video. And, they’ll watch it for a short time. You know, I didn’t lose you did I?

06:04 – Video Creation, Social Media Posting, News Channels, & Publishing

Jesse Razo 06:04

That’s right, but it becomes like an annuity, it’ll pay into the future. And, it lives longer than just a post on social media. In addition, what we can do is videos with really inexpensive marketing channels, like Google. So, video and display ads are really inexpensive like a couple of cents. You can have people watch your videos, right for like a couple of pennies. And what that does is, it targets them when they’re looking at news channels online, right. So, they’re on CNN, Fox, or they’re on these different news channels, all these different networks and stuff out there. And, those videos, we can play those on their network, if they visited your site. Then, maybe they purchase from you in the past or haven’t purchased, or they didn’t pick you.

So, we can put that video in front of them and get a lot more visibility. And if we get published on YouTube then advertised into the Google Video Network. Yeah, just a couple of different ways to put that video on steroids and get a little bit more visibility. And, get more legwork out of it, because I know that you’re putting some time into creating some good content. I also saw that video when you did the repair on the charger with your neighbor who’s the personal trainer. And, I’m going to cut that up, that’s a long video. It’s like five minutes, but I’m going to cut it down into like 30 seconds. And, I’m going to turn that into an ad where just shows before and after the testimonial. Then, I’m going to publish that long version on your website.

Killa Dent Removal – Promoted Post – Paintless Dent Marketing Strategy

And, we’ll publish it to YouTube along with the short version that we can use for an ad. So, that’ll give us a lot more legs out of that content. I’ll be honest, content takes time and we want to get as much. And, we may want to run with it as far as we can.

Sidney Ganeles  08:16

Yeah, definitely, you know I got a ton of that stuff to that catchy. And, I just need to be able to sit down and write it out an actual script myself. Then, when I’m voicing over something, I know exactly what to say if it’s a thought-out process. For the moment, when I’ve got a camera, I’m trying to focus on what’s in the background holding the camera. And, all I need is quality like a GoPro. So, I just haven’t got one of those yet but I got lots of stuff. You know, don’t paint your car, and go PDR. PDR call as I thought is about having a cheesy dog with me. And, who had a big one is hanging off his neck PD, PD PDR.

Again, I could sit there and you do a big ban on a Fender. Like, Oh no, my fender! And, what do I do in my car? Call painting.

09:18 – Five Ways To Drive More Visibility With Media – Paintless Dent Marketing Strategy

Jesse Razo  09:18

And, he can call PDR over here. Say hey, next time you need a repair, call the dog over and remember call PDR, yeah. But, I want to do it whenever you get one of them published, just drop me a text. And, I got another video up and running. What can we do with this because I can skin it? And, I can skin it three to five different ways. So, that will get you a lot more visibility than just a promoted post on Facebook. And, that’s what I wanted to talk with you about. Then, make sure that we’re working together on getting that visibility out. And, we can do it for pennies, and videos are really great for advertising. Then, we can do it for really inexpensive.

Sidney Ganeles  10:04

You know, I’m fully on board and everything that I wish I could get you better content quicker. Maybe both I and Tom are focused on that now, hopefully.

10:20 – Create Online Assets That Pay You Dividends Into The Future

Jesse Razo 10:20

So, whenever you get going just either drop it in Dropbox. Or, if you share it, you save it onto Facebook. And, I can pull it off on Facebook or Dropbox wherever you publish it out. Then, I’ll get it published on YouTube. Also, I’ll get it published on the website. Again, those additional pages on the site will start building your site out. And, ranking for more keywords repairs, and things like that. So, that’s what the big dogs do. And, they have a couple of 100 pages of just repair videos about their customers. So, they create the showcases, right? Because when I get 10 videos on there, I can do a video repair showcase, right? Where if I can 10 customer reviews, I can do a customer review showcase. And, display that really nicely on the website.

Killa Dent Removal – Promoted Post – Paintless Dent Marketing Strategy

So, every time that you add to it, you’re just adding more content. Then, you’re adding more annuities are what I call them. And, it’s their web annuities or marketing annuities that’ll pay you dividends over time. So, the more you put in, the more they’ll payout over time, right?

5 StarsbyChristopher Jacob

5 StarsbyNew Image Dent Repair

5 StarsbyGeorge Cain

5 StarsbyDave Razo

Sidney Ganeles  11:25

Yeah, I mean, I’m fully on board, you said you’ve already got some content. And, you’re looking at some new stuff on there. So, you’ve already got some stuff to work with. And, you make some long shorts.

Jesse Razo  11:37

Yeah, I’ve got three videos that I’m wearing. And, I got the one that I sent you as an example for this call. So, because I wanted to have you an example of what I was talking about. And, you can see it firsthand and how it kind of lays out. Then, I’ve got three other videos that I’m going to do the exact same thing to. And, we’re going to publish them on your site, and share them on YouTube. Then, it creates some small ads for them. And, it really inexpensive stuff, just raises a little bit more visibility. And, I’ll just keep working on that.

Sidney Ganeles  12:13

Yep, did you see the one that Tom made upon his own, it was put on there too?

Jesse Razo  12:20

I did. Is he does that the one where they do the repair? And, then he’s at the end?

Sidney Ganeles  12:25

Yeah, I’ve got like Nintendo playing music in the background?

12:28 Categories, Repair Showcase & Customer Review Showcase

Jesse Razo  12:28

Yeah, so I’ll do that one as well. And, we’ll just create these categories, right? Well, you know, like a repair showcase. And, we get a few of those put together. Then, we’ll put a nice video archive on the website where people can look at one or many videos. And, they can access that easily. So, we’ll do a customer view showcase. Again, do any type of educational videos, and we talk to people about the benefits of Paintless Dent Removal. And, it’s preserving their car value in their factory. Then, change all the benefits in the education phase.

Sidney Ganeles  13:12

Yep, definitely, but I’ve been noticing what you’re doing? Technologically, a lot of it, I’ll be honest, without having a clue. I mean, I know some landing pages. So, there’s a whole lot of back-end stuff that I don’t really understand. And, that’s why we’re doing business together because that’s your forte, and I do this.

Jesse Razo  13:37

That’s right, yeah.

Sidney Ganeles  13:40

And, I’m a smart enough man to know that I can’t do all that much. I mean, I can throw money at left and right. And, spend time making all kinds of videos put out there, but they are being utilized properly? So, they are being placed properly, and being placed everywhere they can be placed? And, that’s the part of it.

14:01 – The Biggest Things For Your Marketing – Paintless Dent Marketing Strategy

Jesse Razo  14:01

Yeah, the biggest gap in the game out there is really for PDR. And, companies like large PDR companies versus guys that tend to struggle. So, one of the biggest things from a marketing standpoint is that there’s a big difference. And, the larger companies have a ton of content built into their sites, where they’re laying out their sites. So, they might be 200 pages is their website, right. And, they have all the repair videos on there. Then, they have customer review videos. Also, they have their educational videos where they’re educating their target market and stuff like that. So, those are the companies that are really well established and entrenched in their marketplace. And, it would be hard to displace a company like that.

But, if you’re in the market, there’s not a ton of people. And, I think just last year we’re going to get up back on here real quick.

Sidney Ganeles  15:03

So yeah, that’s exciting. And, it’s everything you’re talking about. So, all I can do is just try to keep feeding you that content. And, you really put all my trust and faith in us. So, pretty much whatever I give and whatever you want to do. I mean, within reason, I think I can’t wait to hopefully by the end of this year, or something. And, I’ll be able to give you a real good, solid testimonial, or something we can get out there. Then, I can say definitively, which I already know. And, I haven’t tracked, I’m bad at tracking stuff. So, business owners should be tracking everything. And, my real good at that.

Killa Dent Removal – Promoted Post – Paintless Dent Marketing Strategy

Jesse Razo  15:49

Yeah, we’re progressing and the progress made is tracked. And, that’s what they say. Well, how did I know that? And, we had talked a little bit over the holiday. So, How did your November or December Shakeout?

Sidney Ganeles  16:03

Workwise, we were busier over the holidays than we’ve ever been. So, one of those jobs that came in was a kind of a freak thing. It was a hickory net ale job in the middle of December. But, I had a lot of new customers coming in that. And, I’ve noticed a lot because I’ve been hands-on with these customers that are coming in. So, what I’ve noticed is a lot of these people have never had the process of dent removal done. And, the newer people are coming in. So, I’m trying the education process for every single customer asking them, have you had that removal done before? Well, a lot of them are just saying no. So, I feel like, between the fourth Well, we got more Facebook followers. And, it’s a lot of huge companies in Indianapolis.

Killa Dent Removal – Promoted Post – Paintless Dent Marketing Strategy

So, we have better reviews and a lot of major companies. You know, Ray Skillman got like 13 or 14 dealerships in this town, car, and brand new car dealerships. And, we’ve got better or more reviews as far as body shops type stuff than they do. So, that is combined with the stuff that the videos people are seeing with. As you said, we’re making a relationship with Indianapolis instead of just killing it and killing it down. I mean, people don’t even pay, I’ve noticed that people don’t pay attention to what they want. And, they want to know you, and they want to see Jesse.

Sidney Ganeles  17:42

What I’m hoping this year is that I can get that retail facility with enough work coming in there, basically. So, me, my main guy, Tom, and be there just doing a retail dance all day and all year. Then, everything else on the outside is something we start staffing folks knowing that that money’s come. And, we’re almost there. I mean, if some of this stuff that you’re talking about really starts paying off. And, in the next couple of months, this could be a really good year, with or without fail, hopefully.

18:22 – How To Create & Publish Content Daily – Paintless Dent Marketing Strategy

Jesse Razo  18:22

So, it will be a good year. And, if we stick on plan and execute the way that we talk about in regards to staying focused. Then, create content every day and share the story that we’re running, which is the company that you’re working on. And, spotlighting the characters, which are you and your technician, Tom, and spotlighting those characters on a regular basis. Then, we take and advertise that online. You know, that’s all the social proof that the customers need. And, you back that up with some really good reviews. So, that’s what people look for. And, they’re looking for, Hey, can I trust this guy? So, that’s all they’re looking for. And, the way that we do that is we use social proof, and reviews.

Then, we use customers that sell for you and tell people how great you are. At the end of the day, we can get that in front of people when they’re looking to buy. And, you’re going to have a winner.

Jesse Razo  19:23

I agree, man, I love it when I saw that video. And, I see your personality come through this guy’s natural, yeah.

Sidney Ganeles  19:35

So, you got to find it, cuz it’s taken a long time to even get where I’m even comfortable with. And, throwing yourself out there.

Killa Dent Removal – Promoted Post – Paintless Dent Marketing Strategy

Jesse Razo  19:43

Yeah, you got to get out of your head, man. And, you got to get out of here and just start serving people. So, I’m going to let you go. Then, I’m going to follow up with some more emails to you over the next couple of days. So, I get those videos published on your site. Then, if you need anything, as always, just reach out, drop me a text message. And, I’ll definitely be available if you need anything.

Sidney Ganeles  20:09

Cool, sounds good, I’m a fan. And, I’ve told some bad guys about what you do, and I don’t keep your secret. So, you know, Jesse Razo, whereas Brad Raza marketing. As I said, I haven’t been able to do a really good testimonial yet. For any reason, I’ve been really busy and trying to get through the busy part this year, hopefully. And, I’ll be able to do something like that. So, Rick’s asked about it and tried to recommend him to you for anything you could do for him. But, I knew he’s a one-man band, and he’s not in the trying to have a company. You know, retail shop and all that is maybe he’s changing.

Jesse Razo  20:56

I’m actually doing Rick’s website right now. So, I appreciate that and he said that and he knew you. And, you would set a lot of good things about me. So, I appreciate that.

Killa Dent Removal – Promoted Post – Paintless Dent Marketing Strategy

Sidney Ganeles  21:07

Good to hear, keep sending as much as I can. Hopefully, you get a really good one on video. Or, I even do it indeed, you know what I mean? Get just right on the page and maybe do something live like that and bring in. You know, three or four people that I don’t know how many states are in now other than me. California and obviously here are one of the first states like really far out that you’ve been dealing with?

Jesse Razo  21:40

So, I’m in California right now. Keep it going, man, and it’s good. Yeah, I appreciate the opportunity, my friend. Again, if you need anything you reach out.

Jesse Razo  22:11

All right. We’ll talk soon. Okay, bye.