July 25, 2024 • 43 mins
👋 Connect with Jess TobinÂ
https://alignrochester.com/
https://www.instagram.com/alignrochesterfitness/
https://www.facebook.com/jessica.tobin.94/
Unlock the secrets to scaling your health coaching business! Join us on Brightside Business as we sit down with Jessica Tobin, a Pilates instructor turned functional medicine health coach, who’s transforming the wellness industry with her holistic approach. Jessica takes us through her inspiring journey from the fitness world to setting up her own online health coaching business. You’ll learn the essential steps she took to establish her brand, including social media strategies, website development, and crafting a killer pricing structure.
Are you struggling to expand your client base without compromising on service quality? Jessica shares her ambitious goal of gaining 25 clients in six months and the challenges that come with it. We discuss key strategies for sustainable growth, emphasizing the power of personal connections and referral programs. Jessica also opens up about her efforts to collaborate with professionals like GPs and chiropractors, providing valuable insights into effective outreach and partnerships.
Harness the power of social media and data-driven marketing with our expert tips! This episode dives into the importance of consistent content creation and tracking key performance indicators (KPIs) to fine-tune your marketing strategy. During their dynamic conversation Joey and Jessica offer a blend of creative and analytical approaches to ensure business success, highlighting the need for diverse tactics like outbound DM campaigns. Don't miss out on essential marketing tips like how dedicating 20% of your time to marketing can make all the difference in achieving your business goals.
Got Questions? Send them here and I'll tackle them on the show: joey@joeyhyoung.com
Follow me on Instagram, X/Twitter, and Threads for daily content on business strategy and high performance @joeyhyoung
Ready to scale your business? Book a free connection call here and let's chat!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Joey Young (00:00):
Welcome to Breadside Business.
My name is Joey Young and Ihelp online entrepreneurs scale
to seven figures and beyond.
I've helped my family'sprofessional service business go
from about 20k to 100k a monthin revenue over the past couple
years, and it's my pleasure tohelp other online entrepreneurs
do the same.
Today is a very special episodebecause I get to speak to
(00:22):
Jessica Tobin, and she is ahealth coach here.
Been working the past decade asa Pilates teacher and a
personal trainer, she recentlyadded health coaching to her
resume, so now she's able tohelp individuals through any
phase of their wellness journey,and I just can't wait to chat
through your services and whereyou're at in your journey.
So I was hoping you can give afew sentence bio, maybe, about
(00:47):
how you came to be in the healthcoaching space and then we can
go from there.
Jessica Tobin (00:53):
I have, as you said, been working the past
decade in fitness.
So I'm certified in Pilates,teaching Pilates, and I'm
certified as a personal trainer.
And so through that decade Ikept running into clients who
would have needs beyond my scopeof practice and my
certification and they would begoing to these outside resources
(01:17):
to help them with, you know,things like weight loss or
hormone balancing or you knowthings like that, and they would
not get good results.
I would hear the stories abouthow they were treated and what
things had happened and for themost part, the you know people
(01:39):
that they had seen, the servicesthey had sought out not only
were not helpful to them, but alot of times were detrimental.
So because of that, I finallydecided that I wanted to, you
know, fill gaps in my educationbut also be able to help clients
all the way through theirjourney.
So I'm, you know, solid in thefitness phase.
(02:00):
I'm certified in the fitnessphase, but I wanted to add to
that round it out withnutritional information and
behavior change and all of that.
So that's what drew me tofunctional medicine, health
coaching, and I found, afterreviewing several different
(02:23):
schools for that, that theFunctional Medicine Coaching
Academy was a very robustprogram.
It was a year-long programwhich I completed, and then I am
certified to work as a healthcoach and I could stay there,
but I am going to pursue myboard certification, just to
(02:46):
make sure I got a nice finish toall of that.
Joey Young (02:51):
That's awesome.
I love that dedication toquality and making sure you
provide the best service foryour clients and a comprehensive
service.
I think that shows a lot oflong-term thinking and I think a
lot of online coaches andwellness coaches, you know, in
this space they they kind ofknow one thing and they stick
with it, but you're looking toprovide a complete solution not
(03:13):
just weight loss or not just,you know, physique, but more of
the general wellness.
So I'm excited to talk throughwhatever you're facing in your
business right now, because thisis what Jess has agreed to jump
on and talk about.
She's starting her onlinehealth coaching business and she
wanted to talk about how shecan get that started up.
(03:34):
Well, get scaling quickly, getclients, really whatever she
wants to do, and I thought it'dbe a really fun opportunity to
record and then be able to sharewith everyone out there so they
maybe can pick up some tips andalso see that everyone starts
from somewhere.
We all have strengths and weall have weaknesses and we need
to focus on, you know, whateverthe roadblock is at our current
(03:56):
stage of business.
So, without further ado, jess,let's jump in what seems to be
some of the roadblocks you'refacing in getting your business
started.
Jessica Tobin (04:04):
I am right at the very, very beginning.
So I'm, you know, beginning to,you know, get clients.
I didn't have a lot of capitalto invest initially.
I still don't.
So I've been doing everythingon a shoestring, you know, and
(04:26):
I've been able to get a lotaccomplished.
So, as far as you know, I'dlike guidance in A affirming
what I'm doing but also thenwhat I can focus on, because
there's, you know, so manydifferent pieces that you know
(04:47):
go into it and I really want tomake sure that I get the best,
you know, return on my time andinvestment and putting it where,
where it's going to, you know,be most effective for me and my
business.
So right now, I have and I'vehad this set up all of my
socials, my website.
I have all of that set up, Ihave everything set up for.
(05:12):
So, with health coaching, thereis availability.
You know, a lot of timesthere's the option to do it in
person, but mostly everybodydoes it on Zoom, but mostly
everybody does it on Zoom.
So I have that all set up andI've, you know, been I already
(05:36):
had some clients for that andthen I also, on the flip side,
have things set up for fitness.
So I have options for Zoom, forin-person, so where I go to
someone's location.
Also, I have a home studio sothey can come to my studio and I
have the insurance all set up,everything for all of that.
I've also set pricing foreverything as the same.
(06:03):
I have health coaching pricedthe same as my fitness services,
because my idea is to have youknow, I have single price
sessions, but then I havepackages, you know, of six, and
my idea is to make it so that,you know, I have a consultation
(06:24):
with the client and then fromthere we decide do you need six
coaching sessions, do you needsix fitness sessions?
Do you want to do a little ofboth, which I think really is
ideal, because you know, thefitness doesn't, health, doesn't
happen in a vacuum.
It really is a holistic thing.
(06:46):
So that's, you know, again, theimpetus for me going back and
filling the rest of gaps in myknowledge.
So I do feel good about what Ihave set up now.
I'm slowly building clientelein both spheres.
(07:08):
So I, but now, on top of that, Ihave a lot of ideas on what to
do to bring in more business.
I do have you know, like I said, I have a good social media
setup so that you know I've gotthat part.
(07:29):
As far as advertising on socialmedia, I do have plans to reach
out to the local library and dofree informational sessions for
the community library and dofree informational sessions for
(07:50):
the community.
And especially, I'm located inIrondequoit and I feel like
there's a lot of fitness inespecially Pilates-based studios
elsewhere, but there reallyisn't a big Pilates presence
here on the lake Webster,irondequoit and Greece, and
those are such large populationsthat I want to be able to take
advantage of that.
Really, it's an untappedresource as far as at least
(08:15):
Pilates is concerned, becausethere really isn't a lot.
So I'm interested in figuringout good ways to hit those
populations specifically andwhat's going to be the best use
of my time in getting you knowin touch with that, because I've
(08:37):
also thought about, because Ialso do virtual fitness, because
I also do virtual fitness, so Icould use my platform that I
use that's open and public, toreach out to anyone anywhere.
But I just feel like it wouldbe more useful and effective to
(08:58):
focus on my community, mycommunity.
And another resource that Ihave been using and that has
been effective is reaching outto other people in the health
field.
So chiropractors, physicaltherapists, as sources of
(09:18):
referral to me and back andforth.
You know what I mean.
That kind of thing, that'sexcellent.
Joey Young (09:24):
Oh sorry, Go ahead.
Jessica Tobin (09:28):
I could keep going forever.
Joey Young (09:31):
It sounds like you've thought this through
really well and you've had someearly success.
What I like to call your typeof business is you're kind of a
fulfillment guru, like youreally know your service really
well.
When clients work with you, itsounds like they get a really
good result, and so the problemis not a quality service or
(09:52):
clarity on what you provide orthe quality of the outcome, it's
getting the pipeline filled inthe marketing end.
So, like when I think aboutbusiness, there's four different
pieces in my mind there'smarketing, there's sales,
there's fulfillment and thenthere's raving fans and repeat
customers, and I think that youhave fulfillment really dialed
(10:12):
in right now.
So to your question about howdo we attract more business to
these offers, my first place wegot to start is okay, where are
we right now?
And then where are we going?
So let's talk about, let's saywhat's your current goal
somewhere in the realm of thenext you know, six months to one
(10:33):
year for the business.
Jessica Tobin (10:36):
I would like to continue to scale up.
So I really would like a mixtureof both fitness and health
coaching, because I'm the typeof individual that would like to
be up and moving and doingdifferent things.
I don't want to get locked intodoing one thing all day long,
(11:00):
every day, you know, like tohave that mix and really just
but what I, what I have going onnow and clients that I'm
starting to matric.
You said I really focus on myclients.
I want to make sure that I givethem everything that they
(11:34):
deserve and that we're both, youknow, and myself, that I'm not
so overtaxed that I'm now nolonger able to give you know
that I'm now no longer able togive, you know, my clients
everything they deserve.
So I also do like the fact thatthings are slowly beginning to
increase, because it's just me,so I do.
(12:00):
You know, if I all of a suddenhad a rush of clients, that's
not going to work out foranybody because I won't be able
to handle them.
So that slow, I would like thatsix months, slow and steady
increase of of business andclientele.
Joey Young (12:12):
Right on.
Yeah, now it makes a lot ofsense and it seems like there's
a certain amount of slots inyour calendar in the next six
months.
You'd like to fill that.
That would be the goal.
So we're not talking aboutother coaches you're hiring.
We're not talking about doingthis part-time.
So how many, how many clientswould you need then, and your
(12:34):
caseload, to say you're full inthe next six months?
Jessica Tobin (12:41):
That's a great question and that's something
because I have I do corporatetraining as well and that so I
do want to leave availabilityfor that.
Monday through Friday, you knowmost of the day full up until
(13:10):
you know, and again workingaround my corporate clients and
my, you know, obviously inaddition to the clients that I
already have.
Joey Young (13:18):
So you're seeing people oh no, go ahead.
I was going to say you'reseeing people for about an hour
and Monday through Friday, youwant to leave some gaps for
lunch and other opportunities.
Oh no, go ahead.
I was going to say you'reseeing people for about an hour
and Monday through Friday, youwant to leave some gaps for
lunch and other opportunities.
Jessica Tobin (13:32):
So I'm just using round numbers like five, five a
day, mm hmm.
Ok, that would be a good placeto start again, because I don't
you know, I don't want to overburden my schedule.
Joey Young (13:43):
Right, and you do meet with these people on a
weekly basis, right?
Jessica Tobin (13:56):
It depends.
So that's also the thing Ienjoy about this business is we
work together to figure out whenthey're available when I'm
available, you know, becausesometimes ideally yes, weekly-
yeah.
It just depends on theirschedule and my schedule.
So that also is important tohave you know.
So it's a it's a balancing youknow game, because not every
client is going to be around allthe time, not every client is
(14:17):
going to continue their packageforever.
So then I also want to makesure that I have access to more
you know enough clients to fillgaps when I do have you know
clients that leave or are onvacation or you know whatever
might come up.
Joey Young (14:35):
Sure.
So for the sake of choosingsomething here, my thought is
we'll give you a little bit ofwiggle room by not
overcommitting yourself.
So if we say 25, does that feelgood?
And then you can alwaysreassess later, right, I mean,
it's not like locked in for thenext 30 years to exactly 25
clients, but that's a goodmarker, because there's a
(14:58):
difference between running acampaign where it's very ads
driven so we get high volume andyou're working a lot of leads
and we're getting a lot ofinterest because you want to
scale versus all right, we'rejust focusing on filling up your
calendar, and you said thatyour focus is slow and steady,
as opposed to diving inheadfirst September 1st.
I need a full-time income.
Jessica Tobin (15:17):
Right.
Joey Young (15:18):
So that's important.
So the first thing I think ofhere is okay, we've got a goal,
we've got a timeline of aboutsix months.
The first thing I think of hereis okay, we've got a goal,
we've got a timeline of aboutsix months.
I so resonate with what yousaid about marketing.
There is way more informationout there than there are good
ideas in marketing, and theproblem that entrepreneurs have
is not knowing how to market.
(15:39):
It's knowing what to focus onand then sticking with it over
the long term to make sure itworks.
Knowing what to focus on andthen sticking with it over the
longterm to make sure it works.
So the first thing that Ialways recommend for something
like this is doing thatin-person, one-to-one, like
connection building for theirinternal referrals.
It sounds like you've beendoing that.
So you're you're not scared ofcalling up a you know a GP or
you know a chiropractor andsaying, hey, I can do X, y and Z
(16:03):
, help your patients and youknow I'll keep you on my
referral list.
So that sounds like it's goingwell, right.
Jessica Tobin (16:08):
And I I do have a background in marketing prior
to this, so I've, you know,that's definitely served me well
in that I I'll find a decisionmaker.
You know all of that stuff.
Joey Young (16:21):
Yeah, and that's that and that's excellent.
I want to point that out foranyone listening who feels like
they're not confident reachingout to a human being and calling
them and saying, hey, I havesomething that can benefit
people that you serve.
That's usually a fulfillmentproblem.
If you don't feel confident inyour service enough to
personally talk to someone andrecommend it, then that's your
(16:42):
problem.
That's the first thing you gotto fix right.
There is making sure you have aquality product.
But you know, jess, obviouslyyou're.
You've got a great product andyou're confident in it.
So the next thing I recommend,which is the next easiest thing
to get clients, is to do somesort of referral or affiliate
program, because the low hangingfruit is people who love you
and have experienced yourservice and want to others to do
(17:03):
it, as people who love you andhave experienced your service
and want to others to do it.
So have we done anything inthat realm to get referrals on
the back end, or or mayberenewals on the back end of your
services?
Jessica Tobin (17:13):
I have definitely given clients contact
information, all of that toshare with you know other people
um getting there, I've gotten afew that have given me really
nice um write-ups as well to use, which I haven't yet but I will
(17:33):
Um, but I have.
I have thought, I have thoughtabout, uh, some sort of discount
or something you know if theyrefer a friend or something like
that, but I haven't put myfocus into that yet.
Joey Young (17:50):
Yeah, and I recommend that before diving too
deep into the outboundmarketing, because that is just
low hanging fruit and it can bedone very simply.
For example, your program issix weeks, you mentioned simply,
for example, your program issix weeks.
Jessica Tobin (18:11):
You mentioned, yeah, six, yeah, so I I set it
up as a six week package if theywant and it's cheaper than if
they do ad hoc, which you know alittle higher price yeah, a lot
of things, a lot of sense.
Joey Young (18:21):
Packaging is awesome and I love that.
I think there's an opportunityat the four or five week mark,
when you're coming to the end ofthat cadence, having a bit at
the end of the session where youjust set aside and you say, hey
, you know.
You know, julie, it's beenawesome working together.
I realize our time's coming toan end, so I wanted to give you
an opportunity to lock in adiscount to continue to work
(18:42):
together.
And if you do that before wefinish, you know, next week it's
going to be X percentage offand you're going to be able to
um lock in another six weeks orat that point it might even be
beneficial to offer a largercontract.
Maybe you meet less often butfor a longer period of time, so
you have a longer trail ofrecurring revenue.
(19:04):
Um, that's up to you.
But, um, offering that discountright, right at the point where
that, where they're hittingtheir, their peak results and
they're feeling the best aboutworking with you, that's the
perfect time.
Yeah, um, the other thing thatthey could hit them with that
particular point is you know,listen, I'm I'm also growing and
expanding my service and itwould be such an honor and the
(19:27):
biggest thank you for me.
If you just wrote down thenames of you know two or three
people that I could reach out toand see if they're interested
in what I have.
Jessica Tobin (19:35):
Yes, yes.
So for for the discount, whatwould be like a 10% discount,
(19:56):
because that's also somethingI've tried to think of as far as
making it worth their while,but not so much that I'm taking
a huge hit in pricing.
Joey Young (20:05):
Yeah, I think the cost of acquiring a customer.
They call it CAC, c-a-c inbusiness, and right now you
don't have any cost besides yourtime.
So I would think of it in termsof your time cost.
How much time do you spendacquiring a new customer and how
many dollars is that?
That's the percentage youshould take off of them signing
(20:28):
up, because when they sign upyou're basically discounting
them the same rate at which youwould spend in time to acquire a
new customer, and then yourreturns after that stay the same
.
So do you have any idea whatyour time spent per new customer
is at the moment?
Jessica Tobin (20:49):
It depends on.
Well, if it's on social media,that is a great ROI on my time
because it really doesn't takevery long and it has such a good
reach.
So I do want to continue tofocus my time on on that for
(21:10):
sure.
Um, and then I usually, as faras going the route of reaching
out to colleagues and people inthe industry that's usually
going to be a problem I wouldsay like a at least a couple
hours of my time because ittakes, you know, at least an
hour to do, you know, theinitial contact information, the
(21:33):
back and forth.
Then there's usually, I do youknow, we'll meet in person a lot
of times, or so that's anotherhour, and then sometimes we'll
exchange services as well, whichis also very nice because then
I can speak, you know, to theirstrengths and their abilities
(21:54):
and same with me, because it'sone thing to, you know, talk
about what you do, but it's awhole other thing, and
especially with movement andthat kind of thing where your
body is involved, if you canexplain how it feels.
And that's, I think, goes backto that you know, client
referral and why that's sostrong that you can have that
(22:17):
first person experience to relayto other people, so that might
be so to answer your question.
Maybe about three hours ifgoing that route.
Joey Young (22:26):
OK, three hours.
So at this point, how much doyou charge for your six week
program?
Jessica Tobin (22:33):
Three, fifty.
So that's about fifty eight asession.
Ok, and then my single sectionsare sixty five.
Joey Young (22:41):
OK, so fifty eight times three, it's about about
180 bucks, right, um, roughly.
So I'm just.
I'm just trying to get down toa rough number.
You can dial it in, but butthat's the ballpark.
If you're spending three hours,and three hours of your time is
that 100 and 180?
Um, we can start to work withthat.
How does that feel?
Jessica Tobin (23:01):
yeah.
Joey Young (23:04):
Yeah, I think that would be a good place to start
somewhere around there.
And then, once you have thatreferral program locked in and
the renewal is working for you,the next phase is, of course,
reaching out and doing outboundmarketing on social media, which
you said is providing a goodreturn on investment.
(23:24):
So is there any particularstrategy that you say is working
the best for you, or is thereany particular problem that's
really bothering you right nowin terms of your social media
marketing particularly?
Jessica Tobin (23:37):
I don't.
I really haven't the the littlebit.
I really it's very effective.
So I I really need to just doit because I do.
So I really need to just do itbecause I do.
I haven't even done the ads yet.
Like I have again very low ROIon that because the ads are very
scalable.
(23:58):
So, you don't have to invest alot of money.
You pick your area.
So again, that's a nice way toreach the populations.
You know up north near me, andyou know what I've gotten so far
is just from regular posts, soI haven't even begun to get into
the paid versions of all of it.
Joey Young (24:21):
Okay, so the regular post seems to be drawing in
people, and then are youspending time either messaging
people in the DMs or doing anyoutbound like commenting or
engagement.
Jessica Tobin (24:34):
It's coming in through messaging, but I do you
know, when I do getting, I doget engagement with the posts as
well, and so I make sure toengage with the comments and
that kind of thing too.
Joey Young (24:46):
OK.
So yeah, the way I think aboutsocial media, like any other
prospecting tool, is you knowwhat is the highest leverage
activity and how can we makethat a system to do that
activity on a repeated basis?
So for you know, a solopreneur,a simple KPI scoreboard with a
weekly metric to track that isthat high lever moving activity
(25:12):
is the best way to just keepyourself accountable and stay
focused on the high leverageactivity.
So, between the posting, theengagements and the DMs, what's
the highest leverage activity?
You've noticed that's givingyou the results here.
That's actually not justgenerating conversations, but
it's actually booking you.
(25:32):
Those calls the posts.
Yeah.
Jessica Tobin (25:34):
The posts and I do have in my website has a blog
, and it's really nice that it'sset up so that I can see the
metrics of visits to my websiteand everything which I think
most platforms have built inanyway, so I can also see, like
(25:56):
from my.
I posted about this and now Ican see how many people I've
reached or have visited mywebsite, and I've made sure you
know I have all of my businessinformation on my posted on my
website at the top of my website, and I've made sure you know I
have all of my businessinformation on my posted on my
website at the top of my website.
But that's also something that Ienjoy is I'm a published writer
, so I I've, I have already havea good body of blogs, so I I
(26:22):
also like to use that as a wayto market as well, because
it's's no one wants to see thesame stuff over and over and
over and over again.
You know eventually they'llthey'll tune it out.
So I I find that's a nice wayto let people know who I am and
what I do in a more interestingway.
(26:44):
So you know another way to get,get people to my site and bring
people in, and I have people,people, a few clients that have,
um, gone to, uh, my, my websiteand read my blogs and from
there, you know they'd beenreferred by other people, but
(27:04):
they did their research first.
So, and that also gave themcontinuing, you know,
encouragement to get in touchwith me, just because they
understand what my philosophy iswith health and fitness.
Joey Young (27:17):
Yeah, yeah, it's huge.
It sounds like that website isactually providing a great ROI
for you.
So that strategy of posting,then, is that going to be what
gets you to the 25?
Or do you think there's a gapthere and there needs to be some
other activity?
Jessica Tobin (27:37):
I do think there will probably be a cap, but I
also don't want to put all of myeggs in one basket either.
Joey Young (27:51):
And I hear you saying you don't want to do ads.
Yet the posting is working, sothat's great, so we can continue
that.
But as far as a next step interms of generating leads
besides the talking to doctorsand then posting I think a
really easy next step could beand this and this is where this
is where the art comes into thescience, right, and you know,
(28:12):
with your marketing background,you got to figure out what's,
what am I good at, what am Ipassionate about doing
repeatedly, cause you're goingto do it a lot and then what
actually generates results?
And it's the overlap of thatZen diet, that Venn diagram.
That's going to be asustainable overlap of that Venn
diagram.
That's going to be asustainable, usable tactic.
If it's something you're goodat and that works, but you're
(28:32):
not passionate about it, you'regoing to burn out.
And if it's something thatyou're passionate about and
you're good at but it doesn'twork, you know it's not going to
work either.
Right?
So, you know in terms of provenstrategies to increase leads
online and especially in thehealth space, and I assume
you're talking about LinkedIn,Instagram, those sorts of sites.
Jessica Tobin (28:55):
And Facebook.
Joey Young (28:56):
Facebook.
So you're going to find that alot of people are on there
looking for for the healthsolutions to their problems.
A lot of people need that,especially in the United States
here.
So one possibility could be anoutbound DM campaign where the
(29:18):
weekly metric is a specificamount of people that you're
reaching out to.
Maybe it's X per day, maybeit's 40, 50 per week, 100 per
week, whatever's at yourcapacity and this is similar to
reaching out to individuals forreferrals, but instead you're
reaching out directly to clientsto connect with them and
starting those conversations ina very, very open and connection
(29:40):
focused way.
For those who continue to talkto you, you qualify in the DMs
and then you talk to them aboutmaybe here's a specific thing
that that I could help you with,um in terms of their health,
and then they think, oh okay,this person's an authority in
that area, and then you're ableto book the connection call from
there, um, so what are yourthoughts on something like that?
Jessica Tobin (30:02):
Is would that be reaching out to people that are
already in my network, or peopleyou know, people that I already
know, or is this?
Joey Young (30:11):
Well, because you have that already with your
posts.
This, this is going beyond that.
So I think about people in yournetwork.
They're going to see your postsand those who are interested
it's going to show up in theirfeed.
So we have to find a way togenerate leads from people who
don't know you exist and bringthem into the realm of they know
you exist so they can be, theycan follow you, they can be,
(30:32):
they can message you and theycan find out about booking a
service with you.
Um, so there, of course, there'smany ways to make people don't
know about you know about you,but one of the best ways to do
it especially if you're alreadyactive in posting is is to
utilize those posts that nurturepeople in your network and
(30:54):
bring more people into thatecosystem of your posts.
And with an outbound DMcampaign, you can do that for
free.
You don't need to spend anymoney, and you can also scale it
up and down depending on yourtime availability for this sort
of activity.
Um, so I have, I have specificscripts and stuff for reaching
out and connecting with peoplein a way that's not sleazy and
(31:16):
that, you know, respects theirtime and respects your time.
So we can.
You know that's probably like aphase two thing, but, um, I
believe that that could be agreat next step for you, if that
you, if you feel like that's inyour wheelhouse to be able to
do and something you'd be ableto do every week and have fun
with it.
Jessica Tobin (31:33):
Yeah, and that's again something I do have
experience with professionally.
Awesome be you know.
So, finding finding individualsthat seem like that you know
that they would be a good fitfor my business, and then
reaching out that way.
Joey Young (31:54):
Yeah, the best thing that you can do is find people
who you have verified areinterested in your solution,
because you just don't want tobe blasting out messages to
anybody, right?
One of the best ways to do thisis to, let's say, an Instagram,
find a page of an influencerwho provides a similar service
(32:15):
in your space, or is just ahealth influencer, and you're
going to find on their posts,they get a lot of engagement.
And if you go to the people whocomment on their post you'll
know, these are people who notonly are interested in this
topic but took time out of theirday to connect and to network
and to contribute to theconversation around it.
(32:36):
And those are the warmest leadsyou're going to find on social
media without going the adsroute which you said you're not
ready for.
Jessica Tobin (32:45):
Yeah, well, and I don't mind going the ads route,
but this is more, it's going tobe more cost-effective, you
know.
But that's a really good pointthat I hadn't considered.
So that's something.
And I do have my um privateaccount and then I have my
public account.
So I've been, you know, thatprivate account, like you said,
(33:08):
I've been utilizing to, you know, advertise, to my current, you
know network of people andfriends and all of that.
So that would be, and this is,you know, part of the reason why
I have that public account.
So then that's also a way tobegin to interface with, you
know, new people.
Joey Young (33:29):
Yeah, yeah, and that's going to be the way to
grow the network, because whatI'm hearing, you know, you say,
jess, I mean a big picture.
I zoom out fulfillment islocked in.
You're very good at sales.
It sounds like when you talk topeople, there's not a huge drop
off than when people say noafter having that initial
consultation.
So we're really we're we'removing back out to marketing and
(33:53):
that phase is all about.
You know how do I make peopleaware, people who are problem
aware, aware of the solutionthat I provide, and so that's
that's, I think, the stage thatneeds focus right now Um cause.
Everything else seemsrelatively dialed in um in,
based on what you told me, andwe could do the DM route, we
could do the ads route.
I think both would work reallywell.
(34:13):
It's just a matter of you knowwhat sort of resource you want
to utilize at this stage.
Jessica Tobin (34:19):
Well, and I have no problem experimenting, you
know, so I'll start DMs.
It's just that time investment,See how that goes, and then if
I feel that I need to add, addthe ads, you know, then do that
and that I do really like andI've, I've done the, gone the ad
(34:39):
route before um, especially toadvertise my blog and it's the
same.
You know, it's just very nicethat it's all dialed in and
worked in now, and I've beendoing this for you know, since
the beginning of Facebookessentially.
So it's been really nice and,you know, using it for marketing
all the way through,professionally, on and off.
(35:00):
But so it's been nice to seeall the different tools that
have now been added that weren'tavailable before.
So I really do appreciate thefact that they will give you all
of your metrics, so uniquepeople, you know all of that
where your reach is, how, howmuch engagement you're getting.
Joey Young (35:19):
Yeah, Conversion rates.
You know people will clickthrough to your profile people
who followed from that post thatyou promoted.
All the details are superuseful.
I think, honestly, you couldjump right into an ad if you
wanted to.
So that's what I would do.
I would either do the outboundDM campaign or, if you feel more
comfortable and you want toinvest some money, do the ads.
(35:43):
Honestly, the biggest thingyou're going to have to do,
which is the hardest thing forall entrepreneurs is just
picking one strategy andfocusing on it for six months,
and that's the power of thescoreboard, and I have a
template of that I can send over, but it's just a simple
spreadsheet to keep track of.
All right, here's Jess's weekand what Jess can do to grow the
(36:03):
business, because we all have80% of our week which is just
keeping the wheels turning right.
The grindstone's got to grind.
We got to do what we got to dothe admin, the meetings, the
work that we already have, butwith that 20% margin time,
that's where we have theopportunity to grow our
businesses, where the non-urgentbut important tasks live, and
that's that precious time is soeasily used on three different
(36:26):
things, which means that nowwe're down to 6%, 7% of our time
focused on one strategy, whichis going to hinder it in a big
way.
Jessica Tobin (36:40):
So using one strategy in that 20% time is
going to provide a lot betterresults for you 20% time is
going to provide a lot betterresults for you, and I think
that's going to be a really goodway to you know, giving it time
to see how to judge itsefficacy as well.
Joey Young (36:56):
Right.
Jessica Tobin (36:56):
And it's just something I don't mind investing
in because you get such good,the metrics are so good with it.
So it's not just you're payingto throw out information and to
the wind and see if people talkto you, you can also go and see
like what is points areeffective and that kind of thing
with it as well, because soit's, you know, like a built in
(37:18):
value add, which I'm sure is whythey did it.
Joey Young (37:21):
Right, right, yeah.
So all the data nerds can likego in and just just spend all
day looking at the conversionrates and stuff, and I
definitely count myself amongone of those.
I can.
Jessica Tobin (37:30):
I can get lost in the data and so it's a little
dangerous sometimes but I do andthat and I do like you said, I
really enjoy um creating thoseposts and ads and all of that
stuff and it.
It is good, nice too, becausethen if you feel a certain
strategy you're using formarketing you're looking at the
(37:52):
numbers doesn't seem aseffective, then you can do a
different post and adjust fromthere.
So that's also a very creativeand fun way to do it, so it's
not just one thing all the waythrough, so there can be
different posts and different,you know, as as you go along in
doing it.
Joey Young (38:12):
Exactly, yeah, yeah, that that strategizing by
testing, I think is the biggestthing.
And you know, from marketingbackground, all marketing is
just testing, especially online,you know, ab testing, different
headlines and posts, and so,yeah, I think I think, jess, you
know you're, you're on a reallygood path.
I think that you know if youwant the ads route, you've got
some expertise you want the DMroute, that could be dialed in
(38:34):
easily and then it could savesome money.
Either one would work well, Ithink.
Honestly, it's.
It's just a matter ofsystematizing what you're
already doing and and maybeadding in dm campaign in the ads
, um, and for that I would, Iwould definitely recommend the,
the kpi, you know, scoreboardwhich I can send over and we can
have a follow-up chat about.
(38:55):
But I don't think I think you'reon a good path and it sounds
like you're.
You've got some momentum, aclear goal here, with 25 clients
, um, and everything seems to belocked in.
But but just, we need toaccelerate just a little more,
you know a little more gas inthe tank to accelerate us
towards this goal.
So let me ask you again whatwas the biggest takeaway here
(39:18):
from today?
What was the takeaway for youthat stuck out?
Jessica Tobin (39:24):
I appreciate.
I feel very validated.
I've worked in studios for adecade and it is a struggle to
get studio owners to allocatetime for marketing that 20%
(39:46):
should be spent trying to bringin new business, new clients,
and I like to have a focus.
So it's very helpful becausethere's just so many pieces and
routes to go and things to tryand do and routes to go and
things to to to try and do, andso having that focus of all
(40:10):
right, I'm moving forward withads and having that target of 25
people, you know all of that issuper helpful to give me, you
know, a good focus to worktowards a focus and a goal.
Joey Young (40:25):
Yeah, well, I mean, you have expertise in ads and so
when I think about the Venndiagram of you're good at it,
you love to do it and it works,I mean, and you add in, like the
bonus experience, I think youcan be very effective with a
small amount of money based onwhat you're telling me.
So the key for you is just goingto be focusing on that right
(40:47):
and pushing out all the otheropportunities, because you
sneeze and then there's a newmarketing website up about how
to get leads online, and so youjust got to tune all that out
and really dial it in and stayaccountable with that, with a
scoreboard you know, dailytracking those ads and the ROI
and each one and tweaking things, and so yeah, yeah, but you
(41:07):
know what I'm talking about here.
So I'm I'm really glad that wegot to have this chat and I hope
that it'll, you know, push yourclientele up and you'll be able
to achieve this goal here insix months.
I'm so excited.
Um, how do people get in touchwith you or find out more about
your services?
I want to.
I want to give them theopportunity to look you up if
they want to to give them theopportunity to look you up if
(41:28):
they want to.
Jessica Tobin (41:29):
My website is alignrochestercom A-L-I-G-N.
Rochestercom.
And then on Facebook andInstagram, because you used to
be able to say the socials andeverybody knew it was just
Facebook and Instagram, butthere's all these other things
on Facebook and Instagram.
I'm alignrochesterf Fitness, soeither route.
(41:50):
My website has contactinformation, information on my
services, and so do my social.
So it just depends on howcomfortable whatever platform
people are most interested inengaging, and the website will
have my personal information.
So that's where you'll find myemail phone number, but I'm also
(42:11):
very active in checking mydirect messaging on social media
as well.
Joey Young (42:17):
Awesome and I'll include a link in the show notes
here so people can just clickthere if they're listening to
this on YouTube or a podcast.
So that'll be great, jess.
Thank you again.
This has been so much fun.
And to anyone out there who isinterested in scaling their
business, let's have aconversation like this.
I'm more than happy to talk tomore online entrepreneurs about
(42:38):
how to grow their business inwhatever way I can, so please
reach out to me.
That's joey at joeyhyoungcom.
And hey, if you're here at theend of the show and you're
listening this long, drop areview.
Five stars is always nice.
You know what is it.
You know, if your mama said youdon't have anything nice to say
, don't say anything at all,just leave that five star review
.
And if you have any questionsabout, you know, the show or
(43:02):
anything, that's dm at joeyYoung on.
Instagram or Joey at Joey HYoung dot com.
Until next time, my friends,happy scaling.
Thanks, jess.
Jessica Tobin (43:12):
Thank you.
Welcome to Breadside Business.
My name is Joey Young and Ihelp online entrepreneurs scale
to seven figures and beyond.
I've helped my family'sprofessional service business go
from about 20k to 100k a monthin revenue over the past couple
years, and it's my pleasure tohelp other online entrepreneurs
do the same.
Today is a very special episodebecause I get to speak to
(00:22):
Jessica Tobin, and she is ahealth coach here.
Been working the past decade asa Pilates teacher and a
personal trainer, she recentlyadded health coaching to her
resume, so now she's able tohelp individuals through any
phase of their wellness journey,and I just can't wait to chat
through your services and whereyou're at in your journey.
So I was hoping you can give afew sentence bio, maybe, about
(00:47):
how you came to be in the healthcoaching space and then we can
go from there.
Jessica Tobin (00:53):
I have, as you said, been working the past
decade in fitness.
So I'm certified in Pilates,teaching Pilates, and I'm
certified as a personal trainer.
And so through that decade Ikept running into clients who
would have needs beyond my scopeof practice and my
certification and they would begoing to these outside resources
(01:17):
to help them with, you know,things like weight loss or
hormone balancing or you knowthings like that, and they would
not get good results.
I would hear the stories abouthow they were treated and what
things had happened and for themost part, the you know people
(01:39):
that they had seen, the servicesthey had sought out not only
were not helpful to them, but alot of times were detrimental.
So because of that, I finallydecided that I wanted to, you
know, fill gaps in my educationbut also be able to help clients
all the way through theirjourney.
So I'm, you know, solid in thefitness phase.
(02:00):
I'm certified in the fitnessphase, but I wanted to add to
that round it out withnutritional information and
behavior change and all of that.
So that's what drew me tofunctional medicine, health
coaching, and I found, afterreviewing several different
(02:23):
schools for that, that theFunctional Medicine Coaching
Academy was a very robustprogram.
It was a year-long programwhich I completed, and then I am
certified to work as a healthcoach and I could stay there,
but I am going to pursue myboard certification, just to
(02:46):
make sure I got a nice finish toall of that.
Joey Young (02:51):
That's awesome.
I love that dedication toquality and making sure you
provide the best service foryour clients and a comprehensive
service.
I think that shows a lot oflong-term thinking and I think a
lot of online coaches andwellness coaches, you know, in
this space they they kind ofknow one thing and they stick
with it, but you're looking toprovide a complete solution not
(03:13):
just weight loss or not just,you know, physique, but more of
the general wellness.
So I'm excited to talk throughwhatever you're facing in your
business right now, because thisis what Jess has agreed to jump
on and talk about.
She's starting her onlinehealth coaching business and she
wanted to talk about how shecan get that started up.
(03:34):
Well, get scaling quickly, getclients, really whatever she
wants to do, and I thought it'dbe a really fun opportunity to
record and then be able to sharewith everyone out there so they
maybe can pick up some tips andalso see that everyone starts
from somewhere.
We all have strengths and weall have weaknesses and we need
to focus on, you know, whateverthe roadblock is at our current
(03:56):
stage of business.
So, without further ado, jess,let's jump in what seems to be
some of the roadblocks you'refacing in getting your business
started.
Jessica Tobin (04:04):
I am right at the very, very beginning.
So I'm, you know, beginning to,you know, get clients.
I didn't have a lot of capitalto invest initially.
I still don't.
So I've been doing everythingon a shoestring, you know, and
(04:26):
I've been able to get a lotaccomplished.
So, as far as you know, I'dlike guidance in A affirming
what I'm doing but also thenwhat I can focus on, because
there's, you know, so manydifferent pieces that you know
(04:47):
go into it and I really want tomake sure that I get the best,
you know, return on my time andinvestment and putting it where,
where it's going to, you know,be most effective for me and my
business.
So right now, I have and I'vehad this set up all of my
socials, my website.
I have all of that set up, Ihave everything set up for.
(05:12):
So, with health coaching, thereis availability.
You know, a lot of timesthere's the option to do it in
person, but mostly everybodydoes it on Zoom, but mostly
everybody does it on Zoom.
So I have that all set up andI've, you know, been I already
(05:36):
had some clients for that andthen I also, on the flip side,
have things set up for fitness.
So I have options for Zoom, forin-person, so where I go to
someone's location.
Also, I have a home studio sothey can come to my studio and I
have the insurance all set up,everything for all of that.
I've also set pricing foreverything as the same.
(06:03):
I have health coaching pricedthe same as my fitness services,
because my idea is to have youknow, I have single price
sessions, but then I havepackages, you know, of six, and
my idea is to make it so that,you know, I have a consultation
(06:24):
with the client and then fromthere we decide do you need six
coaching sessions, do you needsix fitness sessions?
Do you want to do a little ofboth, which I think really is
ideal, because you know, thefitness doesn't, health, doesn't
happen in a vacuum.
It really is a holistic thing.
(06:46):
So that's, you know, again, theimpetus for me going back and
filling the rest of gaps in myknowledge.
So I do feel good about what Ihave set up now.
I'm slowly building clientelein both spheres.
(07:08):
So I, but now, on top of that, Ihave a lot of ideas on what to
do to bring in more business.
I do have you know, like I said, I have a good social media
setup so that you know I've gotthat part.
(07:29):
As far as advertising on socialmedia, I do have plans to reach
out to the local library and dofree informational sessions for
the community library and dofree informational sessions for
(07:50):
the community.
And especially, I'm located inIrondequoit and I feel like
there's a lot of fitness inespecially Pilates-based studios
elsewhere, but there reallyisn't a big Pilates presence
here on the lake Webster,irondequoit and Greece, and
those are such large populationsthat I want to be able to take
advantage of that.
Really, it's an untappedresource as far as at least
(08:15):
Pilates is concerned, becausethere really isn't a lot.
So I'm interested in figuringout good ways to hit those
populations specifically andwhat's going to be the best use
of my time in getting you knowin touch with that, because I've
(08:37):
also thought about, because Ialso do virtual fitness, because
I also do virtual fitness, so Icould use my platform that I
use that's open and public, toreach out to anyone anywhere.
But I just feel like it wouldbe more useful and effective to
(08:58):
focus on my community, mycommunity.
And another resource that Ihave been using and that has
been effective is reaching outto other people in the health
field.
So chiropractors, physicaltherapists, as sources of
(09:18):
referral to me and back andforth.
You know what I mean.
That kind of thing, that'sexcellent.
Joey Young (09:24):
Oh sorry, Go ahead.
Jessica Tobin (09:28):
I could keep going forever.
Joey Young (09:31):
It sounds like you've thought this through
really well and you've had someearly success.
What I like to call your typeof business is you're kind of a
fulfillment guru, like youreally know your service really
well.
When clients work with you, itsounds like they get a really
good result, and so the problemis not a quality service or
(09:52):
clarity on what you provide orthe quality of the outcome, it's
getting the pipeline filled inthe marketing end.
So, like when I think aboutbusiness, there's four different
pieces in my mind there'smarketing, there's sales,
there's fulfillment and thenthere's raving fans and repeat
customers, and I think that youhave fulfillment really dialed
(10:12):
in right now.
So to your question about howdo we attract more business to
these offers, my first place wegot to start is okay, where are
we right now?
And then where are we going?
So let's talk about, let's saywhat's your current goal
somewhere in the realm of thenext you know, six months to one
(10:33):
year for the business.
Jessica Tobin (10:36):
I would like to continue to scale up.
So I really would like a mixtureof both fitness and health
coaching, because I'm the typeof individual that would like to
be up and moving and doingdifferent things.
I don't want to get locked intodoing one thing all day long,
(11:00):
every day, you know, like tohave that mix and really just
but what I, what I have going onnow and clients that I'm
starting to matric.
You said I really focus on myclients.
I want to make sure that I givethem everything that they
(11:34):
deserve and that we're both, youknow, and myself, that I'm not
so overtaxed that I'm now nolonger able to give you know
that I'm now no longer able togive, you know, my clients
everything they deserve.
So I also do like the fact thatthings are slowly beginning to
increase, because it's just me,so I do.
(12:00):
You know, if I all of a suddenhad a rush of clients, that's
not going to work out foranybody because I won't be able
to handle them.
So that slow, I would like thatsix months, slow and steady
increase of of business andclientele.
Joey Young (12:12):
Right on.
Yeah, now it makes a lot ofsense and it seems like there's
a certain amount of slots inyour calendar in the next six
months.
You'd like to fill that.
That would be the goal.
So we're not talking aboutother coaches you're hiring.
We're not talking about doingthis part-time.
So how many, how many clientswould you need then, and your
(12:34):
caseload, to say you're full inthe next six months?
Jessica Tobin (12:41):
That's a great question and that's something
because I have I do corporatetraining as well and that so I
do want to leave availabilityfor that.
Monday through Friday, you knowmost of the day full up until
(13:10):
you know, and again workingaround my corporate clients and
my, you know, obviously inaddition to the clients that I
already have.
Joey Young (13:18):
So you're seeing people oh no, go ahead.
I was going to say you'reseeing people for about an hour
and Monday through Friday, youwant to leave some gaps for
lunch and other opportunities.
Oh no, go ahead.
I was going to say you'reseeing people for about an hour
and Monday through Friday, youwant to leave some gaps for
lunch and other opportunities.
Jessica Tobin (13:32):
So I'm just using round numbers like five, five a
day, mm hmm.
Ok, that would be a good placeto start again, because I don't
you know, I don't want to overburden my schedule.
Joey Young (13:43):
Right, and you do meet with these people on a
weekly basis, right?
Jessica Tobin (13:56):
It depends.
So that's also the thing Ienjoy about this business is we
work together to figure out whenthey're available when I'm
available, you know, becausesometimes ideally yes, weekly-
yeah.
It just depends on theirschedule and my schedule.
So that also is important tohave you know.
So it's a it's a balancing youknow game, because not every
client is going to be around allthe time, not every client is
(14:17):
going to continue their packageforever.
So then I also want to makesure that I have access to more
you know enough clients to fillgaps when I do have you know
clients that leave or are onvacation or you know whatever
might come up.
Joey Young (14:35):
Sure.
So for the sake of choosingsomething here, my thought is
we'll give you a little bit ofwiggle room by not
overcommitting yourself.
So if we say 25, does that feelgood?
And then you can alwaysreassess later, right, I mean,
it's not like locked in for thenext 30 years to exactly 25
clients, but that's a goodmarker, because there's a
(14:58):
difference between running acampaign where it's very ads
driven so we get high volume andyou're working a lot of leads
and we're getting a lot ofinterest because you want to
scale versus all right, we'rejust focusing on filling up your
calendar, and you said thatyour focus is slow and steady,
as opposed to diving inheadfirst September 1st.
I need a full-time income.
Jessica Tobin (15:17):
Right.
Joey Young (15:18):
So that's important.
So the first thing I think ofhere is okay, we've got a goal,
we've got a timeline of aboutsix months.
The first thing I think of hereis okay, we've got a goal,
we've got a timeline of aboutsix months.
I so resonate with what yousaid about marketing.
There is way more informationout there than there are good
ideas in marketing, and theproblem that entrepreneurs have
is not knowing how to market.
(15:39):
It's knowing what to focus onand then sticking with it over
the long term to make sure itworks.
Knowing what to focus on andthen sticking with it over the
longterm to make sure it works.
So the first thing that Ialways recommend for something
like this is doing thatin-person, one-to-one, like
connection building for theirinternal referrals.
It sounds like you've beendoing that.
So you're you're not scared ofcalling up a you know a GP or
you know a chiropractor andsaying, hey, I can do X, y and Z
(16:03):
, help your patients and youknow I'll keep you on my
referral list.
So that sounds like it's goingwell, right.
Jessica Tobin (16:08):
And I I do have a background in marketing prior
to this, so I've, you know,that's definitely served me well
in that I I'll find a decisionmaker.
You know all of that stuff.
Joey Young (16:21):
Yeah, and that's that and that's excellent.
I want to point that out foranyone listening who feels like
they're not confident reachingout to a human being and calling
them and saying, hey, I havesomething that can benefit
people that you serve.
That's usually a fulfillmentproblem.
If you don't feel confident inyour service enough to
personally talk to someone andrecommend it, then that's your
(16:42):
problem.
That's the first thing you gotto fix right.
There is making sure you have aquality product.
But you know, jess, obviouslyyou're.
You've got a great product andyou're confident in it.
So the next thing I recommend,which is the next easiest thing
to get clients, is to do somesort of referral or affiliate
program, because the low hangingfruit is people who love you
and have experienced yourservice and want to others to do
(17:03):
it, as people who love you andhave experienced your service
and want to others to do it.
So have we done anything inthat realm to get referrals on
the back end, or or mayberenewals on the back end of your
services?
Jessica Tobin (17:13):
I have definitely given clients contact
information, all of that toshare with you know other people
um getting there, I've gotten afew that have given me really
nice um write-ups as well to use, which I haven't yet but I will
(17:33):
Um, but I have.
I have thought, I have thoughtabout, uh, some sort of discount
or something you know if theyrefer a friend or something like
that, but I haven't put myfocus into that yet.
Joey Young (17:50):
Yeah, and I recommend that before diving too
deep into the outboundmarketing, because that is just
low hanging fruit and it can bedone very simply.
For example, your program issix weeks, you mentioned simply,
for example, your program issix weeks.
Jessica Tobin (18:11):
You mentioned, yeah, six, yeah, so I I set it
up as a six week package if theywant and it's cheaper than if
they do ad hoc, which you know alittle higher price yeah, a lot
of things, a lot of sense.
Joey Young (18:21):
Packaging is awesome and I love that.
I think there's an opportunityat the four or five week mark,
when you're coming to the end ofthat cadence, having a bit at
the end of the session where youjust set aside and you say, hey
, you know.
You know, julie, it's beenawesome working together.
I realize our time's coming toan end, so I wanted to give you
an opportunity to lock in adiscount to continue to work
(18:42):
together.
And if you do that before wefinish, you know, next week it's
going to be X percentage offand you're going to be able to
um lock in another six weeks orat that point it might even be
beneficial to offer a largercontract.
Maybe you meet less often butfor a longer period of time, so
you have a longer trail ofrecurring revenue.
(19:04):
Um, that's up to you.
But, um, offering that discountright, right at the point where
that, where they're hittingtheir, their peak results and
they're feeling the best aboutworking with you, that's the
perfect time.
Yeah, um, the other thing thatthey could hit them with that
particular point is you know,listen, I'm I'm also growing and
expanding my service and itwould be such an honor and the
(19:27):
biggest thank you for me.
If you just wrote down thenames of you know two or three
people that I could reach out toand see if they're interested
in what I have.
Jessica Tobin (19:35):
Yes, yes.
So for for the discount, whatwould be like a 10% discount,
(19:56):
because that's also somethingI've tried to think of as far as
making it worth their while,but not so much that I'm taking
a huge hit in pricing.
Joey Young (20:05):
Yeah, I think the cost of acquiring a customer.
They call it CAC, c-a-c inbusiness, and right now you
don't have any cost besides yourtime.
So I would think of it in termsof your time cost.
How much time do you spendacquiring a new customer and how
many dollars is that?
That's the percentage youshould take off of them signing
(20:28):
up, because when they sign upyou're basically discounting
them the same rate at which youwould spend in time to acquire a
new customer, and then yourreturns after that stay the same
.
So do you have any idea whatyour time spent per new customer
is at the moment?
Jessica Tobin (20:49):
It depends on.
Well, if it's on social media,that is a great ROI on my time
because it really doesn't takevery long and it has such a good
reach.
So I do want to continue tofocus my time on on that for
(21:10):
sure.
Um, and then I usually, as faras going the route of reaching
out to colleagues and people inthe industry that's usually
going to be a problem I wouldsay like a at least a couple
hours of my time because ittakes, you know, at least an
hour to do, you know, theinitial contact information, the
(21:33):
back and forth.
Then there's usually, I do youknow, we'll meet in person a lot
of times, or so that's anotherhour, and then sometimes we'll
exchange services as well, whichis also very nice because then
I can speak, you know, to theirstrengths and their abilities
(21:54):
and same with me, because it'sone thing to, you know, talk
about what you do, but it's awhole other thing, and
especially with movement andthat kind of thing where your
body is involved, if you canexplain how it feels.
And that's, I think, goes backto that you know, client
referral and why that's sostrong that you can have that
(22:17):
first person experience to relayto other people, so that might
be so to answer your question.
Maybe about three hours ifgoing that route.
Joey Young (22:26):
OK, three hours.
So at this point, how much doyou charge for your six week
program?
Jessica Tobin (22:33):
Three, fifty.
So that's about fifty eight asession.
Ok, and then my single sectionsare sixty five.
Joey Young (22:41):
OK, so fifty eight times three, it's about about
180 bucks, right, um, roughly.
So I'm just.
I'm just trying to get down toa rough number.
You can dial it in, but butthat's the ballpark.
If you're spending three hours,and three hours of your time is
that 100 and 180?
Um, we can start to work withthat.
How does that feel?
Jessica Tobin (23:01):
yeah.
Joey Young (23:04):
Yeah, I think that would be a good place to start
somewhere around there.
And then, once you have thatreferral program locked in and
the renewal is working for you,the next phase is, of course,
reaching out and doing outboundmarketing on social media, which
you said is providing a goodreturn on investment.
(23:24):
So is there any particularstrategy that you say is working
the best for you, or is thereany particular problem that's
really bothering you right nowin terms of your social media
marketing particularly?
Jessica Tobin (23:37):
I don't.
I really haven't the the littlebit.
I really it's very effective.
So I I really need to just doit because I do.
So I really need to just do itbecause I do.
I haven't even done the ads yet.
Like I have again very low ROIon that because the ads are very
scalable.
(23:58):
So, you don't have to invest alot of money.
You pick your area.
So again, that's a nice way toreach the populations.
You know up north near me, andyou know what I've gotten so far
is just from regular posts, soI haven't even begun to get into
the paid versions of all of it.
Joey Young (24:21):
Okay, so the regular post seems to be drawing in
people, and then are youspending time either messaging
people in the DMs or doing anyoutbound like commenting or
engagement.
Jessica Tobin (24:34):
It's coming in through messaging, but I do you
know, when I do getting, I doget engagement with the posts as
well, and so I make sure toengage with the comments and
that kind of thing too.
Joey Young (24:46):
OK.
So yeah, the way I think aboutsocial media, like any other
prospecting tool, is you knowwhat is the highest leverage
activity and how can we makethat a system to do that
activity on a repeated basis?
So for you know, a solopreneur,a simple KPI scoreboard with a
weekly metric to track that isthat high lever moving activity
(25:12):
is the best way to just keepyourself accountable and stay
focused on the high leverageactivity.
So, between the posting, theengagements and the DMs, what's
the highest leverage activity?
You've noticed that's givingyou the results here.
That's actually not justgenerating conversations, but
it's actually booking you.
(25:32):
Those calls the posts.
Yeah.
Jessica Tobin (25:34):
The posts and I do have in my website has a blog
, and it's really nice that it'sset up so that I can see the
metrics of visits to my websiteand everything which I think
most platforms have built inanyway, so I can also see, like
(25:56):
from my.
I posted about this and now Ican see how many people I've
reached or have visited mywebsite, and I've made sure you
know I have all of my businessinformation on my posted on my
website at the top of my website, and I've made sure you know I
have all of my businessinformation on my posted on my
website at the top of my website.
But that's also something that Ienjoy is I'm a published writer
, so I I've, I have already havea good body of blogs, so I I
(26:22):
also like to use that as a wayto market as well, because
it's's no one wants to see thesame stuff over and over and
over and over again.
You know eventually they'llthey'll tune it out.
So I I find that's a nice wayto let people know who I am and
what I do in a more interestingway.
(26:44):
So you know another way to get,get people to my site and bring
people in, and I have people,people, a few clients that have,
um, gone to, uh, my, my websiteand read my blogs and from
there, you know they'd beenreferred by other people, but
(27:04):
they did their research first.
So, and that also gave themcontinuing, you know,
encouragement to get in touchwith me, just because they
understand what my philosophy iswith health and fitness.
Joey Young (27:17):
Yeah, yeah, it's huge.
It sounds like that website isactually providing a great ROI
for you.
So that strategy of posting,then, is that going to be what
gets you to the 25?
Or do you think there's a gapthere and there needs to be some
other activity?
Jessica Tobin (27:37):
I do think there will probably be a cap, but I
also don't want to put all of myeggs in one basket either.
Joey Young (27:51):
And I hear you saying you don't want to do ads.
Yet the posting is working, sothat's great, so we can continue
that.
But as far as a next step interms of generating leads
besides the talking to doctorsand then posting I think a
really easy next step could beand this and this is where this
is where the art comes into thescience, right, and you know,
(28:12):
with your marketing background,you got to figure out what's,
what am I good at, what am Ipassionate about doing
repeatedly, cause you're goingto do it a lot and then what
actually generates results?
And it's the overlap of thatZen diet, that Venn diagram.
That's going to be asustainable overlap of that Venn
diagram.
That's going to be asustainable, usable tactic.
If it's something you're goodat and that works, but you're
(28:32):
not passionate about it, you'regoing to burn out.
And if it's something thatyou're passionate about and
you're good at but it doesn'twork, you know it's not going to
work either.
Right?
So, you know in terms of provenstrategies to increase leads
online and especially in thehealth space, and I assume
you're talking about LinkedIn,Instagram, those sorts of sites.
Jessica Tobin (28:55):
And Facebook.
Joey Young (28:56):
Facebook.
So you're going to find that alot of people are on there
looking for for the healthsolutions to their problems.
A lot of people need that,especially in the United States
here.
So one possibility could be anoutbound DM campaign where the
(29:18):
weekly metric is a specificamount of people that you're
reaching out to.
Maybe it's X per day, maybeit's 40, 50 per week, 100 per
week, whatever's at yourcapacity and this is similar to
reaching out to individuals forreferrals, but instead you're
reaching out directly to clientsto connect with them and
starting those conversations ina very, very open and connection
(29:40):
focused way.
For those who continue to talkto you, you qualify in the DMs
and then you talk to them aboutmaybe here's a specific thing
that that I could help you with,um in terms of their health,
and then they think, oh okay,this person's an authority in
that area, and then you're ableto book the connection call from
there, um, so what are yourthoughts on something like that?
Jessica Tobin (30:02):
Is would that be reaching out to people that are
already in my network, or peopleyou know, people that I already
know, or is this?
Joey Young (30:11):
Well, because you have that already with your
posts.
This, this is going beyond that.
So I think about people in yournetwork.
They're going to see your postsand those who are interested
it's going to show up in theirfeed.
So we have to find a way togenerate leads from people who
don't know you exist and bringthem into the realm of they know
you exist so they can be, theycan follow you, they can be,
(30:32):
they can message you and theycan find out about booking a
service with you.
Um, so there, of course, there'smany ways to make people don't
know about you know about you,but one of the best ways to do
it especially if you're alreadyactive in posting is is to
utilize those posts that nurturepeople in your network and
(30:54):
bring more people into thatecosystem of your posts.
And with an outbound DMcampaign, you can do that for
free.
You don't need to spend anymoney, and you can also scale it
up and down depending on yourtime availability for this sort
of activity.
Um, so I have, I have specificscripts and stuff for reaching
out and connecting with peoplein a way that's not sleazy and
(31:16):
that, you know, respects theirtime and respects your time.
So we can.
You know that's probably like aphase two thing, but, um, I
believe that that could be agreat next step for you, if that
you, if you feel like that's inyour wheelhouse to be able to
do and something you'd be ableto do every week and have fun
with it.
Jessica Tobin (31:33):
Yeah, and that's again something I do have
experience with professionally.
Awesome be you know.
So, finding finding individualsthat seem like that you know
that they would be a good fitfor my business, and then
reaching out that way.
Joey Young (31:54):
Yeah, the best thing that you can do is find people
who you have verified areinterested in your solution,
because you just don't want tobe blasting out messages to
anybody, right?
One of the best ways to do thisis to, let's say, an Instagram,
find a page of an influencerwho provides a similar service
(32:15):
in your space, or is just ahealth influencer, and you're
going to find on their posts,they get a lot of engagement.
And if you go to the people whocomment on their post you'll
know, these are people who notonly are interested in this
topic but took time out of theirday to connect and to network
and to contribute to theconversation around it.
(32:36):
And those are the warmest leadsyou're going to find on social
media without going the adsroute which you said you're not
ready for.
Jessica Tobin (32:45):
Yeah, well, and I don't mind going the ads route,
but this is more, it's going tobe more cost-effective, you
know.
But that's a really good pointthat I hadn't considered.
So that's something.
And I do have my um privateaccount and then I have my
public account.
So I've been, you know, thatprivate account, like you said,
(33:08):
I've been utilizing to, you know, advertise, to my current, you
know network of people andfriends and all of that.
So that would be, and this is,you know, part of the reason why
I have that public account.
So then that's also a way tobegin to interface with, you
know, new people.
Joey Young (33:29):
Yeah, yeah, and that's going to be the way to
grow the network, because whatI'm hearing, you know, you say,
jess, I mean a big picture.
I zoom out fulfillment islocked in.
You're very good at sales.
It sounds like when you talk topeople, there's not a huge drop
off than when people say noafter having that initial
consultation.
So we're really we're we'removing back out to marketing and
(33:53):
that phase is all about.
You know how do I make peopleaware, people who are problem
aware, aware of the solutionthat I provide, and so that's
that's, I think, the stage thatneeds focus right now Um cause.
Everything else seemsrelatively dialed in um in,
based on what you told me, andwe could do the DM route, we
could do the ads route.
I think both would work reallywell.
(34:13):
It's just a matter of you knowwhat sort of resource you want
to utilize at this stage.
Jessica Tobin (34:19):
Well, and I have no problem experimenting, you
know, so I'll start DMs.
It's just that time investment,See how that goes, and then if
I feel that I need to add, addthe ads, you know, then do that
and that I do really like andI've, I've done the, gone the ad
(34:39):
route before um, especially toadvertise my blog and it's the
same.
You know, it's just very nicethat it's all dialed in and
worked in now, and I've beendoing this for you know, since
the beginning of Facebookessentially.
So it's been really nice and,you know, using it for marketing
all the way through,professionally, on and off.
(35:00):
But so it's been nice to seeall the different tools that
have now been added that weren'tavailable before.
So I really do appreciate thefact that they will give you all
of your metrics, so uniquepeople, you know all of that
where your reach is, how, howmuch engagement you're getting.
Joey Young (35:19):
Yeah, Conversion rates.
You know people will clickthrough to your profile people
who followed from that post thatyou promoted.
All the details are superuseful.
I think, honestly, you couldjump right into an ad if you
wanted to.
So that's what I would do.
I would either do the outboundDM campaign or, if you feel more
comfortable and you want toinvest some money, do the ads.
(35:43):
Honestly, the biggest thingyou're going to have to do,
which is the hardest thing forall entrepreneurs is just
picking one strategy andfocusing on it for six months,
and that's the power of thescoreboard, and I have a
template of that I can send over, but it's just a simple
spreadsheet to keep track of.
All right, here's Jess's weekand what Jess can do to grow the
(36:03):
business, because we all have80% of our week which is just
keeping the wheels turning right.
The grindstone's got to grind.
We got to do what we got to dothe admin, the meetings, the
work that we already have, butwith that 20% margin time,
that's where we have theopportunity to grow our
businesses, where the non-urgentbut important tasks live, and
that's that precious time is soeasily used on three different
(36:26):
things, which means that nowwe're down to 6%, 7% of our time
focused on one strategy, whichis going to hinder it in a big
way.
Jessica Tobin (36:40):
So using one strategy in that 20% time is
going to provide a lot betterresults for you 20% time is
going to provide a lot betterresults for you, and I think
that's going to be a really goodway to you know, giving it time
to see how to judge itsefficacy as well.
Joey Young (36:56):
Right.
Jessica Tobin (36:56):
And it's just something I don't mind investing
in because you get such good,the metrics are so good with it.
So it's not just you're payingto throw out information and to
the wind and see if people talkto you, you can also go and see
like what is points areeffective and that kind of thing
with it as well, because soit's, you know, like a built in
(37:18):
value add, which I'm sure is whythey did it.
Joey Young (37:21):
Right, right, yeah.
So all the data nerds can likego in and just just spend all
day looking at the conversionrates and stuff, and I
definitely count myself amongone of those.
I can.
Jessica Tobin (37:30):
I can get lost in the data and so it's a little
dangerous sometimes but I do andthat and I do like you said, I
really enjoy um creating thoseposts and ads and all of that
stuff and it.
It is good, nice too, becausethen if you feel a certain
strategy you're using formarketing you're looking at the
(37:52):
numbers doesn't seem aseffective, then you can do a
different post and adjust fromthere.
So that's also a very creativeand fun way to do it, so it's
not just one thing all the waythrough, so there can be
different posts and different,you know, as as you go along in
doing it.
Joey Young (38:12):
Exactly, yeah, yeah, that that strategizing by
testing, I think is the biggestthing.
And you know, from marketingbackground, all marketing is
just testing, especially online,you know, ab testing, different
headlines and posts, and so,yeah, I think I think, jess, you
know you're, you're on a reallygood path.
I think that you know if youwant the ads route, you've got
some expertise you want the DMroute, that could be dialed in
(38:34):
easily and then it could savesome money.
Either one would work well, Ithink.
Honestly, it's.
It's just a matter ofsystematizing what you're
already doing and and maybeadding in dm campaign in the ads
, um, and for that I would, Iwould definitely recommend the,
the kpi, you know, scoreboardwhich I can send over and we can
have a follow-up chat about.
(38:55):
But I don't think I think you'reon a good path and it sounds
like you're.
You've got some momentum, aclear goal here, with 25 clients
, um, and everything seems to belocked in.
But but just, we need toaccelerate just a little more,
you know a little more gas inthe tank to accelerate us
towards this goal.
So let me ask you again whatwas the biggest takeaway here
(39:18):
from today?
What was the takeaway for youthat stuck out?
Jessica Tobin (39:24):
I appreciate.
I feel very validated.
I've worked in studios for adecade and it is a struggle to
get studio owners to allocatetime for marketing that 20%
(39:46):
should be spent trying to bringin new business, new clients,
and I like to have a focus.
So it's very helpful becausethere's just so many pieces and
routes to go and things to tryand do and routes to go and
things to to to try and do, andso having that focus of all
(40:10):
right, I'm moving forward withads and having that target of 25
people, you know all of that issuper helpful to give me, you
know, a good focus to worktowards a focus and a goal.
Joey Young (40:25):
Yeah, well, I mean, you have expertise in ads and so
when I think about the Venndiagram of you're good at it,
you love to do it and it works,I mean, and you add in, like the
bonus experience, I think youcan be very effective with a
small amount of money based onwhat you're telling me.
So the key for you is just goingto be focusing on that right
(40:47):
and pushing out all the otheropportunities, because you
sneeze and then there's a newmarketing website up about how
to get leads online, and so youjust got to tune all that out
and really dial it in and stayaccountable with that, with a
scoreboard you know, dailytracking those ads and the ROI
and each one and tweaking things, and so yeah, yeah, but you
(41:07):
know what I'm talking about here.
So I'm I'm really glad that wegot to have this chat and I hope
that it'll, you know, push yourclientele up and you'll be able
to achieve this goal here insix months.
I'm so excited.
Um, how do people get in touchwith you or find out more about
your services?
I want to.
I want to give them theopportunity to look you up if
they want to to give them theopportunity to look you up if
(41:28):
they want to.
Jessica Tobin (41:29):
My website is alignrochestercom A-L-I-G-N.
Rochestercom.
And then on Facebook andInstagram, because you used to
be able to say the socials andeverybody knew it was just
Facebook and Instagram, butthere's all these other things
on Facebook and Instagram.
I'm alignrochesterf Fitness, soeither route.
(41:50):
My website has contactinformation, information on my
services, and so do my social.
So it just depends on howcomfortable whatever platform
people are most interested inengaging, and the website will
have my personal information.
So that's where you'll find myemail phone number, but I'm also
(42:11):
very active in checking mydirect messaging on social media
as well.
Joey Young (42:17):
Awesome and I'll include a link in the show notes
here so people can just clickthere if they're listening to
this on YouTube or a podcast.
So that'll be great, jess.
Thank you again.
This has been so much fun.
And to anyone out there who isinterested in scaling their
business, let's have aconversation like this.
I'm more than happy to talk tomore online entrepreneurs about
(42:38):
how to grow their business inwhatever way I can, so please
reach out to me.
That's joey at joeyhyoungcom.
And hey, if you're here at theend of the show and you're
listening this long, drop areview.
Five stars is always nice.
You know what is it.
You know, if your mama said youdon't have anything nice to say
, don't say anything at all,just leave that five star review
.
And if you have any questionsabout, you know, the show or
(43:02):
anything, that's dm at joeyYoung on.
Instagram or Joey at Joey HYoung dot com.
Until next time, my friends,happy scaling.
Thanks, jess.
Jessica Tobin (43:12):
Thank you.
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