Posted by Matt Register

Jason Levin, CEO of GoldenComm, shares his views on marketing in a National Advisor Showcase Segment.

Please excuse any typos in this hasty transcript.

Matt Register: Welcome back to the show Texas Business Radio. Texas Business Radio becomes where you can find us online. Three ways to get your questions in. 844-814-8144 is our 24 hour call in line. We monitor #TBR on Twitter or go to the website, get your question in. That way, we’ll make sure we get the experts on here to get those questions answered. I’m your host, Matt Register. Jay Curry had to step out for a minute. He’ll join us here shortly.

If you’ve been listening to the show for any length of time, you know that we love bringing guys in that are here from out of town, here from out of state, that come in and have a wealth of information to share with CEOs here in Texas. We like to have them on. They make for interesting guests. This is our National Advisor Showcase segment for this week. If you’re getting … Most people at this point have websites. Very, very business owners are reluctant to know how to use their website to help benefit their business. What we have is a company here, a speaker, that’s speaking to CEOs here in Texas about how to get more out of your website. This is not a brochure, guys. This is a tool that you need to use to build and grow your business.

Jason Lavin, GoldenComm is his company. He’s here from sunny California talking to CEOs. Jason, welcome to the show, sir.

Jason Lavin: Thank you, Matt. Appreciate being here.

Matt Register: So GoldenComm, what do you do and who do you do it to? Right?

Jason Lavin: Yeah, good question. We make websites work harder and that work harder is the part that probably is the part that’s missing for most. As a business owner/advisor show, in my experience, most business owners, they don’t really look at their website as maybe their hardest working employee. Frankly, it should be.

Matt Register: Well, and we’re talking the vast majority do not. Correct?

Jason Lavin: In my experience, they don’t. Nope.

Matt Register: Talk to me about what your website should be. I mean most of them are … Actually, we were just looking a video during the break. We were talking to Super Bowl ad, a free website.

Jason Lavin: Right.

Matt Register: Well, that doesn’t mean that you’re going to get anything but a brochure right out of that website. Correct?

Jason Lavin: No doubt about it. Most people, frankly, when they come to us they say they want a new website. The first question I ask them is, “Well, how do you make money?” They say, “I just want a new website.” I say, “Well, I’m not sure I want to do that for you yet because I don’t know how you make money yet. Tell me how you make money.”

Matt Register: Sure.

Jason Lavin: That’s really the beginning of the conversation because after I can learn how they make money, then I can back into what type of website that they need because if the website isn’t making you money, there’s no reason to redo it. I don’t want to a redo a website that’s not making money to be another website that doesn’t make any money.

Matt Register: Sure. No, there is so much more to it than just how it looks. I mean I can’t count how many business owners I’ve seen that their website was built by their nephew or somebody that can throw together a website and it may look nice, it may not, but it certainly doesn’t have the backend functionality that’s going to drive leads, drive sales, do something else besides just look pretty. Right?

Jason Lavin: That’s right. Drive leads, drive sales. Maybe your website should be your best customer service rep. It depends on what you need it for. Maybe your website should be your best internal employee motivator because you’ve got competitions and gamifications. Your website, you need to identify what the technology can do for yo and then it should excel. There is no way you should have a person or even a team of people that could outperform your website. Leads is probably the most commonly sought after activity. People want more leads. Yeah.

Matt Register: Sure.

Jason Lavin: So my challenge is, well, how many leads do you create a week now? How many leads do you create a month? How much did the leads cost?

Matt Register: How many do you need? Right?

Jason Lavin: How many do you need? How many could you handle? We back into that. Usually what happens is, done correctly, the most highly effective lead that costs the least amount of money, that pays you the highest return usually is produced by digital marketing.

Matt Register: Sure. Well, and it gives you the opportunity. It amazes me sometimes how companies will spend a lot of time and effort and energy on developing a strategy. Yet, the website doesn’t tie into that strategy. If done correctly, it all ties together, and the purpose of the website is to achieve some strategic end, right?

Jason Lavin: Even your offline materials needs to be thought of, how does this affect the website? Because the website never closes. It never shuts down.

Matt Register: Right. It needs to be the center of your online universe for sure, the center of your business universe is that website.

Jason Lavin: Correct.

Matt Register: Now, what size of companies are you doing this for? Do they have to be very large companies for you guys to get interested in it or do you do smaller companies as well?

Jason Lavin: Well, in 23 years in business, we’ve collected a lot of companies. I would say the majority of companies that we work with now, they started probably five million in revenue and we’ve got three or four Fortune 100 companies on our list.

Matt Register: That’s a pretty big range.

Jason Lavin: It is a big range.

Matt Register: A five million dollar company doesn’t look like a billion dollar company.

Jason Lavin: No, but you know what? A five million dollar company can have just as good of a strategy as a five billion dollar company.

Matt Register: Well, here’s the beauty. Again, it’s something we were talking about during the break is the internet is a level playing field.

Jason Lavin: Absolutely.

Matt Register: Right? A smaller company can appear much larger and much more professional than they may be in reality.

Jason Lavin: Especially local. I mean a small local company can run circles around a big national company in a local market.

Matt Register: And if you’re not doing that as a business owner, you’re leaving money on the table.

Jason Lavin: Yes.

Matt Register: Well, interesting. When you come in and talk to guys, because you talk to a lot of CEOs all over the country, what is it that you’re telling them that they do not know? What is it that is their light bulb moment when you’re in a room with them?

Jason Lavin: You know what their light bulb moment is? I explain to them how Google works. They all use it as a consumer.

Matt Register: They don’t use as a developer.

Jason Lavin: They don’t use it as business.

Matt Register: Yeah.

Jason Lavin: No. You know, Jim Collins said something in his book, it’s Good to Great. It’s one of the books I refer back to a lot.

Matt Register: Sure.

Jason Lavin: He writes in his book, he’s got a lot of concepts in there, but one of his concepts are you have to find technology accelerators. It’s usually why I explain to business owners. I say, “How much money are you paying Google? How much are you paying Google?” They all say, “We don’t pay Google anything.” I said, “Well, that should scare you because you have arguably, the most powerful company in the world,” subjectively.

Matt Register: Sure.

Jason Lavin: I mean it might not be, but you’re going to put it up there. Google is, let’s say, for sure one of the top five most powerful companies in the world. “How come you’re not paying for its technology to work for you?”

Matt Register: Sure.

Jason Lavin: That’s the foundational question that we start with because if I were owning a business and there was something out there that was the most powerful company in the world, I would figure out how to use that technology for my benefit. Most business owners use Google as a consumer.

Matt Register: Sure.

Jason Lavin: But not a businessman.

Matt Register: Well, customers. If you own a business, your customers are certainly using Google as a consumer.

Jason Lavin: They are as a consumer.

Matt Register: And what happens when somebody has a problem today? They burn down Google and find a solution for it, right? If you’re not one of those being found, your competitor is going to be. Right?

Jason Lavin: Correct.

Matt Register: What advice would you give to a business owner right now that realizes that he is not getting the most out of his website?

Jason Lavin: I think the easiest asset test to do for a business owner is take your top line revenue and figure out what’s one percent of that.

Matt Register: Okay.

Jason Lavin: What’s one percent of your top line revenue? That’s your budget to start putting into Google. Now you need to find someone that knows how to spend it correctly for you.

Matt Register: Well and that’s the big thing too because they’re all created equal. You can pour a lot of money into Google and not get those kind of results.

Jason Lavin: You can completely screw it up.

Matt Register: But this should be a math problem. This should be able to get down to an x number of dollars and generates x number of dollars of revenue. Correct?

Jason Lavin: You’re absolutely right, Matt. Digital marketing is math. It’s not even advertisement because advertisement … In the old days, we use to say, “Advertisement, we think it’s pretty good.” If you’re an old ad guy or you had an ad agency working for you that say, “50% of our ads work and 50% don’t work. We just don’t know which 50% that is.”

Matt Register: Yeah, don’t know which ads.

Jason Lavin: Yeah. That’s a lame excuse today because now, it’s not advertisement, it’s math. You have these simple metrics that you do. Hey, how much does it cost per click? What’s the cost per lead? What’s my cost per acquisition? What’s my lifetime value of a new customer? How much am I willing to spend for a lead or for it to acquire a new customer? Once you get that math worked out, you can back into a really good internet marketing strategy.

Matt Register: And then pick your poison. You can bump it up or down as you see fit, as you have additional capacity, as business then becomes pretty easy. It’s a simple math problem, right?

Jason Lavin: That’s what we do at my company. I walk into the group. I say, “Do we have any bandwidth?” They say, “Yes.” I say, “How many customers do we need?” They say, “Two.” I turn on the spicket.

Matt Register: Dial it up a little bit and fill it up, right?

Jason Lavin: They come in, I turn it off.

Matt Register: Wow. Interesting. Jason Lavine is the CEO of GoldenComm. We’re going to have that linked right from if you’re driving and can’t take notes. Thank you very much for joining us, Jason.

Jason Lavin: Thank you, Matt.

Matt Register: Interesting stuff. We have a whole lot more Texas Business Radio coming up right after the break. In the meantime though, we got to pay a couple of our own bills. We’ll be back right after this. Don’t go anywhere.

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About the Author
Matt Register

Matt Register

In addition to hosting "Texas Business Radio," Matt is an investment banker and serial entrepreneur from Montgomery, Texas. He is the owner of RREA Media and Register Real Estate Advisors and a Managing Director and Principal at Corporate Finance Associates. He has a BS from the United States Military Academy at West Point and an MBA from Rice University in Houston. You can read more about Matt HERE.

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