SaaS Interviews with CEOs, Startups, Founders
He Got 5000 Customers In Weird Way with Kevin Wilke Ep 5
25 Feb 2016
Chapter 1: What is the main focus of Kevin Wilkie's business?
This is The Top, where I interview entrepreneurs who are number one or number two in their industry in terms of revenue or customer base. You'll learn how much revenue they're making, what their marketing funnel looks like, and how many customers they have. I'm now at $20,000 per top. Five and six million. He is hell-bent on global domination. We just broke our 100,000-unit soul mark.
And I'm your host, Nathan Latka. In the last episode, number four, you heard how a high school friend went from student to $10 million entrepreneur selling electric bras. Okay, our guest today is Kevin Wilkie. Now listen, Kevin started cutting his teeth on internet businesses in 1996, where he'd make $100,000 in as little as six weeks, helping businesses market and sell online.
Today, he's the founder and CEO of Nitro Marketing. which does over $4 million a year in revenue by helping local businesses get found online. Throughout Kevin's career, he's generated over $30 million in revenue over, again, his internet lifetime. So, Kevin, are you ready to take us to the top? Yes, I'm excited, Nathan. All right, man, thanks so much for joining. This is gonna be a good one.
So, first off, anything I missed in your bio that you feel like people need to know?
Well, like you said, I got started in 96. So over the years, I've done a lot of stuff. And I've actually started focusing on online marketing for local businesses in 2009. So I have an agency doing that for the past six years.
But then my natural way of being is whenever I learn something, I just instinctively want to turn around and teach and help others based on what I learned so they don't have to go through the trial and error and frustration I had to. So Nitro Marketing is my training company where we do the teaching side of things.
Awesome. Well, yeah, I think so when you started, I mean, I was born pretty much in 96. So I mean, just kidding. Just kidding. I'm 89. I'm 89. I'm 89. Okay, but cool. So I want to dive in. What are you walking? It sounds like nitro marketing is your kind of your main focus. So I want to really dive into that. What does nitro marketing sell specifically?
Yeah, so we focus on people who want to start an online business and see success quickly, but they don't know what direction to go. So we teach them our proven business model of going out and helping local businesses do their online marketing for them.
So I found it's in their first day, they could go out and start seeing results and start making money quickly, build up a reoccurring revenue stream, helping local businesses online marketing and see a lot of success with that.
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Chapter 2: How did Kevin Wilkie start his journey in online marketing?
Okay, so it sounds like you're selling to those agencies who are looking for local clients.
More like the person that has a job that wants to transition out that by an online business. So we show them how to get started from scratch and become a local marketing consultant, even if they've never done it before.
Okay, so what exactly are they buying from you? I mean, literally, are they buying a password to a membership site? Are they buying a book you're sending? What are they buying?
Starting out, they're going to buy a training course. So it's kind of like a business in a box where it teaches them beginning to end how to get started in this business. So it's an online membership site. It's software. It's access to our outsourcing team to do the work for them and all kind of like everything they need to get up and going in the business.
Okay. And what membership site plugin or software do you use just out of curiosity?
Uh, the, uh, fascinating thing is even though I have an internet business, I am not a technical guy myself. So if we are going to ask these technical questions, I could, uh, BS my way through it.
But hey, I, we, uh, we, honesty is good. Just, uh, that's totally fine. And I think there's a lot of value to that. The fact that you have, you know, you're doing four million a year in revenue and you don't know what membership site site plugin you use, I think is extremely actually telling and refreshing. So you've built a team to handle a lot of this for you.
Yeah, so we use Entreport as our platform. So whatever their preferred membership plugin is what we use.
Okay. All right. Let's walk in and kind of jump into the top of the funnel, just like we're jumping into a swimming pool. What does this training course sell for?
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Chapter 3: What specific services does Nitro Marketing provide?
You can do the math, uh, 14%, 14%. Yep. 14%. Um, okay. So 56 sales came from the live one. And then again, the 114 came from those two replays and the recording. Now this is still before we get into the payment plan option, right?
Yeah, well, when we posted the recording, that was when the payment plan became available. Okay. So out of the 56 sales, we had three payment plans. Only three people asked if there was a payment option. But then overall, we had 62 payment plans. Got it. So at the very end,
somebody like wants to be a part of it but price is an option they're just waiting until there's a something comes available so got it that's helpful so okay good so um there's a bunch of different ways that we could kind of go with this but i'm gonna i'm gonna i'm gonna choose i think the webinar strategy is obviously really really brilliant i mean if you do the math there you've got 170 sales at 700 bucks a pop i'm really bad at math in my head but is that like is that 140 000 bucks
Something like that. Well, if you factor in what we'd collect on payments and everything else, it'd be $126,000. Yep, yep.
Great. And walk me through, people are probably wondering, like, wow, this worked really well. How did you fill up that webinar in the first place?
So this one is with a marketing partner. So it's like an affiliate that has an audience that is a good fit for our product. And they promoted our webinar to their audience.
So do they get a percentage of the $126,000 in sales?
Correct. And we do a sliding percentage. So based on how many sales they get, they make a higher percentage. So in this case, you got 50% of that.
Great. But it's minimal work on your end if the other person's doing all the marketing. So this is really just almost goes right to the bottom line.
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Chapter 4: What is the pricing structure for Kevin's training courses?
All right. Thanks, Nathan. I really enjoyed the opportunity.
In the next episode, number six, you'll see how best-selling author Bob Berg sold 2.1 million books and went from $0 to $20,000 per keynote, all in the spirit of being a Go-Giver. This podcast is produced by Oration Recording and is sponsored by Eddy Communications and Roanoke, Virginia's Grandin CoLab, the premier workspace for entrepreneurs and growing companies.