Jake Sheldon on How To Hire Virtual Assistants, The Key To Facebook Ads, and Building Relationships.

Early Beginnings in Digital Marketing

Jake's journey began at 19 with a passion for digital marketing sparked by a YouTube video about Shopify. His initial foray into building websites for local businesses in Kearney, Nebraska, quickly expanded into a full-fledged marketing agency. This agency primarily focused on home service businesses, leveraging Google and Facebook ads. Jake reminisces about the early days of Facebook ads, noting, "If I could go back in time, things would be a lot different. Those were the golden days of Facebook ads."

Breakthrough in the Pest Control Industry

Jake's entry into the pest control industry was serendipitous. He met a pest control owner who needed help with digital marketing and door-to-door sales. Jake took on the challenge, leading to significant success. "We put on over 700 accounts in one year with $36,000 in ad spend," Jake shares. This success led to equity in a new pest control venture, Pest Works, marking his official entry into the industry.

The Power of Facebook Ads

With over 300 clients at his marketing agency, Jake honed his skills in Facebook advertising. He emphasizes the importance of targeting the right audience. "Knowing your audience is crucial. For instance, in Dallas, Texas, you wouldn't target 18 to 25-year-olds for pest control services. Instead, focus on homeowners aged 44 to 54 interested in home improvement."

Crafting the Perfect Offer

Jake highlights the necessity of a compelling offer. "Even if you have the best audience and service, a $10 discount won't cut it. A new company offering a 50% discount on the first treatment and a free mosquito control service for signing up for a year will outperform even the best-established companies with a weak offer."

Understanding Lifetime Value

Jake discusses the importance of understanding the lifetime value (LTV) of a customer. "Pest control companies should focus on the long-term value. If a customer stays for five to seven years, you're looking at thousands of dollars. Spending $100 on Facebook to acquire that customer is a worthwhile investment."

Challenges of Exiting a Company

Jake has successfully exited two companies but emphasizes the complexities involved. "Exiting a company is never smooth. It takes ten times longer than expected. Knowing your numbers and having systemized processes is crucial."

Delegation and Virtual Assistants

Jake is a strong advocate for delegation, especially through virtual assistants (VAs). "You can pay someone $5 an hour to handle tasks you're doing yourself. This allows you to focus on high-value activities." He started a virtual assistant staffing company to help business owners delegate tasks efficiently.

Initial Tasks to Delegate

For pest control company owners, Jake recommends starting with customer service and sales. "Get someone to answer phones and handle sales calls. You shouldn't be doing these tasks if you're making six figures."

Sourcing Quality Virtual Assistants

Jake advises on sourcing VAs from regions with good English proficiency. "For admin tasks, the Philippines is great. For sales calls, we prefer VAs from Mexico who have lived in the U.S. Their slight Hispanic accent is familiar to American customers."

Transition to Equity-Based Business Model

Jake transitioned from a retainer-based agency model to acquiring equity in companies. "Instead of charging a fee, I take equity and handle all marketing and delegation. This model is slower money but offers massive payoffs when the company is sold."

Securing Equity in Companies

Securing equity is challenging. "I've pitched the idea hundreds of times but succeeded with only 13 companies. You need to prove your value and have real-life results to convince business owners."

Building Relationships

Jake attributes his success to leveraging relationships. "Networking over time is key. By doing great work and maintaining relationships, I've met incredible people who have become business partners."

Conclusion

Jake Sheldon's journey from a young digital marketer to a successful entrepreneur in the pest control industry is a testament to the power of expertise, relationships, and strategic delegation. By focusing on audience targeting, crafting compelling offers, understanding customer lifetime value, and leveraging virtual assistants, Jake has built and exited successful companies. His transition to an equity-based business model highlights the potential for long-term growth and significant financial rewards. For pest control company owners and digital marketers alike, Jake's insights offer valuable lessons in building and scaling a business.

Full podcast episode here: