One of the most common questions I am asked is how do I market my business online and get customers automatically?
The answer is simple, targeted traffic. The more targeted visitors who come to your site and are interested in what you have to offer, the more sales you will make.
That’s all good and fine they say, but how much does that cost and how long do I have to wait to get results?
I tell them there are two types of traffic, organic and paid traffic. Organic traffic is where people seek you out, usually by finding you on a search engine like Google. Paid to traffic is where you pay to be easily seen online through different types of advertisements.
As far as costs, if you have a professional agency handle your online promotion it averages around $2,000 a month for each. The difference is that organic traffic will take around 3-6 months to show real results through SEO, plus if you add social media management, then you are adding another thousand or two per month on average.
The other route is paid traffic. This is immediate and can get you sales within a few hours or days. A professional agency will usually charge around $2,000 for a setup fee and then charge you between 10% to 15% of your ad spend after that. This is why most agencies have minimum ad budgets of between $5,000 to $20,000 per month, per client. With paid traffic, you are looking at an investment of $7,000 to $22,000 the first month.
Unfortunately, there has been a rash of people starting their own media agencies with absolutely no experience except for the online course they paid thousands for from an online “guru” to become an agency owner. These are well meaning and ambitious people who have absolutely no idea what they are doing, but know just enough of the lingo to get business owners to buy in and then lose vast amounts of money through wasted advertising and ineffective SEO.
And after all this has happened is when I usually speak to the business owner who finds me through a referral, or on LinkedIn.
What I have found from speaking with thousands of these business owners over the years is that they would not mind paying if they knew for sure they would get quick results with a good enough ROI to grow. In other words, they do not want to wait months to see results, or make a substantial investment on something they are unsure of and I do not blame them.
What I suggest is that they start out with something small that will get results quickly and with a far smaller investment.
If they are a company which sells high ticket products or services to other businesses, then I suggest a LinkedIn campaign. Even with LinkedIn’s new limitations, cold outreach campaigns are still highly effective for high-tickets items of $10,000 or more if done correctly.
If they are a company which sells lower cost products or services to consumers, or other businesses, then I suggest a Facebook campaign to start out with. These are campaigns where I build the ad and set it up for them and then they spend whatever they feel comfortable with.
I may also suggest a pay per call campaign to certain clients if they are a good fit. This would be when they pay me for a certain number of calls to receive over a period of time with the guarantee I would refund them for any difference if I do not deliver the number of calls ordered in the specified time. If you are a beginner, do not offer this method unless you really, really know what you are doing. This is nothing that can be easily outsourced because you are the one making the guarantee, not your supplier. If your supplier takes you to the cleaners, then you are stuck with paying the client back, not them.
Once the client sees results from the initial campaigns, then we gradually go in to other areas suited for their business. Each time we increase the amount of money they spend; we make sure they are getting back more than they put in.
If you know what you are doing, then this is a great way to shorten your sales cycle and bring on more clients. This shows the prospective client you are willing to partner with them instead of trying to get the most money you can get out of them. Even though that may not be the real case, perception is everything.
If you are a beginner, be honest and upfront about it and start out with very small and easy projects to get your foot in the door. Once you gain the client’s trust and you get to know them – very, very important, then they will be willing to take a chance on you because they know and trust you.
If you are looking for the easiest ways to generate leads online, be sure and check out my Linkedin page or The Visibility Store page for Facebook, Instagram & LinkedIn.
Glen Wearden is the Founder of The Local Business Promoter and has over 25 years of sales and digital marketing experience. Here are a few tips and tricks I have learned to improve my sales along the way.