When a customer asks us this question, I always want to know:
Where do your current leads come from?
Understanding where you already get leads for your business is the key to finding value for your marketing budget.
Jumping too soon into an AdWords campaign when you don't have a landing page squeeze page set up, or your sales copy in not compelling enough to convert any prospective visitors you do get can mean you can waste a lot of time and money on advertising that delivers no results.
From the outside digital marketing looks very attractive, as once you set up your campaigns, done right it seems you could set it and forget, watching the inquiries come in. The facts are, the further away the contact point between you and the customer you are trying to attract to your business, the lower the average conversion rate for acquiring that customer.
The reason most small businesses don't succeed online is that creating a communication strategy where you don't get the power of the face to face interaction, the harder it is to share, define and explain your offer to your customers.
I always suggest to a small business owner that you analyse where your current leads come from, and work on improving your content and presentation before stepping into the world of digital advertising.
Creating memorable media creates engagement and gets results.
Ask yourself what improvements in presentation, or communication could you make to your existing sales material? If your current conversion rate is say 40%, if you increased your ease of understanding around your offer with a new brand, flyer, and website would that increase your sales?
When you feel ready to enter into promoting your business with AdWords, get a good strategy set up first.
You need to understand the conversion process and all of the content that will need to be created to assist a customer to evaluate your offer from your website. You also need to be clear about the cost of customer acquisition. Most AdWords agencies suggest if your business average sales value is under $250 because of the cost per click/ over the volume of inquires ad-words will never be able to deliver an effective return on your investment.
What advertising channels have you tried? What were your results?
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Speak to us for free one hour strategy session and we can assess what marketing channels we think would be right for your business