Chris Dayley from Disruptive Advertising explains that 76% of Google and Facebook budgets are wasted because most marketing companies approach marketing the wrong way, they get stuck on increasing traffic to a website and never move beyond this tactic.
If you're increasing traffic to a website that is great but is it the right traffic?
There Are Three Phases
- Drive More Traffic
- Be More Efficient (click and conversions)
- Deep Diving - This is where you need to be.
Do you know your target audiences and are you dedicating a percentage of your marketing budget to test new ideas. If you do no test you're missing out on potential opportunities.
Who Is Responsible?
Even if you do not understand how online advertising works, as the business owner it is your responsibility to learn the basics and to hold your advertising agency accountable.
Steps For New Business With No Expertise
STEP ONE: LOOK AT YOUR MARKETING BUDGET
You need to understand what you can afford to pay to get a customer. If you sell a product or service for $1000, are you prepared to spend $500 or $100 to acquire them?
STEP TWO: WHAT IS YOUR CONVERSION RATES
If your sales team converts at 10% to sell a $1000 product/service and it costs you $100 per lead you need at least 10 leads at $100/lead to break even.
STEP THREE: HOW MUCH TRAFFIC DO YOU NEED TO GENERATE
Your advertising agency needs to know information from step one and step two so they know how much traffic they need to generate to get your 10 leads. You need to keep them accountable.
Do Not Quit
If you're not getting the results you want from your online marketing campaign do not quit. You should change tactics, not dump the strategy. If you're using an agency, try a different agency and request a different approach.
ASK: "What are you guys going to be for us in the first 30-Days to turn things around".
If they say the same thing as your previous agency, go elsewhere. Too often agency focus on the top of the funnel where people are not yet ready to buy.
Moving People Through the Funnel
A) Top of Funnel - AWARENESS: An example of awareness is Coke advertising during the Super Bowl. These people are not ready to convert and there is rarely a positive ROI.
B) In The Market (But not ready to buy) - These people have a need and are starting to look. This is how they may come across your BLOG article. Some may buy though and your ROI may break even.
C) Ready To Buy (7%) - These people are ready to buy, but they're not convinced they need to buy right now. They need a little more convincing now is the right time.
D) Bottom of Funnel - READY TO BUY NOW (3%) - As long as you're targeting the relative audience.
Therefore only 10% are ready to buy, so if 90% are not ready to buy where do we need to be sending them in the meantime? This is why you need a well-defined marketing funnel.
At the top of your funnel, you may offer a White Paper, Free Book, PDF, etc. You give this away for free in exchange for their email address.
Send People To The Right Pages On Your Website
You do not want to send A and B people to the bottom of your funnel if they are not ready to buy. This will put them off.
This is why you need to know your audience and know what they want.
HEEL PAIN: If someone has heel pain you can either send them to the homepage on your website or to a dedicated page that is only about heel pain. If you send them to your homepage they could get distracted and end up doing nothing.
Chris uses a Casino as an example. When you walk into a casino with all the noise and bright lights it's very distracting and you don't know where to start. Once again it could be highly likely you'll leave and do nothing, but if someone put you in front of a slot machine, more than likely you'd play.
Specific Page Solutions
If they are looking for one specific solution then this is all you should show them. This is when a LANDING PAGE works best and is more effective than sending them to your website. Each page you send someone to has got to have the right value proposition.
E-Commerce Versus Service Business Websites
E-Commerce websites would have the landing page within their own website as there's potential the customer will look around and may buy more products, whereas a service business such as Law or Podiatry you'd be better off sending them to a specific page about the specific problem, that looks like your website, but has no menu options other than your contact details.
Paid Advertising Versus Quality Blogs
Whether you're in a competitive market or a small town with only one other competitor you should use both paid advertising and write quality blogs with good SEO to improve your organic search results.
It's been proven most people need eight touch points before choosing a supplier so the more places you can be found and seen the better. (Online Ads - Adwords/Facebook, organic search results, map listings, etc.). And don't forget REMARKETING PIXELS - You've already paid to get someone to your website so remarketing pixels are a must.
What Are Your Competitors Doing In Their Advertising?
Sometimes it's okay to copy what your competitors are doing, but also what can you do that is different? Test different ads with different messages. Work out f you should focus on prices, guarantees, etc.
Adwords Is A Volume Game
If you're not spending $5000 per month your not going to drive enough traffic to your website to be able to make decisions. A $500 budget per month for 50 clicks per month is too small a number to learn from. If you only have a small budget you should be learning how to do it yourself.
Weeding Out The Duds
There are some fundamental questions you should ask your advertising agency and you do not need to understand their answers fully. They just need to be able to answer them and if they can't you need to leave.
- What is your first 30-day strategy?
- What is your remarketing strategy?
- How do you progress people down the funnel, from top to bottom?
If you're paying good money to an agency you need to hold them accountable, this is your job.
Also, ask the following questions each month:
- What have you done?
- What changes have you made?
- What is your plan for the next 30-days?
Monday Morning Tip
Learn something new this week that you did not know last week.
You can also connect with Chris Dayley on Twitter and Linkedin @ChrisDayley
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