So I started a business, I love what I do, but how do I advertise to get customers?
This is likely the lifeblood of all businesses — getting paying customers that become repeat customers and raving fans.
In this blog, we cover excellent ways to get in front of your ideal target customer to know, like and trust your brand.
If you haven’t seen our Customer Acquisition Program video, AKA The CAP Method, head here to watch how you can turn clicks into customers by following a simple formula we created:
You can scroll down and skim at any time but I want to show a little context so this may resonate a little more (in case you’ve heard this before).
Here’s a chart of where ad dollars are going today which shows Digital Marketing finally outgrowing Traditional Marketing. The adoption rate will grow fast as Traditional Marketing fights to avoid the fact that it’s a melting iceberg.
Understanding Your Ideal Customer
This is always step 1 and gets skipped so often. To be able to attract your ideal customer, you’ll need to know who they are.
If you’re an existing business, this is pretty simple to do. Describe your best clients as closely as possible.
Here are some traits you should know about them:
-Where they live
Where do they hang out? Advertise there.
Do they go to coffee shops all the time? Are they frequent phone-goers?
After figuring out who your ideal customer is, now you can format everything based on these people. An ad going to a 20-year-old is going to be different if it was shown in front of a 50-year-old. Based on what’s relevant in their lives, the ad copy, format, and picture/video will be different.
Why should they choose you?
This is big. I always recommend having an irresistible offer your audience can’t say “no” to. Think of it this way: What’s the highest dollar amount you’re willing to pay to buy a customer? To further understand why this is critical, let’s do some basic math. Then I’ll show you a few examples.
You own a local private gym. Your most popular service is group training for $300 a month. Clients then upgrade to a few private sessions to get their form improved with more attention and become stickier clients with you. They stay for on average 3 years and refer 1 person during that time period.
– 1 client
– Lifetime Value = Monthly Price x # of months they stay with you. $300 x 36 = $3,600.00
– Each client refers 1 client, so double down.
Based on this scenario which is realistic, for each client you “buy” from advertising, will lead to $7,200.00 in revenue.
Now apply this to your business…
RESOURCE: I’ve created a budget calculator so you don’t overspend or underspend on your marketing. Go here: https://m.me/rahulalimdigital?ref=w5207170
Now that we understand the math, let’s go back to the “Irresistible Offer”
Your irresistible offer should be something that your audience has no reason to say “no” to. The idea is to get them in the door. For the gym, you may offer a free week trial. The key is not just to get them to sign up, but actually come. A lot of people sign up but then forget when it actually comes time to take that action. Send reminders telling them to come in. In this case, text reminders would be the most effective.
When you get them in the door, their experience will entice them to purchase an actual package (hopefully…). Even though you “lost money” for that week that they came in, they are now in the process of becoming a lifetime customer. $7,200 for you!
Plugging any Advertising Leaks (Try my automated follow up- FU Monster)
We use our preferred and proven method, called the CAP Method. This is the Customer Acquisition Program. While this is our playbook, we share it so you can apply it to your business too.
You want to make sure your automation is dialed in. With automation software, it does the job for you! Following up is so important and is usually the reason you close deals. Following up should be systematic so that you know what is coming next in the process and you can repeat this process for any incoming lead.
Make sure your system works and there is no leaks. Test it multiple times with different people so that you don’t lose credit and miss an opportunity.
We made a follow up system that we use to close deals and stay in front of our competitors. Closing the deal happens after the 6th or more follow up. On average, people try two times. This is where you jump in at other people’s loss. Try my follow up at fumonster.com
7 questions you must ask your marketing agency:
Like any new service, you’ll want to hear about the experiences other companies and businesses have had working with them. Ask your contact at the agency if they have any testimonials you can read, but be sure to do your own research as well. Companies will usually only provide the best testimonials they have been given, so do a little digging and see if you can find any negative reviews online to get a complete picture.
- “What do others say about this digital marketing agency?”
Ask the agency to describe all of their areas of specialty. Marketing only works when each component fits seamlessly together to create a larger picture, so if the agency you’re considering hiring only focuses on one channel (such as only SEO or PPC), you may want to consider someone else.
You’ll want a stable agency that can deliver a great website, understands PPC, knows how to approach social media and can develop a great SEO strategy. Be sure that the agency you hire can master each of these areas as part of one cohesive effort.
- “What else do you do?”
If a marketing agency guarantees perfect success, it is probably a scam. Success cannot be guaranteed, but a dedication to doing their best to bring you success can. Look for patterns of success from previous clients the agency has worked with, and ask for examples of how the agency has brought success to their clients in the past.
While the success of one client does not guarantee success for every client, if the agency consistently brings success to the companies they work with, you have a better chance of gaining success as well.
- “What can you guarantee?”
Any good digital marketing agency knows that each client needs and deserves their own specific marketing plan. There is no one-size-fits-all approach to developing a proper campaign, so ask what specific areas the agency would focus on to increase your success. Beware of cookie-cutter replies.
While the agency might be reluctant to go into detail without a contract in place, a good marketing firm will be able to provide enough information to give you a clear understanding of what they’ll do for you. Make sure they take your unique perspective seriously and are willing to work within your own personal needs to bring you results.
- “What will you do specifically for me?”
So much of a business’s success relies on how strong their SEO practices are, and how strong an SEO strategy directly relates to how well a marketing agency knows Google’s best practices. If a marketing agency cannot give you an in-depth perspective of how they follow Google’s best practices, you should probably move on to a new company.
When considering what marketing agency to work with, you should only do business with a company that fully understands how SEO works and what needs to be done to get your name at the top of the search results.
Here’s the best test: ask them to describe their white hat techniques. If they waffle, waver, or give any indication that they are anything but white-hat all the way, it’s likely they employ techniques that are not white hat—such companies are best avoided.
- “Can you describe how you follow Google’s best practices?”
Marketing for your business is one of the most important decisions you will ever make for your business! Choose wisely. You will want a marketing agency that has experience in your field or can demonstrate they can get the job done for your business. Look them up on social media to see if they post valuable content and google reviews to see their ratings online!
- “Do you specialize in working with [your business’s niche]?”
Every marketing campaign is different, but your goals need to align with the goals of the marketing agency. If they measure success by a different means than you’re looking for, you may have trouble down the line getting the results you want.
Ask your potential marketing firm how they determine if a campaign has been successful. If their response aligns with your idea of a successful marketing campaign, it could be a good fit.
And make sure you understand what they tell you; there’s a whole language of lingo to describe the technical aspects. The important takeaway from this conversation should be that you know what specific data they’ll be measuring to increase your client base, expand your brand, or whatever your firm’s goals are.
Digital marketing has a mountain of known best-practices and tricks, but it’s far from a-one-size-fits-all approach. If you’re looking to hire a new digital marketing agency, be sure to ask them all of the right questions before making a decision. You want an agency that will work to fulfill your unique business desires and will work with you and your goals to provide you with the results you’re looking for.
- “How do you measure success?”
Taking Massive Action
Tools are only as good as the user. Success is right around the corner and you are right there! With a budget calculator, figuring out your avatar, and having a great follow up system is more than enough to get started!
Procrastination is your biggest enemy right now. Stop putting off this opportunity as the time for automation is NOW! I want to help you bring in quality leads that will stay with your business for the long-haul.
Are you ready to take massive action today?
I bet you are! Click this link for your complimentary strategy session