I was asked by a client to make his phone ring, he was in a reactive service business that he’d been in for many years. and was heavily dependant on Google Adwords and frustrated with inconsistent results and high costs – he knew that he needed help.Technology was a bit daunting and coming from a time where the yellow pages and billboards were the answer I could appreciate that there were going to be some challenges with understanding what I was going to put in place. I could see that he was by far the best business in Brisbane in his industry, it was a family business that he had put his whole life into and i really wanted to help.
I understood his focus on paid traffic, he liked Adwords, as this was the one thing that he could rely on consistently. I knew that he was paying too much and wasn’t ranking nearly as well as he could. I could feel his pain and appreciate his frustration. As a seven figure business with staff this business had to succeed.
I knew he wanted the results and didn’t want to know all the details about the research I was doing or the “online marketing strategy” I was creating and implementing, it was going to be blah, blah, blah until I could prove it’s value.
Preparing for a Paid Campaign
In order to setup an an effective Adwords campaign there is some pre-work required, beyond the keyword research that would be expected, particularly to get the website right so if would convert that Google traffic. I setup a great looking new website with a few important features and relevant content that would be important to his customers and was designed to increase conversions.
Knowing that the client wasn’t that interested in the website I asked him to a quick review and approve it before it went live, but I knew this was of little significance to him. I told him the night of the cut over as a courtesy though.
The following day he called me at close of business, there was a sense of urgency in his voice. “Tracey what did you do today? I thought you would tell me before you cut over to the new campaign?”
My Business Doubled
Initially I was caught off guard, I explained that all I had done was to change over to the new website and asked what were his concerns, what was it that had changed for him today? “Well my business doubled today!” “ I also had query from a commercial client”. This immediate result was an impressive.
Of course, I was thrilled to have made such a difference overnight, as the was the client. (I had also captured an additional 25% of organic traffic through Google business with the changes).
Get a Good Strategy
I hear all the time how business owners ask for peace-meal solutions, thinking that one single thing will give them the answer to more customers, increased revenue or the target they have in mind. It really reiterated for me how important it is to have an overall strategy that is tailored to their business.
People engage an expert to get the results they can’t. Often they don’t want to hear what’s required to take them to the next level, they simply need a result. As a service provider it’s all to easy to be a pleaser and tell people what they think they want to hear. It takes foresight, belief and courage to stand in front of a client and tell them what they need, not just what they want to hear. To act with integrity, give them a strategy that will serve them long-term and delivers real ROI rather than take their money and give a short-term feel good experience.
For any business owner serious about getting better results I’d recommend finding a marketing expert that puts together a custom strategy to ensure the business needs are put above all for the greater good and to achieve outcomes beyond exceptions.
Research and Analytics
How effective is your current marketing? Take the time to look at where you are currently positioned. Get a comprehensive report that shows you appropriate research and shows your market, competitors and website A good report will provide you the knowledge and insights to make informed decisions to setup an effective marketing strategy so you can get a better return on investment for your money.
If you would like to improve your Marketing Strategy to increase leads or to get a Customised Online Report to help you make decisions on your next step contact [email protected] or call on 0477312120.