I had a marketing strategy call with one of my client last 19 November 2021. He spent a few thousand dollars here and there on marketing his business but couldn’t get consistent results.
Somedays were good some bad
He said: (I don’t know what should I do I’m overspending on ads should I stop or should I keep going?)
So I asked him the following questions
Question #1: What’s your marketing channel
He said hmm, I’m spending some $$ on Google ads and paying for some ads on Yelp
Question #2: What’s % of clients coming from Yelp and Google?
He said I’ve no idea I don’t know how to track that.
The moment he said that
I was like (I got the answer)
There might be some other problems will look into that later but for now, I know what’s missing
Before you spend another dollar on marketing do the following things:
#1 Know your target audience
There are two things you can do to know your best audience
If you are getting started and have zero customers
Start with people you know if you don’t know anyone it’s okay we’re not living in 1980 anymore
Go to Facebook groups, or connect with people on LinkedIn that you think might be a good fit
Talk to them share your idea with them and see what they think.
If you already have a few customers
Look at your most profitable customers
- People who spend the most money with you
- Recommend you the most
- Appreciate your work
There are many more of them out there go find them
#2 Know their pain
Every customer has some sort of problem that’s why they buy what they buy
For example: Why do you go to a dentist?
Probably one of the following reasons
- Bad breath
- Cracked or broken teeth
am I right?
Talk to your customers and identify the root cause of buying your product/service
Once you know that pain
Use it in your ads, copy, and landing page, and in your messaging
#3 Track your data
Remember the story I told about my client?
That client had a problem with tracking the data and knowing which channel, campaign, or landing page is generating the most results at a good ROI.
Tracking is one of the most important aspects of your marketing
If you don’t know where your customers are coming from and at what cost?
You will always be overspending and most of the time losing money
So before spending your marketing dollars
Make sure you have a proper tracking system in place to know where your target customers are coming from and how much money you are paying for each visitor to become a customer.
Here are a few resources that can help you with tracking