A friend is trying to hire someone to manage her Google Ads. She's worried that they'll cost more than they bring in. Or, worse, they'll kill the flow of leads her business depends on. Here's how to reduce that risk.
"I‘ve got a great product but I can’t get to the decision maker." That’s a problem we smaller business owners face a lot. Can I tell you about how a former client of mine got the decision makers to come to her?
There are a finite number of people who want what you sell, can afford what you sell and are in an area you can reach. Some portion of those people will use Google. That number is the upper limit of AdWords scaleability.
Ask 100 small business owners how they find customers and 99 of us will say "word-of-mouth". What we won't tell you is that our word-of-mouth marketing is not well tuned engine that spits out a steady stream of great prospects. They arrive by luck or magic.
Every small business owner needs to understand the cost of zero before they next invest in marketing. It does not matter what medium it is: Google AdWords, Facebook, LinkedIn, magazines, radio, or anything else. The reason these campaigns fail so often is never as obvious as you might think.