I was horrified. I had just asked David (not his real name of course) how many sales he had made from our latest Google Ads campaign.
Over the last year or so we had been adding new campaigns for each of his product lines. They’d all produced sales. Now he was telling me that this one hadn’t delivered anything!
David explained that it could take years between the first contact and the order. They sell billboard-size video screens. They're normally installed as part of a new build or major upgrade. (You’ve probably seen his work if you’ve visited any of the new stadiums or high-end malls in Southern Africa or the Middle East.)
They needed to find out who the architects and engineers planning these kind of projects were long before the first bricks were laid.
David’s sales team were skilled at building relationships, but, unless they knew which firms were planning their kind of project they couldn’t get started. Cold-calling all the architects and electrical engineers in the book would never work.
Every enquiry we sent was a request for David and his team to introducethemselves. Some of their professional relationships have lasted for more than a decade and resulted in several major projects. Each one is treasured.
Do I really need 7 websites?
Two groups of people visit your website: people who know what you sell and strangers who don't know you but want what you sell. One website can't serve both groups effectively.
Does PPC work for accountants?
The short answer is “Yes, but only sometimes”. Google suggests that AdWords will work for any business but this is not true in real life.
How do you test a business idea?
You don’t want to invest time and money on a business idea unless you’re sure that it’ll get traction. Read on to learn how to use Google Ads to test an idea before committing to it.
How to turn leads into sales.
Two businesses in the same industry. One converts 5% of website leads into sales. The other converts 60%. Read on to find out why.
I can’t get to the decision maker.
"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?
Is AdWords scaleable?
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.
Is AdWords worth it?
"Is Google Ads really worth it? I have found that through tracking my CPC, I am not having that much success." was asked on Quora. My answer saved below.
Selling to strangers is different
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.
The cost of zero.
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 Ads, Facebook, LinkedIn, magazines, radio, or anything else. The reason these campaigns fail so often is never as obvious as you might think.
Will Google Ads work?
Thinking about advertising on Google? There are thousands of people who've used Google Ads and never made a sale. You don't have to be one of them. Read on to learn how.
Zombie Hunting Wednesday 3pm. You in?
We’ve all got zombie leads. These are people we’ve quoted who haven't said yes. They haven’t said no either. Instead they’re ignoring us - our emails go unanswered and they’re always too busy to talk.