Full service digital marketing agency 7 figures with 8 American employees/15 around the world started 10 years ago.
Local, service based SMB. Painters, home remodellers, etc. Conversion-based website design, SEO, local SEO, PPC all for lead generation.
Finding the right clients and offering the right service is probably the hardest part.
His best results have come from strategic partnerships. Who do they go to already and who do they trust, you want to get into a referral setup. This accomplishes half the work before you’ve even started.
- Their website sucks and they want a new one
- Their old SEO company sucked
They basically all just want more business
To find clients, you can start with just looking for companies that don’t even have a phone number.
Local SEO campaign, Local PPC campaign, local review generation campaign.
- Average website runs between $3500 and $7000
- Marketing services several hundred to $1500/mo depending on aggressiveness
$300 barely covers the management fee, so for small businesses you should be looking to pay $500-1000 per month in local advertising. It’s not an expense if it’s making you money every month. You need to position the conversation this way, as an investment.
Many, many businesses fail to grasp the concept of spending money to make money. If you can buy $1k of ads and it makes you $1.1k, you should do that all day every day without hesitation in most cases.
Of course, you need to look at what a lead is worth. “To make this make sense, we need to generate x number of leads…”
Tracking with Google Analytics and form submissions as goals. Phone calls are tracked as well, have their local number on the website but have the phone numbers swapped out based on the source they came from.
Can rework existing and working campaigns in the same vertical, in other areas.
Uses Google Adwords Keyword Tool for research for new businesses. Ask them what they would call their services, find out what their customers actually call them. Expand on these seed keywords. Doesn’t need to be as specific and long tail as SEO, your limit is your budget.
They are above industry average, he doesn’t like a CTR (click through rate) less than 3% most between 6-9% after a year of running campaign. Then conversion rates north of 20%. Between 25 and 30% is ideal. CPC varies between regions and industry for same keywords as a function of bidding competition.
Click charges will always go up, that being said their costs can be offset by the results they have built from SEO over the years. As a result of optimization through time, the Cost Per Conversion should be going down in spite of CPClick.
Commercial intent is important to consider for keywords, paying for clicks from information seekers can get expensive. Look for buying phases rather than the initial browsing phases. Cost, price, or reviews are where consumers are narrowing down their options and looking to buy.
Google Tag Manager and Analytics are mandatory. Configure your goals: pages for form submissions, custom events (calls from specific campaigns/sources, outbound clicks in some cases/funnels)
Biggest challenge is keeping the pipeline full/growing and making sure clients are paying enough to be worthwhile. Cheapest clients are the biggest pains in the ass/consume the most time/create the most headaches.
Google is still the biggest search engine out there so it’s great for these kinds of companies. If you maxed out Google, you might reach diminishing returns on optimization so duplicating your campaign to Bing may be worthwhile. Click charges can be 30-60% less. Facebook is the next frontier.
Facebook can be a gigantic pain to get approved for. If you want to play in that space, keep it politically correct (i.e. not my blog and products).
Remarketing is good. Information categories would be ideal, significantly cheaper than the search engines, far better demographic targeting than search (similar to Google Display Network). If you understand your customer profile well, Facebook lets you really drill down into and target that specific demographic. Lower cost + laser targeting = 😃 Ads are more image based rather than their success being based on the text. You’re in a different environment with a lack of intent which you need to interrupt.
With his skillset he could invest in websites as virtual real estate. Rather than a mortgage and a big down payment on real property, he could invest in a website that would return his money in 1 year and which he has the skills to renovate/improve/optimise and increase the cashflows. You don’t need to start from scratch or test the market and see what works, you could purchase a website that is already working and scale it.
empireflippers and http://flippa.com are the only 2 website worth looking at for this.
Thanks to Andrew for sending these over and letting me post them!
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