Take Control & Grow Your Business!
For anyone who is looking to grow their business! They need to understand a few things!
We need to use "Paid Marketing" for a system of control. You can turn on the switch, and increase the budget to get more results. You have total control!
With SEO, you are relying on the search results to show rankings of your posts in the top pages of Google. That is no system of control if you ask me. Because you are in the state of "waiting" for results. I do not want to be in any stat of waiting for any results to come, I want to go out and get the results with my own two hands!
With Word of Mouth Referrals, you are again relying on your customers to spread the word of your brand to others. This is by far the more effective form of marketing because the credibility of trust is already established through your clients... However, it is not the way you want to ideally scale your business, because once again, you lack that system of control!
I am not saying that it is not an effective form of marketing, I am just saying that you should treat it as like a bonus! I want to measure accurate results from what I can control because I can not force my rankings to show on page 1, nor can I force someone to spread my brand to other people regardless of the good job I do or not!
Measure Your Return on Investment!
One common mistake I tend to see with Fitness Professionals is the inaccurate measurement of their Return on Investment (ROI).
They often measure "immediate" return on investments instead of Lifetime Return on Investments.
This is a very bad habit to consume because of the following....
1. Measuring Immediate ROI forces us to drift our train of thought on instant client lead generation and keeps us from focusing on retaining that client for a longer period of time!
2. We prematurely take levels of actions to our marketing campaigns that appear to be failing instead of measuring the success of a long term client. We may even pause an ad campaign that is generating us a $100 Cost Per Customer, only to focus on a $30 Cost Per Customer Aquisition.
Even though the $100 Customer stays with us for 1 year which gives us an estimated value of $3,000.
The $30 Client may give us a cheaper sale however in the long run may stay for only 3 months giving us a Lifetime Return of only $750.
If you ask me I would focus on the $3000 client and then try my best to keep him for another year (since he already stayed a year anyway and it is easier to keep long term clients than short term clients!)
You see, you want to make things easy! NOT HARD!
You need to be everywhere! Not just Facebook!
Facebook could shut us down anytime they want to! And not a dam thing we could do about it!
They could pull the plug! They could slap your hand! They could even just in turn stop ads to begin with! Who knows!
I do not want to put my business in a predicament of being a slave to one single platform where they are so many others out there that have your potential customers waiting to see your brand!
Put your face on all the channels, Youtube, Instagram, Pinterest, Google Search, Yahoo, Bing, all of them! ALL OF THEM! ALL OF THEM! ALL... OF..... THEM!!!!
And not to say that anything bad will happen but hey! I can tell you what will happen!
You Cost Per Lead that you are getting on Facebook right now which is $5 per Lead! Will drop down to about $2 per lead!
All because some of those users who seen your face on youtube are now seeing you on Facebook and remembered your offer and took action to go forward without hesitation!
But, you don't want to do this? You want to measure that immediate return? Because you didn't get any results from Youtube (for example) you want to pause ads. Then your costs on Facebook go up because they are not seeing you on youtube anymore!
It all comes down to being able to measure all platforms as attributions instead of "Last Click" attributions!
How many times does it take for people to make decisions!
I don't know! Studies show that it in 2015 takes on average 3-7 times for a buyer to make a decision on a medium to low size ticket product or service!
But that was in 2015! So ain't no telling now!
What I recommend you do is, ask them! Don't be afraid to ask people! You are going to learn a lot and understand what it is you need to present to your market!
Most important, you may even find out that the people you are asking are not your ideal targeted market anyway!!!!
I created a short survey questionnaire funnel inside of click funnels that does this that! Take a quick look at it and you will see some ideas of what you can use to ask your market!