Say It Ain’t So?

Man with glasses peeks behind a curtain with wide eyes. There is pure white copyspace to the right of him.

So some of you are thinking, “Brian … no!” but yes, I am talking about paying for advertising! Most of what I post, podcast and talk about are ways to get organic traffic to your website while avoiding paying for advertising. Sometimes paying for traffic and business just makes sense.

I have a client who spends $5000 per month for Google ads. That may sound like a lot of money, but each job yields them between $50,000 and $150,000. Wouldn’t that be nice for you or any business if you could get a 10, 20 or 30 times return on investment?


Cash regidter isolated with led display

The goal of advertising is to spend a dollar and make two. You would take that deal all day long, right? Well, I can tell you that I have tried and found it hard to make that winning formula work for me, however it’s not from lack of effort or experience … it’s just plain hard!

It takes a little bit of secret sauce and I want to share what I have learned with you.

Questions – Who Are You Advertising To?

  • Who Are You Advertising To? The major question is who is your audience. You may think you know who they are, but with advertising the question becomes more crystalized. Are you talking with current or potential customers? Who are you advertising to?
  • Boost A Post in Facebook? – When boosting in Facebook, you are generally talking to people who liked your page. The problem is that some may know, like and trust you, but they may never need what you have to sell!
  • Talk To People Who Know You? – Are you trying to talk with people who already know, like, and trust you? If so then you have a captive audience who will pay attention to you no matter what you do and you will have much more control over the messages!
  • Talk With The Audience Who Does Not Know You? – In this case you have to build the know and like as well as earn the trust. This is a cold audience who needs some warming up to who you are and needs to learn your value proposition! Give them a reason to continue to react and follow you.


Questions – What Do You Want?

Young Boy In Suit Doing His Tie To Look Smart

Is your goal to get people on a webinar, website or an email list? Chances are that this is the goal of new or perspective clients. Chances are that people already in your fold or on your list have been there and done that!

Your Assets

  • You Have An Incredible Amount Of Data – Most social platforms will allow you to export your friends, followers or connections. Take time to download that data and figure out how to use it before it goes away. You don’t own that data until you download it. You can import it into email programs, your marketing programs and more!
  • QuickBooks List – You have current and past customers. This is a list that you can leverage to communicate with and create look alike lists who may be interested in you, your messages, and your product and services! Create a CSV file, save it and use it in your social media and email marketing.
  • Export Your LinkedIn List – I paid a virtual assistant to categorize my contacts into clients, past clients and prospects. Now I can segment this into lists. Most of us just ramble along and don’t think about how to use and leverage this asset. You have taken the time to build a following, so make sure they can follow you in places other than where they first found you!
  • Email Addresses – Your social media contacts can go away in the blink of the eye. The Shade Room had 4.5 million fans and lost that in the blink of an eye! Thanks Dan R. Morris and Rachel Martin and the Amplify podcast for this tidbit. Invest in what you can own and manage. Download them to CSV files that you back-up in the cloud! Manage your audience and own your audience.

Final Thoughts

Large group of people forming the symbol of a dollar sign. Concept of success.

Take control of all of the effort that you have put in to create a crowd, audience and tribe. The goal is to create a community and not just a list!

The goal of any advertising is a three pronged attack … find the “Right Audience”, deliver the “Right Message” and understand the “Right Amount” of money you should to spend for your business that equates to the ROI (return on investment) that you need or want! Wish marketing is just that. Trust me, I have thrown good money after bad many times.

The saving grace is I am a Quickbooks junkie! I am anal about measuring what I get in return when I spend a dollar.

I hope you feel the same way and measure results. I would love to hear your thoughts, comments and feedback (if you don’t advertise, tell me why).

I would love to hear your thoughts, comments and things you use as pattern interrupts.