Clicks matter but what matters most is the desired outcome. You’re investing time and money into your marketing so you want a decent ROI. Right?
Most web marketing companies will tell you that for online marketing to work, all you have to do is throw up a website, do a little SEO here and there, and spend a little money on AdWords.
Like I said, these guys are just catering to the lowest-hanging fruit. That’s why, most of the time, what you get—is a poorly optimized website and an AdWords campaign that does nothing.
The real reason these guys continue selling you myth after myth is because they don’t understand one simple truth. It’s all about the customer journey.
So what’s the customer journey?
Old advertising and marketing is no longer effective.
You know, guys on television screaming at you. Telling you to “Come on down to Crazy Larry’s Used Car Sale Barn for The Daily Deal.” We push back at that type of selling.
What works now is walking alongside your customer. Letting them know that you’re just like them. To earn their business they must see you as more than just a guy selling towing services, you must become a trusted friend.
So how do you do that in the digital age and still get a decent ROI on your marketing dollars?
Ok—you want clicks to your site to build authority right? Because you know that the more authority your site gets the more often it will be visible in search results. And you want likes on your Facebook business page because you know that by creating engaging content you’ll continue to be relevant to your followers. Right?
The whole goal for doing all this stuff is so that, when any of these folks need a tow or roadside assistance, they’ll give you a call. But it will only turn out this way if you do the dance.
The customer journey is similar to asking a girl out on a date. At first you’re not even sure she knows you exist, so it’s your job to get her attention. To do that you might wear nice clothes, play sports, or drive a fast car—whatever it takes.
Once you’ve attracted her attention and she starts talking to you, the last thing you want to do is sound like an idiot, so you have to play it cool. You got to make her laugh and keep it light, and then eventually you’ll be considered a trusted friend. And…after a while, if you’re sincere and treat her right you might just get that date.
In the digital marketing world it’s the same way. Getting attention on social media starts with creating an effective Facebook Like Campaign. To get the girl’s attention here you create an ad that’s cute, funny, or uplifting. Then, once she likes your ad and clicks on it, don’t try and sell her anything. If you bombard her with salesy stuff she’s gone.
After she’s liked your ad, your posts will begin showing up in her feed. But now’s not the time to sit back and relax, if you do that she’ll get bored and move on to some other guy. You must continue to entertain her, and you do that by creating and sharing engaging posts.
But in order to clinch that first date, which would be having her use your company’s services, it’s a good idea to include one more step.
Create another Facebook marketing ad using a Facebook Pixel and attach the pixel to your website.
Then create some posts that link back to your website and when she clicks on these posts and lands on your site, the Facebook Pixel you created will allow your ad to be shown to her every time she logs into Facebook. It’s a little like digitally stalking her, but without being creepy.
The point of doing all of this is so you’ll be everywhere she goes. And over time she’ll come to regard you as the go-to-guy in the towing business…because you’re so familiar.
To wrap it up be careful what you get yourself into. There are a lot of hucksters selling web design and SEO who know nothing about properly optimizing your digital presence.