In the last 4 posts we started with nothing but a napkin and created a rough budget that you can spend every month so that you can hit your target of 10 leads.
While most people you talk to will say Maths is tough, here it’s the reverse. Making 5he budget using math is the easy part. But even if you spend $1600/- on Google or Facebook every month (to understandwhere this has come from, read the 4th part of the post on this topic) , you won’t get leads and you may end the year with no orders but $25000/- gone.
The reason for that , whether you’re using LinkedIn or Google or print ads, these are all only media at the end of the day. Someone has to respond to your ads. If no one responds to the ads then you don’t get the leads.
So you have to test for two things here – if the media is right and if the message is right. My assumption is that you have defined your single target market earlier. If not, then that will be the first step.
Not everyone is comfortable, or using the same media. Some people maybe more comfortable with LinkedIn and not okay with Facebook. In some cases the media you are wanting to use, may not have the ability to target the people who are in your Single Target Market.
Next you have to test your ads to see what gets people to click or respond to an advertisement. You have to change them until you start seeing a response. Then you need to make changes keeping the one that’s getting you a response as the benchmark, or what is called as the “control ” in copyrighting circles.
In marketing there’s no such thing as failure, its all about experiments. So you keep testing various hypothesis till you are able to figure out the best combination of media and message for your market.
Till next time then.