“To figure out who your ideal prospect is, start with clients you already have and ask yourself questions about them,” Satterfield advises. “For example, do you have a pattern of success with a particular group of clients? Is one group of clients spending more money with you than others? Is one group easier to sell to? Is there a group that you have a natural affinity with? Etc.”
Where do you want to run it? You can advertise on search engines like Google and Bing or social media sites like Facebook and LinkedIn—so you have some choices to make. One big advantage of advertising on search engines is immediacy. When someone searches for something using the keywords you’ve selected, your ad immediately appears. Facebook is a good place to advertise to consumers and women, and LinkedIn is strong when your target market is professionals or other companies.
“Do some research and start small,” Satterfield recommends. “As you become more successful and learn the PPC ropes, you can begin to experiment and advertise in more venues. To start, I recommend testing your ad on Facebook, because most niche markets are represented there, and Facebook allows you to micro-target the groups you want at a very low price per click.”
What will the ad say? Of course, your success will depend on how compelling your ad is. When you write the copy, Satterfield says there are three things you should keep in mind. First, include one of your keywords in the title. People will feel more comfortable clicking when your headline has the word they were searching for.
“Second, focus on benefits and forget about features,” he instructs. “You have a very limited number of characters to convince people to click, so focus on how your free offer will give them something that’s important to them. And third, use title case; in other words, capitalize the first letter in each word. It makes your whole ad look like a headline and grabs the viewer’s eye.”
What’s the end game? So, you create a catchy ad, design an attractive landing page, and attract the attention of the prospects you want. That’s great! But don’t start celebrating yet. If you haven’t put some thought into the system you’ll use to get money from your traffic, you still have some work to do.
“Most people think they’ll figure that out after they get prospects—but that kind of thinking can lead to a lot of missed opportunities,” Satterfield points out. “The time to figure out your money-making strategy is before you advertise. When I first started my business, I would follow up personally with everyone who requested the free report. Over time, as my list of prospects grew, I increasingly relied on my drip-marketing email system to motivate prospects to initiate contact with me.”
“If you’re thinking, There’s a lot more to this than I thought, you’re not alone,” Satterfield concludes. “The good news is, because there is a lot more to successfully driving traffic than meets the eye, a lot of business owners aren’t doing it well. If you put in the work on the front end, you, not your competition, will get the lion’s share of prospects.”
Source: www.gentlerainmarketing.com
