Imagine you have a business that is doing ok, sales are here and there, but you wanted to improve it. Now let’s assume your average life time value of a customer is £3,600 over a period of 3 years or £100 per month revenue. If you could “pay” a one off amount to generate that customer, what amount would you pay? Now obviously this all depends on what type of business you’re in and the profit margins but what would that be?
We realise at this stage it’s probably too vague to come to a figure so this is how we view it, it all about reverse engineering what you think you’ll receive against the cost it will take to generate it. When we work with customers they always say “If I invest an amount, I’d expect a positive ROI, and I’d invest all day long”. What they are really saying is “I want to know my numbers” and this is where we guide the process.
Pay per click (PPC) is an amazing marketing medium. You can set a budget, spend it and you’ll know exactly what you’re ROI within a short time frame. If you compare it to offline media, such as radio, flyers, magazine advertising, yellow pages etc, the ROI might not happen straight away if any at all. There’s a time and place for offline marketing but if you’re a business owner and you want results straight away like yesterday, then PPC is the way to go.
When customers first come to us, they’re usually confused and have no idea where to start. The question usually start with: “I need to do seo, what can I do?” It’s a “how long is a piece of string question”. They’ve heard other business owners talk about it or say it and now they think they need it.
As digital marketing specialist, this is not the time to start pouring out knowledge and say you can do this and that to impress them. It’s time to diagnose what the customer really needs. Nine times out of ten, the real motive for any digital marketing action they take is to generate more sales and leads to the business. Seeing as they started the initial contact about SEO. Our process is to guide and advise accordingly.