With projected ad spend reaching a projected $327.28 billion dollars for 2019, an increase of 17.3% from 2018. Every business every where wants to be online and dominate their market. So how do you effectively get your first 100,000 visitors to your website without falling into the typical trap of wasting your marketing budget and not getting any results!
There are three parts to marketing. You see it’s one part Dark Arts, one part Strategy and one part tactics. There is a mathematical formula to having a successful campaign. In this article we are going to break down one part of that formula: Tactics. There are many different tactics to successfully get your message out to your potential clients. It’s knowing where they are going to be so they can hear it, when they can hear it, and when they will be ready to hear your message. If you don’t factor in all three your message will just fall on deaf ears. Now the next step is to assign a budget to each tactic with different metrics that each one needs to accomplish to determine if the campaign is successful.
Local Marketing Budget
We get asked all the time about creating a marketing budget. It is the most frustrating question to be asked from a marketer’s point of view. You see if your marketing is being done right, you are factoring in all of your costs, both tangible and intangible, from ROI (Return On Investment) to what your actual KPIs (Key Performance Indicators) are, to how long the sales process is and what is the LTV (lifetime value of your customer) you will see that you marketing pays for itself and is essential to any business.
Now will all that being said, there is the practical matter of we only have $xxxx.xx amount of dollars and where is it going to be most effective to spend them. With ALL of that being taken under consideration, let’s work with a budget of $3,000 dollars.
Where Do I Spend The Money?!?
Facebook – 50%
This is a total of $1,500 of our total budget. Facebook allows you to get extremely targeted traffic directly to your website. Narrowing ads Interests allows you to target people with Buyer’s Intent getting the highest conversions to your offer.
YouTube – 30%
This is a total of $900 of our total budget. YouTube is currently one the most under valued platforms for marketing. Yet 80% of people after watching an add will visit your website with 44% actually purchasing.
The biggest issue with advertising on YouTube is overcoming your preconceived notions that you have to have a professionally produced video to do well. In fact some of the best videos are done with your smartphone camera.
Google Ads – 10%
This is a total of $300 of our total budget. These are the most expensive ads that you will purchase and should only be used for performing ads and NOT as a testing ground to find your demographics and converting ads.
Reddit – 5%
This is $150 of our total budget. Billing itself as the Front Page of the Internet, Reddit has a diverse network of people from all over the world. Careful though, these waters are dangerous and in fact the users resist all advertising at all costs. Yet if you do it correctly the traffic from Reddit can crash your website.
Native Ads – 5%
This is $150 of our total budget. Most small businesses fall into this trap and spend all of their money using Native Ads getting no real results. Tread carefully in these waters but once your messaging and ads are hyper specific you will get amazing amounts of traffic that will spread your brand everywhere and get high ROIs.
Measuring Your Results
To track the success of your paid traffic campaigns across these three platforms, make sure all ad URLs have UTM codes that can be tracked in Google Analytics.
What You Don’t Measure, You Can’t Improve!Myron Allis
Google offers a free UTM builder that lets you tag campaigns by source (e.g. Facebook_Ad), medium (e.g. Facebook), campaign name (e.g. new_website_traffic), content (which blog post was being promoted, e.g. UTM_beginner_guide), and campaign term (the keyword that was used to trigger the ad– this would only be relevant to Google ads).
Test your ads, control your budget, and work on your conversions for where you are sending them. Keep testing and improving your metrics until you are happy with your profit margins. These are the exact same techniques we use to manage our clients campaigns and marketing strategies.