Video Transcript:

In regards to growing a business pay per click can be like putting gasoline on a fire. When you get it right the business can grow two, three, four, five, six, X. You can also lose money with the same speed and go the other direction. It’s a scary proposition. How do you put yourself forward as a premium service provider so the client knows they’re in good hands?

Hey, it’s Alzay Calhoun with Coveted Consultant. Let’s be honest about pay per click management services. The client has to pay you and the advertising budget to actually run the campaigns. So all the while you’re talking, the business owner’s doing the math and it just gets scarier and scarier the more you explain all of what’s involved in making it work. How do you make the decision easy? How do you make it simple? How do you make the client feel good about interacting with you? Let’s walk through a couple of examples on the board.


Possibility: Sell PPC Mangement to an E-Commerce Clients

Let’s think about it in terms of running an e-commerce site. Your client sells smaller prices items, right, smaller purchases. Those could be children’s clothes. They could be handmade items. They could be physical books et cetera. That is what they sell. You want to run ppc campaigns to their services or to their products. What you should show them is a process on how you plan to get it right. Don’t just say hey we want to run all your campaigns. Show them your professionalism. This is kind of obviously in the ppc world, but make it clear that there are certain metrics that you’re willing to be held accountable to, certain objective metrics. Now, everything isn’t about closing a bunch of sales, but it is about making sure that what you do doesn’t damage the business. Be clear on what those objectives are so you know when you get to the end we’re talking about the same stuff.

Now, you can work the process backwards. If you are helping them sell more of their smaller ticket items there’s some landing page that people have to go to to buy. Landing page, shopping cart, something. Do you know what that is? Does that need to be tweaked in some way, et cetera? Prior to that you’ve got to do funnel design. How do people get to the actual landing page? Are they buying things on the first time through the site, second time through, the ninth time through? Is there a sales person involved in the process? Are there email auto responders involved in the process, et cetera? You got to understand this funnel and you may have to make some edits to it. Prior to that you got to do good targeting. We’re talking about retargeting their existing audience, reaching out to cold audiences. Are they warm on some level, et cetera, et cetera?

Each of these things deserves their own process. You got to show the client that you understand that all these things are necessary. You need your own internal mechanism, your own internal method to get to clear targeting with the client to clarify or to improve or refine their funnel with the client. So when you step forward to the landing page we all know what landing page or shopping cart or buy button is the one that we’re all optimizing for and then we can all sit and talk about the right metrics. You’ve got to show your client this level of thinking before you begin the actual engagement.

Possibility: Sell PPC Mangement to a High Ticket Clients

Let’s think about it in terms of making larger purchases. Let’s say that your client sells $4,000 items, $10,000 items, some software platform, some large consulting offering or what have you. Now, it’s the same basic process, but your systems should be a little bit different. First of all what are the metrics? What are these metrics that we’re agreeing on on the front and that we’re going to measure our success by?

What’s the landing page? Now, if it’s a small ticket, it’s probably one page with a lot of different things on it, but when you buy a bigger ticket item typically there’s just one major landing page. Are you split testing that page? Who’s editing that page, et cetera? One step before that. We got to do funnel design. If someone’s buying a four, five, eight thousand dollar product or whatever then there’s probably a phone call somewhere in that process. Who makes that phone call? Should you talk to the director of sales or the sales person to understand what their current script is for those calls? Should you edit that script in some way depending on how you want to drive traffic through it? Are you even thinking about that part of the process? One step before that is targeting. Again, are we targeting an existing audience? Are we talking more complex audiences? Are we targeting cold audiences? If we’re selling higher ticket services, we probably aren’t targeting a million different people. It may just be a thousand people. Do you have the ability, do you have the expertise to target a small number?

You’re the expert in people you see. You know there’s a lot of things going on in here and you can add more steps if you need to. What’s important for your client is that you show them you have a process that’s designed to get success and you’re willing to discuss that success with them. That’s on their end. For you internally, you have your method of getting to clear targeting. You can help the client figure this out more quickly. You have a method for designing funnels to help them be clear on their funnel more quickly. You have a method for establishing a clear landing page or refining their existing one if you need to. You’re prepared to have the big boy, big girl conversation when it’s time to talk about the results of the campaign.

Show the client your professionalism on the front end. It will lower their fear. It will lower their trepidation. You’ll get fewer objections and that way you can step forward and serve them the way that you know that you should. If you accept this challenge there is an opportunity in it for you. I’ll see you in the next video.

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