How to Get Free Advertising for Your Business
Imagine you are the owner of a digital agency and you get two calls at the same time.
One call is from a world famous crystal maker and the second call is from a laundry in Palm Jumeirah. Both are interested in digital marketing and want to see you at 9 am on the same day.
If you are logical, you would go and meet the world famous company and discard the laundry. But a short conversation changed all that.
It looks like the crystal maker had worked with several digital agencies in the past and failed. They spent millions without results and now have no budget. They want results but can’t pay for it.
The laundry on the other hand wants to spend AED 25,000 and generate 200% ROI in the first month. They know that incremental gains, will take their ROI to 700% in month 6.
They have calculated that when they reach 700% ROI, they are practically advertising for free because they operate on 40% net.
I go and meet the owner of the Laundry and my assistant goes to meet the crystal brand. During the meeting, I close the Laundry project, while my assistant drinks coffee and has a meaningless chat with the crystal team.
In 6 months time, our campaigns for the Laundry are running at 700% ROI, which means they are now advertising their services on the market’s money and not paying from their pockets.
Here is how we created the 700% ROI Campaign (if you follow the steps, you too can run a 700% ROI campaign but if you need assistance at any time, do reach out to us on 050-6986164)
Step 1: Discover the Treasure Hidden inside Your Analytics
The journey towards a successful 700% ROI campaign starts by taking a peek at the data hidden inside your website or app’s analytics.
Google Analytics is collecting your consumer’s demographic nature, their tastes and preferences, the keywords they are using, their income level, spending habits and most importantly their buyer intent.
When creating a campaign, many marketers sit down to define the band’s buyer persona, little realizing that it is already well-defined within your analytics data.
Google Analytics is silently collecting every bit of information about your customer in the hope that one day, you will discover this treasure trove and exploit it to the hilt.
Step 2: Uncover the Stages of Your Customer’s Journey
A customer goes through 3 stages before making a purchase and crafting separate sales funnels for each stage of the customer journey is critical for having a 700% ROI campaign.
Before we look at the sales funnels, let’s examine the 3 stages of the customer journey.
Awareness Stage — At this part of the process, the buyer becomes aware that there is an issue to be resolved, or an opportunity that they wish to pursue.
They’ve identified the symptoms, but they haven’t yet determined what’s causing them or how they’re going to treat them.
At this stage, your sales funnel should educate potential buyers about the issues or opportunities at hand without attempting to sell directly to them.
Consideration Stage — So the buyer has defined their issue or their goal and they’re ready to respond to it. They begin to look at different services and approaches that are available to resolve their problems.
Your Sales Funnel at this stage focuses on educating the buyer about the solutions your brand has to offer.
Decision Stage — Finally, your buyer has decided upon a solution, so it’s time for you to sell your brand as the purveyor of this solution.
Just because the buyer has accompanied you this far on the journey doesn’t guarantee that you’ve got their business, so you’ve got to use your Sales Funnel to convince them that your solution is the best.
Unfortunately, most agencies run campaigns that are directed at the decision stage consumer and ignore the other stages, but if you are intent on running a 700% ROI campaign you will have to cater to all 3 stages.
Step 3: Reduce Your Advertising Cost by 94%
If you have run digital campaigns, you already know that the highest quality traffic comes from Google. The sales intent of a person searching for a solution on Google is much higher than an amused consumer on social media.
Although Google is extremely effective, it is also expensive to advertise. Google charges you per click. The cpc that you pay is directly related to the quality score of your keywords and the quality score is based on three main factors:
- Expected CTR – a prediction of how likely your ad will get clicked based on historical and market click data.
- Ad Relevance – how well does your ad copy relate to the keyword and search intent.
- Landing Page Experience – does your landing page provide content relevant to the keyword and ad text, and how’s the user experience?
(You can check the quality score of your keywords by enabling ‘quality score’ inside your Adwords & DoubleClick account)
You can see from the screenshot of our ad campaign that our top keyword has a quality score of 9/10.
We were paying AED 20.22 per click for this keyword when the quality score was 3/10. But when we increased the quality score to 9/10, the CPC dropped to AED 1.4.
That’s an astounding 94% decrease in cost.
You can imagine the kind of additional traffic that you can get from your Adwords account, if you are able to apply this process for your top performing keyword (golden keyword).
How to Get Free Advertising for Your Brand
When you combine the power of analytics to discover your brand’s buyer persona, build 3 separate sales funnel for each stage of the customer journey and reduce your cpc by 94%, you start seeing the outline of a 700% ROI campaign.
If your brand has a health sales margin and your Life Time Customer Value is high, your advertising campaign will pay for itself when you start getting 700% ROI from your campaign.
If you need the support of a highly specialized agency to implement all of the strategies explained here, you can reach out to us on 050-6986164 or email us on kishore @seosouq.com
Feel free to drop by our office in Building 2, TwoFour54, Sheikh Zayed Street, Abu Dhabi, UAE.
(Please note that due to the huge demand for 700% ROI campaigns, we only work with brands that have analytics data.)