Scott Bourquin

Pilot – Entreprenuer

Long Time – No Post?

Long Time – No Post? is a question I regularly send to clients.  Our marketing model depends on our customers having a constant influx of new content to their website.  Many try to save a couple hundred bucks a month by having someone in their office do the work.  If they go that route I usually advise them to read The Easy Guide To Online Marketing.  Content alone isn’t enough.

When posting to a blog, there usually needs to be keywords that the post targets so potential new clients can find you.  Somewhat random blogs like this don’t do anything to help find new clients, they mostly help you to stay in touch with existing clients.  Unless you have some type of expert or celebrity status that is.

One of the interesting shifts in the marketing world is the expansion of the ability for people to become a celebrity.  YouTube, and the iPhone have made it possible to film a commercial in your store for free and get it online in minutes.  Will the commercial work?  Probably not.  The reality is that you can get a commercial that does work and get it in front of a lot of eyeballs for pennies per set of eyeballs.

When you consider that according to cbs, over 103 Million people watched the SuperBowl.  And that just the ad time alone ran up to 5 million dollars for Super Bowl 50. and creating those ads were $250,000 and up in production costs, you can figure out each viewer cost the advertiser

Some simple math says that each set of eyeballs was only 4.8 cents a piece. Given that a salesman trying to sell you a fax machine or health insurance might cost you $200 per click on Google, suddenly it is clear how Google makes so much money and why advertisers go with such high dollar commercials.

The reality is that neither method really is the perfect solution.  Neither of them filter out eyeballs that will never be your customer.  Advertise milk to lactose intolerant families and you still pay for it.  A salesman types in “Personal Injury attorney” and takes the top three ads and calls them because he knows they have a big spend for the cost to acquire new clients.

I know this because I just scrubbed a clients account.  Our competitor charged him $2000 per month for 54 “leads” per month.  When I scrubbed the “leads” I found multiple calls from the same company selling something.  About one out of five calls were a real person who might be considered a “potential new client”.  Guess what, right back to $200 per new customer acquisition.

Is it really that expensive to get someone to buy your product?  The answer is yes and no.  It all depends on you and how you market your business.

If you want to learn more about my approach to marketing, sign up for my free newsletter at www.bourquingroup.com/news