There’s only one crucial thing.
In my humble opinion, when it comes to making money in your business, there’s really only one crucial thing.
Leads. Customers. Clients.
Without them, you don’t really have a business, do you?
If that’s the case, then what should you, as a business owner – be focused on?
Getting more leads. More leads equal more money.
“Hey Callum, look that sounds good, but I’m actually pretty busy doing what I’m good at. My skill. The reason I went into business for myself, utilising my functional skill.”
100% agree. You should be focused on providing a damn good service. Because that alone will get you good leads through referrals. And if wasting 20 hours a week on trying to “market” and “post on Facebook” and “build your website” hinders your ability to produce good work, then you need to change it.
“But everyone’s telling me to post on Facebook, to boost posts and produce content.”
“They promised me it will get people flooding through the door.”
Yes, it does.
But only if you’re targeting the right audience. Let’s say you’re a carpet cleaner. You run an ad for your hometown. You target 18+ and everyone. Sweet, that’s an audience size of, say, 80,000 people.
You drop $100 on it, run it for a couple of days. You get a few likes, maybe a comment or two. And that’s it.
“Where did I go wrong?”
You weren’t advertising to the people who wanted to buy. Who were already warm. If I saw an ad for a carpet cleaning service, I wouldn’t even pause over it.
But let’s say you targeted someone with interests along the lines of “new home buyer”, “moving house”, “rentals”.
That’s a lot more refined, isn’t it? If someone is a new home buyer, what’s the bet that when they move out of their rental, they’ll need to carpet clean. Moving house and rentals are pretty self-explanatory.
A targeted, averagely written ad is going to perform a lot better than a scattergun, perfectly written ad.
That SEO thing.
I’m sure you’ve been told you need to be writing blog posts as well.
Whether you’re doing it or not, that’s another story.
Anyway, yes and no.
Yes, maybe a few wouldn’t hurt. Should you be writing one every week? Unless you’re in a city of close to millions of people, not really.
You see, a lot of small businesses in typical towns, they don’t really care about SEO.
They had their wives, aunts, brother put together a website with a name, phone number, address and maybe a couple of photos ten years ago.
And it’s been number one since then. Why? Because there’s next to no competition. These business owners, i.e. their competitors, aren’t hiring people to do SEO work on their site. They think it’s a wasted expense. Their website is simply something to tick off the list of business expenses.
What they don’t realise is that it wouldn’t take much to be knocked off their perch. By, for argument’s sake, your business?
Maybe you’re sceptical about SEO as well. And fair, it’s been getting a pretty lousy rap-sheet lately.
Think though. When you need service in your town, what do you do? Jump on Facebook and search it up?
No way. You jump on Google and search “plumbers near me” or “plumbers in Ballarat”.
Usually, whatever one pops up first, you click on and call.
Because you have intent. You need a plumber. Most people scrolling through Facebook don’t stop when they see an ad for a plumber and go; yes, I must call them right now.
(Unless they’re scrolling on the toilet, and they’ve just blocked it by using paper towels because no one can get toilet paper).
That’s the key difference between Google and Facebook. One is intent-based marketing, the other is interrupt-based marketing.
And they both have their place.
For a small business owner, however, sitting pretty at number one in Google is going to be a lot better than being scrolled past on someone’s news feed.
If you’ve read this far, then I’d hope what I’m saying makes sense to you.
Right down below is a calendar. Choose a time and date that suits you.
On that time, I’ll give you a call.
We can discuss what problems you might be having with your business. Or, solutions about how to make your business better.
And, if we both agree that we’re a good fit together, we can talk about working together. But there’s no obligation. If you get enough value from the 30 minute cool, that’s fine with me.