Are You Putting Your Best Foot Forward?
How To Maximize Your Online Advertising Efforts
By Paul Ellul and Justin Sperling, SpeakerMatch Staff
“The process of assessing your value and services from a client's perspective is often neglected because it requires strategic thinking. And, if we're being honest with ourselves, it's tough!”
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Dec 12, 2013
Last Updated
Think about your last few speaking gigs. Where did they emerge from? Was it a referral from an old colleague? Was it the result of a thoughtful blog post? Was it your website? Or, was it through an online advertising service like SpeakerMatch?
More speaking engagements are being booked online than ever before. Chances are at least one (if not more) came from someone finding you on the Internet. In fact, the cost-per-click for competitive keywords such as "motivational speaking" and "keynote speaking" have reached the point where the average small business owner has no choice, but to incorporate a long tail keyword strategy, .i.e. "keynote speakers in Atlanta" in order to reduce the cost-per-click.
With a growing number of businesses advertising more heavily online, including speakers bureaus and individual speakers, there is a good chance you too contributed to the multi-billion dollar online advertising industry. Google made over $30 billion in ad revenue1 in the first three quarters of 2013 alone — that's a lot of ads! The question is: Are you spending your hard earned advertising dollars wisely to maximize your ability to acquire new clients? It's not just about the visibility of your ad, but also about the meeting planner's first impression of you when they click through. There are real, tangible steps you can take to ensure you're putting your best foot forward!
Clients Think Just Like You Do
Let's say you are looking for a press release distributor and click on a Google ad for Affordable Press Release Services. Whether you are conscious of it or not, the first things you notice when you land on the website are (1) if the landing page "feels good" (i.e. is professional, looks modern, is clear, typo-free, etc.) and (2) how easy it is to find the information on the site (i.e. how the service can work for YOU, if it's credible, and how much it costs). The press release service spent money on their ad and made it attractive enough for you to click through, but that is just the beginning. If the site doesn't "feel good," or if any of the information is not clear or hard to find, chances are you'll probably go to the next Google search result for an Affordable Press Release Service. Meeting planners think just like you do in the scenario above, and with a little effort, you can address the information they need to know and maximize your advertising dollars. The process of assessing your value and services from a client's perspective is often neglected because it requires strategic thinking. And, if we're being honest with ourselves, it's tough!
A Checklist For Putting Your Best Foot Forward
Use these guidelines as a checklist to ensure you are putting your best foot forward in 2014 and maximizing your advertising dollars:
- 1. Provide a confident and appealing value proposition front and center (see example)
- 2. Prove that you can deliver what you say you will (demo video and/or relevant credentials) (see example)
- 3. Provide proof that others value what you have to offer (testimonials/references) (see example)
- 4. Make it easy to buy from you (see example)
- 5. Be professional: Use a modern page layout and communicate clearly (see example)
- 6. And above all: Make sure #1-4 (what you have to offer, your credentials/demo videos, your testimonials, and your payment and contact options) are easy to locate. (see example)
The advertising industry is a behemoth and there are many avenues to get your message out. It often comes down to experimenting and seeing which of those avenues work best. The six points above, regardless of the advertising avenue(s) you choose, will optimize your client conversion rate.
You, the small business owner, are empowered to take action. Your challenge for 2014 is to look at your follow through with your client's perspective in mind, and put your best foot forward.
