This article’s purpose is to show you who I’m perfect for and who is most likely to benefit from working with me. It’s important I don’t waste your time due to not being the right fit for your business.
Thus I felt it was essential for me to list the attributes I see and like in my current clients.
Furthermore our work together will only transform your business if we have the same aspirations.
Let’s see if we are a good fit for each other. Do you see yourself in some of the following statements?
1. You Appreciate There’s Always Risk In-Running Any Business
Running paid traffic campaigns isn’t for a risk adverse business owner. Risk management is an integral part of running advertising campaigns and of course business as a whole.
Do you appreciate all of the other risks you take in your business?
A risk is always associated with business in general and particularly in any form of advertising.
There’s risk in how every local business performs. Each one runs in a different way.
Equally, every business has a different type of offer. It’s a risk finding out whether it will convert. It might look good on paper, but only the market will tell you the truth.
There’s a risk in whether you can successfully follow up on your enquiries and subsequently convert into new business. How many resources you should dedicate to the follow-up? It’s risky to apply too much, but then you don’t want to regret missed opportunities.
Thus we can’t guarantee actual results.
Additionally, remember not running advertising campaigns simply because you see it as an additional burden is a business risk.
No doubt you can identify where you take other risks in your business.
How would you define your risk tolerance?
Perhaps your current attitude restricts your business growth. A predetermined set of choices you are happy with. We appreciate it’s different for every business owner.
We are not advocating having a risk-tolerant approach where you ignore risks. Instead, we want to be honest and make you aware of the risks associated with digital advertising.
2. You Are Ready To Scale Up Your Business
Our most successful clients are the ones who have deliberately and proactively decided to make a significant change for the best in their business. For example, owners have agreed to work less in the business and more on it.
Here are three direct questions for you?
Are you ready to make a change?
Do you have a clear plan of where you want to be in 1, 3 and 5 years?
Does this plan describe how you will transform your business and lifestyle?
These are tough questions but ones that need to be answered. You mustn’t leave success to chance. For example, relying on referrals for new business is too risky. By itself, this isn’t a strategy for scaling a business.
3. You Have A Proven And Consistent Method For Following Up On All Enquiries
It’s critical you already value the need to follow up every enquiry.
Is this the mindset you currently have?
It’s correct to believe this strategy always converts more enquiries to cases.
Our most successful clients are proactive in testing and improving their in-house scripts. The consistent use of proven scripts is the bedrock to success.
By following up you increase your enquiry through to case conversion rates.
4. You Are Proactive In Improving Conversions
Does a phone call ever go unanswered?
The goal is to ensure every call is answered.
Our solution involves tracking and recording phone calls to your practice. It this something you are currently doing?
Do you listen to conversations prospects have with staff to make improvements?
We recommend doing this and then following with additional staff training. Ideal training built around building rapport, which in turn makes it easier and more natural to offer an appointment.
What are your best email practices?
We recommend responding promptly to prospect emails. The goal should always be to move the conversation from email to the phone as quickly as possible. This way it’s more memorable because it’s more human.
5. You Are Willing To Take On Advice And Make Changes To Your Business
We work together as a team. This is a working partnership, where we see each other as valuable partners.
As a result, success will come from us both doing a great job.
It’s a fact we can’t control your follow up process, and you can’t control how we generate the enquiries.
This means each partner in partnership shares in the risk.
6. You Understand The Principles Of How Online Advertising Works
It’s necessary you understand the Google Ads platform works as an auction. Your competitors profoundly influence the price you pay.
The cost of clicks varies due to many factors. We can control some factors and some like the marketplace can’t.
The first few weeks of any online advertising campaign are an exercise in collecting data. Once we have the data we make can make some smart decisions.
7 Your Profit Margins Are Sufficiently High Enough To Cover Our Management And Optimisation Fees
You may be profitable on the ad spend but is this the case when you include our fees. You must be profitable based on the ad spend and our monthly fee.
You must determine whether you want to take into account the lifetime value of your patient and the fact some will recommend you to their friends and family. This increases the return on investment, but can you support the cash flow in the early days of the advertising campaign.
8. You Have Already Invested In Digital Marketing
The vast majority of businesses will have a website and by definition have ticked the first box of digital marketing.
I assume that’s you. If so, can I ask you several questions?
How about the second box where you have deliberately set about turning the website into a powerful marketing machine, have you ticked that?
Have you spent time building a website with clear offers and calls to action?
Does it include simple to read benefits, awards and certifications?
Is the mobile version of your website responsive?
Have you gone beyond using stock photography and personalised the website with team headshot? Professional photography makes a significant difference.
If you answered yes to these questions, that’s great; we are on the same wavelength. If no, don’t worry, we are here to offer guidance and support on these ways to enhance your website.
9. You Have a Proven Offer
It’s likely you have promoted an offer in the past, or you are currently running on.
If this is the case are you catching the attention of your prospects with your offers?
It can be difficult for a visitor to reach out to a business they don’t know if there’s no offer compelling them to do so.
It’s always encouraging to see a business promoting compelling offers on their website before we even start a conversation. This means they have some experience of what has worked in the past.
10. You Currently Generate Enquiries From Cold Traffic
Are you struggling to find a way of generating new business beyond relying on referrals?
Have you decided it’s time to market to cold traffic?
We support you in this venture. Businesses that aren’t entirely reliant on referrals do have an advantage over their competitors. They take on board the different skill sets required to sell to cold traffic.
Working with us will result in you converting cold enquiries into warm prospects. Compared to referral marketing it requires different skills to win someone’s trust. For example, the most successful business owners run online webinars and in-house seminars to educate and make cold prospects trust them.
11. You Don’t Blame The Leads
Don’t call them low quality because they don’t convert for you.
You appreciate leads are just the beginning of the journey. At the point, someone fills in the enquiry form they have minimal trust and zero rapport with you.
It’s your job to follow up using best practice.
12. You Are Prepared To Commit And Invest
This has to be important to you.
Do have the desire and funds to make it work.
It’s important to acknowledge you need to spend to see if your campaigns can be successful, rather than saying you will spend when it is successful.
13. You Don’t Want To Continue To Depend On Referrals
Using referrals as your primary means of new business means you can’t accurately forecast your business growth. They vary too much from month to month.
Relying on referrals for new business is risky.
14. You Aren’t Betting The House On This Campaign
Don’t bet the house on this campaign.
Don’t come to us if this is your last roll of the dice and you have a few weeks to make it work.
To build substantial and consistent growth, we playing the mid to long game.
This isn’t a get rich quick scheme.