If you're reading this, you likely have a professional practice. Maybe you're a doctor or a lawyer, or you own a real estate agency. Or maybe you do some kind of financial planning or financial consulting. Or you could even own your own HVAC business or other trades business. But whatever your business is, my guess is that you would like new customers.
Obtaining a new customer has a cost one way or another. The best way and cheapest way is to gain new customers through word of mouth by doing a really good job for all of your customers, but that has some limits to it. You can't force people to bring in referrals every month.
That's where marketing comes in, and in this case we're talking about advertising, which means paying for media on another website or platform in order to get somebody to come to your website and view your message.
For professionals, usually the best way to start is by doing Google Ads so that you come up as the number one search when someone is searching for the service you provide. This is because other platforms like Facebook or Instagram are good, but you're gonna end up reaching a lot of people who are not in the market to buy your particular service right now.
Imagine you offer estate planning for wealthy families with older moms and dads who are thinking about their succession. That is a very small pool to choose from because the majority of people are not in the position to do estate planning. Even if they have a lot of money, they might not be old enough for it to be something that they're considering right now. So a better way to go about it is to pay for a search term so that you show up number one when someone searches for "estate planning attorney near me."
You probably have to pay something like $5 or $10 a click to get these people on your website, but these people are already searching for this service and then coming to your page. We know that they are in the market to buy.
From there it's our job to create a landing page that really sells them on how we can help them and why they should choose us over one of our competitors that they might also find on the internet.
And then after that we layer on Facebook and Instagram retargeting so that for the three to seven days after they visit our website, they receive Instagram and Facebook videos that really drive home how we can help them and why they should choose us.
Our goal is that every time they see the retargeting video, they think, "Man, I really need to call XYZ right now." We really want them to feel that if they don't do it right now, they will be losing money or be adversely affected in some way.
And once you create that sense of urgency and they really feel like they need to call you, the sale will be very easy to make.