Author, Sales and Traffic Expert, CEO and Founder of Perry S. Marshall & Associates
Perry Marshall is the president of Perry S. Marshall & Associates, a Chicago-based company that consults both online and brick-and-mortar companies on generating sales leads, web traffic and maximizing advertising results. He has written seven books including his most recent, 80/20 Sales and Marketing (Entrepreneur Press, 2013), Ultimate Guide to Facebook Advertising (Enterpreneur Press, 2014), Ultimate Guide to Google AdWords (Entrepreneur Press, 2014), and Ultimate Guide to Local Business Marketing (Entrepreneur Press, 2016). He blogs at perrymarshall.com.
Before you dive headlong into the AdWords matrix, get crystal clear on why your customers should buy from you.
When it comes to pay-per-click, many don't know what is going on behind the scenes of Google AdWords.
Hit the books, the old ones that is. Discover the foundational knowledge of your field and become a peer of those in the first tier.
To sell anything, first you must eliminate from your market all those who can't, won't or don't need to buy. Once they're gone, real selling begins.
Invest the time to tune your sputtering social-media marketing machine.
You're going to lose a race to the bottom; only the biggest firms win those. Go in the other direction, aim for the top pricing tier and watch your margins grow.
Advertising on Facebook has the potential to revolutionize your sales program but there are a lot of ways to get it wrong.
Inspiring Your Team
As founder and CEO, you get to define the company culture, and it should always be professional. What it shouldn't become is impersonal.
Whatever the strategy, whatever the product, whatever the decision, test it and let the the results guide you to success.
An ounce of prevention is worth a pound of cure but people don't haggle price when they need a cure and always have a reason to stall paying for prevention.
Create a unique selling proposition around your customer's fantasy buying experience and your company benefits.
These easy-to-follow strategies will help you turn those eager prospects into happy customers.
If you've had some success with Google AdWords, these next steps will help you scale up your local advertising campaigns.
If your ads aren't optimized for mobile devices, you're missing a large chunk of your market. These strategies will help you get on track.
Don't ignore cost per conversion. Here's why and how to track it.