Getting new clients as busy operators. You’re a busy operator, you probably got a family, what are you even supposed to post on social media? It’s a mess. You do need to generate some business without it being so hard. This is our strategy for our operator clients who are just way too busy to […]
You’re a busy operator, you probably got a family, what are you even supposed to post on social media? It’s a mess. You do need to generate some business without it being so hard.
This is our strategy for our operator clients who are just way too busy to figure out how to advertise but can’t spend $5000+/mo on marketing.
We know this works because this is what we do, for our own business.
Here’s the entire system.
Number alert. Do not skip, this entire strategy depends on these numbers so read carefully.
For as little as $150/mo, 7500 people could see your ad & social media profile. Of those 7500 people, 2% of them will click through to your ad. Then 10% of those people will take a next step. That’s 7500 viewers * 2% Click through rate * 10% conversion rate (our average cvr%).
Plug in your own numbers for your industry.
It’s doable. Posting consistently as a solo operator who has a family is basically… impossible. This strategy requires about 70 minutes of work a month.
It’s affordable, so you don’t need thousands of dollars in adspend before you’re ready. It’s scalable, and you won’t firehose your business with too much business.
It’s realistic. The numbers just… work. 2% ctr is industry standard for ads. 10% is our average conversion rate.
Follow this breakdown in the order we write this. Website > Social Media > Offer > Ads > Nurture.
Pay for traffic to go to your website from an ad. Make sure your website looks professional & branded. Send them to a page that is mobile responsive, if it doesn’t look good on mobile, don’t even bother. Send them to a page as specific to your offer as possible. Do not send them to your home page, it’s too general. This is called a landing page.
Post on social media more. It doesn’t need to look super polished, unless that’s your thing. The goal is to look professional and assist the ads you’ll make later. For our clients, people see their ad and the first thing they do is look through their instagram profile. If they are seeing a bunch of crappy AI generated posts, they will think you are a scammer and never convert. It’s so important to create relatable content that makes you appear human & legit. Here are some ideas…
This content will solidify in your customers’ minds that you are a real business that knows what they are doing. We are minimizing risk, building credibility, & appearing relatable.
What should you offer? Read this book. For now, here are some ground rules. Make your offer specific.
This is not the blog to run through all the settings of an ad account. All you need to know is Meta is borderline alien technology. It’s targeting is great and will find your audience for you. Focus on creating a specific offer that’s easy to understand, & create some ads that communicate the benefits of your offer.
Some pro tips
Some Benchmarks
Monitor your CPM (cost per thousand impressions). This is the most volatile ad metric as it’s how much your ads cost. It changes per industry, per location, per ad account. Better ads have lower cpms. Our own business sees CPMs for $100. This is on the very high side. Our local service business clients see $20 CPMs.
Monitor your CTR. Aim for 2% CTR for your ads. If they are lower than 2%, change your ad creative. Make sure to be consistently posting on social media.
Conversion rate. We see 10% cvr across our clients. Your CVR% depends on how much friction is in your offer. Knowing this, 10% is a great conversion rate. But, if you’re selling a $100,000 product, chances are, your conversion rate is going to be much lower than this. Use your best judgement on this or look up conversion rate standards online. Your cvr% is made up of your landing page design, your offer, & your copywriting. If it’s low, change something.
This applies to every single industry but let’s talk about service businesses. The second a lead gives you contact info, they should be placed into an email campaign that will nurture those leads. In our own business, you will receive 2 emails from us, the first with an intro to our business then another about our web design process.
Our eCommerce client see 30% more first time customers because of a 7 email nurture sequence we built. Their cost per new customer was $45, then we implemented this sequence and it dropped down to $29. That’s a huge jump.
A blue collar client was buying leads from Angi/Thumbtack. We added an SMS auto responder that talks about how many jobs they’ve done, their process, their guarantee, and how long they’ve been in business. Instant credibility. When they are getting spam called by 6 other vendors, they pick up our client’s call. This doubled their book rate of leads from Angis/Thumbtack. Huge.
Just do this strategy if you’re too busy and need something to stick.
