To a lot of small business owners, when they think of getting new customers off Google, they think the biggest challenge is just getting on Google. And as soon as that happens, they’re set. And to a lot of internet marketers, they think that all they have to do is get a small business advertised on Google and the client will be happy.
Over the years, I’ve learned it’s not that simple.
When I first started back in 2003, our main focus was on getting people on Google. But after we got people on Google, their concern was they’re not getting phone calls. So the volume of phone calls started to be the focus. But then even still, some clients would say the calls are coming in but they’re not getting customers. But why?
Every small business is different. Even different businesses within the same industry are different. In other words, not every company wants the same type of customer. More specifically, not every company wants the same type of phone call.
Whenever I start working with a new client, the most important question I ask is always what type of customer the client wants. Because it’s the quality of the phone calls and getting the client set up with the right type of potential customer that’s most important.
The number of calls a client will get will always be different. It always fluctuates. But as long as there’s a few quality phone calls that are the types of customers our small business client is looking for, our client should still be making money off of what we do.
So my advice for not only small business owners, but also other internet marketers as well, the biggest value that an internet marketing company can bring to the table is having the knowledge and experience to know what keywords and other aspects to target to get the small business client the type of customer they need.
And that’s why being an industry specialist is so valuable. Because having someone advertise you on Google isn’t enough. They have to know what to target to get you the type of customer you need, for your marketing to be successful.