Today we’re talking with Brandon Fox from BNM Cleaning Services!
Brandon’s question is, where should he spend his advertising dollars in the digital space?
If you’re interested in advertising online, you need to figure out where your customer spends their time while online.
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They could be on Facebook, Instagram, Pinterest, LinkedIN, etc. If you’re going to spend your money advertising, you want to make sure your ideal client sees it. For example, if you’re a commercial cleaner and you advertise on Pinterest, there’s potential you’re wasting your ad budget. If you’re a residential cleaner, than Pinterest could become your biggest lead magnet.
After you find your audience, you want to make sure you’re sending them to a website they want to go to. If you have a bad homepage, website or click funnel, a million dollar ad budget isn’t going to get you the leads you’re hoping for. This is a major mistake I see cleaning company owners making on a daily basis.
Advertising online is a slower process. You want to create a click funnel or landing page and then advertise it to a small audience. I suggest using Facebook over Google as it’s cheaper to get more views on Facebook. Once you’ve posted your ad, look at its conversions. Is it bringing in new customers? If it’s not, change what is not working and then try again. Once you’ve created the ad and click funnel that works most of the time, take it to Google.
Google is a better advertiser than Facebook for digital campaigns because people tend to be specifically searching for your services. For example, Google users will search for cleaning companies in Austin, Texas whereas Facebook users will just stumble upon your ad in their newsfeed.
To create a good funnel, you want a compelling message. For example, you can create free videos that teach a value point to your specific niche. To be able to watch the video, they have to put their email address in. Continue to send them emails of free and valuable content. By the law of reciprocity, you’ll get customers.
After your advertisements have been live, start looking at the cost per lead, cost per bid and cost per sale. If each of these costs is worth continuing the ad campaign, then you know that you’ve found a lead generation system that works.
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Best advice you’ve received either personally or professionally?
Ride it out through the tough times and it will eventually pan out if you’re doing the work.
What’s the biggest mistake you’ve made in the cleaning business we can all learn from?
Working with a subcontracting company.
What is your favorite book?
Money: Master The Game by Tony Robbins