What's Your Internet Marketing Guru's Definition Of A Conversion?
If I hear one more SEO/SEM guru talk about “traffic” ,”clicks”, “visits”, or “being at the top of the organic listing” I’m going to puke. It’s total unadulterated meaningless hogwash to me.
Here’s the deal: All I need to know about internet marketing is how is it going to make the phone ring, and once I find out, I’m going do a whole lot more of it. Right?
That’s all we have to sell online is a free phone call. A phone call IS the definition of a conversion in our business. Yet most of these alleged internet gurus we pay, not only aren’t aware of that, they have no way of tracking it. We certainly can’t fix, diagnose, repair and collect online. If someone does, please let me know.
In its simplest terms, internet marketing is telephone lead generation. A rookie marketer would know not to put a business’ regular phone number on their website, otherwise, how would they be able to tell that’s where the phone call came from? Duh…
When we should be counting phone calls from our website, they remind us how wonderful they are every month by how many clicks and visits we’re getting. Sorry, this isn’t Amazon or Ebay; wrong metric. A phone call is a conversion, not a visit.
I’ve discovered that if we’re at the very top of the search page results, our phone rings the most. It’s true. More importantly, I’ve found a way to tell when the phone rings, what keyword triggered the call.
Over time, I found some keywords generated a lot of clicks, but no calls. Other keywords didn’t generate very many clicks but almost all of them resulted in calls. I never met an internet marketer that could tell me that.
We average about 300 phone calls a month off our website. Some months are as high as 500. We know they come from our website because all the numbers are unlisted and are dedicated to only our website.
We have dynamic phone numbers that get assigned to keywords we bid on in Google AdWords. When somebody searches for something we do, our ad shows. If they don’t click on our ad, it costs us nothing.
If they click on our ad, we pay for the click whether they call us or not. 56% of them call us. Bottom line is it ends up costing us about $10 bucks a phone call whether we set an appointment or not. We set 75% of them.
Is it worth it? We think so. All I can say is you better have somebody that is dang good on the phone or you’ll be flushing money down the drain. Don’t even begin to think about it if you don’t have somebody that hasn’t gone through some sort of professional phone training and knows how to set appointments.
Since we started with Google AdWords and dynamic phone number tracking to see what’s making the phone ring, our gross revenue has tripled in less than 3 years with a 13% bottom line… after our $100K salaries. Impressed? Shocked the heck out me and the wife. And no, we’re not on some south sea island working 3 months a year. We still work full time 5 days a week at our business.
I have nothing to sell; I’m just a shop owner like you. Perhaps with a bit more time. My wife does the website and I do the search engine thing. And no, we don’t know anybody that does this. Normal husband/wife dynamic duo and we don’t do this for hire. Everything you need to know can be found either on the Google Business Channel or Google Analytics Channel on YouTube or in the AdWords help section of AdWords. That’s how we learned. It’s not hard, it just takes time.
You can Google “call tracking” or “dynamic phone numbers” or” keyword tracking” to get the name of a company that can get you tracking phone numbers. Before somebody asks… We spend less than $4K/mo. for everything. Google PPC, call tracking, etc.
My wife and I both feel if we were to quit investing the money in our online marketing efforts, our business would immediately drop 50% because people could not find us.
After reading Gary in Florida’s hard luck story about not even being able to get so much as a HOME PAGE in 10 months, I had to vent. I’m off to my next thread…