Advertising for Early Adopters: Go Where Your Competition Isn't
Chris Heiler | September 1st, 2009
Staying ahead of your competition is critical to the success of your
business, especially when it comes to marketing yourself.
Most landscape designers and contractors at some point have participated in a traditional advertising campaign. Let's face it, the marketplace is crowded and it's a struggle to get the attention of our prospects, especially via traditional advertising such as print advertising.
Fairly recently, a new form of advertising has grown in popularity--Pay Per Click advertising, or PPC. Google is the predominant player in
ppc advertising, but Yahoo and others also offer this service.
I have not used pay per click advertising as part of my personal marketing strategey. I have heard of others getting mixed results from their ppc campaigns. A very recent entry into the ppc game is the social networking behemoth Facebook. I can say, after interviewing Jason Cupp, that I will be testing ppc advertising on Facebook.
Jason is the President and CEO of Highland Outdoor in Kansas City, and is also immediate past President of PLANET. He has had tremendous success advertising on Facebook in the last six months. One of the reasons why he has had success is because he adopted this marketing platform early on before his competition did.
Here are the metrics from Jason's Facebook ppc campaign (in 6 months):
- 2.8 million unique impressions
- 2,000 click throughs =.07% click through rate
- $800 spent ($134/month) = .40 cents per click
In 6 months, Highland Outdoor spent $800 and brought in over $70,000 in revenue--that's almost 100 x's the investment!
You can listen to Jason and I discuss his Facebook ppc campaign below.
Click here to listen to the excerpt about Facebook--12 minutes (To download--right click, "Save Target As")
Members of LandscapeLeadership.com can listen to this podcast in it's entirety (50 mins.) here:
To Your Success,
Chris Heiler
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