Global online advertising is expected to rise to $237,000,000,000 in 2018, according to media agency Magna. That’s 44% of all global paid advertising, and it doesn’t include forms of digital marketing like organic social media or search engine optimization (SEO). Yet many businesses struggle to make digital marketing work. We interviewed Reece Epstein, founder of digital marketing agency Reputation Elevation, to find out why.
Reputation Elevation’s successes include helping a rehab clinic in Mexico double its sales in three months, helping a New Jersey-based therapy clinic go from approximately $250,000 in yearly revenue to over $900,000 in yearly revenue, and helping e-commerce store Uniquemicals generate over $418,000 with just $7,132.39 in advertising spend.
Reece, why is it that so many businesses struggle to generate consistent profits with digital marketing? Anybody can hire a web designer or just use Wix to create an aesthetically pleasing website. Anybody can create a Facebook page and write blog posts. But sometimes that just adds up to busy work that doesn’t produce new sales.
So, what is an example of a mistake people are making with their digital marketing?
One mistake is not understanding how to connect with people. At the end of the day, digital marketing is a set of tools that put your products or services in front of people. But if you can’t create trust, connection, and desire, then those tools don’t help.
Successful digital marketing is about being able to resonate with your prospective customers. I like to ask, “What are my prospects thinking?” “What are they feeling?” “What have they tried that didn’t work before?”
It’s also about implementing the right marketing funnel.
What is a marketing funnel?
A marketing funnel is a series of steps that convert website visitors into sales. Sometimes that means getting people on your email list by giving away a free report, offering them a product that costs less than $10 just to get them to become paying customers and cover your ad expenses, and then showing them your main offer. You keep following up with them and showing them more ways you can add value, thereby maximizing your revenue per customer over time.
Is a marketing funnel usually complicated? It really depends. A lot of my work is lead generation for service businesses in the health and financial industries, and those funnels can be very simple yet very effective.
For example, I can share with you some details about a campaign we just launched for a therapist in Oklahoma City who helps children who have autism or ADHD.
For her campaign, we created Facebook Ads that promote a free consultation offer. When people click the ad, a form comes up autofilled with that person’s name, email, and phone number. All they have to do is click the submit button, and that person is signed up for the offer
Once we have the lead, we send them to a booking calendar where they can choose a time to speak with my client. We also add them to an email list with prewritten automated emails. Plus, we send the leads an automated text message asking them to get in touch with the client.
What were the results when you launched the campaign?
Well, on the first day we spent $217.28 on paid Facebook Ads. The ads were shown to 7,452 separate people on Facebook. Of those 7,452 people, 32 signed up for a free consultation. That means our average cost to get someone to sign up for a sales call was $6.79 the first day, which is cheap considering that this client generates an average of around $1,200 per patient. We then scaled down the advertising budget to $60 per day and we’ve been getting very good results with that.
You help businesses with e-commerce, webinar sales, lead generation and information product sales. It seems like you can help just about anybody. Unfortunately, no. I only take projects where I am very confident we’re going to deliver solid results. If I feel that I can’t help the client achieve their revenue goals, I turn down the business. It’s just a matter of integrity.
What are examples of businesses that you can’t help?
Well, for one thing, we don’t take clients whose products or services aren’t any good. For another thing, we can’t help clients who don’t have the budget for our services. Lastly, whenever we take on a client for lead generation services, we like to make sure they have someone on staff who will have the time to follow up with all the leads.
What is the first step for people who are interested in your services?
People can get in touch with us for a free marketing strategy session with a member of my team and we’ll take it from there. You can sign up by filling out the form on our website at www.reputationelevation.net.
Reece Epstein runs marketing consultancy Reputation Elevation and is the director of marketing at Wealthpoint. Reece was born and raised in Los Angeles. He attended the University of Virginia and graduated with honors in philosophy. Reece also studied Talmudic law in Jerusalem for three years. He lives in Ramat Beit Shemesh with his wife and kids.
For more information or inquiries into the services Reputation Elevation offers, contact Michael at firstname.lastname@example.org or visit their website at www.reputationelevation.net.