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Peter Visser is the Head of Marketing for Big Mouth Marketing - a Digital Marketing Agency. He has started and maintained several online businesses which sold a wide variety of products before he joined Big Mouth. He specializes in focussed growth by targeting the only 3 ways to grow a business.
1) Increase the number of customers.
2) Increase the number of transactions per customer.
3) Increase the trasaction size per customer.
Peter likes to think of himself as light hearted and informal. When asked what he likes the most about his job his response is:
"I am happiest when I come up with very specific ways to beat the competition... Actually - put me in the nearest pub with my wife and I am even happier!"
I agree with a lot of your points in principle, but in not in practice. I actually like that Facebook is using my data, because the ads are more relevant. I hate sitting in front of the T.V. and watching ads that are of no interest to me. Facebook used to be the same way.
Now I am actually seeing stuff I like and can relate to, all because Facebook is letting companies use my data. However, I completely understand people's opposition to this, but you will be advertised to no matter what. Would you rather untargeted and uninteresting ads?
Fantastic article. I couldn't agree more.
I have only ever seen small gains when split testing little elements on landing pages. However, I have seen huge leaps from 20% conversion rates to 40% conversion rates when testing the audience and the traffic source. Not the landing page itself.
Sorry it has taken me this long to reply. For some reason I didn't get email notifications of new comments. Let me know how it went.
I have been able to rank tons of my blog posts this way.
Good article. I agree that social media does provide a great platform for customer service, but in terms of generating leads for small businesses, it is actually one of the most inefficient lead generation methods out there.
Spending money on search marketing yields way better results. In fact, several studies point to this. People turn to search 97% of the time for shopping/product research. When you look at holiday e-Commerce traffic sources you will find search drives 34% of traffic and social only 2%. (If you need links to the studies then I will be happy to provide them.)
Those figures are consistent across most industries.
Some critics would argue that you should cover search and social. However, according to USA today 61% of small businesses don’t see a return on investment. Whereas 40% of search marketing campaigns achieve an excess of 500% ROI. So why would you even spend any money on trying to drive leads through social media?
Any money you spend on social can be better spent on search. I doubt that any small business has the $1m+ budget to saturate their search presence.
There really isn’t any room for a small business to spend time and money on generating social leads if they haven’t exhausted search, which can never happen.
This is a great article. I was still wondering what I can do in my business to be more contraversial. Maybe you could give some examples of how a small business owner can stir things up a bit?
Great! Let me know what your results are.