When thinking about starting your own business there are many things that you need to consider and choosing online tools are often one of the last things to consider. However, I have learned over the years that software that contains the latest “bells and whistles” will not make you a better marketer. In fact, in many instances, success is based on fundamental principles of Strategy, Execution, Analysis, Storytelling and most importantly Expectations. In this post, I will talk about some of the important tools, methodologies and overall client management needed to grow a successful consulting business.
#1 Harness Past Client Experiences
Leveraging past client experiences is a huge advantage when starting your own company. This is especially true during the on-boarding process where the client would be inclined to feel more comfortable with someone who is already familiar with their particular industry. Not only would it be easier for Strategy, but also for Storytelling and ongoing Optimization.
#2 The Power of Referrals
One of the biggest influences in starting your own business is not a big advertising budget, but testimonials and referrals from past clients or colleagues. Prospected clients will trust “word of mouth” over any form of advertising. A good referral is like gold in your pocket. The key to this continued success however, is frankly keeping up the good work.
#3 Transparency is King
If there is one thing I have learned over the years, clients are often weary of hiring a new agencies/consultants because they have been burned in the past by lackluster agencies. These bad experiences range from (1) “too good to be true” expectations (2) Inaccurate Ad dollar allocation (3) Poor reporting and analysis. If you want to be successful, I would recommend the following:
- The client owns their advertising platforms (No Agency client catch-all account)
- Avoid Agency Markups. (Don't try and make extra money, it will burn you eventually)
- Be Honest about “Wins” and “Losses” (Don't hide the losers to make yourself look better)
#4 Build the Perfect PPC Marketing Toolbox
There are many weapons of choice in PPC Marketing, but try and stay focused not only on budget but also what you need to on-board and keep a client happy. Here are some 3rd party companies that I highly recommend in order to stay competitive and keep your clients happy.
PPC Reporting Software
- Back in the early days, reporting on PPC Performance was like “pulling your hair out”. You spent more time trying to get the data into excel than actually working on improving the clients campaigns. My #1 choice for reporting is Acquisio. Their platform collects all the crucial data from your campaigns, then helps you quickly and easily analyze it so that you can act and react in the most effective and practical ways. Read more about the Acquisio Report Center
PPC Competitive Software
- As one of my most important tools to acquire new clients, SpyFu has allowed me to research new industries as well as identify new strategies that the client didn't even know were possible. PPC Competitive Analysis plays a significant role in the development of not only PPC Strategies, but also:
- Seasonality Trends of competitors
- Monthly Budgets
- Keyword Expansion
- Emerging Competitors
- SEO Rank improvements
- As one of my most important tools to acquire new clients, SpyFu has allowed me to research new industries as well as identify new strategies that the client didn't even know were possible. PPC Competitive Analysis plays a significant role in the development of not only PPC Strategies, but also:
Extended Online Presence
- Yes, I know “it's a no brainer” especially in 2015, but you need to have visibility in order to “fish where the fish are” beyond just a company website. Here are some of the most obvious platforms where visibility is a must:
- Facebook, Twitter, LinkedIn, Blog/RSS, Press Releases, Business Directories, Industry Directories
- Yes, I know “it's a no brainer” especially in 2015, but you need to have visibility in order to “fish where the fish are” beyond just a company website. Here are some of the most obvious platforms where visibility is a must:
- Building Your Brand
- One of the easiest ways to build your brand is using one of the mostly widely used and oldest form of digital communication. Email. You may have forgotten, but Emails are a strong branding tool that cannot be forgotten. However, Email Signature Services like “WiseStamp.com” can push your branding to the next level.
- “Our passion is to bridge this gap by building a strong platform with a variety of Email Apps that on one hand lets users make a better use of their daily emails – adding a whole new level of functionality and interaction – and on the other hand enables publishers (social services and brands) to distribute their content and engage users in one of the biggest online markets – email.”
- One of the easiest ways to build your brand is using one of the mostly widely used and oldest form of digital communication. Email. You may have forgotten, but Emails are a strong branding tool that cannot be forgotten. However, Email Signature Services like “WiseStamp.com” can push your branding to the next level.
#5 Adapting to the Ever-Changing Digital Space
In the 16+ years that I have been involved in online marketing, it's amazing to visualize the evolution of how and where people are finding what they want online. From Yahoo to Google, Facebook, Instagram, Twitter…. it's a vast array of platforms that “cry out” to advertisers and we as marketers need to embrace and leverage every opportunity we can for our clients. In order for overall client success, we must never be stubborn to trying something new.
In Conclusion
When it comes to starting your own PPC Marketing Consulting Business, it's important to leverage your strengths, learn from past client experiences and above all else be transparent. Remember that keeping your clients happy often leads to more referrals. Consider yourself a startup and find ways to drive visibility to your brand without breaking the bank.
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