AvoidSpending on ads because a competitor does, without knowing what already works.
Do this insteadLogging the answer to how did you hear about us for a month, then putting money behind the two that came up most.
You are almost certainly already getting enquiries from somewhere you have never invested in.
Example conversation with Data & Analytics
You
I asked every enquiry how they found me for a month. 11 word of mouth, 7 Google, 4 the van, 2 Facebook, 1 a leaflet.
Data & Analytics
Twenty-five enquiries, and your spending does not match them at all.
Google is 28 percent of your enquiries and you have never invested in it. Your Business Profile is doing that on its own.
The van is 16 percent for a cost you already paid.
Facebook and leaflets are 12 percent combined and are where your money currently goes.
Move the leaflet budget to Google. Not ads yet, just reviews and photographs. You are already winning there by accident.
Want me to work out what each channel costs you per enquiry?
Google is 28 percent of your enquiries and you have never invested in it. Your Business Profile is doing that on its own.
The van is 16 percent for a cost you already paid.
Facebook and leaflets are 12 percent combined and are where your money currently goes.
Move the leaflet budget to Google. Not ads yet, just reviews and photographs. You are already winning there by accident.
Want me to work out what each channel costs you per enquiry?
One month of writing it down beat every assumption.
Paste this to NINA
Over the last month my enquiries came from: [list roughly where]. I have about [budget] a month. Where should I put it and what should I stop doing?
Try it on your business
Every lesson ends with a question to hand to a Greymill specialist, who answers with what it knows about your business.
More in Getting more enquiries
- Testing one channel properlyThree half-hearted channels beat none, but one done properly beats all three.Read the lesson
- Being findable locallyFor most local businesses this is worth more than any advertising.Read the lesson
- Making word of mouth deliberateIt already works. It is just accidental.Read the lesson