How the hell do you get your business noticed these days when consumers are being bombarded with so many messages? Seriously, I’m asking. Because I have no idea.
Yeah yeah! I know all about the usual “tricks” like, Facebook advertising, blogging, guest blogging, blogger reviews, appearing on podcasts, Google Adwords, Instagram ads, daily deal sites, influencer marketing, PR, landing pages, and blah blah blah.
Presumably those tactics have been successful for many businesses, but not so much for mine.
I know some of you are like, but you gotta try those “tricks” because they really do work. Here’s a quick rundown of my experience with some of those tactics.
Facebook and Instagram ads
I’ve spent over $7,000 advertising on Facebook and Instagram the last three years and have gotten less than $1,000 in sales from it. In the early days, I hired reputable Facebook marketers, and have friends who are killing it as Facebook marketers for their clients, and who graciously showed me how to properly advertise on Facebook.
For whatever reason, it doesn’t work for my business. But I’m still trying! I’m currently using an automated Facebook marketing tool, Needls, which does a nice job with its algorithm of easily and quickly setting up multiple ads for you, and optimizing them to get the best engagement rates at the lowest cost per engagement. A recent campaign I did had a cost per click to my website of $.05, which is way lower than anything I’ve been able to accomplish on my own. Unfortunately, I’m not getting any sales from it.
Blogging and guest blogging
I blog right here, but haven’t been writing the last few months because I haven’t been inspired. Not many folks read this blog, but those who do, tell me they dig it.
I am a contributor/guest blogger for GoDaddy’s small business blog, The Garage. And I contribute for some of my favorite people over at SheKnows media, and BlogHer, where I had the honor of being recognized with the prestigious Voices Of The Year award.
I’ve had dozens of bloggers review my product. I’m talking talented and well-respected writers; that helped some with sales and awareness, but not nearly as much as people probably think it would. I’ve made some great friendships with lots of these folks though and I’m thankful for that.
Google Ad Words
In my best Clay Davis voice from The Wire, Sheeeeeeeeeeeeeeeeeeit! I wish I had that $20,000 back that I spent on Ad Words. I didn’t get any meaningful sales from it.
PR? Don’t talk to me about PR. I’ve been killing the PR game. I don’t know any entrepreneur who has been as successful getting PR for her company as I have been. I’ve had amazing PR hits, such as:
- The TODAY Show (three times)
- The DIY Network
- Good Morning America
- Money Magazine
- CNBC’s West Texas Investors Club
These hits have all generated sales for the business, with the TODAY Show being the most effective sales generator, followed by Money Magazine, and the DIY Network. GMA and West Texas Investors Club surprisingly didn’t do much for sales.
These types of PR hits are great for brand awareness and credibility markers on your website and social media channels, but the sales impact is always temporary.
The net result of all that
The net result of all that activity is a business that is STILL struggling to get traction. In three and a half years, and raising $400,000 in capital after completing a startup accelerator, my business has cumulative sales of $250,000, and a 10% growth in sales in 2016 to $80,000. The company will have a loss in 2016 primarily due to the Groupon campaign I did at the end of 2015 that nearly put me out of business.
Despite all that productive activity and doing all the “right” things, my website gets an average of 100 visitors per day. And with less than a 2% e-commerce conversion rate, which is comparable to other large companies in the photo product space, and an average revenue per order of $100, that dog just ain’t gon’ hunt.
Something’s gotta give if my business is going to be the breakout success I imagine and get acquired for $50 million, which is my goal.
So now what?
It’s clear the tactics from the regular playbook, for whatever reason, don’t work for my business. I know for a fact my product is brilliant because customers tell me so, but clearly, that’s not enough.
It seems we live in an age where to get attention, you have to be provocative. Exhibit A is this recent election. Donald Trump, like him or not, has laid down the blueprint for how to get attention in America.
An interesting example of how provocation resulted in enormous growth, was the riff Trump had with Vanity Fair magazine, when he tweeted the following:
This one tweet by Twitler-er-Trump, had an enormously positive impact on the magazine’s sales. Here’s a quote from Slate.com about what happened:
Trump meant to mock the magazine, but he ended up giving it a big boost. Vanity Fair’s new subscriptions soared 100 fold after the tweet, reports Folio. “This was the highest number of subscriptions sold in a single day ever at Condé Nast,” a company spokesperson said. Vanity Fair quickly saw the potential of the tweet for its business and launched a digital marketing campaign urging readers to subscribe to the “magazine Trump doesn’t want you to read.”
Subscriptions increased 100 fold! Vanity Fair’s marketing team could try for years to achieve a result like that and would likely fail, despite being a quality and reputable publication.
So now I’m wondering what can I do that, as my man Mario Armstrong says (paraphrasing), doesn’t compromise my morals and integrity, but will be so provocative that it will get my business noticed and put it on the map for good?
I would love it if Twitler-er-Trump would tweet something like:
. @WeMontage is the worst company EVER. The owner @jamesoliverjr is such a LOSER. I’d FIRE him!
That would turn half the country against me, but whatevs, this is America-with 300 million people. And that would leave 150 million people who’d love my business! Exaggeration yes, but you get my point.
Now I’m brainstorming. I have one idea so far that I’m tossing around that would include a collage of the incoming first family superimposed on a wall in a nicely decorated room and I’ll ask a question like, ” Would you put pics of the incoming first family on your wall with removable wallpaper? Yes or no?”
This is just one idea, but I need a bunch more. Let me know in the comments if you have any outrageous ideas I could use.
Have you done anything provocative that got your brand/company on the map for good? If so, I’d LOVE to hear about it in the comments.