What to do with $5000 budget?

32 replies
I've been given a major project for a home improvement manufacturer. I have a decent budget to start with at $5000 per month. This budget will grow as success starts to show. I would like to get some ideas on what some of you would do if you were given the project below with the budget of $5000 per month.
To be honest, this is a dream come true for me, I'm just interested in ideas that can help take this project to the top faster if possible! I've ask for 6 months, and that's exactly how long I have. All whitehat, no spamming of any kind can be used.

Project:
  • Create Brand awareness
  • Get 3 divisional websites redesigned and optimized.
  • Provide 7500-10000 unique visitors per month to company websites within 6 months. Current traffic is 500 unique visit per month.
  • Provide 200-400 consumer leads per month. Current lead generation is 20 per month.
Current:
Websites are redesigned and Optimized. SEO and SMM is all in place and optimized, PPC is being setup with 3 different different landing pages for A/B testing for each divisional website. Videos are being produced and will soon start with Video Marketing.

The problem is, I'm working with a company that wants it NOW and they do not want to hear, "it takes time". This company is not afraid to spend the money if they know it will work. What are some Fast legitimate ways to get consumer leads and brand awareness for this company above what I'm already doing? Buying leads is also out of the question. Thanks in advance for any ideas. :rolleyes:
#budget
  • Profile picture of the author Michael Ten
    Buy high quality articles on Fiverr. You can get decent to good ones for 5 dollars each on there if you look carefully.

    Buy good domain names and buy articles related to the niches that you choose.
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  • Profile picture of the author Studio13
    Time to goto the Ad networks if they want it now.
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  • Profile picture of the author David Keith
    do they have an eCommerce setup... meaning are they actually selling their stuff online? If so, I would definitely look into setting up an affiliate program of some sort.

    You need to look to leverage their existing business. Its likely that some of their existing clients already have a web presence, and if you can leverage that by getting some solid backlinks, that would be a good place to start.

    You also need to look at where their customers / clients hangout online. What sites do their prospects visit. Then you can advertise there or maybe work out some sort of partnership with those site.
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  • Profile picture of the author dvduval
    If it were me, the very first goal of mine would be to make sure that I set goals for the first month that were easily attainable to reduce the risk of losing the contract, and insure I got the second $5000 on month 2. You don't necessarily need to tell the customer exact numbers, but two measurable items are going to be leads and unique visitors. If you need to pick up the phone and call some people to some extra leads, do it! Then near the end of month 1 you need to be able to show an improvement.
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    • Profile picture of the author dwcannon
      Michael55555 Buy high quality articles on Fiverr. You can get decent to good ones for 5 dollars each on there if you look carefully.

      Buy good domain names and buy articles related to the niches that you choose.
      Sorry failed to mention I'm using iWriter on a weekly basis for daily content at a great price for quality articles. I've setup a blog for each website that actually post the title of each with brief descriptions for the last 2 articles posted. Thanks

      Studio13 Time to goto the Ad networks if they want it now.
      Any Ad networks you would personally recommend? I tried a few in past with no luck, most of the time I get thousands of clicks and no conversions?

      David Keith do they have an eCommerce setup... meaning are they actually selling their stuff online? If so, I would definitely look into setting up an affiliate program of some sort.

      You need to look to leverage their existing business. Its likely that some of their existing clients already have a web presence, and if you can leverage that by getting some solid backlinks, that would be a good place to start.

      You also need to look at where their customers / clients hangout online. What sites do their prospects visit. Then you can advertise there or maybe work out some sort of partnership with those site.
      David, we actually do not sell to the public, so online sales is not an option. I wish it were! Our products are only available through dealers. Most of our dealers are linking back to our websites, so that is a plus. Any ideas where Non-DIYer home improvement clients would hang out? I've found thousands of DIY websites which helps me none. DIY types tend to dislike professional products and installations.

      dvduval If it were me, the very first goal of mine would be to make sure that I set goals for the first month that were easily attainable to reduce the risk of losing the contract, and insure I got the second $5000 on month 2. You don't necessarily need to tell the customer exact numbers, but two measurable items are going to be leads and unique visitors. If you need to pick up the phone and call some people to some extra leads, do it! Then near the end of month 1 you need to be able to show an improvement.
      dvduval, the great part is, I get 6 months good or bad to make the end goal without losing my deal. The budget is 100% for marketing, I get paid bonuses for leads and conversions. Even if the traffic is not there, but the conversions are. I'm set for a long time. I've set some goals, it's just hard to hit those goals the first couple months. That's why I'm looking for some good tips to get leads until the traffic comes around to support the lead generation.

      Has anyone used targeted email marketing? I've used it in the past, but all my experience was with Business Opportunities which everyone seems to hate these days and it did not work well. Just wondering if it would work on a legitimate product line and who to use? There are thousands and I want a legitimate one.

      Another thing I forgot to mention is, if I can produce good quality leads for our dealers, they will buy them, which in turn increases my budget even more. I don't mind trial and error, but if I can get some of the excellent help and advice from you wonderful guys and gals here on Warrior, I'm hoping to minimize my errors.

      Thanks to All!
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  • Profile picture of the author David Keith
    David, we actually do not sell to the public, so online sales is not an option. I wish it were! Our products are only available through dealers. Most of our dealers are linking back to our websites, so that is a plus. Any ideas where Non-DIYer home improvement clients would hang out? I've found thousands of DIY websites which helps me none. DIY types tend to dislike professional products and installations.
    So then you are really looking to promote this site as a business to business setup. If you don't sell to the public, are you really looking to setup more partnerships / distributors.

    or are you just looking to find more end user customers leads that you can distribute to the distributors. The thing about home improvement clients that do use contractors is that this is usually done on a local level and often times through word of mouth.

    If your business does not sell to the public, then trying to serve the general public or even get leads for your products is going to be tough, not to mention you are going to piss your distributors off for trying to "go around them".

    it sounds like this is setup as a business to business deal, so is the company trying to grow their business to business clients or are they trying to open a business to consumer aspect to their business. These are 2 totally different prospects, that will require 2 totally different approaches to marketing
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    • Profile picture of the author dwcannon
      Originally Posted by David Keith View Post

      So then you are really looking to promote this site as a business to business setup. If you don't sell to the public, are you really looking to setup more partnerships / distributors.

      or are you just looking to find more end user customers leads that you can distribute to the distributors. The thing about home improvement clients that do use contractors is that this is usually done on a local level and often times through word of mouth.

      If your business does not sell to the public, then trying to serve the general public or even get leads for your products is going to be tough, not to mention you are going to piss your distributors off for trying to "go around them".

      it sounds like this is setup as a business to business deal, so is the company trying to grow their business to business clients or are they trying to open a business to consumer aspect to their business. These are 2 totally different prospects, that will require 2 totally different approaches to marketing
      This project is very confusing, but I've finally started to make sense of it all. It's even harder to explain, but I'll try. We are a product manufacturer and our goal is to build business to business relationships and a business to consumer lead generation program for our dealers, all consumer leads are passed on to our current dealers, which have protected territories and any leads outside of our dealer areas are used to obtain new dealers to serve those consumer leads. Going strictly after dealer leads may make our company appear desperate and I'd prefer not to do that if possible.

      So lead generation, whether dealer or consumer is the overall goal. That is why I'm really trying to build the Brand to help both areas (B2B&B2C). Our goal is to never service the leads in house, only through our dealer network. Most of the successful home improvement manufacturers I've studied provide a lead source program for their dealer network and that is our ultimate goal. If our dealers have endless leads everyone wins.

      I guess I'm just looking for some good outside the box ideas that will jump start our marketing. Thanks for your input David, this open dialogue is a good mind opener for me. I've read so much here over the past couple years I thought it was time to get involved.

      Targeted Opt-in Email Marketing is starting to seem like a good starting point for B2C leads.
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  • Profile picture of the author markhere
    Since the company wants to see instant results you will have to go with Paid Advertising as a short term goal and SEO as your long term plan.

    For Paid advertising the obvious options for quality traffic our Adwords and Bing. For SEO you need to start searching for local related keywords and make targeted landing pages. Two linkbuilding tactics that are working great currently are bookmarking and blog post submission that would be enough to get you on page 1 for local keywords.
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  • Profile picture of the author David Keith
    ok, now we are getting into some stuff that will help all of give you better more specific advice.

    So is this company a manufacture of something like windows, cabinet, or doors? I kinda get the feeling that it is something similar to this. This company then has dealers and installers that actually do the b to c part.

    If this is the case, I think your big picture should focus on "advertising" for each of those underlying products. if you make windows, you need to find people on the internet who are searching to buy windows. that is much easier to target than just general DIY guys who hire installers.

    for most b to b parent companies like the one you are working with, the advertising is often times more about creating a brand awareness than actually direct marketing for leads and sales.

    for instance, if you make windows, you need consumers to know that so they seek out one of your distributors to deal with. home improvement stuff is very much a local thing. So most of your online marketing efforts are probably going to have a very local focus.

    for branding affects, the DIY sites might not be a bad move. That will expose people to your company's product line. Generally, for parent companies that don't actually deal with customers, their advertising role leans more towards branding than direct marketing.
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    • Profile picture of the author RimaNaj2011
      Twitter and Facebook is the way for quick traffic.
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      • Profile picture of the author al graham
        Agree with Rima. Go social, drum up a buzz around the brand, loads of different ways of doing this. Invite people to comment on the brand offering.
        Twitter is great and I use it for a load of reference, promos, and making fresh current contacts.
        Long term SEO it.
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  • Profile picture of the author dwcannon
    Rima, I'm actually already working heavily with the Social Media. Facebook, Twitter and Google+.

    Thanks guys for all the input. Our company actually manufacturers gutter guards/gutter protection and radiant insulation barriers. I've started testing local targeted keyword landing pages for our dealers. I'm testing areas like Atlanta, GA and Detroit, MI, creating local pages with the local area and keyword in the URL, Title and Description. It really amazes me how many large companies miss the local SEO side. I'm hoping this will help jump start lead generation for our dealers locally.

    Most of us know if we are looking for a local plumber in Atlanta, GA, we don't just type plumber into the search engine without the local area info as well, at least that's my experience.

    I have our website ranking on the first page for Gutter Guards Atlanta GA with very little work! I guess it would be nice to have all five of our top keywords ranking locally in all of our major city markets. Do you guys think having all of these local rankings will help or hurt my overall SEO efforts? I would think it will boost my overall SEO efforts.

    I've used directory submissions and bookmarkings to obtain the local submission, any ideas to add to the local ranking? I've never used blog submissions for local ranking, maybe I'll give it a try and see what happens.
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  • Profile picture of the author massiveray
    I would say that your PPC campaigns will get you the instant results that you desire. Advertise on twitter, linked in, Facebook, google etc

    Other than that you can look into radio/tv advertising, for a former employer I bought a 45 second local radio ad to be played 6 times a day for £700 a month, it drove at least 10,000 people to our site.

    Cost of production of the ad was a one off fee of £500.

    Get yourself down to some b2b shows in the industry, hire a couple of models to go out and hand out your leaflets, print off some high quality marketing collateral, brochures, pop up stands etc etc

    Get some postcards printed, buy a targeted list and send them out every month.

    Put ads in print press, relevant magazines, you have a huge budget each month so can pretty much do whatever you want or a little bit of everything.

    Just because your goals are to get online traffic, there are other ways to drive traffic to your site that do not involve the Internet.

    I think you can meet your objectives by the end of month 1 if you put your mind to it. At that rate the bonus payments will start rolling in.
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    • Profile picture of the author dwcannon
      Originally Posted by massiveray View Post

      I would say that your PPC campaigns will get you the instant results that you desire. Advertise on twitter, linked in, Facebook, google etc

      Other than that you can look into radio/tv advertising, for a former employer I bought a 45 second local radio ad to be played 6 times a day for £700 a month, it drove at least 10,000 people to our site.

      Cost of production of the ad was a one off fee of £500.

      Get yourself down to some b2b shows in the industry, hire a couple of models to go out and hand out your leaflets, print off some high quality marketing collateral, brochures, pop up stands etc etc

      Get some postcards printed, buy a targeted list and send them out every month.

      Put ads in print press, relevant magazines, you have a huge budget each month so can pretty much do whatever you want or a little bit of everything.

      Just because your goals are to get online traffic, there are other ways to drive traffic to your site that do not involve the Internet.

      I think you can meet your objectives by the end of month 1 if you put your mind to it. At that rate the bonus payments will start rolling in.
      massiveray - I definitely like the model idea, thanks. As I read through some of the ideas and questions I start to see the LACK of information I provided. Our company is 10 years old and we do a lot of offline marketing, print ads, radio, tv and events. The company has just missed it when it comes to online exposure, until now.

      Nightengale I just did a quick read-through of this thread, but...

      If your client is looking for FAST results and is willing to spend money -- and their goal is to generate leads...

      Then PPC is your best option. Craft a unique, compelling, FREE offer to your ideal lead and put up a squeeze page offering that freebie. Drive all PPC traffic to that squeeze page.

      Split-test your ads and squeeze pages and fine-tune it based on results.

      Simple enough!

      You're building a valuable asset: a targeted list.

      Tip: The more data you collect on these leads, the more valuable your list is.

      So... Even if your freebie is digital only, collect names AND snail mail addresses. Use something like 1 Shopping Cart to collect the information.

      If the offer is compelling enough and the source seems trustworthy, people WILL part with their information.

      My current mentor is a multi-million dollar business owner and this is her current setup for listbuilding. She's collecting names, e-mail AND snail mail addresses through her 1 Shopping Cart account for a digital freebie. Don't let anyone tell you it can't be done.

      Forget about Fiverr article stuff. Article marketing is good, but it's more of a "slow and steady" method. Branch out to articles and other things when you've got a good PPC/free offer thing going.

      Hope that helps!

      Michell
      Thanks Michell - I've got the PPC underway with 3 separate Landing/Capture pages being developed to A/B test. Once I see which design converts best I'll try a few more options with it's design and layout to try and increase conversions.
      PPC is definitely in the works, I just want to be very careful here as I know you can waste a lot of money here.
      As for Fiverr, I have stayed away from this for reason I believe could be low quality. I am starting to use oDesk, Freelancer and Elance for articles and test lead generation.

      JeremiahSay There are plenty you can do with 5000 bucks a month:

      1) Personally I'll look into solo-ads from arcamax.com: HAD TO REMOVE THE LINK with $1,000 you're able to send 660,000 emails out to their subscribers. Try to negotiate for at least 6,600 unique clicks..

      2) Needless to say: PPC.. PPC can be very expensive if you don't know what you're doing.. invest $10 - $50 on improving your PPC knowledge and then invest about $500 - $1000 into ppc..

      3) Press-Release: This is a killer.. A way to get high PR backlinks to your website, awareness to your content etc.. Do this right and you can forget about the first 2 (maybe not).. Invest $500 - $1000 into it.. You'll definitely see some results.. (Outsource press-release writing if you don't know how to write)

      4) Save the rest of the money, see which of these 3 have the best return of your investment (ROI) .. and then invest the rest of your money into it..

      TADA!!! Mission accomplished.. (easier said than done) whahaha..

      Good luck,
      Jeremiah
      Jeremiah, thanks for the ArcaMax info, I'll definitely look into this and maybe test it. PPC is in the works and I have already done a press release, however, I looking into better press release topics.

      Alexis WilkeDo you know about angie's list?

      You were wondering where to find leads, I don't know what the product/service is exactly but you mentioned house/home something and many people in that field end up on that site.
      Alexis - thank you for your input. I have looked into Angie's list a little, it appears to be more geared for our individual dealers, not on a manufacturer side. Let me know if I'm wrong.

      redicelander Outsource your PPC to a pro, someone like PPC Coach.

      Not sure if he's still offering to do PPC for businesses, and you just provide him with the business. It's still your client, he will just do the PPC for you, for a fee of course.

      He's on the forum.
      redicelander - thank you, i will definitely be seeking professional advice / services for PPC. PPC is not my strong point for sure.
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  • Profile picture of the author maomao123
    [DELETED]
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    • Profile picture of the author Nightengale
      I just did a quick read-through of this thread, but...

      If your client is looking for FAST results and is willing to spend money -- and their goal is to generate leads...

      Then PPC is your best option. Craft a unique, compelling, FREE offer to your ideal lead and put up a squeeze page offering that freebie. Drive all PPC traffic to that squeeze page.

      Split-test your ads and squeeze pages and fine-tune it based on results.

      Simple enough!

      You're building a valuable asset: a targeted list.

      Tip: The more data you collect on these leads, the more valuable your list is.

      So... Even if your freebie is digital only, collect names AND snail mail addresses. Use something like 1 Shopping Cart to collect the information.

      If the offer is compelling enough and the source seems trustworthy, people WILL part with their information.

      My current mentor is a multi-million dollar business owner and this is her current setup for listbuilding. She's collecting names, e-mail AND snail mail addresses through her 1 Shopping Cart account for a digital freebie. Don't let anyone tell you it can't be done.

      Forget about Fiverr article stuff. Article marketing is good, but it's more of a "slow and steady" method. Branch out to articles and other things when you've got a good PPC/free offer thing going.

      Hope that helps!

      Michelle
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      "You can't market here. This is a marketing discussion forum!"
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  • Profile picture of the author JeremiahSay
    There are plenty you can do with 5000 bucks a month:

    1) Personally I'll look into solo-ads from arcamax.com: Advertising « Media Center « ArcaMax Publishing

    with $1,000 you're able to send 660,000 emails out to their subscribers. Try to negotiate for at least 6,600 unique clicks..

    2) Needless to say: PPC.. PPC can be very expensive if you don't know what you're doing.. invest $10 - $50 on improving your PPC knowledge and then invest about $500 - $1000 into ppc..

    3) Press-Release: This is a killer.. A way to get high PR backlinks to your website, awareness to your content etc.. Do this right and you can forget about the first 2 (maybe not).. Invest $500 - $1000 into it.. You'll definitely see some results.. (Outsource press-release writing if you don't know how to write)

    4) Save the rest of the money, see which of these 3 have the best return of your investment (ROI) .. and then invest the rest of your money into it..

    TADA!!! Mission accomplished.. (easier said than done) whahaha..

    Good luck,
    Jeremiah
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  • Profile picture of the author Alexis Wilke
    Do you know about angie's list?

    Doctor Reviews & Contractors Ratings - Find a Doctor or General Contractor | Angie's List

    You were wondering where to find leads, I don't know what the product/service is exactly but you mentioned house/home something and many people in that field end up on that site.
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  • Profile picture of the author J Bold
    Outsource your PPC to a pro, someone like PPC Coach.

    Not sure if he's still offering to do PPC for businesses, and you just provide him with the business. It's still your client, he will just do the PPC for you, for a fee of course.

    He's on the forum.
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  • Profile picture of the author JimMichael
    Some genuine, authoritative media coverage would also do wonders for building your credability.

    There's a link in my signature which may help!
    Signature

    .

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  • Profile picture of the author Andrew Skelly
    I have been in this exact position myself and the problem here is that whatever SEO you're doing will likely result in 99% the wrong market. Which is pointless right? So this would certainly require some key targeted traffic to drive "potential Dealers" and not "joe public" to your site. Doing a series of product spotlight videos and posting them on youtube with the right keywords could help. Facebook ads created to just target your dealers could also be the way to go. At the end of the day you will either need to go out and find out where they are centralized or create a cherry picked list and target them individually because at the end of the day tons of traffic to your clients site means nothing unless it translates into converted sales.
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  • Profile picture of the author MarimediaLtd
    Hi Dwacannon,

    5K a month is a decent budget to start with, however- there is something you must know:
    In any marketing project, the most important thing is to be on the same page as your client.

    There are no "magic tricks" (we are writing you this as one of the top 5 ad-networks in the world), results rarely come over night, you must stress out to your client that it will take you around 1.5-3 weeks for them to actually start seeing any change.

    Going from 20 leads a month to 400 is a very long way, take a good look at their landing pages and see what needs changing- even the best traffic out there won't convert on a poor LP.

    Good luck!
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  • Profile picture of the author Miraclem
    Go gamble, maybe you can make more out of that! haha, kidding. But what I would do is, find what you want to do, whether it's start your own fashion design blog, future technology blog, or just websites that would interest you. Then go from there on using your money wisely.
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  • Profile picture of the author Chris Gylseth
    There are are number of ways to approach this, and many good suggestions have been given. Personally I'd consider the following methods:

    1. Advertise on sites like Angie's list and other sites where contractors list their services. Look at both national and local sites (for your dealer's territories).
    2. Find contractor review sites and advertise there. These sites are generally good at generating traffic as people tend to check out companies before calling them.
    3. Contact a local boy scout organization or similar group that could use some fund raising. Create a flyer and have them hit homes in the older parts of town. They can deliver on people's doors and have them initial that they received the flyer. That way you keep some control of the flyers actually being distributed as you only pay $X.XX per signature. Even better, throw in a bonus if they can get the person's name and phone number, and permission to call them. I saw the note about models, which also is a good idea, but boy scouts often have an easier time getting in the doors, and they are often very motivated to do the job.
    4. Partner with companies that are not dealers but serve the same niche. A know correlation is between realtors and mortgage brokers. Find something similar in your industry and advertise to their list. If you want, you could offer a small bonus for each lead it produces, or just pay a flat fee.

    Good luck! Let us know how it works out.
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  • Profile picture of the author Rbtmarshall
    set up an in house affiliate system and let your dealers do the marketing for you. just require pre-approval of the campaigns before they go live with whatever they come up with.

    or are the distributors retail outlets and not individuals or contractors?
    it sounds like you're doing some things a person with no budget would do. like worrying about SEO


    Its hard to say without knowing allot about your business.
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  • Profile picture of the author Benjamin Ehinger
    Originally Posted by dwcannon View Post

    I've been given a major project for a home improvement manufacturer. I have a decent budget to start with at $5000 per month. This budget will grow as success starts to show. I would like to get some ideas on what some of you would do if you were given the project below with the budget of $5000 per month.
    To be honest, this is a dream come true for me, I'm just interested in ideas that can help take this project to the top faster if possible! I've ask for 6 months, and that's exactly how long I have. All whitehat, no spamming of any kind can be used.

    Project:
    • Create Brand awareness
    • Get 3 divisional websites redesigned and optimized.
    • Provide 7500-10000 unique visitors per month to company websites within 6 months. Current traffic is 500 unique visit per month.
    • Provide 200-400 consumer leads per month. Current lead generation is 20 per month.
    Current:
    Websites are redesigned and Optimized. SEO and SMM is all in place and optimized, PPC is being setup with 3 different different landing pages for A/B testing for each divisional website. Videos are being produced and will soon start with Video Marketing.

    The problem is, I'm working with a company that wants it NOW and they do not want to hear, "it takes time". This company is not afraid to spend the money if they know it will work. What are some Fast legitimate ways to get consumer leads and brand awareness for this company above what I'm already doing? Buying leads is also out of the question. Thanks in advance for any ideas. :rolleyes:

    Wow! That is quite a Pickle. I don't know if I would be looking for a fast way to get them leads because they will be expecting that to happen in the future. I would work on getting them to understand the best methods of creating traffic and leads take time to get going, but once the leads are flowing, it will continue.

    If you have to have quick leads, in my opinion, the best way is PPC.

    Benjamin Ehinger
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  • Profile picture of the author biggenius
    1. Facebook Page + Ads ( active fanpage is must )
    2. Twitter + Twitter Ads
    3. Email list ( with updates / newsletter )
    4. Offer some % for referring new clients.
    5. Use Lead forms.
    6. Use issue tracking support systems like ( Zendesk )
    7. LinkedIn.
    8. Setup Google Alerts for search term related to your company/niche/product.
    9. Client should have no doubt. Join related forums , offer some value to clients.
    10. PPC ( Requires experience ).
    11. Use proper website analytic like Google analytics. ( you can show improvement report to company )
    12. Learn and research as much as you can about this company and their products. ( what their clients like and what they dislike )

    Protip : If you find anyone with some doubt about your company and product , immediately issue them a support ticket + phone and email contact.
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  • Profile picture of the author Moneymaker2012
    If you want to get fast traffic then visit high PR site related to you niche and ask them to place you ad on there site and also purchase 500 or more US PPC it will be help you.
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  • Profile picture of the author 7A
    A very well thought out press release should be at or near the top priority, with 2 to 3 percent of very good keywords, used with anchor text.
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  • Profile picture of the author alexnob
    I don't know if buying solo ads from an authoritive website in your niche (let's say: askthebuilder.com, for instance) could be a good idea? The price would be probably cut-throat but I don't doubt of its quality.
    (Just an idea flashing inside my mind, looking forward to hear from others)
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  • Profile picture of the author Tommy Turner
    I would do a combination of articles, and videos on Youtube. Then use FB and create some products for building list.
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