I don't know how to market my business - need serious advice

You know, I did that -- I spent $50 on Facebook ads as an experiment, ended up with 63 likes in one week's time, but no conversions at all, so I stopped the ad. I targeted my main region (NYC) and demographic, too. Not sure why it didn't work.:confused:

I appreciate the input, though --

This should be the first step for everyone!

Is your bio true??? lol

Very interesting take, Justin! I think I agree with you. That's actually pretty great.

And, yunoblog, this is actually the busy season right now. November and December are the best months (which is why it's so disturbing that I'm bringing in hardly anything).

I do agree that I am trying to do WAY too much, as I am not clear what to focus on first. I would like to learn how to use LinkedIn better. I am not sure how to use it for marketing, to tell you the truth. I have a profile up, and have joined some groups, but need to figure out how to better connect.

Facebook has done nothing for me, which is so odd, because that is where all the high school students are. Not sure what I'm doing wrong. Will add my facebook link to my profile page, so anyone who wants to take a look at that too, can.

Never heard the complaint about my website being plain before, though. But I am certainly open to any and all opinions. I just want to figure out what works, and then make it happen!

Thanks for responding.

Thanks goindeep (and judiD and Albert). I agree with elijah, that I actually may have to outsource this before I completely go under, but unfortunately, I need more funds coming in before I can even outsource! I need to pull myself out of this with practically a zero-marketing budget at this point. I have no money to spend.

Going back to goindeep's comments, though - that's all really good advice. Given that I'm a professional writer, and could easily, easily create more content. I don't understand how WordPress works though -- just because I create a daily blog, how do people find it?? Do I have to market that, too?

By "list" I assume you mean an email list, and I already have one of all my former clients, but then I don't know what to do with that? It's mostly composed of kids who have already gotten into school.

I'm a little behind on how all the social media / marketing stuff works, even on a base level. Trying to figure it out...

Hi MBA Ivy,

So your niche is helping kids get into Ivy colleges then?

I don't understand what you mean when you say your business is failing. Do you have high overhead? That's the only way businesses ever really fail, if they have high fixed overhead and get into a debt situation. Otherwise you're just not making money yet, and that's okay. As long as you have a roof over your head you can get experimenting until you find something that works.

My intuition here would not be to go with paid advertising yet. Unless you've already made a name for yourself, you need to make a name for yourself. And the way to do that in my book is to go where your target audience already is online. Yes, start your own blog if you don't already have that and share enough tips and information so people can understand you really are an expert. Make that the teaser and then explain your products/programs/how you can help them if they invest with you.

I'd be looking for whether there are forums or blogs where people who want to get into these schools are possibly already socializing with each other. I don't know this market at all, but with high school kids being so web savvy now there must be a place to find them online.

Let me know what you think. I thought my business was "failing" in 2010 and in retrospect I was being a bit dramatic. I just needed to hang in there a few months longer and be more disciplined about learning sales skills and making my offerings clear before it turned around.

cheers,
Erika

This is all excellent advice, and I appreciate everyone's input so much.

RanD - I have not learned (yet) how to properly use social media sites, but am trying to read articles and watch tutorials. I will check out the resources you mention.

I have run analytics on my site, and I think one of my major problems is that I recently had to change my domain name for copyright reasons. I don't think my traffic dropped off so much because of the company name change, but MAY have dropped off because I (perhaps) did the domain pointing wrong, and didn't properly do a 301 redirect, but instead just pointed my old domain to my current one. In other words, not clear, but google may think I have two sites up with duplicate content, when I just have one??

"I have tried everything..." does not include creating spammy links, as I don't even know what those are!

erikaawakening - Yes, my niche is helping kids get into Ivy colleges and other "top ten" type schools. By describing that my business is failing, I mean that my client list has dropped from about 20 people a month to 2! (I charge $400 a client, so do the math). I have basically zero overhead though. It is all pure profit.

However, this is my sole source of income so things are tanking fast. It's so odd, because I have such a great track record -- I am getting these kids into these top Ivy League schools...when I can reach them!

I do need to develop some actual products/programs like you said. I also have tried posting on a lot of popular college forums, but they actually don't like independent admissions consultants posting on them, and I have been banned from advertising/posting in any way. Also, I really need to market towards the parents. The parents are the ones who pay me, and seek my expertise for their son or daughter. My service is very solid and based on strong experience. I just have to reach the people.

Alex - Thanks. I sent you a pm. I remember talking with you! Putting the testimonials (or at least some) on the first page is a good idea, as are your other points.

goindeep - great advice. I'm going to look at this more. I have run my numbers, but I don't know what to do with the information. I would like to have a client a day. 20-30 clients a month. This work is seasonal, and runs from August to April (because I work with MBA students, too) so I need to make the big money NOW, as I have no work, just naturally, May - July.

I was pulling in this amount before. Something happened to my traffic. That's what's so disturbing!!!

Nightengale - I ran a facebook ad campaign that had the same picture as the one on my homepage, and stated my credentials, with the tag "Get Into the Ivy League!" I knew my demographic, my best location, and from my data, the best time to show the ad. Only got 63 likes. Have no idea why.

You're right about the offer thing. I will seriously think about how to set this up. The content itself isn't hard for me, where the bridge is out for me, is what I do with it -- do I buy a subdomain and create an offer "landing page" or do I simply ad another page to my website? This is the stuff that confuses me! This is really good advice, though:

WordPressManiac - I do have social sharing buttons on every page of my site, top right, but perhaps I need to fix them so they're more visible, if you didn't notice them and were actually looking!

The blog thing is exactly what I don't know how to do, though! So, do I add another page to my website, that is my blog?? Or do I just post my blog in WordPress? Or both? Creating content is easy for me, I am just SO TECH UNSAVY that I need a play-by-play regarding what to DO with it, once I have it.

For example, I have four new articles just sitting over here. All about "Getting in to the Ivy League." What do I do with them?

And, finally, if I did manage to come into some income again, I take it I could hire someone to do all of this. I can provide the daily content, but ideally, I would like to just hand that content over to someone who, at least in the beginning, could set me up and basically teach me, through example, how it all works. I guess I need a marketing manager. And I really have no idea how to use LinkedIn.

My main problem is I don't have the luxury of taking time to learn this, as this is my main season (Nov and Dec) and I am losing money every day. I need to stabilize the business first, get some new clients coming in, and then once stabilized learn all I can.

I have no idea why my traffic tanked as much as it did. It must have been when I pointed / forwarded my domain. Not sure how to fix this, and not sure who to even call to take a look at the backend (code? links?) and see if something is wrong.

MBA Ivy,

People are always going to search by need. The more SPECIFIC or timely the need, the more likely it is you will make the connection and eventually the sale.

You do not need a lot of searches, but you do need to reach those that ARE searching. Ask yourself, "WHO is the person MOST LIKELY to buy this product or service or business opp IF and WHEN they come to know it exists." :confused:

What I mean by that is this. If I found your service through Google and I was in need of the value you could provide to me, what is my demographic. Age, Ethnicity, Gender, Location, ETC. You can use these details to target your focus within the PPC that you create on Facebook.

A Question You May Need To Answer...

Can you get more social media, article, blog post and high PR backlinks than the competition who are currently ranking on the front page of Google? Base this upon the keyword you are targeting for your SEO. If you cannot beat them skip that keyword and take another angle.

I hope this finds to be helpful and good luck.

To Your Success!

Evan Bang


P.S.

Use Keyword Tools And MAKE A LIST:

-Google Keyword Tool (Free)
-Wordtracker.com (Subscription)
-Market Samurai (Subscription)
-Niche Finder (Subscription)
-SeoCockpit (Subscription)

Hey MBA, I kind of skimmed the comments quickly, so I don't know if this was mentioned yet, but with that list that you have of students who are already in school. Can you market to them to bring you leads for a commission? Are you facebook friends with them? Just a thought.

any suggested reading material on successfully setting up a facebook marketing campaign!

Greetings.

The people that you have helped are your best source of new business. Make them all part of your team. Praise them, their good decision to utilize your service and how it has paid off for them. Highlight them on your site. Everyone wants to be a video star. :-) Put those people to work. Send them business cards, don't forget their birthdays, ask for referrals, offer finders-fees, etc.. They all have friends one or two years behind them, academically. Cultivate them early. The earlier the better.

A blog and a freebie eBook are mandatory. The eBook should raise as many questions as it answers in the readers mind. Don't give more than one real secret away and make sure it's not one of your valuable selling points.

Locate ALL of your competition. See how they market and promote their service. How do your efforts and channels compare?

Additionally, produce your own series of informational videos that highlight the pitfalls and obstacles that you can eliminate for people. Put the fear of god into them and don't be afraid to bill yourself as one of the "leading authorities" in your niche. Who's going to tell you that you're not? Not, me.

Finally, any and all of the shortcomings of your web site can be addressed for almost no money. Time, energy and patience are all that's required. If you know anyone that can help you with the social icon placement and getting your blog set up, I would not hesitate to ask for assistance. There are many places that you can go and find help. Most people are happy to help. As Blanche DuBois famously said, "I have always depended on the kindness of strangers." You can find help with minor tasks on Fiverr.com, oftentimes for just $5. I've done it.

Not much of a techie, myself, or I'd do more than make suggestions. I'm one of those guys who pays for everything, the whole way. lol

Don't give up. Remember, you gotta be in it to win it. Trite? Maybe. True? Absolutely. It's a great niche with an unlimited supply of potential customers that is fresh every year. WOW!!! A lot of people would kill for a niche like that and the proper experience to go with it. Of course, with all of that being said, I can certainly understand your frustration at not being farther along.

I do wish you the best in your endeavor.

Cheers,

Frank

P.S. I would also recommend writing a business plan. Not so much for the financial projections, but more along the lines of describing and outlining your business on paper, in words that a banker or investor wants to hear. It can help you spot marketing opportunities you might have missed as well as show you where you may be spinning your wheels. Can't hurt.

Justin, I looked at your site, and I agree with Johnny - the copy is horrible. Most of it is credentialing you, not promising benefits or even hinting at your process.

I'd also lose the generic contact form and replace it with either a much simpler opt-in form to learn more, or a much longer one with questions designed to help you create personalized responses based on that individual's desires.

As I see it, you have two main markets - the first, and largest, is parents of high schoolers with Ivy League aspirations. The parents are the ones writing the checks, so they are actually your target. The second is college students with Ivy League aspirations.

Notice the word "aspirations"?

At the early stages of prospecting, you need to play to those aspirations. Make them believe that they deserve that Ivy League spot, and that hiring you gives them an unfair advantage over the other applicants.

You know, I tried flyers twice, and it unfortunately didn't work. I do still think my referral fee offer (above) to other marketers out there, might be the best (fastest) way to go, and a way for everyone to benefit. I have the credentials to help students if they can just find me!

MBA Essay Consulting | Ivy League Essay Consulting

If you listen to this very closely, you will find more than enough info to get you off the ground!

Let me know if you'd like me to point out the major ideas.

And there's a difference between trying things out and just doing to maximize your potential right now.. I think it's more about your presentation, education (in the form of marketing) and making crystal clear and hard to resist your initial offer than than it is brute force exposure and advertising

Yes, I have been trying to post on some forums, cyberzolo, and fred67 - I do clearly state my rates on my "about" page. I charge a flat rate of $400 for assistance with the first college application, than $200 for each additional school.

I also provide my phone number so students can contact me directly if they don't feel comfortable filling out my contact form.

If anyone knows any students who can benefit (college or MBA applicants) I am offering a $50 referral rate for any client.

Thanks!
MBA Ivy

www MBAIvyLeague (dot) com