In a village, there lived two friends, John and Don. John was very wise and Don – not so much.
One day, the two set out for the market in the nearby town to do some shopping. On reaching the market place, they were happy to see all the items for sale on display including sweets, clothes, utensils, toys, birds and pets on sale too.
As they walked about, they came across some parrots. Both loved birds and decided they wanted to buy some of them. They asked the seller how much they were. The seller said, “These parrots are fifty rupees each, and those others are five thousand each”. The two friends looked at each other and then asked the seller, “Why such a difference in the prices?” The seller replied,” The ones for fifty are not wise birds. They can’t be taught or trained to do anything. The costlier ones are wise, and can learn many things.”
Don, who was not very wise himself, decided to buy ten of the cheaper parrots , while John, the wiser one, decided to buy just one parrot of the more expensive variety. Don said to John, “Don’t be ridiculous. This one parrot will cost you rupees five thousand and there’s only one of them! Ten of the cheaper parrots will cost you only five hundred! If you buy the cheaper variety, you will not only have more parrots, but will also save a huge amount of money! John looked at Don and patted him on the back and smiled, because John was wise.
I do not think the moral of this story needs to be dragged out or explained because anyone who has any savvy in business will realize the lesson right away. One wise investment, even if costs more, is much more effective and useful than ten ineffective cheaper investments or ‘freebies’. If you cannot get one bird to work for you, what use is ten?
Sometimes as Internet Marketers, we are tempted to base decisions on price and bet on many small investments short term rather than look at the overall Marketing plan.
Whilst, I always encourage getting what you can for free or at good value, there are some cases in which
you really should proudly invest in your advertising and some avenues that have been proven to quickly increase your exposure and therefore sales.
Here are some tips to making wise advertising investments right now without changing anything overly fundamental that you are already doing.
Explore pay-per-click advertising.
Keep in mind, Google isn’t the only circus in town when it comes to pay-per-click advertising.
Google might have the most volume when it comes to their ad network, but they are definitely not the only option either. Expand your reach by using other search engine avenues. Bing provides great results for businesses targeting the baby boomer generation for example. You can also look into Google Search Partner Networks for other opportunities for a higher ROI.
One ad per keyword. Rookie mistakes are as follows:
Don’t run a campaign with a dozen keywords and only have one ad, or you’re throwing money away. Instead, create specific ad groups that target single keywords. Then create two to three ads for that one keyword. Once you know which ad works best, then run with that one; the wise one and leave all the others where they are.
Boost your posts.
Give your social media content a little boost. Because of the sheer volume of similar campaigns and ads all over our networks, businesses are finding it more and more difficult to get their message heard. By the latest statistics, Facebook is showing only 6 percent of a business’ content to their fan base. So if you are posting without giving your content a paid boost, you should really give it a go. Normally, if you have more than 100 likes on your page, a ‘boost’ button will appear at the bottom of each post. Try it. For less than $30, you can get your message out to thousands of unique users and build up your base more than you thought was possible in the countless ‘free’ ways of reaching people.
As we learn from today’s story, a wise person understands that it is quality and not quantity. One paid bit of help, (one key investment) tends to outshine all other time consuming and free or cheaper ways of doing it. And time my friend, is money.
My advice? Find a wise parrot and jump on it, let it talk for you online. Discard all the other garbage that is sucking up your precious minutes to no significant avail. Unless it’s working, it doesn’t really matter how cost effective it is.