How to guarantee your marketing dollars are bringing in new customers.
There are many ways that small businesses advertise to bring in new customers including, radio, TV, billboards, magazines and dispensary internet marketing. The problem that store managers face is how to accurately tell which avenue of advertising is working. Unless you question every new customer that comes through the door how will you know which method is bringing you, new customers? This information is critical in growing your business because it allows the managers to allocate more money to what is working and save money on marketing plans that do not work. Out of all the known marketing options, Google is the only one that gives irrefutable data on the number of customers that are finding your business via internet searches. Google provides a monthly count of exactly the number of customers who click directions to your store per month. This is a wonderful indicator of how many new customers Google is providing your business and gives you a solid metric to calculate your marketing investment versus return on profits.
Let us show you an example of one of our clients who is a recreational marijuana dispensary located in Tacoma Washington. In the graphic below we provide a screenshot when a customer searches for dispensaries in Tacoma Washington and then selects Green Collar Cannabis. In the top right-hand corner is a button that says directions. Once a customer clicks that button it takes them to a map that gives them directions from their current location straight to your business. What most business owners don’t realize is that Google keeps track EVER time a customer clicks that button. Not only do they keep track of the number of people clicking that button but they keep track of WHERE they are located. This is invaluable data that can not be provided by any other marketing option.
The other important thing to understand is that only NEW customer will click on the direction button since current customers will already know how to locate your business in most cases. The average profit per sale for most dispensaries is around 8 dollars per customer. And I remind you that this is only if the customer makes one purchase and never returns and we know from current metrics that recreational marijuana dispensaries have a retention rate of about 60 percent to the value is actually much higher. See our article: How much is a dispensary customer worth.
By adding up the number of customers presented on this breakdown we come up with 1129 new customers brought in through Google Search for this business. And keep in mind this is just for Google, it doesn’t include Bing and other search engines. When we multiply 1129 x * 8.00 we get $9,032 dollars in profit per month. Now that number is much higher because not everybody who searches your business will click the directions button. Some will enter the address directly into their navigation systems or get directions from a third party website. The point of this article is to show that investing in Search Engine Optimization is one of the most logical options for guaranteeing new customer flow. Not only does Google provide you with numbers but they provide you with locations of where your customers are coming from. If you see a area of your city that you want to target you can have your SEO firm add additional keywords to bring in even more revenue. 93 percent of all local searches being with Google and if your business is not showing up on the first page all those customers are going to your competitors .
At Isenselogic.com our SEO programs start for as little as $500 dollars month and we guarantee our work. If we do not increase the number of clients coming through your doors that are verified by you through Google Console we will work for free until we at the minimum double your incoming client count. Contact us today for a free SEO audit and we will provide you a free competitor report and keyword analysis for your business. A $800 dollar value.