Why multi-channel marketing outperforms single-channel ads

▶ 0:00So we work with solar and renewables companies to get them more business and our vehicle of choice is Meta ads, Facebook and Instagram ads, but we highly, highly, highly recommend a multi-channel approach for any business. Why on earth would we recommend a multi-channel approach if all we do is Meta ads? What are we doing? You know, we're basically telling people to go work with other people. Yes, that's exactly what we're doing. Our best performing clients use a multi-channel approach. There's no two ways around it. You know, if you nail

▶ 0:29the Meta ads, sure, you can, they can stand alone. They can, they can be your sole acquisition channel if you really want this bit. If you want the best quality inquiries, you want consistent inquiries and you want to basically build a marketing machine as opposed to just choose one marketing avenue, then you need a multi-channel approach. You need to be doing Meta ads, Google ads, Bing ads, TikTok ads, buddy Reddit ads, going to trade shows, going to events, going to making partnerships, making cross referral mechanisms, making, doing doing flyers, doing, every channel, just blast it, just go, right? And that is because you will find that each individual channel, as you add another one, increases in effectiveness. It doesn't decrease in effectiveness, right?

▶ 1:17So, easiest example is going to be your Google ads, okay? So, when you run Google ads, let's say your page converts at a reasonable 5%. So, when someone clicks on the Google ad, they go through to your page, 5% of those 5 out of 100 actually become leads, okay? You're paying for 95% of the traffic that doesn't convert. In terms of your cost per click, you're still paying for that traffic. Now, if you have nothing else in place and you're only running Google ads, then you are relying on some of that 95% to come back to search the thing that they searched before or something similar, to come back again through your link to your webpage that they previously didn't convert on and then converting.

▶ 1:58That is what you're relying on, okay? Now, what happens if you introduce Meta, Facebook and Instagram, right? So, with Meta, we can create retargeting audiences. So, from that Google ads traffic, the 95% that didn't convert and the 5% that did convert because we're still going to want to show them more ads, we can make a retargeting audience whereby that 95% are going to be absolutely bombarded with rapport-focused video ads, with video reviews from your customers, with installation overviews, with technical breakdowns, to the point where they're going to click it again and they're going to go to a different page and they're going to actually convert this time.

▶ 2:36And it's basically going to get rid of a great big gaping leak in your sales funnel because all of that wasted traffic is actually going to get converted. Now, this is the case across the board. So, when we run Meta ads, quite often we'll get feedback from clients saying, oh, the phones are busier. Why are the phones busier?

▶ 2:54Or the website. We seem to be getting way more inquiries through the website. You guys aren't sending traffic to the website. Of course we're not. But the reason for that is that people are seeing the Meta ads, it's raising awareness, they're maybe seeing an ad, they don't want to go through the ad, they want to actually call you up.

▶ 3:10So then they just search you on Google and they find you and then they call you, right? And this is incredibly common. And if you have an atrociously terrible website, then you're going to struggle to convert that additional traffic and interest, right? Likewise, with leaflets, for example, if you're running Meta ads and there's someone that isn't particularly technically illiterate, but they're still scrolling Facebook, maybe they've seen lots of your face and seen lots of the stuff that you do, right?

▶ 3:35But they haven't clicked on an ad because someone, one of their grandkids told them that they shouldn't click on stuff online, right? Completely fair, valid. Then you send them a leaflet that's got your phone number on or a landline and they call you up and they're like, oh, I've seen all your videos. I've seen all your videos. I've seen the install over. I've seen Kevin down the road and the system he got installed.

▶ 3:54I might say that it's the leaflet that got them to inquire because that's what they called the phone number off. But if they hadn't seen all of the videos, all the customer testimonials and everything else, maybe they wouldn't have done. So if you really want the cheapest cost per acquisition, if you really want marketing that is sustainable, reliable and as profitable as possible, then you need to be employing a multi-channel approach.

▶ 4:16And unfortunately, we can't do everything for you, but we can nail Meta ads. So if you're doing everything else, come to us for Meta ads. If you want to get started with advertising, come to us with Meta ads. If you then are ready to reinvest all the profit you're making from us with Meta ads, then you can do this multi-channel approach and you can figure that out.

▶ 4:33So yeah, multi-channel advertising, do it.