What’s the absolute cheapest you can do something? I mean, what’s your best price? What’s the lowest you can go? What is the cheapest price you can possibly offer if you took everything out and made it as cheap as you possibly could?
That’s a question we were asked just a couple of weeks ago by somebody who was talking to us about helping them with their digital marketing.
They run a business. They are quite successful down south, but they don’t get a lot of leads through their website. They wanted to get more leads, more business and more new clients. They wanted their ideal clients to find them, come to them, convert on the website and see them as the solution to their problems.
We told them, “This is what we can do. This is what we’ve done for other people in your industry, and this is the package we think you should be on to get the results you want.”
They said to us, “Ooh, what’s the cheapest you can do? What’s the lowest you can go?”
Well, we’ve already given you that, because that’s what we think you’re going to need to get the results you want.
“Yeah, but what’s the cheapest you can do? What’s the absolute lowest you can go?”
Why are you asking that, quite frankly? Why do you want the cheapest somebody can offer?
You want to get results from your marketing. You want to achieve success. You want leads, sales and new clients. You want a return on investment. You want to make money from your marketing.
This is what we suggest you do, and these are the results you’re going to get. Why are you saying, “No, actually, can we pay even less than that? What’s the absolute lowest you can do?”
Your results are not going to be as good.
It’s not about what you spend. It’s about what you get back. It’s about what you actually receive for the money you invest.
You’re not haggling at a car boot sale over a VHS copy of *Titanic* that you somehow want for your collection. You’re not thinking, “If I can get that for 50p, it’s better than getting it for a pound.”
It’s exactly the same thing, so it doesn’t matter if you pay 50p less. Fine. That’s haggling at a car boot sale. That’s okay.
But why are you trying to pay less for your marketing when your results are dictated by how much you put into it?
I cannot, for the life of me, fathom why somebody has that mindset or mentality. Why would you want to invest less in your business and get worse results simply so you can fork out less money right now?
I’ve had my teeth done lately, and I’m still going through the process. I’ve had them whitened and straightened over a period of about two years. Later this week, I’m going for some composite bonding, which is going to straighten out the front, and then I’m going to have a couple of implants.
I’ve spent probably in the region of £5,000 to £6,000 on dental work. That’s a lot of money.
But one thing I didn’t do was go into the dentist, get the assessment for all of this, receive the quote and then say, “Ooh, what’s the cheapest you can do it for? Can I spend a lot less money and get some inferior results? Perhaps you can slap some plastic in there, or maybe a bit of Polyfilla. Can you do it on the cheap? What’s the absolute cheapest you can do while still getting me results that might not be quite as good as I was hoping for?”
You don’t do that.
You don’t go to a doctor and say, “Right, this is the surgery you recommend for me. This is the plastic surgery you suggest I have. What’s the cheapest you can do? Can you knock a few quid off that? Can I get it as cheap as physically possible?”
Quite frankly, that’s going to be dangerous, and you’re probably going to die.
You don’t go into a car dealership—I mean, you do haggle in a car dealership, I understand that—but you don’t walk in and say, “What’s the absolute cheapest car you can sell me? You know, the kind of car you didn’t think you could shift. The sort of car that’s so crap that, when I drive it off the forecourt, the wheels are going to fall off, the engine is going to explode, and I am going to die in a burning ball of fire. What’s the cheapest car you can possibly sell me that is going to kill me?”
You don’t do that, because that would be inherently stupid.
So why do you look at your marketing and say, “What’s the cheapest I can pay? What’s the absolute lowest I can pay for this and still maybe get the sort of results I want?”
What you should really be asking is: What results do I want? What return on investment do I want? How much business do I want to get out of it? How many leads do I want? How many visits to the website? How many enquiries? How many sales? How many new customers?
How much revenue do I want to generate from this marketing? How much profit do I want to make in my business for this marketing to be worth my time?
Those are the kinds of questions you should be asking—not, “What’s the cheapest you can do?”
Please, if you’re the type of business owner who is only interested in the cheapest possible option, there are lots of other web design and digital marketing companies out there. Please don’t come to Engage Web, because those are not the kinds of questions you can ask us.
The kinds of questions you can ask us are: What return on investment can I get from my marketing? How many sales can I get? How many new clients could I expect? What kind of revenue am I going to generate? What sort of ROI am I going to get? How much profit am I going to make?
Those are the questions you can ask us, and those are the answers we’re going to give you, because that is what we are interested in achieving for our clients—not simply finding the cheapest possible option.
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
