Today was a big day for me, because I think it was a big day for Heather. I am not sure if she noticed it, but there was a major mindset shift.
Businesses cost money to run. For Heather, that means lots and lots of money on equipment. Lenses, camera bodies, flashes, props, gas + mileage, and the occasional studio time. It’s just the cost of doing business.
Fortunately, photography requires very little overhead, compared to other business, especially in a town whose primary industry has been manufacturing. There are other costs too, and in my world that generally means ads.
This week marks the first week that I have applied my skill set to Heather’s business. This is something I feel guilty about, but that is for another article. Probably written over a glass of wine.
Around 11:30 today, we got a call from a client. 41 minutes earlier, her husband had clicked on one of Heather’s ads and had downloaded her pricing information from one of her lead-gen pages. The couple had a photography session booked for today, and the photographer had bailed. They needed a replacement ASAP.
In a matter of 50 minutes, Heather had booked her 3rd session of the week. And her perspective shifted.
I plan on analyzing and sharing detailed information about our campaigns and marketing efforts, but some back of the napkin math shows that we have spent a total of $55 on AdWords and $40 dollars on Facebook ads.
So far we have generated 16 leads, at a CPA of approximately $6 ($95/16).
It took me from Monday-Wednesday to iron all the kinks out of the campaigns, get the automated workflows running the way I wanted them, and to be saving the right information to analytics. Those numbers completely ignore the fact that the form was broken for the first part of the week, so we may have lost a few leads completely.
In other words, we should have booked at least a few more sessions. I left money on the table.
But that’s where Heather’s mindset shifted from a cost-based perspective to a value perspective.
Because earlier in the week, when the ads weren’t optimized, she commented that we were spending $25-50 on ads that weren’t converting. At the time I chuckled, because I saw the numbers, and given the quality of the photography Heather is offering, I could tell I would be able to get some of the best numbers of my career.
Today though, she commented to me, that we had potentially lost anywhere from a couple hundred dollars to over a thousand on missed ads.
In other words, she realized that the opportunity cost of not running ads (or not optimizing ads), is far far greater than the cost of the ads themselves.
Her mindset had shifted to a cost-based perspective, to a value-based perspective of running her business.