Brick and Mortar vs. Online Entrepreneurs: Choosing the Right Ad Clients For You
Choosing between local or online clients for your ad management business.
Ever feel like you’re balancing in two entirely different worlds as an ad manager? One day, you’re crafting campaigns for local businesses craving more foot traffic, and the next, you’re strategizing for online course creators dreaming of six-figure launches. It’s a familiar dilemma in the ad management world: deciding between local and online businesses as clients. In this episode of the Serve Scale Soar podcast, we’re getting real about making this pivotal choice and how it’s not as daunting as you might think.
As an ad manager, especially when starting out, it’s easy to fall into the trap of accepting any client that comes your way. I’ve been there, balancing a local HVAC company, a Bollywood dance studio in Maryland, and an online course creator teaching birth photography – all in my first month of running ads! The experience was chaotic but enlightening, teaching me the power of focusing on one niche.
The Pros and Cons of Local Business Clients
Let’s talk about the local, brick and mortar clients first. These clients, often ingrained in traditional marketing methods, offer a unique set of benefits. They typically have a long-term growth mindset and are familiar with signing longer contracts. Most have predetermined marketing budgets, making financial planning smoother. Additionally, they’re often rooted in their communities, offering a wealth of referral opportunities.
However, there are challenges. Many are new to the digital world, requiring extra effort in education and setting up digital platforms. Budget constraints can be a reality, especially with smaller, family-owned businesses. Measuring ROI can be tricky due to their reliance on offline conversions, and limited audience targeting might restrict the scale of campaigns.
The Pros and Cons of Working With Online Entrepreneurs
Switching gears to online entrepreneurs, including course creators and coaches, the scenario changes. The online space offers an expansive audience reach, crucial for scaling businesses globally. These clients are typically more familiar with the need for digital advertising and often have the necessary technology for effective conversion tracking. They’re proactive in seeking ad managers and usually have established offers and marketing assets that you can utilize.
But, it’s not all smooth sailing. Many have been previously burned by ads or ad managers, leading to skepticism. Their partial knowledge of ads can lead to unrealistic expectations and incessant meddling. Impulsiveness and a constant desire for change are common traits, demanding flexibility and firm boundaries from you. Setting realistic expectations becomes a key part of your role.
Making Your Choice – Local Or Online?
So, which path should you choose? It boils down to aligning with your business goals and personal preferences. Are you drawn to the community impact and stable growth of local businesses? Or does the fast-paced, globally-reaching nature of online businesses excite you? Remember, your choice isn’t set in stone. The beauty of this industry lies in its flexibility and the freedom to pivot when necessary.
Here’s A Glance Of The Episode:
00:00 Choosing between local and online business clients.
03:23 Managed organic social and Facebook ads for clients.
07:32 Clients accustomed to long-term advertising commitments.
11:10 Customers understand limitations of tracking, receptive to outreach.
13:58 Educate clients on risk reversal method advantage.
16:28 Tracking ROI, limited targeting, challenges and rewards.
21:11 Clients generally have necessary conversion tracking tools.
25:52 Online entrepreneurs annoy with amateur ad expertise.
29:45 Choose clients and specialize for faster growth.
It’s important to consider whether you prefer working with local businesses or fast-paced online business owners and to choose clients that align with your preferences and expertise.
The challenges and advantages of working with local businesses include tracking ROI, limited targeting, and budget constraints, but they often have a long-term growth mindset and are open to traditional marketing methods.
Online entrepreneurs, excluding e-commerce, offer the advantage of wider audience reach, familiarity with the need for ads, and software for tracking conversions, but they may have been burned by previous experiences.
Specializing in serving a specific client type, whether local or online, can lead to expertise and business growth and is encouraged as a pathway to success.
Flexibility to pivot between serving local or online businesses is encouraged, as client preferences and market dynamics can change over time.
and so much more.
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Brandi Mowles is the host of the Serve Scale Soar® podcast which is a podcast dedicated to helping service-based entrepreneurs scale their online business to five-figure months so they can soar into six-figure years. Brandi is a wife, mom and in less than one year, created a six-figure business. Now she is spilling all her secrets so you can too.