Luxury Coach & Transportation

December 2018

Magazine for the professional limousine, charter and tour industry.

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LUXURY COACH & TRANSPORTATION DECEMBER 2018 45 Market Like Amazon For Less Than $125 A Month DECEMBER 2018 R emember the last time you were searching Amazon, maybe just killing time, or actually looking for some- thing you really needed but you didn't actually buy? Next thing you know, you're sitting on the couch watching the game, you pull out your phone during a commercial, open Facebook, and what the…? You see the product you were searching for on Amazon in your newsfeed. The next morning you do a Google search for new tires for your MKT and what do you see? The product you were searching for on Amazon. Amazon isn't the only company using this type of marketing. All of the big boys such as Expedia, Nike, and Marriott are doing it, and so can you. What I'm talking about is called "retargeting" and it really isn't that dif†cult to implement. It is an afford- able way to increase your conversions. You have probably even heard me say 20%-25% of your advertising budget should be allocated to retargeting, and you would be correct. The average consumer needs nine to 12 touch points before they will buy from you. This means you can't afford to invest into building kick-ass websites, Google Ads, Facebook Ads, SEO, or any other traf†c source driving new visitors to your website and then just be one-and-done. You MUST implement a retargeting program because more than 90% of your †rst-time visitors aren't ready to buy from you. Retargeting allows you to follow up with them, be per- sonal, and inform them with speci†c ad subject matter based on the individual page they visited on your website. Here's What You Want To Do Step 1: Login to your Google Analytics and see what your top three service pages are based on the number of sessions per month. Step 2: Once you have identi†ed your top three service pag- es, I want you to create a short video. This video will be you standing in front of a background relative to the service page content. For example, if your page is "Weddings," then stand in front of a white limo, a nice wedding venue, or a Sprinter as your backdrop. All you need to do in the video is thank them for visiting your "Weddings" page on your website, tell them you are the owner and would love to earn their busi- ness, and that you would make their big day perfect because you specialize in weddings. *Modify with your own unique value proposition, but be speci†c for each page. One video for all of your pages doesn't work. *This is a simple video you can shoot outside using a phone. No need for a video crew. Use to add your logo, phone number, and URL at the end of the video. Step 3: Log in to your Facebook Ads account and create an ad using your video that will only display to people who have visited your speci†c website service page during the last 180 days. Set your budget to $2/day. Repeat for service pages #2 and #3, and now you have retargeting set up for your top three service pages. You're only spending $6/day for all three retargeting ads and have started to build a funnel that will increase your conversions by imple- menting additional touch points with your interested prospects. If you really want to take this to the next level, then I would create two to three videos for each page with content that showcases the behind-the-scenes logistical management, safety, and your subject matter. Your budget remains the same, but you set up the videos as a sequence to be delivered in order. You are now marketing just like Amazon for less than $125 a month. Still not sure how to set up retargeting ads for your website? You might want to consider attending {LAB} Live on Jan. 21- 22, 2019. We will have a former Facebook employee and ad expert who can teach you how to do this. Informa- tion: Profit Motives BILL FAETH | You can gain more conversions through retargeting toward consumers who show potential interest in your service. BILL FAETH is the founder of Limo University (, Inbound Marketing Agents (, and 23 additional startups, including Silver Oak Transportation of Nashville, Tenn. As a successful former operator and active advocate for the industry, Bill invests in educating and training operators on how to grow, manage and sustain a more pro‚table business. You can reach Bill at By Bill Faeth

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