Phil Risher explains why small businesses shouldn't rely on paid-lead platforms like Angi. Instead, build a brand: get Google reviews, make customers happy enough to refer you, and retarget past clients. Layer ads on top of that foundation so your business survives if a platform dies.
If you're stuck running Angie ads, here's what you need to do. There's two different types of marketing. There's brand marketing, and there's transactional marketing. Transactional marketing is what everyone gets stuck at, which is you pay for leads and the leads come in. This is a good channel and good to have. However, it's much better to build a brand. And for companies that are just starting out, it's very hard to build a brand. But here's some ways that you can build your brand. You can get Google reviews. You can make happy customers. You can retarget your past customers and offer them referrals. And this takes a little bit longer than just running ads and getting leads. But what happens is you build a snowball in your business and it continues to grow. And then you layer in all these ads, which builds the lifetime value of your customer, and it creates a business that can withstand if Angie goes away or Yelp goes away or Google goes away. You're not always chasing the next ad platform to get leads from. You're literally building a business based on the brand. If you like marketing content, be sure to hit like and subscribe. We'll see you in the next video.
