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Was wir bisher besprochen haben:
- Viele Coaches, Berater und andere Unternehmer haben nicht die Ergebnisse, die sie sich von Onlinewerbung erhofft haben.
- Dabei stochern viele im Nebel nach den wahren Ursachen.
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Ich möchte gerne einen Blick zurückwerfen.
Keine Sorge, ich fange nicht mit „Es war einmal an…“
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? Zu dem Zeitpunkt hörte ich das erste Mal von den phantastischen Möglichkeiten, über Facebook eine genau definierte Zielgruppe zu erreichen.
Gesehen hatte ich es bei den so genannten Gurus in den USA, nachdem ich mich schnell von den Lehrern im deutschsprachigen Raum verabschiedet hatte, weil mir das Wissen dazu immer ein paar Jahre hinterher zu hinken schien.
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Die Aussagen waren immer die gleichen – mit etwas anderem Feenstaub drumherum:
„Mache eine schicke Anzeige mit einer guten Überschrift, schicke den anderen auf eine Webseite, sammele die E-Mail-Adresse des anderen ein und mache den VERKAUF!“
Das hörte sich fast wie eine Lotterie an, bei der es keine Verlierer gibt. ???????
(Wenn mir Dinge zu einfach präsentiert werden, geht bei mir jedoch schnell die Alarmglocken an. Mir haben in meiner mehr als 25-jährigen Karriere als Journalistin schon zu viele Menschen dummes Zeug erzählt).
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Dennoch probierte ich es.
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Es funktionierte…
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Zunächst…
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Scheinbar…..
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Ja, ich erreichte viele Menschen mit der bezahlten Werbung.
Doch nur wenige kauften tatsächlich. Das war 2016 nicht weiter schlimm.
Die Anzeigenpreise waren sehr niedrig.
Da konnte ich es mir leisten, dass die meisten nicht ihren Geldbeutel öffneten. ? Es waren immer noch genug Kunden, um Geld zu verdienen.
Schwieriger wurde es jedoch schon 2017 und erst recht im Jahr 2018 und danach.
Die Anzeigenpreise kannten nur eine Richtung – nach oben. ?
Was jedoch in einer Welt mit niedrigen Anzeigenpreisen funktioniert, tut es nicht mehr, wenn alles teurer wird.
Die steigenden Anzeigenpreise fraßen meinen Gewinn auf.
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Meine Daten hatten mich also nachdenklich gemacht.
Noch nachdenklicher haben sie mich gemacht, als ich sah, dass diese Entwicklung nicht nur bei mir so war, sondern bei vielen anderen auch und sie führten mich zu dem dahinter liegenden Problem und seiner Lösung.
Das Problem ist nämlich immer das gleiche – mit verschiedenen Aspekten.
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Da ist zunächst:
Wir behandeln alle gleich.
Wenn Du schon einmal einen Blick in den Werbeanzeigenmanager geworfen hast (egal auf welcher Plattform), siehst Du Angaben zu Kosten für Klicks auf eine Internetseite oder für einen so genannten Lead – also eine E-Mail-Adresse.
Hinter diesen Klicks stehen aber Menschen – mit all ihren Gefühlen, Wünschen, Sehnsüchten und Zielen.
Wenn wir aber nur möglichst vielen Nutzern eine Anzeige zeigen wollen, ohne von ihnen etwas über diese Interessen zu erfahren, setzen wir auf bloße Masse. Das heißt, viele interessieren sich für uns nicht wirklich. Sie sind eine bloße Zahl in unserer Verkaufsmaschine.
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Doch diese Maschine hat viele undichte Stellen. Manche haben sogar mehr Löcher als Auffangmöglichkeiten – etwa wenn 99 auf eine Anzeige klicken, aber nur ein Mensch wirkliches Interesse hat.
Dann brauchen wir ständig neue Leute.
Und MEHR…
MEHR..
MEHR.
Zu dem Modell könnte man auch „Löchriges-Eimer-Geschäfts-Modell“ sagen.
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Doch das Vorgehen „Quantität statt Qualität“ kann mit Online-Werbung sehr teuer werden.
Denn dann fressen Anzeigen jeglichen Gewinn auf.
? Dann beginnt die verzweifelte Suche nach der neusten Taktik, die die Menschen wieder aufs Angebot lenken sollen.
Das hört sich nach einem unguten Teufelskreis an. ?
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Daher: Es interessiert mich nicht, wie wenig Du für einen Klick auf eine Anzeige ausgegeben hast.
Mich interessiert, wie viele Menschen haben sich mit dieser Anzeige auf eine Kunden-Reise begeben.
Wie viele von diesen Menschen konntest Du wirklich berühren?
Wie viele von diesen Menschen konntest Du bei ihrem Problem helfen?
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Überlege doch mal…
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Wenn Du Lachsbrötchen verkaufen willst, aber mit billigen Pizzabrötchen vorne am Eingang wirbst, dann darfst Du Dich nicht wundern, wenn nachher zu wenig ihre Geld geben.
Darum lasse uns die richtigen Menschen ansprechen – die Pizzaliebhaber, wenn wir Pizza verkaufen wollen.
Und die Fischliebhaber, wenn wir Lachsbrötchen verkaufen möchten.
(Das funktioniert auch mit ALLEN anderen Produkten.)
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Darum:
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Aber zu dem Problem gibt es eine Lösung:
Dann kannst Du sogar flüstern und die richtigen Menschen hören Dir dennoch zu.
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Zu Seite 2 von 4
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Zusammenfassung:
- Dinge, die 2016 funktioniert haben, laufen nicht mehr. Dafür sind Anzeigenpreise einfach zu teuer geworden.
- Wir verlieren die meisten Kunden am Anfang und nicht erst am Ende.
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