INTERMOUNTAIN PI BLOG | 5/19/2020 | PRIVATE INVESTIGATOR MARKETING ACTION PLAN
Famous Texas private investigator Jay J. Armes in his 1976 memoir, Jay J. Armes Investigator, recalled his first days as a PI. He wrote, I “…sat back waiting for the work to start pouring in. Nothing happened. There I was with an overhead that would have crippled Lockheed…and I wasn’t being asked to find a missing dog.” (pg. 40)
If Coronavirus taught us anything, it was to be prepared. It’s not enough as a private investigator to have a phone number, business card and a website. To be a successful PI you have to be proactive with your marketing. To do so you need a MAP. In other words, a private investigator Marketing Action Plan.
Many years ago Chandler Clark, another Texas private investigator, taught me a valuable marketing lesson. He said to be successful you have to measure every aspect of your marketing. Otherwise, how will you know what works and what doesn’t work? It is Pearson’s Law that states:
“When performance is measured, performance improves. When performance is measured and reported back, the rate of improvement accelerates.“
Here are a few tips for creating your own private investigator Marketing Action Plan:
- Start with a spreadsheet
- Use a separate spreadsheet for each type of investigative service you offer (I use 3: insurance fraud, criminal defense and domestic investigations)
- Tab #1 on your spreadsheet is the type of campaign (For example, direct mail, Microsoft advertising, cold calls, bill boards, etc.)
- Tab #2 is your objective or goal. For instance, let’s say you use Microsoft advertising and your goal is to “increase your ad CTR (Click-through Rate) to 2%” This is a measurement of how many potential clients click on your ad.
- Tab #3 is the task. In other words, how will you specifically raise the CTR to 2%? Perhaps you’ll do this by adding a landing page to your Microsoft ads?
- Tab #4 is the before. In our example above, let’s say the current CTR is 1%. That’s your baseline. This is where you are now before you implement your new marketing goal. Again, you have to measure everything.
- Tab #5, #6 and #7 are measurements over the next 90 days. For instance, June 2020, July 2020 and August 2020. You can measure weekly or monthly. You’ll check the CTR each month and see if your task of adding that landing page to your ad has resulted in increasing the ad CTR from 1% to your goal of 2%.
If, after 90 days you haven’t realized your goal you’ll need to reevaluate and try something different. This is an example of a very simple marketing action plan. Of course, there are many other ways of creating a marketing action plan. Regardless of how you do it, you must measure all aspects of what works and what doesn’t work with your Marketing Action Plan. By doing so, you’ll be on the road to success.
Until next time, this is Private Investigator Scott Fulmer reminding you the game…is afoot
SCOTT FULMER IS A 30-YEAR UTAH PRIVATE INVESTIGATOR AND THE PRINCIPAL AT INTERMOUNTAIN PI. HE IS AUTHOR OF THE TRUE CRIME MEMOIR, CONFESSIONS OF A PRIVATE EYE AND A DECORATED COMBAT VETERAN OF THE GULF WAR. HE HAS A DEGREE IN CRIMINAL JUSTICE AND IS A MEMBER OF THE PRIVATE INVESTIGATORS ASSOCIATION OF UTAH. SCOTT LIVES IN THE ROCKY MOUNTAINS NEAR THE CROSSROADS OF THE WEST IN HISTORIC SALT LAKE CITY. HE’S AVAILABLE FOR MEDIA APPEARANCES: MEDIA@INTERMOUNTAINPI.COM.
COPYRIGHT © 2020 INTERMOUNTAIN PI. ALL RIGHTS RESERVED. NO PART OF THIS BLOG MAY BE REPRODUCED OR TRANSMITTED IN ANY FORM OR BY ANY MEANS WITHOUT PRIOR WRITTEN PERMISSION OF INTERMOUNTAIN PI. YOU MAY SHARE THE COMPLETE ORIGINAL POST ON SOCIAL MEDIA OR BY EMAIL. FULL CREDIT MUST BE GIVEN TO THE AUTHOR, SCOTT FULMER.