This is a question almost all business owners are always asking themselves. And sadly the answer is yes and no. At the risk of sounding like a politician, there is no cut and dry answer.
Why, because there are many measures of success. And this goes back to my Advertising 101 Article previous to this post.
You see, before you can say it was successful, you have to know what you are trying to do. For instance, if you are trying to simply drive traffic to a website, this is one measure. If you are trying to create sales, this is another measure, if you are trying to create brand or name recognition yet another. If trying to generate contacts or conversions or eCommerce business, all of these are separate measures.
I can tell you, that not all are the same, and certainly expecting Amazon or Ebay results are probably foolish in design.
The typical business wants to increase sales through advertising, thus getting people to your site, that don't convert into a contact or a sale, does not meet your needs.
Having owned a business that hosted hundreds of thousands of Websites in the past, I can share some tips to improve what is known as conversions, (contact to your business)
1. Design of your website. You must put calls to action on as many pages as possible, don't rely on a solo contact page. Offer something to get them to contact you. In addition, many sales questions are going to be answered by your website, without the benefit of being able to explain why you are better in person. So make the site dynamic and answer those most common questions. Add credibility, longevity, quality and price points if applicable.
2. People are very specific in searches, so having someone search for a specific item and land on a page that is general in nature is a sure way to get them to leave the site and look at the next one in the search. For example, someone who needs brakes and searches "brake repair in my area" and sees for instance a Firestone ad at the top, then clicks and gets the main page which talks about tires, is a waste of money. They want brakes, they need to land on a page that talks about brakes only. These are called landing pages and should be attached to any ad words you buy that are specific. The conversion rate will rise by 300% or more if they land on a specific page to their search.
3. SEO or organic search comes down to how many credible links from credible companies you have on your page. Most successful organic SEO websites have hundreds if not thousand of these. Make affiliations with companies like Amazon and Ebay and Google right on your page. Also keywords are important, but they do not come close to links. Add your verticals association links, vendors links, manufacturers links. And you will climb the free search ladder.
But remember, before buying Ad Word, building Facebook and Twitter and LinkedIn pages, know your goal. What do you want all of these to do for you and design these pages to that end.
ADVERTISING 101, THE FIRST STEP, PART ONE IN A SERIES TO HELP YOU BE BETTER AT ADVERTISING YOUR BUSINESS
Having been in the advertising world for over 26 years both as a provider of services as well as a customer, I have decided to write a series aimed at the purchaser of advertising, with the hopes of helping them be more effective at advertising their unique business offerings.
In my career I have owned and operated publishing companies from Yellow Pages to Magazines, Direct Mail companies, Web Building and Hosting companies, ad agencies, an ad monitoring company and an SEO and Ad Word company.
But more importantly I have purchased millions of dollars of advertising in just about every medium available to promote my own businesses.
So I can give you the perspective of both the provider of advertising and the consumer of advertising.
Thus is this series I am going to provide my insight on how to begin the advertising process to how to use each medium to your best advantage.
Today we are starting with the basics. What to do before you make that advertising purchase. How to avoid mistakes, in advertising that can be costly and ineffective.
So let us begin with the basics you need to decide before moving forward with your marketing and advertising campaign.
Take some quiet planning time and sit down and ask yourself and then answer, the following:
Written by Anthony Wunsh
Welcome Marketing, Inc
Distributor of Town Hall Guide
Regardless of budget, preference, mistrust, disbelief or just plain stubbornness, you must advertise your business.
Why you ask? I am glad you did!
Every business loses up to 20% of its customer base each year, no matter what; these are lost customers which must be replaced.
But where do they go, why do they leave and what happens if you don’t replace them with new customers?
Well some of it is out of your control, some of it is directly contributed to you and your people and some is nature.
Here are the top five reasons you are losing your customer base each year.
So even to stay level in revenue you must find a way to attract t least 20% of new business or new customers or new revenue each year just to not lose business.
And advertising your business is the only way to do this.
Advertising takes many forms from creative advertising, which tries to keep you in top of mind for when they need or want your service, to directional which tells them how to get in touch with you when they do need your service, to motivational which drives them to take action now to use your service. And there are mediums and advertising vehicles that fill all of these, some of these or one of these. You have to first decide what you are trying to accomplish before choosing how to advertise.
Advertising has many faces as well, especially in today’s world. You can use word of mouth, you can go digital, using social media and web based service like SEO and Ad Words for search results, you can use Television and Radio, you can use print, you can use direct mail, you could print novelties like pencils and pens and pass them out or door hangers and pass them out.
And to be honest all of them will work to some degree if you commit enough money for enough frequency and consistency in the message. But choosing the right one for your business which brings in the most potential business for the lowest cost is always the challenge.
One of the fastest growing most cost efficient ways to reach high value prospective customers who are in the market for your services, is our Town Hall Guide. We find new movers, and we get you noticed by people just moving into your community who must find your services and establish new relationships with the businesses in that community.
In the end advertising of some kind is a necessity, because the last thing you want to do is advertise your business for sale or going out of business because you didn’t replace those customers who leave by osmosis each year.
Anthony has been in the advertising business for 26 years, with knowledge of all forms of advertising not only as a provider of services but also as a customer. Mr. Wunsh has purchased millions of dollars of advertising over the years, while at the same time helping thousands of businesses advertise their products, professions, skills and services.