Posted by on Aug 19, 2019 in Marketing Channels, Marketing Tips, Uncategorized | 0 comments

Who Owns Your Website?

I always ask this question when I talk to clients about their websites. What do I hear? They proudly tell me that they own their website. Why? It’s because when companies develop websites, they tend to be internally focused.

What do I say back to the client when I get that answer?

I tell them that they don’t own their website. Their customers own their website. Websites are not about companies, they’re about ‘what’s in it for me’ – the customer.

Yes, the company owns the domain and they own the content. They own taking care of the site and updating it regularly. But, the focus of that website should be on their customers and their needs.

Your Customer and Your Content

Today, your customers are constantly reaching out to read through and interact with your content before they have a conversation with your salespeople. So when your customers visit your website, they should see themselves. They should immediately know that you know who they are and what they do every day.

If your website talks more about your company than the value your products or services bring your customers, then you’ve missed the point of a website.

Website Challenges with Multiple Markets

Some clients serve multiple vertical markets. It could be that your product works the same in multiple vertical markets but each of those markets has different workflows or pain points. So, when someone goes to your website, you need to ensure your site is organized in a way that is easy for your multiple vertical markets to find themselves (and, of course, the content that’s relevant to them.)

To make things even more challenging, your multiple verticals each may have several different individuals involved with the buying decision. This is an area where your persona marketing will need to be applied because – while the vertical is the same – the audience need can vary.

For example, in a buying decision for an enterprise software product, your customer will have the IT person who has to make it work, the manager who will need to know costs and how it will interrupt business while they’re making the changeover. Also involved for a variety of reasons is the department chair or the department head, the lab manager, and the laboratory staff who will need to know how they’re going to interact with that software. All of these individuals need to know that you know how they work and what makes them tick.

Choosing Your Website Audience

When you’re building your website, you have to decide who your audiences are. Are they your multiple verticals? Or are they the same target vertical but different audience personas within that vertical? And you need to address the audiences so that they can see themselves in your messaging. Remember, each one of the personas mentioned in the above example has a different need or challenge.

Now, you don’t need to build your website out to the point where you answer every question a potential customer could possibly think up. There would be no point in talking to your salesperson! The reality is that the salesperson is going to sell your product or service better than your website can sell it. But if you give your prospect enough ‘meat’ on the website to want more information, then they have a reason to talk to your sales team.

Website Messaging

The right messaging and value propositions are key to a successful website. You need to be able to tell prospects, within the first couple of paragraphs, why they should be looking at your website for any information on your product or service.

Many times, messaging and the value proposition get lost when companies get busy in the mechanics of building the site. This happens because we lose sight of our customer and revert to our comfort zone – making the site internally focused as opposed to appropriately externally focused.

A Story from the Trenches

We have a client, LabVantage, who makes software for multiple vertical markets. Their laboratory information management system (LIMS) platform is used in labs across many industries. While in some regards the backbone of the software is the same, each vertical market has a special need and most industries have a prepackaged solution.

In building their new website, we focused on developing the site for their target industry verticals. We were trying to achieve a clean, fresh, easy-to-navigate look and feel. So the question became, how do we build a navigation that speaks to all of those audiences?

We needed to speak to each of their vertical markets and explain how the software solution was going to benefit them. We worked with LabVantage’s sales, product and marketing departments to develop a value proposition.

Our goal was to make certain that each one of those verticals were able to see themselves on the website – and more importantly on the LabVantage platform. We created messaging around:

  • what they want to do,
  • why they want to buy this software,
  • why a prepackaged solution is better, and
  • why they would want a web-based platform versus a non-web-based platform.

We also created a section that talked about the actual software platform, the technology and the architecture which addressed the needs of the IT staff and the individual making the case for buying the software.

At the same time, we created supporting documents (or collateral) – not just a brochure but white papers and case studies – that were focused on each vertical market. In this way, when the food & beverage lab person or the pharma lab manager or the oil & gas individual or the biobanking department visits the content they’ll react with “LabVantage understands my needs. They understand what I face every day.”

To make finding information as easy as possible for prospects, LabVantage chose to house this information in a Knowledge Center as well as in each individual vertical.

Another key area of LabVantage’s website for customers is their blog. They have an incredible blog targeted to their multiple audiences. The blog is important because it enables them to consistently refresh the content on the site to improve search engine rankings. It also offers regular new content addressing concerns, challenges and industry-related issues facing customer and prospects. We created a search feature specifically for the blog allowing customers and prospects search capabilities for topics of interest.

Our goal was to provide enough information for their buyers so they would reach out to ask more questions of LabVantage’s salespeople.

It’s all about the Customer.

Your website might look beautiful, clean, and professional but if it mentions your company name in every single paragraph, you’ll need to re-think your content. It’s not about your company, it’s not about your internal product department or your marketing department. Customers don’t need to see that. It has to be about what your customer needs to see on the website.

Stay tuned for our upcoming blog post: What You Need to do in Phase One of Your Website Development Project!

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Mar 11, 2019 in Marketing Tips, Tradeshows, Uncategorized | 0 comments

Maximizing the Value of Trade Show Attendance Part 3: 4 Best Ways to Generate Leads from Trade Shows

We’ve covered a lot of territory on the topic of maximizing trade show attendance in my two previous posts in this series. We talked about the value of choosing the right shows and conferences and how to prepare for them. We also discussed how to drive traffic to your booth.

But let me ask you this.

What is the single, most important result of attending a tradeshow or conference?

It’s solid sales leads, right?

With 84% of trade show attendees looking for products and services – and also able to make a buying decision, a successful trade show is critical to your company’s sales cycle.

Lead Development Before, During and After Trade Shows

Lead development is a process. There are actions you and your sales team can take in the weeks prior to the show, at the show and following the show to ensure that your company’s attendance has a significant ROI.

It’s helpful to view a trade show or industry conference as one big sales meeting. You wouldn’t walk into a sales meeting unprepared, would you?

Before you head out to your next trade show, make certain you put your lead generating plan in place.

Make Connections

Few people are comfortable working a trade show, and conference promoters know this. That is why virtually every industry gathering has networking tools attendees can use before the conference.

Sometimes these tools allow you to meet fellow attendees and engage in conversation using messaging channels. Some trade show promoters provide matchmaker services using the criteria you give them. And sometimes the show promoter provides private networking groups on social media channels such as LinkedIn or Facebook for attendees to connect with each other.

You know who makes the buying decisions for your product or service. Get into those pre-conference apps and start looking for your target audience. Start your conversations now so by the time you meet in person at the show, you’ll already have a relationship in place.

Ask for the Meeting

Now is not the time to be shy. There is no need to be obnoxious either. Everyone attending a tradeshow is there for a purpose. Most attendees are looking to purchase products or services to solve a problem and they want to do business.

Prior to the show is a perfect time to reach out to your prospect list and re-start conversations by inviting them to your booth. If they will be attending, ask to schedule time with them. Check in with current customers too.

Work through the list of attendees the conference promoter provides and reach out to your decision-makers. Whether you send personal emails, tap the conference networking apps or use social media channels, request a meeting to discuss the challenges they face.

With almost half of all face-to-face meetings converting to a sale,  asking for meetings is critical to your success.

Walk and Work the Floor

Your booth isn’t the only place connections can be made and conversations can convert to sales (or at least take the next step in the sales process). There are many networking opportunities – from cocktail parties to educational sessions where you can meet prospects.

Have you considered how easy it is to strike up a conversation during a lunch break? Get out and get involved in the show’s other activities.

Meanwhile … back at your booth … staff should be focused on diving deep with booth visitors – and taking good notes. It’s not enough to scan a badge and call it a lead. Everyone needs to be trained in asking questions. Here are a few that can move the sales conversation forward:

  • What product or services are they interested in?
  • What challenges are they experiencing that drive them toward this product or service?
  • What timeframe are they envisioning for their purchase?

It’s critical after each interaction booth staff make clear notes which can be entered in your sales database. These notes provide the key steps to personalized tradeshow follow-up.

Nurture Your Relationship with Meaningful Follow-up

I talked about tradeshow follow-up in Part 1 of this series and I simply can’t stress how important meaningful follow-up actions are for your trade show ROI.

Before you leave for the show, you should already have a follow-up plan in place. Your marketing department can create an automated series of segmented emails targeting people you may have missed connecting with or new contacts. They can also build nurturing email campaigns for prospects with longer purchasing lead times. In addition, they can craft follow-up emails that can be adapted by your sales force.

When you return to the office, it’s easy to take pre-scripted follow-up emails and add personalization. By including key information discovered during your conversations and sending targeted whitepapers, case studies or product information, your conference follow-up becomes a valuable email your prospect will be happy to receive. It helps deepen your relationship and move your sales conversation forward.

Your company has invested significant budget in exhibiting and attending trade shows and your team needs to produce ROI. Be sure you use every tool in your toolbox – as well as the conference promoter’s toolbox – to maximize ROI.

What are your most successful trade show tactics for lead gen?

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Feb 20, 2019 in Marketing Tips, Tradeshows, Uncategorized | 0 comments

Maximizing the Value of Trade Show Attendance Part 2: Make Your Trade Show Booth the Most Popular One in Town

Have you ever noticed that there’s usually one or two booths at every trade show that always seem to be mobbed by attendees?

Maybe it’s the giveaways (who doesn’t want the latest VR glasses!) or the cool free t-shirts, but it’s usually because a company got their pre-show promotion plan right.

Why Should Anyone Visit Your Booth?

The reason to visit your booth shouldn’t be because of what you’re giving away.

You need to make your message compelling. Let’s think about the question “What’s in it for me?” Only, let’s turn that around a little and ask instead “What’s in it for my customer?” Why should they visit my booth? When you answer that question correctly and turn that answer into your exhibit messaging, you have a compelling reason for your prospects to visit.

Your booth should allow your potential leads to quickly self-identify. Your message needs to target those who are looking for what you offer and draw them in.

Some other ideas that give your potential customers a reason to visit your booth include:

  • introduction of a new product or service
  • show-related discounts
  • sponsored events at the trade show
  • presentations

Present Your Expertise

Most trade shows have educational tracks providing ongoing learning opportunities for attendees. One of the best ways for you to gain visibility at a show is to lead a session or present research to establish your thought leadership. Look into signing up to be a presenter, teach a session or an exhibitor workshop.

Demonstrations and lectures can also occur at your booth. You should consider designing a short presentation educating potential customers about your product or service. Plan to deliver the presentation several times during the show and post the schedule at your booth. Don’t forget to invite people to attend. You may even want to hand out your presentation schedule at the show.

Contact trade journals and let them know about any new products, services or research you’re rolling out at the show. When you have news to share, you should always send out a press release and invite the press to your booth for interviews. An article about your company published after the show is a great way to keep your visibility high and new leads coming in!

Make it an Event

High energy, fun – and knowledgeable – staff is your first ingredient to making your booth the place to be. A great theme and ongoing interactive events provide visitors with an enjoyable experience they won’t forget.

You can offer a demonstration of your product or service which is always valuable. But have you thought about providing an interactive tour of your facilities or a key piece of equipment? Or how about setting up a white board and asking booth visitors to comment on a question?

Don’t forget simple things like games, giveaways and drawings. These are always excellent ways to draw traffic to your booth and and gather leads for your sales staff. Creating an overall theme for the show that relates to your offering gives you a unique opportunity to make your booth an event.

How Do You Drive Traffic to Your Booth?

You can have the best message in town, but if you don’t promote it no one will know you’re exhibiting – and they won’t visit and engage with you.

As I mentioned in last month’s post on how to exhibit at trade shows, communicating and promoting your attendance at a show is critical to getting the foot traffic you need.

It’s all about the pre-show prep and how you carry out your plans while at the show.

Trade Show Tools
Your first step in driving traffic to your booth is using the tools trade show promoters make available to exhibitors. Typically these will include:

Exhibitor lists
Show floor maps
Company listings
Show-branded email campaigns

Make sure that your listing and all information you submit to the show promoter is correct and up-to-date. You’ll also want to be sure that your benefits messaging is clear and concise. This should be a very short elevator pitch – what benefit does your product or service give your customer. And don’t forget to include a persuasive reason why they should visit your booth!

Many trade shows also offer the option for exhibitors to send customized email campaigns to their email list before the show. This is an important tool to consider since it provides a way for you to promote your booth & services to potential customers who are not already on your own email list.

Let’s not forget that conference attendees are at the show for a reason. They are looking for the products and services their companies need. They are serious about identifying the companies that can deliver the right products and services.

That means they’ve been scouring the listing of exhibitors, researching your company and putting together a short list of companies to talk with at the show.

You need to be on that list.

Use Every Promotional Channel
Promoting your trade show booth goes beyond using the tools the promoter has available. There’s a reason why the phrase “an oldie but goodie” exists. It’s because the ‘old’ ways of promoting events still work – and work well.

Direct Mail Campaigns
I think we can agree that scientists and lab personnel are probably not spending every day glued to their computer screens. Even those of us who are glued to our digital lifelines still respond to direct mail campaigns. Once you choose your trade show theme, put your graphics department to work and create eye-catching direct mail pieces that start a conversation with booth visitors.

Email Campaigns
In addition to the custom emails you can often send through the show promoter, you have a very valuable email list of your own. Your CRM holds targeted lists of your customers and prospects you’ve identified and email is the fastest, easiest way for you to get the word out about your trade show attendance and your booth.

Create interest in your booth with a series of creative, informative emails that invite your customers and prospects to visit and participate in your activities.

Social Media
Have I told you about the company who put up a single post on a social media channel and expected the world to see it and show up? It doesn’t work that way.

Social media is an excellent channel to use in concert with email campaigns and direct mail campaigns.

We always recommend an integrated approach to promoting a trade show presence. Social media can use the theme, images, and can re-purpose the content from your other campaigns to create a campaign that will extend your reach beyond your mail and email lists.

A social media campaign is not limited to just one post on one channel. By using multiple posts on multiple channels such as LinkedIn, Twitter and Facebook, you can reach new audiences, reinforce your direct mail and email campaigns and build interest in the activities you have planned for the trade show.

In addition to concentrated efforts using these 4 promotional avenues, don’t forget to promote your presence on your website as well as through digital ads and print ads. Putting your pre-show plans in place and executing on them is a sure-fire way to see the booth traffic you want and to ensure that you haven’t wasted your marketing budget.

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Jan 22, 2019 in Integrated Marketing, Tradeshows, Uncategorized | 0 comments

Maximizing the Value of Trade Show Attendance Part 1: How to Exhibit, Promote & Network

What is the one event that makes even the sales and marketing departments work together in complete agreement?

A trade show.

Did you know that the minimal cost for a 10×10 booth at a tradeshow is $10,000- 15,000? Think about it – by the time you reserve the booth space, book hotels, ship your booth & products, and add your team’s travel costs, your all-in cost is around $10 – $15k. That’s not a small expense in the budget so it’s important to make it work for you.

Managing a successful presence at a conference or trade show has staff from every level of science-based companies working towards a common goal. (Click here to find out why this shouldn’t be the only time Sales and Marketing work in harmony.)

Why Trade Shows are Valuable

We can all agree that while email and other digital marketing efforts provide a solid return on investment, the value of face-to-face sales & marketing meetings (such as those at trade shows and conferences) is enormous.

It’s at in-person meetings where you build trust and engage deeply with your audience. Rob Murphy’s article cites a Meeting Professionals International report which states that “40% of prospects are converted to new customers via face-to-face meetings.”

How to Choose the Right Conference or Trade Show

Trade shows and conferences are key events where your company can get that valuable face-to-face time with prospects. In the U.S. alone, there are hundreds of science, medical and pharma trade shows each year. But with so many available to you, how do you choose which shows and conferences will be most beneficial for your bottom line?

To identify the best events for your company, you first need to look at your business goals. Are you focused on the U.S. market or is your market international? If it is U.S. only, you’ll need to build a list of all the relevant conference and trade shows in the U.S.

If you want to reach other markets, you’ll need a list of all of the international events applicable to your product/ service. Get a demographic list from the show organizers to ensure your target audience will be there.

These lists give you a starting point. The real work starts after you have the lists in hand.

You’ll want to research each event. Before you decided to exhibit, you should consider attending and walking the show to ensure that your audience is there. You’ll also want to make sure that the show has a good reputation in your industry and that it delivers:

  • Large numbers of attendees in your target audience (although what you’re really looking for is the right audience – quality versus quantity. Remember, some shows are for niche audiences and can the best ones!)
  • Attendees who make buying decisions

Once you’ve identified the conference or trade show to attend, you’ll need to put a plan in place to:

  • properly prepare for your attendance
  • take advantage of all the networking possibilities at the show
  • keep conversations going through follow-up after the event
  • build your follow-up campaign.

How to Prepare Before Attending a Trade Show

Of course, you’ll need an exhibit booth. (Make sure that your booth has both clear signage and excellent brief messaging- no one is going to stand and read your booth.)

Beyond putting your booth together, there are significant pre-show marketing actions to take in order to maximize your company presence.

  1. Communicate. You need to get the word out that you will be attending the show. Create postcard, email, & social media campaigns along with press releases to communicate to your list and your social media audience that you will be available to meet at the show or conference. Add messaging to any advertising you are doing before the conference. If no one knows you’ll be there, you won’t have visitors to your booth.
  2. Let your audience know where to find you. (I’ve seen companies tell their audience they would be at a show only once via social media – and then not give out their booth number!) But just telling everyone your booth number is not enough.

You’ll want to investigate the marketing options the show’s organizers have available to attendees. This may include marketing opportunities such as renting the list of attendees, sponsoring events or content in the pre-show communications or – depending on the conference – attendee swag. Send out newsletters to your list offering the option to pre-schedule meetings at the show. Create press releases highlighting new products or events and presentations you’ll be hosting while at the show.

If you don’t communicate and promote your presence, you won’t see the foot traffic you expect at your booth.

Need help putting together a comprehensive trade show promotion plan? Contact Brandwidth Solutions.

Take Advantage of Trade Show Networking Opportunities

Being in attendance at a trade show is not the same as attending a trade show. Your company has invested a great deal of time, energy and money to be at the show. Therefore you need to do more than sit in your booth and hope that leads drop by for a visit.

You want to have your A-list staff working the booth at the show. You want staff that engage prospects and expertly move them forward along the sales path.

The booth isn’t the only place you need your sales staff engaging with prospects. Make sure they are attending the cocktail receptions, presentations, education sessions, breakfast events or other special events being held at the show. Check whether the show’s organizers provide a ‘matchmaking’ service connecting potential buyers or partners with sellers.

Follow-Up Leads to Success

None of these trade show attendance efforts will mean anything at all if your company doesn’t follow-up effectively. If you don’t follow-up with leads you’ve collected, it will be marketing budget wasted.

After you’ve entered prospect information into your CRM, you’ll need to design a communications plan to ensure that your new contacts don’t feel you’ve forgotten them. (Although you should have created your first follow-up communication before you even leave the office to attend the show!)

Nurturing leads is critical to the ROI of trade show attendance. Be sure you have marketing assets such as white papers or case studies to send your prospects as follow-up. Once you return to the office, you may want to create webinars addressing audience needs, additional white papers and newsletter content to further nurture your leads and reinforce that face-to-face connection your team built at the trade show.

Trade show or conference attendance may be a bit more complex than most companies realize. But with a strong plan you can implement for each event you attend, your company can achieve a solid ROI from trade shows.

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Sep 18, 2018 in Integrated Marketing, Marketing Channels, Marketing Tips, Uncategorized | 0 comments

Advertising: Print vs. Digital

 

What Works? Print or Digital Advertising?

A lot of people talk about advertising, and about print versus digital. I frequently hear “Oh, digital is much better because I can show ROI.”

Well, here’s a news flash – if you do print advertising right – you can show ROI for print too. ‘How’ is actually pretty simple. We use a vanity URL that drives to a specific landing page on a company’s website, e-marketing platform or automated platform, so the customer can track all of the traffic and where it comes from.

But what have we found?

The data we’ve generated shows that when you only do digital ads and you don’t do print ads, you don’t get as many hits. When you run both print and digital advertising campaigns, you receive far more leads.

 

 

Print Advertising

For science-based organizations, you do need to place some print advertising. You don’t have to do as much print as you used to, but you need to do some. The reason is: we (your audience) need to see messages six to eight times before it registers in our brains.

Imagine – if your customer is only seeing your ads digitally, then you are missing key opportunities elsewhere to deliver your ad message. Think about your customer – they’ll likely also be thumbing through a science magazine, or reading a trade publication (especially when that issue covers a topic specific to your market space).

The sweet spot for generating the most interest in a print ad is placing your ad right in the middle of a trade journal – with relevant copy that combines the editorial topics with what you do and what what you sell. When we work with clients to develop advertising campaigns and programs, we research editorial calendars to choose the most appropriate trade journals and where to place a customer’s ad.

 

 

What Advertising Doesn’t Work Well?

One ad. One time. Whether it’s digital or print, I don’t believe one-off ads work. (A one-off is when a company chooses to do only one ad and never does any other kind of advertisement in a publication or on a digital platform.)

I think it’s a mistake to run one ad and stop. What would your audience think? They see you once (maybe – since it takes six to eight times to register a message) and then even though they continue to engage with the channel where the ad appeared, they never see your company again. Did you discontinue your product or service? Did you go out of business? What happened to you? The likelihood of them becoming a customer pretty much disappears!

But, if we do agree to run an ad one time, we laser target it based on the editorial content running on the chosen platform. If that editorial content matches what you’re selling and what your market is, then that’s the place we want to be.

 

 

Digital Advertising – A Winner for Science Organizations

Digital ads are available virtually everywhere. The key to choosing the right digital spaces on which to advertise is traffic. For instance, does the identified trade publication receive enough traffic on their digital platform to justify the ad placement?

A quick word about traffic: you shouldn’t be simply looking for the highest level of traffic (say 100,000 viewers). You need to look at the quality of traffic – is it the right targeted niche audience? You don’t need 100,000 viewers if only 3,000 of those viewers are your target audience. If I can run ads on a website where all 3,000 of its viewers are my audience, well then – that is the best place for my customer’s ad.

 

 

Google Ads: AdWords and Display Ads

Which should you choose, Google AdWords (now Google Ads)  or Google Display Ads?

What gives you the most “bang for the buck”? We’ve been working with clients, and in quite a few instances we’ve moved them away from Google AdWords and into Display Ads.

Let me explain why.

When you build a program for Google Ads, you have to build with key phrases. We used to say ‘key words,’ but since people ask search engines questions it’s not single words anymore … we now use key phrases. And when we build an Google Ads program, we also build it with negative phrases – meaning your ad is not shown to anyone who searches for one of the negative phrases.

Brandwidth Solutions had a client that did Vitamin D testing in patients. When we built their campaign, we created the negative phrase ‘milk vitamin D testing.’ The client’s audience was not people who wanted to test their milk for vitamin D, or measure the levels of vitamin D in their milk. Using a negative phrase allowed us to prevent ‘milk testers’ from seeing the Google Ad.

The reason we moved to Display Ads is because the costs per click in the Adwords auctions have risen too high to be a cost-effective advertising option. In some industries, prices have soared as high as $25 per click, and many marketing departments don’t have budgets for that level of spending.

Google Display Ads function somewhat similar to Google Ads in that you define key terms and phrases, and also create negative key terms and phrases. But, in this case, it’s for people who have already searched for your type of product. It’s all about relevancy.

When an individual who has searched for your product is playing solitaire, a display ad pops up for something in which they are interested. It might be an ad for a trade show, since they have searched for related products or services.

The cool thing about Display Ads? The cost per click is user selected. That means you can choose a fee as low as five cents per click. You should know that a per click cost that low will affect not only where your ad appears but also the time of day it appears. But with a display ad campaign you get clicks and impressions – but you only pay for clicks.

So, let me give you an example.

One software client had traditionally used Google AdWords. We expanded their program to encompass both Google Display Ads as well as their AdWords program. In a one-week period, they had 77 clicks for AdWords ads. In less than one-third that time – 48 hours – they experienced 111 clicks using a Google Display Ad. The Google Ad was priced at $2.83 per click, while the Google Display Ad was 50 cents. So, in less than 1/3 the time, they grew clicks by 30+% for about a quarter of the cost.

But there is a trick to Google Display Ads (and Google in general!) Google makes changes in their ad requirements and in the way those ads must be created all the time. You need to stay up to date with Google changes and the format they are looking for. Currently you need to build your ad in Google’s internal tool unless you have been approved to build them outside their platform in HTML5.

 

 

Making Your Advertising Work

For advertising to work – to produce leads and show real ROI – you need to do more than produce a pretty ad with good copy and a phone number.

You need to have a full system set up to support the ad and an automation process to gather those leads. It’s all part of the wheel that keeps your marketing moving forward.

When we develop ad campaigns for clients – whether digital or print or both – we make certain that the ad is linked to a customized landing page created specifically for that campaign which tells the potential customer what to do next.

We don’t just provide a link to the customer’s website. If you drop people on the homepage your website, you have created two problems which ensure that your ad campaign won’t return a good ROI:

  1. You haven’t finished your marketing message; and
  2. You haven’t told your potential customer what you want them to do next.

You want your ad campaign to generate leads. That customized landing page is the mechanism by which you do that. In the best case scenario, we’ll develop a landing page that allows your potential customer to download a white paper. This gives your potential client valuable information they are clearly interested in AND it gives you a name and contact information for your sales team to use for follow up.

One quick thought, ask for a name, company name and email address. Don’t ask for 20 different pieces of information – no new lead will give you that much information. You’ll lose them.

Ask yourself: “Is my job to encourage them, so they keep looking at us? Or is my job only to get a few leads?” If you ask for lots of personal information, you won’t get very many leads.

Once you have those leads in your system, you’ve thanked them for registering and they have access to your white paper, you’ve completed your first step in nurturing that new lead.

Developing an ad campaign with a full marketing support system behind it is the best way to ensure that your advertising works and returns an ROI you can justify.

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