Whether you’re a new or established business, listen up! Your longevity in the marketplace has little to do with this topic.
I’ll say this now (and probably again later!), if you aren’t making a conscious effort to connect your online and offline marketing, you are missing the boat on potential customers. Here’s the scenario….potential customer Johnny is driving home from work and hears your radio ad. It piques his interest. He can’t remember the name of your company when he gets home so he turns to Google and starts searching. Are you there? If not, you’ve just paid a pretty penny (for that radio ad) to help your competitors, who are already visible on Google, get business. That’s right, your ad just drove your customer straight into the hands of your competitor. So what can you do?
BE THERE WHEN IT MATTERS
Do everything in your power to appear at the top of page one in the search results. There are multiple ways to achieve this. First, if you haven’t optimized your website for search engine visibility, do it now. Second, start buying Google AdWords. Third, when you are in flight (on TV and radio), you need to up your AdWords bids to ensure that you are appearing. Remember, traditional media fuels search, and if you aren’t there, you’re missing the boat on potential customers and possibly fueling your competitors who are out marketing you on digital.
WRITE AD COPY THAT CONVERTS
Showing up is half the game. So you’re there, now you need to convert. (I could write an entire blog on this but that’s not the purpose of today!) Write ad copy that matches the search conducted and drive those searchers to a landing page that provides them with the information they are looking for. There’s nothing more irritating to a potential customer than clicking on an ad only to be taken to the homepage of your website. The homepage isn’t what they were looking for—give them what they want!
For the third time, if you aren’t making a conscious effort to connect your online and offline marketing, you are missing the boat on potential customers!
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