The quicker you adapt the quicker you grow.

It amazes me as a small business owner myself, why there is so much resistance among the business community in general to grasp the need to evolve.

 

I understand the saying ‘if it ain’t broke, don’t fix it’, and that may have worked well, for a long time. However, business in today’s world requires constantly challenging even the successful status quo or some ‘new jack’ will run you off the road.

 

No one can argue that for most Americans the ‘digital’ world is just as real as the ‘traditional’ world and the lines continue to blur. Think about it, most of your office workday, you spend it with a computer (digital) send an email (digital), print something (traditional), text someone (digital) call someone, (tra-digital), and so on.

 

If you need to know something right away you drive down to your local library and pull out the most current encyclopedia. I’m just kidding of course, you probably head over to your counter and open up your yellow pages to look up the phone number to call…

Sorry, I couldn’t resist throwing in a little irony. You Google it, you search online, you go to YouTube, or you use that tiny little search bar on Facebook. So now you find the information you think you’re looking for, go to the website and it’s useless. What a letdown; that visitor will most likely never visit your site again.

 
Yet, most websites are built by friends of friends, or cousins or worse. I understand companies on a shoe-string budget, but cutting corners on what essentially is your 24hour business partner is a very risky way to budget.

 
The same thought process goes behind where you advertise. I believe traditional media remains a very effective medium to promote your message, but that message has to change! The same way you would never run to the library or open the yellow pages, you will most likely not hear a commercial and call immediately, or rush to the store to participate in a sale for items you’re not in the market for.

 
A ‘tradigital’ strategy uses mass-media to drive the audience to respond online. It’s not a revolutionary concept at all, but until now, most advertisers feel like that’s a strategy only for e-commerce enabled companies, and that’s just not true.

 
For example, If I’m selling tires, and I have a great buy 3 get 1 free sale this weekend, at best, only those drivers who need tires will respond. Yet, everyone who drives a car will need tires at some point. Why not offer your audience an opportunity to respond online…’go to www.onefreetire.com and sign up online. We understand you may not need tires now, so you can use the coupon whenever you’re ready!’

 
Imagine that, well why not? Now you have their name and email address, and whenever they’re in the market for tires, you’ll be top of mind, especially if you incorporated your Facebook/Twitter page and keep this prospect in the loop with an email drip campaign. That is ‘tradigital’ – let us show you how to get there and increase the results of your advertising no matter where you choose to advertise.

Three Essential steps to start using Facebook for Business

If you haven’t started using Facebook for business, here are a few tips to getting started.

1) Make sure it’s a Fan Page!
This may seem too obvious to note, however we are still often encountering business fan pages that are actually personal ‘friend’ pages. Luckily for them, we are still able to convert these pages to ‘Fan’ pages, and convert all of your friends instantly to fans. If you do need to convert your page, don’t wait any longer. You can’t effectively market on a ‘friend’ page and it shows your lack of professionalism when it comes to Facebook. It will reset your timeline, and lose the pictures you have posted, so make sure you have a back-up of everything, but you will be able to keep all your ‘friends’ who will now be Fans as if they already ‘liked’ your business page.

 
2) Customize a ‘Welcome Page’.
Nothing drives up “Likes” the way a well-crafted welcome page does. When we set up a Welcome Page for clients, it funnels all ‘non-fans’ to this page first (instead of directly to your wall). On this page you can create what is called a ‘Like-Gate’ which basically teases the visitor with a unique promotion or offer that will only be revealed after you ‘Like’ the page. This shows you really appreciate the visitor liking the page, and will dramatically drive up the number of ‘likes’.

 
3) Advertise on Facebook.We here at b digital agency are big fans of using both outbound and inbound marketing efforts, or as we like to call it ‘tradigital’ strategy. Facebook is both in one! Placing a well-crafted ad on Facebook, aimed at your specific Demo and even geographical location, is a great way to drive targeted traffic to your page (or website). Best part is you can allocate as little as $2.00 per day and set up a pay per click campaign that can average as little as .30 cents per click or less. Another amazing effect of Facebook advertising is the amount of people who respond to your ad within 24 hour of seeing it (and not clicking on it). In advertising world this is called ‘value beyond the click’ and can often be up to 3 times as high as the number of actual clicks you pay for. Here is an actual snapshot of our campaign for the last 7 days. Believe me this works!

 

The Basics of Tradigital Advertising

You probably know by now, if you’re fans of b digital about the term ‘tradigital’. This is the focused effort of using traditional media to drive traffic to a digital domain. That’s all great but how do execute this effectively.

Step 1 – A well-crafted ad – uuuugh! The nemesis of all that social media stands for, the dreaded ‘push’ or ‘outbound’ message that typically is forced on the audience or listener, and is no longer effective. Well, quoting Dan Oday, the most effective form of mass media to drive targeted traffic to a website is radio. However, in order to do that, the ad needs to address one need, and offer solutions the listener will deem valuable. The call to action on this ad is no longer about call, or come in today, it’s about joining ‘us’ at an easy to remember landing page and sign up for your offer or promotion.

Also, in the ad it is important to offer a value of service that does not require the listener to ‘do business’ with you. For example if you’re an air-conditioning company offer a ‘cost-savings calculator on your site that will show how much energy a person can save if they upgrade their unit.

Step 2 – The landing page or vanity URL is a key component that most advertisers are afraid to commit to. The fear is that if you’re sending traffic to a page that is ‘not your website’ or does not brand your name it’s too risky. If your name is McCowsky Air Conditioning and Plumbing, and have the website mccowskyacandplumbing.com, that’s great, but not ‘tradigital’ friendly. Why not ‘supercoolac.com’ or ‘superplumber.com’ These names will be much easier to remember when repeated in the radio ad.

The landing page should have one clear conversion strategy, meaning, what you ‘really want the visitor to do, but as we mentioned earlier other conversion points such as using a helpful tool or accessing a resource should also be made available. Linking to your site is of course part of the strategy, and integrating your social media, facebook, Twitter, Linked-In, YouTube pages is also very important.

Step 3 – What do you do with all this information you collected? Obviously if you offered coupons or a direct ‘sale’ promotion, a small percentage of your audience will actually use it within a relatively short amount of time. Most however, will take more than one exposure to your deal, no matter how great it was, to convert to a customer. This is where your email and ‘inbound’ marketing strategy kick in. If they opted-in for an email, they are requesting information from you, so make sure you provide it and that you provide it on a consistent basis. Different purchases have different buying cycles. Upgrading your AC typically takes longer than using a coupon for a large pizza pie, and keeping your company relevant and ready to serve that customer is a key component of a good email campaign. In addition, keeping active in your social media space keeps your prospect updated on your goods and services, and can be a great way to engage them with a new offer, contest or promotion.
Step 4 – Evaluate and do it again! Google analytics and the ‘Insight’ tool on Facebook will give you in-depth information on all your visitors that you can use to craft your next campaign. In addition, use your Facebook page as your own personal ‘focus group’. This is a great place to ask questions about your company, just be prepared for honest feedback!
If you can get your arms around this tradigital strategy, and understand that ultimately you are building your own audience, which will eventually make you less dependent on media and more self-sufficient, the journey will be quite rewarding!

How to be ‘tradigital’.

If you advertise in the newspaper, on television or radio, use direct mail, billboards or any other ‘traditional’ advertising medium and are not incorporating a ‘tradigital’ strategy you are not maximizing your results.

What is Tradigital? It is using traditional media to drive traffic to a digital destination, whether it is a website, landing page or social media page.

Basically, the new ‘call today’ is ‘visit out site’, and the new ‘visit our site’ is ‘visit our landing page or Facebook page’ for increased recognition. A landing page is simply a web page that is customized specifically for converting traffic responding to a very specific offer or promotion.

If you send traffic to a home page that does not reflect the details of the advertised offer, or does not have easy data capture and follow-up, it will result in a very low conversion rate, and is a poor strategy. The reason is this, whenever you advertise, no matter how many people you reach, only a small percentage of that audience is actually in the market for your goods and services.

For example, if you sell tires, everyone who owns a vehicle, at one point or another, will require new tires. If you can get that person to engage with your message regardless of whether or not they are currently in the market for new tires, you do not limit your potential return.

In this scenario, your radio ad says ‘visit tirestogo.com and sign up for our buy one get one tire free promotion, and take advantage of our offer whenever you need new tires’. A message like this, does not limit the audience, or the offer. Now you have a new email address, and can create an email drip-campaign that sends offers on a weekly, bi-weekly or monthly basis, that keeps pulling leads forward. The ‘tirestogo.com’ landing page also has links to your Facebook page which says ‘Like’ us on Facebook and shares our coupon with friends and family.

This takes guts, this takes vision, but this is what people expect not only from business, but from the messages their hearing and seeing every day. The world of ‘call today, this is a limited time offer’ just does not resonate anymore. People have too many resources at their hand and don’t need to feel pushed or forced to react.

Allow those people to engage with your brand, be exposed to your products and service, and take advantage of offers and promotions on their timetable and you have a winning ‘tradigital’ strategy.

If you want to learn how to move from a traditional strategy to a tradigital strategy, please contact us for a free consultation.