I’ve said this before and I’ll say it again, in many cases (especially with direct response campaigns) a landing page can be a much better option for generating traffic and increasing your conversion rates, then promoting your website or home page.
I still get those terrified looks from advertisers, weary that promoting a ‘landing page’ that is not on their existing website will waste precious page views. The fact is that, even in the case of our accounts who market to an affluent audience, the landing page has delivered amazing results, and well beyond the expectations of our advertisers.
I can give a slew of reasons why a landing page, (customized to reflect the offer in the advertising campaign) is a more effective tool in collecting leads and increasing conversion rates, but I believe the biggest reason for the success is this: the overall comfort level and growing acceptance by the end user.
What I mean is, now that the internet is basically a part of who you are and what you do, visiting a page to get more information, rather than a website is no big deal. In fact, many more people appreciate the simple and straightforward access and information of a well-crafted landing page offers, and are more likely to be engaged and interact with it.
Our latest endeavor for a small custom jewelry company with, get this, no website – only a Facebook and Twitter page, send all their traffic to a landing page, which has received 1,115 visits with 83 leads converted for a conversion rate of 7.44%! This is a clear indication that a professional landing page, with a strong social media campaign can build the trust and comfort level with its audience, so that the landing page is really all they need to generate a profitable business.
“That’s it, this year I’m going to fix my website, figure out my SEO and SEM strategy, and keep consistent with building my email database and sending out great emails, and getting all my social media right and doing a better job following up on my leads! Oh yeah and get a mobile site, and make sure my site looks good on a tablet…”
Many of us tasked with marketing our companies have a list like that and may include many of the above tasks. Unfortunately, it may look very similar to last year’s list, and most likely the list for the past 3 to 5 years. One thing is for sure, ‘digital’ continues to grow in importance and command more of your attention, but are you focused on the right tasks?
The reason that list keeps getting longer, and your results keep failing to deliver positive results, is that you’re caught up in the digital wave of hype and want to make sure your Facebook page has as many ‘Likes’ as your competitor. At the end of the day, are you generating more qualified leads? If the answer is no, than you may want to shift your focus to a marketing campaign that focuses on lead gen.
How do you do that?
Implement a ‘tradigital’ strategy that starts with a well-crafted traditional advertising campaign that asks your viewers, listeners, readers, etc. to visit a web (landing-page) to complete the process, receive the offer, get more information or whatever you call to action is.
Stop giving out phone numbers, stop printing coupons, stop sending people to an outdated website that doesn’t’ capture leads and does not even feature the offer that you’re currently promoting.
We’ve proven time and again, that a good offer, advertised in right media will drive up awareness, search activity and increase traffic. When this traffic generated lands on a professional landing page you will convert that traffic to leads. Any traffic not converted to leads become prospects that you will continue to engage through social media and emails.
We make it sound simple, and really it can be. Implementing a tradigital strategy will keep the focus clearly on generating leads, and cut down on a lot of the costs associated with getting your ‘digital house in order’.
Call or email us for a free ‘tradigitial’ consultation today.
If you determine the success of an advertising campaign based on the results it generates than this turnkey ‘tradigital’ package is what you’ve been waiting for. By integrating a tradigital strategy, you will clearly see how to best leverage traditional media to drive traffic to digital for maximum results.
STEP 1 – The ‘Vanity URL’ –
Many small to mid-sized companies continue to struggle with a website that is less than optimal. Many have a long wish list of how their site should be, but do not have the time or resources to get it there.
Enter the “Landing Page or Vanity URL”!
Simply stated this is a one page website, whose sole purpose is to welcome your visitors, show off your product or service and allow them to quickly and easily find and act on your current offer or promotion. That may or may not be something you have done, but the key here is to come up with a name that is easy to remember and ties in your company.
One of our accounts Freedom Boat Club was in need of this solution when we came up with the vanity URL: www.ownthewater.com In all of their marketing and advertising this slogan came up over and over again. Using it in their advertising was a natural fit, and the results were staggering. Well over 1,000 visits and a conversion rate of over 2%. For a hi-end consumer product, this is a tremendous response.
STEP 2 – The FB tie-in –
A good tradigital strategy allows consumers to respond on their terms. If the landing page does not attract their attention, a FB custom tab that serves the same ‘landing page’ function also works very well. Of course the ‘social’ nature of FB, with the ability to ‘share’ or simply come across the offer because your friends also participated in it, can quickly multiply your responses.
STEP 3 – Email Marketing
With FB now charging you to ‘sponsor’ an ad to reach a larger portion of your ‘fans’, email marketing remains the most effective way to close a prospect that is in the decision making process of buying your product or service. As you collect all of your leads from the landing page, and from the custom tab on your FB page it is essential to have an email marketing strategy set up and ready to go.
The emails can reinforce your offer, and then add that one little ‘extra’ that can push them into your store or your site to purchase. This 3-pronged ‘tradigital’ strategy, that uses a well-crafted TV, Radio, Newspaper ad, etc to raise awareness of your company and add a sense of urgency to your offer will increase the results of your campaign by 35% or more!
The best part is we offer this turnkey package for a very low price, and understand how this strategy works, better than anybody else. Visit www.tradigitalsolution.com or call 561-683-0404 ext 119 today to schedule your free consultation. This offer is brought to you by b digital agency a division of Baldrica Advertising and Marketing, Inc in West Palm Beach, Fl.
Welcome to ‘Mind Your Business’ a new video blog featuring your company! The idea is simple, we want to speak to as many business owners and marketers and find out how you’re integrating digital with your traditional efforts.
We call this ‘tradigital’, but you can call it whatever you like. The key is to learn what is working and what some of your challenges are. As an agency who focuses on ‘tradigital’ we see the many challenges business owners have today as they try and integrate digital.
The most obvious challenge is learning a new technology and deciding if it makes sense to apply time and resources to it. At what point do you decide that a certain tool or digital strategy is not ‘fly by night’ and that you’re company stands to benefit from it?
It seems that as soon as one strategy or resource reaches a critical mass, there is a new one waiting to replace it. While this has always been the case in technology, we have never seen such a rapid cycle of it. Even hardware is quickly outdated and replaced by newer models with updated functions and features.
There are however several undeniable digital products and services that have proven their worth, and though continually evolving, should be part of any marketing strategy. Search Engine Optimization using proper keyword strategies and blog posts for original content continue to dominate the internet ‘marketing’ space.
The practice of purchasing ‘adwords’ on Google, Bing and Yahoo, (maybe the original ‘online advertising’ strategy) continues to show dividends today, and shows no signs of slowing down.
Social Media seems to be the new ‘too big to fail’ strategy that has shown tremendous promise as more and more consumers look for new ways to interact with the brands they love the most. Facebook continues to dominate the space, but giants such as Twitter, Linked-In, YouTube and Google+ make managing the process that much more challenging.
This new video blog seeks to interview business owners and marketers and find out how they’re integrating these digital assets and what results they’re seeing.
• Are you seeing increased traffic to your website?
• Are your prospects finding you through social media?
• Are you using Pinterest, Instagram, Viddy or other social tools to drive traffic?
• Do you use Twitter for customer service purposes?
• Have you tested the use of a landing page or vanity URL?
• How do you integrate your blog with your marketing plan?
• Do you use custom tabs on Facebook and has it increased likes?
• Do you advertise online or on social media sites?
The key takeaway we’re looking for is to see how businesses are integrating digital with their traditional efforts, and what kind of results are they seeing? If you’re a business owner or marketer that has seen some success integrating digital, we’d like to schedule a 30 minute interview and find out how you’re minding your business! This video will be used on our site, and syndicated to our entire social media community, as well as sent out over the PR wire. In addition, you will receive a copy of the interview to use as you wish.
We hope this video series will not only teach and inspire other businesses and marketers, but that in true ‘Social Sense’, will also direct some eyeballs and eventually new business your way! Thank you for taking the time, please email me at firstname.lastname@example.org or call 561-288-1625 to schedule your on-site interview.
We keep pounding tradigital, using traditional media to set up digital because we understand not only the value of traditional media, but how readers, viewers and listeners prefer to respond. This graphic shows that of all the respondents to an online streaming radio ad, only 5% chose to call. An overwhelming majority of the responses were digital in nature.
So, if you are running an ad, and your call to action is ‘call or come in today’, you’re tapping into the preferred response action of only a very small amount of your audience. We see that most advertisers are actually starting to understand this, but without the money or resources they feel they have no other choice but to remain with the standard advertising model.
To address this, we have developed a 3 part strategy that allows you to easily leverage the power of mass media, by offering your audience an ability to respond and engage with you on their terms.
1st – Custom Landing Page. It has often been said website home pages are where good leads go to die. It’s true even of our own site, if we offer a ‘free marketing makeover’ and send the audience to our home page, and that page does not have that offer immediately accessible, that the visitor will most likely leave. If however we send them to ‘yourfreemarketingmakeover.com’ and that page has the detailed information, and how to take advantage of it, your conversion rates increase dramatically.
2nd – Tie in Social Media! Even if they convert on the landing page, you still want to offer the visitor a reason to ‘Like’ or ‘Follow’ you. These touch points give you much more influence and in an age of declining email open rates, this gives you an additional point of contact. If you can add an additional incentive, say ‘Like’ us to double your coupon, it may be worth testing that out.
3rd – Email Marketing Campaign. There is a big difference in unsolicited emails and opt-in email lists. Once someone has declared that they want to hear from you, there is a much larger likelihood they will open the emails and consider your message. Also, many buying processes take more than one exposure to the offer or business. Effective drip-email marketing campaigns remain one of the most effective tools to convert your prospect into a buyer.
At b digital, we have mastered this tradigital strategy and are partnering with media companies in South Florida to offer these services to their advertisers. By doing so, the media companies are allowing advertisers to leverage this strategy, and significantly increase the results of their campaigns. In return, the advertisers remain loyal and increase their buys.
If your preferred media company does not offer a tradigital strategy or offer the triple-pack we described above, ask them to contact us, or you can contact us directly and we will be glad to schedule a free consultation. We have seen advertisers increase results by 35%-50% or more!
One thing is for sure, more and more people will opt to respond online or digitally over responding via phone or coming in, and you need to make sure your company offers that choice. We hope you will choose us to get you there.
I’ve often asked this question, and it’s amazing to me the different responses I get. Generally speaking most ‘advertisers’ are unsure what the return on their advertising is, and so they’re unsure what the repercussions would be if they stopped.
I realize it takes a lot of effort to track advertising results and often busy small companies don’t have the resources in place (or so they think) that it takes to properly track campaigns. For all these reasons a ‘tradigital’ campaign makes all the more sense.
Tradigital simply means ‘traditional and digital’ working together. The sweet spot is using your TV, Radio, Newspaper ads etc, to drive traffic to a website or custom landing page. Basically, the ‘call now’ call to action is much less impactful in a plugged-in world, and offering a ‘digital’ response has shown to increase the response rates by 35% or more!
A report on radio campaigns that offer an easy to remember landing page or website, dramatically increase the number of response. Let’s look at the chart below:
So whether or not to stop advertising is not the question you should be asking yourself. Rather, what do you need to do in order for your advertising to evolve, is what you should be asking. The days of using media to ‘call today’ or ‘come in today’ are no longer relevant. Even JC Penney for goodness sakes is now promoting their ‘everyday low price’.
The key is to use digital components to increase responses and custom landing pages to increase conversion rates and build your own audience. As the number of people you Tweet, Facebook, Link-In, Google + and YouTube grows, your influence grows. Now when you take a break from traditional adveritising you still have an opportunity to reach those who most want to hear from you.
So don’t’ stop advertising, just be smart about it and you will know exactly what is working and why.
I am often told “don’t tell me how to run my business”. In fact, it might as well be the slogan of every small business in America. I absolutely agree, the question is – what business are you in?
If you’re a baker, a mechanic, a doctor, a restaurateur, whatever business you’re in, you’re only a ‘marketer’ if you’re in the marketing and advertising business. My point is, no matter how well you know your business, it does not qualify you to best ‘market’ your business.
Despite the millions of books and articles and even blogs like this one, the most successful businesses seem to have learned the golden rule…’Do What You Do Best!’ Those who don’t learn this, prefer to ‘do their own advertising’, or worse, they hire a marketing agency or rep, only to tell them what they want in their ads.
This is why the majority of newspaper ads look like a cluttered piece of mayhem with no clear call to action or visible headline, etc. Many TV and Radio ads just want to cram as much information as possible, and Billboards look more like graffiti than anything else.
Let me ask you, as a business owner, would you let me go into your business and tell you how to run it? Then why would you want to tell your marketing or advertising agency or media rep how your ads should look or sound like?
Even after many small business owners have failed miserably when it comes to their own marketing efforts, they still insist on calling the shots. Recently a new account tells me, “we lost a lot of money advertising and printing brochures on our last go-around” but he still wants to tell me what his billboard should look like.
I’m not sure if it’s the A type personality or the desire to control everything that hampers the ability of small business owners to let go of this part of their duties. Whatever it is, I can always tell when a local business has ‘made the switch’.
I’m not saying that all marketers get it right every time, but the basics of marketing and advertising are immediately recognizable. The clear message, the simple and creative approach, the clear call to action, and the better ones include the clear next step which should feature a ‘digital’ component such as a landing page, website or social network component.
I’ll summarize with this, if you want to take your business to the next level, you may want to consider a professional marketing agency. To be successful you need to give them as much information on your business as possible, and let them go to work. Otherwise, keep on ‘doing your own ads’ and then blame the media company or the rep when it doesn’t work.
If you’re ready to have this conversation, we would be happy to meet with you. Otherwise, we wish you well as you attempt to learn a new profession while trying to run your business.
In the last two blogs we introduced the Four Pillars of Social Media, and then gave you a ‘big-picture’ overview to set the right expectations and mind-frame when it comes to integrating digital strategies.
In this blog we are going to show you how to use traditional media, such as radio and TV to quickly drive up your audience on your website or social networking sites.
Despite all the talk about social networking, a new study has found that “Traditional media advertising remains a more effective driver of online traffic than the social networking equivalent,” reportsWARC.COM.
What this means is that, while to many, social media is still in it’s infancy, traditional media has very large footprints and thus can deliver a message to a large audience. This audience however is less interested in being forced to listen to an offer they don’t care about, and more interested in an opportunity to engage with or take the message one step further.
For example, rather than tell everyone about your great ‘one-day sale’ you are going to tell them to “Like” your Fan page where you can receive exclusive offers every day. Your goal now with mass media is to drive them to your social networking pages (or landing page, website, etc) so that you can build your own audience. We call this strategy ‘tradigital’ using traditional outlets to drive traffic online.
Looking at 2012, you may consider these two inverted triangles.
The Orange triangle signifies the amount of your budget being allocated to ‘outbound’ efforts. This will initially encompass about 80% to 90% of your allocation. Remember, the key difference is that you are now using this medium to drive traffic to your digital space.
By the time you reach the start of the 3rd quarter, you will see nearly a 50/50 split of ‘outbound’ efforts to ‘inbound’ efforts. By this time you will have built up a significant following, and you need to increase your efforts to keep your audience engaged and in return, talking about you.
By the end of the year, your allocation has completely flipped, and you are now driving the majority of your sales efforts via social media. This will be a very exciting time for you as you have learned to rely less on traditional media outlets and now have a built-in audience of loyal customers.
Sounds too good to be true, but we’ve seen it happen many times, and for some it has even outperformed our expectations. There are also times when it may take more than one year to reach the scenario above, but one thing is for sure, if you don’t start looking at it like this, you will never get there.
And let me close with this: You may be able to still get away with a 100% outbound strategy, but once the teens and twenty-somethings of the world become ‘old-enough’ to make a difference in your bottom line, how are you going to reach them, and the generation after that? Will you be relevant or irrelevant?