A successful campaign involves many aspects but also follows proven paths. Remember: Content is king for ready-to-buy customers who are seeking specific information they need to help them make a purchase decision. But they also must be able to see it. In addition to the solutions you've read about in previous sections, consider the fact that running more
than one print display ad or a combination of print and online can dramatically increase response. For example:
-
Eighty-five percent of customers that gives the customer a reason to call. Your subhead should sum up your business benefit to customers, possibly
including a special offer or a unique aspect of your business the others can't match.
-
Online advertising is proven that give ready to buy customers exactly what they need to make a purchase decision.
-
Online directory usage is growing to highlight your business and show a solution, not a problem.
-
A combination of print and online to enhance the customer experience like an emergency phone number, pager or Web address or e-mail. Be sure to
list all of your locations and phone numbers.
-
A listing in local search engines to reach a broader range of potential customers and leverage similar or overlapping headings, e.g., a florist
with ads under “Weddings” and “Corporate Events” and “Funerals.”
-
Running two display ads to target prospective customers in nearby areas or in Specialty Guides to reach specific audiences, e.g.,
“Restaurants” or “Hardware”. What's more, Companion directories have been shown to deliver twice the ROI of main directories when added to the mix.*
-
Customers rank multiple locations to stand out from competitors and to provide enough information for a customer to make a purchase decision on the
spot. Research proves that doubling the size of your display ad yields a 45% increase in phone calls.
|
