July 26, 2016 Ivars Leitis
Whether you’re trying to get visitors to your website or simply customers to your doorstep there are many, many ways this can be accomplished. However, it’s up to you to figure out the right mix that will work for your target. No matter what you do, keep in mind that there is a lot of clutter out there from other advertisers big and small, even those who aren’t your competition. That means, you’ve only got a few seconds when someone is scrolling through their feed, checking their inbox or even watching a commercial to pique their attention. Hopefully you’re able to captivate them enough with a memorable offer. Keep in mind, the first step to making the sale is getting them to stop by your store or visit your website. Here’s a few of our recommendations for making that happen:
1. Email Marketing
Organic List – Build your email subscriber list from scratch by encouraging signups through your website and social media channels.
Purchased List (US only) – Don’t have the time to build a list? If you operate in the US, it’s perfectly legal to purchase a targeted list of consumers and/or businesses as long as there is an easy way for them to unsubscribe.
Sponsored List – For a nominal fee, many companies with established user followings will allow you to sponsor a portion of their regular email with a banner ad or even takeover the entire email.
2. Social Media
Organic – With the aid of social management software like Hootsuite and Sprout Social, posts can be scheduled across multiple social media networks at the same time. This is great for brands that are planning and running campaigns over a period of time, but it doesn’t guarantee exposure. Even with larger followings, organic posts tend to get pushed to the bottom of feeds.
Paid – On the other hand, if you were to pay-to-play, you could guarantee that your ad would be seen to the right target and the right time. Facebook and Twitter advertising platforms allow you to schedule, budget, target and receive reports on how your ad is performing.
3. Search Engine Marketing
Google – With Google AdWords (display ads) you can target specific keywords and ensure that your listing is at the top of Google. With Google AdWords Remarketing you can also target previous visitors to your website or users of your app.
Bing – Similar to Google AdWords, Bing allows you to specify keywords and put your listing at the top of Bing searches.
Depending on the value of the coupon as well as the goods and services being solicited, utilizing a coupon can encourage new product trials, visits to your location and even return customers. Coupons can be available digitally, they can be emailed, received in-app or simply posted on your website. They can then be shown to a retailer from a mobile phone or even printed and brought in.
Direct Mail – Still used by many businesses today, this is the old school method of getting someone’s attention via an attractive offer received in the mail. It can work, however, the cost associated with direct mail today has increased and the amount of mail being delivered has decreased. In certain areas consumers don’t check or receive their mail frequently which can lead to wasted efforts or even getting lumped in with other “junk” offers.
Outdoor Advertising – Depending on the breadth of your campaign, posters such as billboards, transit, bus stops, airports, subway terminals, etc. can catch a lot of eyeballs. Given the right amount of information with proper directions and a reason to do it can generate a lot of traffic. Location is dependant on your target.
Business Cards – Don’t forget the tried and true, standard business card. There’s a reason they are that size! Getting the right mix of information and an enticing offer can make these little cards very useful and easy to drop at locations, on vehicles, at events, etc.
6. Public Relations
Events – Holding an organized event with an overall purpose such as a grand opening, new product launch, sale, family and friends event and more. When correctly managed, events can bring a large amount of foot traffic to your doorstep. Of course this requires a lot of planning, getting in touch with vendors, sticking to a budget, posting to social, local news, free press, etc.
News Releases – Writing and distributing a news release to specifically targeted publishers, media outlets, etc. with a newsworthy story can create a good amount of attention if picked up by outlets. Many of them will link back to your website and provide your contact information.
7. Boadcast Media
Radio – With radio, it’s best to select stations that cater to your audience. Don’t pick a country station if you know your audience is into classic rock. As well, some radio stations will offer full service including script writing, production and recording. Others will require more effort on your part. Don’t forget that you will pay a premium to have a segment or a shout out that includes a radio personality versus just a recorded ad. Plus, timing is everything, do you have the budget to run an ad during rush hour?
TV – Truly the most expensive route, but depending on your budget, this might do the trick. Many marketers and advertisers will also utilize outlets like YouTube and Vimeo to show longer or alternate versions of their TV spots.
Obviously this isn’t EVERYTHING you could do, but it’s a start and it’s our recommendation.
Did that make sense? Did I forget something? Let me know in the comments!