Media Can Be Pricey

Traditional Media is Pricey

The economy is sagging we're told. Certain business categories are currently hard hit with the borrowing issues, American Auto Manufacturers are struggling again (while Toyota and Honda report strong earnings, again). Business is tough and a little scary for many people. Radio revenues continue to descend as well. Newspaper is in a huge tail spin. Retailers just ain't buying traditional media like they used to.

Why is that?
My opinion is that newspaper, radio and TV are priced too high for the quantifiable ROI. Business owners are shifting their dollars around to media that can demonstrate ROI. Of most interest to many retailers right now is how to effectively use the Internet. It's sexy right now - they can see if it's working and it's pretty darn cheap it seems.

There are local businesses that are light years ahead in how they spend their marketing dollars. They spend their money, not in huge annual chunks to one newspaper (huge WASTE!) but in smaller strategic ways to maximize exposure and awareness, and drive traffic to their websites where the real selling begins at a much lower cost per impression.

Websites Educate and Sell
Does your website educate and sell? People go to sites to find what they are looking for, then check out the business, find out what they offer, are they legit, etc. But mostly consumers are there to BUY. They are ready, they're looking and need what you sell. Give them an offer and don't make them have to find it. Make your compelling offer up front on the home page- then they will dig into your site to make sure this isn't too good to be true.

Traditional Media is Too Expensive because...
they can't demonstrate how they directly impact business. They talk "impressions", not leads. Impressions are safe, leads are dangerous! It is without question that traditional media such as radio is very powerful but until they begin to prove it, they will struggle for years to come. My days in radio were always scary with the new business owner who bought your station. I'd be sitting in the radio tent at the big weekend sale - calling the on-air DJ, pleading them to do more cut-ins or promo's for the remote. Those remotes were sometimes $5,000 or more. Rarely did we blow the doors off for that investment.

Place some of that $5,000 in search ads and you have an online campaign that will cover 30 days and hit most searchers in a 50 mile radius that are looking for what you sell. How does radio, TV Newspaper compete with that?! Actually it can and should.

Traditional media actually is the engine that drives it all and soon we'll explain why we LOVE radio and TV.

We Remember What We Need

Personal Observation: I only notice what I need.
How about you? Which ads do you remember? For example, denture ads. Never read one. ED ads - haven't paid attention yet. :) I could care less for five or six years or more at a time about car models, prices, financing offers, whatever. Car dealers could scream their heads off about this or that deal - I don't care - it doesn't matter. I just flip the page, turn the channel or scan for a new station. However, when it's time to get a new vehicle I am "Mr Car Guy" - I am all over it. I hear and see every deal going down. My radar is up and scanning for car deals.

Big newspaper advertisers, like appliance dealers, whatever -same deal. Who cares about them until the fridge is out. Companies spend tons of money in the paper with full page ads showing all their stuff attempting to hit that buyer in need...before the competitor does.

What a HUGE waste.
Just tell those who do care, "Go to DenverApplianceSale.com for HUGE savings on fridges now" or some local clever URL variation with a cheap basic landing page.

The Brain Works Like This...
If you need it...you hear it...you see it...and you remember it...because you are in the "need zone" and your brain is on full scan mode for options. Your brain looks for deals subconsciously - you see them with your peripheral vision - you are a hunter/gatherer now - you are ready to pull the trigger.

Don't Waste Your Money on People Who Don't Care
One of our strategies...
Buy Super Cheap 5 Second Radio Ads to Alert the Buyers
Try this - buy 5 second radio ads and drive them to a clever URL landing page. For example, use an ad like this; "Need a new Roof? Go to ColoradoRoofingSale.com, that's ColoradoRoofingSale.com today!"
Buy a ton of these spots, every hour for a week on a bunch of stations - it will cost you as much as a full page ad for one day in the paper. You'll be "everywhere", hitting the hot buyers whose radar will clearly pick up your obvious message and remember your funny, clever or obvious URL.

Be Ready with Your Landing Page
Highly motivated and qualified buyers are now heading to your "deal" landing page. Our advice: Be ready to get the business. You will be bombarded with "buyers". Are you ready to close them? Will your page compel them to call? Give them every reason. They heard or saw you and were motivated enough to visit...get the business. Make them a deal they can't refuse.

This Strategy is Fishing in a Barrel - it won't last.
Jump on it. The door is wide open right now. The price of 5 second ads is going up!

Small Business Internet Marketing Fundamentals for 2008

The Small Business Internet Marketing Check list:

1. Get a company URL with your company name in it - KISS principle here.
2. Your website must sell your company and encourage customer action - on every page.
3. Get your company fully submitted for "Local Business Search Results".
4. Buy paid placement ads (Google AdWords) in your target market.
5. Know that your traditional advertising will help drive your web traffic.

Let me explain why you need each one.
1. URL with your company name. So many companies have clever or wholey different URL's that don't match their marketing or how customers refer to them. Customers can't remember anything as it is - why give them two things to remember - your company name and your somewhat similar and somehow "related" URL. Keep it simple, easy and logical. Caveat: A REALLY CLEVER URL is gold. Clever as in super super memorable.

2. A website that Sells. People who come to your site are shoppers! Sell 'em, close 'em! Change your thinking on this part - your website is a salesperson that works 24/7/365.

3. Local Business Search Listings. This is the mapping area you see on Google and Yahoo with the little pinpoints for businesses you are looking for. Get your business fully integrated in this free area. We can help if you need assistance. Do this now.

4. Paid Search Ads. You can target an area just around your business and just reaching people looking for what you sell. Super efficient, effective and cheap.

5. Media Drives Web Traffic. Media creates awareness. After a prospect learns that you exist most will check you out on the web before they call. So always give them your web address and encourage them to go there. Your 24/7/365 salesperson will be there to greet them and get them to call you.

Follow these guidelines and you have a fundamentally sound basic Internet marketing strategy.

Writing Search Engine Ad Copy

Google Ad Copy Writing 101

When you write an ad for placement on the search engines there are several restrictions presented that you must follow. These restrictions are designed to maintain a consistent look for every page. These restrictions put even the biggest companies on par with the little guy - no one is allowed to buy a bigger ad! (They can buy more...but not bigger) These restrictions force a copy writer to earn their keep as an efficient minimalist. You have to choose your words wisely. The slightest change of wording can dramatically improve or literally turn off your response rate.

If you don't know, to write an ad you have character limits for each line of copy. For Google, they allow 25 characters for the "Title" line and then 35 characters for each of the next two lines. Yahoo, Ask, MSN, Super Pages and others have slightly different parameters. Characters include spaces and punctuation.

You also are given punctuation guidelines and limitations. For example, you can't over-use the "!!!!". How do they expect us to sell something if you can't over dramatize and emphasize excitement???!!

Eureka! The Perfect Ad!

When we launch a new campaign we try to hit the ad copy perfect at the start. However, almost every time, within a week or so, we begin making subtle changes to the copy as reconnaissance is gathered on hot keywords, competition and response. Words mean things and they are especially critical with the limitations given by the search engines. These little word changes can make a huge difference. Once we see it start "clicking", we stop tweaking. Some of our ads haven't been changed in 9 months because they are working.

Would you rather get an "Offer" or a "Deal"?

Here's a copy writing question for you. Which is a better word choice for an ad: "offer" or "deal"?
One of these words is more efficient and attractive to consumers than the other. The word "deal" implies a special discount or opportunity. The word "offer" sounds sort of interesting but everything for sale is an "offer". Just as importantly, "deal" is four characters..."offer" is five. The word "deal" is a deal!

More Search Ad Copy Tips

* Include a locality reference - local is trusted, non-geo-specific offers seem less relevant
* Include a "call to action" - make me a "deal"!!!!

Until next time, may business be good!

Greg

Search Advertising is WAY too Cheap!

Hey listen, Search Advertising is really great but it's got a problem.

Yeah sure, Search Engine Advertising provides accountability, tracking, documented and recorded phone calls and leads and the ability to tag an ROI on your advertising investment...which are all terrific huge steps forward in the science of marketing and truely outstanding in themselves...but...what is most impressive to me is how many leads we are generating for our clients with small minimal investments...it's just WAY too cheap! Yes, I said and mean WAY too cheap. It can't and won't last forever like this.

I predict that in short order the cost to be in the top 7 positions on Google and Yahoo paid search will sky rocket as more local businesses realize that search advertising is an invaluable resource. Search Advertising will become the first advertising money spent by every business as it delivers new business like none other I've seen.

More Search Engine Companies Are On the Way
Success on this level will no doubt lead to more search engine companies and over the next several years there will be dozens of search engine companies targeting the enormous search ad market dollar. Just as Ford was THE big auto company at one point, competitors quickly came along and filled in the exploding automotive demand. So too is the future of Search Advertising. Google and Yahoo will continue for who knows how long (or short) until someone else figures out another angle that offers value to the search user and advertiser.

Our Search Advertising Success is Doing Our Selling
We are growing rapidly and the reason is our story. We are delivering phenomenal results for our clients. Our challenge is getting our story to more business owners. If you know someone who could benefit from what we do or might need help executing a high performance search campaign please let us know!

Until next time, may business be good!

Greg

Media Moves Internet Traffic

Traditional Media Boosts Internet Traffic to Websites

I have been developing search engine campaigns for about 8 months now and I am getting verification on my theory that traditional media drives internet traffic.

A case in point is a local dentist I am helping right now - his campaign is delivering consistent leads - but the number one keyword across the top three search engines in his geo-target is a dental group that consistently pumps themselves on radio. This branding clearly demonstrates media drives web searches.

In a nutshell, as people move into the buying target they begin to actively search (online) for a company that is relevant and preferably familiar - familiarity driven often via the benefit of mass media branding.

***Here's the catch. If your company isn't listed in the top 10 organic searches you better be buying a place in the paid area of the search engines or your competitors will get the business.

The point is this. Use mass media to create your brand then capture them at the search point with paid search. Don't do one without the other.

Search Marketing Results

Here we go, my first blog posting...

First of all, if you are reading this, thanks! Give me some feedback on my writing.

"New Media Muse" Blog Purpose:
I wanted to start a blog that would focus on local advertisers and how they might use new media to improve their advertising results. My advertising agency is focused on helping local businesses use the internet more effectively in combination with their traditional media. I wanted to share my experiences (successes and failures) and get feedback from others. This is an important new area with huge potential returns for those businesses who do it properly.

Search Engine Advertising:
The starting topic for my blog is Search Engine Advertising (Google, Yahoo, et al). I am shocked by how few local advertsers are doing this. I have had all of my clients use it and 95% of them had what I consider to be phenomenal results. In my previous life I was in radio advertising sales. We could never dial in on results - customers were vague about where they heard the ads or gave credit to non-existent sources. With Search Advertising you can track it all - even record phone calls to hear why they are calling. I've had clients spend $1,000 in a month on search and get 30 phone calls. It's crazy by most media standards...and it's wide open. I predict in 3 years almost every business will be using it to some degree and the price will have sky rocketed.

There is truely a new media frontier in Search Engine Advertising.