Now that your website is optimized and the pay-per-click (PPC) campaigns are running on all cylinders, how do you widen the Internet advertising funnel? After all, you spent a small fortune designing your company’s primary lead generator, and it works well. Re-evaluate your marketing mix, and considering these opportunities:
· Rich Media Banner Ads – Analyze the reach and frequency for display ads on newspaper, television and radio websites, then compare the cost per thousand impressions. Avoid redundant audiences between sites. Use true rich media – flash, video and dynamically generated ads for higher click-through rates. Also consider geo-targeted display through ad networks that allow rich media. Familiarize yourself with Eye Wonder and Eye Blaster formats.
· Smaller static banner ads have their place too, for the right price. Back links from static placements (html outside the ad server) are good for improving organic search engine positioning. And these quick visual messages reinforce other branding campaigns.
· Email Marketing – Communicating to your existing prospects and clients through email is essential for most businesses, but few companies do it well. Email is inexpensive and effective and getting started is easy.
o Sign-up for email marketing services through a third party provider like Yesmail. Avoid the free or inexpensive providers who attached their logo to the bottom of your message. This creates brand confusion; you look cheap and less professional.
o Expand your email list through radio station listeners clubs; they are a wonderful tool and offer audience segmentation by geography and lifestyles. Offer an incentive to join your email list, and capture the qualified leads through a persuasive landing page. Evaluate the station’s email reach and frequency when booking an advertising schedule. Hopefully the station runs its display ads through an ad server for tracking open rates and click-throughs.
o Additionally, print magazines market to their subscribers through email, and usually allow sponsorship or display banners. Again incentivize the reader.
· Hyper-Targeted Direct Mail – With the new short-run print-on-demand presses that personalize messages in-line, you can target prospects with pin point accuracy. List brokers still sell addresses with names by carrier routes, incomes and lifestyles. Messages should send the prospects to your website for pre-qualification. Yes, highly-targeted direct mail is an excellent Internet marketing tool.
· Video Pre-roll – This media is expensive but effective. A captive audience for 15 or 30 seconds is consuming only your message. Fifteen second spots are preferable because the 30 second ad can create user frustration and a negative value return. Ask publishers for unique users, impressions and CPM, when determining value.
· Mobile Advertising – For event-based marketing and contesting, traditional media providers are building text messaging programs. Use broadcast spots and print ads and include unique but memorable promotional codes for tracking giveaways and contests. Ask your newspaper, television and radio reps about the cost of sponsoring mobile editions. Be aware of the reach and frequency for these new products as they come to market, and negotiate from this perspective.
· Audio Internet Advertising – Consider a schedule of streaming internet ads on the stations that match your demographics and lifestyles. These highly targeted local ads provide your consistent message through sound, another important touch point. The next generation of user generated play lists will allow targeting by demographics and geography, a success for Myspace Radio, Imeem and Lastfm.com.
· Online press releases should not be discounted. Businesswire distributes your business news quickly at a reasonable price. Thousands of publishers—online and off—receive your press release in a usable file format for easy repurposing, widening the prospect funnel. Online public relations is a standard link building tool utilized by search marketers to improve organic listings. Read more about SEO PR and SEM PR.
For more information on internet advertising, contact Royle Johnson at FormicMedia.com.