In the last post we identified the major forms of advertising that businesses use:
And while plenty of folks reached out to note that I was missing "Search Engine," that was intentionally left out because each of the others can be considered "stand alone" (ie none are dependent on another to exist). Search engine marketing via tools like Google Ads requires you have a website to promote - thus it's exclusion, but we're definitely going to add it into the mix.
And now to the heart of the discussion, what are the pros, cons & price points (illustrated as $ - $$$$$) of each of these advertising platforms? How do they work together for YOUR business? And do you need to use one, three or all of them to generate leads?
Not going to explain this one much except to say this can be expensive or cheap depending on your level of customer service!
These are the pros and cons as I see them, and I weigh my advertising budget around which I find has the best ROI and lead generation. My website is hands down the best ROI. I couple my social media accounts with my website to drive traffic back and forth. For example, my fixed information is on my website and I direct people to my Facebook or Instagram pages to see examples of our work. Next, I post on social media as much as possible (genuine content, not fluff and filler just to post). The posts that get great feedback and interaction (ie likes or comments) I pay to promote (boosted posts on Facebook).
My vehicles are wrapped and all of my business cards and signage uses the same logo, tag line, color scheme & fonts. I ask my customers how they heard about us and write their response on their work orders to keep track of. I ask them to refer friends and review us. And I use radio advertising to reinforce my companies message and to remain top-of-mind. And finally, I use free tools like Google Places to make sure my company shows up at the top and on the map when someone searches for "sign shop near me."
The biggest mistake most business owners make when it comes to advertising is only doing it as a last resort to generate sales. If you advertise regularly with a consistent message you create brand awareness and stay top-of-mind WHEN a customer needs your services. I like to use the example of Morgan & Morgan. They are ALWAYS advertising on radio, TV and online and I maintain that if I was ever in an accident - even if I was disoriented and stunned - I would know to call Morgan & Morgan at #529, #LAW that's all! Morgan & Morgan - For the People! And that's a great example of the power of advertising across a number of platforms.
If you follow the link to Google Places you can set up an account for free and it's a great starting place if you're new to self-promoting. If you'd like to talk about a new website or updating your current one, please reach out to me directly email@example.com. If you want to discuss vehicle graphics, banners, business cards, monument signs, magnets or anything else that we do please call:
863-438-0880 or email firstname.lastname@example.org