I’m positively STUNNED at the number of website owners and otherwise brilliant small business owners who think the only way to drive people to your website is via search. Cable advertising (which is advertising on your local cable stations instead of individual programs) can cost less than an average PPC campaign.
In my work with clients, I’m amazed at the fact that most are more than willing to dive into a PPC campaign which can easily run into several thousand dollars per month, yet are terrified to use “offline” methods to promote their business.
Internet search advertising is a LOT like yellow pages advertising in the fact that by the time someone heads to the Internet (or the yellow pages) they already KNOW what they’re seeking. That’s why the conversion rates for “search advertising” are so much better than the conversion rates for “banner” advertising.
Banner ads work like traditional media in the fact that they are positioned so a prospective customer will “trip” over them BEFORE they’ve made the final decision to head to the yellow pages -internet – or store!
In my book, I outline how buyers move THROUGH the buying process. If the product is a MINOR SALE – such as purchasing a package of gum, the decision making process might be measured in nanoseconds. Meanwhile, the buying decision for a larger purchase – say a boat – takes longer. While the bewildered spouse may think that her husband’s boat purchase was out of the blue, in fact her boat lusting husband had been reading magazines and visiting boat shows for months prior to the big purchase.
In the months leading up to the boat purchase, our potential boat buyer’s ears perked up whenever there was an ad on the radio for a boat show. When a boat dealer’s ad ran during his favorite program, he sat glued to the screen. If he had the show recorded, he may have stopped to watch the ad. THAT is how the buying decision works – especially in the major sale.
As for our boat dealer who wants to sell a boat to our wanna-be skipper, he can use television advertising to “beat” the search game by promoting his website via his television commercials.
See, search works JUST like yellow pages advertising in that being the biggest (or number 1) only works when all the results are equally “foreign”.
For example – when you search the yellow pages, you’ll scan the ads first. What you’re looking for is a name that “sounds familiar”. You’re looking for a name you RECOGNIZE! The only way you’ll go with the biggest ad is if none of the ads are “familiar”.
Using television advertising, you:
- Create “familiarity” for your business with your potential customer.
- Can get prospective customers to skip the search and come directly to your website.
Of course, you need to create a message that breaks through the clutter and CONNECTS with your target audience. Television advertising is not marketing magic. Your television ad is only going to be effective if it speaks to your target audience. (See Reality Check:Internet Advertising and Marketing for more information on this topic!)
If you need help, be sure to pick up a copy of my book, Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results.