Leveraging Your Website for Greater Off-line Profits
The biggest problem with traditional marketing is the high startup cost to test a campaign. Truth is, most people don't test their campaigns at all. They make an ad, flyer, or postcard, then hope for the best. They rarely if ever accurately measure the results.
Your website and online marketing campaigns can be used to make your traditional marketing efforts more effective. The headline is the single most important element in any print ad. Using a technique called split testing we can determine which headlines are the most effective. Over time thousands of people will see your online ads. We will know exactly how many clicked each one. The difference between a 2.5% and 3.5% response rate can turn a ho-hum ad into a highly profitable one.
Use Your Website to Track Traditional Advertising
Have you seen the ads on TV that tell you go to www.SomeWebsite.com/Offer227 or something similar? Believe it or not, most people will type in the extra characters even though they know they don't need to. By tracking the visitors to that page the advertiser will know how effective the ad was.
It amazes me how few businesses leverage this simple technique. Not only can you track how well the ad works, but you can alternate landing pages (the page the user sees) to find the most effective one.
I'll Design More Effective Ads For You
All too often advertisers offer to create your ad for free to get your advertising dollars. This is often a waste of your money. Either the ads all look the same or some frustrated graphic artist wants to unleash his creativity at your expense. They don't care about results once you ink the deal.
Effective ads are Always Well Written. They need to speak to the customer and encourage him to take some action, just like your website. I use what I learn from visitors to your website to create highly effective ads. And we'll be able to measure the results.