As a business owner it can feel a bit like you are riding a sales rollercoaster, some months are up and some months are down… sadly fixed overheads stay the same. To build consistency in your business, you need a marketing machine to turn on leads and sales during your quiet times or to scale up customers so you can hire new staff and grow your business.

But how do you know where to spend your precious marketing dollars? And when you do? How do you know it worked. Let’s compare some marketing options.

Magazine Advertising

Where: M****l Magazine = $10,000 for years advertising 3 articles and smaller ads the other months.

What: A text ad or article people can read.

Who: People in a waiting room, at the hairdresser, having coffee. Unless you sell something like food maybe 3% of people are going to be interested in what you have to sell

How long: People read it once then it goes back on the coffee table

Tracking: There is no way to track if the words are working

Improving results: You can’t make changes if it doesn’t work and don’t have any data to tell you if it did.

Google Search Ads – Digital Advertising

Where: Ads above and below the google search results when someone googles your products and services $600+

How long: All day every day.

What: A small ad that appears in front of your ideal customer as they actively seek out your goods and services or the problems your product or services solve.

Who: People actively looking for what you have to offer – Your ideal customer.

Tracking: Track everything, who clicks, who views your pages, who buys and doesn’t buy, how much it costs to buy a lead or a customer.

Improving results: Because you know what words and pages sell, you can turn up the marketing that works. And make changes to the marketing that does not work – or turn it off so you don’t waste precious marketing budget.

Newspaper Advertising

Where: Newspaper= $3,000 for a full-page ad

How long: One day and fish and chip wrap the next

What: A text ad people read as they skim through the articles. Unless you sell something like food maybe 3% of people are going to be interested in what you have to sell

Who: People in a cafe or who have it delivered

Tracking: There is no way to track if the words are working

Improving results: You can’t make changes if it doesn’t work and don’t have any data to tell you if it did.

Google Display Ads – Digital Advertising

Where: Ads appear on the phones, tablets and computers of people who are interested in what you sell or researching something related to what you sell $600+

How long: All day every day (or the hours you chose)

What: A photo, video and some text on their mobile, tablet or phone.

Who: You can target people based on things they are actively researching (like your products), things they are interested in, their demographics and habits. This is great as you can clone your best customers and benefit from your competitor’s advertising spend as google puts their website visitors on a list for you to market to.

Tracking: Track everything, who clicks, who views your pages, who buys and doesn’t buy, how much it costs to buy a lead or a customer.

Improving results: Because you know what words and pages sell, you can turn up the marketing that works. And make changes to the marketing that does not work – or turn it off so you don’t waste precious marketing budget.

Billboards

Where: Billboard on Queenstreet $10,000 a month

How long: One month

What: A big billboard people see as they drive or walk past for a few seconds (unless they are stopped) Its hard to take action if you have your hands on the wheel.

Who: People driving or walking. Unless you sell something like food maybe 3% of people are going to be interested in what you have to sell

Tracking: There is no way to track if the words are working.

Improving results: You can’t make changes if it doesn’t work and don’t have any data to tell you if it did.

Google or Facebook Remarketing – Digital Advertising

Where: Ads appear on the phones, tablets and computers of people who have visited your website previously and not taken action.

How long: When they are online

What: A photo, video and some text on their mobile, tablet or phone.

Who: 99% of your website visitors leave without doing anything. That’s 99 in every hundred. So how do we reduce risk and build trust so those people are ready to buy from us? The key – Remarketing.

Tracking: Track everything, who clicks, who views your pages, who buys and doesn’t buy, how much it costs to buy a lead or a customer.

Improving results: Test which messages turn more website visitors into paying customers, and drive continual improvement so you can buy more customers with your marketing budget and grow your business.

 

Author Profile

Lucy Ross
Lucy RossDigital Marketing Coach & Growth Marketer at Theivylead.com
Hi, I am Lucy, New Zealand based digital marketing coach and growth marketer at theivylead.com. I help business owners from around the world riding the sales rollercoaster build steady new and repeat business so they can fill staff capacity and grow sales. When I am not nerding you can find me hiking in the port hills, mainlining espresso or travelling enjoying local street art.