Some questions we've been hearing a lot from local businesses: Where do we begin our 2019 marketing? PPC is the new 'cost of doing business' Prior to my law career, I worked in advertising as a brand strategist, helping national advertisers determine what messages, media, and creative would push a consumer's "buy" button. Early on, I encouraged clients to use the marketing advantages of PPC campaigns. They are the bread-and-butter of your local business because they give customers an easier connection to your products and services. Make sure your marketing budget considers the right media for your target market: Television (broadcast, cable, online TV... you can start small) Radio (broadcast and streaming) Print (newspapers and magazines, including digital issues) Billboards, roadside posters, other out-of-home ads Social media (Twitter, Instagram, Facebook, Snapchat, others) A content-rich website Other collateral (brochures and press releases) Deliver meaningful content that strengthens your brand Today, potential clients will check you out online. In the end, all the advertising in the world does not matter if you cannot deliver something relevant or helpful to the person who clicks on your website. That means linking ads to relevant pages full of helpful information. However, we find that it all pays off in the end when clients know they have an authoritative, helpful source of information in your business and website. Local businesses have a great power that the national brands don't: The local players understand the needs and trends of their community. If you can connect your product/service benefits to the specific needs of the local community, you'll make instant connections to potential customers.
It happens at the start of every year: After the ball drops, local businesses are eager to activate their marketing plans; but, after a busy holiday season, even the most experienced marketers can be overwhelmed.
Some questions we’ve been hearing a lot from local businesses:
- Where do we begin our 2019 marketing?
- Should we continue paying for PPC, even as prices creep up and more platforms are added?
- Has digital media eroded the benefits of traditional outlets, such as billboards?
Yes, you can cut through the clutter and boost your brand
Over the past 40 years, my law firm grew from modest beginnings to a recognized law practice with local offices in two states. Even though as attorneys we are bound by more restrictive advertising and marketing standards than most local businesses, and even though we’re in a highly competitive industry—with some of the highest pay-per-click (PPC) rates—nearly every year, we have been able to connect with more clients.
Here’s how we are able to do it. And you can, too.
PPC is the new ‘cost of doing business’
Prior to my law career, I worked in advertising as a brand strategist, helping national advertisers determine what messages, media, and creative would push a consumer’s “buy” button. Much of that knowledge and experience applies to marketing small and medium-sized businesses (SMBs).
Early on, I encouraged clients to use the marketing advantages of PPC campaigns. Today, PPC and search engine optimization (SEO) are among our firm’s most effective marketing investments. They’re mission-critical: If you’re not on the first page of Google, Bing, or Facebook, you’re all but invisible to potential clients.
Measure PPC success in customer awareness, not just cost per click
It is rare to push through the clutter of online advertising without PPC.
Investing in PPC campaigns leapfrogs you ahead of organic search results. They are the bread-and-butter of your local business because they give customers an easier connection to your products and services.
Today, most entrepreneurs wouldn’t imagine opening a business without some online presence, like a website and Facebook/Instagram page. You should feel the same way about PPC advertising: It has become a basic cost of entering a market and being competitive. It provides a boost to your traffic early, and it helps people notice you, or keeps you front and center to your target market.
SEO is the slow-burning coals that keep your business steady; PPC is the burst of lighter fluid that helps the fire grow.
Define and nurture your brand via various media
Online marketing campaigns are a vital part of your strategic marketing. There are, however, equally important ways to identify and strengthen your brand using other media. You can miss potential customers if you focus only on digital…
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