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4 Ways to Extend the Reach of Your New Ad Campaign
Whether a print, TV, web or radio ad campaign, you dedicated your blood, sweat and tears to develop a creative and compelling campaign. But beyond the ad buy, there are ways to extend the reach of your ad campaign and deliver your message to more people in a more engaging way.
1. Social Media. Consider using social media platforms to engage your audience in a contest related to the ad campaign. This is a great way to draw those who viewed the ad to your social media sites as well as encourage social media fans and followers to seek out your advertisements where they appear.
2. Website & Email Marketing. When developing an ad campaign (no matter the medium) a website landing page is a great way to continue to keep the audiences engaged and provide additional information that you didn’t have room to include in the ad. If you have a quality email database, create an email marketing campaign that coincides with the advertising campaign (and drives visitors to the landing page).
3. Publicity. Is there a timely or edgy aspect to your new ad campaign? Develop a pitch or media invite positioning your campaign as part of a larger, compelling story. If you can secure media coverage for your new campaign, you have extended its reach beyond the actual ad buy.
4. Events. Does your campaign celebrate a company landmark? Is it in support of a new product launch? If there is a reason to celebrate and a bigger story to tell, consider hosting a live or web-based event. Invite customers, prospects, vendors and media to share in the celebration. And if the event itself is unique or unexpected, this may serve as another opportunity for some publicity.
Google Analytics New Keyword Category: (not provided)
If you frequently, or even occasionally, use Google Analytics to monitor, assess and analyze your website traffic, you have likely noticed a new phrase in the key words section recently. (If you are not currently using Google Analytics to better understand your website traffic, you absolutely should be. It is a free tool, takes 10 minutes to install on your website, and provides a wealth of valuable information.)
The new term: (not provided)
Where you will see it: In the keywords section, likely representing at least 10 percent of search traffic.
What it means: The keyword section in Google Analytics provides insight regarding which keywords consumers are searching that lead them to your website. The appearance of the term (not provided) represents a certain percentage of keyword searches that Google is no longer providing data for.
Why: In October 2011, Google announced the decision to encrypt keyword searches by logged in Google users to make them private. Essentially, any visitor that reaches your site through a keyword search while logged into Google will be categorized under the new (not provided) category. Google originally predicted this would only impact 10 percent or less of searches. However, several months into the program, many website owners are reporting double-digit percentages.
The Exception: Whether a user is logged into Google or not, Google Analytics WILL deliver information on keyword searches leading to your website on one condition: if the user reaches your website by way of paid search. So if a consumer searches for a key word and accesses your site via a paid Google ad, you WILL still be able to assess key words driving paid traffic.
How to Increase Website Sales Conversions
Are you driving quality traffic to your website but experiencing a disconnect when it comes to converting that traffic to online orders? While the design and usability of your site are not the sole factors influencing a consumer’s decision to buy, simple missteps – like those listed below – can help ensure you lose a sale that is already knocking at your door.
1. Ask for the sale too soon. Light boxes, screaming videos, pop ups and shopping carts are key conversion tools, but should not be the very first thing a consumer encounters when visiting your site. Site visitors either know what they want and want to get straight to it OR they want to shop around without some pesky virtual clerk annoying their experience. Give visitors the chance to breathe.
2. Bury critical product information. Information about your products should be accessible directly from the home or landing page you are driving traffic to – either by way of content (if you only sell one product) or very visible links that allow consumers to access product information in one simple click (two clicks at most).
3. Force content. Be careful not to make videos, animations and testimonials the focal points of your website’s content. Video and sound should not play automatically. Likewise, overbearing or too many customer testimonials can actually hurt your brand and product. The key is to integrate these tools with your content in a way that adds value and provides the consumer additional information without the pressure. Shopping should be fun!
4. No visible call to action. Once a visitor decides to buy your product, it should be very easy for her or him to complete the purchase. Every page on your site should have a visible call to action and direct link to check out.
5. Inconsistent branding. From the color scheme to the mood to the tone in your web copy, your website should be consistent with the type of product you are selling. Correctly using the creative components of your website confirms you can deliver on the promise your product offers.
6. Mobile unfriendly content. If mobile is part of your marketing strategy, ensure you complement it with a mobile version of your site. If you cannot create a mobile version of your website, at least ensure the landing page is viewable on a smart phone or device. If users cannot see your content or find the checkout area, they will get frustrated and leave before converting to a sale.
