- Your customers are on multiple screens now, not just your TV. If they’re watching TV they have a smartphone or tablet nearby and are browsing the web or visiting social media channels. The person you’re targeting with a TV spot is going to check you out on the web. A study put out this summer by Pew Internet showed that 52% of adults use their cell phones while watching TV.
- Your customers are lost. Perhaps you sent a direct mail piece to the consumer and piqued their interest enough that they actually got into their car to visit your store. But in their excitement to get to your store they forget the postcard and instead rely on their memory and a smartphone to find you. What keywords or phrases will they type into their smartphone to find your store? Will your business come up in the search results of Google? If no, you lost a sale and your advertising sent them to a competitor.
- Your customer is distracted and most likely not going to remember the URL you put in your ad. How are they going to find you? They are going to search for you by product, brand name, or any combination thereof. Do you have a good search presence? Will they find you? If not, you can be sure that your traditional ad drove them to your competitor.
- You say you don’t have a good organic search presence? Start running paid ads to ensure you come up for the various phrases your customer could search for you after seeing your traditional ad. And going after your branded terms will not cost you much at all. Even if you have a good SEO position on multiple keyword phrases, it’s still a good idea to run paid ads. A study out by Google, of course it was done by Google, showed that running paid ads in conjunction with keywords that rank well in SEO led to incrementally greater clicks. And if you consider there’s only so much screen real estate, I always prefer to own as much of the first page as possible utilizing paid and SEO.
- The secret weapon. What’s your sales cycle? Most likely people are not buying on the first visit to your website after seeing your traditional ad, which brings us to remarketing. Remarketing is one of the greatest tactics to enter the search marketer’s tool kit in recent years. Remarketing allows you to follow customers that visited your website for up to a year with banner or text ads reminding them of your brand and the benefits of your product. What a fantastic way to bring people back and close the sale. There is no other advertising medium that allows you to follow people that already know your brand (a website visit) and didn’t already purchase.
So if you are spending on traditional advertising make sure you are implementing a SEM strategy that aligns with your traditional marketing. What about you? Are you still spending on traditional advertising? If so, is your SEM strategy set up to capture people from your traditional ads?