When small businesses first start looking into advertising, the options can be overwhelming.
Not all media options are equal – some serve a very different purpose and therefore should be used and tracked differently.
A Mentoring Session from Ad Coach can help you understand the role each medium plays in influencing your customers on their path to purchase. Learn about how you should use and track each type of media from the very first step of learning you exist, through to comparing you with your competitors and getting quotes.
Ad Coach has also developed an easy tool to help you figure out who you are looking to connect with and which media options are the best way to move leads down your buying funnel: Push & Pull
Push Campaigns
Promote your business to someone who didn’t know about you yet – “Push” leads into the top of your funnel.
If someone doesn’t know about you, you must connect with them using a medium that “pushes” a message to them in a context where they happen to be doing something else.
Medias: scrolling social media, reading the news, billboards seen when driving, listening to music or a podcast, or watching a video.
How to measure: Generally these campaigns are measured by the number of “impressions” or engagements rather than sales or clicks. It’s a conversation starter, not the hard sell.
Pull Campaigns
Capture a qualified lead who is already in your funnel and “pull” them to your business when they are ready to buy.
In this situation, someone knows what you do, and is looking to compare their options. You need a media that allows you to show up when they are ready to buy and “pull” the lead to you.
Medias: search engine ads, directories such as Yellow Pages etc, re-targeting ads to people who have visited your website.
How to measure: These campaigns are generally measured by how many “clicks”, leads or calls it delivers. You would only measure purchases for an e-commerce website.
Mentoring:
Understand the role that each media plays in influencing your customers on their path to making a purchase from you.
Digital Marketing:
Create a new digital marketing campaign to achieve your goals, or refine and interpret your existing campaign to help you achieve better results.
Remember the job of any ad campaign is to generate leads – not neccessarily close the deal.
Even after the “click”, your lead must navigate your website and the sales process from you or your sales team. So it’s critical make sure your website is demonstrating great value for money.
If your website needs help – check out: Websites that work
Need Sales Training for you or your team – check out: Corporate Training
Think we’re a good fit?
Got a business you’re proud of? (Or building one!)
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