On line advertising is measurable. When you can measure your results you can identify what is working and what is not working. Reinforce what works & redefine what does not work. This will improve the efficiency of your marketing budget.
No matter how you practice on line advertising, if your goal is sales lead generation, the process is simple and uniform:
- Pull the prospect to a campaign specific page on your web site. You don't want to pull them to your home page.
- Deliver enough information to make the prospect interested in your product or service
- Invite the prospect to fill out a mini form where they can leave their contact information
- Push the prospect to your home page where they can learn more about you
Banner Advertising - The Banner featured below will take you to another web site where you can buy layout templates.
A banner advertising program consists of three components: The banner that is placed on your or someone else’s web site, a click through landing page that displays more information about your offer with a form for the prospect to fill out, and a thank you/response acknowledgement page that thanks or rewards the prospect for filling out the form.
A well choreographed banner advertising program will convert your web site in to an interactive communication tool allowing prospects who are interested in your services to leave their contact information so you can get in touch with them.
Search Engine Advertising - Go to www.google.com and do a search for 'Technology Enabled Marketing' or click here to go directly to that page. You will see some sponsored links at the top of the page and to the right of the page. The companies with these links pay to position their links on the search page. The process of managing your paid links on search engines like Google & Yahoo is called PPC Advertising or Pay Per Click Advertising.
You will also find links to various pages in the center of the page as well. Do you recognize any familiar names in this area? Scroll down, visit page 2 or page 3 and see if you find someone you recognize. The process of designing your web site so it gets listed on the first page of the free area in a search engine is called SEO Maintenance or Search Engine Optimization Maintenance.
Regardless of your engagement in SEO or PPC, you want to promote click through to a landing page that promotes your services and has a mini survey or a form on the site where the prospect can give you their contact information.
If you practice on line advertising for the purpose of sales lead generation, your goal should be to establish credibility and invite the prospect to contact you so you can convert them to a happily involved client.
Directory Listing - If you are a member of a trade organization, you may be able to list your company in the member directory and provide a link directly to a specific page on your site where the prospect can read more about your affiliation to the organization and fill out a form to give you their contact information. If you are advertising in multiple sections of an on line directory and the directory does not provide linkage to multiple pages on your site, you can still use tools like Webtrends to measure the incoming traffic on the landing site and see what linkage is generating leads and what linkage should be eliminated.
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