I think I have a better chance at winning a jackpot at the casino, than seeing your paid online advertising.
I remember a few months back, I saw an ad on Facebook for a local gift store. It gave me an idea for Mother’s Day I think. And I even clicked on the ad. But that’s the only time I can remember clicking on an online ad. Ever. The reason I did is because I was familiar with the business. I knew it wasn’t a bogus ad. I already trusted that company.
Isn’t that the problem with online advertising? You don’t trust the advertiser. And you’re afraid of getting spammed or something. There are so many illegitimate companies advertising online, I’m WARY of it. Afraid. Skeptical. Cautious.
All I see are get-rich-quick schemes or someone wanting me to opt-in to their email list so I can get their “free report”. Ugh. I think online advertising can work for a small business as long as people already trust you to a certain degree. They either have to already be a customer, be familiar with you, or have heard or seen some of your radio or TV ads. But then again, how many internet ads are in my face every day…and I don’t even notice them? Thousands?
If you only advertise in the newspaper…you’ve already figured out that it doesn’t work. And if you ONLY advertise online, you’ll figure out that your results will probably be worse than what you get from the newspaper. But you’re like, “Hey! Isn’t this supposed to be the next, new, shiny way to advertise? Plus…I can track it!”
Go ahead and track away…it just won’t help you attract a new profitable, relational customer.
If you’re not using the power of sound and words in your local advertising efforts, I’m afraid you’re losing the battle. If you have a good chunk of competition in your market, I’m recommending you get a good radio advertising company to get you on the air. Yes…YOU. Your voice. There’s no better branding and trust-inducing strategy than YOU being the spokesperson in your radio ad campaign. But the thing is…you need to communicate a whole series of trust-building messages. A different ad every 3 to 4 weeks.
There IS a formula, just not an easy to follow template. It works because not everyone has the know-how to do it…or the patience. If you’re still waiting for the quick and easy silver bullet or magic new customer pill, I’m sorry to inform you, you’ll be waiting forever.
Have a great day!
Duane Christensen
Non-Fat Advertising blog
