So much advice on the internet on how to advertise. It is almost annoying if you ask me. Everyone claims that they know where you need to put your money.
How about saving some money for once?
A Penny Saved is a Penny Earned.
How about sharing a few ideas on how you can quickly waste your money?
1. Pay someone a fee to build a website that is intended to drive traffic to your phone or email without focusing on writing fresh new content for readers and search engine web crawlers.
2. Pay someone to advertise you on Google AdWords and don’t ask them how much of your hard-earned money they are spending on clicks vs management fees.
3. Advertise where your competition advertises, because your competition seems to generate business. (this is a common tactic for sales reps to convince you that advertising with them is a great investment.)
4. Advertise without a logo or brand. Considering that most advertising reaches folks in all areas of the buying process, from awareness to intent, it only makes sense to have a professional logo and brand tagline in your ad messages or pages. A professional look to your small business will go a long way to creating trust with your potential customers.
5. Relying strictly on “outbound marketing” vs a comprehensive approach to marketing that includes both outbound and inbound marketing methods.
“Old Marketing” methods include:
- Outside sales
- Print Advertising
- Direct mail/email
“New Marketing” methods include:
- Search engine optimization (SEO)
- Pay per click (PPC) advertising
- Content Marketing and Strategy
- Conversion Science
- Video Marketing
6. Spend your advertising dollars on advertising to gain traffic or generate leads, then fail to focus on conversions. For every $100 spent on advertising, only $8 is spend on converting traffic and leads to customers. I have always said:
“If you focus on converting people to customers, you don’t have to spend money finding more people to convert.”
If I were a pastor at a church and knew someone who is currently handling the challenges of a life changing and traumatic event, I would share with this person how my religion can help them deal with the problem, avoid it in the future, and learn from the experience. Another option is to tell them about my ministry and why
I we are so great. I am sure that by explaining how we can help this person in his or her unique situation with our services we would be much more successful at converting them than by simply talking about myself. Do they really care that much about me? Or is the real question, “How can WE help you?”
The most common mistakes in advertising are caused by poor planning, horrible advice, or simply seizing an opportunity just because it happens to present itself. When the only options you have are those being forced upon you by good timing, you are much more likely to make a decision based on reaction vs thoughtful consideration that includes weighing the options. One thing to consider is how much money is required or how long you must invest in order to be successful. Advertising investments, like other forms of investing, have both short and long-term rewards.