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1. Filling The Need
You can debate the exact amount of white space you should have in ads and the perfect percentage of keyword density for SEO until you are blue in the face, but if your product or service is not perceived as filling an urgent and essential need, then you cannot complain about poor advertising effectiveness. Don’t just sell the features and tell prospects how your product or service works. Make sure you are promoting the real benefits for your prospective customers, the ones that are most important to them. For example, a toll free number is not just a way for your customers to reach you by phone or only a critical part of your branding. Toll free numbers have not only been proven to improve advertising effectiveness in terms of response rates but also through double digit increases in closing ratios and actual revenues.
Both individual and corporate consumers are becoming more demanding than ever about the products and services they choose to acquire. They want to be made to feel special and that you care about their needs, and they often will only jump on those offerings that appear to be made just for them. This case is true whether it is a new smartphone, a marketing program, or a mobile app. So consider how you can improve advertising effectiveness or add options to your products that will give that personalized "created just for me" feel. You can also achieve this customer connection by improving on tracking and the flow of your system that will present visitors to your mobile and web presence with exactly what they are looking for and need. Or perhaps you should be creating multiple mini-sites complete with their own branding and vanity numbers to target specific niches in your industry.
In several ways, integration applies to increased advertising effectiveness. First, consumers and prospects are surrounded by so many channels these days that it is essential to keep in front of them wherever they are in order to keep your hold on your market share. No longer are consumers just bombarded by billboards, telemarketers, and TV ads. They are now permanently plugged into the likes of Twitter, Facebook, and other social media sites whether it is on the computer at work, in their cars, or via their smartphones at every other moment of the day and night. Make sure you are in front of them wherever you can be as often as you can, keeping your service fresh in their minds and making it easy for them to acquire your products and services. However, integration is now also playing an extremely important role in the form of Facebook "likes." Getting your products and business "liked" means being able to tap into the sphere of influence and social network that each of your customers has with an extremely powerful word of mouth referral, so make sure to integrate social media with the rest of your business every step of the way.
4. Make It A "No Brainer" To Do Business With You Online
One major factor that has many business owners stumped at just how poorly their online advertising is performing is that they fail to recognize just how different it is doing business via the Internet than face to face. In the past, your sales team may have done great moving high end products with almost no effort at all. However, in many cases you cannot expect to charge the same premiums to complete strangers who are finding you on the web for the first time without making a solid effort to demonstrate your credibility through strong branding. You will also find your advertising effectiveness dramatically improves by offering trials or other incentives to get prospects to realize just how great your company is. Make it impossible for them to say no!