"In the advertising din of today, unless you make yourself noticed and
believed, you ain't got nothin'."
Leo Burnett
The key to advertising is having a message that tells people you
have something they want. Because people are distracted by activities
in their own business, other businesses trying to get their attention,
their families, hobbies, YouTube, cell phones, and a whole lot more, it
is important to share your message quickly and efficiently.
Therefore, the heart and soul of any good advertising campaign is to make people stop in their
tracks and pay attention to what you have to say. There is no better way to do this than to speak the language of your target audience--tell them a
message they want to hear, and they will listen. The difficulty, of course, is finding out exactly what they want to hear. It is possible to do this,
but it usually requires a lot of market research, planning, time, and money. Furthermore, these efforts don't always lead to quantifiable positive
results to the bottom line.
But we know of another way ...
Uncover new opportunities
In
the world of Internet marketing, keywords are king. Keywords are words
people use to search for what they want. If your web site doesn't
incorporate the same keywords people use in their searches, search
engines won't recognize your site, and people won't find you; it's as
simple as that.
Here, the difficulty isn't in getting the raw data, but to separate the
wheat from the chaff. Luckily, there are several robust keyword research tools that are available. By starting out with a well-researched keyword
base, you can effectively do what the expensive, time consuming market
research firms would do for you--but at a fraction of the cost.
For
example, if you owned an appliance rental shop, you might focus in on
the keyword phrases that were synonymous with your products, like
dishwashers or brand names you offered. With a strategy like that your
message would have to reach your prospects despite all the distraction
and noise of the competition. But with the proper research, you might
also discover that a lot of people are looking for ways to dispose of
their old appliances and there's not a lot of competition in this area.
Now you have a new, powerful message (and service offering)--FREE removal of your
old appliances!--that you can use to add value to your customers while side-stepping the clutter of the competition.
Marketing as a democracy: refining the message
Once you have your list of keywords, it's time to move on to the next step: refining
your message. At this point, you know, generally, what people are looking for. Now you must put the words together and create inspiring ad copy.
Which
version of your copy will people like? Once again, you can opt for expensive focus groups, or you can try it our way: use Google AdWords.
One of the benefits of Google AdWords is that you get
virtually instant feedback on what the market thinks of your messaging.
Thus if the "FREE removal of your old appliance" ad receives more clicks than "We'll recycle your old dishwasher," delete the less effective ad and optimize the landing pages with the
winning message. Furthermore, the message can
then be reused in your email marketing copy, and on other pages of the
web site, ensuring that the right message is getting to the right
people.
Uncover an expanding universe
The
beauty of this method is that it can easily be extended to other advertising campaigns. The ad copy that received the most clicks can be reused on
direct mail pieces, in press releases, in print media, and more. You'll
also love that you're not testing your message on expensive print
advertising that may or may not work; your using a message that has a
proven ROI and has been shown to be relevant with the target audience.
Furthermore,
the research used to uncover the effective messaging has already brought
in leads and sales. In other words, the cost of the advertising and
research can be directly linked to sales and revenue. How often have
you been able to directly link advertising and research as investments
that drive revenue using your exiting methods?
Free keyword analysis
Choosing the right keyword phrases is only the beginning, but it's a great start. Sign up for a
FREE keyword analysis and we'll share how you can make it easier and more cost-effective for customers
to find YOU.
Free Keyword Analysis
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