Continuing on with the post I made this morning on my Facebook page regarding the changes in marketing over time, here’s another fact you need to be aware of – especially if you are in the service or tech industry.
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Blogging trumps traditional marketing in a head to head study. Case in point –
I just read about a small business that thought they’d take advantage of the huge viewership that would be watching this year’s Super Bowl. The company purchased 3 in-game and 17 pre-game and post-game TV spots in its local market at a total cost of $54,000. The ads used a tracking phone number, so the business knew which incoming calls were a result of the commercial; and it encouraged viewers to visit the company’s homepage. That was the only marketing in the ad campaign integrating the offline efforts with their website or another online presence like social media. According to Nielsen Ratings, their ads were seen by 2.8 million viewers.
Thanks to the ads, the company’s web traffic was up 11% on Super Bowl Sunday and 4% the next day. Now compare those numbers to these. During that same time period, including several other inbound leads, the small business’s blog generated twice the traffic as its TV ads brought in, and unfortunately, the ads resulted in no online leads, a meager seven phone calls, and no opportunities or customer conversions.
If you’re in the service or tech industry, you have plenty to blog about. There is information you can share regularly that will build your credibility, therefore generating leads back to your business. First you blog it, then you share it on social media – the two work hand in hand with each other.
Blogging is free. Inbound marketing through social media sites like Facebook or Google Plus are free as well. When you’re watching every penny of your marketing budget, you need to be smart about what you’re doing to bring traffic to your website and then how you convert those leads to sales. Don’t ignore social media any longer. Hop onboard the social media bandwagon – there’s plenty of room for everyone!
Micki – your web gal
connect@michelleharbour.com
804.642.2363
330.591.1070 cell
www.michelleharbour.com
