Direct Response Marketing + Compelling Content

Direct Response Marketing + Compelling Content

Fast and Direct

Paid advertising is without a doubt the fastest form of direct response marketing and the internet has a growing number of options available to online home business owners, entrepreneurs and even traditional business owners.

My traditional business clients are primarily interested in local business but they still need an ad campaign that:

1. Indicates how many people are being reached

2. Measures the response rate

3. Calculates the conversion rate (responses to buyers)

4. Builds a database for direct mail or email

5. And has a measurable ROI (return on investment)

Local Listings

There are a growing number of popular local business listing sites' online, in addition to the major search engines and they all include premium listings. The cost of these listings varies as does the business owners ability to accurately gauge how well the listing is serving them.

Most traditional business owners can relate to these listings because they mimic the old Yellow Page' ads that had large commercial listings that took up to an entire page. Even though that full page ad cost more than the regular listing it was a onetime fee as opposed to the online counter parts which can incur monthly costs.

The real question to ask is whether the listing takes advantage of the Internet's greatest function does the ad target only those people who want to support your business or a general audience.

Aiming at Your Target

Every business wants to target only those people who have an honest desire to acquire their products or services. The internet makes that targeting an exact science.

Most listings will narrow the reach by category but using your business description correctly can potentially screen out more wasted time dealing with the general population.

You may come up in the search alongside other companies that aren't as focused as you or have a completely different service relating to the same keyword or category term.

Lessons from PPC (pay per click)

When PPC showed up the internet acquired the most powerful form of direct response marketing in existence. Although the ad space was somewhat limited, marketers were able to carefully craft ads that only appealed to very specific groups which meant ROI was always high.

While most business owners have little need for PPC it does paint a clear picture of the Internet's potential for targeting only people who are ready to buy.

Using PPC incorrectly yields the same results as any poorly planned advertising campaign; little to no return and the potential for great loss.

Compelling Content

Regardless of how you advertise your business online you'll want to know that when you're discovered the visitor is blown away by what they find.

This doesn't always entail a visual experience that gives them shivers. More people are looking to make immediate purchases from handheld devices every day and most detailed graphics are lost to them.

When a visitor finds exactly what they are looking for on your site they'll be compelled to take the next step. Therefore you don't want to bring people to a site that doesn't have what they're looking for which means the ad does the sifting.

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