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SigMT Spring 2018

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W hy Selling on "Impressions" Is A n Empt y Pitch Consider thi s… w hen you adver ti se in any way you are essential ly competing for people's time, attention and money w hich you' ve got to earn by deliver ing value. A n ef fective marketing strateg y captures interest by deliver ing relevant content that engages and i s wor th pay ing attention to. It 's about qualit y, not quantit y. W hen a dig ital adver ti ser sel l s a marketing pack age based on impressions, they put your focus on quantit y, and thereby remove themselves f rom the responsibi lit y of deliver ing any thing more...li ke actual results. You don't need more impressions, you need more customers. That 's w hy you're spending the money in the f irst place r ight? Don't get me w rong , impressions are necessar y. Impressions lead to engagement , w hich hopef ul ly lead to conversions. But impressions should not be w hat you are buy ing. Impressions are not the focus or the goal of your adver ti sing. Impressions are not the end result. A great dig ital adver ti ser w i l l deliver not only impressions, but engagement that lead s to conversions. W hich in ever yday terms means click s that lead to more cal l s, in- store v i sits, emai l s and new customers. Measur ing the Metr ics That Matter In the dig ital world you have so much control over your marketing strateg ies. A nd since you actual ly have that control you should take f ul l advantage of it! If you are pay ing for dig ital marketing in any way, focus on the metr ics that matter... Click Through R ate, Cost Per Click and Conversions. These are the only real metr ics you need to concern yourself w ith. If your dig ital adver ti ser i sn't w i l ling to be transparent about those f ig ures, wal k away ! E x per t Tip: Maintain at a bare minimum at least a 1% click through rate and conversion rate. I recommend something even higher but def initely don't settle for any thing less. Transparenc y In Dig ital Adver tising Understand w here your money i s actual ly going and make sure your dig ital adver ti ser i s transparent in ex plaining it to you. Al l dig ital adver ti sing includes a management fee and ad spend. Shy away f rom any thing that i s "al l inclusive" unless you know ex actly w hat the fee i s and ex actly w hat the ad spend i s. Transparenc y i s cr ucial. If your dig ital adver ti ser i s doing a good job manag ing your campaign, designing your ad s and copy, ex plaining your metr ics, then their management fee i s wor th ever y penny. It real ly i s a lot of work w hen done r ight and so wor th w hi le. Your numbers w i l l prove that. E x per t Tip: Don't spend more on the management fee than your actual ad spend… it 's a waste and you're not getting a good deal. The Bottom L ine It 's easy to get 100,000 impressions. A s long as you have the cash, a dig ital adver ti ser can get as many impressions as you want in f ront of anyone w ith an internet connection and a pul se, and even then I'm not sure a pul se i s required w ith al l the bots out there today. Unless those impressions conver t to fol lowers, and those fol lowers conver t lead s, and those lead s conver t to sales, then real ly you're just pay ing for a w hole lot of f luf f. SiG MT 26 Amy Dardis is a marketing consultant and speaker. She, along with her husband Josh , own 406 Marketing & Desig n , a web desig n and dig ital marketing company. S MT

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