The message or offer you communicate to your clients can seem like the most important part of an advertisement, right?
That is a logical thought as the first place to start, but with experience, my team has learned that when crafting marketing messages, you don’t always want to start with the what.
Ask yourself where
the message will be seen, and when
your audience will be looking at it.
Google, the god of marketing in context, is the master of this. Google AdWords answers our where and when questions with ease.
What do I mean by this?
Let’s say you’re looking for a plumber. You’re going to look up something like “best plumber in Denver” and Google AdWords will place a link right to those businesses in your search results.
It’s clear you need that plumber now, and so with that context, Google knows that your audience is in the right place at the right time.
Compare this to other marketing tools:
- An onscreen ad at the movies before the film starts
- A print ad or online banner
- A social media post
- An email newsletter
Advertising for a local plumber in this context can be effective, but won’t garner results like AdWords since the scope is less targeted.
Those forms of marketing are great for building brand recognition long term (keeping the company top of mind), but can be less effective for immediate results.
The bottom line here is relevance. If you can nail where and when to run marketing efforts, you’ll have a greater ROI.
Put yourself in your customer’s shoes and think about what they need, then where and when that need presents itself.
It’s important to note that AdWords is a great tool, but it’s just one of several marketing tools a company should use.
AdWords is helpful in finding new business, but to actually retain your customers, it doesn’t bring much to the table.
Each goal you set for your business (grow sales with existing customers, introduce a new product, get new customers, etc.) requires its own strategy and set of marketing tools.
Solutions for Growth can help with that.