Digital advertising encompasses a wide range of tools. Use the links below to jump to those that apply to your business, and start using these tools today.
In this section:
SEM and Remarketing
Search engine marketing is experiencing some of the highest year on year growth rates of all digital marketing strategies. The simple advertising method is a great way to advertise to customers who are searching for a service like yours. Search engine marketing it quite simple: when a customer types your keyword into a search engine like Google, Yahoo or Bing, the search engine then places your ad alongside the organic results. Your rank in the paid results depends on how much you have bid on that spot. This space is valuable real estate, so popular keywords such as “electrician” might have high competition. If, however, competition is low, you should get the position. If competition is high, you might be outbid by someone else and may need to adjust your budget for that keyword, or find a more suitable keyword in your budget. See our Search Engine Optimisation topic for tips on how to use SEM in your business.
Mobile and Video Advertising
With the number of mobile devices in Australia now outnumbering the number of people living here, it’s clear that mobile technology is redefining our lives. So why shouldn’t it redefine our marketing strategy? New technologies have lead to developments in mobile advertising, including mobile browser advertising, video advertising, and SMS advertising.
Mobile browser advertising is very similar to desktop browser advertising; sometimes called Pay Per Click advertising, the marketing technique involves a business placing ads on a website they know their customers frequent. These type of ads can be placed through search engines such as Google, in a search engine marketing campaign, or they can be placed direct with the website you wish your ads to appear on. When a customer clicks on the ad to go to your website, you pay a fee to the website hosting the ad (or to the search engine that has placed the ad for you). You might also have heard of Pay Per Impression advertising – this refers to the same type of add, but your payment structure is based on the number of customers who have seen your ad, rather than the number of customers who have clicked your ad.
Video advertising refers to placing ads on video services, to show your branded commercial before the video plays. You may have seen these before watching a video on YouTube. As YouTube is a Google product, you can run these ads through your AdWords account. Simply upload a video to YouTube, select your video in your AdWords account, decide who will see it and where it will show, and set a budget. For more information, see these helpful tips from YouTube. You can select whether or not the person watching the video will be able to skip the ad or not – generally non-skippable video ads are more costly than the skippable version.
SMS advertising is similar to email advertising, in that you are able to send targeted campaigns to a list from your database. This is a great way to send regular, scheduled messages to your customers, and is relatively cheap to use. The opt in approach means you can be certain that you’re targeting interested customers, rather than placing a more traditional ad and hoping to engage the wider public. See our Customer Relationship Management topic for tips on how to use SMS marketing in your business.
Social Media Marketing
Social media is quickly becoming the preferred word of mouth tool for a lot of customers, so it’s a great place to advertise your business. The beauty of social media is that it’s all about user generate content, that is, the aim is to engage with customers who create content for you, instead of simply creating content yourself. This is where social media differs from traditional media – it’s all about creating conversations with customers, rather than simply providing them with information about your services. See our Social Media topic for details on each network, templates for Social Media Plans and Social Media Policies, and specific tips on how to use them in your business.
Tips For The Electrical Industry
Ask Your Customers To Write A Review For You
Customer testimonials are a great way to show just how well you do business. And with such a wide range of tools available to take testimonials, you can make it easy for your customer to post a review. Why not add a testimonial box to your website, Facebook Page or Google Plus account? When a customer gives you favourable feedback over the phone or email, be so bold as to ask if you can use it on your website, or suggest to them that they post to your Facebook page.
Be Creative With Your SEM Keywords
Keywords such as “electrician” and your city name might be highly competitive, making them more expensive for search engine marketing advertising. Tools such as Google AdWords can help you find keywords with less competition, helping to keep the price down and possible show your ad more frequently.
Set Up Individual Landing Pages
A simple way to track your search engine ads or directory listings is via dedicated landing pages. A landing page is a special page on your website that is linked directly to the message in your ad. It has its own unique URL that generally cannot be found through the menu navigation of your website. For example, if you place a search engine ad that outlines your special rate on end of financial year installations, you would set up a page on your website outlining all the details of that sale and link the ad to that page. By setting up landing pages, you are able to track the effectiveness of your ad or directory listing based on the number of people who visit the page. If you find that your ad is costing you a large amount of money to run, but you’re not getting the visits you anticipated, then you can quickly move your budget elsewhere.
Directories such as the Yellow Pages used to be a one stop shop for tradies – simply place an ad each year and you’re on your way. Today, more and more people are turning away from printed directories and towards online ones, giving you plenty of opportunities to list your business across a range of website. Directories often get good rankings in search engines due to their size and the relevance of their information, so they can be a worthy investment for tradies.
Please note that some directories will charge for your listing, however with targeted campaigns for each directory, you can determine which ones are of value and which aren’t, and move your budget to where it is needed. See our Tips for the Electrical Industry for details on how to set up your ads with individual landing pages, to track their effectiveness.
How to Write a Directory Profile
Some directories will only let you display your contact details and a small blurb about your company, however this is not the most effective way of connecting with your customers. Generally, when customers go online to find an electrician, they like to see reviews of their previous work. Including a short review from a customer in the blurb your directory profile is a good way to highlight what your business offers. Be sure to include a link to your website or social media accounts in the profile so that customers can find out more about your business.
Where to Write a Directory Profile
Official online directories such as the Yellow Pages, Trade Directories, Local Search, Word of Mouth Online and Electrician.com.au are great resources for electrical businesses. A paid listing provides the customer with details of how to contact your business and a short description of your services. Generally, these listings are cheaper than their printed counterpart, but be sure to test their effectiveness by using defined landing pages for each service. See Tips for the Electrical Industry for more on this.
Additionally, you can view platforms such as Google Plus, Facebook and LinkedIn as directories. These resources are a great platform to advertise your business, and they have built in features that enable you to take customer reviews online. All of this is great for word of mouth advertising, but it’s also great for your rankings in search engines, as it is another source of content for your business. See our Social Media topic for more.