In my last post, I talked about making sure you have a clear idea of your budget, specify who your target market is and where they hang out on the web before you ever spend a dime on your media buys.
Yet there’s more to getting prepped for your media buys.
Be sure to comb over your site with a detailed review looking for ways to improve the conversion process BEFORE you begin your campaign. For example, is your checkout process clear – or do you have so many steps your visitors must take in order to check out that they do just that – check out your competition!?
Here’s something else to think about: chances are you may have different target audiences for your products or services. Let’s say you own a web hosting company that caters to school districts, but you’d also like to grab some business from individual teachers. That is a clearly defined niche – educated individuals but perhaps without a lot of technical savvy and certainly price conscious. You should make sure your landing page isn’t just your home page. Instead, you should have a landing page designed specifically for that frugal teacher market. And, while you’re at it, build a landing page for the school district market, too.
As you get ready to allocate your media funds and the reps from the sites you’re considering just eager for you to sign that contract, be sure to sit down with that rep and evaluate your estimated cost-per-click (CPC). Using the example above of targeting individual teachers, you would receive a better return on your marketing spend by placing clickable ads on the “technology” section of www.teachers.net rather than a run of site ad.
We’ll talk about what to do during your media campaign in my next post.