Recently, I had a conversation with a successful business owner friend of mine who was convinced that a traditional ad agency promoting on radio, billboards and print, was more effective at online customer development than a web savvy inbound marketing agency .
I told him hiring an inbound marketing agency makes sense if you want to build a trusting relationship with your potential client or customer base. This servie will provide your company with the expertise and content needed to promote an effective inbound marketing campaign.
He still looked skeptical so I told him if he wanted people to go to his site, he must provide the content they want.
"Of course, that makes sense." he admitted. "BUT!" he said, pointing his index finger up in the air, "If I advertise on radio then thousands of people in my local market will hear my message." He seemed proud he knew this.
"Sure", I replied, "if you think your customers appreciate being shouted at while they are driving and trying to text and drink coffee simultaneously."
He paused, considering, "What about Billboards? Those work right? After all thousands of cars pass by each day and they see my web address."
I sighed, a bit incredulous at his naivete, "Yes, they will, at 60 miles an hour. Of course drivers will take the time to find a pen and write down the information. Of course they will", I said with slow emphasis, "I do it all the time" (not really, if you didn't detect the sarcasm).
At this point I suspected he was beginning to see that his assumptions regarding how people want to learn about his company may be a bit out of touch. But, hanging on to his position, he responded with,
"Ok I can see that radio and billboards may not be great for getting people to my website but for years we have advertised in the local newspaper and in the phone book. Our phone is still ringing with new customers and we recently began putting our web address on the ads. That seems to work for us."
I felt a bit sorry for him at this point. I know he loves his print ad marketing agent. I also know he was not really happy with the results lately. I hated to do it to him but I had to set him straight. So, I asked the questions to which I already knew the answers.
"And, how is your traffic on the web? Did your web site pop up when you searched your company on the web? Turn any of that web traffic into paying customers?
No? Of course not. Do yourself a favor. Contact us at 98toGo and start seeing positive results.