Businesses around the US and world have been forced into a unique position in the wake of the Coronavirus pandemic and stay and shelter orders across many counties and states. Many businesses have closed their doors while others are making a drastic shift to offer their products and services across new avenues that may have seemed like an afterthought, but are now keeping the lights on. Marketers and businesses are scrambling to tell their customers about the new hands off accommodations and with web traffic up over 30% in the past few weeks people are actively trying to participate.
The question many companies are trying to answer is how do I let my consumer know about these changes and that we can still provide services without spending a fortune on advertising.
The answer here is DATA.
Yes web traffic is up by over 30%, but a lot of those people are sitting at home doing research and kicking tires not ready to pull the trigger on a purchase in these uncertain times. However, there is still a large segment of the market that is looking to continue their lives and spending habits, albeit in the virtual world.
Most marketers understand there are several phases across the sales journey or sales funnel that consumers pass through before they are ready to make a purchase. People start by doing research and continue to validate their purchase through search as they move through the funnel. Once they are ready to make a purchase you need to be there ready to make a conversion. But how do you know what part of the sales funnel to spend your advertising dollars? Here is where the data comes into play.
Google analytics and other software technology can provide you with all the information you need to build an in-depth ad campaign and spend your marketing budget at the right points across the consumer journey. I’ll show you how to get started.
- Top of funnel – start by researching broad questions in your industry like “Lawyer near me?”. The statistics can tell you how many people are searching for this phrase in your designated area and how competitive the bidding is in ads. Typically this part of the funnel is broad and ads are competitive. I would suggest to not bid too competitively here unless your budget is large, because you could spend a lot of ad revenue for searchers not ready to make a purchase.
- Middle of Funnel – Questions in this phase start to become a bit more narrowed down. Think about the search term “divorce lawyer free consultation”. Your interested party has now decided that they are needing a divorce lawyer and want one with a free consultation. Since they have taken more competition out of the search your dollars should go further. Research terms and phrases that are a bit more specific to add to your ads for this portion of the funnel.
- Bottom of the Funnel – At this point potential customers are ready to make their purchase. Search questions will get much more specific including cities and specific products or rates. This is where it really pays to build ads that answer these questions and drive conversions. You can spend more per click at this phase because your conversion rate is much higher.
By doing your research and letting DATA tell you how to build your advertising campaign you can stretch your budget further and be there when potential customers are ready to purchase. Use tools like Google analytics to find the keywords and phrases that will give you the most impressions across the sales path and make sure you are distributing your budget to be competitive where it will count the most.
Centipede Digital™ is here to answer questions you may have on building an advertising campaign and help you manage your campaigns across all platforms including Google, Bing, Facebook, Yelp and more. Let our team of certified marketers get the most out of your marketing dollars and set you up for success in these uncertain times.