I had a number of people call me this week to say, “Have you heard this radio ad for ‘Website Rescue’?” Well, I hadn’t heard the ad, so while I was still on the phone I said, “I’ll go to Google and type in Website Rescue and see what comes up.”
I was surprised. There was no scent… nothing!
After a bit of digging, I found websiterescue.com.au, but that website did not show up on the first page of Google.
It turns out that the Radio Ad was run by Darius Mikolajewski and his company Allwelt. The advertising campaign was running on the Melbourne Radio station SEN (AM 1116). I’d met Darius previously at a networking event here in Melbourne and we’ve had a number of discussions about web marketing (Good move with the radio ad Darius, I hope it’s doing well for you!).
The exercise reminded me of the importance of thinking about how your prospects will interact with your advertising campaigns. Here’s a few examples of how they might respond:
- Calling your phone number
- Typing your web address into their web browser
- Entering keywords into Google.
Remember that radio ad listeners are likely to be hearing your ad in inconvenient places like in the car.
The people that called me could not remember the web address (even though it was a good address, pretty simple to remember), but they did remember the key theme of the ad, “Website Rescue.”
Radio Advertising and Web Marketing - Rule 1:
When you are running a radio advertising campaign, make sure that you are number one in Google for the words that form the key theme of your Ad!
Remember that radio ads are volatile, lasting only seconds. Your prospects and listeners will only remember a single key theme from your ad. It is likely that they will “Google” the keywords that they remember from your ads. Make sure you are found there!
The good thing that Darius and company have done with their website is including a banner promoting the ad on their home page. This is important since a great number of their website visitors are going to be looking for content that is relevant to the “website rescue” ad.
The banner links through to a simple pop up contact form with seven fields to fill out. It’s a good short form, but the site lacks any content to support the “website rescue” message presented in the radio ad. For this reason alone, the campaign will not be converting to its maximum potential.
Radio campaigns can be very effective, however, relative to web marketing they are expensive. Make sure that you use your website effectively with your radio advertising campaigns.
On a side point, it was interesting for us to note that a number of our customers listen to SEN…
From the author: If you regularly advertise for leads in the Yellow Pages®, in the newspaper or on the radio, then there’s a good chance that your website could be generating more leads for you than it is. The key is in your website’s conversion rates.
We know that to achieve high conversion rates and sales from your web marketing you need a team that includes seasoned marketers, web designers, web programmers, copywriters, editors, bloggers and search engine gurus. That’s why we created Bitemark.
And yes, we can get your website to number one in Google too ;-)!
Contact us on 1300 248 362 for a free conversion rate review of your website.
Yellow Pages® is an Australian registered trade mark of Telstra Corporation Ltd. This company has requested and has been granted permission from Telstra Corporation Ltd to use the Yellow Pages® trade mark. This company is not otherwise associated with Telstra Corporation or any of it’s subsidiaries.
Sure, truck signage is an great opportunity to engage your audience on the road, but what about creating traffic to your website?
For example, for one of our clients - Superior Mobile Mechanics - we registered www.superiormobile.com.au for use in advertising and vehicle signage in addition to the domain www.superiormobilemechanics.com.au.