Where to start with digital advertising in 2020?
It’s a question we are very used to hearing and one that we have been answering for well over a decade. Here in 2020 the requirements for a good digital advertising campaign are similar, yet different. There are a few key things you need to consider first.
The conversation always starts the same, a potential client is looking to drum up more business.
‘I think I need to run a campaign, some Google Ads, maybe a social campaign too.’
Before we do anything else, the very first thing we do is look at your current footprint. If you don’t have that sorted, you can rest assured that you will be burning money from the get-go. Whether you do it yourself or get some help, I would never start without the fundamentals in place.
What are the fundamentals? In the year 2020, advertising has changed considerably, yet the principles remain the same. Put your product or service, in front of an interested party at the right point in time.
Yes and no. If you are just getting started, it can seem like an impossible hill to climb against those that have been working away for years.
But here’s the thing, before we get all fancy with campaigns, what does it look like on Google when you search for your business?
Try it. Open a new browser window and give it a go. Open new window
Here’s what happens when you search tpr media to show you what we’re looking for.
See that box on the side. If you don’t have one of those, stop what you are doing right now and don’t come back until you’ve set one up. Here’s the link: Google My Business
This is one of the most valuable pieces of internet real estate you can have.
Even if you don’t have a website and you still need one of these. This is the very first thing we look at.
Do us a favor and don’t do it by half either. Add every field, some photos. Give it some love.
Next, do the contact details work? Is the phone number correct? Don’t laugh, I’ve seen it before.
Then with a sweet Google My Business Listing, what happens when you click the website button on the listing and you go to your company site?
At the very least, I hope you’ve paid your hosting. I wish I was joking, but looking at a website during the week and they had been suspended by their host. Not a great start. You’ll never see that potential customer again.
When they land, do you show a path to solve their problem immediately? Is it clear what you do? Do you have a quick contact form, click to call?
This is where to start.
There are a myriad of strategies to play with from here, but get the fundamentals right first.
1. Google My Business Listing
2. Website to clearly demonstrates your proposition on arrival
3. Click to call, quick enquiry, even a chat function. Make it easy for people to contact you.
It’s a good thing to refresh these too, odds are you set it up years ago and haven’t looked at it for a while.
Today is a good day to go back and check.