7 Mistakes Most Local Businesses are Making with Their Advertising and What to do About It

http://fun-factory-store.net/blog/7-Mistakes-Most-Local-Businesses-are-Making-with-Their-Advertising-and-What-to-do-About-It.html

Small businesses simply can’t afford
to be wasteful…
• Smaller budgets
• Don’t have a lot of “extra” money
to waste on non-performing ads
• Need high-performing ads that
deliver consistent sales

…are you making any of these below?
1. Trying to advertise to everybody
2. Not taking into account the true value of a customer
3. Focusing only on one form of advertising
4. Creating weak ads
5. Not having a strong landing page
6. Cutting back when times are slow
7. Not capturing leads and following up

Mistake #1: Trying to advertise to
everybody
• Really advertising to “no one”
• Need to define your best
prospects
• Understand their
needs/desires/challenges/fears
• Speak directly to them through
targeted advertisinghttp://fun-factory-store.net/blog/7-
Mistakes-Most-Local-Businesses-are-
Making-with-Their-Advertising-and-What-

Get to know your ideal prospect
CollegeHumor.com from Quantcast.comhttp://fun-factory-store.net/blog/7-

Market specifically to them
http://fun-factory-store.net/blog/7-

Mistake #2: Not taking into account
the true value of a customer
• Must know lifetime value of
customer
• Not knowing this will misrepresent
your advertising ROI
• Don’t focus just on one-time
sale…customers come back for
more! http://fun-factory-store.net/blog/7-Mistakes-Most-Local-
Businesses-are-Making-with-Their-Advertising-and-What-
to-do-About-It.html

Mistake #3: Focusing only on one
form of advertising
• Yellow Pages – not as effective as
it once was
• Direct Mail – still great, but
expensive and lacking online reach
• PPC – pay-for-performance, but
only reaches about 8% of interested
prospects and no brandinghttp://fun-factory-store.net/blog/7-

Let the little green lizard be your
guide!
• Advertise everywhere you can
• Consistent message
• Multiple forms of media at the
same time to hit from multiple
angles

Mistake #4: Creating weak ads
• Poor ads don’t perform and waste
valuable dollars
• 5 keys to a strong ad:
 Headline
 Image
 Brand
 Offer
 Call-to-Action http://fun-factory-store.net/blog/7-

Headlines must make them want to
read more
• Headlines are the first thing people
see and should make them want to
learn more or take action
• Must appeal to their curiosity,
fears, or desires (combine the 3 for
an even better ad!)
• Needs to be targeted to your best
prospect http://fun-factory-store.net/blog/7-
to-do-About-It.html

Images must grab their attention
• Use high-quality images
• Creative, unique, and jarring
ones are best for catching
people’s eyes
• Should be relevant to your brand
to-do-About-It.html

Make sure to incorporate your brand
• Don’t forget to include your
unique brand elements (style,
voice, logo, tagline, etc.)
• Helps you cement your company
name into your prospect’s minds

Include an irresistible offer
• Reward them for interacting
with and/or mentioning the ad
(i.e., discount, promotion, free
gift, contest, etc.)
• Contests and sweepstakes are
very popular

End with clear call-to-action
• Be clear and precise on exactly
what you want the viewer to do
• Don’t have more than one call-
to-action on each advertisement
• Leave zero room for confusion

Mistake #5: Not having strong
landing page
• Landing page is where you send
your visitors after viewing/clicking
your ad (typically your website home
page)
• Can be used to capture leads (via
email, forms, or phone) or make
direct sales http://fun-factory-store.net/blog/7-

5 main purposes for a landing page
1. Get a visitor to click to go to
another page
2. Get a visitor to buy
3. Get a visitor to give permission
for you to follow up by email,
phone, etc.
4. Get a visitor to tell a friend
5. Get a visitor to comment or give
you some sort of feedback

Same principles for good ads also
apply to landing pages
• Engaging headline
• Simple, specific copy
• Benefits over features
• Irresistible offer
• Clear call-to-action

Mistake #6: Cutting back when times
are slow
• Don’t limit yourself to short-
term thinking
• Running ads today are an
investment in the future
• Cut advertising today, risk
losing business tomorrowhttp://fun-factory-store.net/blog/7-

Mistake #7: Not capturing leads and
following up
• Building a list is extremely
valuable
• Most prospects don’t buy the
first time they hear about you
• Follow up with qualified
leads and sell them later on

Best practices for building a high-
quality email list
• Offer a “bribe” (free ebook or
whitepaper)
• Host webinars or local events
• Promote online contests
• Cross-promote with other
businesses http://fun-factory-store.net/blog/7-

Follow up with them afterwards
• Deliver remarkable email
content (helpful + relevant)
• Reward them with exclusive
offers and discounts
• Be careful not to “over-sell”

So…how are you doing?
1. Trying to advertise to everybody
2. Not taking into account the true value of a customer
3. Focusing only on one form of advertising
4. Creating weak ads
5. Not having a strong landing page
6. Cutting back when times are slow
7. Not capturing leads and following uphttp://fun-factory-store.net/blog/7-

Contact us if you have any more
questions or if you’d like help!
Making some mistakes? Now’s the
time to correct them!

7 Mistakes Most Local Businesses are Making with Their Advertising and What to do About It

7 Mistakes Most Local Businesses are Making with Their Advertising and What to do About It

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7 Mistakes Most Local Businesses are Making with Their Advertising and What to do About It