As an integrator, you know well that your clients have changed. The way they research your products and services is not the same as it was even 10 years ago. Today’s consumers are tech-savvy and do much of their research online before they head into your showroom or call you. Integrators need to be in front of buyers whenever they are online, 24 hours a day, 7 days a week, 365 days a year.
There are lots of national and local competitors for your customer’s attention. How do you stand out among all this noise? You can reach new customers with “evergreen” digital marketing campaigns.
I know digital marketing sounds complex, but guess what? You don’t need special skills to start using the Internet to your benefit. However, you do need to understand your local digital marketing opportunity and how to reach shoppers with the right messages at the right time.
What is Evergreen Marketing?
Evergreen marketing relates to marketing campaigns (and in this case online marketing campaigns) that are on-going and seek to provide your business with new sources of customers and sales.
These types of campaigns have virtually no expiration date and are not time specific (i.e. special sales around a holiday such as President’s Day). True evergreen campaigns are based on value, not promotions or pricing.
How to get Started with Evergreen Marketing?
Before you decide which channels to advertise on, it is important to know who your customers are and how they shop for your products and services. By having this information, you can easily tailor your messaging and determine the best channel to invest your marketing dollars. Use my persona worksheet to get started.
Once you have determined your customer personas, kick off your campaigns on the appropriate digital channels. There are many to choose from, but here are a few to get you started.
Search Engine Marketing
There are more than 3.5B Google searches per day and where you show up in the search results is important. In fact, Google says that 85% of ad clicks occur in the top three positions. This type of advertising allows you to create tailored marketing messages that drive action from customers.
The display network spans over two million websites and reaches 90 percent of Internet users. This very visual ad can help you reach people in your local market while they’re browsing their favorite websites, checking the weather, showing a friend a video, checking their Gmail account, or using mobile sites and apps.
Facebook advertising is one of the most cost-effective media channels today. With more than 75 percent of Americans using the social media platform and 150 different data points to target on, you are sure to get your ads in front of the right audience. My clients are seeing their Cost Per Click (CPC) on their ads as low as $1.20 compared to the $11 industry average for a Google click. Less than 10% percent of integrators are leveraging this channel making it a great time to get started.
Video has surpassed television, newspapers, and magazines with regards to consumer influence. In 2016, 68 percent of consumers watched videos during their path to purchase, and most say it had an influence on what to buy and who to buy it from. Digital video provides a great, innovative opportunity to tell your customers who you are, what you offer and why they should choose your store over a competitor.
Don’t forget to measure your results! Our AV partners have reported an 8-40 percent increase in overall sales after investing in evergreen digital marketing. By following this advice, you are sure to not only get more exposure online but acquire new clients and close more business.