Although digital ads are still one of the least expensive forms of paid advertising, the costs of those clicks still add up and can be a significant chunk of your ad budget. Regardless of what you spend, make sure your investment is earning a maximum return by capturing contact information from your prospects.
When you're marketing to a cold market that may never have heard of you before, it's tough to get people to open up their wallets for you. You could have the most compelling ad ever created, but the online market has been trained to be leery of businesses they aren't familiar with. It takes time to build trust with your cold market—more time than you have in a digital ad.
Rather than setting the goal to sell in your digital ads, set your sights lower to capture contact information. Once you have an email address, you can send message after message without having to pay again and again. This allows you to build trust over time, exposure after exposure.
Capturing an email address is as simple as offering a free giveaway, or a lead magnet. The easiest lead magnets are free downloads. They offer instant gratification and consumption. Checklists, case studies, and how-to's are great examples. But you can also offer something in your store or office, or send something via mail. The key is to make it something your market will find desirable — desirable enough to want to give you their email address.
A word of caution: many people will give you a fake email address to get your giveaway. Therefore, confirm their email address before giving access to your free gift.
Once you've got an email address, keep adding value with additional content and information. Position yourself as an expert in your field and you'll begin to build trust. Sprinkle in a relevant promotional offer once in a while and you're on your way to a new customer.
For assistance in developing your digital marketing strategy, call Rethink Marketing today.