Breaking Bad Advertising Habits to Get More ROI

Is your advertising effectively driving you leads and helping boost your ROI? If you’re guilty of any of these bad advertising habits, you may not be getting the return you want from your advertising. Here’s an overview of five common bad advertising habits and how to break them.

Bad Habit: Not Tracking All Your Advertising

You’ve probably heard the famous John Wannamaker quote “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Sadly, this problem still plagues many businesses today. The good news is, thanks to today’s marketing technology, you don’t have to fall victim to this bad advertising habit of not tracking every advertising source. For example, you can use call tracking numbers and custom URLs to track all your advertising efforts.

If you aren’t tracking each advertising campaign to see how it’s working, then how do you know how many customers each piece of your budget has driven? Whether you’re advertising online or in traditional media, replace your business phone number with a tracking number and your website URL with a unique URL such as www.yourwebsite.com/tvpromo so you can better track the leads you’re getting. This will allow you to tailor and evolve your marketing strategy based on what’s working to drive you leads – and ultimately – customers.

Bad Habit: Not Nurturing Leads

Fifty percent of qualified leads are not ready to buy, yet only about 5% of marketers use a full-feature marketing automation solution. If your advertising goal is getting more customers, then why let leads you’re worked hard to get slip through the cracks by not following up with them regularly? According to data from Marketing Sherpa, 79% of leads never convert to sales, and lack of lead nurturing is the common cause.

Actually following up with your leads with a lead management system could be the factor that sways a lead to become a customer. Implement a system where you follow up with qualified leads either by phone, email, or even social media. Even if you only close an additional 5% of those leads in the long-run it can significantly increase your advertising ROI.

Bad Habit: Not Leveraging Retargeting

Unless you only offer emergency-based services where all customers need your services the very instant they’re searching online, you need to leverage retargeting. Retargeting advertising provides an automated way to get back in front of leads who visited your website as well as consumers in need of your services who searched online but didn’t visit your website.

Since about half of qualified leads are not ready to make an immediate purchase, retargeting helps your business stay top of mind, encourage website visits, and generate conversions. Break the bad habit of not staying top of mind with consumers by incorporating retargeting into your advertising strategy.

Bad Habit: Not Looking at the Complete Picture

Advertising campaigns do not live in splendid isolation from one another. As consumers increasingly jump from one channel to another it’s essential to understand how different channels drive engagement, evaluation, and purchases as well as how channels work together to drive consumers from awareness to customer.

For instance, consumers often turn to laptops, tablets, and mobile phones to gather more information after seeing an enticing TV commercial. The greatest advertising success comes from creating cohesive cross-channel marketing strategies such as directing consumers who see ad offline ad to a particular URL which reiterates the message from the ad and helps lead consumers further down the buying funnel through a different medium.

Some popular cross-channel pairings include:

  • TV/mobile
  • Computer/TV
  • Radio/mobile
  • Computer/radio
  • Computer/mobile (predominantly between 9am-5pm)
  • TV/mobile (predominantly between 5pm-11pm)

While it is important to track the performance of individual advertising campaigns, it is equally important to understand how different advertising channels influence one another and to create a consistent message across channels which drive consumers from consideration to purchase.

Bad Habit: Not Having a Strong Call to Action

In order to generate customers from your advertising, a strong call to action is imperative. Consumers consult a variety of sources before making a purchase decision, so you have to make sure your business stands out amid the competition. Strong calls to action are highly visible, clearly crafted, communicate benefits, overcome buyer hesitation, and create urgency.

Once you’ve incorporated a strong call to action, put it to the test. Measure the performance of your new call to action, revise, and test again. Try testing different calls to action to determine which ones resonate most with consumers and generate the highest volume of qualified leads.

Are You Guilty?

Bad advertising habits detract from advertising’s ability to supply the steady stream of new customers you need. By breaking some of these habits you’ll generate more ROI from your marketing. If the end goal of your advertising is generating new customers and, ultimately, more revenue, then use these tips to boost your marketing results.

What advertising habits have you broken that resulted in increased ROI for your business? Let us know with a comment.

Leslie Whittaker

As an Account Executive at ReachLocal, Leslie partners with small- and medium-size businesses to help them increase new customers and revenue. She specializes in digital marketing for B2B and B2C companies. For over 10 years, Leslie has been streamlining advertising investments, building solid marketing strategies that yield profitable results and empowering businesses to thrive. In her spare time, she likes to write and explore NYC with her dog, Ollie.

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