Say it with me: “call to action.” These three little words are what can create a sense of urgency in your marketing and convince potential customers to contact you. While they are one of the most important factors in getting people to knock on your door, marketers often neglect the next phase of the process. Where does the CTA lead the consumer? At what point in the marketing and sales funnel are you losing business?
Let’s use a medspa for example. “Mike’s Medspa of Minneapolis, Minnesota” recently purchased a CoolSculpting® device, knowing there is high-demand in their market for non-invasive body contouring. The medspa advertises the services, directing people to visit their main website, MikesMedspa.com. Unfortunately, when people visit the site, they are overwhelmed and distracted by all of the other services available at the business (e.g., injectables, vaginal rejuvenation, PRP). This potential customer was only interested in CoolSculpting, but could not find the service quickly on the site. If they can’t locate the service quickly, they will leave the site and continue searching among competitors of Mike’s Medspa until they find one with more readily-available information.
We’ve seen this situation happen all too often, but there is a solution! When you need to target customers who are looking for specific services, direct them to customized microsites. Instead of MikesMedspa.com, your customers should land on something like CoolSculptingMinneapolis.com, which directs them to the business while keeping the targeted search information front and center. Once you’ve created this landing page, you can develop targeted marketing campaigns to increase conversions and get more qualified leads for your business. Specifically, we’re referring to paid search campaigns that lead your potential customers to EXACTLY what they are looking for.
Creating a successful, targeted pay-per-click (PPC) campaign using a microsite involves an in-depth knowledge of the Google AdWords platform. From conducting keyword research and developing bidding strategies to writing ad copy and microsite content, there are many steps involved in launching a campaign. Once launched, you’ll want to keep a watchful eye to adjust spending, keywords, and copy, as needed, to optimize the campaign’s performance. The PPC experts at Reach Beyond Marketing know all of the ins and outs of AdWords, and help our clients run effective paid search campaigns to increase revenue and bring more quality leads into your sales team.
Interested in running your own PPC campaigns? Call 203-483-5055 to get in touch with our experts!