A friend of mine is a professional photographer based out of Portland. He has traveled the world taking photos of some of the most evoking portraits and landscapes. Over the last year or so, he has commented in passing that he is not getting the returns on Facebook and Instagram. He boosts posts of his images, and mentions to his large number of followers when he has bookings open. He doesn’t feel that the money he is putting towards these activities are bringing much value to his business. This isn’t the first time I’ve heard this from small business owners.
This is where I explain that as a consumer, I am drowning in a sea of content and none of it is truly meant for me.
Like any other consumer, I’ll notice a trend in the ads that I am fed. Currently, I’m bombarded with brand coaches and gyms. There are at least 3 gyms opening near me and countless ones offering 21 day/28 day/30 day boot camps. I can’t tell you how many sponsored posts I’ve seen pushing content coaching – they have all blurred together. I’m not surprised. I’ve been doing a lot of research on content creation for my own business, and getting ideas for my own brand. I’m all about living a healthy lifestyle. I can live on my roller skates, and getting a weightlifting session in a few times a week at the gym is part of my weekly routine for my sanity. I’m bound to wind up in someone’s retargeting list, targeted by my intent, or even targeted just on my location for these types of businesses.
This brings me to the dark side of display and content marketing. I’m simply not interested in buying any of these services right now, and I was not looking for them when the content was shown to me. I am a content creator, and there will be a time when I need some coaching (as we all do). Just not right now. The same goes for my gym membership. I’m happy at my gym, and I don’t know when my contract is up because its not front of mind.
Its like offering to buy someone a drink at the bar when you don’t know if they are already on a date. Your conversion rate is going to be much higher when you’re surrounded by people who are actively searching for your product. For dating, there are dating apps. For businesses, there’s search engines. Search engines, like Google and Bing, are where consumers in the lower levels of the buying funnel are congregating. When someone is searching for gyms or content coaching, its because they are looking to buy. Wouldn’t it make more sense to start here, and then add display into your marketing mix?
If you’re worried that you may be putting the cart before the horse when it comes to your digital marketing strategy, let’s fix that. Contact me today to see how incorporating paid search to your marketing mix can impact your bottom line.