Depending on the service that is being sold, an intelligent billboard campaign focused on your target market will produce results. The benefit of a billboard campaign is that they are usually very easy to track, because people will remember how they heard about you.
However, it is important to note that most of the people that find you on a billboard will still search your business name in order to find you and do some research. This is where a solid on and off line marketing campaign pays off. It is important to have a specific domain for your billboard campaigns that is easy to remember – with the hopes that the client will type that in. It then would redirect to your main website which is then 100% track able - making it easy to confirm the ROI for that particular person.
There are numerous methods to use to track billboards even if the potential client goes to your website directly through Google. We have assisted with numerous billboard campaigns and our success rate is extremely high. We prefer to play an active role in the design and development of the actual billboard marketing campaign so it is cross branded with your website – and humbly speaking, we are very good at marketing.
As for specific tracking ideas, there are numerous that you can implement at little to no extra cost. The first and most effective is a memorable domain separate from your main website, so you know that all traffic that goes to it is because of the billboard. The same idea can be using a distinct phone number that you can track.
Billboard advertising is difficult to track, and there is no way to know 100% the revenue generated from a specific campaign, but setting up the proper tracking can ensure you have a general idea and help you make an educated decision on the results. We have numerous other ways to track and ideas that have proven effective.
The first step in a building a billboard campaign is deciding what to actually market, what sets you apart from all your local competition and then developing a specific marketing outline prior to contacting a billboard company. Starting the conversation with them prematurely can lead to issues later in the campaign and it is important you are responsible for the message and marketing - their job is to put up the billboards and find the best locations possible. They will promote their own marketing services which typically are included, but they are not familiar with your business or target market.
It is always best to let your marketing team make the primary decisions. Also, it is tempting to try to cover numerous services with one billboard but ideally for a first time is to market one single service both for tracking purposes and also marketing purposes. The billboard needs to be clear, concise, catchy and memorable. We can assist you with all aspects of this process from start to finish and will be able to get you the best possible results for the money spent.
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