Evaluating Your Advertising – You don’t have to spend more to get more.
With the New Year here (where did 2011 go?), it is time to assess your advertising budget and what was successful and what was not. After the analysis, you need to adjust your funds to put them where they are working the best. This doesn’t mean adding more money to your budget, just moving it around.
Here at Air-Care we have two different campaigns that we have to run. The one that you would be most concerned with is with our Service Department. What we have found is that the website brings in the most leads. Because of our efforts in this area, we spend most of our advertising dollars on the internet. Buddy (our Internet Marketing Manager), looks at our campaigns on the Internet every week.
He can see what keywords are working the best and which ones aren’t working. We really do adjust these campaigns monthly. If we were to just set up a campaign and let it go, we could be losing leads. We have been in the 1st or 2nd spot on both the “organic” and the “pay per click” results on Google.
Buddy will always say that it takes time to get to those positions, especially if you have a lot of competition in your area. As soon as Buddy sees that we are slipping, he makes adjustments, so that we get back up there.
Because of the demographics of duct cleaning customers, we do need to keep an ad in our yellow pages. There are people out there, believe it or not, that still use the yellow pages to look up services or goods. We have adjusted this ad over time to reduce the cost though. Air duct cleaning is not as saturated as other categories, so we feel you don’t have to put a big ad in, just one that attracts attention.
You may want to just do a bolded line ad instead of a display ad. This would mostly depend on what your competitors are doing. Keeping in the yellow pages may also give you an ad on-line that is associated with the yellow pages. These are things that you need to ask when they approach you for your new ad.
This is just a couple of suggestions of things that you want to look at when evaluating your advertising for the new year. If you have questions on the marketing of your air duct cleaning business, please give me a call.
Let’s make 2012 the most successful year for all of us.