Lexington, KY - Perhaps you've noticed the huge changes in advertising. Contrary to popular opinion, print has its place in your media plan, TV and radio are still good buys, and the phone book - well, maybe that one is becoming a bit marginal. But if you've not added Internet advertising to your business, you're losing out, and step one is a website - your website.
Most folks aren't sure what to do when it comes to Internet advertising, and experts often disagree about what works, too. There are some fundamental truths, and number one is this: Pay attention to your website's content every month or folks don't come back. Your website is your first-line web ad.
I know what you are thinking. Updating a website is too much trouble. With print, radio, TV and the other "old stuff," you just have to write a check, and it is done. That's true, and as soon as the paper is read, the TV show changes or the radio commercial is over, that ad is gone, too. You keep advertising there because consistency is the key - out of sight, out of mind.
Print, radio, TV and billboards (or "outdoor" in the parlance) all have their place and need to be included in any advertising campaign. They help drive folks to your website and your front door. A consistent ad campaign is a big part of ensuring you are known and remembered all the time. Expecting a dollar-for-dollar payoff on ads is unrealistic, because their job is to build awareness, with the exception of some special coupons or promotional offers.
Think of a well-constructed website as an ad people want to see often, and they will - if there's something to see. Here are some statistics that show the importance of a website: