There are a lot of ads on major newspaper web sites that continually use the same patterns that lead to ineffective marketing. Many people reading these newspapers are well educated, but this audience will not respond to the marketing techniques unless they are done properly. The same is true for your building company marketing techniques.
Here are three of the most common online ad mistakes and tips for avoiding them.
First Mistake: No Guidance
Many advertisers do not give their readers who click through on their ads enough direction. It's not just enough to have an effective ad and call-to-action (CTA). The ad needs to hold the reader's attention. Thus, the reader should be given directions for what to do next. If they see no inherent value in the page they reach after clicking on the ad, they will turn and run without a second thought. To avoid this, make sure that you send your visitors to a dedicated landing page. This page must have clear instructions for the action they should take, such as signing up for a product demo or completing a download form for an ebook.
Second Mistake: No Delivery on Expectations
Another common mistake in advertising is not delivering on the expectations that are set. For example, if the ad is promising an ebook, then the landing page should have explicit instructions for downloading the ebook and not information about an unrelated topic. It's also important to make sure that the tone of your CTA matches the offer. For example, if your CTA has a funny cartoon, the landing page should not have an intimidating pricing page for roofing estimates.
Third Mistake: Offering Too Many Choices
It is common to see advertisements with way too many options for readers. Keep the reader's interest in the topic at hand. People are distracted easily enough online. Don't make this any harder than it has to be! Get rid of any sidebar navigation and links to other resources on the landing page that are unnecessary.
Keep in mind that above all, your CTA should be clear, aligned, and action-oriented.