BNR Website and Digital Marketing Blog

BNR Branding Solutions is based in Huntersville, N.C., and is a full-service web development and digital marketing company.

Sunday, 07 March 2010 01:03

Online advertising doesn’t work!

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A while back I got a call from one of our clients that also happens to be a good friend of mine. He was a little upset that he had an advertiser that wanted to pull the banners from his site. The advertiser had bought a full package with banners of every size they offer on the site, and the banners were very nicely done by an agency with online marketing experience. He asked me to take a look and see what was going wrong with the campaign so we could hopefully salvage the client.

There really isn’t much to check on our end – make sure that the banners show up where they are supposed to and then link to the correct page. I logged in to the admin and all the banners where there. They had the impressions that I would have expected and the click rate was actually a bit higher than average. I was a little puzzled, but I went ahead and pulled up the front end of the site so I could actually click a banner to make sure everything was working properly. After a couple of reloads I got one of the banners in question and clicked it.

One simple click and the mystery was solved. When the landing page loaded it was very obvious what the problem was. No call to action. No contact information. No conversion form. No sight of the special offer mentioned on the banners. No even any information related to the product being offered on the banners. Other than the company logo, there was no discernable way to tell if the site you were on was the same one as the company on the banners.

Apparently no one had bothered to tell the advertiser that he still had to actually sell his product and earn the visitor's business. No one thought to design a page that was a continuation of the banner with information pertinent to the offer on the banners. It hadn’t occurred to anyone to try and gather any contact information from the visitors so they could follow up with them. Somehow, clicking on a banner was supposed the replace basic marketing principles. If it was that simple, we’d all be sipping fruity drinks on a beach somewhere in the Caribbean.

As is often the case, it wasn’t the advertising that wasn’t working, it was the site that was not converting. One of the topics we always make sure to cover when we meet a new client is their marketing strategy and how their website fits in. Your site should not BE your marketing plan, but it should be an integral cornerstone that will help turn your efforts in to ROI. If your website is not contributing to the positive growth of your business in a meaningful way, then it is a bad marketing decision. If you are not sure if your website is working, then it probably isn’t. Call us up we’d be happy to discuss how to turn your site in to a good marketing decision and wise investment.

BNR Branding Support

Brent Friar is the owner and chief web developer for BNR Branding Solutions. His development experience dates back to 1994 when he was a founding partner of Internextion Web Development in Orange County, CA.

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