4. Encourage the visitor to take action
In the first case, the landing page was the main page of the site, which described the advantages of the company as a whole.
In the second case, the landing page was a section dedicated to the construction of houses using a certain technology. This section described the advantages and demonstrated one of these houses built in Russia. It was also possible to download a catalog in PDF format from the section. To do this, you had to leave your data. As a result of this media campaign alone, the catalog was downloaded more than twenty times. After some time, the company received its first order for construction using this technology.
To prevent visitors from leaving the site immediately after reading the information about the technology, the page also featured a catalog heading containing 400 projects of ordinary country houses made of stone and wood. This catalog appeared on the site before the banner was re-placed, and, in fact, became the main tool for engaging visitors.
Each page of the catalog contained an application form with the following text: "Want to know how much it costs to build this house? Please fill out the form. Within three days, our specialist will contact you and tell you the cost. The form was designed in such a way that it would be easy to get the necessary information: what materials the potential client wants to use to build the house, whether he has a plot of land, and how far is this plot of land from Moscow.
The most important result of this campaign, oddly enough, was the conclusion of a contract for the reconstruction of a four-story clinic in Moscow. In addition, the company received three orders for the construction of cottages, and one of the portal's owners hired it for the interior decoration of his country house.
At the time of this media campaign, the retargeting tool did not yet exist. If it had been used, the construction company would have certainly received even more orders.
Display advertising can and should be used as a sales tool in small and medium businesses, but it does not guarantee success in itself. In order for the campaign to bring the desired results, it must be carried out by experienced marketing specialists, having previously belize consumer email list developed a general plan not only for attracting visitors, but also for involving them in the process of interaction with the sales offer.
In this case, all possible aspects of the advertising campaign, the interests of both clients and end consumers will be taken into account, and the final marketing mix will be as effective as possible. Thus, we can say that today media advertising is an effective tool for both small and medium businesses.