What’s your digital marketing strategy? A Story of Two Marketers

by | Mar 15, 2024 | Newsletter

I recently had a conversation with someone about their digital marketing strategy and the need for a squeeze page to capture information when running a paid ad campaign. There was a discussion of the difference between paying for traffic (people visiting your site and then leaving) and paying for contacts (people leaving their contact information to get the information they are looking for). It was an eye-opening moment for this friend and I felt like it may be an opportunity to share some information with my readers.

When you’re paying for ads and sending people to your site, it’s important to get it right. The last thing you want is to have a lot of people go to your site (which costs a lot of money) and then… nothing. NO sales, NO calls, NO improvement.

This conversation is one I have been having a lot lately. People call because they don’t know why their ads aren’t working. Why, when they have so many people visiting their website, isn’t it working? Why are there no calls? Why are there no leads?

Any time you run an ad campaign, you need to do a little planning. There are lots of things to plan, such as tracking data, measuring conversions, and all kinds of technical stuff. While all of that is important, it’s also good to figure out if you’re going to send the traffic to a homepage or a squeeze page.

To make things more interesting, I’ll tell you a story.

In the bustling streets of Digital Marketing, two distinct strategies vied for attention: Traffic and Contacts. These approaches held different philosophies on how to engage with online visitors, each with its own benefits and drawbacks. Let’s delve into their narratives, real-world examples, and the practical applications of their tactics.

Meet Alex and Sarah:

In the realm of Traffic, Alex reigned supreme. His approach was straightforward: attract as many visitors as possible to the company’s doorstep, the Home Page.

Example: Picture a modern-day traveler, scrolling through their social media feed. They stumble upon an enticing ad, beckoning them to explore further. With a click, they arrive at the Home Page of a website. A brief glance ensues before they continue their digital journey, leaving behind little more than a fleeting impression.

Benefits:

  1. Visibility: Alex ensured that the company’s websites were visible to all travelers wandering the digital highways.
  2. Brand Exposure: Even brief visits to the Home Page left a mark, contributing to increased brand awareness among visitors.

Meanwhile, Sarah’s Approach:

On the opposing side of the digital realm, Sarah presided over the domain of Contacts. Her approach was more nuanced, focusing on nurturing relationships and capturing valuable leads through the art of persuasion. Instead of directing visitors straight to the Home Page, she led them down the path of the Squeeze Page, where they were enticed to exchange their email addresses for valuable resources.

Example: Imagine a curious individual encountering a banner ad offering a free e-book on a topic of interest. Intrigued, they click on the ad, landing on a Squeeze Page. Here, they’re greeted with a compelling offer: access to the e-book in exchange for their email address. After providing their information, they gain access to the desired content.

Benefits:

  1. Lead Generation: Sarah’s strategy harvested valuable email addresses, laying the foundation for long-term relationships with potential customers.
  2. Personalization: Armed with visitors’ email addresses, the company could tailor future interactions, providing personalized experiences and nurturing leads through targeted campaigns.

The Battle for the Best Digital Marketing Strategy:

In the realm of Digital Marketing, the debate raged on: which strategy was superior? The answer lay not in superiority but in context and objectives.

When to Employ Alex’s Traffic Strategy:

  • Brand Awareness Campaigns: When the goal is to cast a wide net and increase visibility, Alex’s Traffic strategy excels.
  • Short-Term Promotions: For time-sensitive offers or announcements, directing traffic to the Home Page ensures swift dissemination of information.

When to Employ Sarah’s Contacts Strategy:

  • Lead Nurturing: For building long-term relationships and cultivating a loyal following, Sarah’s Contacts strategy is paramount.
  • Content Marketing: When offering valuable resources or gated content, capturing emails through Squeeze Pages facilitates ongoing engagement and relationship-building.

The Unified Approach:

As marketers honed their craft, they realized that integrating both strategies could yield powerful results. Instead of viewing Traffic and Contacts as adversaries, they embraced a unified approach, leveraging the strengths of each to achieve their objectives.

Example: Picture a comprehensive campaign where banner ads lead visitors to Squeeze Pages, enticing them with valuable offers in exchange for their email addresses. Once captured, these leads are redirected to the Home Page, where they receive personalized messages tailored to their interests and preferences.

Benefits of Integration:

  1. Maximized Impact: By combining Traffic and Contacts strategies, marketers could capture attention, harvest leads, and deliver personalized experiences, maximizing the impact of their campaigns.
  2. Holistic Engagement: From initial attraction to long-term nurturing, the unified approach embraced a holistic engagement strategy, fostering stronger connections with the audience and driving sustained growth.

Conclusion:

In the dynamic realm of Digital Marketing, the tale of Alex and Sarah offers valuable insights into effective engagement strategies. By understanding their nuances and integrating them thoughtfully, marketers can navigate the digital landscape with precision, achieving success in capturing attention, nurturing leads, and fostering meaningful relationships with their audience.

If you need help with your online presence and want to find ways to attract your ideal clients, shedule a call today.

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