In 2016, the average 30-second Super Bowl ad spot went for around $5 million. That’s about $166,666 per second. We’re guessing your company didn’t quite have the capital to run one of those and we can’t blame you, we didn’t either. But there’s no reason to worry: In 2017, there are plenty of other ways to gain new customers.
Here’s what you can do:
This is called inbound marketing, and Evernote is doing it well. It costs less, it targets buyers with a need for your product, brings in their contact information, and you can hire a trusted firm with the expertise to do it for you. Here, Evernote proves they have excellent SEO so that searchers will find them and they have a beautiful landing page that would be hard not to fill out.
Evernote doesn’t need a Super Bowl commercial either. They’re going inbound. Here’s the basic idea:
A Super Bowl commercial is an example of traditional marketing. Like a billboard or a magazine article, commercials are expensive and it’s difficult to measure their reach. It also targets a huge range of potential customers, the majority of which have no interest in your product and won’t pay attention to the ad.
On the other hand, you have inbound marketing. By creating tailored content (blogs, whitepapers, informational downloadables), you boost the relevance of your website. Then, potential customers will find you when they search online. It happens in five steps:
- Creating Compelling Content: When a buyer gets online to solve a problem, you want them to find your content, so that you become the trusted industry authority. This content can include informational blogs, eBooks, or videos.
- Get Found By Potential Buyers: By optimizing keywords and improving your search engine optimization (SEO), you’ll drive visitors to your website who are searching for a product like yours. Use social media to syndicate posts and further improve that SEO.
- Convert Visitors to Leads: Via landing pages, visitors share contact information on your website to gain more information. To bring them to these pages, call-to-actions (CTAs) are buttons that grab their attention. Once you have contact information, you can pursue the visitor as a lead.
- Convert Leads to Customers: Inbound marketing narrows a wide range of leads down to a smaller number of qualified buyers through targeted, tailored content. This allows you to focus your time on the warmest leads, and automate communication with colder leads until they get warmer.
- Delight Customers: Fresh content doesn’t stop. With inbound marketing, you can continue to update older content and produce new content to keep customers and potential buyers interested and happy.