You've seen a penny on the ground and picked it up, haven't you? You weren't looking for it, but you found it anyway. The same is true for advertising. Often by sheer coincidence, a vendor stumbles upon your ad on a website or in a magazine and contacts you, leading to a sale. You can increase that happenstance by diversifying your marketing efforts, budget permitting.
Be sure to target places where you have the greatest chance of reaching people who are likely to be interested in your products and services. Having a print ad along with a presence on Facebook, for example, may increase your chances of enjoying those serendipitous encounters with potential customers. Print, web, mobile, in-store, social media - the profusion of opportunities to enhance the odds of attracting those chance encounters seems boundless today. How many of the categories listed in the sidebar are you advertising in?
When web surfers land on a particular website, the first thing they often do is read the information presented there, rather than immediately click on a banner or skyscraper ad. However, when readers receive The Green Sheet's print edition in the mail, for example, they typically flip through the magazine, looking at the ads, before diving into the articles.
The differing ways customers come to advertising demonstrate that advertising is not a one-size-fits-all enterprise. By diversifying your campaigns, you have a better chance of reaching new audiences, enjoying lower cost-per-conversion rates and ultimately getting more out of every advertising dollar.
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