Ah, quality versus quantity: the age-old question that’s vexed business owners at every level. In theory, you want to appeal to as many potential customers as possible, right? Especially when promoting your business via online advertising, with its ability to reach people all around the world. That’s where the value of the quality of clicks versus the quantity of clicks comes in. Just because you can do something doesn’t mean you should; and just because you can create awareness of your services in Timbuktu as easily as in the Twin Cities doesn’t mean it’s in your business’ best interest to do so.
The question you have to ask yourself is this: would you rather have 10 window shoppers or 2 active buyers? The key to successfully marketing your business online is realizing that receiving fewer clicks isn’t the same as receiving less value. In fact, your goal shouldn’t be to break the internet with insane click counts; it should instead be about creating engagement with the kind of high value customer whose business will make a difference to yours.
The key to encouraging quality engagement is through the considered use of targeted marketing. Spending more money on appealing to a qualified visitor is far more valuable than squandering your advertising dollars by pursuing cheaper, unqualified markets across all corners of the globe. Sure, doing so may result in thousands of clicks, but will they be the kind of clicks you truly want? While the count may be high, the yield will be rock bottom.
Think of your online graphic display ad in physical, real world terms. Going after thousands of low-grade clicks is the internet equivalent of handing out flyers in the middle of Times Square. People are “interacting” with your brand in the sense they’re taking what you’re giving. But will they make that crucial next step? It’s not very likely. Instead, they’ll probably give your flyer a cursory glance, then crumple it up into a ball and toss it into the nearest garbage can. You’ll have spent a lot of time, money and effort with nothing to show for it.
In the pre-digital age, this level of trial and error was an unfortunate reality. Thankfully, the analytics and tracking that come with targeted online marketing make it easier to engage with valuable, interested and qualified potential clients.
By working with a trained online advertising professional, you can take the steps for getting the most out of your digital promotional budget.
Using monthly, weekly and even daily analytics will give you a thorough understanding of where your customers are coming from, allowing you to change focus and make more informed choices with your digital strategy. And focusing your efforts on the general area of operation instead of casting an unnecessarily wide net will pay dividends down the line.
Quality clicks are out there for the taking. Use quality online advertising practices to separate the wheat from the chaff, and get the customer response you deserve.
For more information on how you can win the battle of quality clicks vs. quantity clicks, feel free to give us a call at 1-800-378-5407 or drop us a line at support@realtyroi.com.
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