This strategy combines ReachLocal’s display banner capabilities with Dog Star Media’s rich Flash Video media design to create a very effective brand/marketing/remarketing campaign with excellent traceable results. Executed properly, this is one of the more effective combinations we seen lately. And, our first client who is taking this out for a spin is the forward-thinking Patrick McMenamin, MD, the current President of the American Academy of Cosmetic Surgery. You can see his web site at renewyou.com. Keep your eye on the video... it is going to feature prominently in this new strategy.
If you start with a Pay Per Click campaign. Basically, search engine users click on your paid link and visit your site. With a ReachLocal Pay Per Click campaign, those visitors are recognized and recorded. A percentage will convert to a phone call, form submission or email. The rest surf on. With this display banner campaign, ReachLocal technology and online partnerships are able to place banner ads on those visitor’s future visits to Yahoo and other sites where banner advertising is available. This is called remarketing, when you make a second (and multiple) exposure to a user, like a follow up message. This is an excellent match for cosmetic surgery and cosmetic dentistry because these are not impulse purchases like fast food. The bottom line is that these visitors get follow-up exposures which builds trust and leads to calls.
In terms of marketing the Display Banner campaign places your banner on relevant web properties to give you a total exposure of hundreds of thousands of views each month. This is called branding or marketing, where you make a first impression. Of course, in both cases, the banners click through to your web site. The bottom line here is this strategy gets you hundreds of thousands of targeted exposures, introducing new consumers to your services and site.
So, how do we make this better? That is where Dog Star Media comes in. How about making the banner out of Flash and including video of the doctor speaking directly to the user? If you have seen any video ads (that you would normally see on TV, or even have seen on TV) on the Internet, this is what I am talking about. Matter of fact, you can probably see one here... yahoo.com or here...cnn.com.
In our Flash Video banners, the video will begin to play when loaded but the sound will be down. Users can click or roll over to play audio. Many of our clients have web drops on their web sites so users can be introduced to the doctor up front. This video works perfectly for these Flash banners. In Dr. McMenamin’s case, we are making three banners, based on what we know about what are the most requested services (This is based on page view interest we gleaned from his web statistics). The result will be selectively placed banners that speak to a targeted audience and previous site visitors to reinforce the most requested services he offers. Pay attention: This is what it looks like when you have all oars in the water and are using tracking to make tactical decisions.
The Display Banner with ReachLocal can be done with our without a Pay Per Click strategy but the remarketing (which I think is one of the strongest components) cannot be done without Pay Per Click. And, if you have been reading this blog for any length of time, you know that I think Pay Per Click is the most reliable marketing investment a small business can make.
Want to market/remarket/brand and get new visitors to your web site all in one neatly packaged, effective strategy? This is it. Please contact me here for more details.
