Today I spoke with an attorney who is going to run an ad campaign with us. As we discussed the "creative," which includes the text in the ad, I asked him about his goals of the campaign. As he specializes in employment law (which is a very hot topic these days because of government employment audits and termination related lawsuits), he said he would like to drive awareness and hopefully catch the attention of a business owner who is dealing with these issues (who would then call him). I asked him about those readers that might be intrigued with the topic, but don't have a need right now.
I suggested that he gives a compelling reason to encourage someone to sign up for his email newsletter or a white paper. This way, his firm would have the reader's contact info and could regularly send relevant communications to the reader. When the business owner faced an employment related legal issue, his firm would be top of mind. I call this a two step marketing process. Use the ad (or direct mail) to capture a prospect's information and then use your marketing programs (emails, calls, etc.) to keep in touch. As I said to him at the end of the call, "this way you don't need to keep paying me to reach readers who are interested, but not ready to buy." Of course, if the campaign continues to produce, it might make sense to continue to advertise.
For more cost-effective marketing tips to up your ROI and increase prospects, read NY Report contributor Philip Courtney's article, "Whaddya Mean Lucky?"