Most emedia advertisers in business-to-business go to all the trouble of designing and placing display ads that virtually scream, “Notice Me!” and “Click Me!”
And then what?
More clickthroughs than I care to recount whisk the visitor to the advertiser’s home page – the online equivalent of driving a friend to the outskirts of your city or town but not all the way to your house. Why not link as deeply into your site as you can, ideally to the webpage for the product or service that the ad specifically talked about? It’s only good customer service. Otherwise we’re asking the customer to drive blindly through the digital backstreets on his or her own.
This direct-link approach should hold even if multiple products have been mentioned in an ad. One additional page on the landing site can tout all the options in that product family, with textual links taking the visitor to each discrete product or service page. For example: “Meister Media offers a wide variety of media for multiple markets, including Ornamentals and Fruits and Vegetables.”
Even better…why not reward visitors for making that voyage to the other side of the click, ideally in exchange for their email addresses? The best come-ons in b-to-b ads typically offer at least one of these three things:
- A freebie or discount
- Some type of premium such as a webinar or an informational ‘white paper’
- An interactive and informative widget (e.g., ‘estimate your monthly savings’)
In short, a concrete and thoughtful plan for what happens on the other side of the click should be elemental to any online marketing strategy. Otherwise you’re like an old-fashioned direct-mail or print marketer with a general front-desk mailing address and no plan whatsoever for what to do with all the mail you get in response to your ad.
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