Do you send postal mailers out to to local residents in the hopes they’ll call to inquire about your services? If so, before you spend another dime on your next mailer, consider the following three reasons why a Google AdWords campaign may very likely be a much better approach to bringing you new business.
1. ONLINE RECONNAISSANCE IS THE NORM
Put yourself in the mailer recipients’ shoes – even when they receive a postal mailer, few people nowadays are going to simply call you up without first researching your company online and perusing your website. Most everybody does online reconnaissance nowadays. Whether it’s a dentist, an attorney, an auto repair shop, or even someone they’re getting fixed up with on a date. So the mailer isn’t a closer, it’s just a cold opener. Since you need your prospects to be in front of a computer anyway to learn more about your business, consider Google AdWords instead because when someone is Googling for your type of services, they’re already in front of the computer (or smartphone).
2. MAILER LEADS ARE COLD WHILE GOOGLE ADWORDS LEADS ARE WARM
When you send a mailer out, you’re hoping that some of the recipients may need your services at some point. “Hoping” is the keyword there. Though in all likelihood they already know of someone that does what you do. Or, it may be a few weeks, months or even years before they need someone in your occupation. At that point, they’re likely to have forgotten about your mailer and either trashed it or misplaced it. Sure there will be some people that respond, but is this really the most efficient use of your marketing dollars?
However, when you run a Google Adwords campaign, you’re targeting people who are actively searching for they types of services you offer and more likely to need it soon or right away.
3. ADWORDS PROVIDES FASTER RESULTS THAN MAILERS
With Google AdWords campaigns, within just one month you’ll have a pretty good idea about whether or not you’re making a positive return-on-investment. It won’t take a few months, which is the case with postal mailers that often sit in someone’s mail pile for months before they consider it.