In the previous article I explained that Optimisation involves taking a close look at what you are currently doing, analysing each marketing approach in detail and maximising their potential.
When you apply this to your advertising, start by examining in detail the media you are using. How effective is each format? Where should you tweak? You might be advertising in Yellow Pages or conducting a Pay Per Click (PPC) campaign. Consider the effectiveness of the position of the advertisement in the publication. For instance advertisements on a right hand page are usually more effective in print based marketing. You can experiment with changes to the headline or the call to action. This is very easy to do with PPC, where you can split test the effectiveness of your adverts. If you would like to know more about how you can benefit from effective PPC management call us now on 0800 082 7010 or email us at info@philyarrow.co.uk.
What about your sales approach? Have you tried changing your greeting when answering the phone? The cost to you stays the same, but you could increase sales by training your staff to ask better questions and improve the close. You could also apply this to how your sales team deals with objections and the only cost is the time needed for retraining.
The next article will examine how you can use optimisation with Direct Mail.
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