As a podiatric vendor who has likely spent thousands of dollars on various types of marketing channels, how many times did you feel you didn’t get the ROI you were hoping for? Now… be honest. How many times did you blame the channel (i.e. newsletter, website, magazine, or conference) for the lack of return?
Now… be honest again…. was it really the channel that failed, or was it the ad itself… or maybe even the landing page that you lead them to???
I’m not saying that every channel is perfect and it’s “all your fault,” but what I am saying is that as marketers in an overloaded media world, we have to take accountability for our advertising success.
Often, when we (and I say we, because I’m with you in this game!) send an advertisement to a certain channel/publication, we think it’s the best ad and message in the world…. “there’s no way hundreds of DPMs won’t respond to this masterpiece!” But then, low and behold, the response just isn’t there.
Something we have to remember is…. the channel that is showcasing your advertisement… it’s only job is to get your advertisement in front of your audience – those DPMs! If your ad is being seen by hundreds (or maybe even thousands depending on the publication) of DPMs and you aren’t getting a response – you need to evaluate two things:
The ad and all it’s parts (design, copy, offer, call to action)
The webpage (or otherwise) that you’re sending them to
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