We get it
We understand, you feel billboards are for the big companies, the ones with millions in their pocket, that really doesn’t have to be the case!
We know that when you are looking at your marketing budget, you may think it only makes sense to feel to keep it tight and only spend on social media, its the easiest option. Instagram, Facebook and other platforms are attractive options because you know them well enough. The benefit you get is that you can easily track social media, whether it be your likes, comments or even your clicks, its all there to be tracked; so why consider a billboard?
There is also the horrid feeling of billboards being out of your league, for various reasons based on cost or they are don’t seem to fit your industry. This is a mindset that a lot of companies seem to have about their profession however just because there hasn’t been a precedent set, doesn’t mean you can’t set one yourself? The chances are that a lot of your consumers wouldn’t have had the opportunity to think about your product or service until you advertised it!
”Just because there hasn’t been a precedent set, doesn’t mean you can’t set one yourself”
One of the great powers of the billboard is the ability to connect your customers with your business, the fact that within 5 seconds you can have a ”driver” on your website because they found your businesses QR code on your billboard!
Okay so you bought the billboard but how do you track your it? How do you know how many people are actually acting on what you tell them to do? Easy!
All you need to do to track and understand how your billboard is performing, is to make sure that your social media and online presence is effective, meaning you have a website that a potential customer can look at your company and get in touch. You can do this via a code they can put in your online form or a QR code (the ones you scan), or simply remember to ask them, how did you find us.
As long as you know where your customers are coming from, then that means you know where you need to improve, or even focus your resources and time. Plus you can keep an eye on that all important ROI (Return on investment) of that billboard.
The Problem with a Social Media only approach
When it comes to billboards, it can be difficult to understand the affect that they will have, especially when you compare them with the large numbers social media platforms say they will generate for you. Facebook for example, is known for promising the biggest of numbers, suggesting ads that you purchase can and will reach thousands of people; while this may be true, is this really that effective? One of the big issues online is due to people are becoming numb to online ads; meaning that if they aren’t already actively blocking them (using popular Adblock Browser Addons etc) a growing number of users aren’t very receptive to online ads. This is the moment where they think: maybe that could be useful, that is the time when they are likely to reach for their phone, scan the QR code or even follow and interact with your socials or email and become a lead.
Why put all your eggs in the same basket?
There is a simple fact that when it comes to getting your brand out there, businesses spend so much time opening accounts, pages, groups and all sorts on every platform you can think of but why do we forget about the customers outside? Making sure that you have an effective strategy outdoors is very important! Impress them, get them thinking: ”maybe we do need roofing services or maybe we do need some food. These are actions your consumers can do while sitting in a car, maybe even give them directions?
Its important to recognise the benefits of having an effective strategy for both outdoor and online, an effective online campaign even whilst having the issues discussed, will cut through when used in tandem with an effective billboard strategy.
Why is this you may ask?
Lets go with a scenario, Joe Blogs sees your brand on an ad online, swipes past and thinks nothing of it, he then sees your brand on a billboard, seeing this gives your business legitimacy and builds trust, which is why he then checks out your website and social media and maybe even becomes a lead! It is important to mention how great billboards are as a reinforcing method to build that trust and make sure that your not just swiped over!