BY ROBERT CARBONELLA
Connecticut is a marketplace rich with opportunity, with estimates putting the advertising market value above three-quarters of a billion dollars. Given the range of advertising options from print to online, from search to display, and mobile platforms, businesses have many opportunities to reach customers, but it can be overwhelming and confusing. To prioritize marketing efforts, keep these three rules in mind: start with the basics, target your audience and keep track of the results.
Let”™s start with the basics. It is critical for businesses to know the health of their online presence. Many businesses are listed on numerous sites without knowing it, and often, the listings contain inaccurate or missing information such as the phone number or even the name of the business.
Business owners are consistently surprised to learn the extent of this problem, and that is only the businesses that are listed. Some don”™t even have an online presence. Missing and inaccurate information can hurt the bottom line, and research backs this up.
A centralized dashboard can help manage and syndicate listings across a variety of search destinations from Google to YP to Facebook and more. It also provides the added benefit of giving businesses the ability to monitor and respond to reviews and social media activity. Even though an occasional bad review may not be a problem, a bad review that goes unanswered could become one. Keeping track of what people are saying is the first step in reputation marketing both online and off.
Businesses in Fairfield County have a unique challenge of defining the geographical limits of their business and identifying the appropriate targets within that radius. The Designated Market Area that covers Fairfield County actually spans three states ”“ Connecticut, New York and New Jersey. However, many in-state business owners are not licensed outside of Connecticut. So, for a seasonal business such as snow removal or pool repairs, it may not be appropriate to dedicate advertising dollars outside of a clearly specified geography.
Complicating matters is the large number of people who live in Fairfield County but who work in New York City. These residents rely heavily on their mobile devices, and it may be important to reach them in transit. This is why it is essential for businesses in today”™s always-connected environment to have a mobile-optimized website. Not doing so could turn into a missed opportunity. Moreover, mobile data offers unique insight on existing and prospective customers. By providing details on who the person is, what they like and where they go, in addition to basic geographic and demographic data, businesses can better understand their target base and inform marketing strategies to reach the right audience at the right time.
It is also important to understand the role advertising plays in generating leads and new business. Lead-tracking programs can show where customers are finding your business. By leveraging that data, businesses can identify not only the quantity of leads but also the quality.
With the near ubiquity of mobile devices today, businesses may feel pressured to focus their advertising resources on smartphones or tablets. However, in many cases, online campaigns involving keyword searches and landing pages may be just as impactful. Print solutions also remain relevant. The ability to source what is generating leads and what is not empowers businesses to focus on marketing channels that work.
Ultimately, success is defined by the ability of a business to make a connection with the right consumer. There are a number of options and platforms. By zeroing in on the target ”“ both in terms of geography and demography ”“ businesses can develop marketing strategies that drive commerce and help their communities to grow.
Robert Carbonella is the general manager for the New Haven and Fairfield County Premise Teams at YP, a marketing solutions provider. His offices are in Stamford and New Haven. He can be reached at rcarbonella@yp.com or 203-680-3350.
