Page 172 - Duct Tape Marketing

Run Advertising That Gets Results

knows? This is an ideal approach for home services folks—window
cleaning, landscaping, plumbing, HVAC, and the like.

Now let’s expand our thinking a bit. What about delivery vehi-
cles, statement stuffers for complimentary businesses, printed trash
bags, recycling bins, pizza delivery boxes? There’s really no limit to
this idea of creating your own advertising vehicles.

Strategic partnerships. While this isn’t really an advertising
medium, I want to mention it here. There is quite likely a host of com-
panies that serve your very same target market that could be enticed to
participate in some form of joint marketing. This can take the form of
mailings that endorse your product or service, cooperative marketing
efforts, or simply distributing the marketing materials of other related
businesses. I’ll cover this idea in greater detail in the chapter on referrals.

How to successfully engage prospects with Facebook advertising

Currently, Facebook boasts somewhere in excess of 500 million users,
and that number is growing every day. You’ve probably heard this line
by now, but if Facebook were a country, it would be the third largest
in the world, behind China and India only. There’s a pretty good bet
that some members of your ideal target customer reside in and visit
Facebook land, but the trick is to find them.

Facebook’s advertising platform is a vehicle worth exploring. The
tool allows you to place small display-type ads in the right sidebar
of Facebook pages and profiles. At this point it’s not as effective in
pure response as well-targeted Google AdWords campaigns, but it’s
not really the same kind of vehicle, and you won’t find AdWords in
Facebook, at least for now.

Like many things, with Facebook, setting up and running suc-
cessful campaigns isn’t as straightforward as it could be. Following are
five steps to consider as you explore Facebook advertising.

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