In his book The 33 Ruthless Rules of Local Advertising, Michael Corbett is making the point that customers, your customers, are on the move all of the time.
Today, I’m going to apply this concept to the advertising online because it is especially true within all of the digital channels.
People, online are constantly moving . They’re moving in & out of different channels (search, email, social, etc), they’re moving in & out of their buying cycles, and they’re moving in & out of your advertising.
So, what does this mean for your online advertising efforts?
Well, first it means that your online visibility has to be consistent. You won’t realize all that you expect if you’re not visible all of the time. More often than not, a businesses expectations of how much business will be generated and how quickly it will start are vastly exaggerated.
The second thing that this means is you have to be visible in multiple channels because your customers are. Think about it this way, what if one of your prospective customers is on a social channel, decides to learn more about you but can’t find any information about you or your business. You could be on the first page of Google for dozens of key-phrases but that wouldn’t help you get this prospect to become a customer.
Remember, you have to keep advertising to the passing parade!