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You are here: Home / Archives for winter

Want to Cut Back on Advertising Costs This Winter?

Last Updated: February 15, 2024

Each year, we hear from a handful of clients who wish to decrease their spending during the winter. Most often, it’s due to the overwhelming costs of the holiday season. We want to make sure small business owners are able to enjoy the holidays with their families without stressing about their online advertising, so we’ve put together a guide for cutting back on advertising costs without doing long-term damage.
Here’s what you should, and shouldn’t, do when you want to temporarily minimize your Internet marketing expenses.

Definitely…

Create a budgeting plan in advance. If you anticipate difficulty paying for advertising during the winter months—whether it’s due to holidays or your company’s slow season—you can actually plan ahead. Prospect Genius offers flexible financing, so if you’re expecting heavier cash flow during the spring and summer than in the winter, you can pay extra ahead of time. Instead of paying the same amount every month, regardless of your company’s fluctuating profits, you can choose to pay more while you have a surplus and pay less while you’re tightening your belt.
For example, if you’re signed up for our $299/month Core program, you could pay $50 extra per month from March through November while you have increased profits, and then you would only have to pay $75 in December and $75 in January. This allows you to keep your online presence strong, prepare for the seasonal increase in demand, and beat out your competition that didn’t made such a wise decision.

Feel Free To…

Pause your pay-per-click campaign (if you have one). This type of advertising program is designed to turn on and off very easily without causing damage to your overall web presence. Because you pay for clicks as they come in, you can choose to stop the campaign, and all that will happen is that you will stop seeing PPC leads and site visits until you resume payment.
If you’re serious about decreasing your spending and you don’t mind your business’s leads taking a hit, this measure could really help. We recommend it especially if you provide seasonal services like landscaping or junk hauling, which are naturally slow during the winter. You can save the PPC costs and campaign management fees while only missing out on a small amount of traffic.

Do NOT…

Stop your SEO campaign, under any circumstances. SEO is a lifestyle. Since search engine optimization is an ongoing, strategically tiered and integrated process, it must be kept consistently intact. There is no “pause” button. As SEO providers, we must create, update, and maintain many listings for your business. If we have to take all of your listings down because you stopped your campaign, then your web presence will take an enormous hit.
In fact, if you do toy around with your online presence by stopping and starting your SEO, you run the risk of Google perceiving your actions as spam. If that happens, you could be looking at a very long delay before you recover. For example, some people affected by Google’s algorithm update nicknamed “Penguin” took action to rectify their infractions and were left waiting 12 months to find out whether those changes actually worked! All those people just had to sit and wait, hoping that they would recover, because it took Google 12 months to roll out an update to Penguin’s accompanying filter. You don’t want to be like those unfortunate people and put your entire web presence in limbo for a full year just to save money for two or three months.

We’re Here to Help

As our mission statement says, we exist to help small businesses thrive. Our bottom line is your success. We want you to enjoy the holidays without stressing about your company’s advertising budget or compromising your company’s well-being. Please don’t hesitate to call or e-mail us if you’d like to discuss your options for decreasing advertising costs this winter.

Winterize Your Marketing

Last Updated: February 15, 2024

Fall is here and winter is right around the corner. That means your business’s fourth quarter is officially upon you. So what are you doing for marketing this winter to make sure your company closes out the year strong?
Prospect Genius’s goal is to provide small business owners with all of the tools they need to create the most successful campaign possible. Whether your business has seasonal offerings that could use extra promotion or you just want to put your company in the best possible position to begin the new year in 2015, we have the tools you need. Here are some of the options that are available to you for totally revving up your marketing this winter.

Upgrade Your Site’s Layout

If you’ve had a campaign with Prospect Genius for more than four or five years, then it might be time to talk to your account manager or campaign coordinator about a template upgrade. A sleek, new design could be all it takes to get prospects to dial their phones!

Invest in Remarketing

It’s one thing to use pay-per-click (PPC) advertising to attract newcomers to your site, but what if you want to make sure past site visitors return? That’s what remarketing is for. It’s a form of PPC that targets individuals who have already visited a page on your site. After these individuals leave your site, they’ll start seeing ads (on other websites or on Google) for your site, thus keeping your business right at the top of their minds. If you want to make sure everyone remembers your name this winter, remarketing is a great investment.

Promote Seasonal Offerings

For most of us, wintertime signifies cold weather and holiday gift giving. If your business has a product or service that caters to either of these, make sure your local prospects are aware of it.
For instance, if you’re an HVAC contractor, you should advertise furnace and boiler repairs, as those are specific wintertime needs. Or if you’re a car audio specialist, you may want to push your mobile electronics and accessories (like heated seats), as these make popular holiday gifts.
To do this, you can buy an AdBlast or blog post, and our marketing specialists will spread the word about your seasonal offerings.

Promote Special Coupons

Along that same vein, promoting special coupons for seasonal offerings is a fantastic way to generate more leads in Q4. Use your own social media accounts or have our specialists update your website to advertise special discounts and rates for winter-related products and services.
You may even want to buy ad space in local newspapers and radio broadcasts. Ask your account manager about our AdverTrax package, which gives you a memorable domain name and phone number to help maximize your radio dollars.

Match Your Marketing

Speaking of coupons… If you advertise a special coupon on the radio, TV, or newspaper, you need to make sure it matches the coupons on your social media and website, as well. In fact, all of your marketing messages should be 100% matching across the board, no matter what. Whether it’s one limited-time discount or complete re-branding, you want to make sure the content on your website mirrors the advertisements you’re promoting, and vice versa. Marketing works best when it’s uniform because familiarity builds trust.
Prospect Genius can take on this project for you. If you work with a marketing rep from the newspaper, television, or radio, simply give us their contact info, and we’ll coordinate with them to make sure your web content matches all of your advertisement’s language and messaging—thus maximizing the power of all your advertising efforts this winter.
By taking advantage of the diverse packages Prospect Genius has to offer, you’ll be able to optimize your company’s advertising and put yourself in a fantastic position to close out 2014 strong. The days are getting shorter, so don’t waste any time. Call your account manager or campaign coordinator today to take your marketing this winter to the next level!

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Prospect Genius
279 Troy Rd
Ste 9 #102
Rensselaer, NY 12144

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