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THE URBAN BROADCAST ASSOCIATION of AMERICA
The Urban Broadcast Association of America (UBAA) is a growing network of over 100 independently owned community media platforms including radio stations, streaming platforms, digital and social sites, content producers, and connected community organizations anchored in and serving A.A. communities across the USA
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UBAA/Dynasty – Understanding Modern Advertising Series – Content Marketing Campaigns

Content Marketing Campaigns

Setup Process Development of web content assets and graphical elements
Setup Cost $6,000-$12,000
Cost of Media Free
Cost to Continue $0 (If content is written around “evergreen” topics)
Demographic Served All – Web searches
Definitive ROI Tracking? Yes
Pros Content marketing can deliver traffic/leads for many years
Cons Results can be more “hit or miss”

Web content marketing can cost even less than other forms of online advertising. When you take into account the continuing costs of the previously mentioned ad types, you can actually create very effective web content that costs less than other forms of online marketing. Better yet, this kind of content can continue to generate interest in your website years after it was originally created. Web content marketing adds value to the buying cycle by educating consumers about products or services they may not have previously considered and increasing awareness of solutions. Infographics, blog posts, and content made specifically for social media sites are all examples of online content marketing that can go viral and drive traffic to your site for years.

UBAA/Dynasty – Understanding Modern Advertising Series – Email Marketing

National Email Marketing

Setup Process Email Template Design
Setup Cost $4,000-$10,0000
Cost of Media 5¢-$3 per qualified visitor
Cost to Continue ~$500/month to internet marketer
Demographic Served Your email database
Definitive ROI Tracking? Yes
Pros Previous customers
Cons Inboxes are cluttered

 

The costs of advertising through email marketing are pretty similar to the costs of a PPC campaign or SEO. That is – it’s inexpensive. According to 72% of adults in the United States, email is the preferred method of communicating with businesses. And unlike telemarketing or direct mail marketing, email marketing allows customers to interact with your ads in a way that won’t annoy them to death. You can offer customers limited time sales or store credits directly through email, and they can immediately click on the link to go to your website and redeem those offers. Better yet, they can view your email at a time that is convenient for them – something that many telemarketing campaigns fail to consider. When implemented correctly, email marketing strategies have the potential to be one of the most powerful, cost-effective marketing solutions.

 

 

UBAA/Dynasty – Understanding Modern Advertising Series – Pay Per Click Marketing

National Pay Per Click Marketing

Setup Process Website Configuration
Setup Cost $4,000-$10,0000
Cost of Media 5¢-$3 per qualified visitor
Cost to Continue Cost of clicks + ~$500/month to internet marketer
Demographic Served People actively searching for a company like yours
Definitive ROI Tracking? Yes
Pros Free stream of qualified traffic
Cons Easy for amateurs to mismanage a campaign and waste money

 

Pay-Per-Click (PPC) marketing is an inexpensive and highly-effective form of online advertising. After paying the costs to configure your PPC campaign, you only pay a few cents every time someone clicks your ad. And who is going to click on your link? People who are searching for the kinds of products and services your website has to offer. This can increase the conversion rate (traffic to sales) of your website and generate more revenue for your company, which make the costs of advertising for this medium incredibly low. The only thing to watch out for with PPC campaigns is who is doing your PPC management. At WebFX, we have highly-skilled professionals who manage your PPC campaigns for you to ensure that your PPC advertising isn’t mismanaged. We incorporate specific keywords relative to your website to help traffic find your company on the web. Check out our PPC Management Pricing page to learn more about what this kind of advertising can do for you.

 

 

 

 

 

 

UBAA/Dynasty – Understanding Modern Advertising Series – Search Engine Marketing

National Search Engine Optimization

Setup Process Website Configuration
Setup Cost $4,000-$10,0000
Cost of Media Free
Cost to Continue ~$500/month to internet marketer
Demographic Served People actively searching for a company like yours
Definitive ROI Tracking? Yes
Pros Free stream of qualified traffic
Cons Continuous monitoring necessary to maintain traffic stream

 

Configuring your website for national SEO is a bit more expensive than the initial costs of telemarketing, but it’s even cheaper than direct mail marketing and none of your customers will throw your ads in the trash or hang up on you. Also, unlike magazine and newspaper ads, SEO allows you to create interesting content that advertises for your business and is shareable on social networking sites. When you implement good SEO strategies, potential customers can search for your company’s website or social pages on Google and interact with your brand online. SEO also boosts your website’s visibility, increasing its rank in search engine results pages. You can even create commercials for websites like YouTube and Hulu for only a fraction of the cost of advertising on TV. In general, SEO combines some of the lowest national advertising costs with some of the highest ROI.

 

 

UBAA/Dynasty – Understanding Modern Advertising Series – Telemarketing

Telemarketing

Setup Process Script Writing
Setup Cost $1,000 to $5,200
Cost of Media $7 – $70 per hour or $35 – $60 per lead
Cost to Continue $20-$60/hour
Demographic Served People on your telemarketing company’s call list
Definitive ROI Tracking? Yes
Pros Targeted
Cons Extremely annoying, hurts brand image

 

Telemarketing is a more direct and on-the-spot form of advertising, making it a great way to engage potential clients. But depending on how many outbound calls your company is making, you could end up paying a substantial fee for your advertising costs. Not to mention, you’ll only drive your customers and potential customers crazy with this kind of advertising ploy, which is another cost for advertising that you may not expect. Few people will tolerate telemarketing calls, and no one enjoys them. In fact, the Federal Trade Commission receives a yearly average of 18,000 complaints about telemarketers. Save your money for advertising campaigns your customers will actually find intriguing.