How would you convince the decision-makers to loosen the purse strings for a TV ad campaign?
I imagine the decision-makers asking "Isn't our coverage in several legit news outlets better than a TV ad campaign?" I'm open to reality being different from expectation. Just wondering what folks have found to be the case by experience... Was this VoIP company covered in the news after the TV ad campaign or before?
Yes, this might actually be the way we succeed in the end. Is this something your company did? If so, could you share your experience -- getting the middleman's attention, getting cooperation, what worked / what didn't ...
:) re: long tail SEO ... We have had multiple inbound calls from people who think we're some other institution because they searched for that institution, came to our site, got our phone number and asked us about their account at that institution. This happens even though we never pretend to be that institution on our page, we don't use their logo, etc.
One problem is that some portion of this 5% don't even know that our kind of thing can be done in their situation. (But every time I go on a random forum and ask people if they know it can be done, all the smarty-pants reply and say Yeah-I-Already-Knew-That. I mean ... who's going to admit ignorance, really?)