Best Free Advertising For Small Business – August 16, 2019 August 16, 2019 https:///r/growing-your-business/small-business-advertising Growing Your Business en_US Learn how to develop a targeted, cost-effective small business advertising strategy that reaches the right customers to grow your business. https:///cas/dam/IMAGE/A6OA3HoFa/1e5d55bc379ea6dc0015a28c75bafe5c.jpg https:///r/growing-your-business/small-business-advertising Best Small Business Advertising Ideas: Wabe, 20 Types,
Taking a small business off the ground requires courage and perseverance. It requires a well-organized operational backbone – timely invoicing to get paid, managing your own business accounts, and smart reporting to pull it all together.
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It also requires stamina: once you start your business, you’ll have to attract and keep customers to buy from you.
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Think of it as training to become a detective or spy. Your mission – if you choose to accept it – is to discover
And you’ll need to present the right message to them at the right time in their buying journey.
These ideal customers will want to know why your business is the best choice for them and how you’ll make their hard-earned money worth their while.
Your job is to persuade them and capture as many of them as possible in your sales funnel.
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The terms advertising and marketing can often be confused with each other. So, before creating your campaign – or hiring expert help – it’s important to know the differences.
Advertising is the development and payment of posting persuasive messages to entice customers to buy your product or service. Direct response advertising…
When you run a direct response ad, your goal is to generate a high return on investment (ROI). You measure ROI by taking the amount spent on a particular message or advertising campaign and dividing it by the number of sales it generates.
Traditionally, advertising has been categorized into five channels: direct mail, outdoor (eg, billboards and transit ads), print, radio, and television.
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Since the explosion of new Internet technologies, other opportunities such as display advertising on websites, search, mobile advertising and social media platforms have split advertising paths in many new directions.
Boost sales. The strategy is tailored to each of your target audiences and integrated with other communication tactics such as PR.
For example, branding campaigns help to raise awareness so that customers (people) remember your name and what your business stands for. The goal is to generate an emotional response and affinity with the customer.
The work of finding the right channels and opportunities should be determined by your audience’s buying patterns and behavior. Therefore, tracking and analyzing customer data such as market research and customer analysis is now an essential skill.
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Furthermore, marketing nurtures the customer relationship after the advertisement converts a sale. The goal is to make every customer feel like a valued member of your brand family.
Another term often confused with advertising is promotion. While both are used to convince your target customer to buy something, promotional tactics are often used to help you close a deal once you’ve attracted the customer’s attention.
For example, special offers on your website or in-store are used to get customers to spend more or make a final decision to buy now.
Like direct response advertising, promotions call people to action. However, with promotions, the action is often customer-oriented: “Out of this deal so we can help you resolve your issue.”
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Before you start advertising, you need to identify your target customers by narrowing down their interests, needs and goals. Also research and describe the demographics of your audience (e.g. age, gender, household income).
The more targeted your campaign, the less likely you are to waste money on ineffective ad purchases.
The same goes for the channels you advertise on: start with two or three of the types below and expand to new channels as your business grows.
If you’re looking to target local areas, consider publications and placements that cater to customers by specific geographic regions – or even zip codes – and see what advertising options are available.
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Regardless of the platform, identify exactly what action you want the customer to take and how you will measure it.
Determine your ideal end result (goal). It can be increase sales by 10%. Or generate 200 new sales leads in three months. Then adjust your campaign from there.
This should cover the fees for creating a concept, writing the copy, designing it for the specified formats you choose, and purchasing any footage or photography you’d like to include in your ad.
We’ll delve into costs and budget once we’ve covered different ways to advertise your small business.
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Let’s say you run a home improvement business. We will also assume that you or your advertising department has already done the work to identify your target audience.
You know you need to reach professional men and women between the ages of 35 and 55 with a high disposable income. These customers live in an urban environment and have their first or second home and at least one car to commute to work.
While there are many different types of advertising opportunities, I’ve outlined those that are affordable and applicable to most small businesses.
Given the length and detail of this article, we’ve put together a simplified cheat sheet (PDF) of the definitions along with all 20 different ad types grouped into four categories:
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From search to social, mobile and display ad networks, online advertising presents a wide range of opportunities to reach and convert new customers.
“Small businesses advertise in a variety of media, but social media (64%) and online (49%) are the most popular,” says Kristen Herold of The Manifest.
Online advertising allows small businesses to reach the ideal audience most likely to buy their products or services. Let’s look at some of the most common options below.
PPC advertising allows marketers to pay for an ad online when a customer clicks on it. This form of advertising is preferred for small businesses running direct response campaigns as it is considered easier to measure the ROI of this strategy. It’s also often more affordable, because it stretches your budget even further.
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What you pay per click really depends on the keywords or audience categories you’re bidding on. The more popular the keyword or audience, the higher the price. So when you’re just starting out, it’s best to opt for those that are a little less popular.
I’ll focus on PPC for the purpose of this post, but some of the channels I’ll mention below also offer brand-focused CPM options.
Google Ads that create ads that appear on Google when web users search for certain words or phrases, known as keywords. You only pay when a user clicks on your ads. So you can set your desired budget to reach new customers and your ads will run until your budget runs out.
Google Ads allows you to bid on keywords to place text ads on search engine results pages (SERPS), but it also offers image-based ads through Google’s display ad network.
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It’s an effective advertising channel because text ads get more clicks than image or video ads. The same article cited that 63% of people say they will click on a search ad in 2019.
Both options are available on partner publisher sites (think big media and blogs). These sites have agreed to sell their advertising space on Google AdSense, an external ad network where publishers can benefit from affiliate earnings from ads served by Google that appear on their sites.
Google AdWords is a very robust platform. However, if you want to make small changes, AdWords Express has an app where you can view and adjust campaigns in real time. You can set up streamlined campaigns if you don’t have the time or experience to spend a lot of time on PPC advertising.
Consider becoming a Google Ads Expert to learn more about everything Google has to offer. Or find a certified freelancer or employee to help you.
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YouTube is the second largest search engine behind Google, and one billion users spend 40 minutes a day on the video platform.
If you have the resources to create content or video ads, you can target customers via keywords and show your video ad based on your target audience’s interests, specific video topics, demographics, and more.
The most common types of video ads on YouTube are displayed before one of the partner’s videos (for example, other video creators who have signed up to the YouTube ad network). They are called pre-roll ads and they come in both skippable and non-skippable formats.
Semi-transparent overlay ads, which are text or image ads that appear at the bottom of a video, are another option. However, advertisers must now include them as part of a reserved CPM sponsorship ad purchase.
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TrueView Discovery ads are another good PPC option if you create YouTube video ads. These ads appear alongside videos on YouTube search results pages. Like the other basic ads I mentioned, you only need a small thumbnail of your video, plus some text to create the ad.
Remarketing is an additional targeting option with YouTube ads and many other social platforms I mentioned in this post. This involves putting ads in front of audiences who have already interacted with your website or mobile app.
YouTube’s advertising platform breaks down all the different formats and pricing options. Also, check out the YouTube advertising handbook that can help you get
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