Advertise Your Business Effectively

How to Advertise Your Business Effectively

By Anne Shaw
The Hartford Small Biz Ahead | Originally published February 28, 2022
Updated: July 6, 2022

Depending on your business’s type, niche, target audience and goals, the way you market and advertise could vary greatly from other small business owners. No matter which channels you find work best for business advertising, the key is to ensure they work together as a whole. Make sure your messaging and calls-to-action are harmonious among channels. For example:

  • If someone sees a billboard and later checks your website, they should see the same tagline and similar imagery.
  • If a customer clicks on a PPC ad with a seasonal special, they should land on a page that touts the special and directs them on how to take advantage of it.
  • If your Facebook page says you’re a jack-of-all-trades handyman, then your website should feature content on various types of work rather than focusing only on installing trim.

As you consider your advertising tactics and overall marketing strategy, start with your ideal customers. Where are they (search engines, various social media channels, listening to the radio, driving down the interstate, etc.)? And what are their preferences and tastes related to messaging and tone? Many small business owners learn this simply by talking with — or surveying — their customers. Once you know the answers, adjust your messaging and home in on the right channels. Below is some guidance for six of the top advertising channels you may wish to include.

6 Types of Effective Advertising for Small Businesses

Getting your marketing just right takes time and effort. Each advertising channel has its own upkeep, so don’t expect to set it and forget it unless you want to waste money and miss opportunities. Prepare to regularly check in on each channel and don’t expect immediate results. Some channels can take more time to get traction. TV and radio, for instance, may need time to build brand awareness before calls roll in. Finally, always keep in mind that your advertising budget must match the scope of your goals. Don’t try to spend too small on an expensive channel if you’re expecting big results.

1. Popular Print Advertising Methods

While digital advertising seems to get most of the attention these days, the old standby print advertising can still be effective. Fewer businesses are using it, which can bring down the rates and create more white space for you. The three most popular forms of print ads are classified ads, display ads and direct mail. Small business owners use print media to promote products, spread the word about local events, or announce new products, services or discounts.

Using print advertising can benefit local businesses that want to target specific communities and small businesses with specialized B2B audiences. While you should certainly fold digital tactics into your business advertising recipe, consider whether your customers interact with any print media like community newspapers, complimentary coffeehouse publications or trade publications specific to your industry.

2. Paid Search Advertising for Your Business

Paid search advertising, like pay-per-click (PPC) Google ads, is a type of digital advertising and an important part of search engine marketing (SEM) which also includes search engine optimization (SEO). It has the potential to generate new customers relatively quickly. Plus, this form of advertising provides small businesses with a cost-effective way to market their business to people who use search engines to find services and products — which, let’s face it, is nearly everyone these days.

By using paid search advertising, you can focus your advertising budget on key search terms related to your business — ones your customers would use to search for your products or services. With PPC ads, the only time you pay for the ad is when someone clicks on it and follows the link to a landing page on your website. So, make good use of that landing page! Be sure it relates directly to the ads you’re posting and that it has a strong call-to-action to drive sales or capture lead information. As potential customers click on your ads, your set budget gets used up. So, plan to monitor your PPC campaigns. Adjust your budget, search terms and landing pages based on performance and outcomes.

3. Using Social Media to Advertise Your Business

About 70% of American adults use social media, and 70% of Facebook users visit the platform every day (many do so several times a day). For better or worse, social media continues to be a regular part of daily life. It has cemented its place as a great way for small and local businesses to reach potential customers. In fact, some entrepreneurs launched their small businesses solely via social media marketing.

As smartphones (and their various apps) find their way into nearly everyone’s pockets, businesses not only have a chance to meet potential customers wherever they are, but also whenever they’re needed. Essentially, our miniature computers become mini mobile advertising platforms whenever a user unlocks their phone to find help with a problem.

Wondering how much of your marketing budget to allocate to social media marketing? While it will largely depend on your target customers’ habits, it may be helpful to get a benchmark. The CMO Survey found that the average allocation to social media spend is expected to grow to nearly 25% of total marketing budget within the next five years. Businesses most often advertise on Facebook, Instagram, Pinterest and Twitter. Most social media platforms offer targeting options to advertisers, helping you narrow down your target customer and spend your budget wisely. Always remember to set up tracking by channel and by campaign, so you can figure out which channels and campaigns bring in the most cost-effective quality leads and, ultimately, the best ROI…[MORE]

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To read the entire article by Anne Shaw at The Hartford Small Biz Ahead website , visit: How to Advertise Your Business Effectively