3 Key Types of Small Business Advertising
If you run a small business, there is no way around it—you are a small business marketer. Regardless of what type of business you run or what industry you are in, you must be able to capitalize on small business advertising.
Of all the segments of small business advertising you need to focus on, search advertising, display advertising, and social media advertising need to make their way into your core marketing strategies.
Let’s take a look at how each advertising form works and exactly what the benefits are.
How it works:
Search advertising, or SEM, has seen a steady growth in the last decade. With the development of advanced ways to target exactly who sees the ads, search engine marketing can drive new traffic and boost sales in a relatively short period of time.
These advanced tools use keywords and information about search history to pinpoint highly targeted consumers who are most likely to be receptive to your ad. The process of developing an optimized list of key terms that relate best to your offer will take both research and testing.
Keywords that are more desirable will be more expensive and the competition will be steeper. What you want to do is find the keywords that are still being searched, but are being underutilized by other businesses like yours.
A small business advertising plan can benefit from adding search marketing for the simple fact that these ads are extremely targeted. Also, due to the fact that you can pay for them on a pay-per-click basis, you are able to budget your marketing efforts down to the penny. You also have access to robust data about each ad’s performance, so you can continually test and refine your campaigns.
How it Works:
Display ads are similar to search engine ads, but they contain images rather than just text. Display ads can also include flash animation and interactive features. Advertisers can pay to place display ads on specific websites that are popular among their target audience, or they can opt into a display network that will serve their ads across a series of difference websites.
Because display ads have a strong visual element, they offer a great opportunity to grab consumers’ attention. They’re also easier to brand because you can include your business’ logo, font, and color palette.
Social Media Advertising
How it Works:
One of the biggest buzzwords in marketing in social media. From Facebook to Twitter and LinkedIn to Google+, the idea behind social media marketing is to foster more personalized and engaged relationships with prospective customers. Your goal with social media marketing is to use these connections to drive traffic to your product pages.
The key to a successful social media advertising program is to first create an online persona for your company. Something that is human, not corporate. Post things like unique images and entertaining links that relate to your industry and likes. Then use this fun and informative persona to “speak” to your prospective audience about your products using plain language and paid ads.
The benefit behind social media ads is the fact that there is a level of engagement that is taking place. Someone sees your ad, they like you, and their social action is broadcasted across their newsfeed where it’s visible to their friends. These personal referrals help you brand build awareness and credibility.
Search, display, and social media ads can all play a role in an effective small business advertising strategy. The key is to continually test and optimize your ads to ensure that you’re spending money on the channels that offer you the highest ROI.