Advertising Basics for Small Business OwnersPrint Now
You already know that the best way to find customers for your small business is through advertising. But where do you begin? Advertising online differs from print advertising, and there are dozens of types of marketing mediums in each sector. Most likely you have a limited amount of time and money to invest in any form of ads, so you want to ensure you make the smartest decision. Here are the basics you can use today to steer your ad resources in the right direction.
Build a Brand
Selling your business in this globalized marketplace requires some serious branding. However, your brand is more than just a logo. According to the Harvard Business Review, your brand is actually a relationship with your customers. It is an experience, an idea, a feeling—and it generates an emotion within the customer.
When this emotion is positive, it creates a feeling of attachment between a business brand and a customer. This translates into an organic reach in marketing as your customers share their love for your brand with their friends, family, and online networks.
Maintain Control and Consistency
The Small Business Administration points out two key virtues of successful advertising—control and consistency. You control your message through ads, so wield this power to your benefit. At the same time, if you are not consistent with your advertisements, this can cause your brand to falter.
Consistency involves timing and branding, which further includes your logo, color scheme, and style of messaging. Even though your marketing messages will vary with ad campaigns, your customers should always ‘hear’ the same voice through your ad style.
Going online with advertising is necessary in this digital world we live in. However, it is also akin to the Wild West in that most small business owners are unsure of how to approach this new frontier of advertising. Here are some key areas to focus on:
- Pay for ads on social media, i.e. Facebook, YouTube, and Instagram.
- Establish a company blog to advertise your products, services, and location.
- Write for reputable websites as a guest blogger and advertise via your author bio.
- Set up an email campaign to generate leads online.
Keep in mind, at every juncture in your online advertising, your brand must be consistent. Also, online ad methods change frequently, so prepare to lose or gain new advertisement platforms as you find what is and isn’t working for you.
Print ads and in-person advertising have not gone obsolete just because online advertising is taking the lead. Implementing traditional advertisement methods into your marketing strategy is instrumental in finding customers and establishing your brand. Use this ad strategy in your local marketplace, as well as within your industry or niche. Start with these advertising outlets:
- Have business cards made for your company and give them out freely.
- Attend trade shows, conferences, and social networking events to meet and greet your potential customers.
- Complement your digital campaigns with print ads in local publications.
The goal of traditional advertising is to step away from the computer screen and make human contact.
Speaking of contact, do you want to learn more about traditional and digital advertising? Contact Cable ONE Advertising to speak with a representative.