Gone are the days when billboards and newspaper ads were the best ways to advertise your small business.
Today, digital advertising is king.
From text message marketing to e-blasts, there are several ways you can put your digital advertising dollars to work for your small business. To get you started, here’s a look at some of our best tips, advice and resources on making the most of your digital advertising budgets.
Leverage data for ad targeting.
Data collection has improved for different advertising platforms, and as a result, you can target ads more precisely than ever before. Your ads can be targeted based on viewer demographics, geographic requirements or even buying behaviors. Whether you’re paying by the impression (the number of people who see your ad) or by the click, these filters will help you reach more qualified leads and give you better returns in social media advertising, paid search and ad networks.
Experiment with promotional posts.
Promotional posts are similar to the advertorials you see in print magazines. This type of online advertising allows you to take a more organic approach to reaching your audience, whether it means boosting a social media update so more people see it or paying for prime positioning for a guest post on a relevant website. Audiences might be more receptive to promotional posts than to traditional online ads.
Don’t overlook the power of email.
One of the most cost-effective forms of online advertising is email marketing. Once a customer or prospect has given you their email address, it’s a permanent invitation into their mailbox. Email marketing costs include the software you use to manage your list and deliver emails, and the time to write your newsletters or create images for them. Email marketing is one of the most effective means of building relationships with people over the long term.
Try geo-targeted advertising.
If you have a brick-and-mortar business or if your company targets customers within a specific area, using geo-targeted or location-based advertising can help you reach your market. Geo-targeted advertising sets up a specific perimeter within an area, such as around your store. When customers who have opted in physically enter the area, the software will send them a text message or email with a coupon or offer. Proximity and the immediacy of targeting often result in higher conversion rates.