Best Advertising for Small Business
Posted on June 3, 2012 by Lola Rotimi-Sosanya
Many small business owners are simply overwhelmed by the idea of advertising in the World Wide Web, considering its vastness and complexity. It is the sad reality that many of these entrepreneurs face defeat when competing in the very competitive market due to lack of a well-planned strategy. The two main problems faced are:
- Failure to correctly choose the right advertising mix, leading to mismanaged expenditures.
- Failure to target the right audience.
Whether you are a wholly online business or a brick-and-mortar establishment, it cannot be denied that online marketing is one of the greatest advertising trends of our time. Simply depending on traditional advertising like printed media won’t suffice anymore. Almost all businesses today have some form of online presence and utilize the internet to further their business objectives.
To succeed in your online advertising campaign, you need to conquer the two main problems mentioned above. You need to choose the right advertising strategies for your small business and get exposed to your target market.
Presented below are the best advertising for small business tools which you can incorporate into your campaign:
1. Search Engine Optimization:
SEO is probably one of the first steps you take in order to make your website more visible, with the hopes of appearing on the first page of the search results. Through effective keyword selection as well as through proper web design, content management system and other elements, you can make your website more search-friendly.
Also watch this video: How to Grow Your Business with SEO
2. Social Media:
Social media is one of the most significant marketing trends of our time and has revolutionized the way we communicate with prospects. It has the capacity to provide a disproportionate share of market attention through social media platforms such as Facebook, Twitter, Linkedin and others. The effectiveness of this advertising avenue, however; largely depends on the nature of your business. Yes, there are millions of people on Facebook, but is your target market there too? A demo-graphical analysis has to be made first in order to identify the potential efficiency and effectiveness of a social media campaign for your business needs.
3. Email Marketing:
Email marketing is one of the most cost-efficient means of keeping in touch with your clients and prospects. It is important to build an in-house contact list to which you regularly send emails. Another option is to rent mailing lists but the risk of being marked as SPAM is higher when contacting people that have not opted-in or subscribed to your mailing list. There are several email marketing software and services available on the market. Considerable research must be done before deciding which one to buy.
4. Pay-Per-Click (PPC):
This internet advertising model is mainly used to direct traffic to your website wherein you as advertiser pays the publisher or owner of another site when your advertisement is clicked. Google Adwords and even Facebook offer these services. Your advertisements will appear on search results or sites related to your product or service. It is therefore a great way to get the right exposure and is also an effective lead generation tool.
5. Registering with Local Search Engines:
To be visible in a search on Google or Yahoo, it is best to register your site in online directories so that the search engine and customers can find you. If you are a small business owner, you would want your business website to be registered in a local search, especially if your services apply only to a specific geographical zone. Examples of some search engines to register your business are Yelp.com and Yellow Pages.
6. Affiliate Marketing:
In affiliate marketing, you are basically making other websites your partners, or affiliates. In here, you pay your affiliate for every visitor or prospect that they drive to your website. The cost of affiliate marketing can very well outshine the potential gain if the affiliate are strategically chosen to further traffic to your page and hence, increasing your conversion rates – the rate at which a visitor turns into an actual customer. An example of affiliate programs to use for your business is Clickbank.com