Public Domain from pixabay
There many ways to advertise your business nowadays. Advertising has become easier than ever. You just need to know where to look.
Well, you’ve come to the right place.
Small businesses looking to grow their revenue through advertising need to be sure to choose types of advertising that fit their budget and make sense for their business model. Here are some of the best types of advertising used by small businesses to promote a product, service or content:
1. Social Media Advertising
Social media advertising is a popular choice for small businesses, because the cost is relatively affordable and you can be highly selective with the audience you target. For example, if you own a retail store, you can use ad targeting options to narrow the audience so that only people of a certain demographic living within a certain mile radius of your store are served your social ads. There are a few different social media platforms you can select from for social advertising, including:
- Facebook: Facebook is a great advertising choice for most small businesses, because of the widespread adoption of the platform and the relatively low cost of their ads. Almost 70 percent of American adults use Facebook, and among those who use it, nearly 75 percent log in to the service at least once per day. There are different ad units to choose from on Facebook, including video ads, customer offers, carousel images, lead generation, page likes, event responses and more. You can learn more about Facebook advertising on the Facebook Business site.
- Instagram: Instagram ads are a great option for small businesses with a highly visual brand that appeals to younger audiences, since 60 percent of Instagram’s one-billion users are under the age of 30. Instagram includes many of the same targeting parameters offered by Facebook and their ad units include image ads, video ads, Stories ads and carousel ads. You can also include clear call-to-action buttons to drive traffic to your website.
- LinkedIn: LinkedIn advertising tends to be a bit more expensive compared to other social networks, but it’s a great option for small businesses with a business-to-business (B2B) sales model, since you can target professionals in specific industries and with certain job titles through LinkedIn ads. There are more than 560 active professional users on LinkedIn.
2. Pay-Per-Click Advertising
Pay-per-click (PPC) advertising is a type of online advertising where advertisers pay a fee every time a user clicks on one of their ads, usually through a search engine. Advertisers bid on ad placements within the search engine, meaning they set a maximum price they’re willing to pay for a user to click on their ads. If a person sees your ad but doesn’t click on it, you aren’t charged anything. The most common platforms for PPC advertising are Google Ads and Bing Ads. PPC advertising is a form of search engine marketing (SEM). It can be a great option for small businesses with limited budgets and according to WordStream, businesses make $2 in revenue on average for every $1 they spend on Google Ads.
3. Mobile Advertising
Mobile advertising is a type of digital advertising in which ads are served only on mobile devices, including smartphones and tablets. Mobile advertising can include:
- Mobile display ads
- Mobile search ads
- Mobile videos
- Mobile app ads, which are meant to drive downloads of a brand’s app
- Social media ads served on mobile devices only
Having a mobile advertising strategy can pay off for your small business. Eighty-four percent of adult customers under the age of 30 are most likely to shop online using a mobile device.
4. Print Advertising
Print advertising used to be the primary advertising method for small businesses before the advent of digital advertising. Now, print ad revenues are shrinking and as a small business owner you may find the cost is much higher than the cost of digital and social advertising. It’s also more difficult to measure the success of your print advertising campaigns, since it’s almost impossible to prove how many people who saw your ads in print went on to make a purchase at your store or become a client of your business. But, for some local businesses or businesses that target older, less digitally engaged audiences, print advertising can still be a good choice for your ad spend. Print advertising includes newspaper ads, magazine ads and ads in brochures and flyers.
5. Broadcast Advertising
Broadcast advertising includes mass-market media like TV and radio. While broadcast advertising, especially TV ads, can be cost prohibitive for small businesses, if you have local TV and radio stations near you, the cost might be more affordable and the audience could be highly relevant to your local business. The cost of broadcast ads depends on a number of factors, including the length of the ads (longer TV and radio ads will cost more to air), the frequency they play and the time of day they’re aired. You’ll also need to factor in the cost of producing the ads, since professional TV ads can be quite expensive to produce.
6. Out-of-Home Advertising
Out-of-home or outdoor advertising refers to any advertising that reaches people when they’re outside of their homes. This includes billboard ads, digital signage, transit ads (i.e. bus shelters, train ads, subway stop ads, etc.), street furniture ads and ads in sports venues. Out-of-home advertising can be quite expensive, so be sure it fits with your advertising budget.
7. Direct Mail Advertising
Direct mail advertising involves all forms of ads that are delivered to a person’s home through the mail. This includes, brochures, catalogues, sales letters and newsletters. While direct mail is a less popular advertising method for small business than digital advertising, it can be successful if you develop a creative, visually appealing direct mail campaign. Direct mail ads enable you to deliver your message one-on-one to local consumers.
5 Advertising Tips for Small Business
1. Target the Right Audience
One of the best ways to maximize your budget and spend your ad dollars efficiently is to ensure you’re reaching your business’s target audience. To do this, first make a profile of your target customer. You can survey your existing customer base, or refer to demographic information you’ve already gathered about your audience, including details included in mailing list sign ups. Once you have a demographic profile of your target customer, choose advertising platforms that make sense for that audience and your location.
2. Advertise Where Your Audience Is
Now that you understand who your target market is, do your research on the various ad platforms available to make sure your advertisement will reach your target customer. For example, if your target consumer is under 21 years old, mobile advertising through Snapchat might be a great choice. If you’re considering print, broadcast or outdoor advertising, request a media kit before purchasing ad space to make sure the demographics make sense for your targeting.
3. Track and Measure Success
It’s important that you evaluate the performance of your advertising campaign so that you can make informed decisions about future ad decisions. Digital ads make it easy to track the success of your efforts; social and PPC ad platforms give you detailed reports on how much you spend, how efficiently you spend your budget, the best performing ad creative and the demographics of the people who engage with your ads. You can get a sense of how many people click on your digital ads and what percentage of those people go on to make a purchase or take another desired action on your business website. With broadcast and outdoor advertising, it can be more difficult to measure success. Consider using a unique URL, email address or phone number in those ads, so you can see how much interest they generate. Or, include an offer code that can be used for a discount on your website. If you use a unique code for each ad you create, you’ll be able to compare the success of all your advertisements.
4. Get the Timing Right
If you don’t have the budget to advertise all year long, it’s best to run your ad campaigns during the most effective times of year. Study your business earnings and identify your busiest seasons. Maybe, if you’re a retail business, your peak season is during the December holidays. Or, if you run a landscaping business, you’re probably busiest during spring and summer. Advertising during the time of year when people are most likely to pay for your products and services can increase your return on investment.
Remarketing is relevant for most forms of digital advertising. It involves targeting your ads at people who have visited your website before but haven’t converted to a paying customer. You can create highly personalized ads to engage with these users, based on what they previously viewed on your website. These ads will then be more relevant for the customer and with engaging copy or a discount offer, you can hopefully convince the person to convert.
1) Online Advertising
Online advertisings or digital advertisings as a form in which the message is conveyed via the internet. For every website ads are a major source of revenue. Advertising online has become very popular in the last decade and has surpassed the expectations of most of the advertising experts. 60% revenue of Google is generated from ads and the same goes for Facebook.
Online advertising has become so effective that a particular ad can be targeted to a specific person of specific age of a specific location on a specific time. In terms of pricing advertising online is very cheap compared to all other forms of advertising.
The major disadvantage of online advertising is at times people do not click on the ads and the message does not reach the targeted audience. Also setting up online and requires technical expertise which may not be possible for everyone. Digital Advertising and Online Advertising is one of the fastest growing Type of Advertising.
Ads on youtube, Facebook Ads, Ads displayed on Google search results page are an example of Online Advertising.
a) SMS advertising
SMS marketing is the major source of mobile advertising. Users are informed about the product or service in 160 or fewer characters. This was when the internet was not available on mobile phones. Once mobile phones got access to internet all internet advertising flowed to mobile and experts suggest that mobile advertising will be the only major advertising strategy for almost every company in near future.
The reach from mobile advertising is fast personalized and effective and just like online advertising it comes for a very little cost. The difference between online ads and mobile advertising is that online ads can be accessed from any device like computer or laptops, mobile advertising is only via mobile.
2) Television Ads
About a decade ago television was the most popular form of advertising. Events like the super bowl, international cricket games, Olympics where the top attractions for advertisers to advertise about their products. To some extent, it still is effective for most advertisers but with the advent of online streaming of television on mobiles, marketers have now moved from television to online as their preferred advertising medium.
Another form of television and infomercial. An infomercial is a specially designed advertisement for information and awareness of the public. The term information comes from the combination of words information and commercial. Ads of almost all products are shown on television. Although it is costly, Television Ads are till date one of the best type of advertising and have the most fantastic reach for a large audience.
3) Ads in Theatres
The advertisements in movie theatres before all the movies start or during the intimation are called movie ads. These are one of the costliest forms of advertising since people cannot skip it change the channel or move away. Many of the companies have started opting for movie ads since it ensures that the entire message reaches the audience and unlike online advertising, the audience cannot interfere till the advertisement is over. Movie ads are different from placement ads.
4) Product Placement
Product placement is called covert advertising wherein a product is quietly embedded in the entertainment media. Most of the times there is no mention of the product although the audience sees the product. Movies are the major places where product placement is done.
They could be a few TV shows where product placement has been used but the effectiveness is observed more in movies than TV shows.
Will Smith is seen playing with his Converse shoes in the movie I Robot. Several brands of beer are advertised in How I met your Mother. In popular shows like Family Guy, humorous advertisements are placed all over the TV show like Red Bull, Sony, Apple, Microsoft, Samsung and many more.
With so many people subscribing to Netflix and Amazon prime, Product placement is increasingly being used and is one of the popular Types of advertisement.
Radio advertisements are the ones that are broadcast it through radio waves and heard on radios all over the place. These mostly consist of audible advertisements or jingles. While some consider this to be an ineffective form of advertising there are still many followers listen to the radio every morning.
Advertisement for almost every product can be found on the radio. Every single feature and benefit of the product have to be explained on the radio, unlike other sources where the customer can see the product for inside.
Printing is the slowly decreasing form of advertising. There were days before the evolution of television when printing was a major source of advertising and considered to be one of the most effective media. But since the explosion of television usage, print advertisements have taken a backseat.
The main disadvantage of print advertising is the shelf life of the ads is short . However, because its reach is solid, Print advertising is one of the most expensive and most effective types of advertising. Following are the few Print Types of Advertising:
A) Magazine advertising
These are also known as periodical advertisements in which a weekly fortnightly or monthly magazine are used for advertising. Ads are printed in the corners or on the entire page of the magazine and sometimes even an extra page might be inserted simply for advertising. Ads are categorized and segregated according to the magazine category for example business magazines will feature ads from Rolex watches, while entertainment magazines will feature ads from high branded apparels.
B) Brochures or handouts
Brochures are specific advertising materials used to promote a particular product usually given at a point of sale are handed out at different locations. Brochure advertisings do not use any base like magazine advertising and are independent.
Newspapers display a huge number of ads in them, right from matrimonial services to job hunt, to the notifications and circulars from the Governments. Newspapers were the extremely popular form of advertising in the early 20th century and to some extent it still is. But with the advent of the Internet and digital advertising newspapers have moved to tablet pcs and that is where the advertisements are now being displayed.
Outdoor adv. consists of displaying large posters banners or hoardings with the advertisement. These are displayed on the side of the road, on the glass of large buildings, or on specifically targeted places that have huge inflow from the public. While earlier printed ads were used for outdoor advertising recently, they have been replaced by digital boards. These boards display the advertising without the hassle of getting ads printed.
Google advertising is more of a strategy that the type of advertising but some have classified these as a separate type of advertising. In Global Advertising, a single Ad runs throughout all the countries where the product is present, irrespective of the audience and their language. Apple ads are known to be the most effective global ads. They also are known for not endorsing any celebrities to promote the product. The ads are homogeneous and run through the entire world in the English.
9) Outdoor Blank Space Advertising
It is a newer form of advertising which ensures a large reach of audience. Occupying the empty spaces for advertisements is known as space advertising. Examples include the spaces of metros, buses, cabs, flight seats & movie theatre seats (where advertising is done on the removable seat covers) etc. Since a huge number of people use these facilities and they have a long shelf life, they have proved very effective.
10) Online E-mailers
While some have classified this under internet advertising E-mailers have gained a separate category owing to the fact of personalization. The emails sent from companies have a personalized message including a personalized greeting makes E-mailers more effective than most of the forms of advertising. Companies work hard so that mail reaches the inbox of the customer rather than junk mail and thousands of dollars are spent to ensure that.