Businesses that want to grow their client base and boost their earnings faster need to learn how to advertise their products and services effectively. Advertising is a necessity for every brand, but it’s not the easiest thing to do. There are plenty of avenues, channels, and mediums that you can use, but if you want to get the best results, you need to know exactly what you’re doing.
It’s easy for small businesses to get overwhelmed by all their options. Should they focus on social media? Should they try out email marketing? Is print marketing still a thing?
Today we are going to talk about the different types of advertising and marketing techniques that are used by companies to promote themselves. We will also talk about which one is the most effective.
Most Effective Advertising You Can Do
Right now, the world seems to be focused on social media. Social media marketing is a common focus for businesses at the moment because everyone is spending their time online. Video marketing in particular is dominating the landscape because consumers just love watching videos—they can’t get enough.
With that said, it doesn’t mean other forms of advertising are “dead”. In fact, you can get ahead of your competition by going a completely different route and capturing an audience that brands aren’t reaching out to. What this means is that traditional advertising mediums such as newspapers, radio, and local television are still effective in today’s society.
If you are a marketer or a business owner, you want to think strategically in terms of advertising so that you can get the highest return on investment.
This is a Trick Question: There is No Single Best Solution
Here’s the thing about advertising: any type of advertisement can potentially promote your company if your messaging is on point and if you are targeting the right audience. It’s all about knowing your audience and where they prefer to get their information. Often it’s an omni-channel solution.
Therefore the best advertising strategy will depend on your business. It’s different for every brand. So knowing what your goals are and who you’re trying to reach can help narrow down your options. Since there are tons of channels out there to promote your products and services, the key is to focus on the core channels that will help you reach your specific goals.
At Kennected, we use organic traffic from Google as well as ads on Facebook, Instagram, YouTube, and Google Ads. We know our primary driver of traffic is from using our own tool on LinkedIn as well as Google organic traffic.
Social media advertising should be one of the first strategies you consider, given how popular these platforms are. If your goal is to introduce your brand to a large audience, this is one of the best ways to do it. Figure out where your target audience is hanging out on social media and then focus on that platform.
Facebook, YouTube, Instagram, Twitter, LinkedIn, Snapchat, and now even TikTok are incredibly popular social networking sites. The cost of advertising on social media is relatively affordable, and you can be very selective when it comes to the audience you target. Social media lets businesses narrow down their audience to a certain demographic within a specific geographical area.
Facebook is a great choice for most small businesses because of its large and diverse user base. Almost 70 percent of adults in the US are using Facebook. Among those who are on Facebook, almost 75 percent are logging in daily. On Facebook you can use video ads, images, customer offers, event responses, etc.
YouTube is obviously the biggest platform for video marketing. People love watching videos: their eyes are naturally drawn to them. If you produce high quality content that brings them value, you can convert a lot of the leads you attract.
LinkedIn is the largest online network for professionals, so this is the best platform to reach entrepreneurs, CEOs, and other decision makers in different industries.
Instagram, Snapchat, and TikTok appeal to a younger audience. These sites are perfect for brands that are highly visual and have a younger target demographic. Choose a social network to focus on and then start building your following.
Aside from social media, you can go for pay-per-click advertising. This type of advertising is done online, and the advertiser pays a fee every time a user clicks on one of their ads. There are also ads that aim to make a lot of impressions instead of clicks.
Either way, advertisers will typically bid on ad placements within a certain website, usually in a search engine. This bid represents the highest amount they are willing to pay for each click. Of course if no one interacts with your advertisement, you won’t get charged for anything.
Email marketing is an increasingly popular way of advertising a brand and is the evolution of the traditional yet outdated method of cold calling. Because cold calling is no longer as well-received as it used to be, email has emerged as a less intrusive and more effective way of reaching out to leads and prospects.
Savvy marketers now even use videos with their emails to grab the attention of their leads and increase their chances of getting a response.
You can also advertise on mobile devices including smartphones and tablets. Mobile ads come in many different forms: display ads, search ads, video ads, etc. With all these different options, you are sure to find one that suits your specific goals, whether it’s to promote your website or encourage more downloads. Shopping online using a mobile device is very common among adult customers, so this is a very good approach especially for small businesses that want to sell more. Most of your leads are going to check out your products and services online before buying from you. And if they get advertisements for something they are interested in, they are more likely to make a purchase.
Print advertising is also an option. Before digital advertisement blew up, this used to be the best way to advertise your business. This doesn’t mean print ads can’t benefit you. It just means you have more options now on how to reach your target audience.
The main disadvantage of print advertising is that you can’t tell how effective it is because you don’t know how many people saw your ads. Marketers love their analytics and it makes sense: you want to know exactly how effective your marketing campaign is.
But for businesses with less digitally-engaged audiences, print advertising is still a good choice for your marketing budget. Newspapers, magazines, brochures, and flyers are still worth investing in.
Compared to print advertising, broadcast advertising has not been fully overshadowed by digital marketing. A lot of people still watch TV although streaming sites are now on the rise. Television and radio are tried and tested channels that still have a large audience. The cost of broadcast ads depends on a number of factors such as the length of your ads, the frequency of airing, and the timeslot.
Be Where Your Potential Clients Are
As a marketer or business owner, you probably have an idea of who your target audience is. Now it’s just a matter of figuring out where you are most likely to reach them.
There’s no point in focusing on just one advertising strategy when an omni-channel approach can work better. If you go for print advertising, you can post the same thing on social media and reach even more people than you would have if you just advertised on one platform.
If you make a video endorsing your new product, you can have it aired on TV and radio other than just your website.
Be where your potential clients are and create engaging ads that will make them want to look you up and try your products. Once you launch your ad campaign, make sure you use analytics to track and measure your success in those platforms you are using. With enough data you can make improvements based on engagement and conversion rate.
There’s no single advertising strategy that is better than the rest of them. Use an omni-channel approach and cast a wider net. You would benefit greatly from targeting your audience no matter what platform they are using.