Small business owners often dismiss paid advertising as something they should focus on long way down the line. It’s sacrificed in the name of saving time or saving money. But putting even a little bit of cash towards paid advertising can go a long way towards generating business and growing your customer base. Beyond revenue, it has a positive impact on the perception of your company and brand awareness.
1.Online advertising ideas
(a) Set up a Google My Business Page: Google pulls information about local businesses right from the “Google My Business” listings. A listing is free. Add your company name, website and hours to make it easier to be found online. Trick your listing out with enticing images to invite clicks and engagement.
(b) Purchase Search Advertising: Google AdWords or Bing Ads bring shoppers who are actively searching for particular items. These ads help your business feature prominently when people search for relevant phrases you bid on.
(c) Place Banner Ads on a local or industry website: Create visually focused online ads, like banner or sidebar display ads, and then place them on sites relevant to your business. These are usually sold at a flat fee or per-impression rate.
(d) Don’t forget Business Listings: Having your business listed on relevant online directories can be a major benefit. Some directories are free, but may also offer paid options to increase visibility.
(e) Sponsor an online Contest or Giveaway: Some online publications or influencers offer giveaways or similar contests to their followers. Offer up product or contribute toward a special prize such as the latest hot smartphone, to get attention for your business. The cost can be as little as a few thousand rupees.
(f) Start an Email Newsletter
2.Social media advertising ideas
(a) Advertise on Facebook: Facebook is the most popular social media platform with over 1.4 billion daily users. Advertising options for small businesses range from boosting the reach of a post to placing ads that promote your product - starting at under Rd. 2000.00. While you’ll have to spend more than 2000 bucks for big results, the point is that Facebook ad campaigns can fit a small budget.
(b) Use Messenger Ads: If you’re looking to start conversations with customers, Facebook’s Messenger platform offers an advertising option to make it easy for customers to reach out to you.
(c) Create YouTube Video Ads: YouTube offers options for short video advertisements that play before videos on the site and app. Even less expensive, create great video content and optimize it well, or boost it to get more visibility. This is a good option for service businesses with informational content, as “how to” videos are the second most watched category on YouTube.
(d) Use LinkedIn Ads: For businesses that target professionals or other businesses, check out LinkedIn ads. While more expensive than other social platforms, LinkedIn ads may be more targeted. For B2B businesses, they may be worth it
3. Local advertising ideas
(a) Make the most of Business Cards: Business cards can serve as low budget advertising. Include a discount code on the back of your card, and place a stack on your reception desk or checkout counter. People will snap them up if there’s an incentive. Or give every satisfied customer a few of your cards (with or without a discount code) so they can hand them out to neighbours and friends. It’s a good way to encourage referrals.
(b) Sponsor a Local event: Contribute financially toward local charitable or community events - or make an in-kind product donation. You’ll likely receive signage or otherwise get your business in front of participants. And you’ll get the satisfaction of supporting a community cause.
(c) Create a Parade Float: Don’t forget about participating in any parade. By serving as the sponsor of a parade and creating a float or group routine that’s part of the show, you gain valuable visibility in your local community.
(d) Offer deals or Coupons: Use a limited-time promotion through email. Offer a discount to get more customers to discover your business and visit it.
(e) Send out Direct Mail Flyers: For local businesses, direct mail continues to be a viable advertising strategy. Create a small flyer or include your sales pitch in a letter format and mail it to past customers or everyone in in your neighbourhood.
(f) Create and distribute small brochures: Distribute stacks of physical brochures or postcards to visitors’ centres or local businesses such as coffee shops that allow it. Find the popular spots. This is one time when it’s good to be among competition. The more flyers or cards, the more likely consumers are conditioned to look for them there.
(g) Attract customers with magnets: Print up small items like magnets and pens with your business name, logo and contact information to hand out to customers at local events or when you visit their homes to provide service. They are a reminder the next time someone has a need for your product or service.
(h) Sponsor a local sports team: Make a donation in exchange for shirts with your business name and logo. Find a little league, middle school or other youth sports team. Some teams will allow signs for your business at the local field.
(1) Send Thank You cards: This isn’t exactly an advertisement, but it’s a valuable technique. After you do good business with a client, send a handwritten thank you note. It seems so simple, yet shockingly few actually do it. You’ll stand out.
(j) Create Refer-a-Friend promotions: If you send regular bills to customers, include a small flyer or card offering a bonus to those who refer new customers. You can also include promotions in mailers and newsletters or on your website.
(k) Set Up stall at a local festival: If your community has any local fairs or festivals where businesses can purchase booths, you can set up shop there and meet with local consumers or even offer product samples.
(l) Create Company T-Shirts: You can also create t-shirts with your company name and logo, or even a short tagline. They serve as sort of wearable ads. Wear them at local events or even hand them out to customers so they can participate as well.
4. Outdoor advertising ideas
(a) Add signage to your location
The area right outside your store or business is super valuable. Make sure to follow any local zoning rules and then add a well-lit and visible sign that advertises your business favourably.
(b) Purchase Billboard space: To get your message in front of local customers, you can purchase space on a local billboard. This might be useful in the first two years of your business. This is especially relevant for drive-by businesses, like restaurants or convenience stores.
(c) Advertise with digital outdoor signage: Some cities or popular landmarks have signs with rotating digital advertising messages. Add targeted punch by advertising in the vicinity of conventions or events that attract your target audience.
5. Wrap your vehicle:
If your business has vehicles that take you to service appointments, like plumbing or delivery trucks, you can make vehicle wraps that turn your mode of transportation into a mobile advertisement. Better yet, park your wrapped vehicle prominently in front of your place of business when it’s not in use.
Part of mix
When done effectively advertising is an essential part of marketing mix because:
(1) Advertising is the only medium you can control – if you want your message to hit on the day a product launches or event is about to happen, this is the only vehicle you control completely. (2) Advertising allows you to target ideal customers only – when you match a very personal message to a very select audience you get far greater connection. (3) Advertising adds credibility to your message – Every time you run advertising people will comment that your business must be going well. This is the normal perception. It is good enough to sell and resell prospects and customers alike and makes it easier to get attention for your entire message. (4) Advertising amplifies everything else you’re doing – When you are using advertising to create awareness for your content you automatically create more awareness for everything you are doing. Journalists find companies that advertise, referral sources remember companies that advertise, people fan and follow and friend from ads, and employees can point to well-placed ads as a source of pride in place they work.
(Lionel Wijesiri is a retired company director with over 30 years’ experience in senior business management. Presently he is a business consultant, freelance newspaper columnist and a writer.)
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