If you and your business are not running digital ads, you could be missing out (you definitely are) on potential customers in your area who are actively seeking the exact product or service that your business provides. We’re not saying print is dead, but it’s pretty much dying when it comes to advertising effectiveness.
Digital is where it’s at. It’s where the people are at. It’s where your customers are at. I'm sure you are familiar with the various places to advertise your business online but each channel is different and the platforms you should be marketing on depend on your audience, but more importantly the objective for why you’re even running ads in the first place. Common places to advertise your business online include:
SMM is the use of social media platforms, like facebook and Instagram, to promote a product or service. This is not to be confused with posting on social media. Simply putting out a post is considered “organic content” meaning you didn’t pay to get in front of the people who saw your post.
SEM entails using Google’s search engine console to appear at the top of the page’s listing when someone searches a specific word or phrase of words. Similar to organic content on social media, there is organic search which means someone found you based on your Search Engine Optimization (SEO) which is built into the structure of your website at no cost.
Display advertising is a form of Pay-Per-Click (PPC) advertising. It includes the use of graphics to advertise on various websites, apps or social media through banners or other advertising formats made of text, images, video, and audio.
This is always a question that clients ask when wanting to run digital ads online. Most clients are surprised to hear that they should be spending way more than they are, or thought they should, on digital advertising. Basically, small businesses should be spending about 40-50% of their overall marketing budget on digital marketing. That is kinda insane to think about but there’s a reason for it… Results! Regardless of where you choose to advertise, you should be spending at least $1-$3 dollars per day on some form of ongoing digital advertising. You won’t regret it!
You should expect to spend insanely less on advertising than you would on traditional forms of media, while reaching an immensely larger audience that is more likely to turn into a paying customer. Traditional forms of advertising, such as billboards, outdoor advertisements, magazines, and even wrapping the local buses [all you lawyers out there] are extremely expensive to execute and it’s basically a shot in the dark. You are essentially shooting a thousand arrows from 100 yards away, at the same time, and hoping one of them hits the bullseye. Unlikely. Digital advertising on the other hand is you shooting one arrow from 5 yards away, knowing that you have a solid chance of hitting the center, or atleast close to it.
I’m not saying to stop advertising on other channels, and put all of your budget into digital ads. In fact, you should be advertising on all channels, with every form of advertising, not just one or the other. Each channel plays a different role in the cycle of effectively communicating your message to potential customers.