Small business advertising seems to change in some important way almost every week. As the economy remains tight, making smart choices about advertising becomes increasingly important. The rate of technological change, and the increasing affordability of electronic devices, continually alters the advertising landscape.
Small business advertising must take account of several considerations before developing a plan. These begin with:
– The continuing decline of print media (newspapers, magazines)
– The role of social media in deciding to make purchases
– The proliferation of new communication devices
– The new ways of using these devices
– The growing importance of internet and cell phone video
– The shift from such traditional standards as the Yellow Pages to online search
These are only a few of the changes small businesses must learn to deal with when planning marketing and sales efforts. At the very least, smart small business advertising today for business must include far more than traditional advertising, even if the ads are moved from print to electronic media.
The Role of the Internet in Small Businesses Advertising
In the digital age, smart small businesses’ advertising must invest the time in understanding the advertising and marketing channels available today. Even more important, they must learn what makes these new channels different, how they are used differently, and which channels are most likely to reach their target customers. Then they must make choices and decisions about how to use each channel most effectively and most cost-efficiently to meet their goals. These are the critical tasks in smart small business advertising.
The space ads previously used in newspapers and magazines will not attract attention online. Today, ads need to move and make noise and interact with potential buyers. Even a banner ad on a website needs to do more than be there.
Smart small business advertising must also note that a website must also be more than a three or four page brochure. Every page must be designed and written to grab the attention of the visitor in as little as 1.5 seconds, or that visitor is gone. Every page has a job to do. Moving people from page to page until they are asked to make a decision is what converts a visitor into a sales lead.
If you operate a brick-and-mortar store, you have the opportunity to take advantage of some very exciting small business advertising tactics to get people into your store, but you must figure out not only the right message and the right offer, but also the right medium, the right device and the platform used by that device. You need to be ready to use location-based email and on-the-spot coupons and special offers delivered by text message when someone is outside your store or in a place where your beverage is served.
Small business advertising today demands that you find the right mix of tactics, the right amount of advertising, the right focus on providing information and benefits your market wants, and keeping everything on a budget. When you find the people who can do each of those things for you, you are ready to do small business advertising.