Beginners guide on how to advertise for a small business

Businesses need to sell to stay around—regardless of size.  

When it comes to how you sell, your marketing efforts play an important role in making that happen. However, most marketing strategies generate slow results. And since time is a luxurious asset that most small businesses can’t afford, how do we expedite that?  

Through advertisements.  

When done right, ads help generate more leads, increase brand awareness, improve customer engagement, and encourage business growth. This time we’ll explore everything you need to know about advertising for small businesses.

Getting started: How to advertise a small business

What is small business advertising?

Small business advertising refers to the marketing efforts employed by local businesses to promote their products or services within their immediate community or target market. It’s a crucial strategy for small business owners aiming to connect with local customers and increase brand visibility.

In today’s competitive landscape, having a well-defined local advertising strategy is essential. It involves various methods such as online advertising, social media marketing, print media, and community engagement. Small business owners can harness the power of local advertising to reach potential customers in their vicinity, establish a strong online presence, and stand out in their local market.

Why it’s a big deal today

Small business advertising is a significant deal today, especially for beginners looking to make their mark in the local business landscape. In a world where competition is fierce and online presence is vital, advertising provides a crucial avenue for small businesses to get noticed.

For beginners, it’s the gateway to introducing their products or services to the local community. It allows them to create brand awareness, attract potential customers, and establish credibility in their chosen niche. In the digital age, where consumers often turn to the internet for information, having a strong advertising strategy can make or break a small business.

Moreover, advertising today is more accessible than ever, thanks to online platforms and social media. Small businesses can reach a vast audience with a minimal budget, which is a cost-effective way to grow their customer base.

12 tips on how to advertise a small business

Advertising a small business is an important step in gaining visibility and attracting customers. Here’s a straightforward guide on how to effectively advertise your small business:

1. Know your target audience. Understand your ideal customers—their preferences, behaviors, and needs. This knowledge will help you tailor your advertising efforts for maximum impact.
2. Create a compelling message. Craft a clear and engaging message that communicates what sets your business apart. Highlight your unique selling points and how they benefit your customers.
3. Choose the right platforms. Select advertising platforms that align with your audience. For local businesses, Google Ads, social media platforms like Facebook and Instagram, and local directories are excellent choices.
4. Optimize your website. Ensure your website is user-friendly, mobile-responsive, and optimized for search engines (SEO). A well-designed website is often the first point of contact with potential customers.
5. Leverage social media. Create and maintain an active presence on social media platforms relevant to your audience. Share valuable content, engage with your followers, and consider running targeted ads.
6. Email marketing. Build an email list of interested customers and send regular updates, promotions, and valuable content. Email marketing is a powerful tool for nurturing leads and retaining customers.
7. Content marketing. Create informative blog posts, videos, or infographics related to your industry. This not only showcases your expertise but also helps with SEO.
8. Local advertising. Don’t forget about traditional methods like flyers, local newspapers, and radio ads, especially if your target audience is primarily local.
9. Monitor and adjust. Regularly analyze the performance of your advertising efforts. Use tools like Google Analytics to track website traffic, conversion rates, and ROI. Adjust your strategies based on what works best.
10. Build relationships. Building strong relationships with your customers is key. Encourage reviews and respond to feedback promptly, both positive and negative.
11. Budget wisely. Allocate your budget effectively. Test different advertising channels to see which ones yield the best results, and adjust your spending accordingly.
12. Stay informed. Keep up with industry trends and changes in advertising platforms. This will help you adapt and stay ahead of the competition.

What to do: Exploring advertising channels

When it comes to advertising your small business, you have a lot of channels to explore. Each channel has its strengths and can reach different segments of your target audience. Here’s a breakdown of some advertising channels to consider:

1. Online advertising:
   • Google Ads: Pay-per-click advertising on Google can place your business at the top of search results.
   • Social media ads: Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options to reach specific demographics.
   • Email marketing: Sending promotions and updates to your email list can yield high ROI.
2. Local advertising:
   • Local SEO: Optimize your website and online presence for local search. This is crucial if your business serves a specific geographic area.
   • Local directories: Ensure your business is listed in local directories like Yelp, Google My Business, and Yellow Pages.
   • Community events: Sponsor or participate in local events and fairs.
3. Content marketing:
   • Blogging: Regularly publishing informative blog posts can establish your business as an authority in your industry.
   • Video marketing: Create engaging videos that showcase your products, services, or expertise.
   • Infographics: Visual content can be highly shareable and drive traffic to your website.
4. Traditional advertising:
   • Print media: Advertise in local newspapers, magazines, or industry publications.
   • Direct mail: Send physical mailers with promotions to your target audience.
   • Radio and TV ads: If your budget allows, consider radio or TV advertising.
5. Referral marketing:
   • Encourage satisfied customers to refer others to your business through word of mouth or referral programs.
6. Influencer marketing:
   • Partner with social influencers or micro-influencers in your industry to promote your products or services.
7. Networking:
   • Attend industry-related events, join local business associations, and build relationships within your community.
8. Outdoor advertising:
   • Consider billboards, bus ads, or vehicle wraps for high-visibility advertising.
9. Remarketing:
   • Use online tools to retarget website visitors who didn’t make a purchase initially.
10. SMS marketing:
    • Send promotions and updates via text messages to customers who have opted in.
11. Podcast advertising:
    • Sponsorship or advertising on relevant podcasts can help you reach a niche audience.
12. Affiliate marketing:
    • Partner with affiliates or other businesses to promote your products or services in exchange for a commission.

Ideation to creation: How to advertise your small business with compelling ads

• Craft effective and impactful messages

  Crafting effective messages is crucial. Use clear and concise language to convey your point quickly and capture your audience’s attention.

  When addressing your audience’s concerns, provide solutions. Show how your product or service can improve their day and solve their problems.

• Engage your audience

  Engaging your audience begins with asking questions. Questions pique their curiosity and encourage them to read on and possibly even interact with your content.

  Create an emotional connection with your audience by sharing relatable stories or experiences. Keeping these stories genuine and authentic helps build a strong bond with your readers.

• Highlight benefits and unique selling points

  Highlight the benefits of your product or service. Explain how it fulfills your readers’ needs and desires and demonstrate that you have what they’re looking for.

  Differentiate your business from the competition. Whether it’s your quality, speed, or personalized service, make it clear why you’re the better choice. This distinctiveness helps customers choose you over others.

Testing and optimizing an advertising strategy

• A/B testing

  A/B testing is a method where you compare two different versions of something, like a web page or an email, to see which one works better. It helps you make decisions based on real data, which ensures your efforts are effective.

  In A/B testing, you make changes to improve your content. You can test various elements like headlines, images, or call-to-action buttons. By comparing these variations, you figure out what your audience prefers and refine your content.

• Data analytics

  Data tracking is crucial for understanding your progress toward your goals. It provides insights into whether you’re moving in the right direction. Further, data analytics reveals what’s working and what’s not in your ads; therefore, aiding your decision-making.

  Tools like Google Analytics help you see how well your strategies are performing, both organically and through paid methods. They offer valuable information like click-through rates, traffic sources, and user actions. With this data, you can determine where to improve or make adjustments. These tools are your guides that ensure you stay on the correct path.

Questions to ask your small business ad provider

If you decide to advertise on a radio channel, in print, or even on Instagram, you should ask certain questions before you start. You can ask your ad provider to help decide which makes the most sense for your small business:

• What are the minimum costs for the amount of advertising I would need to make an impression?

  Running an ad once is unlikely to have a big effect on your sales because people need to be exposed to an ad several times before it makes an impression. Ad salespeople can advise you as to how many times your ad should run for the best results.  Look for the option that gives you the most bang for your buck.

• What is the lead time for advertising?

  Online ads can be created and placed in minutes. However, cable television or radio ads require longer lead times, because you need to plan and record the ad, and wait until airtime is available. Even print ads in a newspaper or magazine need to be planned fairly far ahead. If you’re in a rush, look for an option you can implement immediately, such as online advertising.

• How flexible is this advertising medium?

  Can you make changes to your advertising if necessary? For example, suppose you run a print ad in the phone book, but when it’s printed, your telephone number is incorrect. You’ll have to wait for the next edition of the phone book to come out before you can correct that mistake. Again, online ads are more flexible than traditional advertising mediums.

• How easy is it to measure your results?

  Whether you’re placing print ads, broadcast ads, or digital ads, there are methods you can use to track which ads drive new customers to your website or get them to call your business. For instance, in a print ad or TV commercial, you could include a code like “SUMMER60” that people can use when placing an order. This will tell you which orders came from that ad. Tracking varies significantly between different forms of small business advertising.

Drive customers to your business today

Having great quality and exceptional products and services doesn’t necessarily equate to lots of customers. You have to have local advertising ideas or strategies to draw them in. Additionally, your strategies must highlight what makes your offerings unique from the competition.

As you’ve read in this article, advertising can be complicated. That’s why it’s best to leave it to the professionals, so you can focus on running your business. We present you Web.com’s PPC advertising solutions where it can help you get more visits to your website and show up in Google search results. You get to partner with Google Ads Certified Experts, track your results, optimize your campaign, and more when you avail yourself of our solution.

What are you waiting for? Speak with our experts now to get a quote!