Is your business getting limited results from advertising? One place to look when this happens is how widely your advertising message is spread. Many businesses who face this problem tend to focus on only one form of advertising, therefore limiting their reach.While it’s not recommended that you have a large target audience, it is still important to have more than one form or venue for your advertising in order to reach your target market in multiple ways. The fact is that many businesses fail, in part, because they avoid widening their view and stay only with one type of advertising.A lot of advertisers think that the medium on which their advertising is, in fact, just as important if not more important than the message they are promoting. So when you say that you restrict your advertising to Google AdWords, you are missing an entire population of prospects who are not looking for you there.Let’s talk a little bit about why you don’t want to focus on only one form about advertising. Let’s say you are focusing on billboards only or bus ads only or the newspaper display ads only… you don’t get the attention of the people who aren’t looking in those places. If your billboard ads are on three major highways and you will have the potential to reach an audience that never drives down those highways, well you’re missing out on a huge opportunity. So you want to diversify the ways and the places in which you were doing your marketing in order to reach more people.Small business owners, of course, are not typically marketing experts, and most of us rely on advertising salespeople to guide us through the best choices for where to advertise. The problem is, of course, that salespeople have a bias toward their medium and their platform. And so, lots of small, local businesses find themselves restricting their reach and only getting their message out to a limited audience.These days consumers have so much competition for their attention that it now takes somewhere between three and twelve impressions of an advertising message before a prospect even remember seeing an ad. So putting an ad in that monthly paper 12 times a year, and nowhere else, is simply a waste of money for an advertiser. It’s simply not the right investment unless you are running those ads as part a broader marketing and advertising plan on multiple platforms.So what sorts of platforms should you consider? Rule number one is to go where your prospects are… so if you are marketing a retirement community, you, obviously, don’t want to be taking out ads in children’s magazines.Here are a few possible platforms to think about:• The Yellow Pages – Clearly nobody is going to the phone book any more, and most publishers have moved their services online. In some markets they provide valuable services and a great reach, but in others, they get very little traffic to their online properties. So do your homework before committing to this type of advertising.• Direct mail and postcards can still be a highly effective way to market, but it depends on your goal, your budget, the type of targeting you’re trying to do, and the offer you are making. Ultimately, postcards require repeat impressions, which mean you need to be mailing to the same address multiple times before you can expect a reasonable response.• Online advertising can be far more cost effective than direct mail, and, on any platforms, like Google, Bing, and Facebook, you can target a very specific audience who is already looking for or has demonstrated interest in what you are promoting. In addition, online display advertising, or contextual advertising can be very effective at reaching a local audience interested in a particular topic. For example, a financial planner can advertise to people within a 15 mile radius around her office who are reading an article about retirement planning on the Wall Street Journal’s website.The point is that there are multiple ways to promote a brand, a service, and an offer, and the more places you are seen (repeatedly) the more success you will have at getting prospects to take action on your ads.Small, local business advertising is easy to do when you have a strategy and know where you have the best chances of attracting prospects. Just don’t shortchange yourself by advertising in just one place… and know what other mistakes to avoid. To help small business owners who are looking for help, I’ve prepared a report on 7 mistakes local businesses should avoid in their advertising. If you think it would be useful for your business, you can get access to it at http://baeronmarketing.com/7mistakes.
Do you know how much sale do you get for every advert you run?Are you one of the many businesses who depend heavily on advertising?If you don’t know how much sales you get from advertising, then it is high time you find out. You may be shocked to discover that you are literally pouring money down the drain spending money on advertising that does not work.There are a number of effective methods of marketing your business than just advertising. In my experience, and sadly to a great cost, advertising is a very costly exercise.However, if you are already advertising or planning to run an advert, here are some of the Do’s and Don’ts on advertising:Do test and measure your ad. It is incredible how many businesses don’t test and measure the results of their advertising. It is madness. How will you know if your ad is working if you don’t measure it? If your ad is working, surely you want to use it over and over again to get value for your money. If it’s not working, then you should stop it at once. Yet, many small businesses run their ad over and over again and wait for the business to come in.Do get your headlines right. If you want your advert to bring in sales, then work on your headlines. The headline is the most important part of your advert. It should catch the attention of your target customer, stop them in their track and keep them reading.Do stop advertising that don’t work. It is simple; if it is not working then it is costing you money you can’t recover. However, it is amazing how many businesses continue to run their ad because they have done so for so many years and they don’t really know if it is working. In fact, they justify it by believing that they are running their ad to create a brand. Unless you are a big name, you don’t run and ad for branding purposes. The goal of your advertising is to get sales, if it does not bring any sales, you should stop it.Don’t pay for full advertising rates. Always negotiate. Advertising agencies will almost always offer you up to 40% off their rate card, especially if they are very close to the deadline.Never get bullied into advertising. When I started my online business five years ago, advertising agencies would call me and offer great prices but they want me to make a decision right there in then. Another bitter experience for me, I was not allowed to change my mind. At the end, it was another failed advertisement. So, never ever commit to advertise without studying the target market of the advertising agency.Don’t advertise in a publication just because your competitor is advertising in it. How do you know if their ad works? How do you know if they are getting customers from advertising in that publication? Your only goal for advertising is to get results for you.Don’t place your ad in the left hand page of the publication. When your customers read a publication, their eyes are automatically drawn towards the right, so if your advert is on the left, they are likely to miss it unless they are specifically looking for it. However, this seems to be a different case for online advertising. In online advertising, ads placed on the left hand side tend to do better. This is due to the fact your customers are only reading one leaf, and when they finish reading a sentence, their eyes automatically returns to the left hand side, therefore giving them more chances to see your ad. Try experimenting this at home.
Getting your small, local business found on the world wide web can be a challenge, and most small business owners jut don’t have the time to research what works, or the money to pay someone else to figure it out for them.To get you started, here are five techniques you can use today to start seeing results tomorrow.Blogging. Simply buy a domain name, secure a hosting service, and install WordPress. For less than $20 and an hour of your time, you can get a blog up and running.Why blogging works: Google (and other search engines) loves fresh content. If you’re choice is between a static “catalog” type page and a blog, go with a blog every time. The more you update, the more Google will crawl your site, and the more Google crawls your site, the easier it will be for potential customers to find your site and your business.Pay Per Click advertising. If you want to guarantee search engine placement, pay per click is the way to go. Those results that show at the very top of the search results page in Google? Those are paid for by businesses just like yours who don’t want to wait for their rankings to rise naturally. By bidding on certain keywords, they essentially are buying placement in the search results.Why pay per click works: The average Internet user doesn’t distinguish between paid results and natural results. If the link matches her inquiry, she will follow it, regardless of how it got there.Forum posting. Forum posting is about helping your potential customers with their problems. Simply join the conversation on relevant forums and provide thoughtful advice, and you’ll find clients following you back to your site to see what else you have to say about the subject.Why forum posting works: People like to do business with people, not corporations. By offering advice on forums, you are reminding customers that there is a real person behind your small business.Article marketing. Article marketing is the placement of useful, relevant articles in article directories across the web. It’s another way of getting your business in front of potential customers, again by offering advice they are looking for.Why article marketing works: The purpose of article marketing is twofold. First, article directories likely rank higher in search results than your company’s site, making it easier to get your name in front of potential customers. Second, article marketing produces valuable back links to your company’s site, which improves your own search engine ranking.Banner advertisements. Banner advertisements are those graphic ads you see all over the web. They can be nearly any size, but most typical are 125 x 125 pixels, 468 x 60 pixels, or 160 x 600 pixels. Typically, merchants pay advertising networks to place banner ads on websites, rather than dealing directly with site owners.Why banner advertising works: People rarely click banner ads, and when they do, they generally don’t buy. So why bother? Brand recognition. If you own a florist shop on a street full of florists, how do you get people to stop in your shop instead of your neighbor’s? By getting your brand in front of them. They might not click on your ad on the Internet, but they will recognize your shop if they’ve seen it on line, and they will choose the shop they recognize over the one they don’t every time.