The digital age has ushered in a new wave of marketing tactics and touchpoints, making learning how to advertise your business in modern times more imperative than ever. With a plethora of channels and resources buzzing with activity 24/7/365 to choose from, it might feel like a daunting task to undertake.
Pre-digital, deciding how to market your business was as simple as making a choice between pamphlets, flyers or a poster at the local library. Today it’s less straightforward, and the competition is provincial, national, global!
Strategy, Strategy, Strategy!
Effective marketing starts with a well-thought-out plan of action or roadmap, essentially a strategy. Before hopping onto social media platforms or navigating search engines, take the time to figure out who you’re trying to reach and how to get your advertising in front of their eyeballs. Information like age, location, demographics and income level help narrow your focus or target. This means that it’s more likely that your marketing efforts will lead to conversion rather than being a budget-draining shot in the dark.
If You Haven’t Already, Build A Website.
A website is the very first step to leaving digital breadcrumbs your customers can follow. Having one enables your business to appear in searches; it’s also the ideal space to delve into the goods and services on offer, pricing, customer reviews, and more. Pop-up windows, widgets or web forms are a great addition to keep in mind; they make collecting emails from potential customers easy to do.
Send A Newsletter, Infographic or Emailer
Newsletters, infographics and emailers are a great way to stay connected with your consumer! Avoid spamming them or filling up their inboxes, keep it short, informative, and offer incentives like subscription packages, 2-for-1 deals, or discounts to turn these advertising tactics into conversions.
Create A Business Listing and Optimise Search Engines
The chances are that what your business has to offer is already being searched for on the web, so boost the possibility of being seen by setting up free profiles with Google My Business. Setting up profiles like these can ensure that your business is highlighted when someone searches for it on platforms like Google.
Get a handle on Search Engine Optimisation! SEO, unlike paid advertising, is all about “organic” ranking, meaning that you don’t have to pay for the space your adverts occupy. In essence, search engine optimisation means optimising online content with the most searched, relevant keywords or phrases so that search engines like Google will place it at the top of the page where potential customers can see it. There’s a lot to learn about search engine optimisation, and the more you do, the more complicated it can become, but the SEO basics are easy enough to understand and implement in a way that would benefit your business.
Benefit From Pay-per-click Advertising
Pay-per-click or cost-per-click is exactly what it sounds like; whenever a potential consumer clicks on your advertisement link, your business pays a small fee to the publisher. This way of advertising can help you connect with highly targeted audiences and makes tailoring a message until you get it right easier. Pay-per-click is typically offered by search engines like Google or social media platforms like Facebook. Not only are these campaigns generally more affordable than the age-old print media kind, but they’re also easier to track and lead to more sales.
Build Your Social Media & Begin Advertising Your Business
Instead of waiting for your customers to come to you, go to them! Facebook, Twitter, Instagram, Pinterest, LinkedIn and more — reach out to them on the social media platforms they’re already using on a day-to-day basis. Focus on the platforms that make sense for your business and build your social media presence organically or with the help of targeted, paid advertising as a means to boost your posts or grow in followers. Paid advertising allows you to place your quality content in front of as many eyeballs as possible by setting specific target specifications like age, location, interests and more.
In Closing, Practice Makes Perfect!
When it comes to promoting your business in the tech-driven digital age, there are a number of options and methods at your disposal, no matter your budget. Give your company the edge and regularly review your strategy, stay on top of trends and hone your skill-set with a social media marketing course.