In recent years, many businesses have found themselves navigating a tougher economic landscape. Those who previously thrived without much advertising are now diving into the world of digital marketing, often feeling overwhelmed by the numerous options and platforms available. If you’re in this boat, don’t worry! Here are the first three paid advertising tactics that every small business should start with:
1. Local Listings
In today’s digital age, having consistent business information across all online directories, search engines, and social media platforms is crucial. Consistency builds trust with potential customers, boosts your SEO, and ensures your business is easily discoverable online. Local listings platforms, are an affordable tool that helps manage your business details (like address, phone number, email, social media handles, hours of operation, images, and videos) from one place. This information is then distributed across various providers, ensuring it’s always up-to-date whether someone finds you on Google, Apple Maps, or any other business directory.
2. Search Engine Marketing (SEM)
Many businesses have dabbled in Google Ads and pay-per-click (PPC) campaigns, only to give up because they find it challenging to manage, optimize, and track them. That’s why it’s wise to hire a Search Advertising Specialist. They can develop and manage a long-term search engine marketing strategy for you. Think of search as an always-on marketing channel, where your spending is continuously optimized based on results. This professional touch can make a world of difference in your campaign’s success.
3. Paid Social Advertising
For businesses targeting consumers, Facebook and Instagram are essential platforms due to their massive reach and popularity in the US. While maintaining an organic presence (through profiles, posts, etc.) on these sites is important, it’s not enough anymore. The algorithms that decide what appears in news feeds limit the exposure of business posts. To maximize your visibility and attract new customers, you need to invest in paid advertising on these platforms. This allows you to target and reach your ideal customers more effectively.
Focus on What Matters First
Digital advertising offers countless ways to target, reach, and engage potential customers. However, it’s crucial to focus on the basics before getting distracted by the latest trends or “shiny objects.” Prioritize Local Listings, Search Engine Marketing, and Paid Social Advertising on Facebook and Instagram. Once you have these foundations in place, you can start exploring additional opportunities like display ads, video marketing, or native advertising to build awareness, expand your reach, and grow your customer base.
About the Author
Rob Andreski is the VP, Sales at Enradius. He has spent over 25 years in the digital media industry working with some of internet’s leading publishers and platforms including Monster.com, Advertising.com and Aol.
