Remember when advertising meant a stack of flyers and a dream? Simpler times! Now, there are endless opportunities, and simple is nowhere in sight. So, how do you cut through the noise and find the best way to advertise a small business such as yours? Here are some cost-effective strategies that will help your brand stand out without needing to sell your soul, kidneys, or your office coffee machine!
In the Beginning Was the Website – The HQ of Small Business Advertising
Before we get into all the flashy digital marketing tricks, let’s start with the motherlode of them all – the website. As much as 73% of small businesses have an official website, and it’s not just because it looks cool on a business card.
Just think about it from the shopper’s perspective. You’re ready to buy a product or book a service, but – uh oh – they don’t have a website you can check out. Are you still going to hit that buy button? Exactly.
The truth is that customers love having a website to poke around, even if it’s just a basic one. They might have found you through social media or gotten a recommendation from a close friend, but either way, they’ll want to visit your site to get the full picture of what you’re offering. It’s the good old browse before you commit – in that sense, not much has changed.
Your Website Is the Ultimate 24/7 Salesperson That Doesn’t Ask for Vacation Time
Can you believe 175 new websites pop up every single minute? And sure, most of them are pretty basic, built DIY-style, thanks to free website tools that make everyone feel like a techie. But here’s the deal – if you’re really serious about growing the enterprise, partnering with a professional website development agency is a must.
We know what you’re thinking – hey, I thought we were going to talk about budget-friendly methods here, what’s this? Well, we absolutely are – in fact, working with professionals in this department doesn’t have to cost an arm and a leg. With the quality and value you get, it’s more like – you can’t afford to miss out!
Your website tells your brand’s story, flaunts available products or services, and offers a convenient way for interested customers to engage. It’s basically your personal salesperson, running 24/7 without needing coffee breaks or asking for a raise (although, it might ask for some updates along the way, but only to work even harder for you!).
What’s a Website Worth Without Committed Scrollers?
Now that we’re on the topic of standing out in the crowd, we’ve absolutely got to mention search engine optimization (SEO). And really, it’s one thing for you to promote the company, but having Google do it for you? That’s next-level!
Google is the world’s most powerful hype man, controlling over 90% of the search engine market and nearly 94% when it comes to mobile searches. Bottom line? If you want your small business to be seen, you’ve got to get on its good side. And how do you do that? A solid SEO strategy.
SEO Can Help You Find Your Place Under Google’s Spotlight
From keyword research to quality content writing, SEO integrates countless methods to get the website in sync with Google’s ranking algorithm, constant updates, and all. In plain terms, when someone googles for something related to your line of work, your website can be the one that shows up at the top of organic search results. More eyeballs on the site means better visibility for the brand and, fingers crossed, more sales.
The algorithm uses more than 200 factors to figure out who gets prime real estate on search results. But don’t worry, it’s not as intimidating as it sounds – especially if you’ve got the best SEO agency pulling the string for you.
And at the heart of any solid SEO strategy is one simple truth – you’ve got to know what your audience is typing into that search bar. You need to be there for their Google searches, and they might just be there for your business once it’s time to make the final purchase. So while you’re working on your online presence, you’re also fine-tuning what you’re offering to the target audience – everybody wins!
You’ve Got To Reach Out to the Locals as Well!
If your business serves specific areas, local SEO is where it’s at. This will help you reach the people that matter the most – those hanging out in the neighborhood. According to the almighty Google itself, around 76% of people who search for something locally end up visiting a nearby business within 24 hours.
But what exactly is local SEO? Well, it’s SEO, but the one that tackles location-based keywords, such as that notorious “near me” at the end of the search entry. No matter if you own a cozy family restaurant or offer HVAC services in the area, it’s easy to see why this kind of optimization could drive some serious, real-world results.
Having A Google Business Profile Is a Must And Completely Free To Make!
One of the key ways to make the company appealing to local searches is by setting up a Google Business Profile. It lets you pop up in Google Maps, the local section of the search engine results page (SERP), as well as the so-called Knowledge Panel on the right side that shows up when someone searches for your enterprise specifically.
You can actually optimize the Google Business Profile for better ranking. And it gets even better! You can post news, promotions, and updates directly to it, putting special offers in front of people at the exact moment they’re ready to make a move. Just like a good website, it will essentially be doing its own marketing 24/7. Talk about being in the right place at the right time!
Advertising a Small Business Can Be Pretty Lucrative With Smart PPC Campaigns
Pay-per-click (PPC) advertising might sound like one of those pricey, out-of-reach strategies (well, it does start with the word pay) – that is, until the results start rolling in. Sure, it takes some upfront cash, and it’s not the marathon runner of digital marketing like SEO, but the return on investment (ROI) can be pretty impressive.
Actually, you only pay when someone clicks on the ad – no throwing money into the void included! So, if you’ve got a bit of budget to play with, here are some PPC methods that should definitely be on your radar:
Google Ads
Over 1.2 million businesses are already using Google Ads to promote their products and services, with monthly budgets ranging anywhere from $100 to as much as $10,000. But before you dramatically slam the laptop shut at just the sight of these numbers, hear us out. The real beauty of advertising on Google is the fact that you can start small and scale up as the results (and cash flow) start rolling in.
With the right strategy, the ads can show up right at the top of SERPs, above both organic and local listings. They can also start popping up as branded banners across Google’s Display Network – which covers over 2 million websites, apps, and videos. Also, if reaching the nearby crowd is crucial, you can also advertise on Google Maps to make it easy for potential customers to find your location.
Facebook Ads
Facebook ads are another avenue that might just turn out to be your smartest investment yet. Without wasting a ton of cash, you will be able to target exactly who you want, depending on age, gender, and even their oddly specific interests. Moreover, this social media platform we all know and (maybe) love is particularly great for starting conversations and keeping your potential customers engaged. One way or the other, it’s the place to be!
Instagram Ads
Instagram ads pop up just like regular posts in the feed, Reels, Stories, and even on the Explore page. Of course, there’s that subtle “sponsored” label to keep it real and let everyone know it’s an ad, but there’s also a clickable link that sends scrollers right to the website or product. You can even set it up so they slide into your DMs with just one tap. So, if you know your audience is hanging out on Instagram, these ads give you a direct line to them, right where they’re already lurking.
You Don’t Have to Spend a Dime to Make it Work on Social Media
We’ve saved the best for last – but really, we’ve already hinted at it a few times. No matter the when, where, or how, social media is the place to be. Why? Well, your customers are facing a flood of choices, from local mom-and-pop shops to giant corporations, but they’re still craving that personal touch. Bottom line – they want to feel like they’re investing in a brand they can trust, and social media is the perfect stage for just that.
Besides the website, social media is often the first place to snoop around when a potential customer is trying to get the vibe. It’s where they discover what you offer and take a peek at the behind-the-scenes of the company.
With a little effort, you can use social media to show off products and the team, as well as to start conversations that really matter. And did we mention the best part? These platforms are completely free! So not only are you building trust and showing off your company culture, but you can do it all without spending a dime.
There’s No One Single Best Way to Advertise a Small Business – It’s a Whole Mix of Different Strategies
When it comes to advertising a small business, there’s no one-size-fits-all solution, and that’s not just because different stuff works depending on the industry. Whatever your line of work is, success lies in mixing the right strategies, making sure they work together like a well-oiled marketing machine, and being ready to switch things up when needed.
If you’re not feeling up to all that mixing and matching, you can always bring in experts to help. Made Online can be your one-stop shop for all – contact us today and let’s start brainstorming a plan like no other!