advertising media

 

As a small business or startup, promoting your business can be challenging –especially if you have a limited budget.

However, it’s important to choose the advertising channels which will give you the best return on investment. Small businesses no longer rely on TV and radio ads alone. Digital advertising media offers you a way to increase your brand awareness and generate low-cost leads.

With digital advertising channels all offering something different, it’s challenging to identify which ones will work for your business. Do you build your presence organically or pay for leads? Should you advertise on all channels or just a few? What’s more effective –video advertising or Google’s Responsive Search Ads? We’re here to help you make the right decision for your organisation.

Digital advertising media

Google Ads

These are the ads you see at the top and bottom of the page when you search on Google. This method is good for people who are searching for a particular product or service, for example a digital marketing company. People using Google are usually researching products or looking to buy something, so advertising costs are higher to reflect the warmer leads.

Pros:

  • huge audience
  • sends specific traffic directly to your site
  • A/B testing is easy with Responsive Search Ads
  • can monitor campaigns in real-time
  • regular updates
  • good support team

Cons:

  • can be expensive for popular keywords
  • there are limited budget options
  • you need to carry out lots of time-consuming keyword research
  • Google Ads can difficult for someone without digital marketing experience to use at first

Facebook

With almost 1.6 billion people using the platform each day, Facebook is the go-to network for small businesses. It’s also a smart option if you’re looking to build brand awareness and get exposure for your products.

Pros:

  • excellent targeting options – you can focus on your target audience by location, age, hobbies etc.
  • wide audience
  • organic or paid ad options
  • low minimum budget for paid ads
  • easy to use

Cons:

  • time-consuming – you need to keep adding and sharing content to your Facebook page and monitoring it for customer comments
  • algorithms often limit who sees your posts

YouTube

Video advertising is very popular right now. According to recent statistics, YouTube is the world’s second-largest social network platform and is most popular with 18-34-year-olds. This platform is best used for awareness-building and community engagement.

Pros:

  • you can embed video into your website without increasing your bandwidth or slowing down viewer’s download speeds
  • great for product demonstrations
  • easy to connect with your audience
  • it’s free to use (although you can also pay to advertise)

Cons:

  • people can leave comments, so you’ll need to monitor your channel continually
  • the related video section could contain ads from your competitors
  • paid ads could run alongside fake news or distasteful content
  • creating content can take a lot of time

Instagram

If you want to market to younger people, Instagram, a mobile-first social media app, is the place to do it. It’s also a useful channel for businesses looking to expand their audience, rather than those who want to sell their products or services.

Pros:

  • you can showcase your brand visually and increase recognition
  • it’s easy to target a particular audience using hashtags
  • you can market products on a large scale for limited costs
  • link to other social media platforms easily

Cons:

  • the desktop version has limited functionality
  • limited editing features
  • it’s primarily for social use, and users don’t like to see too many marketing posts

LinkedIn

If you’re a B2B business, LinkedIn should be your first stop for both organic and paid advertising. It’s useful for expanding your business network and generating leads, with the added bonus of being able to access free advice from your connections.

Pros:

  • LinkedIn professionals are more responsive to ads than other social media platform users
  • audience targeting is excellent as you can advertise directly to people in specific positions
  • high-quality B2B leads

Cons:

  • paid advertising costs are higher than other platforms
  • limited access to the site without a paid membership which smaller businesses may not be able to afford
  • can be time-consuming to maintain your presence

Offline advertising media

Offline marketing methods have declined in recent years. Costs are often prohibitive to small businesses compared to online advertising. The convenience and scalability of online campaigns and the ability to make changes quickly when needed have also contributed to the decline in offline marketing. Offline channels include:

  • TV
  • radio
  • print ads in papers and magazines
  • leaflets and brochures
  • direct mail
  • billboards
  • posters
  • events
  • cold calling

Offline marketing channels can be useful when you want to reach audiences who don’t use the internet. TV, radio and print adverts allow marketers to target niche demographics. If your business is more dependent on local exposure, a maildrop of leaflets or circulars in your local area can be highly effective.

The key to any advertising is to know who your audience is so you can use the right channel to reach them. A strategy including a variety of platforms, as well as paid and organic marketing, will be more successful for your small business than a single-channel approach. While offline advertising alone is unlikely to be effective, it can be used to support online campaigns and help with brand awareness.

You may not have the expertise in-house to keep on top of the ever-changing world of digital advertising media. However, Simple Media’s team of experts can help. Together we can set out your strategy, identify the best channels for your business and promote compelling content to your target audience. Get in touch today to see how our services can help take your business to the next level.