Simple Steps to Online Ad Marketing Success
Online advertising has become so clever in its targeting and so various in its options that without in-house expertise it has effectively been shutting out many small businesses. As large advertisers depart trade magazines and local papers, more print titles are disappearing, meaning that businesses that want to do print advertising may not be offered a channel that accurately hits their market.
Online advertising should fill the gap left by the decline of print, and provide small businesses with an easy transition into the digital environment many of these former print titles have migrated to. Instead, online ads have become so overwhelmingly complex that they’ve forcibly rooted many SME’s marketing activities in traditional forms. Small businesses often now resort to expensive telemarketing or direct marketing via the increasingly costly postal service or simply relying on their listing in the local phone directories.
For a small business to start running an effective online ad campaign they need to at least follow these basic steps.
– Define a marketing strategy that works for their business: will people seeing the online advertisement be enough, or do they need customers to click through to the website as well.
– Define a brand identity to run through all ads.
– Design and make a banner that’s not just clickable, but compellingly clickable.
– Figure out where their online banner ads will best reach their target audience.
– Work out their budget commitment – how much will it really cost them for success? How long will it really take them to see a good enough return?
– Define a daily budget and login every day to manage that budget.
– Incorporate social media marketing to really hit people who are truly relevant to their business.
However, even these basic steps require skills that are often beyond the capabilities of the typical small business manager, and will certainly take a significant time commitment to learn.
Keeping advertising simple
The online ad industry needs to keep it simple for small businesses. A business manager generally already knows whether they need to prioritize brand awareness or visits to the website. The major decision they have to make should be how big they want their campaign to be. That’s it. Online ad companies should take care of everything else.
Small businesses should be free to concentrate on the strategy for growing the business and selling their products and services, not getting bogged down by the mechanics. That’s what an online ad company should be doing – removing all the variables that hinder small businesses advertising online, and bundling design and campaign delivery expertise as part and parcel of the service.
Simple set price packages with guaranteed results empower small business owners to make the most out of online ads quickly and easily so that they can get back to their day job. After all, they have a business to run.