Gone are the days where you only had to pay an annual fee to have your information listed in the Yellow Pages and people would find you. Your customers are online, and you should be too.
Remember the days where you'd place an ad in a local newspaper, or perhaps buy a radio spot, and hope for the best? Those days are gone too.
Some business owners still consider good old word-of-mouth and networking the norm for lead generation. We know this tactic still works, so why change it?
Simple: to ensure consistency and stability for your business. Relying on only one way to get business leads is dangerous, especially when there are simple ways to advertise your business online. You only need to look at retailers to see that those who are not leveraging the Internet for their business are struggling.
“Relying on only one way to get business leads is dangerous, especially when there are simple ways to advertise your business online. ”
At the end of the day, it’s fairly simple. The number one reason to consider online advertising is because your customers are online. Using online advertising to take advantage of the sheer number of prospects you can reach only makes sense.
Online advertising is also convenient (most advertisement can be done with a few clicks, and without necessitating weeks of preparation before you see results) and cost-effective. Take a look at this chart that compares traditional and online advertising costs to reach an audience of 2,000 consumers:
Furthermore, because you're able to target your advertising budget at a more select group of people, and closely measure how that audience responds to your advertising, it’s a must-have tool in your lead generation arsenal.
The final argument we think you need to consider is that your competition is online. You may not want to compare yourself to everything your competitors are doing, but at the end of the day, if they position themselves in front of their customers better than you do, guess who’s winning?
So now you’re wondering... where do I start? Let’s explore what we think are the five basic advertising avenues for your business in the remainder of this article:
1. Google My Business (GMB)
At Globaltec, we believe the first thing any business should have is a complete and detailed Google My Business page. It’s pretty much a business listing service, much like Yellow Pages, except it’s connected to the most powerful search engine in the world and, when used properly, can make it a lot easier for people to find your business.
The reason why GMB is a great place to start focusing your efforts is because when people search for a product or a service, they’re generally close to making a purchase decision. Did you know that 50% of consumers who do a local search on their smartphone visit a store within a day? Same with 34% of consumers who searched on a computer or tablet.
To find out more about this great – and did we mention FREE – tool, read our article titled What is Google My Business and why is it important to grow my business?
2. Paid Search Marketing (Pay-per-click or PPC)
One of the most measurable forms of online advertising is paid search marketing, a system that allows you to place advertisements in the search results when people are searching for products or services related to what your business offers. You then pay a small fee to the search engine every time somebody clicks on one of your ads. For this reason, paid search marketing is also known as PPC, or pay-per-click marketing.
Because Google is the world's most popular search engine, Google's search advertising system, Google AdWords, is the most popular platform for PPC. How does it work?
Different ads will show up based on the specific terms or keywords (search terms) that people use in their searches. Using Adwords, you can create multiple campaigns to market different types of products or services, and build ad groups to focus on specific keywords.
When you bid on keywords that are relevant to your business, you create a Google Ad. If someone performs a search in Google that relates to the text in your ad, your landing page, or any of the keywords that you bid on, then your ad will be displayed. It’s a great way to engage customers looking for your products and services quickly, and you only pay when they click on your ad.
Key Benefits of PPC:
Cost-effective: you determine how much you spend when you set your daily budget
You can target people on several factors like location, device type and time of day.
Measuring results is easy with Google’s built-in analytics tools
3. Google Display Ads
Display ads do not show up in search. They are included on websites throughout the internet in a wide range of topics. The Google Display Network can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.
This network is designed to help you find the right audience, and its targeting options strategically show your message to potential customers at the right place and at the right time.
Key Benefits of Google Display Ads:
Expand your reach – According to Google, their network reaches 90% of global internet users expanding across 2 million sites.
Create ads for free - Another benefit of advertising through the Google Display Network is access to Google’s ad tool, which lets you create ads in various forms.
Measure your success – Google gives you access to detailed reports on your advertising. You can see which ads have the most clicks and what the value is for those clicks.
4. Social Media Advertising
Paid advertising on popular social networks like Facebook, Twitter, and Instagram is another attainable and effective way to advertise your small business. In our article titled Top 10 ways social media can be profitable for any business, we explain in detail how to make sense of the 60+ social platforms that exist nowadays, and how to pick which one(s) to build your brand on, without diluting your time and money.
Suffice it to say that with 74% of Canadians spending at least 3-4 hours per day online, with 61% of that time spent engaging on social media, if you’re not present on social media in 2019, you’re clearly missing the mark.
Key Benefits of Social Media Advertising:
Targeted advertisement – Social ads remain a rather inexpensive way to promote your business. You can also target your audience with demographics, geography, language and even online behaviours to craft specific messages that speak to them and to make sure you optimise your dollars.
Increase your brand awareness - Think people only connect with brands they already know on social media? Consider that 60 percent of Instagram users say they discover new products on the platform. Social Media is perfect to get your brand in front of customers by using the platforms they spend the most time on.
Generate leads – If you read our article titled How do I get new clients using the Internet, then you know that Social media can be a very good driver of leads for your company. In fact, many social networks offer advertising formats specifically designed to collect leads.
5. Native Online Advertisements
There’s one ad format that has always been tailored to the user’s experience and that’s native advertising. Native online ads are ads that fit with the style and functionality of the other content of the website where they’re featured. Also, because they don’t look like ads, this makes them less disruptive to your potential customers. It essentially exposes the read to advertising content without sticking out like a sore thumb.
For those who have used print media in the past, native ads are a little like an advertorial.
Key Benefits of Native online Advertising:
Native advertisement works – Consumers look at native ads 53% more than display ads. Native ads also create an 18% increase in purchase intent.
Native ads help fight ad fatigue – Ad fatigue is what happens when the audience gets bored with seeing advertisements. Since Native ads are essentially ads cloaked in editorial content, they don’t tire out the audience, so long as the content is relevant and interesting.
Native ads are not fooling anyone – Consumers are aware that native ads are a form of advertising, but they don’t care. In a recent study at Stanford University, researchers found that native advertising fools nobody. Consumers were well aware they were viewing a form of advertising, but the ads still had a significant effect on purchase behaviour.
We hope this article was helpful to answer the question Why do I need online advertising for my business? Online advertising can really be a key driver for your business, when done properly. For more advice on how to take your online advertising efforts to the next level, book a free consultation with us today!
Do you sometimes feel overwhelmed with all the marketing tasks you have to do, or should be doing?
Could you increase sales if you had a dedicated team specialized in your market to provide you with effective online lead generation solutions?
Why not offload the marketing aspect of your business so you can concentrate on your business?
Globaltec is a managed service agency that specialises in lead generation for small and medium organisations. While some agencies go after the big guys, we choose to work with the heart and soul of our economic drive train, you.
Treat your business with marketing strategies that drive results. Contact us today for a free consultation.