Demystifying Digital Advertising for Small Businesses
September 14, 2023
Imagine you’ve just finished fixing up a vintage car at your auto repair shop, and as you wipe your hands, you think, “How can I get more cars like this into my garage?” Or perhaps, after an exhilarating dance session at your studio, you wonder, “How can I fill up my classes with even more enthusiastic dancers?”
Both questions, despite being from different sectors, converge at one solution: digital advertising.
For all of its benefits, the realm of digital advertising can feel like an overwhelming, tangled web of options for many small business owners. But fret not! We’re here to take you on a journey, story by story, to unveil the magic behind it all.
Once upon a time: What is digital advertising?
Imagine you’re in a huge marketplace, and instead of stalls, there are websites, apps and social media platforms. Your ad is a beacon, shining bright, calling out to potential customers: “Hey! Over here! We’ve got exactly what you’re looking for.”
Digital advertising is all about placing your business in front of the right eyes at the right time. It’s different from traditional forms of advertising like newspaper ads or billboards.
With digital advertising, you’re able to target specific demographics, track results in real-time and even adjust your campaigns on the fly.
Finding the right platform for your business
Imagine your auto repair shop specializes in classic cars. Posting an ad on a platform frequented by young people might not be as effective as targeting older car enthusiasts. Similarly, if your dance studio offers hip-hop classes, platforms like TikTok or Instagram might be your goldmine.
Each platform offers its own unique audience:
- Facebook and Instagram – Great for visually appealing content and can cater to a wide demographic.
- Google Ads – Helps you appear on top of search results when someone looks for services you offer.
- LinkedIn – Best suited for B2B services or professional courses.
Crafting the perfect message
Our hypothetical auto repair shop might run a campaign titled “Giving Vintage Cars a New Lease on Life” showcasing before-and-after images.
On the other hand, the dance studio could use a video montage of ecstatic dance sessions with the tagline “Unleash Your Inner Dancer!”
The key is to be authentic and tell your story. According to HubSpot, relatability can dramatically increase engagement rates.
Setting a budget and tracking ROI
This might sound daunting, but it’s essentially figuring out how much you’re willing to pay to get your message out. For our auto repair shop, if you’re willing to pay $5 for a lead and you get 20 leads from a $100 ad campaign, that’s a good ROI.
But remember, it’s not just about the immediate return. The dance studio, for instance, might get a student signing up for a single class from an ad. But if they love it and enroll for a year, or better yet, bring friends, the long-term ROI is significant.
Making the most of every dollar in digital advertising
Running a small business often means keeping a keen eye on your expenditures. In the world of digital advertising, even a modest budget can produce impressive results — if spent wisely.
Whether you’re the owner of a bustling auto repair shop or a vibrant dance studio, these tips and strategies can help ensure you’re squeezing every bit of value from your ad dollars.
1. Understand your audience
Before you spend a penny, it’s crucial to know who you’re trying to reach. If you’re promoting classic car repairs, your audience will differ vastly from a studio offering contemporary dance classes for teenagers.
Create detailed audience personas — these are fictional representations of your ideal customers. Think about their age, interests, online behavior and what problems your service or product solves for them.
2. Embrace retargeting
Ever visited a website and then saw its ads following you around the internet? That’s retargeting. It’s an effective way to recapture those who’ve shown interest in your business but haven’t converted yet.
For our auto repair shop, this might mean targeting someone who looked up ‘vintage car repair’ but didn’t book an appointment.
3. Optimize for mobile
In today’s digital age, a significant chunk of online browsing occurs on mobile devices. Ensure your ads are mobile-friendly, especially if you’re targeting a younger demographic, like our hypothetical dance studio might.
4. Use A/B testing
Try running two versions of an ad with a slight variation, say a different image or headline, to see which one performs better. This method allows you to continually refine your approach and get the best bang for your buck.
5. Dive deep into analytics
Platforms like Google Analytics and the Marketing 360® Ads app can provide invaluable insights. Regularly check metrics like click-through rate, conversion rate and cost per conversion. These numbers tell you what’s working and, just as importantly, what isn’t.
6. Quality over quantity
It might be tempting to have your ads appear everywhere, but it’s more effective (and cost-efficient) to be selective. Choose platforms and placements that align most closely with your audience’s habits.
7. Engage with interactive content
Interactive ads, like polls, quizzes or videos that viewers can engage with, tend to have higher engagement rates. For instance, our dance studio might have a short quiz titled “Find Your Dance Style!” to draw potential dancers in.
8. Leverage user-generated content
Encourage your customers to share their experiences. If a customer posts a gleaming review of the repairs done on their vintage car or shares a video of their dance routine, consider featuring it in your ads.
Authentic reviews and content can boost credibility without additional costs.
By implementing these strategies, small businesses can ensure that their digital advertising efforts are not just expenditures, but investments with tangible returns.
Remember, it’s not just about spending but about spending smartly.
Conclusion
We’ve journeyed through the bustling marketplace of digital advertising, from understanding what it is to selecting the right platform, crafting the perfect message and ensuring it’s worth every penny.
Digital advertising is an art, and like all arts, it requires patience, practice and continuous learning. But the potential benefits for your small business can be game-changing.
Ready to dive into the world of digital advertising and take your business to the next level? Learn more and sign up for your free trial.
Get Plans and Pricing Below
Get the know-how to get ahead
Get business, marketing and sales tips written by experienced industry practitioners. 100% free. Cancel anytime.