Do you advertise your business? You know there’s a terrible thing that happens to people who don’t advertise…and that is nothing…nothing happens! It’s very important that you advertise your business on a regular basis.
Advertising Guidelines When Starting out:
1) Don’t be afraid to experiment with different strategies when starting your advertising campaign. There will always be an element of risk involved, as there always is, and will be when experimenting with different things. It’s all part of the learning process, and mistakes must be made. Once you learn ways of doing things that yield little to know results, make sure to NEVER make those same mistakes again.
2) Always start small when first dipping your toes in the advertising pool. Expect to lose little, learn a lot, and work to scale what DOES work. Once you find a source that yields good results, it’s then time to expand on this method and leverage your profits to make more money.
3) If you want consistent results, you MUST take consistent action. It’s wise to have something on the go at all times. Budget well so you have advertising out there working for you no matter what day of the week it is. This is really important to gain momentum and to accumulate consistent results. Fresh leads coming into your business at all times is ultimately what your aiming for here.
4) Take your time from the outset and don’t try to accomplish everything at once. Pick one marketing strategy and stay with it until you see results. Master one strategy at a time and never jump from one to another…this is the biggest mistake of all and the number one reason we see so many failures online.
5) Learn copy writing before you create your ads. Study other advertising campaigns to see what’s working for the big boys online. Remember, the better your copy writing when producing ads, the more profitable your advertising campaigns will be.
More than anything else within the marketing of your business, copy writing will pay for its mastery a hundred times over, so learn this skill. Here’s a link that will help you write effective solo ad and email subject headlines… aminstitute dot com/headline…this is a brilliant resource and very addictive too.
It’ll rate your headline to let you know if you have a good one. If you can get a score of 50% or above, then you have a headline that people will click on. Get 100% and you’ll definitely have a winner. My best has crossed the 100% mark. I had a 142% score once. It did very well!
6) Your marketing results will ultimately be dependent on WHAT you market, HOW you market and WHERE you market. It does take time to learn effective marketing strategies, not too many marketers out there really know how to market at all. It’s a skill that MUST be learned.
7) Dan Kennedy, one of the most recognized direct marketers the world has ever known, states that 85% of your prospective buyers will not purchase from you within the first 90 days. Don’t be like the opportunity seekers out there and try to hard sell to your prospects earl on in the relationship…prospecting is a bit like dating, it can take a little longer for some to fully trust you. If you are selling $7 eBooks then this may not apply in most cases, but let’s be honest here, if you’re selling $7 eBooks then maybe you need to re-evaluate your long-term business strategy.
How to Advertise Your Business on a Small Budget
More often than not, small business owners see advertising as an expense rather than an investment. However, advertising is a proven method of delivering a business’ valuable message, selling a product or service, attracting new customers, educating existing customers, and improving company image. Because there is a thin market for most goods and services, businesses are constantly trying to influence a consumer’s purchasing decision. On average less than 3% of adults will be in the market for what you are trying to sell at any given time. So, how do you attract these shoppers when your advertising budget is limited? Below are a few examples for business owners on a small or limited budget.
Co-op and Vendor Opportunities
Co-op is a program that allows businesses to share advertising costs with the company manufacturer (SBA.gov). The amount of co-op a business receives will vary based on policies and guidelines as to what can and cannot be promoted. For example, many car dealerships are provided co-op dollars for new models, but not used. There are a few drawbacks to this plan, but overall a smart businessman should utilize co-op when it meets their overall marketing needs.
Flighting and Advertising during Peak Seasons
There are some industries for which advertising year round is critical. If your company falls into this bucket, but you have a small advertising budget, Flighting may be your answer. When a business flights their advertising, they are alternating their schedule with various types of media and/or skipping weeks to help extend their budget. An example may be doing radio the first and third week of the month and newspaper the second and last week of the month. For some small businesses the budget may not be significant enough to implement this strategy all year long, so spending the majority of the budget during peak times would the best way to maximize every dollar invested. Many business owners think they should advertise during slow times in order to increase sales, however the opposite should be happening. Take for example a swimwear company. Wouldn’t it be best to advertise in the summer when people need a bathing suit, as opposed to December when swimming and vacationing isn’t top of mind? Advertising at peak times allows you to be part of shoppers “consideration” phase and keeps you in front of the competition.
Utilize Social Media Platforms
Platforms such as Facebook, Twitter, YouTube, etc., are all FREE ways to advertise your business. However, you want to be mindful of a few things when starting the social media venture. One being the fact that social media is just like any other form of marketing, in order to get the most out of it you will want to invest plenty of time and employ a good strategy (MosierData). Many business owners make the mistake of constantly pitching product, instead of educating and building a relationship. You have to think of social media as another way for your customer to get to know you and what your business is all about, and not just a way to sell product.
Talk to Numerous Multi-Media Planners
Yes, many dread talking to “salesmen,” and assume that they are going to pitch them something they cannot afford with a year long contract tied to the end. Of course you may run into this scenario, just like you could with any business, but try and keep an open mind. Dedicate a few hours a month talking to different media reps in radio, television, newspaper, and digital. A consultation is absolutely free to you. Plus, a true media consultant will want your advertising to succeed and your dollars to be well spent, so that you continue to do business with them. If they ask you for a budget, don’t be afraid to tell them the amount you are thinking or ask them for a recommendation based on the industry. This will help them create a plan that meets your goals and not waste any of your time. Even if you buy nothing, they will still see you as a potential client who will want to know about special publications or new opportunities that become available.
The next time you pass on advertising for the quarter, ask yourself this: Are you willing to miss out on an opportunity to increase profits, visibility and market share, because you think you can’t afford it?
