Advertising for small business can be tricky when considering tight budgets. But with some of today’s technology, and digital marketing channels, there are many cost effective options. In this article I’ll discuss several paid advertising ideas for your small business to drive traffic to your website.
Social media advertising ideas
Most of the popular social media channels provide advertising as a way to get in front of your target audiences. As opposed to building organic followers over time.
The cost involved in running advertising in social media is fairly low (to get started). Although, if you’re looking to get a significant reach and advertise to a large audience you will need to spend a little money to do so.
Facebook advertising is a great place to start if you’re just getting into online advertising as far as social media goes. Facebook provides some of the most powerful targeting options to ensure that you’re hitting the audience you want to.
LinkedIn advertising is a great option for social media advertising if your small business is primarily a B2B business. LinkedIn also has great targeting options. You can even target employees of a specific company.
Twitter advertising is best served for larger volumes of advertising due to the less comprehensive targeting options. That being said, if you have an email list you can import it into Twitter and advertise to those on your list. Twitter will matching the email address to Twitter accounts. This is a neat way to target your email list subscribers (who are already interested in you) in another channel.
There are other social channels that provide advertising, but for small businesses these channels will give you a good start.
Search Engine Marketing/Advertising ideas
Search engine marketing, or SEM, refers to placing an advertisement on a search engine result page. Almost every time you search for something through Google, Yahoo, Bing, and others you’ll see advertising related to your search term. Either before the organic results (results that are not paid for), or to the side of the search results.
Through paid advertising you can get your companies website at the top of the list when someone is searching for a term that you determine to be related to your business, product, or service.
But, know that when you stop paying that ad will disappear and there will be no change in your websites organic search results.
Display network advertising ideas
Display network is the term Google gives to website, or banner, advertising in their platform called Google AdWords.
There are many other companies and platforms that provide display advertising. They have groups of publisher websites (websites that are owned by other companies/people) where their ads are displayed.
If you’re looking to do some display advertising you will have to create web banners to be displayed. This means that you will need some design skills to create the images required to upload to the advertising platform.
Community advertising ideas
Reddit advertising is an example of community advertising. Reddit provides a platform for posting content and commenting on that content. Their tagline is “the front page of the internet”. Reddit provides advertising and targeting by subreddit. If you’re not a Reddit user that won’t mean much. Subreddits are segments applied to the content that is posted and different types of people gather in these segments. Advertising to a subreddit that includes your target audience can be a great way to advertise.
There are other communities that offer paid advertising. Sometime it’s done through Google AdWords, and sometimes they have their own systems.
There are many systems online that allow you to place ads and even delivers commission compensation to publishers in exchange for advertisements placed on their websites. For example, Commission Junction
provides a platform for publishers and advertisers to communicate and deliver advertising. You essentially pay the person who owns the website to put your ads on their site with a compensation on sales or leads.
There are many different types of compensation models used to inspire publishers to advertise for you.
How much do you need to advertise online?
I get asked this all the time and the answer is as much as you feel comfortable spending. If I had to put recommend a minimum amount to ensure that you would get intel on how well a particular channels works, I would recommend $500. With that $500 be specific towards one target audience. Make sure to create messaging that resonates with that target audience. Then see how your ads convert.
So there’s some advertising ideas
So there’s a few advertising ideas for your small business to get online. I’ve linked to each channel throughout the post so you can dig deeper on each of the advertising ideas. Give it a try. It’s really quiet easy to get started and if you’re smart on setting a small budget to start, what’s there to lose?
But before you start advertising make sure your website is setup to optimize the new traffic to your website. A landing page created specifically for each advertisement is a great way to provide a cohesive experience for your visitor. But there’s more to setup than just a landing page to make your advertising idea effective. check out the small business digital marketing setup checklist below.
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