"If you break your neck, if you have nothing to eat, if your house is on fire, then you got a problem. Everything else is inconvenience."
- Robert Fulghum
Digital advertising creates powerful opportunities for small businesses. Through digital ads on various devices and channels, one can reach larger audiences in a targeted manner, track and update the ad campaigns in a cost-effective way. These are things you won’t be able to do in traditional methods of advertising.
A small business that does not have a digital advertising strategy is like a ship with no captain. Trust us, this is not an exaggeration. According to a study, more than two billion people are expected to make online purchases by 2021. This enormous figure includes both products and services.
For small businesses, this is great news, as there’s a large audience online that you can tap into. With the right digital advertising strategy in place, your small business can see a considerable increase in results, whether it’s in sales, leads or some other aspects like more reach.
The main goal of a small business is to grow. But to do this, you need to make people aware of your brand, products and services. To get your product or service out there, you need effective digital advertising strategies or campaigns. The best digital ad campaign to use would be the one that best fits the vision and goals of the company.
To give further clarity, here are the types of digital ad campaigns that small business owners can choose from :-
1. PPC (Pay-Per-Click) –
In this strategy, the advertiser pays the publisher every time the ad is clicked. These ads allow your website to rank in the top paid search engine results for certain keywords that people are searching on Google. PPC ads are quite a common and effective digital ad strategy, but they can also be very expensive.
2. Content Marketing –
This is a great option to drive traffic and engagement. In this campaign, you can use almost any kind of content that you have or want to use at the moment, like blogs, videos, infographics and more. Whatever you choose, your content is going to be driven by keywords. So what you need is great quality content that is rich in longtail keywords.
3. Social Media –
Social media offers unmatched reach that other platforms find hard to rival. For social media outreach to work, you need to have the willingness to invest both time and money in it. Spend some time researching your target audience to see which social media platform they are active on the most, whether it’s Facebook or Twitter, and then take things forward.
4. Email Campaigns –
While this strategy is most commonly used, it is a must for small business advertising campaigns. At the forefront of this are email newsletters, which are easy to set up. You place an opt-in form of your website so that potential customers will know the latest updates about your business. Even if your small business does not have a website, you can use your Facebook page to start a nice marketing campaign.
Now that you know about these digital ad campaigns, here’s how they can help small businesses:-
1. It is fast and easy to plan –
The time it takes to set up a digital ad campaign is much quicker than that of traditional marketing. It is also faster and easier to plan, unlike traditional advertising which has to be planned way in advance. Time is a very important commodity in business, and especially for startups and small companies. Being able to save time means that there is a better chance to get a Return On Investment much sooner.
2. Cost-effective –
Digital advertising is cost-effective as compared to traditional advertising, which is much more expensive. For any small business, cost is understandably a big deal, so you need to be very careful about how and what you spend your budget on. Going digital is much more affordable, and it can also be completely free of cost sometimes. For example, posting on some social media platforms does not cost you anything and it also gives you a great audience reach. Even if you are investing in Google Ads or Facebook Ads, the cost per click is considerably lesser than paying for traditional ads like a billboard or print ad.
3. It is targeted –
Digital ad campaigns are targeted, which means that you have absolute control over who sees the ad. You can also make sure that your ad is only seen by people who are really interested in it.
4. Unlimited reach –
Another benefit of going digital is that you can be located anywhere in the world and still reach your target audience. Imagine the kind of impact that such a global reach can have for your small business! It will let you connect with people whom you previously thought were out of reach. These people can then become your potential customers.
5. Easy to keep track –
If you want to know what is working for your small business and what is not, then you can find it out from your digital ad campaign. You can measure all the important aspects of your campaign by using analytics.
For example, if your website has an email newsletter and you want to know how many people are opening it on a regular basis, then all you have to do is track how many of the people who are in your email list and receiving the newsletter are actually opening it.
As for your actual ad, you can simply track the number of times that particular ad has been clicked on. You can then compare it to the number of times your ad has been actually viewed.
6. Easy to update –
Since digital ads are easy to track, they are also easy to update. This is extremely useful if you want to make any major or minor changes to your campaign. Whatever you want to add, you can easily update it through your ad platform, whether you’re using Facebook Ads Manager, Google Ads, etc. With traditional ads, you cannot make any updates and there is no going back once you send out your ads.
The digital revolution is in full swing, and all small business owners and entrepreneurs must jump into this bandwagon sooner rather than later. Digital ads can drive your business’s ROI like no other and continually increasing the revenue is after all the ultimate goal for any business, big or small.