How to Advertise a Small Business

As the daughter of entrepreneurial parents, and living in a city of 9,000, I have a special place in my heart for the small business owner. And I understand that these people have an incredible drive and focus. A positive return on investment of their advertising dollars is crucial. When you’re working with very limited budgets, advertising cannot be just another expense, it must be an investment.

Advertising Rarely Works Overnight

It takes an average of nine exposures before a consumer will consider your business credible. Since they won’t catch every ad, you may have to run 20 or 30 ads for the same demographic to see nine ads. When you’re trying to get down to a cost per customer to calculate ROI, this is tricky business.

Advertising Cannot Be Generic

Your advertising plan must be tailored to your business, your audience, and your small town or market. Before you begin ask why you are advertising and what you expect to be the result. Do you know who your target market is? Who will buy your product or service?

If your advertising goal is to get the word out about a new business, your campaign will be very different from a more established business looking to take a larger slice of the pie. List and prioritize your goals. Focus on one goal at a time.

Great advertising is directed at one person, your best customer. Who is your very best customer? Talk to them. You need to know their age, gender, income, address, and what motivates them to buy. Are your best (potential) customers familiar with your business? Are they loyal to you or the competition? How can you better fill their needs? What emotional benefit can you give?

Does Advertising Work?

People often ask me what is the best media to advertise in? My answer is always the same. They are all good. But are they all good for you? You must be reaching your target market and getting a positive return on your investment.

Overwhelmed? Need a little direction? Call me. (715) 584-6773