Increase Visibility: Ad Tactics for Small Business Growth
Is your small business feeling overlooked? Or maybe you're launching a new product or service and trying to gain some traction. You're not alone. The decision on whether to run ads, how much money and time to devote to marketing, and how to make your message stand out can be overwhelming.
The great news? You don't need to break the bank to make a splash with your advertising, and there are plenty of ways to get your organic message out in the universe and in front of the right audience.
Here are some straightforward yet super-effective advertising tips to help your small business grow and shine.
Invest in Google Ads
Google Ads or Google AdWords are excellent ways for some businesses to reach a broader customer base. This Pay-Per-Click (PPC) platform lets you bid on keywords related to your products or services. When people search for those terms, your ads can appear at the top of Google's search results, making it easier for potential customers to find you.
The best part? Google Ads focuses on the intent. People searching for products or services on Google are often ready to buy, which makes it effective for driving conversions. You can choose specific keywords, control your PPC budget, and only pay when someone clicks on your ad.
To make the most of your Google Ads:
Choose the right keywords. Tools like Google Keyword Planner can help you find popular keywords with less competition.
Ensure your ad copy is clear, engaging, and includes a solid call to action.
Optimize your landing page. Sending traffic to a poorly designed landing page is the fastest way to waste money on ads.
For an even better digital marketing strategy, consider partnering with a digital marketing agency with experience in your industry. For instance, if you're a contractor, look for an expert specializing in digital marketing for contractors. These experts have the best online advertising ideas and can help tailor your campaigns to reach the right audience.
If you're a nonprofit, seek help from an agency or consultant with first-hand experience running one. They'll understand your unique challenges and know how to craft messages that resonate with potential supporters. Their insights can help you maximize your impact and truly connect with your community!
Leverage Social Media Advertising
Social media advertising is another avenue for small businesses to get noticed. Platforms like Facebook, Instagram, X, and LinkedIn make it easy to target specific groups based on location, interests, or demographics, meaning you can reach the people most likely to need your products or services.
The biggest pro of social media ads is that they are affordable. You can set your advertising budget to fit what you can afford, sometimes spending less than $500 monthly. The platforms also provide detailed reports on your ads' performance so you can track engagement, conversion rates, and impressions.
In my experience, the downside of running social media ads is that it can be a bit of a guessing game. In 2024, factors like the US elections and the hostile online environment are also impacting ad performance. Working with a social media expert can save you thousands of dollars and valuable time by helping you navigate these complexities and fine-tune your strategy. They can analyze trends, target the right audiences, and optimize your campaigns so you get the most bang for your buck, ensuring your ads actually reach and engage the people who matter most.
Focus on local SEO and using Google tools
Optimizing your business for local search should also be part of your small business marketing strategy. Many customers search for services or products in their area, and showing up in local search results can make a massive difference in driving foot traffic into physical stores and attracting new clients for online services.
To do this effectively, focus on:
Local SEO
Local Search Engine Optimization (SEO) involves optimizing your website for location-based searches. Incorporating keywords related to your business and local geographic area in your website content increases the chances that a search engine will show the user your website when they search for something related to what you offer.
However, local SEO is not an overnight process and can take weeks or months to bear fruit. SEO is a slow and steady marketing effort and works best for those who focus on writing content focused on benefitting the humans who visit their website.
Google Business Profile
Google Business Profile (GBP) allows you to manage your online presence across Google, including Search and Maps. The first step is to ensure that your GBP profile is complete with accurate details like your address, business hours, and phone number.
To take your profile to the next level, encourage customers to leave reviews, list your products and services, and post snippets of your blog or long-form social posts on your Google Business Profile.
The more complete your profile, the better your chance of showing up in local search results.
Explore Influencer Marketing for Small Businesses
Influence marketing can work for small businesses just as well as it does for big brands. Influencers can share your products or services through social media posts, stories, or blogs, boosting your brand's visibility and helping you reach new customers more authentically.
When choosing an influencer, it is crucial to find one whose values align with your brand. Their followers should also match your target audience. Working with a smaller influencer with an engaged audience is often more effective than working with a larger one whose followers may not be interested in your business.
Prioritize Content Marketing
Content marketing is an organic way to increase visibility and establish your brand as an authority in your industry. While it has a reputation for sounding like a buzzword, it is simply a strategic approach focused on creating and sharing valuable, relevant content to attract and engage a specific audience.
Here are some great examples of content marketing:
Blog Posts: Sharing informative articles that address common questions or challenges in your industry can establish your expertise and drive organic traffic.
How-To Guides: Detailed guides that help customers solve problems related to your products or services, such as DIY tutorials or step-by-step processes.
Videos: Engaging video content, like tutorials, product demonstrations, or behind-the-scenes looks at your business, can capture attention and enhance brand storytelling.
Infographics: Visual representations of data or information that make complex topics easy to understand and shareable across social media.
Podcasts: Offering valuable insights and discussions related to your industry can help you connect with your audience on a deeper level while showcasing your knowledge.
Social Media Posts: Regularly sharing tips, industry news, or engaging content on platforms like Instagram, Facebook, or LinkedIn to build a community and keep your audience informed.
Email Newsletters: Sending curated content, updates, and promotions to your subscribers keeps your brand top-of-mind and encourages ongoing engagement.
E-books and Whitepapers: In-depth resources that provide valuable insights on specific topics can establish authority and generate leads through downloads.
Webinars: Hosting live sessions where you share expertise on relevant topics allows for real-time interaction and positions your brand as a thought leader.
Case Studies: Highlighting success stories or testimonials from satisfied customers showcases your products or services in action and builds trust with potential clients.
Key Takeaways
To wrap it all up, here are three key takeaways to help boost your small business visibility:
Embrace Targeted Advertising: Whether through Google Ads or social media, investing in targeted advertising is a solid strategy for reaching the right audience. It's all about getting your message in front of the folks who are ready to engage.
Optimize for Local Search: Don't underestimate the power of local SEO! Making sure your business shows up in local search results can significantly drive foot traffic and online inquiries, so optimize your online presence and keep your Google Business Profile updated.
Leverage Content Marketing: Create valuable and relevant content that speaks to your audience's needs. This not only builds trust but also establishes your brand as an authority in your field. From blog posts to videos, great content can enhance your visibility without the hefty price tag.