Digital Advertising and Small Businesses: What You Need to Know

Digital Marketing

In today’s day and age, it’s become more important than ever to have a strong digital presence as a small business. You need to be able to get the word out about your business in order to attract new customers and retain existing ones, and that means paying attention to your online advertising strategy.

“Global advertising spending will grow 22.5% to $763.2 billion this year, excluding U.S. ” – Wall Street Journal

It builds brand awareness

One of the best things about digital advertising is that it allows businesses to connect with customers directly. This means that, in addition to placing your ads alongside relevant content, you can set up landing pages where people can learn more about your business. getting great insight into the value proposition of your brand.

A well-designed page will give visitors all they need to know about your brand—making them more likely to purchase your products when they’re ready. A strong call to action will drive positive sales action. Above all, make sure to connect with their pain points. This will associate your brand with a authentically great customer experience.

“Digital advertising account for 64.4% of total advertising in 2021, , up from 60.5% of the total in 2020 and 52.1% in 2019.” Wall Street Journal

It attracts more customers

When you start a business, or have been running it for a while, there’s often one thing on your mind—improved sales. And with digital advertising, it is easier than ever for small businesses to gain more customers. When your SME starts using digital advertising, like banner ads or PPC campaigns, it will reach out to new customers who are interested in a specific product or service. Digital advertising also allows you to target very specific geographic regions where you know your clients reside in.

“68% of all clicks go to the first five positions in search results” – Hubspot

It’s easy to use

Google Ads allows small businesses to have an advertising budget of just R50 per day, making it perfect for start-ups. Your marketing budget should be between 5% and 9% of your turnover but starting at a low budget is better than nothing. Of course, that doesn’t mean all your business problems are solved with a couple Google ads, but they are a great place to start. If you aren’t sure how AdWords works or where to begin, there are plenty of marketing companies that specialise in setting up effective accounts to reaches your clients directly.

“60% of SMBs that use SEO also use PPC” – Clutch.co

It gives you more control over your budget

One of the biggest advantages of digital advertising is that you have more control over your budget than with traditional media. For example, if you’re running a Facebook and Google Ads campaign, you can set a budget per day or per week so that you never have to worry about going over budget. If you have launched billboard campaign or running an advert in a magazine or newspaper, you may paint yourself into a corner when you realise you made a targeting, content or design mistake. With digital advertising you could, but likely shouldn’t, change your mind daily.

“93% of online experiences start with search engines” – Imforza.com

There are many options available

Google Ads, Facebook, Twitter, Youtube, Instagram, LinkedIn and even TikTok. Online advertising can be a great way for small businesses to connect with their target audience. Because many people go online when searching for local services or products, it is a quick way for small businesses to find new customers. A small business owner interested in digital advertising may have specific questions about what advertising options are best for his or her company. The advertising platform that you end up choosing should line up with the market segment that you are targeting. You might have different segments such B2B or B2C and their may prefer different platforms like LinkedIn or Facebook. Speak to your marketing company to make sure.

There are many features available

It’s important for business owners to understand what digital advertising options are available to them. Beyond website advertising, there are social media marketing channels, online advertisements, email marketing campaigns—the list goes on. The trick is getting a great balance of media, channels and messaging to connect with your client’s emotional and rational needs. This includes direct ads to those that are actively searching for your products, advertising to those that show demographic or psychographic relevancy and remarketing to those that have engaged with your adverts before.

Does it improve sales?

If you’re a small business owner, digital advertising can give you a major advantage over your larger competitors. Nowadays, ads are getting increasingly more sophisticated—and they’re also far more measurable than ever before. As your customers are bombarded with advertisements, a great digital campaign will ensure that yours cut through all of that clutter and gets results. In other words, it’ll help improve sales. If your advert is targeted and sends the prospect to a relevant page with a strong offer then it will definitely increase sales potential.

So, where do you start?

Make sure you speak to a Marketing Company that understands the South African market, listens to your sales goals and can bridge the gap between what you offer and what your clients want and need.

Let’s Chat : 0861 001 975 / info@cognite.co.za

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