Internet advertising helps companies to compete
The sole reason businesses of all sizes use advertising is to spread the word that they have something of interest to sell to their customers. It may be an event you are promoting, a new product line or an expansion of services, and the advertising might take the form of print ads, television commercials, billboards or online ads. Business owners know that advertising done correctly impacts sales, increases revenue and is vital to business success.
Banners or Advertisements?
There is a big difference between an Internet banner and an advertisement. Current psychology of users is that, they can “spot” obvious ads and tend to ignore them for the content. Since a banner link is to something useful and beneficial to the users, there is greater chance that a visitor will click. Which one of the two images would you click on? Both are for the same website, but one is providing free information.
This page shows three types of advertising. The fixed banners shown above, the pop-up advert on the left and in the top right hand corner there is a page peel ad.
As a small business owner, you need to work with your marketing manager or your advertising agency to identify who your target customers are and how your product or service directly impacts their lives. Then you will design your advertising campaign around educating these customers about the benefits your company offers that directly addresses these issues. You spell out who, what, when, where and why your product or service is the answer to their problems and why your business is better than the competition to fill this need.
Businesses of all sizes need ongoing advertising campaigns to keep existing customers coming back. Many shops and restaurants are struggling to survive in today’s troubled economy. It is important to maintain a strong impact on customers through regular ads, fliers with sales and coupons and a dynamic, useful website. Maintaining those long-term customer relationships is critical.
Placing an advert for your own company on different pages can have an effect on visitor actions. An advert can be used to make the site more interesting and newsworthy, and it is quicker and cheaper than changing the whole website design.
The pop-up can be a reminder, showcasing an event or publishing details of a new product. There are many opportunities to add information which is designed to attract a visitors interest. This could be a call to action or a special time limited offer.
The page peel ad provides for the opportunity to show an ad with covering the main page contents. The visitor must actively use the mouse pointer over the corner. See the page peel top right hand on this page to see how it works.
Advertising also attracts new customers who keep the business growing and are vital. They may not have needed your business when it first opened but now find it a welcome addition to their lives. Advertising lures them on-board as customers and gives you the opportunity to turn them into lifetime customers.
Small business advertising can even cause positive impacts on your employees. When someone finds out a person works for your well-known well-respected business and responds positively, your employee feels pride and might further talk up your company. Compare that to an employee who hears neutral or even negative things about their place of employment. Having employees feel pride and a sense of ownership in their work is a valuable asset your company cannot afford to lose.
With a solid advertising campaign, you have complete control of the message your audience receives. You control how the message looks, what it says, how and where your customers receive it. You are able to target very specific audiences and geographic areas. You can also be very consistent in your message. This repetitive presentation of your company’s image and message helps build trust in your business along with recognition and awareness of your brand.
As a small business owner just starting an advertising program, you need to decide what objectives you want to achieve with your marketing budget. Do you simply want to build awareness that your company exists, or do you want to play up your expertise, your unique products or your location? You may want to create interest in a new business and start making inroads into a tough market of neighbourhood businesses. It is possible that your business has news to convey to customers, such as new products, great sales, or a new shop location.
Once you have decided your objective, you and your marketing specialist can better pinpoint the marketing budget for the project. Your business size and the size of the target market also determine the budget, of course. Your marketing team will help you decide the best use of your resources in this regard, and on how to deliver your message for the effects you want.
The next priority is to determine if your in-house marketing team can handle the job or whether an advertising agency is better equipped to manage the creative end of your promotion. Sometimes agencies can negotiate better rates with vendors and produce more sophisticated strategies that bring better results than in-house team members can.
Your chosen team needs to create the right tone and feel for the information you need to promote. You know your customers and your business the best, so you want to be working closely with the marketing team at this point. Remember to look at advertising as another investment in your business. Every investment brings risks. The risk with advertising is that it will not result in enough increased business to justify the costs. Do your due diligence to to maximize the investment. Your advertising campaign should ultimately help your customers get all the information they need to make the best choices about the options available to them.
Web Based Advertising
In today’s world, advertising is big business because there are so many products and services offered. Competition has increased, so every business large and small is charged with promoting their products in the best manner possible. New advertising techniques are developed daily. The goal of every advertising campaign, though, is simple: Get the product or service in front of the right people at the right time, through making them more aware of the product and its benefits.
Clearly, the Internet has permanently changed the ways people interact personally and when doing business. Advertising, commerce and entrepreneurship are no longer the sole property of big business. Many smaller companies with small budgets have entered the market and done quite well because most shoppers prefer to do businesses with companies in their neighbourhoods. Big budget advertising and marketing campaigns are old news. More and more, people turn to listings of local businesses in Internet Directories and city guides to find listings that suit their needs.
One of the best online marketing tools available is Google’s AdWords. With this easy to use program, companies can create ads for placement on other websites using the AdWords payment conditions. The business essentially pays to get their website advertised on top tier search result sites. The positive results to your small business may far exceed the AdWords small investment, depending on the keywords you buy. It is also very easy to track how AdWords drive traffic to your site, so you can see the return on investment from the service.
Using an Affiliate solution
Create an affiliate network for your small business website. Have a graphic designer come up with the advertising material, such as link buttons and banners. Selected affiliate sites can select a button or banner for their site. When a customer makes a purchase through that link, you give them a small percentage of the cost of the item. Affiliate networks are time and cost effective and mostly operate automatically once set-up.
Never forget Blog posts
Time consuming, but possibly the cheapest method to advertise on the Internet. If your business creates an interesting Blog, the visitor numbers grow, and because the site is always being updated, Google & Bing index more frequently and position the website higher in search results for keywords. A Win Win situation. If you own a company all of these wonderful ideas may sound wonderful but you just don’t have the time. You may be pleased to know we at Northampton Marketing have the time to listen, and make things happen for your business. How? We limit our customer numbers so as to provide the best possible service, on time and within budget.
Normally people use a search engine to look for products, but a very recent trend is the use of Amazon to search for products. For the smaller company access to Amazon has long been a no go area, but not any longer. Now a company with approved products can be listed in Amazon search results and benefit from their order placement system.
There are a lot of different aspects to consider when trying to advertising. For the normal website owner there is not enough time, and anyway there is the business to manager. When you need somebody to help, just make contact. Things could be easier than you think.
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