Why Small Businesses Need Social Media
How to Choose the Best Online Advertising Platform
Key factors: Your audience and your goals.
First off, how are people getting to your website? Directly? Search engines? Social media? Email marketing? Check your site’s analytics to see how your users are arriving and plan accordingly.
Who is your audience? By narrowing in on your target audience’s demographics, you’ll be able to select the platforms that particular demographic uses the most and avoid the places that won’t render any conversions.
Last, but not least, what business goals will you be aiming to meet with this advertising? Are you promoting a service or product? Hoping to promote a new brand or upcoming event? Depending on what you’re trying to achieve, you’ll be able to narrow down whether a Google ad or sponsored Instagram post will better promote your content.
Find out where your target audience spends their time online.
There are several factors that ultimately play into the decision of the best online advertising platforms for a business: cost per click (CPC), estimated reach, estimated clicks, and so on. The most important deciding factor should be based on where your target audience is most likely to see (and be receptive to) your message at the right time. Advertisers must carefully and thoughtfully put themselves into the shoes of the target audience to gain an understanding of where and how a specific marketing message will be received.
It all depends on the company’s business goals and their target audience. They need to determine exactly who they are as a brand and who would be interested in the products or services they offer before selecting an advertising platform.
Make it easy to be found.
Start with SEO. Help customers find you. While SEO focuses on earning rankings through content and optimization, PPC essentially lets you pay for placement for your target keywords.
Know your options — go big and go local.
The key here is to find out where your target audiences “live” on the internet and where they are making their buying decisions. Your audience may love to hang out on Facebook, but they might be more focused on business decisions when they are on LinkedIn.
Based on our experience, just about everyone lives on Google, so Google Ads should almost certainly be part of your campaign. But through research and testing, we can also find more specific outlets for advertising your products and services, even down to specific sites. For example, we advertise our RUN! GEEK! RUN! 5k on social media, but we also have advertisements in the Alexandria Times as well as Zebra. These are great outlets for reaching the local community!
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