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Advertising for Business Owners: Everything Old Is New Again

advertising-for-business-owners-everything-old-is-new-againWhether you’ve never advertised before or have been advertising for years, it’s important to take a step back and look at the basics. Every business owner has their favorite advertising types, but adding some new tools to your marketing toolbox can boost your reach and increase sales. Here are seven advertising strategies to consider when creating or revamping your business’ advertising plan.

Design Branding That Fits Your Company

Branding is the visual element that customers associate with your company, which means that it should be eye-catching and memorable. Your logo should convey the message and values that your company holds. Be sure to choose colors and other elements of graphic design that are consistent with your brand. For example, REESE’S is always advertising with orange and Barbie with hot pink. Something as simple as a specific color can help your logo stay recognizable and your brand specific. 

Compelling logos are intriguing, cohesive, and not too busy. When used consistently across your social media platforms, website, business cards, and other marketing materials, logos convey consistent branding for your business. You should incorporate those colors throughout to keep the branding consistent when designing your website.  

Increase Your Reach With a Radio Campaign

Another important advertising tactic is radio. When setting your advertising budget, it’s wise to allocate some of that towards radio advertising to help you reach a broader demographic. You will want to work with a media company experienced in creating quality radio advertisements; one that can help you strategize and implement effective radio creative. 

Conduct research into your target audience's interests and values to find specific stations that reach your target audience. Once you’ve found the stations that best align with your brand and target demographic, they can help you determine what times of day are most likely to reach the right people.  

Start a Blog for Your Brand

A blog can be a great way to share tips for getting the most out of your products, as well as new and exciting information about your brand. Plan your blog around the common challenges your target audience has as it relates to your products, services, and areas of expertise. Create content that your target audience will find valuable, engaging , and informative. When you write about the specific topics that you are advertising elsewhere, it connects the dots for your audience.

Consider having guest writers from time to time who are experts in fields that relate to your brand. They can contribute to your blog by offering a unique perspective on your content, and you can do the same for other businesses to help expand your online presence. Optimize your blog with tags and other SEO best practices to increase your site traffic. Optimizing the blog for smartphones and tablets will make it easier to read and more user-friendly.   

Cut Out Middlemen

Media partners have websites where you can directly buy digital advertisements. This takes out middlemen such as ad agencies, which lowers costs. You can have a media partner post about your business on their social media, as well. These tactics give you direct access to their audiences. That can be a big help when you are trying to get your message out to the masses. It also saves money both in the short and long term.

Take Your Social Media Presence to the Next Level

You will want to have a strong presence on Facebook, Instagram, Twitter, LinkedIn, and YouTube as these platforms have become a crucial aspect of modern advertising. Showcase your consistent branding across your social media platforms as a way to promote your brand's voice and values.

Another way to increase your reach on social media is through paid social. Running sponsored posts can boost your brand's social media presence and awareness by introducing your brand to those who might not yet be familiar with it. Paid social is a great way to increase the number of potential new customers who see information about holiday sales, seasonal promotions, and other important content pieces.  

Create a Strategic Email Campaign

Email campaigns are another cost-effective means of advertising when integrated with other forms such as digital and radio. Email marketing is a great way to keep loyal customers in the loop about promotions and company news throughout the year. 

Not only can email marketing be used to stay top-of-mind with existing customers and keep them in the loop about upcoming sales and promotions, but it’s also a great way to circle back to those who haven’t yet taken action on your site. Keep in mind that email marketing is often automated and can work simultaneously alongside other forms of advertising. 

However, before you can engage in e-mail marketing, you need to build your e-mail list. That is where it becomes essential to integrate e-marketing with other advertising forms. Radio promotions or paid digital advertisements can attract individuals who will exchange their e-mail address for valuable content or the chance to win a contest.

Everything Old Is New Again

Advertising doesn’t always have to be complicated. Going back to the basics can help you take a closer look at what aspects of your current advertising strategy are working well and identify how to create the most effective advertising campaign possible. If you’re not sure where to start or where to improve, consider working with a local media partner familiar with your target audience.    

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Steve DiNardo
Steve DiNardo
With over two decades of experience in Bay Area marketing & media, Steve DiNardo has helped hundreds of local clients solve their marketing problems. His experience in multi-platform marketing includes the creation of iconic experiential, digital and traditional media properties.

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