It’s 2018, a brand new year! Most businesses are taking some time to reflect on 2017’s successes and failures, and how to improve in this new year. Part of those plans should include advertising. It has never been more important than now to begin advertising your business. I’ve heard from many different industries, and they all tell me the same things. Markets are too competitive, we don’t have enough budget to run ads, etc. etc.
Marketing for your small business is a challenge that is as fluid as it is complex. Across the ever-changing landscapes of online marketing and social media advertising, developing a strategy that incorporates many different platforms, while maintaining a cohesive and genuine brand message can be a perpetual struggle. The trend towards capitalizing on content marketing is a strategy that’s proving beneficial for companies at all levels, but particularly for those smaller businesses hoping to regain market share.
Creating tactics is always the fun part of marketing — whether it’s the advertisement, social media components, television interview or the promotion, these are the enjoyable tools we enjoy crafting to drive our business forward. However, without a strategy to guide a campaign, they end up being solo components lacking cohesiveness. In marketing, tactics that constantly deliver your message and reinforce your brand are called touch points. Touch points work when they connect to each other like links in a chain, with a common theme and message.
Digital is kind of a big deal these days. This year, digital advertising spend will surpass television for the first time in history. And by 2021, digital is forecasted to represent a whopping 50 percent of all ad spend, with television down to just 33 percent. While this growth is truly amazing and a great opportunity to acquire more customers, it creates additional pressure for businesses large and small.
This summer, Facebook has reported 1.57 billion daily active users – people who are logging into scrolling through their feeds daily. Each one represents an opportunity for your business to reach a customer, and ads can help find the ones who are relevant to your business. Here are three of my favorite options that your business should consider integrating into your social media strategy immediately.
Back in February, I saw a tweet from a journalist that said, “Props to the three businesses that have NOT pitched me a Super Bowl angle this week.” Tying into a massive current event is a proven way to garner media attention for your business. But when you’re hooking into something as competitive as “the Big Game,” you can often get lost in the shuffle. Big brands spend millions on PR and advertising campaigns focused on one day.
That’s a quote from one of the most brilliant ad men of the 20th century, David Ogilvy. His ads generated a crazy waterfall of cash for his clients. The man knew how to sell because he understood people.