Most offline manners / behaviors go online, including coupons, partnerships. Online promotion should be the focus of any business. For every promotion, think about online alternatives. They can be more measurable and effective.
There are two offline channels and they remain very important. The first is navigation. Find and look out for attractive things on the street with ease. The second is events. Create a mini version of your business and include it in this event with an audience that is important to you.
Steps to Action
- Create a print shop to promote your business.
- Identify the best events to connect with your potential clients.
Word of mouth
Prepare an easy and effective recommendation phrase. For example, X is the best service for registering your new company. Incorporate this phrase into your communications (online, on paper).
Support group visits.Motivate your current clients to refer friends. Make group discounts or make visiting friends more fun. Create a special offer for families and corporate members.
Maintain client photos. Is there a cool object in your company with which you can take a photo.
Navigation and “outside the building”
Location itself is the very latest promotion tool. If you are a coffee shop on a university campus, then you have already done it. Where are your prospective clients? Where are the businesses with the most similar audiences located?
Be easy to find... You must have a memorable sign / inscription. Be visible at night. Consider placing additional navigation elements on your way from a large street or subway station. Can people across the street find you?
Be memorable... Do you evoke any emotions in people? Curiosity or interest? Do they want to see more?
Explain what you are doing... Is it clear what kind of business you are doing? For example, if it's a restaurant, do people understand it?
Cross-promoting with your neighbors. Meet with your neighbors, look for each other's audience. Exchange flyers and navigation labels, mutually promote each other through your online channels.
Printing materials
Create flyers for your best offer... Offer something free, cheaper, discounted, or two in one. Let's list your upcoming events. Whether your flyer is taken home or thrown away depends on the quality of the paper and design.
Distribute flyers near your location... Put them in friendly locations with the audience you want. Offer partners a flyer exchange for distribution. Put a small logo of your partners on your flyers. Sometimes it's a good idea to put people on the street to hand out flyers.
Use business cards to keep in touch with your customers... Focus on flyers to attract new customers. Business cards should briefly explain what your company is offering.
Consider not using wall posters... Traditionally, wall posters are used for events and works. They are usually posted in universities and communities. Nowadays, there are many online channels for similar purposes.
activity
Create mini versions of your business for inclusion in the desired events.
This could be a mini-store, a demo of your product or service.
The GaGaGames store organized and controlled play areas at all major festivals in the city.
Give a speech... Look for events with the audience that best suits you. Be helpful, think about more than promotion. What are the most effective events in the city to promote your business?
Advertising is a constantly necessary item of expenses for any business. Over the past few years, with the development of the Internet, the advertising industry as such has undergone a lot of changes, and although print ad plates and TV spots are still functioning, online advertising has long been a new engine in commerce. For a small company, this is one of the few budgetary ways to tell the world about yourself. We have tried both types of advertising and will tell you about each separately and why some work and others do not.
To bookmarks
Trends
Brand is more important than service or "hype" effect
If you carefully study advertising, stores today attract the attention of a buyer not so much by describing their own pricing policy, quality of service and popularity. Sites like Yandex.Market allow you to view specific offers of the same product in different stores, so most advertising is aimed at promoting a specific top product. If a Samsung Galaxy S8 smartphone has recently been released, all advertising dies put it exactly, at the end of the year it changes to iPhone X and all offers are automatically changed to it and the offer of the most favorable purchase conditions. That is, the store is promoted by a specific brand or a specific popular product.
We tested this theory on top products and indeed, such offers are clicked on average 2-3 times more often than on a selection of viewed products, which is standard for contextual advertising.
In 2017, we faced a “smart shopper” - with the development of ad blockers, it became not so easy to attract attention. This is not to say that contextual advertising has completely stopped working, but native advertising is much more effective, that is, advertising that seems to be part of a program, a text in the media or a video on Youtube.
The logical desire of the buyer is that the store or brand does not try to attract attention too aggressively, but at the same time is ready to offer a worthy video or text. Usefulness should be combined with promotion, as no one wants to waste time or click on an ad article. When it comes to text, then the text should be cognitive, and even better, useful. For example 10 life hacks, or 10 gifts. In this case, the likelihood of a click is much higher, and with it the likelihood of increasing brand awareness increases, and, accordingly, the chance of making a purchase.
Contests: a way to be recognized
In 2017, we held perhaps the largest competition in the history of the store - a car and many other prizes. Of course, there was a lot of noise around the competition, but I must say that such things, although popular, do not always attract a buyer, and often - precisely those who wish to receive a prize. And sometimes, not receiving it, the participant leaves offended to the store. At the end of 2017, we tried again to conduct competition with simple mechanics and interesting prizes. The viewer has only 2 tasks - to subscribe to the channel and come up with a short slogan. In less than a month, the channel grew by more than 20 thousand subscribers, we also track the transitions to the site and how many purchases were perfect. Such projects are more of an image and a long game.
Working with agencies
But advertising agencies are gradually becoming a thing of the past. This is not to say that we are surprised or upset. Creativity is now enough among employees of any office, and one manager is enough to provide a small company with a high-quality advertising campaign on the network, and one SMM-box to work with social networks. The rest is done very simply and without unnecessary investment.
Some still use the services of such agencies, but the work in them is not built with an emphasis on the client and knowledge of the subject, but on the basis of standard proven techniques that are not always equally effective in various areas.
Every now and then we come across advertising messages in the news feed on any social network. In Instagram, for example, they are so integrated that without noticing it, we click “like”. This is another of the trends of 2017, which, perhaps, has reached its climax right now. If you are engaged in such advertising, you need to clearly understand which buyer you expect to interest. For example, photographic equipment may interest an Instagram user, but a tire manufacturer is unlikely to get a decent result from such advertising, it is better for him to turn to other sites.
As we noted above, PPC advertising is made more difficult by the advent of blockers, although some sites strongly recommend enabling them. Either way, smart recommendation systems are always a good way to engage the viewer. This method of promotion should not be abandoned in 2017 either, but again, the delicacy of the advertising itself is important. Image + minimum information + maximum utility. No one can read the ripples of small letters in a small picture, so such advertising will only be a waste of money. Click-through rate is the main indicator of such dice. And here it is necessary to think from the perspective of a buyer: “What would I click on?”
The effectiveness of such advertising is formed primarily by the specifics of the solvent generation, which is now formed from those who actively began to use the Internet in the early 2000s. That is why the modern market reality was formed. Firstly, almost everything can be purchased online, and secondly, almost everything about the product and the store can be found out without leaving home.
Youtube: channel as a way to promote
In 2017, we paid special attention to the development of the store's channel on Youtube. And not only because the service has become one of the most popular sources of information. Own Youtube channel in 2017 turned out to be as necessary for brand promotion as having an offline representative office or a central office. 87% of the Internet audience in Russia watches videos on Youtube, which means that at least every second of these 87% is a potential buyer.
We found that the key to converting views into sales lies in creating high-quality and, again, useful content, and in 2017 we focused on this very area. We added collaborations with bloggers to the channel, checked a number of contests and launched special projects. All this, of course, had an impact on the recognition of "Fotosklad".
Now our channel has over 86,000 subscribers and 50% conversion. By the end of the year, it is planned to grow the channel to 100,000 thousand. According to our calculations, an online store with an audience of more than a million can generate income like 3-4 offline stores.
In terms of efficiency, this is significantly more profitable than purchased advertising in other videos, although this option is also quite acceptable if you have a budget.
In addition, speaking about Youtube, one cannot ignore the fact that the videos themselves can be monetized, that is, the profit will appear not only from sales, but also from video views. Thus, the channel will be able to support itself, and even generate income. Therefore, Youtube is one of the most profitable ways to promote.
You can earn subscribers and target audience in social networks. This is not the newest trend, however, with its popularization, competition has increased, so the emphasis again had to be on content. It is not enough to attract a subscriber, it is important to arouse his interest and incentive to make a purchase, therefore simply advertising records in general lose their relevance. The viewer, as the experience of the last few years has shown, trusts the reviews and comments of others, like him, real users much more. And I am ready to add a page to favorites only if she plans to return and make a purchase again in this store. Therefore, the guarantee of advertising success is rather high-quality service, that is, promotion is only half the battle.
Offline advertising for an online store, in fact, is not of interest. Not only because it is easier and more logical to attract a user to his natural habitat, that is, online, but also because for a novice businessman it is a very expensive and not very effective pleasure.
Not every store can afford television advertising either, but here you need to clearly understand which customer you want to attract and what channels he will watch. At the same time, of course, all the basic information should be duplicated with text: in 2017, you need to try very hard to make the viewer turn on the sound during the commercial break and pay attention to the video.
In 2017, having our own Black Friday, we chose to bypass cooperation with third-party services, focusing instead on our own channels: social networks, contextual advertising and of course, YouTube. Now that the promotion is over, we can say that it was much more successful than last year, when we cooperated with special portals dedicated to the sale.
We have made sure from our own experience that in such cases, it is better to work with an already loyal audience. To attract new customers, it is better to give preference to online channels.
A lot of new and interesting things have happened in the marketing world lately. An analysis of the trends of the past year will help to correctly adjust the focus in 2017, especially against the background of the strengthening of the online advertising market, when the task of synchronizing online and offline becomes important and an adequate assessment of the effectiveness of both channels.
ABOUT THE AUTHOR
marketing Director, Avilon Group
Graduated from FGU Moscow State University. M.V. Lomonosov, candidate of sociological sciences. Experience in the automotive industry for 11 years in the companies JV "Business Car" and "Avilon". In 2014 she received the Kotler Awards for the best achievements in the field of marketing and advertising among top managers in Russia as the best marketing director in the automotive industry; in 2015 she received the Runet Prize in the field of "Economics and Business". He is a member of the jury of the Cannes Lions and Silver Mercury festivals, an expert at the Kommersant business forums, the Results of the Year project sostav.ru in 2015 and 2016, and the International MICE Geography Show Russia.
communications that better build either product knowledge or sales. If we talk not about advertising communication channels, but about its format, it will become obvious where this year were the priorities of this market. For example, video and audio (they are more often used by importers), which work best for product recognition, have lost their positions less than others; graphic formats showed the biggest drop; and text formats that are effective immediately before purchase (most often used by dealerships) have seen significant growth.
The picture is quite predictable and corresponds to the crisis trends: companies traditionally invest less in the future and collect more current demand.
It is believed that everything in the global network can be estimated, calculated and predicted. Therefore, internet marketers calculate and evaluate each advertising channel. Things are not so good offline. And here, just as 100 years ago, John Vanamaker's statement is relevant: “Half of my advertising budget is wasted. The trouble is, I don't know which half. "
But, unlike our predecessors, we have technologies that allow us to find out exactly which half it is and invest from the budget exactly what really works. It is possible to measure the effectiveness of offline advertising using email marketing.
The current level of Internet penetration and the involvement of customers in it makes it possible to speak with confidence about the use of measuring techniques that use search monitoring and data parsing, intra-site web analytics, telephone tracking of offline advertising, mobile technologies, docking with CRM / ERP systems.
Tools for tracking the effectiveness of offline communication channels
There are a large number of tools for measuring the effectiveness of offline advertising aimed at attracting visitors to dealerships (hereinafter - DC).
Polls or questionnaires. This method is used by all, or almost all. For example, in the business center of the Avilon company, not a single client who calls and will not remain unmarked. The easiest way to find out which ad came to your customer is to ask him. The receptionist enters this information into the CRM when the client contacts the DC (personal visit or call). In any case, the result of the work will be a report on the effectiveness of advertising sources.
The disadvantage of this method is the low reliability of the data. Clients don't always remember where and when they saw your ad. In addition, if you have posted layouts in several magazines, it is unlikely that you will know in which particular publication the buyer saw your ad.
The following method is devoid of this drawback.
Offline ad tracking codes. A fairly simple way is to indicate in the advertising layout a code or place a coupon that the buyer will present to the DC in order to receive a discount, special offer, etc.
A sales manager or service consultant enters this information into an internal CRM when placing an order. Thus, the code is associated with the order and makes it possible to analyze the range of the order, its amount, the average bill from the advertising channel, etc.
After linking the code in CRM, the marketer can build a report on which coupons, how many people have placed orders in the DC and for what amount.
Ideally, it is necessary for each ad medium to have its own code allocated. Thus, knowing the cost of advertising and the income from orders placed with coupons, you can calculate the return on each advertising channel.
Phone number substitution. If DC advertising is mainly aimed at attracting calls, you need to track which advertising company came from this or that call. To do this, you can use a technology similar to dynamic call tracking on the Internet. Several phone numbers are purchased, and a new number is integrated into each advertising message, and everything can be processed in one call center.
In Avilon, the first brand on which we used this technology was BMW, after two or three months we optimized the marketing mix, which made it possible to abandon ineffective channels, and use the freed budget to use those channels that brought more calls. As a result, incoming call traffic grew by 40% without increasing the budget.
In the reports on incoming calls, you can see from which phone numbers they are calling, and it is clear which ad is performing better. Unfortunately, a call doesn't mean a sale. And in order to assess the effectiveness of an advertising channel more accurately, you need to understand how much it brings from sales. To do this, you can use the following method.
Phone number substitution with tracking of purchases by customer number. This method builds on the previous one. One of its components is different phone numbers in different advertising messages. The second part is tracking purchases.
So the client calls you on the phone. You will find out on which ad, depending on the number to which the call was received. You define and write down in CRM the phone number of the calling customer (i.e. from which number the customer is calling, for example, his mobile). Thus, you get both the customer's number and information, thanks to which ad he called you. Then the client goes to the DC and makes a purchase there. At this moment, you will learn from him the phone number, which will later be the "identifier" of this client. After that, you check the received phone number with the saved phone base for incoming calls. If a customer called you from his number before making a purchase, you will get the desired match: advertising channel - customer - purchase.
Now you have all the necessary data to make a report on the effectiveness of advertising channels.
Internet address in offline advertising. Often, in addition to the phone number in advertisements, we indicate the website address. At the same time, it is important for us to determine after which announcement, as well as how many people went to our site. Most advertisers have their site statistics system that allows them to see the so-called "direct entry" of visitors. This type of traffic assumes that a person interested in information keeps the site address in his head and types it in the browser on his own. We believe that the best results can be obtained from creating landing pages for each type of ad. For example, in a magazine you see the address of the landing page www.store.com/auto1, which leads the user to a specific page on the site, but not to the home page. And if, in addition to this ad, the specified URL has not been used anywhere, you can see the statistics of visits to this page and, with a high degree of probability, say that all the visits of visitors were made after viewing the ad in the magazine.
The page addresses in offline ads on the site can be quite long. Imagine a user typing them into the browser manually, will everyone have the patience to overcome this inconvenience? In addition, it is easier for many to get to your site by typing the domain address, and thus some of the traffic will go there. If you want to get reliable data, use shortened links or subdomains with a redirect to the landing page. It is better to do a redirect with an encrypted UTM tag so that you can immediately evaluate the referral source as an advertising channel in the site analytics system. For example, instead of www.store.com/auto1, one could write sale.store.com, which is shorter and more attractive. And configure the site so that when opening sale.store.com in the browser, the user is redirected to www.store.com/auto1/?utm_source\u003dmagazine1. Then, the source Magazine1 in the site analytics system will mean this ad.
We use a similar technique in the case of the Avilon Motorrad DC to evaluate the effectiveness of SMS mailings, if we send a link to the site along with the text in the message. As a result, after each such mailing, we track the response not only by calls, but also by the number of interested clients and who have switched to the site. Next, we analyze their duration of stay on the page, activity, sometimes we look at the information that is most attractive to them on the thermal imager. As a result, we have detailed information about the effectiveness of the sent text and can determine whether our clients are interested in our offer or not. This method is especially indicative if you have a large mailing base, because with a small sample you can test the effectiveness of your message and, if necessary, correct it.
Tools for tracking the effectiveness of online communication channels
Setting indirect goals. We assume that you have a landing page on the Internet, which provides information about your products, DC addresses and, possibly, a single call center number. The purpose of the page is to familiarize visitors with the offer. Contact information is not collected here, codes are not issued, etc., that is, there is no specific target action. You can use goal setting tools to measure the effectiveness of such a page and inbound traffic.
Hiding information. One of the most correct options in this case is to come up with some kind of goal. For example, display product offers on a page, and place contact information on another page. Then the transition to the page with the addresses will become the target action.
Similarly, you can hide the phone number in the "Contacts" section or display it after clicking. Even taking into account the fact that this goes against the usability of sites, on which an extra click can reduce the number of people who want to call or see the address of the DC, reliable analytics will give you much more information, we were convinced of this, including the experience of DC Mini by Avilon ".
This way you get two goals against which you can optimize and measure your ads. The criterion will be the cost of achieving the goal. In the case of Mini, we determined the maximum threshold for this indicator and, based on it, built advertising placements. As a result, we knew exactly how much we had for this or that action of a potential buyer and how much we were ready to pay for it. This method is very effective with relatively small advertising budgets.
Online ad tracking code... The code is generated depending on the advertising source (for example, depending on the site from which the referral was made, or a keyword in contextual advertising, a UTM tag, or an additional key in a link). The buyer, making a purchase in an offline point, indicates the code that is entered into the CRM, and thus you will generate a report on the most profitable advertising sources.
Code linked to the Client ID of Google Analytics.You can link the code not to the advertising source, but to the Client ID of Google Analytics. In this way, you will link offline sales (or events, for example, a call) from your CRM and Google Analytics statistics. This technology is used in call tracking systems by User ID, which connect the site visitor and the buyer, making it possible to build accurate and detailed reports, including on the effectiveness of advertising channels or on the average time from receiving a coupon code to a purchase, etc.
We live in a multi-channel world, successful companies never use one advertising channel to attract. Usually these are 4-5 channels that interact with each other, complementing each other, and it is important to choose a marketing mix that works specifically for your DC based on the analysis of the effectiveness of online and offline communication channels. All data must be combined into a single analytical system, such as Analytics, Metrika, Omniture, Clicktracks, Coremetrics, Unica, Webtrends, or self-written. And the most important thing is to be able to create the correct reports, on the basis of which you can make decisions about the effectiveness of the marketing mix.
Unfortunately, analytics is very often used solely for the sake of analytics, so in order for it to be a truly effective tool for building the entire chain, establish its connection directly with the company's activities.
To link the various types of ad tracking directly to sales, you can create a fairly simple chain. Measuring phones can be connected to the company's CRM system via IP-PBX; when the call manager receives a call, the IP-PBX determines that the phone is a meter for a certain channel and opens the client's card with the source and client ID already entered there. QR codes and tagged links in booklets and banners must be clearly processed by the web analytics system installed on the site, after which requests through the site are lined up in a multi-channel sequence QR code / tag -\u003e site -\u003e electronic application / call / purchase, and again CRM opens a card with the already entered source and customer identifier for the order manager. Discount or promotion codes must have a barcode or numbering that the seller uses to activate. Through CRM, information about the purchases made is entered into the trade and warehouse program.
The use of a single source of information for measuring the effectiveness of advertising and its relationship with sales allows you to assign clear financial indicators to metrics, simulate various ROI scenarios, and manage traffic.
But despite the significant differences between online and offline communication channels, we are seeing a single customer journey.
Figure 1. The Buyer's Journey: An Ecosystem of Advertising-Purchase Interaction
How to unite two worlds: offline and online?
We may use data about user movements. Currently, a number of sources of user location data are available, as well as geodatabases in Russia. By combining these two sources of information and comparing the location history of users with the categories of their locations in real life, we can customize the online advertising we need for them. Thus, the resulting offline behavioral segments are used online for geo-contextual advertising and creating segments for targeting.
What a marketer can do based on the user's location:
Create new retargeting models;
Create a communication channel with the buyer at the time of making a purchase decision;
Build location profiles for further targeting the audience for the specific tasks of your DC.
With this technology, we can show personalized offers to specific people, at a specific time, in a specific location. It will also allow you to show a specific message on a specific device for a selected online channel.
Despite the differences, online and offline are closely related, and in the confrontation of one against the other, friendship is likely to win, that is, the synchronization of these two communication channels.
Recently, a technology has appeared on the market for synchronizing online (Internet) advertising with offline (TV, radio and other offline events that affect purchasing power). This technology allows, simultaneously with TV or radio broadcasting of advertisements, to show advertisements for the product on those Internet sites where the target audience is currently located. This is all the existing digital inventory: contextual, media and video advertising, all types of postings on social networks, RTB, mobile and other formats. Creativity for each target audience group is different, plus tests are carried out on which creative the group responds best. With the help of such a tool, an online advertising campaign is synchronized with an offline campaign (for example, a TV advertisement) and allows you to transfer the interest of a potential buyer after a TV advertisement into purchases.
Synchronizing online and offline advertising solves a wide range of tasks, from increasing the effectiveness of a specific advertising campaign (cases show an increase in CTR by more than 50%, a halving of the bounce rate, etc.), to an increase in sales in general.
Although technologies for tracking offline ads have emerged, it is clear that offline analytics are much less common. Therefore, marketers who implement such analytics tools, as well as begin to fully use the capabilities of online analytics and make friends online with offline, thereby getting closer to John Vanamaker's dream faster than others, and will make most of the advertising channels really effective.
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4.2. If one or more provisions (conditions) of this Agreement are or become invalid, then this cannot serve as a reason for the termination of other provisions (conditions).
4.3 The law of the Russian Federation shall apply to this Agreement and the relationship between the User and Insales arising in connection with the application of the Agreement.
4.3. All suggestions or questions regarding this Agreement, the User has the right to send to the Inseils User Support Service or to the postal address: 107078, Moscow, st. Novoryazanskaya, 18, p. 11-12 Business center "Stendhal" LLC "Inseils Rus".
Date of publication: 01.12.2016
Full name in Russian:
Limited Liability Company "Insales Rus"
Abbreviated name in Russian:
LLC "Insales Rus"
Name in English:
InSales Rus Limited Liability Company (InSales Rus LLC)
Legal address:
125319, Moscow, st. Academician Ilyushin, 4, building 1, office 11
Mailing address:
107078, Moscow, st. Novoryazanskaya, 18, p. 11-12, BC "Stendhal"
INN: 7714843760 Checkpoint: 771401001
Bank details:
- traditional or digital. Each direction has its own merits. Offline advertising is, rather, a “long game”, while online advertising allows you to stimulate impulse decisions of the target audience.
Effectiveness of online and offline advertising
It has more different ways to attract consumers, but the impact on them is much shorter than in offline advertising. | Offline marketing has fewer ways to reach consumers, but it has great advantages, allowing the advertising message to gain a foothold in the minds of consumers for a long time. |
The reach of the target audience may be too high, as you can advertise all over the world. | |
The reaction speed is as high as possible and you can make adjustments at any time to optimize online advertising. | It is difficult to count on high speed of information dissemination. It takes time to achieve the planned result. You must have experience and skills to plan the effectiveness of an advertising campaign. |
There is no way yet to track and monitor key metrics offline. It is difficult to determine how many consumers have seen or heard your ad. |
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Time is always the limiting factor, as TV and radio shows are broadcast at certain times. Print editions come out according to the schedule: daily, weekly or monthly. But it is easy for your target audience to miss your ad. |
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It will take a lot of effort, time and additional funds to make changes to a launched advertising campaign. |
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Traditional offline marketing includes:
- printed publications (news newspapers and magazines, leaflets, brochures and other printed materials)
- broadcast media (TV and radio advertising)
- mailing and distribution from hand to hand (flyers, business cards, catalogs, etc.)
- telemarketing (direct cold and hot telephone contacts)
Digital Online Marketing
The main efforts are concentrated on electronic devices and Internet technologies, it offers, for example, the following components:
- website and corporate email
- social networks
- content marketing
- contextual and banner advertising
- video marketing, etc.
Cost-effectiveness of advertising
Setting a budget for small business marketing can sometimes be a very difficult task. The rationale that your competitors are spending a lot on advertising is not appropriate. The budget of an advertising campaign depends primarily on your target audience and how you position yourself.
In order to choose the most effective advertising strategy, you will need first of all:
- choose the most affordable advertising medium
- determine the level of coverage of the target audience
- set achievable material goals
Current trends are such that the economic efficiency of traditional advertising is declining. Bulk offline marketing has ceased to be the main engine of commerce. Affected by the consequences of the growth of information flow, which led to a slowdown in the decision to purchase by the client. He is "bombarded" by advertising from all sides, and it is difficult for him to choose from very similar offers from competitors. As a result, the maximum effect from offline advertising that can still be expected is the formation of awareness and a positive attitude towards the brand.
Today, the setting of the task for advertising campaigns is changing. The emphasis shifts to measurable communication results: how many potential customers were aware, how many formed a positive attitude towards your offer, and how many customers used your service. This approach allows you to unambiguously determine the economic efficiency of marketing.
For small businesses, the most effective solution is to combine traditional and digital marketing. But it is important to find the right balance between these two types of promotion. When relying on online advertising, try adding some offline communications with your consumers.
Internet Marketing for Small Businesses
- Websites are a must for businesses of all sizes. The Internet is everywhere - laptops, mobile phones and tablets. Consumers can explore your site or place orders and purchases around the clock.
- Social media offers free business pages to promote your company. Interact with your audience by posting comments and questions in the news feed. Upload photos to show the world what you have to offer in the market. This will add to your business to strengthen its own brand and help attract new customers.
- Done right, paid contextual and banner ads can be more than enough for your success. There are various payment models: per click, per million views, per action on your site. Potentially inexpensive internet advertising can perfectly match your business needs.
- Free online business directories can help you gain additional visibility on the major search engines. After your site is up and running, you have to get people to visit it. Search engine optimization of a website is also essential for a successful campaign.
- Email newsletters are a great way to keep in touch with prospective and existing customers. Create a monthly newsletter that provides consumers with useful information related to your business.
Traditional Small Business Marketing
- Business cards should contain more details than just your name, address, and phone number. Printing on both sides of your business card will help tell your potential customers more about your offer. Folding cards can better represent your range of services. It is an inexpensive way to build relationships with customers and get new contacts.
- Print editions are still in demand by a number of potential customers without Internet access. Today, only basic information is placed in such publications: the name of the company, what the company produces, where it is geographically located and how you can contact it by phone or via the Internet.
- Advertising on company cars gives your business an image. In fact, a mobile billboard is your unique advertising medium that will be difficult to ignore, especially during rush hour traffic. But don't forget, cars must be clean and free of rust. The attitude of consumers towards your business depends on it.
- Promotional merchandise such as pens, calendars, and the like can be great reminders for your clients. Tradeshows are also a great way to meet new potential clients.Goods handed out at a trade show to visitors to your booth are a great way to say thank you.
- There are many different ways to distribute printable coupons offering discounts. This will attract new customers and increase sales.
Remember, advertising is time consuming and costly. Find out what works best for you by tracking the results of each promotion. Ask new customers how they found you. Use unique codes for each ad so that you can easily check the effectiveness of your ad campaigns.