Features of advertising for small businesses
Posted: Wed Dec 18, 2024 6:31 am
In general, there are two extremes that it is important not to fall into. The first is imitation of big business with its focus on long-term formation of a positive image. After all, in the overwhelming majority of cases, small businesses should focus on direct response advertising, i.e. communication that implies the consumer performing a target action here and now. We have examined the difference between product and image advertising in more detail here.
The second is excessive savings, which ultimately results in even greater expenses. Sometimes it remains from the time when the entrepreneur made all the marketing materials himself, "on the knee". This problem, unlike the previous one, has its roots in microbusiness, self-employment. The pitfall is that you cannot save too much on the quality of the advertising materials. Yes, you will save several thousand rubles on the services of a freelancer at the time of creating advertising layouts, but you will lose many times more due to the low effectiveness of advertising during the display process.
Everything is like in the good old Russian proverb:
The key to effective small business advertising is that it must be highly traceable, but at the same time must be of sufficient professional quality.
Another interesting nuance. Modern advertising of small businesses is more systematic than many people think. End-to-end analytics systems, call tracking are affordable even for a very small enterprise. In the last few years, there has been a protracted competition in small businesses to see who will be the first to implement such tools for tracking advertising effectiveness. It is important to understand that one thing leads to another:
1. identify weak points in advertising;
2. eliminate them, reducing the costs of attracting the required number of leads;
3. money is freed up in the advertising budget;
4. direct these funds to additional ads;
5. increase the number of incoming requests even more.
Considering how small businesses need free working capital, simply increasing the effectiveness of marketing communications can affect the state of the business as a whole. Therefore, we offer our clients a full range of services for setting up end-to-end analytics, implementing CRM , etc.
Criteria for an effective advertising campaign for small businesses
Now let's define the criteria by which the effectiveness of the uk number for whatsapp advertising campaign is determined. We will not analyze the main criterion, payback and assistance in increasing sales, because it is obvious.
So, in an effective advertising campaign, regardless of the channel used:
1. The result is tracked in the cost of applications
Naturally, it should be clear at what cost you receive applications from this or that advertising channel. This does not mean that channels with more expensive orders should be cut off immediately; sometimes a more effective strategy is to mix them. You just need to keep it under control.
2. Further sales are at least indirectly monitored
The problem is that in the pursuit of cheap leads you can get carried away and lower the quality of incoming requests. It seems like there are a lot of calls, but few people buy. By the way, this stumbling block is often the subject of disputes between the entrepreneur and the lead supplier. Therefore, you need to try to be more specific, to link the number of incoming requests with further sales.
3. Improvements are systematically made and testing is carried out
Even the classic of advertising John Caples wrote about the need for testing. It shouldn't be like this: you come up with one advertisement and spend your entire budget on it. After all, experimentation plays a big role in marketing. The main thing is that it is controlled and trackable. That is, like this: "Aha, this headline brings 27% fewer applications than that one", and not like this: "Oh, the headline is unsuccessful, half the budget was wasted...".
In general, we recommend that you read this wonderful book, the principles outlined in it are also relevant for online advertising:
The second is excessive savings, which ultimately results in even greater expenses. Sometimes it remains from the time when the entrepreneur made all the marketing materials himself, "on the knee". This problem, unlike the previous one, has its roots in microbusiness, self-employment. The pitfall is that you cannot save too much on the quality of the advertising materials. Yes, you will save several thousand rubles on the services of a freelancer at the time of creating advertising layouts, but you will lose many times more due to the low effectiveness of advertising during the display process.
Everything is like in the good old Russian proverb:
The key to effective small business advertising is that it must be highly traceable, but at the same time must be of sufficient professional quality.
Another interesting nuance. Modern advertising of small businesses is more systematic than many people think. End-to-end analytics systems, call tracking are affordable even for a very small enterprise. In the last few years, there has been a protracted competition in small businesses to see who will be the first to implement such tools for tracking advertising effectiveness. It is important to understand that one thing leads to another:
1. identify weak points in advertising;
2. eliminate them, reducing the costs of attracting the required number of leads;
3. money is freed up in the advertising budget;
4. direct these funds to additional ads;
5. increase the number of incoming requests even more.
Considering how small businesses need free working capital, simply increasing the effectiveness of marketing communications can affect the state of the business as a whole. Therefore, we offer our clients a full range of services for setting up end-to-end analytics, implementing CRM , etc.
Criteria for an effective advertising campaign for small businesses
Now let's define the criteria by which the effectiveness of the uk number for whatsapp advertising campaign is determined. We will not analyze the main criterion, payback and assistance in increasing sales, because it is obvious.
So, in an effective advertising campaign, regardless of the channel used:
1. The result is tracked in the cost of applications
Naturally, it should be clear at what cost you receive applications from this or that advertising channel. This does not mean that channels with more expensive orders should be cut off immediately; sometimes a more effective strategy is to mix them. You just need to keep it under control.
2. Further sales are at least indirectly monitored
The problem is that in the pursuit of cheap leads you can get carried away and lower the quality of incoming requests. It seems like there are a lot of calls, but few people buy. By the way, this stumbling block is often the subject of disputes between the entrepreneur and the lead supplier. Therefore, you need to try to be more specific, to link the number of incoming requests with further sales.
3. Improvements are systematically made and testing is carried out
Even the classic of advertising John Caples wrote about the need for testing. It shouldn't be like this: you come up with one advertisement and spend your entire budget on it. After all, experimentation plays a big role in marketing. The main thing is that it is controlled and trackable. That is, like this: "Aha, this headline brings 27% fewer applications than that one", and not like this: "Oh, the headline is unsuccessful, half the budget was wasted...".
In general, we recommend that you read this wonderful book, the principles outlined in it are also relevant for online advertising: