As a business owner when you look at advertising that fits your company best, you have lots of places to spend your money. You start researching what avenue you want to use to advertise and it can get overwhelming fast. If we look back to just fifty years ago the methods to advertise were much more simple. We now have the radio, newspaper, web-based radio, TV, Netflix, web based newspaper, Google, billboards, digital billboards, OOH (out of home), coupons, Instagram, Facebook, Twitter, LinkedIn, and the list goes on and on…
It can become frustrating and easy to toss in the towel quickly. Yet it doesn’t have to be that way. In the last three weeks, you’ve pinpointed who your customers are, what your story is, and how to craft your message. Let that information help you choose the best form of marketing.
Go through each form of marketing that is popular in your town and ask yourself these three questions.
1. Do my customers use or look at (insert way to advertise) form of advertising?
2. Does this way of advertising tell my story well?
3. Does this way of advertising support a well-crafted message for my customers?
The biggest mistake business owners make is when they make assumptions. Just because a certain form of advertising worked for a friend’s business, doesn’t mean it’s the correct method for yours. When you can pair your business with the correct way to advertise it’s like a match made in heaven. The clouds part, the sun shines; your customers understand who you are, what you do, and how you can serve them.
Thank you for following along with me these past five weeks as I’ve shared with you what I am passionate about. Even though it seems tough, small business is worth it, marketing is worth it, and you are doing a wonderful job. Keep up the great work!
Editor’s note: This is the final installment in a series on small business marketing.
Jena Powell is co-founder of Blue Ash Media, a digital advertising company and VP of sales at Huntington Outdoor Advertising, a Midwest-based outdoor billboard company. Contact her at Jena@huntingtonoutdoor.com.