Traditional advertising is always a great way to raise awareness and keep your business at the heart of your local community. However, the dominance of the online world shouldn’t be ignored. In today’s digital age, it’s important that your business is seen online as well as in print in order to achieve your goals.
There are many advantages to online advertising, but here we’ve narrowed down our top five reasons why being online is essential for your local business.
1) The opportunities to reach more people are endless
The internet is open to everyone which means a local, national and even global audience is available at your fingertips. With this in mind, the potential for your adverts to be seen by a higher number of people is significantly more. Being online allows you to be in front of potential customers 24 hours a day, giving your business huge exposure. If your customers are online, then so, too, should your business.
2) Raising awareness of your business couldn’t be easier
Online advertising is an effective way to drive traffic to your website, helping to raise awareness of your business. Use your adverts to engage potential customers with your key business messages and draw them in to find out more about what you can offer. Think about the types of messages that will appeal to your customers to encourage that click through to your site. For example, a local coffee shop could promote an offer for a free coffee when customers sign up to their loyalty scheme on their website, or a solicitor may want to shout about the personal service they provide.
If you can connect with your customers on an emotive level, then you’ll soon generate more awareness and interest in your business that can help to drive more sales.
3) You can have fun with the creative
Not only can you engage people with the types of message you communicate in your adverts, but online advertising also gives you the opportunity to be more visually engaging too.
Use creative elements such as movement in your adverts to capture people’s attention and take note of what you have to offer. The more visual you can make your creative, the more likely someone is to click through to your website and find out more.
4) Find out how engaged people really are
One of the great things about online advertising is that you can measure a customer’s exact level of engagement. You can see how long people spend interacting with your ad, the number of people who click through to your website and it’s even possible to see who translates to a sale.
Ultimately, online advertising allows you to monitor the entire customer journey from someone viewing your advert to making an enquiry or purchasing one of your products. By tracking this journey, you can see where your most engaged customers come from and effectively tailor your online advertising campaign to make the most out of your budget.
5) You can target your ideal customer
Not only can you track how engaged people are, but you also have the ability to get in front of specific groups of people that your business is trying to target. Thinking about your ideal customer is key when using targeting; once you’ve identified your perfect customer, online advertising comes into its own by giving you the option to narrow your adverts to people that are more likely to buy. For example, our local coffee shop could specify ‘women, aged 20-60, with an interest in food and drink’ when choosing their targeting options.
If you’re not sure where to start with targeting though, there are many providers who can help you get this right, including our own online advertising service.
Ultimately, online advertising should be an important element of your local business marketing. It opens up a new realm of possibilities when it comes to reaching more people, and more importantly, your ideal customers. Alongside your traditional methods, advertising online is a great way to raise awareness of your business in the local community and help you win more customers.
To find out more about how you can drive more sales online, read the following articles:
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