Are you a small business wanting to increase sales and expand your digital footprint? Are you struggling to beat local competitors offering the same services in your area? If so, this article may be the answer you’ve been looking for.
To increase online conversions, small businesses must prioritize actionable strategies that drive customer engagement and prompt tangible responses. The dilemma is that with so many strategies available - social media, Google Ads, search engine optimization, local business, etc. - where do you start?
The article below, written by our top experts, explains why advertising should be a priority over other digital strategies for most small businesses in today’s complex online marketing landscape. If you have any questions about the information below, don’t hesitate to contact Inspire Action Marketing. Our team of experts is glad to help!
Search Engine Optimization Is A Marathon; Advertising Is A Sprint
You are great at what you do, whether you own a pet salon, dental practice, pizza joint, etc. The problem is although you are an expert in your field, you probably aren’t in digital marketing. And, if you are like most small businesses, you’ve heard countless times that you need search engine optimization. SEO, SEO, SEO!
Although SEO is indeed an impactful method of driving qualified traffic back to your website, it is a long-term strategy with elusive, immediate results. So, if you have time to run a digital marathon, SEO should be your primary focus. However, if you are like most small businesses, you need new clients now, so to win gold, you should be running a 100-yard dash, which is advertising.
With the right approach and tools, you can quickly transform your advertising efforts into tangible results that positively affect your bottom line. For most small businesses, we recommend combining social and Google ads to reach their target audience directly. If you need help setting up and managing your advertising campaigns, please contact Inspire Action Marketing.
Connect With You With Your Ideal Customers Through Targeted Advertising
For the better half of the 19th century, prominent print media kingpins such as Times Mirror and The New York Times dominated advertising, shaping the national narrative and launching major brands such as Coca-Cola and Marlboro into billion-dollar corporations. In modern times, print, radio, and even television have taken a backseat to digital advertising due to the ability to implement refined targeting.
By focusing on specific demographics such as age, income, home ownership, and behavior, targeted advertising allows small businesses to increase their conversion rate and reach the right type of customers. In fact, according to Web Tribunal, targeted ads are 5.3 times more effective in increasing click-thru rates. This strategic approach enables enterprises to spend less while achieving more, delivering messages that resonate with potential buyers and casting a small, more targeted net.
Digital Advertising Allows You To Measure Success In Real Time
In 1995, the dot-com bubble exploded, forever changing the landscape of consumer behavior. For the first two decades following the dot-com bubble, complex HTML coding on websites was necessary for event tracking and custom dimensions, a luxury that only businesses with larger budgets had to gather sophisticated data about user experience. While complex coding was lucrative for website developers and data engineers, it was costly for small businesses looking to gain a competitive edge, especially in local landscapes.
Suddenly, a massive shift entered the market when Google Tag Manager (GTM) was released in 2012, simplifying the process of managing tags on your website. “GTM allows marketers to deploy tracking codes and scripts without needing extensive coding knowledge,” says Alex Milzer, owner of Mile High Content. “Now, small businesses can hire local digital marketers at an affordable cost to track telephone calls, form submissions, purchases, and appointments deriving from advertising campaigns.” Such sophisticated and real-time tracking provides the flexibility needed to adapt quickly to changing marketing strategies while maintaining a clear overview of what’s working and what isn’t.
You Can Leverage Video Ads To Effectively Tell Your Story and Core Offerings
According to The Sporting News, a 30-second Super Bowl commercial in 2024 cost an astronomical $7 million. Sure, over 100 million people watch the Super Bowl every year, which is great for Snickers to promote Betty White eating a chocolate bar, but most businesses can’t afford to have that many eyeballs on their video campaigns.
The great news for small businesses is that leveraging video ads has become easier and more affordable than ever with the advent of social media and YouTube. Video ads not only enhance brand visibility but also foster meaningful connections with potential customers through captivating storytelling. Additionally, with the ability to track viewer interactions, companies can drive higher engagement rates and conversions by strategically adjusting future videos.
The statistics speak for themselves: According to The Social Shepherd, an overwhelming 96% of marketers concur that videos play a pivotal role in enhancing user comprehension of their product or service. Needless to say, the future of advertising lies in the power of moving images—don’t miss out on this opportunity to connect with your audience like never before!
If you need help with creating the right digital marketing strategy for your small business - reach out to Inspire Action Marketing. Serena Sampat, MBA has over 25 years of experience in marketing and advertising and is certified in SEO.
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