In today’s digital world, there are countless ways to market a business. From social media to SEO, email marketing to banner ads, you have more options than you know what to do with. But no matter what channel you choose, you need to understand how to use it effectively.
If you’re a small business owner looking to take your marketing efforts online, you’ll want to consider all of the platforms available to you. Not only will selecting the right one for your business help you achieve your marketing objectives, but it will also provide you with a host of other benefits.
Traditional Out-of-Home Marketing
Thanks to the widespread use of smartphones, people are increasingly getting their daily dose of news and entertainment through their favorite apps. With so much competition in today’s digital world, having a strong brand identity and engaging with your audience are essential to your business’ success. Using billboards, bus stops, rail stations, and outdoor seating are a few of the traditional ways you can reach people outside of their homes. But with the advent of online marketing, you can target potential customers wherever they are.
Traditional out-of-home marketing (OOHM) through physical billboards, bus stops, and rail stations is still very much alive and well. But with the explosion of online marketing and social media, business owners have more ways than ever before to advertise their product or service. To help you find the right digital OOHM for your business, let’s take a look at some of the best platforms available.
Out-of-Home Marketing on Mobile Phones
With more people getting their morning news on their smartphones than any other platform, it’s critical for advertisers to have a presence on this growing channel. Luckily, there are a variety of mobile-friendly ad platforms designed specifically for businesses looking to take their marketing to the smartphone.
One of the most popular mobile-friendly ad platforms is Google Ads, which is owned by Google. If you have a Google account, you can use the AdWords platform to create targeted ads for your business. The AdWords app is available for both iOS and Android devices and makes it easy to set up campaigns and track their performance.
Facebook’s new ad platform, Audience Network, is a great choice for businesses wanting to take their marketing to the social sphere. With Audience Network, you can create targeted ads that are published to Facebook pages. The platform is designed to be user-friendly for businesses, making it simple to setup campaigns and monitor their performance.
Banner Ads And Native Ad Platforms
If you’re more of a content creator than an advertiser, you might consider taking a look at content platforms designed for businesses. These are essentially digital billboards that allow you to display banner ads and native ads (those that appear inside of a content platform, such as a blog post or a social media feed).
The rise of the “influencer” is changing the game for content creators, as well. Much like traditional celebrity spokespersons, influential bloggers, comedians, and YouTube stars can become paid “ambassadors” for products they promote.
While the traditional “bought media” banner ad experience is available on these platforms, there are a variety of advantages to using influencers. Chief among them is that, unlike traditional advertisers, you will not require a huge budget to secure media placements.
Chillingworth Labs, a digital marketing agency, found that, in 2016, 48% of adults between the ages of 18 and 24 used email marketing platforms to learn about products and initiatives that are relevant to their interests.
If you sell goods or services directly to customers via email, you can use platforms like Shopify, Mailchimp, and HubSpot to create and send out promotional emails. If you use a third-party email marketing platform, you can integrate your Shopify store with the service to create a seamless user experience for customers.
Pay Per Click (PPC) Advertising
If you’re looking for an inexpensive source of online marketing, consider looking at platforms that allow you to buy “clicks” on keywords or ads. If you want your ads to appear at the top of search results or gain maximum exposure, consider using platforms like Google Adsense or Bing Ads.
Most PPC platforms offer a free version that allows you to set up a basic account and place ads on selected websites. For small businesses, the cost-per-click is typically cheaper than traditional advertising options. Plus, you don’t need to be concerned with measuring the effectiveness of your ad campaign.
Overall, given the various ways businesses can advertise and the various platforms available, selecting the right type of OOHM for your business can seem daunting. Luckily, with the right marketing strategy, tools, and platforms in place, you can be sure that you’re reaching the right audience with the right message and are making an effective impression.