4 Ways to Boost Advertising for Small Businesses

By Vector Moranov,
business.com writer
|
Jun 10, 2020
Image Credit: Pinkypills / Getty Images

Ads of all kinds are the simplest way to attract more customers, especially if they are designed and organized correctly.

Small business owners should be focused on boosting their marketing campaigns. The process of advertising is nonnegotiable for small business owners if they are seeking to gain ground in their area of specialization. There are many strategies that small businesses can adopt, but not all are feasible. Ads of all kinds are the simplest way to attract more customers, especially if they are designed and organized correctly. 

Advertising implies providing public information about your product or service to attract public awareness and increase sales. With the adequate advertisement of your product, patronage from customers increases as they become aware of your products and core values. 

A lot of entrepreneurs get scared about promoting their businesses because they fear of pushing their products/service too much. However, entrepreneurs can avoid these problems by following the five tips below to improve their advertising strategy. 

Develop your landing page.

Landing pages have only one goal, which is to convert leads. This type of page usually has a high conversion rate, which ranges between 5-15%, and may sometimes reach 30% if the landing page is well designed. 

The landing page conversion rate is higher than any other page. Still, there is a difference in landing pages' performance, as shown by the statistics above, since well-prepared landing pages can have a conversion rate of six times higher than the non-well-prepared landing pages. Design high-quality landing pages can significantly increase (ROI) in your advertising campaigns. 

Landing page best practices 

Call to action

The most important part of the landing page is the little button that you want the visitor to click to start the purchase process, send the information you filled out in the form, sign up for a webinar, or get a trial period from the service you sell. 

The call to action button should be clear, appealingly designed and preferably placed in more than one place on the page, especially at the top and bottom. Additional elements include the following.

 

Testimonials

People usually hesitate before buying, because they do not want to lose their money. Therefore, you may need to give them a payment to complete the purchase or registration. A practical method is material evidence and testimonials, which include testimonies from other clients, case studies or reviews. This helps to reassure visitors and persuade them to buy. 

Imagine you were in a store and were reluctant to buy a specific product, and your friend told you that he tried that product, liked it and advised you to buy it, wouldn't you buy it? Most likely, you would. You might say that there is a difference between a friend's advice and an online tip or testimony. Internet certificates and reviews have almost the same effect. According to some surveys, 91% of customers trust online reviews as well as personal recommendations. 

There are several possible forms of testimonials section, including but not limited to:

  • Client recommendations
  • Case studies
  • Customer reviews in platforms such as Trustpilot
  • Influencer recommendations 

Host an event.

Hosting an event is one of the easiest ways of promoting your small business. This can be done in two ways. 

  • It can be done online, through hosting webinars and inviting the community to participate in an act that draws them to your enterprise.  

  • It can also be done by hosting physical programs that will attract a large number of people to your location.

However, you must add value to all aspects of the event. Hosting events can also help your target customers understand your values more as they would be allowed to ask questions through e-mail or face to face.

One of the major secrets of attracting customers to your events and later getting them to buy your product is by giving discounts or other incentives. For instance, as a tailor/seamstress, you can organize an online training on how to sew shorts or shirts. When you create an e-flier and post on social media, and people contact you, you can inform them that one of the criteria to participate in the tutorial is to repost the e-flier, tag you and notify others of the event. When every condition is met, they can be allowed to be part of the class. By doing this, your customers will help you advertise your business and boost your level of patronage.  

Conduct split tests.

The primary goal of A/B tests is to measure the change resulting from modifying variable A and converting it to variable B. For example, suppose you have a sports clothing website with an interface that begins with an opt-in form to convince the visitor to register on the site to get amazing discounts. The page is divided into three sections. In the last part, there is a button to register interested parties with your website. One of the suggestions between the two different versions was to change the sentence written on the button from "Register now" to "Join us."

What are the best variations of A/B tests?

Titles and subtitles

If your site is a platform for publishing content, it is good to test the titles you use with articles. You can check the length of the titles, use specific words, etc.

Social directories

You can test the social statistics used on your site and their impact on the purchase. For example, you can test whether or not you want to show the number of Twitter followers next to the Follow button.

Request a specific action

On landing pages and e-commerce sites, there is a clear and direct verb request to the visitor. You can test these requests via A/B tests. For example, you can test different sentences such as "Register now" or "Join us."

Ads

You can test your ads in terms of the targeted location, design and your call to action. 

Engage your community on social media.

One of the most viable means to boost advertising for your business is through social media. Virtually all social media networks allow for advertising. When choosing the social media to place your ads, it is pertinent to know the kind of audience you are trying to reach. It is better to focus on two social media platforms, such as YouTube or Facebook.  

You can explore on other platforms, but two is preferable because it gives you more time to promote your business and help increase patronage. However, other platforms like LinkedIn, Pinterest and Instagram can help improve your business, and generate more traffic. 

The power of social media advertising is fast being recognized in today's advertising world. With Facebook's 3 billion users and a vast number of users across Instagram and Twitter, the smart advertising transaction token (SaTT) comes to mind. When a company or an advertiser sets up a campaign, content creators join this campaign and promote the company's product and services across social media networks via one or several posts. The content creator gets rewarded based on the performance of the content created (likes, shares, views), and it allows the firm to have native exposure on several social networks.  

Here are practical ideas to engage your community on social media:

  • Share success stories with your community
  • Use memes
  • Hold contests
  • Use infographics
  • Ask questions, and reward the best answer
I connect founders, investors & talents. I work with ambitious start-ups looking to secure their first round of major investment but are not quite yet fully formed, investment ready or investible. Pitch decks, business plans & IMs welcome.
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