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With so many small businesses emerging every day, it can be challenging to stand out from the competition and attract consumers’ attention. As a small business owner, you likely already understand the importance of promoting your business, but you may not know where to start or how you should be investing your advertising dollars. Below, we’ll go over the best advertising strategies for small businesses to help you launch an effective advertising campaign.
10 small business advertising ideas worth trying:
Advertising can be tricky, especially when running a small business on a tight budget. Fortunately, there are many routes you can take that don’t cost a fortune.
Here are 10 of the top advertising strategies for small businesses to help you get started:
1. Advertise in traditional media
These days, traditional media such as TV, radio and newspapers may be a good buy, depending on the season and ad campaign variables - and they still retain the power to meet and influence very large numbers of potential customers. Virtually all of them now offer digital ad opportunities in their portfolios. Check pricing and remember that the rate card is just a starting point for negotiation. Discounts are more likely to be available with extended campaign buys including multiple placements.
2. Advertise on your local chamber of commerce
The Chamber of Commerce is a great place to advertise your small business. It allows you to reach new people in your community on a limited budget, and it’s also an excellent way to build relationships with other local business owners. Many locals frequent the Chamber’s website, making it an effective way to get in front of new customers.
3. Create an affiliate program
Affiliate programs are another excellent way to market your small business, and they are considered a low-budget, high-impact marketing tactic. You can partner with other businesses, bloggers or YouTube channels, and they will promote your products and services in exchange for a percentage of the profits. This is a great way to generate leads for your small business through social proof and build your brand's reputation.
4. Create sponsored ads on social media
With approximately 4.95 billion people worldwide now using social media, this is a popular way to advertise your small business. Each platform attracts a different demographic, which means you can reach a targeted audience. Costs and audience targeting options vary widely by platform. Be aware that costs maybe higher for narrowly targeted ads.
Sponsored ads on social media appear in your target audiences’ newsfeed, even if they don’t follow your page. Research shows that in 2020, 93% of marketers used social media advertising and ranked it as the second most successful advertising method (with search engine marketing coming in first).
5. Create and share sponsored content
Sponsored content is a great way to get your brand noticed. You can create original content, such as blog posts or videos, and then partner with brands that are willing to share your content in exchange for compensation.
6. Invest in influencer marketing
61% of consumers trust influencer recommendations – meaning they are more likely to buy a product recommended by an influencer than one simply endorsed by the company selling it. Influencers can help build your brand’s reputation and generate leads at a lower cost than traditional advertising. Be aware that FTC regulations, updated in 2023, require disclosure of paid testimonials and endorsements. The BBB Code of Advertising (#30) also provides helpful guidelines about ethical ways to use testimonials and endorsements.
7. Invest in paid search advertising
Investing in paid search advertising allows you to reach potential customers who are searching for a product or service similar to yours. With a small budget, you can target a specific audience based on location, browser, and other relevant information.
8. CTV ads
Connected TV (CTV) ad spend is increasing as more consumers invest in streaming services than traditional over-the-top (OTT) video. In fact, CTV ad spend is expected to grow 22.4% in 2024, making it a popular advertising format among small businesses. That’s because CTV ads are relatively inexpensive, yet they can reach a large audience.
9. Make the most of online listings
The internet is a powerful tool for small businesses, and one of the best ways for users to find you is through online listings such as Bing, Yelp and Yellowbook, where you can post your address, contact details, and services offered.
10. Get BBB Accredited
The Better Business Bureau is an excellent resource for small businesses. Becoming Accredited with the BBB allows you to list your business on the BBB’s website, which is a great way to build your brand’s reputation and attract new customers. It also allows you to take advantage of the BBB’s valuable resources and tools to help you run your business in a competitive market.
Bonus: 10 additional small business advertising ideas to consider
The wonderful thing about advertising is that the sky's the limit! If none of the above methods pique your interest, here are 10 other ideas worth considering:
- Place ads in unconventional places, such as store bulletin boards, elevators, etc.
- Run print ads in community newspapers, shoppers' guides, and local magazines
- Promote social media posts (different from sponsored social media ads), such as posts sharing lead magnets or interactive content
- Run targeted podcast ads
- Send out direct mail flyers to your local community
- Set up your Google Business Profile page
- Sponsor an in-person event or giveaway
- Sponsor an online contest or giveaway
- Start an email newsletter
- Wrap your vehicle
Get more advertising ideas from the BBB® news feed today.
The small business economy is booming, and the competition is fierce. To remain competitive, you need to spend time researching the many advertising options available to you.
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