What is the most effective advertising for small businesses? Types of effective advertising Which advertising is the most effective statistics.

In business, without advertising it is impossible to announce yourself, your services and products. There are dozens of varieties of successful self-presentation, and a sufficient range of prices allows business representatives to select suitable options for successful companies. But the question arises: where and how to advertise your business?

How to choose the best type of advertising

With a small audience, small sacrifices are sufficient. But without taking into account the features and secrets, it is impossible to achieve success in running a company.

Choosing a medium is not a matter of one minute. First, study all the indicators. Each type of advertising has both disadvantages and advantages. And when selecting a variety, the cost, location, and time of placement, as well as the number of contacts with the clientele, are important.

You should start by choosing the appropriate placement method. These are outdoor advertising, the Internet, the press, radio and television. If you can contact an agency, you don’t have to worry about selection: managers will complete this task on their own, although the outcome of the company will depend on their professionalism and the size of the budget.

The outdoor one is located on the streets. This type of accommodation is considered the most budget-friendly. For example, a cafe is open in the south of the metropolis. Place a billboard with outdoor advertising in this area - and every resident will know where to go for a get-together with friends on the weekend.

The cost increases as you get closer to the center. So no one will demand colossal sums for placing outdoor signs on the outskirts. But in the urban center, significant funds will be required.

• Billboards are placed along the roads. This option is effective, but it is difficult to remember contacts. Large font and memorable words are required. It is advisable to install several information boards. It is worth remembering that placement on the non-working side is cheaper, but ineffective.
• Stretching– advertising placed above the roadway on a poster with text. Both pedestrians and motorists take longer to see the message. Therefore, indicating contacts and addresses here is completely justified.
• Pointer– an arrow pointing towards the advertiser’s office.
• Signboard– a small shield in front of the office entrance. The advantages of this type are simplicity and low cost. The brightness of the design and large font size will attract attention from afar, so this is an effective business advertisement.
• Pavement sign– design indicating the name, telephone number and list of services of the company. Such a carrier is installed near her building.
• Sandwich Man– a person dressed in an original suit is guaranteed to attract the attention of passers-by.
• Pneumatic figure is an inflatable three-dimensional figure. Quite an original way, and effective advertising for business.
• Adhesive applications– posters and stickers. Similar advertisements are pasted on walls and placed in subways and entrances.
• A message about the company and the services it provides can be placed on a bus that travels through a certain area.
• Elevator advertising- the method is simple and effective. A person going home has nothing to do, and he involuntarily reads the advertisement and even writes down telephone numbers and addresses.

There are dynamic and static outdoor advertising. Dynamic people are moving past. There is little time to read it, and therefore the text needs to be clear, clear, concise, and written in large font.

The use of lighting, various combinations of font types and sizes, and bright colors increases the effectiveness of advertising. The more people pass by the ad, the more attention will be paid to it. Hence, the efficiency is increased.

The placement price is affected by location, size, material, and manufacturing complexity. For some options, the costs are minimal, and if you choose the right one, you won’t have to regret the money spent.

What is the most effective advertising for small businesses? Online advertising is constantly evolving. Although it is still inferior to traditional methods, it has many advantages. The first and very significant is the relatively low cost.

And the second is reaching the target audience of any size. Typically, sites specialize in certain topics. If your clientele uses the Internet, then why not turn to online advertising. All that remains is to select the appropriate sites that are interesting to consumers and you can act.

On the Internet, it is possible to combine all types of media advertising. So you can hear, see and read advertisements posted on the Internet.

• Banner, the most popular tool on the web. Any information or image can be placed on it. A link to the company's website is available. There is no limit to the size of the banner. But the larger it is, the more expensive the price. To be published, the topic of the resource must be similar to the advertiser’s target audience.

To increase efficiency, it is worth finding out the direction of the site. Mandatory conditions are interesting text, suitable colors and location in the upper corner of the page. The banner should not irritate site visitors.

Just remember that a tenth of Russian users do not use graphics and turn them off. It is also true that small businesses cannot afford banners due to the high cost of advertising on the main pages of popular sites.

• A few lines close to the main text– text advertising. It can also represent an entire article about the company.
• Video– the placement method is expensive. Such videos are similar to television ones. Large businesses actively use such advertising. Hidden advertising is sent or posted online for a fee. This is the main principle of viral advertising.

The first is texts and banners on pages similar in content to advertising. This method is less annoying for site visitors and is more useful for the advertiser.

The cost of online advertising is affected by the duration of placement and the number of impressions. If you pay for a week, then this is the first method, payment by the number of views is the second. That is, how many views the placement is designed for, that’s how many you’ll have to pay for.

Guerrilla Marketing

Guerrilla marketing is gaining incredible popularity. This is a very good option for small businesses. The costs are only temporary, and you won’t have to spend money. Social networks, blogs and forums have become real advertising platforms.

Here they exchange opinions. On forums, such statements are perceived as recommendations from independent experts that are worth listening to. The promotion is hidden.

mass media

It is profitable to place such advertising in printed publications purchased by readers, since an educated audience is valued for its ability to pay. The traditional method remains in demand.

• Modular advertising– a brightly decorated part of the strip. It's immediately noticeable. Important information is indicated. Since reading is possible at any time of the day, the relevance remains throughout the week. I was interested in the proposal - just open the newspaper. It is advisable to place advertising three times on the first, second, penultimate and last pages, making it bright. Moreover, the larger the banner dimensions, the better.
• Classified ads cheap due to grouping by headings. Typically, only the necessary characteristics are indicated on the line. But this advertisement gets lost among other advertisements. But it is cheap, and small businesses can afford such a company.
• Text advertising praises a product or service to increase trust. The price is higher for other types, and not all consumers read such articles.
• Before posting, it is important to study the media to determine geography, audience and circulation. A positive reputation is also important: the credibility of publications in the “yellow press” is zero.
• A television– the most popular and accessible type of media. But this method is very expensive, and time is especially valuable. Therefore, small businesses are recommended to use local or regional TV networks. Placing a video there is cheaper, but the geography of the channel and product distribution must match.

The videos are shown in blocks, and the best option is the first one, before the channel switching starts, or the last one, when everyone has already switched back. Purchasing is forward, since sales are distributed over the year.

The radio audience is young people. In an audio message, the listener will not remember either the address or telephone number. In a music screen, information remains in memory for a long time. It is important to consider the time when advertising on the radio: evening or morning are the best options. It is better to place on non-local waves and select several frequencies to increase the likelihood of getting on an ad when switching.

There are many advertising options, and the main thing is to choose the right one. High-quality and original in any case will not go unnoticed. It is recommended to use budget methods, combining several types to increase efficiency. Don’t forget about monitoring efficiency and measuring the number of visitors a few days after the company’s launch. Only such measures can determine the best carrier that brings maximum benefits.

What advertising is the most effective? How necessary is it for small and large businesses? These and other questions arise for everyone who starts doing business and is faced with the fact that in order to grow sales and promote their own product, they need to talk about their business.

Types of advertising

Today you can present information about your activities in completely different ways. Before you start promoting your business, you need to familiarize yourself with the types of existing advertising and choose the most suitable one for yourself. This is required in order to understand what is the most effective advertising for a construction company, for example.

Most of the information messages we see are commercial advertising aimed at attracting buyers, but there are also social and political ones.

• external - presented in the form of billboards, posters on public transport, signs, signs, etc.;
• through the media - television, radio, newspapers and magazines;
• internet banner, social networks, contextual advertising, hyperlinks.

The role of advertising in business

Advertising is not just a luxury. This tool is necessary for every entrepreneur to disseminate information about himself to the target audience and promote his name in the ranking of enterprises. This will help present you as a reliable, solvent and responsible company.

When using competent marketing, you can easily answer which advertising is the most effective for your business, and in addition create a positive image, emphasize the advantages and form a loyal attitude towards the company.

You should not assume that small businesses do not need advertising, that only word of mouth works here. This is wrong. In any case, advertising helps to tell potential buyers about the company and promote the company’s product on the market.

It is important to choose a type that will not affect your budget too much, but at the same time will help you promote yourself and increase recognition.

Small business: how to advertise it

Small businesses, like big ones, require advertising, which you shouldn’t refuse, even if you don’t have extra funds. You should know: the decisive period in the development of any activity is the first 2 years, when initial acquaintance, adaptation and recognition occur. During this period, promotion should be as intense and eventful as possible.

Before deciding on the method of promoting an enterprise, it is worth studying as much information as possible on the question: what advertising is the most effective? Statistics are a convincing thing and, with the help of specific data, will help you make your choice.

It is important to focus on specific offers and refuse to use template words such as “cheap”, “fast”, “with guarantee”, “profitable”, etc. If such methods once had a good effect on potential buyers, now it is does not attract, but even repels. People need specific numbers, an understanding of what they will pay for.

Methods to increase sales

There are several methods and types of advertising, each of which is aimed at increasing sales and making profits, but all these are not spontaneous actions, but a clearly thought-out strategy. Which advertising is the most effective for small businesses can be understood after some time, but it is a fact that any type is subject to a certain structure:

• problem - if you are selling a product or service that can help with a solution, then when advertising you can use interrogative sentences: “Tired of waiting for prices to fall?”, “Are you tired of paying too much?” etc.;
• solving the problem - after the question has been asked, you give the answer in advance that it is your company that is able to solve it and on favorable terms;
• the offer is unique - many companies can provide assistance, but you must be different from them and offer something that will further attract the target audience;
• limitations - people may be interested in your product and service, but they will think about purchasing later in order to think it over thoroughly. It’s worth introducing a time or availability limit so that people can make purchases faster;
• call - after interest and desire to purchase appears, the buyer must immediately see where to call, how to order, how to pay.

How to attract consumers?

What advertising is the most effective? Statistics confirm that not every company can afford to talk about itself on television or radio, since it does not have a lot of money. Of course, before advertising on one or more sources, the owner studies data showing the most effective methods. But it’s worth remembering that each area of ​​business has its own type of promotion and its own indicators that are effective.

According to statistical data using the example of plastic windows in the city of Ufa, the cost of one attracted client varies greatly in different ways. Advertising was given on the radio, in newspapers and magazines, outdoor advertising, in the help desk and on the Internet. The cheapest promotion was on the Internet, where 42 rubles were spent, and the most expensive on the radio was more than 15 thousand rubles. This suggests that on the Internet you can customize advertising specifically for your client, control the budget and determine the cost of the contact.

Budget advertising in small business

1. Telemarketing - calling potential clients can attract buyers, but they can also repel them. Advertising in this way must be correctly composed: the text must be short, but succinct and understandable. However, this method is ineffective and can repel people.
2. Sending messages to email addresses and on social networks - this type takes time, but does not require financial investment. It is also ineffective, but it can attract a certain percentage of buyers.
3. Leaflets. This type of advertising, of course, requires certain investments: it is necessary to print the material in a printing house, preferably in color, which will attract people more. This is a recognized marketing tool, but only if it is written correctly - good text, bright pictures, high-quality paper. It should be distributed on streets with high traffic.

How to evaluate effectiveness?

What is the most effective advertising method, and how to evaluate it? After this tool is launched, the owner will want to know how advertising affected sales, whether it is worth using it in the future or whether it is better to change something.

There are two measures of advertising effectiveness: communication (i.e., how well and accurately the message conveys information to the target audience) and financial. It is worth knowing that this indicator partly depends on the owner, who determines the budget, strategy, parameters, and partly does not depend, because there are uncontrollable factors: characteristics of the audience, advertising time, legal requirements.

But the assessment of efficiency depends on the specific market situation: how many similar firms are there, what methods were chosen and why? For small businesses, it is recommended to organize promotions using direct click methods, i.e. the result should be comparable: they launched an advertisement for ten rubles - they received thirty, which means it works. They launched it for five rubles - they received three, the method does not work and the company goes into the red.

A complex approach

It is impossible to give the same assessment of the effectiveness of advertising for each area of ​​​​business and use the statistics of the results of one company to analyze another. This method will only waste your budget and will be of no use.

Advertising shapes mass consciousness and dictates consumers' lifestyle. Its role grew even more with the emergence of consumer society. What are the main secrets of effective advertising? What you should pay attention to? How to convey information to consumers as effectively as possible and increase sales? Let's dive right here and now into all the intricacies and find out the main aspects of effective advertising!

3 main rules for selecting the most effective advertising

Rule #1. The goal is to increase customer flow and sales

1) Having a problem. The main task is to get the attention of the target audience), make them listen and take a closer look at your offer. First, you need to show that your target audience has a problem that requires a solution.

Examples:

• Are you ready to start losing weight today?
• How to get out of debt and get rich?
• How to look 43 at 63?

2) Problem solving. The attention of the target audience has been attracted - next you need to show them the solution to the problem. This will be an extension of your promotional offer.

Examples:

• The new supplement guarantees weight loss of up to 7 kg. per month.
• You need to carry a magical amulet in your wallet for good luck and wealth.
• The cream helps prevent wrinkles by enriching the skin with a wide range of vitamins, microelements and amino acids.

The potential client has received an answer to his question, but is hesitant to make a decision. This could be for different reasons: compare with other proposals, wants to think about it, saves it in bookmarks. Next, you need a push that will lead him to you.

3) Unique offer. At this stage, you should answer the questions: why should the client choose you? How does your offer compare favorably with that of your competitors? Form these answers into your sentence. Yours Uniqueness is the main highlight of effective advertising. The client is almost ready to take action, but he needs one more push.

Examples:

• Natural composition: B vitamins activate metabolic processes and reduce appetite.
• An amulet, according to a ritual based on the power of prayer, is made and tied to a specific person, in his name.
• In our cosmetics we give preference only to natural ingredients. Before going on sale, our cosmetics undergo dermatological control.

4) Restriction. Don't leave any chance to think! Choose a temporary or quantitative limitation. Your potential client will definitely want to be among the lucky ones. The main purpose of the constraint is to force the client to act faster.

Examples:

• The first 100 packages are discounted -50%. There are 7 promotional items left in stock.
• Only until December 31st: promotion 20% discount and free delivery!
• First 12 customers +50 ml. cream as a gift.

5) Call to action. The final touch of successful advertising is a call to action.

Examples:

• Hurry up to order now to feel the update. Click (button "Order")
• Click here and place your order now
• Today only you can order the cream with a 43% discount and receive a gift. Hurry! The number of products is limited.

The same advertising campaign can bring different results in different industries and in projects of different scales. However, these general rules can always be applied and will give maximum results. Be bold - test advertising texts or layouts - test your hypotheses, scale and become a profit.

How to evaluate the effectiveness of an advertising campaign?

You can use several methods for analysis:

Method 1. Find out from the client how he found out about you. Pros: this method does not require any costs. Disadvantages: the client may tell a lie, he may forget where exactly he found out about you, such a question may scare off the client.

Method 2. Use different email and phone numbers. You can create several phone numbers and several contact emails and use them in different types of advertising campaigns. Thus, the most effective campaign will be the one that registers the largest number of sales.

Method 3. Use unique codes. You can add a unique code to your promotional offer (for example, a promotional code for a discount). Thanks to this method, you can accurately calculate the number of conversions and sales volume.

Method 4. Utm tags. If you advertise on the Internet, then each advertising source must be marked with UTM tags. To do this, use Google's URL Composer, for example. Now, when placing advertising links on the Internet, you will clearly see in Google Analytics where the referral came from and how many orders there were.

Method 5. IP telephony. If most of your Clients call you instead of leaving a request on the website, then the best option would be to implement IP telephony or a call tracking service, for example, Ringostat.

In short, depending on where the person came to your site from, he will be shown different phone numbers. Accordingly, depending on which number will be called more, you can find out the most effective source of advertising.

P.S. All methods can be combined with each other.

You've probably heard dozens of myths about the effectiveness of advertising, so I suggest dispelling them immediately.

1 Myth first. “Advertising doesn't work. Why invest money in it?

Advertising works. Of course, using old methods or incorrectly determining the type of advertising campaign for a particular business will not bring the desired number of customers. But it will be enough to identify effective selling chips and this will significantly increase efficiency.

2 Myth two. “Advertising requires a lot of money”

But! With a minimal budget, you can use direct response advertising and test the effectiveness of various low-cost advertising sources. For example, SMS or Viber mailing, email marketing, targeted advertising in social media. networks can be launched with a budget of $3 per day, etc.

3 Myth three. “The more often and longer an advertisement is shown, the more effective it is.”

Indeed, in an advertising campaign, its duration and consistency are important. The “more often is better” principle leads to overspending of the advertising budget in the hope of increasing sales. In most cases, there is no expected result.

It is worth considering other more important factors that influence the success of an advertising campaign. For example, the demand and quality of the product, the quality of the advertising offer itself. You should conduct a comprehensive analysis of advertising and only then make a decision on the frequency and duration of its displays.

The advertising industry is becoming more and more surprising. Luxurious, exciting and the most expensive advertising delights us. The most expensive commercial in history is considered to be an advertisement for the MCE (Melco Crown Entertainment) casino. An impressive cost of 70 million dollars! Hollywood actors were invited to filming: Leonardo DiCaprio, Brad Pitt, Robert De Niro and Martin Scorsese. Thus, the company advertised its branch in Macau, where, according to MCE's plan, the Asian Las Vegas will be located.

Pros and cons of different types of advertising

Outdoor advertising on the streets

The effectiveness of outdoor advertising is determined by the transmission of information in the background. There are such forms of outdoor advertising to suit every taste and budget:

Pros:

• Large audience coverage: the ability to reach people living in a certain city or area;
• recognition/prestige;
• unobtrusiveness - “flickering in the background”;
• creative;
• for special offers and mass promotion products - the best option;
• low price possible.

Minuses:

• difficulties at the starting stage;
• competition;
• inaccurate targeting;
• short contact with the target audience.

Printable advertisement

The following types of print media can be distinguished:

• Newspapers magazines.
• Flyers and brochures.
• Calendars.
• Posters.
• Business Cards.
• Catalogs and directories.

Pros:

• Reaching specific audience segments.
• Reputation management.
• Exposure time.
• Unobtrusiveness.
• Thematic.
• Budget control.

Minuses:

Advertising on TV and radio

Television advertising remains the main means of attracting the attention of audiences who do not use the Internet. And just like television, radio advertising provides a wide audience reach.

Pros:

Minuses:

Online advertising remains the only growing segment of the market. The trend of advertising budgets shifting continues to gain momentum.

Main contextual advertising services:

• Yandex. Direct.
• AdWords

Pros:

• Quick start.
• Effective cost control.
• The ability to finely target your audience.
• Increasing awareness of a brand, company, product, promotion.
• Statistics.
• Minimum budget.

Minuses:

• Restrictions on external display.
• Difficulties in starting on your own.

Advertising on social networks

Pros:

Minuses:

• The need for constant monitoring and modernization of the site.
• Competition.
• Temporary resources.

Search Engine Optimization (SEO)

Pros:

Minuses:

• A website is required.
• Availability of specific knowledge.
• The influence of search engines and the level of competition.

Despite the fact that offline advertising is still in demand, online advertising still occupies a leading position due to the ability to control the budget, target settings, limitless media possibilities and detailed and extremely detailed statistics.

Effective advertising for different areas

Service industry (b2c)

For trading (b2c)

You should not constantly use the same promotional offer; change it at least once a month.

B2B advertising

Top 7 most effective moves in advertising history

1. Philip Morris was the owner of a tobacco shop during the war. He began producing cigarettes when he noticed that soldiers were uncomfortable smoking pipes. Thus, thanks to the idea and advertising, the largest tobacco corporation in the world was born.
2. “Love and Other Medicines” - this is how they renamed Maupassant’s book “Donut” and it was instantly sold out. And when the title was changed to “How the Slaughter of a French Prostitute Was Happened,” circulation increased 10 thousand times.
3. Vladimir Ulyanov made a large-scale political coup, while using advertising only in the newspaper.
4. Harley Davidson motorcycles became world famous thanks to bikers who, having received discounts on the company's services, made a tattoo with the Harley brand name.
5. In one of the Bond films, Goldeneye, BMW products were highlighted and received orders for more than $ 300 million after that.
6. Napoleon Bonaparte made a grand advertisement for his country and currency: he spread the news that a bank check for a million francs was sealed in one of the 5-franc coins.
7. Coca-Cola has the largest advertising budget and is the most expensive brand in the world.

Secret No. 1. Heading. The first thing a reader notices is a powerful headline. The title should be catchy. The main emphasis should be on what you offer.

Secret No. 2. Create a unique selling proposition. Focus on the uniqueness of your product, write the text in an interesting and intriguing form, and make your potential customer feel your product in their hands. Use a limitation (set a time frame for your offer, limited number of products, etc.). The ad must contain a call to action - “call now”, “order right now” and others.

Secret No. 3. VIZD formula.

• B - Attention
• I - Interest
• F - Desire
• D - Action

First, we capture the reader’s attention, then we arouse interest, then we create a desire to own a product, service, or commodity, and we tell what actions need to be performed.

Secret No. 4. Focus on benefits, and not on the features of the advertised product or service.

Secret No. 5. Guarantee. If your products or services have warranties, be sure to mention it. Guarantees always strengthen confidence in the company.

Secret No. 6. Easy to order.

Secret number 7. Ease of payment.

Secret No. 8. Experiment. Unfortunately, there is no universal recipe for effective advertising. Everything is individual for each project. Experiment, test hypotheses, try new things, analyze effectiveness and success will definitely await you.

The main principle is to be as close to your audience as possible. A person acquires both a product and the values ​​associated with this product. An important rule is that your idea should be simple and understandable to everyone, and you will definitely succeed!

Anna Grib, SMM specialist

Today I propose to consider one of the most important aspects of running any business - advertising and talk about how what advertising is the most effective. For an entrepreneur, especially a beginner, advertising is often a kind of “dark horse”: he does not know whether it will work, whether it will give the desired effect, or, on the contrary, will only result in unnecessary expenses.

In this article I will consider the issue from the point of view of a representative of a small and medium-sized business, since large businesses are advertised according to slightly different criteria, posing other tasks for the advertising company.

3 rules for selecting the most effective advertising.

Rule 1. Your main goal is not to “promote yourself,” but to increase customer flow and sales. If a large business can advertise only in order to increase brand awareness, become more popular, create a certain image for itself, then this approach will not work for a small business - advertising will be unprofitable, which is unacceptable. The most effective advertising for small businesses is the one that will actually increase the number of customer requests (visits, calls, website visits, etc.) and, as a result, the number of sales.

Rule 2. You should think of advertising as an investment. Namely, to invest in an advertising company, immediately calculating when they will return to you and what income they will bring. If, according to forecasts, your income from advertising does not cover its cost, then such an investment is simply pointless. And vice versa, the more you plan to earn thanks to a particular advertising company, the more effective it will be for you.

Rule 3. Consider the 3 components of effective advertising as a whole. The most effective advertising should correctly combine 3 key components:

3. Target audience.

If at least one of these components is chosen incorrectly, advertising will not bring the desired effect.

Well, in conclusion, one more general rule:

What advertising is the most effective?

Surely every entrepreneur immediately wants to get an answer to the question “What kind of advertising is the most effective?” and invest money in it. But, alas, there is no unique answer here. The choice of advertising company depends on a number of factors:

- The target audience;

However, no matter what type of advertising it is, you can always identify its key features that determine its effectiveness. It’s no longer a secret that the main function of advertising is to influence the subconscious of potential customers, encouraging and motivating them to take advantage of the promotional offer. Based on this, we can identify those components of the advertising offer that best have a psychological impact on people. These components have been determined through numerous studies and analysis of advertising effectiveness, so they can serve as a starting point for developing an advertising offer in any form, be it graphic, text or display advertising.

Next, I will present and briefly describe 5 key points that the most effective advertising should include, and give examples for each of them: in them you will probably recognize advertising offers that you encounter every day.

5 components of effective advertising.

1. There is a problem. First of all, in order to attract attention to advertising, it is necessary to identify the problem. It can even be quite negative in nature, since people subconsciously perceive the negative more than the positive. You can even “embellish” the problem in a certain way, imperceptibly increasing its significance. At the beginning of the advertisement, you need to show that there is some kind of problem that needs to be solved, and this will immediately attract the attention of those people to whom it is close - that is, exactly your target audience.

– Do you have bad breath?

– Tired of constant stress?

- To you ? Are collectors tormented?

A well-formulated problem already means that your target audience will definitely look/listen to your advertising, that is, at least, pay attention to it. This is already good! Go ahead…

2. Option to solve the problem. So, the target audience has been attracted, now it is necessary to competently “process” it. She should get what she actually paid attention to your advertisement for, namely, a solution to her problem. This should be a continuation of your promotional offer.

For small businesses, advertising is of great importance at the initial stage. A well-constructed campaign in this area will help you get your first clients and start making money. At later stages it is also of great importance. At a minimum, the audience needs to be informed about new promotions and offers. At the same time, the business will not refuse to expand its customer base at any stage of its development. What advertising is the most effective? This question is difficult to answer without considering a specific situation, but we can still give some assessment.

Offline advertising methods for small businesses

At first, a novice businessman is forced to deal with a lot of difficulties. As long as a small number of people are aware of its products or services, and suppliers and potential clients do not even know about your existence, it is impossible to talk about any kind of business.

Proper organization of an advertising strategy helps a lot at the initial stage. You should not choose expensive advertising methods if your budget is tight. It’s better to offer a better service (product) so that people start talking about your business and spread the word by word of mouth. The advertising campaign itself must be selected taking into account the characteristics of a particular business, because otherwise it will be necessary to carry out an unplanned one.

Telephone marketing

The very concept of telephone marketing implies making calls to contact the widest possible audience of potential clients of an enterprise. Whether they are private individuals or legal entities depends on the specifics of the business. The key goal is to inform you that certain goods or services can be obtained from you.

For skilled "telephone salespeople" it is not so difficult to even pre-close the deal on the first call. Positive results can be achieved with some communication skills. For entrepreneurs who are unsure of their abilities, a good solution would be to hire a special employee who will make calls through a database of numbers. The negative point is that the interlocutor may not have free time for communication or may not be interested in your proposal at all.

Distributing leaflets

This method is quite well known and is actively used to this day. Distribution of leaflets can be done effectively by agreeing with the management of the supermarket. In such cases, at the checkout, the buyer is offered a leaflet on which your offer is presented. Printing leaflets is a relatively cheap method of advertising, but conversion rates are usually not very high. To inform the audience at the initial stage, distributing leaflets is an excellent method.

You can hire street consultants who will not only hand out brochures to potential clients, but also answer a few simple questions. When using leaflets, it is important that they are made with high quality, since for an uninformed person they will become the “face of the enterprise.” The content should be concise, but succinct - it is necessary to clearly convey the essence of your activity.

Advertising signs on asphalt

This type of information dissemination is relatively new for Russia. The inscriptions on the asphalt are a creative move, but not for everyone. At the preliminary stage, it is extremely important to understand where exactly your potential customers are concentrated. Sometimes placed inscriptions do not bring effect simply because:

• they are not visible due to the large number of people;
• potential customers do not use the route on which the inscription is placed;
• it was worn out due to precipitation and people walking;
• it is forbidden to place in specific places.

At the same time, high-quality, bright advertising on asphalt for a number of business areas can be an excellent tool for arousing consumer interest. For example, advertising will look great on the roads to preschool educational institutions.

Outdoor advertising on the streets

This includes all kinds of signs, banners, billboards, signs on the walls of buildings, plaques, advertising structures, car stickers and much more. They can be designed with or without LED illumination, in volume or flat form, etc. Almost every business that has its own retail space uses this type of advertising in one form or another. It is important to understand that while you can make a sign above the entrance to a store without spending a lot of money, placing your advertising banner on city billboards will often be expensive. The advantages of outdoor advertising include large coverage and a rapid increase in awareness.

Among the disadvantages is the high cost, which is quite a big disadvantage for starting a business. Difficulty of competition - many people use such approaches, which requires a lot of creativity to attract the attention of a potential client. Contact is usually quite quick, so your offer may simply not be remembered.

The most effective advertising on the Internet

Advertising your business on the Internet is almost a mandatory expense item for most entrepreneurs today. Its simplest direction is to create your own website to which visitors will be attracted. The web platform itself can serve both for information purposes and directly become an additional (or even the main) “sales floor” of your enterprise. It all depends on the specifics of your proposal. On your Internet resource you can post all the necessary information about your own business. Today it is a fairly cheap product, especially when it comes to online business cards.

You can attract visitors to your website using different methods, which differ in both cost and effectiveness, but we’ll talk about this below. Social networks have become an important aspect today. Will it be a public page, the use of advertising in other people’s communities or personal accounts to attract people to an online platform or directly to a store (office)? In each case you need to come up with your own decision. Statistics show that the cost of attracting one client on the Internet is one or several orders of magnitude lower than when using offline methods.

Internet advertising tools often need to be combined to obtain maximum results. Sometimes it happens that one of the methods shows low conversion, but if it is abandoned, the efficiency level of the other method also drops. Such things are difficult to predict, and can only be noticed in practice. The main positive side of advertising on the Internet is its speed of distribution. There may not be much time between launching an advertising campaign and receiving your first client.

contextual advertising

The fastest and most effective method of advertising on the Internet. Its main problem is the difficulty in setting it up for unskilled specialists. For this reason, you will need to contact a special agency that will conduct an advertising campaign. Fortunately, today such services are widely available, so they are cheaper than hiring a separate staff of “advertisers”.

The advantage of contextual advertising is its clear customization to specific user requests in search engines, which allows you to select the target audience as accurately as possible. Online stores use this when attracting customers for individual popular units of goods or product groups. This is a fairly universal tool that, if configured correctly, will quickly begin to bear fruit.

SEO promotion

This is a “long-lasting” method. Search Engine Optimization allows you to get customers for free when they search for something online. It is worth understanding that getting on the first page will require quite a lot of effort, since almost every niche already has a whole host of competitors. At the same time, not using SEO is definitely a bad option, since this method includes a number of engineering works on the site and its comprehensive improvement. The best time to start working on search engine optimization is during the development of your website. This will avoid a number of mistakes in advance. The main advantage of SEO remains the free transition of the target user to the resource, whereas in contextual advertising you will have to pay for each click.

Free notice boards

This is a rather controversial instrument in many respects. The main problems when using it are the high level of competition and low user confidence in the offers initially. Another aspect remains that, against the backdrop of an increase in the number of offers in recent years, the number of those who come in search of purchases is increasing more slowly. The good news is the versatility of such platforms - you can offer both goods and services on them. It’s worth focusing on the most visited message boards - using them definitely won’t hurt.

Public pages on social networks

The largest social network on the Runet in the Russian Federation today remains VKontakte. This platform offers the opportunity to create targeted advertising and conduct retargeting (appealing to people who were previously interested in your advertising). This is an effective and fairly cheap tool that is actively used by many advertising agencies today. Similar tools are available in other social networks, but starting to work with this platform is much more promising, since it has the widest audience and traffic.

Advertising can be purchased both in groups, whose members could potentially become clients of your business, and you can order its placement in the user’s news feed. Not every business will find this type of advertising useful, but those who offer products can find buyers here, and the created group can be used as a feedback board for your services. The most common problem when using this advertising tool is choosing the right groups. If you choose the wrong advertising location, you can simply waste money. – is a separate question, so we will not dwell on it in detail here.

For each business, the “best advertising” will be different, and it is impossible to provide uniform statistical indicators in this case. In conditions of a tight budget, you will have to choose “what is cheaper” and work out the strategy for attracting customers as clearly as possible. It is advisable to try as wide a range of tools as possible to evaluate what is most effective for your case.

The most effective advertising of services

To the question of which advertising of services is the most effective, the answer is clear - high-quality execution. Of course, you shouldn’t rely solely on word of mouth, but it’s important to understand that reviews are extremely important in this case. There are specialized platforms where people share their impressions about certain enterprises in a particular field. Statistics show that more than half of consumers, when faced with information about a new seller (service provider), look for more detailed information and reviews. If friends cannot give any advice, they ask questions on the Internet.

It is important to monitor such online resources and promptly respond to complaints raised. This will not only explain that you have already solved any existing problems, but also reveal custom publications left by ill-wishers. You need to collect reviews in text and video format from customers on your website. In return, it is better to offer a discount - the client will come back again to take advantage of it. This solution needs to be implemented to increase customer trust, but it alone will not be enough.

At the initial stage of work, while there are not many clients or no clients at all, it is necessary to use active advertising methods. If your business involves providing services in one city, leaflets and outdoor advertising will be the most effective methods. For those who provide consulting, accounting and other services that can be provided remotely, it is better to resort to contextual advertising and searching for clients on social networks.

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