Is your San Diego business failing to take advantage of online advertising?

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March 29, 2013 at 8:14 pm #342

b.nieto
Key Master

Is your San Diego business failing to take advantage of online advertising? A study in the fall of 2012 by Boston Consulting Group found that while big corporations spend an average of 16 percent of their advertising and marketing budgets on online advertising, smaller companies (those with 100 or fewer employees) spend just 3 percent of their marketing and advertising budget advertising online.

Failing to properly market your business with online advertising can be a big mistake these days. Now that consumers and businesses alike go online first to search for products or services, advertising online is kind of like advertising in the Yellow Pages used to be—in other words, essential.

If you’re not taking advantage of online advertising for your small business, here are some options to consider.

Use pay-per-click advertising. In pay-per-click advertising, you target customers by using specific keywords in your ads. You pay for the ad only when customers click on it and get to your website. While a general keyword or phrase like “hair salon” may be prohibitively expensive, targeting your ads narrowly with keywords like “San Diego men’s hair salon” can be cheaper—and more effective at attracting the specific customers you want. That’s a win-win situation.

Special interest websites. You can also place banner ads on websites relevant to your business’s target customers. For instance, if you sell baby products, you could place ads on blogs or websites targeting pregnant women or new moms. If you sell auto aftermarket products, you could place ads on blogs or websites targeting classic car enthusiasts or hot-rod collectors.

Industry websites. If you sell B2B products or services to other businesses, advertising on industry blogs or websites can be a great way to get online exposure. Also contact these sites to see if they have email newsletters that accept advertising. This can be a smart option for getting your message delivered directly to your target audience’s inbox.

Whatever type of online ad you choose, be sure to monitor the success of your ad by using analytics tools to see how much traffic it drives to your website, what those users do once they’re there and how many of them convert to buyers. By monitoring what ad placement, size, or keywords gets the most traffic, you can adjust your ads accordingly so you don’t waste money on ads that aren’t working for you.

 

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