Every day you see ads from big brands like Coca-Cola and Apple.
There is no call to action. There is no list building.
It merely promotes the lifestyle you can expect if you use the product.
I know it can be confusing when you are running a small business. You see these ads and you wonder, is this how I should be advertising in my business too?
You want to lead people to the thing that you sell. You don’t have time to wait for the sale. To tinker on the edges, inspiring them that perhaps if they use your product, they’ll feel more like the version of the person they want to be.
So what’s the difference with the ad strategy you see from these big brands, and is it even relevant for your small business?
No. It shouldn’t be your small business approach.
Respected marketer and author, Seth Godin, describes these mass TV campaigns as a Brand Awareness tax big companies have to pay to signal to the market that they are big enough – a brand you can trust.
You don’t have their budget and what you can’t see is the strategy guiding the campaign.
You don’t have the luxury of pouring money into mass Brand Awareness campaigns to build consistency and trust by normalising your brand’s presence in the market.
If you find yourself with an advertising budget, you should consider the smallest viable audience that most needs to hear about this. The audience most likely to want this right now.
Once you choose the audience, you look for the options you have to reach them.
LinkedIn is a great way to target professionals or business to business audiences. If I’m a function venue for corporate conferences, LinkedIn is a great way to target planners and executive assistants.
If I’m a tour company, I know that people will be typing ‘tours in region X’ on Google. So Google Ads is an excellent place to reach the right audience.
Say I’m operating an indigenous cultural centre, and I want to start selling art online. If I want to target people who have a shared belief, such as ‘indigenous culture’, Facebook is the place for me.
If you’re a mini-golf course, you may want to consider your local what’s on or destination brochure.
When you are a small business, the more targeted you can keep your audience, the less you will spend and the more likely you are to move the right person to act.
How do you compare opportunities? Next.