How to advertise a small business on the Internet?
Small business due to limited resources and specialized knowledge often approaches the Internet promotion haphazardly. Some create a beautiful landing page, others focus on the site, others due to lack of money and time to develop a website or the banal need for it develop a group in social networks. Such a point approach is, to a certain extent, effective, but in order to unlock the reserves, an integrated approach is needed – simultaneously using different platforms and different advertising channels. The question arises: is there enough resources? The answer is: Enough. But only if you select the appropriate advertising tools and properly organize the work.
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Ways to Organize Small Business Advertising on the Internet
Small businesses face three problems that make it difficult to advertise on the Internet:
lack of money (constantly having to choose: promote a website or invest in contextual advertising; order quality texts on the site or refine usability; make flyers or hang a billboard around the corner, etc.);
lack of staff (small business is expensive to hire marketers, in the end there is no one to do advertising – you have to do everything for the entrepreneur or a freelance acquaintance);
lack of experience (the problem arises from the previous one – the entrepreneur has to conduct advertising campaigns himself, but this does not have enough knowledge and experience, as a result, the budget “merges”).
It turns out that entrepreneurs cannot hire staff due to high costs. There is no sense in contacting agencies either – the minimum entry threshold here is 40 thousand rubles, and the commission fee reaches 50%. It remains to lead the campaign independently.
You can go two ways:
Do everything yourself – optimize the site, write texts and creatives, select pictures, look for platforms for advertising, negotiate prices and conditions with their owners, monitor the result. This path is suitable for those who are willing to devote time to learning and further work in the direction of Internet marketing. But in conditions when you need to do business in parallel, there is always not enough time for something and something remains unfinished.
Connect to an automated advertising system. Such systems allow you to advertise the business “on autopilot” – with minimal participation of the owner. There is enough basic knowledge in Internet marketing to work, you don’t have to dive into the process and engage in routine operations. As a result, time is saved and there is no risk of “draining” the budget. This option is most preferred for small businesses.
Promotional tools for small business
For small businesses, 3 tools are basic: SEO, contextual advertising and advertising in social networks. With their simultaneous use, it will be possible to quickly attract customers and increase competitiveness in the long term.
Important! Start advertising on the Internet is recommended with SEO-promotion. Without optimization and improvement of a site or group in social networks there is no sense in attracting traffic. If the site is substandard, visitors will not linger on it and make orders.
1. Promotion in Yandex and Google
It develops from 4 directions:
internal site optimization (correction of technical errors that hinder promotion in Yandex and Google, as well as the creation of unique texts with regard to key queries);
work on external factors (increasing the popularity of the site, its quoting on the live visited sites);
website development (creation of useful text content in order to attract traffic to target requests from search engines).
search promotion groups in VK, FB, OK, Instagram and videos on YouTube (the ideal solution for those who are not ready or can not make your site; public go to the top of Yandex Yandex – often easier and faster than sites).
What you get in the end:
growth of positions and traffic on promoted requests;
the growth of site attractiveness for customers and increase in sales (accelerated loading of pages, increasing convenience (usability), optimization of the commercial component, elimination of “glitches”, filling with useful content, adaptation for mobile devices, etc.);
access to the top search engines of your page in social networks and the influx of visitors with minimal expenditure of money and time.
For greater effect, you can and should be promoted immediately and the site, and the group in social networks (if available).
2. Contextual Advertising (PPC)
If SEO is a long job and a delayed result, then contextual advertising is a tool to instantly attract customers “here and now”. Moreover, traffic from contextual advertising can be driven not only to the site, but also to the group in social networks – you just need to specify its URL in the project settings.