One of the big challenges is the rate of change and development of online channels and particularly in social media. The rapid rise of new social media platforms often creates some pressure to promote your business in the latest platforms purely because of the hype and buzz surrounding them.
Historically, many traditional forms of advertising were beyond the reach of small businesses due to the cost involved. Yellow Pages directories used to be on the must do list and the associated cost often absorbed the majority of available annual advertising budget for many small businesses.
Online advertising has many benefits including the flexibility to trial over short periods and the capability to target specific audience segments making it very cost effective and more likely to produce results. Online advertising has created a more level playfield where small businesses can compete with larger businesses and reach new customers more easily and cost effectively than in the past.
What advertising options are available?
- Google AdWords advertising in Google search
- Display and video advertising on websites
- Social media advertising in Facebook, Instagram, Twitter, YouTube and LinkedIn
- Email marketing
- Online directories
Traditional thinking regarding where to advertise tends to drive a placement approach when determining where to advertise online. The online advertising platforms have developed to a high degree of sophistication and allow a wide range of targeting options to the point now where the focus is on audience segment interests and behaviours and the content consumed by respective audiences.
Google Ads – on the must do list
We recommend Google AdWords as being at the top of the must do (or at least try) advertising list for small to medium sized businesses in NZ. Following AdWords we would then recommend advertising in Facebook.
The purpose of most small business advertising is to generate enquiries and sales. In NZ, the majority of consumers default to a Google search when they are looking for information and options on products and or services. This activity spans from localised area searches up to and including global/international searches.
This consumer search activity in Google can be likened to the identical activity in the past of people using the Yellow Pages. This activity represents prospective consumers whom are actively in the buy cycle and are looking at provider options.