According to a 2019 report by Hootsuite, internet usage accelerated by an average of one million people per day in 2018. Now, nearly 60% of the world’s population connects to the internet, and the average user spends more than six and a half hours per day online.
Companies that hope to succeed, from this point on, must advertise online.
Online advertising lets you target audiences at a local, national, or global level. Most forms of digital advertising also allow you to set and control your budget, which is an advantage for small businesses.
Online advertising includes several formats: social media, paid search, broadcast media, and banner and native advertising.
In this article, we will explore the four primary types of online advertising and explain the strategies that make them a good investment.
1. Reach Customers the Most Successfully on Social Media
More than 40% of small businesses say that social media is their most effective form of advertising.
If you’re considering social media advertising to reach customers, begin by choosing the best platform(s) for your target audience:
- Instagram is an excellent platform for brands that are willing to combine paid and organic social media efforts. Most Instagrammers (84%) use the platform to discover new products and services, while 80% of them use it to decide whether to make a purchase.
- YouTube is the preferred channel of Generation Z. Businesses wishing to reach people under the age of 23 should consider personalized video advertising on YouTube.
- LinkedIn is the platform where B2B businesses connect and is an ideal choice for SaaS and B2B-service businesses.
- Facebook is the most-used social media channel and an excellent choice for brands wishing to reach a large number of people.
- Pinterest reaches nearly 60% of people who earn $100,000 per year or more and drives 3.8 times more sales than the average digital campaign.
Effective social media advertising combines audience-targeted ads with influencer campaigns and organic social media strategies.
2. Encourage Customers to Click With Paid Search Advertising
Paid search engine advertising is a wise investment for brands willing to combine organic efforts with PPC ads. Understanding which platforms are best for your type of business and what type of ads to place is essential for success with this type of advertising.
Ads on Google, Amazon, and YouTube get the most clicks, according to a recent survey by Clutch. Google far outweighs its competitors, though, with 63% of respondents saying they’re most likely to click on Google ads.
On Google, searchers respond best to ads that directly answer their questions.
Amazon can be a good choice for brands that sell products on its platform, and YouTube for brands wishing to reach Gen Z.
Amazon and YouTube users respond best to brand names they recognize, though, so small businesses should exercise caution when considering Amazon or YouTube ad options.
3. Increase Brand Support With Online Videos
Digital broadcast media such as podcasts, streaming video services, and online radio stations offer excellent video and audio advertising opportunities.
For example, there are 67 million podcast listeners in the U.S., and 49% of them say they’re willing to go out of their way to support brands that sponsor their favorite podcasts.
Tracking analytics for broadcast advertising can be a challenge. Consider using an ad agency to assist you with broadcast strategy and tracking.
4. Retarget Customers With Banner and Native Advertisements
Traditional forms of digital advertising include banner and native ads.
“Retargeting” is the practice of serving ads to targeted users based on their online actions. For example, you might target users who have visited your site or added products to your shopping cart without making purchase.
Before placing banner ads, you should research the different formats and publishers to ensure ad blockers don’t hide your ads.
Reach Customers Using Online Targeted Advertising
You have many choices when it comes to online advertising for your small business.
Social media advertising, paid search ads, broadcast commercials, and traditional digital ads can be useful for promoting your products and services.
Web Daytona is featured as a top social media marketing agencies in Miami on Clutch. You can also check out client reviews on The Manifest, where we are ranked as one of the best social media marketing agencies in Miami.