Running a small business means doing things you may not be trained for, such as designing marketing campaigns. And because you probably don't have a lot of money to spend on marketing, you need to make your campaign special. Fortunately, online marketing doesn't cost a lot, and if you follow the advice here, you don't need a marketing degree to make it work well.
Get to Know Your Potential Customers
To make your marketing efforts bear fruit, you need to be very good at targeting them at the people who are likely to buy your company's products or services. To do that, you need to get to know who those people are. Do some market research to find out which social media sites they use, what problems they need help with, what their wants are, and so forth. You can hire an online survey company at a very reasonable rate. You could do it even more cheaply by asking your current customers to fill out a survey created by you.
Write an Effective Targeted Value Proposition
People make up their minds about purchases very quickly. To get the most out of a limited attention span, you need to sum up your pitch in a single informative, powerful, memorable sentence. This sentence is your targeted value proposition.
It is what tells your potential customers what your products or service can do for them and why they should buy from you and not your competitors. All of your ads should include it. Take the time to make the proposition perfect. Hire someone to write it if you need to. It's the most important part of your marketing campaign.
Set up a Campaign Landing Page
When someone clicks on an online ad, they should be taken to a landing page where they can buy the thing that was being advertised. You need to get that landing page made before you buy the ads. There should probably be a discount or special offer for people who make the purchase from your landing page. It should also have links to draw them further into your company's site.
Buy the Ads
Once you have an advertising message and a special offer, once you know where to find your potential customers, and once you have a place for them to go, it's time to buy the ads in the areas they'll do the most good. Don't spend your entire advertising budget on one effort, though.
You'll do better with a series of smaller steps until you get to know what works and what doesn't. After your campaign runs for a while, start split testing to maximize the effectiveness of your ads. With a bit of experience, you'll be able to get good results even from small ad buys.
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