Sending emails is free, creating a Facebook page is free, Twitter outreach is free, cold-calling is free, publicity is free, and referrals are free. However, advertising costs money.
So why is it that even with all of these wonderfully low-cost and free ways to promote your business , I still contend that you must make advertising one of your core generation tactics?
Advertising is in fact one of the marketing tactics that comes with an invoice. You must write a check to run ads or send direct mail, often before seeing any results. In my experience, people shy away from advertising, not because of the cost, because they don’t know how to get results or understand the long-term residual effects. Think about it, if you knew that for every $100 you spend you could produce $200, you would get out your checkbook and spend away, right?
When done effectively, advertising is a crucial part of business:
- Advertising is the only medium you can control: if you want your message to hit on the same day a product launches or an event is about to happen, this is the only factor you have complete control of.
- Advertising allows you to target ideal customers only: when you match a very personal message to a select audience you get far greater connection.
- Advertising creates awareness for your content: The force that drives a great deal of conversion and trust-building these days is educational content – ebooks, seminars and blog posts – advertising is a great way to help get that content found and consumed once you have made the best effort to produce it.
- Advertising adds credibility to your message: Every time I run advertising, people comment that business must be going well. The perception that you can afford advertising is often enough to sell and resell prospects and customers alike and makes it easier to get attention for your entire message.
- Advertising amplifies everything else you are doing: When you are using advertising to create awareness for your content, you automatically create more awareness for everything you are doing. Journalists find companies that advertise, referral sources remember companies that advertise, people support and follow and friend from ads, and employees can point to well-placed ads as a source of pride in the place they work.
Creating a connection with potential customers is key in today’s social media crazed world. The good thing is those connections usually translate to a more loyal customer base.