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2 min read
When browsing social media or sorting through search engine results, it’s often difficult not to encounter digital advertising. And at some point or another, you’ve probably wondered what ads like these could do for your small business. Investing in digital advertising can result in growth, customer awareness and overall revenue all from the click of a button. Here’s how to get started.
Digital advertising is a catch-all term for ads that are placed anywhere on the internet – it’s important to know that these ads come in several different forms. Before you pursue digital advertising for your small business, it’s a good idea to get to know these different formats. A few common forms of digital ads include:
Depending on what your goals are for your business, one format might be more appropriate than another. For example, if your business offers a product with a unique function (a conveyor belt sushi restaurant, for example), a video ad showcasing how your product works could be highly effective. However, choosing the platform on which this video ad will run is equally important, ensuring that you’re reaching the right audience.
To truly reap the benefits of digital advertising, you’ll want to set aside a portion of your marketing budget. The good news? You can still make a splash even with a modest amount of funds. Platforms like Google, Facebook, Instagram and X offer flexible minimum ad spends and the ability to run your ads for as little as a few weeks.
Digital advertising can be used to target specific groups of people – so it’s important to get to know which consumers are most likely to engage with your ads and visit your business’ website. For example, if you own a barbecue restaurant, you would not want your ads to be served to people who are vegan. Write down some characteristics of your ideal customer base and keep your notes handy as you launch your digital ads. Some platforms, like Google, LinkedIn, and Meta (Facebook and Instagram) are more targeted than others, and offer the opportunity to reach niche audiences, whereas others are more general. It’s important to explore multiple platforms to determine the best one(s) that suit your needs. It’s also important to note that tactics like paid search will reach your audience who is actively searching for information related to your product/service.
After your ads go live, routinely monitor their performance on each individual platform you use to see how well they’re driving traffic to your website. Compare your metrics to previous months and make note of any differences. If you’re not seeing the numbers you aimed for at launch, test out some different strategies. Adjust the copy or images used in the ads or try out a new call to action to see what gets the most clicks to your website. You want to make sure you’re getting the most bang for your buck, after all.
The internet offers a unique opportunity for your business to reach customers you wouldn’t be able to in person – it’s not called the world wide web for nothing. As you prepare to launch your digital ad campaign into orbit, keep these steps in your back pocket. You’re sure to reach new audiences in no time!
M&T is dedicated to investing in the growth and sustainability of the clients and businesses we serve, attracting and retaining diverse colleagues so we can truly reflect our communities.
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