When I started my first business in the early 1980’s there was one phonebook distributed in Yuba City, California. In that phonebook, I could purchase one of several options that would increase my businesses level of exposure to anyone who viewed the page where my business was displayed. I analyzed my budget for phonebook advertising and purchased accordingly. By the end of 2000 there were three phonebooks distributed in Yuba City, all of which said their distribution to the community was better than the other. Now, in 2017, there are two and they have less content than ever before.
Now we have the Internet! It’s in our office and homes and it travels with us. We may have it on our desktop, laptop, pad, and phone. It’s in our pockets, on our TV’s, and even in our bedrooms. We can’t escape it.
It is, therefore, the perfect tool for marketers and businesses to be in your presence 24 hours a day. “You need it!” “You want it!” “We have it!” “And you don’t even have to leave your home.”
THE SMALL BUSINESS DILEMMA
When there was only one phonebook it was easy for a small or micro business to establish a budget that would be profitable to place an advertisement in the phonebook. When there was three, it became much more difficult to determine which was the best phonebook and how much of that same budget should be distributed to the each of the three.
Now the same dilemma has increased to a level of madness on the Internet. Small and micro business owners must sift through the massive amounts of information given to them by Internet marketers, search engines, and web sites. They are bombarded with e-mails, phone calls, internet ads, TV ads and more, all telling them that they need to be on their Internet platform. If that is not maddening enough, other small and micro business owners, friends, family members, and associates are throwing in their advice. So here is some more advise!
FIND OUT WHAT IS FREE
The first thing all businesses should do is find out what is offered free of charge. This is a no-brainer, RIGHT? Many small and micro businesses do not take the time to manage free advertising for their business. If it is free, it is profitable. Every business needs some type of advertising. Take what is free first, then establish a budget and evaluate what the company is offering as upgrades or packages.
ADVERTISE LOCALLY FIRST?
Always keep in mind who your customers are, where they are located, and how much you can spend to let them know what you offer. Advertise on the platforms that reach your customers. If your customers are located within a few miles of your business, spend your advertising dollars on the platforms that reach them and spend as little as is effective.
Done correctly, any small business can have an effective advertising campaign for little to no money out of pocket.