How much would you pay for TV advertising?
10’s to 100’s of thousands of pounds right? Don’t forget to include the cost of ad creative!
How much would you pay for newspaper, magazine or radio advertising?
From a few hundred to multiple thousands of pounds, depending on the publication or station.
How much would you pay for a leaflet drop?
Not as much as the others, but a good few hundred depending on the volume, plus you need to factor in design and print costs.
The point of doing any of this activity is to promote your business to your potential customers.
All of the above distribute your information to abroad audience in the hope that some of them will be interested. Yes, you can choose location or time of day – but that’s really about as far as you are going to get when it comes to targeting.
So, how many of the people who see/hear your ad/leaflet are going to be your ideal target audience? The truth is, it’s quite a small percentage.
Yet, so many people would not allocate this same budget (or less) to online advertising such as Facebook/Instagram Ads or Google Search Ads, which will only target your ideal customer.
Online advertising gives you SO many more options – you only target your ads to people who you know will be interested in what you have to offer and often, you only pay when they click on the ad.
Not only that, but you can change your creative and message whenever you like, change your budget according to how well the ad is performing and even change your audience at any time – none of this can be said for other forms of advertising – once it’s done, it’s done.
So next time you are thinking about how to promote your business, think carefully about who you want to reach, how you want to reach them and where your money is best being spent.