Small businesses are on the rise, with as many as 600,000 new businesses opening each year. However, only a small percentage of those startups actually make it to their 5th year, with 20% of new businesses closing by the end of their second year in operation.
With some businesses, the concept and the market just didn’t fit, and the company doesn’t show a significant growth in sales enough to keep afloat. The majority of businesses, on the other hand, fail to follow through with effective marketing and advertising.
Advertising is Essential
Advertising is an effective tool in getting your message across your target market. Ads don’t only bring brand awareness, effective ads are more likely to translate awareness into sales by subliminally ingraining the brand and its products to the consumers.
Too often we see companies that fall flat on their marketing campaigns, as they roll out outdated advertisements, and attempt to play with controversial topics.
Not all forms of advertising are helpful or effective, and as a business marketer, you will need to know which type of advertising works best for your business. Some businesses may do better with print ads, while others in the digital space.
DO
We present here a few dos in the world of advertising. These are some helpful tips that can assist your content marketing plans and your advertising campaigns. Each company is different, and you will need to tailor these tips to best benefit your business.
1. DO keep sustainability in mind
Regardless of whether you’re advertising physically or online, you need to keep sustainability in mind as you market your business.
Sustainability is a huge trend nowadays, and consumers are more inclined to businesses with sustainable practices now more than ever. Showing the eco-friendly side of your business is never a bad thing, as you take part in keeping the environment healthy.
Some sustainable forms of advertising include using materials like recycled seed paper, custom aluminum bottles, and promoting proper waste management in your products. These leave a lasting and unique impact on your prospective customers.
2. DO present promotional products
Little known fact that promotional products actually do more than just place your business logo on random items. As much as 70% of consumers say they remember the brand that they got promotional products from, particularly useful products like umbrellas and pens.
But that doesn’t mean that giving out pens with your brand logo stamped on it is going to grow your business. You need to be competitive in your advertisements, and choose unique channels that can increase your brand awareness.
Water bottles are the perfect example of simple yet effective promotional products, as they give off the vibe that your business is as essential as water. Water bottles can be customized with your logo, and they are often carried around where other consumers can see it. One of the best examples who take care about it is myownwater.com.
3. DO relate to the audience
In any type of advertising, your best bet to capture your target audience is to relate to them. Find out about their trends and fads that are relevant to their demographics. Staying relevant to your target consumer makes them more likely to consider your product.
This point is especially important in the fast-paced digital world of social media posts and engagement. Since the pandemic began, more and more businesses take to social media to advertise their brand.
Do proper research on your target audience, and what they prefer to see in your advertisements. You can opt to hire a social media manager or social listener to help your brand reach a considerable presence online.
4. DO show your corporate social responsibility
As consumers, we love companies that show how they are maintaining sustainability, as well as help the community that they offer their products and services to.
Corporate social responsibility is a requirement for many corporations around the world, but for most people, they are more than happy to consider the social aspect of their company in keeping their corporate social responsibility.
DON’T
Now we move onto the don’ts. As we’ve mentioned before, advertising is a powerful tool that can either be effective for your business, or cause it to crumble. Knowing both the dos and don’ts of advertising can make or break your brand.
1. DON’T post on cultural traditions without research
Do you know the difference between Diwali and Deepavali? How about what holidays Japan celebrates? These cultural aspects may not seem essential to you, but they can mean a lot to the people who celebrate them.
As we move into a global economy, we tend to be more sensitive to the different cultures we have around the world. That being said, it is considered a grave sin to appropriate the culture of another country or group. Do your research, and never post blindly about cultures that you have no idea about.
If you’re being inclusive, and embracing the differences in cultures, then that’s a great viewpoint to have! But you will still need to consider the sensitivity of the different cultures we have around the world to avoid insulting anyone.
2. DON’T argue with customers
Arguing with customers is a big NO in community building. You may have the perfect advertisements, the perfect product, and the perfect company name; but without proper customer service, you can fall flat on your brand.
Advertising and customer service go hand in hand, as your marketing campaigns are the face of your business, and what clients expect from your brand. Customer service deals with these clients’ expectations, so you need to have a clear understanding of the nature of your business.
3. DON’T advertise with controversy
Remember that Pepsi ad that went viral a few years back? The ad went viral as it used a widely controversial issue as a marketing tactic, which made the brand seem insensitive about the issue in the eyes of the average consumer.
As a general rule, steer clear of controversial topics unless it relates to your business directly. There is a difference in taking a stand for what you believe, and using these controversial topics for advertising.
4. DON’T copy your competitors’ ads
They say imitation is the best form of flattery, but in the case of advertising, a clear unironic copy of your competitor’s ads would just bring more brand awareness to your competitor rather than your own brand.
Remember that your ads say a lot about your company, and copying a competitor ad would blur the difference between the quality of your products and services from those of your competitors. Stay original – you’ll want consumers to remember your brand and logo, not your competitor’s!
