We were recently asked by a start-up business in Exeter for advice on where to advertise. It's easy to be persuaded by advertising sales reps and end up spending a lot of money on advertising that might not necessarily be right for your business.
Here are our 6 tips to help you decide where to advertise:
(NB These tips apply to print and digital advertising)
Understand your target audience
Make sure you are clear who you are going to be targeting with your advert - think about who they are, what they are interested in, how old they are etc. Knowing this will help you determine where your target customers will be most likely to see your advert. For example if you're targeting business professionals then you will want to advertise in a business magazine rather than the local daily newspaper.
You may find our Buyer Persona Template useful for this exercise.
Determine your objective
Decide what the purpose of your advert is. Again this will help you narrow down your choices. Is it a long-term brand awareness campaign or a quick call to action? What is the timeframe you are working to?
Know your budget
Consider how much you can realistically allocate to your advertising budget. This will automatically exclude certain advertising options. If budget is limited then you will be better off concentrating on one advertising platform rather than spread your advertising thinly across several platforms.
Examine the demographics
Review the statistics, such as:
- How many - how many people read the publication, visit the website, pass by a billboard each day?
- Who are they - what is the demographic?
Do the stats tally with 1 and 2 above?
Consider the brand
Check out the publication or website and see if you're happy for your advert to sit alongside the content and other advertisers? Does their brand align to yours?
Do some market research
Find out where your competitors are advertising. If they are advertising regularly in one place then there's a high probability that it's working for them.
It can be tricky to determine where best to advertise but following these tips will give you a greater chance of success.
Next week we will provide some tips on how to develop an effective advertising message.