When to advertise and when not to

When should your small business use online advertising?

There’s nothing quite like starting off with a tough question but the answer to this one is, “it depends”, because advertising CAN help your small business, except when it’s not the right answer.

We see customers wasting a lot of money on advertising before optimising their website. 

This is a problem because advertising is just paying for visitors, and if your problem isn’t GETTING visitors but CONVERTING visitor, then just having more people come to your website is not going to help you.

At best, this is a waste of money, at worst you are even potentially paying for people to dislike your brand.

This is why we place advertising at the end of our Digital Marketing Formula (Steve references this in the article, 3 Insights And A Diagram). Unless you have your strategy and content thought through, and your key communication channels in place, advertising is not going to reward you.

And one of the first things we’ll discuss with you when you contact us to help you with your small business marketing is, do you have content on your website and available to your newsletter subscribers that answers customers’ questions?

Good content starts there. And it’s expanded upon in this article: Is Your Website A Dog’s Breakfast?

With that sorted, along with a clear understanding of who is going to want and/or need your products and services, then we can turn to advertising channels to raise awareness and draw people into your offer.

When should a small business do online advertising - quote by David Ogilvy

Arrange a call back to talk about what's involved in getting clarity

Articles about strategy

3 Quick Lessons For Small Business From Leo Tolstoy's Long 1869 Novel War And Peace (And A Bonus From MAFS)
In Leo Tolstoy’s epic and very long novel, War and Peace, the complex tapestry of human experience...
Read More
Beware The Lure Of Workplace Dessert: The Importance Of The Hard Work Of Planning And Necessary Tasks
In the demanding world of small business, it’s easy to be enchanted by the ‘dessert’...
Read More
Last Car Wash Then I'm Outta Here: Will Ending Loyalty Cards Cut The Cord And Set Your Customers Free
On Sunday, I went to the family owned and run service station I’ve used for 17 years to get some...
Read More

Get helpful marketing articles and links to our latest podcast episodes