Free And Affordable Online Advertising Every SMB Needs

Online Advertising

Digital channels are affordable avenues for SMBs to get noticed in local markets. Learn how to make the most of a limited marketing budget with these online advertising channels.

One of the frustrations of running an SMB is the feeling that you can’t get yourself noticed. It’s an uphill battle to get people to pay attention to your brand, and there are only so many things you can do on a limited marketing budget.

Say you run an independent retail store; you carry hard-to-find brands and run events. You could be a destination, but you can’t compete with the big box brands when it comes to your advertising budget. But the good news is, you don’t have to. Online marketing makes it easier to target geographic location and demographics than old media like print, TV, and radio. Social media advertising, online classifieds, and search engine optimization are affordable ways to improve your online presence. Online customer engagement is free, and there are more ways to open up conversations with your customers than ever before.

Advertise on social media and grow organic leads

Social media advertising gives you an unprecedented level of precision advertising. Facebook has a wealth of data about its users and you can capitalize on it using Facebook Ad Manager when you advertise with them. It’s a tool that lets you determine the size of your geographic location (i.e., Toronto, the Greater Toronto Area, Ontario), and then narrow down your audience by gender, age, and even interest. It’s the kind of precision that makes radio and TV advertising look like stone age tools.

Use online classifieds to advertise and make sales

Posting on online classifieds is a free way to market directly to people already looking for goods or services in your niche. One of the most highly trafficked online classifieds in Canada is Kijiji, where individuals, SMBs, and even big retailers and service providers go to connect. Treat posting an online classified as an exercise in branding: always stay on-message, differentiate yourself from the competition, and present your value proposition. Why do you have the better solution to the customer’s needs?

As an independent business, advertising on Kijiji takes you straight to local audiences who want your product or service. It’s one of the most commonly used ways people find apartments, homes, pets, services, and even new and used cars. Already local, you can visit Kijiji.ca, find your niche, and start advertising right away. If you have room in your advertising budget, sponsoring posts keeps your ad near the top of the listings. It’s an effective and affordable way to earn brand recognition and sell directly to consumers online. When it’s a struggle to direct traffic to your website, go where your audience already is. You can even hold your online classifieds advertising accountable with tools like ClickMeter, which tracks your clicks and conversions.

Utilize geo-targeted SEO to connect with locals on the web

Search engine optimization is a powerful tool for local SMBs, thanks to Google’s new focus on geo-specific businesses. The Local 3-Pack is the top spot for local businesses – those are the top three businesses that appear when someone searches for relevant keywords, as well as their location on Google Maps. Use location-specific keywords on your website to improve your place on SERPs and work with SEO experts on other strategies. Nearly 75 percent of all searches on Google are for local businesses, giving SMBs an edge.

Pay attention to the reviews; engage with good and bad reviews

Small businessesshould pay attention to their reviews on Google, Yelp, Homestars, and the dozens of other generic and industry-specific review sites available. Customers do their research before making a purchase and they read the reviews. Businesses that engage positively with both good and bad reviews look professional and concerned with the customer experience they provide. Apologize and offer to rectify your mistake in response to bad reviews, and thank the people who share their positive experiences. Customer engagement goes beyond damage control.

With these online tools, SMBs can get their brand out there. The digital world is designed to help you connect with local markets, so take advantage of the resources out there.