How Local Business Can Affordably Advertise Like Big Brands: Part 2

local businessIn case you missed Part 1 of this series… read it here before you go any further!  Once you’re done with that, we can continue to learn how local business can affordably advertise like the big brands we know and love.

First, let’s remember that we don’t need to be like Coca Cola and saturate the entire world with our brand.  We don’t have to saturate the country, either.  Hell, we don’t even have to saturate our entire state!

Don’t forget about that 7 mile radius we determined for dentists in Part 1. That’s where we are going to just drench our company name.  And here are a few ways to affordably do this:

  1 – RETARGETING

I have yet to meet a business that retargeting is a bad option for.  EVERY business should be doing this!  It allows you to stay in front of your website visitors over and over again.

How it Works:

  1.  You set up a retargeting campaign through Google AdWords
  2.  You have a designer design banner ads that you can upload into the campaign
  3.  Google AdWords will provide you with a tracking code that you’ll place on your website, a webpage, and/or landing page
  4.  Someone visits your website and that tracking code tags them
  5.  They go to visit another website and your company’s ad will be there. This will happen over and over again

What it Costs:

On average, 91% of ads don’t get clicked.  How is this beneficial?  You only pay if your ads get clicked.  On average, we see that retargeting ad clicks cost around $1.  So, let’s break that down.

  • If 1,000 targeted people see your ad, 910 of them will choose to not click on it.
  • You will pay for the remaining 90 that did click
  • At $1/click, you’ve paid $90 to stay in front of 1,000 targeted people and have 90 of them come back to your site.

These numbers will grow each month as you’ll have more and more people who visit your website and get tagged.  However, you set the budget.  If you want to cap it at $50/month, $250/month, or $1,000/mo, that’s entirely up to you.

local business

2 – FACEBOOK ADVERTISING

There’s no other place in the world where people give up SO much information about themselves.  Facebook collects information such as:

  • Gender
  • Age
  • Location
  • Relationship Status
  • Place of Work
  • Job Title
  • Favorite Music, Movies, Books
  • Things people like and interact with
  • Average household income and average home value (both of which are assumptions made by comps in the area that you spend the most time in)
  • and so much more!

Facebook also allows you to set a budget if you’re concerned about going over a certain amount.  Pick your targeted location and demographics that you want to advertise to and saturate the hell out of them.  

Facebook also allows you to set up retargeting.  Now, if someone visits your website, webpage, or landing page, they’ll see your ads all over Facebook.  Using a tool like AdRoll can help simplify this process.

How it Works:

I’ll admit that setting up Facebook isn’t as easy as setting up retargeting, but it is easy to learn.  There are so many articles, tutorials, workshops, and trainings on Facebook Advertising out there.  There are also fantastic consultants that you can hire to help you set up and/or optimize the campaigns you develop.  

What it Costs:

This is also a little tricky.  If you design your campaigns well, you’ll notice that Facebook will help you get in front of TONS of potential customers for a very low price.  I’m talking less than a fraction of a penny per ad view.

3 – YOUTUBE ADVERTISING

If you know me well, you know that this has been a favorite of mine for quite a while.  I LOVE YouTube Advertising, and it’s by far the best bang for your buck when it comes to getting in front of as many people possible for as little cost as possible.

How it Works:

  1.  You create a video and upload it to your YouTube channel.  Make the most out of the first 5 seconds, as it’s mandatory to watch.  I always recommend showing your logo, saying your company name, what you do, and where you do it in the first 5 seconds.  Yes, this is possible.  Here’s an example:  Are you looking to get more customers for your local business in Phoenix?  You have to see what Loud Rumor is doing… (that’s about 5 seconds right there).
  2.  You set up a YouTube campaign through Google AdWords
  3.  Within AdWords, you’ll be allowed to set the location, demographics, and interests that you’d like to target
  4.  Your potential customer goes to watch a video (any video), and your ad appears

What it Costs:

This part is awesome!  You only pay if a True View occurs.  What’s a true view?

The viewer of the ad needs to watch at least 30 seconds of the video, or the entirety of the video – whichever comes first.  Or, they need to click through to view the landing page of the ad.  94% of ads don’t get clicked.  This means if your ad is shown 10,000 times, you won’t pay for approximately 9,400 of them.  

local business

The best part?  The 600 that you DO pay for are VERY affordable – our clients average about $0.07 per True View.  If you’ve done that math already, you’ll notice that you can get your ad in front of 10,000 targeted people, in which 600 will watch at least 30 seconds of your video (or the whole thing) or click through to the landing page, and it only cost you about $42!  Not bad.

Bonus:  YouTube also offers retargeting.  This means that if you apply a YouTube retargeting tag on a particular landing page or website, you can tag that visitor.  Now, when they go to YouTube to watch a video, or watch an embedded video, your ad is more likely to pop up.  We LOVE YouTube retargeting.  Virtually all the stats are better than the regular campaign and it’s more affordable per True View typically.

4 – CONTENT MARKETING

Content marketing can include:

  • Blogs
  • Press releases
  • Infographics
  • Videos
  • E-books
  • Guides
  • And more…

Many people ask me, “Why should I blog?  I never go to websites and then visit their blog.”

That’s not the point.  We don’t want them to visit your site then go to your blog.  We want them to call or fill out a form.  The blog isn’t the destination.  The blog is the entry.  We encourage that businesses write interesting, useful blogs with intriguing titles that can continuously be shared with an email list, social media followers, and other outlets that get content in front of a targeted audience.

You want your follows to be up to date on your material, that way they never miss a post and feel like this…

local business

Now that they’re on your blog, they’re on your site.  You can have call-to-actions (CTA) on your blog or pop-ups that encourage opt-ins to receive updated blogs as time goes on. We use Picreel.

Also, if you’ve set up retargeting correctly, they’re now tagged.  Everywhere that person goes now, they will be followed with your ads and videos as a constant reminder of your brand.  You can use your ads to promote upcoming events or special offers.

5 – DISPLAY ADVERTISING

Display Advertising looks exactly like retargeting ads to the viewer, but the strategy is different.  

When you set up a Display campaign, you’re putting your ads in front of a specific audience that you’ve chosen in the Google AdWords platform.  You can decide the age, location, gender, and interests of the audience you wish to target and place your ads in front of them.

What it Costs:

Be careful here.  Display Advertising can cost quite a bit if you don’t set a budget you’re ok with.  The average click is about $1 or so, and the click through rate is about the same as retargeting.  But because you’re targeting everybody in that set of demographics, and not necessarily people that visited your website, it’s pretty easy to rack up a TON of impressions and clicks if you wish.

6 – EMAIL CAMPAIGNS

You should have a plan to email your database frequently.  You should also separate your database into lists.  You can build the list manually yourself as you know the contact and what they’re interested in, or by using forms built through programs like Infusionsoft or Hubspot. These programs allow you to build landing pages, forms, and automated drip campaigns based on the form the visitor filled out.

The more segmented you can get, the better.  You want to get the right content in front of the right person.  For example, if somebody filled out a form on our Google AdWords Management landing page, I will send them emails that include blogs, events, or promotions regarding Google AdWords.  I’ll leave the SEO and Blogging content for people who showed interest in those topics.

FINAL THOUGHT

To become a bigger brand, you should think and act as a bigger brand.  Saturate your potential customers as much as you can.  They may not need you now, but they will soon.  And when they do, your SEO and AdWords will perform at a much higher level, as your company is much more familiar than the other options around you.  Remember… familiarity creates comfort.  An uncomfortable mind doesn’t buy.  So, become a familiar brand to your audience.

Mike Arce

Mike Arce is the CEO and founder of Loud Rumor, a lead generation company for fitness studios and independent gyms that supports their customers with sales training and techniques to grow and scale.

Mike has spoken for companies like Infusionsoft, the Better Business Bureau, ASBA, and Local First – all on the topic of Local Business Internet Marketing. He has a passion for local businesses and helping them grow. You can get fresh, updated tips from Mike here.