5 reasons you should be advertising
Every business owner knows that advertising is helpful, but far fewer people understand exactly what it is that makes advertising such a benefit. Effective advertising is more than just a colorful mascot or a jingle on TV. When you sit down to think about it, you can outline a real list of reasons to get more involved in advertising—and they might have longer-lasting advantages than you’d think.
Advertising reaches the audience you’re looking for
Good advertising isn’t scattershot. Instead, it uses technology to identify the audience you most need to contact. With data on your side, you can isolate your audience—whether that audience is young suburban mothers in Maine or outdoorsy Alaskan lumberjacks—and create content that’s designed specifically to appeal to them.
Not only will it more effectively turn casual viewers into customers, but it will let your future customers know you care. When they see advertising that addresses specific needs or concerns they’ve been having, rather than generic marketing material, they’ll begin to develop a bond of trust with you as a provider.
Advertising increases traffic
In some cases, it can be hard to access your ideal audience. Maybe you don’t have the hard data to help you, or maybe you haven’t decided who you’re most interested in targeting. Advertising can help you find that audience naturally. Whether you advertise for an online service or a physical location, advertising will increase your traffic.
Ideally, this increased traffic will lead to increased customers. If that doesn’t seem to be the case, however, don’t be discouraged. Even if people are walking into your store and walking out again, or visiting your website without making a purchase, this traffic helps. People are now aware of your product and may mention it to friends, file the information away for a later visit, or even simply start recognizing your brand (which is a good indicator of sales down the road!). Remember, all traffic is good traffic, even if it doesn’t result in an immediate sale.
Advertising adds credibility
One of the most well-established benefits of advertising is developing name recognition. Even if someone has only heard the name of your company and doesn’t know what your product is, they’re more likely to choose you as a provider than another service they’ve never heard of before.
Advertising also suggests confidence. It shows that you feel strongly enough about your product to put it out before the public, and also implies that your business is doing relatively well. People respect a business that respects itself, and advertising is one way to display that pride you have for your product.
Advertising is scalable
It’s a simple fact that businesses change over time. Depending on the ebb and flow of the financial currents, your business might grow, shrink, and grow again. One of the best elements of advertising is that you can customize it to fit what your business needs right now. If you’re growing, you can increase your outreach. If you’ve hit a rough patch and need to save some money, you can scale it down.
Similarly, if you decide to take your business in a different direction, or you want to diversify your image, advertising can do that too! There are business opportunities that require constant levels of commitment, regardless of your finances or changes in your business direction, but advertising isn’t one of them. A good, flexible advertising program means freedom for your business to change!
Whatever good work your business is doing, advertising can amplify it. You don’t have to be a traditional goods-based company to benefit, either. Advertise your next seminar, e-book, or online sales event, and you’ll see the benefits. In fact, even after that sale or event has passed, the advertising can help.
Having those materials out in the world and accessible means that anyone who’s searching for something along the lines of what your company offers will find you. Journalists, bloggers, or other promoters will be much more likely to find your brand and reference it—or contact you for any other range of reasons—when they can easily find your advertising materials. In short, if you’re proud of what you’re doing, advertise! Your marketing efforts will make those good works linger on and echo to those who are interested.
If you’re not advertising, your business is missing out. Whether your company is large or small, online or physical, advertising can give you the recognition that you need to succeed. Make an advertising venture now (and it can be a small first step; remember, advertising is scalable!), and you’ll see the benefits in the future.