The most effective advertising for small businesses – which one to choose? What is the most effective advertising for small businesses How to advertise an advertising agency that you have decided to open

The main feature of advertising for small businesses is that it pays minimal attention to the brand, that is, the company itself. Unlike large multinational corporations such as, say, Coca-Cola, you can hardly afford to work on brand recognition, so you need an approach that .

Focus on specific offers and avoid using “general” words such as “a lot”, “cheap”, “profitable” and others. A quarter of a century ago, this approach was effective, but today's society gives preference to numbers. No one will go to a store that offers “the cheapest sofas in the city,” while in a store that sells “sofas for 10 thousand rubles,” there will be no end to buyers.

Carry out “promotions”

If your offer is not only specific, but also limited, the effectiveness of your advertising will increase: the less time you leave for a potential buyer to think, the higher the chance of making a sale. In addition, this will reduce the likelihood of a potential client leaving for a competitor.

When a person sees an advertisement for teapots for 500 rubles, he thinks about buying hypothetically, that is, he simply takes note that such and such a company has such and such a price for teapots. If he doesn’t need a kettle yet, he won’t buy it.

But if he sees that the supply is limited, and it is possible to purchase the product at the proposed price, for example, only until the end of the month, he begins to think about the purchase from a practical point of view: if he does not need the kettle today, but may need it tomorrow, then it is better to buy it now at a low price than paying twice as much later.

Special price

This method has been used everywhere for decades, but does not lose its effectiveness: indicate the “old price” next to the price. At the same time, the “regular” price should be noticeably higher than the “special” price - this will enhance the effect of “limited supply”. The principle here is the same as in the case of “general” words and specific numbers: seeing how much more expensive the product will become at the end of the “promotion”, it will be much easier for the buyer to part with the money.

The most effective types of advertising

The advertising format must be chosen taking into account the specifics of the business and the target audience - something that demonstrates high performance among men under 35 years of age may cause only a minimal response among women over 45.

And even if all your childhood you dreamed that when you had your own business, you would advertise it on TV, it is better to refuse this option: high-quality advertising on TV is expensive and for small businesses it is ineffective.

Instead, it is better to pay attention to other formats:

• leaflets: they can be delivered to mailboxes or handed out on the street. It is better to distribute, as this allows you to distribute advertising exclusively among the target audience;
• announcements in elevators and entrances: a very popular (and very effective) approach - the longer a person drives (or waits for an elevator), the higher the likelihood that he will read your ad, accordingly, placing such ads in the tallest buildings gives the best result;
• : advertising on the Internet is the cheapest, and for working with a young audience it is simply irreplaceable - be sure to create a community on a social network and place ads on several popular thematic platforms;
• in newspapers: It’s better to advertise business through newspapers - construction, education, cleaning, etc.;
• signs: It is best to place signs, banners and billboards in close proximity to your office or store.

How to evaluate advertising effectiveness

It's not about how much you spend, but how much you end up earning from it, so the most important indicator for you should be ROI, that is, “return on investment.” If you spend 50 thousand rubles, and the profit as a result of the actions taken increases only by 20 thousand, refuse such advertising. Remember that it is not you who should work for her, but she who should work for you.

As you can see, the most is the one that demonstrates good results for a specific business and a specific target audience, and costs less than it brings. True, to find a suitable format you will have to experiment a little. But it's worth it, no doubt about it.

Small companies need an effective advertising strategy no less than giant corporations. Properly structured promotion will help you achieve excellent results with minimal costs.

Advertising– this is not a luxury, but an urgent necessity for a budding entrepreneur. It allows you to increase recognition in the market, build a good reputation, and attract paying customers. Neglecting this component of the work leads to a sad outcome. For small business marketing campaigns to be successful, you need to build them taking into account the existing specifics and listen to the advice of experts.

The role of a competent advertising strategy

At the first stages of development, a novice entrepreneur faces serious difficulties. While the target audience and suppliers know nothing about the goods and services, the company is perceived with caution and distrust.

An important impetus for the further development of small businesses is the creation of a good business reputation, which will help to declare the following qualities of the company:

• reliability;
• solvency;
• responsibility.

An indispensable assistant in building a reputation is. It will help create a positive image of the company, emphasize its advantages, form a loyal attitude towards goods and services, and outline advantages over competitors’ products.

Advertising helps small businesses attract the attention of potential customers to the products they sell and announce the appearance of new products on the market. It performs two important functions: it informs about the advantages and features of the product, it allows, and along with them, revenue.

A small business should not refuse advertising due to a lack of available funds. Modern marketing offers tools and methods that produce a significant effect at minimal cost.

Effective promotion is not a spontaneous action aimed at nowhere. He has a clear goal, audience, . To make advertising work for you and not become a waste of money, use five key points:

• Problem

This is what attracts attention to the message and allows you to “find” the target audience. Often the public is more likely to be attracted to negative-sounding issues. So, the inscription “Tired of constant stress?” will allow you to “select” people who are interested in the product.

• Ways to solve the problem

When you have captured the attention of potential consumers, offer them a way out of the current situation. For example, spa treatments will help you cope with stress and completely relax.

• Uniqueness of the offer

Tell the target audience what the “zest” of the product or service is, why it is worth choosing the promoted product. At this point it is recommended to give free rein to your imagination.

• Restrictions

People tend to put off making important decisions. To overcome procrastination, let the consumer know that there is no time to think. Indicate that the offer is valid for a limited time.

• Call to action

Clearly indicate to potential consumers how to take advantage of the offer: call the phone number indicated in the ad, book a spa treatment time on the website.

Features of small business advertising campaigns

A key feature of promotion for small businesses is a shift in emphasis from the company itself to the uniqueness of the product offered. An entrepreneur who owns a small grocery store is unable to compete with international giants - Coca-Cola, Adidas and others. Its task is not to increase brand awareness, but to increase sales.

Juicy slogans and memorable logos are bad helpers in increasing the profitability of a small company. The purpose of advertising is to tell consumers about specific offers of goods and services, attract new customers, and retain old ones.

The answer to the question of how to make effective advertising for a small company lies in the rejection of general words and lengthy formulations: “cheap”, “a lot”, “the most”, etc. The "abstract" approach worked 15-20 years ago, but today it is useless. No one will go to a store offering “the cheapest sofas in the city,” but a retail outlet selling a sofa for 10,000 rubles will certainly attract visitors.

Expert opinion - Advertising in the banking sector

Marina Arishchenko, Head of Transaction Business Development Department, Moscow Credit Bank

Under the influence of the development of digital technologies, the advertising market has undergone fundamental changes. Today, most companies receive a tangible effect not from traditional channels in the classical model, such as television, advertising, radio, outdoor advertising, but from the use of incentives and cross-promotions based on issuing coupons for payment. This direction is the most progressive.

The direction of creating ecosystems and marketplaces that revolutionize the understanding of the banking services market has also become widespread. Development towards affiliate programs built on the placement of affiliate offers on the bank’s terminal network is the most effective and not only ensures incoming traffic to the partner’s website, increased sales, increased presence in the media field, but also dynamic development in various areas.”

Specific methods to increase sales

There are three effective tools that can increase sales for a small company:

• "Stock"

These are special offers that last for a limited time. This way, the company does not leave the potential buyer time to think and minimizes the risk of him leaving for competitors.

If you indicate in the ad that the promotion is valid for one day (week, month), the target audience will look at the offer differently. She will think: trousers are not needed today, but then they will tear and wear out. There is no point in overpaying tomorrow if the price tag is so attractive today.

• "Special price"

This method has been used for a long time, but remains effective and relevant. Indicate on the label the new “favorable” price and the “old” price, which is 30-50% higher. The greater the difference between the two values, the stronger the “limited supply” effect. Seeing the benefits that the purchase promises, the client will part with his money faster.

• "Announcement of the enterprise"

If you are opening a small business (dry cleaning, laundry, bakery, pharmacy, etc.), announce the opening before starting work. Hang up a sign, a sign, and distribute leaflets to nearby residents. This way you will arouse interest in the new product in potential buyers, allowing them to get used to the idea that company “N” will be located here.

According to business rules, the amounts spent on advertising campaigns depend on the level of profit of the enterprise. Small business budgets are usually limited, but as they develop and scale up, they grow.

• accommodation costs;
• features of the promoted goods (services);
• place, time of placement;
• number of contacts with the target audience, etc.

Marketing tools depend on the goals of the small business. It may be interested in:

• informing potential clients about the existence of the company;
• forming a positive opinion of the target audience about yourself;
• attracting attention to new products;
• informing the population about ongoing events;
• increasing the influx of customers.

When the goals and objectives are clear, all that remains is to decide on the budget. It can be calculated in two ways. The first is based on business goals, as a percentage of desired indicators. For example, if you want to increase your revenue by 100,000 rubles and are ready to “sacrifice” 20% of your income, you can spend 20,000 rubles on promotion.

Advertising can actually become an undeniably important element in promoting any business. It is quite obvious that for a small business it is important to choose effective, but at the same time affordable advertising, which could actually bring you the desired benefits, and at the same time will not require a significant amount of money from you. At the moment, an incredible number of opportunities for advertising services or goods are being formed, but the most important thing in this case is to work out a strategy that can actually become the basis for the necessary performance parameters.

It is very important that you fully understand the significance of this process for the business. It is recommended to carry out a certain promotion for the opening. But, on the other hand, if you are sure that such actions will not give an effect, you can open quietly, especially if your boutique is located in the city center, say in a business center. In this case, your offer will certainly catch the eye, which means you will get the desired traffic parameters. Remember also that at the moment there are a lot of companies and organizations that can provide you with professional advertising services. Such companies provide high pricing options, but if you use such services, you will certainly be able to discover the benefits of ample opportunities.

Remember also that advertising in its essence is not an element of PR, but is an undeniably important element in the promotion of goods or services. At the same time, we should not forget that such attraction is possible only through the provision of some non-standard services or profitable purchasing options. We also recommend that you view advertising as a kind of investment. Remember that your investment will quickly pay off, since in fact, the number of visits, calls, purchases will increase, which means you will be able to reach a certain new level of your capabilities.

When choosing advertising, you definitely need to evaluate all the nuances of the target audience. That is, you should know who you are advertising to, and you should evaluate exactly what effect it should have. It should be noted that at the moment there are various types of advertising, but not all of them appeal to small businesses. You must understand that you cannot use television advertising, as this will take an incredibly significant amount of money, and accordingly, this popularization cannot always be used. Among other things, you definitely need to pay attention to the possibility of carrying out the advertising process on the network. The Internet is a huge field of opportunities, and you definitely need to take advantage of it. At the same time, you should be well aware that such options for advertising campaigns can bring you a significant influx of customers with minimal financial investment.

What advertising is the most effective for small format businesses?

We will certainly say that at the moment there is a need for a competent and correct choice of advertising option, based on certain criteria and factors. That is, in each individual case one or another advertisement is used. Certain types of advertising are not able to bring the desired relevance. We would certainly like to draw your attention to the fact that advertising options related to printed materials have become especially relevant. In this case, the entrepreneur invests a minimum amount of funds, while he receives the desired aspects of relevance and demand for services and goods.

• First of all, the direction of activity is assessed. For example, if you sell industrial goods, then flyers and booklets that will be distributed on the streets will not make sense at all, since there are few buyers among standard city residents. Accordingly, first of all, base the study of the proposed options for advertising campaigns on the basis of the focus of the business;
• You should definitely evaluate the location of the advertisement. That is, you must determine whether this will be targeted advertising, which will be carried out directly in the office or near your center/store/kiosk. This could be offline advertising, that is, options for holding promotions with the distribution of booklets of certain printed products, etc. It could also be the process of conducting an online advertising campaign. This option is currently the most relevant and in demand, as it requires minimal financial investment compared to other types of advertising;
• The process of assessing the longevity and prospects of the project is also carried out. You should definitely carry out a procedure for analyzing and assessing the effectiveness of advertising on the business as a whole. Moreover, such an assessment is carried out for the short term, as well as for the distant future.

• Announcement. In this case, we are talking specifically about the process of discovery. The process of distributing flyers, advertising brochures, and advertising online should be carried out. That is, in essence, you should notify others that your business is starting. At this stage, experts also recommend using options to popularize offers by providing discounts. That is, you must not only attract clients, but also take advantage of the prospects of creating your own client base;
• Stock. This is the most effective way of advertising, which can actually bring very significant benefits to business. In fact, even minor discounts that are executed competently and correctly can become an undeniably important element in attracting customers. Carrying out systematic discounts is the basis for forming a permanent customer base;
• 1+1. This type of advertising is actually quite popular. You offer your clients the process of purchasing two items of goods for the price of one. The demand for such products will be very significant. Advertising is provided in the form of printed materials, as well as in the form of large and bright goods. Those customers who visit your store will certainly buy not only the promotional product, but also a number of other products, which will significantly increase the level of sales;
• Advertising on the Internet. Please note that this particular type of advertising has the most significant efficiency parameters, since modern people spend a significant amount of time near the computer. However, such advertising must be well thought out, otherwise it will not bring the necessary parameters of popularity to your offers.

Let us draw your attention to the fact that there are quite a lot of ways to advertise a company, enterprise, product or service. But, if you are not familiar with the features of the advertising business, you should not try to carry out any actions yourself. It is better to use the help of specialists who will not only analyze your work, but will also be able to competently select options for popularization, taking into account your financial support and the characteristics of the target audience.

Examples of successful advertising

There are many examples on the basis of which you can determine which advertising is the most effective for your specific case.

• Online advertising in the form of recommendations and reviews. You've probably often come across a product description with a significant number of reviews underneath it. The psychology of human consciousness is such that greater trust is formed not even in the product, but in what customers can say about it. You can order reviews that will contain a description of your product or your store, the advantages of service in your company, etc. Practice shows that such reviews have an extremely significant aspect of impact;
• Advertising in the form of “cold calls”. If you are trying to minimize advertising costs, you should definitely consider your marketing strategy. In this case, one of the most effective and profitable options for attracting potential clients or service users will be the option of cold calling. Essentially, specialists call potential clients, trying to provide them with interesting offers. This also includes the method of sending letters;
• Online advertising on third-party sites. You can order the design of banners on the pages of specialized resources that are similar in their information content to your topic. That is, in this case, the effectiveness of advertising will be based on the fact that visitors to an information format resource will follow an active link to your resource, where you can already describe your product in detail and attractively;
• Advertising in public transport. We will certainly say that this type of advertising is actually very popular and relevant due to its serious effectiveness. The cost of such an advertising campaign will be higher, but practice shows that such investments pay off fairly quickly.

Thus, we can give millions of examples when this or that advertising has become the basis for the active development of small businesses. At the same time, it should be taken into account that for each business it is necessary to correctly select an advertising campaign, as well as carry out the procedure for developing a strategy. You should not assume that if you run such a campaign once, you will receive an incredible abundance of orders and the desire of customers to make purchases from you. Advertising must be carried out systematically, and based on the effectiveness results obtained, you must certainly develop a structure for the further advancement of your enterprise towards the intended goal.

Among other things, it should be said that certain types of advertising can be carried out independently, without involving third-party specialists. For example, if we are talking about a store, you can carry out independent promotions in the form of advertising to attract customers, provide options for purchasing several items of goods for the price of one, and carry out procedures for organizing savings promotions. For example, it is very effective to provide chips for a certain amount of purchases. In the future, customers can exchange the accumulated chips for discounts or some necessary goods. Such marketing options are sometimes several times more effective than the most popular options for advertising campaigns.

Rules for effective advertising

It is quite obvious that the right approach to advertising development is the basis of your success. We recommend that you study a number of rules on the basis of which you can actually receive the benefits of a significant campaign:

• Remember that the main goal of your advertising campaign is to increase sales as well as increase your customer base. That is, you should not immediately intensify an advertising campaign with a hint of promoting a brand or increasing reputation. Remember that initially you should get some kind of stability for your business, after which you can start working on building a recognizable brand. If you immediately start with a brand, then you will invest a significant amount of money in this process, but you will not be able to get the desired result in increasing sales;
• Immediately understand that an advertising campaign is a kind of investment. The thing is that by spending money on advertising, you increase the number of sales and increase your profit level. Accordingly, your business reaches a completely different level, and you have a unique opportunity to earn more and more. It is for this reason that you should never skimp on the promotion process. At the same time, you should not give preference to the most popular advertising options, which most often have high prices. Analyze your activities and needs, choose the best advertising options taking into account your budget;
• It is important to think through the project to the smallest detail. First of all, you must correctly choose the optimal channel for disseminating information. This could be the distribution of advertising in the city, or it could be a well-thought-out campaign on the Internet. Here you need to weigh the pros and cons in order to choose an option that can actually become the basis for a significant influx of clients and minimal investment;
• It is imperative to carry out the process of clearly formulating the proposal. Let’s say right away that even if you work with advertising specialists, you must also give them a clear direction of action. And it is best for you to determine what exactly in your advertising you will offer to potential clients, so that advertising specialists can correctly play with your offer so that it actually becomes incredibly attractive;
• It is extremely important to correctly determine the audience for whom the advertising process will be carried out. That is, analyze the demand, determine the needs, provide exactly those facts that can become the basis for attracting attention.

Remember that any advertising has its own specific direction. If you choose it correctly, and also correctly and competently develop a strategy taking into account all the features of the direction, then the effectiveness will be significant. If you scatter your attention and cannot correctly determine the goals and needs of your audience, then you will simply waste your money, and the effectiveness of the campaign will be extremely insignificant and doubtful.

Developing an advertising strategy

Let us note that there is such a thing as factors of successful advertising. You should rely on them in the process of developing an advertising campaign. Such factors can be quite different. They are based on the individual characteristics of doing business, on the characteristics of the direction of activity, as well as on the basis of those nuances that have already been determined in the company or in the business. The goal of the advertising project is to have a unique influence on the human subconscious, as well as the formation of consumer preferences. That is, demand should be correctly formed, and all consumer needs must be taken into account. Only a competent approach to strategy and development of an advertising campaign plan can become an indisputable basis for the formation of your success.

1. State the problem. That is, you immediately need to determine what problem potential clients or buyers should solve through your proposal. For example, you can ask a precise question: have you started to look older than your age? Does your child not want to take vitamins? Etc. That is, in essence, you pose the main problem to a potential client, which you solve with your advertising;
2. Be sure to determine what exactly you want to get from the campaign. You immediately need to assess what level of sales you currently have, and by what percentage you would like to increase it. If the company is not doing very well, then you should approach attracting potential clients as competently as possible. This means that you should use those advertising options that, although they have high prices, also provide significant effectiveness. You need to bring the company to a new level of profitability, after which it will be possible to use cheaper advertising options;
3. Be sure to correctly calculate the budget for your advertising campaign. Moreover, these funds should be included in expenses, since they are spent to intensify production problems. Please note that there are advertising options that can be done without advertising specialists, for example, advertising options inside a store, etc. There are advertising options that are possible only through cooperation with specialists, for example, advertising in public transport and public places. In this case, you should study all the companies that provide their services in this field of activity, evaluate the effectiveness of their work and price aspects. So, you can choose cooperation options that will bring you the desired development benefits;
4. Analyze the results. Naturally, advertising must have certain consequences. You need to track your results to develop your advertising strategy for the future. For example, you ordered advertising in public transport and saw that the sales level increased by 20%. After which, we decided to save money and ordered advertising in the form of distribution of printed materials. Immediately the sales level decreased by 10%. Accordingly, it becomes clear that it is better to invest in advertising that is placed in public transport, as this allows you to get more significant levels of sales.

Secrets of effective advertising

We have already said that at the moment, effective advertising involves posing a problem and providing a solution. At the same time, you must take into account the level of competition. That is, if you want to increase your sales level within a limited amount of time, then you should use the trick of limiting offers. That is, in the advertising campaign you should definitely indicate that the promotion and your offer are valid until a certain point. After which, the price will rise, the offer will be less profitable. This method actually allows you to get the prospect of a significant influx of customers.

Advertising experts say that the highest efficiency parameters for small businesses are billboards that are placed along the road. However, such advertising will require serious investments, and it will not be relevant for all offers. No less significant aspects of efficiency are the guy wires above the roadway. On the other hand, using such advertising for a store that is located, for example, in the city center is not effective in terms of financial costs. It is better to use signs and pointers. Firstly, such advertising is actually incredibly effective, and besides, it will require little investment from you.

If you advertise your business on the Internet, then you should definitely take advantage of offers to place banners on third-party sites. You should also pay attention to videos and contextual advertising. We will certainly say that today guerrilla marketing is acquiring significant aspects of relevance. But, the most important thing is that if you do not have experience in the advertising field, then you should not organize a campaign of this format yourself. It is better to take advantage of the suggestions of specialists, because this is how you will get the desired result within a matter of days. At the same time, your investments in advertising should be assessed solely as a profitable and promising investment. We also recommend that you watch a video on this issue.

Small business and advertising: what, how and why

Advertising is the engine of trade and a very important component of any business. In our time, when competition is growing every day, when more and more new ways to attract customers and develop your enterprise appear, advertising plays a very important role, sometimes even a key one.
It often happens that small businesses have no other chance to make themselves known than by providing good and high-quality advertising. But ignorance of the basic laws of advertising for small businesses entails serious problems. Many entrepreneurs think that by hanging a big board, buying advertising on the Internet, or creating a group on social networks, they will begin to receive orders in dozens, or even hundreds. But over time, the understanding comes that advertising does not work, and if it does work, it is completely different from what is expected of it. What to do in such cases? To be honest, it’s better not to allow such cases to happen, and before planning your advertising budget, understand the basics a little, understand what a small business needs to do and what should be abandoned.
Today we will talk to you about the 5 main advertising mistakes that small business owners make, we will give advice and recommendations on what you need to pay attention to and where to start.
Of course, this is a basic course, and a lot will depend on your specific case. But it doesn’t hurt to know the basics on which everything needs to be based in the future.

1. Avoid branded advertising
You have a small business that does not have huge advertising budgets, therefore, you should not advertise a brand, slogan or trademark. You are not Coca-Cola, not McDonald's, not Mercedes, so why copy the advertising methods of these global market giants?
Believe me, your target customers are not interested in half-page slogans and brands. They don’t sell, and you shouldn’t spend money on making your logo recognizable. The name of the company, which is emblazoned on the floor of the screen, will also not do many advantages - remove it.
Managers of small and medium-sized businesses who want to “hit the ground” and advertise their logos can lose a lot and send their advertising budget down the drain. You don’t have huge sums of money allocated annually for advertising, you don’t have the margin of safety that world-famous companies have, and most importantly, you don’t have the right to make a mistake. Each mistake can be very costly, and if you fall once, it will be very difficult to get up.
The question arises: if you don’t copy the market leaders, then what advertising should you use, what should you rely on, what should you strive for?

2. Advertising should be based on direct response principles.
The response from each of your advertising messages, from each delivery, from each transaction and other operation should be measurable. The basis of successful advertising is statistics and control. You must clearly understand how effective this or that method is, how many clients per month, week, day saw your advertisement, how many came, and how many made purchases. You need to be able to calculate the conversion rate, and clearly understand the pros and cons of various types of advertising.
Advertising must be profitable. If you invested a dollar and received five, then this advertising works, it is effective, you can budget even more for its maintenance. But if you invested ten dollars, and come out with two, then immediately stop such advertising. Advertising should work and bring in money, and not “advertise the brand” and the name of the company.
The biggest mistake many entrepreneurs make is that they have no idea which advertising really works and which doesn’t. Having hung a big board and advertised on the Internet, they cannot track what is more effective and what should be developed more and what should be suspended.

3. One message - one idea.
Very often, entrepreneurs try to save on advertising by placing several different ideas in one message, which are not always homogeneous and understandable to a potential client. Quite recently I saw a billboard that was divided into 4 parts, each of which read: “Delivery of cement and sand”, “Removal of construction waste”, “Search for workers”, and some other third message to people. I wouldn’t have paid attention to this vinaigrette if it weren’t for my thoughts about this article and the search for suitable material for it.
The advice is simple - don’t try to cram more than one idea into advertising. This will not save your budget, but, on the contrary, will reduce the effectiveness of advertising to a minimum. You need to be able to formulate one juicy, bright, high-quality message to your target audience, and try to convey it as effectively as possible. It’s better to have one idea implemented well than to have several mediocrely buried.

4. If your market is everything, then it is nothing.
Such a paradoxical title, but it has a completely logical explanation. There is a very serious misconception that you need to reach as many audiences as possible, occupy a large part of the market, and move in all directions.
Don't try to sell everything to everyone. Create a clear target audience. Even if it is a very narrow and specific niche, you will work precisely, with a greater likelihood of returns and orders. The narrower the niche, the easier it is for a potential client to understand that you are addressing him specifically. After seeing or reading your advertisement, a person should say: “Oh! Yes, this is about me.” Then it will be much easier to sell the goods to such a person. Wait, did I say sell? No not like this. It will be easier for a potential consumer to buy a product from you. People don’t like it when something is forced on them and sold to them, but they really like to make their own choices and buy consciously.

5. All concentration is on the market, not on the media.
A very big mistake of many entrepreneurs is the desire to show up everywhere. At some certain point, the understanding comes that you need to advertise somewhere else so that the company is noticed, recognized, recognized, and talked about. But what is the effect of this? As I said before, advertising should sell, not advertise a logo and name.
If you have free money and you want to spend it on advertising, then think about whether you know your market and your potential clients well enough? Would it be better to make certain calculations, study the needs and behavior of consumers, understand the target audience and methods of influencing them? Use your free money to study, and only after that can you talk about media advertising.

At the initial stage of creating his own business, an entrepreneur needs to make himself known and attract clients. Therefore, you need to figure out which advertising is the most effective for small businesses, taking into account a very modest and limited budget.

The role of a competent advertising strategy

At first, every beginning businessman faces a number of difficulties and problems. As long as his products and services are unknown to suppliers and potential customers, he will be treated with a certain amount of mistrust.

Therefore, the first priority should be to create an impeccable business reputation, which will be evidence of:

• solvency;
• responsibility;
• reliability.

It is very important that advertising works simultaneously in two directions: on the one hand, it emphasizes the most important strengths and advantages of your company, and on the other hand, it focuses public attention directly on the quality of the products or services you offer.

Advertising Tools for Small Businesses

Since one of the main distinguishing features of a small business is a very modest budget intended for various purposes, it is necessary to choose advertising tools that are at the same time:

• simple;
• accessible;
• effective.

To promote yourself and your company, you can try several methods, and then compare them and draw appropriate conclusions.

These include:

• telephone marketing;
• distribution of leaflets;
• printed advertisements;
• inscriptions on asphalt;
• creating your own website;
• writing press releases.

Telephone marketing

The concept of telephone marketing means nothing more than calling a wide audience of your potential clients. These can be both individuals and companies. The main purpose of such telephone calls is to convey information about your products or services, as well as to encourage a potential client to place an order.

To get positive results, you must not only sincerely love your job, but also have the gift of persuasion. This kind of business advertising has been used for a long time, but it has a significant drawback - even if the people you call have free time to listen to you carefully, there is no guarantee that they will become your clients.

On the other hand, your telephone interlocutors may turn out to be people who will be very interested in your products or services - and you will be lucky. In any case, this method is good only at the initial stage and in combination with other advertising tools.

Leaflets

Distributing leaflets is a long-known, popular and proven advertising for business, especially at the initial stage of its development. Printing leaflets will cost you very little, and will definitely bear fruit in the future. Such an advertising tool should be made on thick, high-quality paper, have a stylish and eye-pleasing design, as well as concise and clear content.

The distribution area for leaflets is any crowded places and streets, as well as mailboxes in apartment buildings.

In addition to leaflets, you can also use printed advertisements designed in a similar way.

Lettering on the asphalt

Speaking about the negative aspects of this method, it should be noted that it:

• can sometimes be taken lightly;
• is prohibited in some places;
• short-lived.

But there are also certain advantages. A bright, laconic and witty advertising inscription made with special paint in a crowded place will definitely not go unnoticed by passers-by. It is possible that some of them will become your regular customers.