The Most Effective Methods of Promotion
The most effective methods of promotion in 2019 undoubtedly have a heavier emphasis on online marketing than in previous years. With online marketing becoming more and more important than ever as the cost and effectiveness of traditional marketing wanes.
Nonetheless, there are a few traditional marketing methods that still pack a punch for certain industries as we will discuss.
Strategy #1 Google Ads Search & Display Ads
Despite Google Ads revenue taking a hit recently, they are still a go-to for many industries. I put them as the number one strategy on this list because how else can you market to the most niche audiences these days. Facebook no longer offers the intensive targeting options it used to and direct mail and other traditional marketing methods can only target a broad audience albeit in a specific geographic location.
People selling sinusitis correction cosmetic surgery are out of luck if not for Google Ads offering the ability to target their exact customers at the exact times they are most likely to buy.
Strategy #2 Facebook Display Ads
Facebook deserves the number 2 spot on this list as they still offer methods of targeting your specific audience for a great CPC (cost per click). For many industries, the CPC on Google Ads is too high to be profitable for them. These clients of mine turn to Facebook for some relief.
The setback for Facebook, as I mentioned earlier, is that they no longer offer the same level of targeting as they used to. Advertisers are left with having to target broad interests with display ads that have low conversion rates compared to Google Search Ads. This issue can be alleviated with some smart audience creation by an advertising expert however.
Strategy #3 Bing Search Ads
Noticing a pattern? Bing search ads is yet another method of online marketing. I chose this method to be number 3 on the list because it offers the same benefits of Google Ads but with a smaller audience. Google currently takes up the majority of search engine users but Bing still accounts for about 20% of searches.
While the audience is smaller the CPC is also lower. However, the conversion rate is also historically lower (likely because their audience consists of older people who don’t know how to set their default search engine to Google.com).
Strategy #4 Webinars/Seminars/Meetings
When your offering is complex your customer may require some education to aid in their purchase decision.
Many businesses offer some form of webinar to promote their goods. I’ve seen webinars been done in regularly done Facebook Live videos, previously recorded videos, one on one scheduled meetings using tools like Zoom.us or some other screen sharing software, and group scheduled meetings.
A company I recently signed up for, Wave.Video, has regularly scheduled Facebook Live videos where they teach new and prospecting members how to use the platform. I found this very helpful in deciding to sign up.
Strategy #5 Traditional Marketing
When your target market is confined to a small geographic location sometimes there is no replacement for a good ole billboard or print ad. Facebook, Google and other advertising platforms allow you to target people by very specific locations but can be inaccurate. These two forms of advertising can be used together for the best results.
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About The Author
Peter Heise is a graduate of Florida Atlantic University (FAU) in Boca Raton, Florida. He has over a decade of experience in SEO, online advertising, website design, and marketing for small businesses. Peter is currently president of Correct Digital Inc. and advertising manager of South American Initiative (sai.ngo).