For many businesses, particularly those in service industries with limited marketing budgets, advertising can be a tricky balancing act. If your marketing budget is tight, as it often is for SMEs and local service businesses, you need to ensure that every pound spent gives you the maximum return on investment.
Understanding Your Options: Traditional vs. Digital Advertising
Let’s say you’re a plumber in and around Bath. You’re operating on a £5k annual marketing budget, and you’re considering your options. You might be tempted to place an ad in a local free-sheet, or perhaps the local parish magazine, as these options are relatively inexpensive. While they may seem like good options, they are unlikely to be the most cost-effective for a business like yours.
Why? Plumbing services are often needed in emergencies, and people typically search for a solution when something breaks down or goes wrong. Traditional advertising like free-sheets or parish magazines doesn’t always target people actively searching for a plumber at the moment they need one.
Where Should You Invest?
In this scenario, a more effective use of your budget might be platforms like local business directories, such as the Dentons Directory, and digital channels. When someone needs a plumber, they are likely to turn to a search engine or a directory listing rather than flipping through a magazine or a flyer. But here’s the catch: you’re not the only plumber using these platforms. So, how do you stand out?
How to Make Your Advertising Stand Out
The key to standing out lies in asking two simple but crucial questions:
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Why should someone choose to call you instead of another plumber?
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What makes your service different or better than your competitors?
These questions may seem simple, but the answers can be more complex. Your offering could be functional — for instance, “We guarantee to have a plumber at your door within 30 minutes or the service is free.” Or, it could be non-functional, such as, “All of our plumbers are highly trained, well-presented, and always clean up after themselves.”
Once you’ve figured out your unique selling points, it’s time to bring them to life in your advertising.
Make Your Ad Look Professional and Clear
Even with a limited budget, it’s essential to ensure that your ad looks professional. A well-designed ad that’s clear, compelling, and professional will always stand out more than one that looks like an afterthought. Ensure your contact details — particularly your phone number — are easy to find and prominent.
Surprisingly, many businesses overlook these basic elements, yet they can make a huge difference in the effectiveness of your ad.
Maximise Your Impact
Whether you choose to advertise offline or online, the most important factor is to make sure that your ad speaks directly to the people you want to attract. Think about the unique solutions you can provide and communicate them clearly. If you can’t differentiate your offering, why should someone choose you?
Next Steps: Digital Advertising
In the next blog post, I’ll cover how to make your digital advertising work harder for you, including how to target your audience effectively and use cost-efficient methods to bring in more business. If you’d like to dive deeper into how we can help you with your advertising strategy, feel free to contact us.
