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How to advertise a company correctly. What is the most effective ad: statistics and examples

How to complement the consumer qualities of your goods... There are two steps to be taken. Compare your product to those of your competitors. And the second step is to try to convince you that you are the best. This trick will allow you not to think about how to promote your product. And the target audience will understand that your products are more profitable than those on the market.

Design and implement branding. For promotion goods you need to establish frequent contact with your target group with the brand. Contact can also be visual. After all, promotion on the Internet is one thing, and a virtual office is quite another. You need to make your site very informative, fairly easy to navigate and accessible to search engines.

Create informational bursts. As often as possible, and flicker on the pages of both electronic and paper media. So you know how to promote your product in order to arouse sincere interest with a press release not only of the end consumer, but even of the editors of newspapers and magazines.

note

High quality compilation of releases depending on how quickly you unwind
the firm.

If you decide to start your own business, do not build illusions, you should be extremely sober in assessing your strengths and capabilities, your market value. In order to be expensive, you need to "promote" your product, become not just a product or service, but a whole brand.

Instructions

Research your target audience.
Describe in detail the person, potential buyer of your product a. Who is he, from what family, what gender and age, education. Does he hold leadership positions or, on the contrary, is he an executor? Does he ride or use public transport? Is he watching TV or does he have no time for this? Does he have children or pets? You must not only see this person in your imagination, you must get used to the role, understand what he wants, how he feels, what is pleasant for him and what is disgusting. The more accurately you describe your target audience, the more accurately you will identify the very value for which the client is willing to pay extra? Maybe it will be prestige, for people with high. Maybe safety for married people, or sexuality for young people.

Unique product offer.
To product become a brand, you need it to be unique. Offer people what your competitors don't offer, unique packaging, great service, warranty service... Do everything so that your buyer not only wants to come back to you again and again, but also to tell all his friends and acquaintances about you.

Starting to spin up your company, it is important to decide on three constituent parts marketing policy... Answer the questions: what do you produce, for whom do you produce, how does your product differ from competitors' products. Having received the answers, you can start promoting.

You will need

brand book, list of industry and business media, computer, telephone

Instructions

Develop a brand book describing your own concept and the core or services it offers. Do not forget target audience- with demographic data, as well as consumer preferences. Such research can be purchased from major marketing agencies, but it is preferable to develop it yourself. Indeed, only in this case the consumer niche will be determined as accurately as possible. In addition to this data, the brand book should find a display of your competitive advantages.

Make sure that as much as possible is learned about your site by correctly and meaningfully describing the site, which should be completely ready by the time of promotion. Never distribute online materials that are posted on a site that is still under development.

# 1 - The Ultimate Free Online Advertising Option

From own experience I can tell you that nothing is completely free in this world. In any case, we will pay for whatever we want to receive. The only question is, what exactly are we going to pay - in money or something else?

I have already given my "alchemical formula" for creating resources. And here I will repeat it again.

We have only 3 main resources:

Time
Money

And absolutely each of us has limited resources (even Rockefeller's granddaughter, and even Apple). To get any of the resources listed above, we will have to add the remaining two together and invest in them.

That is, if you do not have money (and you want you to have it), then you will have to pay for it with your own time and efforts. And with advertising on the Internet, everything is the same.

A terrible word with the letter C….

There are several basic ways to advertise something for free on the internet. The first and main option is simple SPAM.

If we talk about SPAM, then it also happens different types... You can send mailings to email databases, or spam with links to your resources in the comments of promoted blogs, or do the same in numerous VKontakte groups.

One of the definitions of SPAM is that you stick your ad where they don't ask you to. That is, the moderators of these sites will make every effort to remove all your links, and ban you yourself.

Personally, I do not blame you, because, to be honest, we all have spammed at least once in our lives. I've even detailed it here (opens in a new tab). But people who even see your sponsored links and follow them to your sites will convert very badly.

That is, you will need at least 10-20 times more traffic to earn the same money than if you worked, say, through regular legal advertising sources. And this, accordingly, leads to the fact that you will have to go even more on VKontakte sites and groups, posting your links.

Or create a hundred more fake VKontakte pages and send invitations and offers from them.

Semi-legal method of spam via VKontakte

By the way, at the expense of the VKontakte mailing list. Now this is still working free option advertising as "frending". This is when you design your VKontakte page for the sale of some product or service, and then just start adding to everyone in a row as friends.

Your new "friends" will go to your page to find out who sent them an application and (what the hell is not kidding), maybe one of them will buy your product someday. This lesson is also very laborious, taking into account all the restrictions and protection mechanisms that VKontakte has introduced.

I remember I was doing this black fretting in 2009, when I was just starting to make money on the Internet. Life was easier then, VKontakte was younger and kinder, but still, it took a lot of energy.

I must say that free self-service advertising like this ... really works. Bad, crooked, difficult, long, but they work. Therefore, if your budget is still not very good, spam is not a bad option(let's not be such moralists).

Now let me tell you a terrible secret - how today young businesses and entrepreneurs without money become super-mega popular literally overnight.

# 2 - How Businesses Shoot Without Money Today

There is one interesting way to advertise quickly and free of charge on the Internet so that absolutely everyone will know about you (and love you). This method will also require some investment of time and effort from you. And again, we are essentially talking about frending.

Only this is a completely different frending. It is done something like this - you wind up friendly relations with someone who is already known and popular in your market, and then after a while he promotes you on his resources.

That is it comes about the so-called networking. Personally, I have never liked and did not know how to do such things, but you may well succeed. For such networking, you need to have a certain set of qualities - sociability, willingness to please and admire, the ability to constantly gently remind of yourself, and others.

How to get acquainted with VIPs correctly

Of course, all famous and well-known people are under constant pressure in the form of requests for money for some ingenious product, or to become a partner in a certain project that will make it rich in the future. If you write to someone famous with a request “don't teach me how to live, better help me financially,” then you will simply be ignored.

You must first get to know the chosen object, then make friends with it, and only then after a while it will come to partnerships... A big man it is necessary to say only one word, even a glimpse of mentioning you somewhere in an article or in an interview, and you will fly from the rags to riches.

I would recommend that you first praise the services or goods of some famous person... It may sound strange to you, but they really really like to be praised and when they are thanked (if you knew how much dirt and criticism are poured on them every day). Therefore, your video review or a thank-you article about them will probably already be reprinted on their resources.

And then build on your success. Find what you could be useful to a person with a name, never ask him for anything, give him the opportunity to talk with you about what is interesting to him. Well, it's not for me to teach you how to win friends and influence people.

And after some time, your new great friend himself will offer you some partnership options. And then you are on a horse. The only disadvantage of this method of free advertising is the instability of your position. It is enough for a famous partner to say one word to elevate you, and also one word will be enough to "drop" you.

Therefore, you will have to always be very careful not to offend him in any way, and so that no one more nimble will come to your place. All this will greatly limit your freedom. Therefore, I have never used such methods.

Moreover, there is another option - completely free, absolutely legal, and 100% reliable.

# 3 - The Most Effective Free Online Advertising Method

If we continue talking about recommendations, then there are two authorities on the Runet who can give you a lot of constant and hot traffic to your sales pages. The names of these guys are Yasha and Gosha (that is, Yandex and Google). They compare favorably with other influencers in that they recommend you for specific merits, and not for the ability to "make acquaintances."

To get their recommendations, you just need to make a website and fill it with useful content on the topic of your product. Then the search engines will bring your articles to the TOP, and you will begin to receive a stream of visitors every day, who will then become your customers.

Of course, in words it sounds simpler than in practice. But in fact, there is nothing complicated here. The trick is to continually provide people with useful and interesting content. Promotion of a young site takes from 6 months of net time. A good promotion can take 2-3 years.

Yes, as you can see, here it is also necessary to invest time and effort (all according to our "alchemical formula"). But unlike others free ways, this ad option will probably work. And it's also nice that this is a constant source of traffic (as opposed to the same SPAM, for example, which needs to be dealt with every day).

Personally, I like this option the most. But what if you don’t like to write articles, or are you by nature so lazy that you want to do it for free and do nothing yourself? Congratulations, there is such a way.

# 4 - free advertising with someone else's hands

Imagine how great it would be if hundreds of people in all corners of the Internet were promoting your products and services every day, while you were lying quietly on the couch and drinking cocktails.

Surprisingly, it is really possible to organize work in this way. This is simply called an "affiliate program". Of course, no one will promote you at all for free, but you will pay your partners only upon the sales made.

No sales, no money. Someone brought you a customer - you pay him an honest percentage of the purchase amount. This option of promotion is very well shown to all novice Internet entrepreneurs (and not beginners either).

In Runet there are many half-starved specialists in different areas marketing - contextual advertising, targeting VKontakte, SEO, youtube and others. They are half-starved because they do not have their own products to sell. And they are constantly on the lookout for some really good affiliate program to direct their traffic to.

And if you give them this affiliate program then they will love you and will put in a lot of effort to make you happy.

Difficulties in this method also, of course, is. The first tricky part is what you need to line up. Partners, of course, are ready to drive traffic to you, but only if sales are made from it (and they make money). If there is no sales, they will quickly forget about you and switch to others.

The second difficulty is the need to motivate partners to work all the time. They are knowledgeable and skilled people, but a little lazy. They need to be constantly given some kind of incentive. For example - to conduct contests, give out prizes to the best partners, set higher commissions for those who sell more.

And the affiliate program itself also needs to be promoted somehow, so that more and more people come to you with new traffic. Alternatively, you can create a two-level affiliate program. This is when partners advertise your own affiliate program, and then receive commissions not only from their own sales, but also from the sales of those partners whom they attracted for themselves.

Technically, you can organize an affiliate program through various services. For example, I use the service because it is best suited for electronic products.

And finally, let's talk about how to do online advertising for free for a million dollars.

# 5 - How To Make Online Ads For Free For A Million Dollars

In the end, I want to reveal the worst "secret" about advertising on the Internet. If you want to make money online, then the main thing is not to make ads for free. The main thing is to make your advertising profitable.

Tell me, is it expensive or not to spend a million dollars on advertising? You just can't tell. The question is whether this ad will be beneficial or not. Spending one hundred rubles and earning zero is unprofitable, which means it is too expensive. And spending a million and making ten is profitable, which means it is completely inexpensive.

And you, too, can spend any money you want, only if you have it configured (the same requirement, by the way, applies to the previous paragraph about affiliate programs).

Hope this article was helpful to you. Add it to your bookmarks and share with your friends. Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (extract from personal experience for 10 years =)

See you later!

Your Dmitry Novosyolov

Most marketing experts recommend that companies spend about 2-5 percent of their revenue on advertising. But if you're just raising your business, you may not have the budget for large-scale advertising campaigns... It may also be that you are focusing your capital on other areas. You can take advantage of free ways to find leads and advertise your business.

Steps

Online Marketing

Go online. Use the power of the Internet to draw attention to your business. The web is full of free resources that could potentially reach hundreds of thousands of consumers.

Visit Yelp. Yelp is a website where consumers can discuss and recommend companies. Learn more about Yelp for Business.
- You can use your Yelp page to post information and special offers and also keep track of how well you serve your customers.
- Some business owners respond to negative customer reviews on Yelp by contacting users directly or by posting a counter-offer that could improve the situation. This lets potential clients know that you are serious about their concerns.
Create an account with a free online directory. Most online directories allow you to download an unlimited number of products, businesses and services, with detailed information about the provided product. They also automatically provide feedback for each product so that potential customers can contact the owner directly.
- Create lists. This applies to the listings of products, businesses and services that you and your company offer. A good online directory allows you to download a large number of listings that allow you to increase your target market coverage.
- All your products will be stored in a database and displayed on home page... All loaded positions are also optimized in search engine within 24 hours.
Use of local media
1. Write press releases. Have you recently opened your own business? Do you support charity check-in during the holiday season? Have you just launched a special project? Transfer your story to local media mass media and see if they are interested in covering your business.
  - Try posting in newspapers, news broadcasts, radio shows. By using multiple media sources, you can find more potential customers.
  - You can write a press release about any event in your business. However, if you send out too many press releases that are not engaging, the media can quickly lose interest in you.
2. Contact journalists. Try to build relationships as much as possible with big amount observers. Sometimes they are looking for stories, and they can go straight to you.
  - Some newspapers have contributors who specialize in writing about good deals and new ventures. Try to contact them first.
  - Look for reviewers that work for your target audience. For example, if you run a fishing shop, try to get in touch with a local journalist who specializes in outdoor articles.
3. Participate in charity events. Many newspapers have special reviews of charity events, especially during the holiday season. These charity events are often covered in the local media.
  - You can post a small ad that you are accepting canned food or used items to donate to local shelters or charities.
  - Be sure to contact newspapers and other news outlets about the event and indicate that you are sponsoring it.
  - Place your company logo in a prominent place without obscuring the main event. You can use badges, banners, and even clothing items with your company name and logo.
  - To increase visibility, offer customers who donate a discount on your company's services. This will increase income from both your charity and your business.

If you are in business, then among the first tasks you need to understand how to advertise services. Without effective advertising, sales can be so low that they simply do not pay off the investment in starting your own business. Despite the fact that for every type of business, different types advertisements exist more or less common channels which you can use in any case.

Despite the fact that these media are gradually losing their popularity, they are excellent for advertising services aimed at an adult age audience. The newspapers often advertise repair, construction, hairdressing services.

It is very important here to be able to formulate a thought and a call to purchase short, succinctly and as attractively as possible, because you have to pay for every line in the newspaper and a second on the radio.

With the help of promoters

In order not to waste money literally, you need to select conscientious promoters or contact a professional BTL agency. In addition, handing out flyers, brochures, business cards is not necessary for everyone, but only for your immediate target audience.

With the help of announcements at the entrances

Such an ad will surely be seen by a large number of people, the main thing is to make it bright enough, and the title must be written in large letters to make your offer stand out from the rest.

Therefore, whoever did not have time to see and remember it, to leave a leaf with a phone, will no longer become your client. If you want to get good result , then gluing should be carried out every two to three days, according to at least if you provide services in a restricted area.

With outdoor advertising

Of course, for a small business, billboards and advertising on city lights are too expensive a pleasure and serve, rather, to maintain the image and recognition, rather than for. But advertising on street rails is much cheaper, and it works just as well. Fences that advertise services in this way are usually located in central parts of the city with good traffic.

The same point can be attributed to the creation of a bright, attention-grabbing signs at your institution or office. if available. You need to immediately indicate on it what services you provide, as well as your contact information. If you are renting a room in office building, then you can buy space for your banner on it.

Internet

Place your proposals on all kinds of message boards (preferably using keywords – search queries). You can go ahead and create your own website or even an online store. Social advertising works well. networks - here you can offer your services to potential customers directly.

There are a lot of services, and not all of them require large investments. Do not forget about word of mouth: doing your job efficiently, you can safely count on the recommendations of grateful clients.

What is the most effective ad? How necessary is it in small and big business? These and other questions arise for everyone who starts doing business and is faced with the fact that in order to increase sales and promote their own product, they need to talk about their business.

Types of advertising

Today you can submit information about your activities completely different ways... Before you start promoting an enterprise, you need to familiarize yourself with the types of existing advertising and choose the most suitable one for yourself. This is required in order to understand what is the most effective advertising for construction company, for example.

Most of the news messages that we see are commercial advertisements aimed at attracting customers, also social and political.

outdoor - presented in the form of shields, posters on public transport, signboards, signs, etc .;
through the media - television, radio, newspapers and magazines;
internet banner, social networks, contextual advertising, hyperlinks.

The role of advertising in business

Advertising is not just a luxury. This tool is necessary for every entrepreneur to disseminate information about himself to the target audience and promote his name in the rating of enterprises. This will help present you as a reliable, solvent and responsible company.

When using competent marketing, you can easily answer which advertising is the most effective for your business, and in addition create a positive image, emphasize dignity and form a loyalty to the company.

It should not be assumed that small businesses do not need advertising, that only word of mouth works here. This is not true. Advertising in any case helps to tell potential buyers about the company, to promote the product of this company to the market.

It is important to choose the type that will not affect the budget too much, but at the same time will help to develop and increase awareness.

Small business: how to advertise it

A small business, like a large one, requires advertising, which should not be discarded, even if there is no extra money. You should know: the decisive period in the development of any activity is the first 2 years, when the initial acquaintance, habituation and recognition occurs. During this period, the promotion should be as intense and intense as possible.

Before deciding on a way to promote an enterprise, it is worthwhile to study the information as much as possible on the question: which advertising is the most effective? Statistics is a convincing thing and with the help of specific data will help to determine the this choice.

It is important to focus on specific offers and stop using formulaic words such as “cheap”, “fast”, “with a guarantee”, “profitable”, etc. If once such methods worked well for potential buyers, now it is does not attract, but even repels. People need specific numbers, an understanding of what they will pay for.

Methods to increase sales

There are several methods and types of advertising, each of which is aimed at increasing sales and making a profit, but these are not spontaneous actions, but a well-thought-out strategy. Which advertising is the most effective for small businesses can be understood after a while, but the fact that any type obeys a certain structure is a fact:

problem - if you sell a product or service that can help in solving, then when advertising you can use interrogative sentences: "Tired of waiting for prices to fall?", "Are you tired of paying too much?" etc.;
solution of the problem - after the question has been asked, you give an answer in advance that it is your company that is able to solve it and on favorable terms;
the offer is unique - many firms can help, but you must be different from them and offer something that will attract the target audience even more;
restrictions - people may be interested in your product and service, but at the same time they will think about buying later in order to think about everything thoroughly. It is worth introducing a time or availability limitation so that they can go shopping faster;
call - after there is an interest and desire to purchase, the buyer should immediately see where to call, how to order, how to pay.

How to attract a consumer?

What is the most effective ad? Statistics confirm that not every company can afford to talk about itself on television or radio, since it does not have large in cash... Of course, before placing an advertisement on one or more sources, the owner studies the data showing the most effective ways... But it is worth remembering that for each area of business, its own type of promotion and its own indicators are effective.

According to statistical data, for example plastic windows in the city of Ufa, the cost of one attracted client is very different in different ways. The advertisements were broadcast on radio, newspapers and magazines, outdoor advertisements, referral services and the Internet. The cheapest was promotion on the Internet, where 42 rubles were spent, and the most expensive was on the radio - more than 15 thousand rubles. This suggests that on the Internet, you can set up specific advertising for your client, control the budget and determine the cost of a contact.

Budget Advertising in Small Business

Telemarketing - Calls to potential customers can attract buyers, but they can also repel them. Advertising in this way should be competently composed: the text should be short, but succinct and understandable. but this way ineffective and can repel people.
Sending messages to email addresses and in social networks- this species takes time, but does not require financial investments. It is also ineffective, but it can attract a certain percentage of buyers.
Leaflets. Certain investments, this type of advertising, of course, requires: it is necessary to print the material in a printing house, preferably in color, which will attract more people. It is a recognized marketing tool, but only if well-designed - good text, bright picture, quality paper. It should be distributed on streets where there is a lot of traffic.

How to evaluate effectiveness?

What is the most effective advertising method, how to evaluate it? After this tool will be launched, the owner will want to know how the ad influenced sales, whether it is worth using it in the future or is it better to change something.

There are two dimensions of advertising effectiveness: communicative (that is, how well and accurately the message conveys information to the target audience) and financial. It is worth knowing that this indicator partly depends on the owner, who determines the budget, strategy, parameters, and partly does not, because there are uncontrollable factors: audience characteristics, advertising time, legal requirements.

But the assessment of effectiveness depends on specific situation on the market: how many similar firms are there, what methods have been chosen and why? For small businesses, it is recommended to build promotions using direct click methods, that is, the result should be commensurate: if you launch an advertisement for ten rubles, you get thirty, which means it works. Launched for five rubles - got three, the method does not work and the company goes into the red.

A complex approach

It is impossible to give the same assessment of the effectiveness of advertising for each business area and use the statistics of the results of one company to analyze another. This method will only waste the budget, but there will be no sense.