Advertising: A Guide for Small Business Owners

A small business owner looking at bar graphs and pie charts for their advertising campaign on their laptop

As a small business owner, you may be wondering what options are available to you for advertising and marketing your business. You may not have the budget to hire a marketing team, but that doesn’t mean you can’t still effectively market your business. In this guide, we’ll cover some of the most effective methods of marketing for small businesses and one-person teams, including marketing, social media marketing, content marketing, and SEO.

Pay Per Click Marketing

One of the most effective methods of marketing for small businesses is pay-per-click (PPC) marketing. With PPC marketing, you only pay when someone clicks on your ad. This makes it a very cost-effective way to reach potential customers.

There are a few different platforms you can use for PPC marketing, but the most popular is Google AdWords. AdWords allows you to create text, image, and video ads that will appear on Google search results pages and websites that are part of the Google Display Network.

The cost of PPC marketing varies depending on the platform you use, the keywords you target, and several other factors. This is why it is very hard to provide an average price for this.

Social Media Marketing

Another great way to reach potential customers is through social media marketing. There are more than 4.74 billion social media users around the world, a whopping 59.3 of the whole world’s population—there’s a good chance that your target audience is using at least one social media platform or website.

The most important thing with social media marketing is to create content that is interesting and engaging. If you can get people talking about your brand, that’s half the battle. You can also use paid social media ads to reach even more people. In this strategy, the posts you make are inserted into various people’s feeds, and the social media company uses its own algorithm to determine which users are part of your target audience.

You can also use social media to interact with your community. By creating pages for your business on various social media platforms, you open up a channel of communication with your customers. This allows you to build relationships with them, learn what they want, and get feedback on your products or services.

You can also use social media to run contests, giveaways, and other promotions. This is a great way to get people excited about your brand and product. It also helps you to gather email addresses or other contact information from potential customers.

Videos on Social Media

Short-form video-based social media platforms, such as TikTok, are becoming increasingly popular. This provides businesses with a great opportunity to market their product through short, engaging videos. Most of all, this has a very wide reach among Millenials and Gen Z, according to research from the Poole College of Management’s Consumer Behavior Lab.

Since these platforms are based on video content, it’s important to make sure your videos are high quality and interesting. You want to capture your audience’s attention and keep them engaged. This can be done by using creative content, including humor, storytelling, and demonstrations. In fact, most businesses use this approach on TikTok since this is the kind of content that most people enjoy watching.

You can also use short-form videos to advertise your product or service. These videos can be used to introduce your business, explain what you do, and show off your products or services. Moreover, the videos you post on TikTok (and YouTube Shorts or Instagram Reels) can be cross-posted on other social platforms, reducing the effort needed to make content.

Five people standing side by side each using a smartphone

Content Marketing

Content marketing is all about creating informative and valuable content that will interest your target audience. This could be in the form of blog posts, infographics, ebooks, or even just helpful tips and advice.

The goal of content marketing is to build trust with your audience by providing them with the information that they’re looking for. If they see that you’re an expert in your field, they’re more likely to do business with you.


SEO stands for search engine optimization. This is the process of creating your website or your blog in a way that makes it one of the first ones to appear in search engine results pages (SERPs). These pages are what appear when someone looks up something on a search engine like Google. If your website ranks higher in SERPs, people will likelyfind it when they’re searching for keywords related to your business. After all, most people (39.6% of all users!) click on the first Google search result. This is best used in conjunction with your blog, but it works with social media posts as well.

Final Thoughts

As a small business owner, there are a number of different options available to you for advertising and marketing your business. Pay-per-click marketing, social media marketing, content marketing, and SEO are all great ways to reach potential customers and grow your business. The best way to reach more customers is to combine these strategies into a cohesive campaign. Ultimately, if the effort of doing all this on your own proves too much, you can get help from an ad agency for your marketing—eventually, the amount you invest in them will pay off in profits. If all else fails, they won’t!

The Author

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