I once had a colleague brag to me that they only used modern advertising styles, like social media, to reach their audience. It struck me as odd, because their products and services are for people who aren’t always on social media.
I asked my colleague if they had ever used radio advertising, as it would reach a wide cross section of their demographic. My colleague swore that radio advertising was a ‘dead art’. I disagree.
The truth is this: hard work and diversification wins out
While advertising solely on social media may work for some businesses, I think that so many companies get caught up in the “latest and greatest” – and are looking for some kind of shortcut to get an amazing business boost right now.
The truth is, though, that there is no such thing. Anyone who “guarantees” that using one method of advertising will bring an overnight boom doesn’t know advertising or marketing. That, and they’re probably just out to make a quick buck themselves.
The truth is that, advertising and marketing, just like a financial portfolio, requires diversification.
Different advertising styles help you reach different audiences
So as you’re looking to build your advertising and marketing portfolio, it’s important to use a solid variety of proven advertising styles to help you reach different audiences.
The good news is that there’s a wide variety of marketing venues at your fingertips – many many even be on your desk!
- Social Media – it’s one of the best ways to connect with a wide variety of people.
- The local newspaper – good, old-fashioned ads work.
- TV and radio ads – they work! Contrary to popular belief, radio and TV ads are far from “DOA” (dead on arrival).
- The Yellow Pages – or similar references that list phone numbers and local businesses. They’re handed out regularly and people still use them!
- The Internet – people also use websites and search engines to find businesses. Make sure you’re visible.
Each of these particular methods (and there’s SO many more options out there!) reaches a slightly different audience. Sure, there’s some overlap. But not everyone who uses a local newspaper will read the Yellow Pages, so it’s important to make sure you’ve got all of your bases covered.
You’ve got to invest money (via advertising) to make money
My colleague sees a modest income via their social media based advertising efforts. But, knowing how amazing their products and services are, I can see how much more successful they’d be if they only prioritized advertising.
On average, companies only allocate between 1-10% of their gross income towards advertising (with an average at 2-5%). My colleague’s on the extreme low-end of that scale. And while they’re fine where they’re at for now, I can see the frustration at how they aren’t growing and expanding as quickly as they thought they would.
And while every business’ ROI on advertising does vary, I’m sure that one day I’ll convince them to invest more aggressively into advertising. Especially as they see the kinds of returns our Admin-ease partners are seeing!