Where should I advertise my business?
B2C (Business to Consumer)
The first thing you have to do is ask yourself what your goal is. Do you want to activate potential customers to buy your product or do you want to increase brand awareness and brand loyalty? You might wonder if that makes a difference and I can assure you that it does. There are different types of users on different parts of the internet, so you have to think about which part of the internet you want to advertise your business on. For example, social media has become a huge part of people’s lives. Facebook is by far the most used social media platform with around 2.4 billion users. As of 2019, about 75% of those users are on Facebook daily and is therefore the best way to increase brand awareness. Its user base consists primarily out of people who want to socialize as it’s a casual environment meant for users to connect with each other and follow their favorite brands. If you are looking to gain more loyal followers and increase brand awareness, then Facebook is the way to go.
If your main goal is to sell a product or service, then Google might be your best option. Why? Google shows your ads to people who are looking for relevant search terms. For example, if you are selling healthy drinks and people are looking for ways to lose weight, then there’s a good chance your ad will be seen by those people. On top of that, those people are already in a buying mode. There’s a reason they’re there in the first place. They have a problem and are looking for a solution. Your product or service might just be the right solution for them. Google processes over 3.5 billion search queries per day. That’s enough opportunities for you to showcase your business and for potential customers to turn into paying customers.
B2B (Business to Business)
If you have a business that provides to other businesses, then the approach changes a bit. In this case, you should focus on getting other professionals to understand the value in the product or services that you offer. The best place to do that is in a professional environment like LinkedIn. If you don’t have a LinkedIn account yet, I highly recommend signing up as soon as possible. The platform is meant for professionals to connect, share tips and tricks and promote their businesses. You can promote your business by being active on the platform and in communities that are relevant to you, but LinkedIn also has an advertisement network. It allows you to target your ads to certain professionals on the platform who might be interested in what you offer. Remember that it’s a professional environment, so write and design your ads accordingly.
While LinkedIn is the best place for professionals to meet professionals, Google shouldn’t be forgotten. Google is simply the best place to pose your business as an answer to people’s problems or questions. It’s a search engine after all.
Another place that shouldn’t be overlooked is the Bing search engine. While Bing has a market share of around 8%, which is a lot less than Google has, it’s still an effective place to advertise your business. A lot of people look at the potential reach of a platform before they decide if they want to use that platform or not. Most of these people forget that the amount of people who see your advertisement isn’t the most important factor for an increase in sales. The amount of people who actually click on the advertisement is. Depending on your type of business, Bing might be better for you than Google.
We’ve discussed the best places for you to advertise your business. This decision isn’t just black and white, of course. You have to think about the type of business that you have and the type of products or services you offer. The most important thing is that you align your advertisements with your goals and the people who are interested in the solutions you offer.