There was a time when the word advertising had a much simpler meaning. With few exceptions, it meant an ad in the newspaper, a commercial on TV, a billboard on the highway, a spot on the local radio station, a display listing in the — and we’re going way back here — Yellow Pages. But in today’s digital world, where consumers can have an introduction to or interaction with your brand completely organically, the game has changed. There are a lot of marketing tools within your reach that cost you little or no money to implement. And while cheap and free certainly have their appeal, a smart marketing plan does not depend solely on those qualities to deliver results. Consider paid advertising a way to help shape the conversation about your brand and maximize the results of low- and no-cost initiatives. 

The paid advertising efforts that work best for your company will vary depending on the size and type of your business, where you are located, what the competitive landscape looks like, what trends are happening in the industry, time of year, and many other factors. Generally speaking, costs will be higher in larger markets because your message will potentially be exposed to a greater number of people. But variances aside, there are several paid advertising efforts that are time-tested and proven to be effective when implemented with a solid strategy in mind. We will cover some of those here. 

Direct Mail 

Yes, those mailbox deliveries really can work – and they are especially effective when the recipient has already built a relationship with your brand. Studies show that people enjoy getting a tangible piece of mail about a company or brand that is meaningful to them. And with better-than-ever access to extremely specific consumer data, marketers can send relevant messages to a highly targeted audience. 

Free Samples or Giveaways 

While samples and giveaways do require a financial investment up front, they can generate great returns eventually. Samples and giveaways can both introduce your business to new potential customers and serve as a reminder to existing customers that their business is valued and appreciated. These items can help nudge customers who are in the decision-making process to consider your business. Not only can a sample or giveaway provide them with helpful information about your product or service but receiving something free tends to leave a favorable impression on people – and they may just reciprocate by doing business with you. Just be mindful of the type of giveaway or sample you provide and make sure it sends a relevant message. Giving something away just to provide a “freebie” can cost you money and time without a measurable return on your investment. 

Paid Search 

You may think that if your company doesn’t sell goods or services online, allocating money to paid search, or search engine marketing (SEM), isn’t important. But the fact is, more than 60% of shopping occasions begin online – no matter if they are planning to buy online or in a brick-and-mortar location. According to Global Web Index, more than 80% of people search online when they are considering a product or service. That’s a sizable percentage of the population doing a sizeable percentage of their “shopping around” online. SEM helps you make sure your company shows up when those consumers enter keywords related to your business in a search engine. You can also use Google Ads to create ads specifically for people who have searched for businesses or products that are similar to yours and direct them to your website with a click. There are many components to SEM and while it can be highly effective and a smart use of marketing dollars, it’s worth stating that it is only as effective as the preparation and planning you put into it. Simply creating Google ads or paying to show up in searches without a thorough optimization of your website first is a quick way to eat up your budget and get little return on your investment. Educate yourself – there are plenty of resources online to get you started – or hire a professional. It’s worth the effort. 

Social Platforms 

You may already have a Facebook page or Instagram account for your business, and that’s a great start. But have you utilized the many tools social media can offer to enhance your efforts for minimal financial investment? Social media platforms such as Facebook, Instagram, LinkedIn, and Pinterest enable you to create custom audiences for your message based on a set of specific criteria, including geographic location, special interests or hobbies, and more. One especially helpful feature allows you to target your messages to people based on their search history. So, if someone in your area has recently searched for “construction company” or “builder in my area”, you can target them with messages that let them know you offer the services they are seeking. The options for creating highly targeted messages for people who are likely to have an interest in your business are abundant – and the process is becoming more scientific every day. Best of all, because these interactions are happening digitally, every movement is trackable and results very measurable. Many social media resources exist to help businesses understand how to use these tools wisely. Do your research and learn before you invest money or hire a social media specialist. It’s a terrific way to catch potential customers where they spend a lot of their time: scrolling through social media. 

Of course, all the traditional marketing tools – TV and radio ads, billboards, print ads – still exist and can be a valuable part of a well-rounded marketing plan for your business. The key to success is remembering that it’s not the size of your budget that matters most, it’s the strategy behind the messages you create. Even marketers with the largest budgets will find themselves missing potential customers because their messages were focused on the wrong people, hit at the wrong time, or showed up in the wrong places. Think through your objectives, develop strategies that can help you achieve them, measure the results, and adjust accordingly. A smart marketing plan is never truly finished – it continuously evolves, right along with your business.