Five Ways to Save Money on Online Advertising
By: Peters Walters
Virtually all businesses these days need to advertise online.
Driving people to your website through well placed advertisements is necessary to promote your business. Luckily, if you’re on a budget, you don’t need to spend tens of thousands of dollars to get the benefits of online advertising.
While the initial temptation will be to place ads on the most traveled websites related to your business, these sites will cost you an arm and a leg - often for the same results you could likely get from a combination of a few smaller sites, for a fraction of the price.
Here are five tips for saving on advertising online for your business.
1. Write Clear Copy
While on the surface copy might not seem like a big priority, “saying what you mean” isn’t always so easy. Each word is very important. To put this in perspective, a good copywriter will sometimes write pages just to get one great word or two.
Your advertisements needs to be so good that in the second or two it takes for them to scan a page, your little advertisement not only stands out, but drives them to click. Impressions are all well and good, but you are after clicks. Your copy should be concise, specific and compelling.
Really take the time to make a quality, clickable advertisement.
2. Cross Promotions
Cross promotion is a cheap (and often free) way to attract more customers. When you partner with other credible businesses and organizations that attract a similar target market, you can reach customers more efficiently and directly with the right messaging and promotions.
Partnering with major nonprofits is a good start. Offer small donations for cause marketing to the organization and boost your visibility. With cross promotions, you’re essentially using each others customer bases to grow your own. It’s a really smart, and mutually beneficial tactic to help organizations build a following or customer base.
Some things you can do with a partner: Joint promotional messages on social media or in print, signs promoting one another, pooled mailing lists, joint interviews with media, and reduced prices on each other’s products or services or to your partners and customers.
3. Create a Company Blog
Creating a quality blog, utilizing relevant search words is essentially free advertising.
Ultimately you want to drive more people to your website, as it increases the likelihood of acquiring new customers.
A blog also will affect your businesses search rankings positively, as each new post is a separate page that can be picked up by search engines such as Google, Yahoo!, and Bing. Make sure to blog regularly using words that search well, are relevant to your brand and will ultimately increase your SEO ranking.
Read related content:
- Viral Marketing
- Eight Ways to Elevate Your Email Marketing Strategy
- Creating a Digital Marketing Strategy
4. Outsource Online Advertising Management to a Pay-Per-Click Expert
Trying to make successful ads is difficult, and take a lot of trial and error. Trial and error, while a great learning experience, can be expensive when you’re trying to run a business.
Pay-Per-Click (PPC) experts are great copywriters, understand SEO very well, and know how to use search words and place advertisements in a way that most laymen do not. Writing and placing ads successfully is an art that takes time, skill and of course money to fully grasp.
Find an expert to help you place ads, and compensate them based on their success.
5. Use Reporting Tools
If an ad is doing well, you want to know soon so you can place this, or similar ads on more websites. Likewise, if an ad is failing, you also want to know quickly so you can get rid of it and try something new.
This is often something that an SEO expert will already utilize, so if you’re going at this alone, it’s definitely smart to use something like ShufflePoint, Analytics Canvas and LinkDex just to name a few.
If you take each of these steps, you’ll be well on your way to advertising in a cost effective and successful way.
Unless you have an SEO or advertising expert on your team, it’s likely that you don’t have the time or necessary skills to advertise most effectively.
Seeking outside help, whether through an agency or working with a pay-per-click expert is going to be your best bet, cost permitting.
About the Author: Peter Walters is a freelance blogger for various sites, and covers topics such as reputation, social enterprise and problems with ripoff report. He is the Director of Business Development for Two Degrees Food and lives in San Francisco.
Giving efficiency the full throttle at NASCAR
The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.”
NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well.
2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer.