The digital revolution has opened up a whole new world of business advertising opportunities. Social media now play a significant role in a comprehensive marketing strategy, but this activity by itself is not advertising unless you purchase ads on its platforms. This article focuses on advertising techniques, both old and new, that should be considered in developing your overall strategy
Advertising plays a critical role in helping small businesses expand their reach and connect with potential customers. In an increasingly competitive market, selecting the right advertising technique can determine how effectively your message resonates. This guide explores proven strategies, digital and traditional, to equip makers and small business owners with practical insights tailored to their growth goals.
What Makes an Advertising Technique Effective?
An advertising technique becomes effective when it aligns with business objectives, engages the target audience, and delivers measurable results. Success in advertising often reflects in increased brand recognition, improved website traffic, or higher conversions. Each business may define effectiveness based on unique goals such as lead generation, customer acquisition, or brand loyalty. Importantly, a technique's strength lies in its ability to connect meaningfully and consistently.
Effectiveness also depends on the advertising context. Digital marketing strategies tend to deliver high flexibility and reach, while traditional media advertising builds familiarity and credibility, especially in local markets. To choose wisely, businesses must consider their audience's behavior, preferred platforms, and responsiveness to various message formats.
To support this discovery process, makers can access a complimentary ad strategy worksheet designed to evaluate their current outreach methods and uncover new opportunities.
Digital Advertising Techniques for Small Businesses
Search Engine Optimization (SEO)
Search engine optimization techniques help businesses gain visibility within search results. On-page optimization includes optimizing titles, headers, and internal links for keywords that match what customers are actively looking for. Off-page optimization, such as link-building strategies, signals trust and authority to search engines.
Implementing SEO best practices begins with keyword research tactics to identify terms that resonate with a business's niche. Tools like Google Keyword Planner can guide this process, ensuring content is tailored to user intent. The payoff with SEO is gradual, but it leads to sustainable, high-quality traffic that supports long-term growth.
Pay-Per-Click (PPC) Advertising
PPC advertising methods offer an immediate way to appear at the top of search engine results. Through platforms like Google Ads, makers can create targeted ads based on keywords, location, and interests. Paid search advertising helps generate traffic quickly, making it ideal for promotions or product launches.
Budgets can be tightly controlled, and performance metrics, click-through rate, cost-per-click, and conversion rate, help optimize campaigns in real-time. For those just getting started, reviewing our budgeting tools or consulting with marketing support can simplify the learning curve.
Social Media Advertising
Online advertising techniques thrive on platforms where users engage daily. Social media advertising taps into networks like Instagram, Facebook, and Pinterest, allowing businesses to showcase products visually and connect through storytelling.
Using display advertising formats such as stories, videos, and carousel ads, makers can spotlight their unique offerings. Social platforms offer detailed targeting by interest, age, and location. Strategic testing of creative assets and audience settings leads to better outcomes and increased community engagement.
Email and Retargeting Campaigns
Digital advertising also benefits significantly from email marketing campaigns. These provide a direct line to returning customers and allow for personalized messaging based on behavior or preferences. Campaigns can re-engage users who abandoned a cart or encourage feedback after a purchase.
Retargeting strategies involve showing ads to users who previously interacted with a website. This reinforces brand awareness and often leads to improved conversion rates. Together, email and retargeting form a cohesive cycle of brand reinforcement and customer loyalty.
Traditional Advertising Techniques That Still Work
Print Advertising
Traditional marketing methods such as flyers, magazine inserts, or community mailings continue to serve small businesses effectively. Print advertising strategies help build local presence and often feel more personal. Including scannable codes or incentives can bridge these campaigns into the digital space.
Broadcast Advertising
Radio and TV advertising remains a viable way to increase brand visibility. These platforms reach audiences during commutes or shared viewing times, delivering messages in a memorable way. Though production and placement can carry higher costs, the exposure can offer long-term recognition.
Out-of-Home (OOH) Advertising
Out-of-home advertising includes signage at markets, booths at local events, or banners at sponsored venues. Billboard advertising techniques are useful in targeting high-traffic areas. Makers attending local craft shows can benefit from branded displays that catch attention and establish credibility. It’s a strong opportunity to pair advertising with product presentation and storytelling.
To reinforce brand identity, businesses may explore options such as customized packaging and label design available through WSP’s product support.
How to Choose the Right Advertising Technique for Your Business
Selecting the right method depends on understanding your audience, available budget, and how quickly results are needed. Digital methods like content marketing techniques and SEO provide consistent growth and audience-building, while traditional avenues add trust and local exposure.
When building an advertising mix, synergy between channels often yields the most impact. For example, pairing social media posts with local print distribution creates multiple touchpoints for potential customers, reinforcing awareness and interest.
5 P’s of Advertising and Why They Still Matter
The foundation of any advertising approach can be understood through the 5 P’s, Product, Price, Promotion, Place, and People.
Product focuses on what is being offered and how it solves a need. Price reflects value and positioning within the market. Promotion involves how the message is delivered, via paid ads, content marketing techniques, or community engagement. Place considers how customers access products, such as online storefronts or local markets. People refer to customer experience and brand voice that connects.
For makers and small business owners, aligning each of these elements ensures advertising efforts are clear, consistent, and compelling. A seasonal soap collection, for example, may rely on specific scent messaging (Product), bundled discounts (Price), email and PPC campaigns (Promotion), eCommerce channels (Place), and brand storytelling (People).
Final Tips for Creating an Advertising Strategy That Works
Success lies in testing, measuring, and refining. An advertising strategy should evolve alongside business goals and customer behavior. Start with realistic budgets, use data to adjust campaigns, and continuously review performance across platforms.
Free or low-cost tools can support campaign development and performance tracking. A checklist or campaign planning worksheet helps keep efforts focused and on track.
Invest time in building your strategy using these techniques. Advertising doesn’t require a large budget, just smart choices, creativity, and a willingness to refine based on feedback and results.
