There are a lot of different mediums for advertising and it is impossible for any business, big or small, to use all of them. This is why businesses have to carefully consider which advertising medium they should be using. If you are feeling overwhelmed by the choices available, there are a number of points that you should consider which will help you decide.
Use A Limited Number Of Mediums
A lot of people assume that you need to use a lot of different advertising mediums to get the results that you want. The problem with this strategy is that it is unsustainable and this is something even the largest multi-national companies are aware of. It is better to focus your advertising on 2 to 3 principle mediums because you have a better chance of dominating the market.
When looking at advertising mediums, you should never depend on one form only as this is risky. If there is any problem with the medium, you will not be able to get your message to potential customers. You should consider using mediums that work independently, but also complement each other.
Think About The Cost
One of the factors that you have to consider when looking at advertising mediums is the cost of using them. One of the reasons why you cannot advertise on too many mediums is that it would cost your business too much to have a good presence on all of them. Additionally, there are some advertising mediums which are more expensive to use than others and you have to consider this.
Print media and television are generally the most expensive advertising mediums to use. Online advertising is considered the cheapest and you need to keep this in mind. If you have a small advertising budget, you need to look for cheaper mediums where your money will give you more exposure and a better return on your investment.
Complete A Competitors Analysis
There are many business owners who think that if they advertise on mediums that their competitors are not using they will increase their chances of success. This is not actually the case because there is a reason why all of your competitors are advertising on a certain medium. If all of your competition is advertising on Facebook and no-one is using print media, the reason could be that your target audience is on Facebook.
Most consumers will look for information about businesses in a place where they will get a lot of information. If you are not appearing with your competition on these mediums, you are going to miss this opportunity. Of course, you will have to be creative in your marketing when you enter a saturated medium, but if you apply a decent amount of your budget to the advertising you should see results.
Know Where Your Customers Are
One of the most important factors to consider when choosing an advertising medium is where your customers are. There is no point in advertising on a medium that your customers are never going to see. This is why you need to complete research into your target audience.
The research that you complete should look at where your customers spend the majority of their time. You also need to look at where your customers search for information about the products and services that your business has to offer. If your customers spend most of their time on Facebook it would make no sense to advertise in magazines instead.
Choosing the right advertising medium is important if you want to see positive results. These are some of the factors that you need to consider when looking at different mediums to advertise your business.