It always surprises us when businesses take the decision to spend money on online advertising, but seemingly show no interest or effort in their advertising. What people get wrong about online advertising is that they think it’s easy and doesn’t require thought or hard work. This couldn’t be further from the truth.

In this “quick read” article we’re addressing 3 key elements of online advertising that small businesses often neglect.

  1. Having no strategy

    One of the most fundamental mistakes that any business can make is to jump into online advertising without having a strategy or a plan in place. There is nothing worse than starting without having a clear sense of direction. I mean you wouldn’t get in your car, leave the house and an hour later decide where you’re going, would you?

    A plan or strategy doesn’t need to be a 100-page document written by “experts”, but it does need to have a couple of few key components.

    – What are you trying to achieve?
    – Who are you trying to target?
    – What are the KPIs you are going to use to measure the results?

    If you can write down these 3 basic points, you’re off to the races. From there, you can start with the next step. If you want a Free Digital Marketing Consultation to discuss this sep in more detail, simply click on the link.
  2. Rushing the advert content

    If you were going to put an advert on TV, say during the World Cup final or the Superbowl in the US, you would try your best. You would want to create the best possible advert, right? So when it comes to your online advertising, don’t cop out.

    Creating “lazy adverts” for your business is a sure fire way to run through your budget quickly and ineffectively. You’ll get little to no results. Basic ads saying “Buy now” or “Save 20% today” won’t stand out.

    Think differently and think creatively. Try to create something that will encourage people to engage with you and your brand online. Yes, ultimately you’re trying to encourage sales. But put the effort to do it in a way that will help you stand out from the crowd. Attention is one of the most precious assets in today’s online space.
  3. Forgetting tracking & analysis

    And finally, what people get wrong about online advertising is not understanding what they have and haven’t achieved. I’m not saying that you need to check and track your online advertising on ah hourly basis. But you would be amazed how many people set up ads, and not think to check them again.

    As part of this step, you should be looking back at step 1: your strategy. Compare what’s happening with your ads, with what you wanted to happen. If you’re on track, great! If you’re not, then it’s time to shake things up.

Being Wrong About Online Advertising isn’t Permanent

Not getting the desired result first time in online advertising isn’t unusual. In fact, I would say it’s the rule, not the exception. Take the time to go through the data. Figure out which audiences are responding best, which ads are working best, and then re-configure your ads to try again.

On a final note, what we would always encourage is people to try things. Don’t be afraid to try something completely different, something you’ve never thought of doing before. It might be a video, or maybe it’s a photoshoot of your product, maybe it’s an influencer campaign. Whatever it is, give it a go. Ultimately, the only way you’ll know what works and what doesn’t for your online advertising is trying!

If you don’t have time to run ads but want to get started, get in touch with the team. At Social INK we can point you in the right direction, or even help you run your ads full time.


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Chris Bruno
Chris Bruno

Chris, founder and CEO of Social INK, has devised and consulted on more digital marketing and social media marketing campaigns than you can shake a stick at. He’s also got a bit of a thing for online advertising and social media advertising.