{"id":11119,"date":"2023-11-13T10:39:55","date_gmt":"2023-11-13T09:39:55","guid":{"rendered":"https:\/\/b-plannow.com\/?p=11119"},"modified":"2025-03-03T11:04:52","modified_gmt":"2025-03-03T10:04:52","slug":"how-to-advertise-your-business","status":"publish","type":"post","link":"https:\/\/b-plannow.com\/en\/how-to-advertise-your-business\/","title":{"rendered":"How to advertise your business?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_87 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/b-plannow.com\/en\/how-to-advertise-your-business\/#Paid-advertising-the-choices-beyond-PR\" >Paid advertising: the choices beyond PR<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/b-plannow.com\/en\/how-to-advertise-your-business\/#Advertising-on-social-media\" >Advertising on social media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/b-plannow.com\/en\/how-to-advertise-your-business\/#How-to-advertise-on-Google\" >How to advertise on Google<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/b-plannow.com\/en\/how-to-advertise-your-business\/#Traditional-advertising-vs-Online-advertising-which-one-to-choose\" >Traditional advertising vs Online advertising, which one to choose?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/b-plannow.com\/en\/how-to-advertise-your-business\/#From-TV-commercials-to-billboards-all-the-pros-and-cons-of-traditional-media\" >From TV commercials to billboards all the pros and cons of traditional media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/b-plannow.com\/en\/how-to-advertise-your-business\/#Digital-media-marketing-all-that-glitters-is-not-gold\" >Digital media marketing: all that glitters is not gold!<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<p>Once you have finished the planning and design phase of your <a href=\"https:\/\/b-plannow.com\/en\/how-to-start-a-successful-startup-and-make-it-work\/\">startup<\/a>, in order to bring your winning idea into the spotlight, you need to promote it as best you can: that is, you need to <strong>advertise your enterprise<\/strong>. In this very regard, it is fitting to quote even now the words of <strong>Neil Patel<\/strong>, considered one of the world&#8217;s leading web influencers:<\/p>\n<blockquote><p>&#8220;In a startup, advertising is the primary means of conveying your message to the world. Without effective advertising, your startup risks obscurity.&#8221;<\/p><\/blockquote>\n<p>But <strong>how to advertise<\/strong>? And <strong>where to do it<\/strong>? These (and other) questions will be answered in the next few lines.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Paid-advertising-the-choices-beyond-PR\"><\/span>Paid advertising: the choices beyond PR<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In addition to promoting your startup through <a href=\"https:\/\/b-plannow.com\/en\/pr-strategy-the-essential-steps-for-your-brands-success\/\">PR Marketing<\/a> activities, to get the word out about your <a href=\"https:\/\/b-plannow.com\/en\/better-to-sell-services-or-products-tips-for-a-new-business\/\">products or services<\/a> and find new customers, you also need to know how to best advertise yourself.<\/p>\n<p>First of all, it is necessary to dispel some false myths on this subject: in the world of entrepreneurship, there are those who believe that advertising yourself is the &#8220;desperation move&#8221; to use when you are in a sales slump, while still others think that to advertise you must necessarily invest tens and tens of thousands of euros.<\/p>\n<p>While the first belief has always been far from the truth, in the second case it should be clarified that perhaps once upon a time (i.e., when the only, or almost only, channels of promotion were radio and TV) this could be considered plausible. But no longer today. Today, in fact, there are many more channels for getting publicity, also and especially thanks to the Web.<\/p>\n<p>One of the main advantages the Internet offers to those who want to advertise online is the ability to <strong>combine multiple strategies<\/strong> (without one undermining the results of another) and to <strong>acquire traffic in many different ways<\/strong>. Remember, however, that it is essential to use the right media to communicate with your target audiences.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Advertising-on-social-media\"><\/span>Advertising on social media<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For a startup that wants to publicize its brand and its products or services, the <strong>social networks<\/strong> are, by now, an indispensable channel because they offer the possibility of intercepting, at the same time, a very wide but also (if used in the right way) very specific audience. Not only that: <a href=\"https:\/\/b-plannow.com\/en\/social-media-marketing-what-it-is-strategies-and-benefits\/\">social networks<\/a> foster interactions and the creation of solid and lasting relationships with users.<\/p>\n<p>You will not be surprised to learn that, to date, the most popular social networks include <strong>Facebook<\/strong>, <strong>Instagram<\/strong>, <strong>X<\/strong> (formerly known as Twitter) and <strong>TikTok<\/strong>. As already pointed out, choosing the right channel is crucial: the logic that should guide you is to think about where your potential customers are. Each social network, in fact, has its own <a href=\"https:\/\/b-plannow.com\/en\/identifying-your-target-audience-methods-and-examples\/\">target<\/a> more or less defined (just think of the age difference between Facebook users and TikTok users), as well as, of course, peculiar characteristics.<\/p>\n<p>Deciding which platforms to preside over is important, but knowing how best to use them is crucial: on social networks you can, for example, tell the behind-the-scenes story of your startup, new projects and all your other news, engaging users with the aim of creating a cohesive community around your <a href=\"https:\/\/b-plannow.com\/en\/how-to-create-a-successful-brand-from-scratch\/\">brand<\/a>.<\/p>\n<p>Not among the social networks mentioned above is <strong>LinkedIn<\/strong>: this platform deserves a separate mention because it can prove extremely useful for your startup, as it allows you to analyze the behavior of your <a href=\"https:\/\/b-plannow.com\/en\/competitive-analysis-what-it-is-how-to-do-it-and-why\/\">competitors<\/a>, network with other professionals in your field, and potentially even find new <a href=\"https:\/\/b-plannow.com\/en\/how-to-seek-investors-for-your-startup\/\">investors<\/a> interested in <a href=\"https:\/\/b-plannow.com\/en\/financing-a-startup-101-ways-to-find-funding-and-investors\/\">funding<\/a> your business.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How-to-advertise-on-Google\"><\/span>How to advertise on Google<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Optimizing your site content from the perspective of <strong><a href=\"https:\/\/b-plannow.com\/en\/seo-optimization-what-it-is-and-how-it-works\/\">SEO<\/a><\/strong> (<strong>Search Engine Optimization<\/strong>) is a great way to gain popularity by leveraging that of <strong>Google<\/strong> and other search engines on the web. If you want to announce the birth of your startup and make your products or services known to the widest possible audience in a short period of time, however, it may prove more useful to use (also) <strong><a href=\"https:\/\/b-plannow.com\/en\/sea-the-ultimate-guide-to-your-startups-online-success\/\">SEA<\/a> <\/strong>(<strong>Search Engine Advertising<\/strong>).<\/p>\n<p>Placing paid ads on the search engine allows you, in fact, to <strong>increase the visibility of your <a href=\"https:\/\/b-plannow.com\/en\/how-to-create-a-website-guide-for-beginners\/\">site<\/a><\/strong> on the search engine, <strong>increase qualified traffic<\/strong> to it and <strong>maximize conversions<\/strong> in a shorter time.<\/p>\n<p>It is important for you to know that, on Google, <strong>advertisements<\/strong> must be<strong> clear and complete<\/strong> (that is, they must describe exactly what will be found within the linked page) and must <strong>contain the keyword and a Call-to-Action<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Traditional-advertising-vs-Online-advertising-which-one-to-choose\"><\/span>Traditional advertising vs Online advertising, which one to choose?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As we have already had occasion to point out, the Internet has exponentially multiplied the answers to the fateful question, &#8220;How to advertise a company?&#8221; Before delving into the main differences between traditional and online advertising, however, it is necessary to shed light on some general principles of advertising.<\/p>\n<p>Linking to what was mentioned earlier for Google ads, you must keep in mind that an <strong>advertisement<\/strong> must <strong>always<\/strong> be <strong>clear<\/strong> and <strong>never generic<\/strong>. But not only that, an advertisement must always <strong>end with an offer<\/strong>, and the latter must have an <strong>expiration date<\/strong>. It is not necessary that the advertisement be particularly creative, but it is essential that it follow a <strong>precise communication strategy<\/strong>. Finally, wherever possible, advertising should be <strong>tracked<\/strong> (so that its results can be monitored).<\/p>\n<p>Those stated above are general &#8220;rules&#8221; for advertising, but these rules can translate into practice in many different ways. It is now time to examine the main differences between traditional and online advertising.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"From-TV-commercials-to-billboards-all-the-pros-and-cons-of-traditional-media\"><\/span>From TV commercials to billboards all the pros and cons of traditional media<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Until a few years ago, for a company to advertise essentially meant making flyers or buying space in traditional media, such as newspapers, magazines, radio, television, or movies. Let&#8217;s analyze the pros and cons of each option.<\/p>\n<ul>\n<li><strong>Direct Mail<\/strong><\/li>\n<\/ul>\n<p>For a locally based business, so-called &#8220;<strong>direct mail<\/strong>&#8221; (flyers and the like) is useful in effectively reaching the target audience. Often, however, the response rate is low. There is another disadvantage: this type of advertising can be considered unwanted.<\/p>\n<ul>\n<li><strong>Billboards<\/strong><\/li>\n<\/ul>\n<p><strong>Billboard<\/strong> advertising can also have a very good impact at the local level because it allows the target audience to be reached quickly and inexpensively. Because of this, there is a lot of competition for the most prominent spaces, resulting in higher costs.<\/p>\n<ul>\n<li><strong>Newspapers<\/strong><\/li>\n<\/ul>\n<p>Placing an advertisement in a <strong>newspaper<\/strong> gives you access to a potentially very large audience with relative ease (the publication process is quick). You must also consider, however, that there is no possibility of control over the placement of the ad itself and that you have to &#8220;vie&#8221; for the reader&#8217;s attention with many other ads. In addition, advertising through newspapers has a short shelf life (like the newspapers themselves, which also have now increasingly low circulation).<\/p>\n<ul>\n<li><strong>Magazines<\/strong><\/li>\n<\/ul>\n<p>Thematic <strong>magazines<\/strong> allow for targeted advertising aimed at a specific target audience and, no doubt, have a longer shelf life than newspapers (they remain in circulation for weeks or even months). When compared to newspapers, however, magazines are more expensive and target a smaller audience.<\/p>\n<ul>\n<li><strong>Television<\/strong><\/li>\n<\/ul>\n<p><strong>Television<\/strong> is a very popular tool with local, national or potentially global reach. Advertising through this media has great impact and is capable of adding great brand value. That said, however, it is also more expensive than other channels (in some cases, MUCH more expensive) both in terms of making the TV spot and acquiring the advertising space.<\/p>\n<ul>\n<li><strong>Radio<\/strong><\/li>\n<\/ul>\n<p><strong>Radio<\/strong> is suitable for those who want to reach a targeted audience and can generate immediate sales. It should be considered, however, that to achieve good results, ads need to be broadcast frequently. In addition, again, costs can be high.<\/p>\n<ul>\n<li><strong>Cinema<\/strong><\/li>\n<\/ul>\n<p>Finally, a special mention among the traditional media on which it is possible to advertise should be reserved for <strong>cinema<\/strong>: commercials in theaters can be very striking and impactful, but they are inevitably aimed at a limited audience.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Digital-media-marketing-all-that-glitters-is-not-gold\"><\/span>Digital media marketing: all that glitters is not gold!<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Having concluded the overview of traditional advertising, it is now the turn to explore the advantages (and disadvantages) of <strong>Digital Media Marketing<\/strong>.<\/p>\n<p>Let&#8217;s start with a clarification from a theoretical point of view: digital marketing makes it possible to achieve a wide variety of objectives through the tools and media that the Net offers today. The main differences from advertising carried out through traditional media are <strong>flexibility<\/strong> (both in terms of publication &#8211; much faster &#8211; and budget, not to mention the possibility of editing ads even after they have been published) and <strong>precision<\/strong> (new media offer sophisticated targeting methods to intercept the audience potentially most interested in viewing the ad).<\/p>\n<p>Digital advertising spans different media formats, from text to images, audio to video, and takes advantage of different channels. In the next few lines we mention some of them, with their relative pros and cons.<\/p>\n<ul>\n<li><strong>DEM<\/strong><\/li>\n<\/ul>\n<p>Advertising emails (<strong>Direct Email Marketing<\/strong>) consist of e-mail messages sent to a more or less large list of contacts, with a frequency that varies depending on the objectives set.<\/p>\n<p>Modern <a href=\"https:\/\/b-plannow.com\/en\/complete-guide-to-email-marketing-how-to-leverage-it-for-your-business\/\">Email Marketing<\/a> tools have now made it extremely easy to personalize these types of messages, as well as also to determine the response rate to emails. In this regard, keep in mind that DEM ads do not always reach the audience because they can be deleted or automatically moved to the spam box. Building the contact list also takes time (the alternative is to buy one, but it is an expensive and not always effective alternative).<\/p>\n<ul>\n<li><strong>Search engine advertising<\/strong><\/li>\n<\/ul>\n<p><strong>Search ads<\/strong> are those shown on the search engine results page (the so-called SERP), usually in text form, above or next to organic (non-paid) results.<br \/>\nPaid search engine advertising only pays out the moment a user clicks on the ad but that this click happens and, more importantly, that the click actually translates into a purchase, however, is certainly not assured. Finding the most effective keywords around which to build the advertisement, moreover, can take a lot of testing.<\/p>\n<ul>\n<li><strong>Display advertising<\/strong><\/li>\n<\/ul>\n<p><strong>Display ads<\/strong> are online ads in various formats that appear on websites, apps, and devices, within or alongside content.<br \/>\nThese are advertisements that target specific interests that can attract the user&#8217;s attention. Another advantage is that, like search ads, display advertising pays only when a user clicks on the ad. The click-through rate, however, is lower than with search engine advertising. Not only that, users can also block display ads.<\/p>\n<ul>\n<li><strong>Social media advertising<\/strong><\/li>\n<\/ul>\n<p><strong>Social media ads<\/strong> are those shown on social platforms, such as Facebook, Instagram or X (Twitter). It is a cheaper type of advertising than traditional advertising and is able to intercept even very specific audiences. A major disadvantage is that other posts and continuous updates on social pages can divert the user&#8217;s attention away from the ad, undermining its effectiveness.<\/p>\n<ul>\n<li><strong>Online video advertising<\/strong><\/li>\n<\/ul>\n<p><strong>Online video ads<\/strong> are divided into out-stream (videos shown on sites, apps, and devices like display ads) and in-stream (ads shown before, during, or after another video content). Also worth mentioning, however, are so-called OTT or over-the-top ads (which are shown in streamed content).<\/p>\n<p>Regarding video ads that are broadcast before, during, or after other content, you should consider that users often have the option of &#8220;skipping&#8221; the ads, without seeing them in full. There is one other aspect you need to consider: although these ads can be precisely customizable to users&#8217; consumption habits, they can sometimes be unwanted because they interrupt (or delay) the content they are interested in.<\/p>\n<ul>\n<li><strong>Online audio advertising<\/strong><\/li>\n<\/ul>\n<p>Last (but not least) in this guide dedicated to those who want to know how to advertise a business are <strong>audio ads<\/strong>. Similarly to video ads (and with similar limitations to those just mentioned for the video format), audio ads can also be played before, during, and after online audio content (e.g., music or streaming podcasts).<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Do you want to read all the articles related to the stage your startup is in?<\/strong><\/p>\n<ol>\n<li><a href=\"https:\/\/b-plannow.com\/en\/how-to-start-a-successful-startup-and-make-it-work\/#Take_the_plunge\"><strong>Take the plunge<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/b-plannow.com\/en\/how-to-start-a-successful-startup-and-make-it-work\/#Take_the_first_steps\"><strong>Take the first steps<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/b-plannow.com\/en\/how-to-start-a-successful-startup-and-make-it-work\/#How_to_start_a_startup\"><strong>How to start a startup<\/strong><\/a><\/li>\n<li><a href=\"https:\/\/b-plannow.com\/en\/how-to-start-a-successful-startup-and-make-it-work\/#How_to_grow_a_startup\"><strong>How to grow a startup<\/strong><\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Once you have finished the planning and design phase of your startup, in order to bring your winning idea into the spotlight, you need to promote it as best you can: that is, you need to advertise your enterprise. In this very regard, it is fitting to quote even now the words of Neil Patel, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":17325,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[94],"tags":[87,96,74],"class_list":["post-11119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-to-start-a-startup","tag-digital-marketing-en","tag-getting-found","tag-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Where and how to advertise for your business | B-PlanNow<\/title>\n<meta name=\"description\" content=\"Which is the right platform to advertise your business: traditional media or online? 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