Running a small business often means taking on responsibilities that owners didn’t even realize they were signing up for—payroll, HR, sales, and of course, marketing. With all of the various platforms, ad types, and metrics to be mindful of, getting started with digital advertising as a small business owner can be a daunting task.
Given our experience working with small businesses over the years, we have compiled a list of the top 5 questions we receive from small business owners as they are starting their digital media journeys, along with some of the advice we have provided to clients in the same boat over the years.
How Much Should I Spend on Digital Advertising?
Budgeting is always top of mind for small business owners. When starting digital advertising, one of the biggest questions is: How much should I spend? Unfortunately, there is no one-size-fits-all answer. Your budget depends on your business goals, industry, and the competition in your market, as well as things like what platforms you want to run on, the market size, and the demand level of your product or service. Some businesses can start with as little as $500 per month, while others may need to invest more to see meaningful results.
A good rule of thumb is to test small at first and then scale as you begin to see what works for your business; however, note that too small of a budget may leave you with little to nothing to show for your efforts. When scoping monthly media spend recommendations for clients, Screechy Cat Media employs a combination of modeling, historical performance, campaign goals, and industry benchmarks to provide a budget range for getting started.
Which Online Platforms Are Best for My Business?
With so many advertising platforms out there—Google Ads, Facebook, Instagram, LinkedIn, and more—it’s common to wonder which one is right for you. The best platform for your business will depend on where your target audience spends their time. For instance, if you’re a local service provider, Google Ads might be a great option to capture customers actively searching for your services. On the other hand, some industries cannot rely on search volume alone for traffic—and some are just better in a visual medium—and for those small businesses, we would recommend something like Facebook or TikTok.
As part of our scoping process, Screechy Cat Media builds out sample audiences in the various media platforms before recommending any amount of spend, or even whether a client should use a particular platform at all. This allows us to determine which platforms will seemingly make the most sense before any money is ever spent. In addition, whenever you are launching a new digital advertising campaign, diversifying is key: even if something has worked in the past, the internet is constantly evolving.
How Do I Target the Right Audience?
Targeting is a crucial aspect of digital advertising—maybe the most. Small business owners often ask, How do I reach the right people? Fortunately, digital media platforms offer precise targeting options that allow you to hone in on your ideal audience. You can target based on location, demographics, interests, keywords, and even behavior. For example, if you own a local bakery, you can target ads to people in your area who have shown interest in food, cooking, or similar categories on platforms like Meta or TikTok. Platforms such as Google search are keyword based, allowing businesses to advertise to people searching for particular words or phrases.
First-party data, such as your email database, can also help to shape audience targeting. Many platforms offer the ability to create ‘similar audiences’ (aka lookalikes) based on the demographic and sociographic makeup of your current and former customers. Screechy Cat Media again recommends diversification here: a mixture of interest/behavioral, keyword, lookalike, and retargeting, in order to optimize audience segments based on performance.
How Do I Measure the Success of My Ads?
Digital advertising offers a wealth of data, but all those metrics can be intimidating. One common question is: How do I know if my ads are working? The answer lies in tracking the right metrics for your campaign’s goals. Click-through rates (CTR), conversion rates, and cost-per-click (CPC) are just a few of the key performance indicators (KPIs) that can help you understand how your ads are performing. Tools like Google Analytics and Google Marketing Platform can also assist in benefitting small business owners assessing the success of their digital media campaigns.
Should I Hire a Digital Marketing Agency or Handle Ads Myself?
Many small business owners grapple with whether to manage their advertising campaigns themselves or hire a digital marketing agency. While DIY advertising can seemingly save money, it requires time, effort, and a solid understanding of how digital media platforms work—or else serious money can be spent rather quickly.
Hiring a digital marketing agency can save you time and provide expert guidance, and while it may require a bigger investment upfront, that may end up saving you money in the long run. Screechy Cat Media offers small businesses in the Central Coast a free consultation to help determine the potential scope of their media campaign.
Starting digital advertising for your small business can feel daunting, but with the right knowledge and approach, it can yield tremendous results. By addressing these common questions early on, you’ll be better prepared to navigate the world of digital media advertising and achieve the growth you’re aiming for. For assistance getting started in the world of digital media, contact Screechy Cat Media today!
