{"id":253,"date":"2015-11-24T11:12:03","date_gmt":"2015-11-24T16:12:03","guid":{"rendered":"https:\/\/blog.qcdesignschool.com\/blog\/?p=253"},"modified":"2015-11-24T11:12:03","modified_gmt":"2015-11-24T16:12:03","slug":"dont-waste-your-money-on-pointless-advertising","status":"publish","type":"post","link":"https:\/\/www.qcdesignschool.com\/blog\/2015\/11\/dont-waste-your-money-on-pointless-advertising","title":{"rendered":"Don&#8217;t Waste Your Money on Pointless Advertising!"},"content":{"rendered":"When you think of advertising, what immediately comes to mind?\n\nMost people will think of TV commercials, billboards, flashy magazine ads, and probably those annoying pop-ups on YouTube.\n\nAs a small business owner (or future owner!), cost-control should always be on your mind. Though there are almost limitless advertising mediums you can choose from to reach your target market, the reality is many of them are just not financially feasible or very inefficient for a small service-based business.\n\nHere\u2019s a list of the marketing mediums you\u2019ll probably want to avoid for small business advertising!\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2015\/11\/dont-waste-your-money-on-pointless-advertising\/#TV_Ads\" >TV Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2015\/11\/dont-waste-your-money-on-pointless-advertising\/#Newspaper_Ads\" >Newspaper Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2015\/11\/dont-waste-your-money-on-pointless-advertising\/#Unaddressed_Ad_Mail\" >Unaddressed Ad Mail<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2015\/11\/dont-waste-your-money-on-pointless-advertising\/#Flyers_Business_Cards\" >Flyers &amp; Business Cards<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2015\/11\/dont-waste-your-money-on-pointless-advertising\/#The_Takeaway\" >The Takeaway<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2015\/11\/dont-waste-your-money-on-pointless-advertising\/#Have_you_had_major_successes_or_failures_in_advertising_your_services_Wed_love_to_hear_your_story_Leave_a_comment_below\" >Have you had major successes or failures in advertising your services? We\u2019d love to hear your story! Leave a comment below!<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"TV_Ads\"><\/span>TV Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\nLet\u2019s start with the obvious. As a local business, you have no place on national TV listings. Not only would a single ad slot probably cost you more than your annual income, but over 99.99% of the audience you reach will have no use for your services.\n\nAdvertising on local TV channels or listings might be more financially feasible, but the reality is that not many people will see or respond to TV ads for your services.\n\nIf you\u2019ve done all other forms of marketing and are looking for a way to expand your business, however, then local TV advertising might be something to consider\u2026 though be prepared to pay a lot and not have much data to support whether they\u2019re effective or not.\n<div style=\"overflow: auto;\">\n<div class=\"half-1\">\n<h3>Instead, try this:<\/h3>\nIf video is your thing, you could create a more inexpensive video yourself and pay a few bucks to promote it on Facebook. This way, you can get very granular to the type of person who will see your video. You can also include a link straight to your website, and with the tracking in place this will give you a concrete understanding of whether video advertising is worth your time!\n\n<\/div>\n<div class=\"half-2\"><img decoding=\"async\" class=\"alignnone size-full wp-image-257\" src=\"\/wp-content\/uploads\/2015\/11\/Play-button.png\" alt=\"Video for small business advertising\"><\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Newspaper_Ads\"><\/span>Newspaper Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\nIn most cases, printed ads in newspapers have very little effectiveness. Not many people sit down to read a newspaper anymore, and those that do have mostly developed a blindness to printed ads, unless it\u2019s a very large, very unique ad. So while this can be an inexpensive option (depending on the newspaper), the odds of you receiving any clients from newspaper advertising are actually very small.\n\nThere is a flip side to this argument. If your business is located in a small town where the local paper is part of the community, or if your target market is an older clientele who may not be fully comfortable with the Internet, then newspaper advertising might be to your advantage. If this is you, then I encourage you to try it out!\n<h3>Instead, try this:<\/h3>\n<div style=\"overflow: auto;\">\n<div class=\"half-1\">\n\nWhile newspaper ads might not be the most effective, you should absolutely try out online banner ads. This is called \u201cdisplay advertising\u201d and when done right it can bring a lot of traffic to your website for a very low cost. You can even set up your account to target users based on:\n<ul>\n \t<li>Their age range, gender, family dynamics or income levels<\/li>\n \t<li>The specific websites they\u2019re visiting or a specific set of key words on the page<\/li>\n \t<li>Their areas of interest<\/li>\n \t<li>Or all of the above!<\/li>\n<\/ul>\n<\/div>\n<div class=\"half-2\"><img decoding=\"async\" class=\"alignnone size-full wp-image-259\" src=\"\/wp-content\/uploads\/2015\/11\/Display-advertising-for-small-businesses.jpg\" alt=\"Display advertising for small businesses\"><\/div>\n<\/div>\nTalk about reaching your target audience!\n\nWhat\u2019s more, these ads will link straight to your website so you\u2019ll have concrete numbers to tell whether your advertising dollars are spent wisely.\n<h2><span class=\"ez-toc-section\" id=\"Unaddressed_Ad_Mail\"><\/span>Unaddressed Ad Mail<span class=\"ez-toc-section-end\"><\/span><\/h2>\nSame as the previous few examples, the problem with Ad Mail (also commonly known as \u201cjunk mail\u201d) is that your ads are blasted to a very large number of people, most of whom do not require your service. There\u2019s also a very good chance that your ad will end up in the recycling bin without ever having been seen by the bulk of the recipients.\n\nAnd again, Ad Mail is a tricky one when it comes to measuring the results of your advertising efforts. The question \u201c<em>was this campaign worth it?<\/em>\u201d should not be a difficult one to answer!\n<h3>Instead, try this:<\/h3>\n<div style=\"overflow: auto;\">\n<div class=\"half-1\">\n\nWith the vast majority of your target audience, the first thing they\u2019ll do when they\u2019re looking for the services you offer, will be to turn to Google. For that reason, Cost Per Click Advertising (or CPC) is something every business owner should invest in.\n\nWhen you do a Google Search, have you ever noticed that the top 2 or 3 results are ads? Businesses pay for their website to show up at the top of the Google rankings, and this is known as Cost Per Click because you only pay Google if the user actually clicks on your ad.\n\n<\/div>\n<div class=\"half-2\"><img decoding=\"async\" class=\"alignnone size-full wp-image-260\" src=\"\/wp-content\/uploads\/2015\/11\/Cost-per-click-small-business-advertising.jpg\" alt=\"Cost per click small business advertising\"><\/div>\n<\/div>\nJust as with display advertising, CPC can be as targeted as you want it to be. You can have ads running only for your immediate area, and only target very specific key words that users type into Google.\n\nOther search engines like Bing and Yahoo offer similar platforms, so be sure to advertise on the search engine(s) your audience uses the most!\n<h2><span class=\"ez-toc-section\" id=\"Flyers_Business_Cards\"><\/span>Flyers &amp; Business Cards<span class=\"ez-toc-section-end\"><\/span><\/h2>\nPhysical flyers and business cards do have their place in your advertising repertoire. If you have a studio or office where you meet with clients and potential clients, a flyer outlining your services or at least a business card that displays your contact information is absolutely a good idea!\n\nThat said, posting flyers or business cards on community bulletin boards, telephone poles and other public areas is probably not worth your effort. Not only are the odds of these helping your business extremely low but, even worse, flyers on bulletin boards can backfire, making your business look cheap and actually drive potential customers away!\n<h3>Instead, try this:<\/h3>\n<div style=\"overflow: auto;\">\n<div class=\"half-1\">\n\nIf community engagement is your goal, participate in community events as much as possible. Find some charitable causes where you can donate your business services, and share those events on your business social media accounts and your website\u2019s blog.\n\nThe more you can do to actually showcase your talent to the community, the more potential clients will pay attention. Participate in a cause that your target audience cares about, and your chances at landing clients will be so much higher than any flyer will ever accomplish!\n\n<\/div>\n<div class=\"half-2\"><img decoding=\"async\" class=\"alignnone size-full wp-image-261\" src=\"\/wp-content\/uploads\/2015\/11\/Volunteering-for-a-good-cause.jpg\" alt=\"Volunteering for a good cause\"><\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Takeaway\"><\/span>The Takeaway<span class=\"ez-toc-section-end\"><\/span><\/h2>\nWe live in a digital age, and that\u2019s where most of your advertising efforts should go. Focus on online advertising and you\u2019ll see much more return than the \u201ctraditional\u201d advertising that most small businesses focus on. The key to doing online advertising properly is to be as specific as possible with your targeting.\n\nOn the flip side, since the world is so digitized, any opportunity to network in-person should be embraced! Take the time to meet vendors and potential clients in person. Donate your time and services to community causes that relate to your line of business. Your efforts will be noticed!\n<h2 align=\"center\"><span class=\"ez-toc-section\" id=\"Have_you_had_major_successes_or_failures_in_advertising_your_services_Wed_love_to_hear_your_story_Leave_a_comment_below\"><\/span><i>Have you had major successes or failures in advertising your services? We\u2019d love to hear your story! Leave a comment below!<\/i><span class=\"ez-toc-section-end\"><\/span><\/h2>","protected":false},"excerpt":{"rendered":"Where should you focus your small business advertising and which mediums should you avoid? Here are some of the most effective ways to advertise! ","protected":false},"author":9,"featured_media":20118,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1,4],"tags":[],"ppma_author":[516],"class_list":{"0":"post-253","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uncategorized","8":"category-your-design-career"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Don&#039;t Waste Your Money on Pointless Advertising! - The Focal Point<\/title>\n<meta name=\"description\" content=\"Where should you focus your small business advertising and which mediums should you avoid? 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