As the entrepreneur behind a small business, you’re known for your hard work and determination. Your company is your pride and joy and you want the world to know about all that you’ve created. How do you get your name out to the public and increase your reach?
In today’s Information Age, consumers are researching, interacting, and buying things online. However, small businesses owners are often slow to adopt digital marketing strategies that can help them get ahead. It’s a Catch-22 that holds a lot of entrepreneurs back from reaching their full potential.
There are reasons a’plenty. Many business owners are skeptical of technology they don’t fully understand. SMBs typically run on lean workforces who already wear a ton of hats, and adding a marketing specialist can seem like a headache. And then there are the acronyms - the digital advertising dictionary is full of them! DSP, SSP, CPM, RTB, the list goes on and on.
To be quite honest, it all sounds like a real pain in the ads.
Don’t worry! You’re not in this alone. All successful companies started out as a small business - Yashi included! - and we understand where you’re coming from. Launching a digital program for your SMB might sound daunting, but whether you’re using pre-roll video or banner ads, the benefits of localized brand recognition and community engagement are too good to pass up.
Here’s some of our best advice on how to properly allocate your digital advertising spend to reach your ROI goals. (Oh look, another acronym!)
Target the Right Customer
At Yashi, we firmly believe that where you live, work, and play truly influences what you buy. With our proprietary technology, we possess the capability to locate your ideal consumers on the most granular geographic level. You can target by DMA, city, zip code, or even drill down to specific latitudes and longitudes to build a radius.
So, how does this work for you? If for example, you were a restaurant owner stationed in Clarksdale, Mississippi, you would most likely wish to serve your ads within a drivable distance of your business. No matter how good your world famous chili is, there aren’t many people who will drive several hours to get it. Yashi’s location-focused technology lets you pinpoint the exact areas you want to build brand awareness in so you don’t have to waste ad spend on people who are unlikely to travel to your restaurant or store. It’s the best bang for your buck.
Another important factor to consider is the profile that your customers (or potential customers) have in common. Our platform lets you really pinpoint the types of people you are trying to reach through behavioral targeting. Some of these behavioral segments can be broad - like age and gender - but they can also be extremely specific. If you wanted to, you could target yoga moms who purchase gluten-free pizza for their 3 kids, or doctors who love Cheerios and like to travel to the beach on their days off. Or you could simply target millennials within your zip code. We provide our advertisers with over 22,000 data segments to fully customize the audience they’re trying to reach.
By targeting geographically and demographically relevant customers, you can ensure that the people who are viewing your ads are likely to take action. This technology was built with small business owners in mind because it optimizes ad spend and makes sure each user is valuable.
Working with a tight budget, it’s essential to focus on your challenges at hand and hone in on the goals you wish to achieve from running a campaign. According to a survey of 1,000 small business owners, the biggest challenge they’ll face in digital marketing in 2016 is turning leads into customers. One of the greatest ways of converting warm leads to customers is through the use of retargeting, which can increase your ad response by 400%!
On Yashi’s platform, another popular tool is the use of dayparting, which will make certain your ad is being served on days and times that make the most sense for your business. You can even experiment with weather targeting to capitalize on environmental conditions that make it easier to sell your products. Sell your summer brew when the sun is shining, your designer umbrellas in the rain, or your ski equipment at the first sign of fresh powder - it’s all possible (and easy) on Yashi’s platform.
Do It Alone
Digital marketing can be a scary pool to dive into alone, so use the buddy system and take the plunge with our team of skilled account managers! Using Yashi’s managed services means that all the hard work will be done for you. There will always be human eyes on your campaign who are tracking and optimizing to ensure that everything is running smoothly.
We pride ourselves on our transparency as one of the few DSPs that will give you complete access to reporting - including view-throughs, clicks, heat maps, and a list of the sites where your ads have landed. We also optimize to your KPIs throughout the run of your campaign to make sure you’re hitting your advertising goals.
In today’s society, technology is what makes the world go-round and if your small business fails to adopt a digital marketing strategy, it may get left in the past. Don’t let digital be a pain in the ads!
We’re in this together - reach out today for more information on how we can help you activate your digital potential.