The online world is nothing new; internet use occurs on a daily basis from browsing websites, researching information, using social media or searching for products and services.
We know that people spend most of their time online, yet the use of online advertising is often missing as part of a local business marketing plan; without promoting your business online, you’re not reaching all of the people that currently use it on a daily basis.
Check out these five statistics highlighting why online advertising is so important and why it should be a key component of your marketing plan.
1) Nearly 9 out of 10 adults in the UK go online at least weekly (ONS)
Here’s a statistic that demonstrates the sheer power of the internet in today’s world and is one that cannot be ignored. Not only is there a massive audience out there but it’s an audience that is constantly present, from week to week.
With so many people active online, your business needs to be too. Using online advertising can help you reach these people and raise awareness of what you’re about and what you have to offer.
2) Almost 50% of local business owners aren’t sure if their marketing efforts are effective (Instantprint)
Online advertising is a great way to measure the effectiveness of your campaign by being able to track the results. Take the guesswork out of marketing by using different forms of online advertising such as targeted banner adverts or webpage takeovers which are all measurable so you can see how effective they are in reaching potential customers, driving website visits, leads and more.
For example, you could measure the number of people who have seen your advert, how many people have clicked on it or even how long people have spent on your website page after clicking on your ad. These are all great indicators as to how engaged people are with your adverts and, ultimately, with your business.
3) Local business owners have doubled their spend on social advertising over the past two years (Instantprint)
With more local businesses investing more of their budget on paid social media advertising, it’s easy to see this form of advertising is on the rise and should be part of your online marketing plan. Ensure you don’t get left behind; stay competitive by advertising across social networks to get seen by people who have an interest in your type of business.
Plus, posts that aren’t paid for (also known as organic posts) are very limited in terms of reach. Facebook constantly changes the way posts appear in people’s news feed making it much more difficult for businesses and promotional posts to be seen organically. Just recently, Facebook released an update on how the news feed will be changing to prioritise posts that spark conversation and meaningful interactions between people. The biggest reason for this change is to bring people closer together so that they have more opportunity to interact with people they care about. So if you are posting adverts or content on Facebook, ensure what you’re sharing is engaging and meaningful to your followers.
To find out how you can improve your business’s presence on Facebook, download our dedicated guide to start winning more fans.
4) 83% of people in the UK use search engines like Google when looking for local businesses (Google Consumer Barometer)
One of the first places people turn to when looking for local businesses is the internet - more specifically, Google. With such a staggering percentage of people who use search engines, it’s crucial your business uses search engine marketing, such as Google Ads, to help you get found in these search results.
It’s important to remember these two reasons when thinking about why people use Google. The first is that people who are searching for products and services are already very likely to be in the market to buy so it’s key your business appears in their results to have the best chance of converting them into a customer. Secondly, one of the first things people do when they get a recommendation is Google your business, therefore you want to make sure you’re appearing in those results. Google Ads is the perfect solution to ensure your business gets found in all these types of searches.
5) Online advertising spend was expected to grow by 12.9% last year turning the internet into the largest platform for advertising (Instantprint)
With the internet being the largest platform to advertise on, it’s no longer an option for your business to be part of the online world; it’s essential.
It’s an ever-growing platform which presents a captive audience for you to reach and target in order to get found by local users. Ultimately, using online advertising is one of the most effective ways to exist in the digital landscape and stay competitive. By keeping your customers top of mind, your marketing efforts can evolve alongside their evolving buying habits.
It’s clear that the internet is a big space and it’s filled by people everyday; people that could be your customers. Whether it’s Facebook advertising, Google Ads or adverts on a local news site, there are a variety of ways for you to incorporate online advertising as part of your marketing plan. If you’ve previously questioned whether or not to use some of these methods, simply remember these five statistics to help you realise the necessity of online advertising.
If you would like more information on the ways online advertising can benefit your business, take a look at the following articles:
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