Remember those Christmas holidays you spent with Nana, baking shortbread, custard creams and Hobnobs for the entire family? Those memories stayed with you, didn’t they? Let’s say now you want to take Nana’s cherished recipes beyond family and friends gatherings and turn them into a thriving confectionery business. You have the passion and the product, but how will people learn about your delightful treats if you don’t market them effectively? If you’re unsure where to start, don’t panic, you’re not alone.
This is where the importance of business promotion comes into play. The digital transformation has vastly expanded advertising options, making it crucial to understand and utilise these new methods. With 45% of shoppers opting to buy online and pick up in-store, overlooking digital marketing is not just outdated, but you would be missing a costly opportunity. The challenge for you and other business owners lies in choosing the right strategies to get your products noticed.
Let’s break down the most effective free and paid methods to promote your business, to make sure your business and products get the spotlight they deserve.
Why You Need to Advertise Your Business?
Advertising has evolved significantly in the recent few years, offering both traditional and digital avenues that adapt to our ever-changing consumer behaviours. Staying ahead has become a necessity for your business to thrive and grow.
Building Awareness to the Customers
Advertising acts as a first point of contact between your business and potential customers. Let’s say you’ve just opened a cookie shop and you bake the best cookies in town. But how will people know about your delicious treats if you don’t advertise? This is where the power of both digital and traditional advertising comes into play, helping to create visibility for your brand.
Digital advertising can target your specific audience with precision, using data to reach potential customers who are most likely to be interested in your products. On the other hand, traditional advertising, such as billboards and flyers, still holds value, especially in local communities, by catching the eye of passers-by who might be tempted by a spontaneous treat.
How It Helps to Reach the Target Audience
Identifying and targeting your ideal customer segment is more efficient than casting a wide net. For a business selling premium kitchen gadgets, targeting professional chefs and cooking enthusiasts through niche culinary magazines and online forums can lead to better engagement, rather than attracting the wrong audience and forcefully trying to sell the product.
Targeted advertising strategies, like demographic targeting and geotargeting, are essential. Using data and analytics refines these approaches further, enabling businesses to target potential customers with precision.
Digital tools such as SEO, PPC, and social media are instrumental in engaging specific segments, making sure your advertising money is spent wisely, and boosting both visibility and engagement.
How Advertising Increases Sales and Revenue
There’s a direct correlation between well-executed advertising campaigns and increased sales. For example, businesses that employ targeted Facebook ads often see a significant boost in sales due to the platform’s sophisticated user targeting.
Similarly, conversion-focused strategies, such as Facebook’s dynamic retargeting ads, where you can focus on visitors who didn’t make a purchase or use lead magnets like free recipes to draw in potential customers. Here, Facebook uses its algorithm to remind them of what they looked at by displaying those exact products, in their Facebook feed. Here, Facebook uses its algorithm to show ads of the exact product or relevant products to your interest, encouraging you to go back and make a purchase.
Differentiates Your Brand and Builds Brand Loyalty
Amongst the plethora of competitors, unique advertising strategies are what set a brand apart. Consider Apple’s breakthrough with the iPhone. Before smartphones, mobile phones were mostly keypad-based. Apple not only introduced touch technology but also coupled it with innovative advertising.
Would the iPhone be as desirable if it hadn’t been introduced with such fanfare by Jobs himself? The dramatic reveal of the iPhone in 2007 was a game-changer for the tech industry. If you haven’t seen it, we highly encourage you to watch the first iPhone launch on YouTube to see a master at work.
Their campaigns have consistently highlighted the simplicity and revolutionary aspects of their products, helping to build a loyal customer base that eagerly awaits each new release.
Similarly, if your business offers a niche product, effective advertising can carve out a unique market position for you. Consistent, high-quality advertising ensures that your message resonates deeply with your audience, fostering brand loyalty and setting you apart as a leader in your niche.
Tip: Get creative with your ads, but also be conscious about your product and target audience.
When anyone sees a snickers chocolate bar, it’s the funny ad and humour based tag line are the ones that comes to our mind – “You’re not you, if you’re hungry. Hungry? Grab a snickers”
Humour is one way to get that creative style. Experiment with your ads.
Creates a Market Influence
Advertising extends beyond converting viewers into customers; it influences market trends and public perceptions. Establishing your brand as a thought leader or an authority in your industry can set you leagues ahead of the competition.
Take Netflix, a prime example of this phenomenon. When Netflix transitioned from DVD rentals to streaming, it wasn’t just offering a new way to watch; it was setting the stage for a cultural shift with its engaging marketing strategies.
One of the most iconic phrases that came from Netflix’s marketing playbook was “Netflix and chill.” Originally coined in 2009, this catchy slogan started as a simple tweet suggesting a relaxed night in with Netflix. However, by 2015, it had evolved into a euphemism among millennials for casual dating.
This phenomenon, widely referred to as the “Netflix effect,” illustrates the immense influence Netflix has had on the entire streaming industry.
Netflix smartly targeted specific demographics, millennials, Gen Z, families, cinephiles, and anyone seeking convenience and customisation in their entertainment options. This strategic focus has been central to Netflix’s success, making it a titan in the streaming world and a master of market influence.
How to Advertise Your Business on Google
In the UK alone, Google holds 93% of the search engine market share, and 89.75% in the global market, while the search engine market share of other rising search engines such as Bing, Yahoo, and DuckDuckGo is less than 6%. Google still stands as a powerful platform for businesses to increase their visibility and attract potential customers. Here’s how to harness the power of Google to effectively promote your business.
For local businesses, a Google Business Profile is indispensable. It puts your business on the map, quite literally. When customers search for services “near me,” a well-optimised GBP can make your business appear right at the top of local search results. As Google states, a business with a Google Business Profile receives 42% more requests for directions on Google Maps and 35% more click-throughs to their websites than businesses without one.
Creating and verifying your GBP is straightforward
Sign up or log in to Google My Business with your business email.
Enter your business details: make sure they’re consistent with what’s on your website and other online profiles.
Verify your business: usually via a postcard sent to your business address with a code you’ll enter online.
Optimise your profile: by adding high-quality photos, your business hours, and frequent updates like posts about promotions or events.
Encouraging Customer Reviews to Improve Rankings and Credibility
Reviews not only enhance your GBP’s appeal but also improve your SEO ranking. Encourage satisfied customers to leave positive feedback. Responding to reviews, whether they are positive or negative, shows that you value customer feedback and helps to boost your business’s credibility and attractiveness. In fact, businesses that actively respond to reviews see customers spending 50% more on average.
Build a Website for Your Business
With Google’s mobile search market share reaching 97.55% in the United Kingdom as of January 2025, having a mobile-friendly website is more crucial than ever. An SEO-optimised website helps ensure that your business ranks well in Google searches, making it easier for potential customers to find you.
Your website is the hub of your digital marketing efforts. It’s where you direct traffic from social media, Google searches, and other marketing channels. It should accurately reflect your brand, highlight your services or products, and provide visitors with an easy way to contact you.
Landing pages are tailored to specific marketing campaigns. They are designed to receive traffic from specific sources, such as Google Ads, and convert this traffic at higher rates than general web pages. Ensure your landing pages are focused, with a clear call-to-action (CTA) and minimal distractions.
SEO (Search Engine Optimisation) makes your website more attractive to search engines. A well-optimised site appears higher in search results, making it more likely that potential customers will click through to your site. Remember, the top three Google search results get 54% of all clicks.
Keyword research helps you understand what your target audience is searching for so you can tailor your content to meet those needs. On-page optimisation includes tactics like using relevant keywords in your titles, headings, and throughout your content. Link-building, obtaining links from reputable sites back to yours, enhances your site’s authority and ranking.
Local SEO involves optimising your website for location-based searches. This includes registering with local directories and ensuring your site mentions specific locales you serve. This type of SEO is crucial for small businesses that depend on local customers.
Create High-Quality Content to Promote Your Business
Blogging is not just about sharing your company news and insights; it’s a strategic tool that can significantly improve your SEO. Regular, high-quality blog posts that answer common questions related to your industry help establish your site as an authoritative source in Google’s eyes.
Content is king in the digital world, it has always been. Engaging and informative content attracts visitors to your site and keeps them there. It’s also likely to be shared, increasing your reach and potentially attracting backlinks, which boosts your SEO.
Your content should be easy to read and well-organised with headers, subheaders, bullet points, and images. This not only makes it more accessible to readers but also helps Google understand and index your content better.
Try Guest Posting to Increase Visibility
Guest posting on relevant, reputable sites can drive traffic back to your website and increase your brand’s credibility. Guest blogging is also a great way to build relationships with peers in your industry.
Look for blogs that align with your business niche and have a good reputation. Craft blog posts that add value to their audience, and always include a link back to your website.
Ask for Expert Contributions in Your Blogs
Having industry experts contribute to your blog can lend authority to your content and attract a wider audience. This collaboration can also lead to further networking opportunities and greater exposure through the expert’s own channels. Providing quotes from Industry experts also establishes credibility, an important consideration for Google, based on the E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) requirements.
You can also identify influencers in your niche and reach out with specific ideas for how they can contribute. Offer them value in return, whether it’s exposure to your audience or insights from your own experience.
Run Google Ads for Immediate Exposure
Google Ads offers a fast track to visibility. While SEO takes time to build, paid ads give you immediate placement at the top of search results, providing instant visibility and traffic. Another remarkable point to consider is that customers are 70% more likely to purchase via retargeting ads, and displaying ads can increase conversion likelihood by 59% when users search after seeing related ads.
Types of Google Ads
Each type of Google Ad serves a different purpose.
Search Ads
Search ads are great for capturing demand when potential customers are actively searching for products or services like yours.
Display Ads
Display ads raise awareness by appearing on websites your target audience frequents.
Shopping Ads
Shopping ads showcase products directly in search results, making them ideal for e-commerce businesses.
Video Ads
Video ads, shown on YouTube and other platforms, can be highly engaging and ideal for brand storytelling.
How to Optimise Google Ads for Better ROI?
To maximise the effectiveness of your Google Ads:
Use targeted keywords to ensure your ads appear for the right searches.
Employ A/B testing to refine ad copy and design.
Set clear goals and track conversions to measure the success of your campaigns.
How to Advertise Your Business Using Online Directories
Online directories are more than just a digital version of the Yellow Pages; they’re essential tools for boosting your local visibility and establishing your business’s credibility. Here’s how to make the most of these platforms.
Create and Optimise Listings on Key Directories
In an increasingly digital world, your online presence can be just as important as your physical one. Listings on key directories like Google Business Profile, Yelp, and Trustpilot not only increase your visibility but also enhance your business’s legitimacy.
Accuracy is key. Your NAP (Name, Address, Phone) consistency across all platforms ensures that when potential customers find your business, they receive the correct information, crucial for SEO and trust-building. Even minor discrepancies can confuse customers and harm your search rankings.
An optimised business listing includes not just your NAP but also other details such as business hours, a link to your website, and a compelling description of your services. High-quality photos and regular updates can further enhance your profile, improving your overall search engine rankings and attracting more clicks.
Encourage and Manage Customer Reviews
Positive customer reviews can be incredibly powerful, influencing the decisions of potential customers. Statistics show that 87% of consumers read online reviews for local businesses, this shows the importance of positive feedback in attracting new customers.
Encourage happy customers to leave reviews by making the process as simple as possible, and providing links directly to review platforms. Consider incentives like discounts or special offers in return for honest reviews.
No one likes to receive negative feedback, but it’s crucial to handle it well. Always respond professionally and promptly, offer to resolve the issue offline if possible, and show that you’re committed to improving customer satisfaction. This can often turn a negative experience into a positive one, demonstrating your commitment to customer service.
Monitor and Update Business Information Regularly
The digital world moves fast, and keeping your directory listings up to date is vital. Regular updates ensure that potential customers always have the latest information about your business, which can be the difference between them choosing you or a competitor.
Reputation management tools can automate the process of monitoring and responding to reviews across various platforms. These tools can alert you to new reviews so you can respond quickly, helping to maintain a positive online presence and customer perception.
How to Advertise Your Business in Your Local Community
Building strong local connections can elevate your business’s reputation and foster loyalty among your community members, creating advocates and repeat customers.
Get Featured in Local News, Press and Media
Being featured in local news or media can significantly boost your brand awareness. It positions your business as an integral part of the local community and enhances your credibility.
To catch the interest of local media, craft compelling press releases that highlight unique aspects of your business or upcoming events. Keep pitches concise and tailored to the interests of the publication or blog you’re targeting. Building relationships with local journalists can also increase your chances of being featured.
Network and Public Relations with Local Businesses and Community Leaders
Local networking events are invaluable for connecting with other business owners and community leaders. These connections can lead to collaborative opportunities, referrals, and a stronger presence within the community.
Partner with businesses that complement yours. For example, a coffee shop and a bookstore might team up for promotions that benefit both establishments. Such partnerships can broaden your customer base and increase local visibility.
Participating in online communities related to your industry can help you gain insights into customer needs and preferences. It’s also a great way to directly engage with potential customers and build relationships.
Host Webinars, Workshops, and Events
Organising webinars, workshops, and events positions your business as an authority in your field. These activities engage the community and attract potential customers who are interested in your area of expertise.
Plan events that are relevant to your audience’s interests and needs. Promote these events effectively through social media, email newsletters, and local media. Ensure that every event is well-organised and provides genuine value to attendees.
Implement Email Marketing Campaigns
Email marketing offers a direct line to your customers and boasts an impressive ROI (return on investment) ratio of 42:1 in the UK. So, businesses can expect an average ROI of £42 for every $1 spent. It allows for personalised communication and can drive traffic to your website and physical store.
Segment your email list to tailor messages to different customer groups. Use attractive designs, compelling copy, and strong CTAs to encourage engagement. Regular testing and analysis will help refine your strategy and improve the effectiveness of your campaigns.
By integrating these strategies into your marketing plan, you can enhance your visibility, strengthen community ties, and build a robust local presence that supports sustainable business growth.
How to Advertise Your Business on Social Media
With 93% of internet users on social media and businesses allocating an average of 14.9% of their marketing budgets to social media, platforms like Meta’s Facebook, Instagram, and TikTok are essential for engaging with potential customers.
From Facebook to TikTok, each channel provides unique tools to help you connect with potential customers and grow your business. Let’s dive into how you can leverage these platforms to your advantage.
Use Facebook for Business Promotion
Creating a Facebook Business Page is the first step to tapping into Facebook’s vast audience. Ensure your page includes comprehensive business information, a recognisable profile picture, and a cover image that reflects your brand. Regularly updating your page with fresh content keeps it relevant and engaging for visitors.
Regular posts, interactive stories, and product listings on Facebook Marketplace can significantly increase your engagement rates. These tools allow you to connect directly with your audience, showcase your products, and keep your followers updated with the latest offers or events. Remember, content that encourages user interaction, like quizzes or polls, tends to perform better in terms of engagement.
Connect with Your Audience on Instagram
Instagram’s visual-first format is perfect for capturing attention. Use Reels for short, engaging videos; Stories for time-limited offers or behind-the-scenes content for longer-form video posts. These features can help showcase your products or services in action and build a narrative around your brand.
Tailor your content to highlight user-generated content and behind-the-scenes posts to create authenticity. Utilising hashtags effectively can also increase your visibility and attract new followers who are interested in your niche.
Host Live Q&A Sessions to Increase Engagement
Live video sessions on platforms like YouTube, TikTok, Meta’s Instagram or Facebook provide a real-time, interactive experience for your audience. They can significantly enhance trust as they allow you to respond directly to customer inquiries and showcase your business’s personality.
Plan your live sessions around topics that interest your audience, such as product demonstrations, tutorials, or Q&A about your services. Promote your live events in advance to ensure a good turnout and prepare a list of talking points to avoid any awkward silences.
Build Authority and Connections on LinkedIn
LinkedIn is the go-to platform for B2B networking. Create content that speaks to industry trends, insights, and adds value to your connections. Regular updates and professionally relevant posts can help cement your reputation as an industry leader.
Participate in LinkedIn groups related to your industry to increase your visibility. Sharing thought leadership articles can also help you engage with a broader network of professionals who might be interested in your products or services.
Promote Your Business Through YouTube
YouTube is a fantastic platform for in-depth storytelling and brand promotion. Create videos that tell your brand’s story, explain your values, or demonstrate your products. Notably, 49% of businesses report faster revenue growth when incorporating video content into their strategies.
The key is to keep your content engaging and informative to encourage viewers to subscribe to your channel. One attractive option is to leverage YouTube Shorts. These short-form videos are up to just 60 seconds long, but they have gained significant traction, as they are seen as the marketing potential with other platforms like TikTok.
On average, YouTube Shorts of 60 seconds or less get 70% more likes than longer form videos. This makes sense in the context of delivering information. If a concept can be explained in 50 – 60 seconds instead of 20 minutes or so, then viewers are more likely to lean towards the short form videos.
Additional Tips
Use relevant keywords in your video titles, descriptions, and tags to improve their visibility in search results. Engaging thumbnails and compelling calls-to-action can also help increase your video views.
Run YouTube Ads for Wider Reach
YouTube offers various ad formats to cater to different marketing needs, each with its unique advantages
Ad Type
Why it’s good?
Skippable In-Stream Ads
Allows viewers to skip after 5 seconds and is great for longer content where you aim to build engagement or tell a story. You’re charged only if the viewer watches for at least 30 seconds or interacts with the ad.
Non-skippable in-stream Ads
These ads guarantee that your entire message, up to 15 seconds, is seen, ideal for delivering concise, impactful content and increasing message retention.
Video Discovery Ads
It appears alongside related YouTube videos, in search results, or on the mobile homepage, effective for targeting viewers actively searching for related content.
Bumper Ads
Limited to 6 seconds, are unskippable, making them perfect for fostering brand recall with brief, memorable messages.
Leverage X (Twitter) for Real-Time Engagement
X formerly known as Twitter has a fast-paced nature that makes it ideal for real-time engagement. Use it to share updates, participate in trending topics, and communicate directly with your followers.
Engage regularly with your followers, use relevant hashtags, and participate in X chats to increase your visibility and engagement levels.
Experiment with Pinterest for Visual Marketing
Pinterest is perfect for driving traffic to your blog or website. Beyond website traffic, you can use this tool to engage with users through a visual storytelling format. Pinterest is notable for the extended lifespan of its content. Hence, pins continue to engage and attract viewers long after they are posted.
So, start creating pinboards that reflect your brand’s ethos and use high-quality images to attract users. You can try to use vertical images as they perform better, and include engaging, keyword-rich descriptions to boost your pins’ visibility. Make sure that each pin links back to your website, enhancing traffic and engagement.
You can also consider adding extra information about the pins to enhance the usefulness to your audience. Since Pinterest acts as a visual search engine, your pin might show up even in the SERP, providing your website more reach and visibility.
Explore TikTok for Viral Marketing
TikTok’s format is ideal for creating viral content that can quickly elevate your brand’s profile. TikTok’s rapid growth to 1 billion active users in just five years highlights it’s vast marketing potential. The algorithm favours high-engagement content, so creativity and originality can really pay off here.
Focus on trends, challenges, and content that aligns with your brand’s identity. Keep your videos short, entertaining, and original to capture and retain viewers’ attention.
Launch a Business Podcast
Podcasts can build a deeper connection with your audience and position you as an expert in your field. They’re also a great way to discuss topics in more detail than you can on other social media platforms.
Plan your podcast’s format, schedule regular episodes, and promote them across all your social media channels. Use guest speakers to broaden your audience and add variety to your content.
Podcasts have been a popular medium for a while, and you might be considering starting your own. Here’s how to get the ball rolling: First, pinpoint a niche or subject where you can provide distinct insights and ensure there’s a dedicated audience to support monetisation efforts.
Then, you’ll need to choose between a scripted format, which offers more control over the content, or an unscripted one, which many listeners find more relatable due to its spontaneity.
As for the technical aspects, decent-quality microphones and headphones are essential, but you can also start simple with just your smartphone and good audio editing software. What’s most important is to have a solid concept and maintain consistency in your uploads.
Encourage User-Generated Content (UGC)
UGC helps build trust and creates a community around your brand. It shows prospective customers real people using and enjoying your products or services.
Create campaigns or contests that encourage users to share their experiences with your brand on social media. Offer incentives like discounts or freebies to participants.
For instance, GoPro, the renowned action camera company, excels at leveraging real-life action UGC. By simply using their cameras, customers naturally generate content. GoPro supports this by encouraging the use of a #GoPro hashtag for easier content discovery by their team, promoting user videos on their platforms, partnering with tourist spots to provide cameras to visitors, and even integrating social sharing features directly within their cameras.
Take a look at one of their videos, presenting the best captures of 2024, which initially started as the GoPro Awards.
*Disclaimer: All the stunts are performed by professionals. Do not try any of this at home.
This strategy not only enhances their brand presence but also solidifies a vibrant community of active users globally.
Invest in Social Media Advertising
Paid social media campaigns are a powerful way to expand your reach and engage with highly targeted audiences. Platforms like Facebook, Instagram, LinkedIn, and TikTok offer advanced targeting options based on demographics, interests, and behaviours, ensuring your ads reach the right people at the right time.
To maximise results, define your target audience clearly, set measurable goals, and create visually compelling, scroll-stopping content. Regularly test different social media ads—such as carousel ads, video content, and lead generation forms—to determine what resonates best with your audience. Use performance data and A/B testing to refine your strategy, optimise your budget, and improve ROI over time.
Need Expert Help? Partner with Loop Digital
If you’re feeling overwhelmed by the demands of digital marketing, or simply want to enhance your efforts, Loop Digital is here to help.
Loop Digital specialises in crafting bespoke marketing strategies that drive results. Whether you need to refine your digital advertising efforts, boost your SEO, ramp up your social media presence, or dominate local business advertising, our team has the expertise to make it happen.
We understand that every business is unique, and we’re here to listen to your specific needs and challenges. Schedule a free consultation with our expert marketing team to explore tailored strategies that align with your business goals.
Don’t let the digital landscape intimidate you. Contact us today, and let us help you navigate the complexities of online marketing. Together, we can craft a strategy that not only meets but exceeds your expectations, helping to propel your business to new heights.
Emir is an invaluable member of our team, serving as one of our esteemed Account Managers. With a profound passion for on-page SEO, he possesses an exceptional talent for discovering innovative ways to optimise websites and enhance their rankings. Joining our organisation, Loop, in 2022, Emir brought with him a wealth of expertise gained from his Bachelor’s degree in Marketing Management and Advertising. Currently, he is eagerly pursuing his Master’s degree in International Marketing Strategy, further enhancing his comprehensive understanding of the global marketing landscape. Emir thrives on challenges and continuously seeks fresh opportunities to elevate our clients’ businesses to new heights. Aside from his professional endeavours, Emir has an unwavering passion for culinary arts and loves to cook up a storm. This ardour for cooking exemplifies his drive, creativity, and meticulous attention to detail, qualities that seamlessly translate into his work as a Digital Marketing Executive. His commitment to delivering exceptional results and his genuine enthusiasm for each project make him a trusted and highly sought-after professional. Emir’s profound expertise in on-page SEO, combined with his ambitious pursuit of knowledge and dedication to his clients, make him an invaluable asset to our team. His passion, both in and out of the office, reflects his commitment to excellence, leaving an indelible mark on our clients’ businesses.
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