As a small business you have to ensure that your advertising is targeted towards people in your local area, and towards people that are likely to be interested in your services. However, most small businesses fail to advertise effectively. They either under-invest in marketing, or they fail to track and monitor the impact of their advertising spend on their sales.

Direct Mail Advertising

With direct mail, you can track the success of your mailer through checking out what percentage of customers who received the letter buy from you. When you know where you sent the letters, it’s not hard to track with a relatively degree of accuracy. Some areas might respond better than others and therefore should have more marketing material sent their way.

It’s possible to advertise your business in directories that should, in theory, target consumers by intent and geography. Someone looking for an electrician in the Manchester Yellow Pages should be targeted in both ways. However, that doesn’t mean the advertising opportunity will always deliver a return on investment. And, furthermore, it’s hard to track the effectiveness of this method. You could, however, use a separate telephone number, website address or email address to see how much attention the advert attracts. But to be sure it’s truly effective; you will need to measure the effectiveness of the lead all the way through the sales cycle. However, when you’re only investing in a £400 media buy, you have to question whether it’s worthwhile setting up the tracking in the first place.

Promotional Gifts

Other Local Businesses