What does advertising mean? – Local SEO Search Inc.

How do you get the word out about your business? Many owners immediately respond: “Advertisement”. Some say marketing, but they often refer to advertising.

Entrepreneurs have spent decades reaching new customers by advertising on radio, television, using billboards, and even placing ads online. The mentality is that if you want someone to know something, you have to interrupt and tell them!

However, advertising is now losing ground to another, more effective marketing method. Inbound marketing allows you to attract customers instead of chasing them. Let’s take a look at what advertising means and how it compares to inbound marketing.

What is advertising?

The basic definition of advertising is “a paid means of communication with consumers intended to influence them in the purchase of a product or service”.

Paid it means you can’t share your message unless you pay the platform for the privilege. For example, a paid ad on Facebook will reach a specific targeted audience, but if your budget runs out, people will no longer see your marketing message.

Influence it means that the goal of marketing is to be persuasive. You may not pursue a sale right away, but you want to influence people to trust your business, accept you as an authority, and have a positive feel about your brand. Alternatively, your advertisement could be aimed at convincing someone to make an immediate purchase.

Advertising is almost always interruptive. The basic premise is that you find a business that your ideal customer base likes and then pay the supplier of that business to stop it with advertising. If your target customers enjoy watching basketball, you could pay for signs next to the basketball court with your company message. Alternatively, you could purchase advertising that plays during timeouts and interval.

Unfortunately, consumers are becoming more ad savvy and often find ways to skip it. This means that advertising is becoming less and less effective, even as it becomes more and more expensive. It is not a strategy that will give you a good return on investment (ROI) in the long term.

What is inbound marketing?

Inbound marketing is the modern answer to how consumers behave in the 21st century. This marketing approach is about creating valuable content and bespoke experiences that draw consumers to you, rather than having to interrupt them to share your message.

Inbound marketing allows you to build relationships by solving the problems consumers are having right now, rather than hoping your advertising will resonate with them. Google is one of the best tools available to marketers for this purpose. How come? Because everyone uses Google to search for answers to their questions and needs!

If anyone is looking for “How to Unblock a Sink” or “Best Kitchen Cabinet Color”, they are Googleing these phrases. If your business is ready with an engaging article or video that answers this question, you can quickly establish yourself as a useful and authoritative resource.

This means that you will be in first place when the client decides they need the help of a professional instead of working on something on their own.

Should businesses use inbound advertising or marketing?

Now that we’ve answered, “What does advertising mean?“, you may be wondering if we recommend advertising for small businesses.

It’s clear that inbound marketing is more effective and less expensive than advertising, so we don’t recommend using ads for the long term. However, as inbound marketing takes time to establish itself, using advertising can be a useful way to build your brand image and online presence in the meantime.

The ultimate goal would be to move from advertising to inbound marketing and perhaps only use ads during special promotions or other time-sensitive events. Otherwise, building long-term relationships and attracting new customers through inbound marketing is a much better use of your limited resources.

While advertising only shows your message to consumers once, inbound marketing creates a long-term relationship where you attract, engage, and delight your customers. They transform from strangers in need into leads, and from leads into customers and from customers into promoters of your business.

When you create engaging blog posts, optimize your website, and focus on selling solutions rather than products, you’ll consistently get new customers and spend a lot less money doing it.

What is your current awareness goal?

Now that we have talked about advertising and marketing, what is the focus of your company? Do you spend money on advertising, hoping that interrupting your ideal customers will attract their attention and prompt them to contact you?

Or are you leveraging inbound marketing to increase the number of high-quality leads and improve your profitability?

If you don’t use inbound marketing, we can help you. In Local SEO Search, we’ve helped thousands of small businesses grow and succeed in getting ready-to-buy customers to reach. We’d love to show you what SEO and inbound marketing can do for your business. Contact us for a free consultation today!

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