How to Advertise Your Business

To advertise a business, understanding marketing basics and promotional principles can help you get the best results.  

Start by identifying your target audience. Craft compelling but factually based messages tailored to their preferences and choose suitable advertising platforms based on audience demographics and trends.

Establishing a clear target audience can help you to tailor your messaging and develop a strong brand message that resonates. Setting clear goals may further help you focus your efforts and provide a way to measure success.

Unsure how to research your audience? Start by thinking about your products and services, considering what problems they solve and who would benefit from them the most. For example, if you sell trendy shoes, you are likely to appeal more to a specific customer base keen to stay on top of fashion waves.

 To gain a clearer picture, check your website and social media analytics. These tools  can help provide you with a breakdown of your follower base, including demographics, location, and potential interests. Knowing your audience will help you develop a strong, recognisable brand message that resonates with your customers. This can help enable you to create an emotional connection and differentiate yourself from other businesses in the market.

 Don’t forget to set clear goals, too:

1. What does success look like for you?
2. What are you trying to achieve as a brand?

With solid targets and objectives in mind, you can kickstart your business advertising with a more confident, focused approach.

Choose platforms where your target audience is most active to maximise engagement and effectiveness. In fact, each platform tends to cater to different user behaviours and demographics.

 For example, over 60% of Instagram ¹​ (2024)​ users in the UK are 13-34, making it the ideal platform to target Gen Z and Millennials.  Facebook, on the other hand has a much more even representation2, so you can tap into a large audience of almost any age.

 Make sure to select platforms where people who are most likely interested in your services will see them.

Social media platforms have a whopping 56.2 million users³ in the UK alone, equating to about 83% of the population. So, it goes without saying that social media can act as the perfect stage to get your brand in the spotlight and reach a large audience of potential customers. Each platform, like LinkedIn and Facebook, has its own niches and distinctive traits. What things can you consider to make the most of their features and truly make your advertising shine? 

LinkedIn, designed as a hub for professionals and decision-makers, is a  platform that business to business (B2B) companies, recruitment agencies, marketing firms, and thought-leaders can use to promote their brand. LinkedIn provides a unique opportunity to connect with potential clients in your field or those who could benefit from your services. LinkedIn offers paid advertising, but it also offers free methods for promotion by creating a company or posting updates.

LinkedIn is particularly suited for long-form written content like blog posts. However, there are other important strategies to consider if you’re thinking about advertising your business on this platform. Here are some key tips:

• Create a company page: To unlock LinkedIn’s advertising capabilities, you’ll need a business page. LinkedIn provides the ability to showcase your brand, even if you’re a small or emerging business. This platform enables you to post updates, share information about your organisation, and build visibility. Additionally, don’t forget to leverage your personal LinkedIn profile to add a personal touch to your brand.

• Use hashtags: Hashtags can significantly enhance the visibility of your LinkedIn posts by reaching new audiences and industries. Ensure that hashtags you use are relevant to your content and avoid overusing them, as it could diminish their effectiveness. Research hashtags using the search bar to identify popular ones that align with your business.

• Vary your post length: While long-form content tends to perform well on LinkedIn, some users may prefer shorter posts due to time constraints. By mixing up the length of your posts, you can keep your audience engaged and interested in your content.
• Share external articles: LinkedIn supports sharing external links to profiles, websites, and blogs that are valuable and relevant to your target audience. Sharing these articles not only adds value to your followers but also expands your reach. Tagging the authors of these articles can encourage them to share your post with their own followers, introducing your brand to a wider audience.
  

Source: LinkedIn Advertising

Facebook has been around since 2004 and is still going strong. Yes, numbers may have been in decline over the past few years, but it’s still the platform with the most users. According to statistics, 73% of internet users across the UK​ (2024)​¹ report using Facebook, significantly more than the likes of Instagram (60%), X/Twitter (44%), or TikTok (40%). 

 Over the years, the platform has paved the way for businesses to promote their services and is seen to be  one of the most effective social spaces to get your brand name known. But how do you advertise your business on Facebook?

• Open a business page and optimise your profile – First of all, you could set up a business page. Include a profile picture and basic information about your business and specify what type of company you run. Then, make sure to optimise your page by adding business hours, a website link, contact details, and call-to-action buttons such as ‘shop now’, ‘sign up’, and so on. 

• Be active in relevant groups – To get people talking about your business, you may want to participate in Facebook groups and promote your business through engaging posts. Keep in mind that some groups may have rules about how or if they allow promotions, so it is worth checking to see if a group has any guidelines. Identify relevant public and private groups and join their conversations. You could also create your own group to invite and attract users to keep up to date with your products and offerings.

• Promote events – Do you have a special sale coming up? Are you launching a new service? Let your audience know by promoting it as an event. There are tools on Facebook to help you organise an event and share it with fellow users.

• Run Facebook ads – Facebook ads are a great way to reach your desired audience in a conscious, targeted way. This is a paid option that can help you get your message to the right people, at the right time, and in the right area. To learn more about how to run successful ads on the platform, read this blog created by Facebook itself. 

While making the most of popular social media platforms is a must to reach a broad audience, advertising on emerging or niche channels can also work in your favour. This strategy can help you target a new, less saturated audience before competition intensifies on these platforms.

The beauty of emerging, more intimate channels is their strong community focus, allowing you to reach specific demographics that resonate with your business. This way, you can build a more authentic brand voice and actively interact with potential customers. For example, platforms like  Reddit or Mumsnet thrive on user-generated discussions. If you can join conversations on topics relevant to your company, go for it! It’s a powerful way to get your name out there and connect with like-minded people who are likely to do business with you. 

If you’re looking to target a specific area or neighbourhood, Nextdoor is an interesting social platform that provides options for a high degree of local targeting precision with paid advertising via its ‘neighbourhoods’.  It’s an excellent tool for businesses and local service providers who operate within a set zone.

Search engine advertising can be an incredibly effective way to grow your business and help it stand out from the crowd. It involves improving your website’s visibility in search engines by paying for ads and sponsored links and promoting your products and services to targeted audiences who might be interested in your business.

While you can choose to have your ads displayed on various search engines, let’s focus on three of the most popular options: Google, Bing, and DuckDuckGo.

Google Ads is one of the leading tools to consider for business advertising and lead generation. It allows you to target the right online audiences using factors such as age, location, keywords, and more.

One of its main features is that it allows you to control your expenses. There’s no minimum amount you must spend on your ads, and you can choose exactly how much to invest per ad, month, or even day. 

Google is one of the advertising platforms that allows you to measure the success and performance of your ads as you go. Has someone clicked your ad?  Google will provide you with data. Have they made a purchase? Google gives the numbers on this, too.

Google Ads encompasses a wide range of features that allow you to monitor your progress, informing your strategies and decision-making. If you don’t have the time or scope to track these metrics yourself, consider delegating this task to your team members.

For professional tips on how to effectively advertise your business on the platform, here is a useful list put together by Google.

Although not as widely used as Google Ads, Microsoft Ads (Bing) can also be a valuable tool for reaching your desired audience. Some businesses might overlook Bing due to Google’s popularity, but that’s exactly why you may want to give it a try.

Bing has a UK market share of 4%, making it the second most popular search engine in the country. This means there are still millions of people who use Bing regularly, and you are likely to face less competition on the platform.

To launch your Bing Ads campaign, you will need to sign up, set your campaign goals, list keywords specific to Bing, and set your budget. Like Google Ads, Bing allows you to track your ads’ progress and monitor their overall online performance.

More traditional methods like print, radio, television, and local advertising can also work well for some businesses. These methods can quickly reach a broad audience, especially within local markets. However, it is important to do your research and plan your advertising to effectively reach your target audience.

When planning your strategy, think about advertising rates and audience demographics. If you’re opting for broadcast advertising, consider the radio and TV programs your ads will feature on and whether they match your brand.

• Print: In an increasingly digital world, print advertising can be overlooked. However, its potential should not be underestimated. Print ads can be an effective way to grab people’s attention and stay in consumers’ minds for longer. They also have a longer lifecycle and often inspire action. From leaflets to magazines (also often available digitally), print media offers numerous ways to showcase your brand’s offerings.

• Radio: Radio advertising has the advantage of reaching a large yet targeted and localised audience. People often listen to the radio when carrying out other activities, and thanks to its portability, it can be consumed on the go. Crafting the perfect message for your desired customers can cut through the noise and leave a long-lasting impression.

• Television: Television advertising is impactful and ideal for reaching larger audiences. It provides an opportunity to attach a personality to your business, allowing you to be creative and convey your company values through both words and video. Additionally, TV ads can be repurposed—after their initial broadcast, they can be edited and embedded on your website.

 Source: Our Bradford store opening 2021 – showing how you can get creative in raising awareness.

Local advertising offers several opportunities to get your business’s name on everyone’s lips. Some of the most effective local advertising options include community newspapers, event sponsorships, local radio stations, and partnerships.

Targeting a local audience brings a wide range of benefits, such as:

• Increasing brand awareness: Focusing on a local market allows you to concentrate your advertising efforts in a specific geographical area. Constant exposure can significantly enhance brand recognition, making it more likely that people will remember your business and consider giving it a try.

• Building credibility and trust: Showcasing your involvement in the community can build credibility and trust in the eyes of potential consumers. People tend to favour and support businesses they perceive as friendly, local, and familiar.

• Cutting costs: While national advertising is impressive, it can be expensive. If you’re just starting out or have a tight budget, advertising locally may help you manage your finances while maximising your exposure. By targeting your audience more precisely, you avoid spending unnecessary money on reaching a broad, less relevant customer base.

• Strengthen relationships with local partners: Local advertising opens doors to strong relationships with other businesses and partners in the area. This can lead to mutually beneficial opportunities, quickly expanding your presence within your chosen area.

If you are on a tight budget and looking for pocket-friendly alternatives, you’ll be happy to know that there are several ways to advertise your business without dipping into your finances.

For example, consider free SEO strategies to boost your online visibility. Optimising your website for search can help them rise higher in search results, increasing the chances of more potential customers browsing your services and products.

If you are unfamiliar with the ins and outs of SEO and how it can improve your rankings, check out this guide from Google that can help you get started.

 Additionally, creating free business listings through Google, Bing, and other search engines is another powerful way to get your company known – as outlined in the next section.

For Business that are eligible, you can register your business’s on local directories to help increase chances of searchers finding your business. Google, Bing and Apple Maps are some of the popular options.

• Google My Business (GMB) – Google’s tool makes it easy to manage your listing on Google Maps

• Bing Places – If you create a Google Business profile first, Bing has a way to import your business listings between the two platforms which could help save time. Bing is often able to automatically verify your listing based on if your Google Business Profile is verified, so that could cut down on admin as well.

• Apple Business Connect – Much like GMB and Bing places, Apple offer their own tool to manage your business listings on Apple Maps.

Networking events and mixers are also a great opportunity. These occasions allow you to meet and connect with potential customers who are eager to learn more about your sector or discuss your services. These events are particularly beneficial for small or start-up businesses to get their name out there while meeting possible partners and finding growth opportunities.