The Crucial Role of Advertising in Tough Economic Times

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When the business environment feels tight and customers are cutting spending, the temptation for businesses to cut costs often leads to slashing advertising budgets. However, this approach can be counterproductive. Here’s why:

 

  1. **Maintaining Visibility**: In tough times, consumers become more selective about their spending. By maintaining advertising efforts, businesses ensure they stay top-of-mind when purchasing decisions are made.

 

  1. **Staying Competitive**: Scaling back on advertising gives competitors an opportunity to capture market share. Businesses that continue to advertise can gain a competitive edge, positioning themselves as reliable options amidst uncertainty.

 

  1. **Building Brand Trust**: Consistent advertising reinforces brand trust and credibility. When consumers see a brand maintaining its presence during tough times, it signals stability and reliability.

 

  1. **Seizing Opportunities**: Economic downturns present unique opportunities, such as reduced advertising costs and less competition. Businesses can capitalize when their competitors pull back.

 

  1. **Adapting Strategies**: Rather than cutting advertising, businesses can adapt their strategies to align with changing consumer preferences. It is important to stay focussed on reaching your customers.

 

While it may seem prudent to trim expenses during tough economic periods, maintaining advertising efforts is crucial for long-term success. By staying visible, competitive, and adaptable, businesses can emerge stronger on the other side.

The Customer Acquisition Challenge

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Small businesses are the heartbeat of local economies, embodying innovation, uniqueness, and a personal touch that big corporations often struggle to replicate. However, beneath the surface of their success stories lies the challenging task of acquiring customers. Without new customers a business doesn’t grow.

One of the most significant hurdles that small businesses encounter is their limited resources. Unlike their larger counterparts, they lack the same level of financial muscle to run large-scale marketing campaigns or hire specialized sales teams. At Junction Digital we help small businesses get big returns on small marketing investments.

For small businesses, creating brand recognition and trust can feel like trying to stand out in a crowded marketplace. Our business is focused on building your business’s unique voice that resonates with your target audience.

Digital marketing has brought both opportunities and challenges to small businesses. Online ad platforms provide opportunities to run effective ads and messaging.  However the challenges of managing an online presence, optimizing for search engines, managing social media accounts, and engaging in e-commerce requires a level of skill that businesses may not have in house. Junction Digital has the expertise your business needs to manage this central component of your customer acquisition plan.

The journey of small businesses in acquiring customers is a marathon. Despite the challenges, small businesses can and do succeed when their digital marketing works for them. Our digital marketing experts will ensure your business has a steady pipeline of new customer acquisition.

At Junction Digital we describe ourselves as being in the business of customer acquisition….for our clients.

Facebook Ad Formats

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Facebook offers a variety of ad formats that small and large businesses can use to promote their products or services. Here are the advantages of some of the most popular types of Facebook ads:

  1. Single Image Ads: These are the most common and basic type of Facebook ads. They are simple, yet effective in catching the attention of potential customers. Single image ads can be used to promote anything from a product or service to an event. With this format, businesses can add a single image, headline, and body text, and can also add a call-to-action button. Single image ads are a great way to start with Facebook advertising as they are easy to create and low cost.
  2. Carousel Ads: These ads feature multiple images or videos that users can swipe through. Carousel ads are great for showcasing different products or features in a single ad. They allow businesses to tell a more engaging and interactive story and provide more information to potential customers. Carousel ads tend to have a higher engagement rate than single image ads, as they allow businesses to show a range of products or features.
  3. Video Ads: Video ads can be very effective in engaging potential customers, conveying a brand message, and driving conversions. With video ads, businesses can use a combination of sight, sound, and motion to deliver their message. Video ads can be used for everything from building brand awareness to promoting a specific product or service. Businesses can create both short and long-form videos, depending on their goals.

Choosing the right type of Facebook ad depends on the business’s goals and audience. Single image ads are easy to create and a business can run a variety of them. Carousel and video ads can be used to showcase more products and tell a more engaging story. At Junction Digital we leverage all these formats for our clients to create effective Facebook ad campaigns that drive results.

Facebook Advertising for Small Business

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Facebook is an incredibly powerful marketing tool for businesses of all sizes. For small businesses, in particular, it can be a game-changer. Here are the top three benefits of Facebook advertising for small businesses:

  1. Cost-effective: Facebook advertising is one of the most cost-effective forms of digital marketing. With a relatively small budget, small businesses can reach a large audience and target their ads to specific demographics, interests, behaviors, and locations. This level of targeting ensures that small businesses are getting their message in front of the right people, at the right time, and at a fraction of the cost of traditional advertising such as radio, flyers or print ads.
  2. Increased brand awareness: Facebook has reaches over 85% of Canadians and most of us check in daily, making it one of the most powerful platforms for brand awareness. Small businesses can use Facebook advertising to build their brand and increase visibility among potential customers. By creating engaging and relevant content, small businesses will increase brand awareness and build a loyal following. Junction Digital has the expertise to manage this for your business.
  3. Measurable results: Facebook advertising provides detailed analytics that show the success of campaigns. With this information,  we identify what works and what doesn’t, allowing us to refine the strategy and improve the effectiveness of your ads. This level of data-driven marketing ensures that your advertising dollars achieving your marketing goals.

At Junction Digital we know Facebook advertising offers small businesses a cost-effective, highly-targeted, and measurable way to reach a large audience and build their brand. It’s a must-have tool for any small business looking to grow and succeed in the digital age. Contact us to get started or to take your digital marketing to the next level.

Delivering ROI for your PPC Ads

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Measuring the Return on Investment (ROI) from Google paid search advertising is a crucial aspect for any business looking to optimize their advertising spend. Paid search advertising, also known as pay-per-click (PPC) advertising, involves paying for advertising space on Google and other search engines to display ads to users when they search for keywords related […]

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Google Ads Explained

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Google Ads is a popular online advertising platform that allows businesses to display their advertisements to a vast audience. The platform operates on a pay-per-click model, meaning advertisers only pay when someone clicks on their ad.

To get started with Google Ads, businesses create an account and set up a campaign. They then create ads, choose keywords relevant to their business and target a specific audience. The ads are then displayed on Google’s search results pages, YouTube, and other websites that are part of the Google Network.

Junction Digital does all this work for our clients. We set up a client in our Google Ads platform, so our clients don’t have to do anything other than approve the ads we create for them. We do the rest and review the ongoing results with them.

Google uses a sophisticated algorithm to determine which ads to display and when. The algorithm takes into account several factors, such as the relevance of the ad and the target audience, the amount the advertiser is willing to pay per click, and the advertiser’s overall account history.

One of the key benefits of Google Ads is its ability to target specific demographics and interests.  We can target users based on their search history, location, and other data. This allows businesses to reach the people who are most likely to be interested in their products or services.

Overall, Google Ads is a powerful tool for businesses looking to reach a wider audience and drive more traffic to their website. With its pay-per-click model, businesses only pay for results, making it a cost-effective way to advertise online.

We are experts in paid search or pay per click advertising. Give us a call and we can start generating leads for your business.

PPC Advertising

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Pay per click (PPC) advertising is a popular and effective way for businesses to reach new customers and drive traffic to their website. Here are some of the key benefits of using PPC advertising:

  1. Targeted audience: PPC ads allow you to target specific demographics, such as age, location, and interests, ensuring that your ad is seen by people who are most likely to be interested in your product or service.
  2. Quick results: Unlike traditional advertising methods, such as newspaper ads or flyers, PPC ads can start generating leads and sales within minutes of being launched.
  3. Cost-effective: With PPC advertising, you only pay when someone clicks on your ad, which means you can control your advertising spend and avoid wasting money on ineffective ads.
  4. Measurable results: PPC advertising provides real-time data on the success of your campaigns, allowing you to make informed decisions about where to allocate your advertising budget.
  5. Increased brand visibility: PPC ads can help increase brand visibility and drive more traffic to your website, helping you to establish a stronger online presence.
  6. Improved website ranking: PPC ads can also improve your website’s ranking in search engine results pages (SERPs), helping you to attract more organic traffic.

PPC advertising provides a range of benefits for businesses of all sizes, including targeted audience reach, quick results, cost-effectiveness, measurable results, increased brand visibility, and improved website ranking. So, if you’re looking for a cost-effective and effective way to reach new customers and grow your business, PPC advertising is definitely worth considering.

We are experts at PPC advertising, so give us a call and start generating more leads for your business.

Plan for 2021

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The calendar is just about to turn over to a New Year. It feels like everyone wants to put 2020 well behind us. It has been a challenging year to say the least. Many of our clients have been through a difficult year, with businesses being forced to close and make significant changes to how they operate.

How did you adjust in 2020?

Junction Digital was able to help our clients be nimble and flexible with their go to market strategies. Some clients added online storefronts. Others changed the creative messaging to provide information to customers about how they are providing a safe environment for them. For many we shifted the ad focus across platforms to capitalize on media usage trends. Some clients saw improved results with search while others got more traction with social media or programmatic ads. Many clients still had a very successful year as their digital marketing helped them find new customers and build business despite the impact of COVID 19.

Leverage your  digital marketing, selling and delivery

If your business is in the retail sector then you must be able to sell online. You should provide delivery options, if you can physically ship small items. Larger items require pickup or special delivery services, until customers are allowed back in stores. Make sure your business lets people shop online. People are very comfortable doing this now.

If your business is a service then you have already adopted to online and over the phone interaction with your customers. Video meetings are now common with customers. Just make sure your marketing is getting the conversions you need and bringing potential customers to your site.

Every business is still faced with the challenge of finding new customers and this is true perhaps more than ever now. Junction Digital is here to help you navigate through this challenging environment by developing an effective online marketing strategy that fits your budget and delivers results.

We wish everyone Happy Holidays and a safe and successful New Year.

The Growth of Ecommerce

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EMarketer.com recently released survey results in May 2020 about ecommerce sales by category.

The data is all US data, but it we expect the info to be similar in Canada. Overall ecommerce will account for 14% of retail sales this year. If you exclude gasoline and auto sales, that number is 20%. For the first time one category will have more online sales than instore sales. That category is books, music and video. The survey doesn’t include travel services or event tickets or gambling all of which rely on ecommerce these days.

The numbers show people are spending money online. They are buying electronics, apparel and accessories, home décor and furniture, office supplies and hobby items. Health care and personal care items are growing as are food and beverage sales.

What does this mean for your business? If you are already selling online, then congrats on giving your customers a service they want. If you are not selling online, it doesn’t mean you need to rush into ecommerce. But you do need to be thinking about and planning for some first steps to get digital sales.

There is a lot to consider. What ecommerce platform should you use? What delivery or shipping options should I consider? How do I market my storefront? How do I measure ROI? Can I do it myself or work with a digital agency? It takes time and some research to figure this out.

Junction Digital can help. We work with small retailers and larger ones. We can manage all your online marketing so you can focus on your business. Let us help you build your online sales or help get you started.

How to Re-Engage with Customers

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As we move through the many changes we are facing together, businesses are opening again and re-engaging with their customers. Businesses are adjusting to the requirements that govern physical interaction with customers. When we speak with these businesses, they are seeking answers to the challenge of how to communicate with their customers. We can manage their online marketing so customers know they are open and are using the proper safety protocols.

Here are methods we use now to help our clients communicate with their customers.

Social Media –

We develop a simple social media ad program to let customers know you are now open again. This will inform them about how your business may be operating differently now and let them know your updated safety measures. Social media posts and advertising can be easily adjusted and updated to get this information out.

Search Program-

We see lower costs on many Cost per Click Search programs now. But consumers are still actively looking for services and products on search engines like Google. So with fewer advertisers in the market, our clients are benefiting from the lower costs and improved return on ad spend.

Keep Your Customers Informed-

Right now  we want to keep your message up to date.

Smaller Budgets-

Many of our clients are doing small programs of $500-$1,500 a month over 1-3 months. These program keep customers informed and still bring in sales. With lower costs we can do a lot more right now. Even small budgets can have a big impact.

Every situation is unique. Right now our objective is to discuss what will work best for your business. Contact us today to see how we can create a program to help your business respond to the current market.