EVER RUN A BILLBOARD FOR YOUR BUSINESS?
First off… Why a billboard for your local business?
Increased Visibility: Billboards are typically placed in high-traffic areas, making them visible to a large number of people. This can significantly increase the exposure of your local business to potential customers who may not have discovered it otherwise.
Brand Awareness: Regular exposure to your business’s billboard can help in building brand recognition. People become familiar with your brand, which can be crucial for small, local businesses trying to establish a foothold in the market.
Target Local Audience: Billboards can be strategically placed to target specific demographics or areas. For a local business, this means you can focus your advertising on the community most likely to use your services or buy your products.
Simplicity and Impact: Billboards allow for simple, yet impactful messaging. With limited space, messages need to be concise, which can often make them more memorable. A well-designed billboard with a clear message can make a strong impression on potential customers.
Cost-Effective Over Time: While the initial investment for a billboard can be significant, the cost per view can be quite low compared to other forms of advertising, especially if the billboard is in a location with high traffic.
Complements Other Marketing Efforts: Billboards can work in tandem with other marketing strategies, such as social media or local events. They can reinforce messages or campaigns running on different platforms, providing a consistent brand experience.
24/7 Presence: Unlike some other forms of advertising, billboards are working all day and night. This continuous presence means your advertisement is always on, providing constant exposure to your business.
Flexibility in Design and Duration: You have flexibility in terms of the design and how long you want the billboard to run. This allows for adapting to seasonal promotions, special events, or changing the message to keep it fresh and engaging.
However, it’s also important to consider the nature of your business and your target audience to determine if a billboard is the right choice for your advertising needs. Some industries may benefit more from digital or targeted online advertising, depending on where their customers are most likely to be reached.
Pros & Cons?
High Visibility: Billboards are usually located in areas with high foot or vehicle traffic, ensuring your message reaches a large audience.
Brand Awareness: Regular exposure helps in building and reinforcing brand recognition.
Targeted Advertising: You can choose locations that are most likely to be frequented by your target demographic, ensuring the right people see your advertisement.
Simple and Direct Messages: The limited space encourages concise and impactful messaging, which can be more easily remembered by the audience.
Cost-Effectiveness: Depending on the location and duration, billboards can offer a lower cost per impression compared to other forms of advertising.
24/7 Exposure: Billboards are constantly available, providing continuous exposure to your advertisement.
Supports Other Marketing: They can complement digital and other marketing strategies by increasing brand visibility.
High Initial Cost: The initial investment for a billboard can be quite high, especially in prime locations.
Limited Audience Targeting: Unlike digital advertising, billboards do not offer advanced targeting options like age, interests, or behaviors.
Static Content: Once a billboard is up, the content cannot be changed easily, making it less adaptable to immediate marketing changes or updates.
Short Viewing Time: People usually glance at billboards for only a few seconds, especially if they are driving, which limits message complexity.
Measuring Effectiveness is Challenging: It’s difficult to track the direct impact of billboard advertising on sales or customer engagement.
Weather and Location Dependent: The effectiveness can be affected by weather conditions and the billboard’s location (if it becomes obscured or less visible).
Environmental and Aesthetic Concerns: There can be local regulations or public sentiment against billboards, viewing them as visual pollution.
Limited Engagement: Unlike digital platforms, billboards do not allow for direct customer interaction or engagement.
Why Social media over a billboard?
Social media platforms like Facebook can achieve all the same benefits as a billboard with a few VERY IMPORTANT additions that traditional forms of marketing just can’t do..
Targeted Audience: Facebook allows for highly specific targeting based on demographics, interests, behaviors, and even user interactions with your website or app. This means your video ad is more likely to be seen by people who are genuinely interested in your product or service, increasing the chances of conversion.
Interactive and Engaging: Video content can be more engaging than static billboard images. With sound, movement, and storytelling, you can capture and retain the viewer’s attention more effectively. Also, viewers can interact with your ad by liking, commenting, sharing, or clicking through to your website.
- Custom Audiences and tracking: Social media platforms like Facebook allow you to pay attention to not only sees your content, but for how long and how interested they are.
This allows us to create custom audiences around these audiences then show them more and more content therefore nourishing our relationship creating the Like, Know, Trust factor.
Measurable Performance: Digital platforms like Facebook provide detailed analytics on how your ad is performing. You can track views, click-through rates, conversions, and even return on investment (ROI), which is almost impossible with traditional billboard advertising.
Cost-Effective with Flexible Budgeting: Facebook advertising can be more cost-effective, with options for any budget size. You can control how much you spend daily or over the course of the campaign, and you only pay for the impressions or interactions your ad receives.
Greater Flexibility and Control: You can test different versions of your video ad, make real-time adjustments based on performance, or stop the campaign if it’s not delivering desired results. This level of control is not available with billboards.
Wider Reach with Time Relevance: Facebook’s global platform means your ad can reach a wider audience beyond local geography. Additionally, you can run ads at specific times, targeting users when they are most likely to be online and receptive.
Enhanced Creativity and Storytelling: Videos allow for more creative storytelling, which can help in building an emotional connection with your audience. This can be particularly effective for brands with a story to tell or complex products that need more explanation.
Compatibility with Mobile Usage: Since a large portion of Facebook’s users access the platform via mobile devices, your video ads are directly reaching consumers on their most frequently used devices.
In the following video, I’ll show you how to setup one of these ads so you can get started creating a very valuable audience to remarket to!