Starting a Business – Part 2: Advertising

by | Sep 25, 2020 | 0 comments

 

Social Media

 

A business can only exist if you have a clientele. In order to gain a following, a business relies heavily on advertisement. This is a major factor in having your business succeed, but as most things in a fledging business, it can be a big expense so here is a break down of how to make a big name, but pay less. Social media is a great free platform for you to get your business out there. Instagram is a major platform to showcase your product and gain a following. Although Instagram is free – be prepared that running a platform in itself, is a full time job. People want to see updates of you product, they want new pictures and what helps is putting a face behind the business. People will relate more to your business, when they see who is behind the product – that it’s more than a product, but it’s a person providing a
service. In addition, everyone loves free stuff, so a very popular way to increase your following is by having giveaways. In general, a giveaway is some sort of competition that involves a person being entered to have a chance to win your product/ service by helping you increase your following. Lastly, Instagram is great for collaborating. For example, you only have a few followers, so by collaborating with
other small business or other big names on Instagram, you can leverage the fact that they have more followers and therefore increase your following. There are many social media platforms and many more strategic ways to use these platforms to help increase your publicity, but this will help you get started. Not only is it important to use social media, but while doing so, it is important to create the name you
are looking to portray. As a small business, it is important to take into account every expense, but you don’t want to cheap out on your image. Therefore, it may be worth your while to have a professional to create your ad or logo. There are many cheaper options, like finding a student or beginner graphic artist who is also trying to showcase their work, and whom might provide the service in exchange for you
having their name on your ad, or they may do it for less. Although this is another expense – the image you make for yourself is what attracts a clientele – if you look like a serious business, then people look at the business in a professional light. In addition, WhatsApp groups are another great way to publicize your business. Some groups are free – so you can periodically post your ad, for no cost. Some WhatsApp groups are bigger and may ask for a minimal fee to post – it is up to your discretion to decide if it worth you while. Some groups, such us the
LYB group, will offer you to advertise for free in exchange for giving their subscribers a discount of your product. This is a great way to get your name out, because people always feel better about paying for something on sale, and it gives them the impression that your business has great deals. There are also different emailing groups that provide the same type of publication. There are small local google groups, for example, where it is free to advertise. Just like WhatsApp groups, there are much larger emailing lists, like the Ramat Eshkol Nshei (ramateshkolnshei@gmail) where you can pay for different advertisement plans that fit with-in your budget.

 

Printed Ads

Although it may seem old fashion – printing out advertisements is another productive way to publicize, especially here in Israel. Not everyone has social media here, and people look at bus-stops and light poles for updates. You can get very good deals at printing presses – such as דפוס השושנים located on Shmuel Hanavi and Yechezkel – they will give you a card that allows you to print 100 color prints for 100nis, but allow you to split up the time you print. Therefore, you can print 50 of one ad, and then come back another time and print another 50 of a separate ad. They also cut your prints for a minimal cost of 5 nis. You can email them at 5827402@gmail.com or WhatsApp them +972-2-532-2315. Personally, after doing research from different printing presses in the area – they provided the cheapest deal. Having print outs will increase the type of clientele your business will reach. You can also join different “Pop-up shops” that usually happen around big buying times, such as erev Sukkos and erev Peseach. This also allows for potential customers to see the face behind the business and creates a friendlier
repertoire.

Lastly, there are different advertisement publications where you can have your ad printed in. This can be costly, but you may find that this reaches a wide range of potential customers. One of the most widely known publications is the “Pirsumit” (pirsumit@gmail.com). It is important to keep in mind that although your ad can be seen by many people with such publications – you need to make sure its formatted in a way that people will notice it, amongst the tens of other advertisements. The “Pirsumit” and most publications, have a graphic designer who you can pay a minimal fee to (in addition to the fee of the advertisement) to create for you an ad that you want displayed.

 

Conclusion

With all these options, it is therefore important to know where to invest your time and energy. The most effective way to determine this, is by always asking your customers how they heard about you. Always ask and when you see a clear pattern develop – for example after asking 50 customers, 30 people tell you they saw you on the BIL group, you know to hone in on WhatsApp groups, or if they tell you that after a giveaway on Instagram they started following you – then you know that you should continue to put effort in improving your Instagram account.
Keep in mind – advertising is costly but it is a worthwhile effort. It may take time, but when people see your name everywhere, it becomes familiar to them and therefore the next time they need a service you provide – you will be the first they turn to. Don’t get discouraged, this is how all businesses build themselves. Keep it up – and you’ll see results.

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