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Answering the Question: How Do You Advertise?

Nim Bounce

Well, it’s kind of like dating…

What do advertising and dating have in common, you ask? Just like dating, when advertising the aim is to catch someone’s eye, make a great first impression, and convince them that you’re worth their time and money. It’s about creating a connection and telling a story that resonates with your potential dates customers.

Advertising has evolved from traditional billboards and TV commercials to highly targeted, data-driven campaigns that can reach people right where they are, whether that’s scrolling through Instagram, searching on Google, or checking their email. Whether you’re just getting started or looking to refine your strategy, here’s what you should know to build campaigns that’ll convert.

What is Advertising?

Advertising is basically your business’s megaphone to the world, a strategic way to grab potential customers’ attention and say, “Hey, we’ve got something awesome you need to know about!” At its core, advertising is a communication method designed to promote a product, service, or brand to a specific target audience.

Key Components of Effective Advertising

  • A clear message that speaks directly to your target audience
  • Visuals that capture attention
  • Strategic placement across relevant channels
  • A genuine connection that goes beyond just selling

Keep in mind, what works for a trendy tech startup might fall flat for a local bakery. Your advertising strategy needs to be unique to your business, tailored to speak directly to the people who are most likely to care about what you’re offering.

1.

Understanding Your Target Audience

You can’t create strong advertising without understanding who you’re trying to reach. The more specific you get, the more effective your messaging becomes. Market research helps to uncover who your ideal customers are, what makes them tick, and why they might be interested in what you’re offering.

Here’s what to look for:
  • Demographics: Age, location, income, education level
  • Psychographics: Values, interests, lifestyle, pain points
  • Behavioral Insights: Buying habits, online behavior, brand preferences

Pro tip? Don’t just guess. Talk to people. Survey your existing customers. Stalk (professionally, of course) your competitors’ social media. The more you know, the more precisely you can target your advertising.

Remember, understanding your target audience isn’t a one-and-done deal, but an ongoing conversation. Markets shift, people change, and your understanding needs to evolve too. 

2.

Choosing Advertising Channels

You want to make sure you’re showing up where your ideal customers are hanging out and looking your absolute best.

Choose channels that align with where your target audience spends their time. A tech startup might crush it on LinkedIn, while a local bakery might find more love on Instagram and community bulletin boards.

Digital Channels
  • Social Media Platforms: They’re marketing goldmines waiting for you to tap in. Each platform has its own vibe and audience, so choose wisely.
  • Google Ads: You can be front and center when someone’s actively searching for exactly what you offer. It’s like having a billboard exactly right where your potential customers are looking.
  • Display Ads: Those banner ads all over the internet, are strategically showcasing products and services viewers might want.
Traditional Channels
  • Print Media: Magazines, newspapers, local publications are not dead, just different. Perfect for targeting specific local or niche markets.
  • Television: Still powerful, especially for businesses wanting broad reach. Think local commercials or targeted cable spots.
  • Radio: From commuters and morning shows to local events, radio can be a surprisingly effective way to connect with your community.
  • Outdoor Advertising: Being physically present matters—show up as a billboard, on a bus stop, or sponsor a local event.

3.

Developing Your Advertising Budget

You don’t need a huge budget to run successful campaigns, but you do need a strategic and intentional plan.

Determining Your Spending Limits
  • Start small and scale
  • Consider your business stage (startups might need to invest more aggressively)
  • Be realistic about what you can sustain long-term

Start with what you can handle, track your results, and gradually increase your investment.

Calculating Return on Investment (ROI)

Before spending a dime, ask yourself: “What do I want to get out of this?” Maybe it’s new leads, website traffic, or direct sales. Whatever your goal, make sure you can measure it.

Quick ROI calculation example: Divide the money you’ve gained from an advertising campaign by the amount you spent. If you spent $100 and made $500, that’s a 400% return. Not too shabby!

Smart Channel Allocation

Developing an advertising budget is not about spending the most, but about spending the right money in the right places.

With a variety of marketing channels available, a $500 monthly budget will look totally from channel to channel. We recommend spreading your budget across 2-3 channels that align with where your target audience hangs out. Once you’re live, test, measure, and adjust—rinse and repeat.

4.

Creating Compelling Ad Content

Great ad content is about clarity and relevance to make sure your message and brand resonate.

Messaging Tips

Here’s the thing about messaging: it’s not about you, it’s about your customer. Forget the corporate speak and fancy jargon. Speak directly to their hopes, fears, and dreams. Are you solving a problem? Making their life easier? Tell them exactly how and make it sound like you’re a trusted friend not a sales pitch.

Key Messaging Tips:
  • Be crystal clear about what you’re offering
  • Highlight the unique value only your product can provide
  • Connect emotionally, not just logically
  • Keep it simple avoiding trying to say everything at once

Visuals

More than just pretty pictures, your visuals need to tell a story before someone reads a single word.

Visual Content Tips:
  • Use professional, high-resolution images
  • Ensure visuals align with brand personality
  • Make sure visuals supplement the key message

Calls-to-Action (CTA)

CTAs guide viewers to the next step after having engaged with your content. After seeing your ad, what should they do next?

CTA Tips:
  • Use action-oriented, exciting language
  • Create a sense of urgency
  • Highlight the benefit
  • Don’t be afraid to adjust as you go

5.

Measuring, Analyzing, and Optimizing Results

One of the most important parts of any advertising strategy is figuring out what’s actually working.

If something’s underperforming, try a new message, tweak your targeting, or test a different CTA and if something’s working, double down. Keep experimenting, keep learning, and most importantly, keep growing.

Key Performance Indicators (KPIs) to Track
  • Click-Through Rate (CTR): Are people engaging with your ad?
  • Cost Per Acquisition (CPA): How much are you spending to win each new customer?
  • Return on Ad Spend (ROAS): For every dollar you spend, how much are you making back?
  • Conversion Rate: How many people are taking action after seeing your ad?

Use tools like Google Analytics or your pay-per-click ad manager’s built-in analytics. Start with a simple spreadsheet to track your KPIs. Nothing fancy—just columns for spend, conversions, and results. In the beginning it’s less about being perfect and more about having some actionable data.

Red Flags to Watch for
  • High spend, low conversions
  • Declining click-through rates
  • Increasing cost per acquisition

Wrapping It Up

Your advertising journey is uniquely yours. What works for one business might be a total flop for another. The key is to stay curious, keep learning, and never be afraid to pivot. Like dating, advertising is about finding the right match, making a genuine connection, and showing your true value.