Typically, business owners buy advertising in order to get the attention of prospects. I’m proposing you consider an alternative. Instead of buying attention with ads, I’m going to suggest you consider attracting attention.
I’ll include some examples of how this works, and I’ll explain some of the huge advantages of organically attracting attention.
Let’s go.
Here’s what we know about small business owners who want to be seen.
- Some of them pay for ads on Google, Linkedin, X and Facebook, etc.
- Others pay to be listed in directories.
- Then there are those who buy ad space in targeted publications.
- And some buy radio ads or pay to sponsor podcasts, etc.
- Or they do a combination of the above.
In those examples, the business owner is connecting with strangers and paying a fee every time. That’s a flawed combination. Why? Buying attention though ads leaves you exposed to the threat of a better funded competitor who will outspend you. I often hear from small business owners who have been priced out of online advertising, including Google Ads, because better funded competitors are outbidding them for the most important placements, words and phrases. And that half page ad you run in a publication, becomes vastly less effective when a competitor decides to invest in a double-page spread for the next 6-months.
If you’re tired of paying ever increasing fees to interrupt strangers or you want to avoid being vulnerable to a better funded competitor, it’s time to consider a different approach.
An attractive alternative
Some business owners attract attention organically, build their own community and nurture their own long-term relationships with prospects. This leads to sustainable growth for the business owner, with increasing, not diminishing, returns.
Can you give me some examples, Jim?
Yes.
Here are a few that came to mind immediately.
- I’m thinking of that wonderful example, where a small business that ‘doesn’t do social media’ is a social marketing star in their target marketplace area. Read it here: This creative marketing idea costs nothing and is super effective.
- I’m also thinking about the local accountancy firm, which provides a free, Zoom class every 6-weeks to help new business owners avoid common mistakes.
- And the art supplies store, which hosts crafting evenings or talks from local artists.
- Then, there’s the author who speaks at events, which compliment the author’s genre. They not only sell lots of books on the day, they also add lots of newsletter subscribers. This further builds their community. Win win.
- Naturally, I’m also thinking of my fellow content creators, who, like me, freely publish useful ideas to the market they serve.
In those examples, the business owner is growing a community of prospective clients or customers. They’re building their very own marketing asset and it increases in value all the time. Their community organically spreads the word, telling friends, colleagues and contacts.
And the connection to that community doesn’t belong to an advertiser or a social network. No. It belongs to YOU the business owner!
Yes, in each of the above examples you’d need to invest some of your time.
However, that modest investment is building you your very own, extremely valuable community. A community who will get to know you, trust you, recommend you, hire you and buy from you.
How do I know?
I know because I use this approach and haven’t paid for advertising in 30-years. So yes, I strongly recommend you seriously think about it.