Advertising

The world of advertising can be a mysterious place. In this hands on and interactive workshop you will learn how to get found, how to convert visitors to leads and how to focus on the right areas of your advertising strategy.

Advertising strategy: how to get found, get leads and stop wasting money on the wrong promotions

Duration: 2 hours

Introduction to Advertising for Small Businesses

• Importance of advertising for small businesses
• Overview of digital and print advertising channels
• Setting realistic advertising goals

Understanding Digital Advertising

• Types of digital advertising (e.g., PPC, social media ads, display ads)
• Targeting options in digital advertising
• Budgeting and bidding strategies

Digital Advertising Platforms

• Google Ads: Search, Display, and Shopping campaigns
• Social media advertising: Facebook, Instagram, Twitter, LinkedIn, TikTok
• Other digital advertising platforms (e.g., YouTube, Pinterest)

Creating Effective Digital Ad Campaigns

• Crafting compelling ad copy and visuals
• Understanding landing page optimisation
• A/B testing and optimisation strategies

Understanding Print Advertising & Advertorials (15 minutes)

• Types of print advertising (e.g., newspapers, magazines, trade press direct mail)
• Benefits and challenges of print advertising
• Target audience considerations

Designing Effective Ads

• Elements of a successful print ad
• Copywriting and visual design tips
• Call-to-action strategies

Integrating Digital and Print Advertising

• Importance of an integrated advertising strategy
• Strategies for cross-promotion between digital and print campaigns
• Tracking and measuring the effectiveness of integrated campaigns

Budgeting and ROI Analysis 

• Allocating budget between digital and print advertising
• Calculating return on investment (ROI) for advertising campaigns
• Adjusting strategies based on ROI analysis

Legal and Ethical Considerations

• Advertising regulations and compliance
• Ethical considerations in advertising practices
• Examples

Conclusion and Next Steps

• Recap of key takeaways
• Additional resources for further learning