The 360 Degree Marketing Group Blog

Reviewing Advertising in the Sydney Morning Herald

Posted by Amy Baker on Jan 31, 2014 8:00:00 AM

Advertising in The Sydney Morning Herald is a great option for the small business owner.

Especially those who are looking to market their products or services to a huge audience. The newspaper reaches 4,543,000 citizens and has been around since 1831.

If you’re looking to cast a wide net, then you have found the right place. However, before making a decision, it’s important to understand more about The Sydney Morning Herald and what advertising option works for you.

As with almost all media outlets, The Herald has gone far beyond the printed page. They’re now on smart phones and tablets everywhere. Therefore, it’s key to understand your demographics and the way in which they are likely to receive their news.

Advertising: Sydney Morning Herald

For example, 1,482,000 members of the paper’s total audience are print readers, and 25% of them fall into the 50 – 64 age group. This is the kind of information you need to know. The first step is to understand whom you are trying to reach. The second step is choosing the advertising product that works for you.

If you’re looking to advertise in the printed edition, then you should note that the cost of your advertisement depends on the amount of colour, its location and the size of the ad. In terms of size, there are several different options.

You can choose from a full page, junior page, ½ page, large strip, ¼ page, corner block, postcard and more. For print advertisers, there is a tiered discount program, and the discount increases in accordance with your annual spend level. For small business owners, there is a fit for everyone.

Advertising: Sydney Morning Herald

If you’re looking to advertise digitally, then take note of the several different online options offered by The Sydney Morning Herald, including an advertorial photo gallery, a “big unit”, “chameleon”, “helmet”, “gateway” and more. What are these? They’re different styles – for example, big units are functional ads that allow viewers to do things like watch videos or download images within the ad.

Chameleons are interactive and expanding ads, helmets are photo galleries and gateways appear on masthead homepages and on section home/index pages. If you are interested in advertising online, then check out the Fairfax Media Ad Centre and take a look around. The Sydney Morning Herald has 2.5 million mobile and tablet visitors per month, and 6.5 million website visitors.

 

The Sydney Morning Herald And Mobile Advertising

Beyond advertising on websites, small businesses can also collaborate with The Sydney Morning Herald to advertise via video or on mobile phones. On mobile, you can purchase banners, expanding banners, full-page rich media, over the page (OTP) or a mobile “sushi train.” What is a sushi train? It’s an innovation that allows viewers to interact directly with your ad by swiping left to right.

Video advertising is also an exciting option. You can choose from solutions such as AdSelector, FPVC, Instream Video VAST/VPAID and Social TVC. Each of these proposes a different value, yet they are all placed during or before the airing of a news clip.

Video viewing is on the rise, and for advertising, it may be the right fit for you.

According to Borrell Associates, within the next five years, online video will make up more than one-third of all online advertising spending globally.

Tablets are defined as having a screen size of 7” or larger, and therefore they require their own specific ad formats with unique functionality. The newspaper offers an array of native tablet advertising options, including full-page image and video ads.

Whether you are looking to advertise through print or online, there is an ad format and cost structure that fits into anyone’s budget. But before contacting a representative, examine and research your target demographics, and form a strategic approach. Do your homework.

When you’re armed with data and analytics, it is much easier to purchase an effective ad at a lower cost.

Similarly, going in with blind guesswork may likely result in wasted time and precious ad dollars.

The Sydney Morning Herald has successfully reached the masses for centuries – but in 2013, the success of your ad mostly depends on you!

 

Are you measuring your marketing efforts? Do you understand the effectiveness of your advertising?

Check out our latest ebook: An Introduction To Closed-Loop Marketing and learn how to successfully measure your marketing sucess and learn how to improve your efforts today.

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: The Sydney Morning Herald advertising, SMH advertising, newspaper advertising, sydney newspaper advertising

Do Radio Commercials Work? Understanding Radio Ad Effectiveness

Posted by Amy Baker on Jan 28, 2014 8:00:00 AM

So much has changed over the last several years, from online marketing to the rise of mobile consumption and more. The new advertising landscape provides an array of options for the small business owner, yet, what about the good old radio?

Many may be quick to assume that radio ads are ineffective; however, this claim may often be based on an individuals’ subjective intuition rather than the facts. One thing that hasn’t changed over the years is that millions of people still get in the cars every day – and therefore the audience for radio advertising is very much alive and well. 

Radio Ad

So do people pay attention to radio ads? Regardless of format, the effectiveness of an ad is based on its quality. Meaning, you can have two radio ads that are on the same channel, and one will succeed while another will fail.

That’s because the effectiveness of the ad comes down to you, the small business owner, who must make sure that their ad dollars are well spent.

Ad dollars are well spent on the radio advertising when small business owners have a focused vision. In order to create an effective radio ad, you must follow the same rules as any other advertisement. First, understand whom you are trying to reach. Who is your target market? What radio station are they more likely to listen to? What time of day? Should you decide whether to run the ad during the workweek or on the weekend? These are all questions you must take into consideration.

For example, if you are in the hospitality industry, then it may be a good idea to run your radio commercial closer to the weekend rather than on a Monday. Similarly, if you are a professional services company, then you may want to consider running your radio ad on a Monday morning, when people are focused on what tasks they need to complete that week.

Effectiveness and Understanding Radio Commercials

 

Radio Advertising Revenue Is Up!

Radio is still a great place to be. According to Deloitte, in partnership with Commercial Radio Australia, metropolitan radio ad revenue is up by 2.99%, resulting in a total of about $302 million. In Sydney, radio ad revenue increased by 2.7% to $93.824 million over the last few months. It’s not a surprise – there have been nine months of consecutive growth for radio advertising overall, according to the same report.

Ultimately, as with television and online advertising, the radio audience is still massive – so there’s no need to worry about whether you will reach enough people – you will. What will make or break your radio ad campaign, however, is your strategy and approach.

If your radio ad isn’t attention grabbing, then go back to the drawing board and revisit the basics – is your ad timely and relevant? Is the commercial providing valuable information to the radio listener? These days, people pay attention when their wants or needs are addressed. At the same time, people tune out when they’re simply bombarded with a buzzy and meaningless sales pitch.

 

Millions of people still listen to the radio every day.

Whether they are running errands, commuting or travelling. The key is to understand the format of radio, and create your ad accordingly. When people are online or watching television, they are actively engaging in that experience alone. However, the radio is different, because people are focused on other activities while the radio plays in the background.

When people are passively listening to the radio, they’re actively focused on other things - paying attention to the road, to their passengers and their destinations. Instead of interrupting the flow, try instead to design a radio ad that fits seamlessly into the experience.

A good way to do some research on whether a radio ad is right for you is to simply get in your car, listen to a few commercials and see what works – and what doesn’t. Drive around and take notes – just not at the same time! Radio ads can be a great part of your marketing strategy, but it is important to get them for the right price.

If you would like to find out more about how you can measure your marketing success, download our free ebook: Closed-Loop Marketing. This free resource will explain how you can measure the metrics that matter and link your sales back to the marketing efforts that created them. Simply click the link below to download your free copy:

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

 

Topics: radio advertising effectiveness, radio commercial, radio advertising, cost of radio ads

Advertising: The Sydney Morning Herald Versus The Daily Telegraph

Posted by Amy Baker on Jan 24, 2014 8:00:00 AM

If you’re new to newspaper ads, then you may be wondering:

“Which is better – The Sydney Morning Herald or The Daily Telegraph?”

Well, the answer is that they’re both good, and in the end it really depends on you.

Both newspapers are highly regarded, widely circulated and enjoy dedicated readerships. Therefore, what you should be asking yourself instead is “What are my goals? Who is my market? Which newspaper are they reading?”

Sydney Morning Herald versus The Daily Telegraph

An “unashamed cheerleader for Sydney,” according to Editor Paul Whittaker, The Daily Telegraph enjoys a readership of over four million people. The Daily Telegraph reaches approximately 35,000 people every week through smart phones and tablets, and the publication as a whole reaches a total of 4,188,000 citizens.

Similarly, The Sydney Morning Herald also reaches between four and five million people, and in March of this year they reduced the size and material of their print format "from the traditional broadsheet format to a compact-size" to provide a more convenient experience to their readers. The Sydney Morning Herald’s combined audience (print & digital) is 4,813,000 people.

Sydney Morning Herald versus The Daily Telegraph

Both outlets are innovative in their own ways, both provide extremely high exposure and both have comparable, flexible ad cost structures. Like all outlets, the cost of an advertisement is based on the size of the ad, the location, the amount of colour and any extra features. The Sydney Morning Herald and The Daily Telegraph are similar in this regard, and small businesses of all shapes and sizes have the opportunity to find a cost structure that fits their budget.

You know both newspapers will reach a ton of people, but how will you know which one to choose? Again, it really comes down to demographics. Although each newspaper is similar in their size and scope, they are a bit different in terms of their content and demographics.

For example:

The Daily Telegraph takes pride in its female brands Taste, Body & Soul, Shop Smart and Best Weekend. 

The Sydney Morning Herald says that their tablet audience is primarily made up of men – 61% - versus 39% female.

 

Your newspaper choice depends on your target audience

Therefore, although it’s extremely important to consider your budget, it’s equally important to consider whom you’re reaching, how and where. Take a good hard look at each newspaper’s individual brands, and download their media kits to get a feel for which newspaper specializes in which demographic. If you’re looking to reach mom in the morning, then you might need The Daily Telegraph. Similarly, if you’re looking for dad on the train, then The Sydney Morning Herald might be your solution. Consider whether you're interested in a printor digital approach.

While you’re doing that, don’t forget to examine your own analytics. You can highlight every little detail of each newspaper’s key demographics and numbers, but what’s the point if you don’t understand your own base? Remember to take a deep dive into your own business, and align those figures with whatever goal you are currently trying to achieve. Is it a short-term sale? Is it long-term awareness? Who is your ideal customer, specifically?

 

Sydney Morning Herald versus The Daily Telegraph

 

You may likely find that each newspaper is similar in many ways. They have to have similar cost structures in order to stay competitive. They both have gone off onto the smart phone and tablet platforms. Each outlet reaches all walks of life, however, each newspaper also has its own unique brands with unique voices.

After doing your homework in regards to both each newspaper’s media kit and your own business analytics, you may find that the best way to understand which newspaper is better, is to simply pick them both up and read them. Check out the editorials, flip through the features and simply get to know each paper a little better – as a customer.

If you would like to find out more about how you can measure your marketing success, download our free ebook: Closed-Loop Marketing. This free resource will explain how you can measure the metrics that matter and link your sales back to the marketing efforts that created them. Simply click the link below to download your free copy:

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

 

Topics: The Sydney Morning Herald advertising, the best newspaper to advertise in, newspaper advertising, The Telegraph Sydney advertising, cost of newspaper advertising, marketing in The Telegraph

My Competiton Ranks Higher Than Me – Now What?

Posted by Amy Baker on Jan 21, 2014 8:00:00 AM

Search engine results can sometimes sting for small business owners. You have a more reputable and established business, a better and more prominent reputation and more customers. Yet, somehow, the new guy on the scene is ranking higher than you in search engines.

That’s a tough pill to swallow, because according to Brafton, 71% of all online purchases begin with entering keywords into a search engine. According to Slingshot SEO, the #1 position receives 18% of clicks, while the #2 spot receives 10% and third place receives 7%. Meaning, the difference between first and third in Google should be more than enough to get you nice and motivated.

 

So why aren’t you ranking as high as you should be?

Well, although the SEO landscape has been drastically altered over the years, it’s still a combination of art and science. You’re going to need both a willingness to learn, and a team of seasoned experts, to help you along your journey.

If your Google search engine ranking is low, then there is likely a good reason. Fear not, however, because the search engine gods have been waging an algorithm war for years against “black hat” SEO. So if you’re ready to get serious about online marketing, then get ready for serious results.

What does “black hat” mean? It’s a negative term used to describe manipulating the system in order to achieve a high ranking - when you don’t actually do anything to deserve it. “Black hat” SEO used to be achieved by stuffing thousands of keywords and phrases into a website’s code.

However, thankfully, that no longer works. That’s why it’s a good time to be optimistic about SEO – because if you’re ready to do it right, then you shall be rewarded.

 

SEO Optimisation

 

SEM (search engine marketing) requires a two-fold approach: technical and creative.

You need to consistently produce fresh, valuable and original content on your website and linked social media channels. That means blog posts, press releases, videos, articles, photos and more.

However, the difference between today and a few years ago is that Google now knows if your content is actually valuable or not. Automatically churning out junk content, or simply re-blogging others’ work, in 2013 will actually hamper your efforts rather than help you. Google has been known to push down sites that engage in this type of behaviour.

So here’s what you need to do: first, step up your original content game. Produce a piece of content at least every week - if not every day. If you need help to make this happen, then pick up the phone (or do a Google search), and contact a marketing agency. If that’s the case, then you’re not alone – according to Mashable, 62% of businesses outsource their content creation and marketing.

 

Google SEO Competition

Second, go back to the drawing board. You’re going to have to re-examine the technical side of your web presence. Along with producing creative content, this is where marketing agencies can help. Although black hat “keyword stuffing” is thankfully over, your website does still need to be properly structured and coded for SEO on the technical side. You’re going to have to get your hands dirty on this one.

That means going back into your data and code, and making sure that it is all correct and modified for SEO. You will also need to do a sweep of essentially your entire web presence, making sure that you are properly registered, listed and active on all of the outlets and websites that Google deems important for a high search ranking. Your efforts will be useless if your website is not properly indexed in the first place. Take the time to clean up the technical side before launching your content marketing campaign.

 

Use content marketing to improve your SEO and rank higher than your competition.

If other businesses rank higher for your keywords, yet they’re not doing anything to earn it, then it’s likely that they will soon be found out. So will SEO let you rank higher than the competition? Yes – if you work for it. That means not only putting a strong effort into original content marketing, but also making sure that your website is SEO-friendly on the technical side.

Remember, search engines favour those who produce their own content, and do it well. Offer content that will be valuable to your customer base, and that will establish your business as an authority. If you ensure that both the technical and creative sides of your SEO coin are nice and shiny, then higher search engine results will follow. 

If you would like to find out more about how you can measure your marketing success, download our free ebook: Closed-Loop Marketing. This free resource will explain how you can measure the metrics that matter and link your sales back to the marketing efforts that created them. Simply click the link below to download your free copy:

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

 

Topics: blogging, content marketing, seo, search engine optimisation, sem, search algorithm, search engine marketing

Is Television Advertising Worth The Expense?

Posted by Amy Baker on Jan 17, 2014 8:00:00 AM

The term “small screen” has been used to define television – but these days, the small screen is dominated by tablets and smart phones. However, television engagement is still very high, running right alongside online and mobile.

Small businesses may assume that television advertising "costs too much", however, the format is still a very viable marketing option and video production technology is now more accessible than ever before.

 

Businesses Television Advertising Spend Is Up!

According to research by Nielsen, the total spend on television ads around the world rose by 4.3 percent in 2012, and made up 62.8% of all advertising expenditures. For small businesses in Sydney that are contemplating the effectiveness of TV advertising, now is a good time to take a closer look at the format.

Television Advertising

However, it’s important to consider both the current needs of your business and the demographic you are trying to reach. This takes a little bit of time and research, however, in the end you will be glad that you chose the right TV station and channel to work with.

By working with a media and marketing agency like The 360 Degree Marketing Group, you can quickly gather all of the data that you need to target your specific audience accurately and effectively. 

 

Can You Book A Television Advertisement Without An Agency?

If you want to do this independently, start by asking yourself a series of basic questions: What am I currently trying to promote? Who am I advertising to? How can I make my advertisement stand out? The needs of small businesses are constantly changing, so make sure that your potential TV advertisement is aligned with the immediate short-term goals of your company.

Also, since television is all about entertainment, be sure to take that into account. Try to align the creative style of your message with popular or entertaining themes that will fit more seamlessly into the viewer’s experience.

If you’re wondering whether television is less popular than it used to be, then rest assured that the medium is still very much worth your time. According to a study by Nielsen, 18-24 year olds watched an average of roughly 21.5 hours of television weekly during the second quarter of 2013.

 

Understand Your Television Audience

Expectedly, the 50-64 and 65+ demographic watched more television than the younger folks, according to the same study – specifically, approximately 50 to 90 minutes more, respectively. Again, it's important to consider to whom you are marketing - if your target market is older, then this is good evidence that television might be your answer.

If you’re asking yourself “Can I afford to advertise on TV?” then you should compare the cost of advertising with your local television stations with the cost of placing an ad in your local or metropolitan newspaper. You may be surprised to find that there are affordable pricing structures and options for businesses of all shapes and sizes.

For example, if you regularly run advertisements in The Sydney Morning Herald, then compare that to how much it may cost you to run a short TV spot on Channel 7 or Channel 9. Just as your print ad differs drastically depending on its size, location and colour count, the cost of your potential TV ad will vary depending on the length of your ad, the time of day it airs and how many times. Again, it is key to take a good hard look at the immediate, short-term goals of your small business.

 

Cost of Television Advertising

 

So are TV commercials too expensive?

Well, the opportunity is there for television advertising to be very effective, if you do it the right way. That means doing your research and opening up the creative floodgates. If you are on a budget, then instead of hiring outside help, look to your employees for inspirational ideas that will make your TV ad shine.

Television has come a long way. Today, it’s often on par with film in terms of production quality, writing and engagement. Therefore, you should use every resource available to make sure that your TV ad aligns with the expectations of your audience. It’s likely that each of your workers has their favourite channel and show, so tap into that knowledge and passion in order to create something special.

If you would like to find out more about how you can measure your marketing success, download our free ebook: Closed-Loop Marketing. This free resource will explain how you can measure the metrics that matter and link your sales back to the marketing efforts that created them. Simply click the link below to download your free copy:

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

 

Topics: television advertising, small screen advertising, tv marketing, tv advertising

How Much Does A Weekly Email Newsletter Cost?

Posted by Amy Baker on Jan 14, 2014 8:00:00 AM

Email marketing has been around since the dawn of the Internet, and although it is one of the oldest forms of online marketing, research shows that it is still the most effective.

According to a 2012 study by Blue Kangaroo, 7 in 10 consumers have utilized a discount that they received in a marketing email the week before. According to a study by iContact, 56% of companies plan on upping their use of email marketing this year.

For small businesses, the cost of email marketing depends on several factors, including the size of your audience, the frequency of your emails and the degree of segmentation that you desire – meaning, how many different emails you will need to send in order to attract each of your unique customers.

Weekly Email Marketing Cost

The price of a weekly email newsletter should be relative to the needs of your business.

For example, if you are email marketing to people in different cities, then you will need to segment your emails appropriately, so that each email is extremely relevant to the person who is opening it. The bigger your audience, the more likely it is that you have recipients who all have a different need for your business. If you have a larger audience, then your investment into email marketing will need to be more significant.

Before sending out emails, ask yourself: do I want to send the same email to a mother and a teenager? Email targeting is crucial.

In 2014, each email needs to be highly personalized, which is why segmenting your emails is important. By making a stronger effort to target your emails with refined content, you will increase the likelihood of positive reception by each unique audience member.

Keep in mind that your email recipients likely come to your business from different perspectives and for different reasons. For example, you may provide your product or service to both doctors and lawyers – so is it a good idea to send the exact same weekly or monthly newsletter to both of them? In this case, it’s a smarter move to draft two separate, targeted emails instead of only one.

 

There are many options to choose from when setting up email marketing.

Some of the most well known services include Constant Contact, Vertical Response, Mail Chimp, iContact and AWeber.

The monthly subscription rate for these services almost always depends on how many email subscribers you have – 500, 1,000, 10,000 etc. This is good for small businesses that are new to email marketing, because since you won’t have many subscribers at first, you won’t be paying too much money for the service.

If you’re working with professional marketers, then agency prices for email marketing will include many more features. For example, the agency will typically provide template design, email delivery, review of results, testing of different strategies, making creative changes and more. This may be a good option for the small business owner who wants to set up email marketing, but doesn’t have the time to learn it, run it and manage it personally.

 

Email Marketing Puzzle

 

Regardless of whether you do it yourself or through an agency, email marketing is a worthwhile investment.According to the Interactive Advertising Bureau, email ad revenue reached $156 million in 2012, while Forrester research has projected that the overall email marketing spend is growing by 10% year over year. Depending on your market is can be even more successful as it has been for liquor stores.

 

 

 

Email Marketing

 

After you have decided on what email marketing cost structure works for you, remember that the most effective email marketing results come from distributing consistently valuable content to your audience.

Whether it’s through entertainment, news, information, offers, discounts or deals, for small businesses, the most effective way to engage your audience with email is to let them know that you’re always there to help.

The 360 Degree Marketing Group can assist you with your email marketing efforts. If you would like to find out more about how to successfully utilize email marketing, simply download our free Email Marketing ebook by clicking the link below:

 

The 360 Degree Marketing Group Email Marketing Ebook For Business Owners

 

 

Topics: cost of email marketing, email marketing, email marketing prices, email newsletter, business email marketing

The Different Ways to Run a Facebook Promotion

Posted by Amy Baker on Jan 10, 2014 8:00:00 AM

The price of running a Facebook competition all depends on your approach.

In the past, companies were required to run Facebook competitions strictly through third party applications. However, Facebook recently changed its guidelines, allowing companies to either use a third party app or run the competition directly through Facebook. This can be a key piece of your facebook marketing strategy and can help measuring success.

Each approach results in a different cost structure, so be sure to pick a strategy that is right for you. Here are some third party apps to get you started:

Facebook competitions

 

Blinkd for Facebook competitions

Blinkd is a third party app that focuses on running Twitter and Facebook competitions. They offer a tiered pricing structure, and their philosophy is that companies should only have to pay for the time that their contest is actually live. Blinkd charges more for photo and video contests, while the app runs Twitter competitions for free. However, the price of the free version is that you cannot access fan-gating, referrals, moderation or voter registration. Blinkd is a good option for Sydney-based small businesses, since all of their pricing is in AUD. 

 

ShortStack for Facebook promotions

ShortStack provides companies with a way to create many different kinds of Facebook promotions. For example, you can run photo competitions, video competitions, essay competitions, vote-to-win competitions, sweepstakes’ and refer-a-friend competitions. The app allows you to create custom entry forms, import likes, comments and photos from status updates and set entry restrictions. ShortStack is a full-service platform, and as a result, it is a bit pricier than some of the other options. However, it’s a great way to manage all of your social media competitions in one place.

 

Wildfire for Facebook competitions

Facebook’s in-house competition solution is powered by Wildfire, which is owned by Google. With Wildfire, you can run and manage competitions on Facebook, Twitter, LinkedIn and YouTube. Like ShortStack, companies can create photo, video and essay contests, and they can also engage their audience with quizzes and trivia competitions. Their Pro and Enterprise options both offer features such as Google Analytics integration, cross-network promotions and central publishing calendars. However, for small businesses, the Pro package may be the better option because the main draw of an Enterprise account is the ability to utilize audit logs, which may not be necessary for a small operation like it is for a large corporation.

Woobox

 

WooBox for Facebook competitions

Woobox is another third party app that has innovated Facebook competitions with things like bonus entries for real life friends and partners, mobile access and more. The app also allows companies to translate all of their competition text into different languages. They also provide competition solutions for Pinterest, Instagram and other social media outlets. In terms of cost, Woobox is different because it bases your cost on the amount of fans you have. For example, the cost of running a competition with Woobox will be more or less, depending on if your company has earned 100 fans, 1,000 fans, 20,000 fans etc. 

 

Offerpop for Facebook contests

Offerpop, a social campaign company, provides a few more unique ideas – they allow you to run caption contests and “tug of war” contests, which pit two things or places against each other (like Sydney and Melbourne), and Facebook users then vote for their favourite. Instead of a monthly fee, Offerpop allows companies to pay via an annual subscription or per campaign. 

 

What about going directly through Facebook? Page administrators can now run competitions directly from their page. You can collect competition data directly from page likes, comments, messages and posts. This may be a better option for small businesses that are looking for more flexibility and small-scale, short-term competitions. If you’re just starting out, then this may be the solution for you. 

 

Ultimately, the cost to run a Facebook competition depends on the needs of your company and the method that you choose. 

There are several third party apps that can streamline the process, however, they are businesses themselves, and require subscription plans and pricing that may be out of reach for some small business owners. On the other hand, running a competition directly through your Facebook page may be a more flexible and affordable option. However, this approach does not include the all-encompassing features and amenities that third party apps provide. Facebook competition costs vary, but with the array of available options, there is a solution for everyone.

 

To find out more about how you can turn your Facebook fans into paying customers, download your free ebook today. 

Learn how to generate more likes, get more visitors, see more results, and make more money!

 

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

 

Topics: Cost of a Facebook Competition, Price of a Facebook Competition, Competition Prices, Facebook Competition Cost

Advertising in the Newspaper: Obsolete or Evolved?

Posted by Amy Baker on Jan 7, 2014 4:50:00 AM

Some people really do believe that newspapers are facing the end of their time. They seem to think that we have become so modern that we don’t even need to read the newspaper anymore. Perhaps they think that soon we'll be able to synthesize the news via neuro-receptors by simply blinking a couple of times when we wake up.

Okay, so perhaps there’s more fiction than science in that rhetoric, but have you ever asked yourself; “Are newspapers obsolete?” As a small business owner, you have to ask yourself that question right after wondering: “Should I advertise in the newspaper?”

 

Are people still reading the newspaper? 

People are definitely still reading the newspaper. In fact, more and more people are finding that their Sydney based newspapers have more relatable news so they are choosing to read industry niche newspapers rather than going online and reading international press.  

Sydney newspapers have discovered that instead of competing with major news outlets, it’s more profitable to speak directly to locals, and advertise local products!

These newspapers have gone back to their roots, and the result is that more people are finding out about local events, local news, and reading advertisements through their local newspapers. 

This is not something coming from a puritanical person who doesn’t like change, I love everything digital! But there are literally almost a million newspaper readers in Sydney alone, so how can anyone say that no one reads the newspaper anymore? 

 

Advertising in the Newspaper

 

Is it worth advertising in newspapers? 

Just like a high achieving local school or local bulletin board; without your acknowledgement, and support, newspapers will not be able to attract the readership that they need. But in the same vein,  businesses need newspapers to ensure that their advertisements reach a greater audience. 

You probably understand that newspaper readership and advertising go hand in hand, but this supportive relationship is important to consider when choosing where to advertise and how.

The worth of your advertisements is directly related to the readership of the newspaper!

 

When does newspaper readership and advertising become valuable to you?

It becomes of worth to you, when you understand that your advertising will reach an important audience. Demographic information is collected and analyzed on a consistent basis so this information is readily available from your local marketing or media agency.

If you know the exact worth of your target audience's attention, this can make deciding to advertise in a newspaper very simple.

Even though many pessimists are saying that the number of people who read Sydney newspapers are dwindling; the  media statistics disagree. They show that in a metropolitan city like Sydney, with a population of over 4 million, at least 1.6 million are still reading a physical newspaper. Some people still wonder why people read the newspaper but they do, and they have good reasons for doing so.

 

Are newspapers becoming obsolete?  

You will be happy to hear, the answer is a definite no. However, the way in which the advertiser and the reader interact on this platform is evolving, so it’s important—for the sake of your business—that you heed this change, and review your approach to newspapers, and how you would like to be presented to each paper’s readership.

From a purely psychological perspective, we know that some readers use newspapers as a security blanket, that surrounds them, and keeps the world out ironically—it’s a habit that very few mass rapid transit commuters can’t seem to let go of, no matter how much they are told that the newspaper is “doomed.”

There is a great deal of useful psychological marketing data available to advertisers that advises them on the best approach when targeting their specific audience.

 

So are Newspapers still worth advertising in?

Newspapers are a much more personal medium for gleaning knowledge than their digital counterparts, and so advertising on this medium must also reflect the nature of that beast. It makes no sense for you as a business owner, to not want to connect with the readership on a more personal level.

When you are advertising to these people, it’s worth showing that your business is also informed; e.g. Advertising something that is related to the biggest story of that day, week, or month—paying mind to the Sydney newspaper readership, and advertising costs of such a creative feat!

Unlike television, or any other digital marketing, more often than not; newspaper ads are both interesting and entertaining, so people not only read them, but they review, dissect, and share them.  That round-table becomes a form of free publicity that your business may not have even considered possible, but is well worth the effort of newspaper advertising.  

For more information about how to measure your marketing success, and tips on ensuring that your marketing efforts are paying off, download our free ebook: Closed-Loop Marketing by clicking the link below.

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

Topics: newspaper advertising Sydney, should I advertise in the newspaper, sydney newspaper advertising, are newspapers becoming obsolete, Sydney newspaper readership and advertising costs, people reading the newspaper, is it worth advertising in newspapers, newspaper readership and advertising, are newspapers still worth advertising in

How Much Does A Facebook Advertisement Cost?

Posted by Amy Baker on Jan 3, 2014 8:00:00 AM

If you’re wondering how much it costs to advertise on Facebook, then you’ll be happy to know that you can pay whatever you want!

The beauty of Facebook advertising is that it is 100 percent customizable – you can spend one dollar per day or one thousand dollars per day – it’s completely up to you. Advertising with Facebook’s advanced targeting techniques allows you to reach almost every demographic under the sun, and the site offers a few different ways to reach your target market.

Facebook advertising is set up so that you can control the maximum amount that you are willing to spend on your campaign. You can set two kinds of budgets – a daily budget or a lifetime budget. A daily budget is self-explanatory, and a lifetime budget refers to a campaign that runs for a specified period of time, like six months or one year.

Cost of Facebook Advertising

You can spend the money on clicks or impressions – a click may result in a like or a click on your link, whereas an impression is simply a view of your ad. That’s why 1,000 impressions is considered to be the equivalent of one click.

However, Facebook may not charge you the full amount of your daily budget on any given day. Why? Because, depending on the size and specifications of your target market, there may not have been enough relevant users exposed to your ad on that particular day. That’s a good thing, because Facebook won’t charge you for reaching people who don’t meet your specific guidelines.

For example, if you are targeting female Sydney residents who are specifically interested in interior design and who are between the ages of 25-45, then there simply may not be enough of those people seeing your ad on any given day to warrant the full budget spend. However, do not fret, that simply means that each click you do get is highly targeted. On the contrary, if you’re simply targeting any Sydney resident between the ages of 25-45, then that’s a much bigger net and you will be much more likely to spend the full daily budget in one day.

 

Ultimately, the cost of a Facebook ad is entirely dependant on your budget, what you are selling and to whom.

If you are providing a very niche product or service to a concentrated group of people, then you may want to spend more money because each relevant consumer is fewer and further between. Similarly, if you are offering something more universal or mainstream, then you may not need to spend as much money, because there are simply more people that will find your ad valuable.

Facebook Advertising Image

 

Facebook marketing costs are broken down into different types of bids, and you can set a different budget for each bid type.

You can choose either cost per mille (CPM), cost per click (CPM), optimized cost per mille (oCPM) and cost per action (CPA). Your bid type should be based on your goals – for example, paying strictly for CPC results will ensure that you’re only paying for clicks on your ad. However, that doesn’t mean those people are actually liking your page, or doing anything except clicking on and off your ad. That’s why CPA exists – that way, you can ensure you are only paying for actions taken on your ad – such as liking your page or clicking your website link.

Advertising on Facebook is a great option because of its budget flexibility and advanced targeting options. It’s one of the few places where you can target advertisements based on everything from age, gender, occupation, interests and occupation. Facebook has over one billion users, and there are opportunities for businesses of all kinds to reach their own unique audience.

 

Want to learn more about how you can turn your Facebooks fans into paying customers? Download our free ebook and start making money from social media! You will learn how to get more likes, increase your engagement, gather data, and ultimately; increase your business' sales. 

Click the link below for your free copy.

 

The 360 Degree Marketing Group Facebook Fans Ebook for Small Business Owners

 

Topics: Facebook Advertising Tips, Facebook advertising costs, cost of a Facebook ad, Facebook Marketing, Facebook advertising, Facebook Advertising strategy