Any direct experience on what works comparing taking out digital ads with local media (neighborhood/rural newspapers online, daily “paper” websites, websites of TV/radio stations, local e-newsletters/blogs) versus running geo-targeted online ads on Google, Facebook/Meta, Next Door, etc.?
Assuming your business primarily has LOCAL customers, how would you spend $500-1000 a month on advertising to drive the most impact on your sales?
Context: I am involved in efforts to promote the discovery of locally made products by local consumers that don’t give all the margins nationally to Amazon, Etsy, etc. We’re exploring how the hurting local media might generate some revenue by delivering local customers more cost-effectively than the big digital ad companies. I am curious what the baseline is and what advice I might share with local media on what local small businesses are saying today about advertising with them online or in general.
My experience is that advertising with paid ads is almost totally useless. People nowadays seem to really want a personal recommendation or to see good reviews from real people on yelp/Google. Just start a campaign with people who have already done business with you to recommend you and to leave you positive reviews.
I’m all for local businesses, try to solely support them when possible. I always try to get people to see the value in supporting them but most folks just want cheap prices for cheap products delivered fast. It really seems at this point, Amazon will be the only business left selling certain product categories because they’re putting everyone else out of business. So sad.