Click for 30% off your next deposition.
Do Social Ads Work for Small Business?
That is the exact headline from the first page of the Wall Street Journal's Marketplace section in early November (2013). I was stunned that the Journal would ask such a dumb question. I have ranted here before about the importance of asking the right question, but this brings us to a new level: irrelevance.
This was brought up during the buildup to the Twitter IPO and I am sure someone felt that it needed asked. But it did not. The first paragraph begins with the idea that Twitter is "hustling to attract and retain small businesses, a potentially lucrative source of advertising revenue." That is no doubt correct, but the size of a business is not the important aspect of a media buying decision. Most important is matching your potential customer base with the audienced reached by the media. They actually answered this question in the article — but they did not realize it.
Simply put, the article showed a generally obvious conclusion: a business-to-business advertiser with a narrow audience and low-repeat sale product will likely have a tough time getting results from Twitter regardless of how much "cultivation" effort the business puts forth. The article pointed to a Long Island coffee shop that had great success building an audience and their ads were successful. Well, duh! Let's see, a broader general audience with a well defined geography and a produce many buy everyday.
It is not about the size of the business, it is about having a sense of your audience and knowing how they operate. That is where you have to start before doing any advertising.