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Why Shotgun Marketing is Inferior to PPC Advertising for Most Small Businesses

Shotgun marketing is an age-old method that involves mass advertising your products, services, and business to a large audience. This technique is used by businesses to reach out to consumers on popular mass media channels, in hopes of attracting a surplus of new leads. 

Also known as above-the-line marketing, shotgun marketing focuses less on tracking analytics or obtaining a higher ROI, but more on increasing brand visibility and universal appeal to customers.

Examples of shotgun marketing approach include attention-grabbing radio ads, infomercials, TV ads, billboards, and magazine and newspaper ads.

small business using ppc advertising for targeted approach

Shotgun Marketing and Large Companies

Shotgun marketing is often adopted by larger brands like Netflix, Tide, and Coca-Cola as these companies attract and are known to consumers from multiple demographics. While bigger companies with large budgets and a varied customer base can make use of the shotgun marketing approach, most small businesses should use other marketing methods.

Why Shotgun Marketing Doesn't Often Work for Small Businesses

For small businesses, there are several drawbacks to shotgun marketing including the lack of ROI. The problem is, many small businesses don't have the budget to afford a billboard or TV ad, which makes shotgun marketing an exceptionally risky investment. Likewise, the barriers to entry are extremely high for paid advertisements in newspapers and magazines. Small businesses would be paying for expensive campaigns without any way to track the results.

Advantages of PPC Advertising for Small Businesses

Instead of using the shotgun marketing approach, a better alternative for small businesses with a niche following is Pay-Per-Click (PPC) advertising. A few benefits of PPC advertising include:

  • They are cost-effective. With PPC ads, the budget is easy to control and adjust as necessary, and you only pay when your online ads are clicked.
  • They allow for a more targeted approach. PPC advertising allows you to create customized ads and utilize advanced targeting settings that fit your target audience’s specific interests.
  • The results can be tracked. With PPC advertising, you are able to see who has viewed, clicked and/or taken action on your ads, allowing you to make improvements when necessary.

Contact Us Today

At Igniting Business, we strive to help you and your small business with your online marketing needs. To learn more about PPC advertising and how it can drive traffic to your website and increase your revenue, or for more information regarding our online advertising services, contact us today!

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