Promoting a weak offer via multiple advertising channels is mostly an exercise in brand awareness, but be careful how you are putting you brand out there.

The premise for using multiple channels

As a business owner, when one marketing channel does not seem to be working, you wonder if other channels would work.

Each advertising channel has a certain way of reach an audience.

For example, Google reaches audiences via keyword intent. Facebook via demographics and interest.

But even if you don’t know that, you suspect each channel would reach a different audience.

So basically, your strategy boils down to finding the advertising channel that reach the right audience.

The idea has merit but it’s based on a key assumption: that your offer is good.

Why Small Business Owners Should Hone Their Offer Before Advertising It

When it comes to marketing their businesses, small business owners often have limited resources. This can make it tempting to try to promote any and all offers through as many channels as possible. However, this can be a costly and ineffective approach.

A better strategy is to focus on honing your offer before advertising it. This means taking the time to understand your target audience, their needs and wants, and how your product or service can solve their problems. Once you have a strong offer, you can then choose the most effective advertising channels to reach your target audience.

Here are some advantages of starting with a strong offer:

• Higher conversion rates: A strong offer is more likely to resonate with your target audience and lead to conversions.
• Lower advertising costs: Because a strong offer is more likely to convert, you will have to spend less money on advertising.
• Better customer satisfaction: Customers are more likely to be satisfied with your product or service if it meets their needs and expectations.
• Stronger brand reputation: A strong offer can help you to build a strong brand reputation and customer loyalty.

Here are some consequences of forcing a weak offer:

• Lower conversion rates: Customers are less likely to be interested in a weak offer, which will lead to lower conversion rates.
• Higher advertising costs: Because a weak offer is less likely to convert, you will have to spend more money on advertising to achieve the same results.
• Dissatisfied customers: Customers are more likely to be dissatisfied with a weak offer, which can damage your brand reputation and lead to negative word-of-mouth.
• Weaker brand reputation: A weak offer can make your business look unprofessional and untrustworthy.

There are a few exceptions to the rule of honing your offer before advertising it. One exception is when you are launching a new product or service and you need to generate awareness and interest. In this case, it may be helpful to use multiple advertising channels to reach a wider audience. But if you notice many competitors, your offer is not that new in the eyes of potential customers, is it? So advertising it via multiple channels is not likely to increase your return on investment.

Another exception is when you are running a time-sensitive promotion. For example, if you are having a sale on a limited number of items, you may want to use multiple advertising channels to reach as many potential customers as possible.

However, in most cases, it is best to focus on honing your offer before advertising it. This will give you the best chance of success and protect your brand reputation.

Here are some tips for honing your offer:

• Talk to your customers: Find out what they like and dislike about your product or service. What problems does it solve for them? What are they willing to pay for?
• Research your competition: What are your competitors offering? How can you differentiate your offer?
• Test different offers: Try out different offers to see what resonates best with your target audience.
• Get feedback from others: Ask friends, family, and other business owners for feedback on your offer.

By following these tips, you can create a strong offer that is more likely to convert customers and grow your business.