Some companies view advertising as unnecessary or simply an expense with no benefits.  Those companies believe that their business model is so unique or successful that they would not find advertising to be helpful to them.  Wrong thinking, we think.

Advertising is beneficial for any business, regardless of its products, audience or previous success.  Paperitalo Publications believes in the benefits of advertising for numerous reasons.  

According to the U.S. Small Business Administration, advertising can attract new customers and replace lost ones, build sales to boost your bottom line, and establish and maintain your distinct identity in the market place.  If you advertise through the right platforms, your company will be seen by both current and new prospects.  They will know who you are before you reach out to them.  This exposure gives you a higher chance of being contacted by these prospects if they should need your services.  With a consistent message, this awareness will also provide you an established identity in your industry.

Advertising can be a positive influence on your company's success--if handled correctly.
Seraphscience.com articulates this in the article, 5 B2B Marketing Strategies for 2015.  Some of the trending strategies for advertising are display and native advertising, micro targeting, precision marketing, and quality content marketing.  Digital advertising is continually trending upward and can be broken down into two parts: display and native advertising.  

Display advertising is an important media platform, as it is interactive, can be specifically directed to your audience, and the format cuts down on cost.  Micro targeting or precision marketing delivers your company's message to your precise target audience.  Digital advertising accomplishes this as you can place your advertisement on a popular industry-specific site that already has the audience size and type that your company is targeting.  

Content marketing is important as well. Through the use of content marketing, you essentially inform your customer that your company has expertise in specific areas.  If informed about your expertise, they will likely reach out to you when they are faced with challenges in the areas of your expertise.

Paperitalo Publications is a good example of popular pulp and paper industry-specific media, with a reach of over 20,000 pulp and paper professionals a day.  We know why you should advertise and we can tell you about successful ways to advertise.  

To see an example of business-to-business advertising done right, turn to another Seraphscience.com article: 12 B2B Content Marketing Examples and Case Studies for 2014.  This article presents SunGard Availability Services as an example of a successful business-to-business advertising campaign.  The company provides IT operations support and services for over 70% of the Fortune 100 companies.  SunGard started a video series that put humor into educational content on IT pain points and industry trends.  These videos were used in a marketing campaign across multiple platforms including emails, social media, PR, and paid advertising.  This marketing campaign generated 3,000 leads in the first three days.  A call-to-action for white paper downloads at the end of the videos had an 87.4% click-through rate.  Any company with these types of numbers should be ecstatic and should be on its way to a record year.

Advertising will prove beneficial to your company if done on the right platforms.  Choosing not to advertise because you think it will not help your company will in fact limit your company's potential in the industry.  Educate yourself on the facts before making a decision.

Curt Gifford is Sales Manager of Paperitalo Publications.

For more information on Paperitalo Publications, feel free to contact:      

 

Curt Gifford  

cgifford@taii.com
770-367-4823 

 

Helen Roush

helen.roush@taii.com 

937-403-8602 

Jim Thompson
 jthompson@taii.com
678-206-6010