Best Way to Advertise Business Online (Ultimate Guide)

With billions of people spending hours online every day, the internet offers unparalleled opportunities to connect with your target audience, generate leads, and drive sales.

But with so many options available, figuring out the best way to advertise your business online can feel overwhelming.

The key to standing out in a crowded digital landscape lies in having the right marketing strategy. Whether you’re a small business owner or a growing enterprise, the most effective advertising strategies are those tailored to your unique goals, audience, and budget.

From understanding the basics of marketing to choosing the right channels and crafting compelling messages, a well-planned strategy can make all the difference.

This guide is designed to help you navigate the world of online advertising. We’ll cover everything from the fundamentals of creating a marketing strategy to the best advertising for small businesses and beyond.

By the end, you’ll have the tools and knowledge to create a winning plan that drives real results for your business

Table of Content

Chapter 1. Understanding the Basics of an Effective Marketing Strategy

Chapter 2. The Marketing Funnel

Chapter 3. The 3 Types of Marketing Channels

Chapter 4. Volume Marketing Strategy

Chapter 5. Conclusion

Chapter 1. Understanding the Basics of an Effective Marketing Strategy

Before diving into the best advertising channels for your business, it’s crucial to understand that every business has its own unique "best" channels.

What works for one company might not work for another. The effectiveness of online advertising channels depends on the type of business you run, your target audience, and your marketing goals.

So, how do you determine which channels are the most appropriate for your business? The answer lies in creating a solid marketing strategy.

A well-defined marketing strategy is the foundation of any successful online advertising campaign. It helps you identify the best way to advertise your business online by aligning your efforts with your business objectives and audience preferences.

Let’s break it down step by step.

What is a Marketing Strategy?

At its core, a marketing strategy doesn’t have to be complicated. At Avansta, we follow a simple yet effective 3-step framework to guide our marketing efforts:

Step 1: Know Who Your Target Audience Is

Understanding your audience is the first and most critical step.

Who are they?

What are their needs, preferences, and pain points?

The more you know about your audience, the better you can tailor your messaging to resonate with them.

Step 2: Find the Channels They Exist on

Once you know your audience, the next step is to identify where they spend their time online.

Are they active on social media platforms like Instagram or LinkedIn?

Do they prefer searching for solutions on Google?

Knowing this helps you focus your efforts on the best way to advertise your online business effectively.

Step 3: Write Compelling Messaging to Them

With your audience and channels identified, the final step is crafting messaging that speaks directly to their needs.

Your content should be engaging, relevant, and action-driven, encouraging your audience to take the desired action, whether it’s making a purchase, signing up for a newsletter, or contacting your business.

By following this framework, you can create effective marketing strategies that not only increase your business’s visibility but also drive meaningful results, such as higher sales or more leads.

The Purpose of Marketing

At its heart, marketing is about making your business more visible to the right people so you can drive sales and grow your brand. However, marketing objectives can vary depending on your goals.

Some campaigns are designed to raise awareness, while others focus on generating leads or re-engaging past customers.

For example awareness campaigns aim to reach a broad audience, making your brand known to as many people as possible. This is often the best way to advertise business online when launching a new product or entering a new market.

Lead generation campaigns target specific industries or customer segments. For instance, if you’re selling software to solve a particular business problem, you wouldn’t want to advertise to everyone—just the businesses that need your solution.

Re-engagement campaigns focus on reconnecting with previous customers who may have stopped engaging with your brand. These campaigns often use personalized messaging to reignite interest.

Marketing can be as simple or as complex as you make it. The key is to define your objectives before you start. Your goals will shape every aspect of your strategy, from the channels you choose to the messaging you create.

Before launching your marketing strategy, it's essential to establish a strong online presence. Start with our step-by-step guide to building your business’s online presence.

Setting Your Marketing Objectives

Before launching any marketing campaign, ask yourself: What do I want to achieve? Are you looking to increase brand awareness, generate leads, or boost sales? Your objectives will determine the direction of your strategy. For example:

If your goal is brand awareness, you might focus on platforms like Facebook or Instagram, where you can reach a wide audience with visually engaging content.

If your goal is lead generation, LinkedIn or Google Ads might be more effective, especially for B2B businesses targeting specific industries.

If your goal is driving sales, consider platforms like Google Shopping or retargeting ads to reach customers who have already shown interest in your products.

By aligning your marketing efforts with your objectives, you can ensure that your online advertising is not only effective but also cost-efficient. This is especially important for online advertising for small businesses, where every dollar counts.

Understanding the basics of an effective marketing strategy is the first step toward finding the best way to advertise your business online. By knowing your audience, choosing the right channels, and crafting compelling messaging, you can create campaigns that deliver real results.

Know Your Offering & Branding

One of the most important principles in sales is that the best salesperson is the one who understands the product better than anyone else.

The same can be said about marketing. If you’re marketing a product, service, or offering, you need to understand why people should care about it.

If you don’t know what makes your offering unique, how can you expect your customers to know?

Before jumping into marketing, it’s essential to develop a clear understanding of your offering and how it fits into the market. This is the foundation of any most effective marketing strategy. Let’s break it down.

Why Understanding Your Offering Matters

When you’re offering something, it’s important to recognize that your product or service isn’t for everyone.

For example, let’s take the case of a photographer. When I first asked a photographer who their primary customers were, they said, “Everybody.” But when we dug deeper, we realized their services were primarily wedding photography and graduation photography.

Suddenly, it became clear that their services weren’t for “everybody” but for specific groups of customers.

Wedding photography appeals to newly engaged couples planning their weddings.

Graduation photography is typically booked by parents of graduates.

These are two completely different customer bases, so why would you advertise the same message to both?

This is where understanding your offering becomes critical. You need to identify which offerings you want to promote and tailor your marketing efforts accordingly.

Features vs. Outcome Benefits

Once you’ve identified your offerings, the next step is to outline their features.

For example, if you’re advertising wedding photography, your features might include:

• High-resolution images

• Multiple photo packages

• On-location shooting

• Quick turnaround times

While features are important, they can often feel too technical or impersonal. The top marketing strategies focus on translating these features into outcome benefits.

In other words, instead of just listing what your product or service does, highlight the benefits your customers will experience. For example:

Feature: High-resolution images

Outcome Benefit: Capture every precious moment in stunning detail, so you can relive your special day for years to come.

Feature: Multiple photo packages

Outcome Benefit: Choose a package that fits your budget and needs, ensuring you get exactly what you want without overspending.

Feature: On-location shooting

Outcome Benefit: Enjoy the convenience of having your photos taken at a location that’s meaningful to you, creating memories in the places you love.

By focusing on outcome benefits, you make it easier for potential customers to understand the value of your offering. This approach is the foundation of any successful online marketing strategy.

By aligning your messaging with your audience’s needs and preferences, you can create a more compelling and effective campaign. This is the best way to advertise your business online—by speaking directly to the people who are most likely to care about what you’re offering.

The Role of Branding

Finally, don’t forget the importance of branding. Your brand is more than just your logo or colour scheme—it’s the emotional connection people have with your business. A strong brand reinforces the value of your offering and builds trust with your audience.

For example, a photographer specializing in weddings might position themselves as a “romantic storyteller,” while one focusing on graduations might emphasize “celebrating milestones.”

Your branding should be consistent across all your marketing efforts, from your website to your social media profiles to your advertising campaigns. This consistency helps reinforce your message and makes your business more memorable.

Key Components of a Marketing Strategy

Now that we’ve covered the importance of understanding your offering and branding, let’s dive into the key components of a marketing strategy.

Using the 3-step framework we discussed earlier, we’ll walk through how to create a strategy tailored to your business.

Whether you’re a small business or a large enterprise, these steps will help you identify the best way to advertise your business online and connect with your ideal customers.

Step 1: Know Who Your Target Audience Is

The first step in any successful marketing strategy is to define your target audience.

Remember, the goal of marketing isn’t to sell to everyone—it’s to sell to the right people.

To do this effectively, we create something called a target audience persona. This is a fictional representation of your ideal customer, based on their demographics, psychological traits, and online behaviors.

Let’s use the wedding photography example again to illustrate this. Who might be the target audience for this service? Here’s what a detailed target audience persona might look like:

Demographics

Demographics include basic characteristics like age, gender, location, and education level, which help you identify who your ideal customers are.

Age Range

25–35 (typically engaged couples planning their wedding).

Genders

Primarily women, but also includes their partners.

Location

Local area (if you’re a local business, you’ll want to focus on customers within your service area).

For B2B businesses, demographics might focus on the roles of decision-makers, such as CEOs, managers, or department heads.

Psychology

Psychology delves into their goals, challenges, and values, revealing what motivates them and what problems they need to be solved.

Desired Outcomes

• Capture timeless, high-quality photos that tell the story of their wedding day.

• Find a photographer who understands their vision and can bring it to life.

• Create lasting memories to share with family and friends.

Challenges

• Overwhelmed by the number of options and pricing structures.

• Concerned about finding a photographer who is reliable, professional, and fits their style.

• Balancing wedding budget constraints with the desire for high-quality photography.

Values

• Authenticity, creativity, and attention to detail.

• Emotional connection to the photographer’s work and personality.

• Trust and professionalism.

Online Behaviour

Online behaviour focuses on how they interact with digital platforms—what social media they use, what they search for, and the type of content they engage with. Together, these elements paint a clear picture of your audience, enabling you to craft tailored marketing strategies that resonate deeply and drive results.

Social Media Usage

• Highly active on Instagram and Pinterest for wedding inspiration.

• Follows wedding content creators and influencers.

• Engages with visual content, such as photo galleries and behind-the-scenes videos.

Search Behaviour

• Searches for terms like “best wedding photographers near me,” “affordable wedding photography,” or “[City] wedding photographer.”

• Reads reviews on Google, Yelp, and The Knot.

• Visits photographer websites to view portfolios and pricing.

Content Preferences

• Loves real wedding stories, photo galleries, and client testimonials.

• Engages with video content, such as wedding highlights or “day in the life” reels.

• Prefers visually appealing, emotionally driven content over text-heavy posts.

Why a Target Audience Persona Matters

Creating a detailed target audience persona provides valuable insights into how to market to your ideal customers. It helps you identify their pain points, desired outcomes, and the values they prioritize when choosing a business.

For example, knowing that your audience values authenticity and emotional connection can guide your messaging and branding efforts.

Additionally, understanding their online behaviour tells you exactly where your customers “live” online. This is critical for choosing the right channels for your digital marketing strategies.

For instance, if your target audience is highly active on Instagram and Pinterest, these platforms should be a priority in your marketing efforts.

Step 2: Find the Channels Your Audience Live On

Knowing your target audience and crafting a killer message is only half the battle—the other half is ensuring you’re delivering that message in the right place.

If you’re shouting your message in the wrong spot, you’ll never reach your customers. This is why identifying the channels your audience frequents is an important step in your marketing campaign plan.

How to Identify the Right Channels

Your target audience persona is a great starting point for figuring out where your customers spend their time online. For example, if your persona reveals that your audience is highly active on Instagram and Pinterest, these platforms should be prioritized over others like Facebook or LinkedIn.

Similarly, if your audience tends to search for services like “best wedding photographers near me” or reads reviews on Google and Yelp, then focusing on SEO and local search optimization is essential.

Here’s how you can use your persona to guide your channel selection:

Social Media

If your audience loves visual content and spends time on Instagram and Pinterest, these platforms should be at the top of your list.

Search Engines

If they’re actively searching for services like yours, invest in SEO and Google Ads to ensure your website appears for relevant search terms.

Review Platforms

If they rely on reviews to make decisions, focus on building a strong presence on platforms like Google Business Profile or Yelp

The 3 Types of Channels to Consider

Later in this blog, we’ll explore the best ways to advertise your business locally and online by highlighting three types of channels where your customers might exist:

Inbound Channels

Social media platforms, blogs, or YouTube where you can create and share valuable content to attract and engage your audience.

Outbound Channels

These include email marketing, cold calling, or networking events where you proactively reach out to potential clients.

Paid Advertising Channels

Platforms like Google Ads, Instagram Ads, or local directories where you can pay to promote your business.

A diverse mix of channels ensures you’re reaching your audience at different stages of their journey, from awareness to decision-making.

Aligning Channels with the Marketing Funnel

Not all channels serve the same purpose. Some are great for generating awareness, while others excel at driving action.

For example, if you’re a wedding photographer, how many customers will immediately book a session after seeing one ad? Probably very few, especially if you’re just starting out. This is where the marketing funnel comes into play.

Let’s break it down with an example:

Awareness Stage

Create engaging Reels on Instagram and Pinterest to attract new potential customers. Short-format videos are ideal for reaching non-followers.

Use paid advertising on Instagram to broaden your reach and introduce your brand to a wider audience.

Interest Stage

Once users engage with your content or ads, encourage them to follow your profile and interact with your posts.

Share carousels, Stories, and behind-the-scenes content to keep them engaged and build trust.

Action Stage

Run retargeting campaigns to re-engage users who interacted with your content in the last 90 days.

Use Instagram Stories or direct messaging to nudge them toward booking a session or inquiring about your services.

Notice how the same platform (e.g., Instagram) can serve different purposes depending on the stage of the funnel. By aligning your channels with your goals, you can create a seamless journey for your customers.

Finding the right channels is about meeting your audience where they are. Whether it’s social media, search engines, or local directories, your channel strategy should align with your audience’s behaviour and your marketing goals.

By combining awareness-building channels with action-driving ones, you can create a comprehensive marketing campaign plan that guides potential customers seamlessly through the funnel.

In the next section, we’ll dive deeper into crafting compelling messaging that resonates with your audience and drives action.

Step 3: Message Directly to Them

Now that you know who your target audience is and where to find them, the final step in creating an effective marketing strategy is crafting a message that resonates with them.

If your messaging speaks directly to their needs, challenges, and desires, they’ll be more likely to take action and convert. This is the best way to advertise your online business—by delivering the right message to the right people at the right time.

Why Messaging Matters

Messaging is the bridge between your business and your audience. It’s how you communicate your value, build trust, and inspire action.

But not all messaging is created equal. Generic or irrelevant messages will fall flat, while personalized, emotionally driven messages can captivate your audience and drive results.

For example, let’s revisit the wedding photography business. If your messaging focuses solely on technical features like “high-resolution cameras” or “10-hour coverage,” it might not resonate with your audience.

But if you highlight the emotional benefits—like “capturing every tear, smile, and laugh so you can relive your special day forever”—you’ll connect with your audience on a deeper level.

The Avansta Messaging Framework: Pain Point - Feature - Benefit Outcome - Emotion

At Avansta, we use a simple yet powerful messaging framework to ensure our content is compelling and relevant. Here’s how it works:

Pain Point

Identify the problem or challenge your audience is facing.

Feature

Highlight the specific feature of your product or service that addresses this pain point.

Benefit Outcome

Explain how this feature solves their problem or improves their situation.

Emotion

Connect the benefit to an emotional outcome, showing how it makes them feel.

Let’s break this down with an example of the wedding photography business:

Example: Wedding Photography Messaging

Pain Point

“Planning a wedding is overwhelming, and finding the right photographer feels like just another stressful task.”

Feature

“Our team specializes in capturing authentic, timeless moments with a personalized approach.”

Benefit Outcome

“We take the stress out of wedding photography by working closely with you to understand your vision, so you can focus on enjoying your special day.”

Emotion

“Imagine looking back at your wedding photos and feeling the same joy and love you felt on that day—every single time.”

Why This Framework Works

This structure works because it speaks directly to your audience’s needs and emotions. It starts by acknowledging their pain point, which builds empathy and trust.

Then, it introduces your solution (feature) and explains how it benefits them (outcome). Finally, it ties everything together with an emotional connection, making your message memorable and impactful.

Crafting the perfect message is the best way to advertise online and connect with your audience. By using the Pain Point - Feature - Benefit Outcome - Emotion framework, you can create messaging that not only grabs attention but also inspires action.

Whether you’re running social media ads, optimizing your website, or sending emails, this approach ensures your message is relevant, compelling, and impactful.

Chapter 2. The Marketing Funnel

Understanding the marketing funnel is essential for creating successful marketing strategies that guide potential customers from their first interaction with your brand to becoming loyal advocates.

At its core, the marketing funnel represents the journey a customer takes from discovering your business to making a purchase and beyond.

While traditional funnels often focus on three stages—awareness, consideration, and decision—Avansta uses a more detailed six-stage funnel to better capture the nuances of modern customer behaviour.

The 6-Stage Marketing Funnel

Here’s a breakdown of the six stages in our marketing funnel:

Awareness

This is where potential customers first learn about your business. Your goal here is to grab their attention and make them aware of your brand.

Example: A wedding photographer might use Instagram Reels or Pinterest ads to showcase their work and attract engaged couples.

Consideration

Once customers are aware of your brand, they’ll start considering whether your product or service meets their needs.

Example: The photographer might share client testimonials or behind-the-scenes content to build trust and credibility.

Evaluation

At this stage, customers compare your offering to competitors. They’re looking for reasons to choose you over others.

Example: The photographer could highlight their unique selling points, like personalized consultations or quick turnaround times.

Conversion

This is where the customer takes action, whether it’s making a purchase, booking a service, or signing up for a newsletter.

Example: Offering a limited-time discount or a free engagement photo session to encourage bookings.

Post-Conversion

After the purchase, the goal is to ensure the customer is satisfied and has a positive experience with your brand.

Example: Sending a thank-you email, requesting a review, or providing a sneak peek of their wedding photos.

Retention

The final stage focuses on turning one-time customers into repeat buyers or loyal advocates.

Example: Offering discounts for future services, like anniversary photoshoots, or creating a referral program.

Why the Marketing Funnel Matters

The marketing funnel helps you understand where your customers are in their journey and tailor your efforts accordingly. For example, a brand awareness campaign is ideal for the awareness stage, while retargeting ads or email follow-ups work best for the consideration and evaluation stages.

By aligning your strategies with each stage of the funnel, you can create a seamless experience that guides customers toward conversion and beyond.

Tailoring the Funnel to Your Business

Not all businesses have the same funnel length or complexity. The customer journey for a $2 chocolate bar is vastly different from that of a $10,000 web design service.

Here’s how the funnel might differ for each:

$2 Chocolate Bar

Funnel Focus: Awareness and Conversion.

Strategy

Since the decision to buy is often impulsive, focus on eye-catching displays, in-store promotions, and social media ads that create instant appeal.

Use social media ads, influencers, and in-store promotions to drive attention in high-reach volume campaigns. Focus on a unique package design as most consumers will make a decision within 3 seconds.

Push for more sales through promotions, seasonal flavours, and subscription boxes for consistent revenue.

$10,000 Web Design Service

Funnel Focus: Awareness, Consideration, Evaluation, and Conversion.

Strategy

Customers will spend more time researching and comparing options.

Focus on acquiring leads through SEO, LinkedIn and YouTube to then be nurtured through email marketing.

Provide case studies, free consultations, and chat support to build trust. Then provide a seamless onboarding structure for client acquisition.

Choosing the Right Channels for Each Stage

To create modern marketing strategies, you need to select channels that align with each stage of the funnel. Here’s how:

Awareness

Use social media ads, blog content, or influencer partnerships to reach a broad audience.

Consideration

Share email marketing, case studies, or comparison guides to help customers evaluate your offering.

Evaluation

Offer free trials, demos, or consultations to showcase your value.

Conversion

Use retargeting ads, limited-time offers, or clear calls-to-action to drive purchases.

Post-Conversion

Send follow-up emails, request feedback, or provide exclusive perks to enhance the customer experience.

Retention

Create loyalty programs, referral incentives, or exclusive content to keep customers coming back.

Remember, the best way to advertise your business online is to meet your customers where they are and provide value at every step of their journey.

Chapter 3. The 3 Types of Marketing Channels

Now that we’ve laid the foundation for creating a marketing strategy, you should feel more confident about selecting the best marketing channels for your business.

Remember, the key to success isn’t trying to be everywhere at once—it’s about focusing on the channels where your customers are most active and aligning them with your marketing goals.

At Avansta, we classify marketing channels into three main types. Each type serves a unique purpose in your digital marketing campaign, and understanding how to leverage them will help you create a well-rounded strategy that drives results.

Let’s take a closer look at these categories:

Inbound Marketing (Pull Strategy)

Inbound marketing is all about attracting potential customers by providing valuable, relevant content that naturally draws them to your brand.

Unlike traditional outbound methods (like cold calling or direct ads), inbound marketing focuses on creating content that resonates with your audience, encouraging them to come to you.

This approach is not only cost-effective but also highly scalable, making it one of the best ways to advertise your online store or business, regardless of size.

The beauty of inbound marketing? It’s free!

The amount of content you produce depends on how quickly you want to grow your business, making it a flexible and powerful tool for any website marketing strategy.

Key Channels of Inbound Marketing

Here are the core channels of a successful inbound marketing strategy:

Content Marketing

Create blog posts, articles, guides, and resources that educate and inform your audience.

SEO (Search Engine Optimization)

Optimize your website content to rank higher in search engine results and attract organic traffic.

Social Media Marketing

Engage with users through organic posts, stories, and community interactions.

Email Marketing

Send newsletters, nurture sequences, and personalized emails to subscribers.

Webinars & Podcasts

Provide valuable insights to an audience interested in specific topics.

Word of Mouth

Encourage satisfied customers to share their positive experiences with others.

Why Inbound Marketing Works

Inbound marketing is effective because it builds trust and credibility. By providing value upfront, you position your brand as an authority in your industry.

For example, when a homeowner searches for “how to fix a leaky faucet” and finds your blog post, they’re more likely to trust your expertise and consider your services when they need professional help.

How Inbound Marketing Fits into Your Digital Content Strategy

Inbound marketing is a foundation of any digital content strategy. By creating high-quality, SEO-optimized content, you can attract organic traffic, engage your audience, and nurture leads over time.

Pairing inbound marketing with other strategies, like an influencer marketing campaign, can amplify your reach and build even more trust with your audience. Whether you’re running an online store or a local service business, inbound marketing should be a key part of your website marketing strategy.

Outbound Marketing (Push Strategy)

While inbound marketing focuses on attracting customers through valuable content, outbound marketing takes a more proactive approach.

It involves reaching out to potential customers directly, often interrupting their daily activities to introduce your brand, products, or services.

Think of outbound marketing as the traditional “push” strategy—where you initiate the conversation rather than waiting for customers to come to you.

Although outbound marketing isn’t as dominant as it once was, it remains a powerful tool, especially when combined with modern tactics.

The best part? Like inbound marketing, outbound marketing can be free, making it one of the best ways to advertise your business online for free. The number of people you reach out to depends on how quickly you want to grow, and with the right approach, it can yield impressive results.

Key Channels of Outbound Marketing

Here are the core channels of an effective outbound marketing strategy:

Cold Email

Sending personalized emails to potential customers who haven’t interacted with your brand before.

Cold Calling

Directly calling potential customers to pitch your products or services.

Cold DMing

Sending direct messages on social media platforms like LinkedIn or Instagram.

Door-to-Door

Physically visiting homes or businesses to promote your offerings.

Trade Shows & Events

Attending or hosting events to network and pitch your services to attendees.

Why Outbound Marketing Works

Outbound marketing is effective because it allows you to target specific individuals or groups directly. Unlike inbound marketing, where you wait for customers to find you, outbound puts you in control of the conversation.

For example, if you’re a solar panel installation company, you can focus your efforts on neighborhoods with high disposable income or join local Facebook Groups to DM members directly.

This level of precision ensures you’re reaching the right people with the right message.

Making Outbound Marketing Effective

To maximize the impact of your outbound efforts, consider implementing account-level marketing. This means reaching out to the same individual multiple times before moving on.

Research shows that it often takes several touchpoints to convert a prospect into a customer. Here’s how you can do it:

First Contact

Send a cold email introducing your business and offering value (e.g., a free consultation or guide).

Follow-Up

Call or DM the prospect a few days later to reiterate your offer.

Final Touch

Send a personalized message or visit them in person to close the deal.

By consistently engaging with prospects, you increase the likelihood of conversion.

While inbound marketing builds trust and attracts organic traffic, outbound marketing accelerates growth by proactively reaching out to potential customers. Together, they create a well-rounded marketing strategy that covers both passive and active approaches.

Outbound marketing is a powerful and cost-effective way to grow your business, especially when combined with inbound strategies. By targeting specific individuals or groups and using multiple touchpoints, you can increase your chances of converting prospects into loyal customers.

Whether you’re cold emailing, calling, or attending trade shows, outbound marketing is one of the best ways to advertise your business online for free.

Paid Advertising (Accelerated Strategy)

Paid advertising is one of the fastest and most effective ways to get your content, products, or services in front of a targeted audience. Unlike organic methods, paid advertising allows you to accelerate your reach and achieve results quickly.

By leveraging precise audience targeting based on demographics, interests, and behaviours, you can ensure your message reaches the right people at the right time.

Paid advertising is a popular choice for businesses of all sizes because it offers scalability—you can reach a high number of potential customers even with a limited budget.

However, it’s important to note that while some channels are cost-effective, others can be expensive, depending on the volume and competition.

Today, the majority of paid advertising spending is directed toward digital channels. In fact, roughly 70% of all marketing ad spend goes to online platforms.

This shift is driven by the unique advantages digital advertising offers, such as:

Precise Audience Targeting

Reach specific demographics, interests, and behaviours.

Measurable Results

Track campaign performance in real-time using analytics tools.

Flexibility

Adjust your campaigns on the fly to optimize results.

That said, traditional advertising channels like TV, radio, print, billboards, and direct mail are still relevant, especially for local businesses or campaigns targeting broader audiences. However, they often lack the precision and measurability of digital platforms.

Key Channels of Paid Advertising

Here’s a breakdown of the most popular paid advertising channels and how they can help you achieve your goals:

Google Ads (PPC - Pay-Per-Click)

Ads appear in search results when users look for specific keywords (e.g., “best web design company in Edmonton”). Ideal for businesses looking to capture high-intent traffic.

Social Media Ads (Facebook, Instagram, LinkedIn, TikTok Ads):

Paid promotions targeted at specific user segments based on interests, behaviours, and demographics. Great for building brand awareness and driving sales with your audience.

Display Advertising

Banner ads that appear on websites, apps, and YouTube videos. Perfect for retargeting users who have previously visited your website. However don't expect sales from display advertising, more effective for awareness.

Sponsored Content & Influencer Marketing

Paying influencers or media outlets to promote your product or service. Effective for building trust and reaching niche audiences.

TV, Radio, & Print Ads

Traditional advertising methods that push messages to a broad audience. Best for local businesses or campaigns targeting older demographics.

Billboards & Direct Mail

Physical advertising methods that promote awareness in specific locations. Ideal for local businesses or regional campaigns.

Why Paid Advertising Works

Paid advertising is one of the best ways to advertise your business online because it delivers immediate results.

Whether you’re launching a new product, promoting a sale, or building brand awareness, paid ads allow you to reach your goals quickly and efficiently. For example:

A small e-commerce store can use Facebook Ads to target users interested in similar products, driving traffic to their online store.

A B2B software company can use LinkedIn Ads to reach decision-makers in specific industries, generating high-quality leads.

A local restaurant can use Google Ads to appear at the top of search results when users search for “best restaurants near me.”

Paid advertising is one of the best ways to advertise your product and achieve fast, measurable results. When done correctly, paid advertising can be a game-changer for your business, helping you reach your goals faster than organic methods alone.

Which Channels are Best to Advertise Online?

Now, let’s tackle the million-dollar question: Which channels are the best to advertise online?

If you’ve been following along, you probably already know the answer—it depends on your marketing strategy!

Every business is unique, and so are its marketing needs. What works for one company might not work for another, which is why there’s no one-size-fits-all solution.

The best way to advertise your business online is to align your channel selection with your target audience, marketing goals, and the stage of the funnel you’re focusing on.

By developing a detailed target customer persona, identifying where they spend their time online, and ensuring your chosen channels align with the marketing funnel, you can narrow down your options to a handful of highly effective channels.

How to Choose the Right Channels

Here’s a step-by-step guide to help you determine which channels are best for your business:

Step 1: Define Your Target Audience

Use your target customer persona to understand who your ideal customers are, what they care about, and where they spend their time online.

Step 2: Identify Their Online Behaviour

Are they active on social media? Do they search for solutions on Google? Do they read blogs or watch videos? Understanding their behaviour will help you choose the right platforms.

Step 3: Align Channels with Your Funnel

Awareness Stage: Focus on channels like social media ads, Google Display Ads, or influencer marketing to introduce your brand.

Consideration Stage: Use email marketing, retargeting ads, or webinars to nurture leads and build trust.

Conversion Stage: Leverage Google PPC campaigns, landing pages, or direct sales outreach to drive action.

Step 4: Test and Optimize

Start with a few channels, measure their performance, and refine your strategy over time.

Choosing the right channels can be overwhelming, especially with so many options available. This is why many businesses turn to marketing agencies for help.

Agencies can create personalized marketing strategies tailored to your unique needs, ensuring you’re using the best way to advertise your business online. Whether it’s running Google PPC campaigns, managing social media ads, or optimizing your website for SEO, agencies have the expertise to maximize your ROI.

Chapter 4. Volume Marketing Strategy

While having the right marketing strategy is crucial, there’s another factor that often gets overlooked but is equally important: volume marketing.

Simply put, volume marketing is about ensuring you’re putting in enough effort, content, and resources to make your campaigns effective.

No matter how great your strategy is, if you’re not executing it at the right volume, you’re unlikely to see significant results.

Whether you’re using inbound, outbound, or paid advertising, volume plays a key role in determining your success. Let’s break it down:

Why Volume Matters

Inbound Marketing

If you’re creating content to attract customers, consistency is key. Publishing one blog post or social media post a day is far more effective than posting once a week. The more content you produce, the more opportunities you have to reach and engage your audience.

Outbound Marketing

When reaching out to potential customers, the more prospects you contact, the higher your chances of success. For example, sending 50 cold emails or making 50 cold calls per day will yield better results than doing the same number over a week.

Paid Advertising

Your ad spend directly impacts your reach and results. Spending $20 per day will typically generate more sales or leads than spending $5 per day. Volume ensures your ads are seen by enough people to make an impact.

The Pitfall of Low Volume

Many businesses start with the right marketing strategy but fail to execute it at the necessary volume. They might publish a few social media posts, reach out to a handful of prospects, or run ads with a minimal budget.

When they don’t see immediate results, they conclude that marketing doesn’t work. But the truth is, it’s not the strategy that’s flawed—it’s the lack of volume.

A small business owner posts on Instagram once a week and wonders why they’re not gaining followers or sales.

A startup sends 10 cold emails a week and gets no responses, assuming their pitch is ineffective.

A local shop spends $5 a day on Facebook Ads and sees no traffic, concluding that paid advertising is a waste of money.

In each case, the problem isn’t the strategy—it’s the lack of volume behind it.

Volume marketing is the secret sauce that turns a good marketing strategy into a great one. Whether you’re using inbound, outbound, or paid advertising, the key is to execute your strategy at the right volume.

This is especially important for small businesses, as it’s one of the best ways to advertise your small business online without breaking the bank.

If you want to ensure your marketing strategy includes volume, check out our complete guide to creating a volume marketing strategy.

Conclusion

Choosing the best way to advertise your business online isn’t a one-size-fits-all solution. It requires a thoughtful approach that aligns with your unique business goals, target audience, and budget.

Whether you’re focusing on inbound marketing to attract customers organically, outbound marketing to proactively reach out to prospects, or paid advertising to accelerate your results, the key is to tailor your strategy to your specific needs.

Remember, the foundation of any successful marketing strategy lies in understanding your audience. By creating a detailed target customer persona, identifying the channels they frequent, and crafting messaging that resonates with their needs, you can build campaigns that drive real results.

Additionally, don’t underestimate the power of volume marketing—consistent effort and adequate resources are often the difference between success and stagnation.

As you embark on your marketing journey, don’t be afraid to experiment. Test different channels, messaging, and tactics to see what works best for your business. What works for one company might not work for another, and that’s okay.

The goal is to learn, adapt, and optimize over time.

If you're ready to take your business to the next level with a comprehensive online strategy, download our free e-book today! It’s packed with actionable tips and step-by-step guidance on how to build your business’s online presence in just 90 days.