What’s Next for Small Businesses?
Ouch! The cost of advertising on social media and Google is skyrocketing. Just today, I saw an ad suggestion to promote to 1700 people for £52—this would have cost about £12 a while ago. To make things worse, we recently set up a Google AdWords account for a client and received a single click (no action) for £20! That’s an astronomical increase.
This price surge aligns with a prediction I’ve had for a long time: free exposure on social platforms is becoming harder to achieve. I’m not saying it’s going away entirely—there will always be opportunities to reach people organically—but platforms like Facebook, Instagram, Twitter, and Google are shifting toward paid promotions and advertising. And businesses are starting to feel the pinch.
I recall a time, about 20 years ago, when you could experiment with Google AdWords for pennies per click—14p, 12p, or maybe even 50p for the more competitive keywords. If you hit £1 per click, it was for a serious keyword. But today? Those prices have skyrocketed to levels we never thought possible.
So, what’s the answer? Optimise and maximise your free social media presence. You don’t need to dive into paid advertising just yet, but it’s worth considering a small budget to back up your organic efforts. A well-optimised and professionally promoted social media presence remains essential for brand visibility, PR, and nurturing your existing customer base. But don’t expect big results from sporadic, DIY posts—it takes consistency, strategy, and professional input to make a real impact.
Another powerful alternative is to focus on building a strong audience. Facebook, in particular, is great for this, especially if you have a niche product or service. It’s a space where you can genuinely engage with potential clients by answering questions, sharing valuable insights, and getting involved in relevant groups where your target audience is active.
Building an engaged audience of 2,000-3,000 people can be a game changer. These followers are not just numbers—they are a valuable online database that you can communicate with directly. By nurturing this relationship, you can draw them into your website, encourage them to book an appointment, or sign up for your services.
The game has changed, but with a smart, balanced approach between free and paid strategies, you can still make waves in this increasingly competitive digital landscape.