It is so hard to stand out from the crows when it comes to online advertising. With such a crowded marketplace it can be a real uphill struggle to achieve visibility across key sites like Google, Facebook, and Instagram.

Another key point is that with online ad costs consistently rising and returns uncertain, it can often pay to think outside the box. You want some advertising options where your target audience isn’t just scrolling.

A classic example of how to ensure you get your audience’s attention would be London bus advertising. This is a great option to make a lasting impression in the real world, away from the digital landscape.

Let’s run through some underrated, but distinctly appealing, offline advertising opportunities worth exploring.

Bus Advertising

Buses are omnipresent. They travel through neighborhoods, business districts, and busy intersections all day. If you look at them as mobile billboards that can put your brand in front of thousands of eyes daily, you begin to see how powerful bus advertising can be.

Whether you advertise on the sides, backs, or even the inside of a bus, it’s a great way  to increase brand awareness within a specific area.

Guerrilla Marketing

Both creative and unexpected in equal measure, guerrilla marketing can definitely turn heads. Think sidewalk chalk art, flash mobs, or interactive public installations. These are all excellent ways to make a bold statement in a public space.

Without a doubt, when done right, guerilla marketing grabs attention and often goes viral, helping to combine the benefits of offline and online exposure.

Local Event Sponsorships Help You Make a Connection

There are loads of community events, festivals, sports games, and fundraisers that all need sponsors. If you get involved, in return, your business gets logo placement, shout-outs, and sometimes even booth space.

This is a win-win as sponsorships build goodwill and local recognition, making them perfect for small businesses or startups.

Branded Merchandise Always Delivers Results

T-shirts, tote bags, mugs, and water bottles with your logo on them are all like walking advertisements.

When you hand them out at events or as freebies with purchases, not only do they promote your brand, but they also offer something of value that people keep and use.

Direct Mail Campaigns Are a Proven Way to Get Attention

Make no mistake, done strategically, direct mail still works. It’s simple and cost-effective to send postcards, brochures, or coupons to a targeted mailing list.

In addition, it’s tangible, personal, and stands out in a digital-heavy world.

Use Billboard Advertising in Key Locations

It pays to remember that billboards aren’t just for giant corporations. Smaller businesses can use them too, especially in strategic spots like highways, near shopping centers, or in high-traffic neighborhoods.

If you choose the right location, message and design, a billboard can deliver excellent results.

Get Involved With Your Chamber of Commerce and Local Business Networks

Joining your local chamber or small business network can open doors to promotional opportunities.

These organizations often have newsletters, events, and community boards where you can advertise. Getting involved means you’ll meet potential customers and boost your business exposure.

There is no doubt that online advertising has its place, but it’s not the only game in town. If you’re facing tough online competition, tapping into these underrated offline strategies could give your brand the edge it needs.

They say first impressions count, and absolutely they do. However, many times, second chances are arguably better, and one would be surprised to know how often individuals are willing to give said second chances. The point of that philosophical rant was to make the point that businesses shouldn’t only focus on targeting new people; sometimes, better results can be derived from retargeting ads to users who have previously interacted with your website or digital content but did not complete a desired action, such as making a purchase. In this blog post, we’ll talk about the sheer value it holds for entrepreneurs.

Understanding Retargeting Ads

Let’s first understand on a fundamental level what retargeting ads mean. Simply put, it is the practice of displaying ads to users who have seen these ads before. Usually, the audience that is retargeted tends to be the one that performed some sort of desired action, which could be visiting the website, adding a product to their cart, or maybe even filling up a survey. Retargeting is supposed to bring them back and remind them that “hey, you almost completed xyz action. Want to finish up?”

How Does It Work?

Let’s take the example of a digital marketing agency in Langley. You’re a business owner looking to promote your business online, so you check out their services—maybe click on the pricing page. In the end, you close the website without signing up. Now, thanks to what’s called a cookie, the agency knows you visited their site but didn’t take the desired action, and they don’t want to lose you. So, they use retargeting ads to remind you about them.

Here’s a surface-level breakdown of the process:

• A tiny piece of code called a cookie gets stored in your browser. Yes, it’s the same “Allow Cookies” websites ask for.
• These cookies collect non-invasive data—just enough to tell ad platforms, “This visitor was interested but didn’t take the desired action.”
• With this information, retargeting ads from that same agency should start appearing on various platforms, with a message like, “Still looking for expert digital marketing? Let’s talk!”
• Since you already showed interest, you’re far more likely to click the ad and finally sign up.

It’s the online version of a salesperson asking, “You sure you don’t want this?” in a nutshell.

Advantages of Retargeting

Retargeting is one of the most effective digital marketing strategies for keeping potential customers engaged. Most people don’t convert on their first visit to a website, so retargeting helps businesses reconnect with these users, increasing the chances of conversion. 

Increased Brand Recall

With ads everywhere, it’s easy to forget about a brand. Retargeting keeps your business in an individual’s active memory by displaying ads to users who have already shown interest. This keeps your brand fresh in their minds, making it more likely that they’ll return.

Higher Conversion Rates

We highlighted in the above section that retargeting is done for people who have already shown interest in your website. This is important because it makes retargeting different from cold ads, which are essentially a shot in the dark. A study by WordStream found that retargeted ads are 10 times more likely to get clicked than regular display ads. More clicks, more sales. Simple. Furthermore, the value of having a strong landing page cannot be understated here. One must avoid making common landing page design mistakes so their landing page does what it’s intended to do: draw the visitor down the sales funnel.

Cost-Effective Advertising

This advantage is particularly beneficial for newer businesses with a limited marketing budget. Acquiring new customers from scratch is expensive, and it may not always be possible to allocate a major chunk of funds towards it. Retargeting presents itself as a more budget-friendly way to drive sales by engaging those who are already interested.

Works Across Multiple Platforms

The internet is a big place, and targeting an audience on just one platform isn’t enough. Thankfully, retargeting campaigns aren’t limited to a single platform. They can be displayed on Google, Facebook, Instagram, LinkedIn, and even YouTube.

Strengthens Customer Loyalty

Customers appreciate being appreciated. Retargeting isn’t just about first-time conversions; it’s also a way to bring back previous customers and keep them engaged. Often, companies offer complementary products, exclusive deals, or personalized recommendations to increase customer retention.

How to Get the Most Out of Retargeting Ads

Entrepreneurs, it is best to remember that retargeting isn’t as simple as showing people the same ads again. Here are some tips on how to get the best results:

• Segment Your Audience: Not all visitors are the same. Some just browsed, others abandoned their cart, and some might have interacted with specific content. Show them ads that make sense for where they are in the buying process.
• Use Strong CTAs: Make it clear what action you want them to take. Whether it’s “Shop Now,” “Claim Your Discount,” or “Sign Up Today,” a direct CTA makes a difference.
• Test Different Ads: Small changes in wording, images, or offers can lead to big improvements. A/B testing helps you find what works best.
• Don’t Overdo It: No one likes feeling stalked. Limit how often your retargeting ads appear so they remind people without annoying them.

Conclusion

Retargeting is a tried-and-tested method of turning lost visitors into paying customers while also retaining existing ones. As an entrepreneur serious about growing their business, setting up a retargeting campaign is a must—preferably with the guidance of a digital marketing agency if you’re unfamiliar with it. Reel back your potential customers before they slip away