Are Billboards Worth It for Small Businesses?

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Countless small business owners may think of “billboard advertising” and automatically think it’s out of reach, unaffordable, and generally a risky investment for them. The perception is that billboards and out-of-home (OOH) advertising formats are reserved for huge and national brands with massive ad budgets.

The reality is that billboards can be one of the most effective, affordable, and accessible advertising channels for small businesses; especially when used strategically and intentionally.

So to answer your question, yes! Billboards are absolutely worth it for small businesses. The trick is planning correctly and here’s what I mean.

Why Billboards Work for Small Businesses

Billboards are often something small businesses constantly struggle to achieve: a consistent route to local visibility and penetration. Placed along busy roads, commuter routes, and near shopping centers, billboards put your business front and center for the same audience day after day.

This repeated exposure builds quick familiarity and trust. When consumers next need a specific product or service, they are more likely to choose and remember a business they recognize; even if they can’t seem to place from where.

Billboards Are Cost Effective

Many billboards require an upfront investment which then delivers a lower cost per impression than digital and traditional channels. A single billboard can generate thousands and tens of thousands of impressions every day without intense ongoing fees to spur new clicks, views, or engagement.

Small business brand awareness is central to success and something such companies are often thinking about. This makes billboards a strong long-term growth avenue for local areas, especially when put up against digital ads that stop performing the moment you stop spending ad dollars.

Supporting Digital Advertising

It’s not one or the other when it comes to developing an advertising mix. Billboards don’t replace digital marketing, they simply enhance it. After launching a billboard campaign, many small businesses see increases in:

  • Website traffic
  • Branded keyword search
  • Store visits
  • Phone calls

Seeing a business name in the real world often encourages consumers to search for it later online, therefore improving the performance of paid search and social ads.

Billboards Are Small Business Friendly

Billboards can absolutely be worth it for small businesses; especially those looking to build awareness, credibility, and long-term growth. Ensure you have clear messaging, some digital support, and interesting creative to catch eyes and billboard advertising becomes a powerful local marketing tool rather than a scary far off concept.