Why Advertising Feels “Expensive” — and Why You Should Still Do It
To many startup founders, the word advertising is spelled E-X-P-E-N-S-I-V-E. This perception leads small business owners to shy away from it—often to their own detriment. But here’s the truth: effective advertising is not a luxury, it’s a necessity.
Yes, advertising can seem overwhelming—with questions like:
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Who should I advertise to?
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What channels are right for me?
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How much should I spend?
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Will it work?
This article will help you confidently navigate those questions. Whether you’re launching a product or trying to gain market visibility, you’ll discover how to advertise smartly—without breaking the bank.
What Is Advertising and Why It Matters for Startups
“Doing business without advertising is like winking at a girl in the dark. You know what you’re doing, but nobody else does.”
— Steuart Henderson Britt, Psychologist
Advertising is all about capturing attention. It’s the bridge between your product and the people who need it. Whether you’re selling a service, launching an app, or building a brand, visibility fuels viability.
And for startups, that visibility is everything. No matter your size or budget, some form of advertising is not optional—it’s essential.
5 Actionable Advertising Tips for Startups on a Budget
1. Set Clear Advertising Objectives
Start with intentionality. Your advertising goal must align with your broader business strategy.
Some examples:
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Brand Awareness: Want to be known? Run teaser campaigns or event promotions to build buzz.
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Lead Generation: Need contacts? Use gated content or promo sign-ups to build your list.
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Sales Activation: Focused on conversions? Design your ads to include urgency, offers, and strong calls to action.
Pro Tip: Write your goals down. Clear objectives help you choose the right platform, streamline your budget, and measure ROI.
2. Know Your Audience: Speak to Their Pain Points
Who are you talking to? What are they struggling with?
The better you know your audience, the more targeted—and effective—your message becomes. Start with basic buyer personas:
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Demographics (age, gender, income)
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Interests (hobbies, communities, influencers)
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Challenges (what problems do they want solved?)
Use tools like Google Trends or AnswerThePublic to uncover common search terms and questions in your industry.
3. Get Your Messaging Right: Hit Where It Hurts
Every great ad answers one question: “What’s in it for me?”
Your message must speak to your audience’s needs using language they understand. Leverage SEO keywords in your copy so your content appears when users are actively searching.
Use emotional triggers, strong headlines, and clear value propositions. Think benefit-first, not feature-first.
Pro Tip: Research keywords using free tools like Ubersuggest or Google Keyword Planner.
4. Choose the Right Advertising Channels
The best channel is where your audience already spends time.
Adopt the PESO Model (Paid, Earned, Shared, Owned) to structure your strategy:
| Channel Type | Examples |
|---|---|
| Paid | Facebook Ads, Google Ads, Influencer Sponsorships |
| Earned | PR coverage, guest posts, customer reviews |
| Shared | Social media, viral content, reposts |
| Owned | Blog, website, email newsletter |
Start with low-hanging fruit—like social media ads or WhatsApp marketing—and scale as your results grow.
Learn more about the PESO model at Ambitious PR.
5. Have a Budget and Plan in Place
A goal without a plan is just a wish. Map out your strategy, timeline, and ad spend—even if it’s small.
Document:
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Your monthly budget
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Target platforms
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Campaign objectives
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Expected outcomes
If possible, work with a marketing agency or freelancer to help you structure and execute your campaigns. Done right, even a modest campaign can deliver great ROI.
Final Thoughts: Strive to Be a Brand, Not Just a Business
Brands stick. Businesses come and go. If you want long-term success, start positioning your startup as a trustworthy brand from day one.
This takes time, consistency, and intentional marketing. But it also delivers:
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Market credibility
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Customer loyalty
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Competitive advantage
Bonus Insight: Where This Advice Came From
This article was originally shared during a startup networking event hosted by ComUnity_Spaces—a creative innovation hub empowering entrepreneurs across Africa.
The author, Salomey Kpekpena (also known as Salowonder the Marketer), is CEO of Eloquent Marketing Agency—a Ghana-based firm helping African brands build marketing systems that get real results.
To contact the team, reach out via getresults@eloquentmarketingagency.com
Ready to Grow Your Business with Advertising?
Start small, but start now. Revisit your goals, learn your audience, write stronger messages, test channels—and watch your startup become a standout brand.
Share this post if you know a startup that needs encouragement or guidance in their marketing journey.