Marketing is a vast collection of tools used to increase sales and maximise profits. It is a concept that encompasses many different instruments used to improve a company's performance. How do you use marketing tools? It is worth familiarising yourself with how you can promote your own business stationary and online, and then choose what might work best in your particular location.
Advertising your business - why get started?
Advertising is a company's ticket to increased profits, and there are at least several reasons for this. The first is that marketing activities affect recognition. However, it is inextricably linked to customer-seller communication.
Creating a relationship with the consumer allows the company to be better remembered, as well as generating positive associations with the brand. Moreover, communication can manifest itself in various forms e.g:
- banners indicating the location of the site;
- maintaining social media profiles;
- sending emails to customers;
- easy access to the helpline/customer service.
This is an important element through which customers form their opinion of the brand. The more attractive the communication, the better the evaluation of the service. In addition, clear and inviting messages make people who have already taken advantage of an offer more likely to return.
A company's advertising is, in a way, its business card - customers can tell from it what kind of service they are dealing with and what quality it is. Branding and adopting a specific strategy allows consumers to immediately recognise that the advertised offer comes from, for example, a luxury company. This also helps create a brand for specific users. Sometimes the quality of the advertising is a reflection of the quality of the service.
The appropriate use of various marketing tools can make the cost of advertising a business perhaps not a burden. An example would be banners displayed in front of the business building to indicate the entrance. The cost is a one-off and has long-lasting effects, and can encourage new customers to visit. In addition, free advertising for a business can be achieved by skilfully managing its social media, which significantly reduces the cost but guarantees a return in terms of recognition and promotion of the business.
Another advantage of advertising a company is to increase its visibility. This applies both to recognition in the locality and online. If a customer frequently encounters a brand's offerings, is exposed to seeing its logo and knows what kind of product or services it can provide, then when they need them, they will simply reach for what they know. The recognisability of a company increases its profits, which is essential for the growth of one's business. 
First steps in advertising your business
Starting a marketing effort can be difficult: you don't know where to start, where and what kind of advertisements to place and on what scale to launch specific activities. There are many ways to market a company, and the use of specific tools may depend on the type of business and its reach.
An example would be to advertise a cleaning company - usually a service within a specific town or county, focusing on servicing office buildings or accommodation. In this case, the most effective method of advertising may be to promote your own page on Google search with a focus on a specific location. When someone searches for this type of service, the sponsored page will appear at the top of searches, increasing the chances of being selected.
In addition, it is worth ensuring adequate visibility - the company's name and logo should be on the equipment, uniforms or vehicles used, so that potential customers can see and remember who is responsible for the cleanliness of the building they are in. Another way to reach customers offline, is to advertise on a Parcel Machine® that is located close to where potential customers may be.
Depending on the business, the marketing campaign will be run differently. If the business is purely online, it is worth betting on online activities - running social media or promoting the website. On the other hand, if the marketing is for a stationary business, it makes sense to focus on local advertising, accurate signage and location-specific online advertising. There is no one-size-fits-all solution for effective advertising. Therefore, planning advertising campaigns requires specialised knowledge and skills.
An interesting additional solution are marketing activities that can be useful for both stationary and online businesses. These include the advertising proposals for companies offered by InPost. Customers looking for advertising for their company can bet on visible banners that decorate the InPost Parcel Machine® and, at the same time, catch the eye of potential customers.
Those who are just starting their business related to the production of their own assortment, launch a novelty or want to promote a selected product, can bet on placing samples in Paczkomat machine caches. Thanks to this, the news about their products will reach every corner of Poland, wherever there is a Paczkomat.
Landing page – generuj leady
A landing page is a type of website to which a user is redirected after clicking on an advertisement or advertising panel. The design of the site, simple and fairly clear, is intended to encourage the customer to take a specific action.
What a potential customer sees on it, he or she will associate with your logo and company name - so make sure you make the best possible first impression. The website (landing page) is also the last element of the sales funnel and serves to close and finalise the objectives of the advertising campaign. It is usually about customer acquisition, which you can achieve in many ways and measure with various indicators.
Among the purposes for which the landing page is used are:
- downloading a particular promotional tool (e-book, app, course);
- subscribing to the newsletter;
- receipt of voucher or discount;
- signing up for the product waiting list (preorder)
- completion of the cooperation initiation form.
The landing page also has another important task - it is usually the first site a user arrives at, and the idea is that they become your real customer, not an anonymous internet user who has strayed online. Therefore, use a variety of interventions to acquire leads and collect information to build a further relationship. Once left, data can be reused. This makes it easier to reach out to the customer and inform them of newly emerging services, changes and offers that may interest them again.
A well-built landing page is the ticket to building a strong community of recipients for a newsletter or promotional emails, and this is always an additional opportunity for conversions.
Social media profiles - build your image
The inconspicuous social media has enormous potential and clout for dynamic business growth. Many people associate a Facebook, Instagram or TikTok account with entertainment, but because of their reach to millions of users, they have also become significant advertising tools. Companies themselves have come up with advertising campaigns within the respective platform (e.g. Facebook Ads), which allow the creation of sponsored posts and the promotion of designated material.
These are high-profile campaigns, but there are more options that allow for marketing activities through the use of social media. Apps allow you to create and personal brand. This in turn influences the creation of a community by showing your business from behind the scenes or providing quality content to users through blogging.
Through such activities, customers not only gain an understanding of what sources and how the services and products provided to them are made, but can also gain a better understanding of who is responsible for creating the good. Furthermore, because of the provision of valuable content linked to the services provided, your company is also associated with professionalism and more than just a place to shop.
Advertising your company online on social media is also a chance to reach a whole new audience. Increasing the audience of your content may also result in some of them becoming customers in the future, even more so if they are already interested in the content shared within the company. 
Mailing - promote offers and interesting content
Mailing is another way to promote and advertise a company by making contact with customers after they have visited the company's media. In the rankings, this tool is in the top 3 among the best converting marketing channels when advertising a company online.
This is because the main mailing tool is the newsletter. Customers sign up to it voluntarily and agree to receive marketing content in their email.
As part of the correspondence, customers can receive sales offers informing them of current promotions, new products and services available in the shop.
This is an effective marketing method, as many of those who have their own e-mail inboxes, sign up for newsletters. Mailing allows you to build a relationship with your customer, making them more likely to choose to shop in your shop again. It is one of the more effective remarketing tools, i.e. tools that attract customers back to your shop.
In addition, email is that marketing instrument that allows personalisation of the content delivered to the consumer. This, in turn, influences the effectiveness of an offer aimed at a very specific person with an emphasis on their preferences - the less generic the content, the greater the chances of success and conversion.
Running a newsletter is an important marketing element. At InPost, we know this, which is why we make sure that our newsletter is as effective and tailored to our audience as possible. We provide companies with space in the newsletter issues. By establishing an advertising partnership, you can reach InPost customers with your message! For more details, please submit your request using the form at the bottom of the page.
Business card and maps - local business advertising
Advertising a company on Google can take many forms. One of the more popular ones is using Google Ads and promoting your own website in this way, but it can also be done using Maps. The search engine on the search giant's app works in exactly the same way as on your website. Simply type in a search term and searches in your immediate vicinity will appear on Google Maps.
This is a great tool for applying local marketing, e.g. if you type 'Parcel Machine' into the magnifying glass, the map will display pins with locations that have been described in this way by the business owner and where the nearest machine is.
This is made possible by Google My Business, which allows you to set up a business card for your business and its individual outlets if they have different locations. The chances of visibility for a business are greater the smaller the search area involved. It will therefore be beneficial to focus on this type of activity when the services in question are provided locally. In addition, a tool such as Google My Business supports SEO activity in location-related search results.
In addition to search, business cards allow:
- go to the company's website;
- map the route on Google Maps;
- call the shop;
- check opening hours, traffic and range of services;
- question the owners;
- view the reviews and add your own.
In addition, Google is continually expanding the capabilities of business cards, allowing them to include more of the information they are looking for.
SEO and SEM - get found
SEO and SEM are further ways of advertising a company applied to positioning and marketing on the web. Since search engine optimisation and SEO combine a lot of information and require the ability to match relevant data, hire a specialist to prepare a quotation in this branch.
In addition, optimisation largely depends on the algorithms and what they are currently focusing on. This, in turn, requires constant monitoring of the changes that are being made and observing what needs to be changed to make the bots as interested in the content in question as possible.
In terms of local promotion, carrying out SEO activities is very important, but it must be geared towards a specific region (city, county, province) in order to show up in search results where the business is. In the case of an online business, you can extend your SEO efforts to the whole of Poland and beyond, but you have to reckon that the clout will be much weaker due to the already established giants in the industry.
Despite this, local activities improve the number of hits and impressions, which allows Google to better understand the site.
InPost advertising for your company - a variety of ways to promote your business
Our advertising offer allows you to use a wide range of marketing tools that will enable you to reach your customers through various channels, both online and in live coverage. Marketing activities can include campaigns such as;
- providing advertising space on the InPost.co.uk website;
- advertising on Parcel Machines, in the form of wrapping the machine with banners or displaying static advertisements on the display;
- sampling of products, i.e. leaving samples and promotional material in the boxes of selected vending machines along with the package delivered;
- an entry in the newsletter sent to subscribers;
- a push message to users of the InPost Mobile app;
- Banner advertising on the Parcel Manager platform.
Furthermore, at InPost, we offer to create a customised advertising offer for interested customers, which will focus on how to achieve your desired goals. In addition, a price list is available on the website, where you can instantly see how much it might cost to enter into a marketing partnership with our company. Which advertising method do you choose? Let us know by applying in the form below.
Choose InPost Subscriptions for businesses and send parcels at a fixed price.
Take one minute to leave your contact details and start sending parcels from as low as 11.89 PLN*.
- One contract for courier and Paczkomat shipments
- Free courier pickups
- Express delivery
- Price guarantee for the duration of the contract
- Fuel surcharge included
- Dedicated post-sale support
* Net price per Paczkomat shipment in the Subscription 600 plan.
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