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Recruitment Advertising In Fayetteville: Best Way To Reach Candidates

Jan 7, 2022 5:04:37 PM / by Larry Julius

There are 8690 small businesses in the Fayetteville, North Carolina Metro Area, according to the US Census Bureau. Based on projections from the National Federation of Independent Business Owners (NFIB), nearly half of these companies have job openings they cannot fill.

As a result of the acute labor shortage, says the NFIB, 29% of small business owners rank the quality of labor as the most important problem they face. A year ago, only 21% said finding workers was their biggest issue.

The labor crunch in the Fayetteville area is being driven, in big part, by a record-high number of employees voluntarily quitting their jobs. Just last month, according to the US Bureau of Labor Statistics, 4.5 million employees across the country left their current place of employment.

According to the Wall Street Journal, those who are not currently working say they are in no hurry to return to the workforce. The lack of urgency stems from five primary reasons:

  • 29% say they don't need to work right now because their spouse is employed
  • 28% say they cannot return to work because of care responsibilities at home
  • 25% say they don't need to return to work because they have a financial cushion
  • 20% say they are fearful of returning to work because of COVID-19
  • 5% say they do not need to return because of current unemployment benefits

There seems to be little chance that these resigned workers can be lured back into the labor force. Therefore, to fill open jobs, local business owners will need to focus their efforts towards recruiting among Fayetteville's "passive" job candidates.

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Topics recruitment advertising, facebook, social media, social media advertising, radio advertising, employment advertising, facebook advertising, online job boards, job boards, active job seekers, monster.com, passive job seekers, indeed, ziprecruiter, radio recruitment advertising

Advertise In Fayetteville: Top 5 Articles From 2021

Nov 29, 2021 5:04:46 PM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Fayetteville, North Carolina consumers are on track to spend $6.2-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Fayetteville area business owners are expected to spend $108-million to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many Fayetteville business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInFayetteville.com.  

Here are the top five most-read articles on the site in 2021:

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Topics recruitment advertising, advertising in fayetteville, internet advertising, digital advertising, advertise on social media, restaurant advertising, online advertising, advertising, radio advertising, television advertising, effective advertising, employment advertising, facebook advertising, advertise on radio, advertising on radio, advertise on fayetteville radio, advertising return on investment

Does The Facebook Name Change Affect Fayetteville Advertisers?

Oct 29, 2021 4:26:32 PM / by Larry Julius

Every month, 248,370 adults in Fayetteville, North Carolina use social media, according to Nielsen. Seventy-six percent of these consumers use Facebook, far more than other sites like Instagram (also owned by Facebook), Twitter, Snapchat, Pinterest, and LinkedIn.

As a stand-alone medium, Facebook is used by more people in Fayetteville than watch local TV stations. Only Fayetteville radio and local cable reach more consumers.

The large audience commanded by social media has attracted a significant amount of advertising dollars from local advertisers. According to Borrell Associates, a company that measures advertising expenditures across the county, Fayetteville area businesses are expected to spend $21 million on social media advertising, a 25.5% increase over 2022. The overwhelming majority of these dollars are being spent with Facebook.

Yesterday, Facebook founder Mark Zuckerberg announced the company was changing its name to "Meta".  This change, though, only affects the name of the parent company. There will be no change to the company's brands like Facebook, Instagram, or WhatsApp.

How will this name change affect Fayetteville businesses that advertise on Facebook?

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Topics social meida, facebook, twitter, social media, instagram, advertise on social media, social media advertising, radio advertising, facebook advertising, borrell associates, metaverse, linkedin, meta

Advertise in Fayetteville: How Local Consumers Use The Internet?

Feb 26, 2021 8:43:28 AM / by Larry Julius

Fayetteville, North Carolina area business owners are expected to invest $65-million during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 94% of adult consumers in the Fayetteville area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-four percent of Fayetteville adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business, internet traffic, small business owner, advertise in fayetteville, fayetteville small business owners, internet advetising, internet advertising, digital advertising, facebook, social media, instagram, online advertising, social media advertising, facebook advertising, small business marketing, small business advertising, ott, ctv, svod, avod, online shopping

Is Twitter Advertising Right For Fayetteville Small Business Owners?

Jan 12, 2021 4:06:39 PM / by Larry Julius

How important is Twitter to Fayetteville area consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Fayetteville Observer yesterday.  Almost every local TV newscast included references to the site as well.

Twitter's outsized presence in the news, however, is enormously disproportional to the importance of the micro-blogging app in the life of Fayetteville's consumers.

According to Nielsen, only about 16% of adults in Fayetteville use Twitter during the course of a month. This is minuscule compared to other social media platforms like Instagram and Facebook.

Twitter offers 20 different options that North Carolina small business owners can utilize to market their goods and services to local consumers.  The platform's minimal reach, however, can hamper the success of any advertising campaign.

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Topics small business, small business owner, fayetteville small business owners, best way to advertise, facebook, twitter, social media, instagram, social media advertising, radio advertising, facebook advertising, small business marketing, small business advertising

Facebook Advertising: Why Fayetteville Business Owners May Be Pausing

Jul 3, 2020 8:58:40 AM / by Larry Julius

Following the lead of many national marketers, some Fayetteville area small business owners are considering canceling or, at minimum, pausing their advertising schedules with social media network Facebook and its co-owned photo-sharing platform, Instagram.

According to the New York Times, "more than 400 companies, from Coca-Cola and Adidas to Ford and Lego, have vowed to halt advertising on the social network, in a growing protest over how it handles hate speech and other harmful content".

With the pandemic figured in, Fayetteville small business owners were expected to spend $11 million on Facebook and Instagram advertising in 2020. This is according to Borrell Associates, a firm that specializes in the collection and analysis of local marketing expenditures in every city across the United States. But these expenditures could shrink if the protests become louder.

Every type of North Carolina business imaginable, including clothing stores, plumbers, HVAC repair, funeral homes, restaurants, dentists, and nonprofits, has come to realize how powerfully social media can contribute to their bottom lines.

Part of what makes Facebook and Instagram attractive to small business owners is the enormous reach these platforms have among consumers. Locally, the audience size for these two social media sites now rival Fayetteville radio, TV, cable, and newspaper outlets.

For small business owners considering a hiatus from social media advertising, there is a viable way to redirect these dollars into a different medium without losing the marketing equity or momentum built-up on Facebook.

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Topics small business, small business owner, best way to advertise, facebook, social media, instagram, advertise on social media, social media advertising, radio advertising, facebook advertising, advertise on radio

Fayetteville Small Business Advice: Buying Facebook Ads in Pandemic

May 7, 2020 9:09:03 AM / by Larry Julius

Facebook usage has swelled since the onset of the Covid-19. 

According to Nielsen, before the current chaos, 62% of Fayetteville area adults used Facebook each month. This was significantly fewer than were reached by local radio or television each week.

According to the New York Times, however, since the start of the Coronavirus, daily Facebook traffic has increased by 27%. This compares to 33% growth in the amount of time consumers spend listening to local radio during a similar period.

Based on the surge in Facebook consumption, North Carolina small business owners might be tempted to purchase advertising on the social media platform to augment their regular, free postings. Here are are few facts these businesses should consider before investing.

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Topics trust, small business, small business owner, best way to advertise, digital advertising, facebook, social media, online advertising, social media advertising, radio advertising, facebook advertising

Who Listens To Commercials On Fayetteville Radio?

Apr 22, 2020 12:45:55 PM / by Larry Julius

Every week, 288,946 adult consumers tune-in to a Fayetteville radio station. That is way more than are reached by other media, including local television, newspaper, social media, or streaming audio sites like Pandora and Spotify.

A more significant number for thousands of North Carolina small business owners who advertise on Fayetteville radio is how many of these listeners stick around when their commercials come on.

A 2011 Nielsen study discovered that, on average, 93% of listeners stayed with the radio station they are tuned-to when the commercials come on. That number amazed many advertisers at the time who believed that audiences were far more likely to defect when the music stopped.

A lot has changed since 2011. Fayetteville consumers have many more media options and can instantly connect to each  with a button-push, mouse-click, screen-tap, or voice command. With all of these choices, do radio audiences still stay tuned during commercial breaks?

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Topics Streaming Audio, Pandora, Spotify, best way to advertise, instagram, newspaper advertising, online advertising, social media advertising, radio advertising, television advertising, facebook advertising, button pushing

Coronavirus: Advertising In Fayetteville For Small Business Survival

Mar 25, 2020 10:01:00 AM / by Larry Julius

Fayetteville small business owners are fighting the coronavirus battles on multiple fronts.  Their first objective is to keep their families and employees safe. Then, of course, there are the concerns of keeping their businesses healthy enough to survive current disruptions.

The business literature has an abundance of case studies showing how survival is often connected to a thoughtful communications and marketing strategy during challenging times.  

Business owners need to let North Carolina consumers know if they are still open. If their hours have changed. Or if they are providing alternative shopping methods (e.g., delivery, curbside pick-up).

Most importantly, it is imperative consumers know that a business will still be there for them when the crisis is over.

For those owners who are depending on communication to preserve their business, the best option may be to advertise on Fayetteville radio.

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Topics roi, return on investment, Streaming Audio, retail, small business, small business owner, best way to advertise, newspaper advertising, social media advertising, radio advertising, television advertising, retail stores, facebook advertising, coronavirus, corona, restaurants, covid 19

Does Social Media Work For Fayetteville Retailers?

Mar 13, 2020 5:52:05 PM / by Larry Julius

Fayetteville retailers spend a considerable amount of time and money marketing their small businesses on social media.  Is this effort paying off?

Each month, according to Nielsen, 219,000 Fayetteville adults use Facebook, Instagram, or Twitter. This equates to 62.9% of consumers.  This reach is rather anemic compared to local radio and TV, which attracts considerably more users in a single week than these social media platforms do over 30 days.

Among local millennials, the monthly reach of Facebook, Instagram, and Twitter is eclipsed by the weekly reach of Fayetteville radio.

The number of consumers reached by an advertising campaign, according to Nielsen, is the media consideration that has the most significant effect on increasing sales. 

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Topics Retailer, reach, retail, small business, small business owner, best way to advertise, facebook, twitter, instagram, social media advertising, radio advertising, retail sales, retail stores, engagement, facebook advertising

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