I know you're asking about advertising but I think you might benefit from stepping a little back and thinking about marketing before you think about advertising.
Think about who your target customers are (i.e. the individuals within these firms who will pay for your product), are if they using existing products or are they completely new to the product type. What's your value proposition to these users.
Once you understand that it should be much easier to promote your product to those users. If your target market is HR staff in SMEs then use linkedin to target that group, get featured on HR blogs, magazines, etc. and make sure your value proposition clearly comes across whenever you advertise.
Comments
I know you're asking about advertising but I think you might benefit from stepping a little back and thinking about marketing before you think about advertising.
Think about who your target customers are (i.e. the individuals within these firms who will pay for your product), are if they using existing products or are they completely new to the product type. What's your value proposition to these users.
Once you understand that it should be much easier to promote your product to those users. If your target market is HR staff in SMEs then use linkedin to target that group, get featured on HR blogs, magazines, etc. and make sure your value proposition clearly comes across whenever you advertise.