subject: Using Target Marketing Effectively For Small Business [print this page] Most small business owners would agree, times are hard and value for money is more crucial than ever. That's why in a marketing campaign these days, knowing your target from the inside out is essential. Target marketing is useful for startups that need to stand out with only a small budget. While large companies focus on the mass market, finding a profitable niche is the name of the game for smaller organisations.
The amount of measurable information on the web these days makes target marketing easier and more accurate than ever. You can find out everything about the consumer's behaviour by simply looking at the keywords he use, web pages he visits, and the amount of time he spends on the site. In addition, demographic information can also be provided. This lets you know where visitors are coming from and even what type of internet browser they're using.
Why Does Target Marketing Work?
At the core of it, target marketing works because it assumes that majority of people have no use for your product. This makes it essential for you to find out those who do and those who want to know more about it. For example, if you're selling aquariums, it wouldn't be right to target "pet supplies" in general because this would also include cats and dogs.
If you target the keyword "pet supplies", you will simply be throwing money away. Most people would not be interested in your products even when they see your 50% off offers or discount coupons. Instead of broad strategy, target marketing talks to tighter group who matter more. There are man particular strategies you can use in pursuit of this market:
Keyword Targeting - contextual and search engine marketing are strategies that rely heavily on keyword selection. In most cases, short tail keywords have high search volume. The challenge is that there are also a lot of websites competing for the same terms. It will help if you choose long-tail keywords. Sometimes, it even comes down to optimising for the product name itself. This is because searchers can get tired of sifting through tens of pages just to find relevant results. Experienced searchers also know how to use long-tail keywords when they're looking for specific content.
Demographic Targeting - this kind of targeting lets you narrow down on your niche. To do this on the internet, it might be a good idea to conduct surveys and other research studies. Know which kinds of customers are most likely to buy from your store. Research more information about them from their age, income, and language. Email marketing is a great way to communicate with them online.
Lastly, there's behavioural targeting. This is seldom used by small businesses because of its use of "cookies". These cookies track user behaviour on the internet. However, this may be an expensive undertaking and it might not work as well as the two methods mentioned above.
by: Pilar Torres Wahlberg
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