Advertising to Everyone May be the Best Way to Advertise to No One at All
Advertising to everyone you can seems like a sure bet to reach as many customers as possible, but the reality is that it is actually the least effective strategy for running a smart and successful marketing campaign. Because you are paying for the production of all those inserts, impressions, clicks, views, etc., you might as well target the niche audience that identifies most with your product or service. This strategy is more meaningful to customers, and it is also more cost effective. Using relevant targeting, great user design principles and niche marketing is therefore more effective.
For example, if you are a retail business that sells jewelry, who is your niche market? Are there brands that identify with people of a certain age, gender, culture, philosophy, lifestyle or need? These basic questions can help you identify what specific campaigns work. What kind of media works best and in what ways does it work best in your niche? LMP can help small businesses identify these pieces of the marketing puzzle and provide expert consultation.
Companies like Google, Facebook, Twitter, LinkedIn and others have discovered how these relevant ads can help businesses save money on targeted ads, while growing their clients' businesses. This strategy isn't exclusive to search engines and social media sites. They can be applied at a local level in print, web, mobile, audio, video and even events. The trick is how these formats connect to the user they were meant for. LMP can provide expert solutions to help any small business scoop up more business with our effective proven strategies.