Posts Tagged “target marketing”

Mar 28 2008

# 4 Reason To Use Target Marketing For Small Businesses

Posted by: Linda in Target Marketing, tags: ,

Target marketing is suited for small business owners for the four major reasons. All four of these reasons were posted three days ago. You an access that post below:

#1 Reason To Use Target Marketing In Small Businesses

This post covers the fourth of these reasons: “Target Marketing Enhances Design Decisions For Potential Customers.”


Target Marketing Is Easy To Design To Appeal To Potential Customers

Target marketing enables you, as a small business owner, to design verbal and visual marketing messages specifically for your best potential customers. Once you know your target market members’ demographic and psychographic characteristics, it’s easy to design messages that incorporate the best appeals to persuade them to buy your product.

Your target market members’ shared characteristics reveal their attitudes, values, concerns, media use, information needs, buying habits and more.

These characteristics give you information about what to include in your marketing messages and how to distribute those messages.

Not only does knowing your target market members’ demographics help you to determine the best appeals for your marketing messages, it also enables you to choose the best colors, graphic designs, art and other visual items that are preferred by your target market.

Knowing target market characteristics also reveals the media most likely to reach your target market. Traditional media reach some target markets, but other target markets require more innovative media.

You can read more about media here.

Discover more about target marketing.

Media and information needs are two types of information provided in my e-book – Know ‘em Sell ‘em: How To Discover The Best Appeals For Your Target Market.

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Posted 3-28-08: # 4 Reason To Use Target Marketing
For Small Businesses

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Mar 27 2008

#3 Reason To Use Target Marketing In Small Businesses

Posted by: Linda in Target Marketing, tags: ,

Target Marketing is suited for small business owners for four major reasons. You can read about all four of those reasons linked below:

#1 Reason To Use Target Marketing In Small Businesses

This post covers the third of these reasons:


Target Marketing Requires Few Resources

Target marketing is inexpensive compared to mass marketing because you can specifically identify your target market members and deliver your target marketing messages only to people in your target market.

Instead of using a local television advertisement that costs more and reaches many people who will not be interested in your product, target marketing uses a less expensive approach like direct mail. It not only costs less, but doesn’t waste your marketing resources on non-buyers.


Target Marketing Uses Publications

Instead of advertising in costly general interest magazines and newspapers, target marketing advertises in online and off line publications specifically catered to your target market.

Such publications are designed and produced specifically to meet the information needs of a narrow target market and sometimes even a niche market. If you can find one whose readers match your target market, it’s usually less expensive than doing a direct mail promotion to the same number of target market members.

Response rates and return on investment (ROI) can vary considerably between publications. Thus, it’s important that you track results by publication. Then you can eliminate the publications with poor ROI and increase advertising in those with the best return. Following results of your target marketing promotions enables you keep your target marketing investments low for the return it provides.


Target Marketing Uses Online Advertisements

Another inexpensive way of target marketing is through online advertisements. To use this method of target marketing, you need a business Web site. Then you can purchase online ads for specific key words and phrases that match your products. Be sure to use the same key words on one of your site’s pages as in the advertisement, and link the ad to that page.

Google’s adwords and adsense programs are the most well known of online keyword advertising, but others are available that do a comparable job on a smaller scale. Instead of paying for the number of people who see these ads, you only pay for the number of people who actually click on them and come to your site. This type of target marketing limits advertising costs to just people most interested in your products or services.

This type of target marketing doesn’t even require that you know the demographics of your target market. However demographic information can often help make your target marketing messages more relevant to your potential customers and, thus, more successful with your target market.

Target marketing’s affordability and effectiveness is enhanced if you can determine characteristics shared by your target market members. These characteristics reveal your target market’s specific values, attitudes, concerns, needs and fears that you can use in your target marketing messages.

To read #4 Reason To Use Target Marketing In Small Businesses.
, click the link in this sentence.

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Posted 3-27-08: Reason 3 Target Marketing

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Mar 26 2008

#2 Reason To Use Target Marketing In Small Businesses

Posted by: Linda in Target Marketing, tags: ,

Target marketing is suited for small business owners for four major reasons. All four of these reasons were listed yesterday, and reason 1 was covered in detail. You can link to that post below:

#1 Reason To Use Target Marketing In Small Businesses

This post covers reason 2: “Target Marketing Can Create Quick Sales.”


Target Marketing Can Create Quick Sales

Target marketing is a short-term approach to getting target market members to take the action that you, as a small business owner, seek. Target marketing uses a strong call-to-action to get an immediate response. Thus, target marketing works well if you need quick returns on your marketing investments.

A primary purpose of target marketing is to get a quick conversion. Your target marketing messages should encourage target market members to take an immediate action, like making a phone call, visiting a Web site or completing an order form.

When you use target marketing, it’s easier to get potential customers to act quickly than it is when you use mass marketing. That’s because target marketing enables you to learn how to best appeal to target market members. Because you know demographic, and sometimes psychographic and behavioral characteristics of your target market, you can use my matrix market segmentation process to learn appeals that will best motivate your target market members to act quickly.

These appeals equip you with information to improve your marketing messages, cater those messages to your target market, and effectively persuade your target market members to take the desired action. So you can develop more effective appeals for, and better motivate target market members to take quick actions using target marketing.

To read the #3 Reason To Use Target Marketing In Small Businesses, click on the link.

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Posted 3-26-08: #2 Reason to UseTarget Marketing
In Small Businesses

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Mar 25 2008

#1 Reason To Use Target Marketing In Small Businesses

Posted by: Linda in Target Marketing, tags: ,

Target marketing is suited for small business owners for the following four reasons.

1. It’s targeted to the people most likely to buy.

2. It often creates quick sales.

3. It requires few resources.

4. It’s easy to design to appeal to a target market.

Target marketing includes direct mail. When you know your target market characteristics and buy lists of just people in your target market, you can greatly improve conversion of your direct mail campaigns.

This post covers the first of these reasons. The remaining reasons will be posted in the next three days. If you are coming here after this series of posts are published, you can go to the next in the series by clicking the following link: #2 Reason To Use Target Marketing In Small Businesses.


Target Marketing Goes Only To The People Most Likely To Buy

Target marketing enables you, as a small business owner, to distribute marketing messages only to people in the your target market. If you have done good marketing research, you’ve learned much about your target market, and your target market consists of the people most likely to buy your products and services.

Target marketing is better than mass marketing because it enables you to distribute your marketing messages to just people in your target market through several ways.


Target Marketing Can Get New cCustomers From A Purchased Mailing List

You can purchase a postal mailing list with parameters limiting the list only to people in your target market and then mail directly to that list.

Direct mail may get a conversion rate of three to four percent, compared to one percent or less for mass marketing methods that require a similar investment.


Target Marketing Can Encourage Your Former Customers To Buy Again.

You can limit marketing to people who have bought similar products from you before. Your former satisfied customers are inclined to buy from you again. So marketing to them often results in more sales than marketing to people who have never bought from you. Plus, if you are keeping track of your customers, you don’t have to buy a list.


Target Marketing Can Win Customers From Similar Businesses.

You can buy a list of people who have bought similar products from your competitors or related products from other businesses.

For example, if you sell swimming pool chemicals, buying a list of people who have recently purchased a swimming pool will provide you with great leads. Likewise, if your chemicals don’t contain chlorine, buying a list of swimming pool owners, who presently by chlorinated products from your competitors should provide you new customers.

In fact, if you don’t know the demographics for people most likely to buy your product, buying a list of people who purchase competitor products is a great way to discover your target market’s demographics. Some mailing list brokerages will provide demographics for the list. If not, you can often collect basic demographic information though your order form.

Either way, you can then use the demographics as parameters for other mailing lists. Buying a list by demographics is usually less expensive than purchasing buyer lists. Yet if you know the demographics of people who are most likely to purchase your product, the demographic list can often convert as well as a buyer list.

To read the #2 Reason To Use Target Marketing In Small Businesses, click on the link.

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Posted 3-25-08: #1 Reason to use Target Marketing For Small Businesses

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