Hit the Bull's Eye with Targeted Marketing

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by Lisa Bryan

Congratulations on starting your own business or deciding to become an independent representative for a business! It's an exciting step, isn't it? I wish I could bottle the enthusiasm that new business owners have.

But enthusiasm without planning can be dangerous. Advertising is one area where a lot of newbies make costly mistakes. So, before you put a lot of money into advertising, make sure you do a little strategizing.

Here are some tips to help you make sound decisions about where to spend your advertising dollars and how to plan your marketing efforts.

1. Know what makes you different.

You'd be surprised how many of my clients, when asked who their target client is, say, "Everybody!" As strange as it sounds, you'll be more successful if you don't try to sell to everyone--if you narrow your efforts a bit.

Think about it: What's the difference between buying a TV at Sam's Club and buying it at the family-owned appliance shop that's been at its downtown location for 30 years? Well, if you're shopping purely for a low price, you'll probably go to Sam's. But if you place a higher value on personal, knowledgeable service, the smaller appliance store would be more suited to you.

Is one better than the other? Not necessarily. But it's important to note that they are quite different. Businesses can distinguish themselves by price, product selection, service, location, hours open, return policies, the personality of the owner, and lots of other qualities.

That said, you should know what makes *you* different. What makes you stand out from the competition? Why would a client choose you from among the thousands of web site designers out there? Why should someone buy a gift basket from you instead of the others listed in the yellow pages? Why should I choose you instead of another Avon representative?

I know a web designer who specializes in updating and overhauling sites for small businesses who are ready for a more professional image. That's definitely more focused than "I design web sites."

I know a gift basket professional who emphasizes "adult" baskets.

How about a web designer who focuses on setting up and customizing CGI scripts? Or another one who is known as *the* designer for motorcycle-related sites. Wow! That's a niche!

Besides making you stand out, a well-chosen target market and niche can establish you as the expert in a certain field--the one with more cutting-edge knowledge and more contacts. Who would I call if I owned a Harley shop--just any web designer, or one who specializes in my type of site? Who would know more about my needs and my customers' needs?

2. Learn everything you can about what kind of client would be attracted to your uniqueness. When you meet someone who fits into the description of your ideal client, pick their brain. What do they read? What kinds of music do they listen to? What are their hobbies? Where else do they shop? The more you learn about them, the better you'll understand their needs and wants and the more effective you'll be at catching their attention with your marketing materials. Also, you'll be able to design your services, products, and policies to please them and earn their loyalty.

3. Think "target market" when you advertise. Let's say you're a financial advisor who helps newly divorced women get their finances in order. It wouldn't make much sense to advertise in Men's Health, would it? It also might be foolish to advertise in your local newspaper. You need a more targeted readership. The newsletter of your local women's group is a better choice.

If you're thinking about placing an ad, call the publication and ask about their ads' response rates and their reader demographics. All but the smallest operations should have that information available for you.

I hope this information has been helpful. For further information, I recommend the book Nichecraft by Lynda Falkenstein.

Now, get out there and start targeting your energy and your dollars!