Find a niche now.

“Anyone can use my product/service” - If I had a nickel for every time I heard a business owner say that…I’d have about $7 and that would be enough for about 6 targeted ppc ads. As a marketer I am repeatedly asked to broaden a concept or add items to reach a wider customer base. Kitchen sink marketing - pack in everything in order not to lose anyone, when in fact they really are losing everyone.

As a scrappy upstart now is the time to really think about your target audience, your niche.

If you continue to market to everyone your ad dollars are likely to be wasted. You need someone to engage with what you’re saying, only those truly interested in your product will spend the time and money on them. It’s not enough to say your target is “Fishermen” You want to get it down to “lake fishermen…who use lures…and are likely to just fish on weekends”

Target your limited ad dollars to those publications and web sites your niche use while honing your message to speak directly to them, no more shotgun blast marketing. Get targeted.

Define what your customers want to hear - how will your product or service benefit me? Be specific. Talking to weekend-only lake fishermen? Don’t just say “You’ll catch more fish” get in their heads, “More fish in less time!”

Do some research and determine what other interests this audience might have. Get to know them. Join a fisherman forum, not every single one, just where you can be most effective. Remember, targeting. Eventually you can start directly asking what their needs and concerns are, make sure the dialog is two-way, let them know what you plan to do next with the information.

When your efforts are targeted and more focused its easier to gain conversion and in this economy every dollar counts. So stop trying to be all things to all people and target yourself to those you really can reach. And when you think you have a target drill down some more, don’t be satisfied until you know exactly who your customer is and what they want - only then are your limited ad dollars going to do the most good.

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