SEO Tips, Marketing Tools and Online Resourcess

Target Marketing

The strategy of target marketing involves locating a niche market and focusing your advertising efforts at places where this group is most likely to be. There are a variety of tools that can be used to locate your niche.

One of the tools that advertising agencies and business owners have used for years is demographics. Not only to identify a niche, but also to decide where their advertising dollars are best spent.

In the offline world of advertising, demographics are sometimes used to decide where to put billboards or send coupons via regular mail. An advertising agency might study the demographic profile of a population according to sex, race, income or age.

To effectively advertise on TV, it is helpful to know who is watching what shows. Sometimes phone surveys are used to gather this information.

Commuting time is also an important part of the demographics. Items that would be appealing to people with long commutes would include audio books, head phones and fuel efficient automobiles.

Target marketing also includes choosing websites based on content or that appeal to a specific age group.

As an example, WebMD contains advertising from many pharmaceutical companies. Investment companies often advertise on news related sites. Toy companies and video game manufacturers advertise on game sites. You get the idea.

Small businesses with limited advertising dollars often partner with other businesses in order to contact their niche via email. They also may use Pay Per Click Advertising, like Adwords, to help keep within a budget and also target their niche.

In addition to using demographics, marketers use another concept called psychographics. Psychographics is a less well-known term. This concept enables one to classify a market by their activities, interests, values or opinions.

Just as an example, the major breweries advertise during football games. While not all sports fans drink beer, many of them do.

The popularity of the internet may have changed target marketing. But it is still being used and will continue to be a part of an effective marketing campaign.

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Every now and then I treat my self to a papaya. The papaya is a delicious tropical fruit and it is known for it’s ability to help to remedy digestive problems. When you cut open the papaya, you find a center filled with lots of small black seeds. Living in South Florida, every time that I prepare a papaya, I keep the seeds and usually end up planting them. I have found that the seeds will germinate, produce seedlings and eventually full grown papaya trees, but the process takes about two years before the trees will start to produce fruit. But during that time, the papaya needs a lot of attention and care to help it to reach maturity. Constant watering, fertilizing, and covering it in the winter to protect from potential freeze damage. With a dedicated plan and nurturing attention, the papaya will eventually produce it’s own delicious fruit and will give you the satisfaction of a job done right.

This is a similar process to marketing your business. First realizing that it will take time for your marketing efforts to produce any fruit. Identifying your ideal client and your target market is your first step and is similar to planting the seeds. Creating a dedicated marketing effort focusing on your ideal clients is watering and fertilizing. Monitoring your efforts, analyzing your results, and making any adjustments to your campaign which is like protecting it from winter (or search engine algo changes).

Create a plan, monitor your results and be realistic about the time frame to accomplish your goal. And while your at it, why not have a papaya?

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