The Australian Small Business Blog

Tuesday, June 26, 2018

Laser Marketing - Butcher, Baker or Candlestick Maker

by Dr Greg Chapman

So you have designed a widget for red headed, left handed Candlestick Makers with size 7 shoes. You know they will love it, but how will you find them without spending large sums of money, most of which misses the target.

You could put an ad in the Candlestick Makers Monthly, or exhibit at their annual trade show, but since most Candlestick makers aren’t left handed redheads who wear size 7 shoes, you are paying for the privilege to market to the 99% of candlestick makers who aren’t your customers just to find the 1% who are.

But that’s the old way of doing things.

More information than ever before is now being collected about everyone, and those who collect it allow you to slice and dice this data to find out where the people you are looking for are.

People provide large amounts of information to Facebook about themselves and their lives, allowing highly targeted ads based on such criteria as gender, age, education, relationship status and location.

If you are looking more B2B, perhaps you can locate who you are looking for on LinkedIn where they can help you find people in specific industries, at specific levels in an organisation, with certain qualifications belonging to particular industry groups.

Or perhaps you would just like to stay top of mind to people who have visited your website recently. Each of these techniques is targeting a niche audience in a way that has never previously been possible. Your competitors may not even know you are doing it, not being your target. In addition, there is only a cost when a member of this discrete group clicks on your ad, even though it may be shown to them many times building brand awareness.

Unlike traditional marketing, where you pay just to display, in this new laser marketing, you can be in front of your target and thousands of times, only paying when they act.

In this way, it’s possible to have a niche an inch wide and a mile deep marketing to your competitors’ customers without their knowledge.

All you need to do now is to Empower yourself and take action ...

May Your Business Be – As You Plan It!

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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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