While it may seem counterintuitive to drop mass marketing policies and narrow the outreach of a business, target marketing reaches genuine clients, while at the same time creating a more focused business. Only directing attention to specific clients with interests that match those of the business can be a more efficient and cost-effective marketing strategy. Whether they are a specialist law firm or a local retailer, businesses that concentrate their marketing efforts on a small target demographic or choose a specific type of advertising to suit their niche are more likely to attract genuine, high-quality customers.
Law Firms Attract High-Quality Leads
A recent consumer survey revealed that 86% of people would use Google search in order to find a lawyer. Pay-per-click (PPC) is an advertising model which helps to drive traffic to websites, and it is well suited to niche marketing campaigns, including those for specialist law firms. When PPC for lawyers is managed efficiently, it can help firms to attract high-intent leads. With the addition of high-quality, personalized content, such as examples of successful cases and positive client reviews, the three factors used by Google to measure the quality of a business can also be met. If a website shows evidence of expertise, authority and trustworthiness, a page is deemed to be beneficial to users and will achieve a higher ranking in searches.
Local Retailers Reach Supportive Customers
Motivated by sustainability, over 80% of consumers are happy to pay more to support their local retailers. While this is great news for small businesses, they still need to work at standing out from other retailers in the area. This can be achieved by picking out keywords in a search that are highly specific to the local neighborhood rather than the wider area as a whole. Businesses can further enhance online searches and attract potential customers by making use of their Google+ local page and ensuring their profile information is accurate and up-to-date.
Financial Institutions Target Specific Demographics
While there is a trend in retail to shop local, branch proximity is becoming less important for banks and other financial institutions. Fewer than 40% of bank customers include convenient location as a criteria for choosing a financial institution, and while, traditionally, banks reached out to customers by being an integral part of the community, now financial businesses are focusing on creating niche markets online to build a better relationship with their customers. Targeting a specific group of people and tailoring solutions to their individual needs can be a more successful approach than offering basic transactional services to all.
From law firms to local retailers, focusing on a niche market can help to concentrate marketing efficiently on a more responsive client base. While it may seem illogical to reduce the reach of business, targeting a smaller pool of potential clients, and offering them a reliable and personalized service, can be a more successful and cost-effective marketing policy.