Target Your Market!
© 2001-2017 Elena Fawkner
The inspiration for this week's article was a
submission I received from Esther Hinchliff (see her guest
article "Untax Yourself" below). In email discussion with
Esther about her article, I mentioned to her how refreshing
it was to receive an article submission that actually had
some real relevance to the subject matter of my newsletter!
That got me thinking. How do you all decide where to target
your marketing efforts for your businesses?
I'm sure you've all heard, ad nauseam, how writing articles
and having them published in newsletters together with your
byline and resource box is an effective way to generate
publicity for your business. It's excellent advice so long
as your article gets read by a targeted audience that has
an interest in the subject matter of your article.
It seems every day I receive at least one article
submission request. I'm glad because I welcome article
submissions from writers. I publish a guest article every
week so I'm constantly on the lookout for fresh, relevant
material that I think you will find useful.
So why is it that some people insist on sending me articles
about things like nutritional supplements (a case in point)?
I have nothing against nutritional supplements (I take them
myself!) but this newsletter is about how to start and
successfully operate your own home business.
And these articles aren't about starting up a home business
as a distributor of nutritional supplements (THAT would
actually be useful), but, rather, about the health benefits
of the particular nutritional supplement being promoted.
WHY would I put something so irrelevant to the raison
d'etre of this newsletter in front of you? Sure, a few of
you might, coincidentally, be interested in nutritional
supplements but that is not why you subscribe to this
newsletter. And if you're not interested in nutritional
supplements then all I would achieve by publishing an
article on the topic is a whole heap of unsubscribe requests,
and rightly so. So I'm not going to waste your time with
it, no matter how well written and engrossing the article
may otherwise be.
In order to be effective in promoting your particular
business, whatever it is, you have to seek out your target
market. This is as true online as it is offline. Just
because you CAN reach massive numbers of people with your
message on the internet far more cheaply (read "free") and
quickly (read "instantly") than you can offline, does
this mean you SHOULD?
What's the point of devoting your time and energies to
marketing to a massive group of people without first
knowing whether they, as a group, have a general interest
in your subject matter?
It's MUCH more efficient and effective, not to mention
smarter, to first find out where your prospective customers
congregate and then target that congregation than it is to
use a scattergun approach and hope that one of your bullets
will find its target. You will find that by selectively
targeting your prospects before marketing to them, your
conversion ratio (the proportion of your target market
that actually purchases your product) will be much higher
than the results you will achieve taking potshots in the
After all, what would you rather have, a conversion ratio
of 2% out of a target market of 100 or a conversion ratio
of .00002% out of a target market of 10,000?
If your business is nutritional supplements, find
newsletters that deal with health-related issues and submit
articles (and classified ads) to the publishers of those
newsletters. If your business relates to promoting knowledge
of the tax-breaks available to home business owners, target
newsletters related to home businesses.
This is how Esther found us. She researched the home
business category in Ruth Townsend's Directory of Ezines,
and targeted publishers of related newsletters. Lo and
behold, she found a publisher who was looking for useful
and informative content for this week's newsletter!
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Elena Fawkner is the author of AHBBO Home-Based Business Online Magazine.
Proud to offer information and articles to help people start and manage a successful home based business.
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Monday, 20-Aug-2018 19:52:38 CDT