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eMarketing InformationMicropersuasion - Get The Biggest Bang For Your Small Business Marketing Buck
by:
J D Moore
"How the euphemism
can my little local gym afford to buy an ad on TV?" I got this question yesterday from a good lady that works for a web development company. The answer is that new technology allows most cable providers to place commercials into specific zip codes. Because the ad isn't going out to wider audience, it's less costly - and cheap for many a small businesses.
This is the beginning of micro-persuasion. Golf shot your marketing message in front of smaller, not larger audiences. But isn't bigger better? Well no, not always.
Think of that local gym. Marketing convention tells us that most local businesses don't get a lot of action from folk that are much than a 10 minute driving away. There are for certain exceptions, but imagine if that local gym scraped enough cash together to take out a national ad during the Superbowl. It would-be be a waste of money, because 99.9999999% of the folk who saw it can't or won't become customers of that gym.
Pay per click advertising, like those ads on the right hand side once
you do Google searches, can be a great micro-persuasion tool. One of my employment clients practices a really specialized type of law here in Massachusetts. It is banned for him to practice law across state lines. I am serving him target his pay per click campaign so that only folk in Massachusetts who need his services wish click. It's calculable
that he'll get just about 15 clicks a day. That's not a lot, but if he converts even as 1% of those clicks into customers he wish have much clients than he can handle in less than a year. And this is only a really small part of his marketing campaign.
For most small businesses good marketing necessarily to go smaller not larger. Small businesses shouldn't burn their money in a marketing furnace
by trying to market like Greek deity
or McDonald's. Patch several general public marketing is OK, it should be the smallest part of your marketing effort.
Micro-persuasion in a pure form is marketing only to those who are interested in and can buy what you're selling. You power even as create smaller sub-niches to get even as much granular. Let's say that you own a local craft store. You power offer free classes in things like candle-making, scrap-booking, cake decorating...etc. Because you are a good marketer, you always capture the students' mailing address and email (if they want to give it). Now you have a list by interest. Whenever you run a sale on scrap-booking stuff - you send a personalized letter to each of your scrap-bookers and mayhap a special coupon.
The much personal and tight that your marketing can become, the better.
Just just about the author:
J D Moore - Marketing Estraterrestrial body
Small Business Marketing Coach
http://www.marketingcometcoach.com
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