Do You Know How To Reach Your Target Audience?

February 20, 2009 at 7:25 pm Leave a comment

As business owners adjust their modus operandi in response to the current unprecedented economic downturn, inbound marketing will rise to the top of their priority list.  If marketing to the disinterested is counterproductive in a booming economy then it’s an even greater waste of time and money today.

The days of “inviting everyone to the party” are behind us.  Mass marketing is dead.  It’s time to welcome the era of advocacy marketing where you position yourself/your company as a trusted partner to customers and prospective customers.  By developing and sharing relevant information and guidance you will attract more qualified inquiries.  Build it and they will come.  Even if the prospect isn’t ready to purchase, they’re likely to recommend your product or service to a friend since you have effectively presented value.

The concept of inbound marketing is fairly new and can be comprised of many different mechanisms such as landing pages, SEO, social networks, and blogging.  There are services out there like HubSpot which aggregates analytics from the various mechanisms, however; it’s not a silver bullet.  Content is still king and you are responsible for developing a consistent message across all media.

New Marketing Labs announced on Tuesday that it acquired the Inbound Marketing Summit which should prove to be a very worthwhile event this year.  You’ll have the opportunity to hear Chris Brogan, David Meerman Scott and Paul Gillin share the latest strategies, tools and best practices to utilize new marketing methods to grow your business.

Bottom Line: Stop blasting to the masses.  Perfect your message (A/B and multivariate testing across all media).  Build community among customers and empower them to be evangelists.

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Entry filed under: Marketing, Small Business. Tags: , , , , , , , , .

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