Most digital marketing efforts are fairly broad in the pursuit of appealing to a large audience. This makes them useful in the sense that more people might click on the advert, which sounds good to the client. However, it doesn’t obscure the fact that the take-up rate is far lower than normal. Why is that? Because of the lack of specificity in the offer.
How Targeted Are the Products/Services Offered?
When a product is based around a specific industry, such as legal templates for Microsoft Word that speed up productivity rates on basic tasks, strong digital marketing that targets one industry is clearly the right approach.
Certainly, attorney marketing strategies, which are likely to catch the attention of either new or experienced lawyers, make sense with the target buyer being far narrower. This applies equally well to a service provider to attorneys, in this example, as an attorney wanting to get more clients who have recently suffered an accident or malpractice in a hospital.
What’s the Mindset of the Buyer?
When marketing to lawyers to provide products or services to them, framing the offer in a way that’s attractive to a legal mind is likely to be more profitable.
Using their legal jargon correctly and understanding their procedures or processes to offer something that provides a shortcut or makes their business life easier is going to find acceptance. Then, presenting the benefits to them while demonstrating an appreciation of the difficulties in their role is far more persuasive.
Where Are You Finding the Audience?
Locating the right audience for your product or service is very important. While it’s possible to broadly promote it to the masses, this is the most expensive and least effective option. It leads to unpredictable results and difficulty managing the order flow should they come in faster than expected.
Finding the right audience is better. In many cases, this will mean locating likeminded people and where they frequent online. This might be through guest posting, getting a private advert placed there, or by some other means.
Is It Worth Paying More to Reach the Right People?
The narrower the topical focus, the better the response rate is likely to be. As such, even when the cost of advertising is higher than it would be with an advertising platform like Google AdSense or Twitter, the response rate and conversions should be higher.
What marketers must do is determine whether the cost of advertising is worth the price of admission. In other words, are there enough sales to provide the product/service, cover the cost of the advertising, and still make an acceptable profit?
To get better results with marketing campaigns, it’s often best to narrow the approach to a particular industry or, at least, a specific demographic. Even when that’s not necessary because the product or service has a broader application, doing so tends to focus on the approach, leading to better overall results.
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