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Pursuing Quality, Not Quantity, Is the Best Use of Your Marketing Dollars
While there is power in numbers, you might be wasting valuable marketing dollars trying to reach people who don’t care what you’re selling. Let’s review:
A lot of businesses look for big numbers: More followers. More likes. More sign-ups. It seems obvious that with a bigger audience, you have a better chance of making a sale. Putting a lot of money and effort, however, into building a big audience that doesn’t even care about your product or service just doesn’t make sense.
Not every internet user is interested in what you offer, so why waste your marketing dollars on them? Instead, invest your resources into targeting viewers who will reliably translate into buyers. Lists and likes can be bought to boost your numbers and the results may look impressive, but if these people aren’t actually engaging with you, what’s the point? You will get better results completing your website and social media profiles with keyword-rich content and providing regular activity aimed specifically at your visitors.
Build a strong base for all of your other marketing operations by keeping your social profiles up-to-date, accurate, and beefed up. First, give people who are accurately searching for your business and what it offers reliable and informative landing pages for your brand. Next, target new and potential business through personalized paid advertising and incentives.
Once you understand that not everyone is buying what you are selling, you’ll be better prepared to target new potential business. Find out and get to know your perfect audience so you can tailor your marketing strategies to reach just them. It may not be a giant crowd and that’s okay. Potential customers care less about the number of followers you have and more about how well you are interacting with your audience.
Getting someone to hand over their email address or follow you on social media has never been harder because we’re all trying to avoid being relentlessly marketed at. Still, we will sign on if it’s worth our while, so do spend some of your budget on figuring out the right incentive to interest your prospective customers. Devote the bulk of your budget to research keywords and use the best terms on your website content, platform profiles, and social media posts. That way, when a prospective starts looking for you, you’ll be easy to find.
People might read your article but have no desire to poke around the rest of your website. People may like the funny picture you posted but don't want to follow you. That's okay. Just don’t lose sight of your end game which is being the right result when they decide to search for what you offer.
Optimizing you profiles, pages, and website takes specialized knowledge and tools. If this is more than you want to tackle right now, you’re in luck because that’s what the Sprocket team does! Give us a call today to get started.
Photo by Los Muertos Crew
This article is an update to “Don't Waste Marketing dollars on Users that Are Just Not That Into You” dated 7/2/2015.
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