Digital Marketing for Highly Specialized Businesses

Written by Nick Stamoulis

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When it comes to digital marketing, it stands to reason that you want to align your business with the right market. For some businesses, as is the case with popular, worldwide brands, casting a wide net makes sense. For example, popular soft drink brands will need a wide audience because their goal is to make as many sales as possible. Their audience is all encompassing and includes adults and children all over the world.

Their marketing tactics won’t work for highly specialized, niche businesses. In this case, it doesn’t make sense to cast a wide net. Care needs to be taken that the business knows how to connect to their ideal audience. Here are some thoughts as to what it takes to market to these types of businesses:

Specialized Audiences Don’t Need Big Numbers

It’s important to remember that the typical audience for a highly specialized business may be a lot smaller than other businesses that may have a wider appeal. For example, if you have a software program that is geared towards a certain profession, your ideal audience will represent those who work in that profession. It won’t do any good for you to increase your traffic numbers unless you know that you have targeted the right people.

In other words, 1000 website visitors per month when they’re all highly relevant is much better than 10000 website visitors, where only 100 of these are relevant. It all depends on how you market your business. All of your marketing efforts need to attract the right audience. Anything else is just a waste of your resources.

Make Sure You Target the Right Audience

What we are really looking for is that your conversion rate is as high as it could be, simply because this is the most reliable way to assess if the correct audience is even being targeted. Traffic data isn’t reliable because just because you have people visiting your website, that doesn’t mean it’s the right kind of traffic. For example, if bounce rate is high and conversions are low, this could be a sign that the right people aren’t even being reached.

So what is the solution? Care needs to be taken while composing the marketing plan. It is a good idea to do all that your can do to target the right people. If you notice that traffic is high but your conversions and bounce rate are low, this could be a sign that you need to take a step back and make sure that you are target the right audience. This process begins with the keyword research and continues through the content creation, social media, and even if you do social media or pay per click advertising. It all starts with the audience.

When you have a specific and targeted niche audience, it doesn’t make sense to expect big traffic numbers because this won’t necessarily convert to new business. What is more important is to make sure your audience is aligned with your business so that you can find new customers. This is the core of your digital marketing.


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