Marketing to a small audience takes confidence, a deep understanding of your customer, good understanding of your product or service, and paying careful attention to the world around you to find the right buyer at the right time.
Last week I met a professional artist, Borbay, who does things a bit differently. Instead of having a broad inventory of products and mass-marketing to an audience, he does precision marketing.
Maybe he has art whose theme is recycling. If he reads in the newspaper about a hotel owner who just went "green," Borbay targets the hotel owner and lets the hotel owner know about his recycling-themed art.
While most of us have a product or service and market it far and wide to every living human, Borbay ignores everyone but a specific customer he thinks has the biggest opportunity to buy his art.
This method takes confidence, a deep understanding of your customer, good understanding of your product or service, and paying careful attention to the world around you to find the right buyer at the right time.
Borbay is a solo entrepreneur – he’s not a big company – however, he and Amazon.com are working from the same playbook. Amazon.com excels at showing you "other products" you might want. Recently Jeff Bezos talked about one day "predictive" selling – selling products to customers before they buy them.
Go "small" and narrow, implement "niche" marketing, and stop targeting as wide a market as you can.
Smart fishermen don’t fish just anywhere - they go where the fish are and reel them in with the right bait – and a dose of patience.
Social media and overall online marketing enable you to more narrowly target the right customer at the right time. Keeping and leveraging a database of your customers enables you to get to know your customers better and offer them more of what they want from you.
You have customers who want to buy from you right now - you must find them and help them find you.
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Ramon Ray is Marketing and Technology Evangelist at Infusionsoft and Smallbiztechnology.com. He's a speaker, media pundit, journalist and author. His latest best seller is "The Facebook Guide to Small Business Marketing".
Some of the events Ramon has produced include the Small Business Summit, Small Biz Big Things with Seth Godin and the Small Business Technology Tour. As a speaker, Ramon has presented at the Consumer Electronics Show (CES) in Las Vegas with Guy Kawasaki, SXSW, Inc 500 and more.
As a journalist and freelance writer, Ramon has written for Inc Magazine, OPEN Forum, Entrepreneur.com and Clikz.com. Although Ramon is not a comedian, his audiences find him humorous. Despite no law enforcement experience, he is a graduate of the FBI Citizens Academy. Although Ramon does not know Jim Henson, he loves to do puppet shows in developing countries. See Ramon's full bio on his website.
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