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Finding and Reaching Your Small Business Target Niche

by Rick Hendershot, Linknet Marketing Resource Library

Finding and Reaching your Target Niche

Using traditional media

Say you want to use traditional (offline) media, to reach a specialized market like "trade show display" users, or potential purchasers of your exciting new "golf instructional video". How about running ads in the local newspaper?

Usually, for niche products, this will be too expensive because there are just not enough potential customers within the readership of your typical local newspaper to make it worthwhile. You could try placing ads in a "regional" or "national" media outlet, but this becomes very expensive. The number of prospects within the reach of these media will likely not be high enough to justify the cost.

The same goes for virtually all the traditional mass media: newspapers, magazines, billboards, radio, television. Running ads for "niche" products is just too inefficient. So you have to resort to targeted media like trade journals, or direct mail, or go to trade shows that target these specific consumers. But these are all very expensive, and the response rate is usually pretty low, and pretty slow.

The Internet is an Exciting Alternative

Once you understand how the Internet works, you can't help but think it might be a perfect solution to the problem of niche marketing. Just think: in one form or another, the internet reaches directly into the homes and offices of millions of people, almost anywhere in the developed (and much of the "developing") world. And delivery of your message to these people can be amazingly inexpensive — virtually free in most cases.

In addition, the internet even has a way of targeting your message directly to your highly specialized niche market. Actually it has at least two ways. One is EMAIL, and the other is the WEB along with the Search Engines that make it possible to find things on the web.

Taking advantage of these media takes a bit of hard work to understand how it all works. Perhaps most important, you must learn something about websites and how to make your product "search engine ready". Learning how the search engines work is a necessary step in determining whether your product is capable of being sold on the web. But once you understand the principles of search engine marketing you will be able to apply them to a broad range of potential business projects.

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