A few years back Kevin Kelly created what is now an internet-famous piece that outlines something smart marketers have known for a long time. That there is unbelievable power in specific targeting, otherwise known as "the niche".
Even for big advertisers with services that suit a broad range of people, targeting small is a good place to start your lead generation.
That’s because you're more likely to get a response when optimising your ads for a smaller segment of the market than when going broad. Furthermore, it allows you to work out what segments of your lead generation is responsive to your marketing and which isn't.
Getting really specific
If you want a case study of this methodology at a highly specific level, then just take a look at what Alec Brownstein did when he wanted to land his dream job and started to target his future potential employees. By targeting a predictable search term (the Co directors very own names that he wanted interviews with) and directing that traffic to an offer personalized for them to hire an ‘A player’ he certainly piqued their interest.
This is an example of one-on-one marketing (and highly targeted), but look at the results - he got a 80% conversion rate. And although the target market is limited in this particular case, if you can take a similar approach and target 'small', it will mean you can scale up 'BIG'. The clarity of 'getting really specific' is priceless and is certainly counter to a lot of the ‘throwing spaghetti’ at the wall techniques that many advertisers are running.
Once you have got this technique down, then opening up your campaigns to networks and publishers can be extremely fruitful, but only if you have the right tech in place. That’s because working with a technology partner that can actively help you run highly targeted campaigns without any manual intervention AND then filter out any leads that are not in your specific criteria is the key to being able to consistently grow your offering - Having this tech in place is the thing that will not only be making you heaps of money, but also saving heaps of money.
So when thinking about how to take your campaigns to the next level in 2017, make sure you have got the basics around targeting and filtering set up right. It’s the thing that will keep you consistently profitable when scaling up.
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