The Best Way to Catch Leads: a Lesson in Target Marketing
A fisherman is going fishing for some little fish. He takes his net, sends it out to catch as many as possible, and hauls in a good dozen. And then brilliance hits: “What if I stretch the same net out over a wider area – I’ll catch even more fish?”
But now, all those holes in the net have opened up so big that the little fish just swim right through them!
This is exactly how so many small businesses do marketing, with the intention of casting a wide net to bring in more leads, and losing them all in the process.
Most small businesses think they need a LOT of exposure – online marketing, social media ads, print ads in magazines, flyers, mailings, trade shows and every other promotional strategy out there. This generalized marketing approach is just like the fisherman’s wide net. It might work for big business (though often not for them either) but as a small business you’re not going for the masses, and your specific “fish” often swim right through.
So what’s the solution?
Instead of casting his net over a wide area, all the fisherman has to do is keep his net tight in one small area- the right one, where all the little fish swim.
Keep your marketing simple and cost effective with a very targeted approach. Use specific marketing channels, either hyper-local or hyper-targeted with niche hashtags, industry publications, direct messaging and the like and a targeted marketing message to cast your small “net” aiming for a very specific group of “fish”, with reciprocal engagement. This way, you will get the most bang for your buck, with low marketing expenses and lots of clients and customers.
Don’t get caught in the trap of thinking more is better, even though more seems more holy- it’s just full of holes.