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Lookna - Widen your target audience with free advertising


Lookna - Widen your target audience with free advertising

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Much emphasis in marketing is given to segmentation strategies that break down large audiences into smaller target markets. While this technique does present a number of benefits, companies with broad target markets can also realize tangible and intangible advantages. Comparing the strengths of a broad market opportunity against those of smaller, niche segments is a key strategic dilemma.

Simply put, a target market is a specific group of people you have decided to target with your products or services. It could be a large market or a niche market. Sounds simple enough, right? Well, the concept of target markets can become much more complicated if you offer a product or service with wide appeal, or you have a diverse customer base. If you sell to “everybody,” then how are you supposed to define your target market?

One of the simplest but most important benefits of a broad market is the ability to target a larger number of total prospects with a marketing campaign. The total customers you reach out to, the higher your likelihood of making a sizable number of sales. Additionally, you can rely on the size of your target market to benefit you in future product and service offerings.

Take the time to carefully consider who is in your market and who should be in your market. What is the direction of your growth? Are you local and do you intend to stay local? Do you want to expand in the immediate area? Or are you a national operation? If you have been noticing new business coming in, where is it coming from? A certain town or neighborhood? Or do you suspect that there might be some area near your current market where your business could fill a niche? Once you’ve identified where you could and should be expanding your market geographically, you need to start thinking about how you will achieve that goal. 

Key reason companies identify target markets is to decide what media to use for message delivery. With a broader target market, you may have to invest in more media types, but this also increases your flexibility. You can use various options, such as television, radio, and billboards, which reach a large number of people. With a niche audience, these media would often not be worth the investment. However, they offer volume benefits in trying to appeal to a large market.

Now instead of wasting your energy targeting a too-broad audience, you have a strategy focused on the right audience that will pay dividends. This means that instead of targeting ‘anyone with a car,’ our example business can target more specific groups – teens buying their first car, for example, or executives who need accessories to make their daily commute more comfortable. Armed with better specific information, you can make smarter decisions about where to advertise (where these people hang out) and how to talk to customers (using the language that resonates with them). Tailor your marketing strategies to delight and excite your customer, not just any customer. They will love you – and your products – for it.

Lookna offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business.

Keywords are the foundation of search engine marketing. As users enter keywords (as part of search queries) into search engines to find what they’re looking for, it should come as little surprise that keywords form the basis of search engine marketing as an advertising strategy. Lookna's keyword tool provides you with a range of valuable information, such as if the store is open or closed, working hours and days, price, etc. You can discover new products to expand to by looking at keyword data and seeing what people are searching the most for.

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