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Small Business Advertising That Targets Everyone Really Targets No One

By Denise | March 2, 2010

Who you’re going after is one of the most important parts of advertising. To look good to a specific audience, you need to make yourself stick out from your competition. Additionally, you need to show that you are uniquely qualified to provide the type of products or services that your target audience needs. Sometimes with small business advertising, there’s an want to be everything to everyone. Too often, the end result of this type of “one size fits all” marketing approach is that the audience you are trying to reach can’t recognize that your product or service is specifically geared towards them.

It is almost a given that your product will not appeal equally to everyone. If you’re advertising to people that don’t want or need your product, then you’re wasting your advertising resources. Small businesses often make the mistake of thinking that their target audience is bigger than what it really is. A lot of small businesses rather than pointing their advertising towards a certain niche, try instead reaching customers that may want their product or service in the future. Small business can’t possibly stand up to the large corporations that can sometimes have this work for them due to their large advertising budgets. Instead of raising brand awareness, advertising resources which could have effectively reached a targeted audience are simply diluted in their effectiveness.

As a common rule, customers only care about what benefits them when it comes to advertising. If they are currently interested in a certain type of product or service, there is a good chance of attracting them as a customer. And of course people that have no interest in a product will typically just ignore the advertisements. If you spend your advertising funds on trying to attract the second group, then you’re throwing away your money.

Finding out who your ideal customers are is the first step towards maximizing your small business advertising attempts. Whoever most benefits from your product or service is the ideal customer. They being the ones that would bring in the most profit, and that you’d enjoy doing the most business with. Even though the majority of targeted advertising focuses on a specific niche, knowing your “ideal customer” will help you to put a face on your target audience and help you to know what method of advertising would be most appropriate.

For example with print advertising. Instead of advertising in all magazines, you should focus on the ones that best balance out between what appeals to your audience and your product. Use demographics when targeting your audience if you’re using direct mail advertising. And when using internet marketing, you can fine-tune your advertising by creating various landing pages that target different types of audience.

Targeted marketing can make your small business advertising much more effective. Sure you may once in a while grab someone outside of your target audience every once in a while. But attracting your ideal customer is a lot more likely.

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Small Business Advertising That Targets Everyone Really Targets No One

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