Multiply Marketing Results While Cutting Advertising Expense
Advertising to people who are not likely to be interested in your product or service is wasted money and effort.
Knowing who to aim your advertising to, is a critical element to maximizing your marketing results.
Market Research Tools to Use:
One of the biggest challenges for many local businesses is getting a handle on what their customers have in their minds when searching for products or services.
Why is that a problem?
Because the business owner knows the industry lingo and the uninformed prospect does not.
For example, one of my clients is a locksmith who among other things offers what he calls, “lockout service.”
He could advertise on that term using Google Pay per click Adwords and he would likely get some new clients every now and again.
If he advertised on terms like: Locked Keys In Car; Keys Locked in Car; Car locksmith; Auto locksmith; or automotive locksmith he would likely get more.
Of the terms listed above, the first one, “Locked Keys in Car” would actually get the most new prospects. (Assuming his ad and landing pages were properly set up.)