At the dawn of the Internet, the focus by advertisers was on broad, mass appeal advertising. Brands were consumed with generic level keywords and dominating positions around these terms was the sole focus of many companies – and make no mistake, it worked well for those fortunate enough to dominate the search landscape. Over time, things have changed….Web users are savvier, they don’t want generic answers, they want specific answers. This scenario has created a world of opportunity for advertisers who can now more firmly focus on a niche rather than just a broad based objective.
A focus that I feel adds value to brands is understanding what their identity is and truly defining their demographic. By working to segment your target audiences and understanding how they engage with your product offering or service, smart marketers are able to offer different channels for prospects to enter and engage. For example, if you run a company that provides repair services to cell phones, you need to find customers who need this service. You break down the needs around different demographics and create funnels for the consumers to enter. I always feel semantics play a large part in driving the right targeted traffic. In many cases, we recommend setting up several different websites with very specific niche focuses to entice customers to engage.
The Internet is a large, ever growing playing field. The more real estate you have on the Web, the more chance you have of being found. The ability to focus in on a niche and dominate the niche while expanding that same process across to your other demographics will provide you with a campaign strategy that outpaces your competition.