eStrategy... 3 Simple Steps

Practically speaking, a large percentage of a small group is a ‘bigger’ and more meaningful number, than a small percentage of a large group. Gaining this large percentage of a highly targeted group of customers, or market segment -- commonly referred to as market share – should be the primary objective of any business. The success of your eStrategy is defined by your ability to:

1. Find this highly targeted group of customers

2. Communicate with them

3. Get them to make a purchase

The Great Equalizer
In the past, this level of marketing focus was restricted to those companies that had the research, advertising, and direct response budgets to support it. Not anymore! No longer do you have to be a Fortune 500 company with a multimillion-dollar budget to market effectively to a highly targeted group of customers and prospects. In this case, the Internet is the great equalizer. The major direct response marketing agencies realize this fact. They are currently busying themselves with the conversion of their traditional services to online services.

The More You Know…
The more you know about your customers and the better you understand them, the more likely you are to find them online. The important task is getting them to find you. There are several methods that you can use to do this. One in particular involves both traditional search optimization and pay-per-click, or search engine marketing (online advertising).

Communicating with your customers and prospects is a fairly straightforward proposition. There are numerous highly targeted online methods including eZines, e-Pubs, Communities (Social Media -- the list seems to be infinite these days) and eMail marketing campaigns, to name a few, which you can use to reach out to your market segment.

It’s all about focus!
If you do the appropriate amount of work on the ‘front-end’ – finding your customers and communicating with them -- the ‘back-end’ – getting them to buy your products or services -- will take care of itself. Ultimately, if you focus your eStrategy towards the specific identification of your target customers and prospects, communicating your UVP (unique value proposition) to them in response to their needs, they will buy your products or services!