Improve your ROI by narrowing your marketing target

June 15, 2015

It may sound a comparatively simple task to ensure that your marketing is actually reaching your target audience, but this is not necessarily the case and there are a number of factors that govern who views what, and the impact that it has. Much of the guess work can be removed from the equation by following a few rules.

It is irrelevant whether you are marketing for a small business, a startup or a major company, if your target audience is not seeing the product or services, they will not respond. This response can be governed by two major factors: SEO and Positioning.


Search engine optimisation is a key factor in governing where you will figure in those important search engine results and this involves the careful placement of keywords. The days of stuffing as many ‘appropriate’ words or phrases into a blog or website copy are gone. The big search engines will simply ignore this strategy and your listings will go down in the ranking and therefore, the amount of customer views. Using just a selection of carefully chosen keywords is a far more effective strategy. For example, your company sells in excess of 100 products, now to include them all in a list on a web page would not draw the eye of the potential customer. However, using a few top key words to garner interest in your site is more effective. This is the way that online marketing works.


The second important point is positioning. This involves ensuring that you are directing your resources at the right audience. For example, you wish to promote a protein product, so extolling its virtues by shouting down the high street is not going to be as effective as handing out fliers at a local gym. The latter is a more cost effective and profitable way of ensuring that the right people are being exposed to the product. This is also part of market segmentation i.e. You are choosing the people who see the product, not blanket bombing with information that may only be relevant to a small segment of the buying public, thereby saving valuable marketing resources.

These points are relevant regardless of whether it’s a small business, startup or a large conglomerate, the only difference is scale and the rules are more or less enforced throughout the online marketing world. So, here is a quick checklist of points to emphasise when developing a marketing strategy.

  • SEO – ensure you are using the correct keywords in the right quantity to ensure that all important search engine ranking.
  • Target audience – Hit the right people with the right information.
  • Positioning – Ensure your resources are directed in areas that will get your product seen.
  • Market segmentation – Narrow your marketing strategy down to the very groups that will show the most interest in your products and services. Don’t blanket advertise, its expensive and doesn’t work in the online marketing world.

The above is a comparatively simple narrative on how to improve your ROI with a well-placed, targeted, marketing policy. The simple rule is: doing your research and following the rules will help to ensure a profitable advertising campaign.

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