In order to turn marketing into an investment and not an expense, you need to know where your time and money is being spent; then you can track what’s getting the greatest results.
When you know the return for every marketing dollar you invest, you’ll feel a lot more confident investing in your marketing (which, like I said, you must do).
Marketing has to be:
It’s that last one, lead to a clear call to action that I’m going to focus on now. This is where it really gets good.
At REI BlackBook we emphasize the power of niche markets, because, if your market is too large, how do you know how to compel them to identify themselves?
There are tons of target markets out there, and each has its own problem and desired solution; your job is to identify what they want, and give it to them.
Some Example Target Markets
Once you’ve identified your target market, you’re going to drive them to get more information about the solution you provide. This step is where so many people get it wrong.
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