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By Mark Smiciklas

New Marketing should prompt small business to re-think the way they reach their target markets.

Old marketing is based on mass targeting – spend ad dollars and use mass media to push your message out to as many people as possible.

The idea: If you spend enough, spread your marketing messages far and wide and target the masses, people will eventually buy your product or service.

Old marketing asks questions like:

• “Can you really afford not to target as many people as possible?”
• “How much business are you passing up by not maximizing you advertising reach?”

New marketing is based on niche targeting – create content and use search engines/social media to engage interested people in your product or service.

New marketing poses questions like:

• “How many passionate customers do you need to run a profitable business?”
• “Are 100 truly interested prospects more valuable than 10,000 people who don’t really care?”

New marketing can be scary because it may not work the way you expect it to. It’s also harder than than old marketing because it forces you to:

• Focus – “Who are my customers?”
• Come up with content that adds value to your relationships and helps solve your target audiences problems

What do you think works better….Mass or Niche? Why?

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Image Note: The document portion used in the image above is attributed to Tim Morgan