The internet has become of age. There was a time when people would just put anything online and seemingly overnight millions of people would be reached. This was in a time when businesses were still “uncertain” about the value of the internet. As time progressed and we continued to hear stories of ideas, videos, songs, and promotions going “viral” did businesses small and large jump online with the hopes that they too could reach their audiences in a high impact way for little to no costs.
It was all a dream. But is this dream still relevant in today’s current environment online? I have told clients for the last few years that with the consolidation of power on the internet being in the hands of Google and Facebook that organic success is a low probability strategy. This is because when two companies control the majority of information movement online it becomes a completely pay for play situation when it comes to reaching large amounts of people with your message.
Logically speaking, we can see what the results of this situation become. Large businesses with well-funded marketing budgets get their messages heard while smaller and up and coming businesses suffer because they lack the big budgets to compete.
So what is the solution to this problem? How can a small or new business use the internet to meet their objectives and achieve their goals? The key is in micro-targeting and audience compounding. This is a technique that we use at Anansi Webworks when helping clients with small budgets to achieve success in their efforts.
The simple explanation is that the more precisely targeted your audience is, the cheaper it is to reach a prospect. If your message is effective and we see that the audience is responsive we can then pyramid the message to gradually less specific targets in order to reach prospects on a small budget without exhausting the budget immediately.
This is only one part of a much larger strategy but is a very important part of being able to help businesses succeed over time even with small budgets.
Despite the changes in internet marketing happening at a rapid pace, your business can still compete and succeed online if you have a good strategy that crafts strong, powerful messages while managing marketing budgets intelligently.