Center for Internet Marketing
Research & Education

Exponent of Internet Marketing Education Since 1999

Want a simple, low-cost way to boost your sales?

Just uncover the narrowly defined sub-markets hidden in your main market. Then create special versions of your advertising to focus on the specific needs of prospects in these hidden market segments.

1. How to Find Your Hidden Markets

Start by evaluating your existing customers. Look for groups of customers with similar characteristics you do not currently cater to in your advertising.

Then create new versions of your sales message appealing to their specific needs. You will attract a lot more customers just like them.

For example, the owner of an accounting service marketing to small businesses noticed that many of his new clients were landscapers or insurance brokers.

Therefore he created separate web sites highlighting the unique benefits his service provided to clients in each of these businesses.

The two sites looked similar, but their sales content was customized to appeal to the specific needs of potential clients in each market. Visitors to either site probably assumed he specialized in working with companies in their industry.

Within 2 months he was able to increase the number of new clients from each group by over 25 percent.

Tip: You can also narrow the appeal of an existing web site without losing its effectiveness with your main market.

Just create customized web pages for each market segment you want to target. Then add a link to each of these specialized pages on your home page.

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