Small businesses looking to improve their web marketing are focusing most heavily on audience targeting and content marketing, according to a report from ValueClick. Emarketer has relayed that the company found 27 percent of respondents aim to improve the focus of their campaigns, while the same amount said the creation of original, relevant content is a primary goal.
As a web presence becomes a competitive necessity for small businesses to attract prospects, ensuring that marketing campaigns reach and appeal to the correct consumers or businesses is essential to success.
Gathering information about a target market an SMB is hoping to attract will inform each component of any web marketing campaigns, eMarketer wrote in a report. Similarly, creating content based on this targeting strategy enables businesses to help propsects learn more their products and services. More importantly, targeted content illustrates the message a small business looks to convey, which is among the most important elements of compelling conversion.
“There’s a wealth of audience data that can be very relevant for businesses and can drive a lot of efficiency and value, but the platforms need to allow brands to feel comfortable by knowing who they are buying from and of what quality the content will be,” Yoav Arnstein of Legolas Media said in an interview with eMarketer.
The focus on targeting and creating relevant content is becoming more evident in small business marketing budgets. ContentLEAD recently reported that 71 percent of companies actively developing original content will spend more on it in 2012.