Franchisors Don’t Hyper-Target Their Audience

Published by Sean January 28th, 2007 in Advertising: Internet

Welcome to Part 3 of the Franchise Marketing series: Justin Queen’s Top 5 Mistakes Franchisors Make with Internet Marketing

Mistake #3: Franchisors Don’t Hyper-Target Their Audience.

In our experience we’ve seen scores of franchisors waste tens of thousands of dollars on pay-per-click advertising and portal advertising on prospects that may have had a 1 in 10 chance of being interested in their concept. Keep in mind that web users have very short attention spans and will refuse to spend any time on anything that is not EXACTLY what they want. “Hyper-Targeting” your prospect is the act of effectively segmenting your advertising dollars to focus only on prospects that are qualified to buy and interested. When engaging in pay-per-click advertising, make sure that you have the kind of budget that will allow you to stay ranked among the big boys throughout the day. Otherwise, focus your dollars in places where only your most interested prospects might be found and they can see you at the top of the list.