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Questions & Answers

Posted by Lisa Jean Helps on 2014-05-23 18:59:14
Title: If your business is one that people go to when they need discreet help - ie, a criminal defence lawy...
Category: Marketing

If your business is one that people go to when they need discreet help - ie, a criminal defence lawyer - but targets a minute percentage of the population (and there is NO word of mouth), where are advertising dollars best spent?!

Answer:

Farah Perelmuter
2014-05-30 16:40:23

Hi Lisa,

As with all marketing initiatives, it’s crucial to clearly identify your target group, their demographics and psychographics as well as how they consume media – what do they read, what do they watch and where do they go online. Do they belong to online groups (Facebook, LinkedIn?), do they read specific blogs or newsletters? Can you advertise there? Or, perhaps they are most likely to search for your services online. If that is the case, and I think it may be, I would suggest that you invest in your own website and concentrate on your SEO (Search engine optimization). You can also continuously write topical, timely blogs for your site that you can then also submit to the appropriate media, giving you exposure at no cost. In short, look at increasing your own personal brand as an expert in your field through specific, targeted advertising, but also website SEO combined with Public Relations.

Farah Perelmuter, Co-Founder and CEO, Speakers' Spotlight