5 Tips to Identify Prospects in a Niche Market
Sources of prospective customers have evolved dramatically in the past decade. Today we offer ideas for direct marketers who are on a tight budget and searching for prospects in niche markets where they don't require thousands of leads. They just need a few dozen or a few hundred qualified leads. The good news is that B-to-B marketers, B-to-C and non-profits now have easily accessible options, many of them online, to identify a small number of highly qualified prospects.
Last week I spoke with two organizations that have the same dilemma finding qualified leads. One of those is a digital learning advocacy organization whose vision is large, involving elected officials at state-levels and requiring support from corporate sponsors in a niche field. Among the dozens of initiatives for this organization, a vital one is raising money.
Fortunately, the organization, the Digital Learning Alliance (DLA), already has the support of CEOs from the largest of multi-million dollar corporations who are the leaders in this niche. But CEOs and senior management from the next tier of digital learning organizations need to be reached. DLA knows some of the companies who are prime candidates for sponsorship, but not always the people inside. Before cold-call phone calls are made, DLA wants to identify these prospects and introduce them to their message.
As direct marketers, we know there are lists available to rent to reach these companies. But DLA is an organization who doesn't want the volume of names that often come with a minimum order. Nor do they want to go to the expense of mailing or emailing an unproven list. They just want a few hundred qualified leads.
Since many organizations share this same dilemma, today we share a solution to reinvent how you find leads. It's in plain sight, but you may have overlooked how you can use it. With a reported 225 million users who have opted-in to connect with others, LinkedIn is a tool that can be used to reach out for prospective contacts to opt-in to messages. If you choose this course, here are five recommendations for you:
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.