Every small business their niche. How do you market to specific audiences in professional organizations? Multiview is an online marketing and technology company that manages online supplier directories for national associations. They target over 80 specific National Associations.
National trade associations are a great audience to reach since they qualify their members. Members pay to be associated so they’re more likely to buy from association recommended vendors. Members generally look to the organization for industry news, trade shows, and networking events. They are more likely source products and services through the association for their business or professional needs.
Multiview has two great resources for small businesses trying to sell their products and services to national associations. I found the trade show information on the association’s website very helpful resource into what products used their industry. The Online supplier buyer’s guides are a great way to reach this targeted segment through out the year. The directories are outlined by search engine optimization (SEO) friendly product and categories and also have a Google style search bar. These online listings require no daily maintenance and could be a good way to drive qualified web buyers to your site.
Click to sale conversion is much higher than other methods of online marketing. Keep in mind that online directories eliminate buyers that may not be trying to find your products or services. I will use the buyer using traditional search engines. I make a search for “pumps” and I could receive shoes, industrial water pumps or bicycle pumps. This could cost small business owners a lot of money in pay per click ads. You may be able to justify the ad spend by shear numbers but how many of the clicks are legitimate customers?
Online directories are connected to industry specific associations. They have products and services related to their specific field. So when you have a member in an industrial products association and they make search for pumps your click is valid. Would you rather have 1,000 clicks to pumps from people wanting shoes or 50 clicks of your targeted prospects searching for industrial pumps? Google Ad words and Yahoo’s are great search marketing. Industry directories are a great ally for small business owners that want to save time resources, limit marketing costs, and want to focus on quality buyers.
It is the next level of targeted marketing campaigns. Find your customer segment and fine tune you small business search marketing plan. Association Marketing plans start at $300 per year.
Visit Multiview’s portfolio of national association product and service directories. Check out some of our other posts on vertical online buyer’s guides by Media Brains which targets industry specific trade publication buyers. Please give me feed back on you findings and how these types of online business listings are working for your small business’s search marketing plan.
Written by Brian M. Schoedel http://smallbusinesssearchmarketing.blogspot.com