1. Define and target your ideal customer.
Too many small business owners neglect to develop and target their core audience appropriately. There’s a myth that the broader you funnel, the higher your conversion rate will be.
Some small business owners fear that narrowing their target audience will exclude potential customers and harm their revenue, but the opposite is true. The more accurately you define your target audience, the more relevant your marketing campaigns will be – and the more you’ll attract people who are actually interested in your product or service.
Luckily, platforms like Google and Facebook offer tools to help you target your ads and invite you to customize content and creative for different audiences. For instance, a real estate agent in Ohio might have two different ads: one for people with kids who live in Cleveland and another for retired people living in Columbus.