We talked not too long ago about treating your SoyLuscious® customers not simply as one huge market, but as 5 to 10 highly targeted markets. Because it’s not only more effective to market to a highly targeted group directly, but it is also easier to dominate a highly focused niche than to own a general category. Today, I want to take a look at a couple of ways of approaching those markets.

Start with your main site
Take your main site (where you actually sell your SoyLuscious® candles) and add product categories that make sense for your niche markets…whatever they may be. That way, when you drive highly targeted traffic to your site, it is easy for them to find relevant (hmmm…where have we seen that word before) products. You want to make closing the sale as easy as possible without providing a lot of extra (irrelevant) clutter that could get in the way.

Go Micro
Create a microsite (this can be a blog, an actual website…even one of your social marketing sites) where the message is tailored specifically for one of your niches. Focus the content on the things that people in your niche care about: romance, design, wellness, gifts…whatever. Sell your SoyLuscious® candles directly to these niches as ways to accomplish whatever it is that these specific people are trying to accomplish.

Then do the same thing for each of the niche markets you have identified. In the end you might have five to ten different microsites. They don’t have to go into great depth. Just enough to resonate with this small part of the market, and promote a few key, relevant products, and then drive them to the appropriate category on your main site.

Promote, Promote, Promote!
Now, promote your microsites! Use whatever methods you typically use for your main site—article marketing, blogging, AdWords, etc.—but really hone in on your niche audiences. Don’t simply sell SoyLuscious® candles to anyone who might like candles. Sell All-natural SoyLuscious® candles to vegetarian, whole-grain, eco-conscious activists who want to take a stand, even in their home decor. Sell Scented SoyLuscious® candles to someone whose anniversary is coming up and who is looking to set a romantic mood. Sell the therapeutic aromas to hectic working moms, frazzled brides-to-be or stressed out students prepping for exams.

The more specific your promotions and the more tailored your content, the more effective your efforts are going to be at moving inventory. And THAT is the whole point, right?