Finding new clients in the Fringe

Thermal Creative is often asked to help increase online relevancy, online traffic, and therefore inbound sales and leads to our client's websites. Often times we find that our clients have identified a demographic and are doing a "not too shabby" job of speaking to that demographic on their website. There is always room for improvement which often times includes identifying ways to engage that demographic in the most effective and efficient way considering the client's available resources. But once we've helped our client improve their website and inbound paths in traditional channels, what's next?

Experiment in the Fringes.
What do I mean by that? Here's an example. We have a client who takes people on fantastic Culinary tours of Poland's restaurants and kitchens. Her clients get to cook with the pro's and take mini courses on fine Polish food preparation while enjoying Poland. She long ago identified her client demographic and has dutifully been filling her classes with that group. Tried and true. But how can we find more customers for her beyond just capturing more of the same demographic?

While we were setting up her AdWords campaign, we looked for keyword terms that were close to her industry that had high search numbers. Among many was "Polish Recipes". We included that term and others, in our ad groups and discovered that although the bounce rate was a little high, the term was generating a healthy amount of traffic. It makes sense that we can lower that bounce rate by including more recipes and recipe links in the site and hopefully convert people who are initially just interested in "Polish Recipes" into people who are interested in "Culinary Tours of Poland". That content is readily available and easy to implement for our client. Now we are creating clients beyond the traditional demographic.

This makes sense.
How many times have you personally gone shopping for item "A" and realized that although you are still interested in "A" you purchased item "B" which you learned about while looking at "A" because "B" was in the same department, or because a salesperson made you aware of it? Happens to me all the time. It works on an impulse buy as well as on large ticket items like "Culinary Tours of Poland".

What fringe areas can be experimented with in your business?

Bill Edmonson

Thermal Creative is a website development company in Bozeman Montana that specializes in helping businesses enhance their website performance through beautiful data driven design, superlative programming, user friendly content management systems (CMS), website marketing consulting (SEO and SEM) and email marketing. 

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