When it comes to picking an ideal target market, we want to choose businesses that have enough revenue to support website marketing on an ongoing basis. Since Zenbox Marketing can appeal to potential clients on the advantage of working locally, we’ve started with New Mexico to analyze our target market.
Let’s examine businesses headquartered in New Mexico by revenue, from data obtained from the New Mexico Small Business Development Center. We’ve examined all available revenue data for businesses making more than $2.5 million in annually.
By industry, oil and gas and service stations take the lead. Zenbox Marketing does not want to promote oil and gas, and service stations have little need for website SEO. Filtering out these two highest sectors give us our next graph, below, in which we can see that security control equipment and burglar alarm systems together make up 12 high-revenue locations. Zenbox could target these locations with the same sales message to take on one security system company as a client. However, as all these companies are direct competitors, Zenbox would not be able to represent more than one security system company in New Mexico.
“You don’t want to use the same web agency as your competitors because the site might look the same as your competitors.”
-CEO from our interviews
“The marketing agency we use for PPC does competitor monitoring of about 3 big competitors.”
-Digital Marketing Director from our interviews
Part of Zenbox’s service offering is to give our clients a better competitive edge over their top competition, which is the very reason businesses invest in websites.
This brings us to the Physicians & Surgeons column, which shows five businesses in our target revenue range. Zenbox could theoretically take on all five of these businesses as clients, since they specialize on different health services and are not in direct competition with each other.
Narrowing down our target further, if we focus strictly on medical corporation types we can see the highest number of sales are offices of medical professionals. Examples would be general practice doctors’ offices.
After further exploration, we can see that in the New Mexico market, Lourdsburg is the number 1 location of medical offices, with Albuquerque coming in second and Santa Fe following. If Zenbox were to market to specific locations in New Mexico, these three cities would be the primary cities.
Overall, New Mexico’s businesses that earn over $2.5 million in revenue are spread out across multiple industries. There are very few of these businesses that share industries. There are 178 businesses in our revenue range reported in our data from the New Mexico Small Business Development Center. We don’t want to limit the main messaging on our website based on industry in order to take advantage of the wide variety of businesses.
Tableau documents can be found here:
Our digital innovation is supported by an analysis of reviews on Clutch from people who have worked with web design agencies. Highlighted items provided the most feedback: https://docs.google.com/document/d/1yvHUra39hiquiPOj_zAwTxSrTFCZ9098s48hrGfIgD4/edit?usp=sharing