The internet is now one of the most popular and necessary marketing tools, especially for small businesses. And this is quite understandable of course, given its reach and ‘always on’ availability. And this is why more and more potential customers are turning to the Internet for researching and purchasing products and services. And as this trend continues to grow, you, Ms/Mr small business owner, must nail your online presence even more if you want to stay competitive.
Now, along with doing all the great internet marketing activities, we have to remember the fundamentals of marketing. There are some basic marketing methodologies that stand the test of time and technology and must never be neglected. I’m talking here about targeting! You have to know your audience so well that you’re almost intimate - yes, intimate! The more you know about the people you are trying to reach, the easier it will be to appeal to their heart and soul.
Before embarking on an online campaign, do some due diligence on this. Research the market, profile your current customers and put together some personas; generalised characteristics of your best customer. That is who you are targeting and that is who you want to speak to.
When you’re done, you’ll be in a great position to tailor all your marketing efforts with a focus on this customer. I say ‘this customer’ because it’s a great idea to personify one person in your head, and your communications will be way more powerful. You can use a number of variables to ensure your message is resonating with your target audience. For example people consume information in different ways – some like to read the printed word, others like to watch a video, still others like to listen to a pod cast or get involved with a demo. Be mindful of the big melting pot of media choices and test out different options.
Consider too the overall concept of your website. If for example your website is designed to attract the attention of say the older generation with a more conservative outlook, you wouldn’t want to present a format that had outlandish, buzzing, flashing visuals using colloquial chatty street talk would you? Moreover, you may not attract the young, streetwise crowd by presenting reliable, steady, conventional, controlled content. These are extremes but you get the picture, right? If you know the majority of your target audience is in the category of; young, married, two children, upwardly mobile, drives a reliable car rather than sporty, you design all your communications, including your website, around that profile. You can rest assured then, that when that person visits your site, or consumes your information, he/she will feel totally at home.
See more on segmentation and targeting here