MoreVisibility has been managing hundreds of company’s online marketing efforts for over ten years. Through the years we continuously stress the importance of knowing who your audience is. In order to best position yourself in the competitive paid search world and get the best ROI, you must first know who you are targeting. Your target audience is out there and looking for you, you just need to know how to capture them, and help them find you. Who you think you should target may not be who your target market really is. Knowing who to market to and how your competitors are marketing themselves will help you to create a more strategic paid search campaign. You are capable of reaching a worldwide audience 24 hours a day and seven days a week, but you need to know who in that audience you’re targeting.
The best way to establish who your target market is and how to position yourself to them is by conducting research. Conduct both primary and secondary research to evaluate and establish this. You can conduct polls or surveys of current or prospective clients to get a better understanding of your audience. You should network and use friends, family, co-workers, acquaintances and social media networks. Your relationships are invaluable resources when trying to figure out who your target audience is. It’s hard to take yourself out of the situation and look in from an outside perspective. Rely on your relationships to give you that outsider’s perspective. Read the industry newspapers or magazines that pertain to your particular trade. See what your industry is buzzing about and what the current marketing and advertising trends are. Research your competitors as well to see how they position themselves. Subscribe to industry blogs, feeds, discussion groups and forums to keep up with current market trends.
It is very important to tailor your online marketing campaign to suit the needs and wants of your target market. Keep your audience and market in mind when developing the website or landing page that will capture the paid search leads. Your website’s copy, navigation and aesthetics can be either positive or detrimental to successfully capturing your audience. It’s important to know who you are targeting when you are establishing your online presence.
Knowing your audience is just the first hurdle in developing a strong paid search campaign. Always be sure to consistently ask yourself, does this properly suit the needs and wants of my target market?
Search Engine Optimization (SEO) is and always has been a core competency of MoreVisibility. We have been advising companies’ for ten years how to make their sites more SEO friendly. That being said, it is also imperative not to forget the importance of ensuring that your site is User Friendly.
When was the last time you looked at your site from a visitor’s perspective? We all get busy with day to day nuances and before you know it, a year has passed since you completed a thorough review from the standpoint of a user. I encourage you to take the time to visit your site and go through it page by page. Really read through your content; does it read the way you want it to or should it be updated? Are there new offerings that should be included? Perhaps different or updated calls to action would be appropriate?
Important items to take note of:
Make sure your pages load quickly and without errors. Did you know that Google will penalize you if your pages have slow load times? In other words, if an advertiser’s landing page loads slowly once an ad is clicked on, the ad position and minimum bid for keywords will be affected, as will your Quality Score.
Is your site easy to navigate? Think like a customer; make it seamless for your visitors to maneuver through your site and find exactly what they are looking for. For example, if they click on “Newsletter Signup”, you will want to ensure this brings them to a simple and user friendly form to complete.
Does your site have clear calls to action? What is it that you want your visitors to do? Here are some examples of calls to action that are clear and to the point: Call Now, Act Now, Click Here, Enter Coupon Code for Discount, Enter Your Email Address, etc.
Remember, your website is a representation of you. Make sure it says exactly what you want it to say.
Not buying into the Facebook Frenzy? Sick of being asked to follow your friends on Twitter? Feel like you might burst if one more person tries to connect with you on LinkedIn? Don’t know or care what a blog is?
Even if these questions apply to you on a personal level, the truth of the matter is that now, more than ever before, large and small companies are testing out the waters with the implementation of a social media strategy
In this tough economic climate, social media is a cost-effective way to get your message out to prospective customers. Whether we are talking about a YouTube video, Facebook Profile, Twitter page, or an onsite blog, social media is sizzling hot right now and is literally all around us. Many clients I speak with are allocating a respectable budget for social media efforts this year. According to a recent article by the Aberdeen Group, a leading provider of fact-based research, 21% of best-in-class companies are looking to increase their social media marketing budgets more than 25% in 2009.
A concern I often hear from clients is that they do not fully understand social media enough to invest the time and/or budget to focus on it; especially when they do not utilize these networks on a personal level. The unknown is always a bit scary, but diving into social media and embracing the unknown is well worth it. MoreVisibility ran a social media boot camp series last month, which highlighted: Facebook, Twitter, Linked In and YouTube, all of which are being professionally utilized by a growing number of companies. We received an overwhelmingly positive response from the webinar series.
Don’t be such a skeptic. Embrace the art of “collaborative content” and experience all of the benefits! Let social media work for you the way it is working for a growing number of companies, large and small. Then, you can even “tweet” about it on Twitter!