Worth Listening To

40: How To Aim For And Connect With Your Target Market

The Three Steps That Will Get You There… 
Tony is a very creative individual and is always coming up with great ideas that he’s sure others will grab a hold of. This time it’s an information Website/Portal targeted at individuals, especially men, in the retirement stage of their lives. All of this under the assumption that his target audience will just flock to his portal.

Tens of thousands were spent on research, Website development, finding and linking to the various information sources such as baseball and auto-racing information sites, health care and travel information and so on. Great content that Tony thought would be attractive to his target audience and in turn would gain a significant following and in time, lucrative sponsors.

The result at product launch and for months afterwards: Crickets! No one came, even though on the surface his looked like a great idea. Tony “hoped” that it would be popular but, had not done his basic market research. The product was based on his assumptions.

This example, which is real life although I used a fictitious name, serves to illustrate just how easy it is to miss connecting with your target market. The ones that you’d think would be your ideal customers. Let’s look at the inherent flaws in Tony’s “build it and they’ll come” strategy and the simple process that could have alleviated them.
The Build It and They’ll Come Strategy Is “Hope Marketing” at its Best 

Because today it’s so easy to get something started on the Internet, we may take a “Build it and they’ll come” attitude. Many of us start out that way, especially if we think we have a “great idea” and are sure that “everyone” else will just love it too. This […]

35: Think Search Engine Humanization and Not Optimization

Is this the death of SEO as we know it?
Marc and his Inc. 500 company, take a different tack. Rather than focusing their efforts on finding the right keywords or relying on tricks to gain Google’s attention, he suggests that we focus on answering the question(s) our “ideal client” is seeking an answer to.

These quotes from Marc, give an indication of where this is going…

“People don’t like being a number, they want a connection.”
“Add value to their lives.”
“Stop trying to appease everybody.”
“Speak the language of those looking for what you have.”

Which then leads to the question…

 Who is that ideal client?

And what questions are they looking for an answer to? Here again, rather than taking a broad stroke, Marc begins by defining his ideal client and paints an avatar by asking questions.

Who are they?
What are their needs?
What do they look like?
What challenges them most and seek an answer to?
Do I want to work with them?
Are we a fit for each other?

While others may focus on numbers, keyword research, writing copy to support those keywords, pitching and selling their product and link building, Marc, rakes them in by posting answers to the questions his ideal clients are seeking answers to.

He suggests that we engage our audience in the dialog THEY are interested in, hitting their “hot buttons” and not what we think they need to hear. It’s all about them.

How does he suggest we do that?
Search Engine Humanization
Here the focus is all about putting a heavy reliance on “people” research rather than “keyword” research – what questions/challenges do your clients need an answer to?

Marc suggests writing the Posts on your site with that in mind. Add value and don’t be afraid to […]

33: How To Make Money Blogging?

It’s not about how to “make money Blogging” but…
Why are you Blogging and what are you selling or producing? A blog is just a marketing vehicle that carries the message about our product or service.

This was the major point David Risley shared with our Internet Marketing MasterMind group at the outset of his excellent “How Do You Make Money with a Blog?” presentation.

Only a BUSINESS with a viable product makes money…
As David stated, a blog does not make a dime, a BUSINESS makes money. […]

8: Marketing That Works

Does Your Marketing Work and Do You Have Leverage in the Marketplace?

If you’re marketing in the Internet space you’ve probably found out, in short order, that the “old paradigm” marketing of blaring your message it out, no longer works. The marketing world has been turned on its head. Hey, the consumer is now in control.

With that as a backdrop. I recently read a Blog Post by Seth Godin, one of my favorite “no box” thinkers and certainly one of the leading authorities on marketing in today’s world. With Seth, “there’s no box”.

The Post was very interesting in that it introduced the idea of “4 circles of marketing” and although mostly relating to marketing a product or service, it’s also very applicable to marketing “oneself”. For instance, if your elevator speech is still all about you or your product, you need to change it.
Let me expand on those points:

Marketing = Advertising: This outer circle can normally be associated with the “Old School Marketing”, where your message is blared out. The job of marketing in this circle is to take what you create or are given, let’s say by your boss or company, you then hype it, promote it and yell about it.

This is what so many charities, insurance companies, financial advisors, computer makers and well, just about everyone does. We’re definitely in the high season for that sort of marketing with our Politicians.

Marketing = Telling a Story: This second circle in has much more leverage. This is the circle of telling a story that resonates with your audience. This is the act of creating alignment, of understanding your audience and engaging and linking them to your product or service. They can relate to what you have […]

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