Marketing to an audience is one of the hardest concepts to master. To get good at it takes a lot of practice. It takes a lot of failures to understand what works. There’s no set standard that will work for everyone. To find success it depends on the product, target audience, and the price.
Marketing to an audience
If you are new to marketing learning to talk to a specific individual is one of the hardest things to grasp. Believing that you are marketing to everyone in the world is a bad approach. There are only certain people at a specific time that are looking for your product or service.
Gather as much information about your audience before writing messages. What do they respond to? Where do they spend most of their time? Do they tend to shop at certain times of the day? This will help you to build a strategy to target them.
Web tools are the first thing that marketing organizations focus on. A sales person calls and instantly it’s a new tool the company must have. The marketing team ends up with multiple tools none of them being used correctly.
Problem with having too many web tools
Too many tools can hurt your budget and cause you to have unnecessary technical issues. The more things you need to try and connect to one another makes it complicated consequently making marketers technical support people. You need to make your web solutions as simple as possible. Be a marketer first and then become a technical person if needed. Often times, marketers want to be technical first and forget their job is to entice individuals to purchase products.
Eliminating the need for web tools
Focusing on the goals of the marketing team helps to decide which tools are needed. Only take sales calls from people who have a tool to match your current needs. This will help to not waste your teams time and keep you from being pressured into something you don’t need.
It’s easy to receive many emails with the latest promises of how to increase ROI. It’s up to you to weed through the noise and determine if it can truly help you. Don’t let a sales person make decisions for you therefore causing regret later.
SEO (Search Engine Optimization) has become something difficult for people to understand. It’s actually pretty simple. Use words in your web pages that people actually use when performing a search.
You make motorcycles and you want to be found for “Rad Motorcycle”. You must have the term “rad motorcycle” listed in the web page. It’s pretty common to to hear people complain they aren’t being listed but they don’t use any terms.
Setup your directory structure to be specific as well. Use structures like www.radmotorcycles.com/for-sale/Nitro-Rad70. The for-sale in the directory tries to capture someone who types in “motorcycles for sale“. Your main domain radmotorcycles.com tries to capture the “motorcycles for sale”.
Meta titles play a huge part so make sure to have them on all pages. Include meta descriptions on pages as well.
Test your SEO and adjust it until you get it to a place you like. Don’t be afraid to manually submit index requests to Google for indexing.
Review sites that show up in search rankings. Look at their directory structures and how often they use certain words in their web pages.
Best practices are somewhat misleading. How can you take another companies’ practice and use it as your own? Just because it worked for their company why would it work for yours? Are you selling your product to their exact same customer base?
My Teams Best Practices
I like to challenge my team to create our own best practices. While finding things that aren’t working it tends to lead to items that become best practices. Eliminating things that don’t work quickly allows us to direct our focus.
Resisting technology doesn’t stop it from happening. Companies fall short when things need to change; but as a marketing professional you must assist/drive change.
Change is part of understanding how customers are growing. Customers look for different things at different times in life. The message used a year ago may not pertain to a customer now thus causing poor responses to ads.
Resisting Is Accepting Defeat
Technology makes it easy to talk to customers quickly. Email and instant messaging allow for faster customer interaction. If you don’t choose to accept technology your competitors will.
Whether it’s the latest buzz word or social media platform quit following the crowd. It’s not about the number of platforms but how you use them. If you only use one platform and are getting a return it’s success. The return doesn’t have to be a sale but could be brand recognition.
What’s the plan for the buzz?
If you are following the latest buzz craze what’s your plan? List out specifics of what you tend to get out the platform. Usually this will be very difficult to do because most of the time it’s an irrational decision.
You may be the manufacture of the product but that doesn’t matter. Web visitors want the product but at the best deal. They are willing to search online for days to find the right price.
Visitors don’t care where they purchase the item as long as the site is legitimate. It doesn’t matter if it’s EBay, Walmart or Amazon when the product arrives it’s the same.
The Deal Is In The Visitors Control
Control is in the hands of the shopper with so many sites selling the same products. Within minutes web visitors can shop for a product in any state. With shipping prices low and not to mention shipping speed being quick any concerns of time is eliminated.
Relevant Content Drives Traffic
The ability to be relevant is having what a visitor wants. Visitors search for answers daily, but does your site have the answer? Your answer to the question determines if you will receive traffic. Visitors want exactly what they are looking for; no negotiation.
Websites have completely changed the way visitors shop. It’s normal for visitors to leave one site if they can’t find something and visit another. Although the visitor didn’t find what they were looking for there’s still instant gratification. No driving or wasted time just free online browsing.
Fear keeps the best websites from being built and the best online marketing campaigns from being achieved. Doing something that no one else is doing takes guts. It’s considered risky but it’s truly just something new to a company.
No More Fear
You must evolve, the only way to do that is to try something new. Eventually the marketing campaign you continue to run will stall. What will be your new campaign? Don’t wait until you must change before deciding to be different.
Changing the old ways of thinking in a company is hard. Old thinking with the introduction of new technology is a bad mix. Moving people away from, “this is how we’ve always done it” is a feat.
Moving From Old Ways Takes Courage
Fear of the unknown is what keeps companies from moving. The chance that you could destroy something that has always worked keeps people from risking it.
Having a vision that everyone can understand will combat the fear. The achieved value will help people understand the importance of taking the risk.