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How to Reach a Target Market

Target Market

Target Market = Internet Marketing

Internet marketing is one of the most popular advertising options available these days.  Having the ability to reach a worldwide audiences 24 hours a day, 7 days a week is unprecedented in world history! This is the reason why more and more consumers are turning to the Internet to research products and services before making purchases.  With more and more potential customers turning to the Internet for information and purchases, it is very important for small businesses to establish an online presence that is geared towards their target market.  Failure to take action online, results in competitors gaining the edge in the sales competition. Though the Internet is fairly new from a business marketing standpoint, businesses must realize basic advertising principles still exist and must be dealt with appropriately.

Know Your Target Market

As with any good marketing campaign, business owners should do market research before they launch any Internet marketing campaign.  Ideally this would involve hiring an SEO research consultant to work along side of the lead marketing person of a small business.  The results of this research should clearly determine the basic demographic information of the target market.  The research should also include a strategical plan on how to reach this target market.  Small businesses that cannot afford to hire a marketing consultant should still make a concerted effort to obtain this information on their own.  This can be done through informal polls of current clients or through online market research papers.  The more comprehensive and formal the research, the more insight will be gained as to the best way to reach that target market.

Information is gained through your market research, should then be tailored to appeal to the target market. There are a numerous different variables which can be modified to ensure the right message reaches the right people, in a manner that they can understand and relate to.  Some of these ways in which an Internet marketing campaign can be tailored to a specific target market include: the aesthetics of your website (i.e. colors, layout, fonts, etc.); advertisements where the wording of your copy becomes important; or through the use of more advanced design features such as audio, visual and interactive tools.

Visually Appeal to your Target Market

The aesthetic-appeal of your website greatly contributes to how your website is viewed by the members of your target market.  An example of this would be a website which is designed to attract the attention of an older generation with more conservative tastes, would include muted colors, clean design (that is easily read) and conservative graphics.  Thought and design placed on things like this, help to ensure the target audience of your market enjoys the website.  Conversely if you were looking to appeal to a younger audience with more liberal viewpoints you might chose a website design with bold, bright colors, eye catching graphics, videos and other creative design features.

The copy you include within your website should also be written with your target market in mind.  Consider the examples of the conservative and liberal target audiences listed above to create a better understanding of how the copy within your website should appeal to your target market.  When targeting a more conservative audience, the copy should be tailored to use formal language, research-able facts to back up all viewpoints.  However, when you are marketing to a more liberal audience or a younger audience you should consider using less formal language which would likely to appeal to the target market. Focusing more on emotional copy can go a long way to persuading the website visitor to your viewpoints.

In conclusion, your website should be created with the sole purpose of appealing to the target market.  You may wish to include audio and video clips on your website but these clips should appeal not detract the website visitor from the purpose of the website.  For example if your website is selling dirt-bikes you might want to consider incorporating audio and video clips of rock bands into your website, as opposed to say a acoustic bands.  True there may be some dirt-bike riders who enjoy acoustic bands but, in general rock bands more closely represent the dirt-bike culture.

Convert Your Target Market

Keeping these seemingly small details in mind when designing an Internet marketing campaign, goes a long way.  Traffic is great but, converting your target market should always be the goal.

What is Internet Marketing?

Internet Marketing

Internet Marketing is actually many things rolled into one.  Internet Marketing involves the strategic use of graphic design, websites, content writing, link-building, web applications and social media outlets.  The idea is to utilize all of these disciplines to capture the attention and eventually the sale of a specific target market.

Business needs are typically different for every business.  Some businesses are just starting out online and others are online but they want to improve their results.  This is where SEO Graphic Design comes in.  We sit down with every business initially to assess what their goals are, who their target market is and what kind of budget are they willing to commit to their online marketing efforts.  We create a strategic plan based on that information and then began the work of executing that plan.

Internet Marketing is SEO, SEM, SMM

Internet Marketing is known by many names.  The latest terms used are SEO, SEM and also SMM.  SEO stands for Search Engine Optimization. SEM stands for Search Engine Marketing.  SMM stands for Social Media Marketing.  In a nutshell, all of these terms ultimately fall under Internet Marketing.  SMM is just Internet Marketing using Social Media as a platform.  A good Internet Marketing plan encompasses all of the aspects of the Internet that reach your desired target market.  Think about this – If I want to reach people who are in the age group of 18 – 25, I would look for that demographic using Facebook, Twitter, Instagram and the like.  If I were looking to reach business minded people between the ages of 25 – 55 a good place for me to find that demographic would be LinkedIn.  So as you can see, both of these examples involve Social Media (SMM) but the strategy is specific.  A smart strategy encompasses information like that to make the best decisions.

PPC is Internet Marketing

PPC better known as Pay-Per-Click is a method of Internet Marketing that is paid for by the person using the service.  Essentially Google, Yahoo and Bing offer business owners the opportunity to have their website listed in the search results of people looking for information of products similar to that of the business owners PPC campaign.  PPC is based on keywords and to specialize in this area is a science all to itself.  Every time a person clicks on a PPC advertisement, the business owner pays the Search Engine company a fee.  That fee can be from .10 cents per click to $5-10 per click!  Utilizing PPC is a great way to get immediate search engine results but as I’ve stated, it does cost money.  If the PCC keywords aren’t setup right, businesses end up spending a bunch of money for clicks that don’t translate into sales or appropriate leads.

Organic Search is Internet Marketing

Organic Search is the golden goose of the Internet!  Organic Search doesn’t cost money for clicks like PPC and based on the algorithms search engines like Google use, it is pretty much a guarantee that the business that are ranked on the first page of Google are exactly what the Internet Searcher is looking for.  Once upon a time, web developers used to be able to manipulate search engines using all sorts of blackhat techniques.  Developers would create websites that appeared to be one topic to the search engine web-bots and then were actually something entirely different to the actual live Internet Searcher.  Through the use of algorithms created by Computer Scientists working for the major search engines, the search feature actually does a great job of delivering exactly what you are looking for immediately.  So with that said, websites that actually are ranked high in the search engines have met the balance of information, interaction and popularity.  To put a business on the first page for the right keywords and information you are talking about potentially millions of customers knocking at your door!

The Internet Marketing Sales Pitch

If you are in search of a good Internet Marketing company don’t be fooled.  There are many companies who purport guarantees of #1 Google Ranking but in doing so, they are make promises that normally don’t come to fruition.  How can I say that?  Well think about this from a logical standpoint.  If I owned a jewelry store and I want to sell my best diamond rings online, I face some pretty stiff competition.  Tiffany’s, Zales, Kay, Cartier and Blue Nile are also selling diamond rings online and have been for a while.  It is a good chance their budget for PPC large and they are most likely much more popular on a worldwide scale.  So if I the SEO Consultant approaches you the local Jewerly store owner, how can I guarantee #1 Ranking? The truth is I can’t.

The way to get to the top of the search engines for any topic is based on a sound plan and strategy.  If you hire the right SEO Company, they will implement a plan that survives the ups and downs of Internet Marketing techniques.  A sound plan uses sources such as Google’s recommendations of Internet Marketing compliance.  A bad Internet Marketing campaign can doom a business website into Internet obscurity.  Search engines actually penalize websites that are caught using blackhat SEO techniques.  The penalty can be demotion to the bottom search ranking for your keywords to a complete blocking of the website from the search engine all together.  So I always urge business owners to be careful and make sure you are fully aware of the strategies being employed on your website.

Interested in Internet Marketing for your Small Business?

Contact us to discuss your goals or any questions you have related to Internet Marketing.  We offer a FREE 15 Minute Strategy Consultation to all who are interested in using Internet Marketing for their business.