Is Your Marketing Reaching Your Desired Audience?

Click here for WOMB7 Show Notes as a downloadable pdf Imagine prospective customers searching for answers to their questions or solutions to their problems—those questions or problems that have to do with the products/services your business offers. Then imagine, that among the best results from their online search are a blog post, an article, a how-to video, or Frequently Asked Question (FAQ) which was posted on YOUR website. And when they reach for that answer, it is you, your business, providing the answer to their question. What would that be worth to you? As a business owner, this is the result you want from your marketing efforts--to be the solution to your prospective customers needs. Now, for the question . . . IS that currently the result of your marketing efforts? Are the new, and return, visitors to your Website / your blog, individuals who need the products, or services, your business provides? Or, if your business is a 'brick and mortar' store and you do not have an online presence--do new visitors to your store return to your store? Do they purchase your products/services? You may be wondering, how can you know if visitors to your Web site or blog are individuals who need your products / services? You can tell by how long they spend at your Web site. Are they there more than 6-8 seconds? If so, they believe that there is information there that they want. If a Web visitor is on your Web site long enough to check out, and read, your product/service pages or articles/blog posts, it signals greater interest, or need. If a visitor returns to your site and again spends time there, they are looking for reasons to to trust you as a vendor for their need. This brings us to the next question . . . do you continue to provide fresh content (information) which your target audience needs? Being in the business that you are in, you probably know several things about your target audience, your ideal customers—those individuals who need your products or services. Such as, what types of problems would someone who needs your products/services have? What challenges might they face? If you can list some of the problems and challenges that your ideal customers have and create a variety of materials (special reports, blog posts, videos, podcasts, etc.) which solve each of those problems, answers those questions, or satisfy those curiosities, you can position your business as the one prospective customers turn to for answers. You can position your business as the business which solves their problems. And if, when your prospective customers are searching for solutions, the best and better results that come up are from your business, you become the solution to their problem. How powerful is that? When your prospective customer is searching for information details about a product/service, they might also look for “How is a certain product made,” “How is service X structured,” or “What goes on behind the scenes of a business that makes your products or provides your services? When their best search results come from your business, you are again positioning your business as a source of solutions for them. As prospective customers see, and continue to see, your business being the source which answers their questions, provides the solutions to their problems, and satisfies their curiosity, those prospects also begin identifying you as an expert in your field. It is then that a trust relationship begins forming with those prospective customers. When those prospects need to purchase the products/services you provide, which business storefront or Website are they are more likely to go to for that purchase? The storefront / Website / business owner that they have come to know as an expert and have grown to trust, of course! Don't you want that business, that business owner, to be YOU? Well, gone are the days when prospective customers are impressed by only how often they see your business name or how you are the "best,