June 19, 2012
I’m constantly asked questions by other business owners in social situations about marketing. I’m also asked to speak at events to share some of these same ideas. I thought I would share some of my favorites with you.
1. Intended Outcome
Many people ask about SEO, the effectiveness of newspapers and yellow pages, and various other medias. My answer is always the same. What is your intended outcome. Some want SEO to drive traffic to their site. “Why would you want that?” I ask. After bantering back and forth I find out that they want people to call them, use their service or come into their shop. NOW we’re getting somewhere. If you sell items on your website SEO is mandatory. If your product or service is such that most people tend to ask friends, doctors or other professionals who they use then it might not be a good expense. I’m not saying don’t do SEO, I’m saying prioritize your spending. It’s not a miracle answer. First thing you need to know is what results are you looking for.
I often hear that business owners want “anybody with a wallet”. That’s not true. Even Pepsi has a target market they go after. You need to focus on who “gets” your product or service and understands the value. If you look at your profit and loss statement along with level of effort to do your work, I’m sure you can find clients that you are actually losing money on. I have done so my self. 3% of revenue and 20% of your time is not a good fit. Find your target demographic and talk to them in their language. Advertise where they live and entertain. This will save you time, effort and money.
3. Choose Wisely
If your target audience is say, 65 years of age and up, then the newspaper is a good option. If it’s 18 to 24 year olds, most of them have never read a paper. They get their news online. I just read an article that stated a large percentage of blue collar hispanics in the US are more likely to use a phone to get to the internet rather than a computer. If this is your target audience you should definitely consider a mobile site. Many people choose their tools based on what others have done in a completely different industry. There are no pat answers. You need to pick the tools that are most effective for your audience.
Now get out there and look good!
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