Is your business top-of-mind for a good percentage of your target market? For example, if you provide career counseling for mid-life executives, is your firm the one that comes to mind when reporters, head-hunters, HR professionals and mid-life job seekers think about career counselling?
If that’s not the case now you know what to shoot for with your marketing strategy. There’s a cost effective way to reach those reporters, head-hunters, HR professionals and job seekers and it’s called online marketing. One of the main business tools for your online marketing initiative is of course your website.
You can’t be everywhere you need to be to connect with your target market but your website can do an excellent job of pulling your target market to you with fresh, search-engine optimized content.
In other words, if you publish fresh, quality content daily or at least 3 times a week and ensure that your content contains the kind of words and phrases your target market is using in search engines to find your particular kind of service or product, you will be found by the people who want to buy the kind of service or product you’re selling.
In fact, not only will you be found by your target audience but with a consistent approach to publishing quality content on a regular basis your website could become one of the “go-to” websites for your niche. Once you’re considered an authority in your niche you’re well on your way to building a profitable business.
But that really doesn’t happen until the content you create starts to generate conversions–where website visitors become purchasers.
Content that converts contains:
- Measurable results – clear proof that illustrates your product or service will address your prospect’s needs
- Testimonials from your customers – think of how confident you feel about a service/product when you read about the opinions of happy customers
- Information that demonstrates the value to be gained as a result of the purchase – content that can show a longer term sense of personal gain and benefit really motivates prospects and will in many instances help to convert a fence-sitter into a loyal customer.
What questions do you have about converting your website into the “go-to” website for your target market? I’d love to read your questions and ideas in the comments below.