How Small Business Owners Should Get in Touch With Their Target Market

When it comes of online marketing most of small business owners tend to raise their shoulders and think on short term advantages. But did you know that 40 percent of the new businesses will fail in the first three years of their existence? That is because most small business owners do not make long term plans and tend to use bad alternatives to promote their businesses.

Get Involved

For small business owners online marketing is not an easy job. It takes time and energy to develop and implement online marketing techniques that really work for a specific website.

First step you should do is to determine your target market. Your customers wait for you to reach them. Because online marketing has so many strategies you can take advantage of, you should first focus on the group of consumers you want to get into contact. It would be a waste of resources to try to implement strategies that reach people overseas if you have a local business.

How to get to local customers

If you want to be noticed in your area you should address to your neighbors. Not literally, but to try to get to them using the internet. After all, this is not such a hard step because you live in the same environment with your target and you know what its main concerns are. This way you can easily estimate how much money a person or family in your area is willing to spend for your services or products.

Communication is a very important aspect for every business. Keeping close contact to your target should be your main concern. But how to do it nowadays? You cannot just go on the street and try to convince people to come and buy from you. You can easily attract new customers through texts and images. In this article I will mainly focus on texts that can help you attract people from outside to your website.

Articles

Maybe you never liked to write stuff when you went to school, but internet is mainly about written information and transmitting the information to those who search for it. One good way to get to your local target is to write articles about topics related to your business and then submit them on several directories.

Articles are very useful for traffic ranking. There are sites where you can submit articles to and they will distribute them to their readers. To really take advantage of your articles they must be rich in keywords that are related to your website. Articles must attract readers so, it is important to set a good title, to give useful information about the domain you are activating. Always relate the title with the article and do not try to fool the audience because you are the one that will lose in the end.

To give you a small idea about article writing, think on the pages on your site. You added useful information to promote your business. An article is not exactly like that, because most article directories will not allow you direct publicity. But you always have a box at the end of the article where you can add a link and a small description of your site and business.

How does writing articles help you? Let us think that you own a beauty salon. A women, let us name her Georgia from Glen Echo, is looking for a beauty salon in her area. Last time she went to a beauty salon and she considered that she paid too much for the services. Now she is searching on the internet for a new beauty salon and one of the search results is an article. You previously wrote an article titled How to be beautiful in Glen Echo and submitted in an article directory. Georgia reads this articles she finds some good beauty tips and she wants to get more information about your business. Because she thinks that last time she was ripped off, now she will go to your website, look for price list and your address. She likes what she reads and decides that tomorrow morning will call you. Do you get now the role of submitting articles to promote your business?

Press releases

Press releases are very good for promoting new products, services or events. They are very good in promoting your business and get in touch with new partners and customers. Do not forget that press releases must be rich in keywords, just like the articles. A press release is a very good opportunity to announce journalists about an event, invite them to the event, and maybe read an article in a local newspaper about it. I worked in the media for a while and I can tell you that are times when journalists just crave for a new topic. Get in touch with some local journalists, create a connection with them and you will see benefits.

Press releases work just like articles when it comes to search engines and displaying results. Do not get into the trap that press releases are only for the big companies. You can promote a new product, services in simple words by making them wish they had what you are promoting for.

Getting in touch with your target market must be a priority when you want to make a name on the internet. There are numerous and efficient ways to do it. Building a name is a step by step process that will attract financial benefits for your business.

Is Your Business Model Snuffing Out Your Message?

I often talk to coaches, consultants, freelancers, small business owners, authors, speakers… etc. who feel stuck.

Well, screw the label, that’s not important. They’re the “do their own thing, do something meaningful” kind of people.

They’ve done the professional training, bought the marketing program, and even built a business or two.

But they rarely go back to square one and question whether they have structured their business to amplify their vision and message.

Oh, you’re certified as a “coach” – so there’s what a coaching business model looks like: a 1:1 program, a group program, an online course, and an info product. Or, a 1-month, 3-month, and 6-month package. The end.

When people are starting out, a business model is a godsend. It gives you something to build upon and the visibility of “where the money is coming from.”

But as you evolve and refine your skills and message, it’s easy to get on autopilot and take the business model as a given.

What used to work when you needed training wheels may not work now that you’ve figured out what the heck you’re doing.

Have you revisited and validated your business model lately?

Is the suite of offerings in alignment with your message?

Are they giving you the best venue to serve your ideal clients?

Are the programs/products/services tapping into your strengths?

Are the creating the most value for your clients?

Are the formats of delivery amplifying your message… or are they snuffing out its essence?

When we try to squeeze our message into some predetermined format… due to habit, laziness, fear, unawareness, inertia, or good intention (because the gurus say so)… we may not be doing it justice.

Product-Centric vs. Client-Centric

If you start with a business model (which is essentially a collection of products, services, and pricing) instead of your message and its expression, you’re putting the cart in front of the horse.

Leading with a business model is a product-centric mindset. It’s an old-school approach and doesn’t do well when we’re evolving quickly as a society (think Kodak and film.)

Leading with an audience is a client/customer-centric mindset. It helps you stay relevant even when “the thing that people want” changes (think Netflix and entertainment.)

Leading with your message grounds your business in your Truth, connects you with the work you do, and anchors you in the community that you serve.

Have you asked your message what it wants to be when it grows up?

Are you connected with your message in such a way that you can let its expression come through without overthinking it or mucking it up with your ego?

Pop the bubble. Leave the echo chamber.

Don’t limit your message to “what a _______ business is supposed to be like.”

(If you keep digging, you may realize that your business isn’t about ________. What if you’re something else?)

What Happens When Echo Boomers Take Over The Workforce?

A funny story came up the other day while I was talking with one of my daughters. We were reminiscing about the first time our home got the internet. When the internet first went mainstream my husband brought home a box and put it in front of my 2 daughters and said,
“Girls, I bought you the internet. It’s in this box. Have fun!”

It just makes us all laugh to think of the internet all contained within a little box. In fact, the product my husband bought was actually called, “Internet In A Box.”

How far we’ve come! Now our kids grow up with access to the internet and other technology at an early age. One colleague actually told me that his kids don’t have crayons, they color on the computer!

What’s An Echo Boomer?

The Echo Boomer generation that started with their internet in a box has bought into the technological revolution hook, line and sinker. They are the largest generation of young people since the ’60s. And they are beginning to come of age. They’re called “echo boomers” because they’re the children and demographic echo of their parents, the baby boomers.

Born between 1982 and 1995, there are nearly 80 million of them, and they’re already having a huge impact on entire segments of the economy. And as the population ages, they will be become the next dominant generation.

Keeping Up With The Dominant Force

That means the shift we are seeing in the adoption of more and more computerized processes within the workplace is going to continue. The up and coming generation practically has keyboards permanently fused to their fingers. Everything is done on some form of a computer. It’s the way they thrive so that is the direction that companies must go in to succeed with the new labor force of echo boomers.

What Does That Mean For The Rest of Us?

So if the world is focusing more and more on computer technology within the workplace we all need to step up and get with the program.

We’ve done it before!

The boomers have whole heartedly adopted the notion that computers can and do make our lives and the tasks we perform more efficient. Heck, the forefather of the technical revolution, Bill Gates, is a boomer. But it needs to go a step further now.

While we’ve accepted that computers are a necessary part of our lives there are still many businesses living in a paper filled world. These paper based practices need to be replaced by technology. As more and more of the labor force is taken over by the echo boomers computerization will not just be a suggestion, it will be a requirement to maintain an efficient business as this generation functions best in a digital world.