Posts tagged target audience

A woman is typing at her keyboard, working on her blog and implementing keyword tactics.

Keyword Tactics for Business Blogs

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A woman is typing at her keyboard, working on her blog and implementing keyword tactics.

Blogging 101: Implement keyword tactics.

If there is one thing that most SEO professional agree on, it’s that blogging works. A well-done blog is a truly effective way of cementing your place online. They rank well on search engines. Now, with that in mind, how can you as an advertiser capitalize on the strength of a blog? By using the right keyword tactics.

Keyword Tactics #1: Searching for Keywords

Keywords are often on the tip of every SEO experts tongue, and there is a reason why. They drive what ranks and doesn’t rank on google. They are the terms people are searching for. It’s your job to find out what your audience is looking for on search engines.

The best keywords are known as “long tail” keywords. These phrases are what people are searching for the most online. Many successful blogs have proven that using them helps boost your standing with search engines. Using one-word keywords are more competitive, but worth trying if your business exists in a niche industry.

If you ever need help, there are several tools available including Google Trends, Google Keyword planners, as well as the most popular search rankings on social media sites. However, remember to find what is popular in your field. Your business has a specific audience. Narrow down your search for the words they are typing in online.

Keyword Tactics #2: Implementing Your Keyword

Once you find your keyword, it is time to implement it into your post. Your keyword or phrase should show up in your blog article, but not too much. If you overstuff your article with this phrase, it will have the opposite effect.

You want to insert your keyword or phrase into specific spots on your blog, including throughout the content, title, URL, headings and subheadings, image alt text, and meta description. An important note to remember is to keep your content engaging. Try to seamlessly add your keyword without disrupting what your audience is reading.

Several green arrows, with one saying "Helpful Tips." This represents basic advertising tips.

More Basic Advertising Tips You Should Follow

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Several green arrows, with one saying "Helpful Tips." This represents basic advertising tips.

Are you following these basic advertising tips?

Remembering the basics is not just something that teachers tell you. It’s the key to keeping your work consistent and effective. The same is true when it comes to advertising. While people’s interest constantly change, their motivations remain the same.

Last week, I discussed a few advertising tips you should remember. So, here are a few more basic advertising tips you should follow when trying to reach your consumers.

More Basic Advertising Tips

Keep in Mind Where You Advertise – This statement is usually meant for media like television, magazines or radio stations. However, it also applies to the digital landscapes. Digital advertising is its own world and where you advertise online determines how you advertise. Discover which of your customers are using outlets like social media, websites, or apps. Learn everything about these platforms so that you can develop great campaigns.

Focus Test – Your campaign is not going to be an automatic hit upon release. So, you need to test its potential. This avoids wasted advertising dollars and provides some insights into the strengths and weaknesses of your campaign. Gather together a group of people that closely resemble target audience. Be sure to ask them if they understand the purpose of the campaign and more importantly, gauge their feeling. With input from a group representing you target audience, you can put some final tweaks to your campaign’s message so that it resonates with your audience.

Do Some Post-Campaign Inquiry – Once your campaign is developed, tested, and released, your job is not finished. Your next campaign is right around the corner. That’s why you need to follow up with new customers and discover how they heard about your business. Using their contact information, send them a quick questionnaire. The information you receive will tell you which digital platforms your customers are using the most and where you need to be putting your resources into.

What Type of Consumers Are You Targeting?

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We often break consumers down into demographics by age, gender, nationality, and other variables. However, wouldn’t it make more sense to define consumers by their purchasing behavior? Consider the following types of customers and see where your target audience falls.

Self-Disciplined Consumers

This is the consumer who isn’t going to fall for an impulse-buy gimmick. They can watch infomercials and are not tempted to call the 800 number. They are usually very successful in business because they are self-motivated and take a well-thought-out approach to matters. If your target audience falls into this category, you need to forget a “sell the sizzle, not the steak” approach. The consumer will want facts, research, and 5-star reviews before making a purchase.

The Adventurous Type

These consumers are looking for new ideas and new experiences. Targeting these users means creating a sense of excitement about your product, and promoting the unique experience that comes along with it. These are consumers who want the latest and greatest and will never settle for last year’s model just to avoid change.

Social Consumers

These extroverts are in it for the experience as well. Campaigns need to revolve around social media. Creating a community for your brand gives them a feeling of camaraderie that will result in brand loyalty as their social needs are fulfilled. Look to this type for finding your brand advocates.

The Negative Type

These consumers are the toughest to deal with. They will take a bad customer experience personally and harbor resentment toward your brand for a long time. Product quality and consistency are critical because one bad experience can negate a lifetime of good ones.

Hippie Consumers

Can’t we all just get along? That’s what these consumers want to do. If you expect these peacemakers to buy your product, you need to stay out of the controversial limelight. You will lose them to a more palatable competitor if any scandal comes to light. If you want to promote love and peace as your brand’s principles, then you better be living up to the ideals in the way you conduct your business from the way you source materials to the way you test and package them.

The Ugly Side of Innovation

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The Ugly Side of Innovation: Cyberbullies and the Perils of High-Tech Marketing

Just a few decades ago, you would probably only come in contact with a few people a day, unless you went to a big gathering or major event. Now, you likely communicate with—or read posts from—thousands of friends, followers, and contacts on various social media sites such as Facebook, Twitter, Pinterest, or Instagram. The fact is that some of the texts and posts you read, videos you view, and voice conversations that you have are positive but others are negative. We get the good news instantly, but the bad news too. We receive encouragement and build others up. But the ugly side of innovation is that we now run into cyberbullies who may not always say the nicest things. Because, let’s face it, it’s easier to say what you really mean when you don’t have to look someone in the eye.

But this is in the personal arena of social media. When it comes to business, being able to contact more people quickly is always more efficient, right? I mean that’s why brands pay millions for an ad spot during the super bowl. Millions of people will see it, so the effect that demographics could have on your ad is minimized. Thus, there is considerable opportunity to make a huge impact.

However, bigger doesn’t always mean better in the marketing world either. There’s only one super bowl per year. The other 364 days we have to figure out which one of the hundreds of channels our potential customers are going to be watching. We need to know which of the millions of websites they will surf to.

Is it easier to reach the masses? Yes. Is it easier to reach your target audience? Not necessarily. In fact, it may actually be more complicated than ever and we can thank technology for this.

Now, the burden is on us to figure out how to actually catch the attention of those picky consumers who weren’t targeted but may accidently be seeing our ad. How? What’s the magical secret?

Deep down, no matter how people think, where they live, or how old they are, everyone has a set of values. Nations and cultures develop a value system too, which can also become a part of the ugly side of innovation. Certainly, we face a mess that innovation has made out of targeted marketing; one that we now have to sort through.

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