Internet Marketing – Communication With Your Target Audience Is Key – 5 Tips

Why does success in the world of Internet marketing seem to come so easily to a few, while the rest seem to struggle with it at every turn? There are a few reasons for this common perception:

a. in reality, most Internet marketing “overnight success stories” are actually 5 or more years in the making; of course, that doesn’t mean you can’t start making money online right away – but to break 6 and eventually 7 figures online, you need to put in some serious sweat equity and have a steep learning curve

b. the most successful online marketers go to the trouble and expense of investigating and then harnessing tools that can magnify their own efforts by 10-100 times

c. successful Internet marketers know how to strategically align their online efforts with the needs of a hungry audience just looking for the content they are delivering

In particular, to be successful in Internet marketing, communication with your target site visitors is key. Here are 5 tips to attract and communicate with your target visitors:

1. Align your content with keywords that your target audience is looking for:

Think of the online marketing process as a tunnel (similar to the concept of a sales funnel). The would-be buyer needs to get into the tunnel, go past all of the other content out there, and arrive at your site’s landing page. Then, they need to go from that landing page to your online store page, affiliate links or content with AdSense ads. The easier they can make their way through that tunnel, the faster they will arrive at your door with cash in hand.

The more you can align the messaging and keywords in the content you create (both on-site and off-site) properly with the needs of your target group, the shorter and straighter that tunnel will be. Short, straight sales tunnel —-> more sales —-> happier Internet marketer.

2. Create content using media they relate to:

The name of the game is creating good off-site content that will get people to your site. Be sure to create content in multiple formats or modalities, including text (articles, blogs, lenses, hubs, microsites, etc.), video, audio, and Flash.

3. Build Web pages optimized for specific long-tail keywords:

All of this good off-site should be linking back to your primary website – this is where your money is made. This site needs to be comprised of multiple pages – at least 20 or more, if possible (don’t worry – you can add more over time if you don’t have that many now). Important: be sure that each page is optimized for a different unique long-tail keyword.

For example, if your site sells tankless water heaters, you may want to have various pages optimized for highly-searched long-tail keywords like “cheap tankless water heaters,” “wall-mounted tankless water heaters,” etc. Use a good keyword research tool to help you find a list of good keywords.

4. Create valuable content:

Of course, optimizing your site is a must, but make sure you are not just creating content for search engines. Rather, you need to be making excellent and valuable content for your target audience. Otherwise, once you get them to your site, they will go away as quickly as they arrived. Give them a reason to stay and buy from you.

5. Keep your visitors’ “buy buttons” in mind:

Focus intently upon just what it is that motivates your customers to buy from you. Remember, it is the value that they perceive – not the desire to give you money – that makes them buy. Spend some time thinking about their “buy buttons” and then optimize your site for those. A good guide is the techniques found in neuro-marketing and related fields.

Follow these 5 tips for success in Internet marketing through better communication with your target visitors.

How Your Company’s Lifecycle Impacts Your Marketing Communications

Marketing communications is an area that’s rapidly affected by advances in technology — not only in the way companies create marketing material but also how they distribute it.

Like email did in the late 1990s, social media has exploded in popularity among marketers. Online video grows by leaps and bounds. And mobile marketing is escalating so quickly that companies are scrambling to ensure their marcom is mobile friendly.

Marketing communications can be sliced into two segments:

  • Pull marketing (also called inbound marketing). Potential customers find your product or service at their choosing. Communication channels for this type of marketing include: search engines, online forums, blogs and social media.
  • Push marketing (outbound marketing). You directly contact potential customers at the time of your choosing to promote — or push — your product or service to their attention. Communication channels include: email bulletins, sales letters and catalogs.

But how do you know which of these marketing channels to focus on? There are a variety of factors that influence this decision, including demographics, firmographics, purchase history and customer lifecycle. All of these aspects will come into play at some point, depending on the markets you serve.But one dynamic that doesn’t get as much attention as it should is the lifecycle of your company?

In the startup stage, getting customers is an urgent activity. You can’t pay your bills and your employees for long without sufficient customers. Because of its expediency, push marketing is often a focal point at this stage because you may not be able to get enough customers with pull marketing to sustain your business in the short term.

This doesn’t mean you ignore implementing pull marketing during this phase, but you clearly have a need to acquire customers relatively quickly. SEO may take awhile before traffic increases. And direct selling is frowned upon in social media, as the emphasis in this arena is relationship building and customer engagement.

Here are three tips on startup stage marketing:

1) Don’t wait until after your company opens its door to start marketing. Make sure you have your website, marketing collateral and advertising finalized and ready to go so you can hit the ground running.

2) Ask yourself “Can I generate enough customers in the short term by using pull marketing alone?” If not, what push channels would be most appropriate for your target audience?

3) What methods have you implemented to measure the success of your marketing communications? If you can’t measure the response, how will you know if you’re getting the most out of your marketing dollars?