This is the most important rule of content marketing marketing. If you don’t know who you’re talking to, how do you know what to say?
Every week, I hear from entrepreneurs who want to know how to reach their audience. Of course, the first question I ask in return is: “Who is your audience?”
You’d be surprised at how many falter while trying to answer this.
You define your target audience through a mix of primary research (asking your customers or friends who might become customers), secondary research (look online for details, especially at research reports — I find census reports particularly useful — and first person accounts such as on blogs and social media posts), and fit with your business (Who do you want to focus on? Whose problems are you solving the best?). Continue reading →
Business is about solving problems for people not telling them that your product is the best widget ever invented because they won’t believe you… give them a hint or a tip for a solution to their pain and they will keep turning up to your website or blog to find out more.
My friend Gunjan of Koyri, a small handmade jewelry business, agreed to let me share a brief review of the Koyri website here. This isn’t an exhaustive review (I haven’t reviewed competitors or keywords here, for example) but I hope it gives you an idea of what I look for in small-business sites and the easy improvements I can point you to.
Overall Site Design
The site design is very attractive, minimalistic, with spare use of red to add interest. There is too much white space. Also,“Copyright” shouldn’t be pluralized.
Does that mean you don’t need a marketing manager/intern/consultant? You might. But your marketing person is the facilitator. She trains you on the tools you need — social media, a CMS for your website, recording and sharing podcasts. She trains you on writing and edits what you write; she puts your thoughts into better words.
But you’re the one who has the thoughts and the ideas in the first place.
A smart marketer will help you communicate your knowledge to your customers and your audience.
So how do you create marketing content if you don’t think of yourself as a writer/creator? Here are my tips.
Starting today, we’ll post a round-up of useful marketing news and tips every Friday, just in time for the weekend. So you can read on a lazy weekend afternoon and get to work on Monday improving your marketing!
An interesting study on Americans’ use of social media was released last month. Some of the results are not surprising (“55 percent say they watch TV, movies or video on their computer at least once a week”) while some might merit a raised eyebrow (“Forty-two percent of people own a tablet and, of tablet owners, 19 percent have more than one”).
Keep in mind though, that this wasn’t a survey of average Americans, but of “nearly 2,000 Americans who visit a social network at least once a day”: in that context, the results are less surprising.
The most interesting finding of the study, to me, was this:
“Marketers should also take note: people are most likely to engage with branded content that contain pictures (44%), status updates (40%) and videos (37%).”
Photos get you the most engagement on Facebook. This confirms my own observations: posting a photo versus say, a text update or a link to a blog post usually gets more views, likes and comments.