In Internet marketing, a company’s target audience is never made of impulse shoppers, but rather thoughtful buyers who want to invest in a quality product. This means it’s important to continually deliver relevant, meaningful content so that when your customers are ready to purchase, you’ll be in their minds.
There are three steps to take in communicating with consumers:
- Give Something (tips, insights, information)
- Share Something (referrals, resources)
- Say Something (give an opinion, start a discussion)
If all you ever deliver to consumers is promotions or a hard sell, you will be quickly tuned out. If you come across as a thoughtful, generous expert who wants relationships with consumers, your business will be more effective.
Next, consider these three ways to be on the top of consumers’ minds.
1. Make it easy to be found online
To attract target consumers, optimize your website with the right keywords. Consumers do lots of research before making an important purchasing decision, so if you take the time to strategize the keywords/phrases people will search, you will become more visible. Think about the main five words/phrases you want to be known for and optimize your Internet presence based on those.
2. Leverage Social Media
Facebook, Twitter and LinkedIn are the three most common social networking sites that companies use to market themselves. Utilize these sites by attracting fans and enticing them with unique, fun posts so you’ll be consistently remembered. Choose the social media sites you want to use and build a strong presence in them and provide continual, updated posts to keep consumers interested.
3. Consider a regular newsletter
While a regular newsletter seems like a big commitment, ongoing communication to your target audience is always worth it. Consider a regular correspondence to your target audience, and use the 80-20 rule: 80% of the content should be informational, and 20% should be promotional.
To create and maintain positive visibility with your target market, you must give and share first before you can sell. This will ensure sales in the long run as you will be a memorable brand to of your consumers.