Conquer with Content

With the rapid advance of Social Media, savvy online marketers are segmenting their target audiences and creating detailed profiles for each of their sub-groups.  (For example, consider a university that is trying to increase enrollment.  To achieve this goal, they will need to reach junior and senior high school students who will be enrolled in the classes.  They will also need to reach out to parents and grandparents who influence the decision.   Alumni will need to know how to make donations.  There would be more sub-groups than those I've listed.)  Most market segment profiles encompass a variety of categories; including, consumer traits, lifestyle preferences and consumer behavior patterns.  But these segmented profiles are going even further to identify very specific problems, symptoms and psychological concerns that relate to the people represented in the sub-group.

To be successful on the web, an in-depth understanding of your target audience (be it customers, patients, students, voters, subscribers, etc.) is extremely important.  I refer to this as the 2nd Commandment of advertising.  Why?  Because being successful on the web is largely about the content you write.  When someone arrives at the content on your website, blog or online press release, for example, he should be able to quickly identify himself in what he reads.  This will compel him to "stick" - continue reading the entire article and hopefully begin a dialogue with someone in your company. 

Principle:  If you don't have a thorough understanding of your target audience and the related sub-groups, it is unlikely that you will be able to write copy that will capture their attention.  

Most websites are little more than online brochures.  The content is arranged according to the company's product or services rather than by categories of problems that need to be solved. Many businesses believe that they can provide "one-size-fits-all" content and appeal to a broad spectrum of visitors.  This type of copy rarely helps anyone; therefore, people find little value in reading it.

Targeted Content

Websites should have pages written specifically for the purpose of  capturing the interest of those in the defined sub-groups.   Targeted content is helpful and informative.  When new content is added on a regular basis, you are providing a motivation for visitors to return to your site for more valuable information.  When you write online material, such as a blog or press release, you should include "deep links" to these same pages on your site instead of directing people to your home page.  "Deep linking" gives readers immediate access to the information they are seeking.   If finding what they need is a tedious exercise, potential customers are going to leave your site as quickly as they came in.  (The information on the home page needs to be more general because it serves all market segments.)  Show visitors that you understand who they are and what they're experiencing and you will likely have the opportunity to inform them how your product or service can provide the solutions they need.

ABC Widget & Media Company

We are living in a world of online marketing, where every marketing director, business owner, and CEO should see himself as a publisher in addition to the position he holds in his own specific industry.  Websites, podcasts, webcasts, online press releases, blogs and more can all be avenues to engage a visitor in an online dialogue.  Once the interaction takes place, you will have a great opportunity to have your visitor become your customer.

Moving to Social Media

I started my career in the ad agency business thirty years ago so you can imagine the changes I’ve seen take place in the industry.  Nothing compares to the transformation that has happened in the past few years with online marketing.  I’m not downplaying the value of traditional media such as radio, TV, print, outdoor, etc. but if you’re not thinking online marketing, you’re making a big mistake!  Research shows that ninety two percent (92%) of customers search online before purchasing a product or service.  If they can’t find you online, it’s highly unlikely your products or services will even be a consideration.  Amazingly, eighty seven percent (87%) of businesses fail to have an online strategy.

 It’s not just a matter of accessing the web from the comfort of your home or office anymore.  I recently switched to the Apple iPhone.  The internet access is amazing.  With the iPhone, I have instant access to what I need at the time I need it – no matter where I’m located. 

Instant access is a key point that should have the attention of every marketer that has control of an advertising or PR budget.  Online marketing enables your message to be delivered precisely at the moment it is needed.  Unless an online strategy has been deployed for your products and services, don’t expect there to be much return from your investment in a great looking website or even from the purchase of colorful, animated banner ads.  The strategies that apply to traditional media are different than those for new media. Traditional media enables you to talk to people.  New media enables you to engage in a conversation with even more people.  Marketing on the web is about understanding keywords and phrases that your potential customers will be searching.  Next you will want to develop a strategy using mini-campaigns to drive them to pages containing an abundance of data regarding the subject they are researching.  Once they acknowledge that you understand their problem, they will be open to reading about the solution(s) you offer to solve it. By providing this information, you are well on your way to building online relationships.  The content you provide demonstrates your expertise in the subject.  If the information you are providing is well organized, you can lead visitors through the sales process to the extent that they make a commitment to your offering.

 Online strategies are the key to success on the web.  It’s not “If You Build It, They Will Come”, but rather; “If It’s Valuable, They Will Come.”