Make It Easy For Your Customers to Find What They Are Looking For by Creating The Content They Are Looking For
“The answer the biggest small business marketing challenge: how do you cut through the clutter to reach your target audience and be heard – is focus.”
Focus on who your customers are and provide them content and information that is tailored to their needs and wants.
As discussed, there are two ways of doing this:
Your Marketing Needs To Be Focused Because Your Customers Are As Well (Tweet this!)Someone said to me recently, “there are riches in niches.” A cute phrase, but so apropos to today’s digital marketing landscape. People’s media and content consumption is shifting – everyone is focusing on what is important, meaningful, and rewarding to them . . . because they can.
Due to the proliferation of media there’s a magazine, TV channel, radio station, and website for every conceivable interest. And not only has the media landscape grown by type, each type has grown exponentially by volume.
- In 1946, America had 12 broadcasting TV stations. In 2011, there were over 1,700.
- In 1998, the average consumer saw or heard 1 million marketing messages. Now it’s almost 3,000 per day.
- In 2014, there are 1,500 stories competing to show up in your personal Facebook News Feed at any given moment.
So, how does this relate to digital marketing for small businesses?
Remember, There Are "Riches In Niches"
As a small business, you don’t have the resources to be everything to everyone. In fact, this is a bad strategy for any business regardless of size. As discussed above, everyone wants what they want (and they generally want it now, but that’s another topic) and they can get exactly what they want because there is someone willing to provide it.
So you have to provide it to them. And if you market correctly, using best practices, people, your customers, will eventually find it online, or it will find them. It’s the idea of the Long Tail, popularized by Chris Anderson.
Practice customer focused marketing by providing what your customers need and want you will be creating quality content expressly for them, and because of this they will eventually gravitate to and find it.
Make it easy for people to find what they are looking for by creating what it is they are looking for.
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