Categories: Advertising, Marketing, Online Marketing
With Marketing you are trying to get people to respond to your message, either by immediately purchasing your product or service, expressing some interest or becoming an advantage for your marketers to sell.
You can make the world’s most attractive website, the best HTML emailings, or the most skillful brochure. But if you don’t have the right message, it will all have been in vain. You will spend time, effort and money and get no reward.
So how do you get the best marketing message in order to achieve proper and optimal performance?
The best way is to establish who your target audience is, who is most likely to buy your product, and then ask them to get an idea of what motivates them and what they want.
Most companies will have a specific target audience to which they are most likely to sell their products or services. Unless you sell cereal or shampoo, this audience is not “the general public.”This public is unique, which differentiates it from the general public by its features, such as age, interests and buying habits. You need to study these people specifically, to get an idea of what they think and what they want.
But many companies cannot afford to do Market Research. So how can a small or medium-sized business get the best marketing message?
A cheap way to do a type of survey that will specifically help you market, is to conduct keyword research. This is where you can make a list of keywords and then know how many people are writing each keyword each month, and how many websites are competing for terms or phrases. This is an excellent tool to know what people are looking for on the internet.
Another excellent tool is to put Google Analytics on your website, a free web statistics service, and use this to see the keywords that people who come to your website are writing.
Another method consists in putting an advertising campaign in Google AdWords pay-per-click, create several text ads and a lot of keywords and see which text ads get the best results. This will cost you some money (you can control your daily budget), but you will only pay when users click on the ads and get to your site.
You can use the click payment and these other methods as tools to find out what your audience will best respond to. Then, when you find the right message, pour all your efforts on it. In other words, create more ads with that message, put the message on your website and on all ongoing advertising campaigns.