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February 10, 2012


Target-audience
All too often a small business has a great product or service but can’t understand why their enhanced online visibility is nowhere to be found.  Quite often the problem isn’t their service or products but rather their inability to reach their target audience.  When working on a company online marketing plan with the goal of building and maintaining an enhanced online visibility target audiences must be thoroughly researched and decided upon before attempting online marketing strategies.

Enhanced Online Visibility – Begin at the Beginning

When developing one’s target audience for online marketing with the intent being to increase enhanced online visibility a small business should start by making a physical list of all the attributes of their target customer(s).  Are they male or female? What income level? What education level?  All these question matter when determining where time and resources should be spent in regards to online strategies.

Enhanced Online Visibility – Think like the Customer

Once the target audience has been thought through and a  list of attributes for each target customer has been assigned the small business owner must determine where their target audience will be online.  If one determines their largest pool of target customers is sixty to eighty years old and of limited means what are the odds of their being active on Twitter and Facebook?

Although the target customer, originally determined, may be that demographic and Facebook may not be a good meeting ground one must take a second look at their target audience.  Would the target customers’ children be on Facebook and Twitter? Might online marketing aimed at them rather than their parents for whom the product or service is designed be more practical?

Enhanced Online Visibility – Trust in the Numbers

After enacting various online marketing strategies such as social media, blogs and forum posting on industry blogs every small business owner needs to make the time on a regular basis to check the numbers to see if their hard work in the online community is paying off.  There are several programs and websites dedicated to analytics that will clearly show where traffic is coming from and the demographic composition of one’s traffic.  Even a simple Google search of the business name will give one an idea of how their business’s enhanced online visibility is doing.

It is easy when creating and structuring an online marketing plan to forget the very foundation of any business – the customers.  Online marketing allows a business exciting new ways to market their business, interact with current and future customers and keep an eye on the competition.  All of that is for naught, though, if a business’s enhanced online visibility is lacking due to mistargeting of audience.

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