Every so often on Friday afternoons, I take some time to go poke around my bookmarked sites. One of those is MediaPost.com. I always trip on interesting articles and info that I don't run into in my daily travels.
I tripped on an article from 2008 that is just as relevant now. The more things change... I found this quote which in fact inspired this post:
"...the most compelling form of marketing is one that establishes a rapport between our organization's expertise and those who care."
~ Justin Talerico
[ Article: Why 'Social Conversion' Is A Term You Should Know ]
The above article is a must read for any Website owner or online marketer to continue their understanding of the benefits and integration of social media. Why the above quote and article? Because quite often I work with folks who do not know who their market really is, what they care about, how to address their concerns and needs.
What Does Your Market Care About?
When we are talking about the details of their new WordPress Website, I ask them: "What does your market care about?" After asking that question I am generally met with silence... Most site owners have never thought of their marketing from this perspective before!
Asking this question helps to determine the focus, navigation and structure of the site. We do want to cater to what potential site visitors care about, right?
If you have read any of my posts, you know that I encourage social media use and Blogging because of the opportunities it provides to connect with your market. Every single thing we do online is in fact marketing. Every bit, byte, comment, graphic, e-mail, post, article -- everything!
When reading the article above, with the quote in the very last paragraph, the author hit a home run -- heck, a grand slam! That one line says it all!
Are You Getting Lost in All The Noise?
Considering there are billions of Web pages and millions of quality Websites out there -- you need to consider, learn about and use every available tool in the toolbox. Social media is one such tool. Another important factor is having a Blog that shows your personality, passions and areas of expertise is another.
Sit down right now and establish an editorial calendar for your blog and social activities that includes topics:
- you know about
- that you can help with
- aspirations you can encourage
- needs you can fill
- concerns you can resolve
By doing so you will target those who will care about what you have to offer. They will see you as genuine and approachable because you are mirroring what they are thinking about.
Knowing what your target market cares about allows you directly and specifically talk to those concerns, desires, hopes, needs. Plus you've helped them out -- and that's worth a bookmark every time!
Every serious business should be leveraging their business's expertise with those who care! You do this by using all the tools that are currently at your disposal to determine what this important dialog should entail. Nothing less than a laser focus will do.
You cannot be everything to everyone; nor is it even wise to attempt to be so. But by doing what you do best, typing about it with passion and personality while sharing your experience freely -- those who care (your market, your target customers, your suppliers, your partners) will welcome the opportunity to be part of the conversation.
At your service,