When it comes to packaging and presenting your company to prospects, you will do a heck of a lot better and converting prospects into leads, if you are meeting the right prospects.
This challenge has a lot of crossover with SEO (search engine optimization) efforts in an area we internally describe as AUDIENCE SEGMENTATION.
This is the process of looking at your total audience of potential customers and clients and breaking this audience up into multiple smaller, like-minded audiences. There is a strict logic to this mindset.
Your business can’t be everything to everyone.
But your business can be everything to someone.
The more you can find people who think you are “their everything”, the more business you should be able to bring in- again and again.
Let’s put this into concrete terms with an example in a totally different industry so that we don’t get overwhelmed with law firm examples.
A Vegan restaurant (let’s use“Real Food Daily” (RFD) since it’s near where I live in Los Angeles) has a greater chance to increase its revenue base if it can consistently appeal individually to each of the four different types of patrons one generally finds in a vegan restaurant.
A Vegan restaurant often has various types of customers:
And it’s a viciously successful cycle because the more that patrons feel that the restaurant is catering to their needs, the more successful this restaurant will be in attracting these desirable customers time and time again.
Wouldn’t this type of audience targeting approach produce a more positive outcome for your business if you could reach multiple groups of like-minded clients?
A vegan restaurant (really any restaurant)has to get into the mindset of multiple segments of like-minded patrons. It then has to come up with a strategy to get its brand in front of these groups of customers to drive them into the restaurant.
Since this book is really focused on marketing a business online, let’s keep going with this restaurant example and talk about what this restaurant can do with its www.RealFood.com website.
Clearly it needs to reach out to more customers online and get its menu in front of them – and if not the menu, at least the name of the restaurant and its location and the fact that it is a Vegan (non-dairy, non-meat), food eatery.
The website needs different sections that can connect intimately to each customer base with a messaging strategy that is appealing to that group’s needs and tastes.
One of the key approaches to reaching each group is to do some research to find out where each of these groups of potential patrons aggregate and gather online – not necessarily because they are looking for a vegan restaurant – but simply to see if there are places online that Real Food Daily can promote itself and be noticed by them.
If we were working with Real Food Daily, our SEO team would, as part of its SEO Audit – do a study to figure out where these 4 segments of potential customers hang out online and then find a way to get in front of them – and for a cost that makes profitable sense.
Consider that identifying and reaching out to your different audience segments may involve two sides of the same coin.
Once you have figured out these 2 things, you simply have to initiate moments of introduction which will enable you to …
By now maybe it’s clearer that getting your offer in front of people incorporates many integrated core goals.
Write down things you do for clients; and the types of services you offer.
Continue to the next blog post as we discuss the 4th ingredient of our P6 success recipe – namely, how customers “Perceive Your Offer” in terms of their own needs.
A citation is a listing online that includes your business name, address and phone number – also referred to as an NAP. Your citation listings that appear online need to be accurate – even down to the suite number. A typo on a listing on another website where your phone number or name is incorrect can affect your search rankings and/or even direct traffic to your website.
What is our recommended solution? We will check your NAP details on directories where your citations appear. We will search on Google for the following NAP related items:
Another alternative is to search for citations by looking for citation directories. We review the top directories and niche/local directories to validate your listings. Some of the main directories include Google, Yelp, Yellowpages, CitySearch, Superpages, and DexKnows.
We can also claim listings for your business in case they have not been claimed already. This process will ensure that you are given access to edit and update your listings going forward