Change Your Product? Change Your Website Tactics
When you create a tagline, logo, visual, blog post, video or article for your website to sell your product, write it for your target audience. If you add or change products or services you need to change your website tactics.
If you’re selling websites, for example, your audience is wide because there are many people who need websites. But how do you drill down to who your target is for your particular type of website?
Clients have one thing in common: They want to be able to control, add, change and update their websites whenever they want. They are also businesses that are either brand new, or that have been in business for 10 to 36+ years.
So we write to our target audience and when we add content to the website, a blog post, or photos or video, we try to answer and address questions that we are asked by prospective and existing clients about websites. We talk to the target audience we work with by talking about WordPress website use, public relations for small business, events for small business and writing content for your small business website.
You Can Choose or Change Your Target Audience
If you are introducing a new product in your business you need to understand that you will have to market it differently if it is a product very different from your existing products.
For example: If The Marketing Square decided to sell brown ceramic coffee mugs with our logo on it, our target audience shrinks to coffee drinkers who drink out of coffee mugs who like The Marketing Square logo and who are in the market for a branded coffee mug. Vastly different target than the current target.
If it’s a plastic coffee mug with The Marketing Square logo on it, then this also shrinks or widens the audience: those who will drink from a plastic coffee mug and those who prefer to drink coffee from an unbreakable mug with our logo on it.
We would research our competition online because we would sell it through e-commerce. We would also research what’s selling online, what the market is and the opportunities based on sales from like businesses. We would drill down to the age, income level, gender, profession and buying habits so that we would know how to reach our new target audience.
But we sell WordPress websites. This is a vastly different target audience than a coffee mug audience. We can still target that audience with content, visuals and SEO so that we receive traffic to The Marketing Square website.
Our target audience is small business owners who want WordPress websites built for them. They also want to manage the website and learn how to use it when it’s completed. Some owners have us manage the website and provide SEO (search engine optimization) for them.
Our clients are successful business owners who include do-it-yourself marketers, bloggers, small business service providers and those who sell products online through e-commerce.
If we decide to change our target, we would not build another website necessarily, but we would change the SEO to market to those who drink from brown ceramic coffee mugs with logos on them.
Your Target Audience May Change
The economy, supply, demand, competition and the online shopping stores effect how you’ll sell your brown ceramic coffee mug.
When the economy is down, your product may be in demand because coffee is not a product that coffee drinkers will sacrifice even on a budget.
Coffee purchased outside the home from a vendor like Starbucks may change, but then, very few people walk into Starbucks with a brown ceramic coffee mug. They’re more likely to use the existing Starbucks cup or bring a portable plastic/thermal coffee cup.
The searches for coffee mugs, the content and competition for coffee mugs changes fluidly online. Therefore we have to adjust our marketing to reflect and keep up with these changes.
If you’re not sure who your target audience is or how to reach it online or offline consult with The Marketing Square. Your website should be bringing you clients. You’ll know because your phone will ring, your online product or service will sell. If you’re not selling or your business is struggling, then something is wrong. Your website may be dated and need a rebuild, SEO or new content. Your brand may need a new marketing plan. Regardless of how down your sales are, contact us. We’ll take a look at your site, your current plan and how you’re selling.
The product, tactics and websites may change, but the right strategy withstands time and any economy. The Marketing Square Has Proven Web Results.