— and is there more than one? What are their demographics, behavior, needs? The better you are able to think like they think and walk in their shoes, the more successful you will be at attracting and serving them. Your content needs to be tailored to speak to them.
This may seem elementary, but it is surprising how common it is to find business owners who haven’t fully considered this. With websites viewers are often expected to jump through a series of hoops that may not work for them. An easy example is if a website has small grey type on a white background it would probably be a bad fit for a business targeting the elderly. Or if teens are your target market your website would be wasted on them if it were a webpage completely filled with paragraphs of text. There are many factors to consider, and it all starts with knowing your tribe!
A business coach I know suggests that in addition to demographics we ask questions like
⁃ What would be in the bottom of their purse?
⁃ What apps are on their SmartPhone?
Once you are clear about your target market you will find that your marketing is easier and more cost effective.
Now take a look at your website and ask yourself if it’s message and content is in tune with your target market and their needs.
To Your Business Success!
—or are you getting ready to be ready?
As small business owners it only stands to reason that we want our business to be as perfect as possible. The logo and branding should all look professional and serve as an authentic representation of our products, services and our individual spin. All of the marketing—website, emails, videos, business cards, signage, packaging, promotional brochures…a list that is capable of growing out to the horizon, needs to match our branding, have wording that is just right—and that can be done and redone repeatedly if our confidence is even slightly in question.
The products and services themselves need to be developed just “so” or they too can fall into the do and redo loop. Then there are the behind the scenes systems like bookkeeping and contract, setting up your office so we can find things… I am sure you get the picture. If we aren’t personally guilty, we all know plenty of others who are.
It is easy to criticize or poke fun at a business that’s not doing it all perfectly. The point that gets missed though is at least they are doing it.
They may not “wow” as many customers as they would like, but by getting out there and making a start they are gaining in both experience and confidence, learning from their mistakes, improving over time.
Imperfect action is better than none.
To your business success!