Your website is your cyberspace real estate to reach your desired target market. But, is that what your website is actually doing? This is the question that many business owners are wondering. Depending on your marketing tools, there are many way to make this determination. Ranging from Google Analytics to Facebook Analytics. You should at least be using Google Analytics despite your use of other tools though.

When you look at the data that you get from these tools it will begin to give you a better picture. Data such as where you visitors are finding your site and the location of your visitors. If your desired audience is in your local city but you are getting more hits in other states or even countries, you may need to adjust your strategy.

When I speak of strategy, I’m referring to the content that you provide on your site and marketing efforts. Your content plays an enormous role to the people that you are attracting to your website. For instance, if your targeting a specific market and your messaging is broad or generalized you won’t get the visitors you were expecting. Your messaging should be focused and concise.

Content

Targeting you desire market requires research and an understanding of the that market. Your research should lead you to industry buzz words and keywords that you should use within your content. Why is that important? Well, when you target market is searching for your service and it is specific to them they’ll use certain terms. Things such as “Small Business Accountant” or “Non Profit Accountant”.

Including industry keywords will help improve your websites SEO on that particular subject matter. Yes, SEO is still important in the landscape of your website. Especially when it comes to targeting your market. How else will Google be able to determine if your content is relevant to the users search terms.

So, the next question is where should you start your research? First you want to identify your target markets internet habits. Where do they hang out online? What are their favorite publications to read? After you gather your information create and avatar of what your ideal client in that market looks like.

If you don’t know who your target audience is then marketing will be wasted!!!
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Here is an example of a customer avatar provided by digital marketer.

There example avatar PDF gives you an idea of the information that you want to have. You would then use this avatar to build your content around your keywords to target this specific type of person. Now when it comes to the keywords you should use there are many tools that can help you.

One of the best tools for me is Google Adwords Keyword Research Tool. I use this tool because who would know better about what people are searching for then Google themselves. Take your time while using using this tool and have patience so you can familiarize yourself with it.

With your keywords in hand you would then begin to craft your content. Make sure that your content provides value while being direct and targeted towards your market. This process does take a bit of time to complete but believe me in the end it will be worth it.

Marketing

With your updated content it’s time to put it to good use. Moving up on the search engine results pages takes time, so you’ll want to do some marketing. Marketing should be done rather your on the first page or some other page on Google regardless. So where should you start? There are so many options out there and to get your feet wet I would suggest social media.

Everyone is on Facebook and they have an excellent platform to help your do content marketing and paid marketing. You want to provide relevant content on your Facebook page as you have on your website. On your Facebook page it doesn’t have to be content that you created. I share posted from other media outlets that I believe will provide value to our followers.

By providing good relevant content you are displaying that you are an authority in your field. Overtime this builds trust so that your followers see you as a trusted resource. Then once they are in need of the services that you provide guess who they are going to turn to. You guessed it. You!!!

Now building a following takes time. So how do you hurry the process? By using Facebooks paid marketing tools to bring attention to your brand. Facebook marketing is reasonably priced making it an effective tool if you are on a budget. There are many options to the type of ads that you can run and is worth taking a hard look at.

Summary

In summary, this is a basic overview of the things you should be evaluating and looking at for your web presence. Having a website that has targeted messaging towards your desired clients market. Provide relevant content that will resonate with your target audience to build trust.

Build a content marketing strategy and marketing strategy that continues on trust building. The big key with everything is consistency and you will build the recognition and clientele your desire.

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