Velocitize your web marketing

Tag Archives: Audience

Don’t Lose Your (Website’s) Voice

Don't lose your website voice

Our websites need to be many things. Findable, usable and valuable all come to mind. Part of providing a valuable website is creating one that is unique from all the rest.

You can create a unique site by having a unique set of products or services, focusing in on a niche,  or having a cool approach. Those are are all fantastic, but sometimes you’re stuck with what you have. What’s a marketing manager to do if they can’t influence what the business offers?

Every site has an opportunity to be unique! It’s just a matter of finding your voice.

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How Pizza Hut Got Social Media Criticism Right

How Pizza Hut Got Social Media Criticism Right

There’s something about Pizza Hut that takes me back to my childhood. Maybe it’s that smell when you walk in the door. I can almost hear Phil Collins “Take a Look at Me Now” playing on the jukebox when I catch a whiff of that delicious pizza.

Unfortunately, my children’s first memory of this establishment will be of Mommy almost losing her sh**. But don’t worry kids, this story has a happy ending  . . . for both us and Pizza Hut.

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With Great Social Media Opportunity Comes Requires Great Responsbility

 

Great social media opportunity requires great responsibility

I love the line in Spider-Man (the Toby Maguire films, not the emo-travesty, suckfest of the recently updated versions), “With great power comes great responsibility.” It’s an absolutely true line that everyone should take to heart. After all, we all wield some form of power in our lives and businesses. (Including the filmmakers of The Amazing Spiderman, who clearly abused their powers by letting these films see the light of day.)

As you have probably already figured out, the title of this post is a play on words from that great line. And while my version is probably considerably less important in the grand scheme of life, it’s no less true for any business looking to succeed online. As with all things businesses strive to do, doing social media with greatness is essential.

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Don’t Lose Focus: Keep Social Media Engagement on the Front Burner

Keep focused on social media engagement.

Have you ever heard it said that important tasks often get trumped by urgent tasks? It’s true. Every day we have a number of important things that need to get done, but when something urgent comes along, what do we do? We drop the important to take care of the urgent, regardless of how important the first task is.

This is just as true in web marketing as it is in life. Social media is an important part of building a web presence, but guess what I am most likely to put on the backburner? That’s right, my social media efforts.

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Focus on the Visitor, Not the Customer!

Visitor focused content can help you turn visitors into customers.

When writing content, it’s not always wise to focus on the customer. We’ve all heard it said that we are supposed to “sell the sizzle, not the steak.” Or, “focus on the benefits, not the features.” And, “The customer is always right.”

All sound advice that is pretty uniformly applicable for any business. Seeking to give the customer the content they want and meeting their needs will always help you produce better content for selling your products and services to your site visitors. But, not everyone is a customer.

Uh oh!

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Do Your Customers Know Your Mission Statement? They Should.

 

If your mission statement is important to your company, you should share it with visitors.

Just about every business has a mission. Most of us tend to keep that mission statement internal. We use it at our company meetings and make sure new employees know it, but we fail to communicate that mission to our audience. Why?

If your mission is important to your business, isn’t it important to your visitors?  Today’s customers are often looking for more than the best price. They are looking to do business with companies they identify with. Your mission statement is a chance to relate to the values of your target audience.

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Are You Measuring The Value of Your Content?

measuring content valueDo a search for “content is king” and you’ll find articles that go back almost a decade. What’s that tell you? Not a whole lot, really, because while many web marketers were talking about the value of content way back then, most were talking in terms of content quantity rather than content quality.

Perhaps that’s not entirely fair. The good SEOs always stressed quality content, but still, there was an underlying focus on writing lots of “quality” content. For nostalgia’s sake, take a look at my 2007 post, “Content is Dead, Community is King.” A sentiment I still believe in.

Today, when you hear web marketers talk about content marketing, we are talking less about the quantity of content and much more about it’s quality. And while we should always strive to write epic content, not all content needs to be epic.

But it must be valuable.

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Houston, We Have a Problem: Do You Know Your Blog’s Audience?

Identify Your Target Audience

When you think about it, “one size fits all” really doesn’t make any sense. How can a person who wears a size small fit in the same shirt as someone who wears a large? The answer is, they don’t. The same goes for your blog. Do you know who your target audience really is? If so, are you pushing out content that they want to read? Or are you taking the “one size fits all” approach to your blog?

If you’re answer to the latter is yes, then Houston, we have a problem. Zeroing in on your target audience allows you to consider priorities, pain points, needs—and how the products or services you offer can meet them. In my latest post on Search Engine Guide, I share tactics on how to find out what types of content your target audience really wants to read.

So stop thinking “one size fits all” and find out how to start producing content that resonates with the potential customers you want to reach.

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Does Your Audience Write Your Blog? They Should.

Every good politician comes fully equipped with a speech writer to help them craft their message. We know this, but when these political figures get up and deliver the speech, we like to believe it’s theirs, just as if they wrote it themselves. There is no shame in that!

So why shouldn’t bloggers have someone write their blog posts for them? No, I’m not talking about ghostwriters, but I am talking about audience participation in every blog post you write. Traditionally, audience participation in blog posts comes after the post is written and published, in the form of comments. But smarter bloggers get their audience participating before even the first blog post is written. It may not be active participation, but the audience is involved nonetheless.
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