“Audience of One”
Whatever you call them targeting your marketing to the client who’s problem you solve‚ who understands and wants what you do and is willing to pay for it‚ is what marketing is about. There are so many businesses out there that do or sell what you‚ do or sell. What makes you different? Why should customers/clients come to you instead of to them? This is were targeting marketing comes into play‚ by understanding your “ideal client” and what they need from your product or service you can direct your focus on their problem and how you solve it. When people and businesses find the answer to their problem they are ready & willing to buy what you are selling.
Taking this concept and putting it into your website is what I do. When a viewer opens your site the first thing they should see is what you can do for them. The second thing is how your product or service solves their problem. Most every product or service‚ if not all‚ solve a problem. Wether it’s making you look great or solving the problem to get or keep your business on top. You want the marketing of your site to offer them the solution.
I started my web design career (after years of just being a graphic designer) talking about the design and why your site should look good. I still talk about the design because if your site opens to something that looks bad‚ looks dated‚ with no direction you could and probably will lose that person before they even know what you have to offer them. Statistic show that once you lose them you have a very slim chance of getting them back. So design and marketing go hand in hand for me now. Your site should represent you and not be some cookie cutter theme. There is so much you can do with a theme but you have to know how‚ you have to understand design and you have to put that understanding to good use. Add smart focused marketing to make you site work for you and you have a site that will grab and hold your “ideal clients” attention.