Marketing your brand and getting customers in the door is a complicated but necessary component to the success of your business. It can be expensive to implement the right kind of advertising strategy which makes the internet all the more appealing.
But in addition to being mostly free, the internet can be overwhelming, especially for late-life entrepreneurs who didn’t grow up Tweeting and Facebooking and LOLing. This is new to you and it’s easy to get lost in the shuffle. Here are some tips for staying calm and making the most of your internet use.
Find Your Target Market
One of the first mistakes most business owners make when using the web for marketing is they yell at the masses instead of networking with a more relevant pool of people. Let’s face it, there’s a lot of content online and a lot of people online. Not every web surfer is going to be your potential customer so instead of getting lost in all the yelling, target who you need to.
Chances are you already know your target market, assuming you’ve gotten that far in your business plan. The next step is to figure out where these folks hang out on the internet. What kind of websites do they visit? Which blogs do you think they read? Are they more likely to use Twitter or Facebook to connect with their friends and family? Age, gender and other demographics are a great way to figure this out. Doing some research online (Google any doubts away, always) can steer you in the right direction but in general, use what you already know. If your target customer is like you, find blogs you enjoy reading. Or simply find other people talking about the type of products you sell and get ready to tell them they should be buying yours.
Build Up Your Profile
Once you figure out which social platforms your target audience is using most, go there and become a part of it. Before you get started, make sure your profiles represent your business well. Be sure to include contact information; business address, phone number, website – if any. Make sure the aesthetics match your overall brand and include something personal so people can get to know you better. If you’ve been in business for 35 years, mention that you’re an authority with a lot of experience. If you’re just starting out, discuss how eager you are to get in the game and how much fun you’re having. Be you. That’s how you will attract listeners.
One of the more common misconceptions of internet marketing is that it will be quick and easy. But to get the right results and avoid wasting your time on the wrong demographics, it will take some time and patience. Don’t fear, though, because you’re not alone. Figuring out the nuances of internet marketing isn’t just challenging because you’re not entirely used to it; its complexities are blind to age, so why not join the race and see what you can make of it?
Stay tuned for next week’s post where we’ll conclude our internet advice with part 2 of Internet Marketing 101.
If you’re a late-life entrepreneur seeking support in business planning and management techniques, Prime Strategies can offer the necessary guidance and expertise to help you reach your goals.