Targeted Website Traffic (con't)
This blog post is a continuation from our post of yesterday (March 4th, 2010). so please start there if you haven't read part 1...
So, we took the time to talk and I explained to him these fantastic changes from a 40 year concentration on Outbound Marketing to the newer, more effective Inbound Marketing solution. We continued our discussion about the magnitude of this shift from interrupting people and businesses with your message to making sure the message is available when his prospects are in need and actively searching. I also explained all the different ways they are searching and how people can be "talking" about him, his company and his products. He obviously new something about SEO but really didn't realize the other elements of Inbound Marketing such as:
- Accurate keyword analysis
- How to created targeted website traffic
- How important active blog development can really be
- The impact of his message through social media channels
- Lead generation
- Lead tracking
- Lead nurturing
- ROI analysis and evaluations
- Mostly how powerful content development makes the biggest difference
We basically came to the conclusion that he need to do much more and the answers we arrived at 8 months earlier don't apply in the same way as they do today. I was able to teach Kevin that he needed to be much more comprehensive. I told him that this doesn't mean he has to spend gobs more money. He just needed to understand the philosophy and methods needed to reach his target markets have changed and this means, he has to change. The fact is that all business owners and professionals need to make these same changes. They need to be involved in the creation of the content needed to meet the needs of their "potential" targeted website traffic.
What my client taught me? Kevin taught me that it is the client's knowledge and experience that needs to be exploited and will best determine the most fruitful target market both sort term and long term. This may seem like common sense to most but I see it overlooked a little too much when developing targeted website traffic, Inbound Marketing and even more so with a specific search engine optimization plans. Kevin brought up the question of shifting focus from the national market to targeting his local markets more for a number of reasons. One was that a few of his new clients that did find him from his SEO project were local. From there, Kevin then thought about this further and came to the conclusion that perhaps his targeted website traffic would be more prone to hire local design companies.
No matter if Kevin is right or wrong, the point should be considered by all companies getting involved with the new Inbound marketing and that point is to be very clear about your target markets segmentation. The more a business can segment the different target markets that would be interested in those products or services, the better (and more quickly) the Inbound marketing project can gain traction and accelerate the pace of the website's out reach. Lower hanging fruit can be identified, further defined and targeted with the appropriate message(s) using the appropriate technologies.
There is no doubt in my mind that the result from this elementary conversation will be huge. Why?
- Targeting the local market will remove 90% of Internet competition.
- The more targeted keywords will gain search engine positions faster.
- His local prospects will find him easier & faster.
- His message will be more focused in this target market (effective).
Conclusion: Carefully examine all your market segments and with the help of your Inbound Marketing Consultant either before you launch your comprehensive Internet marketing plan or before you continue your plan. Some times the basics can be overlooked an in this case, the client had the best solution for his marketing challenges.