Are you Reaching the Right Audience?

By Carlo Longhi

It’s easy to waste money on digital marketing, fail to engage your target audience and end up with a woeful return on investment. So how can you connect with the right people in the right way with the right tools — and get results?

Who am I targeting?

In my last blog article – Marketing: Are You Keeping Pace With Change?, we looked at the importance of keeping pace with change and how to use content marketing to reach prospects long before they want to buy.

The profile of B2B consumers is changing. Around two-thirds of the C-suite will have final sign-off on purchases (1). But they won’t necessarily be the ones who champion your offerings within their companies. Today, almost half of those doing the B2B research online are aged 18-34 (2) — so you need to engage with this group.

>How can I get people to see my content?

The Internet is awash with content. But it’s possible to stand out by creating content of real value. Share those industry insights that only you know — tips and tricks that your prospects could find useful, ideas that save them time, money and hassle. Come up with compelling titles too, such as “Your essential guide to…” or “8 killer questions you must ask before you choose…”. This arouses curiosity. And it’s a great way to position yourself as a trusted adviser.

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Submitted by Jon Mitchell – I was on a call with a client recently discussing SEO strategy, when a question came up about how to climb the list of suggestions that Google gives whenever a user searches for a specific topic in a given location. You know the list I’m talking about, with the Google Map right next to it?
There’s a few inputs that Google uses that impact this list and in what order a business may appear in this list. Remember, Google’s goal is to offer up the absolute best search results possible based on what the user is searching for.
But you have to remember that it’s not just good enough for Google to provide you search results based on the specific thing that you’re asking for, they also want to make sure that the search results they give you are of the highest quality.
So in this example the user may have searched for “Copiers in Buffalo, New York” and Google definitely provided results based on that, but Google also wants to make sure that they order those search ..