So, you truly believe you know who your website audience is. Hopefully, you don’t believe that is enough. You still have to make and maintain a favorable connection with your prospective and current customers.
How do you do that? The answer is by using the other 4 Ws as they relate to online marketing.
What — Refine what you want to say. Well-written, relevant, and grammatically correct copy is imperative. It doesn’t matter if it is a 1,200-word blog post, a 140-character Tweet, a product description, or a Google AdWords text ad with a 25-character headline and two 35-character description lines. Provide relevance and value.
When — The adage, “Timing is everything,” is true. Know when to send your message to your audience.
- Look at your website and or Facebook analytics to see when most of your visitors are online.
- If you have a newsletter, check to see when your subscribers are opening your email.
Where — You said you know your audience. Go where they are. If the majority of your website visitors get there by searching Google, you may want to consider Google AdWords (the type of campaign may depend on the devices your visitors use). If your audience is on Facebook or Pinterest you should be too, and consider advertising there. The same is true of other Social Media. If they listen to the radio, a short commercial always closing with your URL can be effective. Similarly, classified and other newspaper ads can be effective as well. Remember your “Who” drives your “Where.”
Why — Are you trying to . . .
- create brand awareness?
- drive traffic to your website?
- reduce inventory of a particular product?
- announce a new product or service?
- build your newsletter subscriber list?
- thank a returning customer?
The reasons why you are trying to reach your audience affects what you say, when you say it and where it is told.
Applying the 5 Ws as they relate to your marketing plan (You do have a marketing plan, do you not?) will reward you for your time spent. After all, simply identifying your audience is not enough.