Are You Targeting the Right Audience?

Posted on July 31st, 2013 by Skye-Lynn Ferch Categories Blog

Building a successful business starts by identifying your target audience.  Targeting everyone will lead to failure, but targeting a specific audience leads your business on the path to victory. Creating a strong presence in the market is key to your business’ growth.  Here are three steps that you should follow to determine your target market.




“No problem, no sale,” says Robert L. Jolles in his book titled, Customer Centered Selling. Customers shop if they have unmet needs or problems; even ones of which they are unaware. You must recognize which unmet needs or problems your product or service is going to solve going to solve. Once you figure out that, it is wise to determine which markets are willing to spend money on your product.  Categorizing your audience by gender, age, income, education level, location, race, and occupation will aid your search as to who will benefit the most from what your business has to offer.  Here are some helpful tools that can help you define your target audience.




Psychographs, studies people’s values, attitudes, lifestyle and interests in order to provide assistance in marketing research. Knowing how your product will affect the psychographics of your audience is very important. Based on this, you will have a better understanding of your audience leading to the right tools to target them. The more you study your audience the better.




According to Entrepreneur magazine, evaluating your competitors’ marketing strategies assists with the process of finding the target market. Taking a closer look at your competitors helps determine what strategies are working and which ones are not. Avoid making the same mistakes as your competitors.


There is no way you can target everyone, therefore targeting a specific audience will help your business achieve success. Narrowing down your target market will benefit you now and in the future if done correctly. According to Inc. magazine, once you have your target market the rest is a piece of cake.

Get Your Brand Message Heard

Posted on July 24th, 2013 by Skye-Lynn Ferch Categories Blog

It is never too late to learn more about growing your business, especially when it comes to learning how your brand message impacts your consumers. Brand messaging shares a business’ value to consumers with brief, simplified messages about what makes your product or service something they want to buy. Your business’ brand messages can be shared through articles, blogs, advertising, or even social media. Writing with the purpose of communicating the intended brand message can be a challenge, but when done correctly it can be very effective.


Topic with a Purpose


Before you begin writing a brand message, you need to choose a subject and understand what you want your message to achieve. You must identify the best topic for writing by analyzing its relevance to your audience’s interests, gender, age, etc. According to Grow SmartBiz, consumers are driven by quality content and will actually click on an article to read further when it appears to have valuable information. If you would like to learn about specific businesses that have successfully communicated their brand message click here.


Facts Earn Trust


People are interested in research studies, statistics and what trusted resources say about a topic. This will give your writing credibility, as well as the opportunity to gain readers’ trust.


Short and Sweet


Successful brand messages are usually short and simple because attention spans have dwindled over time. Focus on easy-to-read sentences and understandable content, as suggested by Forbes.


Think It Through


Be mindful of your client base when choosing your brand message topics and in your writing style, so as not to offend or turn away your target audience. The goal is to create a good impression of your business with your current audience, while attracting new customers. By following these tips, you can create engaging brand messages and propel your business into the future.


How to Succeed on Your Marketing Budget

Posted on July 17th, 2013 by Skye-Lynn Ferch Categories Blog

Marketing StrategyDeciding how much money to spend on your marketing plan is essential. Your main goal is to invest in productive marketing strategies that will bring your business the biggest ROI. You need to establish a marketing budget before diving into your business marketing goals for the next year. Having an estimate on how much money your company is willing to spend will help you decide what marketing efforts to use. After creating your estimated budget, then it is necessary to narrow it down to the essentials and what you can realistically afford.


Understand Your Business


Determining if your business is financially stable is critical. Overspending becomes a serious issue if you are not paying attention to your financials. According to Forbes, a realistic marketing budget should focus on income exceeding expenses, rather than the total incoming revenue.


Splitting the Budget


Once the marketing budget is set up, it is time to plan how and where to spend the money. Consider the size of your budget, your current projects, and additional marketing channels that will attract new customers.


If both your business and budget are small, choosing the most effective resources is the key to your success. SEO, pay per click, email marketing, social media, public relations and direct mail marketing will garner positive results without a huge monetary investment comparatively speaking. Click here to learn which forms of marketing attribute to negative results.


A Continuous Effort


Tracking your marketing plan in order to understand what is (or is not) working will help reduce the amount of money wasted. If you choose to use pay per click advertising and see insignificant results, consider changing it and choosing a better form of advertising like Facebook or Twitter advertising.


Planning your marketing budget effectively will help your business avoid overspending. Keep in mind, when deciding what marketing strategy to use; ultimately your customer’s needs must be met to ensure success.

Lead Generation

Posted on July 10th, 2013 by Skye-Lynn Ferch Categories Blog

Finding leads is manageable, but peaking their interest and maintaining it in regard to your brand proves to be a challenge. Today, buyers have the ability to do their own research before deciding what they want to purchase. With the popularity of the Internet, their resources are unlimited. A new generation of consumers means that businesses need to be increasingly innovative and unique through their online presence in order to find customers that will see the value in your products and/or services.


The new era of educated consumers can actually benefit your business given the right exposure. The question becomes, how do you make your business stand out with a sea of competitors?


Make the Customer Aware


Building and maintaining an easy-to-use website that spurs consumer interaction should be priority number one. Consumers decide whether they want to invest in your business by browsing a web page, meaning this is an opportunity to convert casual Internet browsers to leads. Excite the audience by offering coupons, appealing information, and creative layout. Remember, the purpose is for the target market to become a customer, and a repeat customer at that.


Strategically Advertise


It is important that you place advertisements where maximum exposure is guaranteed. Websites related to your product, or pages that you think potential leads would spend time on are ideal for ad placement. Social media and blogs will also allow you attract the right audience. Selecting the right medium for advertising is crucial when building brand awareness.


Events Expand Exposure


Hosting events is an important part of acquiring leads. They afford you the opportunity to establish personal connections with potential customers that might have been overlooked through website and advertising. Compelling people to attend an event can be done via social media or local media websites like


Moving  leads through the sales cycle can be achieved by effectively managing those possible clients.  Using websites, strategically advertising and hosting events are other tools to attract and retain potential customers. To learn more about this click here.


Increase Online Interest in Your Small Business

Posted on July 3rd, 2013 by Skye-Lynn Ferch Categories Blog

Websites are a dominant marketing tool in business in recent years compared to the 1990’s due to an increase in new businesses and the increased Internet usage by consumers, according to Creative Market. Most businesses create a website to expose their products, engage with consumers and create awareness. As a result, one of the maincomponents on which businesses compete is achieving the most website traffic. But this is not as easy as it sounds when there are a lot of competitors doing the same thing.


Attention-grabber websites are ones that study their target market and know the optimal tools to attract old and new customers. In order to achieve this there are a number of ways to market your website and increase traffic.


Create a Social Media Presence


Social media rapidly changed the world in terms of the way in which we communicate with each other. It is one of the most effective tools to achieve engagement with new or existing followers. The strategic use of social media is essential for your business’ image. In order to bring in new customers, increase sales and provide a customer-business relationship it is important to engage the public by sharing interesting and exciting content. How? It is not easy. Businesses need to encourage people to talk about their content and interact with it to create a sense of loyalty. People like to be involved in discussions that are relevant to their products and services. One of the main purposes is to let your audience know that you care about their wants and needs. Engaging your fans with your brand through rewards, offers or creative fan-initiatives are a few of the successful ways in which your business can create better communication with consumers. For further information click here.


Advertise Worldwide with Google


Google ads help your business to increase sales, leads and new customers. A powerful tool that helps businesses gain exposure. Google Adwords runs advertisements that show up at the top of search results related to your target market. Make sure you have your website prepared to encourage engagement. Finding the right keywords is the key to success. Google’s keyword tool will help you find the most popular keywords and the keywords your competition is using.


Don’t Forget to Test


Even though these tools work well, businesses should test their progress. This way you will know what activities are successful with your target market.