Your website, right? It’s the point around which other entities revolve. Search engines scour your site for keyword phrases. Online directories and Google Business Profiles link to your domain—your sphere of influence. Links from your social networks to your website lend credence to your social influence.
In the early days of the “Wild Web,” business owners believed that “If you build it, they will come.” Google found their websites in 2-3 days. Put a website address on their business card and they’d get traffic.
No longer true! In September 2014 the total number of websites reached 1,000,000,000. In this immeasurable digital universe, your website is now a mere speck.
So how to you attract your target audience?
You begin by altering your worldview. Here’s how a dramatic change of view works: For thousands of years people accepted the idea that the sun and planets orbited around the earth. But Copernicus shattered that worldview by arguing that the sun as the center of our solar system.
What’s this got to do with your website?
Think about your target audience and their worldview. Where do you think the center of their universe lies? Not your website! Accept the new worldview and you begin to understand more about their habits. What websites do they visit on a typical day? From their point of view, your site might be Pluto, barely noticeable on the edge of their universe.
Take a look at our graphic showing the location of your website. I bet most of you guessed that Google is the hub in the new worldview. Absolutely! More people visit Google every day than any other website. Why is it so wildly popular? Because it offers astonishing features that are user friendly and deliver instant gratification.
What other sites are popular with your target audience? Which social networks are most likely to contain their profiles? Where do they hang out? What industry sites? Where do they go for educational resources? Entertainment?
Put yourself in their shoes and you’ll open a pathway of discovery about their behavior. Armed with these new insights, you’ll be ready to plan some strategic moves to get your business noticed.
Start with Google
- This behemoth has a massive database of information about keyword phrases and their popularity—words used in search queries that can draw people to your website. Use that data to keep your keyword phrases up to date.
- Google also offers site analytics to help identify your site traffic and how whether it lines up with your prospecting goals.
- Once Google research and stats identify popular keywords among your target audience, an AdWords campaign will get you noticed in the right sidebar of a search results page.
Though your site won’t become the center of the Web, it will begin to increase the right kind of traffic as its “gravity” attracts your target audience.
Once you change your worldview, your marketing perceptions shift. Your goals become customer-centric—which is where they needed to be all along.
Would you like to learn more about how to use a customer-centric approach to attract more business? Contact Nancy to get a free 30-minute consultation.