Farming Your Web Market

You’re going to get your hands dirty
A good farmer scoops up the soil in their hand and smells the earth, perhaps even taste the earth. The thing is that as a farmer you will be getting intimate with your market.

If the crop you plan to raise is made up of web users then your web page is the soil that they will grow strong on. The nutrients you add to your web page have a fragrance, maybe even a certain taste. And the richest addition you can add to your web page is your own personality.

Now, don’t get fearful
Perhaps professional marketers have told you not to get personal with your marketing, but that type of aggressive marketing is not what we are talking about here. To cultivate your market you need to talk to them in ways that nurture, and this means that you care enough to be yourself.

If you wanted to get to know someone based on a feeling of attraction would you analyze how to do this? If you overheard a conversation and the opinions expressed attracted you would you choose to get demographics and contact information before you introduce yourself?

The whole purpose of cultivating a market lends itself to casual and intimate conversations. And ‘intimate’ does not mean private and secretive, it means:

  1. Marked by close acquaintance, association, or familiarity
  2. Relating to or indicative of one’s deepest nature

Most web marketing is done at arm’s length because the marketing people are not clear on the market being targeted. And the word ‘targeted’ is rather cold and disconnected emotionally. Targeting is an odd way to build relationships, but building relationships is exactly what we want to do.

Cultivating the market
The bigger portion of our market that we wish to cultivate is at earlier stages of the buying cycle and we are able to help them and build a relationship in the process. In this way we cultivate a much bigger market than trying to capture the smaller numbers that are ready to purchase.

Those members of our market that are ready to purchase have already been influenced. We cannot reach many of them now. On the other hand, the greater numbers that are early in their search can be cultivated, influenced and helped to make a smart choice and buy from us.

We need to design a web site that will allow us to be helpful and generous in sharing our information. Far too many small business web owners do not know what to share with their market. We are going to be different.

What do we feed our market?
We want our undecided market to choose our solution as their purchase. To do that we need to help them along, and this is where our web design comes into play.

Our page is jammed full of really good information but it doesn’t show everything at once. And then there are other pages doing the same thing. We are using HTML which stands for Hyper Text Markup Language. It is the hyper text that allows us to provide a selection and then deliver a choice.

We are no longer using limited space on paper, nor are we using limited time on TV. Web marketing needs to use HTML in its marketing to get the most out of the medium and yet the HTML in contemporary business designs is relegated to basic navigation and placeholders for content. Instead, we need to put HTML into our marketing methods and provide choices for all members of our market.

Talking all the way through
We will spend time talking to that portion of our market that doesn’t even recognize yet that they have a problem. We are going to help educate them so that they do recognize that their life could be better with our solutions.

We will spend time talking with those that are researching possible solutions and we will help them see all of their possibilities from all sides. We’ll look at the upside and the downside of various features. We’ll bring these people along our path of understanding so that they are ready to look at comparisons.

We will not be afraid to compare our solution with others available on the market. We want to nurture this stage of the buying cycle fearlessly and give them all of the choices available while building a relationship they can trust. We want to keep this stage engaged or they will leave our site looking for comparable products and solutions.

If we don’t feed them right now and right here their next stage of development is to make a decision to purchase and we could lose them at a crucial moment in the cycle.

Farmer or hunter
A hunter fears that the prey will get away. They target and shoot early when they can and short term goals are everything to a hunter. On the other hand a farmer has long term goals and works with the seasons. Six months can go by from planting to harvesting and a farmer knows that nurturing cannot be superficial or provided with impatience.

Our harvest will arrive and it will be our own if we provide the helpful nutrients. Spending time to create the best content is essential and the easiest way for our market to find the right content on our site is also essential. But it can all be for naught if we choke up at the end and impatiently push for the sale.

We need to honor our market and validate their choice even when the choice goes to our competitor. Most choices will come our way because we nurtured that market along and we have build up a relationship. All the rest will take care of itself. It does so because everything about the marketing process is as natural as sunlight and rain.

Pull Marketing
And when we market naturally we are attracting the best interest from search engines. We are providing volumes of our unique and original information that search engines and our market are attracted to. We are sharing information that creates growth while building relationships with our market. We are cultivating our market by solving problems and providing insight for our market. And the bulk of our information is work that does not have to be repeated over and over.

Our web pages may need some tweaking from time to time but our main effort is going to last for a long time to come. And perhaps one of the most valuable assets we develop with pull marketing is that nothing we ever do is lost. All of our marketing stays in place for years and as we build we grow stronger and stronger.

Unlike push marketing that requires constant feeding of cash for advertising, our pull marketing is more like putting money in the bank and building our reserves instead of spending them.

Farming our web market is a very different concept from that of an opportunist feeding off of the market. By farming we control our own market and build a richer relationship rather than rely on just the good seasons or good years to get us through.

Benefits of Internet Marketing Services With The New Approach to Marketing

The internet has radically changed the face of shopping as we know it. Now the virtual marketplace is becoming every bit as important as the high street. With this new form of shopping comes a new form of marketing which is not necessarily the same as traditional marketing and therefore demands a new approach and also a degree of stepping away from the mindset of traditional marketing such as television and magazine advertising. The positive side of this however, is that the potential of internet marketing is unlimited. It not only moves your business out of the locality in which you are based, but also outside of your national borders. It is creating a global marketplace with access to billions of customers. The internet population of China alone is bigger than the population of the US. Therefore, it is imperative that you make the correct decisions when it comes to online marketing and the procurement of internet marketing services. If you do so there are a number of important benefits to be had.

Cost-Effective

Internet marketing services can be expensive; however, when you take into account the impact they can have the cost-benefit ratio far exceeds that of traditional marketing techniques. Due to the nature of the internet by choosing the right internet marketing services it is possible to reach a massive target population. A good internet marketing company, although costly, will be able to work out the exact demographic that your business targets and assist you with reaching them.

Specialists

Whilst you are paying for their services it is important to realize that they are specialists in their field and you are not only paying for their services but also their knowledge. It is important that you never assume to know what an online customer wants or how to reach them as you may simply not be correct and then your market will fail to be reached. There are millions of websites out there that have missed the mark and receive few or no visitors.

Strategic

A good internet marketing services provider will also be able to assist you in developing a very strategic marketing plan taking into account the many different elements of internet marketing such as SEO, pay per click advertising and social media marketing. It would be extremely difficult for an internet marketing novice to be able to truly engage with any of these forms of marketing as they have particular nuances.

Increase Sales

Ultimately one of the main benefits of engaging an internet marketing services provider is the fact that they have the experience to help you increase your sales. This is the end game of the online marketplace – driving traffic to your website and converting that traffic to sales. Not only is it important to work out how to get customers to your website it is also important that once there your website is well-built enough to actually convert sales. A company with a good reputation for providing internet marketing services will be able to assist you with all angles of marketing to ensure you get the most for your money. Remember there are already people out there searching for your product; it is just a matter of making your company visible to them.

Understanding Full Service Internet Marketing Services

Deciding to promote your business online is one that is taken lightly. Thousands of companies compete online on a daily basis. This opportunity has opened up doors for all sized companies in all industries, giving you the freedom to trade on a global scale.

While having a website designed, adding some products and information is great, it isn’t quite enough to ensure that your customer base sees your company among the hundreds of other companies around the world offering the same products or services. You need to focus heavily on your internet marketing to ensure that your online presence is enough to help your business grow moving forward, help you achieve online success and become a dominating competitor.

This means that you should consider a full service internet marketing service. Unless you have hours of time on your hands each day to focus on your online marketing efforts, hiring a professional company can give you the time and freedom you need to focus on the day to day running of your business while the service provider will focus on growing your business in an online environment.

The first thing you will find a full service internet marketing services provider will do is focus on your website. They need to ensure that it is optimized for your particular target audience. They should provide a complete website analysis, providing you with reports on what needs changing, what is working and possibly even, what pages to include to help you grow moving forward.

They will focus on SEO, search engine optimization, this will include local SEO where they will ensure that your address appears on each and every one of your web pages. Local SEO has become a valuable marketing tool and you need to follow the SEO guidelines to ensure that Google notices your company to help push you to the top of search engine results.

From here the full service internet marketing services provider will focus on all your on page optimization. This is your actual web pages. They will conduct a thorough analysis to ensure that you are using the right keywords to reach your target audience. They will also ensure the web pages you provide are valuable and give your customers the information they need.

The next step is focusing on your off page optimization, this includes your press releases, articles, blogs and more. The company should assist you with these marketing initiatives, helping you increase online brand visibility and direct your customers back to your website, where hopefully you will start seeing an increase in revenue moving forward.

Any reputable full service internet marketing services provider will ensure that they do a through keyword analysis for your particular company. Keywords are used in all online marketing and are focused on words used by your potential customers. The service provider will identify works that are most commonly used in search engines and then use these words to help promote your business in the future.

It is important to note that internet marketing is not an overnight success. You can’t hire a full service internet marketing company to handle your online reputation and expect to wake up tomorrow morning and be the first name you see when you search for a product or service that you supply. This process takes time and requires constant work and monitoring, but over time you will start to see an improvement as you make your way up the ranks to enjoy success in the long run.

In addition to the services listed above, your full service internet marketing provider should also provide you with a complete competitor analysis, they should assist you with your social media efforts and they should protect your online reputation at all times.