Lately, I’ve noticed that a lot of people are referring to themselves as “marketers”. This term is showing up all the time in tweets, blog posts, comments and in social media profiles. Whereas I used to read a lot about “marketing”, the trend these days seems to be to use the term marketers. Have you noticed it? Have you wondered what the buzz is all about?
“Don’t try to be all things to all people.” – I’m sure that’s a recommendation that you’ve heard before. It’s good advice. If you are trying to meet the needs of a broad spectrum of customers, you may end up being so generic that you’re not meeting the specific needs of any one target group. Focusing on (and thoroughly understanding) a specific niche target market enables you to develop an effective marketing message that will resonate with your target customer.
There are basically two ways to make money selling a product or service. You can either sell it cheaper than your competition or you can differentiate your business by offering something of value to your customers. If there is no difference in your product or service, people almost always base their buying decision on price. (No one wants to have to compete on price.)
In part 1 of this series, I recommended that before you or your website designer begin designing your website, you understand who your target customer is. What type of a website will appeal to them? Should your site have a fun and creative feel or should it look trustworthy and serious? Are you working with an existing brand that you need to integrate your website into or do you have free creative license to design it completely from scratch? Whether you’re building your own site, working with a designer or you simply want to understand what constitutes good design for a website, here are some basic tips: