Tag: audience seo

4 Ways to Stop Attracting People Who Can’t Afford Your Services

There’s nothing worse for an entrepreneur than putting all your efforts into building a service, and a marketing strategy, only to continuously attract people who say they can’t afford them. 

While many business owners focus their attention on making sure they have built an apparent “fool-proof” plan to bring people in, they can still stumble into an audience that isn’t right for them. This can be frustrating because people don’t understand why, even though they are good at what they do, prospects aren’t buying or, worse yet, they are asking for discounts on everything.

The good news is that there is a way to stop attracting those who can’t afford your services and shift your attention and marketing efforts to bring in people who are ready to buy. It all boils down to having and implementing a brand strategy that deeply resonates with your target audience and allows you to show up authentically every single time.

1. Get clear on who you do want to attract

For your business to be successful and start attracting the right people, you need to begin by understanding who your ideal customers are at a granular level. The more effective you are at connecting with the right audience and speaking to their problems and needs, the more sales you will make. 

Getting extremely clear on who your ideal customers are requires going beyond demographics to truly understand the psychological and emotional elements that are impacting their lives, which will, in turn, determine their purchasing decisions. 

The more you understand your audience, the more effective your messaging will be because you will have the capacity to speak directly to them, and they will finally feel seen and heard. Pricing becomes less important when they see you as the best solution to the specific problem or need that they have. 

For example, it’s not nearly as impactful or effective to say that you are selling a program for women who want to lose weight, which is hugely generalized, than to say that you help busy women over 40 who are frustrated after trying low-carb, high-fat fad diets without lasting results lose weight.  Not only is the latter version a lot more detailed, but it also speaks to a very specific pain point which means that these women will feel an immediate sense of recognition and understanding.

2. Stop undercharging for your services

Many entrepreneurs undercharge for their services because they believe they need to build a robust reputation or have a large audience before they can charge premium prices. 

However, in practice, lowering your prices may end up hurting your reputation in the first place. If you’re building an audience based on people who are looking for a cheaper solution then it will be very difficult for you to make sales once you raise your prices.

If you want to start attracting clients who can afford your services as an online coach or consultant, you need to start charging the right price instead. Trying to sell a service by being the cheapest option out there is going to be a race straight to the bottom. After all, there will always be someone with a lower price in the market.

Instead, you want to set your price based on the value you deliver. To make this calculation, first determine what the outcome of the results you help to generate is worth. 

3. Position yourself as an authority

Attracting the right people also comes down to being able to effectively position yourself as an authority or leader in your field by creating a powerful brand strategy that will allow you to be intentional with your marketing.

Building an effective brand strategy requires having absolute clarity around who you are, what you stand for and the complete experience that comes from being in contact with your business.

It is fundamental to have a well-defined brand message that clearly communicates your value by showcasing the actual outcome that you help your clients achieve. What you have to ask yourself as a business owner is “what am I really selling?” because I can assure you that it is much more than the service you are giving them. It is truly about the transformation, the outcome and the results they are getting because of hiring you. 

Focus your brand communication on them and not on you. Many service providers make the mistake of simply saying things like “I am a web designer” or “I am a fitness coach” as a way to explain to others the kind of service that they provide. When doing this, they are focusing on themselves instead of on the needs of their audience.

Instead, you want to change your messaging to reflect the result you help others achieve. For example, saying things like “I build websites that increase conversions” or “I help women lose those stubborn 10 lbs” is more specific to the outcomes you deliver.

4. True brand differentiation

While it is true that it seems like market saturation is at its peak, in reality,  this is only an illusion. 

The real problem isn’t that there are too many providers and competitors in an industry, it’s that most entrepreneurs don’t know how to effectively differentiate themselves from others.

To attract the right audience, it’s vital that you position your offer as the best solution and ideal vehicle prospects need to achieve success.  One of the best ways to do this is by creating a framework, methodology, or process that is unique to your business, a signature system that distinguishes you and sets you apart from the rest. 

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On top of this, according to the theory proposed by George A. Akerlof, winner of the 2001 Nobel Memorial Prize in Economic Sciences, and Rachel E. Kranton, professor of Economics at Duke University, in their Identity Economics book, people make economic decisions based not just on financial incentives, but also on their identity.

This matters to you as an entrepreneur because if you want to attract the right people, you need to effectively differentiate yourself from others while standing for something in the process. Today’s consumers are making more and more decisions based on their identities and how others’ identities shape their own. What this means is that when faced with many different options, we tend to choose the one that reinforces our beliefs the most.

If you, as a brand, aren’t doing an excellent job at clearly and succinctly communicating who you are, then you are making it way too difficult for the right people to choose you.

Putting the pieces together

Ultimately, attracting the right people comes down to making sure you are being highly intentional with your message and the way this message comes across. This allows you to transform your audience’s perception of you while bringing in the right people into your business. Taking the time to craft your complete brand strategy will allow you to get more effective results with your marketing plan as well. 

Fabi Paolini Entrepreneur Leadership Network Writer

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Skillopedia – Skills for the real world

How To Attract The Right People For Personal Development & Growth | Soft Skills & Self Improvement Training | Skillopedia #softskills#selfimprovement#personalitydevelopment Researchers and personality analysts say that your personality is a combination of people you interact and spend most of the time with. Yes, it’s true. It’s imperative to surround yourself with the right people for your own self-improvement and personal growth. Now, that might make you wonder how should I attract the right people in my social and professional network? Where do I find them? Some people perfectly do that, they have the right people in their life who motivate and inspire them from time to time. This self improvement and soft skills training video would help you exactly achieve that goal. Learn the steps to invite, not good, but the right people into your life for your own personality development. You are watching this video on Skillopedia, part of Let’s Talk Institute for Personality Development and self improvement. We have hundreds of videos to develop good communication skills, interpersonal skills, personal growth, motivation skills, inspirational tips to develop self-confidence. A complete soft skills training catalogue to help you stay ahead in this competitive world. Skillopedia is a well known name in the corporate training segment in Mumbai to deliver best personality development courses for corporate employees and individuals. To watch such interesting videos and read the complete transcript of this video, visit – http://www.learnex.in/ ============================================= Our Social Media – 👉Facebook – @skillopediaone http://www.facebook.com/skillopediaone 👉Instagram – @letstalkpodcast http://www.instagram.com/letstalkpodcast 👉Follow us on Twitter – http://www.twitter.com/letstalkone ============================================= Our other Channels you would ❤️ 👉Learn English as a secondary language http://www.youtube.com/letstalk 👉Learn English through Hindi – https://www.youtube.com/channel/UCtAr… 👉Learn a new English word daily – http://www.youtube.com/letstalkpodcast Some other Skillopedia sessions you might have missed :- 👉Public Speaking Tips To Overcome Stage Fear https://youtu.be/4-R1EHKmano 👉 How to AWKWARD SILENCE in a conversation? https://youtu.be/CDflqsRwUis 👉What to do when people Shout or Yell at you? https://youtu.be/cR_fjOtNqNo 👉8 Morning Habits To Kick-Start everyday. https://youtu.be/BQQ3I6ztO-A 👉The art of saying – I don’t give a DAMN! https://youtu.be/Hwkavu-F9r0 👉Communication Skills Training – How To Avoid Awkward Silence? https://www.youtube.com/watch?v=CDflq… 👉How To React When People Shout At You? https://www.youtube.com/watch?v=cR_fj… 👉6 Phrases That May Sound Rude. https://www.youtube.com/watch?v=Uv48j… 👉Start A Conversation ANYWHERE, ANYTIME https://www.youtube.com/watch?v=xPxaU… 👉How to be a SMART MOUTH? https://www.youtube.com/watch?v=-fXja… 👉How to attract people like a magnet? https://www.youtube.com/watch?v=UYxn9… 👉How to sound more confident when you are not? https://www.youtube.com/watch?v=yJtcV… 👉Why People Misunderstand You? https://www.youtube.com/watch?v=lcW9f..

Remember: You Are Not The Target Audience

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One key component of any marketing program is determining a target audience. That is, once you’ve developed a message, who do you want consuming it?

Ask yourself: Who should care? And who will care? How am I going to create compelling content that attracts the people my business can best serve?

If you’re representing a tech startup in Silicon Valley, perhaps your target audience is recent Stanford graduates looking for a job. If you’re promoting a skiing and snowboarding conference in Boston, then your target audience is most likely the avid skiers and snowboarders in the New England area. For sporting goods companies in New England, you want to be reaching athletes in the region but also their family and friends — those who could make purchases on their behalf.

It may seem like common sense, but your target audience is just as important as the message itself, and the channels by which you’re communicating it. Picking the right audience can turn an otherwise average PR campaign into a resounding success. Choosing the wrong audience, however, can derail even the best-laid talking points. Targeting the right demographic can be invaluable.

One of the most common mistakes I see people make when identifying a target audience is assuming that they represent the demographic. Just because you don’t use Facebook or Twitter, for example, does not mean that your target audience doesn’t. I often advise baby boomers who aren’t active on social media and yet are trying to reach Americans who use it every day. And I tell them: Your blind spot isn’t necessarily the average American’s.

My mom and I have a joke because as an 86-year-old, she doesn’t care for watching 20-somethings with bare midriffs shaking their bottoms on television. When she complains and asks, “How could anyone watch this stuff?” I respond, “Ma, you are not the target audience.” I’ve said this to her so many times that she hears me start saying that line, and we end up saying it in unison.

Take Instagram, one of the most popular platforms for photo and video sharing. Instagram has 1 billion users around the world. Just under 3% of Instagram users are in the 55- to 64-year-old age group, although many in that age group are probably professional decision makers — from small business CEOs to nonprofit executives. Users under the age of 35, on the other hand, make up more than 70% of the platform’s users.

Therefore, if you’re looking to target that age group with a PR or advertising campaign, Instagram can be a powerful tool — regardless of your own social media preferences. Even if you don’t post travel photos and share concert videos on Instagram, it doesn’t take away from the power of Instagram as a way to communicate your message to others.

Identifying the right demographic requires a holistic view of the general population. Think beyond yourself. From college students and CEOs to football dads and soccer moms, the United States is home to more than 300 million people of different ages, colors and creeds. We truly live in a melting pot. Also, just because someone is female, 40 years old and likes shopping does not mean that she is the same as another person the same age.

One 40-year-old might like shopping at Cabela’s for hunting supplies, and the other might like going to the makeup counter at Nordstrom. So it’s important to drill down and know your audience. I sometimes say that marketing is like marriage. You need to know your partner so well that you can anticipate their every move and preference.

Not everyone is like you. Not everyone consumes content like you do or gravitates to the same messages as you. What you find unappealing someone else may find incredibly tasteful.

Because there are so many people in the United States (and globally), picking the right target audience isn’t always easy. But therein lies a golden opportunity — an opportunity to reach consumers you didn’t even consider at first.

That’s what makes marketing fun (at least for me). You have an opportunity to reach all sorts of people by learning more about their tendencies and unique interests. The sheer size of the population forces you to learn.

Stepping outside of yourself is valuable in many aspects of life, but especially in terms of communication. Imagine how boring the world would be if you had to send messages only to people like you.

Fortunately, there’s much, much more to the world than you, my 86-year-old mom or me. Remember that, and remember to choose your target audience accordingly.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Nancy Marshall Nancy Marshall

Nancy Marshall, The PR Maven(R), CEO & Founder, Marshall Communications, creating & implementing marketing/PR/personal branding strategies.

Source: Remember: You Are Not The Target Audience

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SEOlium The Online Search Engine Optimization Laboratorium

Performance of your website remains and is a strong ranking factor and is something which you need to focus on. Time and time again, Google has confirmed that websites which load faster rank better than those which don’t. In particular, this will become a stronger ranking signal as mobile search ranking. Mobile connections tend to be slower in general, thus website which have not been optimized for performance will tend to load even slower on mobile devices.

Speed being a ranking factor makes sense even from a user perspective – a fast, snappy website is a good user experience and the user metrics have now become core at ranking. Slow websites also tend to increase your bounce rate, which will negatively affect your rankings. If you want to optimize your website for speed, follow this easy (but detailed) guide on CollectiveRay which is sure to make your website load faster.

The first and foremost rule in search engine optimization is to offer value, but that is subject to feelings and emotions, hence – it’s always biased. In order to rank well within search engines – you have to provide clear signals that your pages are better than those of your competitors. There are a lot of strategies, tactics and best practices of how to achieve this, but the most important thing you can do is – optimize your content, make sure that everything you own and control is simply excellent.

Also, remember that search engines will rank the most important of the most relevant pages. This means that, for a search query, they will first pick up a set of relevant pages and then display them in result pages according to their importance and notoriety. On-page SEO is all about Creating or Enhancing relevancy signals for a webpage with respect to the search query. Having some experience in optimizing and promoting websites, we were able to deduce few rules that are essential and that helped us to prioritize our work process and increase our results. We hope these rules will help you too.

Before you start writing any piece of content (including title, meta description, image name etc.), you should know which problem you’re trying to solve, that is – what are people really looking for and which expressions have most search volume. You should also take the competition into account and choose the perfect balance between the most searched keywords and those with less competition.

You can do this research using plenty of tools, but the most popular ones are offered by Google (Search, Analytics, Webmaster Tools, AdWords, Trends etc.). When analyzing the competition – start by googling for the super-keyword and pay attention to their title, meta description, URLs and headlines and then make sure to create better versions. It is of utmost importance to have great URLs, titles and descriptions, as these are the things that make a search engine result snippet.

Most Shared regularly monitors millions of publishers around the globe and helps you discover social engagement signals and trends. Designed with editorial teams in mind, this tool can be used for a plethora of tasks: article research, journalist/blogger awards, competitive intelligence, media monitoring, marketing materials, donor reports, and more. For a sneak peek, visit Most Shared USA, France, Romania, Moldova, or SEO. Stay informed!

Source: SEOlium – the online search engine optimization laboratorium

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New to SEO? This tutorial shows you the basics of doing search engine optimization for your website to rank high in Google. Subscribe ► https://www.youtube.com/AhrefsCom?sub… First, what is SEO and how does it work? SEO stands for search engine optimization. By definition, it is the process of optimizing your website and webpages to get “free”, “organic” traffic from search engines like Google, Yahoo and Bing. As a business owner, blogger, or website owner, your job is two-fold: First, you need to make it easy for search engines to understand what your page is about and create content that matches what we call, the “searcher’s intent.” Second, you need to show Google and other search engines that your pages are ‘worthy’ of ranking. In this video, Sam Oh teaches the a 101 into the world of search engine optimization. There are plenty of clear examples and some basic (yet powerful) SEO tips to optimize a brand new website to rank #1 on Google (step-by-step). The techniques that are taught in this SEO training include: 1. Keyword research By doing keyword research, you can see the average number of times someone searches for a specific keyword phrase in Google each month. Often times, the query that you think will be the most popular is often far from the truth. Using tools like Ahrefs Keywords Explorer (https://ahrefs.com/keywords-explorer), you’ll learn how to use the “parent topic” of a term to determine the best keywords to target for your pages. You’ll also learn what not to do (ie. keyword stuffing). Keyword research gives you clues on the language you should use to let both Google and potential customers know what our page is about. There are a few vivid examples in here to illustrate the best practices on how to do keyword research. If you want to sharpen your keyword research skills, I highly recommend watching this series on doing keyword research in 2018 and beyond. https://www.youtube.com/watch?v=3zLBu… 2. On-page SEO On-page SEO is the process of optimizing web pages with the intention to rank high in Google. If you want to rank #1 on Google, then your on-page SEO will need to be right on. In this tutorial, you’ll learn 4 simple, yet highly effective tips to ensure you are following Google SEO best practices. Having optimized web pages will set the foundation for your success in search engine optimization. It will help Google understand what your content is about and help your customers find you. A few of the basic tips include: – Title tags – Meta descriptions – Heading tags (or H1 tags) – keyword usage – content creation – competitor analysis Learn more about our top 10 on-page SEO tips that actually work in 2018 and beyond. https://www.youtube.com/watch?v=ZWiNz… 3. Off-page SEO Off-page SEO is often referred to as link building. Link building is the process of getting other websites to link to your web pages. Basically, links act as “votes” or other people vouching for your website. Backlinks work in a similar way that you would refer your friend to buy a product from your favorite store because you’ve tried it, used it, and loved it. In general, the more quality backlinks you can get from relevant pages, the higher you’ll rank in Google. Sam will show you how to find backlink opportunities and the key technique that SEOs use to build links, which is through email outreach. I highly recommend watching our video series on competitor backlink analysis and link building here: https://www.youtube.com/watch?v=Io4ug… We also have another playlist on more “advanced” link building. https://www.youtube.com/watch?v=Ovu2Z… There’s a lot to learn with SEO marketing and we’re constantly adding new tutorials to help you learn and execute SEO in effective ways. Be sure to subscribe for more actionable tutorials and grow your SEO and marketing knowledge. https://www.youtube.com/AhrefsCom?sub… STAY TUNED: Ahrefs ► https://ahrefs.com/ YouTube ► https://www.youtube.com/AhrefsCom?sub… Facebook ►https://www.facebook.com/Ahrefs Twitter ►https://twitter.com/ahrefs #SEO #SearchEngineOptimization #SEOTutorial

Facebook Tests Search Engine for Influencer Marketing – Genevieve Dietz

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Facebook is tapping into the growing popularity of influencer marketing by testing a new tool that will match marketers with social media influencers.

The search engine, still in its early developmental stages, will be dubbed “Branded Content Matching.” It will let marketers choose creators based on their fan’s characteristics, see stats about their audience, and reach out to them to forge partnership deals and collaborations.

Facebook will initially be focusing on lifestyle influencers and brands. Creators that choose to participate in the test can set up a portfolio that includes their audience size, metrics, and branded content samples – ensuring a perfect influencer/marketer fit.

Marketers will also be able to search for creators based on numerous audience demographics including age, gender, education history, life events, relationship status, home type, top countries where they’re popular, and more. Based on this information, the search engine will compile a list of creators that shows how their audience aligns with a brand’s.

Marketers can save their top matches to private lists where they can go to contact them later. According to TechCrunch, Facebook is still debating whether or not it will connect marketers with influencers through their Facebook contact info or provide traditional contact info.

Facebook is Banking on Increased Ad Spend

Facebook will take a laissez-faire approach to influencer/marketer negotiations. They will not be involved in product placement, content marketing, or collaborated content creation and sharing deals. TechCruch reports that Facebook will not take any cut of revenue during the testing period but may once the search engine is officially launched.

It’s possible that marketers may be compelled to spend more on ads to promote influencer content so Facebook will get their revenue cuts that way. TechCrunch also mentioned that Facebook will prohibit re-sharing deals so marketers will not be able to pay influencers to post branded content they didn’t help create.

It’s important to mention that the search engine will only pull influencer’s audience metrics from Facebook and will not take into account their YouTube, Twitch, Twitter, or any of their other channel followings. This could prove to be detrimental to brands looking to connect with influencers who are more popular on another platform.

For example, marketers won’t be able to get the true value and reach of popular Youtube creators like FBE (Fine Brothers Entertainment), Jenna Marbles, Markiplier, or Vanoss Gaming (to name a few) who have enormous followings on Youtube but lower audience bases on Facebook.

“Branded Content Matching” Will Not Include Instagram (For Now)

Even though Facebook owns Instagram, one of the more popular platforms amongst influencers and creators, they will not be including Instagram influencers on the search engine either (at least not at first).

Considering that Facebook currently allows marketers to create and promote ads on Facebook and Instagram within the same ad creator, the move is questionable. The company may add Instagram influencers to “Branded Content Matching” later on but for now, this decision severely limits the search engine.

“Branded Content Matching” is still in its early testing stages so there are plenty of kinks that still need to be smoothed out. Once the search engine has launched, it’s likely that brands will jump at the opportunity to forge mutually beneficial relationships with artists, comedians, gamers, and other creators.

A Word on the Timelessness of Influencer Marketing

What makes influencer marketing so priceless is that creators are able to put an inspired spin on a branded message in their own wholly original way. From a simple one minute shoutout to an entire sponsored video dedicated to your brand, handing the reins to a social media influencer in your niche could showcase your brand in a positive, authentic, and less salesy, light.

For example, special fx makeup artist Madeyewlook recently created an entire look made in partnership with a TV show and popular Youtube creators Dan and Phil created a sponsored ‘let’s play’ video on their gaming channel. Check out both videos below.

Both videos were well received and none of the commenters seemed to care that the videos were technically ads. The possibilities for influencer marketing are endless and it remains one of the best ways to promote content in an engaging, fun, and natural way.

Whether you’re looking to negotiate million dollar deals with the world’s top social media creators or build a mutually beneficial partnership with a content marketing thought leader, influencer marketing can get your brand in front of thousands of faces.

People tend to buy into branded messages more when they are authentic and when they come from people they trust. Oftentimes, social media creators have intimate, strong, relationships with their fans.

Because most creators are so open to sharing aspects of their personal lives with their fans, their audience can usually tell when they are interested in a product they’re promoting or if it’s just a job to them. The more freedom you give to an influencer to re-contextualize your branded message, the more likely their audience will like and respect you.

If you play your cards right and give enough freedom to influencers to promote your brand in their own unique style, a one-off could turn into an ongoing sponsorship and your brand’s reach could skyrocket.

Final Thoughts

Influencer marketing is lucrative, timeless, and more relevant than it’s ever been. This is why Facebook, and other platforms, are so eager to give brands and influencers tools that make it easy for those relationships to bloom.

In an age where social media influencers are trusted more than movie stars, it’s never been more important for brands to be in touch with internet culture and collaborate with emerging creators. Stay current and your audience, and views, will thank you for it.

For more on influencer marketing check out Chad Pollitt’s article, “Everything You Need to Know About Influencer Marketing and Artificial Intelligence,” and review some of his influencer marketing templates here.

Do you think Facebook’s “Branded Content Matching” tool will make influencer marketing easier? Let us know in the comments.

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