New Media Strategies - 02
---2.FINDING YOUR TARGET AUDIENCE
You need to (1) speak specifically and directly to your audience, not
just to any arbitrary person who may be surfing冲浪 the web, (2) express
yourself with authority on your audience’s needs, becoming the go-to person
and expert in your field, and (3) connect with your audience by
offering valuable information.
--Redefine Your Audience:
It’s a good idea to redefine your target
market periodically, especially if sales are languishing日趋衰弱的.
--Know Who You Are and Who You Aren’t :
In your business, focus on a core audience that you want to
work with and that is aligned匹配 with the mission of your business.
Avoid groups and markets that don’t
feel right———you will not be attuned合拍 to their needs.
If your business feels stagnant不景气的 and you’re not connecting with your
customers, if you feel drained every day and work has become a chore杂务,
now is the time to reevaluate and make a fundamental shift.
(1) Who has a problem I can solve with my expertise专业?
(2) With whom do I like to work?
(3) Is this group easy to reach?
(4) Is this group able to pay me for my services or products?
(f) Is this group large enough to sustain my business?
Where does your audience live?
What is the average monthly income of your audience?
Is your audience made up of men, women, or both?
How old is your audience?
What are your audience’s interests?
What kind of books or magazines does your audience read?
What does your audience watch?
What does your audience listen to?
What does your audience buy?
--Creating Your Marketing Message:
You should be able to say what you do, who you do it for,
and the benefits you provide in the time it takes
to ride the elevator———about thirty seconds.
Visitors typically enter a site and immediately scan the home page for
something that will tell them the site is relevant to their needs or interests.
--Developing a Succinct简要的 Message：
Avoid passive language in
your message. For example, instead of saying, “My service is used by home
owners before a storm to prevent their important records from becoming
damaged,” say, “My business helps home owners save their important documents
from storm damage.”
★p30-广告写法具体
The advantage of a clear marketing message is that it
immediately reaches your audience and defines the benefits you offer.
Remember that your marketing message is dynamic, not static.
---BLOG ESSENTIALS:
This allows you to stand out from the crowd and further confirm that
you are an expert in your field.
--If You Build It They Will Come
Providing readers with relevant content and updating frequently are the keys to
attracting an audience for your blog. Your posts don’t have to be long. Even a
few sentences can be enough. But get into a habit of producing regular posts so
your readers know they can rely on you for pertinent相关的 information.
Determine what your core audience craves. What kind of
information would they consider valuable? How can you deliver
it to them to make their lives easier or more interesting?
-Stirring the Pot—Attracting More Readers
This is not the time to be a milquetoast胆小者. Sometimes, as in
shock radio, you have to provoke and stimulate conversation.
But don’t spout滔滔不绝地讲 opinions that are not your own.
Remember, though, that the goal is to be interesting, not offensive. You
want interaction, you want reaction, and you want people to comment. The best
way to do that is to prod刺激/戳 your readers and see what kind of reaction you get.
-Offer Insight
Bloggers who offer a unique or individual take on an interesting
issue will be able to attract readers. Blogs encourage personal
interaction like no other new media tool.
--Creating Symmetry整齐 among Your New Media Products
Your blog title should refmect what your business is about.
your blog’s title makes a statement about who you are and
identifies what you do. It has to be short and memorable.
--To Theme or Not to Theme
For example, November and December are holiday months
during which you could use a general holiday theme. A life coach could use
“relax, renew, reinvigorate使振兴” as the theme for these months.
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August and September is the back-to-school season. Booksellers,
officesupply stores, clothing stores, and others could tap into this
idea during the late summer.
Choosing a theme for a month’s content requires you to think broadly.
Before you choose a theme, ask yourself if there is enough content for at least
eight to twelve posts (assuming you are blogging two or three times a week,
four weeks a month).
---Technology Essentials
