“Every business owner wants a silver bullet. The problem is very few know where they are pointing the gun.”- Ian Garlic
It’s amazing how few people know exactly who they want in their Tribe or even have a general idea. Each of us is convinced that our business is needed by everyone. Advertising salespeople have pushed this idea forward for as long as there has been advertising (guessing the first form of advertising involved some religion).
The problem was that there were very few ways of directing and personalizing marketing. There were even fewer ways of identifying the needs of potential customers/clients. And, you could forget about being there precisely at the moment of decision.
These dilemmas have been turned on their head. Through a vigilant Social Media Campaign, SEO monitoring and updating, and thorough intake forms, business owners can quickly identify needs and be there when people are asking questions.
Take Dead Aim
The biggest rule in target shooting is having a target. Very few business owners can readily identify the target of their marketing. Almost none can articulate it well. So, even hiring the best marksman in the world WITH the Silver Bullet of Marketing, lacking a target is going to lead to spotty results.
Sure you want to hit EVERYONE, but isn’t it better to hit one specifically, then aim at the next one? You know it is, but you have to fight the idea that mass media has promoted over the years, the idea that mass media is the only way.
So, the Silver Bullet for SEO and Social Media? Decide what your target is. Think Local. Think Niche. Think very specific problem. Even a rusty marksman can hit a well-defined target.