Targeting Your Online Brand's Audience Correctly For any web marketing and online website owner, you have to realize the reality of branding. There are going to be an audience you will not be able to gain with your specific brand. There are cases when it is necessary to create a 2nd or 3rd brand, if you have the resource, to target different segments of an audience. Fact is that some people won’t like your message one way, but offering the same product/services under a different brand and message might get them.

Getting Traffic
Getting the traffic and prospective customers is the first step. Go after everyone you possible can, and watch what type of client responds positively and what type respond negatively. You should always try to generate proactive leads in any business, reach out to prospects to get their business. You need to concentrate on proactively driving the sales on one end, and also attracting sales/leads on your website’s end. It’s a 2-pronged approach. Time is a factor in life; so knowing what to focus on in the very beginning of a new business is important.

For a NEW online website there should be a focus on increasing leads and increase sales for the first several months until you can get things off the ground and come back and fix the brand image, and refocus IF necessary. During this time you will truly begin to understand what type of audience your brand attracts and how you should focus your brand’s image going forward.

In the early stages of any business you have to be aware that you are not going to get the brand perfect the first time. If the design and layout doesn’t work after a given period of time like 3 to 6 months then change it. But that doesn’t mean just run with the layout you got, always be testing. Use a/b split testing methods; Google has a Website Optimizer program that helps to increase leads and revenue by focusing the traffic you have. Every website can use improvements, so testing should go on forever. After 3 to 6 months if review everything in the brand and refocus your message to your target audience. You might find out that the target audience might not even be the most profitable one, and can re-convey your message towards the new one.

I’ve been in the lead generating game for a long time as well; I’ve worked in boiler room situations as well. Did I do great cold calling? NO! But when the leads were warm, fresh, or even hot leads generated from an online website, they were more likely to close. That’s where I realized to really engage users I had to go back to what I new best the Internet. That’s why I’m in Internet marketing. I’ve had first hand experience in the mortgage, health care, and entertainment industry. I have noticed in all lead generating scenarios the majority of leads being generating are going to be shitty leads. That’s a fact.

It is simply human psychology that people don’t like change, they fear it. That’s why there is “tire kicking” in every lead generation niche.

Your Brand
Your brands’ website and it’s design/layout is a big part of the message conveyed to visitors. Like I said before there is always room to improve everything, that’s why I concentrate on doing split tests with all my clients’ website and my own sites. I’ve even experimented with creating dynamic SEO programs for website to “self improve” over time as new keywords are found.

In the early stage of a business I recommend not sit around talking about brand image for weeks on end, cause the business will be completely broke cause there are no sales. You don’t have time for that.

Online Branding doesn’t mean anything to a site with no traffic. AND traffic to a bland site does mean anything when your audience is not excited, attentive, or interested in your offer. You have to really understand the mentality of individuals online.

People Want Information Quickly
I will again state this because I have the number to back it up; PEOPLE DON”T READ EVERYTHING YOU WRITE ONLINE. It’s all about their experience. There are too many distractions when visitors are on their computer to read any and everything you have written. Most people are not going to get past the 4 or 5 page without being distracted with emails, instant message, and the ADHD that our society has. This scenario is only hyper inflated when it comes to online. People want you to get to the point they are here for quickly.

Different Types of People
There is a great article at WickedFire.com that everyone should read -
http://www.wickedfire.com/affiliate-marketing/35927-howto-create-ultra-targeted-ads-get-highly-converting-campaigns.html

It talks about demographics and how to create better AD for them. The demographics is divided into roughly 4 categories online:

———- Excerpt ———-
The 4 classic types of buyers’ personalities are described as:

-Methodical. Very thorough and slow-paced in researching a purchase. May be skeptical of contests, free shipping and returns – what’s the catch? Likes side-by-side product comparison to make a rational decision. They want to know: How this product/service will help them. They want accuracy, details, features, hard evidence, superior service, proof, etc.

-Spontaneous. Why should I or should I not order this now? They are spontaneous, appreciate a personal touch, and prefer quick decisions. Responds to sales, discounts, limited stock and time-limited offers. Responds to free overnight shipping (I can have it tomorrow!). Interested in “how many” reviews there are, not necessarily reading them.

-Humanistic. They are slower-paced, have no rush, and might ask, ”Who else has used this product to solve my problem?” They enjoy getting to know other users, enjoy real testimonials, shared experiences. Looks for the perfect gift, use gift finders and wish lists. Cares what others have to say. Appreciates live support and human interaction.

-Competitive. Logical, but faster-minded. Likes to be the first to own a product – responds to new items, featured or best sellers. Doesn’t want to dig for information. He or she is into facts, summaries and some detail‚ but rather not spend too much time on research.
———- Excerpt ———-

For a discount brand, it would be looking at the “Spontaneous” and “Competitive” target audience as customers.

For a high-end brand, you are most likely looking for the “Methodical” and “Humanistic” target audience.
But most people are mixed examples of the demographic. They all have a little of each in them, and depending on what their current mentality is and what they are looking searching for, they can completely switch demographic.

For example a customer might be in the “Methodical” and “Spontaneous” targeted audience, with coverage in the “Competitive” since they talked about how much money the competition is constantly doing.

The wickedfire article is a small piece of the research I have used to understand who and what I am targeting for my Karma Snack clients. This understanding of how to gauge a consumer and gain their trust to have them become a client is a part of the research I do.

This understanding goes into all of my Karma Snack client’s marketing efforts, and into my own. That’s why at times I suggest a 2nd brand to use for marketing. You can also have plans down the road to acquire/buy other brands that appeal better to a particular audience that your current brands do. In the end the only thing that matters in increasing leads and increasing sales, bottom line. That’s where the “brand value” really occurs.

Everything I try to do is extraordinary and that is why I left previous companies cause they where bland, boring, and not getting the job done even though the traffic was there. They failed because they couldn’t understand how the Internet works, even though for years I kept explaining to them that trying to please everyone in one brand was completely wrong.

Branding all comes down to an old saying:

“I don’t know the key to success, but the key to failure is trying to please everybody.” – Bill Cosby

If you have any questions about anything I wrote, or comments please feel free to comment or even contact me directly. Thanks for reading my blog/rant.

Competition allows one to better themselves by improving standards and the end customer’s experience. This helps increase brand awareness and loyalty.

Competition keeps you on your toes. It allows a company to keep coming up with the latest and better features. It allows every business to focus on solving customer’s problems, and improving easy of use of their service and products. It drives firms to create better functionality, and reduce waste.

“We all go through a normal growing-up stage where some competition is essential for development of healthy self-esteem.”

There is a difference between competition and greed. Competition focuses on bettering yourself for the end benefit of the company and industry. Greed focuses on bettering your pockets.

My Experience

Without competition I would become complacent. But since Karma Snack is positioned as the underdog we have to continue improving our strategies, processes, methodologies, and message to end users.

In the last week we did a re-mixed redesign of the main Karma Snack website, we introduced curves instead of squares for everything, refined the look of the overall site.

In one week’s time we drop our bounce rate by over 11% from this one change. The week’s bounce rate has been hovering at 40.59%, but there were days it was as low as 30%, for the whole site!! We increased visitors by 47%. Page views increased by 57%. Increased Average page views by 6.6%. And most important increased time on site by 1 minute and 24 seconds. That’s targeted traffic reading and understanding our site.

The end result in the visual improvement allowed us to increase our daily leads by 450%, in one week. Goal conversions for the site increase by 305%.

Our referral traffic has increased by 92% thanks to our marketing campaign in the same two-week period. These results can only be achieved by testing new and better sources, eliminating ones that don’t work, and understanding how to use each social media platform to it’s full effect.

For example, me using Digg to get traffic is like sending a homeless people to a Bentley dealership, it’s just not going to convert, Instead use the Digg traffic to get you website indexed faster, and use other sites like Sphinn that are targeted for marketing to get the converting traffic, and now your playing with the right game plan.

There are subtleties in Internet marketing and understanding these cannot be achieved without competition. I could not continue to learn the new and better ways for internet marketing without studying the competition, seeing what they are doing wrong, and what they are doing right. I’ve been doing web design and Internet marketing since 1995, I could not survive if I didn’t stay on top of the competition day in and day out. I work 7 days a week and don’t rest for nothing, not until I am number one in a particular industry or the niche I am targeting.

I’ve got Google Alerts going nuts with Karma Snack all day and night right now. The competition notices it, and I know they do since they copy what we do after each Google Alert, and then I start seeing Google Alerts for them in places I am working. It’s a never-ending game that continues on until either one of you is defeated, or the whole game changes and you are the old school going up against the new school. With competition driving you, you will always see the changes coming, and hopefully steer the course of the industry as well.

Competition allows me to improve my own game plan, by watching where others fail and success.

“A fool learns from his own mistakes, a wise man learns from other’s mistakes.”

Yahoo Gives Karma Snack Award!

On April 18, 2009, in viral marketing, by Adelard

After months of hard work on the Karma Snack brand and working in close coordinating with the Adsights.com Web development team, Karma Snack has been give the Yahoo Award of the #1 “Miami SEO Company”.

2 weeks earlier, the MSN and Live Search Engines gave #1 Miami SEO Company Award to Karma Snack as well. Now all that waits is the coveted Google Award of #1 Miami SEO Company for organic. Current Karma Snack holds the #1 Miami SEO Company for local search, and has seen it’s rankings increase quick over the last two months with hard work and dedication.

Hopefully within the next 6 months Google will reward the young startup company that has gained buzz for having experienced staff members that have worked with top world recognized companies such as American Express, AOL, Quigo, Google, Yahoo, MSN, Nike, Chase, Ingram Micro, Dole, Wachovia, Bank of America, Citigroup, Toshiba, Formula 1, Porsche Racing, Apple, IPhone Dev Team, and more.

With a team that includes top business development experts, business analysts, sales and marketing development, and online web development, Karma Snack brings the next generation of online marketing solutions with a new age vision. The once 2-man operation has grown to over 20 employees on 3 different continents.

Karma Snack plans on expanding into the Latin American and European marketing to increase their online reach. With an office in Bolivia planned on opening in early May, the new kids on the block are going at the competition hard.

With an estimated over 100,000 people within the first day of launching the website, Karma Snack has had top CEOs, Web 2.0 Founders, bloggers, and celebrities such as Shaq give recognition as the place to go for increase your revenue online.

Some rumors surround the company of having advanced online marketing technologies that have proven to see fast indexing of web pages in as little as 9 minutes! This and the rumored “Project Avalanche” SEO tools have started an information feeding frenzy.

Karma Snack is best know for it’s marketing efforts of A2zbigloans.com an international commercial loan website that has received over $15 billion on commercial loan request as of this writing.

Another great success story include the KO Dynasty MMA Sports Management Company, which Karma Snack helped get off the ground online. KO Dynasty fighters can be seen on Spike, MTV, VH1, ESPN, HD Net, CBS, Showtime, and more. KO Dynasty has worked with companies such as Respek Toe to Toe, Cage Side MMA, MMA Junkie, and more.

More great success stories can be found on Karma Snack’s Web Portfolio.

Karma Snack focuses on growing their client’s online revenue through SEO, PPC, and viral marketing. The goal of the company is to increase their client’s traffic, sales, and revenue, will eliminating unnecessary budget spending, which has helped out their client’s greatly in these tough times. Even in a recessions, online traffic, and most importantly leads have grown tremendous for Karma Snack clients. Some clients have reported 15 to 20% growth, per month in traffic and sales thanks to Karma Snack Internet marketing efforts.

Giving the high regard for Karma Snack from their clients, it is without question why Yahoo has given Karma Snack the coveted “#1 Miami SEO Company” Award.

Stay tuned for more developments on this story.