Even if you’re not selling a product or service that is for a specific target audience you need to have a website that is personalized.  For example, even though Amazon sells products that appeal to all target audiences they have still managed to create a personalized website that fits every customer.  This is the goal of personalization technology.

Try to limit the number of products or services that you’re offering to your customers.  “Information overload” is one of the biggest problems on the Internet.  If you give your customers too many choices they’ll have a hard time making a decision.  The key to avoiding information overload is organization as well as making sure that products and services are directed towards your customers.

Don’t make the mistake of thinking that online marketing stop when you generate a sale. Your current customers are the ideal way for you to reach new customers.  You want to get leads from your customers by using marketing concepts such as “tell a friend” e-mails.

One mistake that many small online businesses make is to focus only on self-promotion.  The bottom line is that customers don’t care about you.  They only care about what it is that you’re selling and what you can do for them.  When someone visits your website you have about ten seconds to get their attention before they move on to the next website.  That means that you have ten seconds to tell this person why it is that they need you.  The home page of your website should tell people why your service or product is just right for them.  Your home page should include information about your company and/or have a personal bio about who you are.

If you’re not sure about whether your website is reaching the right people, ask them.  If you provide something of value to people who visit your website they’ll give you information.  Things of value include contests, coupons, and free products.  Make sure that you let them know they can trust you by including a privacy policy on your website that states you won’t share any personal information they provide with anyone else.  Stick to your policy and never sell the information your customers provide you with.  Otherwise you’ll lose and abuse their trust.

Once you know the demographics of your customers you’ll know how to spend your marketing budget.  You can focus your online promotions using targeted marketing strategy.  Even though you may end up with fewer people visiting your website, targeted online marketing is the way to go.

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