Getting Seen Is About Knowing Where Your Market Is

May 27, 2021

There is no business owner who doesn’t think about ways to improve the visibility and the prestige of the business. Exposure is what builds the familiarity that your business needs to get the conversion funnel working. However, what’s the best way to try and get that exposure? It’s all about learning where your market is and making sure you’re positioned in the same place.

Know what’s driving them

Why are your customers going to come to your business? In most cases, it’s because they have an obstacle that they believe your business can help them with or a goal they think you can help them achieve. Creating content written around these specific struggles can help you create an in with those customers, leading them down the path of conversion with a little luck.

Know where they’re socializing

Online, social media has become one of the most dominant spaces for people to congregate and talk about all manner of things that interest them, including their choices as consumers. As such, if you’re starting a social media marketing campaign, then you should use tools like Hootsuite Social Media Management to monitor the conversations around your competitors across platforms. Then you can find those that are most active when it comes to your target market. Twitter is typically a good choice for all businesses, but other channels might depend on the industry. For instance, lifestyle brands that photograph well should most certainly be on Instagram, while B2B businesses can use LinkedIn for the connection they need to other business owners.

Know the language they’re using

One of the most widely-used sites on the net is Google. It’s also used a majority of times people go looking for a business, product, or set of services. As such, conquering search engines can help you put your site and your business directly in the line of sight of your customers. To that end, teams like Cardinal PPC Management can be of great help. Work with marketing teams that work specifically in your industry, since they’re more likely to have a precise knowledge of the language that your audience uses to search for the kinds of services you provide, which then helps you ensure your name ends up on the right side of common search queries.

Become a voice of influence

If your customer base includes people who are invested in the development brands, which is very common with lifestyle brands like consumer technology and fashion or in areas that rely on expertise like health care, then personal branding can be an invaluable tool. Find opportunities, such as writing in widely read publications and strong PR opportunities like launch events, to propel your personal brand and it can begin to benefit your business thanks to its attachment to your name.

The above examples are just that. You need to do research on where your own market is and you might find the examples above are a perfect fit, or you might find that you have to try to get into other spaces to reach them. What’s true is that until you figure it out, you’re going to have a tougher time capturing their attention.

Mark Asquith

That British podcast guy, Mark is co-founder of, the world's only growth-oriented podcast host. A Harvard, TEDx, Podcast Movement and Podfest speaker (amongst many more!), he's a wildly approachable Brit and Star Wars/DC Comics geek.

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