Fiona Hudson Kelly - Marketing Tips for Small Businesses

RUGBY, ENGLAND, September 07, 2010 (Press-News.org) Fiona Hudson Kelly is a marketing trainer, offering one day marketing workshops covering smart low-cost ways of marketing your business. Many of Fiona's clients have accessed the GBP1000 Training Grant to cover the cost of the one day workshops. For more information about Fiona and the GBP1000 Training Grant go to http://www.fionahudsonkelly.com
When we meet someone for the first time we make many assumptions about them based on their appearance, greeting and the way they speak within the first few seconds.
The same assumptions apply with web sites, when we first 'land' on a web page within a few seconds we decide whether we are going to remain on this site or go back to the search engine results and look at the other sites available.
This means that as business owners we need to understand what key image and message will resonate with our target market and reflect these back to our visitors within the first few seconds of them finding our website.
Top Shop is a great example. The images on their web pages change frequently but the type of image they use doesn't. It's always young people, mostly female, edgy and fashionable. I would imagine from their website that the target market they are trying to attract is female aged between 17 and 25 so it works.
The challenge most small companies like Fiona Hudson Kelly have is that they are trying to target multiple market segments and don't have a clear focus on which market segment they are most likely to resonate with but feel that they need to cover all their options 'just in case'!
I think that this results in being a 'Jack of all Trades and Master of None'
Instead what I feel that is needed is a clear focus on one key market segment, a real understanding of what images and key text will resonate with them and reflect that back in the web page where those people are taken to from the search engine results.
Recently I was working with a client who provided a service of collecting unwanted computer equipment removing the data and recycling this equipment. They realised that their growth market for this service currently was insolvency practitioners who were often left with computer assets to dispose of. I suggested that they put themselves in the shoes of the insolvency practitioner and consider what would be attractive about their service offering to them. If they were unsure then they needed to go back to their existing clients and ask them why they chose them as a supplier, what was different about them and what key service offering did they find most attractive.
Once you start to understand what your client is really looking for then you can use images and messages that reflect this back to them instantly on your web page. To change an image and key message on your web pages is simple and easy to do with little cost but will have a significant impact on encouraging the right type of prospects to stay on your web site and take action rather than bouncing and going to one of your competitors.
If you are unsure which images and messages will work best for you then experiment with Google's web optimizer which will use different combinations of images and text that you provide with your visitors and tell you which were most successful in reaching your goal. For more information on the web optimizer visit http://www.google.com/websiteoptimizer
For more information on Fiona Hudson Kelly and the GBP1000 Training Grant go to Fiona's web site at http://www.fionahudsonkelly.com

Fiona Hudson Kelly is a marketing trainer, offering one day marketing workshops covering smart low-cost ways of marketing your business. Many of Fiona's clients have accessed the GBP1000 Training Grant to cover the cost of the one day workshops. For more information about Fiona and the GBP1000 Training Grant go to http://www.fionahudsonkelly.com