Am I using the language my target audience would use?

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Often, we get so wrapped up in our own industry that we forget that others, especially clients, don’t necessarily use the same jargon as we do. Using different terminology than your target audience, your organic traffic will suffer and your website will be nearly ineffective. When you talk to clients during your brand campaign, pay attention to the language they use. Use keyword research to validate your findings and use this language on your website.

Remember, your brand positioning is at the core of your language and content. You want to talk about your core competencies in accessible language, through the lens of what makes you unique. For example, a technology consulting company I worked for rewrote their text so there were dedicated pages for recruiting and consulting services. Both italy telegram number database pages used the language used by these specific audiences, went into depth about what these services were, and appealed to both parties by focusing on the “elite” factor. Content and language are for your audience, but can be adjusted by brand definition.


You have a website that embodies your brand and is differentiated from your competitors’ websites. Let's say your website is ready for SEO and wins a good customer experience. If you don't see online as a huge source of business, you've done your job. If you are pinning your hopes on online business, then it's time to develop an online marketing strategy. This is the most difficult part for small businesses. There are so many different channels for online marketing, it's very difficult to cover everything. My first advice? Don't ask for everything. Small business owners have limited resources and only need to focus on those channels with the greatest return on investment (ROI). So, how do you know which channels are worth investing your time in?

1. Content strategy

In the world of online marketing, content is king. Google wants you to bring value to your website visitors, and unique content is one way to achieve this. Building a content strategy is not an easy task. You don't want to write about the same things that everyone in your industry is writing about. There is no value in doing so, because your website may not be strong enough from a domain authority perspective, and you will usually find it difficult to compete with large websites with the same content in the rankings.