How can you reach your target audience online and increase your findability?

If your website is all set up and you’re still not getting the results online that you were hoping for, there is probably progression to be made toward findability. In addition, this means that you may not be reaching your target audience enough. “Isn’t that the same thing?” No.

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Being findable = reaching your target audience?

There is a clear distinction between findability and reaching your target audience.

Findability indicates a conscious action by the surfer (pull), who searches for your product or service and thus ends up (or could end up) with you. Reaching your target audience starts from you (push). You’re going to target individuals who meet certain criteria. For both strategies (pull and push), there are actions you can take to increase success rate.

Making your business findable online, how do you do it?

Being findable means that the prospect himself is actively looking for products or services you offer and comes to you. There are several ways to be findable:

SEO (Search Engine Optimization)

Search engines, such as Google, read your web page and interpret where your expertise is based on the words and sequences of words that can be read on each page. The more meaningful content you provide, the more important your page is to the search engines and the higher you will rank. The higher you score, the more likely you are to be findable. So SEO is basically free. All you have to do is provide your web page with meaningful, well-written text.

That’s exactly what we at Swift do with these blogs. We write about issues that you, as a potential client, are facing and that we can help you with. Slimmmmm.

Want to write SEO copy for your business? We’d love to help you.

SEA (Search Engine Advertising)

Where you can make free jumps with SEO, that’s not the case with SEA. This is about ads and therefore, logically, an ad budget. Depending on the words / search terms you want to be found on, you will pay an amount to be at the top of the search results. SEA doesn’t work equally well for every service / industry because it depends on the competition. Insurance and real estate, for example, are very expensive sectors to advertise for, whereas with lace making you will be on top almost immediately. ROI is also at the root of this, of course.

Want to know if SEA can work for your business? We are happy to investigate for you!

Reaching your target audience, how do you do it?

Ads are the key to reaching your target audience.

Retargeting ads

When someone has already visited your website, a pixel is activated(if set up correctly by your web builder), allowing you to retarget this person afterwards via Google Ads or Social media. Basically, in this case, the findability of your website is at the root of this targeting. So we’ll make it complex for a while.

People who visit your website are normally interested in your products or services. Devoting ads to them is not a wasted effort. The greatest success rate falls here.

Vacancy ads

Specifically for job postings, the social media profiles Facebook and LinkedIn offer advertising opportunities. If your target audience consists of individuals who are eligible for a job with your company, this is the way to go. In our job campaigns, we always deploy these types of ads to get results in combination with ironclad videos.

You can read more about it in our blog on video vacancies.

Social media ads

In general, the opportunity to advertise exists on every social media channel (from Linkedin to Instagram to Youtube). Each channel has its specifications and form requirements, but the idea remains that you will be using an ad budget to target specific audiences with certain interests.

“Make sure your website has a logical structure and a user-friendly design.

Note: optimize the visitor experience on your website!

You can write perfect copy and rank organically in Google, or use insane ad budgets and appear at the top or get lots of hits on your social media ads. If the sequel doesn’t come together perfectly, you’ll still lose the prospect (and your pennies!). Start at the beginning and make sure your website has a logical structure and a user-friendly design. Only then is it useful to break your head about its visitors 😉

Be sure to check out these testimonials from Swift customers
Who bet on online findability:

Gunther De Wilde of Experts in Real Estate

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Jef Desender of Butchery Jef

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Judith Dillen of One on One

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Jef Desender of Butchery Jef

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Interested in getting started with this?

Would you like an objective look at your current website? Or do you need a good advertising strategy with unique visuals? We are very happy to help you!

Kristof Geudens from Garvis

Kristof Geudens from Garvis

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