Advertising not working? Maybe your target market is not what you think

Advertising not working? check your customers demographics. Analysing data is not the easiest thing to do for most of us, but

Analyse your customers

Analyse your customers

when it comes to our businesses it may mean the turning point to growth and profitability. Black Label, an edgy fashion company set out to supply fashion to trendy young things but discovered  this was not their customer base.. Then they tailored their business on the needs of the customers, not the owners gut feelings . A great lesson for us all.

Advertising not working? Maybe your target market is not what you think

“It was like, ‘Holy crap, our customers aren’t 22-year-olds who are rebellious and against ‘The Man,’” Bi says. “Our customers are The Man.”

Although Blank Label was targeted towards hipsters, artists, and other creative types, Bi explains that the majority of Blank Label’s customers were actually well-off white collar workers in their late 30s. Many were attorneys. They were the type of consumers who had previously been shopping at Brooks Brothers, not Urban Outfitters.

“We had a hard decision to make,” Bi recalls. “Do we try to still be this fun, rebellious brand? Or do we serve the customers who are letting us run our business?”


They chose the latter. For the next six months, Bi and Wong entered into marketing limbo. They revamped the site, and reworked its messaging. Since 89 percent of their customers bought shirts based on fit—not style—the founders re-focused their offerings to focus less on flashy design, and more on comfort.

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Of course not to be overlooked here is the old ‘never judge a book by it’s cover’ adage.  Gut feel only goes so far, analysing your sales,  looking at the demographics of your database can throw up some interesting results. And if you are not on the shop floor then encouraging ground up reporting by your staff on who your customers are is an important step in deciding how and when to advertise.. Then it’s up to you to supply a message that is meaningful to those customers.  You may get a surprise and maybe this will help get you out of the advertising not working rut.


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Small Business Help – SEO for small business websites

There is allot of misinformation for us small business owners on SEO for small business websites. If you are like me and are self taught and a DIYer when

seo for small business websites

SEO for small business websites

it comes to setting up your business website and social media, you will have been aware of the multitude of internet gurus touting their products. Many state that they can guarantee your business to be at the top of the Google search engine results for your chosen (keyword) terms.

I’ve even had some phone calls to my shop asking if I would like to be on the top of the google results. Now, if they had  looked at my (shop) website and knew what my market is, then they wouldn’t have rung. I am quite happy to be were I’m at for now, I working on it. My niche, like yours, is quite competitive and I’m about number 4 for the country on kids shoes. Remember though that we have only 4.4 million in the country, so I guess that would be like being in the top 4 of Sydney, that’s not so bad. And on a local level, in my city I’m No. 1, but then I am the only specialist kids shoe store ;) .

Now these SEO experts can get results, though some are temporary by using bad methods, they can optimise your site to get ranked higher in Google. Many have a great amount of knowledge built up over a long period of time, so they can be worth the cost.

However, you can also DIY it. I have found this video produced by Google, which gives a 10 minute ‘cheat sheet’ on the best methods for SEO. After all this is straight from the horse’s mouth so if you are just starting out it is worth a watch. Alternatively want to make sure that your doing the right thing… watch on….


SEO for small business websites



I would love to hear any tips or tricks that have worked for your SEO for small business websites.


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