It’s important to understand that not everyone is your market. While it may feel cool to have a lot of traffic to your website (and there are a few intrinsic benefits), for the most part it’s pointless. Whether it’s by income, locale, gender, niche, age, or another metric, it’s very important that you target your audience and then actually speak to them.

This may be a very simple marketing concept, but few clients end up understanding why. At least in the meetings I’m having. If you are speaking to everyone, you may as well be speaking to no one. If the content is that general, you are providing no value to the target that is looking for your product or service. Which ends up creating no recognition.

I for one, would rather have 1 qualified client than 100 unlikely clients that squander finite resources. So when you are looking at your analytics, and you’re impressed with yourself about your traffic, take a look at your bounce rates or how deep your audience is actually reading OR look at how many conversions you’re getting.

If you really want to see the communication value, start creating specific vertical-based hidden landing pages that are only accessible by channel advertising. From this, you will be able to derive at least some understanding of who your target really is and why they specifically like your product.

There are many other ways to speak directly to your audience, but this post is in many ways asking the question “Do you even really understand who your audience is?”