­­Who is a customer? Define your targeted audience properly.

Check what I have been recently reviewing in my resources. I realize that this site is easy to access and to remember, for people looking for the keyword tool under this name, here it is:
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Tuesday, March 29, 2016

Short Link Builder With UTMS

  1. You will need a custom short url tool.
  2. UTM link tracking capabilites
  3. Someone who knows their way around ppc ad campaigns, and who wishes to know where the clicks are coming from.
Have you used such url shorteners as the popular bitly.com? or the free goo.gl? And have you ever wondered how they make money, or even what is the advantage to use such tools?

Well, maybe you are not working in the right industry to know the challenges one has when trying to understand how many people click, from where do they do it, at what time they did it.

Being able to make a long web address like http://www.googlekeywordplanner.com/2016/01/how-to-implement-adsense-anchor-ad.html into a short : http://goo.gl/Upa24Y that still points to the long one... is a big advantage.

Not only is it easier on the eyes for whoever would click, it also saves you characters when they are an expensive commodity. (And I'm clearly thinking of Twitter's 140 character limit in tweets).

But, how about all those stories and statuses and comments on multiple platforms like stumbleupon, linkedin, facebook, and others where you can promote a new article or a new case study or even a new page on a site with a longer then usual name?

Wouldn't you want to know which of these targetted audiences respond better to your link promotion when building awareness?

How about this: Imagine you are an agency, and you just released a report or a press release, then you get dozens if not hundreds of people re-sharing or retweeting your link. Would you not want to know who is the best influencer, who got you the most clicks?

Another scenario is, when you bought a piece of sponsored content with a social media publisher. Lets say with buzzfeed.com. Now instead of giving them your naked url, your full lenght web address... why not shorten it, give it only to buzzfeed, and then see how many click they get you to your targeted page or section on your site.

UTMs help track your visitors behaviour and much more data is provided through Google Analytics. They always appear at the end of your url, and they generate a lof of data. Much of it is lost when you make it short with a custom url shortener like bitly. So it renders your study and your efforts to gather data..... like return on investment from earned or paid media.. obsolete.

So what is the real solution when utm tracking is important when you want to make website address shorter at the same time? Stay tuned ;) I will let you know in a following article.

Why defining who your targeted customer will be is important.

 How do you define who your customer really is?

They say that you do not have a sale, until you have a loyal client to whom you can sell again. They also say that client loyalty is more important then client acquisition. But in order to be part of that game, you must first know your targeted customer.

The traditional definitions dictate that its a person who receives from a company, against a payment, commercial supplies or services: like a hotel guests.


During the process of business creation, one of the fundamental points is the definition of its target clientele. To know where to find its customers, how to achieve it, what language you are using and what price range is possible to use, it is important to know its target audience. The development of a Web site, it is exactly the same thing. Web agencies have need to know who is primarily the website reader, to be able to use good graphical style, good sections, the right tools of measures and good conversion levers.

How to define its target customer?

Luckily, there are many free google tools to help you with that definition, though it be google trends, or the keyword tool.

To start your business off the right foot, it is crucial to define your target audience as clearly as possible. Here are some questions to help you:

  •     -What you are targeting: individuals or companies?
  •     -What is the targeted geographic area?
  •     -Will it be men or women?
  •     -Adults or children?
  •     -What is the age group?
  •     -What is their budget?
  •     -What can increase or decrease their budget?
  •     -What is going to allow them to take a decision?
  •     -What is the purchasing cycle?
  •     -Are your customers impulse buyers or do they need time to make a decision?
  •     -What are the languages spoken?
  •     -What is the degree of knowledge they hold on the product or service you want to sell? Are they connoisseurs or must you educate them?
  •     -Where do they spend most of their time?
  •     -What or even WHO can influence them?
  •     -What is the best time to contact? At what location?
  •     -etc.


Finally, the 4 most important questions that you must ask yourself before you launch your business and to do it in good conditions:
  • Define what is the problem of your target customer?
  • Find out why your target customer has this problem?
  • How your business is going to solve this problem?
  • How your target audience is willing to invest to get your solution?

What research your target client may perform to land on your new Web site?

To go further in the identification of your target customer, also try to define the type of search that your target audience could perform to find a solution to their problem.
Identify a starting keyword. "Business start-up" for example. Then go to forums that deal with your main subject. Search with that keyword, and analyze the results. See the recurring keywords that appear in the titles and then in the content. In this way, you can quickly create a list of key words or linked expression which formed the basis for your SEO. In addition, you will also see the type of response that was given and which seems to appeal to users. This will give you ideas of response and wording of sentence.

Define where to find your targeted customer?


This is a central issue and it is very important to set to ensure that your campaigns are disseminated where your target audience. Because if you draw bad customer, your website will then a high bounce rate. This will be counter-productive and then you will have wasted your important financial resources.
To give you an example, I have a client that offers solutions to lose weight. To promote its services, it has implemented a strategy of adwords campaigns. After some time, it turned out that the campaign generated a high bounce rate. Looking at the source of the traffic, could define that visitors came mostly from sites that offered recipes. This customer wanted to eat, have fun and was curious to know if there were recipes for weight loss. But the primary objective of this customer was not to lose weight, but to indulge. And to lose weight, he know deprive themselves. What was in opposition with their first goal. Hence bounce rate high.
To understand your statistics and provide exactly what your customer is looking, it is important to properly identify it.

Focusing on your customer definition is one of the first, and most crucial aspects when building a site, when trying to find client loyalty through google analytics and to understand what goes on in your clients mind. So take the time to take a pen and a pad.. and start brainstorming!