Google Adwords: Step By Step Guide

IMG_2510Google as we all know, Is the biggest search engine in the world, but Google has many more services other than it’s search function. Google Adwords is a service where people like you and I can advertise our business. Blog or service, at the top of search result pages.

Of course, having a budget is essential for running an Adwords campaign, however, your budget needn’t be huge. For example, Google regularly offers vouchers for adwords. If you deposit $25 into your account, Google will give you an extra $75 worth of advertising to work with.

A lot of people reading this might be wondering how beneficial Google Adwords is to your website, well I can personally assure you, that a $50 campaign can take your article/service/blog/shop from having 0 visitors, to having 1000 overnight if you so choose.

Have we pricked your attention yet? I thought we might have!

So first thing’s first, let’s set up an account (it’s free to set up and will only take 2-3 minutes of your time.)

1 – Create a Google Adwords Account

First off, head on over to Google Adwords and click on “Start Now” and enter in your details – you will also be asked to confirm your email address. Once you have clicked the confirmation link in the email, head on over to adwords.google.com to sign in to your account.

2 – Decide On Which Locations You Want To Advertise To

Next up you need to decide on which part of the world you want to advertise to, which is where the analytics we discussed in the last article is so important. So for example, if the majority of your visitors are from the UK but you’re trying to sell a product in the USA, then you might want to advertise in the US. You can even narrow it down to specific states, cities and towns if you have a local business.

  • Click on “Create Your First Campaign” Button.
  • Click on “Campaign Settings” and then “Audience” before selecting which regions you would like to advertise to.

3 – Set A Budget

Moving onto the next part of creating your ad: deciding on a budget. Google will of course make budget suggestions but this is entirely up to you. You can set a daily budget that you’re happy to spend, whether that be $0.10 or $10 it is entirely up to you. You only pay when someone clicks on your advertisement, so each click might cost five cents meaning that in a $1 daily budget, you could receive 20 clicks (and 20 potential new customers!) from spending that dollar. You can change your budget at any given time and Google will never spend above the daily limit. Your ads will stop appearing in the search once the limit has been reached.

4 – Control Your CPC (Cost Per Click)

When you set your budget, so for example $1 per day, that $1 will consist of several clicks. It’s up to you how much you wish to spend on each click. The higher you bid, the more likely your ad will reach new customers. With that said, you are in the driver’s seat with this! You can bid whichever amount you like, many people starting out bid low (For example 10 cents) which will get you 10 clicks throughout the day.

Click on “Bidding And Budget” to change your CPC or to set ‘automatic bidding’ where Google bid an amount they think is most beneficial to your ad. Personally, I like to set my own CPC which can be changed at any time.

5 – Create An Ad!IMG_2511

Creating the ad itself is the most important part of the whole process. This is what your customers will see before they even see your website so it’s important to be appealing.

– Ad Title

This is your title so for example, if you had a bargain beauty product business, then your title might be “Buy Bargain Beauty Products” or “Find Cheap Beauty Products”

– Text Line 1

Be sure to include important keywords here as these keywords, when searched for, will appear in bold making the ad more likely to be clicked on as it appears most relevant to the user. An example of text in here could be “Bargain Beauty Supplies for Professionals”

– Text Line 2

This is where you make yourself unique and sell your service. For example: “Click To Save 20% Today” This is also known as a ‘call to action’ where you encourage the visitor to click

– URL

Simply enter the site’s URL for example www.yourwebsite.com

6 – Keywords

This is what people will type into the google search to find your ad. This is where it gets a little bit more complicated. However fear not, for I am equipped with all the tools and information you might need.

First thing’s first, don’t worry about getting it perfect straight away. You can easily delete or edit certain keywords if you find they aren’t working for you.

IMG_2515Here are my tips for choosing the right keywords:

  • Be Specific. Using keywords such as “Beauty” is too general and will likely show dozens of ads meaning yours is less likely to appear. I would recommend choosing “Beauty Supplies For Professionals” which Is more specific and niche to your website and will target customers who are looking for those specific things.
  • Start out with 4/5 keywords or phrases. You can then monitor which ones perform better and decide on which ones to remove and new ones to add.
  • Use the keyword tool! This tool is literally priceless and is completely free to use. Using this will show you how many people are searching for a specific keywords or phrases, how much competition there is from other advertisers and how much Google suggests you spend on each keyword.
  • Analyse your ad after a few days. Once a few days have passed, log back in and check how the keywords have performed. Google will show you how many times the ad appeared and how many times it was clicked on.

7 – Billing

This is the part no-one likes – parting with money! Haha! Here is where you enter your billing details. Here’s how to do it:

  • Click on “Billing” and then “Billing Preferences”
  • Select a payment method. You can choose between:
  • Postpay (automatic payments): American Express, JCB, MasterCard, Visa, Bank account payments (US bank accounts only), and debit cards with a MasterCard or Visa logo
  • Prepay (manual payments): American Express, JCB, MasterCard, Visa, and debit cards with a MasterCard or Visa log
  • Read and Accept the Adwords Terms & Conditions
  • You can also redeem a voucher here if you have one under “Promotional Codes”

8 – Done!

You’ve now completed setting up your adwords campaign. You can of course, add more, edit or delete your ads by signing into your account and adjust your budgets to suit your requirements. If you have any problems, there are dozens of online support pages at support.google.com

Alternatively, of course you can leave any enquiries in the comments below or tweet us @purelysocialmedia

Thanks so much for reading and I really hope this has helped you.

Until next time!

Holly x

Top Five Tips For Blogging Success

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The road to success is always paved with pot holes. It can be a bit of a bumpy ride sometimes, but if you know the right roads to take, you can bypass those potholes and have success without the hardship.

Take it from me. I learned the hard way! It is very easy to get lost on your way to the end game. I started out my career as a blogger simply reviewing products and begging PR firms to send me products. I did not realise that no one wants to read posts from someone bragging about how much free loot they managed to bag, not to mention that no one would even find that post. Turns out simply writing content and putting it online doesn’t mean it will automatically go viral if you don’t promote it (see our post on the best ways to share content here). As time went by, I soon learned how to perfect my blogging technique. Here are my Top Tips for Blogging Success to make your journey a little bit easier.

1 – Platform

Deciding which blogging platform to use can be tricky. However, it is an important decision to make! Changing your mind once you have established your blog can be very tricky and highly time consuming. There are two preferred platforms that bloggers use: WordPress and Blogger.

WordPress is a platform designed for more advanced users who may have experience in using plugins and HTML. The platform allows users to add more features into their blog and to incorporate downloadable features. WordPress itself is free to use, however you may need to buy a hosting package if you’d like a custom domain (Hostgator is popular amongst bloggers). Many of the plugins and templates are free to download and use, but there are premium paid for versions that provide more options.

Blogger on the other hand is a completely free platform which hosts your blog. The platform is open source and allows new users to design their blog at just the click of a few buttons. To add to this, the simple to use platform is also owned by Google which means it’s not going anywhere anytime soon.

To summarise, if you know your way around the web and are pretty good with coding and would like customizable options, then WordPress could be the option for you. If you’re new to blogging or web design as a whole, and have limited to no budget, and prefer a more turn-key option then Blogger is likely to be your preferred option.

2 – Timing

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Timing your blog posts to publish on a specific day and time can prove to be successful with your visitors. Us humans are creatures of habit and so letting your visitors know that you will be posting new content on a certain day or time will encourage regular visitors to return at that time.

Timing your blog posts also helps you to target different time zones. For example, if you have a business in New York but think people in the UK will be interested in your content, then there’s a five hour time difference to take into consideration. Scheduling your blog post at 2pm UK time (9am New York) will mean New Yorkers will wake up to read it before work or whilst commuting, whereas the Brits will read it in either their lunch or coffee breaks. Scheduling is available on both WordPress and Blogger.

3 – Topics

Whether you’re a fashion blogger or a holistic therapist letting your visitors know about what you have to offer, it’s important you choose the right topics to not only attract new visitors but to keep those visitors on your blog.

Writing controversial posts may bring in a few visitors but in terms of gaining credibility for your business, it certainly won’t do much good. Many bloggers write about topics that answer a question. This provides information for your visitors and encourages them to browse around the rest of your blog. For example, if you have a Holistic Therapy business, try writing about the benefits of holistic therapy in comparison to other methods, or perhaps a blog post highlighting a specific ailment that holistic therapy has successfully treated. These areas are fairly non controversial and will provide useful information to those reading. By veering off topic, your visitors will become confused as to what your blog is actually about.

4 – Design

Keeping your blog simple and easy to navigate through is just as important as having any content at all. Ever visited a successful website that was full of graphics and a loud background with obnoxious writing? No, that’s because users don’t find a ‘busy’ blog, a ‘friendly’ website. Many Bloggers choose to stick to a white background and accentuate it with one or two colours in the navigation or sidebar and banner. Every blog has a decent amount of photography which in itself adds colour to the blog.

In terms of photography, ensure you make your photo’s large and clear without being overly edited. Don’t stretch the photos or you risk significantly reducing the picture quality. Aside from that, whether you choose to use a big fancy camera or a cell phone camera, your photo’s will be one of the main attractions of your blog.

5 – Social Media

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Promotion is key to blogging success which is something we have talked about previously here on Purely Social Media. Many people leave out promoting their content on social media or tweet about it once and think ‘that’ll do’, however the truth is that your blog will never reach the masses unless you shove it in people’s faces and let them know it exists.

Twitter, Facebook and Instagram are three of the most popular social media platforms amongst bloggers and all can be managed using different platforms such as Hootsuite or Buffer where you can schedule your social media updates in advance. Scheduling your social media updates means you can take the time to carefully plan what you wish to say in your status and creating links to be included. A good job is never a hurried one!

The value of social media to your blog or business is invaluable. All it takes is for someone popular to retweet something you’ve said and it can receive thousands of visitors overnight. For those of us who are not quite fortunate enough to have famous fans, social media is vital whether you have twenty or twenty thousand followers. One more person seeing your content is one more than you had before.

Finally for social media, it’s important to use your platforms to interact with your followers/visitors. Whether you have a blog or a shop, it’s useful for helping with any issues or customer services. If you interact with your followers, you gain trust in your website and business which will encourage returning visitors and customers.

Summary

These five tips will definitely steer you and your blog in the right direction without spending a single dollar. I could easily have written a dozen more things to help you on your way but having a successful blog won’t happen overnight and you certainly can’t learn everything there is to know about blogging overnight either (trust me, it’s taken me more than three years and I’m still learnng!)

Until next time, make sure you let us know your thoughts by commenting or by tweeting us @purelysocialtip

5 Best Tips On Sharing Content

besttipsonsharingcontentHi everyone! It’s Holly here. I’m back once again to let you know a few tips I’ve picked up on sharing your blog content across the web so that even superstars like Johnny Depp can find it… A girl can only dream!

As we all have learned by now, blogging and content sharing go hand in hand. While having great content on your blog is definitely important, sharing that content is equally vital.

Imagine hosting a dinner party full of celebrities and forgetting to hand out the invitations. The dinner party has everything you could need to make it incredible, but no-one attends because you haven’t shared the information (or handed out the invitations). Blogging is no different. You could have an interview with Princess Kate Middleton on your blog where she gives you the inside scoop on her outfits for next season but if you forget to tell anyone that the interview exists, then no-one is going to look at it which is why sharing your content across the right platforms, using the right strategy and format is vital in making your content popular. Poor Kate..

Every time an actor stars in a new movie, you will see they are working the media circuit by appearing on chat shows and doing magazine shoots. This is because throughout these appearances, they are promoting their new releases to let the world know it exists. Celebrities are clever little creatures aren’t they? Well you can be equally as clever. Sharing blog content is a little bit different from appearing on chat shows, but it’s not necessarily hard to do.

So how can you share your content like the pros? Here, we take a look at different methods on how and where to share your content.

1 – Automatically share your content.

There are several platforms available that will automatically share your content to social media. Twitterfeed is the platform that many top bloggers use to share their content. Despite it’s name, Twitterfeed shares content across more platforms than just Twitter. Registering is as simple as entering in your details (name, email address, fingerprints.. (jokes)) and your social media handles. You will also be asked to allow Twitterfeed to post on your behalf thus allowing access on those platforms. Then, just sit back and watch as you let it do all the hard work for you. Twitterfeed shares content to Twitter, Facebook, Linkedin and other platforms automatically, saving you time and effort. (meaning there’s time for creating more good content not to watch more episodes of Dr Phil on the television…)

It is also worth using programs such as Hootsuite and Buffer to schedule tweets to promote your posts at a later time to ensure you cover different worldwide time zones. When you go to sleep in the US & Canada, people in the UK are just waking up! Covering different time zones will give more people the chance to see your content.

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2 – Add A “Share this” link to every post

Have you ever been on a blog and noticed the blogger has their social icons and a “share this” link at the bottom of every post? Well that’s because they’re pretty savvy when it comes to sharing their content. That blogger is encouraging their readers to share their content for them meaning more people see it across different platforms. You could do your blog a huge favour by adding one of these social bars to your blog. Blogger offers an ‘add on’ for free and WordPress also have several plugins for this such as “Ultimate Social Media Icons” which will make things much simpler for you to implement.

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3 – Use The Blogging Community!

Bloggers are a supportive bunch and as long as you support them, they are quite happy to return the favour. Here are a few ways to use the blogging community to your advantage:

  • Comment on other blogs. This is something we have covered in previous blogs but it’s still a really good way to share your content. If you comment on other blogs with a relevant comment and drop your link at the end, that blogger and other commentors are more likely to visit your blog. Here’s an example of a good comment to leave:

“Please tell me this skirt is available to buy in the UK? I really want the red version to wear for my Christmas party. You look amazing in it! (insert your blog link here)”

By adding this kind of comment, you have asked a question (meaning the person is more likely to visit your blog to reply) and you’ve made the comment personal to the content proving that you’re not just looking to drop your link.

  • Join Twitter Chats! Every day different twitter chats are ongoing using different hashtags such as #lbloggers #fbloggers #bdib and #bbloggers. Hundreds of bloggers (and brands) join in these chats and talk to other bloggers and share each others content to their followers.

Joining a chat is really simple and anyone can do it. Just search on Twitter for one of the hashtags to see when a chat is live. You’ll be surprised at how many visitors you receive and also by how many blogger friends you will make!

3 – Competitions

Again, something else that has been touched on previously is competitions. Running your own competition on your blog is a fantastic way to share your content and encourage visitors. You don’t need a huge budget to run a competition, anything from a gift to a voucher works well and is welcomed with open arms on social media. In fact, it’s a visitor gold mine.

If for example you have a $20 voucher to give away, then write a post about the voucher on your blog and share it on social media encouraging your followers to “follow” and “retweet” your content. This method will literally have your content seen by thousands of users which will encourage more people to follow your blog. If you run a competition once per month, as an example. You are likely to see a decent increase in visitors and content sharing.

4 – Search Engines

Waiting for your new blog post to be picked up by the search engines can have you waiting for months on end. If you want Google, Bing and other search engines to pick up your content quickly, it might be worthwhile manually submitting your content. It’s really quick and easy to do and if you add the Bing and Google submission tools to your favourites as part of your blogging routine, it will quickly become something you automatically do. Search engines might still take some time to rank your content using this method but it is definitely worth trying out.

5 – Summary

To summarise, sharing your content is probably equally as important as creating good content. Using word of mouth is great for telling people when a new shop has opened in your area, or to let people know that there’s a new yoga class opening but not so effective for letting people at the opposite side of the country (or even the world) know about your latest blog post, which is why these methods for sharing your content are so important.

If you have any tips and tricks to tell us, we would love to hear from you! Please feel free to comment below or tweet us at @purelysocialtip
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Social Media Strategies Your Business Depends On

purelysocialmedia

Note to our readers:

Hey guys! It’s been a while. We’ve been super busy trying to build our brand and tending to our clients.  But we’re back and coming at you with more posts on a more regular basis. 

We’ve decided to work with freelance bloggers to help diversify the information that we bring to you, as well as stabilize our post frequency, so you have something to read from us on a very regular basis. This week’s article is written by Holly Sturgeon, a beauty and fashion blogger from the UK who has a passion for social media and loves to dig up information to bring to you guys. Welcome to the team, Holly! Hope you all enjoy!

Back in the days our businesses depended on local and national advertising in Newspapers, on Radio and Television. Whilst those things are still important for spreading the word about your business, other options, (Free options at that – Thanks us later!) are now available.

Social Media has pretty much dominated our lives over the past few years with more than 307 million monthly average users on Twitter alone. You might use social media for keeping track of your favourite celebs or for sharing your cute cat pictures rather than for promoting your business, but sharing your content on Twitter, Facebook and Instagram (or any other of the numerous social media platforms that are available) could actually prove to be quite fruitful.

Ever scrolled through your news feed on Facebook or Twitter and seen a blogger or business letting you know all about their latest product or service? Of course you have! Well that’s because those businesses have started their own social media campaigns and began promoting themselves by using different social media strategies including the one’s we’re about to mention.

Whether your business is a blog, a service or is product driven, your primary aim of using social media will doubtlessly be the same and that is to reach new audiences and welcome new customers to your business. Here are a few social media strategies your business depends on:

Advertise Your Social Media Accounts

Of course, the purpose of using social media is to promote your business but your business also needs to promote your social media. (hear us out!). Presuming you already have a website, ensure you put your Twitter or Facebook handles on your homepage and in your ‘contact’ page. Customers feel more secure knowing they can contact you instantly and so letting them contact you via social media for any customer issues is a great way to attract followers and of course encourages user engagement. It’s also vital to ensure that when you are sent a query or comment that you reply to each one individually and personally. Also ensure you deal with all ‘personal’ or account queries via direct message to ensure customer confidentiality. All of this will ensure that your followers will feel safe and this is likely to result in return business.

Content

In order for this to work, it is really important to ensure you keep your feed current. Using apps such as Buffer or Hootsuite, you can schedule posts to appear on your timeline at your preferred times. In terms of what content to publish, businesses should always keep things professional with a hint of humour. Retweeting controversial users or using foul language are definite no-no’s but posting up the odd cute cat picture (obsessed!) will keep your timeline current and will encourage users to engage by favouriting, liking or retweeting your status. You should also consider keeping your tweets short (under 100 characters) as shorter tweets are proven to attract 17% more engagement.

Timing

Timing your updates is also important. According to Social Media Scientist Dan Zarrella, Twitter engagement for brands increases by 17% at the weekend. It has also been proven that Twitter users who use their mobile phones to browse their newsfeeds are 181% to be on Twitter during their commute. Perhaps consider posting in the early morning. The same applies to Facebook and Instagram (we’ve all done it) as we are all more likely to browse through social media platforms out of boredom whilst travelling.

 Images

Here we go with the cute cat pictures again – You are twice as likely to receive comments, replies, likes, retweets etc if you post an image with a link. So whether you choose to post a picture of your latest service or even a picture of the office Christmas Tree, you are encouraging people to engage with your brand. Engagement = visitors = Followers = Customers which is the aim of the game.

Hashtags

The hashtag trend started on Twitter but is now actually popular across most social media platforms. At the end of your status, placing a relevant yet popular hashtag will mean that your tweet will reach new followers. In fact, of all the information and advice given in this blog, this is probably the most important and successful tip. Here’s an example of how to use a hashtag:

 “Spending the weekend decorating the office. #springcleaning “

 Anyone who types “spring cleaning” into the search bar on Twitter will be able to see your tweet, this also applies to Instagram and Pinterest. Using more popular hashtags, including ‘trending’ hashtags (which you will see on the left hand side of Twitter or on the right side of Facebook) will obviously mean your tweet reaches a bigger audience, but that also means that more people use that hashtag and so your tweet will be pushed down the newsfeed very quickly, leaving a limited amount of time for users to see your status.

If you use hashtags that are relevant to your status, you will reach new users that are genuinely interested in what you have to say meaning you are more likely to encourage engagement and receive more followers.

You might want to consider creating your own hashtag. For example if your business is called “purelysocial” (shameless plug – We’re not even sorry!) then type your status similar to this format:

 “There’s only 6 weeks left until Christmas, Are you prepared? #purelysocialmedia”

If someone retweets your status, their followers will see your business name in the tweet, despite the fact that you’re not directly advertising. Clever huh?

Competitions

Everyone wants something for nothing. We all have entered a competition at some stage in our lives, whether it was in a magazine or even just buying a lottery ticket. Running a competition on social media can prove to be extremely popular and will definitely encourage people to follow you. Whether you offer a service or a product, running a competition on social media where the users are required to “follow and share/retweet” your status to enter will mean you will get a follower, who will share your status with their followers, who will then share it with their followers and so on. It can result in hundreds of followers and will mean more people will visit your website. Using clever hashtags (such as #win, #competition and #giveaway) for this, like previously mentioned will see your competition reaching the masses.

Paid for Ads

No-one really wants to pay for something if they can achieve similar results for free but we thought we should cover all options available to your business. Of course, there are paid options available on both Facebook and Twitter where you can start a campaign which see’s the platform advertise your service on newsfeeds. You might have seen “promoted” statuses on Twitter which are paid for advertisements and the ads on the right hand side of Facebook are also paid for. Advertising this way is definitely useful for those who have a budget to work with but can also be an expensive way of experimenting with social media.

Using social media can increase your customers greatly and is definitely something your business will depend on if you want to increase exposure online. Keep an eye on this blog for more tips on using social media to promote your business and feel free to submit your questions!

Until then, feel free to share your cute cat pictures with us @Purelysocialtip

Social Media Strategy Template

Originally posted on Scoop.it under Social Media News http://www.scoop.it/t/social-media-news-source

Originally posted on Scoop.it under Social Media News
http://www.scoop.it/t/social-media-news-source

Marketing Content to Millennials  

Influencing

When thinking about social media marketing, it is important to think about who your audience is and how to ensure that they are aware that you exist. Content marketing is crucial to this i.e. making sure that the content you produce is relatable to your target market. Today’s topic is Millennials. The term “Millennials” refers to the group of people who started to reach adulthood around the year 2000 (currently ages 18-37), aka Generation Y: the Tech Generation. Millennials make up 25 percent of the population, which presents them with the power to have a serious impact on the GDP. Much like Baby Boomers in the 1990s, Millennials have the power to lift the GDP at least a percentage point higher than current levels. By the year 2020, Millennials will make up nearly 50% of the workforce and account for 30% of retail sales. If Millennials are even a portion of your target market, you need to make sure that you know how to reach them.

Studies show that the Age of Technology is having more than just a technological impact on Millennials. It is actually changing the biological make-up of Millennial consumers, as they are now rebuilt to multitask and seek reward for committing their time to consuming brand content. This is why generic sales pitches on social media doesn’t work for this group. Millennials require interaction in order to engage with a brand.

According to a study by Yahoo, Millennials desire:

  • To immerse in content
  • To satisfy fandom
  • To be “in the know”
  • To have the necessary resources to succeed

Knowing these 4 things about Millenials, it can be deducted that successful content needs:

  • To have depth
  • Be current on pop culture
  • Include facts on specific, relevant topics
  • Include tips for success

The difficult part of creating content that fits these specifications is molding it to fit into the restrictions of the social media platforms you’re using. How do you provide depth in an image on Instagram or give a tip for success in under 140 characters? How do you create content as a brand that consumers will want to engage with? A Yahoo study gives 7 helpful tips that we’ve elaborated on for relevance.

  • BE BriefKeep It Simple and Sweet.
    • DON’T over complicate a simple idea to make it more appealing, it will only deter audiences. Creativity is always a good skill to use in creating content, but you need to make sure that your ideas remain clear and concise throughout.
    • DO remember what your initial point is and make sure that it is still apparent even after all the primping and fluffing is over.
  • BE Entertaining & Humorous – Have fun with your content.
    • DON’T keep it cut and dry and strictly business.
    • DO find a cool way to integrate humor into your content to make it entertaining. Put your own twist on a current meme to make it relevant to your industry. Find a trending hashtag that you can make relevant to your industry and jump in on the conversation.
  • BE Fresh & Unique – Dare to be different.
    • DON’T do the same thing you’re competitor is doing. You’ll only blend in with the noise.
    • DO Keep an eye on what you’re competitor is doing and see how you can execute it better or differently. While it’s important to be aware of your competitor’s actions, copying is frowned upon and you could risk getting called out and tarnishing your brand.
  • BE Informative/educational – Sharing is caring!
    • DON’T be secretive and unapproachable. Gone are the days when brands were thought of as this unknown superior that could do no wrong. Brands are now expected to loosen up and communicate with their consumers.
    • DO provide your target market with helpful information that they can apply to their lives. Tell them something they don’t know. Tell them something that they would like to know about you, about your industry, something applicable to their future business… with you.
  • BE Relevant to the individual – Customer is key
    • DON’T group your customer into one large faceless, nameless, passionless lump.
    • DO practice targeted marketing efforts. As a business professional, your bottom line is obviously first in your mind, but do not forget about your customer’s wants and needs. To ensure that your content is relevant to the individual, you must get to know the individual demographics in which your customers lie and strategize on how to meet their needs.