It Is Not Enough To Know Who Your Audience Is

So, you truly believe you know who your website audience is. Hopefully, you don’t believe that is enough. You still have to make and maintain a favorable connection with your prospective and current customers.

How do you do that? The answer is by using the other 4 Ws as they relate to online marketing.

Five WsWhat — Refine what you want to say. Well-written, relevant, and grammatically correct copy is imperative. It doesn’t matter if it is a 1,200-word blog post, a 140-character Tweet, a product description, or a Google AdWords text ad with a 25-character headline and two 35-character description lines. Provide relevance and value.

When — The adage, “Timing is everything,” is true.  Know when to send your message to your audience.

  • Look at your website and or Facebook analytics to see when most of your visitors are online.
  • If you have a newsletter, check to see when your subscribers are opening your email.

Where — You said you know your audience. Go where they are. If the majority of your website visitors get there by searching Google, you may want to consider Google AdWords (the type of campaign may depend on the devices your visitors use). If your audience is on Facebook or Pinterest you should be too, and consider advertising there. The same is true of other Social Media. If they listen to the radio, a short commercial always closing with your URL can be effective. Similarly, classified and other newspaper ads can be effective as well. Remember your “Who” drives your “Where.”

Why — Are you trying to . . .

  • create brand awareness?
  • drive traffic to your website?
  • reduce inventory of a particular product?
  • announce a new product or service?
  • build your newsletter subscriber list?
  • thank a returning customer?

The reasons why you are trying to reach your audience affects what you say, when you say it and where it is told.

Applying the 5 Ws as they relate to your marketing plan (You do have a marketing plan, do you not?) will reward you for your time spent. After all, simply identifying your audience is not enough.

Your Audience and Your Website Visitors – Are They the Same?

Who is your audience? That is one of the very first questions we ask our new clients. The answer to that question is something that should be at the forefront of every business plan and marketing decision made for any business. Of course, identifying your audience is not enough. You need to know if your story is reaching them.

Many of you are going to say, “Of course, we know our audience” and I will grant it is likely that you do.

Assuming you do know your audience, are those in your target audience among your website visitors? Have you checked lately? You do review your website analytics regularly, do you not?

Google Analytics Demographics

Here is a little checklist for you.

  • Are you reviewing the demographics reports?
  • Are your visitors in your target age group?
  • If your target audience is a particular gender, are the majority of visitors that gender?
  • What is the ratio of “new” users and “returning” users?
  • Does that ratio coincide with your marketing plan?
  • Are the visitors to your website spending time on the pages you want them viewing?
  • Where do they go when they leave those pages?
  • Do they leave your website or do they look at more pages?
  • Is your conversion rate what you would like it to be?
  • Are visitors filling out a form or making an order?

If you are not measuring, you are not marketing, and if you are attracting the wrong audience, you are not marketing at all!

Are those in your target audience among your website visitors?

Website Security For Content Management Systems

Online security breaches have been national headline news topics regularly throughout the last year. WebWise Design & Marketing has always taken security seriously. We have used and stressed the importance of strong passwords, and we endeavor to keep the versions of the applications we use updated as quickly as possible.

As most of you know, websites with Content Management Systems (CMS), by their nature, present a far greater security risk than static websites. Simply having a user login facility creates a security challenge. Hosting companies and other companies that provide security products and services tell nearly everyone who will listen that, “In our experience most account compromises are due to weak passwords and/or outdated software.”

www.wordfence.comLast week we took another step in securing our client websites that were built on a WordPress framework. We have installed the Wordfence Security plugin on nearly all the WordPress installations we developed and manage.  While there are other similar products, we use and recommend Wordfence Security (we have no affiliation). Here are some of the features of the free version.

  • Real-time Security Network
  • Enforce strong passwords
  • Check existing passwords
  • Scan for DNS changes
  • Get detailed IP info
  • Track IP’s to their source
  • Block IP’s & manage blocks
  • Intelligently block networks
  • Block fake Googlebots
  • Block brute-force attacks
  • Scan Core, Theme and Plugin Files
  • Repair Files
  • Scan for known malware
  • Scan for hundreds of backdoors
  • Scan content for bad URLs
  • Real-time traffic shows hackers
  • Real-time view of crawlers
  • Includes a complete firewall
  • Rate limit rogue crawlers
  • View top content leeches

You may have noticed one of the features is “Enforce strong passwords.” By default, we use that setting for our client’s protection and recommend that everyone use the feature. Read our Secure Passwords Should Not Be Optional blog post.

While the free version of Wordfence Security does an excellent job across the board, we believe the investment in Wordfence Premium is a good investment in the security of anyone’s website. Take a look at it and decide for yourself.

Secure Passwords Should Not Be Optional

Password Security

A very large number of the security breaches we read about are because of weak passwords. Nearly all of us are guilty of using insecure passwords. Some of the time it isn’t a big deal. If someone steals your password to your favorite newspaper account, it likely doesn’t matter as much to you as it does to your newspaper company. Of course, if you stored credit card information there, it could be a bigger problem for you than you think.  The bottom line is if you don’t want any of your accounts and the information in them accessed by someone else, you need to use a very secure password.

So, what constitutes a secure password? Let’s start with the basics. The longer the password, the harder it is to crack. Consider using at least a 12-character MINIMUM. We like to see 20 – 24 character passwords. Okay, so we agree you should use long passwords.

What else? Before you create that first really secure password, make sure you protect your computer and network with up-to-date antivirus software and a firewall. The most secure password in the world is not secure if it is in an unencrypted file (Word document, text file, spreadsheet, etc.) on a computer that has been compromised.  If any of the accounts you access offer two-factor authentication, use it! Many experts recommend periodic (and somewhat frequently) password changing. I agree with Leo’s answer on Ask Leo to this question. Is a periodic password change a good thing?

Back to creating that long password.

  • Create passwords using a 12-character MINIMUM. Using 20 – 24 characters increases password strength exponentially.
  • Use at least one number, one uppercase letter, one lowercase letter and one special character (symbol).
  • Don’t use the names of your family members, friends or pets.
  • Don’t use dictionary words, including commonly used foreign words.
  • Don’t use common substitutions such as “$” for “s”, “@” for “a”, “1” for “l” and, well, you get the idea.
  • Don’t use zip codes, local street numbers, phone numbers, birthdates, ID card numbers, social security numbers, etc.
  • Don’t use the same password on multiple sites.

Password Generators

We recommend using a password generator, and creating them at least 20 characters long. There are several good secure password generators online. Here are a few.

Norton Identity Safe Password Generator
Random Password Generator
Online Domain Tools Password Checker
Perfect Passwords — GRC’s Ultra High Security Password Generator

For those of you who want to remember your passwords. It is possible to use really long passwords that are easy to remember. Here is an excellent blog post which includes methods to do that.

Password Managers

How to remember those long passwords? Well that is a challenge. We recommend using a password manager application. Because LastPass, one of most widely used password managers, was broken into last month (hackers didn’t access user password vaults because it uses a rigorous cryptography system), some believe using a password manager is not a good idea, but it is a very viable option. This blog post answers the question, “Am I An Idiot for Still Using a Password Manager?

There are two types of password managers, those online that store your passwords in encrypted databases in the cloud, and applications that you install, and then store your encrypted password database on a file on your desktop computer, phone, or tablet. There are pros and cons to both types, and both can do the job for you. Here are some of the most popular password managers.


Here is how PC Magazine rates (June, 2015) paid and free password managers. Please remember that those ratings, as all ratings of software, are somewhat subjective and a matter of personal preference.

Start today with creating a new and different password for each of your email accounts. Most of us have easy-to-remember (and easier to crack) passwords for our email accounts that really should be changed.

Please remember,  Secure Passwords Should Not Be Optional, and using a password manager certainly doesn’t make you an idiot.

Google Has Made Twitter More Important To Your Search Strategy

As some of you know, Twitter plays an important part of many Social Media marketing strategies. With a Google announcement on May 19, 2015, Twitter gained importance in search strategy and SEO, especially for businesses with audiences that are primarily mobile users.

Google + Twitter Agreement“Starting today, we’re bringing Tweets to Google Search on mobile devices. So now when you’re searching on the Google app or any browser on your phone or tablet, you can find real-time content from Twitter right in the search results.” Google

The most important part of this is that your Tweets (with a link to your website) potentially reach Google search users, not just your Twitter followers. When you think about it, this is much bigger than it seems. Now, it is possible Google search results could include a normal listing for one of your pages AND a Tweet that links to a landing page on your website as well.

Please remember, this is Google, so your Tweet still has to earn its way into the Google’s search results page listings. It is too early to know just how that happens, but it is a given your Tweet, the link in it, and the link’s landing page will have to be relevant to the searcher’s intent. Of course having a Twitter account with active followers who retweet your Tweets, is certainly a good thing. As this new Google-Twitter deal starts to take effect, real-time trending Tweets are what is showing most frequently.

For those of you yet to embrace the fact that your website visitors are just as or more likely viewing your website on a mobile device, here are a couple of blog posts to read.

In April, 2015, comScore reported, the “Number of Mobile-Only Internet Users Now Exceeds Desktop-Only in the U.S.

With phones the “central devices,” the number of “connected devices” is changing and growing rapidly.

Make no mistake, the Google-Twitter deal will beneficially impact many businesses that are using Twitter regularly and well.

If you are looking for more mobile visitors to your website, you should consider ramping up your Twitter presence and campaign. Of course, your website has to be Google mobile-friendly as well.

We can help! Contact or Call us Today at 1-800-281-9993 or 608-822-3750