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09:10 12th August 2011
Businesses in the UK looking to penetrate the online market need to have a clear understanding of who their customer is, according to Mike Seddon, founder of web promotion company KKSmarts.com.
He said many businesses feel they have an undefinable target audience on the internet but that they have to stop and think hard who they are aiming at.
"With the internet, it's almost like there's a disconnect," Mr Seddon said. "[Companies] don't take a step back and say 'my customer, who is it? Where are they going to be and where would they normally expect to find me?'," he added.
"The two key things that businesses need to grasp are why they're having a website and who is their audience," he said.
He went on to say that if a business has a well known brand name they probably want to rank highest on the name of their brand.
"If you're in a competitive market - plumbers, electricians, et cetera - you want those to appear for those phrases," he added.
His comments emerged as small businesses are increasingly using social networking sites like Facebook or micro-blogging sites like Twitter to connect with their clients.
Posted by Derek Oldman
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