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The key to marketing, online or off line, is to pick a target market and go after it. Don’t try to be all things to all people. That’s the surest way to fail in any endeavor, but especially in marketing.

Online marketing isn’t so much a push transaction as it is a pull transaction. Now, what do I mean by that?

Instead of aiming your crossbow at a target and pulling the string, what you do online is draw your target to you by putting carrots out and watching the prospects follow the trail back to you. So, if you think about your social media profiles as outposts for your content messaging and your blog the sidewalk in front of your store, then you can imagine your website as the inner sanctum of your online presence. That’s where you build the deep relationships.

But you still have to get the prospect there. But how?

You have to push your content out to draw your prospect in. Put some nuggets out there in social media land. Watch and see who bites, and how they bite. What are they biting on? It’s kind of like fishing. You have to use the right bait and fish in the right spot to catch the type of fish you want to catch.

After you see what people are biting on, you can then put more of that out there. Draw people in. Pull them to your blog with a little more in-depth content, then pull them deeper into your web from there.

If you make your content enticing, you can get the business. It’s a pull endeavor, not a push.

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