Online consumers are as many as the common buying public. It was a common belief that the techies and youth were mostly the web surfers but those days are past. Today’s web users include men and women, grandparents and professionals. For a website to be successful it has to cater to the very special needs of each and every one of these groups. You will learn how to channel your online marketing plans as effortlessly as anyone can in this article.
There is always more than one group of customers going through your website at each time and they all visit your website for various reasons. Therefore your site should be able to interest each of them and guide all of them towards the items they are searching for. These groups of different kinds of customers are known as segments in marketing terms.
An important component of every marketing plan is identifying different customer segments and this applies to your internet marketing, too. This knowledge is useful for various things, such as: what features you require in your website, what type of content to include, places to seek and get traffic and how to plan and target your marketing efforts.Determining Your Target
Tackling the 5 basic questions that every news reporter knows: Who, What, Why, Where and How, which are simply called “the Five W’s”, will assist you to develop an effective internet marketing system that will reach all your customers. Take your time to answer all the five questions diligently to be able to use the limited resources effectively, and build a site that takes care of each of your customers’ wants and needs.Who Are the Customers?
The first question defines the normal characteristics of the customers visiting your website and those questions will be: What are their ages? What gender do they belong to? Are they students, veterans or business professionals? This type of information is known as demographics in the marketing lingo. But if businesses are the customers then you will need to ask questions such as: Are they national or local? Are they pop & mom shops? Are they service suppliers or retail stores? We call these firmographics. This and demographics are the same, but these are for firms.
This information will be useful to make targeted messages to use in marketing promotions and make targeted information on your site.
What Are Their Interests?
In this question, you will attempt to know what reason the customers have to like your site. If you are marketing clothes, is your clientele fashion conscious enough to wish to have the very best? Or are they just parents who want to buy their children new school uniforms for the new semester?
This information will help you to assess what your customers want and build specific marketing campaigns for those highly profitable groups of people.Where Will They Be Coming From?
This question brings you to where your traffic comes from. Every website thrives on traffic from the search engines but that should not satisfy you. You can advertise in peoples’ billing statements or even email if you bank on the current customers to visit your site. But if your customers usually visit specialty content sites, then you should certainly try to advertise on those websites. An online clothes store, for example, can put and advertisement on the fashion magazine website.
Use this information so that you can put up a program for driving traffic towards your site from all the possible sources.Why Will They End Up at Your Website?
This question refers to the exact wants and needs your customers want fulfilled when they visit your website. The questions you ask will be like: Do they need to see some product reviews in order to gather information before sales? Will they need to speak to customer care? Will they be looking to purchase goods online? Will they be prepared to purchase and need to have a look at special offers and available deals?
This information will be useful to devise the plan of your website so that you are sure every one can find what they want fast and easily.How Will They Be Using Your Website?
This question addresses how your customers will be interacting with your site to do exactly what they came to do there. They will require to search either by keywords or browse through the categories when they are searching for products. They will need to know whether they might be required to get a white paper or asked for their contact details before downloading or filling a requirements assessment form if you collect sales leads.
Use the information to build up a user friendly and intuitive interface.
As you repeatedly go through this questions brainstorming and doing interviews to build your site, you will automatically gather enough information and come up with patterns to create a program that successfully meets all the requirements of all the segments of your customers. This is known as Knowledge Discovery in Web-speak.Identifying the Customer Segments
You will have gathered a lot of customer information about prospective site customers by going through the process of knowledge discovery so the next step would be to group them into sets of similar customers which are called segments. This will be easier if you have performed a good job of making recordings during research on the 5 questions. You will therefore comfortably be able to weigh the results and determine the segments that will be most profitable to you and continue to work on your internet marketing by targeting these profitable segments. Further research will improve and refine your segments’ specification.
Naming the Segments
Give your segments cute names, as is the custom with marketers, so that you can envision a personality for every group and remember them easily. This will help to build marketing and content building. Naming segments also helps in keeping tract of each group’s performance for marketing decisions which can be based on the collected data.
This information can be put together according to each segment as per the Five Ws’ answers and according to the four main types of shoppers who visit your website. With time you will find that you end up visualizing your customers instead of treating them just as numbers on your sales report.
Now you are in a position to identify your customers and their needs and requirements when they visit your website.