The Web Thing

Website, web design, web development, or web stuff, and with all the bells and whistles. It all comes down to earning, collecting data, grabbing attention, generating traffic, building brand or reputation, creating awareness and driving visits to your beautiful and high-end office or store front. Sometimes, business owners or entrepreneurs that traditionally run their day-day activities might find it difficult or rather confusing when transitioning to the online space. To many, this approach might be considered simple, but in reality, it isn’t if appropriate steps or guides aren’t applied.

So What Now?

These guides inform you how to collect marketing intelligence on the Internet to make a plausible decision before and during website development or online campaigns. Ask yourself these questions before considering going online:

  • Why do I need to bring my business online, 
  • How would you know who to target, and 
  • What do you need to do to connect with consumers with distinct needs and wants?

Nonetheless, the guide isn’t the about casting the first stone at any existing businesses but allowing you to make responsible criticism for website goal formulation.

Guide #1 – Bringing The Business Online

Bringing Business Online Website Smackdown

Bring The Idea Online

  • The first thing to do is to identify which market segments you intend to serve. Are you going to be large, broad, or diverse? Maybe yours is within the local and targeting a specific group of people.
  • Next, embrace the target market without scattering the effort around and focus on those consumers within the geographical milestone where you think you have the greatest chance of satisfying.
  • Identify and profile distinct groups of buyers by psychographic lifestyle, race, location, social class, loyalty status, personality, or even response to stimuli to what you offer online. Use Google Analytic to extract these vital metrics.
  • Select a unique market segment that you think you fit in to enter.
  • Finally, concentrate your resources on the target segment of the market and communicate the distinctive benefits of your services or products to them.

Guide #2 – Knowing Who To Target for Your Websites

Targeting Customer Websites Smackdown

Target Right Audience

Knowing who to target in an ever-evolving online market sphere may appear cumbersome if none of the stated guides above are applied. Conversely, understanding the bases for segmenting consumers gives a website owner leverage to better perceive from far who to target without mixing the goal.

In real world, goal is the business’s ambition or effort or aim or desired result. In this case, yours could be:

  • Generating sales: I need a website because I want to drive sale online via a website, an app, a phone, or a storefront
  • Generating leads: I want my beautiful websites to generate some leads or encourage customers to take specific actions (signing up, filling forms, making phone calls, or booking an appointment).
  • Driving website traffic: I only need my website to generate traffic.
  • Product brand promotion and consideration: I set up a website to encourage people to explore my products or services.
  • Brand awareness and outreach: Oh! I just made a beautiful website to reach a broad audience and build awareness around it.
  • Local store visit and promotion: I have got an eye-catching storefront, restaurant base, or office space and want to drive visits to the location.

A defined goal makes customer-compliant websites and enables you to design strategies to create new solutions to unmet needs in the target market.

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A SNAPSHOT

If you’d spent thousands or millions on a website and failed to set a specific goal and target a particular group of people in the market, it’s all a waste of time and resources. But if you can adjust your business approach and take a deep breath to recognize customer differences, you would soon be the next Victoria’s Secret. This brand became one of the most identifiable brands in retailing through skillful marketing of women’s clothing, lingerie, and beauty products. The marketer of Victoria’s Secret set the record straight between the need for “underwear” and the want for “lingerie”. Your website can do the same.

A Quick View

The task of any business is to deliver customer value at a profit. In a hyper-competitive economy with increasingly informed buyers who are faced with abundance choices, your business can only sustain by fine-tuning the value delivery process and communicating that superior value by all means necessary. 

No doubt, you are the chief cook and bottle washer of your business and have gotten that website up and running. You might have spent a lot of money applying all sorts of digital marketing tricks like search engine optimization organic strategies or even pay big to earn a number #1 spot on the search engine result page (SERP). Yet, the website still wouldn’t return positive equity on ROI. How frustrating? Well, you may be chewing your cud at this stage and thinking of the next move to make.

Guide #3 – Connecting Your Site With The Consumers

Connecting Consumers

Connecting With The Consumers

The fact is, we are all human, and if you are in this unfavourable position, frustration and desperation could set in, and if unchecked, more and more mistakes would ensue. The approach you have taken might be promising, but the problem could be failing to identify and profile distinct groups of buyers who might want what you are selling or offering.

The solution is to examine the key ingredients you need to unleash a strategic marketing implication in creating customer value. So ask yourself these questions:

  • Does my site have a link asset (article on the website, faqs page e.t.c)
  • Does it have a potential linking partner (do this by analyzing link quality factors such as the age of the website domain)
  • Do my services or products are of great asset to my target market segment?
  • Are there quality in what I offer or sell to the target consumers
  • How unique is the content found on your website?
  • Are there any specific actions available for the prospective visitor to take
  • Are there any visual cues that impact action-driven on your website
  • Are there any central benefits (tangible or intangible) that satisfy the needs of those visiting my website
  • Is your website been checked for the customer-value-triad (increase quality, increase in services, and offering at a reduced price)

Remember that you are selling value, and that value must be worth it. This usefulness drives desirability for visitors to a website to do something that would bring about profit at some points.

The Way Forward

  • No matter how small or big a website’s ambition is, it is a consumer’s principle or standards of behavior that matters. In economics, many different types of people, each with individual wants, perceptions, preferences, and buying criteria. Website owners or entrepreneurs must offer solution that deliver by articulating the values and benefits convincingly to a defined target market.
  • Locate the target market within the geographical milestone and reach them with cost-effective services or products.
  • Review and analyze the entire website periodically for optimization and market repositioning.
  • Be sincere, be thorough, and down-to-earth to deliver the benefits better than any potential threats or competitors.
  • Know your strength and weakness, and find the area in the services or product you sell and possess unmatched capabilities.
  • Hire a professional if possible to evaluate hidden opportunities on your site and create a survey-point-of-contact within it.

Final Word

If you want demands for specific products or services, the offerings must be of great value with opportunities for the customers. Come hell or high water, the target markets, positioning, and segmentation should be the first set of measures website owners consider before ditching a cent on marketing.