Think of your total market as a combination of different segments. Each of these segments has its own “personality.”
This post is a continuation of our thoughts from the previous blog post in this series – “Create and Capture Niches.”
Bryon and Jeffrey Eisenberg coined the word “persona” in their book Are You Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing.
They also brought up three questions to ask for each type of persona. I keep that nugget with me all the time:
- Who are they?
- What would you like them to do?
- What information would make them comfortable enough to take action?
Your website is the glue that holds your marketing together. Design your site’s information architecture with this in mind. You can never spend enough time on this critical piece of your marketing strategy.
Then, use your website to launch different marketing campaigns and to capture and measure results.
This leads us to the point of using web analytics.
Analyze each target market by segment. You should be able to clearly see the effectiveness of each marketing channel. How many visits does it take for a website visitor from a given segment to take the desired action?
Do user experience analysis using A/B and multivariate testing.
These analytical tools, when used on your website, give you a powerful way to understand your prospects and pull them toward you. Stay tuned for my last post in this series, which will cover this topic in more depth.
Create and Leverage Synergy Among Marketing Channels
Off line marketing can still be valuable. Trade shows, workshops, direct mails, TV/radio/magazine advertising make sense in many business cases.
When you use these channels, use your website to maximize gains. Guide people to specific action before a trade show, for example. Then have landing pages on your website that include calls to action. This could be a special offer, or a whitepaper to download, or answers to their specific questions.
Web analytics help you in tracking integration. With this information you can also measure and maximize your returns from off-line marketing channels.
If you look at different acquisition channels, you’ll be able to understand how your target audience behaves and thinks.
How do you use your website as part of your marketing strategy? I would love to hear your thoughts and see your questions and concerns.
- Expand Your Reach – Part I – Who is Eating my Pie?
- Expand Your Reach – Part II – Where is my Target Market?
- Expand Your Reach – Part III – Target Market Niches
- Expand Your Reach – Part IV – Use Your Website
- Expand Your Reach – Part V – Value on the Table?