Market Segmentation

Posted by Jeff on March 11, 2011 under SEO Services | Be the First to Comment

Market Segmentation

Market Segmentation is the concept of customer profiling to create groups of customers that can be target marketed to.

Why Profile Your Customer:

“The aim of marketing is to know and

understand the customer so well the

product or service fits him and sells itself.”

–Peter Drucker

Just getting people to click your link on the search results is not enough. Your web site has a purpose, whether it is persuading a customer to purchase your product, coaxing a prospect to provide his email address, or simply providing information. No matter what you do in “search marketing”, the job is not done unless the searcher not only finds your site but also follows through and completes the conversion process.

Visitors landing on your site from search engines typically decide within ten seconds whether to click further. Successful websites construct the optimal path for their visitors to follow to complete any task, and the only way to do that is to understand your visitors’ expected behavior.

The Landslide Profits conversion process includes this 6-step process:

Profile Questionnaire

We will guide you through an interactive exercise that allows us to identify who your most valuable and most common customers are.

Market Segmentation

Using the results from your Profile Questionnaire, we will create a market segmentation of your ideal customers by Personality Types. Based on research and experience, we have found that most web visitors fall under one of four Primary Personality Types. They are:

a. Feeling – They want to know and like the company before they buy. This person needs to have an emotional connection to the company before they will follow through the conversion path.

b. Competitive – They will buy to outdo their friends, competitors, coworkers, ect.

c. Decisive –They make quick purchasing decisions based on limited information.

d. Meticulous – They will read every page of your website before they buy.

We also know that there are 3 phases that a buyer goes through. They are:

a. “I have a vague notion of what I want”

b. “I have a good idea of what I want.”

c. “I know exactly what I want.”

Once market segmentation has been done we can create specific content and develop a specific marketing strategy for each target audience.