Infuse Zeal

Website Design and Market Segments

Think of your total market as a combination of different segments. Each of these segments has its own “personality”. This is continuation of my thoughts from the previous blog 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 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 in taking that 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.

Use the website to then launch different marketing campaigns and to capture and measure results.

This leads us to the point of using web analytics.

Web Analytics

Web Analytics will explain to you what works and what doesn’t in your marketing.

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 before taking 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 to you. Stay tuned for my last post in this series on this.

Create and Leverage Synergy among Marketing Channels

Off line marketing can still be valuable. Trade shows, workshops, direct mails, TV/radio/magazine advertisement make sense in many business cases.

When you use these channels, use your website to maximize your gains. Guide people to specific action before a trade show, for example. Then have landing pages on your website that include calls to action – it could be a special offer, or a whitepaper to download, or answers to their specific questions.

Web analytics helps you in tracking your integration. With this 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.

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Website and web analytics are critical to the marketing strategy of any company, whether it’s B2B or a B2C business case.

How do you use website as part of your marketing strategy? I would love to hear your thoughts and see your questions and concerns.