Category — Website Analytics

Market research firm Gartner has come out with a report suggesting that:

“As individuals and organizations progress in their adoption and leverage of the Web, new work streams and needs will arise, resulting in companies utilizing social sciences for next-generation technology.”

To be on the leading-edge of online marketing, you should be looking at your website as a sociologist looks at the world: examining and identifying each online interaction your customers and potential customers have with you and your competitors. Two things you can start to consider immediately are:

User Experience
How does your visitor experience your website? Are they finding everything they need easily or are they struggling? Are the conversations they are having online with you giving them what they need? Your online presence, not just your website, should be focused on the user experience. This requires you to put on your sociologist hat and examine how your users experience your online presence.

Behavioral Analysis
What type of behavior does your user show when interacting with you online? Do they show up and leave or are they spending time digging around your site? Employ and analyze website analytics and review the online conversations you are having to analyze visitor behavior. Consider what your competitors are giving the same visitors. Are you better?

The Envision Agency, Small Business Marketing can help you analyze your online presence and compare it to your competition and then devise marketing strategies to put you at the top of your local market.

When you’re looking to create a website in the heavily populated online world, you need to think about what you need to do to stand out from the competition. Most likely, there’s already a few websites out there that are offering your products and services. What makes you different from them?

Once you know what you’re offering that’s different, evaluate and define your target market(s). Look at demographic information and find the prominent characteristics. You also want to look at personality data: are they hip and urban, conservative and family-focused, or single and ambitions?

A great way to define your target market is to create personas for each segment. For example, Cindy can be a 35-year old stay at home mom who has 2 kids and has a family income of $75,000 a year. Cindy visits your site for help with her personal taxes once a year. Your second persona is Ruth who is a 55-year old divorcee who owns her own business and comes to you for help with her business taxes every month. Knowing your target market(s) and defining your segments will help you find the people that make you the most money and that are the most loyal.

After you defined your target market, you can then look for other sites that have similar demographics and user characteristics. If you’re looking to get more visitors like Cindy, you can look for websites that cater to stay-at-home in their 30s and develop a partnership with them. Depending on your target audience, these niche website can bring in high quality, loyal, customers.

Do you need help correlating and analyzing your data to define your target markets? The Envision Agency, Small Business Marketing specializes in helping small businesses develop and implement marketing strategies. We can help you define your target market and develop specific marketing strategies for your business. Contact us today to find out how we can help grow your business.