Before you start talking with your new prospects, get to know your clients. Who are the ones you love to work for? One of the first things we go over in our site planning is a definition of your target market and sub-markets.
According to the text books: A product’s market is anyone who has, or may one day have, a need for the product and the ability to make or influence the purchase. Boy that’s a mouthful. Markets can be divided into sub-markets based on segmentation variables such as demographics, psychographics, benefits sought, etc. With your new site we often implement a WordPress tagging strategy based on your segments. This allows you to direct content at any of your specific groups via your website, email and social media channels. Tag a post to your site as “client” and it can be directed to them in the form of a special client area on your site or delivered via email.
How many markets do you target? Any time you need to speak to a group using different messaging and calls to action, or through different promotional channels, it can be separated as a submarket. Examples include clients, affiliates, science/technical, marketing, consumers or trade, etc.
When selecting your segmentation strategy, it is import to know that you do not have to start all of your programs at once. Only select content streams for your segments which you can maintain. The more segments you have the more content you need to produce to maintain the communication.
Example segmentaion strategies:
Professional Home Services:
Sub-Market 1: Prospects / Undifferentiated
Intended Results: Request an Estimate
Promotional Channels: Website (marketing letters, offers, online showroom), Search Engines, Twitter, YouTube (secondary social media channels).
Sub-Market 2: Clients
Intended Results: Referrals, Testimonials, Upsells
Promotional Channels: Website Section, Facebook, Twitter, Email
Possible Submarket 3: Sales, Sub Contractors or Vendors
Intended Results: Referrals, Content Sharing, Training
Promotional Channels: Password-Protected area of website, email, protected Facebook group, Syndicated Network of Retailers
Raw Ingredient Supplier:
Sub-Market 1: Consumers / Undifferentiated
Intended Results: Link to Retailers, Join Social Media Channels
Promotional Channels: Website, Facebook, Twitter, YouTube, Search Engines, Secondary Social Media Channels.
Sub-Market 2: Formulators & Marketers
Intended Results: Request a Sample, Contact Sales
Promotional Channels: LinkedIn, Twitter, Section of website, search engines
Possible Submarket 3: Retailers
Intended Results: Content Sharing + Distribution
Promotional Channels: LinkedIn, Special Twitter Account
Trade Association:
Sub-Market 1: Consumers / Undifferentiated
Intended Results: Link to Retailers, Join Social Media Channels
Promotional Channels: Website, Facebook, Twitter, YouTube, search engines, secondary social media channels, member syndication network.
Sub-Market 2: Members
Intended Results: Content Sharing + Distribution, Member Renewals, New Members
Promotional Channels: LinkedIn, Twitter, Section of website, search engines
Possible Submarket 3: Media
Intended Results: Content Sharing + Distribution
Promotional Channels: LinkedIn, Special Twitter Account, Content Syndication Networks
More on your Segmentation Strategy on Page 2 of our Web Planning Workbook.
If you are contemplating a new site build or just need to get more out of your current online marketing or publishing platforms the first step is to get your ideas organized. This packet is designed to help you do just that in a way our team can act on should you be ready to take the next step.
