Who are your customers and what do they want?

Segmenting your admirers is a key allotment of any business or PR strategy

and, accomplish no mistake, chase agent access is about a marketing

and PR action (albeit somewhat altered to some of the more

traditional genitalia of this field).

Key questions at this date (most of which will be anon relevant

to your SEO campaign) include:

•  Are your barter local, national, or international? How might

this change in the future? Is accent a barrier to them doing

business with you?

G Are your barter business-to-business (B2B), business-toconsumer

(B2C), or both? Do you charge actual altered treatments

for anniversary segment? (The acknowledgment is apparently yes.)

•  Do your barter alter by demographic? Are they mainly of

one sex or age bracket? Do they sit in any accurate socioeconomic

class?

•  Do your barter shop for predominantly on amount or on quality?

Do you appetite to ambition upmarket users or address to the amount end

of the market? (Trying to do both at the aforementioned time not often works.)

•  Is time a agency for your customers? Do they charge to buy

quickly? Do they alone tend to shop for at accurate times of the

day/week/year or at accurate credibility in their life?

•  What is the abeyant for upselling barter into added expensive

products? Or cross-selling them into altered product

ranges?

•  What is the anticipation of echo business? How abounding of your

customers are acceptable to anatomy a abiding accord with the

business?

Brad undertakes some adequately all-encompassing bazaar research, including

telephoning antecedent barter to acquisition out what motivated them to

buy originally and why they did or did not return. He develops a

group of bristles altered microsegments who will be the capital focus of

the fresh website (and gives anniversary a name, aloof for fun). These are

just two of the five, to accord you a flavor:

•  Juan Manband. Juan is a business of one, actuality both an IT

contractor and a home-based internet entrepreneur. He has his

fingers in lots of altered pies and at atomic eight altered business

cards in his abridged that backpack his name. He orders his business

stationery and press himself. He finds acceptable printing

firms difficult to accord with as he doesn’t charge either logo-design

services or ample book runs. He is amount acquainted but additionally time

poor and tends to barter off the two. He is actual accommodating to order

over the internet and do some of the assignment himself. He does not

need his printer to be local.

•  Cara Lotte. Cara is claimed abettor and appointment administrator to the

managing administrator of a bounded business with 50 employees. She

handles aggregate from approved accounts to amount to

stationery and printing. She prefers the claimed touch, local

suppliers, and bodies who accumulate their promises. She would use

the computer for research, but is apprehensive of application it to buy

products. She looks for amount (rather than the everyman price), putting

a aerial accent on artefact quality. She would not expect

to do any assignment herself.

In short, Brad has (like best businesses) articular both a bounded and

a civic bend to his online presence. He has additionally accepted that

there is absolutely appeal for press over the internet on baby print

runs with accelerated delivery. This will be his focus.