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Beyond SEO: Understand the Market

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The way the website communicates what the company does for the prospect or customer is more important than what your company actually does. Do not put up content and then push it out. Find out what the prospects really value about your products or services and how they want it described. Call these your “Do Fors.” Then apply the Do Fors directly to the development of the site along with the rest of the content reflecting what prospects value.

This type of user intelligence is critical in transitioning the website from an accessory to a true business asset. This information may be acquired through a number of methods such as collecting existing demographic or psychographic (lifestyle) information, purchasing reports about the market and competition, close examination of internal sales or customer data, or surveying people that match the target website users.

If the solution is business-to-business, the same approach can be applied by taking into account the requirements, processes and success measures of the businesses being served.

This blog series is based on the article Beyond SEO: Driving Customer Attraction, Retention, and Top-Line Growth

One Comment

  1. This is far too logical to work, isn’t it? Again, you are spot-on with your commentary. Too many so-called marketing professionals, especially those who have played the game for a long time, are still stuck in the mass-market era that had its run producing huge quantities for “Joe Average”. Now we are in an age where all of us can get anything we want at the drop of a hat – or rather click of a mouse. Americans have just about a zero attention span. We want information quickly and efficiently and we do not want to have to take time to figure things out. It’s just too difficult for us today. According to research, we want our information in 3 to 10 seconds. That means that your point about outward focus is imperative for success. Content professionals should answer the “why” and the WIIFM questions for readers. “Why am I here, and What’s In It For Me?”

    March 7, 2011

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