Switching From Fragmented To Segmented Marketing

There is a lot of disconnection among companies and their target market

. This is obvious in the online and also the traditional marketplace. Not enough knowledge about the needs and wants of the customers, not thorough-planned strategies, and the tendency of companies to follow the next trend strategy without scrutinizing their main competencies first. Luckily, it is not impossible to lessen this by learning the features and the benefits of segmented marketing.

Marketing is effective when the target audience is particularly known and the marketing message serves to their needs. In the online marketplace, SEO and PPC are placed as the two most effective sales medium. It provides a high return on investment and generates good conversion rates, depending on well your campaign has been planned and implemented. It all comes down to understanding the searcher persona, having a good keyword mix, and optimising content to be fit for purpose.

Understand the Searcher Persona

Understanding and anticipating customer needs is fundamental to marketing. Some will go one step ahead and say that great marketers "create" needs. Whatever the case, the fact remains that the core of any effective strategy is to know where the unmet demand is and meet it. Search marketers probably have it easier. All the analytic data can be provided using online tools like the keyword analyser.

However, the key is to not just to provide content with these keywords but to give specific content. When people search for information, they want answers. They don't want fluff and they don't like hard-selling. Don't fall for either mistake and you'll do well in search marketing.

Find a Good Keyword Mix

Just because a particular keyword gets another hit doesn't mean that you'll rank highly for it once it is targeted. Search engines use a complex algorithm to know whether your content is what the searchers are looking for. Latent Semantic Indexing (LSI) keywords also need to be integrated into the text content of your website. Aside from letting your web pages get a high ranking on the search engines, the information you provide will be appreciated with the readers as well.

Optimise Content for Its Purpose

There is already a lot of generic content on the internet. All of these are contending for ranking but few will stand out in the minds of the readers. Be sure to provide specific, comprehensive, and in-depth information if you are aware of who your audience are. After creating the content, optimise the key points. There are lots of benefits to this. Apart from giving customers a lot of know-how find your website, it will also act as a linkbait, and it can then direct a lot of traffic to your website.

by: Pilar Torres Wahlberg

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