Proposition Development

What Are You Selling - Continue....

Users can be grouped into 4 categories:

1. Suspects - are those people have a postive needs on your products.
2. Prospects - Are those suspects expressed an active interest in what you are offering.
3. Lead - Is a prospect who meets the criteria of someone who is "ready to buy".
4. Sale - A sale is closed when the lead become your customer and buys from you.

The goals in the list above really mark the progress of a user from one area of the funnel to another. Any searcher who finds and visits your site is a suspect. When they download a brochure they become a prospect. When they book a sales consultation they become a lead. When they purchase a product they become a sale.

Who Are Your Customer and What Do They Want?

Segmenting your audience is a key part of any marketing or PR strategy and, SEO is essentially a marketing and PR activity.
Key questions at this stage:

1. Are your customers local, national or international? How might this change in the future? Is language a barrier to them doing business with you?
2. Are you customers busines-to-business (B2B), business-to-consumer (B2C), or Both?
3. Do your customers vary by demographic?
4. Do your customers buy predominantly on price or on quality? Do you want to target upmarket users or appeal to the value end of the market?
5. Is time factor for your customers? Do they need to buy quickly?
6. What is the potential for upselling customers into different product ranges?
7. What is the prospect of repeat business? How many of your customers are likely to form a long term relationship with the business?


KelvinToo

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