Keeping the Target Customer in Focus

by Admin


23 Jul
 None    Internet Related


by Brenda Wright


by Brenda Wright
http://www.enquiro.com

Even for those of us who truly enjoy our jobs and the Search Engine Marketing industry as a whole, there are certain aspects of our work we favor. One of my favorites is our team site reviews.

Whether it is for new, established or prospective clients, there is an excitement and flow of ideas that occurs during these exercises, that provides excellent site suggestions and guidelines for the client, and leaves its participants with a great boost to their day and their knowledge base.

Once a site has been identified, each of the participants reviews the site and the client particulars. We then meet in a boardroom, with the site up on a large central screen, and begin to explore our observations and to make new ones, keeping our focus on the client's target customer.


We review who the target customer is and what the site wants that target customer to do. And then, we walk through the site to see how well the site is achieving their goal and what it might do better.

Most of the 5 to 8 participants have different areas of SEM specialty, from technical, to graphic design, to content and content flow. The ideas and observations that are presented often 'spark' new ideas, creating exceptional results for the clients and cross-pollinating ideas within our own company.

The other day we reviewed a 'redesigned' client's site that appeared to have lost sight of its target customer, and what that target customer wants. The new site assumed the target was near the end of the buying funnel, already knew exactly which products they wanted to buy, and were only interested in finding out prices. The new site was also cluttered, and hard to navigate, with poorly defined navigation links that appeared in too many places and in too many different styles. The site content did not direct the visitor to any specific action, most likely because the site had lost focus of its target goals.

The specific suggestions and observations made by the site review team in the above case will enable our client to better address the needs of their target customer and as a result - improve their site's performance.

It can be difficult to keep a site 'target customer focused'. When a company is developing a site there are many voices that need to be heard, and often the voice of the target customer is lost. If the various 'voices' in your company are able to shift their focus away from their own areas and to focus their attention on your target customer, you might find this an excellent in-house exercise.

Brenda Wright
Head Sponsored Search Strategist
Enquiro Full Service Search Engine Marketing

Copyright 2005 - Enquiro Search Solutions.



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