If your business serves many types of customers, it can be a challenge for website writers to connect with the needs of prospective buyers. By segmenting website content you can create a website experience that is much more customer-centric. For example, hospital executives don’t want to have to navigate through an entire website to find that content that is most relevant. The same holds true for any other industry market segment such as retail or education. Segmented content has a much greater opportunity to connect with potential building owners.
Start with a dedicated landing page
You may not want to optimize your home page for a particular market segment. But a dedicated landing page tied to a paid ad could be optimized for a single market segment. That’s how I found Korte Builders. I was searching for articles on top healthcare trends when this paid Google ad appeared.
A landing page geared toward a specific segment should have a clear focus. The Korte landing page (the first page people will visit after clicking on the ad) is successful in providing this audience with just what they need to know.
Blog content and tweets specific to healthcare convey authority in healthcare construction. Also included is a downloadable document on healthcare trends. “Let’s talk” provides a casual call to action for someone in the early stages of the buying cycle. A project map shows Korte healthcare projects all over the country. The “small projects team” copy serves to welcome decision-makers for all sorts of projects – and is a smart move since the market is trending toward renovation. Updates that visitors sign up for, will also be focused only on the potential buyer’s interest: healthcare construction. A clear link to the home page of the Korte Company site eliminates any confusion that this is a home page.
How to Segment Content
Segmenting content is as easy as setting up categories on your blog and generating an RSS feed for that specific category. Place it anywhere on your website. Read this helpful post that explains how to do it. Keep an eye on your content to make sure you keep each category up-to-date. Consider a similar segmentation strategy on Twitter by designating multiple Twitter accounts for your business, each focused on an important segment, such as Korte’s @KorteHealthcare. Evaluate if the benefits outweigh the extra work it will take to maintain two accounts. Here’s a good post from the Social Media Examiner that can help you decide how to set up Twitter accounts for your business.
Content writers should consider unique ways to interact with each market segment. What interactive tools such as online calculators or visualization applications would be most useful to potential buyers? Segmented content provides more opportunity to engage.
Industry segments aren’t the only way to slice a market. Segmenting customers by size or geography also offers potential. The best messages are those that speak to the specific needs of the audience.
What obstacles keep you from segmenting your market?