Getting Started Online Step Two: Targeting Segmentation and Positioning.

18 Dec

You’ve done your research. Found some cool sites, found some nightmares and probably have a whole new list of ideas and things you would like to do. What’s next? The next step is to get clear on your target market and how you will position yourself in this market. This is not a six month consultancy driven stage. It’s just a couple of thought processes that will help keep you on track when the lure of twitter or some snazzy web design begin to pull you away from what you started out to accomplish.

Let’s keep this process simple:

1. Open up whichever memory aide works for you. It could be Microsoft Word, a Mind Mapping tool or even a pen and paper and note down your thoughts on the following.

2. Consider which market you will target, then with in this which specific segments will you direct your efforts towards. Is it a broad market, all men in the world aged over 40. Or a narrow one, all stamp collectors in the Channel Islands.

3. Once you have some ideas of your target market and its segments think about how you will position yourself within this market. It’s unlikely that you can be all things to all men, women and children. So think about what your company will stand for and offer to this market. Consider Tiffany’s. This company  knows its target market and manages all marketing to position itself within this market. Then consider GAP, a great company but one that tries to appeal to everyone and now has to offer 60% off everything 10 days before Christmas.

The point here is just to have a few statements about who your online business will appeal to. From here you can shape your marketing efforts and also give yourself a buffer against the desire to appeal to everyone and in doing so appeal to no one.


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