You may have started blogging for business and created a business blog with a carefully chosen theme. But, because it’s a business blog, it’s important that you first consider your target customers before proceeding with the series of content that you would like to post. Without proper consideration, you might miss the real purpose of your blog, which is to catch the attention of your prospective customers.
Web surfers are very diverse and they have different backgrounds, preferences, and lifestyle. Therefore, market segmentation is very important. Your target market will depend much on the products or services that you are selling, and you better know your products very well. It is your products that determine the demographic profile of your customers.
Before conceptualizing the theme of your blog, it would be better if you have a definite profile of your ideal customer in mind. This profile will represent your target market segment. The basic demographic profile includes age, gender, and social or economic status. The categories under each profile are as follows:
Age. Does your target market consist of children, teenagers, adults, or senior citizens?
Gender. Are your target customers male, female, or transgender?
Economic Status. Do they belong in low income, middle income, affluent, or rich group?
Location or address.
These profile or sets of traits should match the characteristics or features of the products or services that you are offering. Remember, however, that these classifications are still relatively broad and apply only to basic commodities where product differentiation by consumers is still not so distinct. Examples are medicines or medical services, foods, educational services, and others.
For stricter market segmentation, you can differentiate your target markets or narrow them further according to customer temperaments, needs, goals, and fears. Specifically, you can distinguish them according to:
Needs sense of accomplishments, sense of belonging, self actualization
Goals productivity, efficiency, savings, safety
Temperaments serious, happy go lucky, complacent
Fears old age, poverty, ill health, rejection
There are still more categories to further narrow your market segment such as educational attainment, lifestyle, mindset, family size, political views, etc. These are relevant if the products or services that you are offering are highly specialized or customized such as travel or vacation packages, luxury cars, high tech gadgets, and other.
Having a clear picture of the common characteristics of your target market when blogging for business will help you decide what theme or blog design to use, the appropriate mode or tone of your article, and the right web graphics that you need to employ.
These details may overwhelm you at first. But, you should realize that your purpose for blogging is to attract web users who are more likely to use your products or services and to influence them to buy and patronize what you offer. Bear in mind as well that customers now are more discriminating, especially if the products are quite expensive. They scrutinize details and compare them with competing brands.
So to make your blog more effective, know your products well and create a profile of your target market based on your products’ characteristics and features. Then, post blog content that will appeal to your target market. Remember, your business blog is created to generate sales. Keep your focus so you will not waste time and effort when blogging for business.