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How to conduct B2B market research on a shoestring budget
In a previous article, titled Consumer psychology on the Web, I discussed how understanding your market's needs, mindset and buying motivation is the best way to create influential website copy. And as you know, influential copy determines whether or not your Web site "catches" qualified sales leads.
For low budget research, my recommendations were simple. Talk with prospective customers and talk with current customers. If you ask the right questions, they'll provide your research.
This is great advice, but obviously requires large commitments of time. For those who want faster results with similar low budget tactics, listen up. What I'm about to tell you is one of the best-kept secrets for conducting B2B market research on a shoestring budget.
I'm sure you've heard the phrase, "If you don't know with whom you're taking, how will you know what to say?" Nothing could be truer for communicating with a website.
Start with your target buyer(s). Define each by job title.
Once defined, you must then understand her job role, needs, influences, biases, and objections, as they relate to your product or service.
So where can you get this information without spending a fortune?
Second to customer interviews, another cost-effective method is to research online job postings and resumes. It's amazing what you can learn from these well-hidden gems. From a mail clerk to the CEO position, these documents have everything you need.
You can learn to whom your target buyer reports, challenges that come with the position, day-to-day responsibilities, and skills required for success. Needless to say, your website copy should communicate how your product or service makes her job or life easier.
Monster, Dice and other employment matching services are helpful research hubs, but also consider this tool to locate specific resumes and job postings.
Meet Google (www.google.com).
For those who have not witnessed the speed and accuracy of this search tool, try it. For example, if your target buyer happens to be a mail clerk, type in 'responsibilities of a mail clerk' (without quotes) and notice the Vanderbilt.edu post. That one job post contains almost everything you need to know about a mail clerk's job. It's almost too easy.
I cannot stress this enough...
Regardless of the method, learning about your target market is critical to online success. The more insight you have, the more effective your communications. The more effective your communications, the more qualified leads your website produces.
And as you know, qualified leads for your sales pipeline yields customers, repeat purchases, referrals, and profit. It's really that simple.
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The Website Profit Doctors are a Chicago Area Website Help Company who can transform your “information only” website into a profitable customer acquisition tool.
Primary website help services include: Website Improvements, Website Redesigns & Makeovers, Custom Website Development, Responsive Website Development, Google AdWords Advertising, Bing Ads Advertising, Google Analytics Set Up, Strategic Planning & Coaching, Competitive Intelligence & Research, Purchase Process Assessments, Lead Capture Assessments, Website Maintenance & Support Packages.
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