Market Segmentation – Digital Strategies for SEO & Social

Kate Web Development, Branding & Marketing

How To Create Market Segmentation For Digital Success

Every second of the day, around the globe, all kinds of products and services are being exchanged. What influences these decisions? In order to create marketing segmentation strategies for business that are successful, effective, and efficient at generating revenue, you have to stop and examine that question. Determine how you can persuade your target audience (the customers you wish to attain, or the eyes on your content) to view or buy your products, services, content – the world is our oyster with market segmentation!


Approaching Your Target Market

Without planning how you will be marketing your business or promoting your products or services properly, products and businesses fail, or are much, much less successful than what is possible. In order to achieve success for your business, you must build a strong brand identity, and make a thorough marketing plan for how you can reach out and communicate to the right target audience for what you are offering. My marketing strategies for branding are focused on developing a brand and promotional strategy, which incorporates and examines the classic ‘Marketing Mix’ and utilizes online marketing as a chief advertisement strategy as a channel.

Begin With Branding for Market Segmentation

Brand Identity — Who are you? Building a brand isn’t something that just happens over night – instead, it is developed over time and with effective market segmentation. The brand of a company is like the personality of a company, and in order to have success, your branding must communicate the right message the exact right people. You can’t just come up with a logo and a catchy jingle and call it a night. Branding is more than just that and you have to go to alternative routes to find what your target market is and what they like; that’s one way to begin your market segmentation application. Your brand identity should reflect the value of your company in every way. Every chance there is for your company’s value to be perceived your branding should be well-executed. Customers make decisions based on perception. You should consider not just your logo, name, and perhaps slogan, but your website professionalismpackaging, your delivery options to your customers, your staffing demeanor, and definitely, your presence on the internet (how your instgram account is looking, did you optimize your site content for SEO, etc…).

Evaluate Your Branding

All of these things have an incredible influence on potential and current target market segmentation. Any marketing strategies that will lead to your success, will directly stem from having a strong brand identity that makes sense behind everything.

To evaluate your branding for target market segmentation ask these questions about your company:

  • What are your companies values?
  • What message do you have for your customers?
  • How do you want to make your customers feel?
  • Who are you trying to attract?
  • What kinds influences your target audience? Think psychological, demographic, or geographic factors.
  • How strong is your internal and external branding?
  • How can your staff better project your company values?
  • Are you branding yourself online?
  • Does your website attract the right audience?
  • Are you branding through social media marketing?
  • What are customers associating with your company?
  • How can you improve?


Brand Position – Who Is Your Competition? Building effective and successful digital target market segmentation for small or big companies alike doesn’t mean that once your company has established a brand identity, you just stop there. There is always room for improvement in local business, corporate business, online exclusive business – and you must assess your competition pretty ruthlessly to have a complete brand position in your market.

State Your Position Strategy for Market Segmentation

You should create for your company a written positioning strategy statement of which the focal points are both your customers and your competitors for full circle market segmentation. In a previous post, How To Brand Your Business, I offered a similar list of questions to help you build a brand positioning statement:

  • What is the unique benefit of the product or service you are offering?
  • Who is your target market segmentation—initial buyers or end users or both?
  • What does your target market value?
  • How is your company going to sell and deliver the product or service?
  • Will you be marketing your product or service online?
  • If so, how is your product or service positioned in relation to search engines? Can your target market find you easily when making a search?
  • Will you be using a blog to promote your business?
  • How strong is your branding on social media sites?
  • Why are you better than the competitors in this market segmentation?
  • What is your unique selling position against your competitors? How will you do it?
  • How is your pricing different than your competitors?
  • How are your competitors positioned online in search engines?
  • How are you competitors interacting on social media sites?

performing market segmentationReaching Your Market Segmentation: Mix in SEO Marketing

Once you have developed a branding strategy for your business, you must develop your marketing strategy too. Building promotional marketing strategies for small business products and services are successful when you simply examine a bit, and the tools are all available to do so, on your own or with some help.
If you don’t know them, I covered the 4 Classic P’s–product, place, price, and promotion–in an earlier post, but there should be another addition to the mix, which is people. I really believe that the most effective marketing strategies are ones that focus on online marketing. Each go hand-in-hand and are essential to successfully reaching your market segmentation online specifically.

Why People Should Be the 5th P

Assessing your promotions’ target market segmentation strategy is just as important as assessing your product itself. Naturally ‘people’ as a component can be incorporated into each of the other components in your Marketing Mix, but it can also stand on its own two feet….literally (haha..).
Basically, in order to employ successful marketing for a local, small business, you must place yourself in those shoes. Carefully take a look at what your customers wants and needs are and what kind of things would trigger them to buy products or services within your market.

If the satisfaction of your customers comes before simply trying to make a profit, your company will actually see more of just that.


With the advent of the internet, business and brands were able to communicate and reach a much wider audience then they could before. And with the advances the internet has made, there is ample opportunity for all kinds of small business to reach their market segmentation / target markets of all kinds with geographic and niche targeting through Search Engine Marketing and Social Media Marketing. It’s honestly one of the most incredible opportunities you have to not only directly promote your products, but to directly communicate with your audience and customers on a personal level.
Look over these areas and determine how you can make an impact in your marketplace through them. Define all the ways in which you can communicate your brand through your promotions to the people you wish to attract, influence, and interact with. You’re not only approaching, but now reaching your target market segmentation goals.

The Most Effect Marketing Strategies: Search Engine Marketing

If you’re able to begin with uniting these facets to your branding and putting it all to writing, you will be one step closer to succeeding. Promoting using the web can be the most efficient and fruitful way to be marketing both your business and your products and services. Having a presence online isn’t just strictly a way for you gain interested leads, but it’s a means for you add much depth to your branding. In this article I focus on the importance of Search Engine Marketing.
person using macbook pro on table market segmentation

Search Engine Marketing

Search Engine Marketing is the process of gaining traffic from being visible in search engines (with Google as the leading choice). My goal is to bring my specialization in this area of online marketing to you as a small business owner, including free resources on how you can be implementing super effective ways to reach your market segmentation through online channels, because they are the most effective right now for many markets! Creating an understanding of SEO is close to the heart for me.
To begin, incorporating these components into your strategy is essential: Search Engine Optimization (SEO) — SEO is the process of optimizing a web page to be visible in the search engines for certain keywords (phrases that people search).
SEM and SEO are closely tied, but SEM is a broader term that defines various methods of search engine visiblity. Contrarily, SEO is the actual process of optimizing a specific page or website, and involves targeting an audience and targeted keywords you wish to rank for.
SEO can be broken down into on-page optimization and off-page optimization. On-page SEO includes Keyword Optimization, and the way you have designed your website. In regards to the latter, you want your pages to be easy to navigate, for both the reader and for Google. This means good design and good content. Content of course ties right back into your keywords.

Keyword Optimization

Keyword optimization is the process of targeting keywords you wish to appear for in the search engines and placing those keywords properly on your website. Keywords you wish to rank for must be placed in the correct areas of your website. Before that even begins however, you must have developed a through strategy for what keywords you are targeting, but this should not be difficult whatsoever if you’ve made it through creating a targeted market segmentation strategy. Pull words from brainstorming or documents or by searching similar businesses. Pretend you’re your target market. Different keywords have many different levels of competition, and ranking for certain keywords comes easier than others. To read more about Keyword Optimization, check out our Perfect On-Page SEO Checklist.

Off-Page SEO

To simplify things for a basic understanding, off-page SEO is creating authority for your website in order for it to rank highly. There are many facets to off-page SEO, but let’s just break down the basics. Off-page SEO includes building backlinks to your website, gaining page rank, article marketing, and social media. Today, Social Media Marketing is one of the most important marketing strategies for small business on its own, but it plays a crucial role in supplementing your Search Engine Marketing. Continue reading to understand these areas of SEM. However, if what you’re interested in is extensive off-page SEO help, contact me for a free consultation.

Link Building

In order to create search engine marketing strategies for small business success, you must plan your link structuring and properly build it. To be effective, you must consider both external linking and internal linking. External links are backlinks, or links (to your website or a page) that are coming from third party websites. Internal links are links that can be found within your website that link from one page to another page. To build a link profile for you website that is natural, you will want to incorporate blogging and article marketing as a part of your plan. By promoting your articles and blog posts, along with a link, you can gain valuable backlinks. Backlinks are what Google uses to determine authority, so making sure your link profile is both natural and authoritative is important.

Dofollow vs Nofollow

Some links, called dofollow links, allow a third party to pass their authority on to your website when you place a backlink on their site. There are all kinds of ways to gain backlinks, including article marketing, but there are also other ways such as using social media for marketing your blog in order to reach your target market segmentation, and you can get creative with content and how it should be distributed across audience variation in your segment(s). Social media sites are very authoritative sites, especially ones like Facebook and Twitter, and taking part in Social Media Marketing is very helpful in SEM. If there are many people talking about your business, your blog posts, and sharing your links, you be adding a good amount of authority to your external linking structure that is much needed.
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