Find out which exact aspects marketing research includes and why it is important that a competent marketing research analyst should conduct it.

Types of marketing research

Marketing researches greatly help to plan further development and promotional strategies for your business online. The important thing is to distinguish the stages this affair includes. In particular, check out the following four general and logically interconnected measures for the complex approach to the marketing research for startups or otherwise.

Define target audience

Not a single, even the most vivid and extraordinary ad campaign, would prove to be successful if you don’t have an image of your target audience initially. Expert marketers recommend composing the clients’ portraits for that purpose. Which is a great thing to take advantage of. Composing a list of the required client characteristics, you should answer such clarification questions as: ‘How old are our clients?’, ‘What are they interested in?’, ‘What is their income level?’, ‘What are their life values?’, ‘Where do they work?’, ‘How do they spend their leisure?’, ‘What stands in their way in achieving their goals at the moment?’, and others.  

Thus, you’ll get a distinct image of which aspects to focus attention at in the positioning of your product/service and which things ещ skip through as ineffective ones. Additionally, due to the modern analytical tools (e.g. Facebook), you can find out the size of your TA as well as another pretty important aspect – a set of keywords that would be rated by the search engines.

Analysis of competitors’ pros and cons

The definition of a target audience is a great thing that is unlikely, however, to enable your website to bring real profit. This may be caused by the more successful competitors who have either chosen the more efficient marketing strategy or provide a much wider range of services/products as a whole. You should focus on both of these things as well.

If you hire a real specialist, you will be able to realize in practice how useful the analysis of competitor web-resources might be for you. Firstly, you’ll get a clear vision of which promotion tools are really helpful and which aren’t. Secondly, any experienced marketing research analyst constantly monitors the market related to the business, which develops in the competitor’s region. In such manner, your hired expert will provide for you the approximate financial and time costs a certain company had to cover promoting their resource.

Assess the effectiveness of the chosen marketing strategy

In order to not waste much time and employ the inefficient (for your particular case) web-marketing routes, use the data acquired during the previous two stages and formulate a working promotional plan for your website. Doing that, you’ll remove the shadow of a doubt form the following questions: ‘Will my strategy be relevant for my particular TA?’, ‘Is there a point in continuing using previous promotional techniques?’, ‘How fast will the budget dedicated to the realization of the chosen strategy be compensated?’, ‘How efficiently will my business be able to perform with the defined TA volume?’, and others.

Define your web-resource’s correspondence with modern ergonomics & usability concepts

It so paradoxically happens that even an impeccable marketing strategy carries faults. One of the most frequent reasons for that is the lack of correspondence with current ergonomics and usability perspectives. So your website could hold the leading positions in search results, but upon entering it, a user might be disappointed with its complex/unintuitive functionality; chaotically located products; inaccessible menus, and other technical flaws.  

The elimination of these flows is the main reason why marketers conduct the all-around analyses of the resource’s readiness to be promoted in the search engine. Not only they help enhancing your site’s technical and visual parts, they also help decrease the ad campaign budget (because the site’s low conversion rates can be due to its improper adaptation to users, not due to the inefficient marketing methods).

Conclusion

If you want for your website to be promoted by the real competent, experienced marketing research analyst, welcome to the Ark! We’ll compose efficient marketing strategies in the form of distinct, narrow-focused recommendations based on the received statistical data.