Demographic Research and a Focus Strategy
Landing pages, especially for a B2B marketing campaign has to pay special attention to the user demographics. The page is usually browsed not by the CEO of the company and instead by his or her private secretary/ assistant. The private secretary has been given clear instructions on ‘what to look for’. A decision is usually made in the first 30 secs on whether the services offered matches. For a B2B landing page to be effective it has to be aligned with the FOCUS strategy which the company has taken along with serving the page to your profiled ideal visitor. It is important to understand with high accuracy what your visitor is looking for and what offers work.What is a FOCUS Strategy ?
A FOCUS STRATEGY may be the most sophisticated of the generic strategies, in that it is a more ‘intense’ form of either the cost leadership or differentiation strategy. It is designed to address a “focused” segment of the marketplace, product form or cost management process and is usually employed when it isn’t appropriate to attempt an ‘across the board’ application of cost leadership or differentiation. It is based on the concept of serving a particular target in such an exceptional manner, that others cannot compete. Usually this means addressing a substantially smaller market segment than others in the industry, but because of minimal competition, profit margins can be very high.
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