This week, I was running some market research for a small business in the MMA (mixed martial arts) niche using the same strategies of finding profitable easy to dominate keywords that can rank quickly. This time, I recorded the information to make it easy to pass on to the business owner and on this blog.

Finding Keywords In Your Niche:

Market Research to Gauge Organic Marketing Competition

When you’re looking for ways to make the most out of your website the first place you go is not to your designer. It’s your marketing arm who can tell you in detail about your buyers and client profiles. It’s the go to person is the person in your company or the part of you that can paint the picture of your best customers and what makes them tick. That’s where you start when you want your website to be a way to seriously grow your business. If you don’t know that much about your typical or ideal customer, answer these questions and you’re on your way.

The buyer profiles are made up of the answers to questions like:

1. What are your buyers looking for?
2. What do they do, what responsibilities do they face every day?
3. How do they find and process information and value that fit their needs?
4. What are their concerns and worries?
5. How do they like to be engaged and reached?

The reason why a buyer profile or buyer persona is the starting point for having a business website that matters is that a plan to make everyone happy makes no one happy. Into business terms, it means that if your website is meant to make bigger business improvements in sales, new clients, visibility and beat out competitors and you don’t have a strategy that breaks up that success into paths and roles, you won’t be successful.

Move Away From A One Size Fits All and Into the Divide and Conquer Business Website

A great example of a company that turned around their website into a business growth channel is RightNow Technologies. David Meerman Scott posted a great write up on what they did to create buyer personas, build their website and marketing around those and the results that came pouring in quickly. Results like quadrupled conversions inside three months.