One of the greatest challenges in business is getting to understand your customers properly.
Within the Building an Internet Community CASE Study featured in the FULL The Real World Marketer Program, users are identified and categorized as:
- Early Settlers
- Tourists
- Joes
- Crims
- Cowboys
These categories are applicable to almost any business - both “walk-in” off the street AND online.
If you have a business or are planning to start one, then you NEED to develop an intimate understanding of your customers.
All business owners (online and offline) have to deal and respond to a myriad of different people. By understanding where people are coming from, you will be able to deal with their particular needs far more effectively.
In terms of your own business, you may like to determine similar definitions for your customers so you can develop strategies for each group / category, particularly on the customer service side.
Once you’ve done this, you will be able to undertake your planning with greater clarity.
You will need to read the Case Study for more details and the definition of each category here but the names should give you a hint. (Clue: Early Movers are akin to Early Settlers.)
When you think of yourself as a buyer or member of any community, you WILL fit into “a category”.
Which one do you think you fit?
This is only one of fourteen sections featured in the Case Study which takes you from A-to-Z on what was involved in building a very successful online business. These include:
- What is a Community?
- The Value in a Community
- Conception – Finding Your Passion
- Finding others with the Same Passion
- Unique Selling Proposition
- Technical Development
- Search Engine Optimization
- Preparing to Launch your Community
- Reaching Critical Mass
- The Right Marketing Mix
- Handling Growth - Understanding Community Visitor Types
- Dealing with Advertisers
- Expanding Internationally
- APPENDIX A - Online Viral Marketing Strategies
- APPENDIX B – Sourcing Investment Capital
This is a rare - and detailed - insider's view which anyone who is active or plans to be active online can benefit from.
  
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