Frame Content Knowing Your Website Audience

Content is the vital element in a website. It is through this medium entrepreneurs communicate to prospective users what they have got to offer and how their product or service is above par in the market. Many people spend a fortune in developing their own websites and a major chunk of the budget goes to attracting potential customers to buy ones product. It becomes a crucial part of your business to update the content in your website regularly and optimize your content for more readership.

If the content is not appropriate or is not in a style applicable to your target audience they will have no reason to stay on your site as your site will have no relevance to the information they are pursuing. So a wise and experienced content writer should know what kind of audience type he or she is dealing with and write content that is suitable for such.

Know Your Audience:

While deciding upon and writing content one should know their audience and their personality types. The population is broadly classified into four personality types.

The Spontaneous type – Has an individualistic attitude and is mainly activity oriented. They believe in doing things and are always on the move. They are not very disciplined with time and do things in a flash. Such personality types look for the best in the market and always do their research on the strategy “Why is the service or product the finest”. While writing content directed to personalities of spontaneous types the style of writing should concentrate on ethics, offer guaranteed results, and give a convincing outlook instead of giving them choices. An example of this kind style is “The strategies used are tailor made and can be customized for your business needs”.

Competitive type – Are those who are pure professionals and believe in potential outputs. Time is their slave as they are well organized and highly calculative. People who come under this category of personality type look for the benefits a product or service can provide for their personal or professional growth. They would always pose the question “what can the product do for my business”. The best way to deal with them is to provide them with alternatives, make them understand prospects and difficulties they may have to face while using the service. So the content should have sentences like “We as professionals assure you quality and timely output”.

People with Humanistic personalities have individualistic attitudes and are more inclined towards building strong business relationships. However, they keep no check of time and are generally slow in all processes. These people are more interested in knowing about clients and their reviews about the product or service being offered. The best way to attract these people is to motivate them with good will and good reviews from your existing clients. “Check out what our clientele has to say about our prompt service” – this way you introduce them to your testimonial page and convince them about your business.

A few potential customers fall under the Methodical audience – These People believe in intricate detailing and are hard-core business people. They are highly systematic and use time in a disciplined manner. Such people often target a direct question – How will your service workout for my business? To approach such people one needs to provide them with demonstrations and data to prove the quality of your service. The statement could be “We have 2056 branches across the country and around 450 projects have been successfully completed by our team of 4500 professionals”.

So while you are framing web content make sure to keep all personality types in mind, as any of the four can be a prospective client in the future. Doing so will allow you to create content like this –

“We as professionals assure you quality and timely output. The strategies used are tailor-made for businesses and can be customized as per your business needs. We have 2056 branches in the country and around 450 projects which been successfully completed by our team of 4500 professionals. Check out what our clientele has to say about our prompt services”.

Three Aspects of Business Excellence: Best Practice Business Strategies

The best companies in the world all use the best methods available to them to increase their top line and bottom line. These methods are described here.

The three elements of a business that define profitability are how much is sold, the features that the product possesses, and the efficiency with which it is produced. An easily remembered hook is “How Fast, How Good and How Cheap”. For each of these three elements there is a Business Excellence tool. “How Fast” is maximized using a Lean Manufacturing method, “How Good” is enhanced using a Quality Program, and “How Cheap” is optimized using Rational Management Processes.

The three aspects of Business Excellence are not independent. There are overlaps between each of them, not least because the exponents of each have tried to widen the scope of their methods.

Business Excellence: Lean Manufacturing

There are several tools available to increase output and reduce cycle times. They all rely on reducing inventory levels in the work area. Although the phrase “Lean Manufacturing” has a specific meaning in some quarters, it is used here to mean any method that reduces cycle time by keeping inventory levels low. Examples of lean manufacturing methods include Kanban, Theory of Constraints, and Just in Time (JIT).

Business Excellence: Quality Tools

The best companies strive continuously for quality improvements, and have a focused program to this effect. There are many of these programs available, such as TQM, Kaizen, and Six Sigma.

TQM – Total Quality Management – educates the entire workforce (hence “Total”) on the benefits of quality (reduced waste, lower cycle time, lower costs, etc.), where quality is defined by the customers, both internal to the company as well as external to it.

Kaizen means “Improvement” and tries to improve every aspect of the business, from management to tool set-up, to production practices. It tries to introduce a human element to improvement, and often focuses on removing difficult work, since human error is the most difficult to eliminate.

Six Sigma aims to reduce defect levels down to around 3 parts per million. The focus is to recruit the best people and get them to work on the hardest problems. It attempts to characterise a process output by finding out, using sound statistics, what inputs affect the output. It was first used by Motorola, but is now in widespread use.

Business Excellence: Rational Processes

There is another aspect to Business Excellence that is better suited to deal with management issues. For example, how to decide which engineer should be assigned as project leader on a new machine installation. The rational thought process can be formalized to a large extent, and one of the methods in common use is the Kepner-Tregoe Rational Thinking management program.

It has five main components:

  1. Situation Appraisal: This is what every good manager does regularly, set out in standard form
  2. Problem Analysis: Formal method to solve any problem, product, personnel, etc
  3. Decision Analysis: Standard method to remove emotion and inconsistency from decisions
  4. Potential Problem / Opportunity Analysis: Indentify possible problems, and take action accordingly
  5. Incident Mapping: Summarise a complex incident and identify the true root cause

Summary of Business Excellence Tools

There are many methods to make a product or a service faster, better and cheaper. Tools such as Theory of Constraints, Six Sigma, and Kepner-Tregoe, are used together and are closely linked. Proficiency at using these Business Excellence tools leads to more product being made, and made with higher quality, more cheaply.

Define Effective Vision and Business Strategies: Strategic Thinking for Strategic Objectives and Business Planning

An effective business vision and set of business strategies requires good strategic analysis and strategic thinking and is based on business strengths and opportunity.

The vision is the long term goal of the business and should be ambitious without being a complete fantasy. That goal should be broad and forward thinking and unite the business with a common purpose. The business strategies are selected based on existing capabilities and strengths and that are the means to achieve that goal. Those business strategies will move the business forward to the goal either in one step or in multiple steps over time.

Vision

To be effective the vision must be simple and succinct, it must be something that the people within the business can identify with and it must have a tangible impact within the business. For example Ford Motor Company’s vision is: “to become the world’s leading consumer company for automotive products and services”. Or Bill Gates of Microsoft had the vision of “Windows on every desktop”.

Business Growth Strategy

The business strategies should be based on comprehensive and insightful analysis of the business strengths and the market opportunity available. SWOT Analysis in particular is useful to do that. Business growth strategy is typically focused in one of three sales areas:

  • New – introduction of a completely new product or product design or the latest and greatest version for example cars, electronics, mobile phones…
  • Differentiation – establishing a brand that will typically command a higher price for example designer clothes and accessories, premium brand cars…
  • Price – low cost or commodity pricing to reach a mass market for example budget airlines…

Other Business Strategies

Importantly, the business strategies should also focus on other business strategies for example:

  • Financial – profit margin improvement
  • Customer – service improvement or added value services
  • Internal – efficiency or effectiveness improvement
  • Learning and Development – training programme or skill development capability leading towards new innovations

Characteristics

The selected business strategies should share characteristics that provide clarity so that each one is:

  1. Clear and specific
  2. Measurable in some way such as increased sales, reduced cycle time, increased throughput…
  3. Achievable within the next six to twenty-four months
  4. Results-oriented and so expected to provide some tangible benefit to the business

For example “Increase sales” should become something like “Increase sales to local small manufacturing businesses by 25% over the next 12 months”.

Step Two Completed

This completes step two of six in Strategies to Improve Your Small Business. The key to selecting successful business strategies lies in a clear appreciation of business strengths and an insightful understanding of the market opportunity based on good strategic analysis and thinking. Above and beyond that the business strategies need to move towards the longer term goal and this business planning needs to be clearly stated and communicated.