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Suggest You - Establishing Your Product in a Niche or Vertical Market
You should never forget to celebrate Secretaries Day. This day commemorates all the hard work your office assistant and many others around the world have put in to keep you on time, organized and up-to-date on the job. Though this holiday’s name is a little out of date it is still important to remember and in some places looked forward by many assistants.There are several ways to celebrate Secretaries Day. Some places simply find that a small appreciative gift works best to show your employee that you are aware of their hard work and would like to honor him or her for it. Other places hold a small office party to give everyone a chance to relax a little bit in the office environment.If you want to hold an office party, put together some decorations, and get some good food to put in the break room. Don’t forget to get everyone involved in the celebration with some fun and silly office appropriate games. You can thro
Lets use this example; a fictional florist located in Sydney who specialises in wedding bouquets. Their target markets would probably be:
• Women in their early to late twenties
• People living in Sydney and surrounding suburbs
• Brides-to-be living in Sydney and surrounding suburbs
• Dating males
• Couples (especially around Valentine’s Day)
There are probably more potential markets than this but this will do for the moment. Now we have narrowed down our target market, lets get inside their heads. Lets say you were a mum helping with your daughters wedding preparation, what would YOU type in to the search engines to find the goods and services offered on your own site?
Write down these search terms as they come to mind. Using our florist example again, relevant search terms could include:
• Flowers
• Weddings
• Wedding flowers
• Roses
• Bouquets
• Florists
• Gifts
Having defined these add qualifying terms that will help define your market even more. Choose terms that are relevant to your geographic r
For a marketing plan to succeed, your marketing material needs to appeal to your potential buyer and capture his attention straight away.If you fail to attract his attention, you could be driving away potential customers who could benefit by buying your products or services.Before you start creating your marketing materials, you need to know what turns potential customers off as well as knowing how to create a message which will turn them into buyers.Whether it be your brochure, a flyer, your newsletter, or even your web site, people do not want to read about you and how clever you are. What they want to know is what you can do for them to make their life easier. So forget about self-promotion and focus on what is important to your potential customer.Power words to use in your copy include new and free, how-to, now, announcing, introducing, powerful, bargain and hurry. Although they may seem old and over-us
• Getting found on search engines
• Establishing your product in a niche or vertical market
• Creating a great Unique Selling Proposition
• Exceptional customer relationship management
• Patience
In this ezimail issue I want to cover the topic of establishing your product in a niche or vertical market. A niche market is a focused, targetable portion of a market frequently not addressed by mainstream providers.
Why should you bother to establish a niche market? Because of the great advantage of being alone there; other small businesses may not be aware of your particular niche market, and large businesses won’t want to bother with it. The trick to capitalising on a niche market is to find or develop a market niche that has customers who are accessible, that is growing fast enough, and that is not owned by one established vendor already.
The biggest mistake an online business can make is being everything to everyone. Look at the Pet category. Why bother competing with pets.com when you could focus on and attract every parakeet owner in the world with parakeets.com (Interestingly, this has been taken as a domain but not used!)
The truth is, running two or three web sites that each target a specific niche market is the EASIEST WAY TO MAKE MONEY on the Internet. Everyone is looking for the big money maker. So, all too often, niche markets are ignored. We have merchants that operate over 30 separate online stores each. And guess what? They are still adding new ones!
So the objective then is to:
1. Find a niche market.
2. Figure out what they want.
3. Develop the product.
4. Offer it to them.
5. Automate the business.
6. Then start another and diversify.
There is a lot of money to be made this way. Focusing on a distinct, well-defined niche market is a powerful key to online success. A unique niche reduces competition and provides your online business with a clearly- defined market.
Bookstores on the internet are common – many, like Amazon.com, already dominate a major online consumer share. However, focusing on a niche means you can isolate and spotlight a single book category - a specialised discipline - and exploit the exclusivity and uniqueness of that vertical market.
What happens when you move into a niche market and specialise? First, you immediately turn a commodity into an oddity - a unique, differentiated product with a defined target demographic. Instead of just ‘books’, you now become the online authority for, say, ‘dieting books’ - with a defined audience and clear picture on where that audience gravitates. (health news groups, body and fitness related sites and portals, weight loss e-zines, content sites, newsletters, and so forth). Also, you are now a manager and supplier of rare or specialty products that may be difficult to locate offline through traditional brick-and-mortar outlets. With a specialised product, your broad-spectrum competition is no longer directly competing for your target market - and having ‘the lowest price’ is less of an issue.
Understanding what makes your customers tick because you know exactly who they are and what they want, also enables you to communicate with them in a way they will respond to.
Regardless of whatever marketing technique you employ, you’ve already leveraged your opportunities for generating meaningful traffic by narrowing in on a qualitatively distinct audience with predictable consumer needs. In a niche market, you can achieve higher search rankings by optimising URL’s, titles, tags and content with the niche keywords unique to your business. With your keyword competition greatly reduced, your customers will have no difficulty finding you at the top of search queries.
The bottom line question is this: can your business sell more by specialising, differentiating, and locking onto various niche markets? However, beware, concentrating too closely on an isolated niche can also be a liability if the market for your product is quite small or there is little online demand for such a limited item. This is what a business plan and market analysis is for.
Once you have discovered a lucrative niche market, you can build around a core product vertically - and enhance overall value.
Does Your Website Target a Particular Market? Well, does it? Is it geographic or demographic? Male or female, young or old? Business or consumer? With a little planning, you can determine exactly who visits your site and who doesn’t. you achieve this by using search terms throughout your site that are geared specifically towards your own niche markets. If you are not sure follow us through this process. Write down the specific markets your products and services are aimed at and then drill down even further. Do you service only one state, country or city? Are you mainly targeting men in their thirties, parents of young children or teenage girls?
Lets use this example; a fictional florist located in Sydney who specialises in wedding bouquets. Their target markets would probably be:
• Women in their early to late twenties
• People living in Sydney and surrounding suburbs
• Brides-to-be living in Sydney and surrounding suburbs
• Dating males
• Couples (especially around Valentine’s Day)
There are probably more potential markets than this but this will do for the moment. Now we have narrowed down our target market, lets get inside their heads. Lets say you were a mum helping with your daughters wedding preparation, what would YOU type in to the search engines to find the goods and services offered on your own site?
Write down these search terms as they come to mind. Using our florist example again, relevant search terms could include:
• Flowers
• Weddings
• Wedding flowers
• Roses
• Bouquets
• Florists
• Gifts
Having defined these add qualifying terms that will help define your market even more. Choose terms that are relevant to your geographic re
When most people think of accounting, what comes to mind is usually basic information that's not particularly interesting or beneficial. But there's a lot more to accounting than just the basics.Computers have changed the way accountants and auditors do their job. Accountants can use special software packages to do transactions in basic formats for financial records. Using software they can organize data in financial analysis. This greatly reduces the amount of tedious manual work of recordkeeping and data management. Accountants can use computers to receive their clients' information by using the internet. Because of this accountants and auditors can utilize these computer skills in correcting problems with software or in developing specific software for data management and bookkeeping. This allow accountants also to perform more technical duties such as analyzing and devising budgets.Nowadays, many accountants are also
The truth is, running two or three web sites that each target a specific niche market is the EASIEST WAY TO MAKE MONEY on the Internet. Everyone is looking for the big money maker. So, all too often, niche markets are ignored. We have merchants that operate over 30 separate online stores each. And guess what? They are still adding new ones!
So the objective then is to:
1. Find a niche market.
2. Figure out what they want.
3. Develop the product.
4. Offer it to them.
5. Automate the business.
6. Then start another and diversify.
There is a lot of money to be made this way. Focusing on a distinct, well-defined niche market is a powerful key to online success. A unique niche reduces competition and provides your online business with a clearly- defined market.
Bookstores on the internet are common – many, like Amazon.com, already dominate a major online consumer share. However, focusing on a niche means you can isolate and spotlight a single book category - a specialised discipline - and exploit the exclusivity and uniqueness of that vertical market.
What happens when you move into a niche market and specialise? First, you immediately turn a commodity into an oddity - a unique, differentiated product with a defined target demographic. Instead of just ‘books’, you now become the online authority for, say, ‘dieting books’ - with a defined audience and clear picture on where that audience gravitates. (health news groups, body and fitness related sites and portals, weight loss e-zines, content sites, newsletters, and so forth). Also, you are now a manager and supplier of rare or specialty products that may be difficult to locate offline through traditional brick-and-mortar outlets. With a specialised product, your broad-spectrum competition is no longer directly competing for your target market - and having ‘the lowest price’ is less of an issue.
Understanding what makes your customers tick because you know exactly who they are and what they want, also enables you to communicate with them in a way they will respond to.
Regardless of whatever marketing technique you employ, you’ve already leveraged your opportunities for generating meaningful traffic by narrowing in on a qualitatively distinct audience with predictable consumer needs. In a niche market, you can achieve higher search rankings by optimising URL’s, titles, tags and content with the niche keywords unique to your business. With your keyword competition greatly reduced, your customers will have no difficulty finding you at the top of search queries.
The bottom line question is this: can your business sell more by specialising, differentiating, and locking onto various niche markets? However, beware, concentrating too closely on an isolated niche can also be a liability if the market for your product is quite small or there is little online demand for such a limited item. This is what a business plan and market analysis is for.
Once you have discovered a lucrative niche market, you can build around a core product vertically - and enhance overall value.
Does Your Website Target a Particular Market? Well, does it? Is it geographic or demographic? Male or female, young or old? Business or consumer? With a little planning, you can determine exactly who visits your site and who doesn’t. you achieve this by using search terms throughout your site that are geared specifically towards your own niche markets. If you are not sure follow us through this process. Write down the specific markets your products and services are aimed at and then drill down even further. Do you service only one state, country or city? Are you mainly targeting men in their thirties, parents of young children or teenage girls?
Lets use this example; a fictional florist located in Sydney who specialises in wedding bouquets. Their target markets would probably be:
• Women in their early to late twenties
• People living in Sydney and surrounding suburbs
• Brides-to-be living in Sydney and surrounding suburbs
• Dating males
• Couples (especially around Valentine’s Day)
There are probably more potential markets than this but this will do for the moment. Now we have narrowed down our target market, lets get inside their heads. Lets say you were a mum helping with your daughters wedding preparation, what would YOU type in to the search engines to find the goods and services offered on your own site?
Write down these search terms as they come to mind. Using our florist example again, relevant search terms could include:
• Flowers
• Weddings
• Wedding flowers
• Roses
• Bouquets
• Florists
• Gifts
Having defined these add qualifying terms that will help define your market even more. Choose terms that are relevant to your geographic r
As a matter of preference, most employees desire to work in a fresh, clean and well-functioning workplace.A cluttered and filthy work area undoubtedly mirror the kind of attitude and mindset the workers, as well as the managers, have in giving importance to their jobs.On the other hand, a clean and tidy environment reflects how the employees (and supervisors) care about their jobs and work hard with due concern and consideration. Therefore, these people are more inclined to do their jobs better and are more productive compared to those who work in a messy and disorganized work areas.However, there are companies who refuse to acknowledge their part in keeping the workplace more people-friendly and instead put the blame on the perceived laziness of employees when it comes to housekeeping.Well, I have gathered different views on housekeeping based on my experience as a 5S coach.Whenever I conduct 5S tra
Understanding what makes your customers tick because you know exactly who they are and what they want, also enables you to communicate with them in a way they will respond to.
Regardless of whatever marketing technique you employ, you’ve already leveraged your opportunities for generating meaningful traffic by narrowing in on a qualitatively distinct audience with predictable consumer needs. In a niche market, you can achieve higher search rankings by optimising URL’s, titles, tags and content with the niche keywords unique to your business. With your keyword competition greatly reduced, your customers will have no difficulty finding you at the top of search queries.
The bottom line question is this: can your business sell more by specialising, differentiating, and locking onto various niche markets? However, beware, concentrating too closely on an isolated niche can also be a liability if the market for your product is quite small or there is little online demand for such a limited item. This is what a business plan and market analysis is for.
Once you have discovered a lucrative niche market, you can build around a core product vertically - and enhance overall value.
Does Your Website Target a Particular Market? Well, does it? Is it geographic or demographic? Male or female, young or old? Business or consumer? With a little planning, you can determine exactly who visits your site and who doesn’t. you achieve this by using search terms throughout your site that are geared specifically towards your own niche markets. If you are not sure follow us through this process. Write down the specific markets your products and services are aimed at and then drill down even further. Do you service only one state, country or city? Are you mainly targeting men in their thirties, parents of young children or teenage girls?
Lets use this example; a fictional florist located in Sydney who specialises in wedding bouquets. Their target markets would probably be:
• Women in their early to late twenties
• People living in Sydney and surrounding suburbs
• Brides-to-be living in Sydney and surrounding suburbs
• Dating males
• Couples (especially around Valentine’s Day)
There are probably more potential markets than this but this will do for the moment. Now we have narrowed down our target market, lets get inside their heads. Lets say you were a mum helping with your daughters wedding preparation, what would YOU type in to the search engines to find the goods and services offered on your own site?
Write down these search terms as they come to mind. Using our florist example again, relevant search terms could include:
• Flowers
• Weddings
• Wedding flowers
• Roses
• Bouquets
• Florists
• Gifts
Having defined these add qualifying terms that will help define your market even more. Choose terms that are relevant to your geographic r
Anyone who has done business online will tell you, it can be overwhelming! The rapid pace of change and the constant inflow of new information and new business opportunities are both exciting, AND can also be very distracting! If you have too many "irons in the fire" then you dilute the effectiveness of your time and your marketing.Many internet business beginners make this mistake and then wonder why they are not making money. How do you keep up with what you're already doing AND keep up with new trends without spending your entire life on the computer??!! :-)Another dilemma faced by nternet business owners is how do you make use of beneficial timing of new opportunities?Have you ever seen the movie "Defending Your Life?" In his youth the hapless hero, played by Albert Brooks, is introduced to an unexpected investment opportunity with a new company. The young man is afraid and skeptical, and he passes up thi
The bottom line question is this: can your business sell more by specialising, differentiating, and locking onto various niche markets? However, beware, concentrating too closely on an isolated niche can also be a liability if the market for your product is quite small or there is little online demand for such a limited item. This is what a business plan and market analysis is for.
Once you have discovered a lucrative niche market, you can build around a core product vertically - and enhance overall value.
Does Your Website Target a Particular Market? Well, does it? Is it geographic or demographic? Male or female, young or old? Business or consumer? With a little planning, you can determine exactly who visits your site and who doesn’t. you achieve this by using search terms throughout your site that are geared specifically towards your own niche markets. If you are not sure follow us through this process. Write down the specific markets your products and services are aimed at and then drill down even further. Do you service only one state, country or city? Are you mainly targeting men in their thirties, parents of young children or teenage girls?
Lets use this example; a fictional florist located in Sydney who specialises in wedding bouquets. Their target markets would probably be:
• Women in their early to late twenties
• People living in Sydney and surrounding suburbs
• Brides-to-be living in Sydney and surrounding suburbs
• Dating males
• Couples (especially around Valentine’s Day)
There are probably more potential markets than this but this will do for the moment. Now we have narrowed down our target market, lets get inside their heads. Lets say you were a mum helping with your daughters wedding preparation, what would YOU type in to the search engines to find the goods and services offered on your own site?
Write down these search terms as they come to mind. Using our florist example again, relevant search terms could include:
• Flowers
• Weddings
• Wedding flowers
• Roses
• Bouquets
• Florists
• Gifts
Having defined these add qualifying terms that will help define your market even more. Choose terms that are relevant to your geographic r
There are four primary activities that successful salespeople engage in on an ongoing basis. These are Prospecting (45% of time), Presenting (20%), Product Knowledge/Malleability (20%), and Professional and Personal Development (15%)Recently we were presenting this information in a workshop on Prospect Management, when one of the participants raised his hand and said: “That’s great. But you just don’t understand. We spend so much of our time having to service our existing clients and putting out fires, there’s no way to have that much time for prospecting and all this other stuff.”Sound like something you face?We understand, because we’re out there selling too. Just like you, we go out and find new prospects, show them how we can help them, deal with client service, make sure training materials show up where they’re supposed to be, etc… And, we spend a good deal of time consulting, conducting workshops, an
Lets use this example; a fictional florist located in Sydney who specialises in wedding bouquets. Their target markets would probably be:
• Women in their early to late twenties
• People living in Sydney and surrounding suburbs
• Brides-to-be living in Sydney and surrounding suburbs
• Dating males
• Couples (especially around Valentine’s Day)
There are probably more potential markets than this but this will do for the moment. Now we have narrowed down our target market, lets get inside their heads. Lets say you were a mum helping with your daughters wedding preparation, what would YOU type in to the search engines to find the goods and services offered on your own site?
Write down these search terms as they come to mind. Using our florist example again, relevant search terms could include:
• Flowers
• Weddings
• Wedding flowers
• Roses
• Bouquets
• Florists
• Gifts
Having defined these add qualifying terms that will help define your market even more. Choose terms that are relevant to your geographic region, or specific product / service offering. Unless our fictional Sydney florist sends flowers outside of Sydney, they wouldn’t want to attract any web site visitors from outside the city right? Also, if somebody searches the web looking for flower fertilizer, our Sydney florist wouldn’t want them visiting either.
Adding qualifying terms reduces the likelihood of these visitors. For example, let’s add the following terms to our original list:
• Send, deliver, flowers Sydney
• Send wedding flowers, NSW
• Wedding bouquets, Sydney
• Sydney, roses for weddings
• Rose bouquets, Sydney
• Florists, Sydney
A few selective terms can narrow down the searches considerably. Your visitors will arrive at your site already highly qualified. Now you have narrowed down your search terms to reach your markets, scatter these search terms throughout your web pages. Replace keywords in your existing tags with your new target terms and use the most important ones within your URL is possible, title tag and description. If you’re not confident enough to do this yourself, give the terms to your web designer or a SEO and ask them to do it.
Once you’ve dominated one niche market with this strategy, you can start to expand your focus… or go after a completely different niche.
By Kerry Plowright Contact the author: kerry@waspz.com or go to www.awp.com.au
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