You are not the first site on the web to offer your product or service nor are you likely to be the last to offer your product or service.
However don’t let that deter your aspirations. As soon as you acknowledge these facts, you will be on your way to figuring out how to be different and how to get found in a very busy marketplace. Some of the techniques to assist you in obtaining high Page Rankings, so you can be found, will be introduced in several of the articles in this series about Search and Search Engine Optimization; and these techniques are related to brand You Inc marketing and the tale of the Long Tail!
In an excellent book by Chris Anderson, The Long Tail, he describes the current business and technical environment where the Web is enabling an economic shift away from mainstream markets with a smaller number of hugely successful blockbuster “hits” to smaller niche-oriented markets. Advances in technology enable you to go out further on the demand / distribution curve to find like-minded individuals that are the target customers for the niche-oriented products and services.
The economics and power of the Internet (meaning very low cost and unlimited 24x7world-wide reach) have enabled a marketing and sales shift away from focusing on crowded, and what appear to be mainstream offerings, to smaller niche-oriented products and services.
While many are competing for the big bang associated with a mainstream product offering, there are many closely related products that can be offered, economically, to consumers. It can be thought of as an alternative to what many may like with the mainstream offering but have a hesitation to buy because one-size does not fit all.
An example would be iTunes, a service offering niche music not found in record stores to people that crave artists outside the mainstream.
So, the key is to shape your thinking, organize your target marketing, and optimize your online store, ie your website, to think in terms of a niche and be specific. You will enjoy better results.
There will be more traffic and most likely a higher conversion ratio, as you will be attracting the right type of customer; one that is like-minded and more committed to purchasing. Remember, people don’t like to be sold to however they do like to shop and definitely like to buy; so create an environment where like-minded individuals will be comfortable and find value. When the time is right, they will buy what you have to offer as the only people that will show-up and enter your store, are the ones that are like-minded and find themselves craving what you have to offer.
As the tale of the Long Tail has consistently demonstrated, creating niches and driving like-minded traffic to your site, can be as economical as mainstream offerings however usually more profitable (because you will spend less money marketing in crowded spaces) and frequently more rewarding because like-minded people will be appreciative of your efforts to educate, enlighten, or entertain them as they browse your store and ultimately take the action you want them to take.
Here is a tip for you to do early in your efforts to become an Internet Marketing professional. Think of 3-5 keywords that you think are important to your target market, your product or offering, or your site. Once you have them, put them aside. Save them for later but put them out-of-site for the time being.
Now create a list of the top 7-10 keywords that you think are next most important.
These will most likely be the words that define your niche and they are referred to as the money words.
Save these words, as in subsequent articles, we will focus on them to turn your marketing efforts and online store into revenue.
In order to help you, I will continue to post (on this blog site) tips and techniques I have obtained and learned from My Go-To-Market Partners as I became a Digital Entrepreneur and built my online business, aspenIbiz, along with the various Web 2.0 properties and affiliate web sites. Together, these tips will provide a traffic formula that will improve your ranking and drive leads to your web site.