When I talk to groups, and even individuals, about natural online marketing and building an online business reputation, one of the comments I hear most is, "that sounds like it takes a lot of time." The reality is that building effective relationships in online communities does take time. However, if you do it right, the return on the time spent is far better than many traditional marketing efforts.
Let's use a simple comparison. Say you sell a specialty product that will appeal to a specific niche -- exactly what I teach in my Guide to Natural Online Marketing. If you truly have a niche market you can find online communities and develop a knowledge expert reputation. I can think of several web communities right off the top of my head that have more than 55,000 members -- enthusiasts for two specific hobbies. That's 55,000+ people who share a common interest in a very narrow niche activity -- something they are passionate about enjoying. Let's be conservative, and say that by following my step-by-step guide you'll invest 20 hours in finding and becoming engaged in this community.
So, 20 hours, to reach 55,000 potential customers. Not MASS marketing, but reaching 55,000 people who have a high likelihood of actually purchasing your product. Not a bad return on your time and money. Even if you value your time at $100 per hour, that's still only $2,000 to reach 55,000 people who have a need for your product.
Now, say you decide this just sounds like too much time. You'd rather use direct mail, and target 55,000 households. So... you buy a mailing list, design, or have someone design, a mailing piece, pay for the printing, coordinate all the effort and hope to realize something better than the typical 2-4% response rate that historically happens with direct mail. I bet you'll spend more than 20 hours managing the project, quite a bit more than $2,000, and reach less than 1,200 people who are actively interested.
Which do you think will give you the best return on your time and money?
It can be frustrating When someone says they think online marketing will take too much time. Yes, it does take time, but the results of online marketing done well far exceed the time investment. Here's hoping you find marketing success in 2008!
-Tom
Thursday, January 24, 2008
Thursday, December 27, 2007
Tips for Adword Probe Campaigns
If you've ready my Guide to Natural Online Marketing you know I'm not a huge fan of Adword campaigns and search engine results as the PRIMARY way to bring potential customers to your store. After all, search results -- paid or organic -- list your web site with all of your competitor's sites, and it's hard to stand out in a page of links.
However, here's a quick tip if you decide to use Adword campaigns from Google or Overture (now Yahoo Marketing). The days of using dozens or even hundreds of keywords to go to a single or just a few landing page are over. It used to be you could use Googles analytic tools to help determine the effectiveness of your keywords. Not anymore, unless you want to spend big dollars per click.
Now Google bases the cost-per-click (CPC) not only on the bid amount, but also the relevance (quality) of the ad, the keyword and landing page as a package. That means to really be effective with your probe campaign you need to create an individual ad, keyword and landing page for each keyword you want to test, or be prepared to spend big dollars.
If this sounds like a lot of work, you're right. And your ad STILL shows up with your potential competition. Me, I'd rather use natural marketing methods that work -- investing all that time (or significantly less) to get in front of my ideal target customer, not just a random web searcher. Interested in learning more? Visit: http://www.onlinestoreresults.com/index_welcome.htm for more details. or sign up to receive regular updates:
However, here's a quick tip if you decide to use Adword campaigns from Google or Overture (now Yahoo Marketing). The days of using dozens or even hundreds of keywords to go to a single or just a few landing page are over. It used to be you could use Googles analytic tools to help determine the effectiveness of your keywords. Not anymore, unless you want to spend big dollars per click.
Now Google bases the cost-per-click (CPC) not only on the bid amount, but also the relevance (quality) of the ad, the keyword and landing page as a package. That means to really be effective with your probe campaign you need to create an individual ad, keyword and landing page for each keyword you want to test, or be prepared to spend big dollars.
If this sounds like a lot of work, you're right. And your ad STILL shows up with your potential competition. Me, I'd rather use natural marketing methods that work -- investing all that time (or significantly less) to get in front of my ideal target customer, not just a random web searcher. Interested in learning more? Visit: http://www.onlinestoreresults.com/index_welcome.htm for more details. or sign up to receive regular updates:
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Monday, December 10, 2007
Seven Tips to Better Online Store Results
TIP 1: Narrow Your Target Market
The single best thing you can do to increase your online store results is to actually reduce your customer base! I know that seems counter-intuitive, but it's true, and it works. Say your online store sells brooms. Well, there's not a lot to separate you from your competition, so you end up competing on price, customer service, fast shipping or other methods that frankly, don't stand out.
Now imagine if instead you focus strictly on selling brooms to people with limited storage options. Now, take that concept even deeper -- what if you target people who have VERY limited storage options -- people who live on boats, in RVs or even airplanes. Suddenly your niche is very specific, yet there are hundreds of thousands of people around the world who live in such confined spaces, yet still need to sweep them up. It's a niche you can now actively market to using my proven Natural Online Marketing System. Don?t worry, I?ll teach you how.
A side benefit of having such a narrow niche is it becomes easier to become an expert to your customers, and you reduce the need to carry inventory that doesn't apply to your market.
TIP 2: Expand Your Product Line
Once you have narrowed your target market, it's time to look at how you can expand your product line to server your niche. Following the example of TIP 1, let?s say you've begun getting a foothold and brand recognition with people who live on boats and in RVs.
Now that you?re an expert on the products your market needs, there are probably companion items that fit your niche -- dustpans, multi-purpose cleaners that don?t have an odor (smells are worse in a small environment) and come in small bottles, small-but-tough trash bag liners, small-space-living storage solutions. You get the idea.
TIP 3: Ask Your Customers
Your customers are your best source of future business. They'll refer others to you and they'll order additional products. But it?s a little known fact that your customers can also be your BEST SOURCE of new product ideas. After all, if you've narrowed down your niche enough, chances are your customers are all facing similar challenges and have similar needs. Needs YOU CAN MEET if you simply ask what they are.
Use online surveys, follow-up phone calls and other methods to find out what other products they use, or what products they?d like to have. Even if the product is available from your competition, remember, you've already established yourself as an expert in your niche market, and people will buy from you, even paying a few dollars more, if you truly understand their needs and have a variety of products they desire.
TIP 4: Know Your Competition
The smaller the niche, the fewer competitors you?ll face. This is the time to embrace your competition, not be scared of it. Call up your competition, introduce yourself and begin building a relationship. Just because you sell to the same audience doesn't mean you can't know whom else plays in that market -- you can bet your customers know!
So instead of avoiding the competition, take the time to get to know them. Even with small niche markets, there are enough customers for everyone. I can tell you that I even get business from my competition -- if they don?t have an item a customer wants in stock, they often send the customer to me!
TIP 5: Know Your Limits
When your niche is narrow it's even more important to under promise and over deliver. That includes knowing when to say "no". For example, don't promise same-day shipping unless you're positive your processes can nail it every time. Make sure you clearly communicate what the limits are, too. If you don't clearly state your shipping policy, for example, your customers may assume you ship the same day, or that overnight shipping is an option.
This extends to every aspect of your site and online store. From customer payment options to returns and refunds. It's much better to address potential issues up front, and have already thought through how you plan to deal with them. Since you already know what you'll do, you might as well let your customers know up front, too.
TIP 6: Build a Site Map
This helps people quickly find their way around if they get lost. Yes, it helps search engines, too, but remember, your web site should be customer-friendly first and foremost. Search engines don?t buy a thing!
If you're not sure how to do this, check with your web person or search Google. Google also has a great set of web developer tools.
TIP 7: MAKE IT FUN
Your web site doesn't have to be stiff and stilted in the wording. Have fun with product descriptions, policies and the other information. It adds personality and helps convert the buying decision from a "needs" purchase to a "want". This can also separate you from the competition and drive repeat visits to your site. For a great example of this, check out the catalog from motorcycle apparel and supply company (http://tank.aerostich.com/catalogs/spring07/t1.php). Read a few product descriptions and you'll see how they do a great job of having fun, while targeting a very specific niche.
Best of luck to you and your business!
The single best thing you can do to increase your online store results is to actually reduce your customer base! I know that seems counter-intuitive, but it's true, and it works. Say your online store sells brooms. Well, there's not a lot to separate you from your competition, so you end up competing on price, customer service, fast shipping or other methods that frankly, don't stand out.
Now imagine if instead you focus strictly on selling brooms to people with limited storage options. Now, take that concept even deeper -- what if you target people who have VERY limited storage options -- people who live on boats, in RVs or even airplanes. Suddenly your niche is very specific, yet there are hundreds of thousands of people around the world who live in such confined spaces, yet still need to sweep them up. It's a niche you can now actively market to using my proven Natural Online Marketing System. Don?t worry, I?ll teach you how.
A side benefit of having such a narrow niche is it becomes easier to become an expert to your customers, and you reduce the need to carry inventory that doesn't apply to your market.
TIP 2: Expand Your Product Line
Once you have narrowed your target market, it's time to look at how you can expand your product line to server your niche. Following the example of TIP 1, let?s say you've begun getting a foothold and brand recognition with people who live on boats and in RVs.
Now that you?re an expert on the products your market needs, there are probably companion items that fit your niche -- dustpans, multi-purpose cleaners that don?t have an odor (smells are worse in a small environment) and come in small bottles, small-but-tough trash bag liners, small-space-living storage solutions. You get the idea.
TIP 3: Ask Your Customers
Your customers are your best source of future business. They'll refer others to you and they'll order additional products. But it?s a little known fact that your customers can also be your BEST SOURCE of new product ideas. After all, if you've narrowed down your niche enough, chances are your customers are all facing similar challenges and have similar needs. Needs YOU CAN MEET if you simply ask what they are.
Use online surveys, follow-up phone calls and other methods to find out what other products they use, or what products they?d like to have. Even if the product is available from your competition, remember, you've already established yourself as an expert in your niche market, and people will buy from you, even paying a few dollars more, if you truly understand their needs and have a variety of products they desire.
TIP 4: Know Your Competition
The smaller the niche, the fewer competitors you?ll face. This is the time to embrace your competition, not be scared of it. Call up your competition, introduce yourself and begin building a relationship. Just because you sell to the same audience doesn't mean you can't know whom else plays in that market -- you can bet your customers know!
So instead of avoiding the competition, take the time to get to know them. Even with small niche markets, there are enough customers for everyone. I can tell you that I even get business from my competition -- if they don?t have an item a customer wants in stock, they often send the customer to me!
TIP 5: Know Your Limits
When your niche is narrow it's even more important to under promise and over deliver. That includes knowing when to say "no". For example, don't promise same-day shipping unless you're positive your processes can nail it every time. Make sure you clearly communicate what the limits are, too. If you don't clearly state your shipping policy, for example, your customers may assume you ship the same day, or that overnight shipping is an option.
This extends to every aspect of your site and online store. From customer payment options to returns and refunds. It's much better to address potential issues up front, and have already thought through how you plan to deal with them. Since you already know what you'll do, you might as well let your customers know up front, too.
TIP 6: Build a Site Map
This helps people quickly find their way around if they get lost. Yes, it helps search engines, too, but remember, your web site should be customer-friendly first and foremost. Search engines don?t buy a thing!
If you're not sure how to do this, check with your web person or search Google. Google also has a great set of web developer tools.
TIP 7: MAKE IT FUN
Your web site doesn't have to be stiff and stilted in the wording. Have fun with product descriptions, policies and the other information. It adds personality and helps convert the buying decision from a "needs" purchase to a "want". This can also separate you from the competition and drive repeat visits to your site. For a great example of this, check out the catalog from motorcycle apparel and supply company (http://tank.aerostich.com/catalogs/spring07/t1.php). Read a few product descriptions and you'll see how they do a great job of having fun, while targeting a very specific niche.
Best of luck to you and your business!
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