Niche Marketing Lesson While Driving Home
Any company, no matter how large or small, has to find its niche if it wants to be successful; it must strive to be unique and to position itself as the best at satisfying a very specific market need.
Implications on Internet Marketing
The world of Internet marketing (especially for small businesses) is no different. Search engine marketing is a case in point: choose to optimize your webpage for keywords that everybody targets (for example one word, generic keyphrases like 'computers' or 'DVDs") and your site will never be found. Find a niche, and pick more specific keywords (for example 'refurbished laptop computers' or 'Country Music DVDs') and suddenly you stand a chance.
You Must Know Who You Are Before You Start
You must strive to provide value and solve your customers' problems. On the net, the most successful companies are those who know what their customers want, and then over-deliver. Yahoo! is where you can find everything in one place: your news, your email, your weather forecast and directions to your favorite restaurant. Google gives you the best and most relevant sites for your search query. Amazon gives you the best shopping experience (you can even read chapters online, and order with one click).
These sites know "who they are". They don't try to be like everybody else. Google just does search, even though they could easily branch-out to all sorts of services. Do one thing, do it right.
Be Different, Be Unique, and Solve Your Customers' Problems
The best sites on the net are different, not because they embrace every rich media trend that comes around, or because they display the coolest graphics. They are different because they have focused on a very specific user need and are the best at satisfying it. A satisfied customer is your best competitive advantage.
Source: http://www.accordmarketing.com
Implications on Internet Marketing
The world of Internet marketing (especially for small businesses) is no different. Search engine marketing is a case in point: choose to optimize your webpage for keywords that everybody targets (for example one word, generic keyphrases like 'computers' or 'DVDs") and your site will never be found. Find a niche, and pick more specific keywords (for example 'refurbished laptop computers' or 'Country Music DVDs') and suddenly you stand a chance.
You Must Know Who You Are Before You Start
You must strive to provide value and solve your customers' problems. On the net, the most successful companies are those who know what their customers want, and then over-deliver. Yahoo! is where you can find everything in one place: your news, your email, your weather forecast and directions to your favorite restaurant. Google gives you the best and most relevant sites for your search query. Amazon gives you the best shopping experience (you can even read chapters online, and order with one click).
These sites know "who they are". They don't try to be like everybody else. Google just does search, even though they could easily branch-out to all sorts of services. Do one thing, do it right.
Be Different, Be Unique, and Solve Your Customers' Problems
The best sites on the net are different, not because they embrace every rich media trend that comes around, or because they display the coolest graphics. They are different because they have focused on a very specific user need and are the best at satisfying it. A satisfied customer is your best competitive advantage.
Source: http://www.accordmarketing.com
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