If Your Business Needs Marketing to Prosper, You are Not Alone.
Site owners expect a lot of a website. Most sites are originally designed to be just a brochure or fancy business card. Even if the designer said he would set it up for full SEO. Web design and SEO by the same person does not usually get the expected result.
Then, this isn’t your dad’s internet. There are millions of sites and billions of pages. The age of product proliferation and the long tail have created niches for more things than you can think of.
There is an active industry on how to sell to the long tail or in other words how to give advice in niches that are just a little popular but in which there is no competition. What is one of these niches? Over a thousand searches a month but not more than ten thousand competing pages.
Contrast that to the industry you are probably in. If you Google the main word like “Freight” there are 56,900,000 pages. And not nearly enough searches to give everyone a prospect.
So if you have a site that doesn’t have tremendous Authority (5 years in existence, search engine optimized, high traffic relative to your industry) then you need a keyword niche to be somewhere in length between a main word and four additional words.
But, the first question is “How do people who want to find you go about that?” First, the people who know you maybe finding you through your own efforts. Secondly, if you have done some linking, people are referred from another site. Thirdly, the people who need to find your type of services Google, in their own words, what they think will get the desired sites.
Understanding how to get this free and high volume traffic is crucial. The second step is understanding how big of a fish you are in the pool. The third crucial element is understanding how to get the traffic that wants you and converting them to Customers.
This isn’t your fathers internet and making money on it requires a little work. But it can be done.
My Freight Shipping Seo site is in a very big pool and it is on Page One Google and often the number one position for at least 12 keyword phrases. There is more than one way to skin a cat.
The best place to start is with your Unique Selling Proposition. It defines what you do and which part you do better than your competitors. Someone is looking for your expertise. You and they can use keywords to find each other.
But that is just the first part.
For you to be found, you have to optimize your site for the key words and you have to broadcast your USP to the right audience. This may involve advertising or Social Media Publication.
If you are attracting your ideal audience, you already have a leg up. Now you have to convince them to be a customer. In Relationship Marketing, you give first. You provide them with Free Information on how your expertise will solve their problem.
Once they have engaged, a follow up program continues to supply them with free information during their Buying Cycle. The reason you want a great program to keep track of your prospect is that it could take up to 2 years before they make a decision.
This is how relationships are built in the New Media age and if this is not a part of your strategy, it partly explains why your marketing does not produce more customers. You have to target, engage, follow up, and convert.
Monetizing a site takes insight and good resources. There are plentiful resources to make you successful. It also takes your commitment to move gradually and steadily.
I have produced the first chapter “Achieving Page One Google” of my E Book for “Attracting and Monetizing Traffic” as a Free download.
I also have a Free 6 page Report on Automatic Customer Building
If you would like to see a short article on “How to match your USP with your Customer’s goals”
You might be trying to mix a traditional business with New Media or trying to make New Media work for the business in which Traditional Marketing is losing its punch. This is not always easy. You have to make some new decisions.
Start with this article on “Focusing Your Marketing on the Right Goal” and you owe it to yourself to read Seth Godin’s “Meatball Sundae”, a book in which he clearly illustrates the problems of taking a good business and a different marketing scheme and winding up with a Meatball Sundae.
For a great comprehensive view and marketing plan Corte Sweringen’s 323 page book Integral Marketing Systems gives you enough to do to for years, but he is right on the money. It shows how a small business can be profitable with the right marketing systems.
You can see how to put one scenario of Systems in place
Call with any questions 1-800-646-0717 Mark Kaplan or Email