Archive for October, 2005
Though there are businesses out there with enough capital to compete with the eCommerce giants like the Amazon and Overstock one stop shops, it is an inherently risky business venture. The investment and potential for error is steep. The logistics of successful operation are complex. So where does that leave the rest of us?
Alternatives to the Big Box Approach
Fortunately there is a viable alternative to the “we have everything you ever wanted” approach. In fact, it has enough appeal to give the majors a run for their money. The days of the quirky Mom and Pop one stop shop may be gone for good, but something similar has been thriving on the internet for years. What is this hardy business model? You guessed it - niche marketing.
Just like Mom and Pop, these marketers have their finger on the pulse of a demographic group and have done the research to anticipate the needs of pet owners, coffee lovers, candy connoisseurs, and gift givers.
Similar to the Mom & Pop Approach
The Mom and Pop business model segmented its market geographically, offering everything they could for sale; the niche eCommerce entrepreneur segments her market by taste, lifestyle, and personal values while providing a limited product selection. The niche eCommerce marketer retains the quirky identification with this niche much as Mom and Pop identified with the tastes of a local community.
Identifying a Market Niche
If you have ever looked for a product online or in your home town unsuccessfully, you have identified a niche that you may be able to serve via the internet. In fact, the benefit for you as an entrepreneur is that you will be providing a service you care about.
It is also easier to identify keywords and phrases and to target these through Web copy when your product offering is focused on an underserved niche. Trying to sell Web Hosting online is next to impossible via a search engine, but selling a niche product is more achievable because there are fewer competitors.
Next time you are frustrated trying to find a product in the supermarket, perhaps you will see a business opportunity instead of a roadblock. But hurry because good niches are disappearing daily!
October 26th, 2005
I’ll not fake any optimism about the pay-per-click channel of internet marketing as an effective tool for small businesses. In the last two months, my optimism bubble burst. Here’s why: Marketing effectively by pay-per-click via Overture (now Yahoo! Search Marketing) or Adwords takes more work than is readily apparent on the face of things.
A few months ago, I launched pay-per-click campaigns for several clients with the goal of increasing sales conversions. While the campaigns did increase Web site traffic, they have showed only a tangential relationship to sales conversions.
What was my mistake? I launched campaigns for clients instead of continuing to tweak their Web site designs because their budgets did not allow for continued design services.
How can I increase the effectiveness of pay-per-click campaigns? I think it requires a paradigm shift. I have learned by trial and error that pay-per-click advertising requires a complete campaign design and strategy that includes the following elements:
- Relevant keywords
- Well-written ads with a compelling offer
- Landing pages that expand on the offer with a clear call to action
When all these elements are in clear focus, this form of advertising has a chance at being cost-effective. However, each campaign will require a launch period of continual revision before the campaign can run itself. All of this means that pay-per-click is not a low-cost advertising alternative.
Are there low-cost advertising alternatives online? Only three that I know of:
- Free Directory Listings
- Direct Email (once your Web site is set up to collect opt-in email addresses)
- and Word of Mouth
Thanks to Mat Greenfield of Faster Marketing for an article in Practical eCommerce this month in which he carefully dissects the pay-per-click advertising process.
October 8th, 2005
What is Search Engine Visibility anyway? Roughly speaking it refers to the presence of your Web site in search engine results pages (SERPs) for searches (search terms or phrases) that are relevant to your content. It also refers to how high your Web site rises through the other sites in those results.
As you know, returning at #1 on Google’s SERPs for a specific term is better than being at #1000. In that position, your Web site is highly visible. The best way to rise through the ranks is to demonstrate the relevance of your Web site’s content. The primary way to do this is to create keyword rich content for your Web site. That done, you will benefit from some ways to increase the relevance of your content through incoming Web links.
Finding free ways to promote your Web site and increase your Search Engine Visibility is not a difficult task. It can, however, be overwhelming when you do not know where to start. I encourage my clients to investigate free Web directories within their niche. Many such directories exist.
If you have a Web log, make sure to submit your Blog URL to any Blog Directories you can find. If your niche is public speaking a Google search for public speaker directory might turn up some opportunities. Perhaps you have created your own product and want to be found in a directory listing for artisans or are a maple syrup producer. Publishers and authors also have similar opportunities online. There is likely a directory out there wanting to list every conceivable Web site, just use some imagination and time to search for them and submit your own Web site.
Some words of caution. Evaluate each directory you submit your Web site to for professional design that will enable people searching the directory to find your Web site. Without this, no PEOPLE will find your valuable content. It may indirectly improve your search engine results because of an added link. It is my belief that an incoming link from any site that is not usable for PEOPLE (Who is the audience for your Web site? Robots or People?) is not likely to have a long term positive impact on your Web site.
Many free directories request return links. Only oblige them if you feel the directory offers real value for your Web site visitors. Do not dilute your valuable Web site content with irrelevant links to meaningless lists of businesses.
Use the big guys. Submit your Web site to the big directories such as the Open Directory, Google Local, Yahoo! Local, and join local Chambers of Commerce and other organizations that offer Web site links for members.
Listings in directories that require confirmation of your physical address will offer you a higher level of online credibility. With credibility come trust and a willingness to purchase your products and services online. In addition, search engines do not count all links as created equal. Some of these larger directories will have a greater impact on your search engine visibility than others.
October 7th, 2005
After two years working out of the St. Lawrence County Chamber of Commerce offices, Design Delineations is now located at 4 Prospect Street in Norwood, New York.
The move came after two years of participation in the Chamber’s business incubation program. Many thanks to the team there for their guidance during that time!
October 6th, 2005
