Some time ago, Chris Anderson of Wired magazine wrote the now infamous "long tale" article. He argued that the music business needed to have broad based "hits" and serve narrow "niches". So now you are thinking, here we go again, how does this apply to my business and internet marketing? It applies the same way it does for an attorney in Fresno, California or an Aston-Martin dealer in Scottsdale (or Scotsdale as I have been known to spell it) Arizona.
The long tail theory applies to smaller businesses and Internet marketing in a very direct way. Thriving Internet marketing only happens when you know exactly how people are finding for you. The crusade engines are smart, but if they were perfect, they would match the right website to the right someone every time and Internet advertising would die along with their key source of income (and mine).
Attorney Houston
Until that day comes, business owners need to clearly understand their customer. The Aston-Martin dealer is a pretty clear case. They pretty much sell and service one British marque, the Aston-Martin. If you have a Ferrari, you go next door, a Porsche colse to the block. They understand their customer. The Lawyer presents the more tasteless challenge.
The lawyer might be like a family doctor, a general practitioner of sorts. The lawyer might charge by the hour or he might charge by the case on a percentage or fee basis. A few even work on retainer like an guarnatee company. Most of these general practitioners have small quiet offices.
The question with Internet advertising for this general practitioner lawyer is, it costs money every time someone clicks. If a lawyer working by him or herself in Fresno California tries to advertise to people searching, bankruptcy, personal injury, divorce, tax problems, business law, contract disputes, real estate law, workers recompense and trial law, the lawyer will go broke before anything ever can write them a check. The keyword bid for "personal injury attorney" is as high as .00 per click in some cities. I have seen particular keywords like lawyer go for .00 per click.
The inspiring thing about the Internet is the people searching know what they want. They enter a crusade sentence that is broken down or "parsed" by the crusade machine to try and shape out what website will best help them. If a someone is finding for an attorney with Rsd feel and they land on a website that highlights the lawyers success as a disunion attorney guess what happens. The lawyer just spent .00 for someone to click their back button.
In 1998 when I first started construction websites, I didn't comprehend how important focus would come to be to my success or my customers. I have since vast my work to helping people and businesses find focus. What I learned over the years with the Internet applied to people so I wrote the book So, Now What? because most people don't need to spend 0 an hour for me to coach them. Success straight through focus also applies to businesses and that is why we join business focus consulting with our Seo programs.
Simply put, we can't focus your Internet advertising if your business isn't focused. Let's think the example of the attorney. There are some larger firms with deep pockets that do advertise to a wide spectrum of people browsing the Internet. For smaller particular custom firms and any other small business, focus is the key to retention your advertising agenda on budget. By choosing two (or three at most) key areas, we are able to generate a very definite website and advertising program. Keep in mind, there are over 2,000,000 searches every day just in the Fresno California Area, the lawyer only wants the one someone he can help that day. In Houston Texas there are 400,000,000 or more searches every business day. crusade is huge.
Using Chris Andersons Long Tail approach, when the attorney picks a join of niches to focus on, we are then able to generate a four or more keyword ad that only costs or per click. We also generate a website that highlights those keywords. Instead of 400-500 clicks a day at or more per click where only one someone calls the office, we are now getting 4-5 clicks a day at an average of .47 a click and getting the same one someone calling the office. The secondary advantage of this is the attorney becomes much great at that definite niche of the law. When we pick two or three niches to advertise, if we find one to be a low performer, it can go away and other put in it's place.
Recently we added a client in Costa Mesa California, TruSpeed Motorcars. TruSpeed is an independent Porsche service center, and has certified technicians for Bmw, Mercedes and Ferrari. They also have a technician that is Bentley and Land Rover certified. When the service owner let me know that we should add Bentley and Land Rover to our marketing campaign, I saw my income going way up. The Gm speedily said the right thing and killed my pay raise. He said "We are not going to be the jack of all trades, we service only sports cars, and European ones at that, we are not advertising Bentley or Land Rover".
While this may sound strange to some people, this is where the 80/20 rule kicks in. The service owner is trying to get all the business and the Gm is trying to get the right business. Every time I coach a small business owner, their financial issues are fixed by simply changing their focus to getting the right business. If you can do 80% of the work that you are doing now, and get a pay raise would you do it? Of procedure the sass is yes, so why don't you?
What happens in business is simple. business people cater to the customer, sometimes too much. In doing so they start doing work they shouldn't. Accounting systems don't all the time show that the business is losing money on a definite type of customer. The accounting systems have to be set up for it, and that can take six months or so to set up and get adequate data to prove the point. The faster method (and I would argue therefore better) is to find the core competency and trim the customers (and ads) that don't fit and see if behalf and attitudes of the business improve. So far in all but one case over 15 years it has worked. The one that didn't, the owner refused to even try. He said, "I need all the work I can get, I don't care what brand or what service."
When a politician runs for office, the winners normally picked one topic or one issue and stuck to it like it was tattooed on their forehead. Does "Change" sound customary even two years later? Life and business are no different. When you pick one area to focus on, and undoubtedly go for it, you will win and so will your business. If the attorney in Fresno decides to go after farm workers with pesticide related illness, he might need to develop a limited outside of the Fresno area, and over time will come to be known as the "go to" attorney for pesticide exposure cases. When this happens, he is also able to command a much larger income for a lot less work.
Before you open for business today, what is the one thing you will focus your whole business on? Write down four to six very definite goals for the week, make them realistic and get them done. When your business is focused and your advertising is focused, you will hit your targets more often and great than your competition. That sounds like success to me. Get focused, stay focused and succeed. If you need a limited help call me.
Focus Your enterprise on definite Markets to achieve Success
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