Online Niche Marketing Success Depends On Raging, Ready-To-Buy Prospects

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The key to online niche marketing success is misunderstood even by internet marketing professionals. They think that they have completed the target marketing process because they have done the first 3 steps that I talked about in the video.  They don’t realize that there is still a fourth step that they need to do to complete their target marketing as I discuss in this blog post.

Niche marketing success, contrary to the current popular opinion, is not actually a result of traffic generation although many cash-starved gurus would have you think that it is because they are selling a traffic generation course.

Online traffic generation is involved but it’s not the key.

Increasing your traffic does not automatically increase your sales.  I remember quite well many of the times when I was new to the online marketing business that I bought traffic that was supposedly “targeted” and I didn’t receive even one sale.  The problem was that I was shouting into a canyon full of people who were not buyers.  They were interested enough to click to see what I was selling but none of them had any intention of buying.

And, therein lies the key…

The Key To Online Sales Success

… The key to online sales success is to correctly identify the traffic to be targeted.  And, targeting your traffic becomes strategic marketing when your market segmentation efforts produces a pack of raging, ready-to-buy prospects.

If you don’t get that, there are usually only two things that might be wrong…

  • The niche is dead and your analysis is off somewhere; or,
  • You didn’t target your traffic properly.

Most people like and want to buy. And, if you go about it properly, they will probably buy from you.

The “traffic to be targeted,” if you look at it the right way, is what a niche really is.  And, please, before you start the “hate comments” hear what I have to say.

What Is A Niche, Really?

From a successful marketing viewpoint, a niche is defined by the product or group of products to be sold.  Yeah, a niche can also be defined as a subject area or an area of interest.  But, if you look at it that way, you will more than likely fail or marginally succeed in your online marketing attempts.

If you want the sales fireworks to go off in your articles and offers, you’ll need to look at the market at a much more detailed level.  It’s my opinion that the “Number One Major Reason” that many people who actually take action and who fail in online marketing is that they do not select niches that are “viable.”

That usually happens not because the niche is dead but because they are looking at the market place from much too high a level.  And, there are no buyers at that level… They are just looking for information.

In other words, they don’t select a product or group of products to market that can be successfully sold to customers in the marketer’s version of the niche.

Why?

Because of the missing link…

So, What Is The Missing Link In Your Marketing?

… The missing link in many niches is, of course, the customer… i.e. WHO buys the products in the niche and WHY?  Online marketers frequently just look at the product or products that they want to sell rather than the products that will sell to the prospects who will become the customers in an area of interest.  They look at the customer as almost an afterthought!

Marketers fail right and left because they don’t develop accurate profiles of the customers that will buy the product that they want to sell.  And, the prospects that will become those customers MUST passionately want the product or products that you are selling. 

Here’s a truth that I learned from Jeff Johnson in another area which comes down to this when applied here: “It takes pretty much the same amount of time and effort to sell an unwanted product as it does to to find and sell a wanted one.”

And, along that line, if you don’t have a group of prospects that are absolutely raging, like a vicious dog, to buy your product, you won’t get many, if any, sales. It doesn’t matter how good your copy is, how gripping the video is, or how cleverly you have crafted your offer, you will not make sales.

 

Customers Need To Be Raging To Get Your Product

Are Your Customers Raging To Get Your Product?

 

Is this the missing link in your business?

Are you selecting niches that are full of advertising, neat products and lots of fans (i.e. potential customers) but your sales there are non-existent or are just plain dismal?  If that’s the case then you probably have a customer profile-related issue.

Target Customers Combined With Product Rather Than Just The Product

Quite some time ago, I completed John Carlton’s Simple Writing System Course.  In case you don’t know who Carlton is, he is one of the, if not the, top copywriters on the planet.  His course absolutely super-charged my copy.

At the time, I didn’t understand why we spent so much time talking about “Avatars.”  But, I sure do now.  An Avatar is another name for your customer, but from a buying characteristics perspective.

Before I took his course I’d had some success with online sales letters and articles. But, it was mostly dumb luck and an ability to copy what successful internet marketers were doing.  After I took the course, I knew EXACTLY how to convert browsers into buyers.

And, here’s something that I have learned that I’m absolutely convinced will super-charge your online sales if you’ll do what I’m teaching in this post…

… A niche is actually defined by the product or products to be sold COMBINED with the customer that will buy those product(s). Once the visitor is on your page NOTHING ELSE MATTERS!!!

You MUST, MUST, MUST be inside the head of your reader.  The way you do that is to join your customers “at the hip” with the product you are selling.

An Imaginary Example Of Target Marketing

A somewhat simplistic, imaginary example of the way you need to go about this is the AAA Air Purifier Corporation’s air purifier product line.

The company’s low-end product, the AAA4435 Whole Room Air Purifier, is sold for $99. And, it has a 5 watt UV-C bulb, a two-stage air filtration system and a clean air output rate of 100 cubic feet per minute.  And, based upon the general characterization of the company’s site visitor demographics it may normally be sold to the economy-minded customer segment.

The company’s high-end product, the AAA6799, is sold for $179. And, it has an 8 watt UV-C bulb and a two-stage air filtration system with a clean air output rate of 195 cubic feet per minute. However, due to the 80% price difference relative to its lower-priced cousin most sales may be made only to the affluent customer segment sub-niche.

But, is that the whole story?

Probably not…

… Because a certain number of the affluent customers who wish to buy an air purifier have a smaller room so they will buy the lower priced product or the intermediate product, AAA5173PET, assuming that relative quality is roughly the same.

Likewise, a certain number of the less than affluent demographic may cross over because either their actual disposable income is higher than might be expected from the group or their room size is simply too large for the smaller model and they really need air purification.

In this simplistic example, and neglecting the intermediate and table-top members of the product line, there are actually four sub-niches that require evaluation for SEO purposes.

There Are Actually 4 Landing Pages Required

Using the “Joined At The Hip” approach to sub-niche identification, it can be seen that in order to correctly identify a niche, not only is it necessary to identify the product(s) to be sold, it is also necessary to identify the prospective customer’s buying characteristics or Avatar.

To be honest (and many so-called “Gurus” either don’t know this or are not willing to share this little gem), the identification of the products in conjunction with the customers who specifically intend to buy those products is crucial to the creation of successful sales pages on your website.

Each of the sub-niches are specific to  the product being sold and the EXACT profile of the customer that will buy the product… especially from a motivational perspective… i.e. why do they buy.  A sales letter that is even a little off will result in a click of the browser back-button or a new search.

Pretend You’re Fishing for Your Customers

It’s a lot like fishing…

… when you go fishing for bass, you will need not only to present the right lure, but the shape, color, size as well as movement characteristics must meet the fish’s dinner expectations.  Even the wrong color will result in the fish looking elsewhere for something to eat.

The bottom line is that you will need a separate landing page for each of the sub-niche groups that you identify.  Otherwise you will probably miss out on your chance to successfully extract the money money from your visitors’ credit/debit cards.

But, isn’t that going to take a lot of work?

… Yeah, Internet Marketing done the right way is a lot of work, it’s a work program, believe it or not, but it’s worth it…

… You ought’a see where I live…

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