In my last post, I talked about filtering out the noise. Noise is everything outside your range of focus. Your job, as an online marketer or business owner, is to figure out how to NOT become a part of "the noise" in your niche, so that you arent 'filtered out' by your own target market...
The obvious characteristic is that you provide unique value that they need and/or want on an ongoing basis. Let's take a look at a few examples of "unique value" as it relates to various online business models:
- Ecommerce Site: lower prices, sales or special offers, better quality, ongoing service/support
- How-to Info Publisher: strong follow-up with advice on application & implementation
- Blogger: unique views & personality, hot topics, community platform
- Service Professional: quality, follow-up, scheduled maintenance, a vested interest in results
- Membership Site: focus on community involvement, strong leadership
Consider the things that you pay attention to on a regular basis. What is it that holds your interest, and keeps you coming back? Those are the very qualities you want to incorporate into your own business model.
I make note anytime something gets and keeps my attention, and put it into my own personal swipe file. Examples include newsletters I continue to receive and read, online stores I buy from on a regular basis, advertisements that catch my attention, memberships or communities that I stay involved with, etc.
Make it a point to identify the elements that hold your focus, and look at ways you can apply those same elements in your business or marketing plan.
Ask yourself: Why would someone visit your website or read your email in the sea of options they are presented with online every day? How can you stand out from the 'noise' in your niche? What makes you, your offer or your product unique and valuable to your target market?
This is often referred to as your USP, or Unique Selling Proposition, and something you need to make a point to define. Consider how you want to be known. Your USP needs to be obvious to your target market.
Since every business model is unique, or may carry a unique USP, I cant give you a specific step-by-step method for standing out or dominating your particular niche. I encourage you to brainstorm this on your own, and make sure that you can answer those questions clearly.
Dominating Your Niche
In addition to defining your USP and looking at ways that you can over-deliver, you can also dominate your niche simply through mass exposure. Depending on your business model, your plan might include:
- High search engine rankings on all relevant keyword phrases for your topic
- Joint ventures with established experts in your market
- Expand to add related products/services/offers
- Guest blogging, submit content to established sites & publications
- Host a podcast on your topic at BlogTalkRadio
- Make yourself available for interviews (text, audio, video)
- Participate in and add value to niche communities
- Set up social media profiles that feature your business or expertise
Exposure + Value is your winning combination. When it comes to your ideal client, buyer or reader... your goal is to become a part of their focus, not a part of their 'noise'. Get on their radar - and stay there 😉
Best,
p.s. Those of you that are Elite Members of the SSWT Community, and interested in exploring this topic further, can start a new thread in the private forum for personal brainstorming. I would be happy to work with you on defining your USP and standing out in your niche!
About Lynn Terry
I love it Lynn! Great post! Very good advice.
Lynn,
Great advice and I love how you just continued on from your last post.
Hi,
Nice post. I especially like this line, "Make it a point to identify the elements that hold your focus, and look at ways you can apply those same elements in your business or marketing plan."
I think I may tape that up where I can see it all the time.
Nice job once again Lynn...:) And you have hit the nail on the head bringing this type of USP into play both on and off-line. It's why, out of a ton of restaurants and coffee shops around my neighborhood, I'll constantly frequent one or two at the most. It's that personal touch that adds character and quality of experience that I like. And it is what I try to offer my online readers as well. The fact that they are taking the time to "visit" me everyday means that I owe them all that I can give. Thanks again for a great read.
Hi Lynn,
There are so many Social Networking sites and we still have lives to lead. Can you name your top 3, and would you have a page on each set aside for your business, or yourself? Thanks for your help.
Great follow up post. I've done a lot this year to shut out noise around me and you're right, some stand out and stay interesting to me. These people I would never shut out.
Hi Lynn,
Great post and very timely for me as I'm just heading into a new niche. Your point about taking note of a sites that keeps your interest and putting them in a swipe file is a great one. I would have to say you're in my swipe file. 🙂 Keep up the great work.
I loved this post. In my home party plans blog I cover this subject with my readers as way to help them. I believe 100% marketing is marketing and business is business regardless of what you are doing. There principles are the same!
Kudos on a great piece!
[...] home-party-plans-target-marketingmarket-segmentation-niche-marketing [...]
thank u lynn
Coming from an direct sales/customer service back ground, you can guess which struck me the hardest.
ongoing service/support is ESSENTIAL in all walks of business, NOT just DS, IM also....
Respond to comments, and emails. Answer questions to the best of your ability or FIND the right answer for them...etc.
Awesome post as always Lynn.
Some of the best blog content on the web, Lynn. You always write it!
Thanks Lynn! I know that "noise" is an issue for me as I am still trying to find my "voice" in the blog world! I always find good info from you to help keep me on track!
Hi Harmony,
I could easily name my Top 3 social networking sites, but they may not be the same for everyone. People who work in the music industry for example, need to harness MySpace. Certain business models will require a very professional presence, where others can lean towards the more social side - so multiple accounts depends on the person, the business, and the objectives.
I prefer Twitter, MySpace and Facebook (in that order). I have one account on each, and my profiles represent me as a whole - both personally and professionally.
Of the three, my MySpace account is the most "personal" but it still used for much business networking. You are welcome to check it out if you're interested in seeing how I pull that off: http://www.myspace.com/lynnterry
Add me as a friend while you're there 😉
Good info Lynn. Recently found info on this explaining the niche area with blogs and the general product sales as affiliates or general merchandiser. That helped to filter a lot of confusion.
Your so right about social networks. I had to question Twitter when I first looked at it. Lets be honest some people just don't have a life. Twitter is great for people with a large audience or who need fast contact with minimal text.
I found out FAcebook was also an alternative for people who decided to stay away from MySpace. A large group of parents in California allowed their daughters to use Facebook but Myspace was outlawed.
Lynn, information overload is a problem and thanks to your articles sorting things out most of your readers will be able to focus and make some progress.
Hi Lynn, I have been on your mailing list for a crazy amount of time. This is the first time I have commented on your blog, so... hello.
I am intrigued that you have mentioned a principle created by Rosser Reeves (USP) who believed in highly annoying ads and even promoted smoking. It is definitely a worthy principle to study though, even though the original purveyor kind of fizzled out.
Do you study much about these legendary marketing gurus?
With regards to the email that you sent about multiple streams I believe you are correct. I actually concentrate on the fat loss and health industry now... although the site is covering self development/ self help, which is not even an industry but an entire base category. It is pretty broad! Even though I am concentrating on the dieting industry I am aware that I have to further split that down into niches and possibly sub niches as well... "like fat loss before weddings", "stopping ones children from getting fat" etc.
Hello Nate, great to see you here!
Keep in mind that even if your site is broad in nature, search engines rank *pages* - so your individual posts or pages can be as micro-niched or specific as you like... which gives you tons of opportunity to go wide with your content.