How to attract new customers online
Contrary to popular belief, large companies do not have an automatic advantage over smaller companies online.
In fact, with the right methodology, smaller companies can literally catapult themselves ahead of their larger rivals to dominate the search results on specific themes and topics, when they choose to.
Here is the rationale:
- Sites that specialise in a theme or topic, and that provide a rich customer-centric information experience for users, are considered authoritative for that subject, and will rank higher in search results than their rivals.
- Sites that spread their themes too thin and only offer a little bit of information on a wide range of topics are deemed low quality, and will not rank as highly as less specialist, often smaller rivals.
Chris Anderson’s famous book “The Long Tail” celebrates this opportunity:
“Our culture and economy are increasingly shifting away from a focus on a relatively small number of Hits (mainstream products and services) at the head of the demand curve, and moving towards a huge number of smaller Niches in the tail. In an era without the constraints of physical shelf space and other bottlenecks, narrowly targeted goods and services can be as economically attractive as mainstream fare.”
The takeaway is simple:
- In almost all markets there are now more small niche marketing opportunities than there are big mainstream marketing offers.
- The Internet has made the cost of reaching small niche audiences affordable and small businesses can compete with their larger competitors.
- People who search and purchase online create their own testimonials and ratings (user generated content) that drive targeted traffic toward smaller offers in the long tail.
- As niche offers increase in popularity, smaller suppliers can, and do, compete with larger brands, and this flattens the demand curve, resulting in a long tail of purchases across a wider number of suppliers, with fewer purchases concentrated in the head of the demand curve.
- Small businesses can, and do successfully take market share from larger brands. 70% of searches reside in the tail.
- The demand curve and the willingness to buy from small businesses are healthier than ever before.
The message for small business is simple: It’s an open market for small niche offers.
The only thing holding you back is the missing methodology. Get the road map here.
Main image: Tom Fishburne