The Niche Marketing Blog

Tools for understanding and reaching your market

Archive for December, 2010

The Power Of One (thing At A Time) In Email Marketing

Niche Marketing

Image via Wikipedia

[Editor’s note: It is said that “the money is in the list”.  As such, many niche marketers spend a lot of time building an email list. Today’s guest article looks at building that email list by focusing on “one thing at a time”. ~Scott]

So, you now have a website and you are building your opt in email list, and you stay with it for a few months. You are sending out weekly emails asking them to buy your recommended product or service because its such a wonderful value. . . but there are no sales.

You doggedly keep it up for a few more months, building your opt in email list a bit more and sending out the weekly emails asking them to buy from you and . . . nothing!

Now, frustration is setting in, because you’ve read all the articles, haven’t you? You are building the list aren’t you? Isn’t this what you have been told to do? You have seen all the success stories and other people are making fortunes, right out of the box, or so you have been led to believe. You are now at a crossroads; throw up your hands in despair and toss in the towel, or continue to pursue what now appears to be a waste of time and money. Questions abound; is it the product? Is it the pricing? Is it the list? Is it the language in your emails? If other people are making money from their list, why can’t you?

Now is not the time to despair; believe it or not, you now have a lot of information that you can use to your advantage. You just have to start asking the right questions; one at a time. A common mistake many of us make is that we jump in with not enough fore thought, and we try to do too much too soon.

Suppose you are passionate about golf and are selling golf balls and some golf related items. Just because you emailed people from your opt in email list does not mean that they are going to buy straight away, or ever.

For those who have started an opt-in list that isn’t working, you can rejuvenate your failed venture. Here are three fast and easy ways to build a profit making opt-in list, but this is where the Power of One comes in. Take one question or issue at a time. If you think this will take too long, consider how much time and energy you have lost doing it the other way.

First, evaluate your product(s). Do you really have a niche or are you hoping you do? If your site is selling golf balls and other golf items, hang out in a couple of golf forums and start answering questions about golf balls. Find out what people want, and what they are buying. Then you will know exactly who to target, and who you want on your opt in email list. You may know or learn that certain golf balls work better with certain types of clubs. Answer questions and provide advice and recommendations. You may find a reason to modify your product offerings.

Second, now that you have a better feel for your market and know what people are looking for, start developing a relationship with potential buyers by offering something for FREE or by sending a monthly newsletter with useful information. This will improve your opt inn list dramatically. You may also consider providing your subscribers with promotional material that they could actually use and spread around.

Third, make friends with other opt-in list owners; this can be very beneficial especially if you know someone who has already launched a successful opt-in list. These are people that have the experience in this venture and experience is still the best teacher. While there are many articles available for you on the internet to use, there is nothing like getting a first hand account from someone you trust. And you may be able to do some ad swapping to make it even more profitable.

Now, suppose you get that one sale, or a few sales, you have been looking for. If you have made one sale, you can make more. Every business starts with one sale, and builds from there. Repeat the process of evaluating your offerings, establishing relationships with potential customers by providing something of value, and learning from your experiences as well as that of others.

By being methodical and improving your business one piece at a time, sales will increase. Then, the question is how far do you go?

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About the Author:
Tony Gallardo is a marketing consultant who practices what he preaches; he has mabe every mistake known to man, with perhaps a few left to go. You can learn more on email marketing at: “”

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Location-Based Marketing For Brick and Mortar Businesses

Location based marketing

Image via Wikipedia

[Editor’s note: Today’s guest article is focused on “location-based marketing“. As location-based marketing gains a foothold, more and more companies are finding novel ways to use emerging technolgoies to reach prospects and customers. The ability to direct a message to a previously opted-in prospect is a powerful marketing strategy. As technology advances, even the smallest of brick and mortar businesses can target customers with incentives to stop in and shop. ~Scott]


Mobile marketing can be a powerful and unique medium, but mobile campaigns are not for everyone. Not yet anyway. There’s a lot of opportunity for big brands who are looking to advertise in new and innovative ways. After all, big brands have the resources and budget to test the waters. If their initial attempts fail, it’s not the end of the world and it’s not going to break their bank.

So, is there room in this medium for the smaller guys?

I think there’s one specific area of mobile marketing that is suited incredibly well for brick and mortar businesses of any size, especially in areas with high foot traffic. Particularly retail stores, restaurants, bars and other event venues. This is Location-based marketing. With the differences in handset hardware and wireless and Blue Tooth technology, it’s probably too early in the game to determine how realistic this form of marketing is today, but it’s worth understanding how this can tie into your overall marketing efforts.

What is Location-based Marketing?

Location-based Marketing is the act of delivering targeted content directly to the user of a mobile device based upon their proximity to your business. This is usually done through SMS, known to most simply as text messaging. Information about your location is determined via built-in technologies such as GPS and Blue Tooth, which are quickly becoming standard in mobile devices. What it essentially comes down to is knowing when potential customers are in proximity to your business and sending them a targeted advertisement. This is truly the most direct form of direct marketing available.

How does it work?

Here’s an example: Maybe you’re walking down Ionia Ave. in Downtown Grand Rapids on a Saturday night deciding where to grab dinner and a drink. As you head down the street, you receive an offer via text message prompting you to stop into J Gardella’s for a free drink or to head over to Hopcat for half off an appetizer. Prior to receiving these messages, you’ve chosen to opt in to receive these messages through some other form of marketing. You’re a patron of both establishments and have already given them permission to market to you in this way, so you’re very receptive to such offers.

This is an interesting way for businesses to market to a very targeted group of people: those who are already out on the town on a Saturday night and are in close proximity to your business. Would you have the same success marketing that offer to the same group of people through a direct mailer or a website? Certainly not.

So let’s take it one step further and say you’ve successfully directed this foot traffic to your business but there’s a line at the door. With an effective mobile marketing campaign, a simple text message could allow your customers to be added to a waiting list.

While they’re waiting for a table, why not allow them retrieve a menu or list of specials via another text message?

A few minutes later, another message could let them know when their table is ready. Now your customers are seated and can effectively use the original text message as a coupon to redeem your offer.

Entertainment venues and clubs can use Located-based marketing to broadcast to customers by letting them know what time a show starts, who’s performing, how much tickets cost, etc. I’m a big fan of Dr. Grins Comedy Club at the B.O.B and every week I take a look at their Facebook page to see who’s appearing that weekend. I’d happily opt in to a service that would allow them to notify me of who’s performing and how much tickets cost when I’m in the area. If they wanted to offer any specials to get me in the door, even better.

What are some of the advantages of Location-based Marketing?

You can create a true sense of urgency.

Unlike advertisements distributed through mail or email, you can create coupons or offers that expire quickly — within 30 minutes to an hour, rather than weeks. You know your customers are already in the vicinity of your business and can leverage that to compel them to act out of impulse and urgency.

This creates the mentality that your customers need to act quickly to take advantage of the offer. This is something you can’t do that with a direct mailer.

You’re marketing to your customers at a time when they’re most likely to purchase.

Most forms of advertising will require your customer to remember an offer when and if they’re ready to act on it. If it’s a physical coupon, they need to cut it out, keep it handy and make sure they can actually find it when the time comes to redeem it. If that same coupon sits on their phone — which most people always have with them — you can eliminate the need for them to cut out and carry a piece of paper. I’ve never cut coupons but would be very likely to redeem something that was pushed directly to my phone.

If you are able to market to your customers via SMS as they enter your store, they’re more likely to be receptive to your offers and make a purchase than if you produce marketing that is focused on getting them through door in the first place.

You know exactly who you’re marketing to.

Unlike home phones and mailboxes, people don’t share mobile phones. You’re not marketing to a household or a home phone number that could be shared by several people — some who are in your target and others who are not. With traditional direct marketing, you always face the possibility that your message never reaches the person you intended it to go to.

About Opting-In

The idea of getting these advertisements in small doses would sit well with most people, but you certainly wouldn’t want to be bombarded with these advertisements the moment you step into a mall or walk down main street.

It’s up to the user to choose who they are interested in receiving this type of marketing from, through simple opt in procedures. The user has full control to determine who is able to market to them in this fashion. That’s why it’s important to integrate mobile advertising with your overall marketing campaign. Websites, print ads, radio spots, etc. can provide a direct call to action to opt in to these services by text messaging to a Short Code. These are small codes that you text in to a designated number to sign up for an offer, place a vote or be added to a mobile marketing database among other things.

Take a look at a detailed article I wrote on the subject called “Effective ways to get users to Opt In to your Mobile Campaign” for more detailed information on this topic as well as ideas on how to build a mobile marketing database.

An example of Opting In through Short Codes

How could this work in the case of our earlier examples, Gardella’s and Hopcat? Maybe you’re sitting at either place one night and see an advertisment at your table on a napkin or a drink coaster. Or perhaps a poster on the door or bathroom prompting you to text in to a Short Code to redeem a free drink or discount for joining the list. This could be a very effective way to build a mobile database of customers and offer them incentives for being marketing to in a very unique fashion.

So, while big brands may be the most likely candidates to jump into the mobile marketing arena, these are all interesting ways for brick and mortar businesses of any size to market to their customers in the most direct way possible.

Mark Swanson Mobile Web Marketing and Mobile Web Design Blog

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Niche Marketing Strategy – Find a Niche Market

Hitting the bullseye with niche marketing

Image by via Flickr

[Editor’s note: As we near the beginning of a new year, I thought it would be good review some of the basics of niche marketing. Today’s guest article takes a look at niche marketing – what niche marketing is and how you can use niche marketing to drive traffic back to your web site or blog. ~Scott]


In today’s internet world, the number of your competitors is increasing day by day. Especially if you are dealing with services, products or internet marketing, it is relatively simple for anyone to set up a website and the barriers to entry are very low. But in order to continue to succeed if you are an established business, or even if you are just starting out as an Internet Marketing newbie, you need to have a new way of thinking. You need to have a stealthy niche marketing strategy – a way to zoom in on untapped niches.

A niche market is one that primarily focuses on a specific product or service aimed at satisfying specific market needs. So, what niche should you look for? Unlike traditional marketing which is getting more and more obsolete by the day, a niche marketing strategy requires special tools and criteria to reveal highly-profitable undiscovered niche markets that have been overlooked by the masses. These strategies mostly boil down to using user-friendly niche market research tools, and up-to-date internet marketing techniques to help you find the most profitable niche market, improve customer loyalty with the least competition.

It is an art to capture and draw profit from a small market segment. Those who have exposure and have spent many years of their lives in mainstream marketing fields cannot really understand how to proceed in these new online niche markets. And, they will fail without the proper niche marketing strategy. Therefore, you need precision niche market research that can show you how to find a niche. Whether they realize it or not, every profit-seeking website on the internet uses this fundamental marketing strategy. The key to finding your niche is basically twofold: Divert and Convert:

Step 1 – Divert traffic from one location (Point A) to another (Point B).

Step 2 – Convert the Diverted traffic from Step 1 into profit.

There are many different ways of diverting traffic, including:

  • Pay Per Click
  • Ezine Article Marketing
  • Press Releases
  • Links From Other Websites
  • Affiliate Promotions
  • Email Lists
  • Blogging

… just to name a few.

  • Likewise, there are many ways to convert this diverted traffic into profit, including:
  • Promoting Affiliate Products
  • Hosting Content Network Ads (like Adsense)
  • Building an Email List (which you can then use to promote products)
  • Selling Your Own Product
  • Pay Per Action
  • Pay Per Lead

… plus many more.

There are almost an unlimited number of combinations of diverting and converting techniques that you can use to find a niche market that will make a profit. You just need to figure out a winning combination, and then it is guaranteed that you will make money. And, there is a powerful niche marketing strategy tool that will easily show you how to find a niche market under-the-radar, without much competition.

I am somewhat new to internet marketing. But, I have purchased many internet marketing products and services over the past few months. I have been looking for a way to start my own business from home. Like a lot of people, I have done the rounds, bought products here, e-books there, but in the long run only ended up going in circles. You see, finding “the right information”, training that you can trust can be the most challenging part of it. So many people are selling information that is worthless these days.

Now you can use powerful, top-of-the-line niche market research to create multiple streams of income online. If you want to get the jump on the competition, then watch these 5 newly filmed videos explaining 5 different niche marketing strategies at:

Article Source:—Find-a-Niche-Market&id=4143858

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Location Based Marketing – How To Reach More Local Customers

Location based marketing

Image via Wikipedia

[Editor’s note: Over the last several months I have been using the term “location based marketing” to describe strategies that niche marketers can use to tap into local customers. Today’s guest article defines “location based marketing” in an easy to understand way. As location based marketing continues to merge with promotional marketing, powerful new niche marketing strategies are emerging. I’ll explore some of those strategies in upcoming articles. ~Scott]


From billboards to costumed mascots, companies have been using location based marketing for years. As technology has continued to grow and change, so have the ways that you can reach potential customers.

What is Location Based Marketing?

Location Based Marketing allows a business to market directly to its patrons via social media marketing applications accessed through mobile devices. Simply put, if your customers are using a Smartphone, iPad, or other mobile device near your location, you can utilize this local mobile marketing strategy to get them through your front door.

How It Works

With the prevalence of sophisticated mobile devices, the popularity of location based social media is growing. Smartphones alone accounted for 19% of all mobile devices sold in early 2010. More and more people are getting involved and connecting on sites like:

These sites let people “check in” to show others where they are and depending on the service, give them access to a variety of digital interactions. Foursquare users for example, can collect badges based on the number of times they check into a particular place. This type of social media marketing involves taking advantage of these interactions to encourage people to visit your location, make purchases, and recommend it to their friends.

Getting Involved

In order to make the most of location based social media, your company must be listed on a location based social networking website. Each site handles listings a little differently, so it’s important to make sure that the information provided about your company is correct. A quick search of location based social media sites will tell you if you have a listing and if any changes need to be made. If the site doesn’t allow you to update the listing yourself, simply contact them to get your listing corrected.

A correct listing ensures that potential clients can find your business when looking for to places to go when they’re out and about. This can draw both local residents and people from out of town to your company, bringing in customers who might not otherwise have thought to stop by.

How Your Business Can Benefit

There are many ways to utilize location based marketing to grow your business. Depending on your marketing goals, you may wish to:

  • Offer specialized coupons to customers the first time they check in
  • Create a “digital punch card” that gives a discount or free item after a certain number of check-ins
  • Post a customized banner ad or icon to catch the attention of potential clients
  • Run targeted promotions for users on specific social media sites

Location based marketing occurs in real-time, meaning that the customer will view a promotion, decide whether or not to act on it, and post comments or reviews all while physically present at your location. By keeping on top of what consumers are saying, you can analyze which promotions are working the best for your company and modify your internet marketing strategy accordingly.

Now that you understand how location based marketing can increase your profits, its time develop a custom tailored internet marketing plan for your business. Contact for a free consultation and website analysis.

Article Source:—How-To-Reach-More-Local-Customers&id=5408552

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Foursquare Reaches 5 Million Users

Location based marketing

Image via CrunchBase

By Scott Spooner

It was reported last week that Foursquare has topped the five million users mark. What is even more surprising is that, as recently as March 2010, the company only had 500,000 users.

Here’s an excerpt from a recent Mashable! blog post:

The revelation was made by Foursquare co-founder and CEO Dennis Crowley on the stage of the LeWeb Conference in Paris. He noted that the geosocial service surpassed the five million mark late last week.

Compare that milestone to March of this year. At SXSW 2010, the company announced it had more than half a million users. In April, it surpassed 1 million and has been on fire ever since. Now the company has 5 million users, more than 10 times it had in March.

OK, so what does this mean to you? It means that, if you are using location-based marketing as part of your overall marketing strategy, then you have a much larger potential customer base than you did just a few months ago.

It also means that, if you aren’t using this strategy as part of your marketing mix, then you are hearing the whistle of the train leaving the station.

Big companies (like Starbucks and McDonalds) have already moved into the arena. As a niche marketer, you should be doing the same. With 2011 around the corner, now is the time to lay out your next year’s marketing strategy; including the use of location-based marketing as part of your mix.

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