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Focus Your Business on Specific Markets to Achieve Success

Recently Chris Anderson Wired magazine wrote the now infamous “long story” article. He argued that the music industry should have broad “hits” and cater to narrow “niches”. So now you’re thinking about starting over, how does this apply to my business and internet marketing? The same applies to a lawyer in Fresno, California or an Aston-Martin dealer in Scottsdale (or Scotsdale as I used to know it) Arizona.

The long tail theory applies in a very direct way to small businesses and internet marketing. Successful internet marketing only happens if you know how exactly how people find you. Search engines are smart, but if they were perfect, they would find the right site for the right person every time, and internet advertising would die along with their most important source of income (and mine).

Until that day comes, business owners must have a clear understanding of their customers. The Aston-Martin dealer is a pretty straightforward case. They pretty much sell and service one British brand, Aston-Martin. If you have a Ferrari, go next door, a Porsche down the block. They understand their customers. The lawyer presents the more common challenge.

A lawyer can be like a family doctor, a kind of general practitioner. A lawyer may charge on an hourly basis, or in some cases on a percentage or fee basis. Some even work for an insurance company. Most of these GPs have small, quiet surgeries.

The problem with this GP’s internet advertising is that it costs money every time someone clicks on it. If a Fresno California self-employed attorney tries to advertise bankruptcy, personal injury, divorce, tax issues, business law, contract disputes, real estate, workers’ compensation, and trial law, the attorney will go out of business before anyone can write them a check. The keyword “personal injury attorney” can bid as low as $15.00 per click in some cities. I have seen keywords like attorney for $20.00 per click.

The interesting thing about the Internet is that searchers know what they want. They type in a search phrase, which the search engine breaks down or “analyzes” to try to figure out which website will help them the most. If someone searches for an attorney with RSD experience and lands on a website that highlights attorneys’ success as divorce attorneys, guess what happens. The lawyer spent $8.00 to get someone to click the Back button.

Back in 1998, when I first started building websites, I didn’t know how important it was focus would become my success or my clients. I have since expanded my work to help people and businesses focus. What I learned about the Internet over the years also applied to people, so I wrote the book Now then what? because most people don’t need me to spend $200 an hour to teach them. Success through focus also applies to businesses, which is why we include business-focused consulting in our SEO programs.

Simply put, we can’t focus your internet advertising if your business isn’t focused. Let’s look at the example of the lawyer. There are bigger companies with deep pockets that advertise to a wide range of people browsing the internet. For smaller solo practice firms and any other small business, focus is the key to keeping your advertising program on budget. By selecting two (up to three) key areas, we can create a very specific website and advertising program. Remember, with over 2,000,000 searches every day in the Fresno, California area alone, the attorney wants just that one person who can help that day. Houston Texas has 400,000,000 or more searches every business day. Search is huge.

Using the Chris Anderson Long Tail approach, where the attorney selects a few niches to focus on, we are able to create an ad with four or more keywords that costs only $1 or $2 per click. We also create a website that highlights these keywords. Instead of getting 400-500 clicks a day at $8 or more per click with only one person calling the office, we are now getting 4-5 clicks a day at an average of $1.47 a click with the same person calling the office. A secondary benefit of this is that the lawyer will be much better at that niche of the law. If we choose two or three niches to advertise, if one is found to be underperforming, it can disappear and another one will take its place.

We recently added a client in the Costa Mesa California area called TruSpeed ​​Motorcars. TruSpeed ​​​​is an independent Porsche service center with qualified technicians for BMW, Mercedes and Ferrari. They also have Bentley and Land Rover certified technicians. When the service manager let me know that we should add Bentley and Land Rover to our marketing campaign, I saw my income increase significantly. The GM quickly got it right and killed my raise. He said: “We are not going to be the head of every trade, we only service sports cars, European ones at that, we don’t advertise Bentley or Land Rover”.

While this may sound strange to some people, this is where the 80/20 rule comes into play. Service Manager will try to reach you all the stores and the GM tries to get it the right business. Every time I coach a small business owner, they solve their financial problems by simply focusing on getting the right business. If you could do 80% of the work you do now and get a raise, would you do it? Of course the answer is yes, so why not?

What happens in business is simple. Business people take care of customers, sometimes too much. In the process, they start work that they shouldn’t. Accounting systems do not always show that the business is losing money because of a particular type of customer. Accounting systems have to be set up for it, and it can take up to six months to set it up and get enough data to prove the point. The faster way (and therefore I think it’s better) is to find the core competency and cut the non-fitting customers (and ads) and see if the business profits and attitude improve. So far, in 15 years, it has worked in all but one case. If not, the owner didn’t even try. He said, “I need every job I can get, I don’t care what brand or what service.”

When a politician ran for office, the winners usually picked a theme or an issue and stuck to it as if it were tattooed on their foreheads. Does “Change” still sound familiar two years later? Life and business are no different. If you pick one area to focus on and really go for it, you will win and so will your business. If your Fresno attorney chooses to pursue farm workers with pesticide-related illnesses, you may need to expand a bit outside of the Fresno area and over time become known as the “go-to” attorney for pesticide exposure cases. When this happens, you can earn much more with much less work.

Before you open a store today, what is the one thing you focus your entire business on? Write down four to six very specific goals for the week, make them realistic, and achieve them. If your business is focused and your advertising is focused, you will achieve your goals more often and better than your competition. That sounds like success to me. Focus, stay focused and succeed. Call me if you need a little help.

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