This may seem like an easy question. Most people, without hesitation, would answer something like:

“Females from 18 to 80.”

“Families with kids.”

“Anyone breathing.”

Do you see yourself in those answers? Have you ever used something like that yourself?

While in some ways it may be true, if that is what you are focusing on, you’ll have a much harder time building your business.

Niching is about getting specific. Very specific. To the point you can describe someone in detail, and go on and on about whom they are.

“My ideal customer is a female from 40 to 60. She has worked extensively in a variety of industries, but has now decided to go it alone and set up her own company. She is building a creative company as an artist and author, and loves her new business, yet has no idea where to start when it comes to marketing. She has a website, but it isn’t giving her traction. She reads several business magazines, attends two conventions a year, and reads various online publications for support and advice. She’s never had a business coach, yet now realizes she needs help if she’s going to take her business to the next level. She doesn’t want a hand-holder coach; instead she’s looking for someone to build a plan and help her put it together over time.”

See the difference between a description like this over some of the others mentioned above?

And because I now can “see” my ideal client, and can market to her even more succinctly, I have a much greater chance of finding more just like her. Where there is one, there are many, both in your local community, and all over the world.

Have any doubts? Lets look at an example.

Let’s say a dentist is targeting local families. “Any family within a 20 mile radius of my office.”

Sounds like a great start. But what separates you from all other dentists within that 20 mile radius? Why should I choose you over Dr Smith? Or Dr Jones?

Now lets say you focus in on single working moms. You know they are busy. You know they are trying to juggle everything, and always have way more on their to-do list than they have time in the day.

So you start marketing specifically to them. Open Wednesday mornings at 6 am to stop by before school and work. And you’re open on Thursday evenings until 9 to squeeze in appointments after a busy day. Your marketing can be very specific, and say things directly to a single working mom.

Think you would see a rise in your clients? You bet. And think they would refer you to their friends – even friends who are happily married, and maybe even a few stay at home moms too? Yep.

They key is you are very specific about who you are targeting, and it allows you to think clearer about how you will reach out to them.

This is an example of a local business, but it gets even easier if you have a business where your client can exist anywhere in the world.

The key is knowing exactly who they are. Rinse, and repeat.

Related posts:

1. Can You Really Make Money At Blogging? SOTB 2009 Day 4

On one hand I would love to have her do the traditional way – high school, great college for four years, and find a job. Yet in reality, I know most kids that opt for that lifestyle will find anything but success. It’s just not in the cards any more because we’ve changed as a society over the past decade.

And what is facing today’s high school and college students is also facing adults too.

If you plan on working at a company for years, doing one job until you retire, and then planning on a nice retirement for the rest of your life – well, you really are in for a surprise.

So like many people, you decide to start a side business, and hope it turns into something more. Something that will help you build a comfortable income now and well into the future.

Yet if you read anything on marketing, its very old school and very traditional. Five years ago, Facebook didn’t exist, and social media meant something entirely different than it does today.

If you receive an email, a postcard, or even a newspaper at home today, chances are you barely give it a second glance when it comes to finding people to do business with. Why rely on a business telling you how great they are, when you can find “friends” online that will gladly recommend someone they’ve had an excellent record with?

So how do you market a new business? How do you find relevant information that will help you build a business for the future?

It’s really not as hard as it sounds.

Traditional marketing teaches you the fundamentals. The fundamentals will always be relevant – it’s just the tools that change. Here are 4 essential steps to put in place anytime you are building a new business.

Create a great product or service

The first step is the most obvious. Whatever product or service you have, find a way to make it the best possible for you and for your clients. Change it as you get feedback from your clientele. Add to it along the way. Refine it. And do it all over again with every product or service you create.

Be comfortable with how to sell it

Having a great product or service is mandatory. And believing in it and being able to sell it without selling it at all is essential. The more comfortable you are with your product or service, the more you will be able to talk about it, anticipate people’s needs before they ask, and showcase why they should choose you over your competition. But remember, it should never be about selling. Selling today means to build a relationship, tell stories, and showcase your product and services without having to become a “hard sell”.

Build a system that connects with prospects and customers

This is the most important step, and one that most people ignore, forget, or simply never put into place. There are many steps an average business takes to move someone from initial contact, to the sale, to follow through throughout the life of your relationship with a client. It involves many steps, and many tools. That is your system. That is what brings you success. And that is what separates a successful business from a fledging or failing one.

This is also where your tools will change. The plan never changes; only the tools change. Twenty years ago, you may have had five ways of bringing in clients through advertising, including a magazine ad, the yellow pages, and a newspaper. Today those tools may have changed to Facebook, Google and banner ads on a complimentary website. The plan is still the same. They system is still in place. Only the tools have changed.

Work the system every day

Marketing is a never-ending process. You have to work it today, tomorrow, next month, and next year. If your business is to stay in business, you have to work the system. That may mean putting a time on your calendar where you work on your system every day. Or it may mean hiring help – a virtual assistant, a marketing team, or an office manager – to do the work for you.

However you choose to do it, realize it has to be done. And then do it. You’ll be amazed at what you can achieve when you set your mind to it.

Related posts:

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2. Think Businesses Are Marketing In Traditional Ways? Think Again
3. The 7 Steps I’ll Be Using In 2010 For My Social Marketing Strategy

Autoresponders are the best method I know of to connect and communicate with your readers. It allows you to give instant feedback to people on any subject matter related to your business, and be able to do so 24/7/365.

One of the most magical things that I love is when I’m able to write such a personal autoresponder that the reader can’t tell it’s an autoresponder. Instead, they send me a personalized message back, answering my questions and giving me more information about them.

That doesn’t happen by accident. I don’t just throw together a message, or add so much content they get lost in the message. Instead of create a series of notes that make it exclusive for whoever is reading it.

For those of you new to the online world of marketing, an autoresponder is an email message that is sent out automatically by an email system depending on when a person signs up to receive your emails. You can send as few or as many messages as you desire, and set them up to be sent at a predetermined timeframe. These messages give you more credibility, and allow you to make that initial connection with someone new, helping them learn more about you through a variety of media sources.

Before you write your messages, grab some paper and spend some time analyzing these 5 questions.

1. Who will be reading my autoresponders?

2. What do they know about me and my company?

3. How are they connecting with me?

4. How much interaction have we had up until this point, and through what resources?

5. What do I want them to do next?

When you start asking yourself these questions, you can quickly see a theme developing, and how you would communicate with this type of person. I always think about one person when I’m writing – it helps me talk to them directly, as opposed to coming up with ideas for a variety of situations.

Once you know who you’re writing to and why, it’s easy to start building an email series around it.

Welcome them to your blog/site and tell them what to expect.

Invite them to stay active with you. Do you blog regularly? How about sign up for your RSS feed. Do you communicate on Facebook every day? Why not join your page? The key is to start building the relationship from the beginning.

Choose one product/service, and spend your time talking more about it and giving tips to how it can benefit the reader. Don’t make it the entire focus; use it as a way to get to know you better. Remember, you are in this to build a lifelong relationship, not to sell to immediately.

Give resources, tips and tricks you know by being the expert. Start proving you know what you are talking about, and are willing to share your expertise with those around you.

Avoid thinking in sales terms. “Limited Offer” and “Don’t miss the sale” and “It’s the last time we’ll be doing this” all show your reader you are in it for the sale. In the online world, relationships are key. The happier you can make your customer upfront, the more likely you will be to keep them for life.

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Your home page?

Your services section?

While they are all important in creating your overall brand, there is one page that stands out above the rest, and has the most impact in converting a complete stranger into a potential prospect. Yet its also one of the pages we think the least about, and throw up more as an afterthought.

It’s the About Us page.

Statistics continually show your About Us page is the second most trafficked page on your site. Yet if it’s just a few bullet points, a few sentences that give basic information about you, it’s also the number one page that is holding you back.

Your About Us page should be used to sell who you are and what you can do. And while that sounds easy in theory, statistics also show its one of the most difficult pages for people to write. There’s something about “tooting your own horn” that people simply find impossible. They consider it bragging. And therefore they write up a few sentences and leave it at that.

Having trouble writing up your own About Us page?
Maybe its time to let someone else do it for you.
With our newest service, we’ll do our research, ask the right questions, and put together a page that will help you reach out and connect with your prospects and customers.
And through the month of July, you can get it for 25% off.

Adding The Pizzazz To Your About Us Page

1. Start with a story. Every business started with one late night idea that built up because of passion. Whether you worked for someone else and wanted to make a break, or had a hobby you loved and wanted to grow it into something more, that passion is what built the business. People love to hear that story. They love to know what was “the moment” for you, and what persuaded you to take action and create the business you are in today.

2. Who else loves you? Over the years, you’ve accumulated awards and accolades. Now is the time to share them with the world. Whether it’s a degree in your field, finishing a week long seminar and training session in Italy, or a 1st place award from the county fair, that’s you starting point. That’s why you are doing what you do today. And someone else has appreciated what you do as well.

3. Say it with a photograph. I’m always amazed at the number of people who don’t have a photograph on their website. Why? Be creative with it. Showcase your personality. Don’t just use a bad photo a friend shot at your last party. Head to a professional for a business photograph. Tell them what you’ll be using it for, and ask for low resolution files to add throughout your site, blog and social platforms.

4. Use different media tools. The great thing about the online world is you have a variety of tools available to you to enhance your look and feel. Use them all to showcase what you do. YouTube, SlideShare, Photoshop and others offer you amazing tools to create a variety of ways to showcase your talents. Don’t be afraid to use this new technology to make them say “wow”.

5. Ask for comments. Instead of telling people about you, ask your current customers what they think. Then use those in your About Us page as well. Chances are they can say it better, and your prospects will completely relate to what they have to say about who you are and what you offer.

Bottom Line: Online or off, the ultimate job of self-promotion comes down to us, the business owner. If you can’t toot your own horn and make yourself stand out from the competition, it’s that much harder to convince people to use your products and services. It’s your time to shine. What’s holding you back?

Promote yourself with a new About Us page today >>

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If you’re not a writer, chances are it can be the most difficult thing in the world. All kinds of questions run through your head:

• What do I write about?
• How do I find the perfect picture/graphic?
• What about keywords?
• How do people find my post online?

And that’s just with the first post. A few months down the road, after you’ve written post after post, the questions become even more difficult.

• What do I write about now?
• Are people really reading what I’m writing?
• Does anybody care about my blog?

That’s when the majority of bloggers give up. They let the questions win, and they move on to other endeavors. Yet that’s the time when you need to keep it up, because you’re finally starting to gain traction with your blog posts. Here are some ideas to keep you writing.

Choose Your Topic

With every post you write, you should have a topic or one main idea. Think of your products and or services. Think of your many clients, and how each of them came to you for a different reason. This is a great way to start coming up with topics.

Write From Different Angles

While its important to have your blog cover a topic thoroughly, don’t forget that every service or product you offer can be broken down in many ways. Don’t cover every piece of your business within one post; instead break it down into multiple pieces.

For instance, if you have a blog on dentistry, it’s easy to write to choose to write a post on a topic such as wisdom teeth. Yet even this one topic can be broken down many ways.

• What are wisdom teeth?
• Can you live with wisdom teeth?
• Why do you need to have wisdom teeth removed?
• What does it mean when the dentist says your wisdom teeth are impacted?

And so on. See how I started with one topic – wisdom teeth – and quickly found four different posts from four different angles?

Include The Complete Thought

Once you have your blog title and concept in place, write a complete thought from beginning to end. Just because you know you’ve written five other posts on this same topic doesn’t mean the reader will. They are entering this post for the first time, and need a complete message, from beginning to end.

Target It Towards One Client

Want an even easier way to write up a post? Think about one client you are currently working with. What do you talk with them about? How did you sell them on your services? Write a post directly to this one person, and chances are you’ll reach a dozen others with the same concerns, questions and thoughts.

Dig Deeper: How To Stay Out Of Blogging Overwhelm

Refer To Other Sources

Don’t make your blog posts a single read. Instead, use hyperlinks to bring them to other sources both on your own blog, and to other resources online. Not only does this provide them with even more content and details, it keeps them actively reading and clicking to more resources throughout your blog. The longer you can keep their attention, the greater chance you have of turning them into a client.

Related posts:

1. Reusing Your Blog Posts
2. Are You Asking This Question Before You Hit Publish On Your Blog Post?
3. Do You Write A Blog Post For The Search Engines Or Your Reader?

I recently picked up a book “The Filter Bubble” by Eli Pariser. A few days later, someone forwarded me an interesting Ted video by Eli on the same subject.

When you do a search online with Google, it doesn’t provide you with the same information as your next door neighbor would see, your client would see, or a person half way around the world would see. Google now has algorithms in place that filter the relevant information based on your search, where you search from, and your geographical locations, among other things. They use that information to personally tailor your query results, and provide you with the content “they feel” is relevant to you.

While in some ways, that can be good, in many more ways that can hurt us all. Your search results may completely ignore current news, news in a different genre, or even news with a different political voice all based on the algorithms in place.

Google isn’t the only site doing this. Facebook is also jumping on the bandwagon, and changing your newsfeed based on which friends’ links you click on most. This allows your feed to begin to “ignore” friends in which you have little interaction. Which again means they are controlling what voice and what information you receive on a regular basis.

What does this mean to you?

First, keep in mind that what you see isn’t what everyone else sees. If you are striving to be number one under a keyword, you may achieve it, but your clients don’t see it because of their search patterns.

Next, think congruency. Don’t rely on one site to carry your message – build an online platform that crossed many sites and many interests. Make sure your message is the same from site to site. Stay active and you will be found.

Finally, stay informed. The Internet is still a new venue, and is changing from day to day. The more you learn today, the more you can apply in the future. The important key is to make sure you are reaching out to your customers in many ways, and understand how they like to find you.

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If your client is corporate, it may involve LinkedIn. While LinkedIn hasn’t zoomed to the top like Facebook in recent months, its still a platform used my millions of business people all over the world. Its set up exclusively to connect with other business owners, and provides you with everything you need to find connections, prospects and clients.

If you haven’t looked at LinkedIn in a while, head back over and give it a try using these five steps.

Step One: Build A Dynamic Profile

If you’ve ever created a resume, it’s easy to assume your LinkedIn profile should resemble your resume. Nothing could be further from the truth.

Take a moment and think about how people would search for you. Would they search for President of ABC Company? Or would they search for your type of business or niche: product photographer or retail marketing expert for instance? Keywords are important in the online world because people search by keyword, not by business name. You can also be found in a variety of ways, including on LinkedIn and on sites like Google.

Make sure you fill out a complete profile, and make it as detailed as possible. Put in a professional portrait of yourself – not your business logo or a photo of your dog. People want to connect with you as a person, and build a relationship before they take the next step. A professional photo gives you more credibility, and helps people visualize doing business with you.

Step Two: Add Contacts

Start by searching the database for people you know. If you have more than one person in your company, start with your employees or teammates. Then branch out and look for people you work with in your community. Vendors, clients, networking connections, power partners, friends through work or school – anyone you’ve connected with in the past that may help you connect and grow in the future.

Remember, this isn’t like Facebook. You don’t have to have thousands of friends to build a successful strategy. Instead, focus on finding people that can help you grow along the way.

Step Three: Add Recommendations

Once you connect with people, pick out clients and vendors you’ve worked with in the past, and ask for recommendations. People will generally give you a testimonial on your profile if you ask. And if you know them well enough, ask them a couple times if they “forget”. Because we all get buried in email and “chores”, it’s easy to forget to carry through on an email request. If you don’t hear from someone in a couple of months, try it again. Try to get 5 to 10 to start, and keep it proportional to the amount of friends you have. 50 testimonials with 50 friends may seem a little too good to be true.

Step Four: Join Groups

The only way to make connections is to get active. LinkedIn has created a variety of groups and associations that you can join with a click of the mouse. Search for groups based around your line or work and your interests. Don’t forget to look for places your target market hangs out, and connect to people in a variety of ways. Then get involved in discussions.

Just like with any social media site, never jump on and promote. Social networking is not about promoting. Instead its about connecting and proving your expertise – the selling will come after you’ve built strong relationships.

Step Five: Answer Questions

The Answer section is my favorite area. Every day people head over and ask a variety of questions in a variety of areas. Search for areas where you can showcase your expertise, and start answering. Don’t give quick bullet points; instead give knowledge and answers like you are communicating with a prospect on the phone. Not only are you showcasing your knowledge for all to see, but you’re also connecting with potential customers. And if your answers are selected as the best, you’ll have added depth on your profile showcasing your knowledge. A win win for everyone.

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1. Photographs add visual space. People get tired of looking at long areas of copy, and photographs break up the monotony of the copy.

2. Graphics can give a reader an idea of what you will be talking about. For instance, when I used a photograph of a pet recently in my post Make Pet Personalities Steal The Show, readers could immediately assume what the post was to cover. It made people want to read further.

3. Graphics can give you an additional boost in SEO tactics for your page, post and site.

And while I mainly use photographs – I guess that’s the photography background in me – graphics of any kind can be just as beneficial. Using logos, charts, graphs, drawings, and illustrations can benefit the reader by adding visual depth, and you by giving you more opportunities to target your content.

If you have a camera or a smart phone, you can quickly shoot photographs anywhere, any time. But on most days I’m sitting in front of my computer typing out a concept, and I just don’t have the ability to take the exact photograph I need to support my concepts. That’s when I rely on stock.

I’ve talked about stock photo sites in the past, and have gotten some great images from them. Stock photo sites online come in two ways: free or pay.

The problem with free sites is you have to wade through the muck in order to find the exceptional. And that can take time.

More than ever, I want the ability to find a great image quickly, and move on with the rest of my daily tasks.

Which means I rely more and more on the pay sites.

Fotolia is a site I’ve been using this past month, and have really come to enjoy not only the great photography and graphics, but also the ease of the site itself.

(Caveat: I am using a free one month account to try it out.)

I’ve used several of the other top stock sites in the past, and used several of them mainly because of habit. I had an account, and the site was bookmarked and ready for me to use.

With Fotolia, I’ve noticed some definite improvements over the other sites.

I love the searchability. In some of the sites, relevancy has always been key. When I search for certain topics, I wind up with results that are way off base from what my original thoughts were. I haven’t had that problem with Fotolia, and I’ve tried out many different search terms just to see what holds through. I’ve always been able to find something relevant to what I’m searching for.

I love the shopping cart feature. When I do searches in Fotolia, a page of results will appear. I can quickly glance through all of the images, hover over an image to have it enlarged to look at the details, and then click a button below the image to add to the shopping cart. I can work my way through a page quickly and efficiently. With other services, I have to click on an image, and then add it to the shopping cart. Which means it’s a much longer process for adding multiple images from the same search.

I also love being able to store photos in my shopping cart for future purposes. I can leave them there, and go back any time to make changes, or make a decision on purchasing or deleting. This comes in handy, as I like to write multiple posts at a time. And if I find photos that might be relevant, I can easily pop them into my cart system, and hold them for when my post is complete. This can be a huge time savor, as I often see photos that spawn ideas, and would love to store them for future use.

I’ve also come to enjoy the subscription feature – something I’ve never tried before. I’ve always purchased credits, and used the credits along the way. But having a subscription has given me flexibility to buy things for planning, and for use with future projects. No longer do I have to copy down URLs – I buy them and pop them into my draft copies so I can quickly see what I’m producing. It’s a much more efficient system when you use photography on a regular basis.

If you have any stock photography needs, I would recommend giving Fotolia a try. Start by browsing through their images, and buy a few credits. See how easy the system is. You’ll soon be on your way to bookmarking this fantastic site – just like me.

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2. Are You Using Photos And Video In Blog Posts – SOTB 2009 Day 3
3. Reusing Your Blog Posts

We have a lot of urban areas popping up next to our transit lines – living and shopping space that make it convenient to ride the tram system throughout the city. This brochure is announcing one of the newest, and provided an assortment of advertising space to the different shops within the community.

The first thing I noticed as I opened it up is each business had their own mini ad space, and included a QR code to move people to the online world. So of course I grabbed my phone to see where each business would send me. And in my opinion, they all did it wrong.

A total of six businesses were featured in this brochure, which meant six separate QR codes to scan and visit. Here were the results:

• 4 sent me to their standard home page of their website
• 1 sent me to their standard home page of their website – which was a Flash website – which meant I couldn’t see their site on a smart phone
• 1 sent me to GoDaddy with a coming soon page because they had yet to design their website

For this type of mailer to be developed and sent out, you are looking at thousands of dollars. Yes, each company probably got a pretty good deal because it was a community brochure. But it still was a huge time, energy and money investment.

Why not use technology the proper way? In the case of these businesses, the following should have been thought through before the brochure was ever mailed.

1. Never send someone via QR code to the home page of your website.

QR codes are easy to create – you can even create a QR code free online using one of the many QR code generators. My favorite is Google’s URL shortener because you can track your statistics with it.

Simply drop in the URL of any page online, and generate your QR code. So instead of your home page, why not a special blog post created with information for your target audience? Or to an online coupon that people can print and bring in to try out your business? Or to your Facebook page so they can like you – and you can stay in touch with them indefinitely?

With so many options, your home page is the last place you should send people to.

2. If you have a Flash site, get a new site immediately.

Flash is a dying design platform because Flash doesn’t work with smart, or mobile technology. When someone pulls up your site on their mobile device, they receive an error message if your site was designed in Flash. Which means using a QR code to direct someone to your site is pointless because they will never see your site.

Smart phones are expected to take the lead this year in selling over a regular cell phone.  And because most people carry their phones with them from sun up to sun down, they will find more time and desire to surf online, and gain access to information in a variety of ways. If they can’t find your site, they will find your competitors. So now more than ever its time to put aside a fancy, graphically appealing site, and make sure its mobile ready. Mobile isn’t about fancy graphics and looks. It’s about ease of use.

3. Make sure you direct people to a live site.

Nothing is more wasteful then mailing a brochure, and promoting a site that doesn’t exist yet. When people click to view your information and it doesn’t exist, its similar to having a phone that’s been disconnected. What motivates me to want to take the next step?

When you know the deadlines and mailing dates of your brochures and direct mail pieces, create a checklist to make sure everything is in place. Is the site up? Can it handle traffic? What is my offer to my visitors? Then back it up on your calendar. If you know your brochures will be mailed on the 15th of the month, your drop-dead date is the 14th. Everything must be ready to go by the 14th.

Taking that little bit of time to make sure everything is complete can be the difference between a direct mail piece that is received, and a direct mail piece that is pure success.

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Just like any other marketing tool, Twitter will only work if that’s where your prospective clients are.

Today I was reading through a new report put out by Edison Research and Arbitron, The Infinite Dial 2011: Navigating Digital Platforms, and noticed some interesting things.

Right now, Facebook has reached majority, meaning that more than half of the US population now uses Facebook on a regular basis. In less than 3 years, it has grown from an 8 percent to a 51 percent usage. So if you are trying to reach the average consumer here in America, its pretty safe to say that you can do so through Facebook.

One in five Americans report that they have visited social networking sites several times per day. And one in four users state that they are following brands or companies in addition to their online friends.

It’s hard to ignore those facts. And it’s hard to run a company, and not know Facebook is the place to be to reach out to target marketplaces.

But what about Twitter?

This same report states that while 92 percent of Americans have heard of Twitter, only 8 percent say they have ever used it.

One of the biggest reasons I think the gap between those who have heard it and those who have actually used it is so high is because Twitter takes a bit more to understand.

When I mention Twitter to a room full of people, I will undoubtedly get the question “Why do people care what I eat for lunch?” The common misnomer about Twitter is you report what you are doing. Twitter is more than that; it’s about communicating, building relationships, and building your expertise.

But if your client base doesn’t get it, no matter how much you Tweet, you’ll never reach them.

1. Start by finding out where your clients are.

2. Look towards the future. If statistics show on social platform growing, put your time into that platform.

3. Watch your results. If you see action, keep it up.

4. Try new things. Just because statistics show something is falling off doesn’t mean its not right for you. If you have the time, try it. Then monitor your results, and continue doing what works for you.

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