Do you find the internet to be too overwhelming when it comes to your small business needs? Is your business missing some key elements to exposing your brand to your target market?
An Example of Effective Marketing
Let’s look at a common set of circumstances for a particular business. Let’s say that a company is formed that centralizes its focus on commercial roofing and floors. Over the course of a couple years, they realize a market exists that has a demand for services similar to what they provide, yet these customers have unique needs.
The owner recognizes this demand and works to offer a supply. The company experiences success and looks to grow in this market segment. The research narrows down on the type of roofs specific customers require and the marketing team has to devise a strategy based on that research. Thus, an online marketing campaign is launched, with a focus on this segment and how the company can not only match but exceed the customer’s needs. The result is a greater online presence for those who are searching for these unique services.
The above example is an illustration of differentiation at work. The roofing and flooring company identified a niche that had demand and provided the supply. Differentiation keys in on a specific, unique product or service.
This strategy also requires the effort to meet the criteria set forth by the buyers. One of the other common strategies is low-cost. Differentiation is going to use a higher pricing point, due to the specific nature of the market segment.
Which strategy your business adopts, either low-cost or differentiation is dependent on your business model and brand. Wal-Mart is a classic example of a low-cost strategy. What do you typically first see when you walk in one of their stores? Low-cost price signs.
Whichever strategy your business adopts, it’s imperative that the strategy is implemented into the marketing of your brand. Bear in mind that the available room for low-cost providers is minimal, as the market is already saturated with price wars.
So, if a person goes to Google and types in “SEO strategy”, it comes back with approximately 15,100,000 results. How comforting for those searching for an efficient and effective SEO strategy for their business!
Google is king in the search engine land, and that is undisputable. Yahoo, Bing, and others have all but surrendered to the fact that Google has a “virtual” monopoly on the market. So, when an individual, or business, look to improve their search engine ranking, the primary attention should be focused on Google and their algorithm updates.
Let’s keep SEO simple for now. According to Nathan Sinnott, the founder, and CEO of Newpath WEB, quality links and content are the continued keys to success with Google algorithms. This has been the trend for years, and it continues contrary to what many would have us believe.
The entrepreneurial spirit is alive and well in the United States, and with the digital age that we are in the midst of the market is ripe for hungry entrepreneurs to market their brand for the world to see.
- Differentiation: Smart Marketing Strategies for the Solo Entrepreneur
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- 13 Marketing Mistakes to Avoid