When you start your own online business or e-commerce venture, chances are you have some ideas in mind. The prospect of a less stressful work environment, or a workplace where you set direction and meet your goals, sounds incredible. And the prospect of being able to duck to the local coffee house for a mid-morning break without the eyes of your co-workers on you sounds pretty appealing too!
But the reality is that mastering the many facets of online business is hard. And after working with many entrepreneurs, I find the most common leak in the game of new business owners is understanding how to do online marketing effectively. So before we head off into the advanced strategies, what basics do you need to be able to execute time and time again?
Hammer Home the End Result
You only have a few words to make an impact before people scroll or click past. So, skip to the end of your message. Some of the most effective ad copy is framed around words like “by the end of this course/book you will be able to…”. This messaging works because in the mind of the user, it compares their current state with a more desirable future state.
Don’t Be Afraid of Small Markets
Typically when businesses want to grow, they target the largest, fattest markets. The typical thinking goes “If we convert just 1% of New York, or all females, or every professional, then we’ll have several million users”. This is true, but getting there is nigh on impossible. It is a much more effective strategy to target small, profitable niche markets first, then expand sideways into others once you have a clear product-market fit.
The best recent example of this strategy was Facebook. Facebook did not reach in excess of one billion global users overnight, or by targeting “the world” at large. It started in just one college campus, before months later expanding to a select few others. From there, it went to a broader group of colleges before word of mouth saw it become available among other groups. Each step was deliberate – by focusing hard on small subgroups, they discovered what features they wanted and were able to build them. Some of them, like the “like button”, the “relationship status”, and “events”, are still core features of the platform today.
Once you’ve mastered the basics, you can move to the hypertechnical- the specific tools and tactics to build on your solid foundation. As far as resources go, one of the standouts in the field is the Dot Com Secrets Book. The true advantage of this resource is that with my link, you can access it simply by covering the shipping cost. Check it out today and shortcut your journey to online marketing mastery.