Everyone Is Not Your Customer
Everyone Is Not Your Customer Seth Godin
It's possible that there are a few people here who have never heard of Seth Godin. Back in the day Seth Godin created a site called Squidoo. It was a platform for individual people to create their own websites. Exactly what happened to it I can't remember I have a feeling it was sold out to Hubpages
Some people used Squidoo to create small websites to recommend one affiliate product usually from Amazon's. Other people used it to spread personal messages such as how great their dad was or how their sister was an angel.
Seth was a marketing expert you may have seen his books on Amazon. One of the most succinct things he ever said was that everyone is not your customer. You need to decide and define who you are targeting.
If you try, targeting everybody in the vain hope that a few people might show an interest then you are using the colander technique. You all seen a common kitchen colander full of holes. Your potential leads other droplets of water and they all fall out of the holes.
On the other hand if you do your keyword research effectively then you are targeting a smaller group of people. You are in fact using the funnel system. So call because it looks like a kitchen funnel. If you imagine it full of grains of sand there may be 10,000 grains of sand at the top. The weight of the sand presses down on the sand underneath and compresses it. As the sand enters the narrow bet at the bottom there may only be 200 grains of sand. It is these 200 people you are targeting out of the initial 10,000 people.
If you don't find that smaller group of people then your campaigns will not convert. Don't underestimate the power of Jaaxy to do your keyword research. The little nuggets of keywords are pure gold and you should save them on a spreadsheet and keep track of when you use them and when they are indexed
Recent Comments
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This is so true! When we first start, we think that casting a large net to attract the most amount of people will allow us to achieve success, but then we soon realize that being too general has done us more harm than good. While it may be slow going at first, targeting your audience is key, from there success will come.
By discerning, you are by definition refining your target audience and therefore narrowing your niche and not casting to wide a net
not necessarily, Derek, and by going for the too many you lose them all. Which is the reason why so many people fail at Internet marketing
Exactly right, Catherine. I read Seth's "Permission Marketing" maybe 18 years ago and still subscribe to his newsletter.
So true Catherine, everyone isn't, and the key like you say is drilling down to the folks that are aligned with the message that we are creating, Jaaxy is an invaluable tool.
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keeping track of key words used in articles does two things. It lets you know how they are ranking and they let you find appropriate internal links within your website.
Absolutely Bill and the more complex your site gets the more important it is to track these things