Sunday, March 9, 2008

A Theory of Taking over a Niche by a Thousand Small Cuts

Got a new bull today - actually, a bull-calf. A Galloway Beltie that I hope to improve our herd with the better forage efficiencies and carcass-quality. Cost as much as a full-grown Angus.

Of course, I then was thinking how marketing our farm products would fit with our niche-social marketing tools.

Hit me - Ag is probably a very un-optimized Web scene, since it's below most people's awareness, being that it isn't very Internet-intensive and deals in actual products. (Means it would be a great place for an affiliate sales force.)

True, it's relatively low hits - and that makes it prime for long-tail niche-hunting.

Go for what people use, instead of what it is - recipes, for instance, raise the hits much higher.

But the object we are selling is a crop which is raised annually. Harvest, package, promote, deliver. Simple. Not that sequence - you promote first (once you know that you can produce the product on a routine basis).

Our concern here is marketing - our theory: take over more and more niches until you control the search engines (or at least have above-the-fold placement on Google for hundreds of niches in this area).

That's right - hundreds.

You see, there is one product, but many ways to promote it. So these niches will want a top producer (and marketer) to fill them.

This is only a marketing sketch - just the broad strokes.

Rough sequence depends on finding keyword niches you can exploit/fulfill and then doing a sequence of:
  1. mini-webs, building into a mini-net
  2. press releases
  3. blogging
  4. articles
  5. and social media coverage of everything
We know that the use of social media will efficiently take over Google rankings. We also know that an optimized site - built up with lots of pages over time - will hold top rankings against all new-comers. And article-marketing cements your place, since it gives lots of links, if not so much pagerank to your site.

Your site, needless to say, is built to convert viewers to subscribers.

On Google Trends, we start off with finding that "local" and "natural" beat out organic. The terms "beef, meat, organic" are all much lower.

A preliminary check shows that both "locally-raised" and "local natural" beef and meat are four terms which apparently have no real competition as far as SEO'd sites. (Doesn't mean we won't have some inadvertant competition from mega-sites - like government pages and educational sites.)

I've not gone for high-ranking words like "recipe" right off the bat - simply because of their popularity. Let's build from the near-bottom up, by taking areas where there are hits, but few pages and less supply for that demand.

By searching for more and more of these niches, then tying them all into the mini-net which grabs their email and gives them real value - you have a way to get them into your buyer's market.

But there are really tons of long-tail keywords which have similar value and talk about the same thing. Natural Meat, Natural Beef, Grass Fed Beef, Pasture-finished beef, natural steak, local farm steak, local farm beef, grass fed angus beef - all of these are the same product, but have different search terms.

Grab all these niches and then you'll have the Long Tail starting to become the Big Kahuna of beef production. Service them well on your mail-list and you'll have lots of orders coming in for whatever you can produce... or at least that's the theory.

Practically, since you keep adding mini-webs to your mini-net every week, you then start getting some sizeable pagerank and so you maintain your top position that you grabbed by letting the social media in on your pages.

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Now let's digress to search terms for awhile, long tail and everything.

I did something interesting recently and did a video about what I found:





I started out with "online world peace" and inadvertently did "online world peace plan" and "online world peace lecture". Interestingly, since I was also promoting my self help books, I showed up on searches like "self help world peace plan" and "self help world peace" - taking over niches that I wasn't particularly aiming for.

I've tried another experiment - using "Creating the Web 2.0 Buzz: Beyond Search Engine Optimization" with no web site, just social media. Put that title up as a blog post, a Squidoo lens, and it's the title of my new book. Meanwhile, posted an article all over the place with just that title in it. Oh, yes - that's the title of the above video.

Yes, I come up under both "Creating the Web 2.0 Buzz" and "Beyond Search Engine Optimization" for those efforts. I'm also up for "creating search engine buzz" and "web 2.0 buzz search" and probably others.

The point is that really long tail keywords will break down and spill over into other long-tail niches. (I should probably do a video and slideshare on this as well, plus more social media submissions on it - fascinating idea.)

You don't just limit yourself to repeating a four-word mantra over and over on a mini-web and expect to get anywhere. You have to repeat a six (or eight) as above - exactly the same - over and over and over. You have relatively the same content, but exactly the same title (doesn't have to be, but it helps...) and republish this in various formats over and over.

Now, you want to create your mini-web first, so that it can be linked, and it helps if you already have the video, MP3, AND slideshare posted before you blog, social bookmark, press release, and article market about it. This sends people to these media, which drives up your ratings on these - and hopefully drives people to your site.

Keywords can be viral - if they're long enough.

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A note on YouTube versus SlideShare - go the former if you can, or both.

My You Tube version (above) was posted the same day as the Slideshare version (below).

The results on YouTube: 14 views, no favorites, no embeds.

Results on Slideshare: 861 views, 5 favorites, 49 downloads, 23 embeds. And I have five blogs which posted this slideshare which have sent traffic to that page.

(And I prefer the quality of the slideshare product much better...)

Here's what I'm talking about - go ahead and compare the two...




Your comment?

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