TRANSCRIPT

Now I hate to admit it, we’re still on websites, I hate to admit it, but I am forty four years of age now, and if you’ve seen some of my promotional shots, you might ir might not notice that I’ve got this big crease in the middle of my forehead. I’ve had it for years.

Now my wife, I tell my wife that the crease is a sign of maturity, it’s a sign of wisdom, and she says “No David, it’s just a big crease in the middle of your forehead.”

So, she’s gone off and started to buy me this product called Nivea cream for men, wants to keep me young forever. And when I remember to do so, I use Nuvea cream for men. Now I’m going to go out on a bit of a limb here I have no scientific research the back this up; but I’m gonna suggest that what’s in the Nuvea cream for men is probably very similar, if not the same as the Nuvea cream for women. I’ve got the same skin as women.

Maybe scented a little different. But what they’ve done here, what this company has done here, is packaged up their product, packaged up their service to meet the expectations of their target market, ie, me.

Because I’m going to feel a little bit better going into a pharmacy buying Nuvea cream for men in a blue packet, than perhaps a Nuvea cream for women in a pink packet. Now that’s what we try to do with our website. What we’re trying to do with our website is to package up our website to meet the needs and expectations of our target market.

So you’re gonna have multiple, and in a lot of instances you’re gonna have multiple niches, you’re gonna have multiple target markets. You know your business better than I do, but having those different target markets, each target market has a different expectation and we can speak to them differently. So using my hire company as an example, I have different websites for different parts of my hire company.

Because I am not going to speak the same way to a party hire client than I am to an earth moving, rough and tough Buddha.

Does that make sense? So my target market for earth moving is going to have a different look and feel to my target market than someone looking to hire a tent and chairs and tables for a wedding perhaps.

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So packaging your products to meet your target market’s expectations is all we’re trying to achieve with this website onset. So, the question I have been asked in the past from a live event was, “David, well then, I’ve fell into that trap, I’ve got a website called www.myname.com.au , do I now ditch it?”

No, we don’t ditch your existing website.

This is a marketing strategy; it’s an add-on marketing strategy from your initial website. And the reason we don’t ditch it is that, who is your name’s website servicing?

What target market is your name’s website servicing?

Obviously your existing customers.

So, when your existing customers are looking for you on Google they might type in your name and we want that website with your name on it as the url to come up, number one and for them to find it easily.

So we don’t ditch your existing website in this strategy.

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I was recently in Australia about three weeks in February this year.   And while I was in Australia I did some searches. I just wanted to see what some of the results are for some of the key words that my client is targeting.

So I searched for party caterers. I was actually in North Ryde when I did this search on the 3rd of February. And this is what starts to happen when we have multiple websites. So there’s seven million results which suggests to you that it’s a very competitive key word phrase. So the key word phrase, party caterer, we’ve got six results out of a potential twenty two results in that page.

So it’s not good enough to have one result on one page anymore. One result on one page with sometimes up to thirty listings is about three percent chance of getting clicked. Three percent chance of getting clicked. Nothing happens unless we get the click. Here with six out of twenty two, we’ve got about a thirty percent chance of getting that customer, of getting that inquiry to our sales funnel.

Nothing happen unless we get that inquiry into our sales funnel process. Here’s another example. Finger food caterers is a very popular term these days in the catering industry and in this instance we’ve got nine out of twenty-four search results. Nine out of twenty-four search results, we’ve got a thirty six percent chance, thereabouts, of getting the click, of getting the customer to come into our sales funnel.

Now before you think, “David, I like your one inch one mile strategy, I like multiple website, I think it’s a great idea, but, I’m too old to do this. I’ve got no kind of technical experience.” Can I suggest to you that this can be started with one website no paid results x amount of years ago.

And the owner of this particular company, Jeff , is sixty-five years of age, so it’s never too late to learn, it’s never too late to start on this. If you bury your head in the sand and hope for this online marketing thing to go away, I’ve got bad news for you; it’s here to stay. And it’s gonna be even more prevalent in the coming future.