Internet Marketing Sense - Research Your Market

By Allen Jesson

If you want to be successful with Internet Marketing then you need to begin with the end in mind. Far too often would be marketeers have a 'build it and they will come' attitude. Sadly, many times 'they' don't come and those 'would be's' end up being forever 'wannabe's'. Let's not make the same mistake. That is why any Internet Marketing campaign should begin with proper research. The good news is that there are plenty of tools available.

You also need to think about building different web sites for different markets. Even if your market is quite defined, you will find that there are various niches within that market. So, think about building a web-site for each and every niche you identify. The reason for this is quite simple.

Let's say for example you used one piece of software to rapidly build SIMILAR sites in the SAME market. You might achieve some short term success but what happens when Google bans that piece of software or our target market becomes overcrowded or even worse, dead? You get the idea, that is why you need to diversify.

Ideally, I would like you to choose a target market from Maslow's Hierarchy of Needs. Also, go with your first instinct, something you're interested in or an area where you think there is potential. Just to whet your appetite, these are the average fees paid PER CLICK by the top advertisers for the following keywords:

Cheap flight $ 4.00 Credit Card $ 15.45 Holiday $ 15.53 Mobile ring tone $ 5.15 Smoked fish $ 0.20 Vegetable delivery $ 0.05

Source: Sunday Times August 2006

There are many sites where you can find the top paying keywords but I suggest you do not go down that route and follow the 'road less travelled'.

One other important point:

When a surfer uses 1 to 2 words they are generally just doing research i.e. gifts. When they use 2, 3 or more words the surfer is generally looking to buy something i.e. traditional anniversary gift.

So ideally, you should be looking for business segments that you can wrap up in two or three words i.e.

www.traditional-anniversary-gifts.com

Note and one big long word of caution,

www.youdonotwanttomakethedomainnametoolong.com

Because this will get ridiculous when we start to add sub-domains further down the track i.e.

nowwhatwehaveisareallylongdomainname.wedon'twanttomakethedomainnametoolong.com

In summary, there is an old wood chopping saying that goes something along the lines of:

If I am going to spend 8 hours chopping down a tree, I am going to make sure that 7 of those hours are spent sharpening the axe.

With Internet Marketing it is no different, market research is your vital and must do first step of any internet marketing campaign.