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Beyond Niche Marketing

Beyond Niche Marketing

Get more customers. Grow your business.

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      • Beyond the Niche
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Niche marketing and blogging… to blog or not to blog

December 30, 2007 by Kathryn Hendershot 5 Comments

Blogging experts agree…. blogging isn’t for every business.   However, they are a great promotion tool for some businesses.  Blogging is an especially attractive marketing tool if your business is one that provides SERVICES to other business owners.

In my book, I reference Neil Rackham’s work on defining the two different types of sales.  If you’re in business, your business is either making Minor sales or Major sales. 

According to Rackham, your business is making Minor Sales if:

  • There is a single decision-maker
  • The buyer’s financial or emotional investment is low or insignificant
  • The purchase does not warrant the time/energy necessary to research alternatives
  • There is little interaction between you and the customer
  • The consequences of making a purchasing mistake are inconsequential or insignificant.

On the other hand, your business is making Major Sales if:

  • There is more than one decision-maker
  • The buyer’s financial and/or emotional investment is significant
  • The purchase warrants significant time and research into alternatives
  • There is the potential for a long-term relationship between you and/or your business and the customer
  • The consequences of making a purchasing mistake are high

If your business is making a major sale, then blogging is probably a GREAT choice for your business because educating your potential customers is an intricate part of the sales process.  A blog can be a GREAT choice for niche marketing web site.

When you blog with your target customer in mind, you’ll end up with a blog that acts as a GREAT marketing tool for your business and are a great way to get your message through to your audience.

Filed Under: Beyond Marketing

Reader Interactions

Comments

  1. Denise Punger says

    December 30, 2007 at 5:16 pm

    This is a great post. I really appreciated reading about minor and major sales when I first read your book. It helps me sort out my clienteles needs. I have both types of clientele.

    I love posting on my blog. It’s a place for me to really cover the issues in more detail than I can do in a single meeting.

    Thanks for all the advice. Denise

    Reply
  2. Elliott says

    December 31, 2007 at 6:27 pm

    Thanks for the link back to my site and article! I appreciate it and best wishes for the New Year!

    Reply
  3. Jim Farrell says

    October 6, 2008 at 3:46 pm

    Hello Kathy, enjoyed your Blog Post. I just published a post on “Spin Selling – How To Make The Larger Sale” and would love to have your comment on it. You can view at:

    http://blog.business-bits.com/?p=15

    Thanks so much and have a great day,

    Jim

    Reply

Trackbacks

  1. Do you need more than a virtual brochure? says:
    January 18, 2008 at 2:57 pm

    […] Unfortunately, the most common “offenders” of having a “set it and forget it” style of “virtual brochure web site” are the very types of individuals for whom a virtual brochure is virtually worthless: those independent  service professionals who are engaged in making a Major Sale! […]

    Reply
  2. Why and For Whom Do you Blog? : Virtual Impax says:
    April 14, 2008 at 1:59 pm

    […] See, in my practice, my clients are engaged in making what Neil Rackham classifies as the Major Sale.  According to Rackham, a major sale is one in which the seller needs to establish a trusting […]

    Reply

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Advertising Advertising 2.0 advertising and marketing for small business owners advertising and the web Advertising Effectiveness Affordable Small Business Marketing Strategies Beyond Marketing blog blogging and branding branding branding and entrepreneurs building trust business building business marketing strategies business owner creating a product for a niche audience customer's reasons for buying Customer Service free PR major sale marketing campaign marketing magic marketing messages marketing plan niche market Niche Marketing niche marketing for small businesses niche marketing strategy niche marketing wisdom PR small business small business advertising small business advertising solution small business marketing small business marketing consultant Small Business Marketing Strategies Small Business Marketing Success Online social marketing Social Media Marketing target audience the long term value of a customer transparency viral marketing word of mouth advertising word of mouth marketing

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