The day of mass marketing is over. The market is splintered into a million and one different pieces. Marketing today is all about exploiting niches and blogs can help you do that quite well.
I mentioned in an earlier post on this subject that my friend Ralph Wilson, whom I call the “godfather” of internet marketing, uses an illustration of the wailing wall in Jerusalem to describe what I’m talking about.
If you stand at the base of the wall and look up it seems like this massive monolithic structure. However, if you look more closely you’ll see cracks between the stones. If you look even more closely you’ll see slivers of paper, dozens of them, stuck in those crevices. They are the prayers of the pilgrims.
Perhaps the big companies have the scale and the budget to cover the entire “wall,” but small businesses don’t, and there’s no need. It’s all about finding a niche market and exploiting it.
The reason blogs works so well in this area are because they are very niche-driven. Bloggers typically tend to be passionate about one area, a few at best. As a small business owner, hopefully you have a passion for your business.
What a blog enables you to do is talk over and over again about your business, its products and services. Thanks to the technology inherit within most blog platforms, your message has the potential to spread quickly. With the proper promotion and some “sweat equity,” you’re blog can become powerful sales and marketing tool.
Remember, it’s all about exploiting the niches and blogs can help you achieve that goal.