Choosing The Right Marketing Topic

Okay the first question that springs to mind is how to go about choosing a topic?

In this case the selection process was quite easy for me. I was totally fed up with how slow my computer was running and after conducting some pretty intense research and experimentation I became quite the expert!

Then it occurred to me that there had to be millions of other people out there who were equally frustrated as I had been with their slow running computers. I had both the expertise and knowledge to fix their problem but the first thing that I had to do before starting my campaign was to ensure that there actually was a viable and profitable market for such a topic.

Premarket Research

This is actually the most important phase of any market campaign. If you don’t do this right or not at all then you are setting yourself up to fail. In fact there is a very insightful saying that goes:  If You Fail To Plan Then You Plan To Fail!
   
Well my intention was not to fail so I dutifully and carefully conducted my premarket research as follows:

Keyword Research

My objective here was to ensure that there were enough searches per month that determined this market was indeed profitable. Using various free tools I did just that as you can see from the following image:

Note that each keyword is followed by a suggested bid. The suggested bid indicates how much marketers are prepared to spend per click for that given keyword to attract web traffic to their site. A bid amount on a keyword indicates that the market is profitable enough for marketers to spend their money.

Now I am not buying web traffic so the amount per click for a given keyword is irrelevant as far as I am concerned.

My concern is whether I can get profitable traffic to my webpage and how fast I can get that web traffic through free means!  So the next obvious step was to determine the difficulty level of the various keywords. (By the way there’re also tools that show you the number of daily searches conducted for any keyword as illustrated in the example below)

Okay from research I determined that one of my targeted keywords (slow running computer) had a difficulty level of 64.57% which by the way (as far as difficulty level goes) is very manageable.

Let’s put it this way, if I found a profitable keyword with a difficulty level of 54% I would be ecstatic because from experience I know that I could rank on Page One of Google within days for that keyword!

A difficulty level of 64.57% is a little harder but I know how to get to Page One of Google within a week for such a keyword!

From the results of my research I can expect to get a maximum of 12 visitors per day through the keyword “Slow Running Computer.” Not exactly a flood of web traffic right!

But that’s the whole point! We’re concerned about web traffic that counts not a torrent of worthless online traffic…remember Fake Steve Jobs and his 500,000 visitors that pretty much amounted to nothing. That’s the type of web traffic we want to avoid like the plague!

It’s Not The Amount Of Traffic That Counts It’s The Quality!

If you go back to the screenshot of my commission earnings on page 6 you will see that the most visitors I ever got on any day was just fifteen! But that didn’t matter because my average conversion ratio was a whopping 84%!

Now in case you are not aware, a conversion ratio of 84% is virtually unheard of but in this case it makes a lot of sense. Why?

Well let’s consider the people who are landing on my webpage and how and why they got there:

1.    We have determined that these people have a nagging problem that they must have resolved as quickly as possible (i.e., a snail slow computer).

2.    The keywords that these people used to find my webpage pre-qualifies them as highly targeted and focused traffic.

3.    The fact that these people found my webpage through a search engine means that they have embraced the very first step in the process of persuasion and that is The Search For A Solution! In other words such people are more receptive to following advice because they are proactively looking for a solution and thus are less skeptical than normal.

Article on marketing written by Ba Kiwanuka