Last week, I gave the first of my 2014 predictions. It was about the rise of the “publisher” (you can read it here).
Now, it’s time for my second prediction of the shift in digital marketing for the upcoming year…
THE YEAR OF FOCUSED, DEEP MARKET DIVING
Maybe it started with the late Don Lapre with his catchy informercial hook, “you can make millions with thousands of tiny little classified ads”, I’m not sure.
But the idea of setting up dozens (or hundreds) of tiny little web sites in niches with zero work that brings in millions of dollars was appealing (and still is). However, that model will take it’s last breath this year.
Those who are laser-focused on ONE market are the people who will have big breakthroughs this year.
Why the change?
First – you can’t outsmart Google. And with some of their recent changes, it became obvious that low-value static sites with zero authority are frowned upon by Google.
Boom – just like that lots of these entrepreneurs saw their business decimated overnight with one Google update.
And as the cost of customer acquisition has risen, it’s not as easy to buy customers in niche markets for pennies anymore. So, if you want to play that game, you must have a very strong, deep and well converting funnel – or you will lose your shirt.
Which brings me to my point (yes, there is a point).
This is the year lifestyle business entrepreneurs get serious and dominate niches and micro-niches.
One of my clients, John Lee Dumas, is the perfect example of where the smart entrepreneurs will find success in 2014 and beyond.
He went deep into his market (entrepreneurs) by focusing on one big traffic strategy (his method is podcasting, yours might be youtube, facebook, etc.). Now, all of his products and backend services cater exclusively to his market (in fact, John just launched a new program for budding podcasters). He’s 100% focused on dominating his market.
Another client, Aviv Vana, took his love of cinematography and created a successful site and online summit (his first event, Big League CineSummit, was a major success).
They both resisted the urge to jump from market to market (Ok, with Aviv I had to constantly keep him focused, but he eventually saw the light!). That’s where entrepreneurs have gotten into trouble, by jumping from niche to niche.
It would have been easy for Aviv to try his event format in another market (like accountants) but that would have been a big mistake. He’s going deep into his market and his new fans are responding.
2014 will have no mercy for people who are half-committed. If you take a misstep, there will be competitors just waiting to service your customers.
If you are trying to position yourself as an expert and have a blog that hasn’t been updated in 3 months, you’re dead in the water. Or a podcast that was last recorded when a Bush was president.. the results are the same. Procrastinators will have no room to breathe.
If you want to reach six, seven or even eight figures in your business, this year you must go deep with the idea of dominating this year.
There are too many smart, aggressive competitors online now. With more and more people jumping into the waters every day. If you are not focused on one market in 2014, they will eat your lunch – trust me on that one.
There is one exception to this rule in 2014.. and that’s focusing on a 3rd party platform like Kindle publishing.
Our members in 6FKC are having massive success publishing books in different markets on Kindle – and the reason is because Amazon is feeding the traffic. If those “micro-niched” publications were just floating alone in the world wide web with awful names like the-best-way-to-lose-belly-fat.com - there would be no sales. However, Amazon continues to drive hundreds of millions of eager buyers to the marketplace. The trust is already established with Amazon and there’s no need for a 20 page sales letter.
But if you take a step back, another reason for their success is the focus on ONE marketing channel. They are going deep with one platform. Other platforms to explore are iTunes and even places like udemy.
YOUR NEXT STEPS
This isn’t all gloom and doom – there is amazing opportunity. For a successful 2014 you have to be crystal clear on what business you are in and WHO you are serving, it’s that simple.
You must stop trying to setup 30 different sites for 30 different products with 30 different funnels and 30 different social media accounts.
Either go deep into ONE market or become a full-fledged publisher focusing on one platform to start.
This is going to be an exciting year for those who stop “playing” business and start getting serious. For the rest.. your window is almost closed.
DO YOU AGREE?
PLEASE ADD YOUR COMMENTS BELOW.
P.S. I’m holding a live, free training going into detail about how to dominate 2014. Grab your spot here.