Your marketing centre of gravity

[Andy Black]

Your marketing centre of gravity
(Originally posted here.)

Have you seen the visualisation of gravity being a heavy object on an rubber sheet?

In this article, Glenn Livingston describes a "Marketing Centre of Gravity".

When we're unfocused, it's like having all our spend and resources put into a big wooden ball on the rubber sheet above.

We don't make a *deep* dent because the ball isn't dense enough to distort the rubber sheet.

When we focus our resources more and more, it's like putting all our weight behind a much sharper/denser object on the rubber sheet above.

It means we make a deeper dent/hole, and start beating the competition.


I see this all the time.

Kill off what's wasting money and focus our resources behind the small % that's profitable.

With our sharper shape, now put more weight behind it by pushing bids aggressively and try and burst through that rubber sheet.

Increased CPCs means a LOT more traffic (doubling CPCs often *quadruples* EPCs).

Good things start to happen.



People worry that focusing means they will not appeal to the wider market.

Counter intuitively though, as we distort the rubber sheet more with a deeper hole, our sphere of influence gets wider and more starts falling into the hole.

 

Don't like ads? Remove them while supporting the forum: Subscribe to Fastlane Insiders.

[ExcelGuy]

This sounds good I just have to learn the details. By being niche do i have to limit myself to 1 product / design or do I expand slightly? I definitely need to do more research into Adwords. Not much success with Facebook ads part from getting the word out and wondered if should try a wider ad audience instead of a narrow one.

Sent from my SM-A500W using Tapatalk

 

[Andy Black]

This sounds good I just have to learn the details. By being niche do i have to limit myself to 1 product / design or do I expand slightly? I definitely need to do more research into Adwords. Not much success with Facebook ads part from getting the word out and wondered if should try a wider ad audience instead of a narrow one.

Sent from my SM-A500W using Tapatalk

Check out the AdWords posts linked to in my signature.

 

[ExcelGuy]

Check out the AdWords posts linked to in my signature.

Oh your definitely on my to-read list. I have enough products for now that I need to work more on advertising and the site itself. My first samples still haven't landed but I expect them today or tomorrow and I don't even know if my Canadian customers will have to pay duties on shirts shipped from California yet.

That's one of the problems with taking action first before having all the details.

 

Don't like ads? Remove them while supporting the forum: Subscribe to Fastlane Insiders.

[JokerCrazyBeatz]

I just got a REALLY good marketing book . And that's my direction right now. I understand that marketing is the back bone of business . It's actually the only ingredient I'm missing currently so I'm working to fail fast and learn my way to get it right.

 

[illmasterj]

Andy in regards to your business, how do you see focus playing out. Is is that you only focus on one service (AdWords)? Or will you focus on a vertical (Irish local businesses?) for AdWords/Analytics/other services?

 

[Andy Black]

Andy in regards to your business, how do you see focus playing out. Is is that you only focus on one service (AdWords)? Or will you focus on a vertical (Irish local businesses?) for AdWords/Analytics/other services?

"The AdWords Guy"

becomes

"The AdWords for Local Lead Gen Guy"

becomes

"The Lead Gen for Blacksmiths Guy"

I'll end up doing everything needed to generate leads for Blacksmiths: the website development, paid search (AdWords & Bing), social media marketing, content marketing/SEO, remarketing, YouTube, reputation (reviews), offline marketing, fridge magnets, etc.

Heck, maybe I'll end up building a brand in the Blacksmiths vertical.

 

Don't like ads? Remove them while supporting the forum: Subscribe to Fastlane Insiders.

[MitchC]

I just got a REALLY good marketing book . And that's my direction right now. I understand that marketing is the back bone of business . It's actually the only ingredient I'm missing currently so I'm working to fail fast and learn my way to get it right.

What book?

Good thread too, just what I needed to hear, I've been thinking of rebranding to appeal to a broader market but kind of knew it was a bad idea, now I'm seriously thinking of rebranding even more niche

 

[JokerCrazyBeatz]

What book?

Good thread too, just what I needed to hear, I've been thinking of rebranding to appeal to a broader market but kind of knew it was a bad idea, now I'm seriously thinking of rebranding even more niche

" Web Marketing That Works" By Adam Franklin & Toby Jenkins

 

[illmasterj]

"The AdWords Guy"

becomes

"The AdWords for Local Lead Gen Guy"

becomes

"The Lead Gen for Blacksmiths Guy"

I'll end up doing everything needed to generate leads for Blacksmiths: the website development, paid search (AdWords & Bing), social media marketing, content marketing/SEO, remarketing, YouTube, reputation (reviews), offline marketing, fridge magnets, etc.

Heck, maybe I'll end up building a brand in the Blacksmiths vertical.

Hey Andy, how is the "niching down" going?

I've spent the last 2 months at it (brand new website/name). Scary and exciting at the same time!

 

Don't like ads? Remove them while supporting the forum: Subscribe to Fastlane Insiders.

[Andy Black]

Hey Andy, how is the "niching down" going?

I've spent the last 2 months at it (brand new website/name). Scary and exciting at the same time!

I'm chipping away at niching down.

Still positioning myself as "The AdWords Guy", with a focus on lead gen.

Digging deeper into a few verticals and providing additional services (landing pages most notably).

Realising that I can stay broad *and* niche down if I create separate offerings on separate websites.

 

[Andy Black]

Guys, focus is good. Especially in today's climate. Don't be afraid to specialise.


Tip: You can be a specialist in different things to different people, as described in this story:

• The Biggest Benefit of AdWords