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Up until about 10 years ago, if a product wasn’t available in your local area, or at best in a catalogue it was hard to find at all., making certain products more unique or valued. We all know those days are long gone. As it gets easier to create, find and sell almost anything, the marketplace becomes so overcrowded it’s mind boggling. In fact, it’s been proven that too many confusing choices can paralyze consumers. They want simple, specific solutions.

A few weeks ago I went to shop at Kohl’s department store. I was searching for a classic, solid colored nice looking, fitted t-shirt. What I found were racks and racks disorganized and overflowing with every possible type of big flowery print tops that looked like they belonged in the maternity department (that’s the style now and what were they thinking?). Several other women (all of us over 40) were commenting on the fact that they wouldn’t be caught dead in any of these tops. What I wouldn’t have given at that moment to see a nearby store that specialized in solid colored, simple t-shirts, shirts and sweaters! I suspect they would have been busy with people like me.

Want to stand out in an overcrowded marketplace? Keep it simple and focused. Pick a pressing need in a specific area of expertise and provide a stellar suite of solutions that works. Instead of providing a little of this and a little of that and trying to please everyone, dig deep and give your clients everything they need in your specific niche. This way people who want what you have will consider you the expert go-to person.

Identify the need or want.

You can do this by observing what people are searching for on the web when you do keyword research. You can keep a log of what prospects and clients ask for that you don’t currently provide. You can do a survey.

Plan a strategy to develop a series of products or services that provide solutions to different facets of this target client’s wants or needs. In the example above, my dream store wouldn’t sell just t-shirts, they would also sell other articles of clothing that had clean, simple lines. Now it’s a customer driven marketplace, so I simply need to do some web surfing and I will find what I want. But it would have been nicer to have it right there when I needed it.

Develop a strategy that will lead your client from an initial purchase into other purchases through building trust and by using up sells, coupons, and strategic marketing.

Rise above the confusing clutter by keeping is simple and going deep. You will create a loyal group of fans who will spread the word to other people who have the same need they do.

There are a few Internet “gurus” who I really respect. They are generous human beings who truly care about offering really valuable information and content that the average business owner can comprehend.

Unfortunately many others are simply in the business of writing compelling sales copy that is crafted to convince you that only they have the new secret e-book or program that will help you skip all the hard work and will take you to thousands of dollars a month in just a few weeks.

Today I read a sales page that put down all the top Internet marketers for smokescreening everyone. Then the sales page went on to promote a program that would make the buyer thousands in the first month through the same old methods like products with re-sell licenses, private label rights products and re-packaging and selling material that is no longer in the public domain.

These marketing pitches can be hypnotic and distracting to anyone hungering for knowledge about marketing online as they try to build their small business. Don’t fall into the trap.  Yes you need to learn the basics of how to market online and which marketing activities are really going to create results in your niche and industry. Then you need to spend your time implementing those marketing activities relentlessly rather than looking for the next idea.

There needs to be a balance between learning, keeping up with trends and working on your business. My suggestion–set aside a small block of time each week to learn and don’t fall prey to following every link that comes through your inbox the rest of the week.

Create an e-mail folder called “check this out” and put all the stuff you want to check out in that folder until the allotted time.

This will save you a ton of time, a lot of frustration and confusion and will open up more time for you to focus on building your business.

I regularly speak and brainstorm with other successful business owners and there’s a topic that comes up over and over. Why do some people ramp up to success as fast as lightning while others work hard, seem to do the right things, but still struggle to make a living?

A major reason may be the business or niche you’ve chosen. I’ve always said that choosing the right niche is crucial. Your niche or target market needs to meet these criteria:

1. Your target market has unmet or undermet needs, challenges or wants
2. They are willing and able to pay for your products and services
3. They are fairly easy to reach

There are a few more things to think about though.

Is your niche oversaturated with competition? If it is you will have to fight to stand out in a huge crowd.  You will have to be a better marketer and have a fresh approach or great information and it will be harder to succeed.

Is your niche becoming extinct? There are industries that are shrinking and you don’t want to pour your passion, time and energy into trying to build a long term sustainable business in one of them. Just think of the newspaper industry, professional photography or  stores that sell or rent videos and CD’s as examples of a few industries that technology is slowly squeezing out of existence, or at least causing to stagnate.

If you are struggling now with reaching a healthy 6 figure income with your small or home based business, look at these factors and ask yourself honestly if any of them apply. If you find they do, don’t despair. You have a range of talent related to your core business. Just finding out what potential clients need in your industry and re-purposing what you offer to fill those needs can make a difference in the bottom line.

For example, say you were a wedding photographer who used to be able to sell expensive photo albums after a wedding, but now all your clients want is the digital prints. Ouch! What about expanding into video or taking professional photos for business websites. It’s a really smart idea to keep up with trends so you can offer services as the need first arises and before lots of other get on the bandwagon.

If your niche is saturated, think of an area of expertise that would set you apart, or concentrate on one specific sub-niche where you excel. Be more of a specialist than a generalist.  Everyone wants a specialist. If you had a broken bone you’d go to an orthopedic surgeon not a family doctor, right? Well your prospects feel the same.

If you’re not meeting your goals, take a few minutes to think about whether perhaps you’re just in the wrong business.

 Janis

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The small, solo and micro businesses that jump on these trends quickly will have a real edge over the majority and will create an bigger opportunity for success this year. Look at each of these trends and brainstorm how you could integrate them into your business.

1. Creating an interactive experience with your website

You need to find a way to engage and interact with website visitors. You can do this by creating videos, audios, compelling blogs or forums or adding free widgets or resources. Video is definitely exploded as the preferred interactive media. Download a free version of CamStudio, or purchase a webcam with microphone and you’re in business. Upload your video to YouTube and post the link on your webpage.

2. Social network marketing or media

Write articles and submit to article directories, leave comments on relevant blogs and popular forums, create a lens and join groups at Squidoo.com. Post press releases on free online press release sites, start a Facebook page, ask others to bookmark your webpages on sites like del.icio.us.  Place a profile and build a network on LinkedIn.com. That’s not even scratching the surface. You can build a huge network and drive massive traffic to your website through social network marketing or Web 2.0. No business can ignore this, even if you’re primarily local. If you want to learn how to use Web 2.0 to drive traffic to your website, go to Maximize Your Website Now

3. Customer power

Involve your customers in an interactive way to help you decide what your next product or service will be. Give them choices. The internet has shifted power to the consumer and you want to be on the bandwagon. Ask people to sign up for your e-mail list so you can ask their opinion through surveys.

4. Focus more of your marketing budget online

Spend less in places like the Yellow Pages or local newspapers

5. Hip design.

Design is hot right now in all areas or product creation. Look at Target. It’s also hot online. Look at all the design options available at MySpace. Update your graphic look or website design to show that you’re not stuck in the 90’s.

6. Nuggetize.

We are all suffering from shorter attention spans-a kind of mild ADHD-due to being bombarded daily with more information than we can process. Develop a talent for breaking information down into specific important nuggets if you want to be noticed. You can do this when writing e-mails or articles, webpages or marketing materials. It’s especially important when you write a subject line or headline. If you create information products, focus on one specific topic, rather than taking a general approach.

7. Go green.

It’s no longer optional and everyone is doing it, even Walmart! See where you can use green practices in your business, even it’s just using energy efficient bulbs or doing a better job of recycling. Donate to green causes. Use green materials. Let your clients know about your green practices in your marketing materials and on your website.

8. Think global.

If you have special knowledge to share, and almost every business owner does, think of packaging it as an e-product that can be sold to thousands of people who would love to know what you know. You can sell your knowledge globally rather than just sharing it with a few hundred people locally. Info products are bigger than ever, with an ever-growing global market of English-speaking business people clamoring for knowledge.

9. Update and increase your use of technology and automation.

If you’re still using outdated technology or little at all, you’re going to left behind if you don’t “bite the bullet” and update. Learn to maximize the use of database software, e-mail, e-fax, and bookkeeping software. Learn to make regular updates to your website yourself and to use an autoresponder to keep in touch with clients by e-mail. Learn to make videos and upload them and digital photos to the web. Maybe you need a PDA or scheduling software. Many professions have software that’s been customized to help you streamline your business. Think of the most time consuming tasks in your business and do some research to see if there is a technology solution that could automate some processes.

10.  Strategic alliances and joint ventures

This is huge. There are other successful business owners who have already spent time, money and effort acquiring the clients you want. If you have a product or knowledge that they don’t, but which would benefit their clients or subscribers, you can set up a partnership with them to endorse your product for a percentage of sales. You can do the same for others who have products your clients would buy but that you don’t offer. This is a topic worth exploring because 20% of revenues from the top 2000 European and US companies come from strategic alliances and joint ventures. This is a secret success tool for small businesses that can double or triple your sales.

How can your business cash in by following these trends?

Janis