This post is for the birds.?
Birdwatchers that is.? ? Or anyone with a small business who wants to be the early bird in their market niche.
Forget that image you have of birdwatchers being just little a few old ladies.? A U.S. Fish and Wildlife survey found that 66 million Americans spent $38.4 billion on wildlife watching, mostly on birds – that’s an average of $738 average annual expenditure per watcher.? Money spent on equipment, trips, books & magazines and memberships.
What do they all have in common?
They love birds.
Birders are older, well-educated and usually environmentalists and they buy a lot of binoculars.? Suppose you sell binoculars online.? How do you distinguish yourself from all the other sellers of binoculars?? You look at why people buy binoculars.? ? It’s usually ballgames or birds and wildlife.
How do you tap into their emotions? How do you drive sales?? How can you connect with them every day in a way that increases your reputation and their trust and loyalty?
Take a look at what Daniel Thralow did. According to a recent story at MSNBC, Daniel Thralow is the founder and president of Thralow Inc, a company that operates more that 20 e-tailing sites with expected sales this year of $21 million.
One of his websites, Binoculars.com , which sells binoculars and related accessories, started a blog in January called Birderblog.com . Targeted at bird-watchers, the blog was designed and programmed in-house. Well-known ornithologist Laura Erickson writes a daily entry about birds, bird-watching and tools of the trade–including binoculars.
Thralow uses the blog to direct people to Binoculars.com (and vice versa). When binoculars are mentioned in the blog’s text, the reference is hyperlinked to a page featuring the product on Binoculars.com. The blog also includes banner ads promoting Binoculars.com.
Thralow did it right.? He used a qualified expert who is honest in her opinions to write the blog.?
Sometimes, her reviews about products sold on Binoculars.com are negative. “The goal is that it’s honest,” he says. “People can sense when someone’s been bought.
Gardner agrees that an unbiased approach is important. “I generally don’t recommend that marketing and PR people write the blog posts for a business blog,” she says. “Instead, find someone who the public doesn’t usually have access to, someone with real experience and knowledge, who can write personably and directly to the audience. Blogs aren’t about spin or marketing-speak.??
There’s also a contact e-mail address on every page of Birderblog.com, and the blogger answers incoming questions and leads very quickly.
The returns aren’t in yet.? The blog is still new, about 6 months old.? Thralow says blogs don’t guarantee more sales, but it’s a powerful way to connect with prospects and customers.? I think he’s right.? Birdblogging will grow its audience gradually as more discover what a wonderful way to get a “birding fix” in just a minute a day.
Paul Chaney sums it up.
The point here is that blogs can be a great way to market your product or service. The keys are in finding the right message and the right blogger. Why not be the “early bird” in your niche and begin a blog to market your business.