So where I find I always start, with each and every client is:

1. Their Niche
2. Their Keywords

And how do they impact on each other?

Today I met with a dietician, let’s call him Tony. He’s decided that his niche is professional men aged between 30-40. So what keywords do professional men type into Google when looking for someone just like Tony?

We did a quick search for the traffic on ‘dietitian’. 15,000 searches per month in Australia; not a bad result. We then found that ‘nutritionist’ has the same traffic; fair if you had assumed this previously.

We then looked for other longer tail words that are similar to ‘dietitian’. Every single result that gave something like ‘dietitian jobs’. Every [well the majority] of searches done in Australia is done by a dietitian looking for a job! They’re a keen bunch.

So what about something like ‘mens health’. Every result was something along the lines of ‘mens health magazine’; not a good choice.

So eventually we found a few words that suited him well. He has a number of words that are going to appeal directly to his niche, and unfortunately I can’t tell you what they are!

I must admit, it’s a difficult challenge, however if you’re able to reach a niche you can appeal to them. If you don’t decide who your niche is, you can’t reach them. How do you convert when you don’t speak the same language…

Read more on B2B Marketing strategies…

One of the most difficult tasks that I have to undertake day to day is trying to get my clients to nut out their niche. It’s impossible. I always simply get the response “why would I restrict myself to one type of person?”. The answer “to make bucket-loads out of your business”.

How?

We live in a world with little/no threshold for the same crap products. So, for today, pretend you’re a woman whose husband has just passed away and you’re left with his assets. You do a search online and find a hundred financial planners, one of them is a planner that specializes in female estate planning. Now who do you think you’re inclined to choose?

Just because this planner specializes in what you’re looking for (and it is a very small niche) you are extremely likely to do business with them.

Now put yourself in that planner’s shoes. Do you think that they lose business as a result of picking a niche? No. They are still a financial planner. They still offer the same products, and can market those products effectively. That is their product niche and if you’re searching for that product (financial planning) then you’re bound to buy.

There is also the marketing niche, and that is the person that you target. You can clearly define the benefits to that person. You can hyper target so intensely that you will almost never lose their business as a result.

By targeting someone correctly and speaking directly to them you are able to convert sales that you would have never otherwise been able.

It’s all getting a bit too much; there’s two further concepts to be explained here (hyper targeting and marketing v product niche).

More on B2B Lead Generation here…