5 replies to this topic

[hitechsol]

I am in the process of writing a comprehensive report on a niche industry. The report aims to discuss in detail the problem areas found in the websites of the players being targeted in a specific industry and possible solutions as well.

I want to request your feedback on how best to market the report and how to leverage its content to persuade the target companies? Unfortunately, I may not be able to go to the specifics at this stage. However, please do ask if you want me to clarify any issue? Please also advise me whether I should publish the report just for free or should charge some money as well? The ultimate objective of the report is to attract clients not only in the target industry but other companies in other industries as well.

Any and all thoughts are highly welcome.

[Autocrat]

Okay... without specifics, you should be able to answer the following, which will help form further ideas.

You say you are looking at common issues found in websites for the unspecified (niche) industry.
1) Just how "niche" is it, (Vehicle Sales / Car Sales / Ford Car Sales / Ford Kia Car Sales / Blue Ford Kia Car Sales)?
2) Is it the industry for that region/country/hemisphere/worldwide?
3a) Is it examining the structure/organisation of the site/s - technical?
3b) Is it examining the structure/organisation of the site/s - usability?
3c) Is it examining the structure/organisation of the site/s - search engines?
4a) Is it looking at the page design/code of the site/s - technical?
4b) Is it looking at the page design/code of the site/s - usability?
4c) Is it looking at the page design/code of the site/s - search engines?
5) Is it looking at Accessibility issues for the site/s?
6) Is it taking into consideration visitor/user demographics (Social/Professional/Location Class/Caste, Age and Gender, Geo, Employed/Unemployed, Public/Private/Corporate etc.)?


And those are areas of the top of my head.
You haven't actually even hinted at the kind of data nor the depth you are refering to.... which makes answering rather moot, as you'd only get very general answers back (and I'm sure you have more specific ideas in mind).



Still, my initial response would beto break the report down into three parts, each containing the former.

Part 1 would be held on the site and for free download in pdf format. This would contain basic information as to what is being done, why, and the aims. It should also have a few very good examples of hte type of data you are using (only partial, enough to draw conclussions from, but not sufficient to base any major decision on).

Part 2you permit it to be downloaded, so long as they register or send you contact details.
In it should not only be the contents of Part 1, but also a damn site more data, evidence of results and generally more scope as to the type of data and results gathered. Provide imperical conclussions and examples of distinguishment, and hte possible results caused by such.

Part 3 should be for sale, and comprise of PArts 1 and 2, as well as all remaining data and possible extrapolations. In addition, it would be nice to provide examples of how they can interpret the data themselves, as well as actually providing the data in DB files or spreadshet/csv for import so they can play with it themselves


As for marketing it... dangerous ground, as it could easily fall into spamming etc.
Still, if you are researching that market, you should have contacts in it.
Offer to provide those contacts with the full whack if they are able to provide contact/lias with others from that market.
You can easily use the good old fashioned "keeping up with the jones's" approach, as well as intimidation/fear due to those without it missing out on crucial and business altering data that no serious business should be without, (okay, harsh but often works when angled correctly).

The other alternative is to actually contact these companies and inform them of a local seminar, which they can attend for free, including a mini buffet/lunch, that is being ran to offer insight into jsut what they are missing in the net and their clients. To support your claims, you provide them with Part 1 free of charge electronically to further entice them.


Either way wil ltake time, consideration adn a bit or more cash.


Best of luck.

[hitechsol]

Hello Autocrat,

Thank you so much for all the detailed questions you have mentioned in your message. Indeed all these are important and I will try to answer them one by one.

1) Just how "niche" is it, (Vehicle Sales / Car Sales / Ford Car Sales / Ford Kia Car Sales / Blue Ford Kia Car Sales)?

By taking your example as you worded, I would say it is vehicle sales.

2) Is it the industry for that region/country/hemisphere/worldwide?

It is a worldwide industry and the target customers are either in Africa, Australia, NZ, the UK and Latin American countries. But I am targeting customers only in some developed countries due to the perceived value of our SEO, usability services (sorry for generalizing the statement).

a) Is it examining the structure/organisation of the site/s - technical?

Yes, I very much hope so.

3b) Is it examining the structure/organisation of the site/s - usability?

Yes. sure

3c) Is it examining the structure/organisation of the site/s - search engines?

Again, I would say Yes

4a) Is it looking at the page design/code of the site/s - technical?
4b) Is it looking at the page design/code of the site/s - usability?
4c) Is it looking at the page design/code of the site/s - search engines?
5) Is it looking at Accessibility issues for the site/s?

Yes to all the above.

6) Is it taking into consideration visitor/user demographics (Social/Professional/Location Class/Caste, Age and Gender, Geo, Employed/Unemployed, Public/Private/Corporate etc.)?

I do not have any plans to include the above in the report.

You haven't actually even hinted at the kind of data nor the depth you are referring to.... which makes answering rather moot, as you'd only get very general answers back (and I'm sure you have more specific ideas in mind).

.


Mainly, I would like to show in detail the SE visibility of all the pages including all the basic data and the usability issues on these websites.

Thank you for advising me on the breakdown of the report.

Until now, I did not have any plans to earn much form the report. Rather, I wanted to introduce our SEO/usability services in the target markets in a big way by offering this report.

Thank you Autocrat for bearing with me. I hope I have answered some of the questions you raised.

Thank you so much again for helping me clarifying my thoughts on the issue.

[Autocrat]

Well, with a little information, it is easy tro postulate.
With even more info, we can start suggesting answers.

So you are looking more at hte technical and easily quantified/qualified aspects of the site, rather than the more vague and variable humanised aspect.
(I say this as you are looking at structure, form, design and placement rather than demographics etc.)


With that in mind... there is plenty you could do with simple basics.
From there, with a little time/money/coercion/offering, you can do a whole lot more.

If you define set priorities, and methods of de-structing things, then you will speed up the whole process, and make it easier for comparitive works (site A scores X, Site B scores Z) as you go through the same steps, looking at the same things.

This is also easier for others to assimilate... as not only do you amke a statement, you are providing a comparison for htem to examine and see the differences.
There are numerous dangers with this - algorythms can change, you may find some sites have bits you didn't think of etc.
Still, generating a "Score Card" with sections, sub sections and validations is a good move, as it means people can see (though not necessarily understand) what you are saying/doing.


If at all possible, generate a formuliac approach that is workable... and show that you know what you are doing and that it is mroe than feasible. (Even if it's about green rabbits - it will prove that you have the knowledge and skill to get it in and up on the SE's.)


Even better would be to have your own versions of the Validators... W3C or Validome ... as you can have them on your own server, and thus work some of the scoring automatically (m,ay mean hiring a few bod's to do such customisation though).
Same goes for some of hte automated Accessibility testing sites (Cynthia etc.).

That will help with the branding, as you provide such services under your own shell/brand


In addition to that, try to find a way to present the reports/data/findings in a unique/special way.
My company has it's own method of Site Scoring... and most of the clients adore it... and even understand it somewhat
So reinforcing your brand/image by ensuring you do thigns a particualr wayy should help encourage sales.


Other things to look at short term and long term hooks - what can you do to encourage their interest, retain that interest, obtain their business and keep it?
Tiers of service are common and accepted.
Free Consultation (short) and/or general breakdown of the site seems to work well.
Good, plain language explanations that are short will do you the world of good (learn to use anaologies!).
Provide "visuals" for the clients - simple graphics, charts and icons are easily assimilated and help the absorption of information, if only for hte short term.
Most important of all - deliver what you offer - in a way that is unique to you/yours.



As for monies - you must be planning on monies one way or another - either from the report, or from possible work generation through the report.
Trust me, the time/effort it takes to really strip a site down will result in a large loss of time/effort/resources on your part - so do not give it all away.
Figure out a way to give them stuff for free, no obligation... make sure that it is enough for them to hold, absorb and understand... and make them aware of the dangers of not appreciating such things.
From there... they can requrest a report or what not.... down to you whether you charge (it doesn't have to be at a profit - but enough to cover the time/effort).


After that.. .well, it''s business as usual


Hmmm - you could have Track Records... if clients don't object.
NNote where they are on verious SE's for the Terms they want./.. and the terms they show up on.... then do the same after you have worked them over... that will help reinforce that you got them where they should be (or as close as).
Almsot anyone looking should be impressed if you can actuially prove that what you say/do is verifiable (and will smack 50%+ of your competitors down instantly as they don't provide proof).


Well, hope that ramble makes sense and helps
Let us know how it goes.

[hitechsol]

Thanks Autocrat for the suggestions on how to proceed further in this regard.

So you are looking more at hte technical and easily quantified/qualified aspects of the site, rather than the more vague and variable humanised aspect.

The reason I am focusing on the more technical aspects of the sites is that, as you said rightly, are easy to calculate and I do not have the human and financial resources to spend so much time and effort to concentrate on the humanized factors of the sites in question.

If you define set priorities, and methods of de-structing things, then you will speed up the whole process, and make it easier for comparitive works (site A scores X, Site B scores Z) as you go through the same steps, looking at the same things.

That is exactly what I was planning to do indeed.

I tend to agree on what you said in the other parts of your message and hope to include your ideas in the final report and its marketing.

Thanks again for your valuable time.

[Autocrat]

Well, not a problem.
If you want more ideas or suggestions, just ask (or PM).


Additionally, there are more than a few good posts on SE stuff around here, as well as some damn clever folk... read up on Black_Knight as well.

I would strongly advise that when you provide information, you make it more than clear on what aspects you are obtain and refering from/to. If you are handling the tags/elements/structure/location etc.... and it's all "on-site", then make sure you say so - otherwise you may run into a complete can of worms if they start asking about the other stuff

Best of luck.