Specialization

[Paul Boag] So here's the secret to successfully marketing 0:00 a web design agency. You ready for this? Specialize. 0:04 Now at first glance this may appear counterintuitive, 0:09 because effectively what you're doing is you're narrowing 0:15 the number of people that you can potentially get business from. 0:18 By specializing you're saying, "I'm not doing this," or "I'm not doing that." 0:22 That's a weird thing to do, isn't it? 0:27 It will make you feel very strange, but there is a reason for it. 0:29 At the end of the day, when it comes to marketing and sales 0:34 you've got finite resources, and so you need to focus 0:37 those resources where best they're used. 0:41 Better to be regularly heard about by a small audience 0:44 than heard about once in a blue moon by a bigger audience. 0:49 So, how do you specialize? Well, there are different options available to you. 0:54 First of all, you can specialize in what you deliver, 1:00 So you could go, "I only work on Ecommerce web sites," 1:03 or "I only do WordPress web sites." You get the idea. 1:07 The second option is to specialize in the local area where you are, 1:12 so you might be the best web designer in Orlando, for example, 1:17 or you can specialize across a market. 1:22 For example, you could be a specialist in the charity sector, 1:25 or a specialist at building school web sites, 1:29 or a specialist at doing church web sites. It really doesn't matter. 1:31 Now once you've specialized, you can start 1:37 focusing your marketing at a specific audience. 1:39 You could focus right down at only talking to people that want an Ecommerce site, 1:43 or only people within your local geographical area, 1:48 or only people that want a charity web site, 1:52 a school web site, a church web site, whatever your specialty is, 1:55 and the great thing is not only are these people now easier to reach 1:58 because you're more focused, but you will gain a reputation 2:02 as being the go to guy in that particular area. 2:06 When compared to other web design agencies you're going to look 2:10 so much more appealing because you're going to look like the expert. 2:13 That is the wonder of specialization— 2:18 that it sets you apart from the crowd and makes you different. 2:20