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