The domain industry is a cutthroat business with low margins and everyone and their mom thinking they can run a company in this industry. Some might even call the domains industry monopolistic competition. It may look easy on the outside but after being in this industry the last few months, I can tell you first hand it’s not.
With so many company’s having a me too marketing strategy or put a better way; with many copying each other 95% of the time. The question we then start to ask ourselves is this:
How do you get visibility for your company?
This is going to be an over simplification but a good starting point for any company in an industry that has hundreds or thousands of competitors and many that look similar. You need to throw out the playbook for your industry and focus on two main areas:
Customer Service
You need to start treating your customers like you want to be treated. You need to see your customer service team as an asset and not an expense on the balance sheet. These people are your front line staff and the ones that help shape your brand in the eyes of your customers.
Zig Zag Marketing
You’ve going to have to take some risk. However, few have ever gotten fat without taking some risk. You need to look for opportunities to do marketing initiatives that are still on brand but are helping you stand out from the crowd. This could mean jumping on Chatroulette or trying something interesting with Stickybits.
If your marketing team really focuses on creating a great customer service experience and does some awesome zig zag marketing. In the long run you’ll start to see your brand get more visibility then you know what to do with. Don’t take my word for it. Just watch as Hover rises above the rest in 2011.
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Creative Traction » The Rise of the Vertical Social Network added these pithy words on Jul 12 10 at 6:34 am
