All for one or one for all?Posted in: Featured, How the virus of social sites does not infect all..., Marketing Talk
This is a response to the Marketing over Coffee QoTW:
“Do you build one strong domain or do you set up multiple blogs on multiple domains?
Which is more important?”
I believe that there is far greater value in building reputation and branding by focusing your innovative efforts on the one site or product. Especially in small business or in the current economy when there is less buck ($$) to go around. In my opinion, the key to successful sites is content aggregation. As mentioned in the podcast, most web users visit around 100 sites per month, this means that as their consumption increases, presumably the time spent on their most visited sites will go up. The resulting increase in demand will need to be met with an increase in supply of the content available to them.
Although there is currently a trend towards that catchy one liner of ‘viral’ communication and brand infiltration, reality is that the consumers are becoming more and more aware of it. The shift in media consumption or should I say ‘communityication’ in Gen ‘Z’ has left traditional media outlets confused/scared about whether they need to create variously styled sites to deliver the same content to the various markets/community cohorts they think want to hear or read it. To explain my argument, I would like to highlight how these things work in the physical world. Macdonalds is a brand which people associate with buying food. They only sell a small variety of burgers, which are combined with the same sides of a drink or fries to create different products. Ultimatley, the same content is able to be served up any way a consumer wants to eat it!
For instance, a cheese burger meal will be purchased by an adult and a happy meal by a kid. They have the same ingredients except there is an illusion of diveristy created by branding the product differently. This avoids market saturation (not the fatty type) as similar products appear to be different. The real key to success is how they sell each product to the consumer.
Back to the ether>> It is extremly difficult to package the one piece of content or website for every cohort of the market so you may as well not try. It is all about specialisation, Facebook is best at building communities (at the moment) so let them build your community, Google is best at helping people find your site through searches (at the moment) so let them do that. Your best at giving building advice or marketing tips (for example) so why don’t you just focus on that. Use the others as a way of generating leads (from the right places) to find your site, exploit their popularity and keep your stuff to your self. Make your site one of the places people check each time they log on, instead of 5 different blog sites on all the ‘p’s in marketing or 5 different sites you contribute your building advice too.
You may not have realised but you have just been through the process I am explaining above. MOC Podcast > MOC Website > MOC Question of the week > My link to this page > you find my content on my site and hopefully will return…
In short summary…
One For All!
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John Wall - 19/5/2009
Yes, it’s all about focus. I haven’t talked about this week’s show with Chris but I’m pretty sure he agrees with me about building a single strong site first, then once you are established you can mess around with multiple inbound domains and things like that.