Has anyone had much success in branding an all-new product rather than meeting specific niche keywords?
I'm coming to this sort of business from a very traditional 18 years in the software industry, and it seems like the best way to break into a niche which has a lot of competition is to build a brand - and unfortunately, the niches where I have the most interest and experience also have a LOT of competition.
If anyone reads Joel Spolsky's columns on software development, he likens entering a new business to be either the Amazon model or the Ben & Jerry's model.
If you have little or no competition, you slam in with both guns blazing and snap up all the market share you can as quickly as possible - you burn capital like nobody's business, and spare no expense to build a colossal machine that can't be stopped. This is how Amazon started.
If you have a LOT of competition, you go in slow and steady, using little investment and taking careful steps, building your brand identity step by step until your reputation precedes you in every market you enter. This is how Ben & Jerry's started.
So it's clear to me that I need to approach this with a Ben & Jerry's strategy. The question I have is, have any of the good people here "been there, done that" with trying to build actual brand awareness in their niche? What are the traps and pitfalls of article marketing in this sort of endeavour?
I'm coming to this sort of business from a very traditional 18 years in the software industry, and it seems like the best way to break into a niche which has a lot of competition is to build a brand - and unfortunately, the niches where I have the most interest and experience also have a LOT of competition.
If anyone reads Joel Spolsky's columns on software development, he likens entering a new business to be either the Amazon model or the Ben & Jerry's model.
If you have little or no competition, you slam in with both guns blazing and snap up all the market share you can as quickly as possible - you burn capital like nobody's business, and spare no expense to build a colossal machine that can't be stopped. This is how Amazon started.
If you have a LOT of competition, you go in slow and steady, using little investment and taking careful steps, building your brand identity step by step until your reputation precedes you in every market you enter. This is how Ben & Jerry's started.
So it's clear to me that I need to approach this with a Ben & Jerry's strategy. The question I have is, have any of the good people here "been there, done that" with trying to build actual brand awareness in their niche? What are the traps and pitfalls of article marketing in this sort of endeavour?
