I love my Doc Marten boots. I bought them in 2000. They are still going strong and looking almost new. Even though they are one of the best pair of boots I have ever bought, I wouldn’t recommend them to everyone. Not everyone has the same style or needs in a boot and they actually are the worst boot to wear when walking on ice. It seems an obvious statement to say that not everyone is going to want the same boot. What happens when what is being recommended switches? There are many who recommend that in order to have a website be successful then the person or business should also be on Facebook and Twitter. Is that really a recommendation that makes sense for everyone with a website?
Mitch Joel’s Recommendations
In a recent podcast Mitch Joel (Six Pixels of Separation) had Gini Dietrich (Spin Sucks) on the show where he mentioned how he steps back from making blanket recommendations to clients. There are so many nuances to consider that it takes time to find what makes sense for each client. Again, this may seem like an obvious point but try reading online without recommendations for blogging and being on Facebook and Twitter. These online articles aren’t the same as custom client recommendations. Even so there seems to be such a loud and constant drumbeat that tends to drown out anything else but the one recommendation fits all. There are so many stories of success that it is hard not to think that if you are starting out online you should just do what everyone else is doing. This may not be the best course.
Dominick Does it Differently
Dominick Dalsanto of Baghouse has a very inspiring guest posting on Problogger where he describes a different approach. Dominick knows that Facebook and Twitter recommendations are not going to work for his audience.
“middle-aged industrial engineers (a large part of my target audience) looking for ways to decrease static pressure drop across their pulse-jet dust collector at the advanced manufacturing plant where they work are not the types that sit around and go looking for articles on Facebook while they are at work. I quickly realized that while there was a wealth of valuable information on these sites, I needed to adapt it to my unique market, and combine it with more traditional industrial marketing methods to have any success.”
Dominick was getting blanket advice online and adapting it to his particular niche. This same approach is important to consider when trying to get a website to be successful. There is not only the niche but also the size to consider. What might work for your personal branding may not work on a larger scale. This approach is common with sites like Which Test Won where they share results on tests of different approaches to conversions. In the end they always recommend testing for your particular audience.
It may seem obvious that each person’s niche will rely on different approaches but sometimes the simply obvious is overlooked. There is enough advice online that assumes everyone who has a website should also be on Facebook or Twitter. Yet even something as big as Facebook should be questioned.