As business owners we want to harvest our share of this ready market, but some companies take the lion share because they have deep pockets. Small business owners mostly get the scraps, or they find a better way to reach their market.
The greater resource
Like an iceberg the greater portion of our whole market is undecided and not ready to be scooped up. We tend to ignore them until they become a ready and mature market. Even our financial resources dictate that we focus on the ready market.
When we are hunting or trapping our markets and attempting to capture that market then this is how we think. And we are all hunting or trapping. Our marketing language tells us that much when we say things like “our TARGET market” and “CAPTURING our market.”
It is in this way that we define our marketing and it says a lot about our own business and the nature of our business. Hunters and trappers have an aggressive mind set, but not all business owners want to be aggressive and spear or trap their markets. But we all want more business.
Are there alternatives to hunting and trapping?
A history of civilizations shows us that cultivation works better in many instances that either hunting or trapping.
It is a wonder that marketing people do not think much about cultivating the greater market share instead of hunting down the smaller market portion that is the ready market.
Your whole market as a resource
It is a simple and practical matter for a web page to cultivate the whole market. There is no limit on the space and content of a web page, but there are necessary considerations on how to deliver information to the whole of the market.
People, which make up your market, simply do not read volumes of information. We cannot know just what stage of the buying cycle a single visitor is at, yet we need to cultivate that member of our market.
From the very beginning of the buying cycle, where members of our market are becoming aware that they have a problem, all the way through research and then comparison shopping until finally they are close to making a decision, takes in the whole of the market our web site needs to cultivate.
No other marketing medium can provide the tools and the affordable means of cultivating a market. In the past it was always the material store and sales people that cultivated the walk-in customer. It was even possible for a talented salesperson to walk a potential customer all of the way through the buying cycle and finally make a sale.
No one does that for a pack of gum
Even in a material reality there are limitations to resources and time spent. Salespeople do not really want to talk to a potential customer that doesn’t see their own problem, let alone talking them through research. Only if the sale represented enough profit is it worth the effort.
Your web site has a onetime effort, for the most part. It is as simple as writing up the content to include every step of the buying cycle. A single page may seem like a mile long and no one is going to scroll down through a wall of text, but the web offers tools for hiding information until it is wanted. A much shorter page without sacrificing needed information is the result.
Farming your web page
Instead of writing content to spear customers in the small ready portion of your market you can farm the much larger portion of that same market. And in doing so you are also including that ready market.
From top to bottom your web page can attract your whole market wherever they are at. And while those that are ready to purchase put an item in the shopping cart others are being fed the information they need take their next step.
When you feed your market and raise them up to be knowledgeable shoppers you have also built a relationship based on honesty and trust. Your web site has helped them and nurture them and in turn most will reward you with their business.