Online Marketing is like Monopoly.
In the game of Monopoly, you roll the dice, land on the property, buy un-owned property, pay rent, develop a property, collect rent, and pass go. The problem many people have with this game is that they leave the game to luck and many hate the game because they rely on luck.
“I hate Monopoly, it’s all about luck.”, “It’s about the dice and buying the property first.”
If you feel that way about Monopoly, then I’m sorry, but you are missing some key elements and you are focusing on the wrong things and you will most likely lose.
Get a property.
Fortunately, the online game of marketing removes some of those barriers for you. Online you have similar opportunities to buy the property and develop the property. Luckily you don’t roll a die to buy a property! But if someone else got there first then you are out of luck. Game over. Pack up. Go home. …OR, get the whole picture. The property, while key, is only one element. When I play Monopoly I typically don’t even go for Boardwalk, I go for the two brown ones right after GO. What you can’t recall the names of the cheap brown properties? That would be Mediterranean and Baltic, in the classic version. Internet Branding isn’t everything. There are plenty of people making money off of “Free” WordPress blogs, eBay, Squidoo pages, Blogger Blogs, and so on.
Don’t really wholly on luck. If you really wholly on luck then you will lose when your luck runs out.
Develop your property.
The only way to make money in Monopoly is by collecting rent from visitors and passing Go… okay, minus the chance beauty pageant. FAT CHANCE! There are more beautiful people in the world than there are actors, models, and superstars combined. To collect rent you have to get visitors. To collect more rent you have to develop your property, i.e. target those visitors, and direct visitors to the goal. Ask Tim Ash about directing visitors, or just read his book. Targeting visitors can be the hunting portion. PPC and SEO fall under targeting practice. Directing visitors is getting them to buy, sign-up, call, or convert. If you don’t have a goal then you are not playing the game. It may be repetitive, but I am going to say it again, “Do you want visitors or do you want customers?” Yes, there is the argument that you must have visitors to get customers… Blah, Blah, Blah, …And what comes first, the chicken or the egg? Clearly, you must have visitors to your property to collect rent. But if you are not watching the game and they move on before you collect rent then you lose. PAY ATTENTION TO YOUR VISITORS IF YOU WANT TO COLLECT RENT. That’s really what Landing Page Optimization is all about. It’s “Listening to your Customers.” Every great company listens to its customers. …Okay, there are “nice players” that will pay you rent even when you don’t ask them to. So, you can leave your property undeveloped and wait for those nice people that will pay you on occasion. And most people aren’t that nice! So we are not talking about domain squatting here; we are talking about developing your property by optimizing your site.
Make Money: Win the Marketing Game
Never lose sight of the whole picture. Don’t get too caught up in a few small details. A sports car is made up of thousands of parts working together. All playing a role. All important. But to go off on just how important the exhaust is and only work on the airflow out, while ignoring air flow in, will only make you look ignorant and or arrogant. So can make money by, speeding around the board in your sports car, or by building your property to collect more rent, or sell later.
Some key elements of Monopoly Strategy.
1- Get a monopoly.
2- Cash flow.
Most people that rely on luck or think Monopoly is all about luck only see the first element and totally miss the second two. How often do the two losers join forces to beat the big guy? That’s negotiation. The two little guys are negotiating. Asking for 3 free stays on their properties to cover their rent, maybe better than letting them sell out really cheap to the other players.
Creating a Monopoly Online
Creating a monopoly online usually requires you to find a monopoly waiting to be had and dominate it before it ever appears on the radar. These obviously are rare and like the cheap brown spots, often not worth as much. Take for instance Austin Scorpion Control. Many websites will have more visitors an hour than that website will have in a month. But, it will be hard to take over their positions on Google. And while the positions were cheap when they were undeveloped and unnoticed, the cost now is a bit higher. Not to mention the fact that you would need an exterminator that actually wants and likes to take on scorpion problems. Most exterminators don’t specialize in scorpion control. The second way to gain a monopoly is NEGOTIATION. Have you tried searching “cheap domain name” online lately? Godaddy and its affiliates own most of the first page of Google. That’s a monopoly. Or you use Godaddy’s other tactic to gain a Monopoly…MONEY. Big super bowl ads. Lots of Money. Big SEO campaigns, lots of money. Going for a monopoly on Atlanta Pest Control is a lot harder than a monopoly on Alpharetta Pest Control, a North Atlanta, GA suburb. Therefore the money required to get there is a lot more. But what about the Negotiation? Hey, if you have a valuable piece of a monopoly that I want and I have a piece of a monopoly that you want, then let’s negotiate. Make a deal and trade. I could care less if you create a monopoly for home security systems in Chapel Hill. All I care about is bug control. I want a monopoly for Pest Control in Raleigh. What do know, we share matching properties… Chapel Hill, NC, and Raleigh-Durham, NC. So I help you get your monopoly and you help me get mine. The catch is you have to be willing to let go of your property and link juice in exchange for the monopoly you really want.
There are powers that be that control small monopolies online in Direct TV, local locksmiths, unique travel accommodations, do-it-yourself pest control products, and chicken coops. You laugh, but that chicken coop guru is laughing all the way to the bank!