Many small businesses have been more than a little late in embracing new technologies. When they finally get Web religion, they often fail to see immediate results.
They often become confused. After all, isn’t the Internet supposed to be the great equalizer and a democratizing force? Aren’t all websites created equal? For instance, doesn’t a page on Amazon.com for a relatively esoteric book take up the same “space” as a bestselling non-fiction book by Chris Anderson or Malcolm Gladwell?
Yes, but that doesn’t mean that “the best” sites (on some objective level) always win. Even in a niche market, barriers to entry exist — even if they’re virtual.
Even the Niches are Covered
For example, let’s say that you own a discount wine retailing business. You have been a little late to the whole Internet thing and aren’t exactly social media-savvy. You figure that it’s about time to launch a website and grow your community. You shouldn’t have too much trouble in quickly becoming a major player in this niche, right?
Wrong. Really wrong.
Even in something as ostensibly esoteric as discount wine retailing, you’re facing an uphill battle. Someone has already beaten you to the punch. And that someone is Gary Vaynerchuk.
Vaynerchuk started his online Wine Library in 2006 and has been steadily building his online presence since that point. There’s a good chance that you’ve already heard of him because he has become quite the celebrity. In 2011, he published his second bestselling book, The Thank You Economy. “Gary V” frequently keynotes conferences and appears on television.
So, if you’re intent on being the biggest and most popular destination for discounted wine (much less anything more mainstream), don’t hold your breath. It doesn’t matter if your site is better designed than Gary’s or you have more content. Many wine aficionados already know about Gary and his site — and have for some time.
Simon Says: Be Patient
At the same time, however, it’s critical to temper your expectations when you’re starting a new site, blog, Twitter account, or Facebook fan page. Tough love: the world at large is not waiting for it. Plenty of people have been able to exist without your new endeavor. For example, Technorati indexed more than 100,000,000 blogs — in 2009!
Those who expect to light the world on fire with a new online presence invariably will be disappointed. Don’t make that mistake.
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Phil Simon is a recognized technology expert and writer. He is the author of several books including, most recently, The New Small. He can be followed at http://www.philsimonsystems.com/. Phil is not a Pitney Bowes employee and shares his insights on this blog as a paid contributor.
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