Filed under: Digital Strategy
I’m sure everyone gets asked these kind of questions:
A website that allows users to view local content and upload their own content.
1. The sites profitability comes from the selling of highly targeted ad space, and the effective media cut through on offer to advertisers targeting this demographic.
We are going to register both a .com and a .com.au
But want to know if we should have a version of the site for Australia, US, Uk etc, so that the advertising we sell will be at a premium to target customers in each county. (but obviously unique user numbers and site traffic potential will be limited)
Or if we should just focus on one global .com site, the advantage being that it will grow much faster in terms of traffic (ie the whole world vs a potential 20 million for Aust.), but will not be able to deliver the same relevance and targeting in terms of advertising. Or can media agencies know what country a user is from and still deliver premium relevant ads?
Just looking for advice as to which track to go down?
2. How many site visits and subscriber numbers do we need to have to become a serious site on the radar for advertisers in Australia.?
Any advice you can give is much appreciated.
Guys: my advice is that you seriously research your offer. And that you really spend some time looking at the social media skills you will need to build a community around your site.
A simple Google search results about 16,900,000 in your content area. So you have 17 million competitors.
Check these out: The Australian Index http://theaustralianindex.com
There are a number of sites that already do what you want to do- and you will need to a comprehensive understanding of you competitors to differentiate.
The most important question you can ask yourself right now is not how you will monetize- it is how you will launch, build an audience and create enough value for them to keep coming back.
The Cool Hunter is an Australian outfit that has done a brilliant job of this, and now has geo specific versions of its content. But it’s taken years and years to build.
You will not get on an advertiser’s radar with out compelling content and a loyal audience.
Adserving can geo target an IP address. Your best bet is Google Adsense (ads will be contextually served onto your site) and you can do this from day one.
There is no tool in Australia available for media planning that can even see a site with under 100,000 uniques a month. After you have built a decent audience (say 30,000) you might be able to contact one of the Ad Network resellers.
And on an end note: an old fashioned piece of advice. Write a business plan. No one else need see it- but planning is a key ingredient of success. It will walk you through all of the steps that you need to make, allow you to clearly articulate your offer, evaluate your competitive set and work out your business model. Good Luck!
Anything I’ve missed out? What are your tips for online start ups?
UPDATE: Here’s product marketing guru/VC/advisor/author Guy Kawasaki’s The World’s Shortest Marketing Plan, Version 2.0 Click here to get the document. It’s a Word document so that you can fill in the cells with your answers.
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