While being a jack of all trades is of entertainment value to a king, it is not so much for the public. Whether making a mark for a new venture or rediscovering a new course of action for the established, one thing is clear – A decision should be made to move forward.

Some may ask, ‘why cant I offer a ton of services to reach a greater number of people?’ While a retirement portfolio cries out for diversification – your marketing budget does not.

As far as an internet strategy, simply targeting a greater number of keywords for all your potential services is not going to improve clicks and conversions. Actually in the SEM world (Search Engine Marketing or Paid Placement) having a very broad keyword campaign is an easy way to inadvertently mismanage a campaign, thus lowering CTR’s (Click Through Rates) and increasing costs. A broad campaign requires close management to quickly evaluate ill guided impressions (views not clicks) that could lower your CTR.

For a new campaign it is my recommendation that the largest percentage of budget be applied to the Niche product or service you are most dependent on – then expand additional budget to your ‘diversified’ options. Nevertheless, exceptions to this case do exist and it could be yours.

Happy Niche’ing