David Fiske Affiliate marketing & web development musings from Fiske Towers

So far in this project, I have harped on about creating niche sites.

All good and well but on it's own, it will not necessarily be a successful website.

So what can make or break a site?
 
Firstly, before I go any further, it is important to emphasise that niche sites are a billion times better than a general site.

OK, so what else then?

It is very important to establish a subscriber list. A list of people who are interested in hearing what you have to say is more powerful than a search result. I have always used mailing lists as a tool to explain exclusive information that cannot be found on the website.

However, I have never sold to my lists. And in all fairness, the lists are quite small (a few hundred subscribers). But imagine if you had a subscriber base of several thousand people. So long as the product is relevant and the subscribers are willing and able to purchase, you should experience a higher conversion rate of sales than for search engine visitors.

Another key feature is a USP - Unique Selling Point. It's a business buzzword but it remains true of affiliate marketing. You need something on your site that differentiates it from all the rest. This is quite difficult to achieve but it depends on what niche you are targeting.

Let's assume you are setting up a website about PC software. Instinct says to have a online shop (probably an Amazon aStore). You may go more advanced and have a price comparison feature. All good and well but so far, it is identical to all the other sites out there.

So how would you inject a USP? You could add a reviews section but that just brings it in line with sites like Kelkoo.

Design is a USP. If you have a very smart and (dare I say it) sexy website, that could attract people again and again. I tend to revisit sites that are attractive and usable. If the design is poor, I perceive the content to be poor. That may not be the case but nevertheless, it is what I believe. I don't have the time nor patience to determine how good the quality is.

A forum could be a USP but they are a pain to manage. They are a pain to get started too. People don't post onto empty forums!

In the age of Web 2.0, it is easier to create a USP. Podcasting your reviews lets someone hear what you think. Videocasting is the latest big thing. All you need is a webcam and a microphone.

Here's a video that may be of interest:



Ultimately, I think we have to start moving away from shops and reviews. Selling has to become more creative and fun.

Create a fun, niche website with a newsletter, several USP's and a quirky feature and you have yourself a viral marketing campaign.

Alternatively, if you are techy minded, develop web services. The ability to pull data from various websites is there now. There really is no reason why you cannot develop a website without writing any content yourself! Heaven!