Online Marketing Strategies part 2: How to Utilize Survey Results

In the previous article, I explained how the Online Publisher’s Association (OPA) segmented the Internet into four categories – content, communication, commerce, and search. They then broke the content category down into eleven divisions where an Internet site could pull in revenue. In this article, I’ll dissect Paul Stamet’s Fungi Perfecti site to compare against the content list that OPA developed. Additionally, I’ll lead you to some further statistics that might help you gain a leg up on your own marketing ladder.

$2.89
- OR -

Overview

Build Content and Commerce on What You Know, Part II

When I brought Paul Stamet’s site to your attention at the end of the previous article, I mentioned that design wasn’t the issue at this point. Instead, I wanted to know more about Paul’s competition – if any – and how he could streamline his site to make it easier for his viewers to find what he offers.

Paul Stamet’s Fungi Perfecti site

The Competition

If you type the words, “medicinal mushrooms” into a search engine, you might discover that Paul’s site usually lands within the top five site results. If you take a look at the other competing sites on that search page, you also might discover that Paul’s competition for these keywords include a few other companies that package medicinal mushrooms. You might have also seen that some of the pages offer Paul’s books.

However, if you type “gourmet mushrooms” into a search engine, Paul’s site is nowhere to be found, because the gourmet mushroom field is highly competitive. Therefore, we can read how to position Paul from this information and from any information that he might provide if he were a client. Paul’s competition (and acquaintance) many years ago included Dr. Andrew Weil. However, Andy has moved on to bigger and better things and Paul continues to operate in the background of larger arenas and in the foreground in some obscure places (like a featured faculty position at the Telluride Mushroom Festival).* Therefore, while Paul continues to hold a top position in the medicinal mushroom field, few folks may be aware of his business.

From what we know at this point, Paul might do well to continue to push his medicinal approach more than his gourmet approach. Additionally, Dr. Weil shouldn’t be discounted as a former competitor, because when his online presence is compared to Paul’s Web site, some differences in how both men approach their audiences might become apparent. I’ll approach those differences below.

 

Linda Goin

Linda GoinLinda Goin carries an A.A. in graphic design, a B.F.A. in visual communications with a minor in business and marketing and an M.A. in American History with a minor in the Reformation. While the latter degree doesn't seem to fit with the first two educational experiences, Linda used her 25-year design expertise on archaeological digs and in the study of material culture. Now she uses her education and experiences in social media experiments.

Accolades for her work include fifteen first-place Colorado Press Association awards, numerous fine art and graphic design awards, and interviews about content development with The Wall St. Journal, Chicago Tribune, Psychology Today, and L.A. Times.

See All Postings From Linda Goin >>

Reviews

Be the first to write a review

You must me logged in to write a review.