Heads up! To view this whole video, sign in with your Courses Plus account or enroll in your free 7-day trial. Sign In Enroll
Well done!
You have completed How to Run a Web Design Business!
You have completed How to Run a Web Design Business!
Preview
Specialization
2:25 with Paul BoagIt might feel counter-intuitive, but specializing your business can allow you to dedicate your finite resources to your audience.
This video doesn't have any notes.
Related Discussions
Have questions about this video? Start a discussion with the community and Treehouse staff.
Sign upRelated Discussions
Have questions about this video? Start a discussion with the community and Treehouse staff.
Sign up
[Paul Boag] So here's the secret to successfully marketing
0:00
a web design agency. You ready for this? Specialize.
0:04
Now at first glance this may appear counterintuitive,
0:09
because effectively what you're doing is you're narrowing
0:15
the number of people that you can potentially get business from.
0:18
By specializing you're saying, "I'm not doing this," or "I'm not doing that."
0:22
That's a weird thing to do, isn't it?
0:27
It will make you feel very strange, but there is a reason for it.
0:29
At the end of the day, when it comes to marketing and sales
0:34
you've got finite resources, and so you need to focus
0:37
those resources where best they're used.
0:41
Better to be regularly heard about by a small audience
0:44
than heard about once in a blue moon by a bigger audience.
0:49
So, how do you specialize? Well, there are different options available to you.
0:54
First of all, you can specialize in what you deliver,
1:00
So you could go, "I only work on Ecommerce web sites,"
1:03
or "I only do WordPress web sites." You get the idea.
1:07
The second option is to specialize in the local area where you are,
1:12
so you might be the best web designer in Orlando, for example,
1:17
or you can specialize across a market.
1:22
For example, you could be a specialist in the charity sector,
1:25
or a specialist at building school web sites,
1:29
or a specialist at doing church web sites. It really doesn't matter.
1:31
Now once you've specialized, you can start
1:37
focusing your marketing at a specific audience.
1:39
You could focus right down at only talking to people that want an Ecommerce site,
1:43
or only people within your local geographical area,
1:48
or only people that want a charity web site,
1:52
a school web site, a church web site, whatever your specialty is,
1:55
and the great thing is not only are these people now easier to reach
1:58
because you're more focused, but you will gain a reputation
2:02
as being the go to guy in that particular area.
2:06
When compared to other web design agencies you're going to look
2:10
so much more appealing because you're going to look like the expert.
2:13
That is the wonder of specialization—
2:18
that it sets you apart from the crowd and makes you different.
2:20
You need to sign up for Treehouse in order to download course files.
Sign upYou need to sign up for Treehouse in order to set up Workspace
Sign up