Niche Markets w/ Few Competitors - How Do You Gain Recognition

[DroBuddy]

First, I'd like to say hello and to introduce myself. I'm the Chief Information Officer for Free Internet Company.com, aka FreeNetCo.com, which is the parent company of several sites in refined, niche markets. Currently, my questions are regarding these three websites which are primarily aimed at one audience: Truck Drivers.

Let me elaborate and give you some examples; OTR is a common acronym in the trucking industry which means Over-the-Road... We own both OTR Jobs.com and OTR rookie.com (which was just recently launched), as well as, I Live in a Truck.com (currently under development). The latter is specifically focused on truck drivers who live on the road; go figure. The first site we launched in this market, OTR Jobs.com, was originally used to "Help Quality Truck Drivers to Find Quality Employment with the Industry's Elite!"

The site is ranked #5 on Google and #1 in Y!, MSN, etc. for our main keywords (otr jobs). The SEO is not the problem, as we utilize Syndication, high keyword density, targeted and rich content (this is a subjective statement...), etc. However, as we recently changed our business plan from doing truck driver recruiting more towards a Monster / Career Builder format, we have been experiencing some problems.

We allow truck drivers to create profiles, blog their resume, instant message prospective companies, etc. for free (as these are the truly targeted customers!).

However, we are trying to get trucking companies to list on our site (as they are the desired product), yet we are having an incredible time marketing ourselves to them (we are a one-of-a-kind and are creating a new niche in an established industry!).

Up until this time, I have always worked with marketing products, not services. As such, I'm looking for any insight and / or resources that would help turn all of these leads into revenue (we're getting the leads, but we have no one to refer them to!)*

* By which, I mean, the whopping 6 job offers on the board are for our past affiliates (when we did recruiting). These companies are not under our new business plan, yet, as they pay us $1k a head instead of paying for listing on the site. Due to this, all they are allowed is the ability to post a job offer on the exclusive Job Board. They are unable to utilize the other intrinsic benefits of registration.

The thing that is really getting me to rethink the over-all approach is that truck drivers are more apt to use the 'Contact Us' button to send me inquiries (... I'm sick of recruiting...), as opposed to, browsing the job listings and contacting the companies directly. This truly perplexes me because it increases the number of pages they have to visit (instead of simply scrolling down the home page).

Before there was a 'Newsflash' section on the Home Page, there were very few applicants in the last quarter (although, that could have presumably been influenced by the season, as well); after adding the 'Newsflash' section into the Home Page, it has increased the number of times we have been contacted and the rate of applications increased by .3 !

::sighs::

If someone could please review the main site (as I haven't done any real SEM / SEO for the other sites, yet), I'd truly and greatly appreciate it! Thank you for your time and assistance.


Sincerely,



Joseph Johnson

[bj]

What exactly do you want us to look at? A link would be nice . . . I tried pasting freenetco.com into my browser and got some joomla site about the internet and cellphones, and nothing about trucking.

[NJ]

I have been in two industries that are not early adopters of web marketing: newspaper and timber. Both web companies had a great plan/model, but neither really understood how long the start up time would be. If you have a great web product, back it up with great service, peristent (but not pushy) sales, and TIME! On both sites, the folks who planned to make a quick killing on the web didn't, but there were a few forward thinking folks that convinced them to not dump the projects. Even though the forward thinking folks got beat up quite often - they were right!

[microtekblue]

Not really sure exactly what your asking..but if its for seo/sem for the OTRrookie site then I would suggest to make the site look more professional. That is to get other companies to sign up and get involved with your site. Right now I dont like the site layout too much. Somethings such as the "Powered by Joomla" logo should be removed, and the site structure and nav links can use a little more organizing. Maybe make a direct NAV link for companies and another for truck drivers to sign up.

I would also get rid of the domain in your Title, and concentrate more on your main keyword. Your keywords tag has too many irrelevant keywords, and your description tag can be modified to include more.

[mawells]

Well, for what it's worth, here's my two cents about the otrjobs.com site:

First, it doesn't fit my 1024px resolution screen (19" LCD monitor). I have scroll right and left to see the entire page, so the right hand column could be getting lost to some of your visitors. Now, if you know for a fact that your audience will have higher resolution screens - then don't change it.

Second, It's not really grabbing my attention either as a job hunter or an employer. You might want to consider a couple of graphics that will take me down one path or the other, depending on who I am.

Third, I wouldn't post all your current job openings when you have less than 10. Create some interest and let the job seeker click on a link or conduct a search. Over time, I would "announce" over X number of jobs currently available.

Once you get me to click down the path I need (prospective employee or employer), then bullet out the features available to a registered user. No one really "reads" on the Internet - they scan for things that catch their eye. So use bullets to itemize the great benefits of registering.

You also need to emphasize the FREE aspects of your service. It's lost in the paragraph for drivers. Once you get them down the right path, make sure the say that registering is FREE - perhaps before you list the benefits of doing so.

Those are my suggestions, others may have more. I was viewing your site in EI6 so I don't know if there are display problems in other browsers.

[dean]

I looked at otrjobs briefly and I can understand why you're not getting companies to buy. You're only selling the site to the drivers right now. There's very little marketing going on for the companies.
What makes you think you are creating a new niche anyway? A simple google search for "truckdriver jobs" yeilded 1,710,000 results. I actually am a truckdriver, (30 years), although no longer otr, and I have also done a couple of websites for intermodal trucking companies, ( intermodalcontainer.net and chmpn.com ). I get probably 2 or 3 link exchange requests for trucking jobs sites a week. I really don't see any incentive for companies to sign up for your site. You must market to the companies as much as to the drivers, or maybe even more so because they are the ones you want to have pay you.
Start with something about how much of a problem driver retention is within the industry. Then maybe something about how having an abundance of freight doesn't help if the companies can't fill the seats. Then maybe something about how truckdrivers are plentiful, but GOOD drivers are rare and about how you can deliver them. Or about how the driver is often the only personal contact with frieght customers and the impression they make goes a long way toward retaining and gaining accounts. There could actually be an awful lot of good content on the site that isn't there. Educate the companies about what the good truckdriver wants.
Put your pricing where it can be seen without clicking "register" first.
Also, only the big trucking companies would be willing to spend that much advertising for drivers on a regular basis.
The site itself is a little off-putting. Bright red? Banner ads that are off-topic?

[rudyhiebert]

My opinions and ideas about few competitors,etc.
From my perspective as an Independent Amsoil Dealer, the shortest version is imitation the highest form of flattery. That is what occurred in the synthetic automotive lubricant topic. After realizing a double digit growth after 9-11 compared to others that have struggled to survive, Amsoil Inc. is where it is today probably because of its scientific and corporate integrity. Critics and skeptics are silenced when the claims are actually true as proved to be true after a race or in -40 degrees.

Other reasons might be the aggressive approach to marketing and advertising. No longer will people have the excuse that they don't know about the brand after seeing a high profile racing event live or on TV.
RH
(RUDY & MARILYN HIEBERT - Independent AMSOIL Dealer, ABBOTSFORD, BC)

[Jackyboy]

OK, I looked at OTRJOBS dot com. I don't know your business, but, bluntly, I think you have:

• A design problem (much to be said here)
• A selections problem (which you know -- that's why you get the contact us form)
• A perception problem -- you appear to be very short of any potential for the employer or the trucker

Somehow beg, borrow, steal, buy, but get more job listings. I'd be outa there in a heartbeat if I were a company OR a trucker. Nothing to offer me.
Check out findatruckingjob.com, one of your competitors. How do they do it? Notice, for instance, where their contact link is ---- teeny weeny in the lower right of a long scrolling, well-designed, graphically simple page.

The thing that is really getting me to rethink the over-all approach is that truck drivers are more apt to use the 'Contact Us' button to send me inquiries (... I'm sick of recruiting...), as opposed to, browsing the job listings and contacting the companies directly. This truly perplexes me because it increases the number of pages they have to visit (instead of simply scrolling down the home page).

Not sure why you are perplexed. I tried to approach your site like a new trucker or company visitor might. I did about three clicks and determined there wasn't much there. I'd take the six jobs OFF the home page until you get more offerings. I didn't have time to explore your engine, but an integrated search might work with a form. Maybe you have that and I never got that far.

Your top competitors have already invented this wheel. I'd just try to learn from them. I assume you study your GA stats.

There is much more, but out of time. Hope this helps.

Jack
The view is best from outside

[incrediblehelp]

Same questions as above. You launched a website and business without knowing how to monetize and who to target?

Sure you can build all the websites you like that get good traffic in niche markets, but some simple don’t convert into a perfect sale or buying opportunity.

I am sure 100s of people type "monkey pics" into SE's everyday and no is getting paid on the result page.

[youds]

OK

You have a good CMS system in place, and people can interact, you have the foundations of a successful web site in place.
Where you're lacking is in the look and feel of the site, it's design. It needs to say "we are a success" and at the moment, being polite, it doesn't say that.
For somebody to invest their time in using your site they have to feel they aren't wasting their time, and unfortunately, on first impressions alone, your site isn't cutting the grade.

You should be looking at spending about £2000-3000 to get everything up to scratch with a reputable design firm.

[DroBuddy]

Wow, I'm truly impressed by how active this community is. As you will notice, I just recently signed up and wasn't anticipating such a fast and vast response. I read through a few of the comments and there are some very valid points made.

As far as the links, I try not to direct link to my sites due to most forums rules regarding such. But, the domains in question are OTR Jobs.com and OTR Rookie.com*-*OTR Rookie.com. As far as how we are creating a new niche, it's not the truck driving jobs that's the new niche; it's that it is the first site of its kind that is owned and operated by a professional truck driver (that's a big issue to other drivers (and, technically, until the design is finished on both sites they are currently being operated by me, as opposed to, the truck driver in question).

I'm going to spend some time reviewing the comments and I'll get back to you guys; I just wanted to say thank you for such a timely response and for being detailed. This is exactly what I have been looking for in an online webmaster community! Many thanks.

Sincerely,


Dro Buddy

P.S.
FreeNetCo is something that's on the back burner; I wasn't asking for any comments on that site. So, I apologize for the misunderstanding.

[DroBuddy]

Wow, so I read through all of the comments and am simply amazed by the depth that provided. All of you have made several good points and, honestly, a lot of it is more common sense issues. This is my first project that I'm doing by myself, so it's an interesting learning curve. Once again, I'd like to say thank you for your time, advice and insight; I truly appreciate it.

Sincerely,


Joseph Johnson

[Peopleunit]

I'll let you in on a little trick.

I worked for a weekly newspaper some yeas ago that offered both classified and display advertising, and without going into a long comparison between that and what you (and many of us here) want to do - namely, develop a base of paying clients. In you case, trucking firms with seats available, and perhaps a few other industry related advertisers.

But first, let me say this. You can have the neatest looking site in the world, but that's no guarantee of success, nor does it need to be. (example, Craig's List) Do you have what people are looking for? THAT, is the question we need to ask ourselves. Not that its not important, mind you, but all the rest is secondary.

Ok, back on topic...

First, examine what sort of traffic you expect, who are your readers? Truckers, trucking outfits, and shippers. By shippers, I mean small companies looking to hire drivers, maybe even a homeowner looking to move. These people are your prospects.

So... now, your job is to REACH them, right? Of course. But when it comes right down to it, lets cut through the chase, you want them to PARTICIPATE, on YOUR site!!

Now you can (and should) go through all the standard methods of attracting a client base, that pretty much goes without saying. But what I'm eluding to is something that not all that many people take the time to do, and that is to contact them directly. Not by email, not by snail mail, but by calling them on the telephone and speaking to "the decision maker" in person. Pretty simple, huh? Well that's only part of it (you're already ahead of your competition, seeing how most all the other online venues are busy beating each other over the head, instead of focusing on the decision maker who probably DOESN'T have the time to fiddle around on the internet all day).

Ok, so you got this person on the phone, now what?

Well before you got them on the phone, this is what you should have done to prepare - you should have in front of you a copy of either the job postings or advertising they're doing elsewhere, or some good examples from some of their competitors. And that's what I want you to talk to them about.

Once again, stepping beyond the specifics, I want you to give them an offer they simply CANNOT refuse - you're going to advertise for them for free, and you're going to do all the leg work, all you want them to do is say yes. And then you go about setting up their account yourself.

You do the leg work, post their listings and advertisements - copying the information from other sources if necessary (websites, yellow pages, newspapers, trade magazines, etc.). Generally speaking when it comes to advertising the advertiser owns the copyrights, not the publisher. But if you're not sure, just ask Mr. Decision-maker.

I know its a lot of work, but trust me, you'll get results. You'll have brought a new client into your den (you can start charging them later), and you'll have seeded your site with (some of) the content needed to attract and retain a following.

Lastly, as far as building traffic, I'd highly recommend that you offer something more than just job listings and a few related articles and news-feeds, I'd recommend that you create some type of user forums - just like the one you're looking at now, so your visitors can communicate with both you and the rest of the bunch - develop a community.

And just as Webproworld does, you can take the issues and concerns uncovered in the community and use that as a compass to point out what else you can do to improve and increase the value of your website to them.

To recap inn as few words as possible - talk to them directly, get the working examples and ad copy from other sources if necessary (when you can), and present it in a way that they can't hardly say no to - for free, and you'll do all the leg work. About the only other thing I might add - if you can get a female with a (kinda) sexy phone voice to make the phone calls, that might help some too.

Hmmm... I wonder if Tiffany here at Webproworld has a sexy phone voice? She is a cutie that's for sure.

[microtekblue]

Originally Posted by Peopleunit

Hmmm... I wonder if Tiffany here at Webproworld has a sexy phone voice? She is a cutie that's for sure.

LOL...

[DroBuddy]

Hey, I just wanted to say thank you for being blunt and to the point, Peopleunit. You actually hit the head on the nail as far as the advice I was looking for; I cold called several trucking companies, but I failed to properly prepare myself (their ads, as well as, their competitors).

Currently, I have a few things up my sleeve that I'm working on and after I finish development, I'll ask you guys to check it all out again; I'm sure all of you will be surprised by the difference.

Finally, as far as the community base, OTR Jobs.com, OTR Jobs.ca and OTR Rookie.com are only a portion of the niche. We also own I Live in a Truck.com, which is an online community that we are working on which will be "Owned and Operated" by a professional truck driver. The various sites will be their own ring, not to mention, we plan on tapping into other great resources as well. The content on all of the sites has a lot of work, yet.

But, with the advice that you guys have provided thus far, I'm even more confident about our new designs. So, thank you all very much for your time and insight. I greatly appreciate it.

Sincerely,


Joseph Johnson