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Assuming you have first researched and learned everything you can about your own customers and prospects then next logical step to an effective marketing campaign is to research your industry. You may think this is redundant since presumably you researched the market before getting into it. However, this time the focus should be a closer look at what the latest trends are, what the successful companies are doing and signs of new competitors.

One of the key secrets to dominating the marketplace is "knock-offs". No, not cloning your business but creating a new and unique selling prospect within your same marketplace.

Large companies do this all the time; they see a trend in the marketplace and add a product accordingly. For example: McDonald's adding deli sandwiches to their menus. In many of the most competitive markets, you will find many ads for different businesses and not be aware that some of them have the same parent companies. That's right, one or two of these companies may be responsible for four or five of these ads. They have found success within a certain niche and rather than go to the bother of learning a new niche simply find or create a new offer that is so appealing it sits alongside the other top prospects in that same niche market: new product, new website. Always keep in mind that on any search result a wide variety of tastes and desires is represented by that keyword. One website and one ad will only cater to some of them. Take a look at this same market for an alternative perspective and approach to monetizing this area.

Because the internet is an excellent resource, many online business owners overlook or neglect the value of trade shows. Attending trade shows gives you an excellent feel for where your industry is at present and where it is heading in the future. They are also an invaluable source of information that is not yet available online. The more you know about what you are offering the better your position to effectively market and profit from it.

Another key to success is diligence in keeping up with what your competitors are doing. Many business owners surf the net focusing on their industry anywhere from 20 minutes to an hour each day to do just this. Your competitors will often let you know that they are onto something new by an adjustment in their ad campaigns. Regularly checking your competitors gives you another avenue to discover changes in your industry.

Lisa Richardson writes on marketing and business related issues. You can learn more by visiting Richardson Reviews
http://richardson-reviews.blogspot.com