When I talk to people who are thinking about launching a software product, whether a high-growth or Micropreneur endeavor, from time to time I hear that if they could get to the front page of Digg or get a mention on TechCrunch that they would be “set.”
The problem is, your market is most likely not the people who read Digg. Nor the people who read TechCrunch.
And if it is, you’re in for a tough ride. This audience is fickle, moves quickly, and looks at a lot of sites for about five seconds before clicking the back button. If you do get the big swarm of traffic run the stats on how many visitors stay longer than 5 seconds…seriously.
When I’ve been on the front page of Digg more than 90% of that traffic has stayed on my site for less than 5 seconds. That’s not a market, that’s a drive by.
When you receive 50,000 visitors from one of the major media sites you will be lucky to convert five sales. Five measly sales. That has to win for the worst conversion rate ever.
The reason? They are not your market.
When looking at your marking plan you should actually be thinking:
If I could get on the front page of [small-but-very-focused-niche-website].com…
Find the website(s) where your real market – the people who will actually buy your product – hang out. The competition will be less and your conversion rates will be orders of magnitude higher.