Better Business Profits Marketing Training For Small Business
You would of heard people talk about niche marketing and narrowing your focus to one particular ideal prospect.
You may even be in a niche business already.
To be honest it actually took me a long time to realise the importance and profitability of specialising and clearly defining a single target market to focus on in my business.
Let me assure you that once you forget about trying to be everything to everyone, focus and find a niche market to target, your results and profits will dramatically increase.
Develop Your Niche Marketing Plan – Free 8 Part Online Marketing Training Course Here
When working with clients one-on-one, the very first things I do is narrow their focus.
I help them clearly define a single and specific target market that they will aim to dominate by becoming a specialist in providing exactly what their ideal client wants.
This makes every step from lead generation right through to generating referrals more successful because your efforts are highly targeted.
You see most businesses have a range of products or services that could potentially be sold to a wide range of customers. They think they can sell their wares to far more people than they could ever actually hope to reach.
Many business owners believe that by being specific in their marketing they are losing out on potential customers who don’t fit into the clearly defined target market.
But This Actually Reduces Your Sales
The problem is that as you try to target, attract and compel a wide and varied range of people to buy from you, your marketing message becomes diluted and gets lost in amongst the crowd of other businesses offering everything to everyone.
Like the old saying goes, “If you try to speak to everyone you end up speaking to no one.”
See many people may want to buy the exact same product for many different reasons.
Take this example:
Let’s say you were looking to book a holiday in Queenstown, New Zealand. You are a bit of an “adrenaline junky” so while you are there you want to go snowboarding, bungy jumping and maybe even skydiving.
As you begin looking for accommodation online you find a long list of hotels that offer and promote many of the same features you would find in any decent hotel.
Then in amongst your search of generic hotels you find “Adventure Holiday Hotel Package”.
You click through and the website has images of all the activities your looking to enjoy while on holiday, there are detailed articles from experienced guides who will show you all the best adventure activities that Queenstown has to offer.
There are special promotions that offer discounts with the local ski mountains and on the site they offer a free guide to Queenstown’s “hottest adrenaline pumping activities”.
- Do you think this might catch your interest?
- Do you think you might sign up for the free guide?
- Would you as someone looking for an adventure holiday be more inclined to call this hotel?
Now I’m sure that many of the other hotels may offer some of the same services and promotions that this hotel does, but because they don’t want to lose customers who are not there for an adventure holiday they fail to stand out to anyone.
Now the exact same concept could be applied to target people looking for Luxury Accommodation, Budget Accommodation, Honeymoon or Couples Accommodation.
The hotel could tailor their message to include all the different things someone in that particular market might be interested in.
It doesn’t matter what industry or business you are in, the more specific you get when defining who your perfect customer is, the more effective and profitable all your future marketing decisions will become.
Take Away
Narrow your focus to a smaller niche market
Conduct thorough market research to find the hot buttons
Create an offer that is exactly what your niche market wants
Cheers,
James Brine
The Barefoot Marketer
Develop Your Niche Marketing Plan – Free 8 Part Online Marketing Training Course Here
