The Battle Between The General And The Specific
It can be tempting as a business owner to attempt to market yourself to a wide-ranging audience. However, this general approach often fails to land and leaves you marketing to no one-relying on strategies that are aimless and scattershot.
As a business owner, you need to be bold enough to stake down a specific niche and target it. Having a niche does not mean that you won’t ever do anything outside of it, but as a marketing tool, a niche will make it much clearer and easier for customers to find you. In a crowded market, you need to stand out.
Having A Niche Attracts Customers
Customers are invariably drawn to companies whose products or services match more specifically to their needs. For example, if you have a customer who is looking to relocate to Sooke, they’re going to seek out the specialist knowledge of a Realtor operating specifically in Sooke, rather than Victoria as a whole.
Think about you personally would go about finding a service. Do you need just any bookkeeper, or one that deals specifically in restuarants? A painter who does anything, or one that specilizes in living rooms? It pays to have a niche, as you become the expert in your specific field.
Having A Niche Makes Marketing Easier
Having a niche makes it easier for you to generate word of mouth interest or referrals, as it makes it easier for people to make associations and direct other people to your services – the same is true across all forms of marketing.
Another important point is that having a niche makes it easier for you to identify and market to your ideal customer avatar, (aka ideal client), a key part of any business marketing strategy that we will explain in future posts.
By defining and understanding the niche in which your business operates, you can open up an effective channel of marketing that will lead to finding the customers who desire your services and products, thus targeting them more effectively.