Niche!
When I ask business owners who their target market is, many tend to respond with "everyone". In reality this means no one. Targeting everyone = targeting no one.
Many business owners try to serve the widest market possible worrying about narrowing down their target market because they don't want to exclude any potential customers.
This is a typical newbie marketing mistake.
Most large company advertising falls into a category called "mass marketing" sometimes also referred to as "branding" with this type of marketing, business owners are like archer in the middle of dense fog, shooting arrows in every direction in the hope that one or more of them will hit the intended target.
The theory behind "mass marketing" is that "you want to get your name out there" and shooting enough arrows in all directions surely you will bound to hit your target. Right ?
My answer is : Maybe.
But for small-medium-sized businesses that's a stupid way of marketing because you'll never have enough arrows (money) to hit the target market to get a good return on their investment.
To be successful small business marketeer you need laser-like-focus on a narrow target market. Sometimes called a "niche".
Remember:
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This doesn't mean you can't offer a broad range of services, but under-stand that each category of service is a separate campaign.
Targeting a tight niche allows you to become a big fish in a small pond, a mile deep for a lot of people looking for a solution.
How to identify your ideal customer:
Retired
6 个月Another and a very effective marketing technique is what I call "Let the customer market your product". If you are a startup or a small company, build the very first customer reference by delivering excellent quality of service to your product, "which I suppose is a good and workable one". By excelling in the service delivery, the customer unintentionally build a very credible brand for your product, whichever it is, and will work as a marketing force to your company. Just a bit warning here, always keep your quality of service at the top because if you lower the bar the backfire from your customer will be disastrous. I used this technique for long years and it worked perfectly well!