Whether it is through acquisition or organic growth, more and more of today’s companies have the ability to offer numerous services and/or products to multiple target audiences across vastly different industries.
However, all too often, companies are using a shot gun approach to marketing, when a rifle-based solution is needed.
In other words, you can’t use the same broad-based, one-size-fits-all marketing approach to go after a construction company as you would for a law firm. These are two different industries with vastly different needs, hot buttons and challenges.
By identifying and analyzing how to effectively reach the different niche markets that you serve, your marketing plans for them will become more effective.
This is the first part of a five part series where we will elaborate on why niche marketing is a vital concept to consider when developing a marketing plan, while addressing some of the key elements to developing a niche marketing plan.
Marketing Generalist vs. Marketing Specialist
Many people, especially those in the professional services space, tend to be generalists. By that, I mean they chase, without rhyme or reason, any business opportunity that crosses their path. While you can net business this way, this model lacks focus. To me, the secret to being successful in driving new business opportunities is focusing on your niche specialties and then putting together a strategic marketing plan with focused goals and objectives that are specifically tailored to target and attract the target audience that inhabits that niche space. Whether it is a niche service offering or a niche industry that you are chasing, narrowing your focus is the first step.
For more information on niche marketing or any of our other strategic marketing services, leave a comment below or contact Jonathan Ebenstein at 440-449-6800.