If your business is even a
little bit typical, chances are that you have at least a basic marketing plan
in place that you hope will help you find your best prospects.
This plan probably contains a
mix of elements and platforms, including direct mail, social media, website
development, relationship marketing, inbound marketing, print collateral
placement, market research, and so on and so forth. And if you’re like many businesses,
you’ve probably put together a plan that helps you reach the most possible
prospects, even if you don’t know much about those prospects’ qualifications, potential
to do business with you, or optimum methods of outreach. After all, you want
everyone to know about what your company has to offer, correct?
Actually, in almost all
cases, “reaching everyone” is not a viable marketing plan, unless your business
happens to be a national or global company with extremely broad mass market
appeal, not to mention existing widespread adoption. Marketing to “everyone”, therefore,
is not likely to ever really get the results you need in terms of helping you find
your best prospects – especially if you’re a startup, single-proprietor
business, or other type of operation with limited resources and a tight
marketing budget. If this description at all fits your brand or business, you
might want to consider refining your marketing plan to include niche marketing.
Opinions about niche
marketing vary, and the “who, what, and where” of the niche in question will of
course change depending on the industry category that best characterizes your
brand or business. But generally speaking, niche marketing may be defined as a
highly specialized subcategory of a particular marketing audience. Examples
might include the niche market of office managers for real estate companies, as
opposed to the broader market of “anyone” who might possibly be interested in
buying office supplies. Or the niche market of executive directors for non-profit
healthcare organizations, as opposed to the broader market of “anyone” who
might be interested in a donor management software program.
Segmenting or narrowing your
marketing plan’s focus can pay off in ways short and long-term, and it also has
a way of leading to insights about your customer populations that will prove
helpful indeed as you build and grow your business.
Learn more about finding your
best prospects when you visit www.MindEcology.com today!
