Many Marketing experts talk about the importance of finding your ‘niche’ in order to grow sales and achieve business success. But what exactly does this mean, and how will it help you?
Defining your niche market, and establishing a clear picture of the type of customer you would like to attract to your business, is absolutely critical to business success.
We instinctively think that appealing to a narrower group of customers would limit our opportunities, however the opposite is in fact true. Being clear on who our product or service helps, enables us to make sure everything we do is completely relevant for those customers, and therefore more efficient at attracting them to our business.
It’s much better to appeal to a small group extremely well, rather than to appeal to everyone badly. And this strategy also ends up being far more profitable too because when you focus on your perfect customer and really know who they are, you avoid attracting the imperfect customers (late payers, hard bargainers…) who are a drain on your time and energy.
So what are the most effective customer attraction strategies?
1. Take time to think about who your perfect customer is
Capture it on paper, pad it out with as much description as possible, spend time really trying to visualise your perfect customers so you will recognise them when they come your way! For example, my perfect customers are ambitious entrepreneurs and small business owners who are excellent at what they do, but who are frustrated as they believe they could achieve even better sales results to reward them for the hard work they put into their business, but they don’t have the time or expertise to regularly devote to Marketing activities, and would therefore value my advice and support to take their business to the next level.
2. Identify what ‘pains’ these customers have that your product, or service, solves
This is arguably the most important part of your sales and marketing process. You need to put yourself in your perfect customers’ shoes. What is keeping them up at night? How could your product or service make a difference to their lives? Brainstorm some common problems that your customers have, that your product, or service, solves. If you don’t know the answers, ask a few directly – you may get some surprising, but certainly very useful answers!
3. Use the information above to feed into all your customer communications
Once you’ve done the work, make sure you put it to good use! Take a look at your website, and your other marketing materials, with fresh eyes. Imagine you were your perfect customer, how would they feel reading about your product or service? Do they feel like you really understand them, that your product, or service, is perfectly tailored to their needs, and that they are compelled to buy from? Or do they simply read a list of generic benefits? For your communications to be effective, they need to highlight some key ‘pains’ your customers commonly experience, to show that you understand the issues they face. Your messages will then quickly point to how your product, or service, provides a solution that will make their lives easier/better. Then follow up with evidence (testimonials, case studies, examples show casing your expertise…) and an invitation to get in touch to find out more.
You will be amazed by how much easier it is to attract your perfect customer to your business simply by spending a little time thinking about who they are and how you can help them.
If you’re a small business owner looking for help to achieve your goals and grow your sales through effective marketing, please get in touch.
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