Creating a business is a labor of love. We pour hours of time and resources into the development of the business. Hours of research into the target market, the marketing plan and strategy, plus all of the other nuances needed to create a successful business. But then you launch and find some confusion in your marketing department. How to target all of the different lines or services that you offer?
Most businesses offer many types of service or lines of product that may crossover into other target markets. That is not unusual. The problem comes when you start to market and need to have a unified voice.
In a brick and mortar business, your competition may be small. You may not have to compete with hundreds of other people with your services or product so marketing can be a lot easier. And have a broader base at that.
Once you start to market online, your message is being seen by people across many markets and interests. Your competition just went from a few to many. Your message may become diluted when speaking to your target market. So how do you bring the message back to where it belongs?
Marketing online has been shown to be very effective if you narrow your niche on your marketing message. Instead of speaking about lines of product, speak about one product. Specialize in one area of your services and market that niche. Usually one that is overlooked or neglected by others.
Start by doing more research to see exactly what is bringing your customers to your business and website. Is it Specific keywords? Specific marketing methods? Use those analytics! Research is key in all successful businesses.
Change and develop an existing service or product to meet the needs of your market. Talk to your target market and see what their needs are. What can you fulfill in terms of demand?
Analyze your skill set. What are you excellent at? What do you get passionate about when speaking or writing? Narrow your niche in this area.
Finding your niche can take a few starts, stops and redirection. Don’t lose hope. Just keep on tweaking it and soon you will find your comfort zone and the area where you are reaching the target customer for your business.