Is your marketing plan a hodgepodge organized mess of sending the same message to all clients and prospects in hopes that your communication may be applicable to a few people in your target market? Let’s get real this year – place focus on your target and niche markets by identifying the differences and applying strategies to engage clients and prospects and increase client retention.
Embedded in my mind au courant are the many idioms my mom chanted in earlier years. “Bird’s of a feather, flock together”, was one of them. What I didn’t realize is this proverb has been in use since the 16th century. Fully aware of the connotation, “those with similar characteristics and interests will choose to spend time together”, we can now link the adage to successful marketing strategies.
Understand the contrast between target and niche markets:
- A target market is the identified group of people your firm serves
- A niche market is comprised of specialty services you offer to small groups within your target market
The Downfall of Generic Marketing
Most firms have a detailed marketing plan in place, but lack the implementation or a plan altogether for niche marketing. Your target market will not respond to generic marketing unless it specifically applies to them at a given moment. Much time, effort and cost is wasted on blindly marketing meaningless, non specific products and services. Therefore, the way you communicate with each group requires uniqueness.
Designing Your Niche Marketing Plan
A high percentage of firms have identified niche markets, but have not implemented a niche strategy; critical to success. A niche market needs to reach beyond targeting age and income. Effectively design your niche marketing plan by identifying a small segment of people who have specific needs and characteristics. Create a clear and compelling message that speaks volumes to your niche.
Clients and prospects are seeking to find an advisor to meet their needs, challenges and problems. Create a mission statement specific to niche markets detailing the why and how you are relevant to them. If they don’t understand how you can meet their needs, there is no opportunity.
Benefits of Implementing a Niche Marketing Plan:
- Create multiple streams of income
- Reduce costs by utilizing meaningful and specialized marketing
- Become identifiable
- Increase referrals
- Acquire expert status in a specific field
Gauge Your Judgment When Choosing Niche Markets, Questions To Ask Yourself:
- How many people/businesses are in this niche market – will it nourish my firm?
- Do I have easy access to this group of people or the ability to gain introductions?
- Does this niche market need my services? Do I offer specific solutions to meet their needs?
- Do I understand the needs of this niche?
- Will I enjoy working with this group of people?
Advisors can differentiate themselves by identifying niche markets and implementing solid strategies to market to them. Complete an autopsy of your target market; dissect the market into small pieces and create strategies to meet their needs. You will send a distinctive message to your audience and your competitors.
We are curious! What niche markets has your firm identified and do you market to them differently?
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