What can you do if your product or service is offered by a multitude of businesses in your space and competition is fierce. How can you stand out and drive sales? Especially when SEO /Search Engine Optimization ad campaigns for businesses in a crowded market and a competitive geographic location, have difficulty keeping clients on the front page of google?
It can be done, but you need to find a niche, before you create your marketing strategy. Take the category of dentists for instance. If you go searching for a dentist on line, which most do, there lots of dentists listed.
So, the first thing you need to do is define your target market? Can you identify a unique quality about your practice?
Maybe you speak several languages. Or target patients that have sore gums from ill-fitting dentures and you want to focus on implants, or you offer weekend appointments.
First decide who you want to cater to, then create a message that will resonate with that audience.
I recently worked with a client in the office cleaning business, with many mom and pop operations. Subsequently, there’s a lot of competition. While working to define her target audience, it became clear that her business was unique in that she had a number of ad agencies and high-tech firms where late nights and high-pressure assignments required 24-7 service and needed a cleaning company that was accessible around the clock. Bingo! This became her unique and defining niche; catering to the special needs of the creative services and technology sectors. It also helped her reach out and market to a precise target audience, rather than knocking on any and all doors.
Questions to ask when defining your niche.
What is the value your service brings to your clients/customers?
What is unique or different about your offering?
Ask your customers/clients for their assessment?
Can you find an under serviced niche in your market? Is this something you can incorporate into your business?
It takes a lot of work to find your niche. But If there is nothing that truly differentiates you from your competition, you’ve already lost. Fortunately, there probably is something unique and special about your organization, Find and articulate that, and you’ve already won!
