My solution was print ads. Let’s faces it, that is one of the easy ways to market a business. Pay a graphic designer to make a pretty picture with your product, toss in some well crafted text, and let the ad run for several months.
I’ve tried this and failed. The world of print media is much more complicated then tossing an advertisement in a paper. You have to know the readers’ demographics, the location of the ad, and you need a call to action that generates leads or sales.
I questioned myself. If advertising needs to be done continuously, how does a small business achieve its marketing goals with limited resources?
Several years later I found that to be successful in advertising you need to have a marketing plan. Define who is your target audience. Is this a seasonal product? What are my customer demographics? Once I learned about my customer’s background demographics, a picture of who my target markets were developed.
Targeting a demographic creates a simple target to go after. No longer are buckshot flying all over the target. You now are actively targeting a niche.
After closely analyzing my entertainment business, I learned that I needed to niche market my business for entertaining at private events to birthday parties. Yet, I needed to go further. So I looked to the data. Where are my customers coming from? What is the age segment I am serving? Which gives me the greatest joy? Scanning my Google calendar, I realized that 1st birthday parties were the largest segment of my clients. I had found my niche – 1st birthday parties.
I learned that niche marketing is very effective and profitable for small business. I find that my website, copy, and marketing material are easier to produce just because I can be very specific on what I say. I found that I spent a full day trying to make one advertisement work in multiple situations. I have seen that spaghetti web page that has no focus, and I struggle to figure out who is the demographic that they are trying to serve. I found my marketing, but apparently they didn’t find their niche market.
Things I did to improving my niche marketing
- defined my audience
- defined my niche market
- became an expert and active in that niche market
- defined whether I could make a living off that niche financially
- surrounded myself with other experts in that niche market
- committed resource/money to that niche industry
- made sure I addressed the niche’s core conflict