The holy grail of marketing is niching. Every business must know, demonstrate and have complete clarity on their niche, including who their target audience is and precisely what their ideal clients look like and need. Don’t they?
But do you ever feel like you are going round and round in circles trying to figure out exactly who your people are and end up in a right old tizz with a long wish list and people that just don’t fit?
As part of a petite business strategy it definitely helps to be clear and demonstrate with your online marketing who exactly your services and products are ideal for. However, you can get so caught up in streamlining and focusing purely on your people wish list that in the process you may disregard others who may be the perfect fit for your expertise.
I have learnt that my tribe is a mixed bunch. If I were to describe a typical Scarletta client they tend to be on the whole to date women of a similar age to me, offering a service of some sort and corporate escapees who have transformed their lives by creating their own petite businesses. Just like me.
But I also work with men, (for the record I have absolutely nothing against them and I am married to a lovely one!) they may be part of a bigger SME business and might be selling products instead of service based offerings. I am open to working with them all if it feels right.
Your niche may not be a one-size person fits all either, it may be a blend of different people requiring different things from you. As well as typical marketing segmenting for demographics there is another more intuitive side to it to take in to consideration, and that is synergy between you and them. I have learnt to try not to put people into boxes, as every person may not fit what I deem as my ideal client, and this doesn’t always matter, as long as there is connection between us. And equally someone may get in touch who I believe ticks all my “ideal” boxes and yet we have no rapport whatsoever.
I see clients working on defining their niche and they get stuck and over think it as they believe that in order to find their people they must be crystal clear on who they want to connect with from the outset. And then end up chopping and changing their minds, which results in a very confused business owner and mixed up marketing and social media messages, which isn’t ideal for sanity or business. Continue reading