Get more, higher quality leads by strategic niche marketing
Trying to be all things to all people is one of the biggest mistakes many business owners make
.
This means when it comes to promoting or marketing your services, the blanket approach is often used which is a costly mistake to make in terms of both money and time.
How many times do you just refer people to your website either when you speak to the prospect directly or indirectly via an advert, through social media or in an article? "To find out more about X go to www.mybizwebsite.com"
Does this sound familiar?
Marketing takes time and if you apply the random, blanket approach, it just won't produce the results you want. This in turn means that you won't make as many sales as you could too, resulting in less money in the bank!
However, with a little bit of strategic planning and embracing niche marketing, you can really turn this situation round which will result in more targeted leads, which have a higher conversion rate, which means more sales i.e. money in the bank!
Carving out niche areas of your business so you market specifically related products and/or services, helps you to stand out from the crowd too!
For example homeopaths can treat all kinds of people, for a whole variety of things. When it comes to marketing his or her services, the results will be a lot higher if he or she focused on one particular area or issue and targeted that specific market. Maybe the niche area to focus on would be eczema or anxiety or insomnia or hay fever?
You get the idea!
Selecting an area of your business that is profitable (i.e. there's high demand for it!) and that you really enjoy, will result in your marketing plan and promotion will be so easier to build around it.
Why not give it a go?!
Step 1 Identify your primary niche market.
If you're a builder, maybe you could focus your sales lead generation on attracting people who want to convert their lofts? If you're a solicitor and your firm offers a whole wide range of services, single out one specific service like Intellectual Property and niche it even further, say for the I.T industry
Step 2 Create a stand-alone lead capture page (squeeze page).
This is essential! It doesn't matter which marketing method you choose to promote your niche market. It could be through advertising, PR, fliers, social media or networking. The important thing is that you have a squeeze page to drive your prospects to, so you can capture their details. You need to have a relevant and compelling freebie (an ethical bribe) to entice the prospect to part with their details.
Step 3 Promote your stand-alone lead capture page.
You choose whichever marketing methods suit you and/or your business. I always favour a multi-vehicle approach when it comes to marketing so you reach as many people as possible! Whether it's advertising, PR, blogging, giving talks, personal selling, telemarketing or using business pages on Facebook, a squeeze page will help you to funnel through highly targeted leads into your sales pipeline. Don't forget to combine both online and offline strategies!
Step 4 Make sure you implement an effective follow up plan!
This might sound obvious but I sometimes see business owners who put in all the hard work into generating sales leads but there's no real plan in place for converting those leads into sales! If this is a leak in your business, make sure you plug it!
Step 5 Repeat the process by choosing another niche in your business
Once you've become profitable in your first niche marketing campaign, move onto the next. The process is even quicker and easier the 2nd time round!
It really is that simple! OK, so there's a bit more behind each point but once you learn and apply this system you will see dramatic difference to the number and quality of your sales leads, simply by breaking down your business and marketing your various niches, exclusively.
Get more, higher quality leads by strategic niche marketing
By: Bruno Estvo
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