Why niche marketing works for small businesses

Niche marketing works for small businesses.  The more focused you are on the particular problem that you can solve, the easier it is to communicate and spread the word about the solutions you offer.

Imagine a coach who has a background in teaching and happens to love the great outdoors.  What if you came to their website and they offered you general life coaching, coaching support for teachers, a special programme that helped school children study better and a few walking holidays combined with personalised coaching sessions.

Phew!  All that from one person?  Really?

Think back to the last time you needed your boiler serviced.  Who did you use?  A specialist corgi registered boiler servicing company or the odd-job-man who offers to clean your gutters, re-paint your living room, fix and install bathrooms, trim your hedges as well as service your boiler?

If your odd-job-man comes highly recommended by your neighbours, then perhaps he is the “man for the job” – but looking through the Yellow Pages, he may not be your first point of call.

So, what about you?  If you are competing with everyone else and not at the stage that all your customers are coming via the “highly recommended” route, then you may want to take another look at your marketing messages.

Are you an “odd-job-man”?  Or are you a specialist?

Other articles you may be interested in:

1. Marketing by Temptation: a lesson in wants and needs
2. Small Business Owners: Beware the hype of internet marketing!
3. Reviewing & monitoring your marketing is boring, right?