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Tags: However, what I found over time is that I actually did have preferences, and that I couldn’t help any and all small business owners. I also learned that it was impossible to formulate my marketing message because I simply didn’t know to whom I was speaking. And last but not least, there really wasn’t anything that set me apart from other women coaches or made me more client attractive to prospects.
It wasn’t long before it became clear that I needed to narrow my focus and choose a target if I wanted to find clients more easily.
Here are 5 strategies to finding your ideal market (and filling your practice):
Define Your Niche
Your niche is more than who you serve. This is only one piece.
A niche is actually a cross section between a targeted segmentation of a particular market AND your specialty or expertise. To the extent you can get clear in your mind about what you do and how you serve your audience (or sometimes referred to as your tribe), the better you will be able to understand your position and distinction in the marketplace.
Get as narrow and specific as you possibly can. Make your niche the sweet spot of your business by choosing what you absolutely are passionate and love to do and who you absolutely love to serve.
Focus on Demographics
Your tribe has specific characteristics that defines them. Demographics such as age, gender, income level, marital status, wants/needs/desires, and lifestyle choices are the first level of consideration. It is also important to understand what weighs on their heart and mind (e.g. what they value most, what keeps them up at night). In so doing, you will be able to formulate a compelling marketing message that illustrates your keen understanding of their unique issues and concerns.
Answer the question, “Does it hurt enough?”
As an entrepreneur, you are in business to make money. So the question of whether your tribe has the ability to pay must factor into the equation. When you provide solutions at different price points for prospects, it’s easier to convert them into becoming a client or customer. However, in the end if your offer doesn’t address a great enough need or benefit, they simply won’t invest in your services or your products.
Determine whether your audience is within reach
Your ideal tribe should be one you could reach relatively easily and inexpensively. Otherwise, it may be difficult to keep the pipeline full of prospects and clients. Sometimes it pays to break ground in untapped or “unknown” markets; it can give you unique positioning, and immediate expert status. The risk involved, is not yielding the results you are looking for after investing lots of money, time and energy.
Choose a market that knows they have a problem
One of the biggest mistakes new marketers make is going after a viable market with a solution they are not seeking. Your marketing efforts shouldn’t center around convincing others to take action. Instead focus your energies toward making an authentic connection with your tribe and communicate effectively how you relieve them of the pain or frustration they are experiencing and looking to resolve.
These 5 strategies are essential to move from appearing as a “jack of all trades and master of none,” to becoming client specific and targeted. Once you get clear about your audience, marketing will become easier and you will be able to fill your practice with all the clients you will ever need.
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