3 Things to Stop Doing Niche Marketing Campaign
If you do not finish this article yet.
At this time, most of the people have launched a business and marketing campaign aiming at a niche market. Some succeeded. Some failed. Think about the differences between them. This article will help you understand better about marketing basis to achieve business goals.
Agenda
1. Identify target market who will pay for you
2. Select marketing approach to fit your customers
3. Design process to focus for a proper marketing campaign
1. Identify Target Market
Today, we cannot refuse that marketing is becoming a competitive approach to the customer. It is about “Who” will get the customers “Faster” than others. The critical thing to do first is to identify who is your customers that have willing to pay for your business.
For example, in my clothing brand, I created a brand in terms of stylish and straightforward cloth for teenagers and first jobbers. My target is specific by price range to buy and their lifestyle.
If you do not know who they are yet, go and talk to the person you think they are as much as you can. If you already knew a bit, what to think about next is how to find people that look similar or shared interest with them. For existing customers, you have to convince them to help you talk about your brand positively (Word-of-mouth) to the others and do not forget to give a bribe to them.
Now think about “Who are your customers?”. If you identify who they are, more and more success can reach them easily. Not too broad or too narrow. Therefore, you have to be clear customers as much as you can for whom have willing to pay you.
2. Select Marketing Approach
After knowing exactly who your customer is or who you want to talk with, it is time to select ways to approach them. I do like this quote, and it is always a classic quote from the great marketer.
“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”
Philip Kotler
I do agree in terms of having no complete formula for marketing, but there is a guideline. There are two types of marketing ways, which are push and pull marketing.
Push Marketing
We may know as Outbound Marketing. It is a way to bring a product to the customers by aiming to create lead generation or sales. There is a wide range of tools for this strategy e.g., TV commercials, billboards, etc. It is great to create awareness for the new products to the mass audiences.
Pull Marketing
You think it is the opposite of Push Marketing. Yes, it is. It is a way that you attract your potential customers to your product instead. For example, you create a blog and write content or SEO about the benefits and value that they are interested in them. This way may slow but secure connection between brand and customer. It is excellent to create long-term engagement and loyalty with customers.
The way to select depends on your customers’ motivation to buy, and then you can start doing a marketing campaign. Therefore, you should go the right way of thinking and designing your customer journey.
3. Design Process to Focus
Now you know how to frame the target market and marketing campaign; then, you have to design your organizational or team structure. What you have to do is identify what your customer’s decision between the product or brand is. Yes! You are not a person to choose, but your customers did.
Product focus is a way that your customer focuses on supply, quantity, and price. It is suitable for the Business-to-business model (B2B). But now buyers tend to research on their own, and 57% select suppliers in mind before reaching them.
On the other hand, the brand focus is on more emotional-based decisions e.g., luxury things, clothing, services, etc. It has been found in the Business-to-consumer model (B2C).
When you know the way to go (it may be unclear yet) for whom to sell, then you can create an organizational structure and team responsibility to fit with your business architecture to develop or strengthen company competitive advantage.
Summary
1. Clear customers as much as you can for whom have willing to pay you
2. Go the right way of thinking and designing your customer journey
3. Create organizational structure to fit with your business architecture
F or conclusion, a successful business is a business that can reach its monetized market with the right marketing approaches and focus on the proper process. Go niche may be your answer if it fits with your business model or vice versa. Last but not least, marketing is a journey that never ends. What about your business journey? Please comment and share.
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