Understand that the world is not your market
I admit that it took a while for me to find the niche for my business, but once I did, I didn’t look back. The sooner you do it the better.
No business owner wants to miss out on sales, but even if you have a broad offer, narrowing it down can help people understand what you do and establish you as an expert.
For example, if you’re a personal stylist, you could specialise in two or three areas such as women who are returning to work after having a baby, people who have changed their hair colour, and those who need help dressing for a special event. All three are very powerful niches in their own right.
Look and play the part, in every way
I have design envy. I recently met a financial planner and really liked her card, business colours and logo. I can tell she has invested time and thought into her corporate identity and what it means for her business. Everything about her business and personal branding made sense and sat right with me.
Such subtle expectations should also be expressed in your own marketing materials. What do yours say about your business? Are you living up to your own expectations?
Keep your material up to date
Keeping your marketing materials up to date is an important job. Here are some things to check in your own business:
- Client testimonials: These may technically be timeless, but they can still date. It was obvious to me recently that a buyer’s advocate I had met was using very old testimonials. How did I know? The testimonial noted that they had helped them purchase a house for around $200,000. I’m not sure it’s possible to do that in Melbourne anymore!
- Business card: I update my business card at least once a year and the old ones are promptly recycled. If there are cards from 1995, 2001 and 2008 in your office, perhaps it’s time to get them refreshed.
- Email signature: When was the last time you looked at this? Does it still convey the right message?
- Voicemail: Is your holiday message still on your voicemail recording? Why not dial in and check what it says.
- Picture: If your appearance has changed, consider a new picture.
- Website: If your home page boasts Myspace as your proud entry into social media then perhaps you should consider an update.
Punch above your weight
I have a client who operates in a niche market within the building industry. They’re a small team, but the business owner has always invested in great design and is regularly featured in magazines and websites covering the industry. They are well known for this and people in the industry look up to them and in many instances follow them. The business has grown each year even during building downturns.
Got any other brilliant branding tips? We’d love to know what’s worked for you and your business.
“ No business owner wants to miss out on sales, but even if you have a broad offer, narrowing it down can help people understand what you do and establish you as an expert. ”
Jo Macdermott from Next Marketing works with Business Owners in Melbourne who require ongoing Marketing support. If you are a Business Owner with a Marketing budget who is too busy to ‘get around to marketing’ then Jo Macdermott is here to help. Jo specialises in tactical Marketing plans that are pragmatic and make a lot of business sense.
