Today’s world is completely overcrowded with marketing messages, social media notifications, and ad campaigns to the point our society has become so bombarded with distractions, each vying for our attention, that we block most of them out which makes it particularly difficult for entrepreneurs to get noticed by their target audience.
As an introvert, it can be particularly hard to be heard above all the chatter, and whilst it would be nice to be able to rely on external tools such as the promotional exhibition covers found here; https://www.exhibeportable.com/table-covers.html in reality, we all know that people do business with people and the only way to win business today is to connect with your market… again, a challenging feat given how many other people are trying to connect with your exact target audience at the same time; particularly if in a trade show environment.
The basic point is that there’s a lot of “marketing noise” out there today and this creates a significant need to stand out from the crowd. The best way to achieve this is to be perceived as extremely relevant to the audience you are aiming to attract and communicate with.
Nowadays, with the likes of facebook’s hyper-personalised targeting (https://www.facebook.com/business/products/ads/ad-targeting) it’s a lot easier to connect with your specific target audience and send a tailored message relevant to their interests without having to pluck up the courage to go out and find them in person.
As stated above, relevancy is everything, and on that basis it’s advisable to focus on a particular niche or subset of the market and become an expert within this narrow market rather than being perceived as a generalist within a broader market; because this positions you as more relevant and able to solve a particular problem rather than being seen as a jack of all trades within your industry.
Essentially, you’ll need to differentiate yourself with a strong unique selling proposition, as this is the backbone of your business. This article explores a number of ways you can make your business stand out from the competition, by positioning yourself and your business as the go-to expert within a particular niche.
As a small business owner, one of the core challenges you face is that of people finding out about you; particularly as a start-up.
Often, the broad markets are very crowded and well established. If we were to think of this from a marketing perspective you want to get the greatest return on your investment possible, and when spending money on digital marketing the cost per click for an advert relating to something broad is going to be much higher than something niche because the search term will be less competitive.
Also, you don’t want thousands of people clicking on your adverts – you only want qualified prospects – and the more niche focused your marketing is, the better the conversion rate will be meaning the higher the return on your investment.
It can feel counterintuitive to limit your market, by focusing on one specific group, particularly if you’re offering something that has broad market appeal. However, in marketing yourself as the go-to-expert within a particular niche your target audience will become magnetically attracted to your ‘specialist area’ of expertise.
In summary, it’s important to remember that people have problems and seek solutions – if you can position yourself as the most relevant and effective solution then you will get noticed in even the most crowded world.